A research for the impact and functioning of the Visual Player system in on-trade outlets in Belgium and the Netherlands, as a foundation for future improvements.

Abstract

The Bacardi Visual Player is a TV-screen placed in on-trade outlets in Belgium and the Netherlands that displays visuals of Bacardi brands. The objective of this program is to build brands in the on-trade and to influence the consumer buying decision towards Bacardi’s category. Until today, Bacardi has no understanding of the impact of this initiative on these objectives. They do not know any marketing KPIs of this system, nor the possible impact on sales. On top of this, Bacardi has no insights from outlet owners on what is currently working well and what is not. The only thing that is sure for the moment is the fact that the amount of well-functioning Bacardi Visual Players is significantly decreasing. Does Bacardi keep investing in this system ‘as is’ or not? If not, what do they need to do to improve this program?