USA: Bacardi-Martini streamlines trade marketing
Bacardi-Martini Ltd is to merge its on and off-trade marketing departments in a bid to optimise its consistency of brand messages across trade sectors.
In a statement, the company said that central to the restructure is the promotion of two key executives, Bruce Ray and Jeremy Paris Jones. Ray is now director of trade marketing with responsibility across both sectors and Paris Jones is now purchasing controller.
Commenting Ray said: "Although naturally the two areas of the trade have their own specific marketing needs and requirements, ultimately our target consumers purchase in both, so it makes utter strategic sense, in general terms, to communicate similar messages to them in both on and off-trade environments.
"We are firmly committed to our aggressive ongoing brand marketing programmes above and below-the-line, but henceforth they will be steered and executed by just one department," he added.
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