Case Study of Hansa Pilsener

Situation Analysis second Afri fire Breweries (SAB), established in 1895 has successfully dominated the SA beer trade for over 100 years. It is cardinal of the largest industrial groups in South Africa and is represented in some(prenominal) countries crosswise the world. SAB launched Hansa Pilsener in 1975 due to the expectation of obtaining higher margins. The beer had initially been marketed as a respite injury for fact tastes and particular invest markets but for the next 20 years, the stigmatize struggled with its office in the market and this resulted in poor sales and market share. The beer was seated at white 18-24 year olds and had the characteristics of being lighthearted bodied, refreshing, smooth and which you can drink more of without feeling bloated or too full. in that location was initially no emulation from competitors as it was the first light beer maintaind to the market. Hansa Pilsener has become the second largest brand within South Afr ican Breweries (SAB) beer portfolio with more than a 20% market share and is straightway one of SABs mainstream brands. Its niche position is now distant and the challenge has been to reposition the brand as a mainstream ware. 1.

SABs marketing strategy for instauration Hansa Pilsener Hansa Pilsener Marketing Strategy| variance| SAB was the first beer producer to introduce a light beer to the South African market. This shows the forward strategical thinking of the company. The niche product sub members identify were a very small target segment to target.| Targeting| The Hansa brand was targeted a t a non-typical type of South African beer d! rinker who was purpose to be young, intelligent with an enquiring mind, had no trope or egotism problem, was not satisfied with the status quo and was elicit in exploring forward-looking ground to improve his lifestyle (Mitchell, 2002). The target market was altogether white 18-24 year olds with an English bias. It was identified that English consumers tended to examine less brand...If you want to get a full essay, exhibition it on our website: BestEssayCheap.com

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