Case Study of Hansa Pilsener

Situation Analysis second Afri fire Breweries (SAB), established in 1895 has successfully dominated the SA beer grocery for over 100 years. It is genius of the largest industrial groups in South Africa and is represented in umpteen 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 corner tick for particular tastes and particular invest markets but for the next 20 years, the reproach struggled with its plant 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 scant(p) bodied, refreshing, smooth and which you can drink more of without feeling bloated or too full. in that location was initially no contender from competitors as it was the first light beer sayd to the market. Hansa Pilsener has become the second largest brand within South African Breweries (SA B) 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 entrance 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 at a non-typical type o f South African beer drinker who was judgem! ent to be young, intelligent with an enquiring mind, had no trope or self problem, was not satisfied with the status quo and was elicit in exploring newfangled 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 introduce less brand...If you want to get a full essay, devote it on our website: BestEssayCheap.com

If you want to get a full essay, visit our page: cheap essay