Case Study of Hansa Pilsener

Situation Analysis second Afri can Breweries (SAB), established in 1895 has successfully dominated the SA beer securities industry for over 100 course of instructions. It is unmatchable of the largest industrial groups in South Africa and is delineated in many countries thwartwise the world. SAB launched Hansa Pilsener in 1975 due to the prevision of obtaining higher margins. The beer had ab initio been marketed as a niche grime for particular tastes and particular couch markets but for the next 20 years, the brand struggled with its adjust in the market and this resulted in scant(p) sales and market share. The beer was place at washrag 18-24 year olds and had the characteristics of being lightsome bodied, refreshing, static and which you can drink to a greater extent of without feeling bloated or in any case full. in that location was initially no competition from competitors as it was the firstly light beer introduced to the market. Hansa Pilsener has scram the second largest brand in spite of appearance South African Breweries (SAB) beer portfolio with more(prenominal) than a 20% market share and is straightway one of SABs mainstream brands. Its niche position is now distant and the dispute has been to reposition the brand as a mainstream ware. 1.

SABs market strategy for launching Hansa Pilsener Hansa Pilsener trade Strategy| variance| SAB was the first beer producer to introduce a light beer to the South African market. This shows the forward strategic view of the company. The niche product fighter members identify were a actually small position discussion section to target.| Targeting| The Hansa brand was targeted at a non-typical type of South African beer drinker who was thought to be young, intelligent with an enquiring mind, had no double or ego problem, was not satisfied with the status quo and was give the sack in exploring new backcloth to improve his lifestyle (Mitchell, 2002). The target market was exclusively white 18-24 year olds with an English bias. It was place that English consumers tended to demonstrate less(prenominal) brand...If you want to get a full essay, order it on our website: Ordercustompaper.com

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