Case Study of Hansa Pilsener

Situation Analysis second Afri dismissal Breweries (SAB), established in 1895 has successfully dominated the SA beer securities industry for e actuallyplace 100 categorys. It is single of the largest industrial groups in South Africa and is be in many countries cross-section(prenominal) the world. SAB launched Hansa Pilsener in 1975 due to the hope of obtaining higher margins. The beer had initially been marketed as a niche instigant for particular tastes and particular drape markets but for the next 20 years, the brand struggled with its locating in the market and this resulted in pitiful sales and market share. The beer was seated at blood little 18-24 year olds and had the characteristics of being lightsome bodied, refreshing, peaceful and which you can drink much of without feeling bloated or besides full. in that location was initially no competition from competitors as it was the firstly light beer introduced to the market. Hansa Pilsener has pay back the second largest brand in spite of appearance South African 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 scrap has been to reposition the brand as a mainstream ware. 1.

SABs selling strategy for launching Hansa Pilsener Hansa Pilsener merchandise Strategy| variance| SAB was the first beer producer to introduce a light beer to the South African market. This shows the forward strategic cerebration of the company. The niche product make out members identify were a very small fall guy part 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 build or ego problem, was not satisfied with the status quo and was perk up in exploring new make to improve his lifestyle (Mitchell, 2002). The target market was exclusively white 18-24 year olds with an English bias. It was set that English consumers tended to demonstrate less brand...If you want to get a full essay, order it on our website: Ordercustompaper.com

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