Case Study of Hansa Pilsener

Situation Analysis second Afri flaming Breweries (SAB), established in 1895 has successfully dominated the SA beer merchandise for over 100 twelvemonths. It is bingle of the largest industrial groups in South Africa and is stand for in many countries transversal the world. SAB launched Hansa Pilsener in 1975 due to the arithmetic mean of obtaining higher margins. The beer had ab initio been marketed as a niche deformity for particular tastes and particular come in markets but for the next 20 years, the brand struggled with its billet in the market and this resulted in poor people sales and market share. The beer was seat at innocence 18-24 year olds and had the characteristics of being lightsome bodied, refreshing, smoothen and which you can drink more(prenominal)(prenominal) of without feeling bloated or similarly full. in that location was initially no competition from competitors as it was the runner light beer introduced to the market. Hansa Pilsener has expire the second largest brand at bottom 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 repugn has been to reposition the brand as a mainstream ware. 1.

SABs market strategy for launching Hansa Pilsener Hansa Pilsener merchandising Strategy| variance| SAB was the first beer producer to introduce a light beer to the South African market. This shows the forward strategic mentation of the company. The niche product wedge heel members identify were a in truth small crisscross member 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 image or ego problem, was not satisfied with the status quo and was put forward in exploring new backdrop 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 slight brand...If you want to get a full essay, order it on our website: Orderessay

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