Situation Analysis second Afri fire Breweries (SAB), established in 1895 has successfully dominated the SA beer mart for over 100 years. It is angiotensin-converting enzyme of the largest industrial groups in South Africa and is represented in numerous countries crosswise the world. SAB launched Hansa Pilsener in 1975 due to the expectation of obtaining higher margins. The beer had ab initio been marketed as a time out filth for special(prenominal) tastes and particular invest markets but for the next 20 years, the deformity struggled with its line 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 blithe bodied, refreshing, smooth and which you can drink more of without feeling bloated or too full. in that location was initially no opposition from competitors as it was the first light beer cut ind to the market. Hansa Pilsener has become the second largest brand within 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 challenge has been to reposition the brand as a mainstream ware. 1.
SABs marketing strategy for entree 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 strategic thinking of the company. The niche product sub members identify were a very small target segment to target.| Targeting| The Hansa brand was ta rgeted at a non-typical type of South Africa! n beer drinker who was sentiment to be young, intelligent with an enquiring mind, had no trope or swelled head problem, was not satisfied with the status quo and was elicit in exploring stark naked ground to improve his lifestyle (Mitchell, 2002). The target market was all white 18-24 year olds with an English bias. It was identified that English consumers tended to depict less brand...If you want to get a full essay, rescript it on our website:
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