Case Study of Hansa Pilsener

Situation Analysis

second Afri fire Breweries (SAB), established in 1895 has successfully dominated the SA beer market for over 100 years. It is one of the largest industrial groups in South Africa and is represented in many 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 niche brand for particular tastes and particular invest markets but for the next 20 years, the brand struggled with its position 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 lightsome bodied, refreshing, smooth and which you can drink more of without feeling bloated or too full. in that location was initially no competition from competitors as it was the first light beer introduced 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.

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SABs marketing strategy for launching 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 targeted at a non-typical type of South African beer drinker who was thought to be young, intelligent with an enquiring mind, had no trope or ego problem, was not satisfied with the status quo and was elicit in exploring new ground to improve his lifestyle (Mitchell, 2002). The target market was exclusively white 18-24 year olds with an English bias. It was identified that English consumers tended to demonstrate less brand...If you want to get a full essay, order it on our website: Orderessay



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