Hansa Pilsner was the first light beer to be introduced into the South African market. In the early 70's the American light beer market was gaining success. South African breweries (SAB) was to be the first pioneer to enter this new market - and that light beer was Hansa Pilsner. The name played on its Germanic heritage, as Germany at that time, was known world wide for producing some of the finest beers available.
Question 1
Prior to the launch of Hansa Pilsner, the South African government imposed additional excise duties on beer. This meant having a beer with a reduced alcohol by volume(ABV) content, would mean lower duties, thus opening up the door of opportunity for higher profits.
Following the trend from the American market, light beers were gaining popularity and increased its share in the beer market. SAB decided to be the first player to enter this market.
The marketing strategy was to play on the Germanic heritage and to portray Hansa Pilsner as a thirst......
Join Now or Login to view the rest of this paper.
Approximate Word Count: 2985
Approximate Pages: 12 (260 words per double-spaced page) |