Marketing Beer Essay

This report illustrates the relationship of beer injurys within the perceptual office in regards to alcohol heart and footing as well as implications for consumer behaviour. The perceptual map indicates that there be market segments in reward beers with high alcohol content. on that point is also a market segment for low address beers with high alcohol content. The perceptual map also shows that there are potential business opportunities for premium beers with low alcohol content.The report also provides a high level summary of how beer companies asshole co-ordinated perceptual maps when devising their merchandise strategy and implications that a perceptual map has for market managers. perceptual maps can be used by marketing managers to steady down where consumers view their brand of beer to be positioned coitus to its competitors. It is a useful tool to identify get competitors and potential niche opportunities. Table of Contents Introduction4 Perceptual maps and Be er5 Implications of perceptual maps on consumer behaviour5.Implications of perceptual maps on marketing strategy5 Hahn5 Heineken5 Conclusion5 Reference List5 Appendix might not pick out this5 Introduction Beer originated in Iran everywhere 7000 years ago. Over time, the beer industry grown to an amazing $(stats)bn industry. Beer consumption over time has increased rapidly, from to . The beer industry has evolved over time. Changing social and cultural influences have led to changes in the beer industry, in particular in the categories of alcohol content and price of beer.Due to the popular demand of beer, marketing managers must devise sophisticated marketing strategies to sustain their competitiveness. One way in which they can determine where their brand is positioned relative to competitors is through perceptual maps. Perceptual mapping is a method whereby get explanation from textbook and cite Perceptual maps provide insight into where consumers view brands relative to othe rs based on the dimensions provided as well as the ideal points for antithetic brands.This report provides a perceptual map of how consumers view beer brands in relation to alcohol content and price. The report also explains how beer companies can incorporate perceptual maps when devising their marketing strategy and implications that a perceptual map has for marketing managers. Perceptual maps and Beer The component of beer market is ales, stouts ,bitters, low/no alcohol beers, premium lager, specialty beers and standard lager. The market is valued according to retail selling price (RSP) and includes any applicable taxes.The perceptual map of beer brands shown that consumer judge the similarity of alternative beer brands by cost and alcoholicity. There are 20 beer brands have been chosen. From the figure1, it indicated that more than half of beer brands are located in the area of dear strength and premium. It illuminated that it is no one beer brand in the position of low cost an d light. Implications of perceptual maps on consumer behaviour Implications of perceptual maps on the marketing strategy Hahn Hahn premium light is located on the perceptual map as a premium light beer, costing around $24-30 per case.The perceptual map indicates a cluttered market for premium light beer, illustrating Hahn to have a number of similar competitors. With the perceptual maps evaluative criteria, a defined marketing strategy has been constructed to make Hahn light beer stand out in the market. Its creative TV ad was more than successful, with the launch of its hilarious Bean Bomb campaign, showing a bloke leaping from a hotel balcony onto a beanbag, propelling the woman sitting on it into the pool, with this, the ad has constructed the brand to be closely associated with the Australian adept of humorand our love of a larrikin.Marketers have used its body politic of origin to capitalize on consumers bias in favor of their home and the existence of different countries ste reotypes ultimately giving Hahn cultural significance and association. This campaign is followed up by the tag some suck it to be responsible others just love the taste giving a satirical indication to its quality, hike up distinguishing it from its other competitors. The campaign was creative, risk-taking and appealing to its target audiencemale light-beer drinkers who had felt less masculine and windy for drinking light beer.The ads empowered them to drink light beer with a masculine confidence and a sense of cultural belonging having the brand be associated with Australian stereotypes. Heineken Another brand of beer that has successfully penetrated the market is Heineken. Heineken is accessible in almost every country on the planet and is the worlds most precious international premium beer brand. They currently stand as a premium and full strength beer on the perceptual map above which suggests that social status and the occasion for beer determines the choice of Heineken.Pe rceptual maps can be incorporated in developing or altering marketing strategies by plotting the points gained by surveys onto this map which allows the considerable majority of consumers views seen in comparison to competitors, also sighting possible market segments as opportunities its direct competitors are Asahi Dry, Budweiser, Guiness, Carlsberg and Corona. In order to move away from increased competition and sluggish sales, Heineken has made an fire to target the younger consumers, fashioning it more appealing though various advertisements and promotions through outlets where younger consumers are affluent.Even as a successful company with an annual turnover of 11. 829 billion Euros in 2006, Heineken pacify lists goals and strategies for the coming years as stated on its website The goal of Heineken is to grow the business in a sustainable and consistent manner, while constantly improving profitability. The four priorities for action include 1. To accelerate sustainable to p-line growth. 2. To accelerate efficiency and cost reduction. 3. To speed up implementation we commit to faster decision making and execution. 4.To focus on those markets where we believe we can win. In doing so, Heineken can guarantee a market for its consumers and persevere a strong competitor in the future. Conclusion.Reference List http//www. heinekeninternational. com/strategyandgoals. aspx http//212. 204. 210. 71/kraitierientrial/WoH/heinekentoday03. html http//www. heinekeninternational. com/keyfigures. aspx? navid=12230000000050_136 60000000052 Consumer Behaviour Implications for marketing stragergy 5th Edition Quester, Neal, Pettigrew, Grimmer, Davis, Hawkins Appendix might not need.