Marketing Beer Essay

This herald illustrates the relationship of beer brands within the perceptual typify in regards to alcohol content and wrong as well as implications for consumer behaviour. The perceptual subprogram indicates that at that place are market segments in premium beers with last alcohol content. There is also a market segment for number one cost beers with high alcohol content. The perceptual interpret also shows that there are potential business opportunities for premium beers with number 1 alcohol content.The state also provides a high level summary of how beer companies fag incorporate perceptual maps when devising their trade strategy and implications that a perceptual map has for merchandise managers. perceptual maps can be used by merchandising managers to determine where consumers view their brand of beer to be positioned relative to its competitors. It is a useful tool to identify curb competitors and potential niche opportunities. submit of Contents Introductio n4 Perceptual maps and Beer5 Implications of perceptual maps on consumer behaviour5.Implications of perceptual maps on selling strategy5 Hahn5 Heineken5 Conclusion5 Reference List5 Appendix ability not need this5 Introduction Beer originated in Iran over 7000 years ago. Over time, the beer industry grown to an amazing $(stats)bn industry. Beer utilisation over time has increased rapidly, from to . The beer industry has evolved over time. Changing hearty and cultural influences suck in 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 federal agency in which they can determine where their brand is positioned relative to competitors is through perceptual maps. Perceptual mapping is a method whereby get definition from school text and cite Perceptual maps provide insight into where con sumers view brands relative to others ground on the dimensions provided as well as the ideal points for different 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, intensity 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 utility(a) beer brands by cost and alcoholicity. There are 20 beer brands pick out been chosen. From the figure1, it indicated that much than half of beer brands are located in the area of full specialty and premium. It illuminated that it is no on e beer brand in the position of low cost and 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 delimit marketing strategy has been constructed to make Hahn light beer stand out in the market. Its creative TV ad was much than successful, with the launch of its hilarious dome 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 sense of humorand our love of a larrikin.Marketers have used its country of origin to capitalize on consumers stroke in favor of their home an d the existence of different countries stereotypes ultimately plentiful Hahn cultural significance and association. This campaign is followed up by the tag some drink it to be responsible others just love the taste big(a) a satirical indication to its quality, further distinguishing it from its other competitors. The campaign was creative, risk-taking and openhearted to its target audiencemale light-beer drinkers who had felt less manly and slack 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 available in almost every country on the planet and is the worlds most valuable 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 f or beer determines the choice of Heineken.Perceptual maps can be incorporated in developing or altering marketing strategies by plotting the points gained by surveys onto this map which allows the vast 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 ambition and sluggish sales, Heineken has made an attempt to target the younger consumers, making it more appealing though various advertisements and promotions through outlets where younger consumers are affluent. point as a successful company with an annual turnover of 11. 829 one million million million Euros in 2006, Heineken still 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 unvarying manner, while constantly improving profitability. The four priorities for action include 1. To hasten sustainable top-line growth. 2. To accelerate efficiency and cost reduction. 3. To speed up murder we commit to faster decision making and execution. 4.To focus on those markets where we weigh we can win. In doing so, Heineken can guarantee a market for its consumers and wait 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.