Preview

Assignment

Good Essays
Open Document
Open Document
21700 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Assignment
Assignment Submission
MODULE
MSM

No assignments will be accepted without this completed coversheet.
Student number
Bongiwe Magasela

Mark Allocation: Comments:

TOTAL

Contents

Executive Summary
Given the rich cultural depth of the Castle brand in South Africa, Castle Draught can present a very unique through the line marketing opportunity. There are however Castle brand constraints to overcome and opportunities to leverage.

The constraints that need to be de-emphasized are perceptions related to low cost (cheap) and old-school (not trendy), body-effect (gas and hang over) and taste (the notion that a drinker must first acquire a taste for the beer). This substantially drives away new drinkers in favour of retaining the existing customer base only.

In de-emphasizing the constraints, they must be decisively replaced for Castle Draught with substantial alternative consumer oriented appeal. This repositioning is radical but not without risk, however a mediocre intervention will yield an inevitably mediocre result. To some extent the risk will be mitigated by a trusted and strong underlying mother castle brand. The competition is fierce and the on-going subject of raging debate in drinking circles. Competitor offerings must be taken head-on. Draught such as Heineken and Windhoek enjoys an appeal similar to Coca Cola in its pervasiveness and intensity, and therefore presents a very serious sustainable challenge.

Castle Draught as a variant to Castle Lager has not enjoyed sufficient differentiation in its initial launch. It is proposed that it be re-launched with substantially revised context and stunningly differentiated impact. Accordingly, the “untouchable” assumptions must be revisited within a conservative framework of retaining base brand identity and embedded brand strength, as well as the existing customer base; the proposed alternative appeal are the following
Taste (controlled reduction

You May Also Find These Documents Helpful

  • Good Essays

    The high quality and uniqueness of the ingredients already exist, however customers are buying the beer based off the lower costs. If Coors wants to use differentiation and the same ingredients, they must create a high level of cost parity to ensure high revenues and reduce all costs not directly related to differentiation, such as in severely reducing the number of packaging lines (320). It would be best if Coors condensed their advertising costs and instead focused on producing creative and innovative ads in place of a high quantity. The connections with wholesalers and important customers should be strengthened through public relations and used to promote a luxurious perception of Coors beer. Furthermore, the plans for buying the production plant in Virginia would still be valid, along with the plans for railway and road…

    • 1261 Words
    • 6 Pages
    Good Essays
  • Good Essays

    Miller v. Bud

    • 458 Words
    • 2 Pages

    The sales for Lite were impressive but it found that majority of its consumers were moderate drinking, 25-44 year old, upscale professionals. However, Lite was successful because its value proposition of the beer being ‘light’ appealed to this older, upscale demographic than their intended target because they interpreted the message as an opportunity to drink without getting slowed down mentally or physically. Also, their choice of media, i.e., advertising during sports shows, reached this segment equally well.…

    • 458 Words
    • 2 Pages
    Good Essays
  • Good Essays

    A recent study determined that there are four very different psychographic categories of craft beer drinkers: Novice, Enthusiast, Explorers, and Loyalists (Lane, 2013). Enthusiasts strive to educate themselves about everything craft beer, Explorer are interested in trying as many styles and flavors as possible, Loyalist prefer a certain style or brand, and Novices are just beginning to get into craft beer (Lane, 2013). The Enthusiasts and the Explorers are highly marketed, while the Loyalist and the Novice tend to be minimalized. For this reason, Harlequin and Brine will target Loyalist and Novice craft beer…

    • 1227 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Mountain Man Brewing Company

    • 4418 Words
    • 18 Pages

    |NUS | |MKT4415B | |Mountain Man Brewing Company: Bringing the Brand to Light | | | |Nur Azlyn bte Mohd Khalid | |2-Nov-2011 | |Prepared for: Dr Chng Peng Sim | |Examining the issue of product development and its cost-benefit analysis | Table of Contents 1. INTRODUCTION 3 1.1 Defining the Problem …… ……. 3 1.2 The Beer Industry – East Central Region 4 2.…

    • 4418 Words
    • 18 Pages
    Powerful Essays
  • Powerful Essays

    Vincor Case Study

    • 2417 Words
    • 10 Pages

    Vincor is a well established wine and wine-related producer based out of Mississauga Ontario. Vincor wants to use their current success and venture into the refreshment market by introducing a new line of coolers. In order to do this Vincor will have to decide what type of cooler to produce as well as the design, packaging, price and marketing strategy. Market research was conducted to determine who the consumers in the alcoholic refreshment industry were, what their interests were and what the current trends were. Vincor determined that 56% of Canadians 19 and older claimed to drink one or more of the different types of refreshment beverages. Of these, 57% of refreshment drinkers were determined to be female while 43% were men. Vodka or spirit coolers were found to be the most popular cooler choice, followed by wine coolers, hard lemonades and then ciders. There are currently several well established competitors in the market. Smirnoff Ice is the current market leader with their premium vodka cooler, Bacardi Breezer’s rum based cooler is a close second and Mike’s Hard Lemonade is also popular with both females and males. There are 5 different options available to introduce into the market. The options to produce are as follows: 1. Real Fruit Juice Cooler 2. Gin Cooler 3. Spring Water Cooler 4. Tequila Cooler 5. Energy Cooler Based on the information available we have determined that alternative 1, produce a real fruit juice cooler, would be the best option for Vincor. Research showed that fruit juice coolers were preferred most among the 19-22 year olds. It was also determined to be favoured among men and Quebecers. Qualitative research revealed that non-carbonation was a strong selling point, while natural sweetness resonated best of all. As a contingency plan, if alternative 1 fails, Vincor should consider offering the tequila or gin based cooler as these also had…

    • 2417 Words
    • 10 Pages
    Powerful Essays
  • Powerful Essays

    Brand plays a key role in the beer-purchasing process, along with taste, price, special occasion, brand image, authenticity, and tradition.…

    • 995 Words
    • 7 Pages
    Powerful Essays
  • Satisfactory Essays

    Assignment

    • 287 Words
    • 2 Pages

    The paper must be at least two pages in length and formatted according to APA style. Cite your resources in text and on the reference page. For information regarding APA samples and tutorials, visit the Ashford Writing Center, within the Learning Resources tab on the left navigation…

    • 287 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Assignment

    • 10817 Words
    • 44 Pages

    APPLICATION FOR INDEFINITE LEAVE TO REMAIN IN THE UK AS THE PARTNER OF A PERSON PRESENT AND SETTLED IN THE UK AND A BIOMETRIC IMMIGRATION DOCUMENT…

    • 10817 Words
    • 44 Pages
    Good Essays
  • Good Essays

    Roaring Fork Beer

    • 1339 Words
    • 6 Pages

    To start, we must understand that the approach to the brand is different for non-users and ex-users. Non-users have possibly never tried our product, whereas ex-users have but have rejected it. Building awareness of our product to non-users may be necessary. Conversely, ex-users are all aware of our product but do not have an affinity for Roaring Fork Beer. Furthermore, we must identify whether the reason our product is rejected is sensory or perceptual. The case, there is a great deal of supportive evidence that leads us to believe the insight is sensory. Describing the taste as “chemically, gassy, bad and flat” are descriptive and tangible. Since our targets dislike the taste, we have the option of investing in either changing the sensory of our target or accommodating them by changing the taste. While changing the taste may attract these nonusers, we risk alienating our current users and potentially losing brand equity. Creating a sister product may also risk brand identity, while marketing would be problematic because ex-users would associate the old taste to the sister brand. Overcoming that barrier would be expensive. However, there are some qualities identified by these nonusers that we can build on to overcome the disposition towards our product. The main attributes to our advantage are: a) “It’s the beer that I prefer when I am out drinking” b) “It is reasonably priced” and c) our target identifies a drinker of RFB as a working man that is a common laborer. We can thus build a campaign that centers on a beer consumed in a social outing by hard-working individuals. We could focus on neighborhoods in Colorado so as to avoid alienating our current client base who identifies well with that geographic region. We can focus on increasing sales to current consumers and use their influence to spread desirability of our product. Concurrently, since 70% of our customer base is 40 or older, challenging their taste selection can be viable. The idea is that as one…

    • 1339 Words
    • 6 Pages
    Good Essays
  • Satisfactory Essays

    Assignment

    • 2491 Words
    • 10 Pages

    for the first packet, R1 = 980 and the RTP timestamp for the n-th packet Rn =…

    • 2491 Words
    • 10 Pages
    Satisfactory Essays
  • Powerful Essays

    The light beer market – popular with younger drinkers – has also been growing at a CAGR of 4%. Although MMBC has been historically weak in the 35-years-and-under segment, there is opportunity to generate more sales by releasing a new Mountain Man Light Beer (MML) line to target this younger market. However, there is the risk of negatively impacting their current distribution of MMB through shelf-space cannibalization and higher costs; as well as the risk of alienating their core segment of older, blue-collar drinkers.…

    • 1725 Words
    • 7 Pages
    Powerful Essays
  • Better Essays

    Murphys Brewery

    • 935 Words
    • 4 Pages

    Divisional versus Corporate Objectives—How extensively is Heineken willing to promote Murphy’s brand worldwide? Should Heineken concentrate its efforts only on the more “affluent” segments throughout the world, given the high status and price of the brand? How should Heineken address the impending production shortage at Murphy Brewery located in Cork?…

    • 935 Words
    • 4 Pages
    Better Essays
  • Best Essays

    New Belgium Brewing

    • 3849 Words
    • 16 Pages

    New Belgium Brewing’s original marketing strategy focused on relational marketing using a “barstool to barstool” method of marketing and creating “brand stewards” in a grassroots effort to spread the word about New Belgium’s craft beers. As the company’s brand and leadership strategy matured, the marketing became proactive and focused by creating bicycle events, interesting take-away merchandise and a touring taste-testing vehicle. By forming personal relationships with their customer base, NBB organically gained market share. To remain competitive in the craft brew market and maintain its market share, NBB must explore creative and innovative marketing strategies to outperform its rivals.…

    • 3849 Words
    • 16 Pages
    Best Essays
  • Satisfactory Essays

    Baileys Study Case

    • 391 Words
    • 2 Pages

    To start answering this question it is necessary to assess the position of the brand, which comes out of being the first to develop a cream liqueur and expand their name through an optimization of the product. Afterwards, the company created some new drinks linked to the essence of the product which was the liqueur cream. Thereafter, competitors appeared and comparisons were made, but Baileys reacted with innovations made according to consumer’s preferences. Moreover, the innovations were not only through product developments, but through slogans that matched the sought image and the context of the market.…

    • 391 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Guinness is seen as well-known beer brand in Western countries. Consumers consider Guinness beer as a part of the culture, a heritage, a part of Irish history created 250 years ago. The brand is even older than Australia. It is “a taste you grow into or are culturally required to learn to love”. The brand means stability for many Irish and this is also a beer that is used to being for men. Moreover, slogans like “Guinness is good for you” increase its popularity.…

    • 998 Words
    • 4 Pages
    Good Essays