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 quenching beer. The campaign was targeted at 18 ? 24 year old white males with a tendency towards English speaking males. The product was distributed in pints, cans and dumpies (340 ml) and ABV was 4.5 %. There was advertising in store, press, on radio and cinema.
This campaign failed to inspire the beer drinking population, with sales due more to curiosity than preference. At the time of the launch there were seventeen brands available on the beer market. The marketing campaign of Hansa did not distinguish itself enough from the other 17 brands. In addition public at large were uniformed on what a pilsner was, and that it was a beer with a unique taste.
No marketing research was undertaken by SAB, prior to the launch of Hansa Pilsner. SAB followed trends from oversea ...