'Beer Wars Strategic Marketing Management Essay\r'

'Introduction\r\nThe commercialise kinetics of the Australian beer merchandise is given in the case study. The beer market in Australia is panoptic due to high purpose by Australians. In the early 1800’s, thither existed numerous independent breweries. Due to excise laws and break out transport systems large breweries started acquiring little ones, and through widespread inorganic growth, by 1985 the industry became dominated by both corporate conglomerates, Elders IXL(CUB) and Bond Corporation. Both use aggressive trade strategies for increasing market plow. Top high cast downed reasons for beer use were mixing with former(a)s, relaxing, allowing favorable drinking and enhancing appetite and the concept of beer beingness equal to ‘liquid food’. Women in general did not like the beer audition and contributed to scarcely about 12% of the impart sales volume, whereas 37% of the 54% heavy(p) drinking population admitted to be fastness drinkers.\r\n Only 10% were ‘ocker boozers’ who contributed to 60% of the volume. Hotels/pubs and sell outlet routes formed the bulk of the sales. model beer was the most consumed at 70% followed by light beer at 24%. Males crosswise all age groups equally stand for beer consumption with little higher consumption in the 31-40 age group. The marketers strongly believed in the ‘beer symbol’ having a strong process on beer brand pick outence. So the marketers started communicate the alcohol content by room of which they used to segment variants in variant ways each brand being tar repeled at a specific segment. several(prenominal) different brand imageries have been created. finally the several brands and variants that had been created with the hope of creating market conduct seemed to have fallen flat. A failed campaign in the same direction in the form of Swan specie trying to entice consumption by women in any case failed.\r\nProblem:\r\nDue to increased c ompetition, there was a flux of introducing new products continuously, which send in peril the older products of cannibalisation. The major objectives that the beer companies had were • emergence market sh ar by acquiring customers\r\n•Maintenance of existing customers by ensuring no cannibalisation •product positioning and first appearance strategies for the newer brands and phasing out older brands\r\nSolution:\r\nIncrease the beer market, instead of just market share\r\nThe consumption of beer has been steadily increasing oer the years (from around 5% in 1900 to 12% in 2000). But besides around the same sentence, the consumption of coffee berry and other milk based drinks had been exponentially increasing (from around negligible % in 1900 to around 20% in 2000). thusly instead of eating into each others’ market share, the industry should try to increase consumption of Beer among the non-Beer drinkers and hence increase the whole pie. advertise succ essful brands and terminate lagging brands\r\n rather of keeping a huge design of brands which is leading to cannibalisation, the brands which are doing well mustiness be encouraged and marketed well, on the other hand those that are not convey in much profits should be discontinued. This would simplify marketing and would make it focused. word form in brands tailored for women\r\nThe exhibits show that women prefer non beer alcohol, in part due to the image of beer as a male adhere drink. Thus certain brands of beer that can be positioned as less bitter, and more womanish oriented can be launched. The marketing and advertising of these brands should be done in such a way that the women are targeted. Increase light beer\r\nBrands offering light beers and beers with less alcohol would serve both purposes. They would attract customers who do not drink, and likewise are better served in restaurants match to the exhibits given. Launching beer brands over considerable spans of t ime\r\n2 versions of Power’s were launched in the same month (February 1991) while Forex Gold and Forex Light Bitter from Lion Nathan were launched with only a month separating them. Because of this no undivided brand is properly marketed and does not get the time to build itself in the minds of consumers. This besides leads to cannibalisation.\r\n'