Hansa Pilsener: Remaining Relevant in a Changing Market
50,00 $
CASE STUDY. This case was written to provide a basis for discussion and learning about the principles of successful product positioning, and of successful communications in the marketing mix.
Description
Hansa Pilsener: Remaining Relevant in a Changing Market: Abstract
Hansa Pilsener: Remaining Relevant in a Changing Market is a case study by Claire Beswick, Geoff Bick and Chijioke Oji.
In September 2012, Khensani Nobanda took over as general manager of Hansa Pilsener, South African Breweries’ (SAB) second-biggest brand. Under her predecessor, Mosidi Seretlo, SAB had developed a highly successful advertising campaign for Hansa, featuring a character named Vuyo who epitomised the positioning of the brand. Conditions in the beer market had changed since the campaign was first launched, however, and Nobanda was now considering options for the way forward. Should she move Hansa’s communications campaign away from Vuyo, she wondered? Or change advertising agency for some new ideas? Or rethink the brand’s positioning strategy and consider a line extension into the premium beer market? Were there other options? She did not want to repeat some of Hansa’s past failures, but rather to build on its success as she plotted a way forward.
Teaching objectives
This case was written to provide a basis for discussion and learning about the principles of successful product positioning, and of successful communications in the marketing mix.
Informations complémentaires
Année | |
---|---|
Éditeur | |
Format | |
Industrie | |
Institution | |
Langue | |
Licence | |
Nombre de pages | |
Notes pédagogiques | |
Numéro centre de cas | |
Taille |
Vous devez être connecté pour publier un avis.
Avis
Il n’y a pas encore d’avis.