Skip to content

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.

Effacer

Pour acheter une License d'enseignement, vous devez vous enregistrer et être approuvé par notre administration.

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

Avis

Il n’y pas encore d’avis.

Soyez le premier à laisser votre avis sur “Hansa Pilsener: Remaining Relevant in a Changing Market”
Scroll To Top