Strategic Marketing for Pure Blonde Premium Beer - Essay Example

?Strategic Marketing: Pure Blonde Premium Beer Case Study Discussion Question Fosters Group’s premium beer brand, Pure Blonde, became a cultural icon in Australia because the product has been introduced at a time when they recognized the socio-economic shifts in the nation’s preferences and modulated the quality of the drink to match the prospective consumers’ needs. This reveals that the company has the potential to understand the evolving nature of customer needs and to modify their products according to the needs of the customers. During a time when the Premium Peter segment acquired the means to afford a high quality product, the company has been able to respond with a product that matched the profile of the consumers. However, at this stage, other brands, especially those from overseas countries, are in a comfortable position in the market, thereby, posing a challenge to them. Thus, it appears that the time is ripe for the company to transform its product to meet the needs of the market. Obesity is a central focus for countries across the globe as a major public health concern in the present day and, therefore, shifting their market orientation to low-carbohydrate from premium is likely to benefit Fosters to a great extent in attaining higher market share for their product. Earlier when they marketed Pure Blonde, Fosters have focused on the premium quality of the product because the need of the hour has been answering the quest of a specific segment of consumers that have suddenly attained economic prosperity. What this segment has craved at that time has been a product that meets their distinct identity as a class of its own. Fosters have quickly recognized and responded to this expectation. However, at this stage, when other brands are commanding a better position with the premium concept, Pure Blonde needs to attract more customers by projecting their advantage as a low-carbohydrate product. This will definitely draw more people to consume their product and they can enhance their market share by deploying this strategy. On the other hand, this will preclude them from being considered as a brand focused on premium quality, which may entail the loss of some loyal customers. However, by the end of the day what matters is expanding the customer base and, in this context, an orientation towards the low carbohydrate aspect is a better option for the company to increase their sales. Discussion Question 2: Customer Profile for Female Consumers of Pure Blonde in 2013: Falls within the age group of 20 – 40 years Employed in good position and/or upwardly mobile family Cares ardently for appearances and remains obsessed with fat, sugar and carbohydrate contents of food intake Considers herself as part of the class with the right perspectives Will remain on a diet and conscientiously checks carbohydrate content in food and beverages Will rather avoid a ‘risky’ beer than enjoying it for other attributes and happily forgo a beer to save calories Will socialize with friends as well as spend time in bars, pubs or restaurants Consumes alcohol at home, with friends during lunch or dinner In the present day, the females go to extent in their bid to reduce body weight and attain slimness. Therefore, the primary concern of this segment of customers is the low carbohydrate content and they will definitely expect the product to be of a high quality. The product already enjoys a reputation for its quality and unique taste. However, it will have to add some feature that will be attractive to females and promote this aspect. Discussion Question 3: Pure Blonde’s previous success has come from the fact that they recognized the market potential at that time and modulated their product according to the market needs. Similarly, they have do rethink their strategy now and modify the product accordingly. The current marketing strategy of the company needs to focus on the product’s appeal as a low carbohydrate beer. Therefore, I would suggest the marketing director to align future marketing campaigns appropriately to project the low carbohydrate factor as the main trait of the product. Another option is to slightly modify the product to fit the current market segment and modify its image from a brand that represents “one of the boys” to “one of the dames.” Through carving out such an image, Pure Blonde will be able to attract the market segment of upper class women, who are presently the connoisseurs of vodka and gin. Thus, the modifications will enable the product to cater for the aspirations of the modern women. In addition, I will also recommend some changes to the packaging of the product so as to match the current customer and to attract the females from a higher class, who has disposable incomes for affording a high profile beer product. I will also suggest a marketing strategy that is focused on advertising campaigns to replace the present image projection of purity and orient them towards its attribute of the absence of fattening elements. Besides, the marketing strategy will also include public relation activities that will support government as well as voluntary/non- profit organizations’ programs for fighting obesity and overweight. Through such endeavors, the company’s image, as a participant in the fight against a major public health problem in the country, will be boosted. Such activities can garner active support and a high level of appeal of the product in the minds of the target market segment. Further, I will also emphasize the need for partnership with other corporate segments in fighting obesity so as to boost the company’s image in their employees that form a major share of the intended audience for the modified product. Discussion Question 4: The Premium Peter segment for Pure Blonde has emerged from the fact that this specific segment has become an economically strong sector that needed a specific brand, which can distinguish them from others and afford them a sense of belonging to a certain group. Though other brands have established a strong presence in the premium beer segment, Pure Blonde has not completely lost its appeal in the market. The Premium Peter brand still exists perhaps in a higher age group of 35 – 50. Most of them are still working and retains some level of loyalty for a brand that they have always cherished. The fact is that Pure Blonde has only dropped sales despite the presence of other major players in this sector and not lost out completely. This supports the notion that the country still has many consumers that enjoy the brand’s original image. By shifting their focus from premium concept to low carbohydrate aspect, most of the current consumers will still find the brand appealing as they may be conscious of their health concerns, especially when they are not in their prime youth. A major chunk of them may not be actively involved in physical exercises and they may also not be willing to go on a diet. Thus, the modified image of Pure Blonde as a low carbohydrate beer product will still appeal to this sector of consumers. On the other hand, customers that are younger, who still prefer Pure Blonde over other brands will most likely switch their allegiance to other premium brands as they will not like the idea of fitting into a brand that caters for females on the premise of being low carbohydrate content. However, when one considers the advantage that Pure Blonde is likely to have by forging a new market among females, who are younger and who aspire to tout slimness and beauty as the core of their personality, the loss of younger male segment does not seem to be the cause for any major concern. Thus, a shift in the brand image, overall will only gain the brand to capture a larger share of the market than it currently possesses. Read More