The Marketing of Pure Blonde Company - Essay Example

?Q1-ANS: The Pure Blonde’s success is due to the brand popularity in the premium beer segment. Pure Blonde is a differentiated product as the beer has positioned as a full strengthen premium beer with low carbohydrates. The packaging is one more important factor of creating a valuable brand positioning. The packaging of Pure Blonde with the green European Style bottle and gold stylish label appeal the customers in a very effective manner. In 2010, with the entrants of new competitors with similar brand image and product features like low carbohydrate enter the market, Pure Blonde’s started to lose its market share. Therefore to cope up with this problem, the company decided to expands its market by distributing beer in clubs, bars, restaurants and cafes. There has been a growing trend of health awareness and Aitkin’s diet, people of Australia are becoming more conscious about the diet particularly related to food and beverages. Moreover, people are following different kind of diet plans not to reduce the weight but to maintain a good healthy body and their fitness in terms of physical appearance and personality. From the year 2000, people have started focusing on low carbohydrate products so businesses in the industry have started focusing towards low carbohydrate products. With this changing environment of market and changing of taste and preferences of consumer, The Fosters group has analyzed that this should also be considered in the today’s beer market because a large number of people drinks beer regularly. However, some are diet conscious and are always thinking about the disadvantages of drinking beer particularly because of high carbohydrates. This concept was first identified and capitalized in 1960’s when Cooper launched a diet beer in the market. Bond Brewery then launched Swan Gold in 1980’s. However, both these products were struggling with their diet beers in the market and were losing their market share. Finally both these brand stopped selling the products in 1990’s because of the continuous decline in the sales. The Foster group has already identified that the image of their premium beer in the mind of their consumers and customers from a long period. So with this advantage of brand equity, the Fosters has conducted research to identify the wants and desires of that particular segment who wants the low carbohydrate beer and finally Fosters distinguished that niche segment from the whole segment of beer and launched the low carbohydrate beer with a brand name of Pure Blonde in the target market. The company then started capturing the diet conscious beer consumer and achieving growth in market share from whole market and was succeeded in achieving the objectives. Q2-ANS: Customer profile for the female segment: 25 to 45 years of age. Socialize with friends usually in lunch or dinner and socializing in clubs, pubs and restaurants. Probably on diet and preferred a low carbohydrate beer. Enjoyed the taste of beer. Alcohol consumption in the home or friends place over lunch or dinner. Would prefer to be healthy and a fit body. Would prefer carbohydrate beer to save the calories. Q3-ANS: The Foster group should distinguish the beer segment of female to clearly define their brand associations with females. As the trend of drinking beer of female is increasing and most of the female prefer having drinks when they socialize and when they are with their friends in lunch or dinner and in clubs or pubs. Females prefer to enjoy the taste too much but female are diet and health conscious and most of them would not prefer a beer with high calories or high carbohydrate because of their health concerns. So the foster group should start focusing on this large emerging segment and identify their wants and desires through conducting marketing research. After identifying their needs and wants, they can start a marketing camping to capture the interest of this emerging segment and make advertisements to associate the low carbohydrate beer features with female characteristics and show females drinking beer in advertisements. Promotions should be aimed to make the target market realize that this low-carbohydrate beer is featured to take special care of female segment. The focus of the promotional campaign should be on the low carbohydrate feature which would attract all the females that are willing to maintain their fitness with consumption of beer. Q4-ANS: The Premium Peter segment was the best segment in 2004 when it was discovered and designed with low carbohydrate beer segment and marketed as a low carbohydrate drink. The segment focus was on age group between 25 years to 45 years, with targeting white collar people may be termed as metro sexual and probably not on diet but prefer to drink a low-carbohydrate beer. The other characteristic of this segment would be to save calories while drinking beer. Moreover, people in this segment enjoy the taste too much, socialize with their friend and go to clubs and pubs. People included in this segment focuses a lot on their health and beauty. Though, these people find it hard to maintain past fitness levels due to more family demands. Therefore, this segment has been identified as a highly potential one however with the passing years and the entrance of new competitors in the same segment, the competitors have started to target the same market but with some uniqueness to create a differentiated brand image. Competitors have started capturing the market interest by associating their brands with Maslow’s theory of belongingness and self esteem to more segmented the market of low carbohydrate beer. So with the passage of time the premium Peter Segment has started contracting and losing the market share. The foster group needs to identify a new segment by targeting same market with different brand positioning. The strategy of Pure Blonde is influenced as the market of Premium Peter Segment has declined. So this brand should market or advertise with some other highlighted feature, other than low carbohydrate beer. I Promotions should designed a new segment in that particular segment and have to attract more potential customer with other features of the brand and analyze more carefully the attitude and preferences of people with the changing trends and design advertisements to memorize their brand name in the customer’s mind and continuously make improvements in their brand marketing with the changing preferences of their target market. Read More