Pirvu Sorin Popescu Violina Radu Laurentiu Tinica Ioan Voicila Anca →Timisoreana's Story Started Almost 300 Years Ago with the First Brewery in Romania

Pirvu Sorin Popescu Violina Radu Laurentiu Tinica Ioan Voicila Anca →Timisoreana's story started almost 300 years ago with the first brewery in Romania. →"...exceptional beer, with a balanced taste, with a flavor and taste that perfectly correspond to its category, having excellent technical attributes“ →the official beer of the Royal Romanian House →one the most loved and preferred beers of the Romanian people, as it was in 1718. • Timisoreana brand is owned by Ursus Breweries, a subsidiary of SABMiller plc, the largest beer producer in Romania. • The company currently owns 4 breweries with a total capacity of about 4 million hectoliters and has approximately 1,400 employees. • Ursus Breweries operates in Bucharest, Cluj-Napoca, Timisoara, Ploiesti, Brasov and Tunari. • Ursus Breweries portfolio currently includes six brands: Timisoreana, Ursus, Ciucas, Stejar, Peroni Nastro Azzurro Pilsner Urquell and others. • Volumes sold by the beer giant SABMiller in Romania, which owns Ursus Breweries, increased by 23% between October to December 2012, a period that corresponds to the third fiscal quarter of the company, resulting in a company revenue of 1,283m RON. • "The growth was supported by strong performance of the new PET packaging of Ciucaş" according to the company's quarterly report. • This is the second period of growth for the company after the period April to September 2012 reported an additional 25%. • The return to growth occurs after several years of decline. • Ursus Breweries owns brewing units in Timisoara, Cluj-Napoca, Buzau and Brasov. The product • Timisoreana is the most sold beer brand in Romania, having a market share of 11.3% in volume and 2.2. million hectoliters on annual basis. • Timisoreana also has the title of the beer with the fastest increase on the mainstream segment, which is why it is a prime candidate for the introduction into a foreign market • Packaging that will be used is the same as in Romania because it has proved very efficient. • Timisoreana is available in 5 versions: • 0,5l can • 0,5l bottle • PET 1l • PET 2l • KEG SWOT ANALYSIS S W • raising quality standards at the level of • the brand will be a new entrant on the the group SABMiller market and will face products that already • maintaining an average market price have loyal customers. • experienced brand O T • high consumption of beer on the • high percentage accounted for by imports Hungarian market of beer from Germany (52%) • continued growth in the value of imports • increased consumption of wine The four P’s Product • Timisoreana will be launched on the Hungarian market not having any material or taste profile change during the campaign, but having a different packaging because they prefer bright and light packaging. • Packaging will be upgraded for Hungarian beer, to be sold in cans and to be a Stay on Tap (SOT) product. • The advantages: (1) It is easy to carry (2) It is convenient to buy (3) It creates satisfaction to consumers allowing them to share in the conservation of the environment. • Timisoreana beer will be sold both in the plastic bottle (the 1 l and 2 l) and in the glass bottle (0, 5 l and 0, 33l) Price • The prices with which Timisoreana intends to enter on the market are established based on an analysis of prices of similar products, production costs, prices that the company exercises on the Romanian market. • The policy of price setting according to the market leader would be a good strategy. • Discount for big stores when they buy in large quantities. Place • The place element of the marketing mix is generally referred to as the way in which the customer can obtain a product or receive a service. • The provision of a product or service can generally occur via any number of distribution channels, which in the specific case of Hungary have become increasingly diverse. • Hungarian consumers nowadays have more buying options compared to the past and they can easily find the products they want in many different places. • It would be available throughout Hungary in hundred shops apart from pubs and bars. Promotion To increase sales volume, use sales promotion strategy directly with consumers as follows: • Direct promotion • Use advertising via the television medium and radio. • A short and easy slogan • Drawing Attention to Your Beer Segmentation •Gender: men & women •Age group: 18 -30, 30-40, above 40 •Social Class: mainstream •Geographical Location: Hungary – mainly rural, but also urban Target customer • Men • 35-64 years old • Married • Urban area • Rural area indirectly targeted • Higher education Positioning •Medium priced high quality beer •Good quality/price ratio •Fine competitive taste Conclusion • Entering in the Hungarian beer market it is a step that can be done by Timisoreana in this moment. • The investment would be of 40-50 million euros (estimation done by Tuborg), which supposes the enlargement of the factory established in Timisoara. • Having a good marketing strategy and strong aggressive advertising is very important for positioning and for becoming known to the people, which are only aware of the Czech and German beers. • Also in Hungary the consumption of beer is raising from annualy with a stable but continuous rate. • Imports of beer measures 16% of the total consumption and also the quantity imported is raising annually very aggressive (ex 4.5 times between 2010-2012). THE END.

Load more