Transcript
7/25/2019 Timisoreana Marketing Program
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Pirvu Sorin
Popescu Violina
Radu Laurentiu
Tinica Ioan
Voicila Anca
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Timisoreana's story started almost300 years ago wit te !rst "rewery inRomania#
"...exceptional beer, with a balancedtaste, with a favor and taste that
perectly correspond to its category,having excellent technical attributes
te o$cial "eer o% te RoyalRomanian &ouse
one te most loved and pre%erred"eers o% te Romanian eo le as it was
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Timisoreana "rand is owned "y,rsus -reweries a su"sidiary o%SA-.iller plc te largest "eerproducer in Romania#
Te company currently owns /"reweries wit a total capacity o%a"out / million ectoliters and asapproimately )/00 employees#
,rsus -reweries operates in
-ucarest 1lu24apoca TimisoaraPloiesti -rasov and Tunari#
,rsus -reweries port%olio currentlyincludes si "rands5 Timisoreana,rsus 1iucas Ste2ar Peroni 4astro
A66urro Pilsner ,r7uell and oters#
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Volumes sold "y te "eer giant SA-.iller inRomania wic owns ,rsus -reweriesincreased "y 839 "etween :cto"er to;ecem"er 80)8 a period tat corresponds tote tird !scal 7uarter o% te company
resulting in a company revenue o% )8+3mR:4#
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The product
Timisoreana is te most sold "eer"rand in Romania aving a mar>etsare o% ))#39 in volume and 8#8#million ectoliters on annual "asis#
Timisoreana also as te title o%te "eer wit te %astest increaseon te mainstream segment
wic is wy it is a primecandidate %or te introduction intoa %oreign mar>et
Pac>aging tat will "e used is tesame as in Romania "ecause it as
proved very e$cient#
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Timisoreanais availa"lein @ versions5
0@l can
0@l "ottle
P=T )l P=T 8l
=B
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SWOT
raising quality standards at the level of
the group SABMiller maintaining an average market price
experienced brand
S W
the brand will be a new entra
market and will face products
have loyal customers.
high consumption of beer on theungarian market continued growth in the value of imports
high percentage accounted f
of beer from !ermany "#$%& increased consumption of wi
O T
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he four Ps
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ProductTimisoreana will "e launced on te &ungarian mar>et no
material or taste pro!le cange during te campaign "
diCerent pac>aging "ecause tey pre%er "rigt and ligt p
Pac>aging will "e upgraded %or &ungarian "eer to "e soldto "e a Stay on Tap DS:TE product#
Te advantages5
D)E It is easy to carry
D8E It is convenient to "uy
D3E It creates satis%action to consumers allowing temte conservation o% te environment#
Timisoreana "eer will "e sold "ot in te plastic "ottle Dt
and in te glass "ottle D0 @ l and 0 33lE
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Price
Te prices wit wic Timisoreana intends to te mar>et are esta"lised "ased on an anprices o% similar products production costtat te company eercises on te Romanian
Te policy o% price setting according to teleader would "e a good strategy#
;iscount %or "ig stores wen tey "uy 7uantities#
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Place
Te place element o% te mar>eting mi is generally re%errway in wic te customer can o"tain a product or receive
Te provision o% a product or service can generally ocnum"er o% distri"ution cannels wic in te speci!c caseave "ecome increasingly diverse#
&ungarian consumers nowadays ave more "uying optionto te past and tey can easily !nd te products tey wdiCerent places#
It would "e availa"le trougout &ungary in undred sop
pu"s and "ars#
P ti
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Promotion
To increase sales volume use sales promotion strategy d
consumers as %ollows5
;irect promotion
,se advertising via te television medium and radio#
A sort and easy slogan
;rawing Attention to Four -eer
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Segmentation
Gender: men & omenAge group: !" #$% $%#'% a(o)e '%
Socia* +*ass: mainstream
Geographica* Location: ,ungar- .main*- rura* (ut a*so ur(an
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Target customer
.en 3@G/ years old
.arried
,r"an area
Rural area indirectly targeted
&iger education
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Positioning
.edium priced ig 7uality "eer
Bood 7ualityHprice ratio
ine competitive taste
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1onclusion
=ntering in te &ungarian "eer mar>et it is a step tat can "e dTimisoreana in tis moment#
Te investment would "e o% /0@0 million euros Destimation donTu"orgE wic supposes te enlargement o% te %actory esta"lisTimisoara#
&aving a good mar>eting strategy and strong aggressive advertvery important %or positioning and %or "ecoming >nown to te p
wic are only aware o% te 16ec and Berman "eers# Also in &ungary te consumption o% "eer is raising %rom annualy
sta"le "ut continuous rate#
Imports o% "eer measures )G9 o% te total consumption and als7uantity imported is raising annually very aggressive De /#@ tim"etween 80)080)8E#
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T,/ /N0
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