Despite of being one of the premier and famous beer brands in US, Pilsner Urquell has been facing serious issues in the market of United States mainly because of the fact that the beer provided in United States is not as fresh as that served in the Czech Republic…
This is because of the three main factors which are time involved during shipping, temperature, and light. The company is trying to overcome this issue by coming up with new supply chain and shipment solutions. At the same time it is important for the company to come up with effective and efficient PR plan to communicate the new improvements in the supply chain to the key audience and gain back the trust of the consumers in the market of United States. This in turn will allow the company to increase its sales and capture more market share. The company is already involved in different PR and marketing activities in this regard like recently company celebrated its 170th anniversary and arranged a complete program and event in this regard (Bloomberg Businessweek; SAB Miller, b). Along with this the company organized second annual master home brewer competition (PR Newswire, a).
In this report an attempt has been made to understand the market research process of the company and provide them with the PR plan on the basis of the current situation of the market and industry.
In order to come up with the proper public relation plan it is important to do the initial research of the background situation and overall industry trends in effective and efficient manner. This in turn facilitates the company to come up with the PR plan which is effective and conveys message to all target market. The market research can be done either through secondary research sources and methods or primary research sources and methods....
This in turn allows them to come up with effective and efficient strategy and marketing plan, as they are able to identify and understand important trends and changes in the market on timely basis. The interview from the company representative revealed that the company collects and analyze all important statistics regarding the consumer behavior and taste preferences with the help of different qualitative research and testing methods. However, the company has its own labs for testing the quality and taste of the beer. Regarding the media analysis, the company keeps check on different internet and social mediums including their own websites and monitors the stuff posted along with the response of the customers. Pilsner Urquell also monitors and keeps a check on the content posted by different bloggers about the beer. Some of the findings generated from the market and consumer research have been presented and explored here. The management of Pilsner Urquell is working hard to overcome the issues related with the freshness and shipment of the beer to US market. For this purpose, the company is well aware of the current situation of the market with the help of the research activities. The company use set of primary and secondary research methods in order to get hold of important information regarding important market trends. At the same time the management of the company is focusing on new innovative strategies and classify themselves as the trailblazer in the industry, as mentioned by the Pilsner representative. Along with this the company does keep an eye on the actions taken by the competitors but focus more on brining its own strategies and ways. For instance the representative of the company mentioned that some of the ...
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