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Product Reassessment - Essay Example
Author : ole24
Pages 5 (1255 words)
Reassessment of SABMiller products Name Institution Repositioned target market demographics for SABMiller in the United States The market demographics for individuals consuming SABMiller’s products in the US are vital for its repositioning. A critical analysis of the company’s market demographics is an element that will be utilized to boost its image as one of the top beer companies in the US…
With respect to gender, 80% of beer consumers using SABMiller products are male. Women account for 20% of SABMiller’s products consumed. The company’s market segments in the US are dived into 21-27 year olds. The Latin America population segment, the African Americans population segment and finally the 50 years or older population (SABMiller 2010). The target market for SABMiller has grown steadily in the past. 9% of the Latin Americans consume SABMiller products. SABMiller has positioned itself in the market to expect a 13% growth in consumption of beer by 21-27 year olds, a 32% increase in consumption of its beer products by Latinos, 15% increase in consumption by African Americans and 25% increase in consumption by individuals who are 50 years and above. As at September 30th 2012, the company’s sales rose by 4 percent in Latin America (Geller, 2012). This shows that the company has positioned itself strategically to solidify it position as the number two brewer world wide. The company has adopted a strategy to promote its products in the existing markets in the US and avoid markets that are either too volatile or too small. ...