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Strategic Marketing Case Study

However, at this stage, other brands, especially those from overseas countries, are in a comfortable position in the market, thereby, posing a challenge to them. Thus, it appears that the time is ripe for the company to transform its product to meet the needs of the market. Obesity is a central focus for countries across the globe as a major public health concern in the present day and, therefore, shifting their market orientation to low-carbohydrate from premium is likely to benefit Fosters to a great extent in attaining higher market share for their product. Earlier when they marketed Pure Blonde, Fosters have focused on the premium quality of the product because the need of the hour has been answering the quest of a specific segment of consumers that have suddenly attained economic prosperity. What this segment has craved at that time has been a product that meets their distinct identity as a class of its own. Fosters have quickly recognized and responded to this expectation. However, at this stage, when other brands are commanding a better position with the premium concept, Pure Blonde needs to attract more customers by projecting their advantage as a low-carbohydrate product. This will definitely draw more people to consume their product and they can enhance their market share by deploying this strategy. On the other hand, this will preclude them from being considered as a brand focused on premium quality, which may entail the loss of some loyal customers. However, by the end of the day what matters is expanding the customer base and, in this context, an orientation towards the low carbohydrate aspect is a better option for the company to increase their sales. Discussion Question 2: Customer Profile for Female Consumers of Pure Blonde in 2013: Falls within the age group of 20 – 40 years Employed in good position and/or upwardly mobile family Cares ardently for appearances and remains obsessed with fat, sugar and carbohydrate contents of food intake Considers herself as part of the class with the right perspectives Will remain on a diet and conscientiously checks carbohydrate content in food and beverages Will rather avoid a ‘risky’ beer than enjoying it for other attributes and happily forgo a beer to save calories Will socialize with friends as well as spend time in bars, pubs or restaurants Consumes alcohol at home, with friends during lunch or dinner In the present day, the females go to extent in their bid to reduce body weight and attain slimness. Therefore, the primary concern of this segment of customers is the low carbohydrate content and they will definitely expect the product to be of a high quality. The product already enjoys a reputation for its quality and unique taste. However, it will have to add some feature that will be attractive to females and promote this aspect. Discussion Question 3: Pure Blonde’s previous success has come from the fact that they recognized the market potential at that time and modulated their product according to the market needs. Similarly, they have do rethink their strategy now and modify the product accordingly. The current marketing strategy of the company needs to focus on the product’s appeal as a low carbohydrate beer. Therefore, I would suggest the marketing director to align future marketing campaigns ...Show more

Summary

Strategic Marketing: Pure Blonde Premium Beer Case Study Discussion Question 1: Fosters Group’s premium beer brand, Pure Blonde, became a cultural icon in Australia because the product has been introduced at a time when they recognized the socio-economic shifts in the nation’s preferences and modulated the quality of the drink to match the prospective consumers’ needs…
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