This paper will tell about magner’s competitors in the cider market, the importance of Branding and Magner’s current strategy, macro environment, social, economic and politic factors, present Porter’s five forces Model to assess strategy and so on…
Magners has a lot of strong competitors in the cider market. Most of these competitors have existed for decades now. During the early 1990s, Diamond White and Max were a major rage all over. This was before alcopops took over and nudged traditional drinks on a corner. During the 1960s and 1970s, pear cider gained a lot of popularity. This was a result of the marketing campaign by Baby champ. The industry continues to grow and has grown its set of competitors in the market over the years. The industry is of the view that the current renaissance will take the somewhere. Some major set of competitors include Scottish, Newcastle and Constellation Europe. They have spent a lot of moolah on promotional campaigns and advertisements to promote Cider. What remains to be seen is to what extend will each of these big wigs fare in the market.
When Magner was launched initially, it was perceived as a drink for teenagers and park benchers. Since then it has gone through a makeover. They have come up with various ways to promote their brand. Most notably by lowering the alcoholic content in the bottle, serving it chilled and by launching a 30 million advertising campaign. Magner soon regained its position via this and grew by 33 %. Rivals did not rest low. They were quick to react as they saw potential in the cider market. Magner’s success thus paved way for a huge influx of other brands. Scottish and New Castle as mentioned earlier were quick to re-launch their Bulmer’s. They were all over the market and Bulmer’s had a massive marketing campaign wherein its packaging was identical to that of Magners. ...
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