Case Study: Hansa Pilsener: from niche to mainstream brand

Title
Hansa Pilsener: from niche to mainstream brand 

Author
Bick, G; Mitchell, C 

Pages
18 

Product Type
 

Reference #
503-092-1 

Teaching Note
503-092-8 

Institute
Wits Business School, University of the Witwatersrand 

Setting
South Africa 

Year
2003 

Keywords
Positioning and repositioning; Consumer behaviour; Market segmentation; Target markets; Branding strategies; Marketing strategy



Summary/
Abstract
South African Breweries (SAB) launched its first light beer in South Africa, Hansa Pilsener, at the end of 1975. While sales of Hansa were initially brisk, the brand's subsequent performance was disappointing, and despite repeated changes of emphasis in the market positioning of the brand, Hansa struggled to find its appropriate target market. In the mid-1980s the situation changed, however, and sales started to increase. By the end of 1990, Hansa Pilsener had gained a sizeable market share, and subsequently grew to become the second largest brand within the SAB portfolio. The challenge facing the Hansa brand team in the year 2001, was to come up with a creatively relevant campaign for the brand. In the past Hansa Pilsener had been positioned as a different choice, and as a niche brand for particular tastes and particular target markets. But as the brand had grown, so it had become increasingly difficult to maintain that position. How should the team reposition Hansa Pilsener and move it forward?

 

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