Hansa Pilsener: Remaining Relevant in a Changing Market

Author :

Chijiko Oji; Claire Beswick; Geoff Bick

Pages :

12

Product Type :

Background note

Reference # :

WBS-2012-6

Teaching Note :

Institute:

Wits Business School

Setting:

Johannesburg

Year:

2012

Keywords:

Marketing; Marketing Strategy

Summary/Abstract:

In September 2012, Khensani Nobanda took over as general manager of Hansa Pilsener, South African Breweries’ (SAB) second-biggest brand. Under her predecessor, Mosidi Seretlo, SAB had developed a highly successful advertising campaign for Hansa, featuring a character named Vuyo who epitomised the positioning of the brand. Conditions in the beer market had changed since the campaign was first launched, however, and Nobanda was now considering options for the way forward. Should she move Hansa’s communications campaign away from Vuyo, she wondered? Or change advertising agency for some new ideas? Or rethink the brand’s positioning strategy and consider a line extension into the premium beer market? Were there other options? She did not want to repeat some of Hansa’s past failures, but rather to build on its success as she plotted a way forward.