Brand management presentation by Daniel. 26th,April 2012.

DEVELOPING NEW BRANDS FOR GLOBAL MARKETS( Taiwan)

Brand introduction : Miller lite genuine draft beer.

ICLUDED:

Brand name: Miller lite genuine draft beer

Origin: South Africa

Company: SABMiller

CHAPTER OUTLINE1. Introducing product into

foreign markets(Taiwan).2. Developing a global

brand(services and products).

3. Current market & business environment.

4. Target customers for the product/brand.

5. Marketing mix(strategies).6. Website for the company.

DEFINITIONS

PRODUCTS(brand) – Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. It includes physical objects, services, places, organizations, ideas and people.

what is beer? ‘Beer’ is the name used to describe the family of alcohol

beverages brewed from malt and flavoured with hops. There are two categories of beer: ’Lagers’ and ’Ales’. Lagers use yeast that gathers at the bottom of the fermentation tank, while Ales use yeast that gathers at the top. Ales are also brewed and aged at a higher temperature than lagers to produce a different flavour profile.

What is miller lite genuine draft beer?

Slogan : Be part of it, kick it light

One of SABMiller international beer brand

 One of premium international beers such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch. SABMiller is one of the world’s leading brewers, with more than200 beer brands and some 70,000 employees in over 75 countries. Also one of the world’s largest bottlers of Coca-Cola products.

1. INTRODUCING PRODUCTS INTOFOREIGN MARKETS

STRATEGIC OPTIONS

SABMiller’s strategic focus is centered on four priorities:

1. Creating a balanced and attractive global spread of businesses 2. Developing strong, relevant brand portfolios that win in the local market

STRATEGIC OPTIONS

3. Constantly raising the profitability of local businesses, sustainably 4. Leveraging our skills and global scale

1.With a portfolio of around 200 brands, SABMiller is committed to superior marketing and brand building which we believe is key to sustaining our competitive edge. SAB ability to nurture and grow brands that consumers want is one of the most important business assets. 2.By developing local brands with growth potential, by developing new brands, and by introducing international brands into local markets, SAB work to ensure that all beers are always first choice for drinkers.

3.To achieve this, SAB have developed the SABMiller Marketing Way – a combination of the best approaches from operations around the world, brought together by experienced planning and marketing practitioners from a range of markets. Creating a truly integrated approach to sales and marketing will allow us to compete effectively in the long term.

Becoming global

COMPANY PRIORITIES

1.Discouraging irresponsible drinking2.Making more beer using less water3.Reducing our energy and carbon footprint4.Packaging, reuse and recycling5.Working toward zero-waste6.Encouraging enterprise development in our

value chains7.Benefiting communities8.Contribution to the reduction of HIV/Aids9.Respecting human rights10.Transparency in reporting our progress.

Current market & business environment

Founded in 1895, the South African Breweries Ltd (SAB) is the South African subsidiary and historical birthplace of SABMiller plc.

Africa ,Botswana Ghana Lesotho Malawi Mozambique South Sudan Swaziland Tanzania Uganda Zambia, Asia Pacific Australia China India Vietnam, Latin America Argentina Colombia Ecuador El Salvador Honduras Panama Peru, Europe Canary Islands Czech Republic Hungary Italy Poland Romania Russia Slovakia The Netherlands UK Ukraine, North America.

SAB is South Africa’s premier brewer, for over 115 years SAB has been an integral part of the social fabric of our country and continues to play a crucial role in the national economy.  

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Current market & business environment The company operates seven breweries and 40 depots in

South Africa with an annual brewing capacity of 3.1 billion litres.

SAB’s soft drinks division is Amalgamated Beverage Industries (ABI). With five state-of-the-art manufacturing plants in South Africa, ABI accounts for approximately 60% of Coca-Cola’s sales in South Africa.

As well as its beer and soft drink divisions, SAB also owns a hop production company, The South African Breweries Hop Farms ; a barley farming company, The South African Breweries Barley Farms ; a barley malting company, The South African Breweries Malting ; and a 60% share of the metal crown manufacturer, Coleus Packaging.

SAB employs nearly 9,400 people, more than 75% of whom are from previously disadvantaged groups. In addition SAB’s operations support an estimated 37,095 jobs at SAB’s first round suppliers, 6.7 additional jobs are supported in the rest of the South African economy. In all 355,000 full time jobs in South Africa can directly or indirectly be traced back to the production of SAB’s products.

TARGET CUSTOMERS

Targeted at consumers between the ages of 18 and 29 years.

."Its cosmopolitan, super premium offering will be a first for Taipei and Taiwan.

The brands combination of ingredients and legendary reputation will resonate perfectly with target consumers.

Brands targets middle class and high class customers.

Be part of it

MARKETING STRATEGIES(MIX)

The wide geographic spread of SAB operations allows to benefit from growth in volumes and value in beer markets around the world. We continue to look for opportunities to strengthen our geographic footprint in both developing and developed markets through

greenfield entries, alliances, mergers and acquisitions. SAB seek to develop attractive brand portfolios that

meet consumers' needs in each of its markets. This includes expanding offerings to address new consumer segments and drinking occasions, strengthening its mainstream brands, building a differentiated portfolio of global and local premium brands and channeling the right brands to the right outlets at the right time and price.

Market mix

SAB aim is to keep enhancing its operational performance through top-line growth and continuous improvement in costs and productivity. It’s also important that we maintain and advance our reputation, protect our licence to trade and develop businesses sustainably for the benefit of community.

SAB global spread presents increasing opportunities to gain value from the scale and skills of the group, not least by standardizing the back-office functions around the world and regionally integrating our front-office systems. SAB are also benefiting from ongoing collaboration and the sharing of skills between our businesses and promoting our brands to go beyond.

sources http://www.sab.co.za http://www.sabmiller.com