Introduction
Somersby cider is a brand of 4.5% ABV cider by Danish brewing company Carlsberg Group. Developed in 2008, it was originally developed for the Danish market, but today has been launched in more than 46 markets, including all of Europe, Ukraine, Russia, Australia, Malaysia, Taiwan, South Korea, Canada, Nepal and the USA. Of the world's ten biggest cider brands, Somersby was the one that grew most in 2012.
In 2012, Carlsberg UK developed and introduced a new version of Somersby Cider specific to the United Kingdom market. Somersby Cider UK is a 4.5% ABV medium dry cider with no artificial flavors or sweeteners.
Despite its Danish origin, the cider is marketed in many territories as being the creation of "Lord Somersby", a fictional …show more content…
They target consumers are mostly low income consumers. Nepal Ice beer is the market leader among domestic brands and equally preferred by foreign and domestic consumers. Nepal Ice Beer is produced by Sun Gold Brewery (Part of Chaudhary Group) and it is also exported to international markets such as Japan, United Kingdom, Hong Kong and America. The brewery also has launched Real Gold and Nepal Ice Natura Beers. Mt. Everest Brewery Pvt. Ltd has two popular beers, Golden Tiger Beer and Everest Beer, which has also been exported to Japan and United Kingdom.
Porter’s Five Forces Analysis- Beer Industry
Porters Five Forces Analysis is a framework that attempts to analyze the level of competition within an industry and business strategy development. It summarizes the effects of five forces to determine the competitive intensity and therefore attractiveness of an industry. Attractiveness in this context refers to the overall industry profitability. An “unattractive” industry is one in which the combination of these five forces acts to drive down overall profitability
To understand the current branding strategies of Gorkha beer, we need to understand in what sort of industry the company is operating. If the industry is very attractive, then branding strategy should also be aggressive in order to survive with intense competition. While industry with low competition would …show more content…
Advertising Appeal
The advertising appeal would Emotional Appeal as we want to hit the emotions of consumers making them believe that Somersby has personality. For alcoholic drinks it’s not possible to appeal by rational persuasion.
3. Advertising Execution Style
The advertising execution would include Imagery. Being alcoholic drink we cannot have TV or Radio Campaign but only print advertisement. Therefore, through our print ad we need to show the image of group of friends hanging out and Somersby giving them company. Through this way it would be easier for them to relate to advertisement.
Media Plan
1 Market Analysis
The product is suitable for both men and women of age between 25-45 yrs of age. The user potential of the targeted group is high but the product should initially be introduced in Kathmandu. The target age group are high in number in Kathmandu Valley compared to other parts of Nepal. Also, many employed people fall under this age group and they are highly concentrated in Kathmandu valley. Hence, the company must first introduce in Kathmandu Valley. Later, the company should expand their product in place like Pokhara since Pokhara is a lively place for the targeted group.
2. Media
Somersby cider is a brand of 4.5% ABV cider by Danish brewing company Carlsberg Group. Developed in 2008, it was originally developed for the Danish market, but today has been launched in more than 46 markets, including all of Europe, Ukraine, Russia, Australia, Malaysia, Taiwan, South Korea, Canada, Nepal and the USA. Of the world's ten biggest cider brands, Somersby was the one that grew most in 2012.
In 2012, Carlsberg UK developed and introduced a new version of Somersby Cider specific to the United Kingdom market. Somersby Cider UK is a 4.5% ABV medium dry cider with no artificial flavors or sweeteners.
Despite its Danish origin, the cider is marketed in many territories as being the creation of "Lord Somersby", a fictional …show more content…
They target consumers are mostly low income consumers. Nepal Ice beer is the market leader among domestic brands and equally preferred by foreign and domestic consumers. Nepal Ice Beer is produced by Sun Gold Brewery (Part of Chaudhary Group) and it is also exported to international markets such as Japan, United Kingdom, Hong Kong and America. The brewery also has launched Real Gold and Nepal Ice Natura Beers. Mt. Everest Brewery Pvt. Ltd has two popular beers, Golden Tiger Beer and Everest Beer, which has also been exported to Japan and United Kingdom.
Porter’s Five Forces Analysis- Beer Industry
Porters Five Forces Analysis is a framework that attempts to analyze the level of competition within an industry and business strategy development. It summarizes the effects of five forces to determine the competitive intensity and therefore attractiveness of an industry. Attractiveness in this context refers to the overall industry profitability. An “unattractive” industry is one in which the combination of these five forces acts to drive down overall profitability
To understand the current branding strategies of Gorkha beer, we need to understand in what sort of industry the company is operating. If the industry is very attractive, then branding strategy should also be aggressive in order to survive with intense competition. While industry with low competition would …show more content…
Advertising Appeal
The advertising appeal would Emotional Appeal as we want to hit the emotions of consumers making them believe that Somersby has personality. For alcoholic drinks it’s not possible to appeal by rational persuasion.
3. Advertising Execution Style
The advertising execution would include Imagery. Being alcoholic drink we cannot have TV or Radio Campaign but only print advertisement. Therefore, through our print ad we need to show the image of group of friends hanging out and Somersby giving them company. Through this way it would be easier for them to relate to advertisement.
Media Plan
1 Market Analysis
The product is suitable for both men and women of age between 25-45 yrs of age. The user potential of the targeted group is high but the product should initially be introduced in Kathmandu. The target age group are high in number in Kathmandu Valley compared to other parts of Nepal. Also, many employed people fall under this age group and they are highly concentrated in Kathmandu valley. Hence, the company must first introduce in Kathmandu Valley. Later, the company should expand their product in place like Pokhara since Pokhara is a lively place for the targeted group.
2. Media