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CASELET 1

Qus.A. Discuss and evaluate the key socio-cultural factors that Unicorn beer
will face as it establishes a more permanent presence in the Indian market.
Ans. Any international marketer faces many challenges and one of the biggest
challenges is dealing with socio-cultural factors and their influence on buying
behaviour in the international environment. Hence any decisions relating to
product design and usage, marketing communications, and making products
available are all.
Following socio-cultural factors that Unicorn beer will face as it establishes a
more permanent presence in the Indian market.
 Generally, many Indian consumers,particularly the middle class consumers,
have benefited from the country’s robust economic growth over the past
few years.
 Young, growing middle class: This burgeoning demographic will spend
more on beer, which has premium associations in India because spirits are
cheaper and more widely accessible for the general population.

 Low base effect: In volume terms, beer sales will expand at a compound
annual growth rate of 7.5 percent between 2017 and 2021,

 Changing cultural attitudes: Drinking in bars is "fast becoming part of the


social milieu" in cities like Delhi, Mumbai and Bangalore, though alcohol
consumption is still stigmatized in poorer rural areas where traditional
conservative beliefs prevail

 With a population dominated by Hindus and Muslims, India probably


would not strike the casual observer as the best place to set up a brewery.
But despite the official intolerance of Hindus and Muslims towards alcohol
consumption, it is becoming increasingly acceptable for Indians to be seen
with a drink in their hand.Indian society is changing rapidly. A few years
ago, many men would not have drunk alcohol in public. Now it is fairly
common because for many it is no longer an issue.

Faced with a declining home beer market many UK brewers are casting their
eyes to growing overseas markets in order to increase sales and satisfy
shareholder demands. The attraction of the Indian market is obvious from a
population point of view in 2012 the population was 1.2 billion people,
however the Indian market is not an obvious one when it comes to alcoholic
beverages. In the UK, drinking alcoholic drinks down the pub and in bars is a
deeply embedded into the British culture.
But in India, india is the world’s second largest country, and one of the fastest
growing economies. India’s Gross Domestic Product reached Rs 91.7 trillion, up
significantly from Rs 62.6 trillion in 2006.

Qus.B Strategic issues such as brand position can largely be standardised for
global brands. Discuss how Unicorn premium beer can position itself as a
premium brand in India and suggest a positioning strategy.
Ans. British brewer Wells & Young’s launched Unicorn Premium Beer in June
2010,aimed at the buoyant Indian restaurant market in the UK. This new
launch is part of a joint venture between Wells & Young’s and King’s Wine
Suppliers Ltd., the largest Indian restaurant supplier in the UK.
A branding strategy helps establish a product within the market and to build a
brand that will grow and mature. Making smart branding decisions up front is
crucial since a company may have to live with their decisions for a long time.
Richard the Marketing Director for Wells & Young is keen to investigate the
Indian market,and has gained a lot of useful knowledge from Gandhi Wine
Supplies, and from the Indo-British Partnership Network, which was set up by
the UK government to promote trade between the two countries.
A positioning statement is a one or two sentence declaration that
communicates your brand’s unique value to your customers in relation to your
main competitors .and bellow some positioning strategy.
 Determine how your brand is currently positioning itself. Are you currently
marketing your product or service as just another item on the market, or
are you marketing it as something distinctive? Your current brand
positioning gives you important insight into where to go next. You’ll need
to understand your current position to further analyze your competition.

 Identify your direct competitors After analyzing yourself, it’s important to


analyze your competition by performing competitor analysis.

 Understand how each competitor is positioning their brand.

 Compare your positioning to your competitors to identify your uniqueness.

 Develop a distinct and value-based positioning idea.

 Craft a brand positioning statement. A positioning statement is a one or


two sentence declaration that communicates your brand’s unique value to
your customers in relation to your main competitors.
 Test the efficacy of your brand positioning statement .

 Establish an emotional connection with prospects and customers —


Connecting with your prospects on a human level before going in for the
hard sell builds trust, and helps your prospect have a more positive
experience with your company’s brand. For example, at the beginning of
the sales process, you should take ample time to learn about your
prospects and what problem they are looking to solve by using your
product.

 Reinforce your brand’s differentiating qualities — With a strong brand


position, the differentiating properties of your company’s offering should
be easy to understand and refer to. Make sure your prospects understand
what makes your brand unique throughout the sales process.

 Create value — As a sales rep, your main goal should be to help your
prospect solve a problem or overcome a challenge they are experiencing.
Ideally, your company’s offering is part of the solution. Throughout the
sales process, you should always be looking to problem solve on behalf of
your prospect.

 Embody your company’s brand — When working in a customer-facing role,


you are your company’s most valuable ambassador. As you work with
prospects, ensure they receive an experience that embodies the core
values of your company and aligns with the company’s brand. For example,
if your company takes a light, fun approach to branding, you should
incorporate this language into your sales conversations. Having an overly
serious or stiff tone would not be authentic to your company’s brand.

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