Product Offering

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MKT/571 Marketing

Thursday April 11, 2013

Dr. Anita White, instructor

Product Offering

Beer has been a favorite past-time drink for decades and it was the first alcoholic beverage known to civilization. The first product humans made from grain and water before learning to make bread was beer. Just about every culture developed their own version of beer using various grains. One of the most popular brand beers to date is an American brand Samuel Adams. It is a brand of beer that is brewed by the Boston beer Company and its associated contract brewers.

Market Needs

Samuel Adams is launching a new beer in Munich Germany. The specific qualifications of Munich are as follows: Munich is experiencing a new rush of corporate individuals who drink after work. The marketing team at Samuel Adams has identified these individuals as the young working class between the ages of 25 to 35. This group includes both men and women of a social class involving the military station in Munich as well. The population in Munich has grown 25 percent within the last two years and the household patterns have change vastly enough that Samuel Adams Marketing team is ready to launch a new beer. It is a light beer call Ibrahim Yeager. The cost is 3 Euros, which equates to 3.88 American. The market needs are entailed with the consumer’s degree of loyalty (Kotler, Keller, 2007). Linking customer satisfaction and loyalty is easier to obtain when the costs is moderate in the beginning.

Market Growth

A growing demand for nightlife has emerged in Munich Germany and with this; an opportunity for a beer like Ibrahim Yeager can enter the market without affecting the working person’s budget. The social culture in Munich has changed within the past two years. There is a study income from the United States Marines and Army stationed just outside of Munich. IBM has higher 1700...
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