ALMAZA BEER final project mrk 321

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ALMAZA BEER

MRK 321 – Final Project

PREPARED FOR:

Dr. Esther Sleilati

PREPARED BY:

Melissa Rahbani

Renata Lyann

Sarine Anserlian

Marie-Carole Maalouf

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Outline:

I. Company’s identity

a) Current position in the market

b) Problem

c) Expectations

II. Target audience

a) Who

b) Primary and secondary targets

i. Customer/prospect segments

ii. Stakeholders

c) Think, feel, do

d) Cognitive and affective objectives

III. SWOT Analysis

IV. Promotional image or positioning

V. Buyer behavior

a) Consumer attitudes’ sequence of events

b) Roles of marketing messages in cognitive mapping

VI. Objectives

VII. Marketing Communications Elements

VIII. Alternative marketing

IX. Message strategy

X. Media selection

XI. Evaluation and control

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I. Company’s identity

a) Current position in the market

Despite their decline in sales, Almaza still has the largest market share in the Lebanese beer

industry. It is the most popular beer of the Middle East and everyone recognizes it as an icon of

Lebanon. Few of the reasons are that: they target different segments in all the Lebanese market

using mass marketing; they’ve been in the market since 1933 and were the first Lebanese

brewery. This shows that they have a lot of experience in the industry, which also backs their

known refined quality. Almaza also stands out when compared to competitors like Beirut Beer,

961, Colonel Beer…

b) Problem

Being a market leader means having a lot of competition, and as the years went by, Almaza

experienced many like 961, Colonel Beer… but all failed to come even close. It wasn’t until the

launch of Beirut Beer in 2014 that Almaza started to experience a huge decline in sales after

Beirut Beer was well established. Although Beirut Beer doesn’t have a marketing mix like

Almaza’s, they ran many successful campaigns and were on ground a lot during the recent years,

especially in pubs and beaches. Not to mention the quality you get for a very affordable price

that definitely lured a big part of Almaza’s audience. Other than having a worthy competitor,

Almaza’s cost of production is an issue compared to other beer brands which works in Beirut

Beer’s favor, because Almaza has more expensive prices.

c) Expectations

After the implementation of our plan, we expect to regain our lost sales percentage and keep the

market share margin large between us and our main competitor. We will have the customers

prefer our brand over the competitors’ by creating convictions to purchase the brand, which will

reinforce buying decisions and encourage customer retention. We will also create strategies to

keep up with the market transformation, its demands, and especially on how to operate in a

competitive digital environment.

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II. Target audience

a) Who

We ought to influence all beer lovers in general, including our competitors’ customers. This

varies between whether they initially buy their products or switched from Almaza, and also

includes our current loyal customers, in order to reinforce purchases. Our target audience doesn’t

only represent young adults but also grown-ups and aged people who were used to drinking

Almaza and who will be reminded of the brand itself.

b) Primary and secondary targets

i. Customer/prospect segments

In order to segment our audience properly, we’re going to use three types of segmentation:

– Segmentation by generation

It will include generation Z starting from the legal age 18 till 23, millennials (24-39), generation

X (40-55) and baby boomers (56-74). Each generation will be differently targeted by the ads, for