Timisoreana Marketing Program

7/25/2019 Timisoreana Marketing Program

1/18

Pirvu Sorin

Popescu Violina

Radu Laurentiu

Tinica Ioan

Voicila Anca


2/18

Timisoreana's story started almost300 years ago wit te !rst "rewery inRomania#

"...exceptional beer, with a balancedtaste, with a favor and taste that

perectly correspond to its category,having excellent technical attributes

te o$cial "eer o% te RoyalRomanian &ouse

one te most loved and pre%erred"eers o% te Romanian eo le as it was


3/18

Timisoreana "rand is owned "y,rsus -reweries a su"sidiary o%SA-.iller plc te largest "eerproducer in Romania#

Te company currently owns /"reweries wit a total capacity o%a"out / million ectoliters and asapproimately )/00 employees#

,rsus -reweries operates in

-ucarest 1lu24apoca TimisoaraPloiesti -rasov and Tunari#

,rsus -reweries port%olio currentlyincludes si "rands5 Timisoreana,rsus 1iucas Ste2ar Peroni 4astro

A66urro Pilsner ,r7uell and oters#


4/18


5/18

Volumes sold "y te "eer giant SA-.iller inRomania wic owns ,rsus -reweriesincreased "y 839 "etween :cto"er to;ecem"er 80)8 a period tat corresponds tote tird !scal 7uarter o% te company

resulting in a company revenue o% )8+3mR:4#


6/18

The product

Timisoreana is te most sold "eer"rand in Romania aving a mar>etsare o% ))#39 in volume and 8#8#million ectoliters on annual "asis#

Timisoreana also as te title o%te "eer wit te %astest increaseon te mainstream segment

wic is wy it is a primecandidate %or te introduction intoa %oreign mar>et

Pac>aging tat will "e used is tesame as in Romania "ecause it as

proved very e$cient#


7/18

Timisoreanais availa"lein @ versions5

0@l can

0@l "ottle

P=T )l P=T 8l

=B


8/18

SWOT

raising quality standards at the level of

the group SABMiller maintaining an average market price

experienced brand

S W

the brand will be a new entra

market and will face products

have loyal customers.

high consumption of beer on theungarian market continued growth in the value of imports

high percentage accounted f

of beer from !ermany "#$%& increased consumption of wi

O T


9/18

he four Ps


10/18

ProductTimisoreana will "e launced on te &ungarian mar>et no

material or taste pro!le cange during te campaign "

diCerent pac>aging "ecause tey pre%er "rigt and ligt p

Pac>aging will "e upgraded %or &ungarian "eer to "e soldto "e a Stay on Tap DS:TE product#

Te advantages5

D)E It is easy to carry

D8E It is convenient to "uy

D3E It creates satis%action to consumers allowing temte conservation o% te environment#

Timisoreana "eer will "e sold "ot in te plastic "ottle Dt

and in te glass "ottle D0 @ l and 0 33lE


11/18

Price

Te prices wit wic Timisoreana intends to te mar>et are esta"lised "ased on an anprices o% similar products production costtat te company eercises on te Romanian

Te policy o% price setting according to teleader would "e a good strategy#

;iscount %or "ig stores wen tey "uy 7uantities#


12/18

Place

Te place element o% te mar>eting mi is generally re%errway in wic te customer can o"tain a product or receive

Te provision o% a product or service can generally ocnum"er o% distri"ution cannels wic in te speci!c caseave "ecome increasingly diverse#

&ungarian consumers nowadays ave more "uying optionto te past and tey can easily !nd te products tey wdiCerent places#

It would "e availa"le trougout &ungary in undred sop

pu"s and "ars#

P ti


13/18

Promotion

To increase sales volume use sales promotion strategy d

consumers as %ollows5

;irect promotion

,se advertising via te television medium and radio#

A sort and easy slogan

;rawing Attention to Four -eer


14/18

Segmentation

Gender: men & omenAge group: !" #$% $%#'% a(o)e '%

Socia* +*ass: mainstream

Geographica* Location: ,ungar- .main*- rura* (ut a*so ur(an


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Target customer

.en 3@G/ years old

.arried

,r"an area

Rural area indirectly targeted

&iger education


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Positioning

.edium priced ig 7uality "eer

Bood 7ualityHprice ratio

ine competitive taste


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1onclusion

=ntering in te &ungarian "eer mar>et it is a step tat can "e dTimisoreana in tis moment#

Te investment would "e o% /0@0 million euros Destimation donTu"orgE wic supposes te enlargement o% te %actory esta"lisTimisoara#

&aving a good mar>eting strategy and strong aggressive advertvery important %or positioning and %or "ecoming >nown to te p

wic are only aware o% te 16ec and Berman "eers# Also in &ungary te consumption o% "eer is raising %rom annualy

sta"le "ut continuous rate#

Imports o% "eer measures )G9 o% te total consumption and als7uantity imported is raising annually very aggressive De /#@ tim"etween 80)080)8E#


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T,/ /N0

Documents

Timisoreana Marketing Program