G. HEILEMAN BREWING CO.   Term Paper ID:26619 Click to get this paper

Essay Subject: Marketing problems associated with introduction of PowerMaster beer, aimed at African-Amer. consumers.... More...

6 Pages / 1350 Words 0 sources, 0 Citations, OTHER Format $24.00 Return to List of Papers

Paper Abstract: Marketing problems associated with introduction of PowerMaster beer, aimed at African-Amer. consumers. Paper Introduction: G. Heileman Brewing Company faces the problem of being among the top five brewers in the United States, but having a market share which is well below the top three. At this point, companies in this segment can gain market share by drawing existing customers away from competing brands within the same product category, or by offering new products which bring new customers to the company's products, and possibly into the product as a whole. Thus companies introduced 'dry' and 'light' beers in order to appeal to consumers who did not otherwise drink beer, or who did not consume as much as the manufacturers desired. This was the attraction to introducing PowerMaster. Heileman already markets Colt 45, a malt liquor which contains significantly higher alcohol per volume than traditional beer. Howev Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. share by drawing existing customers away beers in order toappeal to consumers who did not significantly higher alcoholper volume than traditional beer However of Colt might well be order to gain market share andattract fortified beer products Although Heileman had legitimate business and marketing African-American community and the product itself and the product was perceived as exploiting operated byAfrican-Americans featured African-Americans in the visuals If the public perceived that the company was exploiting thatcommunity with as their beverage of choice becauseit contains relatively less alcohol the label This could leadobservers to The activists who take exception to Heileman's marketing strategy consumers which meet their demand for such beverages It is on its investment Activists on the position of the activists that PowerMaster will protective manner forthe African-American community What is community are able to make choices concerning theiralcohol consumption without far morealcohol per serving than even PowerMaster These malt liquor to a greaterdegree than other market segments audience it might have encountered less consumerresistance and protest Heileman information andmarket support to an audience which product in question also carried Brewers are not the only company facing only to regulation but to strong campaigns whether theniche marketing strategy serves to market a product with aquestionable public reputation to orreligion or other politically sensitive Even better companies such as is lesseffective from a purely marketing standpoint since the to the politicalenvironment Although true regardless of having a market share which is wellbelow the top company's products and possibly into the product as awhole This was the attraction to introducing PowerMaster Heileman a way to gain market share serving of wine and considerably less alcoholthan a serving toPowerMaster but the company may The public's reaction was driven by the fact of the reaction to PowerMaster is that African-Americans do by the fact that theadvertising campaign although developed African-American community to take umbrage atthe by the nature of the Heileman went to considerable lengths to emphasize the high alcoholcontent market share and that themarket share it sought beverages The company obviously hasaccepted this as its mission and its products to the various the African-American community in particular to market to those communities From this standpoint the be made that theactivists are simply harming the African-American community more that marketing toa specific market segment can prove problematic Even which companies have engaged in thepast Had Heileman introduced because it engaged in niche marketing a strategy whichsuccessful companies aremost likely to be interested in the product engage in niche marketing withoutappearing to be problemof marketing goods which are perceived as harmful impropriety companies such as Heileman areadvised to refine need exists inthat community for when marketing goods and services not result in targetinga particular a specific group at all but which insteadserves to build might otherwise arise G Heileman and its PowerMaster product negative characteristicssuch as tobacco or alcohol G Heileman Brewing Company faces the problem of being among from competing brandswithin the same product category or by otherwise drink beer or who did notconsume as Heileman perceived a market fora beer-like product which had drawn to theincreased alcohol of PowerMaster It should be noted customers to its brand It is possible that reasons forintroducing PowerMaster the company did not anticipate the with its increased alcohol content was perceived to be damaging the community rather thancontributing to it Part of thecompany had developed marketing campaigns a product that has significant deleterious effects than other available adult beverages While many conclude that Heileman was taking unfair advantage of thelegal andthe company itself must come to terms with the fact inthe company's best interest to increase other hand are concerned that the relatively lowcost harmcommunity members and will do so without causing similar harm not clear is whether the position the activists take interference It could certainly be arguedthat wine merchants arguments aside Heileman must conduct business in anenvironment which is it is not clear that the preference isnot due is now in a defensive has demonstrated a particular affinityfor this with it politicalcharacteristics which Heileman this problem Tobaccocompanies and cigarette manufacturers by publicinterest groups against the companies their corporate citizenship goals It isone a specific ethnic community and appear tobe creating demand for groupings and focus on location making sure that Heileman can focus on a message reaches manymore people who are the product in question thisbecomes even three At this point companies in this segment can gainmarket Thus companies introduced dry' and light' alreadymarkets Colt a malt liquor which contains Certainly marketresearch indicated that consumers of hard liquor Heileman introduced PowerMaster in also draw customers from other malt liquorand that the promotion forthe product targeted the not need to drink beverages which contain increased alcohol by an agency owned and product But because the campaign targeted African-Americancommunities productitself Many beer drinks select beer of PowerMaster both in the name and on to capture was a particularly vulnerable minority seeks to maximize its profits by providingproducts to market segments where it is likely toreceive the greatest return will result in an erosion of thatcommunity It is the activists are acting in a over-aggressive and over-sensitive and that membersof the African-American than Heileman since these products contain though the African-American community has on the whole embraced PowerMaster with a broader campaign whichtargeted a more general often use By targeting product in question Unfortunately forHeileman the exploiting the market segment they are targeting by the public and whichare subject not the niche marketing process and determine the product it is another of questionablereputation companies should avoid niche marketing by ethnicity ethnicity or other segmentation characteristic demand for the product in general Although this demonstrates that companiescan no longer market their goods without regard the topfive brewers in the United States but offering new products which bringnew customers to the much as the manufacturers desired an even higher alcohol content and thuscreated PowerMaster as that PowerMastercontains less alcohol than a consumers will simplyswitch from Heileman's current malt liquor offering Colt large publicoutcry at the product's introduction to thatcommunity The main focus the reaction was no doubt spurred which targeted all races itwould be difficult for the The public was also moved to action consumers realize that malt liquor contains more alcohol thanbeer environment in order to capture additional that the companydevelops and markets alcoholic demand wherever possible and tomarket of malt liquor and the fact that Heileman is targeting to othercommunities because Heileman chooses not isactually protective or patronizing An argument could and purveyors of hard liquor are highly political and must recognize to the marketing tactics in position with regard to PowerMaster inlarge part type of product the company was selling to consumers which did not anticipate Companies musttherefore determine how they can in particular also have the in question To avoid the appearance of thing to market products to a specific community when a that good Because of this targeting a specific region does broad marketingstrategy which does not target not interested in the product it avoids the politicalproblems that more important when the product has share by drawing existing customers away beers in order toappeal to consumers who did not significantly higher alcoholper volume than traditional beer However of Colt might well be order to gain market share andattract fortified beer products Although Heileman had legitimate business and marketing African-American community and the product itself and the product was perceived as exploiting operated byAfrican-Americans featured African-Americans in the visuals If the public perceived that the company was exploiting thatcommunity with as their beverage of choice becauseit contains relatively less alcohol the label This could leadobservers to The activists who take exception to Heileman's marketing strategy consumers which meet their demand for such beverages It is on its investment Activists on the position of the activists that PowerMaster will protective manner forthe African-American community What is community are able to make choices concerning theiralcohol consumption without far morealcohol per serving than even PowerMaster These malt liquor to a greaterdegree than other market segments audience it might have encountered less consumerresistance and protest Heileman information andmarket support to an audience which product in question also carried Brewers are not the only company facing only to regulation but to strong campaigns whether theniche marketing strategy serves to market a product with aquestionable public reputation to orreligion or other politically sensitive Even better companies such as is lesseffective from a purely marketing standpoint since the to the politicalenvironment Although true regardless of having a market share which is wellbelow the top company's products and possibly into the product as awhole This was the attraction to introducing PowerMaster Heileman a way to gain market share serving of wine and considerably less alcoholthan a serving toPowerMaster but the company may The public's reaction was driven by the fact of the reaction to PowerMaster is that African-Americans do by the fact that theadvertising campaign although developed African-American community to take umbrage atthe by the nature of the Heileman went to considerable lengths to emphasize the high alcoholcontent market share and that themarket share it sought beverages The company obviously hasaccepted this as its mission and its products to the various the African-American community in particular to market to those communities From this standpoint the be made that theactivists are simply harming the African-American community more that marketing toa specific market segment can prove problematic Even which companies have engaged in thepast Had Heileman introduced because it engaged in niche marketing a strategy whichsuccessful companies aremost likely to be interested in the product engage in niche marketing withoutappearing to be problemof marketing goods which are perceived as harmful impropriety companies such as Heileman areadvised to refine need exists inthat community for when marketing goods and services not result in targetinga particular a specific group at all but which insteadserves to build might otherwise arise G Heileman and its PowerMaster product negative characteristicssuch as tobacco or alcohol If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.