Case Study: Premium Peter

610 Words May 3rd, 2012 3 Pages
1. How could shifting or refining the market strengthen Pure Blonde’s current competitive advantage? Discuss the advantages/disadvantages of redefining its market as low-carbohydrate instead of premium.

Firstly, Pure Blonde’s success is due to the popularity of the brand in the premium beer customer sector and the Pure Blonde is a differentiated product which the beer is positioned as a ‘premium full strength beer and that just happened to be low – carbohydrate.’ Furthermore, the packaging is also one of the factors that gain the competitive advantage in the market. The packaging was in the high quality condition with a green, European style bottle and gold stylish label. However in the year of 2010, there are a lot of competitors move
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Disadvantages: Information Overload:

If the Pure Blond product shifted its market it might create some information overload to the consumers because the concept for the product is a premium beer but out of sudden they shifted the brand into a low – carbohydrates beer this will confuse the consumer in the market because the concept of premium beer is already established in the mind of the consumer and it is quite hard to change the impression of once it is formed. For example: the consumer will get confused because the consumers mind are bombareded with a different kind of information such as advertising so this will create some confusion and information overload for the consumer.

2. You are the Pure Blonde Brand Manager. Develop a phantom customer profile for the female segment that appears to be emerging. What do you believe are the two key aspects they are interested in with regard to beer? Use this information to develop a perceptual map.

3. Armed with your customer profile and your perceptual map developed in question 2, what would you recommendations to be to the Marketing Director at Fosters?

4. Look at the Premium Peter customer profile in 2004 in Exhibit 1.

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