Green Sands’s Repositioning to Survive in the Market War

Green Sands’s Repositioning to Survive in the Market War

  • Submitted By: oqyoqz
  • Date Submitted: 04/29/2013 7:53 AM
  • Category: Business
  • Words: 490
  • Page: 2
  • Views: 160

Green Sands’s Repositioning to Survive in the Market War

One example of a brand which doing repositioned to change their target market is a brand called Green Sand. The brand was initially targeting the market segment, a shandy beverage drinks category with an alcohol content below one percent. The response from consumers is not good for shandy beverage category because this kind of beer was less well known by the people of Indonesia so that Green Sands sales and market growth is slow and stagnant.
To overcome this problem, the management of PT Multi Bintang Indonesia (which also producers of alcoholic drinks brands Bir Bintang) repositioned the Green Sands brand from the categories of shandy drinks into a carbonated soft drinks which have a market share of the trillions of dollars. This reposition is done by launched three flavors without alcohol in 300 ml cans and bottles of 200 ml. With the support of effective marketing communications and targeting teenagers as a target market, so the level of Green Sand sales increase to three-fold.
From this case we can think how importance of planning and strategy in determining the target market (customers) that we are headed. As in the case of Green Sand drinks, this product is originally targeting their product in shandy drinks market segmentation category. Shandy drinks is a drinks which has alcohol content bellow 1 percent. But for alcoholic lovers , shandy drinks are called 'sissy' drinks because the drink is not able to make the drinkers feeling 'Fly' like the other alcoholic drinks. And also the other factor is, Indonesia is a country which majority of the people is muslim. Muslims dont like to drink the alcohol because its prohibited or haram and should not be consume because it contains alcohol even though levels is below one percent. That are the reason why development of this product is very slow and stagnant
Furthermore the management of this beverage manufacturers are aware of...

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