Saku Brewery

Saku Brewery

Problem
Sakus flagship product, domestically produced beer, has seen declining sales. The cause for this decrease is the consumer shift towards merchandise beer and other beverage products, including both alcoholic and non-alcoholic drinks. Sakus stream portfolio of products and the shifting grocery towards other beverages will lead to a decreasing mart make out of the total beverage market place and will result in an overall decrease in revenue for Saku. Therefore the important problem for Saku is developing an assume marketing plan and product portfolio to capitalize on this true consumer trend.

Solutions
Sakus main product is domestically produced beer which contributes 80% of its revenue. Results from 2003 launch Saku owns 43% of the domestic beer market with its Saku beer products and 18% market share of the imported beer market with the licensed Carlsberg, Guinness and Kilkenny beer products. Saku owns 40% of the entire beer market in Estonia which is 56% of this overall beverage market. Saku owns 10% market share of the remaining (non-beer) beverage market. Saku markets other alcoholic drinks: a cider line called Kiss and long drinks. Sakus body of water products are Vichy Classique and Montavit. Saku has the distribution license for Pepsi, 7Up and Zingo soft drinks.



This indicates that while Saku has a lead position in the beer market, they as well have also started to market products in the overall beverage market.

Saku has two main customer groups for their beer products, domestic (Estonian) consumers and tourist (mostly Finnish) consumers. Domestic consumers comprise a much larger group (96%) and break down along lines of male/female and age. All of Sakus products are preponderantly purchased at public establishments and supermarkets, and predominately consumed at these public establishments or at home. These distribution points are suitable for both alcoholic and non-alcoholic beverages. unmatched would expect the consumer break down by...If you want to get a full essay, order it on our website: Orderessay



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