Detalhes do Documento

The Portuguese beer market is known for having two strong brands, Sagres and Super Bock, which have always struggled in numerous ways to become market leaders. In the last decades this market seemed to stagnate, so both companies tried to fight the tendency by launching many different products in order to grow in value. Examples of this strategy were several introductions of beers with flavors like peach and lemon by the two strongest players in the market, but the biggest innovation happened in 2005. Since the wine market was registering an even worse performance in the beverages market, losing share to nectars and soft drinks, Sagres decided to launch a new beer subcategory to compete directly with wine: the auburn beer. This beer was stronger and heavier than the standard beer, amber color and it was positioned to drink mainly at meals, like its direct competitor. The results in the first couple of years couldn't have been better and Sagres Bohemia won several prizes, as recognition of its superior quality which was inclusively responsible for the mother brand strong growth. At the beginning, the subcategory was such a success that its direct competitor immediately countered in just a few months with a similar beer, Super Bock Abadia. However, since Sagres Bohemia was the pioneer, it has always been the leader in the subcategory although both brands have been competing fiercely, as always, with new product introductions. Even though everything was looking well, after two years of existence the auburn subcategory started to see its market share shrinking, since people were not buying the product as regularly as it was expected. The brand faces now a subcategory problem and something must be done to revive Bohemia and to return to profitable times. The objective of this marketing plan will be to relaunch Sagres Bohemia by repositioning the brand to a new subcategory, seasonal beer. This strategy, being a completely new concept in Portugal, intends to raise consumers’ curiosity and bring the brand back to success. In order to introduce the seasonal beer subcategory the brand will have different products in the market: one beer for all the year, one for spring and summer time and a third one for autumn and winter. Distribution and promotion are key success factors in the new strategy and special attention must be given to both if Bohemia is to be a success.