this case study will b based on analysis of a successful or unsuccessful launch of an australian brand into an asian market 1500 words

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this case study will b based on analysis of a successful or unsuccessful launch of an australian brand into an asian market 1500 words


Answered Same DayDec 22, 2021

Answer To: this case study will b based on analysis of a successful or unsuccessful launch of an australian...

David answered on Dec 22 2021
121 Votes
Victoria Bitter fails to brew it the Indian way!
Beer in Australia
Price of beer in Australia is way above the global standards and reasons for the same are taxation
system, high disposable income and mainly because of the duopoly in
the market that calls for
the power of great margin but this fact has been eroded significantly in last few years where rise
in price has not seen.53 percent of sales accounts on the stubby (single-serve glass bottle) which
is considered as a king.
If we talk about brands then most premium brands have entered to suppress the traditional beer
market but still these two brands have not moved from their position and they are Tooheys and
Victoria Bitter. (Victoria Bitter 2013)
Indian Beer Market
Indian Beer market has different taste buds, where in every part of the world people prefer low
alcohol content in beer, Indians are partial to high alcohol content. Strong beer market has been
increasing from the past two-three years due to the launch of new products. Foreign brewers
have also come up with different style and offers.
If an urban young executive is not aware of foreign liquor brands then it is considered really
uncool. The trend has been set across the country where people have good disposable income
and they are happily ready to spend a good amount on luxury brands. And along with that the
travelled youth is also ready to expand its taste buds to the new and upcoming beer brands.
Using these facts that the customer always wants something new and exciting, Pubs and
restaurants are cashing on this new trend by introducing more and more number of beer brands in
their menu. Cost of Imported beer is more than double the price of domestic beer because of
100% import duty.
"When the economy and social patterns start changing, people become keen on consuming
global brands. This is happening in India now," says Rikhab Jain, general manager-international
of Pearl Wines
But with the pour of so many beer brands in India which factor is going to decide their survival
and success. Apart from the trends and the promotions, it is the dynamics of distribution and
Management of inventory which play a great role to make global brands visible.(Jacob.S 2011)
Victoria bitter
It was developed in Australia a century ago but gained popularity in 1960s with the help of an
Ad promotion. VB is...
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