Agency: Kidds Advertising | Author: Paul Blackburn |
Kronenbourg 1664 Strong Lager
The Role of Advertising in Brand Portfolio Management
PREFACE: SUMMARY OF THE CASE-STUDY
Lager is the fastest growing sector of the UK beer market and profits on lager are significantly higher than for ales.
When marketing lagers, the Brewer seeks to offer his pub visitors an effective choice by providing some lesser strength products or "session" lagers and a stronger, tastier, more expensive "premium" alternative. It is important that this choice is made clear to consumers on the bar top and in their prior knowledge of brands...