Hansa Pilsener: Remaining Relevant in a Changing Market

Description

Hansa Pilsener: Remaining Relevant in a Changing Market: Abstract

In September 2012, Khensani Nobanda took over as general manager of Hansa Pilsener, South African Breweries’ (SAB) second-biggest brand. Under her predecessor, Mosidi Seretlo, SAB had developed a highly successful advertising campaign for Hansa, featuring a character named Vuyo who epitomised the positioning of the brand. Conditions in the beer market had changed since the campaign was first launched, however, and Nobanda was now considering options for the way forward. Should she move Hansa’s communications campaign away from Vuyo, she wondered? Or change advertising agency for some new ideas? Or rethink the brand’s positioning strategy and consider a line extension into the premium beer market? Were there other options? She did not want to repeat some of Hansa’s past failures, but rather to build on its success as she plotted a way forward.

Teaching objectives

This case was written to provide a basis for discussion and learning about the principles of successful product positioning, and of successful communications in the marketing mix.