Failure Case Study: Sapporo Green Aroma; The challenges of targeting a specific consumer group in a shrinking beer market

Failure Case Study: Sapporo Green Aroma; The challenges of targeting a specific consumer group in a shrinking beer market

Code: CAN-CS0009SF | Published: Feb-2016 | Pages: 16 | Canadean
Price :
$995.00
USD

* Required Fields

$995.00

Details

Japans beer market has been seeing an ongoing decline, with a -1.36% CAGR between 2006 and 2015 despite marketers efforts such as creating a new segment, new genre beer, to offer cheaper prices. New genre beer achieved a fast take-off on launch in 2004. However, the new genre brew market has been driven by value-conscious consumers who were existing beer segment users, and the debut of the new segment did not lead to the growth of the total volume of the overall beer sector. The main beer users are getting older and shifting towards health-consciousness, while beer manufacturers have been struggling to create beer products that appeal to young consumers. Japans beer market is a highly difficult place to achieve growth.

Key Findings
- Sapporo Green Aroma is a new genre beer targeting women, with a botanical aroma and reduced carbohydrates. However, it failed to appeal to the target audience, and was withdrawn from store shelves only three months after launch.

- Japans beer market, including the new genre beer segment, has matured, making it difficult for a new product with no significant unique selling point to succeed. Japans beer players need to develop new flavors and styles for future survival.

Synopsis
"Failure Case Study: Sapporo Green Aroma " is part of Canadeans Successes and Failures research and explores the failure of Sapporo Green Aroma new genre beer in Japan.

- WHAT? Understand the product concept and positioning of Sapporo Green Aroma new genre beer.

- WHY? Discover why Sapporo Green Aroma did not appeal to its target audience.

- TAKE-OUT: Learn from the failure of Sapporo Green Aroma, and discuss what elements beer marketers should look at in a shrinking market.

Reasons To Buy
- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

- Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Sapporo Breweries
Kirin Company
Suntory
Brewdog

Report Format

Following are different modes of Licenses.

a. Single User License:
This license allows only one person to use the report. This person can use the report on any computer and may take print outs of the report but must take care of not sharing the report (or any information contained therein) with any other individual or people. Unless you purchase a Site License or a Global Site License, a Single User License must be purchased for every single person that wishes to use the report within the same enterprise.

b. Single Site License:
This license allows unlimited users to use the report within one company location, e.g. a regional office. These users can use the report on any computer and may take print outs of the report but must take care of not sharing the report (or any information contained therein) with any other individual or people.

c. Global Site License:
A Global Site License (or Enterprise wide Site License or Global License) is a license granted to original purchaser, who can share a report with other employees and authorized Users of the same organization.

Quick Help

1. How do you deliver the reports?
The delivery of reports is depends on format & mode of license of report(s). Following are different kinds of formats of report(s) and their delivery options :

a. Electronic Format – Through email from Publisher
Report will be sent to your username email address in PDF, Excel, PowerPoint or any other electronic / softcopy format by publisher.
Delivery Time: 12 to 48 hours [depending on time difference or occurrences of national holidays]

b. Hard Copy or Printed Format or CD-Rom – Through Mail or Courier from Publisher
Report will be sent through mail / courier delivery to your shipping address by publisher.
Delivery Time: Less than, few weeks [depending on time difference or occurrences of national holidays]


2. How can I make payment for publications I purchase?
You could be able to make the payment, in following ways:

a. Online Secure Payment through Credit Card Payment : We accept Visa, Master, AMEX Cards & CCAvenue
b. Transfer of fund to our bank account via Bank transfer or Wire transfer
c. Payment via DD or Cheque
d. Paypal


3. Is it safe to use my credit card on MarketinfoResearch?
Your personal information and online tranaction on Marketinfo Research is secure, private, and tamper-proof. All credit card payments are processed through secure and trusted payment gateways.

If you have a more question about our publications please see our FAQs section or contact us now at cs@marketinforesearch.com.

CUSTOMERS WHO VIEWED THIS REPORT ALSO VIEWED

There are no reports matching the selection.

Browse similar reports by category:
Beverage
Canadean