【正文】 ................................................1 Company Overview: Sleeman Breweries LTD .............................................2 Purpose of Report ....................................................................................3 2. Analyzing LowCarb Beer .................................................................................3 Feature and Benefits of Product .................................................................3 Benefits ........................................................................................3 Feature .........................................................................................4 Overview of Industry ...............................................................................4 3. Analyzing Marketing Strategy ............................................................................5 Price ......................................................................................................5 Promotion...............................................................................................5 Place ......................................................................................................6 4. Remendations ............................................................................................6 Finding problems and Proposals ................................................................6 About the Flavor ............................................................................7 About the Targeting and Advertising .................................................7 About Concept of Advertising..........................................................9 For the Global strategy in China..................................................... 10 5. Conclusion .................................................................................................... 13 Bibliography ..................................................................................................... 14 Figures and Tables ............................................................................................. 15 千尋創(chuàng)意 創(chuàng)意千尋 想象力沒(méi)有邊界，未來(lái)誰(shuí)來(lái)把握？ 千尋創(chuàng)意 為中國(guó) 企業(yè) 提供動(dòng)力！ 1. Introduction Background Information Many economy analysts try to describe how the liquor industry exploits the highs and lows of drinking on a diet: Low carbs are so fashionable these days, said William Chisholm, an analyst with Dundee Securities Corp. in Toronto. This trendy of lowcarb was started from Atkins’s lowcarb diet The demand for light beers that also are low in carbohydrates is the biggest beer development in the last 10 years. Other Big beer panies already entered in this emerging lowcarb beer market. It makes sense, the CAD$4 billion domestic beer market (US$ 56 billion market value in ) has been dominated by lite products for quite some time. Now introducing lowcarb beer is the next logical step for appeal to the weight obsessed masses. For example, the Budweiser brewer attributed its success to strong sales of its Michelob Ultra lowcarbohydrate beer, launched in late 20xx, and Bud Corona, Miller, Coors also introduced their own lowcarb beers. To adjust emerging market, a division of the . Treasury Department, on Thursday, said it would set advertising and labeling standards for lowcarbohydrate alcoholic beverages. The Alcohol and Tobacco Tax and Trade Bureau set interim standards for the use 1 The first Atkins Diet Plan book was published in the 197039。t like about the products in developing stage. If the pany does not respond to customers needs, someone else will take the market share. 千尋創(chuàng)意 創(chuàng)意千尋 想象力沒(méi)有邊界，未來(lái)誰(shuí)來(lái)把握？ 8 Targeting, market segmentation, is essential to promote new product management. Generally speaking, consumers have various needs as their preference for product. The concept of lowcarb developed from 197080, thus, broadly recognized to consumer who concerning their health, weight control. 10 Main Target Range The average age in Canadian is years In 10 years, it will grow to be 48. The average boomer is 45, and this age group concerning their health. In fact, main beer consumer group in male is less than 40s. However, female start concerning on their weight from early 20s. Sleeman have to shoot for women who are 25 to 35, working have a kids. Appeals to women should be made on the basis of such lifestyle ponents as activities, interests, attitudes, and role perceptions. Subsegmenting to consider include women college students, women working outside the home, women at home, married and single working mothers. Advertising Channel The target media here are the magazines that deal with lifestyles and issues related to the adults and societies. For example: Low Carb Life, Vogue, InStyle, 10 Peter and Donnelly, James, Marketing Management: Knowledge and Skills, McGraw Hill: Toronto, 7th 20xx. 11 Source from CIA World Fact: Canadian Age Group 014 years: %, 1564 years: %, 65 years and over: 13% (20xx) 千尋創(chuàng)意 創(chuàng)意千尋 想象力沒(méi)有邊界，未來(lái)誰(shuí)來(lái)把握？ 9 and Living magazine will be best fit for Sleeman’ lowcarb beer. Advertisements through Inter also have great prospects, given that proper methodologies are derived from the Inter habits of the people in Canada. Mostly, the ebanners will