About Hahn Super Dry

Discuss about the Marketing Plan and Analysis for Hahn Super Dry.

Hahn Super Dry is one of the many beer manufacturing and producing firms in Australia. The firm is one of the oldest beer manufacturing firms. The firm provides one of the best quality beers through their advanced and greatly hygienic methods of manufacturing. The firm uses the latest means of technology and takes up maximum amount of risks as compared to most other beer producing firms in Australia. There are many aspects that speak about the quality and the richness of the beer produced by this firm. Apart from the technological innovation, the firm also makes use of quality ingredients that are chosen after a lot of investigation. The best variety and quality of barley and hops are chosen to serve the purpose of authentic flavoring. The firm also makes use of a very long brewing process through which the sugars and carbohydrates are converted into a variety of beer which is crisp and dry and not the regular ones (adnews.com.au 2016).

The various types of beer manufactured by the firm are Hahn Witbier, Hahn Ice, Hahn White and Hahn Vienna Red (bws.com.au  2018).  The latest product that this firm has launched is Hahn Ultra. This beer is increasingly serving the purposes of drinking for people who are non-drinkers. It is more of a soft drink and is increasingly used for various corporate and social events (mumbrella.com.au  2016). However, in Australia, the consumption of low alcohol beer is lesser as compared to the international levels of low alcohol beer consumption. This poses some amount of ambiguity in the amount of its sales and revenue generation (hahn.com.au 2018). The various opportunities and threats to the firm including a marketing plan is presented in the subsequent parts of this essay.

Hahn Super Dry focuses on continuous evolution of techniques including a spirit of pioneering, an innovative passion and an attempt and a drive towards producing the better of the best quality of beer by means of the best possible method (hahn.com.au 2018). The firm believes in pushing forth the limits and boundaries of producing the best taste of better with a standard that is a notch ahead of others.

• Competitive Rivalry- Hahn Ultra one of the many beer products in Australia is exposed to a lot of competition and rivalry as other beer companies already have a huge customer base and are well established and have large company shares. However, as they are manufacturing and producing customized beer that appeals to the section of the population that have no other source of such beer, the rivalry is not going to matter as much in this case.
• Supplier Power- Hahn Super dry being one of the biggest manufacturers of beer and user of the best quality of grains and other ingredients is exposed to the cooperation of suppliers and faces no major issues in this aspect. In fact this is one of the positive aspects where the firm can use finest quality of ingredients and technology at reasonable prices and costs.
• Buyer Power- As the firm produces customized beer which has low alcohol and low amount of sugars and carbohydrates and forms the only option for the customers of low alcohol beverages in Australia, it has advantages of buyer power in favor of its products. However, as mentioned earlier, the number of consumers of low alcohol products being lesser in Australia than in other parts of the world, the firm could also face some constraints as to the total number of people that falls in the cohort of its target buyers.
• Threat of Substitution- The firm being the only successful firm that produces, low carbohydrate and alcohol beer in Australia, does not face many threats in the context of substitution threats.
• Threat of New Entry- Hahn Super Dry is one of the few well established firms in Australia and does not face any potential threats from new entrants as entering the beer market in Australia and producing low alcohol, dry beer, or in fact any quality of beer will require a lot of investment costs and time to gain customer base and trust.

The financial goals of Hahn Super Dry with respect to the perspective of the product Hahn Ultra are summarized as follows:

• Achieve a sell of at least a million by the next financial year.
• Achieve a repeat usage rate of around 50%.
• Invest a larger proportion of revenue generated into production processes and technological innovation by increasing the price of the product.

The marketing and selling environment portrays high opportunities of growth and revenue generation as compared to most other firms operating in the beer industry (hahn.com.au 2018). This section of the paper analyses the various external factors including strengths, weaknesses, opportunities and threats for the Hahn Super Dry’s Hahn Ultra

The Various Types of Beer Manufactured by the Firm

Strengths – The major strength of the firm lies in its technological and production capacity. Being one of the oldest brewing companies, it has managed the production process in such a way that the best quality of beer is produced in combination with lowest costs and capacity utilization to the maximum possible extent. The firm also has the advantage of immense customer trust from its target customer base as it has been manufacturing beer since 1986 and has a high brand equity value as it is owned by Lion.

Weaknesses- The firm faces a few shortcomings when it comes to the question of magnitude of the cohort of population of Australia that is included in its target customer base as the demand for low alcohol beer in Australia is very low.

Opportunities- The various opportunities of the firm include diversifying the product further with different flavors or features to suit specific taste preferences of the target client base. The product can also be sold internationally in case it does not appeal much to the customer base in Australia. As is evident from the already existing market share of Lion, Hahn Ultra was introduced at moderately high prices and no compromise was made in this regard. The price can further be increased to achieve larger revenue generations

Threats- The major threats to the firm lie in the aspect of not appealing to a huge population of Australia who do not consume low alcohol beverages and would rather prefer soft drinks. The other possible threats to the firm include huge losses due to high prices and loss of consumer trust. The product will constantly be under the threat of low sales due to the available options of soft drinks and other beverages.

The target market for this product consists only of people who are well off and are ready to spend on high quality of beer with low carbohydrate, sugar and alcohol content.

Product Strategy- The basic strategy used towards the specialization and customization of the product is bringing a new product that will fulfill the needs of customers that were not fulfilled till now in terms of availability of a quality beer that helps non drinkers to drink at events and gatherings instead of depending on other substitutes.

Distribution Strategy- Currently the firm is focusing on reaching out to customers only within Australia and accounts for around 1.8% of the total existing beer market in the world. Depending on the fulfilling of the financial goals of the upcoming financial year, the firm is aiming towards reaching a larger market outside the boundaries of only Australia and catering to the needs of international customers.

Promotional Strategy- Various promotional strategies will be implied by the firm for advertising, promoting and marketing the launch of Hahn Ultra. These include both digital strategies as well as events. The digital strategies include using appealing advertisements with well framed quotes. Apart from this, social media platforms like Facebook, Whatsapp, Twitter and others, will also be used to reach out to greater cohort of people. Radio channels will also be used for the broadcasting of the promotional events. The promotional events will include taste sampling events which are to be hosted at times of the week and day when beer is not being thought about by the moderators. Also, various restaurants and food joints will be asked to provide discounts on ordering of Hahn Ultra. The firm will also provide sponsorships to various high revenue generating events and reach out to those crowds by providing sample tasting options.

Pricing Strategy- As the product is new but is being produced by a well established firm that has high prices in the already existing group of customers, the pricing of this product will be also be aligned on the already existing level of prices. Thus, the pricing will be of reasonable level and will not be reduced as it might send a wrong signal to the already existing customer base.

Particulars	Expenses
Capital Equipment List
Furniture	$                       30,000
Equipment	35,000
Fixtures	25,000
Machinery	25,000
Other	10,000
Total Capital Equipment	$                     125,000

Opening Inventory
Category 1	$                       15,000
Category 2	8,000
Category 3	6,500
Category 4	15,000
Category 5	2,500
Total Inventory	$                       47,000
Advertising and Promotional Expenses
Advertising	$                       10,000
Signage	25,000
Printing	1,500
Travel & Entertainment	35,000
Other / Additional categories	–
Total Adv and Promo expenses	$                       71,500
Payroll and payroll taxes
Expense 1	$                       25,000
Expense 2	25,000
Total Payroll and payroll taxes	$                       50,000

As is seen in the table above, the setting up of technological requirements to the promotion for the launch of the new product Hahn Ultra will require a total estimated expenditure of $293,500.

References:

adnews.com.au.2016. Available online at: https://www.adnews.com.au/campaigns/lion-hops-on-low-alcohol-beer-with-hahn-ultra

bws.com.au. 2018. Available online at: https://bws.com.au/product/434640/hahn-ultra-bottles

hahn.com.au. 2018. Available online at: https://www.hahn.com.au/about-hahn/

hahn.com.au. 2018. Available online at: https://www.hahn.com.au/beers/hahn-ultra/

hahn.com.au. 2018. Available online at: https://www.hahn.com.au/beers/hahn-super-dry/

hahn.com.au.2018. Available online at: https://www.hahn.com.au/discover/career-growth/the-hahn-wall-of-infamy/

mumbrella.com.au.2016. Available online at: https://mumbrella.com.au/lion-launches-creative-campaign-for-new-low-alcohol-hahn-ultra-offering-350677