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Essay / Research Paper Abstract
This 10 page paper is a market analysis of a new product. A new beer La Militante, launched onto the Canadian market in 2004 is examined, the paper looks at what the product is, the potential market, how the market is segmented and the way the product is designed to appeal to some of these segments. The bibliography cites 2 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEnrewbeer.rtf
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Unformatted sample text from the term paper:
the packaging should all reflect the target market. In this paper we will examine a new product launched in the Canadian market in 2004 to consider the launch in terms
of the way the product appears and the messages that are gained from looking and trialling the product rather than research into the marketers aims and goals. The product
that will be examined is an alcoholic beverage; a beer with a 6.2% volume called La Militante lunched in October 2004. Therefore, this market is an existing market. The product
is to be launched by a newspaper company, who have no experience in the beverage market. The beer is to be marketed only in Quebec, initially in a single bar
only brewed in a micro brewery and initially to be sold only in a single bar and then in more retail outlets in Quebec. Therefore, this is a brand new
product for the company entering an existing market. The potential market for this alcoholic beverage product are men and women living in Quebec over the age of 181. This
is a very broad potential market ands can be further narrowed down, but this is the potential market. The product is a beer, which was initially served in pitchers
and glasses in a bar and then in single serving bottles for wider distribution in Quebec city. There is only one version of the product in these different presentation methods.
The product is a refreshing beer, that is not that dissimilar from many other beers ion the market. It is brewed in the La Barberie microbrewery and has a colour
similar to other beers. When served in pitchers and glasses it is bought off of a menu on the wall. When bought in bottles these are of a squat round
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