which contains calorie content less than one hundred. Another unique brand it provides is theking cobra which is the first to be bottle conditioned and double fermented beer. This beer hasbecome so popular such that its sales have increased ten times in India. Cobra also producesother nine different wine types. Mr. Bilimoria has realized the branding importance. He has been choosing the cobra so carefully.His bottles of beer have a label that resembles a sandy gold. The cobra is usually written in agreen color. With this branding strategy, it becomes easy to identify the cobra when people go tosupermarkets to buy it.Bilimoria has been looking for the most relevant niche markets for the Cobra beer. His principaltarget being the Indian restaurants, he has been selling about half of Cobra beer production tofive thousand six hundred restaurants in India. He has popularized him to the level of beingknown as the beer maker of India.The cobra company has also launched new designs for cobra bite and the king cobra. Thesedesigns are appealing to the customers since they have a stylish and contemporary appearance.They also stand out when placed the shelves of supermarkets. The company spends hugeamounts of money in the marketing of various Cobra products. This has been done throughadvertising in print and electronic media. The Cobra is sponsoring almost all programs of theUKTV to ensure they are heavily covered and any updates about the Cobra are received bycustomers on time.
Report: COBRA BEER CORPORATION13The beer market in the United States of America has slowly been becoming saturated leading tohigh competition and then decline in the consumption of Cobra beer. This has forced the cobra toreduce its product prices and increased the production to cope up with the market trends. The Cobra has been producing unique brands as it is less gassy which makes it easy to beconsumed with curry foods. This is unlike other beers produced by other companies which areunfit to drink together with curry food.b.Strategy which is corporateIn the first stages of operations of the cobra, they marketed their products by using the oralcommunication. To remain relevant and competitive in the market Bilimoria has employed theuse of real campaigns of public relations to enhance product awareness. Bilimoria has also beenadvertising through press, TV, and cinema.The Cobra works in close cooperation with the front end employees in the restaurants of Indiaand United Kingdom where their products are mainly sold. These marketers act as theirmarketers in these areas since they offer great faith and support in the Cobra beer.c.Strategies proposed for evaluationThe Cobra beer is being marketed in such a way that its future focus is to resemble the Indianheritage, depicting the culture and rich heritage whereby the original brewing recipe lies.
You've reached the end of your free preview.
Want to read all 18 pages?
- Spring '17
- ........., COBRA BEER CORPORATION, Mister Hyde