Cobra Beer case study: attempting the transition from entrepreneurial, niche brand to mainstream lager
Datamonitor
February 17, 2009 27 Pages - SKU: DFMN2120009
|
|
Introduction
This report on Cobra Beer forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the brand has grown from an entrepreneurial success but has since struggled to cross over into the mainstream.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
|
- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- ANALYSIS
- Introduction
- The UK beer market is problematic, but India offers strong growth potential
- From its beginning, Cobra has competed by being different
- Cobra's early distribution was also entrepreneurial and disregarded the accepted industry norms
- Cobra has ambitious expansion plans
- The beer market in India is highly concentrated but highly attractive
- The UK beer market is in decline and competition is tough but Cobra remains ambitious
- Strategic marketing has been a difficult issue for Cobra
- The Cobra brand may benefit from divestment and corporate ownership
- Corporate assistance offers the chance for Cobra to become a premium global brand
- Conclusions
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Beer market value (US$ m), by country, UK and India, 2003-2013
- Table 2: Beer market volume (Liters m), by country, UK and India, 2003-2013
- Table 3: Average beer price (US$/Liter), by country, UK and India, 2003-2013
- Table 4: Beer market company shares by volume (Liters m), India, 2003-2007
- Table 5: Beer market company shares by volume (Liters m), UK, 2003-2007
- List of Figures
- Figure 1: The Cobra range has expanded to offer more choice to more consumer segments
- Figure 2: Cobra's television sponsorship is targeted rather than mass-market in appeal
Share this report
Other tasks Related Markets Beer Reports Free Alert Me service Receive bi-weekly email alerts on new market research Sign Up Today!
|
