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Sapporo Green Aroma - the challenges of targeting a specific consumer group

Sapporo Green Aroma - the challenges of targeting a specific consumer group

Summary

Sapporo Green Aroma was developed as a new type of beer aimed at female workers, as the Sapporo saw an opportunity in the growing numbers of Japanese woman entering the work force last decade.

Key Findings

Understand the product concept and positioning of Sapporo Green Aroma new genre beer.
Discover why Sapporo Green Aroma did not appeal to its target audience.
Learn from the failure of Sapporo Green Aroma, and discuss what elements beer marketers should look at in a shrinking market.

Reasons To Buy

Is there a market for new types of beer in Japan ?

Key Highlights

The drink featured three kinds of aromatic botanical ingredient – hops, coriander seeds, and orange peel - to appeal to health-conscious woman. The carbohydrate content was claimed to be 80% reduced compared to conventional beer and the alcohol content was 4% ABV.
Sapporo Green Aroma was launched as a new style of beer portraying a healthy image but its healthy attributes were not significant enough to establish an lasting appeal. Happoshu and beers featuring healthy attributes may have become dated in Japan because many products from a number of beverages manufacturers feature reduced or zero carbohydrate content.
The consumption of different types of beer has been driven by value-conscious consumers initially hooked on traditional beers, such as ales, larger and happoshu. Initially, sales of new types of beer expanded gradually but remained marginal as a percentage of the total volume of the beer sector, which has been in decline since 2005.


>Overview
Catalyst
Summary
Sapporo Green Aroma
New type of beer aimed at woman
Sapporo Green Aroma failed to stand out
Popularity of alcohol-free beer
A market dominated by men
Targeting a specific market
Conclusions
Healthy attributes failed to sell
Appendix
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Further Reading
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List of Figures
Figure 1: Sapporo Green Aroma with botanical aroma
Figure 2: Japan: new genre beer volume (million liters), 2006–15
Figure 3: Japan ‘s shrinking beer market in volume (million liters), 2006–15
Figure 4: Failure due to uncertain targeting
Figure 5: Japan: consumers who had consumed lager in the past month, 2013

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