Food & Beverages

Failure Case Study: Sapporo Green Aroma; The Challenges Of Targeting A Specific Consumer Group In A Shrinking Beer Market

  • CAN417516
  • 16 Pages
  • February 2016
  • Food & Beverages
Summary
Japans beer market has been seeing an ongoing decline, with a -1.36% CAGR between 2006 and 2015 despite marketers efforts such as creating a new segment, new genre beer, to offer cheaper prices. New genre beer achieved a fast take-off on launch in 2004. However, the new genre brew market has been driven by value-conscious consumers who were existing beer segment users, and the debut of the new segment did not lead to the growth of the total volume of the overall beer sector. The main beer users are getting older and shifting towards health-consciousness, while beer manufacturers have been struggling to create beer products that appeal to young consumers. Japans beer market is a highly difficult place to achieve growth.

Key Findings
- Sapporo Green Aroma is a new genre beer targeting women, with a botanical aroma and reduced carbohydrates. However, it failed to appeal to the target audience, and was withdrawn from store shelves only three months after launch.

- Japans beer market, including the new genre beer segment, has matured, making it difficult for a new product with no significant unique selling point to succeed. Japans beer players need to develop new flavors and styles for future survival.


Synopsis
Failure Case Study: Sapporo Green Aroma is part of Canadeans Successes and Failures research and explores the failure of Sapporo Green Aroma new genre beer in Japan.

- WHAT? Understand the product concept and positioning of Sapporo Green Aroma new genre beer.

- WHY? Discover why Sapporo Green Aroma did not appeal to its target audience.

- TAKE-OUT: Learn from the failure of Sapporo Green Aroma, and discuss what elements beer marketers should look at in a shrinking market.


ReasonsToBuy
-Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

-Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

-Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

-Access valuable strategic take-outs to help direct future decision-making and inform new product development.
Please Select Format

Need More Information

Contact us
+ 1-800-910-6452
+1-971-202-1575
+91 20 66346066
--- or ---
help@bigmarketresearch.com

 

UPCOMING MARKET RESEARCH REPORTS

Global Encapsulated Food Market (Core Phase, Shell Material, Technology, Geography) - Size, Share, Global Trends, Company Profiles, Demand, Insights, Analysis, Research, Report, Opportunities, Segmentation and Forecast, 2013 - 2020

Encapsulation is the process of incorporating food ingredients, enzymes and other materials into capsules. The parent market for the encapsulated food is the global food market, which was $4200 billion ...

July 2017  |   Price:$ 5370    | Pre Book Price:$ 5370

Read More >>

Global Food Enzyme Market, Size, Share, Trends, Forecast, Global Analysis, Research, Report, Segmentation, Future Demand

Food and beverage enzymes are highly selective chemical catalysts that initiate metabolic reaction within unripe fruit and other food materials. The demand for enzyme consumption is expected to rise to ...

July 2017  |   Price:$ 5370    | Pre Book Price:$ 5370

Read More >>

Global Packed Food Market (Categories, Confectioneries, Type Packed Food, Geography) - Size, Share, Global Trends, Company Profiles, Demand, Insights, Analysis, Research, Report, Opportunities, Segmentation and Forecast, 2013 - 2020

Packaging of food products provide protection from external environment and maintain physical, chemical and biological structure of the food. The demand for packed food is high due to increase in ...

July 2017  |   Price:$ 5370    | Pre Book Price:$ 5370

Read More >>

Fresh Food Packaging Market - Opportunities and Forecast, 2014 - 2020

The demand for fresh food packaging has increased exponentially in recent times mainly due to increasing health awareness concerns, emphasis on the quality of products and services, and the convenience ...

July 2017  |   Price:$ 5370    | Pre Book Price:$ 5370

Read More >>

Global Protein Hydrolysis Enzymes Market (Sources, Applications and Geography) - Size, Share, Global Trends, Company Profiles, Demand, Insights, Analysis, Research, Report, Opportunities, Segmentation and Forecast, 2012 - 2020

Protein hydrolysate enzymes are the amino protein which is used in the hydrolysis of bonds such as detergent industry. The protein hydrolysates are chiefly used in the removal of protein ...

July 2017  |   Price:$ 5370    | Pre Book Price:$ 5370

Read More >>

Global Diabetic Food Market (Application and Geography) - Size, Share, Global Trends, Company Profiles, Demand, Insights, Analysis, Research, Report, Opportunities, Segmentation and Forecast, 2013 - 2020

Diabetic Food products are dietary products that include reduced carbohydrate and sugar contents that help in controlling the rise of the blood glucose. Diabetic Food also contains low calorie sweeteners, ...

July 2017  |   Price:$ 5370    | Pre Book Price:$ 5370

Read More >>

2017 © Copyright Big Market Research

View Pricing >>