| Marketing Beer – A Greek Brewery’s Case Study | Marketing piva – studija slučaja jedne grčke pivare |
| Management, [pdf] | Menadžment, [pdf] |
| ID: 7.2008.47-48.9 Number: 47-48 Volume: XIII Month: 4 Year: 2008 UDC: 658.8:663.4(495) [tmx] [bow] |
| Evangelia Blery | Evangelia Blery |
| Eutyhia Kamaterou | Eutyhia Kamaterou |
Abstract
The purpose of this paper is to examine the issues related to the promotion and marketing of ‘Heineken’, the famous
Dutch beer, which in Greece is produced by the Athenian Brewery S.A.
The case study method was employed because its fundamental characteristic is the “focus on a particular setting or event”.
The findings showed that the company offers a beer of high quality, which is marketed as a premium beer and it has a
higher price than the other beers of the same category. The company employs marketing practices to increase its market
share to convince consumers to drink beer in any occasion and women to change their attitude towards beer.
This paper is one of the very few so far that have provided an insight in the production and marketing of beer in the Greek
market. The results of the study support the findings of other studies mentioned in the literature and they can be of definite
interest and potential value to managers in this sector. | Apstrakt
Naš cilj u ovom radu jeste da istražimo pitanja vezana za promociju i marketing „Heineken“ piva, poznatog holandskog
piva, koje u Grčkoj proizvodi Atinska pivara S.A. U istraživanju smo primenili metod studije slučaja zato što je njegova
osnovna karakteristika „fokusiranje na određenu situaciju ili događaj“.
Naši zaključci su pokazali da ova kompanija nudi pivo visokog kvaliteta, koje se reklamira kao premijum pivo i ima višu
cenu od ostalih piva u svojoj kategoriji. Kompanija primenjuje marketinške postupke kako bi povećala svoj udeo u trži-
štu i ubedila potrošače da pivo konzumiraju u svakoj prilici, a žene da promene svoj stav prema pivu.
Ovaj rad spada u malobrojne do sada objavljene radove koji pružaju uvid u proizvodnju i marketing piva na grčkom tržištu. Rezultati studije potkrepljuju zaključke drugih studija koje smo pomenuli u literaturi i svakako će biti interesantni
i potencijalno značajni za menadžere u ovom sektoru. |
| Pages: 78-85 | Strane: 78-85 |