Bus 505 Week 4 Written Assignment

Almaza Beer

Prepared by a student at the University of the People

For the Written Assignment Unit 1

BUS 5112: Marketing Management– Term 4, 2016-2017

Written Assignment Unit 1

The product I would like to discuss in this written assignment is Almaza beer which is a local Lebanese beer in my home country Lebanon. Almaza is an Arabic name which means diamond. diamond has been used as the logo for the Almaza Beer since its creation. I will start with an overview of the Almaza beer, its position in the Lebanese beer market share, and its competitors, before moving on to reflect on its 4Ps of marketing, constructing a value proposition for Almaza beer, and suggesting what it can do to keep its position and attract

The last few brands are new additions. Almaza beer comes in two sizes: 33 cl and 50 cl.

Its different brands are aimed at various customers’ segments who like different tastes. While those on a diet would welcome a light beer, those who like malt would choose the pure malt. Since adults consume beer, I believe that its customers’ segments are mainly young male above 18 years. I can imagine that the beer consumption isn’t very much common among adults above 60 years old. Therefore the customers are mainly between 18 and 60 years old which a concentration on those between 18 and 35 years old.

Almaza beer doesn’t only serve customers in Lebanon, but it also exports to 25 countries including Australia and the United

36).

The value proposition, which according to Winer and Dhar (2011) is the “basic component of the core strategy” is a succinct summary of one paragraph that states clearly the targets of two competitive companies and why a customer would buy a product or service from one company and not from another competitor (p. 43). The value proposition is the basis for developing the 4Ps (Winer & Dhar, 2011, p. 43). For Almaza beer the value proposition could be:

For men aged 18 and up, Almaza beer is a Lebanese beer with Dutch ingredients, that unlike Beirut beer, 961Beer, and Colonel, has a long Lebanese heritage that goes back to 1933, tastes good when it is freezing cold, offers two bottle size options, has no bitter aftertaste, and has several options to meet everyone’s