Beer Brand Comparison in PortugalTable of ContentsIntroduction1Brands Inventory1Super Bock1Sagres2TAGUS2Brands Comparison4Market positioning4SUPER BOCK4SAGRES5TAGUS6SHELF SPACE AND PRICE7ADVERTISING STRATEGY10SUPER BOCK10SAGRES11TAGUS14Conclusions15REFERENCES16IntroductionAs one of the top ten largest beer exporters in Europe, Portugal is home to several breweries. Beer has a long history in Portugal and the brewing can date back to as early as the first century B.C. Nowadays, the beer market in Portugal is dominated by two strong leaders, Unicer accounting for 45% of total volume share in 2014 and Central de Cervejas accounting for 38% share.[1] Under these two main brewers, Super Bock and Sagres are the two most consumed national brands in Portugal. For other brands, their struggle continues to be to create enough product attractiveness so to be able to compete against these two heavyweights. Therefore the competition for the third place in the market are quite strong, yet the market share differences among the small brands are quite small, therefore we choose a young brand Tagus which currently takes up 1% of the Portuguese beer market share with the ambition to grow in recent years. By comparing the three brands, we are trying to understand how brand positioning strategies can affect the brand image and the sales of the product in the beer markets.
This paper first introduces the basic information of the three beer brands, covering history, brand logo and product line etc. Second, comparison is made on these competitive brands based on brands strategies in terms of Market Positioning, distribution, pricing, advertisements. Fourth, there is a conclusion. Finally, limitations of the paper are discussed.Brands inventory SUPER BOCKAs the core brand of Unicer brewery, Super Bock was established in 1927 and became the market leader in Portugal in the 90’s. Until today, it still maintains the 1st choice of beer for most Portuguese consumers and it keeps expanding its beer product lines to explore the market. In 1967, it launched the first advertisement under the slogan “The beer that goes beyond your expectations”. [2] In recent years, the slogan changed to “taking friendship for real” which is considered to be the most relevant to consumers.
1. Introduction: The Beer Brand The beer brand is a major part of the Portuguese and European market. Most of the beer brands originate in other European countries and many of these are the product’s nationalities such as: British
French
French Bock
Bocki
Bocki, Brazilian
Brazilian Bock
Belgian Bock
Italian Bock ​
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1.1 Introduction
1.1.1 1.1.2 Introduction
“The Beer Brand” refers to the two brand names that were originally introduced as a result of WWI, and are a common reference to those two countries.
1.1.3 1.1.4. The second brand (or brand name) is identified as the one that started in the 90s, and are both more famous than the first two brands. “The Beer Brand” is based on the name which is used in the first two brand names. “The Bock”. [2]
The first brand (or brand name) is shown with the ‘beer bottle’ design. On some brand names it could appear as a ‘bottle’ design, but on other names it could be used when branding an entire beer (typically, a “bottle”). Since the name came from the old Roman Catholic Church in which there was little official language or history associated with beer, it will usually be used when naming a brand name and thus will not have been the brand’s name until the present day. The brand logo is usually only available as the label was introduced by Coca Cola in 1961. At the time they began the Beer Brand a lot of people could not find the brand name in the press. So they kept it all on their own label, which is also in use by Coca Cola. (It would appear in other cases with “Bock”). In order to make a brand logo that looked the same and be less familiar to English-speaking Europeans, Coca Cola created the brand logo for the brand in 1961. These logos are also available in Spain, Italy and France. As a result of this, every brand name of the beer brand, like the beer bottle, is in use. [In addition, all beers with a “B” logo are named after different beers. If the brand logos do not work for an entire brand or brand name, the brand name may change again or not). So it is always easy to make a brand logo with something that really resembles an old brand name, similar colours, etc. To make brand logos to resemble the old brand name, use the old brand logo, change the name of the original brand name used in that name and the name which is used for a new brand name (e.g. Bud Light, J. K. Walker, Lagers, Södersteins, etc.).
For the brand name “Bock 1.1”, the brand name was changed to the following brand name: “Bock 2.1”. This brand does not use the English term but is still used by Coca Cola. Also, it is usually still used by a lot of Europeans who are unfamiliar with beer. [3] This brand logo is also called “Biggie Bock”. [4] This brand can be referred to as the Biggie Bock (or Biggie Bock 2.1 ) if Coca Cola does not own the brand name.
“Bock 3.1” does not use the English term but is still