Strategic vision for the South African ready to drink market

Slabbert, Helgard (2005-12)

Thesis (MBA)--University of Stellenbosch, 2005.

Thesis

ENGLISH ABSTRACT: The global RTD market was one of the fastest growing drinks categories in the world in 2002 and many brewers and spirits companies have entered the new market. The RTD category gained most of their volume from the young adult consumers and across the boundaries of wine. spirits and beer. The strategic vision of the RID market determine whether this is a short intense fashion or a permanent feature in the drinks market, given the historical precedence of the mid to late 1980's when the wine cooler boom and later the alcopops (alcoholic carbonates) phenomenon passed as quickly as it came. The purpose of the research report sets out to investigate the global RTD markets in order to determine the strategic vision for the South African market. The study did a review of the top tcn RID markets and then focussed on the strategies and performance of the Australian and United Kingdom markets, due to the level of development and similarities in culture of these markets with the South African market. The analysis of the global RID markets showed the three successful RTD models are female, androgynous and male RIDs and consumers perceived and use the three types of RTDs differently. Amongst the most important suggestions the author recommends that the biggest opportunity for the South African R TD category is to gain market share from the beer market in the male sector, which is by far the biggest seller of alcoholic beverages in South Africa. The current successes in the South African market came from female and androgynous brands, but it is very difficult to maintain brand loyalty within these segments due to the nature of the young adult consumers and female drinkers.

AFRIKAANSE OPSOMMING: Die wereld gereed·om-te-drink (RTD) mark was een van die vinnigste groeiende drank kategoriee in die wereld in 2002 en baie brouerye en spiritualieë maatskappye het tot die nuwe mark toegetree. Die RTD kategorie het die meeste van sy volume verkry van die jong volwasse verbruikers en van verskillende kategoriee soos wyn, spiritualieë en bier. Die strategiese visie van die RTD mark bepaal of dit 'n gier of 'n permanente kenmerk in die drank mark is, soos voorafgegaan van die middel tot laat 19805 toe die wyn verfrissers en later die "alcopops" (alkoholiese karbonate) verskynsel so vinnig verdwyn het as wat dit gekom het. Die doel van die navorsingsverslag is om die wereld RTD mark te ondersoek om 'n strategiese visie vir die Suid-Afrikaanse mark te bepaal. Die navorsingstudie het die top tien RTD markte ondersoek en toe gefokus op die strategiee en doeltreffendheid van die Australiese en Verenigde Koninkrykte markte as gevolg van die vlak van ontwikkeling en ooreenkomste in kulture van die markte met die Suid-Afrikaanse mark. Die analise van die wereld RTD mark het getoon dat die drie suksesvolle vorme van RTDs is vroue, tweeslagtige en mans RTDs en dat verbruikers verstaan en gebruik die drie tipes van RTDs verskillend. Van die belangrikste voorstelle wat die skrywer maak is dat die grootste geleendheid vir die Suid-Afrikaanse RTDs is om mark aandeel van die bier kategorie in die mans sektor te verkry omdat dit die grootste alkohol kategorie in Suid-Afrika is. Die huidige sukses in die Suid-Afrikaanse mark het gekom van die vroue en tweeslagtige markte, maar dit is baie moeilik om die verbruikers lojaal te hou vir die RTD produkte in die segmente as gevolg van die aard van die jong volwasse verbruikers en vroue drinkers.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/50453
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