Pirvu Sorin

Popescu Violina
Radu Laurentiu
Tinica Ioan
Voicila Anca

Timisoreana's story started almost

300 years ago with the first brewery in
Romania.
"...exceptional beer, with a balanced
taste, with a flavor and taste that
perfectly correspond to its category,
having excellent technical attributes
the official beer of the Royal
Romanian House
one the most loved and preferred
beers of the Romanian people, as it was

 Timisoreana brand is owned by

Ursus Breweries, a subsidiary of
SABMiller plc, the largest beer
producer in Romania.
The company currently owns 4
breweries with a total capacity of
about 4 million hectoliters and has
approximately 1,400 employees.
Ursus
Breweries
operates
in
Bucharest, Cluj-Napoca, Timisoara,
Ploiesti, Brasov and Tunari.
Ursus Breweries portfolio currently
includes six brands: Timisoreana,
Ursus, Ciucas, Stejar, Peroni Nastro
Azzurro Pilsner Urquell and others.

 Volumes sold by the beer giant SABMiller in

Romania, which owns Ursus Breweries,
increased by 23% between October to
December 2012, a period that corresponds to
the third fiscal quarter of the company,
resulting in a company revenue of 1,283m
RON.
"The growth was supported by strong
performance of the new PET packaging of
Ciuca" according to the company's quarterly
report.
This is the second period of growth for the
company after the period April to September
2012 reported an additional 25%.
The return to growth occurs after several years
of decline.
Ursus Breweries owns brewing units
Timisoara, Cluj-Napoca, Buzau and Brasov.

in

The product
Timisoreana is the most sold beer
brand in Romania, having a market
share of 11.3% in volume and 2.2.
million hectoliters on annual basis.
Timisoreana also has the title of
the beer with the fastest increase
on the mainstream segment,
which is why it is a prime
candidate for the introduction into
a foreign market
Packaging that will be used is the
same as in Romania because it has
proved very efficient.

 Timisoreanais available
in 5 versions:
0,5l can
0,5l bottle
PET 1l
PET 2l
KEG

S
raising quality standards at the level of
the group SABMiller
maintaining an average market price
experienced brand

O
high consumption of beer on the
Hungarian market
continued growth in the value of imports

SWOT ANALYSIS

the brand will be a new entrant on the

market and will face products that already
have loyal customers.

T
high percentage accounted for by imports
of beer from Germany (52%)
increased consumption of wine

The four Ps

Product
Timisoreana will be launched on the Hungarian market not having any
material or taste profile change during the campaign, but having a
different packaging because they prefer bright and light packaging.
Packaging will be upgraded for Hungarian beer, to be sold in cans and
to be a Stay on Tap (SOT) product.
The advantages:
(1) It is easy to carry
(2) It is convenient to buy
(3) It creates satisfaction to consumers allowing them to share in
the conservation of the environment.
Timisoreana beer will be sold both in the plastic bottle (the 1 l and 2 l)
and in the glass bottle (0, 5 l and 0, 33l)

Price
The prices with which Timisoreana intends to enter on
the market are established based on an analysis of
prices of similar products, production costs, prices
that the company exercises on the Romanian market.
The policy of price setting according to the market
leader would be a good strategy.
Discount for big stores when they buy in large
quantities.

Place
The place element of the marketing mix is generally referred to as the
way in which the customer can obtain a product or receive a service.
The provision of a product or service can generally occur via any
number of distribution channels, which in the specific case of Hungary
have become increasingly diverse.
Hungarian consumers nowadays have more buying options compared
to the past and they can easily find the products they want in many
different places.
It would be available throughout Hungary in hundred shops apart from
pubs and bars.

Promotion
To increase sales volume, use sales promotion strategy directly with
consumers as follows:
Direct promotion
Use advertising via the television medium and radio.
A short and easy slogan
Drawing Attention to Your Beer

Segmentation
Gender: men & women
Age group: 18 -30, 30-40, above 40
Social Class: mainstream
Geographical Location: Hungary
mainly rural, but also urban

Target customer
Men
35-64 years old
Married
Urban area
Rural area indirectly targeted
Higher education

Positioning
Medium priced high quality beer
Good quality/price ratio
Fine competitive taste

Conclusion
Entering in the Hungarian beer market it is a step that can be done by
Timisoreana in this moment.
The investment would be of 40-50 million euros (estimation done by
Tuborg), which supposes the enlargement of the factory established in
Timisoara.
Having a good marketing strategy and strong aggressive advertising is
very important for positioning and for becoming known to the people,
which are only aware of the Czech and German beers.
Also in Hungary the consumption of beer is raising from annualy with a
stable but continuous rate.
Imports of beer measures 16% of the total consumption and also the
quantity imported is raising annually very aggressive (ex 4.5 times
between 2010-2012).

THE END