A STUDY ON HOW
DIFFERENTIATION CAN BE CONCEIVED THROUGH POSITION STRATEGIES IN THE MALAYSIAN
BEER INDUSTRY
WITHIN THE KLANG
VALLEY
By
ABSTRACT
The objective of this thesis is to study how the two beer brands have approached positioning and if they have been successful in conceiving differentiation. This thesis would be able to reveal those differentiation opportunities available to beer products and identify those positioning strategies, which are most suitable for the beer market within Klang Valley in Malaysia. The author approached this thesis by first corroborating a framework on the approach to positioning, which was explained by most authors. This framework has then been used as a benchmark to evaluate if the two beer brands approach confirms with the framework. A further study on the effectiveness of the positioning of the two brands have been carried out through questionnaires surveys to obtain information from the beer consumers and matching it against the positioning intended by the brand managers for the respective brands. An interesting fact has been concluded through this thesis, that is the positioning approach of the two local breweries do not confirm to the framework laid down by author. Instead, an approach to positioning is highly dependent on a companies philosophy or business norm. cross-examinations between the two brands positioning and the perception of the consumers have also revealed that Carlsberg Pilsner and Anchor Pilsner were not effective in conveying their intended brand image. The author, recommends that the two brands should counter their positioning ineffectiveness by focusing on their main respective management and more importantly, marketing competencies. The two breweries must realize that the consumers are on a transition to prefer boutique beers, which indicates that the consumers prefer beers that cater for their specific needs and wants. The findings from this thesis would be beneficial to the two brands in devising new strategies to remain competitive in a market undergoing transition, that is the Klang Valley in Malaysia.
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Bachelor of Arts (Hons) In Marketing
August 1999
Number 3