Hansa Pilsener: Remaining Relevant in a Changing Market

Abstract

In September 2012, Khensani Nobanda took over as general manager of Hansa Pilsener, South African Breweries’ (SAB) second-biggest brand. Under her predecessor, Mosidi Seretlo, SAB had developed a highly successful advertising campaign for Hansa, featuring a character named Vuyo who epitomised the positioning of the brand. Conditions in the beer market had changed since the campaign was first launched, however, and Nobanda was now considering options for the way forward. Should she move Hansa's communications campaign away from Vuyo, she wondered? Or change advertising agency for some new ideas? Or rethink the brand's positioning strategy and consider a line extension into the premium beer market? Were there other options? She did not want to repeat some of Hansa's past failures, but rather to build on its success as she plotted a way forward.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

Resources

Exhibit 1: SAB's Beers in South Africa

Source: SABMiller website, available www.sabmiller.com (accessed 8 February 2012).

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Exhibit 2: SAB's Market Breakdown as Relevant to the Hansa Brand

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Note: Although accounting for a fair proportion of Hansa consumers, the Soul Sistas group was not specifically targeted in Hansa's marketing. SAB described the group as older than 25 years and earning a gross income of less than R2 000 per month.

Source: Information provided by Ashish Sewgoolam, brand manager: strategy and innovation for Hansa Pilsener, December 2012.

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Exhibit 3: Hansa Characteristics Relative to Amstel and Heineken (Black Males)

Source: Information provided by Ashish Sewgoolam, 21 February 2012.

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Exhibit 4: Hansa Pilsener Packaging and Logo Changes

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Source: Information provided by Ashish Sewgoolam, 21 February 2012.

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Exhibit 5: Growth of Hansa Pilsener between 2008 and 2011

Source: Information provided by Duduzile Mokholo, brand manager: communications, Hansa Pilsener, 2 March 2012.

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This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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