文档介绍：TABLE OF CONTENTS
1. INTRODUCTION 1
Background Information 1
Overview: Sleeman Breweries LTD 2
Purpose of Report 3
2. ANALYZING LOW-CARB BEER 4
Feature and Benefits of Product 4
Benefits 4
Feature 4
Overview of Industry 4
3. ANALYZING MARKETING STRATEGY 6
Price 6
Promotion 6
Place 7
4. MENDATIONS 7
Finding problems and Proposals 7
About the Flavor 7
About the Targeting and Advertising 8
About Concept of Advertising 10
For the Global strategy in China 11
5. CONCLUSION 16
BIBLIOGRAPHY 17
FIGURES AND TABLES 18
1. Introduction
Background Information
Many economy analysts try to describe how the liquor industry exploits the highs and lows of drinking on a diet: "Low carbs are so fashionable these days," said William Chisholm, an analyst with Dundee Securities Corp. in Toronto. This trendy of low-carb was started from Atkins’s low-carb diet program. The first Atkins Diet Plan book was published in the 1970's and caused quite a controversy! Since then the munity has agreed with some of the aspects of this plan and it's popularity has grown. By far the most recognizable of the low carb plans, the Atkins Diet Plan is based on research by prominent cardiologists and involves a dietary lifestyle change as well as exercise and vitamins. Sources : </low-carb->
The demand for light beers that also are low in carbohydrates is the biggest beer development in the last 10 years. Other Big panies already entered in this emerging low-carb beer market. It makes sense, the CAD$4 billion domestic beer market (US$ 56 billion market value in ) has been dominated by lite products for quite some time. Now introducing low-carb beer is the next logical step for appeal to the weight obsessed masses. For example, the Budweiser brewer attributed its ess to strong sales of its Michelob Ultra low-carbohydrate beer, launched in late 2002, and Bud Light. BBC NEWS: <.