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Industry/Company Review
 Describe the industry in which your product competes. The description should include
these variables (size, growth, current trends)
 Describe the history of the firm's its present status, product lines, sales history, target
markets, current marketing mix.
Almaza Beer is a popular beer brand in Lebanon, and competes in the alcoholic beverage
industry. The alcoholic beverage industry in Lebanon is a relatively small industry with a limited
number of players. The industry is primarily dominated by beer and wine, with beer accounting
for the majority of alcohol consumed in the country.
In terms of size, the alcoholic beverage industry in Lebanon is relatively small, with total sales of
approximately $200 million per year. The industry has experienced moderate growth in recent
years, primarily due to the increasing popularity of craft beers and wine. Current trends in the
industry include a focus on locally-produced craft beers, as well as an increased interest in
imported beers and wines.
Almaza Beer was founded in 1933 and has a long history in Lebanon. The company is currently
owned by the Heineken Group, a Dutch brewing company. Almaza Beer's product line includes a
range of beer products, including Almaza Pilsner, Almaza Light, and Almaza Export. The company
primarily targets the Lebanese market, although its products are also exported to other countries
in the region.
In terms of sales history, Almaza Beer has a strong presence in the Lebanese market and has been
a popular brand for many years. The company has also seen success in exporting its products to
other countries in the region. In terms of target markets, Almaza Beer primarily targets the
Lebanese market, although its products are also popular among expatriates living in the region.
Almaza Beer Lebanon's target market is primarily young adults aged 18-35 who enjoy socializing
and drinking beer. The brand has a strong association with Lebanese culture and heritage and is
popular among locals and expatriates alike. The company also targets the Lebanese diaspora and
other international markets, such as Europe, North America, and the Middle East.
Almaza Beer's current marketing mix includes a range of promotional activities, including
advertising campaigns, sponsorships of events and festivals, and social media marketing. The
company also has a strong presence in bars and restaurants throughout Lebanon, and has built
a reputation for quality and taste. Overall, Almaza Beer is a well-established brand in the
Lebanese market, and has a strong reputation for quality and taste.
Currently, Almaza Beer Lebanon is a well-established brand in the Lebanese beer market and has
a strong presence in international markets. The company has a loyal customer base, and its
products are widely available in bars, restaurants, and retail stores. However, the industry is
highly competitive, and the brand faces significant challenges from both multinational companies
and local breweries. Additionally, the COVID-19 pandemic has had a significant impact on the
beer industry, with declining sales and reduced demand for on-premise consumption.
Product Review/Buyer Analysis
 The description of the product or service is the focus of your campaign plan. It should
include:
 The product's sales history
 Market share
 Strengths, weaknesses
 Key benefits
 Brand image
Product Description:
Almaza Beer Lebanon is a popular beer brand that is well-known in Lebanon and has a growing
presence in international markets. The beer is a Pilsner-style lager that is brewed using high-
quality ingredients, including malted barley, hops, and water. Almaza Beer has a light golden
color and a refreshing taste, with a mild bitterness and a slightly sweet finish
The beer is available in different packaging options, including bottles and cans, and comes in
various sizes ranging from 330ml to 750ml. Almaza Beer is sold at a competitive price point,
making it an affordable option for consumers who are looking for a high-quality beer that is not
too expensive.
Almaza Beer Lebanon is a brand that is strongly associated with Lebanese culture and heritage.
The brand's advertising campaigns and sponsorships often feature images of traditional Lebanese
architecture, music, and dance, which helps to reinforce its connection to the local culture.
Almaza Beer is a popular choice for socializing and drinking with friends and family, and it is often
consumed during celebrations and events.
Overall, Almaza Beer Lebanon is a well-crafted, refreshing beer that is loved by many for its taste
and association with Lebanese culture. Its quality, affordability, and accessibility have
contributed to its popularity, making it a go-to choice for those seeking a great-tasting beer in
Lebanon and beyond.
Sales History:
Almaza Beer Lebanon has a strong sales history in Lebanon, where it is one of the most popular
beer brands in the country. The brand has been in operation since 1933 and has developed a
loyal customer base over the years. According to a report by Euro monitor International, Almaza
Beer holds a significant share of the beer market in Lebanon.
In recent years, the brand has also expanded its presence in international markets, with exports
to Europe, North America, and the Middle East. The company's export sales have been growing
steadily, with a focus on markets with a significant Lebanese diaspora, such as Canada and
Australia.
However, like many other beer companies, Almaza Beer Lebanon's sales have been impacted by
the COVID-19 pandemic. The closure of bars and restaurants, as well as the decline in tourism,
has led to a reduction in on-premise sales. Nevertheless, the brand has adapted to the changing
market conditions, and its off-premise sales have remained strong, with many consumers
choosing to buy beer from retail stores and supermarkets.
Overall, Almaza Beer Lebanon has a strong sales history, with a loyal customer base in Lebanon
and a growing presence in international markets. The brand's quality, affordability, and
association with Lebanese culture have contributed to its popularity and success over the years.
Market Share:
Almaza Beer is one of the leading beer brands in Lebanon, and has a significant market share in
the country. The company's products are widely available in bars, restaurants, and retail outlets
throughout the country.
Almaza, the market leader, accounts for 74% of the local market, or 21.7 million liters. Foreign
imports such as Budweiser, Heineken, and Corona account for 21%, while the share of 961, a
relatively new craft brewery, is estimated at 5% or 1.6 million liters
Strengths:
Almaza Beer's strengths include its long history and established reputation in Lebanon, as well as
its quality and taste. The company has built a loyal customer base over the years, and is known
for its refreshing and easy-to-drink beers.
1. Brand Recognition: Almaza has been in the Lebanese market for over 90 years, and it has
established a strong brand recognition and reputation among consumers.
2. Taste and Quality: Almaza beer is known for its refreshing taste and high quality, which has
helped to build its loyal customer base.
3. Wide Distribution Network: Almaza beer is distributed across Lebanon, and it is easily
accessible to consumers through its wide network of distributors and retailers.
4. Strong Marketing Strategy: Almaza has a strong marketing strategy that focuses on promoting
the brand as a symbol of Lebanese culture and tradition.
Weaknesses:
One of Almaza Beer's weaknesses is its limited product line, which may limit its appeal to certain
segments of the market. The company also faces increasing competition from both local and
international beer brands in the Lebanese market.
1. Limited Product Range: Almaza only produces lager beer, which limits its appeal to consumers
who prefer other beer styles such as ale or stout.
2. Limited International Presence: While Almaza has a strong presence in Lebanon and the
Middle East, it has limited international exposure, which limits its potential growth
opportunities.
3. Dependence on Local Market: Almaza's sales are heavily dependent on the Lebanese market,
which exposes the brand to economic and political instability in the region.
Key Benefits:
The key benefits of Almaza Beer include its refreshing taste, quality, and easy drinkability. The
company's products are also widely available and affordable, making them accessible to a broad
range of consumers.
Brand Image:
Almaza Beer has a strong brand image in Lebanon, and is widely regarded as a high-quality and
reliable beer brand. The company's long history in the market, as well as its association with the
Heineken Group, has helped to build its reputation as a trusted and established brand.

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Part One IMC.docx

  • 1. Industry/Company Review  Describe the industry in which your product competes. The description should include these variables (size, growth, current trends)  Describe the history of the firm's its present status, product lines, sales history, target markets, current marketing mix. Almaza Beer is a popular beer brand in Lebanon, and competes in the alcoholic beverage industry. The alcoholic beverage industry in Lebanon is a relatively small industry with a limited number of players. The industry is primarily dominated by beer and wine, with beer accounting for the majority of alcohol consumed in the country. In terms of size, the alcoholic beverage industry in Lebanon is relatively small, with total sales of approximately $200 million per year. The industry has experienced moderate growth in recent years, primarily due to the increasing popularity of craft beers and wine. Current trends in the industry include a focus on locally-produced craft beers, as well as an increased interest in imported beers and wines. Almaza Beer was founded in 1933 and has a long history in Lebanon. The company is currently owned by the Heineken Group, a Dutch brewing company. Almaza Beer's product line includes a range of beer products, including Almaza Pilsner, Almaza Light, and Almaza Export. The company primarily targets the Lebanese market, although its products are also exported to other countries in the region. In terms of sales history, Almaza Beer has a strong presence in the Lebanese market and has been a popular brand for many years. The company has also seen success in exporting its products to other countries in the region. In terms of target markets, Almaza Beer primarily targets the Lebanese market, although its products are also popular among expatriates living in the region. Almaza Beer Lebanon's target market is primarily young adults aged 18-35 who enjoy socializing and drinking beer. The brand has a strong association with Lebanese culture and heritage and is
  • 2. popular among locals and expatriates alike. The company also targets the Lebanese diaspora and other international markets, such as Europe, North America, and the Middle East. Almaza Beer's current marketing mix includes a range of promotional activities, including advertising campaigns, sponsorships of events and festivals, and social media marketing. The company also has a strong presence in bars and restaurants throughout Lebanon, and has built a reputation for quality and taste. Overall, Almaza Beer is a well-established brand in the Lebanese market, and has a strong reputation for quality and taste. Currently, Almaza Beer Lebanon is a well-established brand in the Lebanese beer market and has a strong presence in international markets. The company has a loyal customer base, and its products are widely available in bars, restaurants, and retail stores. However, the industry is highly competitive, and the brand faces significant challenges from both multinational companies and local breweries. Additionally, the COVID-19 pandemic has had a significant impact on the beer industry, with declining sales and reduced demand for on-premise consumption.
  • 3. Product Review/Buyer Analysis  The description of the product or service is the focus of your campaign plan. It should include:  The product's sales history  Market share  Strengths, weaknesses  Key benefits  Brand image Product Description: Almaza Beer Lebanon is a popular beer brand that is well-known in Lebanon and has a growing presence in international markets. The beer is a Pilsner-style lager that is brewed using high- quality ingredients, including malted barley, hops, and water. Almaza Beer has a light golden color and a refreshing taste, with a mild bitterness and a slightly sweet finish The beer is available in different packaging options, including bottles and cans, and comes in various sizes ranging from 330ml to 750ml. Almaza Beer is sold at a competitive price point, making it an affordable option for consumers who are looking for a high-quality beer that is not too expensive. Almaza Beer Lebanon is a brand that is strongly associated with Lebanese culture and heritage. The brand's advertising campaigns and sponsorships often feature images of traditional Lebanese architecture, music, and dance, which helps to reinforce its connection to the local culture. Almaza Beer is a popular choice for socializing and drinking with friends and family, and it is often consumed during celebrations and events. Overall, Almaza Beer Lebanon is a well-crafted, refreshing beer that is loved by many for its taste and association with Lebanese culture. Its quality, affordability, and accessibility have contributed to its popularity, making it a go-to choice for those seeking a great-tasting beer in Lebanon and beyond.
  • 4. Sales History: Almaza Beer Lebanon has a strong sales history in Lebanon, where it is one of the most popular beer brands in the country. The brand has been in operation since 1933 and has developed a loyal customer base over the years. According to a report by Euro monitor International, Almaza Beer holds a significant share of the beer market in Lebanon. In recent years, the brand has also expanded its presence in international markets, with exports to Europe, North America, and the Middle East. The company's export sales have been growing steadily, with a focus on markets with a significant Lebanese diaspora, such as Canada and Australia. However, like many other beer companies, Almaza Beer Lebanon's sales have been impacted by the COVID-19 pandemic. The closure of bars and restaurants, as well as the decline in tourism, has led to a reduction in on-premise sales. Nevertheless, the brand has adapted to the changing market conditions, and its off-premise sales have remained strong, with many consumers choosing to buy beer from retail stores and supermarkets. Overall, Almaza Beer Lebanon has a strong sales history, with a loyal customer base in Lebanon and a growing presence in international markets. The brand's quality, affordability, and association with Lebanese culture have contributed to its popularity and success over the years. Market Share: Almaza Beer is one of the leading beer brands in Lebanon, and has a significant market share in the country. The company's products are widely available in bars, restaurants, and retail outlets throughout the country. Almaza, the market leader, accounts for 74% of the local market, or 21.7 million liters. Foreign imports such as Budweiser, Heineken, and Corona account for 21%, while the share of 961, a relatively new craft brewery, is estimated at 5% or 1.6 million liters
  • 5. Strengths: Almaza Beer's strengths include its long history and established reputation in Lebanon, as well as its quality and taste. The company has built a loyal customer base over the years, and is known for its refreshing and easy-to-drink beers. 1. Brand Recognition: Almaza has been in the Lebanese market for over 90 years, and it has established a strong brand recognition and reputation among consumers. 2. Taste and Quality: Almaza beer is known for its refreshing taste and high quality, which has helped to build its loyal customer base. 3. Wide Distribution Network: Almaza beer is distributed across Lebanon, and it is easily accessible to consumers through its wide network of distributors and retailers. 4. Strong Marketing Strategy: Almaza has a strong marketing strategy that focuses on promoting the brand as a symbol of Lebanese culture and tradition. Weaknesses: One of Almaza Beer's weaknesses is its limited product line, which may limit its appeal to certain segments of the market. The company also faces increasing competition from both local and international beer brands in the Lebanese market. 1. Limited Product Range: Almaza only produces lager beer, which limits its appeal to consumers who prefer other beer styles such as ale or stout. 2. Limited International Presence: While Almaza has a strong presence in Lebanon and the Middle East, it has limited international exposure, which limits its potential growth opportunities. 3. Dependence on Local Market: Almaza's sales are heavily dependent on the Lebanese market, which exposes the brand to economic and political instability in the region.
  • 6. Key Benefits: The key benefits of Almaza Beer include its refreshing taste, quality, and easy drinkability. The company's products are also widely available and affordable, making them accessible to a broad range of consumers. Brand Image: Almaza Beer has a strong brand image in Lebanon, and is widely regarded as a high-quality and reliable beer brand. The company's long history in the market, as well as its association with the Heineken Group, has helped to build its reputation as a trusted and established brand.