Lager in the U.K. Case Study

Lager in the U.K.
An overview of the lager market in the U.K with a focus on marketing.
# 118544 | 5,302 words | 8 sources | APA | 2009 | GB
Published on Feb 07, 2010 in Business (Marketing) , Business (Consumer Behavior) , Advertising (General)

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This paper examines how the U.K. lager market is a most significant area in terms of sales volume and advertisement value. The paper explores the different ways in which the beer and lager industry uses advertisements to reach their target market by identifying different themes, trends and techniques common in advertising. The paper also includes pictures of different advertising campaigns.

Executive Summary
Industry Overview
Terms of Reference
Advert Analysis
Segmentation, Targeting, Positioning
Consumer buyer Behavior
The Decision-Making Process
Environmental Influences-STEP Analysis
Individual Influences
Group influences
Critique and Recommendations

From the Paper:

"Keeping their target group in mind, marketers in the lager market often promote their brands in sporting events knowing that a large proportion of their target group will be following such events. The lager adverts are therefore likely to be witnessed by many of the targeted consumers. Another important issue with perception is the notion of selective retention, which suggests that the majority of all messages that are sent to consumers are not noticed. People tend to "block" many adverts and it is therefore important for marketers to imprint their messages in the minds of the consumers with repetitive advertisements. This is particularly important in markets where products are not very differentiated, namely the lager market. Correspondingly many lager brands have well known slogans and logos. "

Sample of Sources Used:

  • ASA rams home tough new rules (2006) Available URL: Date viewed: 13.11.2007
  • Beer advert banned for sex link (2006) Available URL: Date viewed: 13.11.2007
  • Beer in the United Kingdom (December 2006) Industry Profile, Reference code: 0183-0744, Datamonitor
  • Beer United Kingdom (June 2007) Country Sector Briefing, Euromonitor International
  • Doyle, P; Stern, P (2006) Marketing Management and Strategy, 4th Edition, Prentice Hall FT, Harlow.

Cite this Case Study:

APA Format

Lager in the U.K. (2010, February 07) Retrieved February 02, 2023, from

MLA Format

"Lager in the U.K." 07 February 2010. Web. 02 February. 2023. <>