Al Rayess Beer

Rayan el Sabeh 11910488

Maryam Annan 116327722

Angi El Helou 11831504

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history
Al Rayess beer was made by almaza in 2014 .The Almaza began brewing lager beer in 1933, the
second-oldest beer maker in Lebanon after Laziza. In 1960 the brewery made a big expansion in
the Lebanese market after forming a partnership with Dutch brewer Amstel and grew to become
the most popular beer in Lebanon. But al Rayess beer didn’t get that much attention in the
market.

Ingredients

Water, malt, hops, sugar, citric acid, natural apple flavor, and5% alcohol.

Made by
Brasserie Almaza s.a.l.
Dora Boulevard, Bauchrieh, Beirut
P.O.Box : 90-240
Jdeidet El Metn 1202 2020
Lebanon

Target audience of Al Rayess Beer :

 Lebanese people ( men and women)

 Age: 18-40
 Alcoholic drinkers
 classified as middle class..

Like any other product ,Al Rayess beer has competitors, and the more new competitors are
entering the market, the more it’s affecting its’ sales. For that reason, trying to keep or increase
its market share, Al Rayess beer has to stay awake and find new strategies to protect itself from
competitors.

Mainly the key competitors of Al Rayess beer are the following:

 961 beer
 Colonel beer
 Corona beer
 Sol beer
 Efes beer
 MORT SUBIT

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We can notice that the price of the small bottle of al Rayess Beer is 750LL, and the price of the
larger one is 1000LL.

Al Rayess unique selling preposition is buy 3 beers and get one for free. It’s like buying 4 beers
for a price of 3 so the customers pay 2250LL instead of 3000LL for a small bottle and for the big
one it’s like paying 3000LL instead of 4000LL.

stages of Progress of Al Rayess beer is it established in 2014. A beer to be drunk chilled, it’s
crisp, clean and refreshing. A light carbonation tingle dances from the tip of the tongue, toward
the middle, signifying sweetness. But it’s not overly sweet. It has the same ingredients since it
started but there has been a change is the picture on the bottle.

reasons behind the vanishing of Al Rayess

Beer
 Due to economic downturn in Lebanon
 The main competitor which is Beirut beer that has been competing on a high level
 Beer did not introduced in a right way in the market

Brand positioning:
When we think about positioning, we actually should think the act of designing “Al Rayess beer”
offering and image in order to occupy a distinctive place in the target market’s mind. Thus, the
end result of positioning is the successful creation of a market focused value statement, a
compelling reason why the target market should buy the product. Positioning is what you do to
the mind of the prospect. Well known products generally hold a distinctive position in
customer’s mind, Al Rayess beer as have been informed promptly by the marketing manager
that it can’t be judged or even being launched into the targeted market. Changes are being made
internally because it has been recently sold to a foreign company, therefore new machines, and
high-tech procedures are being integrated in the overall process. The taste is delicious, the way
of manufacturing and bottling the beer is still the same and yet, delivering the best quality of
beverage to the different segment in the Lebanese market.

Brand name selection:

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It is named Al Rayess beer like saying the boss. When creating the name the company thought
that naming it like saying only the boss drinks it.

Brand sponsorship:
Al Rayess beer uses all the different channels existed in the Lebanese market in order to reach all
customers effectively without any delays or exceptions. These set of intermediaries perform a
variety of functions. Al Rayess beer do have many alternatives, it merely uses the zero-level
channel, off, on or the wholesale channels. It sells directly to its final customers; using its own
trucks directly to the stores it wants them to shelve considerably its different bottles. Thus, this is
the case of the “off” method, meaning that the company does not always depend on
intermediaries but also on its own selling efforts. Almaza has already strong roots in the
Lebanese market; its prices are not expensive comparing to the quality of taste it sells to all
consumers, so this should not be a problem to one of her products which is Al Rayess beer.

Brand Developments:
no other features are been added recently to its beverage, only slightly improvements because Al
Rayess beer have always been known to its refined quality.
Multi – brands: which refers to marketing many different brands. Almaza and Al Rayess beer –
same concept – same company but released in a different name.
brand’s equity:
The added value given to Al Rayess beer that it was national, it started in Lebanon and it’s not
expensive. In Addition that although Al Rayess beer doesn’t have flavors but it has its unique
taste. Al Rayess beer has a positive brand equity and that is because it’s one of the first national
beers and it has its own loyal customers, and always adding to its values by the advertising
campaigns due to the main company almaza.
Al Rayess beer is proud to be a real competitive beverage in the Lebanese market comparing to
the imported ones from other foreign countries. Actually, its prices are lower than other beers
and it has a high quality of taste, light bitterness that stimulates the appetite. Al Rayess beer is
always fresh and its expiry date is good enough to last.

How does advertising affect the value of your brand?

Advertising creativity as seen on billboards is a good example of Al Rayess beer reached many
Lebanese in a humorous, fresh and desire way. Thus being quick, responsive and innovative are
major things to be considered  in order to target prospects and current customers. 

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Marketing mix
Product

A beer to be drunk chilled, it’s crisp, clean and refreshing. A light carbonation tingle dances
from the tip of the tongue, toward the middle, signifying sweetness. But it’s not overly sweet.
Ingredients: Water, malt, hops, sugar, citric acid, natural apple flavor, and5% alcohol.

Price

price of the small bottle: 750LL

price of the large bottle: 1000LL.

Place

It is placed in all national markets, restaurants, and bars in Lebanon except in the Islamic
religious places since it is considered “haram” and this may create aggressive towards us. It uses
all the different channels existed in the Lebanon market in order to reach all customers
effectively without any delays or exceptions.

Promotion

Our Lebanon today is filled with environmental issues and this is where Al Rayess Beer, in
collaboration with GGRIL, decided to tackle two basic severe problems; the wastage of green
glass openly dumped in nature and the uprising garbage crisis. Al Rayess Beer has confronted
the problem head on; used green Al Rayess Beer bottles have been gathered and sent to Khalife
Brothers in Sarafand, one of the last glass blowers in Lebanon, to be crushed and recycled into
re-usable beer glasses. These glasses will be given to consumers as part of a nation-wide
promotion.
Swot analysis
Strength
It is a 100% Lebanese product. The price of the bottle is very acceptable. The flavor is amazing
and the quality of the product is very high. We are able to give good customer care as the current
small amount of work means we have plenty of time to devote to customers.
Weakness
Since not everyone know that Al Rayess Beer was made by almaza so we have a little market
presence. The slogan are not very catchy.
Opportunity
Our business sector is expanding with many future opportunities for success.
Threats

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There is an economic downturn in Lebanon due to many reasons which affected us badly. Also
there is an introduction of new substitute products like Beirut beer who has been competing on
high level and taking down the market.
Promotional mix
Public relations: Al Rayess Beer once put their product and gave free sample in “souk el akel” in
saida.
Advertising: Al Rayess Beer always put an advertisement in billboards and social media. It has
its own page on Facebook and Instagram to advertise their products.
Sales promotions: Al Rayess Beer can use a unique and different shape of the original bottle the
unique shape make it easy for customers to see them on the shelf. In addition Al Rayess Beer can
have a customized beer glass or promotional drink ware a customer could have for free since
people are more inclined to remember or support the brand that promote gifts for free or those
who have a unique shape.

Type of the advertising campaign

Tactical advertising is the advertisement I’m going to choose.
Target audience of Al Rayess Beer :
 Lebanese people ( men and women)
 Age: 18-40
 Alcoholic drinkers
 classified as middle class..
 they are university students and adults
 most of them have a part and a full time job
 they drink beer while going to a beach
 they drink beer while watching a movie at home
 they drink beer while eating fast food like pizza
 they drink a beer while watching football
 they drink beer while they gather at home inviting friends
 some of my audience like to drink beer in winter( across the chimney and after skiing )
 they spent a lot of their times on the road some of them go to work and other to the university

Type of media I will be relying on with your advertising campaign

I will be relying on TV, billboards, and films. Since there is a huge number of my target
audience will be there and will be reached through those medias. My product will be well known
in the market and my audience will buy it due to many reasons that will be discussed later.

Analysis

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Al Rayess Beer doesn’t have a catchy slogan and it needs a new one that can catch the attention
of the target audience. Also I can take the advantage of the history of almaza which we can say
that almaza made Al Rayess Beer, almaza is a known brand that has a loyal customers. After
almaza’s loyal customers know that Al Rayess Beer was made by almaza they will start buying it
and this will increase its market presence and give it more opportunity to be known especially
that it has an acceptable price. Such as “ money doesn’t buy happiness until you spend it on Al
Rayess Beer!”.

Al Rayess Beer opportunity that it was made by almaza which is a very known brand thus it can
take advantage by letting the market know about this which can make it rise again especially that
it has a high quality, good taste, and acceptable price.

Due to the economic downturn in Lebanon and the presence of many new competitors such as
Beirut beer, Al Rayess Beer should have many promotions that can catch the eye of the target
audience economically. In addition to adding new flavors and reminding people of this brand by
increasing more of the advertisement, billboards, televisions, and posters in specific places.

First Al Rayess Beer need to show its target audience a change so they can try it again as if it
was something new. Maybe changing the slogan because it is not very catchy. In addition to new
packages that catches the attention of the customers.

advertising methods i will be relying on is:

Outdoor advertising: I can reach a lot of customers when they are away from home. Best way to
reach my target audience and communicate with them. It’s even cheaper with prices being small
fractions of average advertising costs online. In addition to the highly numerous strategic
locations, Out-of-Home offers unique and impactful formats that offer space for creativity and
flexibility for ever more appealing brand building campaigns.

product placement advertising: Product placement is big business, quite simply because it
works.  Research has shown its indirect effects may be more potent, in that they’re apparently
more resistant to suspicion. they’re carefully designed advertisements intended for the purposes
of commercial promotion implicit attitudes, product placement can affect what’s called implicit
self-identification.  Implicit self-identification is automatically associating yourself with an
object, for example a consumer brand.  First, psychologists have actually found we’re more
likely to buy something we identify with than something we like.  Second, it shows that even
when we view placements skeptically they can still give us a favorable inclination toward placed
brands.  Taken together, this means that we might buy products we’ve seen placed in TV or films
even if we view the placements as an attempt at manipulation.

Broadcasting advertising: People Spend More Time With TV, Viewers still use the TV screen
for the bulk of their viewing and spend more time doing so than all the other platforms
combined.  TV Attracts Loyal Viewers, Live entertainment, sports and popular serial television

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shows attract a loyal, attentive audience. Enough to say that appointment viewing is still alive
and well TV Advertising Can Be Surprisingly Affordable, It’s all relative, but TV can be
affordable if you know where to look and how to buy it.

Those 3 advertisements will help me in increasing my sales and guaranty my market presence.