Introduction of Bremen 1827 to the Turkish Beer Market

In the summer of 2022, Nilüfer Reisoğlu, the Vice President responsible for marketing at Türk Tuborg, was confronted with the imperative of formulating a response strategy to counter a competitive launch by rival company Anadolu Efes. Anadolu Efes found itself on the precipice of losing its coveted market leadership position, a status that had long been a source of pride for the publicly traded multinational enterprise, which operated across six countries. In a last-ditch effort to sustain its market share leadership, Anadolu Efes introduced Bremen 1827 to the market, complete with a compelling 30% price reduction and a carefully cultivated high-quality image. The initial market responses had been decidedly favorable. This case study delves into the spectrum of response alternatives deliberated upon by Türk Tuborg, primarily recognized as a premium beer manufacturer with a portfolio of high-margin products adorning the shelves in Türkiye. Faced with the pressures of inflation, the company contemplates several strategic options. One avenue involves the potential introduction of a lower-priced flanker brand to counter the encroachment of Bremen 1827, a move that carries inherent risks to Tuborg’s premium positioning. Alternatively, the company might contemplate reducing prices on its premium brands. As a final option, the company might opt to maintain the status quo and adopt a “wait-and-see†approach to gauge market developments.