Tegestologists in mourning - recession and product life cycle blamed

Sunday, May 03, 2009

Are you a tegestologist? If so, you may be alarmed to here about the financial problems faced by the dominant market leader in the sector - Katz Group…

Who are Katz Group? They are the world’s biggest beer coaster company. The bad news? Katz Group has gone bankrupt.

Despite cornering two-thirds of the European market with clients such as Kronenbourg and Stella Artois, the German-based company said it had been hit by reduced orders in line with falling beer sales.

The CEO of Katz has explained that beer deliveries to the restaurant industry have been falling since the beginning of the economic downturn, affecting coaster or beer mat sales. Consolidation among international brewery giants, such as the acquisition of U.S.-based Budweiser by the European InBev has also dented sales.

The humble beermat or coaster is a classic method of promotion. Katz Group describe the beermat as a “Point of Purchase Marketing Solution” and a “friendly, versatile and tactile brand communication tool”. But if fewer drinks are being sold in pubs and clubs, then beermat sales must inevitably fall.

Posted to BUSINESS THEMES • Credit Crunch • Marketing

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