Drinks Market and Smoking Ban Case Study Example | Topics and Well Written Essays - 2000 words

Drinks Market and Smoking Ban - Case Study Example It also focuses on the impact ban on smokers has on the cider market in UK along with the impact of the reduction of duties on the ciders. The UK retains relatively high levels of alcohol consumption. Historically, the country has been associated with brewing and distilling, the drinking of bitter in pubs and the consumption of whisky, a product historically tied in to Scotland. The trend for young people in their twenties to feel they can get drunk is being followed by teenagers who generally take an inspiration from the older people. (ICAP, 2007) This has resulted in more number of cases on 'binge' drinking - getting drunk more number of times within a very short time. The media suggests that this has been the main reason behind the increase in number of crimes at night. It is worth mentioning that studies show that of the people indulging in crimes at night, 80% of the cases were said to be committed by people between the age group of 20 and 30. When a bartender was asked about the increase in the drinking habits among the youth, he said, "'There's always someone asking for "one more bottle". Also the fact that publ ic transport in many places stops just before midnight, so if they miss the last bus (costing say 1.50), they'll have to get a taxi (costing say 10), so they feel that it is better to spend money on drinks rather than on the expensive taxi." Philip, from Kidderminster, commented "I like drinking beer because there are many different types of traditional British beer to try and also as it is nice to meet up in a pub with friends." These factors, coupled with the lethargic attitude of the government of UK have led to boost of sales of not just Magners, but other brands as well. Coming to the laws laid out by the Government, which say that serving alcohol should be stopped at 11 PM. All these factors have been immensely helping the brands to execute their strategies and tap the markets. In fact, the brands have been focusing on aggressive promotions in places close to various universities, which have been severely criticized by eminent educationists who feel that this could increase the crime rates in the universities. The Government too has come under severe criticism for remaining as a mute spectator to all this. Hence, it can be inevitably said that the above-mentioned factors did go a long way in making the most by the brands, who've always considered youth centric places as demographic markets, which needed to be tapped appropriately. The success of Magners clearly illustrates as to how successful marketing campaigns coupled with aggression can boost the overall performance and growth of a firm. The television advertisements of the brand have been described as the marketing success of the decade and more and more people shower