Mix marketing d’un produit de l’union camerounaise de brasseries : cas de kadji beer analyse sémio-pragmatique

Abstract

The reappearance of Kadji-Beer in the brewing maket posed the problem of the origin of dazzling success. Our main question was to undertand what could be the motive preferences of Kadji-beer consumers, which according to our approach would be attributed to the deployment of the marketing mix, being an essential element of company policy with de 4 P. Politic of product, politic of price, politic of distribution (place)and the politic of promotion. The UCB company made it its hobby horse when it reappeared in the brewing word with its Kadji-Beer. And especially during the 33rd edition of the Total Energies African Cup Of Nations in Cameroun, which also coincided with the fifty years of it creation, it used all the marketing mix methods based on semiotics image and pragmatics as a means to further sell its image and increase its fame.our analysis indicates that the Union Camerounaise de Brasseries has complemented its marketing mix with a star strategy, leveraging the populaty of key influencers to enhance its brand awareness and reputation.