INTRODUCTION

 

 With some of the famous beers like Victoria Bitter, Carlton Draught, Cascade, Crown Lager, Melbourne Bitter, Pure Blonde, Foster's, Matilda Bay, and along with ciders like Strongbow, Mercury, Bulmers, Carlton and United Breweries (CUB) has established itself as Australia's iconic beer company with its history dating back to 1824 (www.cub.com.au, n.d.). CUB named itself as Carlton and United Breweries in 1907 and still it carries the same name. In 2011, Carlton and United became a part of SABMiller group, the second largest brewer in the world. CUB is committed to build its great business into the most admired company in the Australian Beverage sector (www.cub.com.au, n.d.).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

OBJECTIVES

 

 

Carlton and United Breweries aims to build its great business into the most admired company in the Australian beverage sector. Being a part of worlds Second Brewer SABMiller is its one achievement but it has further tried addressing the needs of its customers and giving one height to self in the Australian brewing companies (Suhasini, 2012). Going through its commercials back to few years its objectives seems to be, to win the heart of its customers and establish itself separately.TV Commercials addressing friendship, contribution made by 16th Battalion AIF MADE AT GALLIPOLI shows it addresses the belongingness and sentiments of its customers (adsoftheworldvideos, 2015). So we can say CUB is dedicated to win the heart of its market by satisfying the needs of market. It is highly market oriented.  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

CUSTOMERS STP

 

CUB is focused to satisfy its market. It has addressed the need of market. Through the range of its product from high percentage of alcohol to low, low carb percentage to less calories than wine, it has segmented its various products to various market segmentation. It has applied mainly demographic and psychographic variables to segment the market. Launching the various range of pure blonde addressing the healthy lifestyles of its market shows that it uses the psychographic variables to segment the market, whereas, Victoria bitter and other beers with more bitterness, alcohol and high carb are focused to that demographic market segment who prefer to stick on the same legendry taste of beer.

 

Within the production of beer, CUB has applied a differentiated targeting strategy by developing marketing mix for each. Pure blonde is an example that is targeted separately for the health conscious market (www.cub.com.au, n.d.).

 

CUB has positioned itself for future growth.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

MARKETING STRATEGY

 

  Based on its product, objectives and target market, CUB plans its market strategy. With the variation in product, marketing strategy varies. With the introduction of a new product, the initial marketing strategy however has some similarity. CUB promotes its product by making it visible to its market.TV Commercials, billboards, Facebook profiles makes its product more visible. In addition to this, they come up with visible kits like tap hardware for bars, with the name and logo of their product, counter card, wobbler, staff poster, glassware, coaster, bar mat etc. CUB also designs volume driver kits to increase sales. For example buy in large number and get significant discount. To increase sales, they also incentivise staff with rewarding programs.

MARKETING MIX

 

CUB has well looked after its variables of marketing mix. Products of CUB are well known in the market. Pure Blonde has huge number of likers and followers in its Facebook page. Its price is also affordable and achievable. It is well distributed and promoted as well. Customers can buy it from any liquor store. It is also famous product of bars. Various TV commercials of Pure BLONDE has made is more popular. Recently a range of pure blonde has focused on the female group as well (Blonde, 2015).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Reference,

 

(n.d.). Retrieved from www.cub.com.au.

 

adsoftheworldvideos. (2015, october 4). Carlton United Breweries: Raise a Glass. Retrieved from https://youtu.be/IOYXxnSpjSM

 

Blonde, P. (2015, September 8). Pure Blonde - Less Calories TV. Retrieved from https://youtu.be/zNw_S9nEjDA

 

Suhasini. (2012, February 16). Carlton United Brewers - Raised in friendship TVC 2011. Retrieved from https://youtu.be/86UmafDcj8g