The survey we made about Carlton Draught showed us the positive and negative points of its brand image in customers' minds. In order to improve the brand image we will proceed in three parts. First, in the brand analysis we will analyse all the aspects of the marketing mix (product, price, placement and promotion) so we will be able, in the second part, to see the limitations of the brand. Then we will give some recommendations in order to improve the brand image and change negative points into positive ones without loosing the brand identity of Carlton Draught. Carlton Draught has used various marketing communications to establish a consistent brand image. Their choice of marketing mix has branded Carlton as a cheap, low quality beer. It is mostly found in the southern and western parts of Australia and is a market leader in those regions. Each element of the marketing mix has contributed in different ways to build Carlton's brand equity.
[...] To gain entry to these difficult markets Carlton should focus on their original sources of brand equity, which mainly consist of tradition and price. Carlton should leverage itself as a traditional Australian beer and focus some promotions, which will be discussed later, on that attribute. Also, Carlton has to be careful not to alienate the market base in the new regions. To accomplish this Carlton should expect to take a slow approach and not expect immediate results. This is going to be a long term investment and should be treated as such. [...]
[...] Recommendations Our recommendations focus upon the possible approaches to make Carlton Draught more popular in the South and West Australian states while also breaching the North and East markets. The recommendations we are presenting will show how Carlton can use current sources of brand equity to improve the brand while also overcoming the some negative perceptions of the brand. Essentially, the company needs to manipulate its marketing mix appropriately to sustain its brand equity in current markets while extending and creating brand equity in newer markets. [...]
[...] Promotion For Carlton to stand out more we believe the logo and packaging need to stand out more. For instance, the horse emblem is rather dark and not very striking. On the bottle or can, the gold colour becomes more of a dark yellow and with a dark red background, the appearance is rather dreary. We believe a brighter gold set against the dark red would give the package a little extra vibrancy. Also, to help the product stand out, we think Carlton should run a trial with a green bottle. [...]
[...] that the price was the best thing about Carlton Draught and the only reason they buy it. This low price has contributed to Carlton being a market leader among cheap beers. The price is also a major contributor to Carlton's brand image. The company realises that they are competing against other low priced beers and they have priced Carlton competitively. The low price may brand Carlton as a cheap beer, but that is a positive aspect for Carlton because it makes them a worthy alternative in the market place, and it caters to the market segment that chooses beer by price. [...]
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