Brand analysis and recommendation: Carlton Draught

Résumé du document

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.

Extraits

[...] (2002). Strategic Brand Management. Carlton Draught, viewed 1 May Tooheys, viewed 25 April 2006; Available at http://en.wikipedia.org/wiki/Tooheys . Updated 21 April 2006. [...]

[...] This would certainly damage Carlton's brand image. Moreover, through its distinct gusto Carlton is widely recognized and accepted. However, it is very difficult if not impossible to create a taste everyone likes. 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. [...]

[...] Promotion Carlton Draught's unique promotional strategy has been instrumental in creating brand awareness and brand recall. A key to their promotions lies in the places that offer Carlton Draught. Many pubs and clubs post signs or banners indicating that they offer Carlton. This gives Carlton a level of credibility. Essentially, it makes Carlton an ingredient brand for these establishments which encourages establishments to offer Carlton simply because people expect it. This is supported in our audit because people tended to drink Carlton most frequently in commercial establishments. [...]

[...] 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. Placement Placement is both Carlton's main strength and weakness. Carlton was created in Victoria, and this is where it holds the strongest market presence. [...]

[...] 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. Product According to Carlton Draught, their beer is a “refreshing . traditionally brewed, full strength lager” (www.carltondraught.com.au, 2006). However, respondents in our brand audit often cited taste as the major drawback to the product. [...]