Description
SWOT ANALYSIS OF CARLTON LAGER
Carlton Lager
Parent Company
Carlton and United Breweries/ SABMiller
Category
Beverages
Sector
Food & Beverages
Tagline/ Slogan
Stay a little longer
USP
Traditional, full-strength lager beer with less alcohol content STP
Segment
Beer drinking individuals across all age groups
Working class people, party/pub/nightclub goers both male and Target Group female upper middle class
Positioning
Soft, mild beer with a particular taste and aroma SWOT Analysis
1. Carlton is a traditional, full-strength lager that is crisp on the midpalate with a good malt character 2. It is one of the Australia's most popular selling tap beers 3. It Gained significant market share by a very successful viral campaign Strength 4. Good brand recall and marketing
1. Brand has yet to establish its leadership specially in the emerging economies Weakness 2. Highly competitive segment means market share is limited
1. Australia’s economic growth is ahead of Europe average which Opportunity culminates to high disposable income and spendings
2. Exponential growth in off trade in alcohol servings 3. Consolidation in convenience sector i.e. supermarkets, stores etc 4. Growing in home consumption and growing market for spirit and wine
1. Decline in beer because of consumer focus on wellbeing (healthy product) 2. Media attention on responsible drinking 3. Imported brands and aging drinkers Threats 4. Strict drinking laws and govt policies Competition
1. Foster 2. Hightail Ale Competitors 3. Imperial Stout
doc_469383970.docx
SWOT ANALYSIS OF CARLTON LAGER
Carlton Lager
Parent Company
Carlton and United Breweries/ SABMiller
Category
Beverages
Sector
Food & Beverages
Tagline/ Slogan
Stay a little longer
USP
Traditional, full-strength lager beer with less alcohol content STP
Segment
Beer drinking individuals across all age groups
Working class people, party/pub/nightclub goers both male and Target Group female upper middle class
Positioning
Soft, mild beer with a particular taste and aroma SWOT Analysis
1. Carlton is a traditional, full-strength lager that is crisp on the midpalate with a good malt character 2. It is one of the Australia's most popular selling tap beers 3. It Gained significant market share by a very successful viral campaign Strength 4. Good brand recall and marketing
1. Brand has yet to establish its leadership specially in the emerging economies Weakness 2. Highly competitive segment means market share is limited
1. Australia’s economic growth is ahead of Europe average which Opportunity culminates to high disposable income and spendings
2. Exponential growth in off trade in alcohol servings 3. Consolidation in convenience sector i.e. supermarkets, stores etc 4. Growing in home consumption and growing market for spirit and wine
1. Decline in beer because of consumer focus on wellbeing (healthy product) 2. Media attention on responsible drinking 3. Imported brands and aging drinkers Threats 4. Strict drinking laws and govt policies Competition
1. Foster 2. Hightail Ale Competitors 3. Imperial Stout
doc_469383970.docx