Need an research paper on carlton draught beer chase. Needs to be 9 pages. Please no plagiarism. In 2011, the Carlton Breweries’ board of directors decided to focus more on social media as the singular marketing channel that would be used to market its products. This was by no means a unique decision in the industry, as it had long become evident that social marketing gives organizations an edge over competitors when done strategically.
Carlton Breweries Limited has assorted marketing objectives. It aims to increase market share while also positively affecting product range, for example. The company is also interested in reaching international clients with its different brands, while also making the most of customer service options to retain them. If this is achieved, the company will be able to benefit from the increased market share. One facet that has propelled the Carlton Brewery to the forefront is its creative beer campaigns. Just three decades ago, beer campaigns in brewery companies all over the world were not as sophisticated as they now are. They were crude representations of mostly half-naked women who looked seductively at the watcher. The main aim of beer-making companies was to simply grab the attention of any unsuspecting man.
The 21st century, however, has brought about considerable change in the way people perceive things. Beer makers today have to put more emphasis on their presentation in order to attract and retain customers. The available media channels, such as the television and social media sites, have come up with more sophisticated facets that can be used to promote products such as alcoholic beverages (Leiss & Botterill, 2005). The Carlton Brewery Company has made the most of these available resources to propel itself to new markets. One facet that has propelled the company to the front in the competitive Australian beer market is its website. Carlton Draught’s website is extremely appealing. The website is relatively easy to navigate and even has a trivia game- ‘Thinking Caps’- which is something that resonates with the ordinary Australian citizen (Simpson, 2012). The website also sports a ‘flash beer’ television campaign which has a video of a man who clearly enjoys the brand, whose main ambitions is to be an employee of Carlton.
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