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CARLTON DRAUGHT BEER LAUNCH IN SOUTH KOREA

Melbourne, Australia

July 2018

VIDEO

CONTENT

Who we are

1.

Carlton Draught Beer Family

2.

3. South Korea as a growing market

CONTENT

4. SWOT Analysis

5. Promotional Plan

6. Budget

7. Timeline

8. Video

Carlton & United Breweries

WHO WE ARE?

Founded in 1858, we are the most famous brewery in Australia, now owned by Anheuser-Busch InBev.

Everyday we produce over 2.000.000 litres of Australia's most famous beers and ciders for you to enjoy with 46 different brands between beers, cyders and spirits .

We employ 1,600 people in our breweries, distribution centers and offices around Australia.

Our Product

Our Family Products

Carlton Draught Beer

The best original Draught style

Style: Lager

Alcohol by Volume: 4.6%

Liquor Size: 375 ml

Carlton Black Beer

This Carlton black Ale boasts a fuller body, rich in roasted malts and coffee flavours.

Style: English Stout

Alcohol by Volume (ABV): 4.9%

Liquor Size: 375 ml

Carlton Dry Beer

Carlton Dry extended brewing process removes excess sugars creating a smooth, crisp finish with lower carbohydrates than a full strength beer.

Style: Dry

Alcohol by Volume: 4.5%

Liquor Size: 375 ml

Our Team

Our Team

Aree Sae-Khow

Public Relations Coordinator

Karoliny Cavalcante Project Manager

Manuel Rodriguez

Direct Sales Coordinator

Jessica Gonzalez

Channel Management Coordinator

Our Partner

Our Partner

- Exports to 15 markets in five continents

- 6 years of experience on the market

- Potential for continued growth

Reasons...

South Korea: Emerging market

- South Koreans drink twice as much liquor as Russians and more than four times as much as Americans.

- Alcohol is drunk on a daily basis, such as business events or at social gatherings with family and friends. It is part of South Korean’s social life.

- Beer is South Korea’s favorite alcoholic beverage.

-During business meetings with foreign companies, you will be invited to drink together.

- After work, colleagues go out to dinner and have drinks. It is said that it is a vital part of team building and bounding with your office.

- Korea’s beer imports have more than doubled over the last five years.

SWOT ANALYSIS

WEAKNESSES

STRENGTHS

- Language barrier.

- Adaption to local tastes.

- Compete with Soju.

- Import regulation and exportation expenses.

- Lower alcohol content (4.6%) and premium-quality beer which is become Korean consumers preferring drinks because of health issues concern.

- Lager style which is the popular drink in South Korea and cheap price

- High quality and natural ingredient.

- This generation of consumers is also looking for new tastes in beers, high standards in terms of quality in beers from overseas; They want more choices such as ales, fruit beers and dark beers. But foremost they want a better quality of beers and they can afford those premium expensive beers.

SWOT

ANALYSIS

THREATS

OPPORTUNITIES

- A lot of competitors.

- Korean importers have shown their interest in importing European beers to South Korea therefore we have to compete with quality beers such as Belgian, German, Japanese beers.

- Korean beer consumers maintain a strong demand for product of diversified taste and better quality.

- The popularity of imported beer increase rapidly due to the promotional events at discount chains and convenience stores that offer imported beer at much cheaper prices and have increased shelf space.

- Beer imports increase rapidly because of the implementation of KAFTA (Korea-Australia Free Trade Agreement)

- Beer remains the most consumed alcohol beverage in Korea and expected to continue to growth.

Main Goal

Promotional Plan

Our goal is to advertise the Carlton Draught family into the Korean market to inform the target public about Carlton's products, persuade them to buy and remind them with a three-month promotion.

PRE-LAUNCH

Pre-launch

Kick-off meeting

Contact distributor and advertising agency

Select event venue

Launch announcement

Event invitation letter

Visit event venue and set up

LAUNCH

Launch

Grand

opening

Conduct consumers surveys

Local staff responsibilities, provide training and monitoring staff activities

Give free samples and souvenirs

POST-LAUNCH

Continue promoting the product in different channels

Collect and analyze surveys results

Post-launch

RESOURCE MANAGEMENT

LAUNCH

Timeline

16 Jul 18

17 Jul – 17 Oct 18

1 May – 15 Jul 18

Time

POST- LAUNCH

PRE-LAUNCH

Budget

Travel expenses

Advertising campaign

Launch event

$13,995

$1,200,000

$100,000

Budget

Famous guest

T.V and Social Media advertising

Billboards

Posters

Free tasting and informational campaign

Public transportation advertising

Property rent

Hospitality services

Entertainment ( DJ )

Free samples and exhibition stand

Hotel 3 weeks for 3 people in the Ramada and Suits Seoul

Flight Tickets

Food and Transportation

TOTAL = $1.529.500

VIDEO

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