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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
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.
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
Aree Sae-Khow
Public Relations Coordinator
Karoliny Cavalcante Project Manager
Manuel Rodriguez
Direct Sales Coordinator
Jessica Gonzalez
Channel Management Coordinator
- Exports to 15 markets in five continents
- 6 years of experience on the market
- Potential for continued growth
- 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.
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.
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.
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.
Kick-off meeting
Contact distributor and advertising agency
Select event venue
Launch announcement
Event invitation letter
Visit event venue and set up
Grand
opening
Conduct consumers surveys
Local staff responsibilities, provide training and monitoring staff activities
Give free samples and souvenirs
Continue promoting the product in different channels
Collect and analyze surveys results
LAUNCH
16 Jul 18
17 Jul – 17 Oct 18
1 May – 15 Jul 18
Time
POST- LAUNCH
PRE-LAUNCH
Travel expenses
Advertising campaign
Launch event
$13,995
$1,200,000
$100,000
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