Carlton Lager SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2222
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SWOT Analysis of Carlton Lager with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

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

Target Group

Working class people, party/pub/nightclub goers both male and female upper middle class

Positioning

Soft, mild beer with a particular taste and aroma

SWOT Analysis

Strengths

1. Carlton is a traditional, full-strength lager that is crisp on the mid-palate 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

4. Good brand recall and marketing

Weaknesses

1. Brand has yet to establish its leadership specially in the emerging economies

2. Highly competitive segment means market share is limited

Opportunities

1. Australia’s economic growth is ahead of Europe average which 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

Threats

1. Decline in beer because of consumer focus on wellbeing (healthy product)

2. Media attention on responsible drinking

3. Imported brands and aging drinkers

4. Strict drinking laws and govt policies

Competition

Competitors

1. Foster
2. Hightail Ale
3. Imperial Stout



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