![]() GNBC’s failure to capture significant market share throughout 2010-2015 was not a problem of pricing, product or placing when compared to their competition. IMC ChallengesĬlemenger BBDO, the creative agency recruited by CUB in 2015, were tasked through the marketing of GNBC’s brand to overtake XXXX Gold’s market share by 2020, and to move from being CUB’s 8th most popular beverage to be in their top 5 most popular beverages (Appendix 3) (The Communications Council, 2019).Ĭlemenger BBDO understood that GNBC had developed a product that matched the markets desire for a refreshing, competitively priced mid-strength beer (Clarke, 2015) and that they had also effectively distributed its product to licensed venues and stores around Queensland, shown in Appendix 1. Following an effective Integrated Marketing Communications (IMC) campaign from 2015 – Present, GNBC grew to equally being one of the most popular beers in Australia, owning 12% of the Australian beer market ("Better World | Carlton & United Breweries (CUB)", 2020). Whilst 2015 saw product and distribution match XXXX Gold’s levels, the brand’s total litres market share was much lower than XXXX Gold’s, at 2.2 compared to 12.0, shown in Appendices 1 and 2 (The Communications Council, 2019). This, in turn, prompted Great Northern to launch a mid-strength “Super Crisp” variety, which would primarily compete against the established and strong XXXX Gold brand. At this time, the market for Australian full-strength mainstream beers was in decline due to the rise in popularity in craft beer varieties, mid-strength varieties and a decline in overall beer consumption due to health concerns (Oo, 2020). It had been launched as a full-strength Queensland based competitor to the XXXX brand owned by CUB’s primary competitor Lion Nathan (The Communications Council, 2019). The Great Northern Brewing Co (GNBC) brand was launched in 2010 by Carlton United Breweries (CUB), named after CUB’s first Queensland Brewery. ![]()
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