Carlton Cold Beer

Purpose of the research

The purpose of this research highlighted about how Carlton Cold implements electronic marketing strategies to achieve market position through e-marketing, what are other tactics Carlton Cold should consider in developing an e-marketing plan to gain further competitive advantages and whether the company can consider to promote Carlton Cold beer in Malaysia.

Background of Company

Carlton & United Beverages (CUB) Ltd is an Australian brewing company founded in 1903 (Carlton & United Breweries n.d.). In 2011’s, CUB became the 2nd largest brewer company in the world as a part of the SABMiller group because it was a publicly listed global beverages company, supplying beer, wine, spirits and cider up to millions of consumers which are shown in appendix 1.

Product of Carlton Cold Beer

Carlton Cold beer is one of the drinks provided by Carlton & United Breweries, Ltd in Victoria, Australia. Carlton Cold is described as a super refreshing middle strength of beer as it is filtered below 0'c and at 3.5% ABV; resulting a full flavored fresh taste and providing an easy and light dinking experience. According to Barnivore (2016), Carlton cold beer is friendly to vegan because its production does not contain any animal based processing aids. Hence, Carlton Cold is available in 375 ml cans and 355 ml bottles in the market.

Target Market of Carlton Cold

The target market of Carlton Cold is aimed at consumers between 18 years old to 30 years old who are considered as young people. Since nowadays, access to the internet and mobile phone technologies have had wide social and economic effects on youngsters (Warden et al 2004). Hence, Carlton Cold started to take advantage of youthful brew fans on the internet.

E-Marketing Strategies

1. Social Networks

Social media is a communication medium that enables users to create content, share content or participate in social networking. Carlton & United Beverages (CUB) trained their sales teams to use social network for lead generation and customer acquisition. For instance, CUB has develop their own company website, Facebook and Linked in web in the internet for everyone to access based on appendix 2.

 By this way, it increased CUB’s brand recognition as it is largely public and accessible where can reach millions of people all around the world. Besides, social media network can help CUB to distribute and release information quickly to many people through internet. In addition, social media marketing help CUB to cut cost in the part of promotion as many forms of social media are free for business and paid options are usually low-cost. Hence it resulted a high potential for them to increase sales effectively.