As it is an alcoholic drink, the only legal target group are people over the age of 18
years. In addition the adverts are specially designed for the United Kingdom.
The advert on TV only shows male actors, that is why only men will be able to identify
themselves with the actors. Men are Carling's target audience, especially men
interested in football. These men like watching TV at home as well as watching
football in the stadium. Besides football fans, the brand tries to attract men who like
music. I assume the primary target group are British men aged 18 to 28 and the
secondary target audience are British men at the age of 29 to 35. To inspire the
target group Carling is the organiser of the Carling football Cup and acts as sponsor
of music festivals.
Inhaltsverzeichnis (Table of Contents)
- Research
- Macro environment
- Micro environment
- Audience
- Budget
- Objectives
- Strategies
- Product life-cycle
- Push vs. Pull
- Positioning
- Tactics
- Homepage
- List of References
- Appendix
- Appendix I:
- Appendix II:
- Appendix III:
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report examines the 2008 UK communications campaign of Carling Extra Cold. It analyses the macro and micro environments surrounding the campaign, identifies the target audience, and explores the budget and objectives of the campaign. The report also delves into the strategies employed, including product life-cycle considerations, push vs. pull tactics, and positioning strategies. The report concludes with a discussion of the tactics used in the campaign.
- Market trends in the UK beer industry
- Target audience analysis and segmentation
- Marketing communication strategies and tactics
- Product positioning and brand image
- Campaign budget and objectives
Zusammenfassung der Kapitel (Chapter Summaries)
- Research: This chapter provides an overview of the macro and micro environments influencing the Carling Extra Cold campaign. It explores external factors such as the smoking ban and rising costs of raw materials, as well as internal factors such as the competitive landscape within the UK beer market.
- Audience: This chapter focuses on identifying and understanding the target audience for the campaign. It outlines the demographic characteristics of the target group, including age, gender, and lifestyle preferences. The chapter also discusses the role of opinion leaders and the decision-making process within the target audience.
- Budget: This chapter examines the budget allocated for the campaign. It provides insights into the typical spending patterns of companies in the beer market and discusses the distribution of the marketing communications budget.
- Objectives: This chapter explores the objectives of the campaign, considering the competitive landscape and the need to maintain sales in a declining beer market. It discusses the possibility of achieving a specific market share target.
- Strategies: This chapter analyzes the strategies employed in the Carling Extra Cold campaign. It discusses the product life-cycle stage of both the beer market and the Carling brand, as well as the use of a pull-strategy to encourage demand. The chapter also delves into the positioning strategy employed to address the declining popularity of beer.
Schlüsselwörter (Keywords)
This report focuses on the key terms and concepts surrounding the Carling Extra Cold campaign, including the UK beer market, target audience analysis, product life-cycle, push vs. pull strategies, brand positioning, and marketing communications budget.
- Quote paper
- Anonym (Author), 2009, Report on the 2008 UK communications campaign of Carling Extra Cold, Munich, GRIN Verlag, https://www.grin.com/document/144226
