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Mark Allowance: Comments:
Given the rich ethnical depth in the Castle manufacturer in South Africa, Castle Design can present a really unique through the line marketing opportunity. There are however Castle manufacturer constraints to overcome and opportunities to influence.
The constraints that must be de-emphasized are perceptions associated with low cost (cheap) and old-school (not trendy), body-effect (gas and hang over) and taste (the notion that a drinker need to first get a taste intended for the beer). This substantially drives apart new drinkers in favour of holding onto the existing consumer bottom only.
In not stressing the restrictions, they must be decisively substituted for Castle Draught with substantial substitute consumer oriented appeal. This repositioning can be radical however, not without risk, however a mediocre intervention will deliver an inevitably mediocre result. To some extent the danger will be mitigated by a dependable and solid underlying mother castle company. The competition can be fierce and the on-going subject matter of raging debate in drinking groups. Competitor offerings must be considered head-on. Design such as Heineken and Windhoek enjoys a great appeal similar to Coca Coca-cola in its pervasiveness and strength, and therefore gives a very significant sustainable obstacle.
Castle Draught as a variant to Fort Lager has not enjoyed sufficient differentiation in the initial start. It is suggested that it always be re-launched with substantially revised context and stunningly differentiated impact. Accordingly, the " untouchable” assumptions must be revisited within a conventional framework of retaining basic brand identification and inlayed brand strength, as well as the existing customer base; the proposed alternative appeal are the following Flavor (controlled decrease HOP content material and extra purification to enhance smoothness) Brand markings (Slightly bigger size with hologram surface area differentiation) Bottle colour (marginally brighter)
Company identity –whilst traditionally many emphasis has become on the root base and custom in SOCIAL FEAR, this has other historic politics connotations with the intended target audience being the young black male and the brand id must be exploited and further leveraged and relocated out of the storage room into the open to take on the other brands immediately. Castle Design scope as a product should be re-viewed to consider repositioning as a even more premium brand for S. africa and selected other countries.
An amazing and pervasive intervention is needed to support the radical and sustained re-launch as follows: 1 ) Revitalise (brighten) bottle colour (From brownish to start glow, brand markings, style and cost with specific deliberate change to a soft lustrous green glow in the dark. (Glass luminosity is available from technological perspective) installment payments on your Create rejuvenating slogan material: Your Poem from your Fortress; Dawn of Draught and so forth 3. Identify and establish synergy with trending jet setting materials for the target market. some. Identify and leverage exclusive synergistic market and sport affiliation to get the target market with the objective of driving devotion and brand first point out in an attempt to catch the below the line promoting initiative for the beverage industry in a conclusive and sustainable method. 5. Establish a trendy range of motion platform for smart phones leveraging gaming, synergistic companies, and advertising and customer studies to advance below the line advertising at relatively low cost six. Leverage young set famous people for function modelling.
six. Re-define the distribution unit to fully take advantage of the programs that have presently emerged while winners (Counter sales certainly has the top convenience and access –billboard support and even uniforms and T-shirts to get higher volume customers are likely to take...