The objective of this study is the development of a marketing strategy for Carlton and United Breweries (CUB) in the beer segment of the Queensland liquor market. The strategy is developed by considering in chapters one, two and three general aspects such as theories of marketing, relevant theories of retail marketing and an analysis of the Australian liquor industry. In the fourth chapter the specific area of interest, the beer market in Queensland is discussed and a market positioning strategy is deduced. The fifth chapter provides a summary and synthesis of all the preceeding chapters.
A major recommendation of the study has been that CUB should pay attention to who is making the purchase decision with regard to packaged beer. It is important to determine to what extent the purchase decision is influenced by the person consuming the beer and whether brand loyalty expressed when consuming beer in a hotel in association with a peer group is transformed into influencing purchase decisions for packaged beer.
Another recommendation is that CUB should begin positioning itself to take advantage of possible changes in the Queensland Liquor Laws. In view of what has happened in other states two main changes could occur. Beer may be sold in supermarkets and there may be a more liberal attitude to the sale of beer and liquor by restaurants and clubs.
The main danger as far as CUB in Queensland is concerned is that sale of beer through supermarkets might be expected to……