Marketing Strategy of Foster’s – Foster’s Marketing Strategy: William & Ralph Foster, who were interested in soft drinks & brewing, founded the Australian Beer Group in 1887.
The Foster Group was sold to British-South African multinational SABMiller, in 2011. However, the original company was renamed Carlton & United Breweries Limited. The Company Anheuser-Busch InBev acquired the entire SABMiller business in 2016. Foster Group is now a subsidiary of Anheuser-Busch InBev SA/NV.
Foster’s At A Glance – Marketing Strategy of Foster’s
Company : Foster’s
CEO: Ari Mervis
Founder: William M. and Ralph R. Foster
Year founded: 1887, Melbourne, Australia
Headquarters: Southbank, Australia
Annual Revenue: £258 million
Profit | Net income: $150 Million
Foster’s Fun Fact: William and Ralph spent £48,000 on their brewery with the Australian Brewers’ journal commenting that “It far excels any brewery that we have seen in Australasia.
Marketing Strategy of Foster’s
Foster’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Foster’s? Let us discuss.
Foster’s Marketing Strategy – Segmentation, Targeting, Positioning
Variables such as gender, age, location, attitude, and income are used in the beer industry. To segment the market using similar demographic characteristics, so that the products offered are based on the preferences and tastes of each customer.
The brand promotes all segments regardless of their age, gender, or social class.
FOSTER’S is a brand that celebrates the good and bad and makes life easier. FOSTER uses a value-based positioning strategy.
Foster’s Mission Statement
We foster leaders who better humanity through action. We foster the future by striving to be better tomorrow than we are today. Our approach relies on fostering imagination, curiosity, and innovation to solve unstructured, real-world problems.
Foster’s Vision Statement
We want to develop and inspire our team to represent the company and our community in such a way that creates success and enriches customer loyalty through our commitment to excellent customer service and quality, in all that we do and offer, while striving to continually improve our standards.
“Australian for Beer”.
Foster’s Marketing Strategy – Competitive Advantage
Specialist in the Beer Market:
The product portfolio, the unique ingredient of hops, and Foster yeast are what help the company be competitively ahead.
Optimized Distribution cost:
The company has a lot of alcohol brands, which allows it to optimize its distribution costs through economies of scale.
The Foster brand is owned by AB InBev, a transnational beverage company. It also owns the distribution rights to many of the most popular beer brands around the world, including Budweiser, Becks, and Alexander Keith. Penfolds and Lindemans are some of its other brands.
Foster’s Marketing Strategy – BCG Matrix
There are many Beers and Breweries under the brand, including Foster’s, Cascade Brewery, and Carlton & United Breweries.
The Foster brand with PREMIUM ALE and LAGER product, and Carlton & breweries are stars in the BCG matrix, while Cascade Breweries is the question mark in this BCG matrix.
Foster’s Marketing Strategy – Distribution Strategy
To distribute its products in more than 150 countries around the world, the Company uses mixed distribution channels.
It distributes it through retail outlets, Supermarkets, websites, and other channels. The Foster, Australia’s largest-selling beer brand worldwide, is 120 years old. It is also known for its delicious taste.
Foster’s Marketing Strategy – Brand equity
Foster’s Group imports and licenses many alcohol brands.
It distributes, among other things, Cinzano, Skyy vodka, and Stella Artois.
Through sponsorships and clubs, the brand has been able to associate itself with consumers.
Foster’s Marketing Strategy – Competitive Analysis
There are many players in the global beer market, including AB InBev and SABMiller as well as Kirin Holdings, Heineken Holdings, and Asahi Group Holdings.
The industry is competitive based on factors like SKUs (stock-keeping units, availability, branding, and price. The USA was 2 second largest country in beer production (221 million Hectoliters), followed by China.
Foster’s Marketing Strategy – Market Analysis
Beer is an alcoholic beverage that is widely consumed worldwide. The increase in demand is due to emerging countries.
AB InBev, the parent company of the brand, has topped the global rankings with a revenue of approximately 45.6 billion U.S. Dollars in 2017. The global brand value for Budweiser, the iconic beer brand of AB InBev, was 15 billion U.S. Dollars (2017). To penetrate the markets, the companies in the industry work together to create new offerings. They integrate with suppliers and distribution agents.
Foster’s Marketing Strategy – Customer Analysis
The brand has both Retail and B2B customers.
Retail customers are consumers between 21 and 50 years old. The majority of them are in their early 20s or just starting their careers.
Its customer in the B2B segment is Hoteliers, Bars, and Restaurants. These segments can be catered for by distributors or representatives of companies.
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