Effective Marketing Strategies: A Case Study of Coopers Brewery Lager

This essay provides a detailed analysis of Coopers Brewery's marketing strategies, focusing on their Lager product. It begins with an introduction to Coopers Brewery and its international presence. The essay then delves into the marketing mix (product, place, price, and promotion) as it applies to Coopers Lager, evaluating the effectiveness of each element. It highlights the company's community sponsorship, marketing campaigns, and concerts as key marketing strategies. The essay concludes with recommendations for improvement, including implementing customer satisfaction surveys, chat support services, and enhanced digitalization and distribution strategies to maintain a competitive edge and boost profits in both domestic and international markets.

Coopers brewery
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Coopers
Introduction
Coopers Brewery is the South Australian business that focuses on exporting the products on the
international platform. The company was established in 1862, Adelaide, Australia with a
subsidiary of Catalina Products, LLC. The product selected for the task is LAGERS (Coppers,
2019). Therefore, in this paper, the discussion will be made on the marketing strategies
considered by the company and also the marketing mix in context to the product selected for the
task. In the last phase of the report, the emphasis will be on the recommendations that are
important for the company to select so that growth can be attained in the competitive market.
Marketing mix
 Product
It has been observed that the company focuses on selling a wide range of products in the market.
One of the products is Coopers Lager, which it is brewed with malt and there is no use of any
added sugar, subtle fruity esters combine with a blend of Pride of Ringwood and Saaz Hops.
These ingredients are used so that it can be easy to produce a crisp, golden lager with a good
flavor. The quality of the product offered by the company can be related to the strength. It is one
of the popular consumed beverages globally. It is offered in deferent bottles and also in CANS.
The serving size is 355 ML and with 4.6% alcohol ratio (Coppers, 2019).
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(Source: Copper, 2019).
 Place
Coopers Lager is sold on international and also on the domestic platform. It is examined that
product is manufactured on Adelaide Suburb of Regency Park and the products are sold in
Europe, Asia, Africa and New Zealand. The company has a good distribution policy which helps
to enter into the agreement with the distributors and also assist in planning related to supervise
and support the entire deals. The products are exported so that it can be easy to maintain the
large customer base of the product in the competitive market. This could be one of the
weaknesses, as it is important for the company to focus on the proper distribution of the products
(Eiholzer et al., 2017).
 Price
Coopers Lager has a high quality and good presence on the global platform. It has been analyzed
that the brand has selected the premium pricing policy for its premium products. The price set by
the company is similar as compared with the competitors and the actual price of the product is
46.00 - $47.00 (Coppers, 2019). This can also be stated as the opportunity that should be
considered by the company so that large customer base can be maintained.
 Promotion
Coopers Lager is promoted through considering various different methods. To promote the
product, the company offered accurate information to the customers so that it can be easy to
boost the demand in the market. Cooper has projected its brand by focusing on the unique
personality and also by a definite set of values. Coopers Lager is used by the customers on
different vacations, beach and friends. The advertisements are given by the company through
television and billboards (Fletchall, 2016). There are also various campaigns that are created by
the company to promote the products such as "share our kind of sparkling" and "After dark
kingwood". It is one of the threats as it hampers the image of the company in the market.
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The effectiveness of the marketing mix
It has been observed that marketing considered by the company is effective. The company
focused on considering 4P's and it helps to boost and maintain the entire activities in the highly
competitive market. The price strategy considered by the company helped to boost the sales of
the company by fixing the prices of the product similar to the competitors. In relation to the
product, it is seen that the quality of the product is maintained which has boosted the overall
image of the company (Muggleton, 2017). One of the best strategies is concerned with
promotion, in which the focus is on various campaigns that enhanced the awareness of the
customers in relation to the products of the company. The campaigns such as "share our kind of
sparkling" and "After dark kingwood" are set up, that has attracted the customers towards the
products of the company offered in the market (Coppers, 2019).
Marketing strategies considered by Copper Company
 Community sponsorship
One of the best marketing strategies considered by the company is community sponsorship. In
which the Coopers Brewery focused on sponsoring the events related to sports, culture and
charity events. Sponsorship is taken by the company in which the emphasis is on the commercial
investment which is created as it helps in attaining marketing objectives (Magnaghi, 2015). The
commercial campaigns that were conducted by the company are V8 Supercars. In March, the
company engaged in the campaign with V8 supercars until 2020. The V8 supercars offered
exclusive pourage rights for beer and cider products (Mosher and Trantham, 2017). The next
sponsorship is related to Norwood Football club in which they focused on introducing the
longest campaign that has named as Norwood. Also, for the further five years to 30 June 2023,
the company focused on naming the rights at Coopers Stadium Hindmarsh. It has also been seen
that Coopers and premium beverages assist the great Australian beer spectacular and Malthouse
Theatre, VIC (Coppers, 2019).
 Campaigns
The company conducted successful marketing campaigns to support the range of products. In
November 2014 and March 2015, the company featured the ale "Family" on one of the
Melbourne's iconic trams, in which they supported it by advertising in the selected transmit
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stations in Sydney and Melbourne. There are three campaigns that were introduced by the name
"Share our kind of sparkling" and also the campaign concerned with "After Dark Kings wood"
(Coppers, 2019).
 Concerts
The concerts were introduced by the name "Sting and Paul Simon concert". This was one of the
popular concerts of the company which was held at the Coopers Brewery in February and there
were more than 11,000 people who attended the concert (Coppers, 2019). Therefore, the
company focuses on different concerts, as it is one of the best marketing strategies for the
company. This strategy helps to boost the market share in the competitive market by boosting the
awareness of the customers. This strategy impacts the sales of the company in which the
company has the aim to grab the large market share (Edgell and Bone, 2016).
Recommendations
 Customer satisfaction survey
It is important for the company to conduct a customer satisfaction survey so that it can be easy to
evaluate the needs of the customers. Through the survey, honest feedback can be considered of
the customers and also the business can bring improvisation in the process, in which the
customers are facing the issue. This will assist the business to maintain the long term
relationship with the customers and also helps to boost the customer base in the market. To boost
the market share, the company should emphasize on offering different discounts to the customers
according to the occasions, as it will assist in attracting the customers towards the products and
services of the company offered in the market. This will help in improving the quality of the
products which are offered in the market.
 Chat support service
On the website, the company should also focus on setting up the chat service so that queries in
relation to the price of the product can be resolved of the customers. If chat service is offered to
the customers, then it would help in boosting the satisfaction level of the customers and also will
help in maintaining the profits. Chat support service can help the customers to have credibility on
the products and services of the company offered in the market. Through, Chat support service
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the customers can give feedback in relation to the quality of the products and also of the issue
faced by them at the time of purchasing the products in the market. This will help in analyzing
the price and place strategy. Through chat service, it could be easy to consider the feedback of
the customers and set the prices of the company.
 Digitalization and distribution strategies
It is important for the company to maintain new channels, as it can help to reach to the new
customers in the market. By implementing the e-commerce strategies, it can be seen that it could
facilitate the process of buying the customers. There are some strategies such as beer tours
where the customers should understand the history of the brand and also the characters, so the
company should emphasize offering accurate information to the customers. It will assist in
boosting the market share of the company in a highly competitive market. This strategy will
positively impact on the promotion strategy considered by the company.
Conclusion
Therefore, it can be concluded that Coopers Brewery, focuses on the various different strategies
to boost the market share in the market. There are different varieties of products which are
offered in the market and it helps in maintaining the large customer base in the market. The
marketing strategies considered by the company are Community sponsorship, campaigns and
concerts. Also, it is recommended for Copper to focus on considering the strategies such as
Customer satisfaction survey, chat support service and distribution strategy as it can help in
maintaining the goodwill in the market and can boost the profits in the market. These strategies
can help to maintain its competitive advantage among the different competitors present in the
market. By analyzing all these factors, it can be said that effective strategies should be
considered by the company so that growth can be attained on the international and domestic
platform.
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References
Coppers,2019. Community sponsorship.[Online]. Available at: https://coopers.com.au/our-
company/community-sponsorship [Accessed on 17 February 2019].
Coppers,2019.About us.[Online]. Available at: https://coopers.com.au/our-company [Accessed
on 17 February 2019].
Coppers,2019.Copper lager.[Online]. Available at: https://coopers.com.au/our-beer/lagers-low-
carb/lager .[Accessed on 17 February 2019].
Coppers,2019.Copper.[Online]. Available at: https://coopers.com.au/docs/default-source/default-
document-library/coopers_annual_report_2015.pdf?sfvrsn=0.[Accessed on 17 February 2019].
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Eiholzer, T., Olsen, D., Hoffmann, S., Sturm, B. and Wellig, B., 2017. Integration of a solar
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Fletchall, A.M., 2016. Place‐Making Through Beer‐Drinking: A Case Study of Montana's Craft
Breweries. Geographical Review, 106(4), pp.539-566.
Magnaghi, R.M., 2015. Upper Peninsula Beer: A History of Brewing Above the Bridge. Arcadia
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Mosher, M. and Trantham, K., 2017. Brewing Science: A Multidisciplinary Approach. Springer.
Muggleton, D., 2017. Brewing in West Sussex. Amberley Publishing Limited.
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