Executive summary
Foster Group is the leading company in Australia and supplies over 38 000 customers. Foster’s portfolio includes the nation's No.1 beer, Victoria Bitter, Australia's leading premium beer, Crown Lager, the region's finest wine brands, pre-mixed drinks and spirits such as Coyote Tequila or Captain Morgan rum. Foster’s group is headquartered in Southbank in Melbourne, Victoria and it was created in 1888. In 2005, with the acquisition of Australian wine company, Southcorp, Foster's Group announced the creation of the world's leading premium wine business in Australia.
Foster Group strategy wants to develop its portfolio in order to increase market share in the world and to have competitive advantage over competitors. A new concept of an alcohol ice product was invented recently in Netherlands. A frozen ice confection which contains up to 4.8% alcohol and it has been produced by Integrated Beverage Group, Ltd.
The goal of this study is to see if it is possible to launch this alcohol product in the historical market of Foster. The marketing opportunity question is: ‘What are the keys factors of successes in order to introduce and launch effectively and efficiently the ice-cream alcohol on Melbourne’s market?’
The alcohol-ice cream is an alcopop. Alcopops are generally un-hopped beers with added sugar, coloring and flavoring; these drinks are legally classified as beers. These drinks have sweet taste and contained 4-7 per cent of alcohol. It is an opportunity to Foster Group to develop it in order to create a complementary product.
The goal of Foster Group is to develop this product such as an accompaniment of a bottle of alcohol and give to this product a festive and pleasant image. The target market will be people who go out ...