Cobra Beer Ltd Project Background Marketing Essay - Cobra Beer Ltd Project Background Marketing Essay 1

Cobra Beer Ltd Project Background Marketing Essay - Cobra...

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30/03/2017 Cobra Beer Ltd Project Background Marketing Essay 1/16 () () (? text=Cobra%20Beer%20Ltd%20Project%20Background%20Marketing%20Essay&url=- background-marketing-essay.php&via=ukessays) (- background-marketing-essay.php) Cobra Beer Ltd Project Background Marketing Essay Published: 23rd March, 2015 Last Edited: 23rd March, 2015 This essay has been submitted by a student. This is not an example of the work written by our professional essay writers. The purpose of this project is to create an outline for making Cobra beer a brand positioned over and above with synonym to Indian food. Since its establishment the beer has been conceived as a drink to be engaged with Indian food and specially curries, but now after award winning beer brand with a di±erent taste and association the company wants to make it in to top 10 brands of UK. For this purpose an approach will be outlined in the project. To do so, company has outlined the marketing activities around strap line saying, ''Cobra, Splendidly Indian, Superbly Smooth.'' The new changes marketing campaign came into e±ect since Molson Coors and Karan Bilimoria had a joint venture of the brand in 2009, after which in 2011 the brand made its ²rst full pro²t. [1] Karan Bilimoria as owner of the Cobra group before the joint venture owned a substantial amount of money to creditors, which were losses of £71million. Since he got the dividends from the deal struck in late 2009, these debts were settled to some extent and as he promises even unsecured creditors will be paid in due time. [2] As per the company reports published in 2011, the company did ²nancially well when the joint venture was struck between Molson Coors and Karan Bilimoria. On the turnover of £50.1million pro²t before tax achieved was £4.5million. This is explained graphically below. Turnover (2009 - 2011) 3 Pro²t (Loss) before Taxation (2009 - 2011) Cobra beer is the most celebrated beer across the UK, in 2012 grabbing the most prestigious award of Monde Selection, standing for high quality beer across the world. According to the Nielsen survey made in November, Cobra beer showed year on year volume growth of 20% which is stronger than any of the brand placed above in the ranking. According to Molson Coors' Brand Co MD for the UK and Ireland, Chris McDonough the brand is setting up roadmap for 2020, these are the stepping stones kept by the company to make Cobra beer a mainstream brand to outperform so called world beer brand. [4]
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