Financial Daily from THE HINDU group of publications
Monday, May 10, 2004
Financial Daily from THE HINDU group of publications Monday, May 10, 2004 |
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Marketing
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Brands Foster's gets a new look Our Bureau
Mumbai , May 9 IN a bid to enhance its positioning, Foster's India Ltd, a subsidiary of Foster's Group Ltd, has supplemented its brand personality by changing the image of the kangaroo as part of its global quality programme called `Project Angel'. Launching the programme in India, Mr Richard W. Scully, Managing Director, Foster's Brewing International, said: "Research shows that Foster's brand recall is in the top tier of beer brands globally. In the new packaging, we have retained the strength of its current look, but enhanced it to communicate the brand's Australian heritage." Speaking to Business Line, Mr Pradeep Gidwani, Managing Director, Foster's India, said that one of significant packaging modifications include the change in image of the kangaroo icon, which connotes the Australian pedigree, while adding prominence to the Southern Cross constellation icon on the bottle. The Southern Cross constellation is a popular icon for Australian nationalism that also features on the country's flag. The label retains the deep blue colour of the flag. The earlier bottles sported a squatting kangaroo, which used to be featured on top of the neck label, while the current logo has a leaping kangaroo placed on the bottom of the label over the gold band.Project Angel is a renewed focus on quality in all aspects of production, marketing and sales of Foster's around the world, and runs in a phased manner. The first phase includes conducting road shows for distributors and laptop presentations of the product in outlets like premium hotels and pubs. The next phase of this project will include distributing interactive CDs called `Know your beer' to the end consumers. The CD will attempt to educate quality issues of beer like the need for amber bottling to preserve the quality of beer, Mr Gidwani added.
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