Top Story


Home >> Marketing >> Article

Foster’s launches quality enhancement initiatives

Font Size   16
Foster’s launches quality enhancement initiatives

Australian brewery giant Foster's in an effort to further enhance the quality, has undertaken a global initiative in India.

The initiative, called ‘Project Angel’ is a renewed focus on quality in all aspects of the production, marketing and sales of Foster’s around the world and will underpin Foster’s strategy going forward. As a part of this project, one of the key initiatives has been to unveil Foster’s new packaging in India.

The company unveiled the new packaging in Mumbai on May 6, 2004 in the presence of Her Excellency Penelope Wensley, High Commissioner of Australia to India.

Referring to the ‘Project Angel’, Richard W Scully, Managing Director, Foster’s Brewing International, said, “Angel is just a name given to the project. It is just an expression and quality communication for the brand and there is no consumer benefit to be derived out of it.”

He further added that research showed that the Foster’s brand recall was in the top tier of beer brands across the globe. “In Foster’s new packaging, we have retained the strength of Foster’s current look, but enhanced it to increase consumer appeal, convey premium value and more actively communicate Foster’s Australian heritage,” Scully mentioned.

Features in the new packaging include a deeper blue shade behind the logo, premium gold banding and logo elevation to ensure stronger shelf presence. The new-look Foster’s completes with all these changes incorporated. The global packaging venture got rolling in March 2004. By June, the company expects to complete 99 per cent roll out.

Talking of Foster’s growth prospects – both globally and in India, Scully observed: “Worldwide Foster’s is expected to grow at a healthy rate of nine per cent in this financial year ending June 2004. In India, we are growing at a year-on-year volume growth rate of 15 per cent and expect to maintain this rate this year.” The company is further targeting a growth rate of at least 20-25 per cent by the financial year-end in June 2005.

The other key initiatives of ‘Project Angel’ under development are review of the product freshness, product tastes, review of innovative packaging and review of customer service.


Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)