...Molson Case Analysis Christina Barsotti and Katherine Blackwood EBTM 411 Dr. Steffes November 13, 2010 1 Problem Statement & Key Issues The Molson Company is a beer brewery and distributor and is also the second oldest company in Canada (Qureshi, 2008, p. 1). Molson is the most preferred beer brand in Canada and is part of the Molson Coors Brewing Company which holds the fourth largest amount of market share globally (Qureshi, 2008, p.1). In 2007 when firms were just starting to see Facebook and other social networking sites, like Twitter, as valuable places to market to consumers and communicate with them, Molson also decided to create a Facebook account to connect with consumers and increase brand awareness. One of the first promotional activities Molson established using its Facebook account was a contest called “Cold Shot” which was targeted at Canadian college aged students between the ages of 19 and 24. This contest was set up to be a competition between Canadian colleges, awarding the title of “number one party school in Canada” to the college with the most pictures posted by students while also giving a spring break trip to the student from that winning school who submitted the best picture (Qureshi, 2008, p. 5). Molson had to pull the promotion, though, because many administrators and other students from the various colleges were not happy with the contest since they thought that it not only gave their schools a bad image, but they also saw it as Molson encouraging...
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...Cold Shots Campus Challenge The Molson Company has decided to follow popular marketing trends and enter the social media space. The company attempted to create a contest on Facebook to see which school was the largest party school in Canada. With this initiative set in place, many students posted public images of themselves drinking irresponsibly. Many students and administrators of the universities involved were outraged at the perceptions that the contest portrayed. The immense criticism caused Molson to abruptly end the contest and issue a public apology. The company is now looking to see if it made the correct decision. The Molson Company is new to social media marketing. As with many new methods, there is a learning curve that needs to be cleared. In one of its first runs at the marketing technique, the company ran into hurdles in what it considered a fun contest. While Molson was able to target its main demographic in this contest, I believe they tried to portray their perceptions rather than their own core beliefs. Almost all that opposed the contest believed that it promoted irresponsible behavior that shed a negative light on all participants. This is in spite of the fact that Molson Canada believes in drinking responsibly. For now, I would advise Molson to keep a low profile and perform damage control. The contest has brought on much unwanted attention from those who did not want to associate with the recklessness it portrayed. With a few discounts and promotions...
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...Marketing Background Labatt Blue was launched in 1951. The nickname “Blue” originated in Manitoba due to the colour of the label and the company’s support of the Winnipeg Blue Bombers football team. – External Influences Economic Trends: The Canadian economy shrank in this year's second quarter for the first time since the end of the recession in mid-2009. Statistics Canada said gross domestic product contracted 0.4 per cent between the second and first quarters of this year, when expressed in annualized terms. That's the weakest performance since the 3.7 per cent decline seen in the second quarter of 2009. Although the recession has past and Canada has improved, the unemployment rate in Canada was last reported at 7.4 percent in November of 2011. A decline of 53,000 in part-time work was partially offset by an increase of 35,000 in full-time. Compared with a year earlier, the number of part-time workers was down 1.9% (-62,000), while full-time employment grew by 2.0% (+274,000). Social and Demographics: Marketing communications has always played a key role in creating an image to attract a target market. Budweiser and Bud Lite are popular brands in the NFL and NASCAR, and true fans will then purchase those specific brands. It becomes their brand of choice. Labatt Blue had sponsorship ties with the NHL and Canadian teams and the CFL and several teams but recently, Molson has taken over the sponsorship of The Toronto Maple Leafs, which Labatt used to have. This was...
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...recommendation. Marketing Communications Plan Model Use the following model for completing a marketing communications plan. These points should be addressed in your presentation (20 minutes). Marketing Background SWOT analysis: External Influences • Economic Trends • Social and Demographic Trends • Technology Trends • Regulatory Trends Market Analysis • Market Size and Growth • Market Segments (Product Classifications) • Seasonal Analysis Competitor Analysis • Market Share Trends • Marketing / Marketing Communications Strategy Assessment Product (Brand) Analysis • Sales Volume Trends • Market Share Trends • Image and Reputation (questionnaire/ quantitative research) Marketing Communications Plan Target Market Profile • Demographic • Psychographic • Geographic etc Target Market Analysis • Consumer Behaviour (Loyalty) • Consumption patterns Positioning Strategy • Positioning Strategy Statement • Positioning Grid Budget • Budget Available for Plan Advertising Objectives (whatever is relevant to plan) • Awareness • Preference • Trial • Image Creative Plan • Creative Objectives • Key Benefit Statement • Support Claims Statement • Creative Strategy • Creative Execution Media Plan • Media Objectives • Media Strategy • Media Execution ...
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...As Molson Coors’ largest brand, the new parent company after the 2005 merger, Coors Light has established itself as the biggest selling brand in both the US and Canada. The merger, however, left the company heavily indebted and with limited capital suffered a loss of partnering and sponsorship for major sporting events. Coors Light has worked extremely hard to maintain the positioning as ‘The Worlds Most Refreshing Beer” withstanding the susceptibility the brand faces with only a single brewing site and third party distributors. This promotion plan includes the following objectives for the upcoming year: * To attract non-users and create brand awareness among 90% of females aged 21-30 seeking a refreshing tasting light beer, * To retain the 18-24 year old male target currently held by Coors Light. * To engage the mobile community through the use of Mobile Insider, connecting the brand to consumers. The objectives should be met through various promotional activities tied closely to the company’s long-standing brand image, and mobile promotions to increase accuracy in reaching target markets. Over the next 12 months it is recommended that Coors Light continue to use the Maxim Golf Experience to maintain the current target market. The brand will increase awareness among the female target by promoting the Coors Château getaway at bars across Canada, awarding 100 women a relaxing weekend getaway. This will tie in to the Cooking with Coors social media contest...
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...Molson Coors Brewing Company | Operations Management | | Busi 2002 | Due Date: October 3, 2012 | | Table of Contents Introduction 2 Overview of Company 2 Background of Molson Coors Brewing Company 2 Molson Coors Brewing Company Vision Statement and Values 4 Operational Analysis 4 Quality Management 4 Product Design 5 Location 6 Supply Chain Management 6 SWOT Analysis 7 Strengths 7 Weaknesses 9 Opportunities 9 Threats 10 Porters Five Forces 12 Product Life Cycle 13 Cold Activated Bottles and Cans 13 Widemouth Bottles 14 References 15 Introduction Molson Coors Brewing Company is one of the leading manufacturers in the Brewing Industry. They have been in business for over 350 years and have been in a number of different industries. When the Molson Inc. and Coors merged in 2005, they began to focus on one main product, Beer. This report will include a background of Molson Coors Brewing Company, a SWOT analysis, Porters Five Forces and a Life Cycle Product analysis on two of their products. Overview of Company Background of Molson Coors Brewing Company Molson Coors is has been manufacturing beer for more than 350 years. They are currently involved in all aspects of the production process, including; manufacturing, packaging and selling of its malt products. Molson Coors is primarily classified as an American company, after the merger between Molson Inc. and Coors in 2005. Due to the merger, the company maintains two main...
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...MKTG MKTG ADDENDUM TO CHAPTER 2: COMPETITIVE ANALYSIS It is nice to have valid competition; it pushes you to do better. – Gianni Versace (Fashion Designer) 1 Developing a Framework for Competitive Analysis Before developing a marketing strategy, a firm needs to complete an external analysis, looking at social, demographic, economic, technological, political/legal and competitive factors, as outlined in Chapter 2. As the textbook states on page 26, management has little control over the competitive environment in regards to what is faced by a firm. This does not imply, however, that the analysis of competition is a fruitless activity. In fact, understanding the actions of competitors can be a key component in developing a company’s own strategies. If a company is to develop a competitive advantage that will form the basis of any strategy, it must first understand the competitive environment in which it can create such an advantage (called Competitor Analysis). Then, it must understand the product choices currently available to potential customers (called Competing Products Analysis). Competitor Analysis First, a company must understand the types of competition it will face. In order to find the current and potential competitors in a marketplace, a firm must be able to differentiate the various types of competition: direct and indirect. Direct competitors are those branded or product-based competitors that have created direct substitutes to what a company is offering...
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...directly on their premises, and are called brewpubs. Craft breweries are known to develop clever marketing strategies with limited budgets in order to connect with their target markets. Industry Overview BC In 2009, 209 breweries were identified by Statistics Canada and 49 of those establishments were located in British Columbia. However, an article by The Province estimates that by the end of 2013 there will be more than 60 independent breweries (this number includes microbreweries, nanobreweries and brew pubs). This increase in breweries is mirrored by an increase of 6.4% of microbrewery beer sales in British Columbia in March 2007 to 12.7% in March 2011. In the last two years, this number have only grown. In an article published July 3, 2013, The Province asserts that craft beer is almost at 20% of the market share for beer in British Columbia, while BC Business cites the Craft Brewers Association of British Columbia in stating that the market share is currently around 15% but that many brewers are experiencing sales growth between 15 and 20% per year. Canada According to Agriculture and Agri-Food Canada in their report, The Canadian Brewery Industry, approximately 10 million Canadians drink beer and the sales of goods manufactured by the Canadian brewery industry in 2009 were worth $4,671.2 million. The Brewers Association of Canada states that beer brewed in Canada accounts for 1.2% of Canada’s GDP,...
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...Studies of Social Media Marketing – An e-guide by Roderick Low of Expeditus Media What is Social Media? Social media is best understood as a group of new kind of online media which share the following characteristics: Participation Social media encourages contributions and feedback from everyone who is interested. It blurs the line between media and audience. Openness Most social media services are open to feedback and participation. They encourage voting, comments and sharing infomation. There are rarely any barriers to accessing and making use of content – password protecting content is frowned on. Conversation whereas traditional media is about “broadcast” (content transmitted or distributed to an audience) social media is better seen as a two-way conversation. Community social media allows communities to form quickly and communicate effectively. Communities share common interests, such as a love of photography, a political issue or a favourite TV show. Connectedness Most kinds of social media thrive on their connectedness, making use of links to other sites, resources and people. Need Inspiration? Now that you know what social media is, do you need any inspiration in getting your social media campaign under way? One of the best way to get inspiration for your organization can use social media is to check out what others are doing. This ebook is intended for anyone who wish wants to start a social media campaign, but will be most useful to people working in media, marketing...
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...Wilson II, Franklin W. Liberty University Business 520; Strategic Marketing Management 23389 Dr. John Royer Table of Contents Introduction 6 Background Information 6 Marketing Mix Four Ps 8 Modern Marketing Management Four Ps 9 Consumer Preference 16 Market Analysis 19 Age and Stage in the life cycle 22 Occupation an economic circumstances 22 Values 23 Psychological Factors 23 Personality 25 Social Class 25 Lifestyle 26 Positioning/Competition/Branding 30 Positioning Statement 30 Key Brand and Messages Positioning ADT 32 Industry Leadership / Strengths and Weaknesses 33 Brand Promise 38 Dependable and Reliable 39 Convenient 39 Cost Effective 40 Transferable 40 Engaging and Fun 40 Services/Pricing 41 Do Not Forget the Employees 41 Customer Care / Customer Satisfaction 42 Ethical Behavior in Customer Relationships 42 How will repair/service efforts affect customer satisfaction? 46 Price discounts and allowances 48 Promotional Pricing 49 Differential Pricing 49 Promotions/Marketing 50 Market exposure 52 Generating Leads 53 Improved Sales 53 Reduced Marketing Expenditure 53 Delivering Value 54 Economic Value 54 Quality Value 54 Diversity Management 55 Variety of Products for a Variety of Consumers 56 Customer Service through People, Physical Evidence, & Process 56 Conclusion 60 References 61 Abstract Marketing in the 21st century is volatile enterprise, always changing and always...
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...MMGP: Research Paper Group 2 Abstract This paper will provide an in-depth analysis of the Toyota Prius from a Marketing viewpoint. The research provides background information, market analysis, branding, services/ pricing and promotional information regarding the Toyota Prius. This paper provides the decision making and analytical processes necessary to implement a successful marketing program for the Toyota Prius. Description The Toyota Prius is considered a full size hybrid electric mid-size hatchback. The Prius design offers comfortable seating for five and has impressive cargo space, something lacking with its competitors. The Prius has an estimated fuel-efficiency rating of 50 mpg, when using the U.S. EPA combined cycle. This car is on the top of the list for the most fuel efficient cars on the market. With rising gas prices, this fuel efficient car is the most popular hybrid available to consumers today. The overall design of the Prius is characterized by a streamlined nose and curved roofline. This vehicle carries an impressive base price of about $19,000.00. The Prius has several models and trim packages to choose from allowing the customer more options in the current hybrid market. They have a standard model with a hatchback, a compact version and a new station wagon called the Prius V. “According to Hybrid Car Review (2012), “Toyota’s Hybrid Synergy Drive System allows the Prius V to travel at “in town” speeds on electric power alone. Sensors...
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...Barnes & Noble Vs. Amazon To attain a competitive advantage over Amazon.com, Barnes & Noble needs to develop a proper strategy and implement a successful marketing plan. SITUATION ANALYSIS Barnes & Noble first must consider the issues and problems facing their company, and then perform an opportunity analysis to determine their strengths and weaknesses in relation to their customers, competitors, and company capabilities. In regards to the main concerns of Barnes & Noble, the company needs to worry about the uncertainties associated with the expected rapid growth of the Internet, the changing profile of Internet users, increased competition and indeterminate future developments in electronic retailing from publishers, wholesalers, and retailers, and intense price competition. By 2000, more than 80 million users will be on the World Wide Web, with an increase in females and a broader spectrum of education levels and age, changing the market demographics. Additionally, some book publishers, namely Simon & Schuster and Bertelsmann, have expanded online, while the national leading wholesaler, Ingram, is developing a website where wholesalers could ship directly to consumers. In the meantime, small publishers and universities have started to publish directly on the Web, avoiding print versions completely and thereby challenging the posterity of conventional books. Within the Barnes & Noble Corporation, their smaller traditional bookstores such...
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...three days during August 14th, 15th and 16th in 2016 with two stages along the waterfront. The music will progress from older to newer rock music. Each day will have a different theme to match the age of the music playing that day. An event brief describes what the event will look like from a customer’s perspective. In the first year of operation, Rock of the Ages expects 5,000 attendees and 20+ rock bands. The music festival will have a revenue stream from ticket sales, sponsors, merchandise, space slips (vendors), alcoholic beverages, VIP experiences, parking and transportation. Rock of the Ages has six major competitors in Canada: Centre of Gravity, NXNE, Sled Island, Osheaga, Boonstock, and Heavy Montreal. Rock of the Ages marketing goals for 2016 are to: Sell-out 5,000 tickets; Ensure at least 4,500 (90%) of attendees are from Canada; Sell 70% of tickets by April 30, 2016; Reach 20,000 people via IMC efforts by April 15, 2016; and to Ensure 85% of attendees are satisfied with Rock of the Ages. The population of the central Okanagan is expected to see a continuous growth rate of 1.7% yielding an estimated population of 205,867 by 2015. The Central Okanagan has access to an approximate population of 10,320,860...
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...MRKT 5000 Marketing September 04, 2011 Jim Koch And The Marketing of Samuel Adams Beer Executive Summary Currently, the United States beer market is segmented into many segments. The two largest domestic brewers, brewers located within the United States, are Anheuser-Busch and Miller. These two companies control 50 percent and 29 percent of domestic beer sales, respectively. With 80 percent of the beer market controlled by the two megabrewers the United States is a tough environment for a small craft brewer like Samuel Adams to survive. The U.S. population is over 311 million people, the world’s third largest population after China and India. American consumes nearly 200 million barrels of beer a year, or 20 gallons per person, second only to China which has four times the amount of people the United States. Samuel Adams Boston Lager is brewed by the Boston Beer Company and founded by 1984 by Jim Koch using his great–great–grandfather’s 1870 beer recipe. Due to the economic downturn and other environmental forces the general beer market has been flat in recent years, yet quality craft beers like Samuel Adams has seen double-digit growth. The craft brewing industry has had a strong growth curve over the past decade and Samuel Adams has been positioned perfectly to capture this momentum. Technological advances have been a positive development for the Samuel Adams brewing and packaging...
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...Nagy John Molson School of Business, Concordia 1450 Rue Guy Montreal, H3H 0A1 Re: Business plan, Ébéniste Jewelry Dear Professor Nagy, We have made the following plan as a business plan for Ébéniste Jewelry, in order to fulfill academic requirements as requested for the course of COMM 320 at John Molson School of Business. We would really appreciate feedback regarding this business plan. Thank you very much for your time. Sincerely, Ébéniste Jewelry team Ébéniste Jewelry Business Plan | COMM 320, Section R Professor: Judy Nagy Concordia University April 14, 2015 COMM 320, Section R Professor: Judy Nagy Concordia University April 14, 2015 | | Matheson Carroll 26980759 Zhao Chang Li 26380298 Andréane Leblanc 2 6491677 Liam Montgomery 26553354 Maya Safah 26443478 Wei Feng 26750125 Matheson Carroll 26980759 Zhao Chang Li 26380298 Andréane Leblanc 2 6491677 Liam Montgomery 26553354 Maya Safah 26443478 Wei Feng 26750125 TABLE OF CONTENTS Executive Summary 7 Concept/Goals and Objectives 8 Industry Analysis 9 Trends 9 Key Success Factors 10 Industry Forces 11 Target Market 12 Industry Competition 12 Market Potential 13 Benchmark 13 Window of Opportunity 13 Marketing Plan 15 ...
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