The Rant

Managing Advertising and Promotion drive: Molson Canadian -- The spirt Case question: What should Molson do now? Why? Who: Molson, in circumstance the marketing team What: materialise a modernistic candidature for Molson Canadian, Molson best selling beer Background * The Rant was a boffo campaign that resulted to two a run increase in gross revenue (1 point = 15 million) * It was an submit winning campaign, precisely deem played out. Urgency * Beer sales ar even * Molson lost 100 million (89 99) * Net mischief of 44 million (2000) * New competition from imports, regional, micro-breweries Industry * Molson and Labatt be considered duopoly, and collect up 90% of the market, valued at 5-6 one thousand thousand * Beer is slowest exploitation in alcoholic beverage consumption. (Wines, enliven are fastest) * gross revenue are fragmented in the Canadian market * Ontario is the largest market * Quebec is second * BC is deuce-ace * Ontario and Quebec is 60% market * Brand sales vary per commonwealth why Molson not sold in Quebec? * Import sales increased from 2.5 to 6.8 (93 to 99) significantly (Miller, Coors, Bud) Market Players 75 Breweries, 52 micro-breweries Molson 2.5 billion in sales.

The oldest beer nock in North the States (founded 1786) * . The Molson Canadian has 12% of Molsons market share * boilersuit market share reduced from 52% in 89 to 45% in 99 * Strategy: Focus on existing market, expand to new markets, position as an world-wide brewery. * In 2000, Downey ( power point of marketing) consolid! ated the brand in 7 unparalleled positions * Coors, an import, but distributed by Molson: 2.4 billion, 15% increase in sales. quaternary largest brand and considered fastest growing. Labatt Founded 1847, 45% Candian market share * fast-growing(a) in advertising and promotion, tend to go head to head with Molson * Strategy: Target on functional efficiencies and brand promotion, specially on imports * Main product:...If you hope to get a full essay, order it on our website: BestEssayCheap.com

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