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Molson Canada Social Media Marketing Essay

3320 words - 14 pages

Molson Canada: Social Media Marketing

K603

Table of Contents Executive Summary……………………………………………………………... I. Key Issues……………………………………………………………………... II. Analysis………………………………………………………………………. III. Alternatives & Recommendation……………………………………………. IV. Implementation……………………………………………………………… 2 3 4 7 9

References………………………………………………………………………... 16

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Executive Summary Molson Canada has been facing negative reactions their recent social media marketing initiative, Cold Shots Campus Challenge. Parties claimed that this Facebook contest promoted irresponsible drinking behaviours among university students. As a result, Molson pulled the contest one week before the scheduled deadline. Now, ...view middle of the document...

Another key issue is customer loyalty. There many negative responses to the Cold Shot Campus Challenge. These responses revolved around the issue of privacy issues of Facebook users. Moreover, because of these unethical practices, customer loyalty to Molson brand may have been negatively affected. Customer loyalty is ranked as an issue of low importance and high urgency because Molson Canada has customer loyalty currently, having been around since 1796. It is ranked as urgent, because new consumers may be affected by the bad press Molson is getting as a result of the Cold Shot Campus Challenge. Thirdly, competition is an important issue for Molson. Molson faces high completion both on the domestic and international level. At the domestic level, Molson’s main competitor is Labatt bear. At the international level, Molson competes against InBev NV, Anheuser-Busch and SABMiller. Molson has a strong market position domestically, so the issue of competition is rated as high importance, but low urgency. If Molson is able to successfully use social media marketing, they may see an increase in market share, domestically and internationally. Competition is ranked as high importance, but low urgency because it is an issue that can be dealt with in the long term.

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Finally, profitability is ranked as low importance and low urgency in the issues matrix in Chart 3. Molson faces fluctuating costs of input material, such as barley, wheat and aluminium. In 2007 saw the price of barley fluctuate widely (see Graph 1). If Molson is able to successfully market their product online, then they will be able to increase sales, thereby offsetting these fluctuations in profit margins. Chart 1: Ranking of Issues Urgency\ Importance Low Low Profitability High Customer Loyalty

High Competition Brand Image

II. Analysis SWOT Analysis Strength Strong Market Share Strong Brand Image Strong Revenue Brand Loyalty Opportunities International markets (Asia, SE Asia) Diversifying products/brands Social media marketing still relatively new Weakness Rely on a few product names Cannibalism

Threats Strong Competition Fluctuation commodity prices (barley, wheat, aluminium)

Molson’s strength is that it has a strong domestic market share, currently at 41% by volume in 2006. They also have strong revenue, generating $3.61 billion in 2006 (Molson Coors 2006 annual report, 165). Internationally, Molson has 3.8% market share, the fourth largest. Molson also has a strong brand image because of corporate social responsibility initiatives and community involvement. Community involvement includes the responsible drinking program, charitable initiatives and sports and entertainment sponsorships. Molson has brand loyalty because they have been established in Canada for more than 200 years. A weakness is that
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Molson has few differentiated products and, therefore, may face cannibalism of their product lines. Currently, Molson’s strongest markets are North America and Europe....

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