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Unformatted text preview: Molson Canada Social Media Marketing Case Analysis By: Jessica Gahtan Problem: Molson needs to utilize Web 2.0 raising brand awareness in a way that is acceptable to society and which effectively engages its target audience. Situational Analysis: Molson’s strengths include its leading market share in Canada (41%), its association with being an all-‐Canadian beer, and the fact that the company has over 11k users on Facebook who have liked the brand. The most relevant weakness for Molson is the recent failure of the “Cold Shots” campaign, which gave the company a bad reputation because it was seen to promote irresponsible and underage drinking behaviour. As a result, upper level corporate management may want to discontinue their use of social media to promote the brand. Molson has the opportunity to take advantage of the fact that the Canadian economy is currently coming out of a recession, therefore the economy is strengthening and sales should continue to rise. In addition, the social media trend will only continue to grow in popularity among the target population. Potential threats for Molson include the lawsuits that are possible, if they are seen to be promoting underage or irresponsible drinking. In addition, a threat they face is that by using social media, they are forfeiting some of the control that they had in the past, since anyone can submit posts or comments about a firm or its products. Alternatives: The first alternative for Molson is to launch a “Responsible Choices” campaign that emphasizes their commitment to responsible drinking through rewarding the college or university campus that best promotes responsible drinking. The second alternative is that Molson could run a “Molson’s Most Valuable Fans” campaign that would involve having hockey fans posting pictures of themselves drinking Molson products. Evaluative Criteria: These two alternatives will be evaluated based on their ability to build a positive brand image that aligns with Molson’s values, their effectiveness in terms of engaging the target audience, and finally the effect that they will have on Molson’s bottom line. Evaluation of Alternatives & Recommendation: The “Responsible Choices” campaign would align with the value that Molson places on responsible drinking, and would build a positive brand image since it is focusing entirely on the idea that alcohol should be consumed in a responsible fashion. It would engage the target audience by encouraging them to promote Molson in a positive fashion. It does not, however, consider the consumer buying decision model and thus it wouldn’t have a direct impact on sales. The “Molson’s MVFs” campaign, would be building on the fact that Molson is a Canadian brand through its involvement in the most popular sport in the country, hockey. It would engage the target audience in a way in a way that is convenient for them, as well as, would show support for their favorite team. Finally, since promotion channels for this campaign would likely be at hockey games, it will influence their purchase decisions and thus positively impact Molson Canada’s bottom-‐line. For this reason, the “Molson’s MVFs” campaign is the recommended course of action. Implementation: Molson would ask the people that tailgate and/or attend hockey games to post pictures of themselves drinking Molson products while tailgating or during their favorite NHL team’s game. Each NHL team would have a “tailgate” and at the end of the campaign, whichever NHL team’s fans have submitted the most pictures wins the title of Molson’s MVFs. From the winning hockey team, a photo would be chosen at random, and that person would win a prize of a trip to the Stanley Cup. ...
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- Fall '11
- Marketing, Molson, Molson Canada