Your SlideShare is downloading. ×
  • Like
  • Save
The Rant Powerpoint
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

The Rant Powerpoint

  • 1,555 views
Published

 

Published in Business , News & Politics
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,555
On SlideShare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Molson Canadian – The Rant MH630 Case Presentation: Group 4 Joelle Urrutia & Hsin-Yi Tai
  • 2. Canadian Beer Industry Per capita consumption based on population Beer Sales
    • lowest growing beverages
    • Beers sales has been flat
    • Imported beers
    • 1993- 2.5% of total
    • 2000- 6.8% of total
  • 3. Province variation
    • Brand sales and market share varied significantly
    • Different legislation for brewing, selling and transporting beer
  • 4. The Beer Market
    • Each share point: $15 million in profit
    • M&L : $400 million on advertising and promotion
    • Cost breakdown
    • 37%- Tax
    • 20%-marketing
    • 15%-profit
  • 5. Dominators
    • Montreal Quebec, 1786
    • “An honest brew makes its own friends”
    • Two divisions:
      • Brewing
      • Sports and entertainment
    • London Ontario, 1786
    • Controls over 60 regional and national brands
  • 6. Market Share Loss 1989 Cost over $100 million in profit 1999
  • 7. Molson’s strategy
    • Focus on existing markets,
    • Expand the Molson brand to new markets
    • Position Molson as a participant in the international brewing industry.
  • 8. Competition in the Beer industry Canada Market 1988: 50 breweries 1999: 75 breweries
  • 9. Competitors
    • Labatt:
      • With 60 regional and national brands, used aggressive advertising and promotional strategies.
    • Sleeman Brewers Ltd:
      • small craft brewers focused advertising on history, production, and recipes
    • Microbrews and Brewpubs:
      • limited production with artisan feel relied on word of mouth
  • 10. Issues to Consider
    • Sales fragmented between brands and provinces
    • Molson was losing valuable market share
    • Differentiation on brand level is key
    • Need to be drawn in before brand preference is made
    • Government regulations on advertising strict
  • 11. Molson Canadian Positioning
    • “… a young male who is looking for a big popular brand that is a little safer, that is one that he knows what it’s about, knows hat a lot of other people are drinking it and is reinforcing something that is important to young males, as well as young females at this point in time…pride in Canada”
  • 12. The Rant
  • 13.  
  • 14. Where to go from here….
    • Could The Rant be considered a successful campaign?
    • Could it be redone to keep it fresh?
    • Should they continue with a patriotic theme?
    • Is “lifestyle” focus a better option?
    • Does it limit them from expanding internationally?
  • 15. Alternatives
    • Continue with The Rant
      • push it heavily in provinces where they are losing market share or have none.
    • Shift the focus of The Rant to more local tone
      • push heavily in provinces where they are losing market share or have none.
    • Abandon The Rant
      • shift to a more internationally acceptable marketing theme, with a focus on lifestyle.
  • 16. Molson’s strategy
    • Focus on existing markets,
    • Expand the Molson brand to new markets
    • Position Molson as a participant in the international brewing industry.
  • 17. Cheers !