Molson Coors Beverage Company is developing a strategic marketing plan to launch a new line of cannabis-infused beverages. The target market is millennials and Gen-Z aged 21-35 who live in areas where recreational cannabis is legal. The objectives are to sell over 1 million units in the first year, have 65% brand recognition after 3 years, and control 40% of the cannabis beverage market after 5 years. The plan includes developing a new brand identity, offering various flavors and potency levels, and distributing locally through dispensaries. Pricing will start lower than competitors to gain market share. Promotions will use a push-pull strategy with advertising, social media, and point-of-sale

1. Molson Coors Beverage Company
Strategic Marketing Plan
Omar Abdelgawad

2. The Mission, Vision, and
Values
Molson Coors Beverage Company (MCBC)
• Founded in 1786 in Canada by John
Molson
• Its mission: To be a top-performing
brewer through its inspired employees
and brands
• Its vision and values: To be responsible,
sustainable, and collectively crafted

3. Current Marketing Situation
100+ $10 B NHL Premium Brands AB InBev
Brands owned by
Molson Coors
Annual Sales Biggest Sports
Partnership
Valued Core
Competancy
Market Leader and
Main Competition
Internal Factors
Demographics
3.4% Going Green Tech Trends Regulations
Trending towards
younger legal age
males
Forcasted Growth
in Beer Industry in
2022-2023
Consumers willing
to pay more for
”green” Beverages
Solar Energy
replacing CO2 in
brewing
Regulations vary
from State to State
and Country to
Country
External Factors

4. SWOT Analysis
STRENGTHS
• Global distribution network
• Strong domestic presence in US and
Canada
• Iconic Brands
WEAKNESSES
• Few iconic brands in product portfolio
• Lack of liquidity
OPPORTUNITIES
• Focus on "better-for-you" beverages
• Focus on cannabis-infused beer
alternatives
• Focus on sustainable brewing
THREATS
• Increased competition from collective
smaller craft breweries
• Government Regulations
MOLSON COORS
BEVERAGE COMPANY

5. TARGET MARKET
Recreational Cannabis Legal
Geographic Locations
Millennial and Gen-Z of Legal
Age (21-35)
Culturally involved in Cannabis
as well as those looking for
safer ways to digest cannabis
for recreational or medicinal
use
Opportunity for new brand and
line of cannabis-infused
beverages by MCBC with the
following target market:

6. Strategic Marketing Plan Objectives
Sales within Launch
of New Brand
(1 Year Objective)
• 10,000 Units (Bottles) within
first 10 days
• 50,000 units in first 30 days
• 1 Million units in the first year
• Measured after the first 10
days and then monthly
Have an
Identifiable Brand
(3 Year Objective)
• 65% of consumers identify the
brand and product with aided
recall
• 50% of consumers identify the
brand and product with unaided
recall
• Measured Quarterly via
Consumer Research in each
Geographic Location
Become the
Market Leader
(5 Year Objective)
• Control 40% of total sales in
Cannabis-infused Beverages
or more
• Market Analysis done
quarterly to gauge market
growth and control

7. Product Strategy
Branding Strategy
• New Brand unassociated
with other umbrella brands
of MCBC
• Clearly Identifiable as
Cannabis-infused product
• Use of Cannabis leaf
shape and colors
Packaging
• Also feature Cannabis leaf
shape and colors
• Glass not aluminum to avoid
loss of Cannabis
Effectiveness
Benefits and
Features
• Balanced potency
• Multiple tiers of potency
with appropriate price
points
• Multiple Flavors

8. Distribution Strategy
Inbound
Logistics
• Cannabis Bought
Locally and
Legally
• Other Materials
shipped as
needed
Operations
• Brewed Locally to
avoid product
needing to be
shipped across
regulated
Locations
Outbound
Logistics
• Distributed to
warehouses
or directly to
dispensaries

9. Pricing Strategy Entry Pricing Strategy
• Penetration pricing strategy entering lower
than the competition for most products in the
line
• Premium pricing for highest tiered with most
cannabis for experienced Consumers
Customer Value Based Pricing
• Price reevaluated as market grows and
overhead expenses can be more spread
• Remain lower than the competition as it
grows as well

10. Marketing Communication Strategy
Marketing
Communications
Objectives
• Create Brand Awareness
using the Product
• Generate Interest in new
Products using Price and
Product
• Create and Maintain Desire
using the Products Features
• Drive the Target Market to
Action Using Promotion and
Place
Promotion
Strategy
• Push and Pull combination
Strategy
• Push the product onto the
consumers early in the life stage
cycle
• Incentivize every retail location
to use product display
• Pull consumers to the product
via advertising later in the cycle
Media
Plan
• Adhere to local regulations
• Combination of both
traditional and digital methods
• Radio, TV, Billboards and
Print
• Social Media and Website
• Digital Methods also used for
Feedback and Service
Component

11. Financial Plan
Capital Expenses
• New Breweries as Needed
• Push Advertising Displays
Operational Expenses
• Advertising Costs
• Pre and Post Campaign
Awareness Studies
• Market Analysis

12. Marketing Metrics
Performance Metrics:
• Internal Sales (Monthly)
• Consumer Brand Awareness
via Aided and Unaided Recall
(Quarterly)
Financial metrics
• Market Share
• Revenue
• Sales
• Profit Margins
• Market Analysis

13. References
• Business Wire. (2020, April 15). Molson Coors and HEXO Corp Expand Partnership with Joint Venture in Colorado. Retrieved
from Business Wire: https://www.businesswire.com/news/home/20200415005395/en
• Christe, D. (2019, July 19). Coors Light breaks from past strategy in millennial-focused push. Retrieved from Marketing Dive:
https://www.marketingdive.com/news/coors-light-breaks-from-past-strategy-in-millennial-focused-push/559913/
• Cohen, R. D. (2018, October 13). Good News For 'Green' Brews: Consumers Say They'll Pay More For Sustainable Beer.
Retrieved from National Public Radio: https://www.npr.org/sections/thesalt/2018/10/13/656608166/consumers-say-theyre-
willing-to-pay-more-for-beer-when-it-s-produced-sustainably
• D&B Hoovers. (n.d.). Molson Coors Beverage Company: Company Profile. Retrieved March 28, 2020, from Hoovers Database.
• Freedonia Focus Reports. (2020). Beverages, United States. The Freedonia Group
• Kovacevich, N. (2019, April 15). Drink Up: The Next Frontier In Cannabis Is Beverages. Retrieved from Forbes:
https://www.forbes.com/sites/nickkovacevich/2019/04/15/drink-up-the-next-frontier-in-cannabis-is-beverages/#1ac02e3c78d5
• Lagerquist, J. (2020, February 13). Cans suck the THC buzz out of pot drinks. Where does that leave Canopy Growth?
Retrieved from Yahoo Finance: https://finance.yahoo.com/news/cans-suck-the-thc-buzz-out-of-pot-drinks-where-does-that-
leave-canopy-growth-131708432.html
• Molson Coors Beverage Company. (2020, February 12). Q4 and Full Year ’19 Results & Outlook. Retrieved from Molson Coors
Investment Reports: https://s21.q4cdn.com/334828327/files/doc_presentations/2020/V11-2_11_20-Update.pdf
• Volpe, A. (2020, April 20). Drink Your Weed: How Cannabis Beverages Finally Took Off. Retrieved from Rolling Stone:
https://www.rollingstone.com/culture/culture-features/cannabis-marijuana-weed-drinks-beverages-420-986786/
• Williams, B. (2020, January 9). Molson Coors, NHL announce multi-year Canadian partnership. Retrieved from Sports
Business: https://www.sportbusiness.com/news/molson-coors-nhl-announce-multi-year-canadian-partnership/