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Molson Canadian vs Labatt Blue Battle of the Brands
The document provides a comprehensive analysis of Molson Canadian and the alcoholic beverage industry's market dynamics in Canada, highlighting challenges like stagnant growth and the rising popularity of craft beer. It includes details on market share, competitive rivalry, and consumer demographics, with recommendations for targeting underrepresented demographics and emphasizing Canadian identity. Overall, the report emphasizes the need for strategic repositioning to strengthen market presence amidst intense competition.
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Molson Canadian vs Labatt Blue Battle of the Brands
- 3. GOLDEN CANADA GOLDENBREW Proudly Canadian―Molson Canadian Melissa Mattias Alexia Waters Qi
- 4. Industry Molson Coors Molson Canadian MarketingMix Comparison Challenges Recommendation
- 5. THE ALCOHOLIC BEVERAGEINDUSTRY Canada
- 6. Industry Molson Coors Molson Canadian MarketingMix Comparison Challenges Recommendation Highly ConcentratedIndustry ALCOHOLIC BEVERAGE INDUSTRY
- 7. Highly ConcentratedIndustry Large MarketSize 1,257 Olympic Swimming Pools by Volume ALCOHOLIC BEVERAGE INDUSTRY Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 8. Stagnant Growth 0.8% Growthby Volume Highly ConcentratedIndustry Large Market Size 1,257 Olympic Swimming Pools by Volume ALCOHOLIC BEVERAGE INDUSTRY Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 9. Stagnant Growth 0.8% Growthby Volume Highly ConcentratedIndustry Large Market Size 1,257 Olympic Swimming Pools by Volume ALCOHOLIC BEVERAGE INDUSTRY 18/19Legal Drinking Age Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 10. 24M LEGAL OUTOF 36M POPULATION LDA Female 40% LDA Male 38% NOT Legal 22% POPULATION ALCOHOLIC BEVERAGE INDUSTRY Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 11. Pie Chart (Can’tEat It, But You Can Drink It) Other 38% Sapporo 3% Molson 26% Anheuser-Busch 33% CANADIAN MARKET SHARE BY SALES MARKET SHARE BY SALES Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 12. ALCOHOLIC BEVERAGE INDUSTRY MARKETDEVELOPMENT INDEX Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation 0.90 MDI
- 13. ALCOHOLIC BEVERAGE INDUSTRY MARKETDEVELOPMENT INDEX INDUSTRY IS IN THE MATURE STAGE Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation 0.90 MDI
- 14. ALCOHOLIC BEVERAGE INDUSTRY Competitive Rivalry Threatof Substitutes Threat of New Entrants Buyer Power Supplier Power High Moderate Low Moderate Low Highly concentrated Destructive to compete on price Wine, hard alcohol, non- alcoholic beverages Beer is not a necessity Economies of scale prevent new entrants High level of customer awareness Low switching costs Commodity inputs: worldwide supply Barley, hops, yeast, water Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 16. VERTICAL INTEGRATION Narrow MarketVision MOLSON Controls its entire value chain Brewer Packager Seller Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 17. DenverHeadquarters 17,000Employees 50Countries 100Brands MOLSON COORS OVERVIEW Industry MolsonCoors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 18. +7.4%Revenue Growth $4 BillionFY2013 Revenue MOLSON COORS OVERVIEW Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 19. +28.1%Net Profit Growth $567MillionNet Profit MOLSON COORS OVERVIEW Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 20.
- 21. OUR CANADIAN STORY 241Years 26Brands Industry MolsonCoors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 22. OUR CANADIAN STORY 241Years 26Brands Industry MolsonCoors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 23. OUR CANADIAN STORY 241Years 26Brands Industry MolsonCoors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 24. OUR CANADIAN STORY 6Breweries 3,000Employees Industry MolsonCoors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 25. OUR CANADIAN STORY 825Million Litres Sold 330 Olympic Swimming Pools (2013) 26.2%Market Share in Canada #2In Canada Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 26. MOLSON COORS CANADA Leadingmarket position Channel advantage Vertically integrated Reliance on core brands Stable economic outlook Growing Canadian nationalism Stringent advertising regulations Intense competition Labour wage increase Growing demand for craft beer S W O T ―MARKETLINE Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 28.
- 29. 45%Drank in theLast 6 Months 7%Forecast Growth by Volume Numero UnoLager in Canada 1.1 BillionSales PRODUCT Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 30. 45%Drank in theLast 6 Months 7%Forecast Growth by Volume Numero UnoLager in Canada 1.1 BillionSales PRODUCT Beer is not a necessity Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 31. $2.40Lager in Canada PRICE ➡Highprice compared to competition ➡Regular price products are preferred in the Canadian Market ➡26.2% of“most often”beer consumers prefer regular price Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 32. DISTRIBUTION MULTI-SEGMENT DISTRIBUTION STRATEGY Molsonis Widely Distributed For Later Consumption Point of Consumption Liquor Store Bars Super Market Restaurants Depanneur Events Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 33. PROMOTION TV RADIO PRINTONLINE IN-STORE PROMOTIONS SPONSORSHIP ACTIVITIES Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 34. THE CANADIAN IDENTITY MOLSONHAS STRONG TIES TO CANADIAN NATIONALISM CANADA IS THE 6th MOST NATIONALISTIC COUNTRY Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 35.
- 37. BRAND ASSET: SOCIALMEDIA Brand awareness Media attention Social media Active promotion Emotional connection Low brand awareness Lack of social media presence No attraction for new customers Low emotional connection Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 38. 630k 40k 40.5K 0.54K Industry MolsonCoors Molson Canadian Marketing Mix Comparison Challenges Recommendation BRAND ASSET: SOCIAL MEDIA
- 39. 630k 40k 40.5K 0.54K LastFacebook post: 2 years ago Last Facebook post: 2 days ago Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation BRAND ASSET: SOCIAL MEDIA
- 42. COMPETITIVE SET BRAND PRICEPERCEPTION SALES MARKET % $2.40 $1.148B 7.0% $2.00 $1.558B 9.5% $2.30 Reliable & affordable $492M 0.3% $2.45 Craft beer $984M 0.6% Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 43. MARKET SHARE INCANADA Molson Canadian 7% Other 60% Coors Light 12% Budweiser 13% Labatt 10% Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 44. MOLSON CANADIAN Canadian connection Strongmarketing campaigns Emotional bond Visible sponsors of popular activities & events Loyal customers High level of brand awareness Not well known outside the Canadian market Growing Canadian Nationalism Growing diversity in Canada Growing popularity of craft beer Intense competition Health concerns Stringent advertising regulations S W O T Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 46. 766 4615 0.86 0.93 0.130.29 NMC ROI ROS MARKETING METRICS Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 47. 766 4615 0.86 0.93 0.130.29 NMC ROI ROS MOLSON: STRONG ROS LABATT: STRONG KPIs MARKETING METRICS Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 48. 16% 3.8% 21.3% 5.4% 25.3%26.1% 21.2% 44.4% 14% 20.1% 18-24 25-34 35-49 50-64 65+ COMPARISON BY AGE Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 49. 16% 3.8% 21.3% 5.4% 25.3%26.1% 21.2% 44.4% 14% 20.1% 18-24 25-34 35-49 50-64 65+ MOLSON: YOUNG LABATT: OLD COMPARISON BY AGE Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 50. 48.2% 44.7% 10.7% 38.1% 14.6%10.6% ONTARIO QUÉBEC BC COMPARISON BY GEOGRAPHIC SALES Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 51. 48.2% 44.7% 10.7% 38.1% 14.6%10.6% ONTARIO QUÉBEC BC MOLSON: COAST 2 COAST LABATT: QUÉBEC COMPARISON BY GEOGRAPHIC SALES Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 52. TORONTO VANCOUVER MONTRÉALEDMONTON 23.5% 8.2% 5.2% 5.2% 11.4% 1.7% 17.6% 0.5% Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation COMPARISON BY CITY SALES
- 53. COMPARISON BY CITYSALES TORONTO VANCOUVER MONTRÉAL EDMONTON 23.5% 8.2% 5.2% 5.2% 11.4% 1.7% 17.6% 0.5% 40% OF MOLSON’S SALES COME FROM THESE FOUR CITIES LABATT’S SALES ARE CONCENTRATED IN MONTRÉAL Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 54. 79.4% 57.3% 8.6% 35.1% 12.1%7.6% ENGLISH FRANÇAIS OTHER COMPARISON BY LANGUAGE Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 55. 79.4% 57.3% 8.6% 35.1% 12.1%7.6% ENGLISH FRANÇAIS OTHER MOLSON: ANGLOPHONE + MULTICULTURAL LABATT: FRANCOPHONE COMPARISON BY LANGUAGE Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 56. W L KPIs Age Geography Cities Language THE BATTLE Industry MolsonCoors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 57. W L KPIs Age Geography Cities Language Industry Molson Coors MolsonCanadian Marketing Mix Comparison Challenges Recommendation THE BATTLE
- 58. W L KPIs Age Geography Cities Language Industry Molson Coors MolsonCanadian Marketing Mix Comparison Challenges Recommendation THE BATTLE
- 59. W L KPIs Age Geography Cities Language Industry Molson Coors MolsonCanadian Marketing Mix Comparison Challenges Recommendation THE BATTLE
- 60. W L KPIs Age Geography Cities Language Industry Molson Coors MolsonCanadian Marketing Mix Comparison Challenges Recommendation THE BATTLE
- 61. W L KPIs Age Geography Cities Language Industry Molson Coors MolsonCanadian Marketing Mix Comparison Challenges Recommendation THE BATTLE MOLSON: APPEALING ACROSS CANADA LABATT: LIMITED APPEAL
- 62. KEY ISSUES &CHALLENGES 1) Rise in popularity of craft beer ‣Growth of craft beer industry = 10% in Ontario ‣Growth of beer industry = 0.8% 2) Gender imbalance in consumers ‣Molson Canadian consumers are 71.7% male 3) Intense competition ‣Top 2 firms control 59% of the alcoholic beverage industry Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 63. ALTERNATIVES 1) Reposition tobetter target Women 2) Reposition to better target Quebecers 3) Better emphasize Canadianness Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 64. DECISION MATRIX Canadianness WomenQuébec +Profits +Sales +Market Share +Community Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 65. DECISION MATRIX Canadianness WomenQuébec +Profits +Sales +Market Share +Community Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 66. BETTER TARGET WOMEN 1)Integrate more women into ads ‣Women playing sports and doing outdoor activities with men in tv, radio, and print ads 2) Increase sponsorship of female-focused events ‣Women’s Hockey League Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 67. 3) Molson CanadianMini Product Launch 1) Integrate more women into ads ‣Women playing sports and doing outdoor activities with men in tv, radio, and print ads 2) Increase sponsorship of female-focused events ‣Women’s Hockey League Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation BETTER TARGET WOMEN
- 68. MOLSON CANADIAN mini Industry MolsonCoors Molson Canadian Marketing Mix Comparison Challenges Recommendation
- 69. Industry Molson Coors Molson Canadian MarketingMix Comparison Challenges Recommendation MOLSON CANADIAN mini
- 70. Convenient Less beer, lesscalories Easy to drink (finish) Easy pull-off cap No cannibalization Less waste SATISFIES BELONGING & SOCIALIZING NEEDS ADVERTISE IN LIFESTYLE MAGAZINES Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation MOLSON CANADIAN mini
- 71. CANADA Capitalize on CanadianNationalism to tackle rising popularity of craft beer Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation EMPHASIZE CANADIANNESS
- 72. CANADA Capitalize on CanadianNationalism to tackle rising popularity of craft beer “Canadian Craft since 1774” Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation EMPHASIZE CANADIANNESS
- 73. CANADA Capitalize on CanadianNationalism to tackle rising popularity of craft beer “Canadian Craft since 1774” 6 breweries & 3 000 jobs Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation EMPHASIZE CANADIANNESS
- 74. CANADA Capitalize on CanadianNationalism to tackle rising popularity of craft beer “Canadian Craft since 1774” 6 breweries & 3 000 jobs Molson Canadian contributes $1.3B or 0.07% to the Canadian GDP Industry Molson Coors Molson Canadian Marketing Mix Comparison Challenges Recommendation EMPHASIZE CANADIANNESS
- 77. STRONG BRAND IDENTITY& POSITIONING MASS APPEAL (AGE, GEOGRAPHY, LANGUAGE)