Beer Brewery Company In Canada Marketing Essay

Beer Brewery Company In Canada Marketing Essay Molson is a successful beer brewery company in Canada. It was found in 1786, which made it the second oldest Company in Canada so far. Molson Company is recognized as the most preferred beer brand in Canada and it also possess the fourth largest market share in global beer industry. Molson Company faces a challenge in 2007 due to its unsuccessful marketing strategy. The campaign intended to engage with the target market of age 19 -24 through social media. This campaign held a contest, Cold Shot, which encouraged students to compete with other college students by posting as many pictures as possible. This contest ended up creating unexpected negative publicity against the Molson Campaign. Many students and administrators complained about the harm of reputation brought by this contest. As a result, Molson Campaign had to pull the promotion under the public opinion. There are three alternatives that allow Molson Company to engage with the target market. The first alternative is Microblogging, which encourages students to update their status through social network while they are drinking. Molsons drinkers could also follow up the latest Molsons events on site. The second alternative is to build a Molson Educational Center to promote legal drinking message for students and young adults. Young adults are invited to visit the educational center to explore more about Molsons history and experience different fun activities in the center. The last alternative and also the recommendation for Molson campaign is to create Molson Apps that educates students to avoid overconsumption of alcohol through playing the information games. Students could win different valuable awards by playing it. As more games are played by students, the more awards they can get. This does not only enhances Molsons relationship with target audience but also successfully promotes the correct drinking behavior they should have toward their future drinking. Identification of the Problem Molson Company, currently, is facing a challenge in reestablishing its brand as a brand that promotes and encourages responsible alcohol consumption. Molsons problem is to determine if it should continue to use the social media sites for future promotions in marketing its brand. Due to the previous failure in social media marketing, Molson Company has caused various universities colleges to worry about the academic achievements of students. The irresponsiveness of the Molson Company supporting outrageous alcohol consumptions towards students has discouraged them on their studies. In addition, as the Molsons campaign Cold Shot of posting party pictures of students in campus to gain the title of number one party school in Canada encourages foolish behaviors and underage drinking. As a result, universities and colleges are concern about how Molsons activities have neglected the institutions reputations/ images and its student bodies. Situation Analysis Internal Factors: Strengths: Molson is consider as the most preferred brand with a huge percentage of the market share in Canada of 41%, as well as, in the world market around the globe with 3.8%. Due to the development of social media marketing, Molson has started begin involved in social media platform such as Facebook with by approximately 19,000 followers who are interested in Molson. Besides Facebook, the company also manages a variety of social media like Twitter, Flickr, and Youtube. While selling its products to the public, the company has tried their best to be responsible for its commitment for alcohol responsibility as well. Weaknesses: For now, the company is on a huge blame due to an improper promotion activity, Cold Shot. By targeting college and university students, the marketing strategy was issued due to its direction of morality and ethics in encouraging irresponsible drinking and behaviors. Its unsuccessful campaign had harmed the brand image and received negative perception by adults including professors, administrators, as well as, those who have a negative feeling for the company and beer. External environments Political Environment All the provinces in Canada have their different laws and rules for alcohol regulation as well as advertisement of alcohol. It should be specified that advertising must not be related to the consumption of alcohol and should not imply alcoholic consumptions can enhances social acceptance, personal success, and enjoyment of any activity or will resolve the personal problem (Canadian Center of Substance Abuse). If the company wants to maximize the effect of its advertising, it has to be more sensitive not to make ethic and moral issues like it did previously with the Cold Shots campaign with colleges and universities. Social Environment Currently, the social responsibility has been stressed for beer companies so that all the beer companies are presenting its social responsibilities to avoid the blames form the public and society. Molson is providing the responsibility section when its visitors come to approach its official website. Among what the company puts on the section as all kinds of responsibilities, they also offer Governance and Ethics and Alcohol Responsibility on What Matter to Us sections (Molson Coors). Especially on Alcohol Responsibility, they have Global Alcohol Policy and Our Views for better understanding for consumers. Besides, the website provides the company policies, case studies as well as the full details retrieved from the Global Actions on Harmful Drinking website (Molson Coors official website). Competitive Environment Molson is an influential competitor among powerful competitors in the beer market, the moral and ethic issues of the company can be critical. Actually the current flow of the beer market in terms of volume consume, A- B InBev maintained top volume share with 18.3% in 2011. Among the top competitors there are: SAB Miller with 9.8% Heineken with 8.7% Carlsberg with 5.6% China Resource Enterprise with 5.4% Tsingtao Brewery with 3.6% Grupo Modelo with 2.9% Beijing Yanjing Brewery with 2.9% Molson Coors with 2.9% Molson maintained its percentages since 2010; however, it lost its 8th position to Beijing Yanjing, and now Kirin Holdings is a threat to Molson in terms of volume share. (Passport GMID) SWOT Matrix Strength Canadas most preferred brand with 41% market share Rank 4 in the world holding 3.8% market share worldwide Had 19,000 members on its Facebook profile Engaged with social medias like Twitter, Facebookà ¢Ã¢â€š ¬Ã‚ ¦ and more. Molsons acknowledges as a firm commitment to alcohol responsibility (Molson, 2009) Opportunities Average users of Facebook are fairly young, usually between the ages of 18-21, who are interactive with friends in open and trusted setting social networking sites Social network users likes to interact with their favorite brands profile Social network sites allow fast and effortless spread of message that includes viral marketing campaign. (Word of Mouth) Weakness The failure of the Cold Shots Facebook promotion gave Molson Company a bad reputation since it encourages irresponsible behavior and underage drinking. Threats Limited control on social media sites since it is open for public to posts and comments about a firm or its product Social media sites allow mashups which lead to issues of control and ownership on contents. Organization Objectives To reestablish its brand as a company that cares about social responsibilities rather than a company who only tries to sell alcohol for money. To promote and encourage responsible alcohol with the use of social media.   Analysis of Alternative Before going on to the alternatives, Molson will run year round campaign call a volunteer days. The volunteer day hosted by Molson Company is on monthly basis. The campaign is to encourage those who are brand loyal to participate in local community and help out local rehab centers. Molson believe that engaging brand loyal consumers to local alcoholic rehab center allows them to understand the flaws of irresponsible drinking can cause. Whoever participates might have a chance to win free sport event tickets in a random. The reason we want to launch this campaign with the alternatives is to continue the firms goal of being socially responsible to its community and re-established its brand reputation. Alternative #1: Microblogging about drinking at events The first alternative is Microblogging about drinking Molson Canadian at events. The microblog is a year round blogging site. Applicants must register and create an account before they can blog on it. Site filtrations with questions will be add-on through the registration process to eliminate unlawful age drinkers to view the site. Molson Canadian will be posting dates of various sponsor events on this site to allow audience to visit the events. The microblogging encourage him or her to blog about the current events that is happening and the location theyre at and what they are drinking. Through this site the participant can also access and update their status on Facebook or Twitter through this site. This allows the friends of the Molson drinkers to follow up with Molson Company. On top of posting statuses, Molson Canadian also encourage Molson drinkers to post cool stories of their fun night out. Monthly draws of the best pick funny stories is able to win cash prize, Molsons wearable product, and sport tickets. Alternative #2: Building a Molson Educational Center. Another alternative is to build a Molson Educational Center. The center is similar to a museum. It will include: A small replica of the brewing plant to show the brewing process of the prefer beer in Canada Beer tasting only for 19+ A history lesson of Molson Company Theater to play short movies/videos of responsible and irresponsible drinking scenarios A talk show to educated audiences in responsible drinkers from personnel in local alcoholic rehab centers. Fun activities of experiencing ride check, breathalyser, foggy goggles with affiliated personnel from the local police station Workshop to create customized beer bottle to bring home. Gift store to purchase Molsons items, mugs, hats, t-shirts, and more. To promote and encourage legal drinking message, the education center is only available to 19+ of aged universities and colleges students/drinkers and adult tourists. Illegal entries of 18 and under are not permitted. Securities will be standing at the front door to check IDs before entries. Even though this is a great idea but the cost of this will be too large for the company to handle. Alternative #3: Molson Application The third alternative, Molson Canadian decided to create a mobile application that is designed to store social media platforms, games applications, with features of educational alcohol consumption facts. The mobile application is able to update automatically to gives consumers the latest information in online communities, events, games, and educational facts. The application is personalized, where participants can create their own avatar, set up their choice of background, and more. Molson want to give participants a sense of ownership within carefully defined parameters to customize the App. The application is divided in three sections Games: The main objectives for all Molson games are (1) to not over doze in alcohol and (2) to maintain good behaviour. Coins can be collected throughout the games and after winning the game. Collecting coins can trade real items like Molsons mugs, hats, t-shirts, customized beer bottle of users choice, movie tickets, or even Ipad. If player loses, the game will end with an alcohol consumption fact to educate players Videos: Molson will display educational videos like fun facts of alcohol consumptions, possible causes of irresponsible drinking, Molson events, drinkers talk from rehab centers to educated consumers. Social media platform The Molson application will also be interlinking with the social media platform like Facebook and Twitter to generate interaction between the brand and the target audience. Through the application, Molson wants to drive in more traffic to the fan pages and ensures that there is a continuous interaction in current events, campaigns and discussions. But for sure, applications and fan pages will be evaluated on the basis of what kind of community is being created or whether the community would fit within company and societys expectations. Recommendation Molson Company should continue to benefit from the numerous opportunities to market their products, no matter if its using social media platforms, or more. After much consideration, alternative #3 is believed to be the best one. Picking this option allows Molson Company to closes the gap between fun and education in a way it benefits both. The application is one of the most complete mobile sources for consumers. With the understanding of young people are closely attached with their mobile nowadays, Molson wants to create an application that allows audiences to access it all time. With just a touch of a button, people are able to connect to games, social media sites and informational facts of alcohol consumption. Through this application, Molson Company wants to attach various messages to the target audiences and promote and encourage target audiences to generate a responsible drinking habit with educational facts. In addition, the alternative can also create awareness for Molson prim arily through social media platforms, with the application and some traditional media directing consumers to Molsons Facebook site to generate more traffic. Maybe future promotional campaign can become viral through the fast and effortless spread of messages. Unlike before, every activity and promotion that is engaged by Molson will be carefully evaluated on the basis of what kind of community is being created. Promotions or contents that even hint at improper or excessive of behavior or use of products, Molson will eliminated it. Molson Coors Brewing Company. (2009, October 24). Corporate responsibility overview Retrieved October 24, 2009 from http://www.molsoncoors.com/responsibility/great-brands-the-right-way

An Analysis on the Similarities and Differences in Raymond Carvers“A S

In Raymond Carver's 'The Bath' and rewritten version of the story entitled 'A Small, Good Thing', the author tells the same tale in different ways, and to different ends, creating variegated experiences for the reader. Both stories have the same central plot and a majority of details remain the same, but the effects that the stories have upon the reader is significantly different. The greatest character difference is found in the role of the Baker, and his interaction with the other characters. The sparse details, language and sentence structure of 'The Bath' provide a sharp contrast emotionally and artistically to 'A Small Good Thing'. In many ways, 'The Bath' proves to have a more emotional impact because of all that it doesn't say; it's sparse, minimalist storytelling gives the impression of numbed shock and muted reactions. The descriptive storytelling of 'A Small Good Thing' goes deeper into the development of the characters and although it tells more story, it ends on a note of hopefulness, instead of fear or desperation. Each story has it's own magic that weave it's a powerful. When compared to each other the true masterpiece of each story is best revealed. Both stories open with the same happy task; a mother is choosing a birthday cake for her son, Scotty. In 'The Bath' we are given details of appearance of the cake and a detailed description of the baker, but no real insight into the inner thoughts of the characters. In 'A Small Good Thing' we are treated to the mother's thoughts on the baker and her reflection on what commonalities they may have. She finds herself disliking the baker, â€Å"He made her feel uncomfortable, and she didn't like that...She gave up trying to make friends with him† (Carver ) In each versi... ... words, and they had better be the right ones, with the punctuation in the right places.† n each of these stories, Carver makes those words take reader to the same scene twice and end up in a new place each time. He is a master wordsmith and the uniqueness that is 'The Bath' and 'A Small Good Thing' is a masterpiece. Works Cited Carver, Raymond. "A Small Good Thing, by Raymond Carver." University at Buffalo- Wings Central Campus Web Server. Web. 01 Dec. 2010. . Carver, Raymond. "Carversite: Raymond Carver Quotations (on Reading, Writing and Rewriting)." Carversite: Raymond Carver. Web. 01 Dec. 2010. . Carver, Raymond. "The Bath." Writer's Presence: a Pool of Readings. Boston, MA: Bedford/St. Martins, 2009. 919-25. Print.

What Creativity Means to Me

Plan essay #2 Robby Allen What Creativity means to me. When the word creativity pops in my head I immediately start to think of the word style. If you think of the word style, to me it is a way of creating a certain type of creative form that I would call my own. There are lots of activity’s and hobbies that I enjoy to do. One of the best examples I can give to the meaning of style is wakeboarding, which is a form of waterskiing. Style in wakeboarding is everything. It can be anything from the way you were your swim shorts, to the way you hold the handle at the end of the rope.When I see other people wakeboard on the water it makes me think of my style and how I can incorporate that persons style and form it with my own to make a more creative style than which I had before. This will help me towards future goals in learning new tricks and giving them my own little â€Å"pizzazz†. Although we need to remember that we use the word â€Å"creativity† all the time, it is not something you can sell in a can. Being creative is something that you do when you engage in the act of making something happen.A lot of people mistakenly think that when they explore their creativity, they will have to come up with something no-one in history has ever thought of. That's not creativity! Creativity is when a little kid tries to get at a toy on a high shelf with a stick. This happens to virtually everybody not just kids. But each time, it is someone using their Creativity to get something they wanted or to reach a goal. I know that I can achieve all my goals in wakeboarding as long as I continue to keep testing my physical abilities and pushing myself to the next level.When asked what does creativity mean to me? I now know to respond with giving an example of what I like to do and how I can get continually creative using my example. Managing your creativity is the challenge, but it is possible and actually a lot easier than you think it is. I choose where I tak e my creativeness. I am in charge of figuring out how I can become creative on a constant basis and how I can maintain it, and you can too. Creativity to me is the style in which a person chooses to portray them self when they do whatever it is that they like to do.

The Christian View of Revelation Essays - 1170 Words

The Christian View of Revelation Revelation by definition is the disclosure of facts or theories through religious events that have previously remained hidden. For Christians revelation is mainly associated with the revelation of God to his people throughout the ages. God has made himself known to us but we have to consider that he has also presented himself to us, with the choice up to us whether we accept his love. God has not pressed Himself up us. His acts of love remain the motivation for our acceptance of God. We have free will, but His motivation for revelation is His love for us. It is by this natural reason which has been in existence for eons, that our belief in God has developed and†¦show more content†¦The Old Testament’s portrayal of the revelation of God sees Him reveal himself through the media of the prophets, in his wisdom and the introduction of His holy laws and through nature and history. God’s role was to prepare His chosen people for the arrival of the Christ. God sent prophets to warn the people of the suffering that would be endured by His son and the trials and tribulations they must undergo. Through God’s revelation of Himself in the Old Testament God teaches us about himself and key lessons about ourselves too. He has offered Himself to us, for us to decide to engage Him or not. Revelation reaches its climax in the New Testament, through the arrival of Jesus and the events that followed and remain during and after his ministry. God makes himself fully know. God takes not only an active approach but also furthers his revelation through the incarnate world. God no longer speaks through intermediaries but through His son, the messiah. This emphasises God’s humanity and divinity. Christ was the embodiment of God’s qualities and intentions, but he also brought the very important aspect of his identification with man and all man limitations. Christ suffers for man and brings salvation. God’s revelation in the New Testament is centered on Salvation. God saves and brings good news. God chose to express Himself fully and finally by becoming man and walking with us. God no longerShow MoreRelatedChristian Theology And The Biblical View Of Special Revelation2036 Words   |  9 Pages â€Å"Christian theology has had to protect the biblical view of special revelation against many perversions. Platonic preoccupation with â€Å"eternal ideas† accessible by rational contemplation alone, plus the disregard of history as a meaningful arena. † Acknowledging and identifying the Four Horseman in Rev. 6:1-8 King James Version is no different in the body of the church today. 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