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MOLSON COORS BREWING COMPANY

By Charles-David Boulianne

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COMPANY BACKGROUND

Molson brewing company was founded byJohn Molson on the bank of the st Laurenceriver in Montreal Qc Citation.

the company is now ranked 10th largestbrewer in the world and the number onebrewer in Canada citation.

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COMPANY BACKGROUND CONT

Coors brewing company was founded byAdolph Coors in 1873

Was bought by Molson brewing in 2004. afterthe merge they were the 5th largest brewingcompany in the world.

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TARGET MARKET OF THE PRODUCT

Coors light tries tocater to the youngergeneration of male

drinkers Although usually

associated with light orfemale drinkers. They

trying to change thebrand perception

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TARGET MARKET OF THE PRODUCT CONTINUED

Molson productsgeared more towardsthe younger male

market Recognised more as a

party drink then Coorslight

Also associated withsporting events(canadiens)

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MOLSON PRODUCTS

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COORS AND OTHER SUB BRANDS

EnglandIndia

Us and canada

sared brands

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HEALTH WISE BEER

With the canadian market in a gridlockMolson Coors decided to explore the newterritory of low calorie beer.(8)

The target was to bring a new and healthiercustomer to the beer market this wasachieved through the molson canadian brand

which is already popular(8)

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MAIN OPPOSITION (INTERNATIONAL)

Heineken

-they have been registering growing profits inareas where Molson Coors has been draggingbehind and has advanced itself in Latinmarkets by purchasing a local brand

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MAIN OPPOSITION(DOMESTIC)

Molson's brand has always been directed ina head to head confrontation with Labattblue, although this companies known support

of the separatist cause in Quebec they havestill been in a head to head battle with theMolson canadian (Molson Canadian is not

sold in the province of Quebec)

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ADS

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=relmfu

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SWOT ANALYSISINTERNAL Strength:

-Very visible andrecognizable brands,-associated with goodtimes happy memories-Is a known andrespected Canadiancompany

-Top player in beerbrands across canada-identifies with canada

Weakness:

-They have nointernational brand needto stay strong inindividual markets-expansion strategyaffected by poor sales-over exposed in some

markets where sales aredoing poorly

EXTERNAL Opportunities-expanding to higher classconsumers that will pay

more for their beer-developing establishedbrands into othercountries(internationalbrand)-attack markets not yetdeveloped by othercompanies(ex asia)

Threats-established brands indeveloping markets

-other brands establishingthemselves before MolsonCoors-alcohol abuse and badpress-new brands integrating

established market

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RECOMMENDATION

Continue developing Asian markets and keepestablishing local brands that have beenpurchased(ie India, China and Latin America)

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RECOMMENDATION CONT

Establish an international Molson brand(notrelying on local name) use the brandrecognition already in place

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RECOMMENDATION

Avoid over exposure in slower marketswhere brand is not established as well

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BIBLIOGRAPHY

Euromonitor international, NA. "Molson Coors in Beer - World."Molson Coors in Beer - WorldNA (2011):1-36. warc. Web. 8 Oct. 2011

summerfeild, patti. "Molson 225 years made from canada." Molson 225 years made from canada1.1(2011): all. Print

NA, ANONYMOUS. "we are north american." we are north american64.6 (2004): all. Print

NA, NA. "ideas and evidence for marketing people." Marketing peopleNA.1 (0): ALL. Print.

Precourt, Geoffrey. "Brand building in tough times: MillerCoors uses innovation to drive brandstrategy."Brand buildingNA.NA (2009): ALL. Print

NA, Institute of Communication Agencies: Canadian Advertising . "Molson Canadian." MolsonCanadian1.1 (2001): all. Print.

"Signature Brands | Beer Brands | Molson Coors." Molson Coors | Beer Company | Beer Distributor.N.p., n.d. Web. 13 Oct. 2011.