Molson Canadian The 7 P’s of Marketing

Katherine DionneAnna Sarmento

Jiahui Ye

Molson + Coors =

- More than 100 brands

- The first aluminum beer can 100% recyclable

- Canada, USA, Europe, International

“Beer is our passion, our heritage and our future.”

WHAT DO YOU THINK OF

WHEN YOU HEAR ?

Mental Map

Red

Beer

Music Hockey

Canada

Stadium/ Sporting Event

The Weekend

Slogan

Maple Leaf

Festivals

Advertisments Friends & Family

What Are People Saying on Social Media?

#AnythingforHockey

#TeamWork#HockeyHeaven#MolsonHockeyHouse

The 7 P’s of Marketing

1. Product2. Price3. People4. Placement5. Partnerships6. Promotion7. Physical Evidence

Product

“Canada is known around the world for our vast wilderness, thousands of freshwater lakes, and golden Prairie barley fields as far as the eye can see. Our land is packed full of nature at its best. And it’s from this land that we make our

signature beer, Molson Canadian. Brewed without preservatives, Molson Canadian is proudly made locally in Vancouver, Toronto, Montreal, Moncton and St. John’s, with over 3000 Canadians having a hand in bringing our crisp

and refreshing lager to your home. Cheers”.

Price

Can1 x Can 473 ml… $2.40

24 x Can 355 ml… $42.95

24 x Can 473 ml… $49.95

Bottle6 x Bottle 341 ml… $11.50

24 x Bottle 341 ml… $36.95

People

•Demographics : Males; Age 19-24; Average household income

•Geography: Canada!

•Psychographics & Behaviors:Canadian, Social, Enjoy sports(Hockey) and entertainment

Placement- Stores- Bars and Restaurants- NHL- Events and Festivals- Hockey House and Beer Locator

BEER LOCATOR

Partnerships

PROUD SPONSOR OF THE NHL

“Three cities. Three acts. Three concerts in the unlikeliest of places. And the only way to be a part of it was to be in the wrong place at the right time.”

Promotion

I Am Canadian

•Great commercial advertising

Traditional Media

New Media: Facebook, Twitter

https://www.youtube.com/watch?v=Zw8C3b_Vj2k

#ANYTHING FOR HOCKEY-HOCKEY HOUSE LOCATION

MOLSON CANADIAN LIVE

The Passport/Sing O Canada FRIDGE https://www.youtube.com/watch?

v=8gper3YkzMg

•Word of Mouth/Social Media

Physical Evidence

Symbol - a Maple Leaf

Package – express its’ brand image via slogan Place

Physical EvidencePassport/Sing FridgeLogo on site of sport eventProduce display in festivals

Thanks for listening!