Molson Coors to launch “clear beer for women”

Table of Content

1. Introduction

2. The SOSTAC-Model
2.1 STAGE ONE -SITUATION ANALYSIS
2.1.1 History and PESTEL-Analysis
2.1.2 Analysis of influence of these factors and behaviours
2.1.3 Analysis of substitutes referred to beer for women
2.1.4 Name of potential factors to promote “Clear”
2.2 STAGE TWO -OBJECTIVES
2.3 STAGE THREE - STRATEGY
2.3.1 Segmentation
2.3.2 Targeting
2.3.3 Positioning
2.4 STAGE FOUR -TACTICS
2.5 STAGE FIVE -ACTION
2.5.1 Website coupon promotion
2.5.2 TV-Spot
2.5.3 Flyer, Online- and Print-Media-Ads
2.6 STAGE SIX -CONTROL
2.6.1 Control by numbers
2.6.2 Impact on website visitors numbers
2.6.3 Control website coupon promotion and TV-Spots
2.7 STAGE SEVEN -SITUATION ANALYSIS AFTER CAMPAIGN

3. Conclusion

4. Bibliography

1. Introduction

This assignment develops a research methodology for a campaign to launch the new product “clear beer for women“ for Molson Coors. Women drink just 13% of the beer consumption in the UK, according Brandrepublic (2010). The assignment develops a guideline that explains which kind of research is when to be done to find the best way to launch the product in the market and increase the share of beer drinking women.

To structure the research, we will use the SOSTAC-Model by Smith (2008).

2. The SOSTAC-Model

The SOSTAC-Model is used to plan and to realise advertising campaigns. The first three stages (SOS) are more wider and general analyses, the second part (TAC) is more specific to create the campaign.

2.1 STAGE ONE -SITUATION ANALYSIS

2.1.1 History and PESTEL-Analysis

On the first step (week 1) we perform a quick analysis on the history of the market earlier advertising, ajar Sissors (2002), as well which political, economical, social, technical, environmental and legal factors, ajar Fahey (1986), might have had an influence on beer drinking for women and which could influence it in the future.

So we get a clearer understanding and overview about factors that could influence the beer consumption of women. Moreover, there might have been times when women have ever consumed significantly more or less beer. Through these findings we can further explore how we can use changes in the factors for us. The most decisive factors will be social factors on the one hand like „man drinks, woman drives“, maybe it is not sexy if women drink beer, the beauty ideal is that woman have to be slim and beer consumption might increase their BMI, Duncan (2009) or people talk bad about them. On the other hand there are factors like lifestyle (maybe more women in bars and more DINKS), demographic factors, incoming distribution, more women in better jobs. The environmental organic food trend could give a possibility to promote “Clear”.

To analyse these factors, we will use Desk-Research, because this will be the most effective way to get these information fast and cost efficient. So we save time and costs of acquiring information, Sekaran (1999).

2.1.2 Analysis of influence of these factors and behaviours

On the second step (week 2-3) we will analyse the previously factors found in step one for terms of influence on the various types of women and analyse the typical behaviour of women in context to alcohol, especially beer. When and why does which group of women drink alcohol, which kind of alcohol, reasons why they choose this kind of alcohol? Why they do not drink beer instead of any substitute. What do they like at the substitutes, for example alcohol-calorie-ratio is higher than at beer, shown in the earlier research from Bittersweet-partnership. How big is the disproportionate number of women who drink beer and analyse the acceptance in society.

We have to consider their behaviour, what is important and what they prefer when they drink. After this study we also know how important our advantages are, like less calories in our product compared to different beers. The second reason to know this is to know possible substitutes and to analyse these products/companies and their position in the following.

For this a Computer Assisted Personal Interviewing (CAPI) survey will be the best opportunity, because in face-to-face interviews, we can ask more complex questions and can name more different groups. In other survey methods like telephone or online, we may have a problem that the focus will be too early on a specific kind of group. For example, when we use an online survey we are automatically focussing on people using the internet very often, especially at the group of persons that do online surveys. The advantage of the CAPI-Method is the faster processing to analyse data with SPSS.

Thus we get the substitutes, these could be probably Carlsberg Eve, Smirnoff Ice, alcopops, wine, sparkling wine, Cocktails, Long drinks. We also get to know which groups like which substitute for which reasons.

2.1.3 Analysis of substitutes referred to beer for women

The third step (week 4) at the first Stage is to analyse the substitutes referred to our beer and what the advantages and disadvantages of these products compared to “Clear” are, as well as Market share and Market position.

Most women drink alcohol, but they substitute beer with the products named ahead as we know from the analysis in step two. We will now analyse which target groups consume these Products, analyse prices, image, how strong is their position for the target group? Based on the advantages and disadvantages of this comparison between our beer and the competitive product, we are able to analyse different groups combined with Market share and market position. So we can better assess how difficult it will be to rival a current substitute of beer.

We use data from our survey in step 2, as well as Desk-Research and Data from Research Institutes about these products and markets.

2.1.4 Name of potential factors to promote “Clear”

Now we can name potential factors that we can use to launch and promote “Clear”. An example might be the fact that Clear is an alcoholic drink that includes less alcohol and is made exclusively from natural ingredients (adopted it is like this). The slimmer trend is very popular and women are more calorie-conscious and look for substitutes of wine (adopted result step 2+3) including fewer calories.

2.2 STAGE TWO -OBJECTIVES

Looking on our analyses from stage one as well as on the following analyses we will modify the goals more specific, measurable, achievable and by timelines. These are the objectives for the campaign:

- To get the awareness of our potential customers, our first goal will be to win 100,000 visitors and 50,000 registrations on the website till week 19.
- Increase the social acceptance of beer drinking women from 30 (result from survey in stage one) to 45 percentages till week 19.
- Increase the beer consumption of women from 13 to 18 percentages till week 19.

Clear Objectives explained in Doran (1981) and Wells (2003)

It is not possible to influence the secure in all pub/bars for us, so we cannot set a objective for this.

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