Premium Essay

Molson Case

In: Business and Management

Submitted By tvw5198
Words 545
Pages 3
Cold Shots Campus Challenge

The Molson Company has decided to follow popular marketing trends and enter the social media space. The company attempted to create a contest on Facebook to see which school was the largest party school in Canada. With this initiative set in place, many students posted public images of themselves drinking irresponsibly. Many students and administrators of the universities involved were outraged at the perceptions that the contest portrayed. The immense criticism caused Molson to abruptly end the contest and issue a public apology. The company is now looking to see if it made the correct decision.
The Molson Company is new to social media marketing. As with many new methods, there is a learning curve that needs to be cleared. In one of its first runs at the marketing technique, the company ran into hurdles in what it considered a fun contest. While Molson was able to target its main demographic in this contest, I believe they tried to portray their perceptions rather than their own core beliefs. Almost all that opposed the contest believed that it promoted irresponsible behavior that shed a negative light on all participants. This is in spite of the fact that Molson Canada believes in drinking responsibly.
For now, I would advise Molson to keep a low profile and perform damage control. The contest has brought on much unwanted attention from those who did not want to associate with the recklessness it portrayed. With a few discounts and promotions within the next few months, the consumers should be purchasing Molson again. After all, much of the alienated population is students. While some may remain steadfast, most should be swayed by the lower prices. Lower attention spans and a student budget should be enough to have some return to the company.
Once much of the negative attention has passed, the company should take another shot...

Similar Documents

Free Essay

Molson+Case+Analysis

...Molson Case Analysis Christina Barsotti and Katherine Blackwood EBTM 411 Dr. Steffes November 13, 2010 1 Problem Statement & Key Issues The Molson Company is a beer brewery and distributor and is also the second oldest company in Canada (Qureshi, 2008, p. 1). Molson is the most preferred beer brand in Canada and is part of the Molson Coors Brewing Company which holds the fourth largest amount of market share globally (Qureshi, 2008, p.1). In 2007 when firms were just starting to see Facebook and other social networking sites, like Twitter, as valuable places to market to consumers and communicate with them, Molson also decided to create a Facebook account to connect with consumers and increase brand awareness. One of the first promotional activities Molson established using its Facebook account was a contest called “Cold Shot” which was targeted at Canadian college aged students between the ages of 19 and 24. This contest was set up to be a competition between Canadian colleges, awarding the title of “number one party school in Canada” to the college with the most pictures posted by students while also giving a spring break trip to the student from that winning school who submitted the best picture (Qureshi, 2008, p. 5). Molson had to pull the promotion, though, because many administrators and other students from the various colleges were not happy with the contest since they thought that it not only gave their schools a bad image, but they also saw it as Molson......

Words: 3298 - Pages: 14

Premium Essay

Corporate Social Resbosibility

...Corporate Social Responsibility Agenda: 1. Introduction * What is the CSR (CSR definition)? 2. Why CSR (Importance of CSR)? 3. Approaches of CSR 4. Critics of CSR 5. Real Cases for CSR 6. Ref. 1. Introduction a. What is the CSR (CSR definition)? CSR is about how companies manage the business processes to produce an overall positive impact on society. Corporate Social Responsibility is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large (The World Business Council for Sustainable Development http://www.mallenbaker.net/csr/definition.php) The way in which firms seek to voluntarily align the interests of owners and other stakeholders with the long-term best interests of the society (Thomsen, S.Conyon) The stakeholders include Stakeholders include customers, employees, suppliers, government, the environment and the wider society 1. Why CSR (Importance of CSR)? Companies promote CSR for a variety of reasons It’s good for business Customer demand Improves corporate reputation Increases financial performance 2. Approaches of CSR The CSR have 3 approaches: - Win-win: engaging in CSR leads to higher profits - Delegated philanthropy: stakeholders prefer firms that engage in philanthropic activities on their behalf -......

Words: 754 - Pages: 4

Free Essay

Alchocol in China

...MarketLine Industry Profile Alcoholic Drinks in China February 2012 Reference Code: 0099-2201 Publication Date: February 2012 WWW.MARKETLINEINFO.COM MARKETLINE. THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED China - Alcoholic Drinks © MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED 0099 - 2201 - 2011 Page | 1 EXECUTIVE SUMMARY Market value The Chinese alcoholic drinks market grew by 9.8% in 2011 to reach a value of $96.5 billion. Market value forecast In 2016, the Chinese alcoholic drinks market is forecast to have a value of $145.6 billion, an increase of 50.9% since 2011. Market volume The Chinese alcoholic drinks market grew by 5.7% in 2011 to reach a volume of 53.2 billion liters. Market volume forecast In 2016, the Chinese alcoholic drinks market is forecast to have a volume of 67.6 billion liters, an increase of 27.1% since 2011. Category segmentation Beer, cider & FABs is the largest segment of the alcoholic drinks market in China, accounting for 65.1% of the market's total value. Geography segmentation China accounts for 38.7% of the Asia-Pacific alcoholic drinks market value. Market share SAB Miller is the leading player in the Chinese alcoholic drinks market, generating a 17% share of the market's value. Market rivalry Growth within the alcoholic drinks market has been robust and steady within the last few years, which tends to reduce the rivalry to some extent and......

Words: 7894 - Pages: 32

Free Essay

The Eveolution of Immaterial Objects

...EnvironementHistoryInternal EnvironmentLifeSourcesStrategiesSix Principles Strategies Business-Level Strategy Porter’s generic business-level strategies: Molson uses both a cost leadership and a differentiation strategy. For the cost leadership strategy the price wars have made this relatively basic for brewers on a mass scale. If you want to sell a lot of beer then you have to sell your beer at the minimum price. So it’s almost not a strategy anymore. As for differentiation brewers always try to find and develop new products so they can hopefully steal customers from other brewers and bring them to their side. Examples of this are Rickard’s white, Molson M and Bud Light Lime. Molson’s strategies are broad (broad differentiator) and not focused because they offer many different types of beer for pretty much all niches including microbreweries. As for Miles and Snow’s generic business-level strategies Molson is much more of an analyzer than the other three options. They’re analyzer because even though they defend their own market shares they always try to steal other’s by analyzing what others do and competing against them. Corporate Level strategy On a corporate level Molson uses single-business concentration. They focus on what they do best and that is to brew beer, unlike other brewers like Anheuser-Busch who also own amusement parks. Molson has been selling beer for almost 250 years and are still very successful at it. They diversify their beer products to......

Words: 1424 - Pages: 6

Free Essay

Coors Molson Merger

...COORS MOLSON MERGER FEBRUARY 28, 2010 Table of Contents EXECUTIVE SUMMARY ii SCOPE 1 INDUSTRY 1 Top 5 Brewing Companies 1 The Beer Brewing Process 1 The Brewer to Retailer Process 3 Beer Importers 3 Beer Wholesalers 3 Beer Retailers 3 COORS 4 Marketing 4 Information Technology 4 Financial 5 MOLSON INC. 5 Marketing 5 Information Technology 5 Financial 6 MOLSON COORS MERGER 6 Four Objectives of Molson Coors 6 Goals from Molson and Coors 7 Coors Goals 7 Molson’s Goals 7 Merger: Good or Bad? 7 EXECUTIVE SUMMARY This document analyzes two world renowned brewing companies, Coors and Molson, in their achievements and efforts as individual companies in order to gain an understanding of the merger between Coors and Molson. The beer brewing industry is briefly reviewed in terms of the top five brewing companies in the world along with the information and beer brewing process flows of the industry. Marketing, information technology, and financials are elaborated upon for Coors and Molson. These three key aspects of each company are compared and contrasted in order to come to a positive decision about the merger. Finally, the merger is concluded to be a great decision for the two companies. SCOPE The merger between Coors and Molson are highlighted in this document. In order to come to a decision about the merger, the companies’ top competitors are mentioned. Information flows, as well as beer processing flows, are discussed. The two......

Words: 3215 - Pages: 13

Premium Essay

Team Building

...Case Problem – The Philanthropic Team Builder March 29, 2015 Word Count: 502 words Question 1: What type of team building best describes these volunteering activities? The type of team building that best describes the volunteering activities at Molson Coors is the team building aimed at improving relations among team members and task oriented team building. Exactly! Improving relations team building is used to help team members get to know each other better, build trust in each other and develop ways to deal with conflict if it arises. The merger between Molson and Coors brought a lot of experienced executives together to work towards a common goal. However, they did not know each other very well, if at all. That’s why the executives decided to use volunteering as a team building exercise so they could speed up team cohesion and get to know each other better. After the organization implemented volunteering as a company-wide team building exercise, the focus became task oriented team building. This form of team building helped increase the team’s motivation to accomplish organizational goals by developing a positive self-concept of the team and organization. Volunteering team building also helps teams focus on performing task that are related to organizational goals because they learn to rely on each other and to work together to accomplish these goals. Good – these events require coordination & communication, which helps to improve relations among the team......

Words: 594 - Pages: 3

Premium Essay

Coor's Light Promotion Plan

...08 Fall Promotional Plan Executive Summary Naturally brewed with no added preservatives in Golden, Colorado, the heart of the Rockies, Coors Light is the eighth leading beer brand in the world. As Molson Coors’ largest brand, the new parent company after the 2005 merger, Coors Light has established itself as the biggest selling brand in both the US and Canada. The merger, however, left the company heavily indebted and with limited capital suffered a loss of partnering and sponsorship for major sporting events. Coors Light has worked extremely hard to maintain the positioning as ‘The Worlds Most Refreshing Beer” withstanding the susceptibility the brand faces with only a single brewing site and third party distributors. This promotion plan includes the following objectives for the upcoming year: * To attract non-users and create brand awareness among 90% of females aged 21-30 seeking a refreshing tasting light beer, * To retain the 18-24 year old male target currently held by Coors Light. * To engage the mobile community through the use of Mobile Insider, connecting the brand to consumers. The objectives should be met through various promotional activities tied closely to the company’s long-standing brand image, and mobile promotions to increase accuracy in reaching target markets. Over the next 12 months it is recommended that Coors Light continue to use the Maxim Golf Experience to maintain the current......

Words: 8921 - Pages: 36

Free Essay

Plant Tour Report

...GMS401 Plant Tour Report Madison Martin 500674085 Ariana Mazzariol 500624719 Nick Natale 500653626 Evan Raelson 500653626 Mariam Ahmed 500630579 Ankit Kumar 500632601 Steam Whistle Brewery is located in the historic John Street Roundhouse, just south of the CN Tower in Toronto. The brewery consist of manufacturing, sales, and marketing departments which includes approximately 170 employees. The facility is about 50,000 square feet consisting of production, retail, event, and office space. They supply their beer to men and women of the legal drinking age in Alberta, British Columbia, and Ontario. Steam Whistle uses a hybrid manufacturing process, producing approximately 88,000 bottles per day. They are working at integrating many green initiatives such as using all natural ingredients, reusing bottles and elements from the packaging line, and reducing paper usage in the office. Steam Whistle specializes in the “art” of beer creation by utilizing an integrated facility of both human labour and machine processing. In various aspects of the brewing process Steam Whistle is evidently applying a large dependence on the human labour which may not always be profitable in the long run. As discussed throughout the course, human capital in operations is essential for running a business smoothly but under differentiated circumstances, human labour can be considered a liability for a business. Humans act and work independently from one another and each person has different......

Words: 1321 - Pages: 6

Premium Essay

Financial Statement Analysis

...statements prepared in accordance with US GAAP, however differences between US GAAP and IFRS will be outlined and examined. The class will be taught using a combination of lectures, class discussions and real-world case studies. In order to maximize our time together, students are expected to read the assigned chapters and complete the case studies on time. Given the brevity of the course and lecture time, students are encouraged to email me directly with questions at any time. Required Materials Textbook: Financial Statement Analysis & Valuation, (3rd Edition), By Easton, McAnally, Sommers & Zhang, Cambridge Business Publishers, 2013. ISBN: 978-1-61853-009-7 Case studies will be provided on TLE. Grading Schedule Class Participation/Case Work: Individual Project: Mid-Term/Exam 1: Final Exam: 20% 30% 20% 30% Grading Expectations Class Participation/Case Work: Each student should be prepared to discuss the required readings. To satisfy the requirements of class participation, students will be required to answer direct questions from the instructor and must actively participate in group discussions. 1|Page Case Work assignments must be turned in by the due-dates listed below. Late assignments will not be accepted. Please bring two copies of the completed cases to class (one for discussion, one to turn in). Individual Project: The specific requirements for the individual project will be outlined in greater detail on TLE. Students must select a non-financial,......

Words: 854 - Pages: 4

Free Essay

Family

...With these developments, it is obvious that conflicts between parties of different nationalities occur and liability to tax on income of foreigners especially among those engaging in trading venture. Whilst the laws affecting domicile and residence may be sufficiently settled, it is paramount for courts to pursue a detailed analysis to ascertain specific preliminary issues so as to avoid controversial rulings. Courts often handle numerous financial cases that involve what can be best described as foreign or international elements. In such cases, court must decide whether it has the jurisdiction under the Family Law Act 1975 to make a decision on such cases. In the event that it is determined that the court is invested with the jurisdiction to determine the case, the court has to consider whether there is a system of law in foreign country that also has the jurisdiction to handle the case. As it was addressed in the case Attorney General of New Zealand v Ortiz [1984] AC 1, these benefits and costs to either party if the case resolution is made in foreign country as compared with the apparent country should also be a subject of concern. [1] Legal systems in most countries around the world adopt community property regime, which takes effect at the inception of marriage or at the time of divorce. For instance, California and Massachusetts in the United States have adopted community property regimes that support equal division of assets upon divorce. However, this......

Words: 659 - Pages: 3

Premium Essay

None

...Adapted from Bernhardt & Kinnear (1988). Cases in marketing management, pp. 6-16. Plano, TX: Business Publications, Inc. Pay careful attention to the following points. They are often used by instructors to evaluate either a written or oral analysis. 1. Be complete. Each area of the situation analysis must be discussed, problems and opportunities identified, alternative presented and evaluated using the situation analysis and relevant financial analysis, and a decision must be made. An analysis that omits part of the situation analysis or only recognizes one alternative is not a good analysis. Second, each area must be covered in-depth and within insight. 2. Avoid rehashing case facts. Every case has a lot of factual information. A good analysis uses facts that are relevant to the situation at hand to make summary points of analysis. A poor analysis just restates or rehashes theses facts without making relevant summary comments. 3. Make reasonable assumptions. Every case is incomplete in terms of some piece of information that you would like to have. A good case analysis must make realistic assumptions to fill in the gaps of information in the case. For example, the case may not describe the purchase decision process for the product of interest. A poor analysis would either omit mentioning this or just state that no information is available. A good analysis would attempt to present this purchase decision process by classifying the product and drawing upon real......

Words: 487 - Pages: 2

Free Essay

Save Me

...are given. It is understandable then that we should seek out more opportunities to apply our skills and make more positive impacts within our jurisdictions. It is this general attitude that led us to get involved in investigating cold cases. How We Got Started Mark had, for several years, been consulting with our Coroner’s Division as a forensic anthropologist. During this time he came to learn that there were numerous coroners’ cases in which the identity of the decedent was unknown. These cases were kept in three-ring binders on a shelf in the Sergeant’s office. Over the years, in the course of this forensic work, we would discuss these cases and the progress that was being made on them. The conversation usually ran along the lines of us asking “any luck with that 1980 homicide victim?” and the sergeant answering “well, we’ve gotten so many new cases that I haven’t been able to even look at it yet.” This went on for a few years and through two different sergeants. One day we, as a crime analysis unit, were brainstorming about how we could broaden our “client base”, as it were. We had been successful in integrating ourselves into our Investigations Bureau and had been involved in numerous major cases. And, of course, we had always been active in producing tactical and strategic analyses for our patrol personnel. But we knew that we could be doing more, particularly given the size and responsibilities of our agency. It was......

Words: 412 - Pages: 2

Free Essay

Business Case

...BUSINESS CASE Presented to the Accountancy Department De La Salle University In partial fulfillment Of the course requirements In ACCTBA2 (C33) March 2, 2015 A stakeholder is typically concerned with an organization delivering intended results and meeting its financial objectives. In general, a stakeholder can be one of two types: internal (from within an organization) or external (outside of an organization). The stakeholders in this situation are Lanie Marquez and Tim Rodriguez who are also partners in the retail distribution business and their capital contributions are as follows P500,000 and P300,000 respectively they are an internal stakeholder since they are also the owners. The total Capital of both stakeholders is P800,000 and with a monthly salary for both partners at P15,000 on the assumption that both of them will contribute to manage the business equally. Assuming that both managed the business equally the total salary for the year for Lanie and Tim are P180,000 each. They share profit and loss equally and no interest will be given on capital contributed. The problem for this situation is that Lanie is starting to get concerned with the behavior of her other partner Tim. He only manages the business 50% of the time, which will mean that his salary of P15,000 will need to decrease by also 50% since he does not manage the business equally with his partner. The business has seen a downturn in the profit outcome and for the current financial...

Words: 758 - Pages: 4

Premium Essay

Ralph's Grocery Case Summary

...Ralph’s Grocery and United Food and Commercial Workers Union The case that I chose for the week 6 critical thinking assignment concerns Ralph’s Grocery Company, located in California. It applies to this week’s material due to the fact that the case involves unlawful suspension and discharge of an employee, as reviewed by the National Labor Relations Board. Background In May 2011, Vittorio Razi was an employee at Ralph’s Grocery and was suspended and terminated after he refused to take a drug test without first consulting with his UFCW Local 324 representative. The company (Respondent) says that on the day in question, Razi’s behavior was in question, acting nervous, anxious, agitated, and slurred speech. After a couple managers discussed the...

Words: 750 - Pages: 3

Premium Essay

Chromogens Affecting Wealth Wear Staining Teeth

... Many people wonder why their own teeth stain so easily. The enamel on your teeth and chromogens are what stains your teeth, but what exact beverage stains teeth the most? I chose this topic because I was curious to know what stains teeth the most. It affects us daily because it could rot your teeth or you can’t pick up hot chicks anymore. So what causes teeth to stain? The temperature causes teeth to expand or contract making it easier for stains. So hot and cold drinks affect that. Color in foods and beverages come from chromogens. Chromogens are intensely pigmented compounds that stick to teeth enamel. Chromogens cause a lot of trouble when they mix and react with other stain causing and stain promoting factors. Tannis may be natural or synthetic tannis is another factor that stains teeth. Tooth enamel is porous making it extremely susceptible to stains. The darker the liquid the darker the stain. There are some examples that stain teeth. Not only sodas bad but also Gatorade. Beets are bad for you also. Mostly cause they’re concentrated. Berries dark skins stain teeth. Ketchup is also really bad because of its bright red color and high levels of acid. Dark liquids and sauces you put on your foods also stain teeth. Colored candy and popsicles both contain colorants that will transfer to the teeth and embed in the porous enamel. Fruit juices, especially grape and cranberry, leave a colorful tinge on the teeth and tongue. Colored sodas instantly discolor teeth. The citric......

Words: 594 - Pages: 3