1. MOLSON CANADIAN “I Am Canadian”
By:Jean Jeevaratnam
Kojena Selvarajah
Marom Kukshuk
Manakash Grewal
Yesha Patel Yeshvi Kamdar

2. Molson Coors Founded: 1789 Founder: John Molson
Parent Organization: Molson Coors Brewing Company (2005-)
Headquarters: Montreal, Canada
Molson merged with US-based Coors in a strategic effort to combine resources and market share - forming the Molson Coors Brewing Company.
Molson Coors: Lager Beer, which is responsible for over twenty different brands of beer in North America and the UK including Molson Canadian and some others such as Coors Light
Over the years, Molson Coors had focused its efforts on crafting quality beer brands and building their image as a responsible, accountable manufacturer of alcoholic beverages
Marom

3. The Product
Molson Canadian is a Premium Canadian Lager Beer that is made from Canadian water, prairie barley, and always preservative free. The result is a beer as clean crisp and fresh as the country it comes from. Molson Canadian prides itself on being the beer of hockey.
Introduced: 1959
Country of origin : Canada
Manufacturer: Molson
Alcohol content : 5.0%
Quantity per container : 1
Container Size : 625 mL
Style: Light & Malty
Taste/Ingredients: Delicate floral and barley aromas with notes of citrus, grain and sweet fruit

4. MARKETING MIX PRODUCT PRICE Molson Canadian
Beer Packaging: dark brown bottle with a white label, or white can labelled in blue and red font with a maple leaf logo.
The price varies between the type of packaging Molson has to offer
Cans $ $3.70 each
Bottles $12.25x6
Jean

5. MARKETING MIX PROMOTION : PLACE:
Molson has built its brand around the slogan “I am Canadian”.
Social Media : Advertised through Instagram, Facebook, Twitter
Commercials
Interactive Advertising Games: - Throw a fastball in to open the fridge for a beer - Sing O Canada to open fridge
PLACE:
Molson Canadian is mainly sold in North America
Sold in Beer Stores & LCBO
Bars & Restaurants

6. Opportunities Explored
Market Development:
Molson beer is a growing company, by developing its market it will enhance its sales, profit and market
In order to develop market, company has introduced special drink with lower calories for females.
The company has even took up Mergers and Acquisition in order to generate shareholder value, target market and growth platforms for business and brands.
Yeshvi

7. Opportunities Explored
Product Development
The company attracts new target market and growth opportunities by developing its products. It focuses on following three criterias;
Brand, innovation and Cost management
Insight Community
Insight from self named” beerologist”

8. The Influencing Factors
Economic Factors
Financial downturn of the most recent years
Change their sales and marketing structure
Individuals in the marketing sector were exchanged to sales.
Currency exchange rates affect the organization.
Technological Factors
Molson spend a lot on R&D for new methods to improve
Molson beer utilizes protected micro carbonation innovation
Geographic/Weather Factors
Brewers also suffers from summers because they have to store the unsold beer at high storage expenses
In extreme cases they have to dispose the beer, if they don’t have room to store any more.
Manakash

9. The Influencing Factors
Political/Legal Factors
Where you can purchase beer or its actual cost,
The base costs that beer can be sold at are set by the accompanying scale:
$5462/ liter if the alcohol content is less than 4.1%.
$6893/ liter if the alcohol content is between 4.1% and 4.9%.
$7898/ liter if the alcohol content is between 4.9% and 6.2%.
$8835/ liter if the alcohol content is higher than 6.2%
Social-Cultural Factors
New habit for youngsters to drink more beverages and less beer.
Beer is viewed as something that if you want to remain fit then you can’t drink that much of it

10. Target Market Demographic Geographic Psychographic Behavioural
Age: 19-24
Gender: Male
Education: College/University
Nationality: Canadian
Social Class: Middle-Class
Regional: Canada
Population density: Urban, suburban
Personality: Outgoing, Patriotic
Lifestyle: Sports-minded (hockey)
Motives: Relaxation, Convenience
Benefits Sought: Excitement, Inexpensive
Product Usage: Medium users
Occasions: Social Celebrations
Price sensitivity: Price sensitive
Kojena

11. SWOT Strengths Weaknesses Opportunities Threats
-Strong awareness as leading brewer and oldest beer brand
-Innovative in packaging
-Partnerships (Heineken,SAB Miller, Asahi)
-CSR (Red Leaf Project)
-Geographically available
-Reliance on only a few popular brand names
-Social media presence (Facebook, Twitter, Instagram)
-Differentiation of products
-Promotion (Canadian campaigns)
Opportunities
Threats
-Spending power amongst the consumers due to current economic growth period
-Increasing demand for low-calorie beer
-Increase of focus on kraft beer more
-Competiton (Labatt, Budweiser)
-Other beverage options (hot drinks, cold drinks)
-Negative perception that beer is not as healthy as other alcoholic beverages such as wine
Kojena

12. Market Research 1. Problems: 2.Research Approach:
High level of competition
Weak Promotion Strategy and variation in consumer preferences
2.Research Approach:
By using Secondary data (Web Based Research)
3.Relevant data for Molson Canadian:
Market share of discount beer has increased up to 25%.
Molson Canadian has increased their prices faster than any other alcoholic or non-alcoholic beverage and even higher than the consumer price index.

13. Market Research 4. Analyze the data: 5. Conclusion:
With high prices Molson is trying to differentiate their product as a premium quality beer.
5. Conclusion:
Product differentiation with premium pricing and attractive packaging
And strong Advertising strategy

14. 2 Truths & 1 Lie ICE BREAKER... 3 statements will be presented
Guess which one is the lie!

15. Works Cited
Casey, Quentin. “Molson Coors Ushers in a New Era for Canada's Oldest Brewery.” Financial Post, 25 May 2016,
business.financialpost.com/executive/c-suite/molson-coors-ushers-in-a-new-era-for-canadas-oldest-brewery/.
Accessed 5 April 2018.
“Craft Beer Vs Mainstream – What's the Bloody Difference?” Squealinggrowler.com, 19
Jan.2017,squealinggrowler.com/2016/01/22/craft-beer-vs-mainstream-whats-the-bloody
-diffe rence/.Accessed 5 April 2018.
Laird, Kristin. “How Molson Canadian Regained Its Cult Status.” Marketing Magazine How Molson Canadian
Regained Its Cult Status Comments,marketingmag.ca/brands/
how-molson-canadian-regained-its-cult-status /.Accessed 30 March 2018.
Ontario Craft Brewers.com, Accessed 5 April 2018.
“Molson Coors Canada.” Molson Coors Canada, jdcteam.wordpress.com/. Accessed 5 April 2018.
“Why Molson Is Crying in Its Beer.” The Globe and Mail, 28 Mar. 2017,