Molson Coors Brewing Company - Segmentation

Segmentation
    
            Statistics have proved that beer consumption amongst Canadians is the alcoholic drink of choice. For example, during the fiscal year end of March 31 2015, Canadians bought $21.3 billion worth of alcohol where $9 billion of that was from beer sales alone. When selling a product and/or service a business must target/segment their market in order to market their product/service directly to the right people. They do so through various segmentation's such as demographic, geographic, psychographic and behavioural variables.  For instance if we go through the 4 p's again we can see that each of them relate to one of the 4 segments. 

Product -> Psychographic refers to the consumers lifestyle. One a company like Molson Coors figures out what kind of lifestyle their target market has, they can then gear their product towards fitting into that type of lifestyle. For example, for those who are athletic or enjoy living a healthy lifestyle, that specific group would be marketed towards drinking a low calorie beer such as Molson 67.

Price -> Demographics could fall into each category but for pricing it fits nicely. With the different products offered by Molson Coors, pricing vastly differs. There are the brands that will be more affordable for those who have lower incomes, such as students or minimum wage earners, and then there are the premium brands which will adhere to those who have more disposable income.

Place -> Obviously this falls into the geographic segmentation. If a company wants to sell a lot, going global is the right thing to do. Since Molson Coors have so many different products available it is only smart but to distribute and sell them around the world. Molson Coors products are available all over the world including places like China, Mexico, United Arab Emirates, Italy, Germany etc.

Promotion ->  Behavioural variables refers to consumers divided into groups based on behaviour when buying the product/service. Most times it is based on the occasion when the consumer purchased the product. For instance, Molson Canadian is the main beer sponsor for the NHL, specifically for the Montreal Canadiens. Since beer goes hand in hand with hockey, consumers gravitate towards buying the beer that is most offered at the hockey event. 

Sources: http://www.molsoncoors.com

http://www.statcan.gc.ca/daily-quotidien/160510/dq160510b-eng.htm

http://www.freedigitalphotos.net

Molson Coors Brewing Company - Marketing Mix

Beer. In Canada, it is arguably the only thing that goes perfectly with hockey. Yet this is one of many products in the world that have a diverse marketing mix (also known as the 4 p's) as you will read below:

Product

            Molson Coors Brewing Company is one of the most popular beer companies in the world. Molson Coors has approximately 100 different kinds of beer produced under their name such as Coors Light, Coors Original and Molson Canadian. Different beers can vary in colour coming in dark, golden, red and even orange like beers such as Rickard’s White. They also differ based on their alcohol content such as Coors Red Light, Molson Ex Light or Molson Canadian Cold Shots 8.0 with a much higher alcohol content. You can purchase Molson Coors products in different sizes such as 355 ml, 473 ml, and 710 ml cans. They also come in 341 ml and 710 ml bottles. They can be bought individually or in 6, 12 and 24 packs.

Price

            Molson Coors Brewing Company prices depends on location, product and size. With so many different brands under the Molson Coors name they are able to offer premium beers with a higher price, a mid-range priced beer, and a value brand with a much lower price point. The prices of Molson Coors compete well with all of their competitors which is why they have been so successful over the years.

Place

            The Molson Coors Brewing Company can be found in mainly North America but they also distribute product to countries in Asia, Latin America, Europe and the Middle East.  They have a strong distributive network making it easy for their products to be found in all sorts of locations. In Canada, you can find their products in the Beer Store, LCBO, bars and restaurants, concerts and sporting events and now even in some grocery stores. Wherever an establishment has a liquor license Molson Coors products can be sold. However, some places, bars and restaurants have contracts with specific beer companies making only certain brands available.

Promotion

            Molson Coors promotional strategy can be seen just about everywhere. The company has a large target market, allowing the company to advertise in multiple areas. Molson Coors sponsors many events, athletes, and venues. For instance, two very popular venues would be Toronto’s Molson Canadian Amphitheatre and Colorado’s Coors Field. Other ways that they get their company in front of the public is by commercials, specially during sporting events. Often times they have product giveaways in a box of beer such as t-shirts, hats and accessories. This entices customers who are undecided on a brand to purchase the one that comes with a gift. When at sporting events, festivals or other places out in the public you may find promoters of Molson Coors handing out promotional products with their logo on it. This is a great way for companies to get their product in the minds of customers. One of the best new promotional strategies is social media. Social media such as Facebook, Twitter, and Instagram allows your company to be direct with your customers while creating more of a friendly environment.

http://www.freedigitalphotos.net