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.

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