Captain Morgan Case Study

Social media has become an influential ground for consumers to share their opinions about a company’s brand and products. In addition, it helps in having a strong brand that produces positive relations and distinguish the brand from competitors, is a critical component for effective marketing. According to Dahlén and Lange (2009) “the quality of the product is not the evident factor when it comes to purchasing a product, the deciding factor depends on how the brand is perceived” (Para. 1). This demonstrates the importance of incorporating social media as a tool to promote brands, allow for interactions, and customer satisfaction by engaging with customers more frequently for feedbacks or reviews. Thus create an opportunity for the company to show its devotion to their customers, and initiate good reputation, which can increase sales. In other words, social media has the ability to upsurge the awareness for businesses as well as the brand.

Boston Beer Company (BBC) has enjoyed much success with their craft beers with Samuel Adams as their main focus. Being the leader of this segment, overtopping five of their competitors combined (Exhibit 1), the company now must decide how to take advantage of the light beer market. Boston Lightship, their current light beer, had been a small contributor in BBC’s product line. Currently, it is facing dwindling sales with product volumes down from 12 000 cases per month to 3000 cases per month.

In a time of voyages and exploration there was a new atmosphere surrounding not only Europe but also the newly discovered Americas. Of course with a new era must come and new favorite drink of choice amongst the people. For the Colonial age this beverage was spirits. By popularizing a technique known as distillation a new range of drinks were on the rise. When originally cultivated spirits were primarily used for medical purposes. The appeal then turned to how easily people were intoxicated by it and how much easier it was to store. Distilled drinks then became popular mainly because of increased durability and could more compactly fit on ships. Distilled drinks were more easily traded, traders were able to fit more alcohol in the ship much

The third issue for Trader Joe’s is their lack of social media presence. Trader Joe’s from their beginning has used a customer newsletter and occasional radio ads in order to promote their brand, and these advertising methods have not changed with the introduction and prevalence of social media. Many brands nowadays are seeking to gain a competitive advantage over the

Gallo seems to be applying the unconcerned or nonissue approach. They distance themselves from being associated with Thunderbird and Night Train brands but they allow it because its legal to sell liquor and they are not worried – everyone else is doing the same thing.

According to recent studies, the age group of 25-40 year old males and females purchase a reliable amount of small appliance to bring in this product. A household income of $40,000 a year is enough purchasing power for a household to afford this product. Through recent studies, it has shown that cocktails are mostly popular with individuals that like to share their experience with others and go to bars and restaurants because of the specialty cocktails that are offered. The United States has been chosen as the target location because of Company G’s location.

Tim Morgan hit Michael Kramer with a foam hand after a verbal argument at a Patriots/Steelers professional football game in Foxborough, MA. The actions of Mr. Morgan caused Mr. Kramer to fall down the bleachers and sustain injuries. Mr. Morgan is facing charges of assault and battery with a dangerous weapon.

Bacardi is one of the largest family owned drinks companies in the world, widely known for it’s Bacardi white rum. It’s history dates back to 1862, when Facundo Bacardí Massó, a Spanish national living in Cuba, set about trying to ‘tame’ rum.

Honestly, if none of the other reasons get you to drink more rum, this one should. It was the go-to drink for every single pirate back in the day. And really, what is cooler than being a pirate? Drinking

Authentic Wine Country cannot let competitors use digital media against them to attract the younger generation and gain market share. In order to guard against competition, the company should utilize business agility to maintain a digital model for providing superior customer service as well as maintain a digital marketing presence that positively and correctly represents the company’s services and reputation to the younger generation. Therefore, Authentic Wine Country must acquire as much knowledge as possible about the younger generation of consumers through big data collection. Therefore, the company must utilize all sources of digital mediums in order to create an effective digital presence to gather data. In addition, Authentic Wine Country must grasp that younger customers may hear about them through digital technologies before the company has a chance to pitch its services to consumers. Thus, maintaining as much control as possible about what the consumer hears via social networking sites and other outlets and utilizing those sites as a means to address customer complaints and concerns takes priority.

Introduction: Corona Beer, produced in Mexico by Grupo Modelo since 1922, entered the United States beer market in 1979, and by 2007, was the number one imported beer in the United States (with 1.9% market share of the global beer industry) having recently taken that position from Heineken, a rival (with 1.6% market share of the global beer industry). Corona used a broad differentiation strategy with a “fun in the sun” marketing image. It also achieved strategic success by using a distinctive glass bottle and providing a light-tasting beer that attracted a broader market.

In recent years, social media has become the best available option for brands to communicate with prospective consumers. In other words, social media is an opportunity for brands to transcend the traditional middleman (Neti, 2011). One of the many positives is that companies can build their own brand communities easily on the social media. There are some obvious benefits of brand communities which are facilitating information sharing, spread the history and the culture of brands, providing help to customers, and positively influencing brand loyalty (Laroche, Habibi and Richard, 2013).

McDonald’s can use the power of social media to interact with its consumers to understand their grievances. Perhaps the negative publicity that the company has received is due to lack of proper interaction with the customers (Selcke, 2012). Through social media such as Facebook and Twitter, the company can enlighten the public on the quantity of calories that is present in every food item. Millions of McDonald’s customers can be reached via Facebook and Twitter. The company should use its Facebook pages to apologize for any bad decisions, set the record straight, and even seek advice from its consumers to enhance positive publicity (Selcke, 2012).

Diageo is currently facing stiff competition from Penrod Ricard, with massive billboards of Penrod's Jameson Irish Whiskey coordinating each Diageo Johnnie Walker Scotch board, and their sales people likewise contending with them to get their brands into new bars and stores that open each year.

Diageo plc is a British multinational firm that owns some of the most popular alcoholic drinks in the world. The firm boosts a reputation of not only being the largest spirits producer in the world, but also being the world 's leading premium drinks company. The company has an extensive portfolio and their most popular drinks include Smirnoff vodka, Baileys, Pimms, Blossom Hill and Guinness. The company owns 312,120 Breweries, 312,130 Wineries and 312,140 Distilleries in the world and trade in near 180 markets, and employs more than 200,000 people in about 80 countries; of which include Great Britain, Canada, United States, Ireland, Spain, Italy, Africa, Latin America,