Molson Canada Social Media Marketing Essay

3181 Words13 Pages
Molson Canada: Social Media Marketing

K603

Table of Contents
Executive Summary……………………………………………………………...

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I. Key Issues……………………………………………………………………...

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II. Analysis……………………………………………………………………….

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III. Alternatives & Recommendation…………………………………………….

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IV. Implementation………………………………………………………………

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References………………………………………………………………………... 16

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Executive Summary
Molson Canada has been facing negative reactions their recent social media marketing initiative,
Cold Shots Campus Challenge. Parties claimed that this Facebook contest promoted irresponsible drinking behaviours among university students. As a result, Molson pulled the contest one week before the scheduled deadline. Now, Molson must
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They also have strong revenue, generating $3.61 billion in 2006 (Molson Coors 2006 annual report, 165). Internationally, Molson has 3.8% market share, the fourth largest. Molson also has a strong brand image because of corporate social responsibility initiatives and community involvement. Community involvement includes the responsible drinking program, charitable initiatives and sports and entertainment sponsorships. Molson has brand loyalty because they have been established in Canada for more than 200 years. A weakness is that
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Molson has few differentiated products and, therefore, may face cannibalism of their product lines. Currently, Molson’s strongest markets are North America and Europe. An opportunity for
Molson is to branch into Asian markets. Another opportunity would be for Molson to diversify their product brand to include beverages other than alcoholic drinks. A marketing opportunity for
Molson is to further develop their social media marketing strategy because their competitors have not yet successfully integrated social media into their marketing strategy. Some threats that
Molson faces are fluctuating prices of barley, wheat and aluminium. Furthermore, they face high competition in the industry level.
Porter’s Five Forces
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