This assignment develops a research methodology for a campaign to launch the new product
“clear beer for women“ for Molson Coors. Women drink just 13% of the beer consumption in
the UK, according Brandrepublic (2010). The assignment develops a guideline that explains
which kind of research is when to be done to find the best way to launch the product in the
market and increase the share of beer drinking women.
To structure the research, we will use the SOSTAC-Model by Smith (2008).
Inhaltsverzeichnis (Table of Contents)
- Introduction
- The SOSTAC-Model
- STAGE ONE-SITUATION ANALYSIS
- History and PESTEL-Analysis
- Analysis of influence of these factors and behaviours
- Analysis of substitutes referred to beer for women
- Name of potential factors to promote "Clear"
- STAGE TWO-OBJECTIVES
- STAGE THREE - STRATEGY
- Segmentation
- Targeting
- Positioning
- STAGE FOUR-TACTICS
- STAGE FIVE-ACTION
- Website coupon promotion
- TV-Spot
- Flyer, Online- and Print-Media-Ads
- STAGE SIX-CONTROL
- Control by numbers
- Impact on website visitors numbers
- Control website coupon promotion and TV-Spots
- STAGE SEVEN-SITUATION ANALYSIS AFTER CAMPAIGN
- STAGE ONE-SITUATION ANALYSIS
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This assignment investigates the marketing strategies for launching "clear beer for women" for Molson Coors, focusing on increasing the share of beer drinking women in the UK. The assignment aims to develop a research methodology using the SOSTAC model to guide the launch campaign.
- Analyzing the market landscape: The assignment focuses on understanding the historical context and current factors influencing women's beer consumption in the UK.
- Identifying target audiences: The assignment seeks to identify specific target groups of women and their attitudes towards beer and its substitutes.
- Understanding market dynamics: The assignment aims to analyze the competition in the alcoholic beverage market, particularly substitutes for beer, and their positioning within the target market.
- Developing a research strategy: The assignment proposes utilizing both desk research and quantitative research methods like surveys to gather data and understand consumer behavior.
- Defining campaign objectives: The assignment outlines clear objectives for the launch campaign, including increasing awareness and improving the social acceptance of beer drinking women.
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the assignment's focus on developing a research methodology for launching "clear beer for women" and highlights the low share of beer drinking women in the UK. It also introduces the SOSTAC model as a framework for the research.
- The SOSTAC-Model: This chapter provides an overview of the SOSTAC model, outlining its stages for planning and executing advertising campaigns.
- STAGE ONE-SITUATION ANALYSIS: This chapter focuses on the initial stage of the SOSTAC model, encompassing a historical analysis of the market, a PESTEL analysis of influencing factors, and an examination of substitutes for beer among women.
- STAGE TWO - OBJECTIVES: This chapter outlines the specific objectives for the launch campaign, including increasing awareness and improving the social acceptance of beer drinking women.
Schlüsselwörter (Keywords)
This assignment focuses on the marketing strategies for launching "clear beer for women," utilizing the SOSTAC model for research methodology. Key areas of focus include market analysis, target audience identification, competitor analysis, consumer behavior, and campaign objectives. The study aims to develop a comprehensive understanding of the factors influencing women's beer consumption and to propose strategies for increasing its acceptance and market share.
- Quote paper
- Sascha Kurth (Author), 2010, Molson Coors to launch “clear beer for women”, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/165494
