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).
Table of Contents
1. Introduction
2. The SOSTAC-Model
2.1 STAGE ONE -SITUATION ANALYSIS
2.1.1 History and PESTEL-Analysis
2.1.2 Analysis of influence of these factors and behaviours
2.1.3 Analysis of substitutes referred to beer for women
2.1.4 Name of potential factors to promote “Clear”
2.2 STAGE TWO -OBJECTIVES
2.3 STAGE THREE - STRATEGY
2.3.1 Segmentation
2.3.2 Targeting
2.3.3 Positioning
2.4 STAGE FOUR -TACTICS
2.5 STAGE FIVE -ACTION
2.5.1 Website coupon promotion
2.5.2 TV-Spot
2.5.3 Flyer, Online- and Print-Media-Ads
2.6 STAGE SIX -CONTROL
2.6.1 Control by numbers
2.6.2 Impact on website visitors numbers
2.6.3 Control website coupon promotion and TV-Spots
2.7 STAGE SEVEN -SITUATION ANALYSIS AFTER CAMPAIGN
3. Conclusion
4. Bibliography
Objectives and Core Topics
The primary objective of this assignment is to develop a structured research methodology and guideline for launching "Clear," a new beer product tailored specifically for women, for the company Molson Coors, with the ultimate goal of increasing the market share of female beer consumers in the UK.
- Application of the SOSTAC-Model for structured campaign planning
- Analysis of market factors, consumer behavior, and product positioning
- Development of targeted communication and promotional strategies
- Measurement and control frameworks for campaign effectiveness
- Addressing societal barriers to female beer consumption
Excerpt from the book
2.1.1 History and PESTEL-Analysis
On the first step (week 1) we perform a quick analysis on the history of the market earlier advertising, ajar Sissors (2002), as well which political, economical, social, technical, environmental and legal factors, ajar Fahey (1986), might have had an influence on beer drinking for women and which could influence it in the future.
So we get a clearer understanding and overview about factors that could influence the beer consumption of women. Moreover, there might have been times when women have ever consumed significantly more or less beer. Through these findings we can further explore how we can use changes in the factors for us. The most decisive factors will be social factors on the one hand like „man drinks, woman drives“, maybe it is not sexy if women drink beer, the beauty ideal is that woman have to be slim and beer consumption might increase their BMI, Duncan (2009) or people talk bad about them. On the other hand there are factors like lifestyle (maybe more women in bars and more DINKS), demographic factors, incoming distribution, more women in better jobs. The environmental organic food trend could give a possibility to promote “Clear”.
Summary of Chapters
1. Introduction: This chapter introduces the research purpose regarding the launch of a new female-oriented beer product for Molson Coors and establishes the use of the SOSTAC-Model.
2. The SOSTAC-Model: This section details the seven-stage planning process, covering everything from initial situation analysis to final post-campaign evaluation.
3. Conclusion: The conclusion synthesizes the 19-week process, highlighting the progression from analysis and strategy to implementation and performance monitoring.
4. Bibliography: This section provides a comprehensive list of all printed literature, journals, and internet sources cited within the assignment.
Keywords
SOSTAC-Model, Molson Coors, Clear, Marketing Campaign, Female Beer Consumption, Market Segmentation, Advertising Strategy, PESTEL-Analysis, CAPI Survey, Consumer Behavior, Brand Positioning, Campaign Evaluation, Website Promotion, Social Acceptance, Target Audience
Frequently Asked Questions
What is the core purpose of this document?
The document serves as a strategic assignment to outline a research-based methodology for launching a new beer product named "Clear" aimed at the female market segment for Molson Coors.
Which theoretical framework is utilized for the campaign structure?
The work employs the SOSTAC-Model, originally developed by P.R. Smith, to ensure a logical progression from situation analysis through to control and evaluation.
What is the primary research objective?
The main objective is to identify the most effective way to enter the market and increase the proportion of women who consume beer in the UK, targeting an increase from 13% to 18%.
What methodological approach is recommended for gathering data?
The author recommends a combination of Desk-Research for initial environmental analysis and Computer Assisted Personal Interviewing (CAPI) for more in-depth consumer behavioral research.
What does the main body of the work address?
The main body systematically works through the seven stages of the SOSTAC-Model, specifically addressing analysis, objectives, strategy, tactics, action plans, and control mechanisms.
Which terms best characterize this marketing proposal?
Key terms include Marketing Strategy, Brand Positioning, Consumer Segmentation, Campaign Planning, and Performance Control.
Why is the "CAPI" method favored over online surveys for this project?
CAPI is preferred because it allows for more complex, face-to-face questioning and avoids the potential bias of focusing solely on individuals who are frequent internet users.
How does the campaign intend to address the social stigma of women drinking beer?
The strategy involves using TV-Spots featuring trustworthy and accepted female celebrities, as well as an online raffle, to shift perceptions and normalize beer consumption among women.
- Quote paper
- Sascha Kurth (Author), 2010, Molson Coors to launch “clear beer for women”, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/165494
