Only here to put cheer back into beer market (interview with the chief executive and marketing director of beer manufacturer Molson Coors on the companys marketing strategies)
Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 3
Handley L., , Hunter M. and , McDonough C.Marketing Week, October 2010, Vol. 33 No. 43, Start page: 16, No. of pages: 5
Reports an interview with Mark Hunter and Chris McDonough, Chief Executive and Marketing Director, respectively, of beer manufacturer Molson Coors on the marketing strategies and approaches that they are using to persuade more people to drink beer, to continue their push to become a global brand, and to ensure that their Carling brand stays at the top. Outlines the problems facing the company due to reports that beer consumption is declining in public houses, bars and at home, UK beer regulations are becoming tighter, and alcohol misuse is an increasing problem. Reports that, in spite of the gloomy market projections,Molson Coors, the brewer or UK distributor of brands including Grolsch, Sol,Cobra and Singha, as well as Carling, still aims to become the world’s fourth largest brewer by 2012, and is currently in sixth place. Explains that the marketing strategy also includes the company doubling its global net profit by 2010, and results for Q2 2010 indicate that this target might be achievable. Puts questions to McDonough on: becoming a chief executive; pricing; and social media measurement. Includes the opinions of three marketing experts: Matthew Osmon (FIBA); Paul Duncanson (Creative Brief); and Raoul Pinnell (Strategic Investment Partners).Article type: Viewpoint ISSN: 0141-9285 Reference: 39BB578
Keywords: Beer, Brand management, Brewing, Marketing planning, Marketing strategy, Organizations, Strategic marketing, United Kingdom
