Molson's+Marketing+Techniques

 Target Marketing

Molson has gained a marketing edge by the amount of in field studies they did. Their sales representatives would go to bars and parties to discover what type of consumers drank beer and why they would drink one brand as opposed to another. One campaign determined that men went to bars and parties in order to meet women. Therefore Molson intended to promote their beer in such a way that seemed appealing to women. The Molson Label was designed to help them build confidence and succeed in their quest to meet women. Molson was able to "increase their sales somewhere in between 32.5 percent and 48 percent" (Belch, Belch, Guolla. Advertising and Promotion, 2008)



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