Labatt Blue
Target Market Positioning Competitor analysis Positioning charts 2014 marketing plan - Goals Outline Calendar Media plan TV Sport magazine Club posters Event Creative plan Budget plan
Questionnaire
Sex Questionnaire Female Male Female Todo el. Female cuadro Female Male Female Male How old are you? 18 -25 25 -29 25 -29 18 -25 above 30 25 -29 18 -25 18 -25 Do you know Labatt Blue no, never heard of it yes, I know it but I don't usually buy it yes, I know it but I don't usually buy it yes, I know it but I don't usually buy it no, never heard of it
18 - 25 Relaxing Targeting: Target Market No Yes Sporty No Yes Canada No Niche market: 18 -25/ Canada/ People who like sports/ relaxing
Canada Beer market share (2010) 6% Labatt Blue 9% 41% Positioning Plan: Competitor Analysis Molson Canadian Heineken 44% Others Top 5: Canadian Beer: 1. Labatt Blue 2. Molson Canadian 3. Molson Export 4. Moosehead 5. Alexander Keith’s India Pale Alcohol beverages market share
Taste Fruity Cider $11. 95 Labatt Blue $2 Positioning Plan: Charts Wine Molson Low $12 $2. 3 Price Heineken $2. 7 Bitter High
Trend Cider w Ne Positioning Plan: Charts Fashionable Labatt Blue Molson Canadian Age Young Heineken Labatt Blue Wine Classical Old
2014 Marketing Plan Goals: Our goals for 2014 are to attract more young people to get to know the beer, recall the image and continue the previous advertising. “We want to be a leader in Canadian Market”
2014 Marketing Plan Young people drink beer for having fun, gathering at sports events, feeling free to express passion. “Open Labatt Blue, get united”
Strategy: Media Plan Tv commercial, sports magazine, posters, event Creative Plan: TV: reposition the image of the beer as Young and fashionable Event: To be recognized everywhere
Media Tactical Plan Januar Februa Marc Septe Novem Decem y ry h April May June July August mber October ber 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 44 4 4 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 637 8 9 0 1 2 3 4 5 6 7 8 Month Weeks TV Calendar (Tactical calendar year) Sport Magazines Social Media Bar/pub posters Events Public Relations/Promoti on Tactical Plan: • Tv: Flighting • Social Media: Continuous Schedule • Events: Flighting • Public Relationship: Flighting Sport Magazine: Pulsing Bar/ Clubs posters: Pulsing Promotion: Flighting
üMedia Plan: TV Commercial Sport Magazine Social Media Bar and Clubs posters Creative Plan ü Public Relation: § Sponsorship § Event: “Labatt Blue Cup” ü Promotion: • Open Labatt Blue, get a surprise
TV Commercial Sports Magazine Media Plan Social Media Bar and Clubs Posters
❶ ❷ TV comercial (CBC/ TSN) ❸
Ø Channels: Most viewed hockey Channel TSN Most viewed basketball channel TV commercial ØTime: May and first two weeks of June – National Hockey League(NHL) season Every Day 10% of exposure Ø Tactical plan: § Flighting Strategy Reasons CBC
Ø Magazine: Sports magazine Is founded in 1942 A huge number of readers A traditional sports magazine ØTime: The whole year and put more emphasis in May Full page - ½ horizontal spread Ø Tactical plan: § Pulsing strategy Reasons The Hockey News
ØSponsorship Public Relation ØEvent: Labatt Blue cup Goals: To encourage more Young people involved with sports. Build up good relationship by supporting sport events. Be more recognised. Make the beer a more fashionable choice for gathering with friends.
Public Relation Sponsorship: Hockey Baseball Football Hockey games sponsorship Specially in May
Public Relations Event Name: “Labatt Cup” Date: 11 September University vs university Free beer for the audience Competition Cheerleading competition Basketball – second popular sport in Canada WINNER: Tickets of beer dicounts
“Open Labatt Blue, get a surprise” ØTime: § May Promotion ØReasons: § Season of the hockey games, to encourage people to buy more beers in these days. ØExecution: § the prize is on the lid, once you open the can, you can find whether you win the prize. • A pack of nuts/ 100 units • Labatt blue beer glass/ 2 units • Mascot of Labatt bear/ 1 unit • Buy one get one free/ 20 units
Budget (2. 5 million usd) Medium TV Allocation 25% ($625000) Rationale Expensive, popular, effective. Sports magazine 5% ($125000) Influence people who like sports. Social Media 5% ($125000) Low cost, penetration. Posters in club 5% ($125000) Cheap, immediately purchase. PR: Event 34% ($850000) Expensive, massive promotion. PR: Sponsorship 2% ($600000) Expensive, good reputation.
Sports magazine advertising cost: Cost of advertising per month: $10416, 6 Circulation for <<The Hockey News>> : 100. 058 Budget plan CPM of sports magazine per month: $102, 9 TV channels advertising costs TSN’s cost of advertising for 6 weeks: $91500 CBC’s cost of advertising for 6 weeks: $525000 Ratings: 20/per day X 6 weeks=840 CPP of TV channels for six weeks: $733, 9
Goals ØProfit (15% growth) ØNew reputation ØRecognition (more popular) ØWhen people gather around, they will think of Labatt Blue ØHigh revenues
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