Molson was faced with the challenge of how quickly the contents of social media could spread to various constituencies. The student who uploaded the best photo determined by Molson Canada would receive a trip to Cancun, Mexico during Spring Break for themselves and three friends.
The specific social media campaign featured in the case is one that the undergraduate students in particular can understand because they were part of the target demographic. I divide the class in to five groups: Segment Attractiveness Analysis — Our analysis will work out which are the most attractive segments and which are the one the firm should go ahead and target.
However, engaging in social media means giving up control. This can be a lot of fun for the students as they get to exercise their creativity. Any relevant strategy that can be added. Factors that can reduce the sales. In the future, Molson Canada should not give excuses for mistakes they make.
Molson Canada also had a large community already established on Facebook. Upper Saddle River, NJ: This resulted in a learning curve and time would be needed to master social media marketing. The case encourages readers to ponder whether Molson's action was the only option available and to consider what its next steps might be.
Unique selling proposition of the company. It is better to start the introduction from any historical or social context. There may be multiple problems that can be faced by any organization. Some students take pride in attending a school that is known for partying.
This can be a lot of fun for the students as they get to exercise their creativity. Problems arose in the context of the message. Molson executives; university administrators; students who took part in the contest; students who did not take part in the contest; and consultants who advise Molson on social media.
Molson Canada expressed the contest was designed to use social media to engage its target market and did not intend to promote irresponsible drinking.
Reach — Molson had not anticipated people outside of the target market voicing their opinions. Differences Between Social Media and Traditional Marketing The uniqueness of social media marketing must be taken into account prior to starting a social media marketing campaign.
Traditional media provides this data at a much slower rate, often only annually. SWOT analysis helps the business to identify its strengths and weaknesses, as well as understanding of opportunity that can be availed and the threat that the company is facing.
Companies are familiar with marketing via traditional media. Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage. And its ratio with corruption and organized crimes.
Answer the necessary questions that are related to specific needs of organization Analyze the opportunities that would be happen due to the change. All companies must analyze and determine the best plan of action after they make the decision to start a social media marketing campaign.
Joy — Molson products bring together communities in celebration. In addition, the quantitative data in case, and its relations with other quantitative or qualitative variables should be given more importance.
Research showed that Facebook users were open to interacting with brands. They could have accomplished this by modifying the contest to require age verification and removing photos that showed excessive and irresponsible drinking. Following points should be considered when applying SWOT to the analysis: A cold shot to responsible drinking.Molson Canada: Social Media Marketing is a Harvard Business Review case study written by Deborah Compeau, Israr Qureshifor the students of Sales & Marketing.
The case study also include other relevant topics and learning material on – Marketing, Security & privacy.
This case describes the experience of Molson with social media to create brand awareness. Illustrates the problems involved in social media marketing. Molson faced the question of how quickly social media content could be extended to multiple groups.
Molson Canadian: The Rant case study solution, Molson Canadian: The Rant case study analysis, Subjects Covered Advertising media Advertising strategy Marketing planning by Robert J.
Fisher, Scott Walker Source: Richard Ivey School of Business Founda. Access to case studies expires six months after purchase date.
Publication Date: October 02, This case describes Molson's experiment with social media for creating brand awareness. Molson Canada: Social Media Marketing This case describes Molson's experiment with social media for creating brand awareness through a Facebook promotion.
The ‘Cold Shots’ campaign involved a photo contest targeting year-old college and university students.
Molson Canada: Social Media Marketing Case Solution, This case describes the experience of Molson with social media to create brand awareness. Illustrates the problems involved in social media marketing.