Coors Light
Executive Summary - Coors’ prominence in the beer industry has always been overshadowed by its bigger competitors like Budweiser, Miller and Molson, but new insights unearthed by this report may pave new roads for a more exciting future. The first part of our analysis describes the typical Coors drinker as an aged 25 to 44 male light beer drinker consuming almost seven bottles a week. He also works in a managerial or professional occupation earning over $30,000 annually. Coors’ three competitors also exhibit a similar consumer base with the exception of Molson being predominantly regular beer consumers. These conclusions are tested to be statistically significant. The second part of our report tests for associations. In the end we have found that males prefer regular beer while females prefer light beer. Younger people also showed increased interest in light beers, and are more likely to be a brand switcher rather than be loyal to a brand. Coors has the largest percentage of people working in managerial or professional occupations while people who categorized their jobs as others mostly described themselves as non-loyalty drinkers. The brand switching matrix analysis confirms the previous research on competitors. We lose the most consumers to Budweiser, Miller and Molson, but we also have a potential to gain new brand loyalists from those same three companies. This analysis also uncovers the strength of Coors’ potential market expansion by showing a brand strength ratio of 2.083. Moreover, we find that Blatz is most vulnerable to Coors in terms of the percentage of loyal consumers switching to Coors. The fourth division of the research attempts to better understand consumer lifestyles through factor analysis. We find that Coors has a relatively neutral stance in terms of innovation and risk-aversion, but has a higher score in terms of machismo. We identify that brands with the closest positioning are Busch, Michelob and Blatz. Of the