Swot Analysis Labatt Blue
CASE STUDY
LABATT BLUE
Problem:
Over the last number of years Labatt Blue has lost a significant amount of market share. How does Labatt Blue reestablish itself as Canada’s leading brand of beer?
SWOT Analysis:
Strengths
* History of memorable campaigns. “A whole lot can happen, Out of the Blue” is an example, with titles such as “Streetcar” and “Road Trip” as equally engaging ads.
* In-case promotions, giveaways, loyalty programs.
During the summer months Blue (and many competitors) are known for running promotions, which are the tactical activities used to stimulate purchases.
* Supportive of various events (CFL, NHL, etc)
The brand is the title sponsor, which gives them signage in the stadium, and national exposure …show more content…
4.9% increase from the previous year of $18,000,000 in 2007. * Marketing mix potential * Economic downturns lead to increased sales for product * More and more beer drinkers are using internet and social networking sites * Huge growth in value segment of beer industry * Large potential for refreshing product image * ‘Bottoms Up’ draft technology shows serious potential for sporting events
Threats * Spirits and wine sales on rise * Budget beer gaining popularity * Loyal Blue drinkers making switch to wine * Market being saturated by diversity in kinds of beer
Alternatives:
Rebranding. The biggest opportunity is to introduce Blue to an entirely new market: young sociable males. The baby boomers are, perhaps, somewhat set in their ways when it comes to beer drinking. Many are expected to continue shifting to wine and spirits and the majority of beer drinkers will remain young. Traditionally males dominate the beer buying market. If the perceived image is that Blue doesn’t stand for anything then the opportunity to reintroduce Blue to a new generation of undecided beer drinkers is huge. This opening doesn’t come without some serious risks. Canada’s beer market is highly competitive. A rebranding campaign would have to be very well-researched and strategically
LABATT BLUE
Problem:
Over the last number of years Labatt Blue has lost a significant amount of market share. How does Labatt Blue reestablish itself as Canada’s leading brand of beer?
SWOT Analysis:
Strengths
* History of memorable campaigns. “A whole lot can happen, Out of the Blue” is an example, with titles such as “Streetcar” and “Road Trip” as equally engaging ads.
* In-case promotions, giveaways, loyalty programs.
During the summer months Blue (and many competitors) are known for running promotions, which are the tactical activities used to stimulate purchases.
* Supportive of various events (CFL, NHL, etc)
The brand is the title sponsor, which gives them signage in the stadium, and national exposure …show more content…
4.9% increase from the previous year of $18,000,000 in 2007. * Marketing mix potential * Economic downturns lead to increased sales for product * More and more beer drinkers are using internet and social networking sites * Huge growth in value segment of beer industry * Large potential for refreshing product image * ‘Bottoms Up’ draft technology shows serious potential for sporting events
Threats * Spirits and wine sales on rise * Budget beer gaining popularity * Loyal Blue drinkers making switch to wine * Market being saturated by diversity in kinds of beer
Alternatives:
Rebranding. The biggest opportunity is to introduce Blue to an entirely new market: young sociable males. The baby boomers are, perhaps, somewhat set in their ways when it comes to beer drinking. Many are expected to continue shifting to wine and spirits and the majority of beer drinkers will remain young. Traditionally males dominate the beer buying market. If the perceived image is that Blue doesn’t stand for anything then the opportunity to reintroduce Blue to a new generation of undecided beer drinkers is huge. This opening doesn’t come without some serious risks. Canada’s beer market is highly competitive. A rebranding campaign would have to be very well-researched and strategically