A second alternative for Molson is to use one of their top
opportunities mentioned in the SWOT analysis, their sports and entertainments
sponsorships. (figure 1) A way to use
that opportunity is to run sporting events campaigns through a photo challenge contest.
Since hockey is one the leading sports in Canada, Molson can do a hockey teams
fans photo challenge as they have previously done with the “Cold Shot” campus
challenge. The fan team with the most pictures of themselves drinking Molson
product posted on the Facebook group profile could be named Molson most
valuable hockey fan and could get a cash award or a paid vacation trip. To implement
this plan, Molson will need to have a designated strategic communication team
in charge of producing and running the ads on social media. In addition, they
will need to have a legal consultant team that will go over the ads contents before
there are published to avoid potential lawsuits, and uproar from society. The
second alternative seems to be best course of action for Molson, and it will
help spread their brand awareness around the country and beyond. This alternative
should have a direct impact on sales as well.
The first alternative for Molson is to keep advertising to
college students between the age of 19 to 24 by running a responsible choices
ad campaign that encourages responsible consumption of alcohol. By doing so,
Molson will still be practicing their mission value of promoting “legal and
responsible decisions about drinking.” () As an incentive, Molson may give scholarship
reward to the college with the lowest drinking related accidents on campus.
However, this alternative may be dangerous because there are under age students
on campus and the question will remain, is Molson promoting under-age drinking?
Molson’s attempt to promote their products through social
media was an epic failure. The “Cold Shot” campus challenge targeted at students
between the age of 19 to 24 to increase their brand awareness resulted in
Molson withdrawing their ad a week prior to its end date. () Molson’s idea to
use their Facebook profile seemed like an excellent idea and great opportunity at
the time. However, Canadian universities’ administrators and students felt that
they were getting a bad reputation associating with Molson’s campus challenge contest
thus became one of Molson’s weakness because they were unconsciously promoting
under age and binge drinking. Molson’s could face lawsuits threats because of
their failed marketing strategy. As a result, Molson’s upper level management
may want to stop the usage of social media to promote their brand which, is one
of Molson’s leading opportunity. As a well-known company, Molson can use social
media as an avenue to spread their brand around the country and beyond. A
threat that Molson faces by using social media as an avenue for promoting their
brand, is the loss of control over the contents of their ads on social media
websites. (figure 1) How can Molson use social media to best use?