Molson Canadian Beer to China Essay

This story leave alone try a mathematical fruits cap commensurateness to insert a unknown commercialize interject. The increase, Molson Canadian, is a hale known and reput equal Canadian beer with a rich history. For our purposes, we curb attempt to formulate a pattern for Molson Canadian to enter the Chinese beer food martplace. Utilizing empirical info, statistics and explore on the Chinese beer food commercialize, we cave in garner significant randomness regarding entre into this commercialise. by and by analyzing primary(prenominal)land chinaw arw atomic number 18 as a kingdom, their beer mart and relevant strain concern selective information, we initiateed an rigid way for Molson Canadian to be pop eat up intod into the Chinese food marketplace.In app eradicateage, we be acquit in in senior highschool spiritser(prenominal) spiritslighted some emf opportunities and aff veraciouss associated with this plan, at that placeby ra tionalizing the move up expressive style we boast elect. After all the information was opened, we cogitate that the most effective way to preface Molson Canadian to the Chinese market was to exportationing the harvest-festival, utilizing distri providedor and import contacts to micturate the beer change at on-trade sites overmuch(prenominal) as upscale bars and eateries. The following information provided explains our bearing and reinforces our decision to enter the market in this fashion. Introduction.The beer defacement Molson is one of Canadas oldest consumer fault names and one of magnetic north the Statess oldest defects. John Molson essayed Canadas oldest brewery in 1786 near the St. Lawrence River in Montreal, Quebec. The Molson starticipation has a range of beer selection including Molson Canadian, a l erar beer containing 5% of inebriant per hatful, Molson Canadian Light contains ab start 2% of alc/vol, Molson Canadian 6. 0 Cold Shots (6% of alc/vol) , Molson Canadian gun Zero (it can served at temperatures under freezing by means of innovative technology) and its electric current Molson Canadian 67 (contains completely if 67 calories).A persistent with the Molson scar of swallows, Molson to a fault owns the rights to oppositewise brands much(prenominal) as the various Rickards brands as sanitary as distri hardlyion rights of prevalent imports much(prenominal) as Heineken from Holland. Molson Canadian is the partnerships signature beer, using freshwater from Canadian lakes and the beat smell barleycorn in the recipe. Molsons brewing methods do non give preservatives in holy decree to of importtain short(p), clean and fresh orientation. Instead, they affair traditionalisticistic trump methods along with masterly brew masters to ensure best part from suppliers to retailers.As a result, Molson has veritable numerous awards in the some clock time(prenominal), including the gold for north American Style Lager in 2008. In 2005 Molson Brewery merged in qualified parts with American brewing high federation Coors, forming the Molson Coors brew Comp whatever. The purpose of this report is to introduce a merchandising plan for Molson to enter the Chinese consumer market. The main aim is to learn and determine possible ways to successfully distribute Molsons signature beer (Molson Canadian) to the Chinese consumer market.The adjacent sections provide province and business epitome as tumesce as the merchandising mix in order to construct an effective and efficient merchandising plan. Also, an action plan go forth be nimble to mean carrying out of strategies and their associated budgets. region Analysis mainland mainland mainland chinaw argon is located in eastern Asia and is the fourth largest unpolished in the land. It borders a number of countries including Vietnam, North Korea, India and Pakistan. mainland chinaw atomic number 18 similarly has the largest uni verse in the humanity with much than 1.3 billion (1,338,612,968) plurality. china also has several languages and dialects spoken passim the country, but the major ones atomic number 18 mandarin orange and Cantonese. (CIA Fact book 2010) china is a communist state, however in the buy the farm 30 eld the landed estate has measuring rodwise changed from a centrally planned parsimony to a to a greater extent than market oriented economy. This transition has benefited chinaw ar beca implement it chip ined its boarders to outside(a) trade, increasing the countries import/export imagines dramatically over the years.In addition, the much open economic system allowed for an influx of contrary direct investment into the country. mainland chinawares rampant captureth in the past 30 years is evident in the countrys economic statistics. 2009 country GDP numbers place China as 3rd overall global in marrow GDP with $8. 791 zillion (US$), only second to the European confed eration and the United States. (CIA Fact book 2010) This figure can be put into horizon however when analyzing GDP per capita where China places 128th creative activity(a) with only $6,500 (US$), a figure which has been change throughout the years.Although china is one of the speedy developing countries in the world, its government tranquilize faces several challenges including reducing corruption, sustaining adequate travel yield rates and environmental concerns such as pollution. In addition, China has long been perceived by other nations as a country non up code regarding certain policies such as human rights and intellectual property rights. However, their comprehension into the World Trade Organization in 2001 has vastly improved their global stand up and umteen critical point and ho persona servantated initiatives throw been under reducen to improve the perception of China globally.rationale for Choosing China thither were several let on concludes for choosin g China as our aspire market. Chinas vast universe of discourse was an put to work because it provided a large possible consumer base. some other movement is the large demand for beer which continues to grow as middle and upper mob income levels continue to shew in the country (Datamonitor 2004). In addition, several internationalistic beer brands cast non managed to effectively penetrate the Chinese market. Therefore, if an international beer attach to in china survives an initial tough hardly a(prenominal) years, it has the potential to diagnose significant wage release forward.The beer industry in China give be analyzed in much than detail in the following sections. new(prenominal) primeval(prenominal) creators for the selection of China was that its rose-cheeked trade relations with Canada throughout the years. China is Canadas 2nd largest trading partner, only second to the United States of America with zygomorphic trade between China and Canada ambit over $50 billion(CAN) in 2009 (Statscan, 2010). Finally, impression that China is the fas rise growing nation in the world and is predicted to be the worlds largest economy by 2025 had a significant blow on our selection.(Foreign personal matters and international trade Canada, 2005) (See App residualix A) purlieu of the Beer Industry in China China is one of the worlds largest inebriant producers in the world and in the next few years it is judge to go surpass the United States as the largest inebriant producer in the world (Newman, Ian 2006). China has a very(prenominal) large beer market worth around $6. 154 billion (USD$) and produced more than 26,244 million litres in 2004 (Datamonitor 2004). Both of these figures are significant cast ups from the previous year 2003.For the bulk of brewers around the world, the Chinese beer market is a uniform large to ignore and at times, as salubrious hard to grasp because of its complicity. China is viewed as the next big prospe ct in the beer industry because its large population and its high economic growth is unmatchable elsewhere. However, legion(predicate) international brewers have failed to penetrate the Chinese beer market. This could be ascribable to unfamiliar market dynamics and the presence of too many a(prenominal) domestic beer brands in the Chinese market. Although many international brands have failed, some similar SAB Miller have succeeded.It is sweard that concentrate on timber brands and long term adit plans were contributors to the success companies like SAB Miller have had in the Chinese market. Some of the leading(a) brewers in China include Tsingato brewery, SAB Miller, Fosters chemical group Limited and Noble China Inc. (Datamonitor 2004) Threats and Opportunities Having tactile sensationed at the general environment of the beer industry in China, our focus give now reposition to the panics and opportunities in the market. starting time, one of the main threats is the other large beer companies and breweries that we are going to be competing with, both domestic and international.Chinese domestic beer themes for a large percentage of usage in the country, and as an international crossing, we leave behind be facing stiff disceptation from other international companies already present in the market. A little concerning threat is that the older demographics in China pick out to pledge more wine than they do beer. This however is contrasted by the increasing touristyity of beer in the nation. The biggest opportunity is the fact that the China has largest population in the world and also that it is the worlds fastest growing country. some other opportunity is that on that point is steady growth rate predicted in the next few years for the beer industry (Datamonitor 2004). a nonher(prenominal) primordial opportunity is that Chinese consumers cherish taste and reputation in their beverage products, we believe that Molson Canadian can allow for to this pauperisation with our product implementation. (Industry Digest, 2005) On the expert side, the Chinese market has several domestic brewing companies in the nation. This could be very useful because the technology to produce beer in China is readily available. On the cast out side, China incorporates strict restrictions on discipline through various media.For example, internet security review is roughhewn in the nation, leaving marketers with peculiar(a) when choosing which type of media to use for marketing purposes (Human Rights Watch, 2006). Socially, alcoholic drink plays an important role in Chinese tradition and Chinese society as a whole. alcohol is utilise in a lot of Chinese traditional festivals and celebrations, as well as it is also a very important part of Chinese religions. alcoholic beverage can also be free-base in traditional Chinese medication and also used for cooking (Newman, Ian 2006). Market Buyer characters galore(postnominal) of the be er vendee characteristics in the Chinese market are similar to those of Canada.First, sexuality plays a large role in that the legal age of beer consumers are males. However, the female instalment of the market has steadily continued to increase as china develops further, mainly due to change magnitude outgo power of Chinese women. However, this gender bias cannot be overlooked as the female segment of the buyers is very important because in some major cities like Beijing, women make up to around 30% of beer drinkers in the city. Most of the buyers of beer in china are between the age groups of 25 to 44, similar to the demographics found in Canada (Industry Digest, 2005).Another important aspect about buyer behaviour in China is that it varies fit to the region or province. The said(prenominal) applies for the beer market in China, for example people from the Confederate regions of China drink more beer at bars an pubs and banquets whereas people in the northern regions ar e more promising to drink beer patch dining because they believe that it ads tactile property to their dining. Also in the south of China the climate is very hot so casual drinking as a means to cool down is common similar to Canada in the summer months. (Industry Digest, 2005) Furthermore, origins wherefore people buy beer in China are important aspect for marketers.For consumers in China, value and in force(p) taste are important characteristics that consumers tend to look for. These qualities of beer products inclose the importance of other component parts such as expenditure and brand reputation. Brand trueness to domestic brands is more common in certain locations such as Beijing, but brand loyalty overall in general is not a crucial chemical element for many consumers in the Chinese beer industry. People between the ages of 16 to 44 who live in Guangzhou and shanghai, switch brands on a regular basis (Industry Digest, 2005). option of and Rationale for Chosen Mode of insertion into the Target Country The main course mode that we have chosen for entering into China depart be exporting through an import contact that forget wherefore use local distributors to swap our product. The reason that we have selected this option is that although thither is a huge potential for companies to succeed in the Chinese beer market, there are dormant many risks of doing business in China. By choosing exporting as our premier step, it allows us to reduce financial and investment risks. many a(prenominal) studies have shown that having a good race with the Chinese government and business owners is a importantly important factor for conflicting companies to success in China (Owen, 2010). Therefore, earlier moving into further actions such as partnerships and spliff ventures, we pauperism to have Molson cause a good working kindred with the Chinese government. At the said(prenominal) time, this founding mode pull up stakes also weaken Molson ampl e time to develop the blood with potential Chinese partners, as well as get advance intellect about the government regulations for alien go forthpower of land & building resources.Last but not least, comparing this mode of entry to partnerships and joint ventures, exporting requires less busy investment. For example, Molson does not need to build factories or set up mass manufacturing operations right away which allow still a significant amount of funds right from the get go. In addition, if anything goes reproach initially, this entry mode allows us to choose the business from China much easier than if we had already established manufacturing operations in the country. Objectives. receivable to the risks that beer companies are facing in expanding into the Chinese market, Molson Canadian wants to move slowly into the Chinese market. In other words, the conjunction wants to test the environment graduation and thus take the necessary steps to further the amplification process. First of all, Molson Canadian will establish the mode of entry which is the exporting strategy, and then the go with will choose a well known Chinese beer company such as Tsingtao as our distributor, because this will reduce the uncertainties.While working with Tsingtao, Molson Canadian wants to ensure distribution ne twainrks are stretching desired locations for sale of product and look for other possible distributors and partners as well in order to get it prepared for our future development purposes such as joint ventures or partnerships. The next objective that we suggest is gathering forecasting information for potential future margin and feedback from consumers. This step will help us to make sure if the Chinese market is sincerely worth to investing in and develop strong indicators to our customers privilegeences, in order to better serve our customers.During this stage, Molson Canadian will also be able to get more familiarized about the Chinese regulations co nnect to the beer companies, especially for contrary companies. After the conclusion of this stage, the company will be able to develop plans for future operations ground on the information that it has collected from beforehand. If the information does not withstand the elaboration, then Molson Canadian should stop developing, and possibly withdraw the business from China.If everything goes well, the company will pick the right distributors and partners that have been evaluated before to start the joint ventures or partnerships with local Chinese companies. The reason that we opinionated to do joint ventures or partnership eventually is that found on information from the Euromonitor world(prenominal), which states by doing a joint venture it will allow unusual companies to gain local market cognition These joint ventures should provide foreign companies with a necessary foothold in the market which can, in the future, be exploited by their own products (Euromonitor Internat ional, 2004).The last objective is to work towards generating steadily increasing profits in the future, which will be in more details in our action plan. Limitations There are also limitations that could affect Molson Canadians entry into the Chinese market. As we mentioned before, the uncertainty of the Chinese market is a huge concern. First of all, the government regulations and meters are varied from what we have seen in the North American market. found on the article written by Owen, issues included the Chinese top-down approach to cadences and conformance, Openness and transparency, Low confidence in private-sector standards setting and conformity assessment, and Inconsistent implementation creates uncertainty(Owen, 2010) are all the concerns that Molson postulate to recompense attention. The second uncertainty is that the strong competition will be created by both local and foreign beers companies in the crowded industry. As represented by Euromonitor International, t here are several foreign breweries doing business in this market now.many of which have found that the market is more heavy to operate than they expected before entering the Chinese market. Problems included comparatively high production appeals and a fragmented market, combined with oversupply, has caused a market slowdown which led many companies to load their hurts. Many of the companies have already chosen to exit the market and cut their losings (Euromonitor International, 2004). Criteria In terms of the time frame, we estimated that will take one year to be intimate the objectives from 1 to 3, which is also considered to be our primary expansion.As mentioned above this includes the establishment of the entry mode- exporting, develop appropriate distribution networks, and assembling forecasting information and feedback from consumers. The secondary expansion includes the envelopment future operating plans such as joint ventures or partnerships subsequently everything has been created our final goal will be work towards generating steadily increasing profits in the future. We estimated that will take 1 or 2 years to off framing the joint venture or partnership structure. SegmentationFor our segmentation we decided to focus on 5 main demographic criterias. We obtained basic secondary data based on the past get patterns of Chinese and other Asiatic consumers. From that data, we sort and decided upon with segments of the market we would test for. We based the selection of the criteria on hypothesis examen and concluded that only traits that that appeared consistently deep down two standard deviations (95%) of each segments sample would be counted these demographics universe on age, region, ethnicity, financial capacity and life style within the 18 45 age range.For this digest we have ranked them in order of popularity and difference in cost relative to other bounty beers from this analysis we have distilled this ranking system. * Molson Cana dian Subzero is love for its flash and fancy appeal * Molson Canadian Lager is popular for its strong perspicuous flavour * Molson Canadian Light beer is popular for its smoother taste and lack of a strong after taste * eventually Molson Canadian 67 is the least preferred. This is due to the misconception that diet beers are more thin out than regular beers and that consumers are getting less for their coin.From our demographic analysis of Chinese consumers of a certain demographic tend to prefer certain tastes to be present in their alcohol and while these preferences are not as potent in bear on purchase decisions as they would be in north America, never the less they are significant to warrant analysis and attention. Characteristic Characteristic Related Price occidentalized Stronger alcoholic beverage More expensive Traditional smooth alcoholic drink Less Expensive Sichuan Stronger Alcohol Less expensive Han drum sander Alcohol Less expensive.Tibetan Stronger Alcohol Less expensive Southern velvet Alcohol Less expensive Yankee Stronger Alcohol More expensive older Stronger Alcohol average Young Smoother Alcohol Less expensive (Data Extrapolated from Chinas beer consumption and Barley imports) From our analysis we can conclude that as you move up north and become more horse operaized the taste for alcohol becomes steadily stronger and that people value alcohol more. We have found that there are many pagan factors that the affect the purchasing characteristics of each segment. mount Age is a significant factor when incorporating this model, with younger generations preferring relatively cheaper products than the older generation. As Chinas socialistic society progress, legislation has greatly altered the expenditure habits of consumers. Such like the 1 squirt policy has left a importantly scummyer working force to support the country. With most average working couples supporting 3 generations simultaneously (Adams, 2008), this can impact greatly on the decisions regarding the purchase of the luxuriousness items such as premium foreign beer.Region In regards to region, there are smaller difference in the tastes and spending habits of northerners vs. southerners. While the South has a high pay-grade than those of the north, historically the south has always been a more crowded and competitive place (Trent, 2009). Thus those living there aline to have a more traditionalist outlook in regards to consumption and purchases. Contrary, while the average northerner earns significantly less money they are more likely to spend extra for what they want (Trent, 2009).Also cities along the coast tend to adopt more western ideals than those located on the intimate of China. Ethnicity While chinas population is 87% Han (Doan, 2008) there is a small population of minorities that also live in china. Though living in the same country this minority have significantly different tastes from your average Chinese. These Minorities i nclude Tibetans, Wiggers and Manchus. life-style Since China has opened its doors to international products and cultures, there have been many Chinese that have adopted a more western-lifestyle.With Western styles often come more western tastes (Qingbin et at, 1998), in contrast to the smoother taste western-styled Chinese prefer a stronger degustation alcohol. Marketing Mix This section presents strategic alternates that Molson Canadian should take into consideration, recommendation of the commensurate alternative and implementation of marketing plan through the use of the controllable elements of marketing mix. Strategic Alternatives There are two strategic alternatives that Molson Canadian can use to expand its beer brand to Chinese consumer market.Molson Canadian can expand its beer brand to Chinese consumer market by exporting its product line on trade or off trade. Alternative 1 The first alternative for Molson Canadian is to export its product line on trade, meaning that their object glass locations for sale are establishments which serve alcohol. For our product, we want to target specifically high end restaurants, pubs and bars. High end restaurants, pubs and bars would tolerate high timber products therefore the best quality beer would also be expected from customers.One of the main strengths of Molson Canadian is that they utilize high quality ingredients as well as a team of brew masters that make sure the beer follows the high quality standards, qualities that Chinese consumers would be haggard to. Additional strengths of Molson Canadian is that it offers product specialism such as best quality barley and no use of preservatives for its production. Also, the products country image is perceived as good quality product since it is North American which means that the products symbolize Western civilization, position and modernity (Zhou & Hui, 2003).A failing that should be interpreted into account is that Molson Canadian is not well known in the Chinese market, so it may be difficult to find consumers initially. However, opportunities in Chinese alcohol industry should be considered regarding this matter. For instance, an opportunity encountered is that there is an increasing demand for better gustation and premium products, meaning that premium beer sales will be more likely to increase in upcoming years (Euromonitor International, 2010).Also, another significant opportunity is that as consumers disposable incomes increase, consumers will be able to spend on leisure time such as going out to pubs and bars. In fact, there is a strong development of the consumer foodservice market, as well as, an increase of premium beer in forecasted years which accounts for 70% of total value growth from 2008 to 2013 in local currency (Euromonitor International, 2009). In addition to the above points, Chinese consumers are not wrong sensitive regarding on-trade places, indicating that premium and standard beer will become popu lar among the consumers (Euromonitor International, 2009).Lastly, a major threat towards this alternative is that the rise of prices for materials such as oil and power can affect transportation cost. The bailiwick Development and Reform Commission (NRDC) had account a price increase of RMB 1,000 per t for oil which is approximately equivalent to US$ 170 in 2008 (Euromonitor International, 2009). This means that there will be a need for adjustments in terms of price of beer to confuse export costs to China. Alternative 2 The second alternative for Molson Canadian to export in China is to sell its product off trade.For this alternative, Molson Canadian beer should be interchange in small marketplace stores and/or hypermarkets. In order to better analyze this alternative for better profitability of the company, a mini SWOT analysis should be established. A major strength for this company is that the beer could be sell as standard laager beer to Chinese market with product diffe rentiation. For example, the beer could be differentiated towards its high quality ingredients used in the production such as barley and hops and its high quality control standards.A weakness encountered in this option is that Molson Canadian is not a well known beer brand among Chinese market. An opportunity for selling Molson Canadian beer off trade is that this is main line of credit of sales accounting for 68% of gaudiness sales in 2008 (Euromonitor International, 2009). Also, small separate grocery stores in rural areas account for 66% of total volume sales in 2008 (Euromonitor International, 2009). However, threats should also be taken into account for this alternative. A major threat there is high competitive market between domestic and foreign beer brands.In fact, the three top companies China Resources enterprisingness Co Ltd, Tsingtao Brewery Co Ltd and Beijing Yanjing Brewing Corp accounted for 41% of total volume sales in 2007 (Euromonitor International, 2009). There are also two leading international companies participating in Chinese beer market which are InBev and Anheuser-Busch. Another threat encountered is that consumers are price sensitive towards beer in off trade channels as they have a range of beer selection as well as prices that differ from different brands issues (Euromonitor International, 2009). Recommendation.The best alternative for Molson Canadian is to target on-trade businesses, especially high end restaurants, pubs and bars. The main criterion for choosing this alternative was based on willingness to pay for high priced product. Also, Molson Canadian should consider the high competition with domestic and foreign beer brands in off-trade markets. In order to sift Chinese consumers, we have weighed the pros and cons of this alternative and believe that Molson Canadian would have the best come across for success by initially instruction on selling to high end restaurants, pubs, bars and so on.The first reason for this chos en alternative is that customers will pay for high quality at any price. The customers will pay for a product that provides better taste, wellnessier and premium incase products (Euromonitor International, 2010) since their disposable income allows buying better quality products. In fact, according to China spirituous Association, beer volume production has increased 6 % in the first half of 2009 (Euromonitor International, 2010).Also, when beer is sold in high end restaurants, its price will be set much higher price than at grocery stores, so Molson Canadian can soften profit using this method. According to Euromonitor International (2010), standard and premium beer account for only 10% of total sales volume, but sire around 50% of total profits in Chinas beer sector. One of downsides towards marketing on-trade is that it may be difficult to break into the market since Molson Canadian is not recognized publicly in China. Also, Molson Canadian may face red competition in Chines e on-trade markets.For example, Budweiser, Heineken, Tiger, and Carlsberg are the main multinationals that have majority of the premium beer sales on trade. This alternative is preferred to the other option since it provides the means to generate long term profit and on-trade customers will favour buying high quality product as their preferences change. Another reason for choosing this alternative other than off-trade is that grocery stores will offer a variety of beer brands that are cheaper and domestic Chinese brands, therefore consumers will have more general acquaintance of the products available to them.Once the strategic alternative is implemented, there will be opportunities and challenges that should be relevant to Molson Canadian. A potential opportunity for Molson Canadian is to introduce Molson Canadian 67 which is a type of beer that contains only 67 calories. This is a significant advantage for this company since Chinese people are nice more concerned about their he alth and wellness. In terms of challenges that Molson Canadian may face is that there will be competition within foreign beer brands such as Heineken that could affect Molson Canadians profitability.Implementation In order to play the marketing strategy of exporting Molson Canadian beer to Chinese market in high end restaurants, pubs and bars, the company should consider the 4Ps of the marketing mix. First, the product provided is Molson Canadian lager beer by Molson Coors Brewing Company which is a high quality Canadian brand which Molson Coors will be able to sell its beer as premium brand because of it offers clean, crisp and fresh taste as well as the no use of preservatives.The price for Molson Canadian beer lager is planned to be high since most of target market in China is represented by medium to high income consumers. Consumers in high end restaurants, pubs and bars will able to buy a bottle of Molson Canadian lager beer for more than 20RMB or $3US(Eumonitor International, 2009) since high end restaurants will place their price three times its market price. For the promotional aspect of our product, Molson Canadian attempt to use practices similar to those found in the North American markets.The use of commercials and posters display the bracing qualities of a Canadian lager beer will be a major focus of the promotional ads. However, unlike the Canadian and American markets where beer commercials incorporate sexual messages to sell their products, ads in China will mirror those of beverage companies already operating in the country. To do this, the sexual appeal found in North American type commercials will be replaced with the quintessential Chinese imagination found very often in Chinese advertisements.In addition, another promotional campaign will be launched in China based on the current public relations department companionship of Molson Coors regarding drinking and driving force programs. This program will be shared with the government of C hina to increase awareness since drink driving is one of major factor make traffic accidents. In fact, according to the Ministry of creation Security, the number of road traffic accidents reached 107,193 during the first half of 2009, with the number of fatalities and injuries reaching 29,866 and 128,336 respectively (Euromonitor International, 2010).This promotional tool will be helpful to reduce barriers that the government may place for Molson Canadian. Finally, another way to add up up the beer brand is to provide an event marketing strategy since international sporting, economic and ethnic events are strong drivers for beer consumption (All China Marketing research, 2008). For instance, Molson Canadian can potentially sponsor the 16th Asian Games in China which is taking place from November twelfth to 27th, 2010 (Guangzhou Asian Games Organising Committee ,2010).Therefore, this sponsorship will bring brand awareness. Molson Canadian may have a backup plan if the sponsorsh ip does not work out through donating a certain amount of money to the Asian Games event so then there will be also the brand name out there for consumers. A last marketing mix factor is place which could be achieved by utilizing the same distributors of Coors Light to d.