Corona
Professor Young
Marketing Research Methods X460.6
Product Research
Corona Extra
[pic]
Table of Contents
Introduction 3
Competitive Profile 3
Company Profile 6
Customer Profile 7
Product Profile 8
Product Pricing 10
Distribution 11
Product Promotion and Reviews 12
Conclusion 13
Annotated Bibliography 15
Introduction
What beer label that comes to mind when thinking crisp and light imported Mexican brew? Here is a hint. It has become one of the most popularly advertised beers in the world and most desired when vacationing on the beach! The unsurprisingly answer is the decedent Mexican cerveza, Corona Extra. In 1925, Corona was first produced in Mexico City by Grupo Modelo and began US imports to California and Texas officially in 1981. Now it can be found almost anywhere in the world.
Crown Imports currently imports Corona and Grupo Modelo’s other mainstream beer, Modelo Especial. Corona has enjoyed exceptional success in the US market. One of the top sellers produced by the Modelo group happens to be the prestigious Corona Extra, topping the import beer market in sales. From the television commercials to billboards plastered all over our freeways, Corona has successfully reached the eye of many beer customers. The quality and taste of Corona is described as crisp, refreshing, and superb. So what makes this beer different from the rest? You can never find this quality beer on tap (in a keg) and it is bottled in clear bottles with blue Old English style writing.
Until 2008, consumers in the US were increasingly infatuated with what the world’s foreign countries had to offer. Imported beer enjoyed the same popularity. According to Jack Robertiello, author of Beverage Dynamics, the volume of imported beers had grown at a healthy 3.6% in 2007, with two imported beers (Corona and Heineken) making the top 10 best-selling beers in America.
However, since the start of the
Marketing Research Methods X460.6
Product Research
Corona Extra
[pic]
Table of Contents
Introduction 3
Competitive Profile 3
Company Profile 6
Customer Profile 7
Product Profile 8
Product Pricing 10
Distribution 11
Product Promotion and Reviews 12
Conclusion 13
Annotated Bibliography 15
Introduction
What beer label that comes to mind when thinking crisp and light imported Mexican brew? Here is a hint. It has become one of the most popularly advertised beers in the world and most desired when vacationing on the beach! The unsurprisingly answer is the decedent Mexican cerveza, Corona Extra. In 1925, Corona was first produced in Mexico City by Grupo Modelo and began US imports to California and Texas officially in 1981. Now it can be found almost anywhere in the world.
Crown Imports currently imports Corona and Grupo Modelo’s other mainstream beer, Modelo Especial. Corona has enjoyed exceptional success in the US market. One of the top sellers produced by the Modelo group happens to be the prestigious Corona Extra, topping the import beer market in sales. From the television commercials to billboards plastered all over our freeways, Corona has successfully reached the eye of many beer customers. The quality and taste of Corona is described as crisp, refreshing, and superb. So what makes this beer different from the rest? You can never find this quality beer on tap (in a keg) and it is bottled in clear bottles with blue Old English style writing.
Until 2008, consumers in the US were increasingly infatuated with what the world’s foreign countries had to offer. Imported beer enjoyed the same popularity. According to Jack Robertiello, author of Beverage Dynamics, the volume of imported beers had grown at a healthy 3.6% in 2007, with two imported beers (Corona and Heineken) making the top 10 best-selling beers in America.
However, since the start of the
Bibliography: Robertiello, Jack. (2008, March 1). Imported beer: brews from all over the world continue their growth in the U.S. market The Free Library. (2008). Retrieved October 19, 2009, http://www.thefreelibrary.com/ Beer Institute http://www.beerinstitute.org/statistics.asp?bid=198 Category Focus: Beer Raises a Glass to Rising Sales, by Sarah Theodore, April 15, 2008, Beverage Industry, http://www.bevindustry.com/Articles/Article_Rotation/BNP_GUID_9-5-2006_A_10000000000000309217 Beverage Marketing, sample charts from 2008 Imported Beer in the U.S. (November 2008), http://www.beveragemarketing.com/reportcatalog3d.html Beverage World, BevBeat – Beer, South West, http://www.csnews.com/csn/cat_management/malt_bev Modelo Especial to Debut New General Market and Hispanic Ad Campaigns, Reuters May 4, 2009