Product Market Analysis
Product Market Analysis
COM/100
November 17, 2013
Product Market Analysis Paper
In 1873, Adolph Coors and Jacob Schueler, both German immigrants established Golden, Colorado brewery. In 1880, Coors bought out his partner and became the sole owner of Coors Brewing Company. Today Molson Coors Brewing Company is the third largest brewing company in the United States (Molson Coors, 2013). In 1990, Coors Brewing introduced Coors Rocky Mountain Spring Water. The product was short lived and was taken off the market in 1992 after only two years. There are a few problems with the marketing and advertising of this product.
To remarket this product I would start with the use of various types of media communication. Television, radio, magazine, and other social media outlets would be take advantage of. Television and radio commercials will be broadcast during sporting event on the major sports networks. The focus on the sports and outdoor community will be the main target. The Coors Company did not target these markets with their product. Magazines advertisements will be added to outdoor and sporting magazines. The product will be advertised on social Medias such as Facebook and Twitter. Facebook also gives the option of paying for more advertisement. This can triple the products reach more than 1000 different views a day.
The advertisement for this product was limited to television and magazines. The problem with the television is that Coors was tried to target their beer drinking customer. The times the commercials were aired were during the same times that beer commercials. The customer base that they were reaching limited the exposure. That consumer base is not interested in the Rocky Mountain Spring Water unless is has the rest of the ingredients in it. The big issue that this product has is in the name. Coors Rocky Mountain Spring Water makes you think of the alcoholic beverages that they are known for. This alone discouraged those
COM/100
November 17, 2013
Product Market Analysis Paper
In 1873, Adolph Coors and Jacob Schueler, both German immigrants established Golden, Colorado brewery. In 1880, Coors bought out his partner and became the sole owner of Coors Brewing Company. Today Molson Coors Brewing Company is the third largest brewing company in the United States (Molson Coors, 2013). In 1990, Coors Brewing introduced Coors Rocky Mountain Spring Water. The product was short lived and was taken off the market in 1992 after only two years. There are a few problems with the marketing and advertising of this product.
To remarket this product I would start with the use of various types of media communication. Television, radio, magazine, and other social media outlets would be take advantage of. Television and radio commercials will be broadcast during sporting event on the major sports networks. The focus on the sports and outdoor community will be the main target. The Coors Company did not target these markets with their product. Magazines advertisements will be added to outdoor and sporting magazines. The product will be advertised on social Medias such as Facebook and Twitter. Facebook also gives the option of paying for more advertisement. This can triple the products reach more than 1000 different views a day.
The advertisement for this product was limited to television and magazines. The problem with the television is that Coors was tried to target their beer drinking customer. The times the commercials were aired were during the same times that beer commercials. The customer base that they were reaching limited the exposure. That consumer base is not interested in the Rocky Mountain Spring Water unless is has the rest of the ingredients in it. The big issue that this product has is in the name. Coors Rocky Mountain Spring Water makes you think of the alcoholic beverages that they are known for. This alone discouraged those
References: Facebook. (2013, Summer). The Power of Facebook Advertising. Retrieved from https://www.facebook.com/business/power-of-advertising Factbrowser. (2013, Fall). Research discovery engine. Retrieved from http://www.factbrowser.com/tags/radio/?page=2 Molson Coors. (2013, November). MolsonCoors. Retrieved from http://www.molsoncoors.com/en/Index.aspx Natural Resource Defense Council. (2013, July 15). Bottled Water. Retrieved from http://www.nrdc.org/water/drinking/bw/chap2.asp