Marketing Plan Justin Owusu, Emily Cibulak, Alejandra Martinez and Carly Schmidt ADMC 150 OLB 11.04.2019
Brand Overview • Found in 1925, Mexico • Produced and distributed by Group Modelo • Available in over 150 countries • Strong brand values that embody Corona’s “find your beach” attitude
Current Market Situation Competitive Landscape • Direct competitors- Budweiser, Heineken • Sales are effected by availability • Sales are effected by cost
Current Market Situation Business Environment • The economy directly impacts sales of Corona • Marketing strategies must follow the trends of the consumer- i.e. • Corona Light • Eco-friendly efforts
Current Market Situation Targeted Segment • Geographic • North and South America • Psychographic • Adventure seekers, outdoor lovers and summer lovers • Demographic • English and Hispanic • Male and Female • Middle- upper class • Younger audience reach
SWOT Analysis Strengths • No. 1 Selling import beer in US and Canada • Strong brand image
SWOT Analysis Weaknesses • Cost of distribution is on the rise as Corona wants to stay in Mexico • Targets a specific audience
SWOT Analysis Opportunities • Company expansion more facilities • Market diversification • Growth in the Asian market • Product expansion
SWOT Analysis Threats • Direct competitors • Budweiser • Heineken • Attitude towards beer • The economy
Objective • Increase active purchasing of Corona beer • Make Corona a “go-to” item when drinking beer • Measure active sales per quarter
Marketing Strategy The 4 P’s
• Product • One of the most consumed beers in the world • Price • Premium pricing ensures quality and supports production • Place • Beer stores • Liquor stores • Restaurants • Select grocery and convenience stores • Promotion • Strong brand and brand values
Marketing Strategy Product Line Pricing • High quality product • Canadian pricing - $14.95 for 6 pack • Product bundle pricing - buying bulk for restaurants, etc..
Marketing Strategy Marketing Channels
• Producer and distributor- Group Modelo in Mexico City • Retailer - LCBO, Beer Store, resturants, select grocery and convenience stores • Consumer
Marketing Growth Strategy • Maintaining current loyal customers while growing as a brand • Diversification of product line and the brand • Staying relevant through marketing and advertising
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