2. Quebec, densely populated with over 7 million residents, has the second largest beer consumption market in Canada with an estimated 5.3 million hectolitres of beer consumption a year.
3. ¾ purchased from independent retailers and chains (grocery stores, convenience store, some at Société des alcools du Québec).
5. As Quebec and New Brunswick are neighbouring provinces, distribution costs would be significantly lower than shipping to other provinces. However, higher interprovincial trade barriers contrast this.
8. Most beer products are purchased at convenience stores called “depaneurs” and not at stores SAQ (Societe d’Alcool a Quebec).
9. Based on statisitcs, bottled beer is the highest ranking over draught and canned.
10. There are over 2000 convenience stores by the name of Couche Tard and thousands of bars/lounges. There are over 600 nightclubs in Quebec alone.
11. Moosehead brews it’s beer at their brewery in Saint Johns, New Brunswick, and has a small share of the McAuslan brewery located in Montreal, Quebec.
12. Moosehead’s total revenue in 2009 was approximately $190 million dollars, greatly increasing since 2003, which brought in an estimated $130 million.
13. Moosehead carries a line of various different beers ranging from light and lime flavoured.
14.
15. Due to the fact that there will be more exposure of the product, Moosehead will have a greater opportunity for brand awareness, being available in numerous depanneurs.
16.
17. Overexposure of the brand could cause consumers to perceive Moosehead as a generic brand which is less valuable and less interesting than more illusive brands.
18.
19. Limits the cost of licensing vendors and retailers to sell the product.
23. Moosehead can select the channels for which they believe will benefit the image and sales of their product.
24. They have more control over the consumers perception of higher value or image of their brand.
25.
26. This could be costly both from an advertisement perspective and a distribution perspective
27. There are many competitors in the Quebec market who are also on the selective level of distribution.
28.
29. Arrange with Moosehead to allot 3% of their total revenue, which is valued at approximately $5.7 million for future endeavors regarding brand buildup.
30. Arrange contracts with the retailers that will eventually carry the brand and cease distribution to retailers not apart of the new selective strategy. This means signing with most nightclubs, bars, lounges and select depaneurs namely ‘Couche Tard’ and other higher end convenience stores.
31. Instill a relationship between the wholesaler’s at Moosehead and the retailers in the Quebec region in the attempt to form a vertical marketing channel. Moosehead will ensure that the retailers see a value in their product in order to keep their competitive edge.
32. After developing a relationship with such retailers, we sign a contract ensuring that our product will not be sold under a certain price. Our launch price will stay at the competitive based price of $14.99. This allows the product to receive the perception of increased value by the $2.00 increase, but also keeps us $1.00 below our main competitors, Labatt and Molson.
33. Once our “behind the scenes” work is complete and MH is part of our retailer’s inventory, we will launch our advertising campaign entitled “L’elan dans la ville”. (see Appendix for details on the campaign)
34. After creating attention, interest and desire for MH based on the campaign, we will introduce the new MH promotion that will be featured at Couche Tard independently. The promotion ties into the current campaign and is called “L’elan dans la ville…avec vous” (translated: The moose is in the city…with you.) which will only take place for 2 months. (see Appendix for details on the promotion).
35. Continuing with this plan for a few months, we will then review our sales increase or decrease in the Quebec region to measure the effectiveness of our strategies.
59. an image of the city, with the city lights creatively shaping a Moosehead.
60. Moosehead’s current color scheme as to not deviate too much from the original (gold, green and red).“L’elan dans la ville…avec toi” Promotional Activity 211455152400 As apart of the launch of ‘MH’ a promotional activity will be released in the form of a contest. This is meant to create hype and excitement and thus drawn in consumers who will participate. It involves an “under the cap” contest, provoking consumers to purchase ‘MH’ and find the winning cap. The prize would be a night in the city of Montreal with three friends, all expenses paid and a night’s supply of free ‘MH’. Hotel, nightclub cover, limousine and dinner would all be apart of the contests package. This would satisfy the target market that we are after as well as solidify our attempts to make the “L’elan dans la ville” campaign the next big campaign such as “Got Milk”. REFERENCES Brewers Association of Canada. (2009, October 19th). Domestic Sales Bulletin. Retrieved November 14th, 2009, from The Brewer’s Association of Canada website: http://www.brewers.ca/UserFiles/Documents/Sales%20Bulletins/2009 Beer Pal (2009, September 20th). Evaluation of Moosehead Beer Lager. Retrieved November 13th, 2009, from Beer Pal wesbite: http://www.beerpal.com/Moosehead-(Lager)-Beer/3568/ Mel & Rose (November 18th, 2009). Prices of Moosehead Beer in Quebec. Retrieved November 18th, 2009, from Mel & Rose Website: http://www.melandrose.com/istar.asp Chowhound (May 15th, 2006). Beer Prices in Quebec. Retrieved November 15th, 2009, From Chowhound Website: http://chowhound.chow.com/topics/109381 Hugh Topham (July 10th, 2008). Montrealers, Beer Prices – Quebec vs. Ontario Retrieved November 12th, 2009, from Secure website: https://secure.neap.net/pipermail/montrealers/2008-July/014064.html Blork du Montreal. (2004, November 26th). Buying beer in Quebec. Retrieved November 12th, 2009, from Blork Du Montreal’s website: http://beerblog.genx40.com/archive/2004/november/buyingbeerin Sara Minogue. (2003, May 5th). When to Spend in Quebec. Retrieved November 12th, 2009, from Sara Minogue, Strategy website: http://www.strategyonline.ca/articles/magazine/20030505/quebec.html Brian O’Neal. (1995 December) Distinct Society: Origins, Interpretations, Implications, Retrieved November 12th, 2009: http://www.parl.gc.ca/information/library/prbpubs/bp408-e.htm