Case

The Molson Company was founded in 1786 by John Molson, and holds the title of second oldest Canadian company next to The Hudsons Bay Company. Molson is the most preferred beer brand in Canada and is part of the Molson Coors Brewing Company which holds the fourth largest amount of market share globally (Qureshi, 2008).

With the technological abilities of social networks have in spreading content over the internet at short time and the ability of contacting with customers easily. Molson decided to leverage from social media marketing ability by creating Facebook account.In 2007, Molson started a promotional activity contest targeting Canadian college students with the age range between 19-24. Molson marketers strategy was using the campaign “Cold shot” as away to promote brand awareness with less cost.The campaign was about a contest between college students , who have to post pictures of themselves and friends in a full party mode.However, Molson had to pull the promotion.The contest according to administrators and students from various colleges gave their schools a bad image and also it showed Molson encouraging irresponsible drinking.Further more , the contest raised the problem of privacy and online reputation of the students. Students were worry about their future career if their employers would see the pictures(I don't know how I suppose to write this sentence) Therefore, Molson’s problem is to determine if it should continue to use social media as part of their marketing and if so how? Another issue Molson is facing is how it reestablish its brand as a brand that promotes and encourages responsible and legal use of alcohol in future promotions.

Company SWOT Analysis

1.Strengths :Molson's strengths come form its being a Globally recognized company, with an international portfolio of brands.In addition to its market share of more than % 40 in Canadian beer market and its history of being socially involved in encouraging responsible drinking....