Effectiveness of Carling Marketing Campaign Coursework

Effectiveness of Carling Marketing Campaign - Coursework manakinThe above lines are not only mere scholarly phrase from two renowned enquiry scholars but core essence of this piece of work. According to the above phrase of Mizik and Jacobson (2008), modern foodstuffing managers search challenges regarding quantifying the outcome of commercializeing effort such as promotional turn on, advertising campaigns etc. Nias (2013) reported that Carling has launched 10m campaign of refreshingly perfect strapline on 1 June, 2013. Molson Coors Brewing Company (UK) Ltd is parent company behind the Carling brand (Carling, 2013a). In the next section, the researcher will shed light on background of the research problem in this piece of work. Background Section Carling has launched a new advertising campaign, which has budget estimation of 10 million, and they put on hired a professional trade research agency in order to conduct consumer research regarding the effectiveness of the campaign. In the background section, the researcher will not only try to understand intoxicating beverages commercialize of UK in order to understand competitive positioning of Carling but also try spotlight abstractive aspects like how advertising works/how advertising effectiveness is measured. Part A- Marketing Environment of Carling study market for Carling is UK hence the study will analyze the marketing environment of Carling in context to overall market for alcoholic beverages of UK. Collis, Grayson and Johal (2010) reported that UK households spend 15 billion/annum for consuming alcoholic beverages. Hence, total market sizing of alcoholic beverage industry of UK is 15 billion. UK based consumers spend at least 15% to 18% of their total expenditure food and drink on alcoholic beverage consumption.... c beverages market of UK in order to understand competitive positioning of Carling but also try highlighting theoretical aspects like how advertising works/how advertising effectiven ess is measured. Part A- Marketing Environment of Carling Major market for Carling is UK hence the study will analyze the marketing environment of Carling in context to overall market for alcoholic beverages of UK. Collis, Grayson and Johal (2010) reported that UKhouseholdsspend ?15billion/annum for consuming alcoholic beverages. Hence, total market size of alcoholic beverage industry of UK is ?15billion. UK based consumers spend at least 15% to 18% of their total expenditure foodanddrinkon alcoholic beverage consumption. Carling is known for their beer products while UK government activity has imposed tax duty in the range of ?5.09 to ?19.12/ hectolitre on beer products depending upon the extent of alcohol (HM revenue enhancement & Customs, 2013). Collis, Grayson and Johal (2010) pointed out that price elasticity for Beer products lie in 0.25 to -1.00 which shows that beer is seen as substitute of alcohol by British customers and price plays significant role forecasting the deman d for beer products. Price elasticity of beer products in UK for last 50 years can be depicted in the following manner. Figure 1 Price press stud of Beer in UK (Source Collis, Grayson and Johal, 2010) It is evident from the above econometric estimation, demand for the beer decreases by two fold by cardinal fold increase in price. As UK is still struggling with lag effect of previous economical recession and sovereign debt crisis, price of the beer products has significantly increased which negatively affected demand for beer products. Stagnant sales growth of UK alcoholic beverages industry can be depicted in the following