Yeah but what other strategy can Molson adopt.
Their product sucks - on this we agree. As such really the smartest strategy is to make sure the product is put in front of enough people as possible, and remind them of it with tons of advertising. Really - its the best way to market a crappy product.
Big Rock is the exact opposite. Iin general their marketing has sucked. However because the product is superior to something like Molson they have done well.
The biggest challenge for Molson is that more and more customers are becoming more aware of better choices out there. So the strategy like the one in this case comes into play. Demand exclusivity in bars so customers don't have a choice. Cut throat yes - but probably the best thing they can do at this point.
|