The above lines are not only mere scholarly phrase from two renowned research scholars but core essence of this piece of work. According to the above phrase of Mizik and Jacobson (2008), modern marketing managers face challenges regarding quantifying the outcome of marketing effort such as promotional campaign, 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.
Carling has launched a new advertising campaign, which has budget estimation of £10 million, and they have hired a professional market 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 alcoholic beverages market of UK in order to understand competitive positioning of Carling but also try highlighting theoretical aspects like how advertising works/how advertising effectiveness 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 UK households spend £15 billion/annum for consuming alcoholic beverages. Hence, total market size 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. ...