Got a tricky question? Receive an answer from students like you! Try us!

Effectiveness of Carling Marketing Campaign - Coursework Example

Only on StudentShare
High school
Coursework
Marketing
Pages 12 (3012 words)

Summary

In this paper, the researcher will briefly discuss the market research proposal that would be used to analyze effectiveness of the advertising campaign that has been launched by Carling Beer. The report has highlighted marketing challenges faced by Carling Beer and the existing significant business opportunities…

Extract of sample
Effectiveness of Carling Marketing Campaign

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.
Background Section
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. ...
Download paper
Not exactly what you need?

Related Essays

Effectiveness of marketing communication
If we look at the prevailing corporate scenario, we can conclude very amicably that there are numerous instances where a certain product failed because it was introduced in the market through an ineffective marketing strategy. The Russian automobile products are the classic examples in this regard. They fail in the market just because of their weak marketing communication strategies. It is very…
8 pages (2008 words)
Social Marketing: Campaign Analysis
Social Marketing incorporates the transfer of information from higher authorities down to the common individual to warn and inform against the vices that the society normally presents to its members. The vices constitute drinking and driving, racial discrimination and abuse of the weaker gender. Social Marketing aspect is normally placed to favor the target audience and in most cases seizes to…
4 pages (1004 words)
Marketing - A Research Proposal
The objective of this research is to gain an understanding of marketing, core activities of marketing, and its effective usage. 2) What are the main debates in this area? This proposed research aims to focus on the concept of marketing, the main debates that exist in the marketing subject area such as manipulative marketing which attempts to hide flaws in the quality of a product,…
5 pages (1255 words)
Marketing Research Proposal
14). With regard to the Hummer, the marketing decision problem is the changing of the market perceptions of the Hummer in order to enhance its performance through increased sales. Notably, the Hummer has been associated with some aspects of personality that do not augur well with its market objectives (Case 1.1, 2012). The core problem should be the devising of the most appropriate marketing…
4 pages (1004 words)
Research Proposal
Deeper analysis of the marketing mix will provide an adequate understanding of the concept hence accurate strategies. The following is a framework that will aide in conducting studies on marketing mix. The framework provides the rationale, research questions and objectives, review of literature, methodology, and ethical problems. Rationale Contemporary business organizations continue to experience…
6 pages (1506 words)
Research Proposal
All the countries round the world are concerned about the carbon footprints and its effects. The developed countries have already taken various measures and adopted policies under the Kyoto Protocol. The other developing countries are taking steps towards reduction of greenhouse effect but none of them have accepted the international legal bindings to do so (Ackerstein, and Katherine, 2007;…
6 pages (1506 words)
research proposal
Talking about the social networking sites, it can be said that the growth of the social networking sites has been largely augmented by the tremendous favoring of the growth prospects of the United States. Like as witnessed in the case of dotcom bubble of the late 1990’s, the mere presence of the social networking sites in the virtual web space does not help in any way in the process of…
12 pages (3012 words)