Labatt Blue Marketing Paper

Labatt Blue Marketing Paper Research Paper example
Research Paper
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Name Institution Instructor Date Marketing Research on Labatt Blue Introduction Labatt Blue is the best-selling Canadian beer globally. It is also the number one Canadian beer being sold in the U.S. market which was introduced in 1951. The beer was nicknamed “Blue” by the fans of the Winnipeg Blue Bombers football team.


In order to increase the volume of sales in the market, there are various changes that are likely to be made in the within the marketing mix. Since Labatt Blue is the best-selling Canadian beer globally, it is essential that it Labatt Brewers introduce seasonal bear. According to a review period done in the period between 2009 and 2010, it became clear that the company was at par with the growth experienced between those two years due to recession (Jordan & Fredrix 2). Weather conditions in 2010 were atypical, but positive for beer industry. The growth experience can be linked to various external factors such as weather and international sporting events. The Research Problem There has been a highly concentrated seasonality within the beer selling industry in Canada and the entire U.S. Labatt Blue has been sold in a cyclic manner and their sales are mostly concentrated in very short selling-windows. The manufacturers ascertain that most of the beers are sold in the last quarter of the year with seasonality factors of roughly five to ten. This implies that the manufacturers need to improve their level of productivity to meet the demands of the consumers on given occasions or seasons. ...
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