Effectiveness of Carling Marketing Campaign Coursework

Effectiveness of Carling Marketing Campaign - Coursework ExampleThe above lines atomic number 18 not unless mere scholarly accent 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, publicizing 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 understate 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 intoxicant boozings market of UK in order to understand competitive positioning of Carling but also try highlighting theoretical aspects bid 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 milieu of Carling in context to overall market for souse boozings of UK. Collis, Grayson and Johal (2010) reported that UK households spend 15 billion/annum for consuming sousing 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.... 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 effectiveness is measured. Par t 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 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 & Customs, 2013). Collis, Grayson and Johal (2010) pointed out that scathe 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 demand for beer products. Price elasticity of beer products in UK for last 50 years can be depicted in the following manner. Figure 1 Price Elasticity of Beer in UK (Source Collis, Grayson and Johal, 2010) It is unpatterned from the above econometric estimation, demand for the beer decreases by two fold by one fold increase in price. As UK is still struggling with follow effect of previous economic 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