G1 Individual Project – Coors Light

Hi Class and Prof!

Here is my research on the American beer brand Coors Light. Hope you enjoy!

Background

Coors Light is an American light pale lager brand with a deep history. The brand’s roots can be traced back to over 140 years ago, to its founder, Adolph Coors. Adolph had a deep passion for making the best beer with the best quality ingredients. Following his quest to brew quality beer, Adolph Coors built his first brewery in Golden, Colorado, and used the superior quality of the water in the nearby Rocky Mountain springs in his brewery process.

In 1978, this American lager was officially born. Coors Light applies its cold-stage brewing process throughout the country. Always lagered, filtered and packaged at the edge of freezing for its signature clean, crisp taste and ice-cold finish.

Today, Coors Light is one of leading beer brands in America, capturing over 1000 million in sales in the United States, second only to Bud Light, with Miller Lite and Budweiser. However, in recent years, the brand has a sign steady decline of its sales and its brand image and messaging growing tiresome and unappealing to its target audience.

Research Value

The research looks to identify the strategies the brand can use to reinforce its ‘ice cold and refreshing rocky mountain’ brand image and create a strong brand association with the “conquering of personal mountains” in a contemporary way that is relatable to the brand’s target market.

Data Collection

  1. Tracking of Coors Light’s Facebook, Instagram and Youtube from 23 February to 8 March
  2. Tracking of Heineken and Budweiser’s Facebook, Instagram and Youtube from 23 February to 8 March

Analysis and Findings

  1. Drop in 1500 followers on its Facebook page, with a very minimal percentage increase in followers on Instagram and Youtube
  2. Coors Light lack of any updates on the brand’s Instagram and Youtube platforms
  3. Strength in engaging in two-way communications with followers
  4. Infrequent and irrelevant content
  5. Low engagement rates (i.e. likes, comments, shares)
  6. Competitors strength in creating brand stories

Recommendations

#MyMountainIs Hashtag Campaign

Encouraging consumers to create and share their own interpretations of the brand’s messaging of conquering personal trials and tribulations by filling in their own phrase after the hashtag. This approach would help to build a community of like-minded Coors Light drinkers who share similar aspirations and personal values.

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#BornInTheRockies

With the increase demand for brand storytelling, this approach will use eye-catching brand videos and the hashtag #BornInTheRockies to convey the rich history of the brand, its unique and enduring attributes as an American lager. Brand videos can include the behind the scenes of an employees working and brewing beer.

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Conclusion

With the suggest strategies, Coors Light would hopefully be able to increase awareness  and personal associations with the brand’s identity and its core message, and to increase its engagement on said social media platforms.

 

 

G1 Group 7 – The Body Shop

Hi prof and fellow classmates! My group will be presenting to you our research and social media strategies for The Body Shop. Please have a look at our outline below.

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Background

The Body Shop was founded in 1976. The founder, Dame Anita always ensured that her cosmetic products were not tested on animals and was a strong advocate of fair trade. The company prides itself on offering high quality products made from natural ingredients obtained from fair trade with over 26 Community Trade suppliers. Since 1986, The Body Shop has established itself as an unconventional beauty brand that has been on the forefront of advocating about worldly issues.

However, The Body Shop brand started on a decline when the L’Oréal Group acquired it in 2006. Since then, the company has struggled to uphold its original brand identity of being an ethical organization and has lost its market share. Today, the brand has over 3,000 stores that span more than 60 countries.

Analysis

Through the use of Synthesio, the group identified that The Body Shop has lost its affiliations with being a “sustainable” and “ethical” business. Rather, consumers associate the brand with words like “beauty” and “makeup”, concluding that The Body Shop’s unique brand positioning has been diluted over the years.

The group has also identified the brand’s strengths and weaknesses as follows:

Strength: Content for product marketing

Weaknesses: Corporate Social Responsibility marketing and user engagement

With the brand’s weak CSR marketing and user engagement on its social media platforms, The Body Shop loses out significantly to competitors like Lush, who generates higher conversation and applause rates through fun and creative advertising and content that is relatable to its target audience.

Objectives

3 research objectives were identified:

  1. Build an active community of The Body Shop’s campaign ambassadors
  2. Increase audience engagement on social media posts on campaigns
  3. Increase brand appeal among target consumers

Message Strategy

From the objectives and taking into account the target consumer of The Body Shop, the core being females aged 20 – 35 who are socially conscious and responsible, the group recommends that The Body Shop develop its marketing efforts around the brand’s new manifesto, “Enrich Not Exploit”. Additionally, instead of rallying its consumers to be global citizens and uniting for global causes, “Enrich Not Exploit” can start from oneself, through a sustainable lifestyle.

Social Media Strategy

3 platforms will be used to, to focus on communicating The Body Shop’s commitment to ‘Enrich not Exploit’ and sustainable living by generating word-of-mouth around the brand and its causes, namely:

  1. The Body Shop Mobile App
  2. Facebook
  3. Instagram

The use of these 3 platforms aim to fulfil the objectives of this research through the alignment of the consumers’ values with the brand, the co-creation of the brand’s identity, the promotion of an active community of brand ambassadors, to spread The Body Shop’s message about sustainability and to build brand loyalty.

Conclusion

Although The Body Shop might be met with obstacles dealing with the sustainability of the campaigns, finding the right amount of incentives to garner higher levels of engagement or even the misinterpretation of marketing messages, the group is confident that there are right mechanisms in placed with each of the suggested social media strategies which would help strengthen The Body Shop’s brand identity of being a sustainable company with its roots in social activism in the following years to come.

 

Submitted by: Dasuki, Sang Hee, Shermaine, Nicole, Yu Nato