I find it amazing with the little time we’ve spent in the class at how differently I see some aspects of the world.  For instance, in how companies target market.  In Diane Guo’s first post she talks about Molson Canadian beer and how ‘Canadian’ it is. (https://www.vista.ubc.ca/webct/urw/lc5116011.tp0/cobaltMainFrame.dowebct)

Molson uses undifferentiated marketing very effectively.  Their target, the Canadian population and people desiring an experience of Canadian beer.  A very large market.  Compare that to Moosehead, which does more concentrated marketing, they focus on outdoors people and your “outer-self”.  Both large marketing campaigns yet it is safe to say Molson is winning.  This shows that an effective add campaign is more important than the truth.  Molson Coors Brewing Company is not the largest Canadian brewing company, because, it’s not Canadian.  The largest Canadian brewing company is actually Moosehead. However like Diane’s friends, most people consider a Molson Canadian the essence of Canada.

Moosehead might be better served taking a page out of our politicians marketing strategy book.  A few negatives adds to set the Canadian public straight on what is truly Canadian.  I am not suggesting as direct campaigns that call Molson an imposter, as they are an integral part of Canada’s brewing history, but to use more indirect methods and really playing up that they are a true uncompromised beer of Canada. I would be very interested in knowing if it would be effective and let Moosehead steal some of Molson’s market.