【文章內(nèi)容簡(jiǎn)介】 Sleeman has a top runner in lowcarb beer market. However, petitors already start chasing Sleeman positioning. Through effective survey, the more specific target and marketing resources needed. Place Sleeman Clear beer distributes in Ontario, Atlantic, Quebec, Edward Island, New Brunswick, Nova Scotia, Newfoundland, British Columbia, Alberta, Saskatchewan and Manitoba. In Ontario, customers can purchase beer only at retail store operated by TBS, government owned LCBO, or other pub, bar. Approximately 97% of Sleeman’s sales amounts were through TBS. In British Columbia, government owned LDB (Liquor Distribution Branch) controlled the distribution of all alcohol products. This is obvious evidence that Canada alcohol market strictly regulated by government. 4. Remendations In new product developing, Sleeman’s strategy is entering new category, so called lowcarb beer market. It is new category for firm but not new to the world. Sleeman want build new positioning in Canadian beer market through this emerging market because they are always positioned the third, after Molson and Labatt. It is time to concentrate their resources on this market and product. Finding problems and Proposals There is three main problems regarding Sleeman clear low carb beer: 1) Poor flavor。 2) ambiguous targeting。 3) specific advertising concept. 千尋創(chuàng)意 創(chuàng)意千尋 想象力沒(méi)有邊界，未來(lái)誰(shuí)來(lái)把握？ 7 About the Flavor First of all, flavor problem is depending on R amp。 D division. It will be major obstacle for spreading lowcarb beer. Fortunately, other Companies have similar problems. However, it is requested that doing fast survey about customer’s opinion and adjusting its taste to Flavor is the key element to attract customer. It is the soul of the beer. It is the reason why customers choose this particular product not others. Improving the flavor is the only way to build good customer relationship. About the Targeting and Advertising Segmentation Market segmentation can be based on geography (., region, size of munity), demographics (., age, gender, race, religion), behavior (., frequency of purchase, occasion of purchase, readiness to purchase) or psycho graphics (., values, attitudes, personality, lifestyle). Market segments can also be defined with binations of these categories. When consumers encounter an advertisement, their reaction depends on the meaning they assign to it. Targeted advertisements are presumed effective because specific advertising characteristics have been tailored to the characteristics of a targeted consumer segment. However, too general and ambiguous targeting often meets critical failure. 9 It is important that a firm should receive information from customers (feedback). A pany should know very well what customers like and what they don39。t like about the products in developing stage. If the pany does not respond to customers needs, someone else will take the market share. 千尋創(chuàng)意 創(chuàng)意千尋 想象力沒(méi)有邊界，未來(lái)誰(shuí)來(lái)把握？ 8 Targeting, market segmentation, is essential to promote new product management. Generally speaking, consumers have various needs as their preference for product. The concept of lowcarb developed from 197080, thus, broadly recognized to consumer who concerning their health, weight control. 10 Main Target Range The average age in Canadian is years In 10 years, it will grow to be 48. The average boomer is 45, and this age group concerning their health. In fact, main beer consumer group in male is less than 40s. However, female start concerning on their weight from early 20s. Sleeman have to shoot for women who are 25 to 35, working have a kids. Appeals to women should be made on the basis of such lifestyle ponents as activities, interests, attitudes, and role perceptions. Subsegmenting to consider include women college students, women working outside the home, women at home, married and single working mothers. Advertising Channel The target media here are the magazines that deal with lifestyles and issues related to the adults and societies. For example: Low Carb Life, Vogue, InStyle, 10 Peter and Donnelly, James, Marketing Management: Knowledge and Skills, McGraw Hill: Toronto, 7th 20xx. 11 Source from CIA World Fact: Canadian Age Group 014 years: %, 1564 years: %, 65 years and over: 13% (20xx) 千尋創(chuàng)意 創(chuàng)意千尋 想象力沒(méi)有邊界，未來(lái)誰(shuí)來(lái)把握？ 9 and Living magazine will be best fit for Sleeman’ lowcarb beer. Advertisements through Inter also have great prospects, given that proper methodologies are derived from the Inter habits of the people in Canada. Mostly, the ebanners will be displayed through Linkexchanges and at related emerce sites. Official Endorsements Endorsements will be obtained from personal experiences of celebrities and about medical benefits of lowcarb beer from doctors and associations. These endorsements will be extensively used in advertisements and articles. About Concept of Advertising Sexuality = Healthy For the concept of advertisement, sexual appeals may be beneficial for the simple reason: Consumers are attention getting and potentially motivating desirable message characteristics in media environment. By inhibiting higherorder thought processes and elaboration, sexual appeals also may be effec