Molson Brewing Co

Molson laid off about 7% of its work force and took a special charge of $36 million in the current quarter in order to reduce costs.

Molson closed its Barrie Ontario Brewer in September and dismissed 414 workers, resulting in a third-quarter charge of $128 million.

Molson Breweries fired its advertising agency of 3 decades, after admitting its profits trail that of Labatt Brewing Co. by as much as $100 million.

Molson Inc. said it had a loss of $109.1 million, or $1.84 a share, in its fiscal third quarter ended Dec 31, 1999, after recording a nonrecurring, after-tax charge of $126 million. (Molson Cos. A16; Molson Plans C4; Allossery 4; Molson Inc. C26).

The strategies being employed to reverse these kinds of negative economic and human resource trends include innovative promotion and advertising campaigns, package redesign, applying economies of scale across Molson’s vast operations, an Internet Web site, and greater marketing control over Molson’s brands in the U.S. Molson recently inked a $133 million dollar deal with Miller Brewing Co. to repurchase total control of its beer brands in the United States (Molson Regains C4).

Restructuring their import arrangement with Miller Brewing is only one of the strategies that Molson

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when it comes to impact on the public and the bottom line. The “Rant” campaign opens with a guy named Joe who is clothed from head to toe in plaid. He declares he is not a lumberjack, a fur trader, nor a dogsled owner. While he is going on and on a giant image is flashed behind him – a Canadian maple lead, snow, and hockey. The Toronto agency Bensimon Byrne D’Arcy is responsible for the advertising campaign that had an enormously positive impact on consumers and Molson’s Canadian bottom line and market share “Molson Inc.’s ‘Rant’ campaign affected consumers in a way that the brewing giant had never seen. It whipped Canadians – beer drinkers or not – into a patriotic frenzy last spring and revitalized the flagship brand, Molson Canadian, that had been suffering from sluggish sales and stepped-up competition from Labatt and Budweiser. Molson Canadian beer sales surged to between $20 million and $27 million on the strength of a 2% share increase” (Sheikh 110). Brett Marchand, marketing vice president of Molson Canadian, was hired in March and drew on lessons he had learned from working at Proctor & Gamble and Campbell Soup. Talented and experienced executives is one of the strategies Molson employs in order to retain competit
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Approximate Word count = 2437
Approximate Pages = 10 (250 words per page)

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