Marketing of beer is a crucial part of the beer supply chain. Beer companies allocate some money to cater for advertisement and promotion of the beers. Beer marketing utilizes all the marketing mix as a strategy to become successful in the market (Debies-Carl, 2019). For instance, the product has broad market coverage for its nutritional and health benefits thus making it attractive to the market. The prices of beer are relatively affordable compared to other alcoholic brands; hence the costs drive sales. Beer is available in almost all supermarkets and convenient stores thus easily accessible to consumers at any time. The promotion of beer is easily facilitated through new social media platforms (Foster, Kirman, Linehan & Lawson, 2017). Most beer brands increase sales and brand awareness on social media platforms like Facebook, Twitter, and Instagram by advertising for an event that they sponsor. These events could be cultural and sporting events.
Beer brand like Corona used to have a market share of 3.1%, but it was because the brand did not utilize mainstream media promotions to create brand awareness and promotes sales and profitability (Lamberton & Stephen, 2016). However, as in the year 2018, the Corona brand was the top-selling beer not only in Mexico but in over 120 countries around the world (Interbrand, 2018). The brand also has too three factors which include clarity, differentiation, and consistency that offers the company the opportunity for market growth as well as evaluating the potential opportunities and risks that can affect the performance of Corona (Interbrand, 2018). In 2018, the brand value for Corona was $5,517 million which is an excellent performance when compared to $3,847 million in 2010 (Interbrand, 2018).
Corona engages in the promotion and distribution of its products simultaneously, and it is clear that its market consists of young adults. Besides Corona beer offers its customers a memorable taste and free beer during promotions. The Brand has the potential for joint ventures with companies like Coca Cola and Pepsi as it also has a worldwide presence, therefore, could benefit from the social media campaigns.
Debies-Carl, J. S. (2019). Beyond the local: places, people, and brands in New England beer marketing. Journal of Cultural Geography, 36(1), 78-110.
Foster, D., Kirman, B., Linehan, C., & Lawson, S. (2017, September). The role of social media in artisanal production: a case of craft beer. In Proceedings of the 21st International Academic Mindtrek Conference (pp. 184-193). ACM.
Interbrand (2018). Corona Extra. Brand Strength. Retrieved on March 3, 2019, from https://www.interbrand.com/best-brands/best-global-brands/2018/ranking/corona/
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172.