presentation planning sheet

Topic 2

Labbat Blue is the world’s best-selling Canadian Beer and the advertising conglomerate you work for just landed this important account. You have been assigned to support the Labbat Blue account team during 2017 as its media analyst. This is a special year because Labbat has decided to expand their presence in the US market and are seeking to do so by appealing to a younger demographic. These goals will be supported with an increased budget of 900 (000), more than double past year’s budget. The brand is strongly associated with the sport of Hockey. A strength for the brand is the quality of its ingredients; brewed with Hallertau hops, 2-row malted barley and pure Canadian barley. A weakness is that the brand is seen as old and traditional.

Your task is to suggest (2) strategies for media investment and supporting rationale based on the information provided above and the media mix and spending allocation of other US beer brands (dataset provided). You may supplement the information provided with other valid and reliable data sources you find online.

If you find anything surprising, or any discrepancies in the data set, please call that out.