Molson beer is produced in Canada. Coors is manufactured in the United States. A merger of the two breweries would give each brand access to a significantly larger market. To effectively reach both markets, the merged company would need to coordinate its promotional mix so as to produce a consistent, unified, and customer-focused message. In other words, what would the brewery need to use?

Question

Quizplus · Accepted Answer

The brewery would need to use integrated marketing communications, which involves coordinating various aspects of the promotional mix to create a cohesive and customer-focused message. This would involve developing consistent branding and messaging across advertising, public relations, sales promotions, and other marketing efforts in both the Canadian and American markets.

Molson Beer Is Produced in Canada