Assignment

Topic

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 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.

Presentation Planning Sheet

1. Which scenario are you speaking on?

2. Who is the audience? What characteristics are important to understand about them in relation to this topic?

3. Why should the audience care?

4. State the theme of your presentation in one complete sentence.

5. What do you intend to tell the audience about your topic?

6. How will you persuade them (i.e., what kinds of evidence, storytelling, credibility, emotion)?

7. How will you organize your presentation (i.e., order of main points, transitions)?

8. What are the first words you will say?

9. What is the last sentence you will say?

10. How best will you communicate your presentation effectively (i.e., what is your style/tone)?

Attachment:- Data_Set_Beer_Brand_Mix.xlsx