CBC Digital Archives

Lesson Plan: For Teachers: Marketing Beer

Type:
Assignment
Subjects:
Business Studies
Duration:
2 lessons
Purpose:
To explore how the marketing mix applies to the beer industry
Summary:
Students explore how the marketing mix has been and can be applied to the sale of beer, and create the “ideal” beer-marketing strategy.

Lesson Plan

Before Exploring

Review the 4 P's (price, product, promotion, place) of the marketing mix, and ensure that students understand how they work together in order to successfully market products and services. Ask students to discuss:

 

  • How does "marketing" differ from "advertising"? How are they similar?
  • Beer is perceived to be a very Canadian product. Based on your prior knowledge, what aspects of the marketing mix have created this image? What aspects, if any, have sustained this?


Outline the Opportunity

Have students visit the topic Selling Suds: The Beer Industry in Canada on the CBC Digital Archives website. They will view the clips "Are beer ads harmful?," "Designer beer," "Ice beer wars," "I... AM... CANADIAN!," "Signature Series" and "The beer price war." As they view, have students complete the download sheet Marketing Beer.

Once they have completed the worksheet, have students work in small groups to create the "ideal" beer marketing strategy. They should imagine that they are launching a new beer product and are responsible for the entire marketing mix. Based on what they learned from the clips, groups should determine the target consumer and specific strategies to address each of the 4 P's in order to effectively reach their customer.

Revisit and Reflect

To debrief the activity, groups present their marketing mix ideas and provide constructive feedback to one another. Revisit the following question: What aspects of the marketing mix have created this image? What aspects, if any, have sustained the image?

Discuss how students' perceptions about this question changed after viewing the clips and completing the activity.

Extension

Students can collect a series of current beer advertisements (either print or online), and compare them to the advertisements highlighted in the clips. They should review their collection and report on how the marketing messages have changed, whether there are any similarities, and whether electronic media have changed how beer is marketed or advertised. Ask students to explain their responses.

Material

Download PDF

Related Content

Selling Suds: The Beer Industry in Canada

Canadians love their beer. And from the time Canada's first brewery opened in the 1600s, the h...

Selling Suds: The Beer Industry in Canada Ext...

Canadians love their beer. And from the time Canada's first brewery opened in the 1600s, the h...

1984: Ontario announces happy hour ban

In an effort to reduce drinking and driving, Ontario becomes the first province in Canada to a...

Last Call: Canadians and Alcohol

It's not just the water that flows freely in Canada. Brewing, distilling and wine-making have ...

2003: Bombardier sells off historic Ski-Doo l...

Bombardier's decision to cut its recreational division shocks the industry.

Foreign-owned Labatt bids on local Lakeport

Labatt acquires Lakeport, creating speculation that the "buck-a-bottle" phenomenon may go flat...