The implications of consumerism, ethics and social responsibility when applied to the promotion and retailing of alcohol by the retail trade

Docs en anglais | 5 pages | 30-09-2008 | Format : | Note : Non noté

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Résumé

The market of alcohol is very old and divided on a lot of product and brands. First of all, about products, the market is splinted in traditional products like beer, wine and spirit and the new products like the famous FMB for Flavoured Malt Beverages as Desperados or Smirnoff and the new soft shot spirits like WDK.

A lot of brands share the market like Kronenbourg or Guiness for the market beer but new brands try to enter in it like the vodka Wyborovaw in West Europe (because the brand is very old in Poland) or the whisky Clan Campbell in France. These brands generally already exist in a country but big companies buy it to settle in new geographic markets thanks to a strong marketing strategy.

However, alcohol is dangerous for health. A lot of governments are stricter concerning the communication and the sales of alcohols. So, it is a market very controlled by laws, how alcohol companies think their marketing strategy for selling a new alcohol? To involve its turnover, the drinks industry has to develop a fine strategy of communication to become more and more responsible...

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