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Read the case and provide answers to the questions at the end of the case. Your answers to the questions should be words (total not each), be in APA format, use outside research and represent overall college level work. Use references to back up your answers. Cite all references. Turnitin will be used to check for originality Case Nine: Keystone Light/Miller Coors: "Can hole".

Lead Agency: Leo Burnett/Arc Worldwide Strategic Challenges Summer is the season for beer: Billions of dollars are up for grabs; the competition for floor space, incremental displays, and "customer activation" is intense and hotly contested. The big dogs rule: Miller Lite, Coors Light, Bud Light, Budweiser, and Corona rule the summer months, which makes it difficult for smaller, below-premium brands such as Keystone Light to get any attention from distributors or retailers. Typically, Keystone Light can only place statics stickers on in-store coolers to plead its case to shoppers. Pricing challenges made it more difficult: Beer companies, including Miller Coors, have raised the price of the below-premium segment (closing the price gap) in an effort to get drinkers to trade up to the pricier premium brands—which is the companies' priority and vital to overall performance.

However, this pricing strategy couldn't have happened at a worse time for Keystone Light. Its target consumers were being hit hard by the sagging economy and were looking for even more value while still trying to get out and have some summer fun with their buddies. The overall challenge: In the sea of big-name brands during the summer, how does the company give a smaller, below-premium beer a reason to be featured at retail? Objectives 1. Stave off decline of the Keystone Light business in the convenience store channel by stealing share, volume, and display opportunities from the company's key competitor: Anheuser-Busch's below-premium powerhouse, Natural Light. 2. Increase overall Keystone Light brand engagement to help establish a purpose and personality for Keystone Light's new brand character (Keith Stone), in order to increase interaction, acceptance, and sharing by consumers. Insights The company's target was a simple guy with simple needs, which was named "The Cruiser." He doesn't have a lot of money, so he's learned to be resourceful and inventive with things he has on hand in order to have a good time. For him, a great meal is a frozen burrito, a bag of Doritos, and a warm hot dog right off the roller. He enjoys the occasional fart joke and ribbing his buddy because his sister can kick his butt at Halo (with one hand tied behind her back). He's comfortable with who he is and values friendship over all else. He has also built a fair number of beer pyramids in his day. Once the company understood the Cruiser and how he behaves, it needed to know what he does during the summer. Using a combination of quantitative and qualitative research, the company discovered that the Cruiser's summer is all about "Bro-ments." He gets together with more friends, more often, during the summer. The Cruiser values impromptu, memorable experiences that are the outcome of ingenuity and inventive social occasions. In other words, he likes spending time with his buddies, telling jokes, and not acting his age—all while drinking beer. This is basic male bonding stuff termed "Bro-ments." The Big Idea Bro-ments in a Box Questions 1. In order to give the Cruiser an incentive that appealed to his fun-loving ingenuity and inventiveness, every time he bought a pack of Keystone Light, he got a completely self-contained Corn hole game. The Cruiser had to punch out the perforated hole designed into the box and use his crushed empty cans of Keystone Light as "bags" during hours of summer party and sport Broments with his buddies. The company named this fun activity "CANHOLE." How would this promotion help achieve any of the company's objectives? 2. How can Cruisers Use Can hole to connect with others on the Internet and social networks? How can the company encourage the Cruisers to do so? How does Maslow's Hierarchy of needs applicable to this situation? 3. Apply the concept of product involvement to the Can hole promotion and the second objective. 4. Suggest "cross merchandising" opportunities for Can hole. That is, getting marketers of products that Cruisers might consume during Can hole games to participate in the promotion. Explain your choices. 5. List and discuss three likely personality traits of the Cruiser. 6. Develop a psychographic profile of the Cruiser. 7. Looking at the PRIZM groups' descriptions online, select three segments that are likely to include a large number of Cruisers. Explain your choices. STA322 Week 3 Assignment 120 Points 1. Describe what type of data analysis would use linear correlation coefficients and line of best fits. Describe the benefits of comparing to a line of best fit. (10 points) 2. Raw data is found in the excel file titled “STA322 Week 3 Data – Tab Line of Best Fit.†Calculate the linear correlation coefficient of that data and describe what that information provides. Find the slope and y intercept and list the line of best fit. Take Microsoft Excel and graph this line of best fit, using the “trend†function. Determine how you will implement the results you received to improve the data, base it on a scenario for your career. (30 points) 3. Express the likelihood given as a probability between 0 and 1 for the following (20 points): a. The Weather Channel stated that we have a 75% chance of being hit by the hurricane. b. I have a 22% chance of winning the Sweepstakes. c. When playing Yahtzee, I can roll 1 die and I need a 4. What are my chances? d. The gender of the new baby being a girl. 4. A survey was taken at a K-6th grade school. Do you have enough time at lunch? Given the table below, answer the following questions (20 points): Yes No Girls Boys a. If b represents the event of selecting a response from a boy, find P(Ђ). b. Find the probability that the selected answer was made by a girl or was answered no. c. If g represents the event of selecting a response from a girl, find P (ḡ). d. Find the probability that the selected answer was made by a boy and answered yes. 5. Find the number of ways that 6 Discussion responses can be ordered by calculating 6! (5 points) 6. Find the number of ways that the 5 children can line up to go to recess by calculating 5! (5points) Use Permutations or Combinations on the next 3 examples: 7. If you are allowed to use numbers 1 – 20 and need to choose the passcode of an exact 4 digit code, how many possibilities are there? (10 points) 8. If there are 25 students in the class and we need to select a President and Secretary for our meetings, how many possibilities are there? (10 points) 9. In playing a card game, I am dealt 6 cards, how many possibilities are there for my hand? (10 points)

Paper For Above instruction

The case study focusing on Keystone Light and Miller Coors' "Can Hole" promotion offers a compelling exploration of targeted marketing strategies designed to engage a specific demographic—"The Cruiser"—through innovative product promotion and social engagement. This paper analyzes how the Can Hole promotion aligns with the company's objectives of increasing brand engagement and market share within a highly competitive summer beer market. Drawing on concepts from consumer psychology, social media marketing, and product involvement, the discussion elaborates on how such promotions can influence consumer behavior, foster brand loyalty, and expand the brand's reach through cross-merchandising and social sharing.

Promotion and Consumer Engagement

The Can Hole promotion, which offers consumers a self-contained cornhole game contained within the beer packaging, exemplifies a strategic effort to capitalize on the social and recreational nature of "Bro-ments." By integrating a leisure activity directly into the product, Keystone Light seeks to create an engaging experience that encourages consumers to interact with the brand beyond mere consumption. This aligns with Keystone's objective to increase overall brand engagement and establish a distinctive brand personality—Keith Stone—fostering a fun, approachable image that resonates with young adult males.

This promotion leverages the social aspect of beer consumption, transforming a simple purchase into an opportunity for social bonding and fun. When consumers punch out the perforated hole and use empty cans as bags, they are participating in an interactive activity, which enhances their emotional connection to the brand (Keller, 2016). This method of engagement helps to combat the challenge of limited shelf space and low brand visibility by encouraging product trial and word-of-mouth marketing, especially if consumers share their Can Hole experiences online.

Social Media Connection and Maslow’s Hierarchy of Needs

Consumers, or "Cruisers," can use Can Hole to connect with friends and the broader online community by posting videos, photos, and updates of their games on social media platforms such as Instagram, Facebook, and TikTok. The viral potential of such content can significantly increase brand visibility and consumer engagement. The company can encourage sharing through social media campaigns that incentivize consumers to upload their Can Hole experiences, potentially integrating hashtags, contests, or user-generated content awards (Mangold & Faulds, 2009).

Regarding Maslow’s Hierarchy of Needs, the promotion addresses various levels: the social level—by facilitating peer bonding and shared experiences; the esteem level—by allowing consumers to demonstrate their ingenuity and social competence; and the self-actualization level—through creative play that stimulates personal growth and social recognition (Maslow, 1943). The promotion taps into these fundamental human needs, making it a powerful tool for fostering consumer loyalty and brand affinity.

Product Involvement and Cross-Merchandising

The Can Hole promotion demonstrates high product involvement as consumers actively participate in a recreational activity linked to the product. This involvement enhances brand attachment and perception, especially when the activity aligns with the consumer's interests and identity—namely, the social, fun-loving "Cruiser." The promotion's interactive nature makes the product experience memorable and impactful, increasing the likelihood of brand recall and preference.

Cross-merchandising opportunities could involve partnering with brands selling snacks, outdoor gear, or party supplies used during social gatherings—such as grilling equipment, portable speakers, or sunglasses. For example, collaborating with a snack brand like Doritos or a lawn game provider such as Giant Jenga could create co-branded packages or in-store displays that promote these products alongside Keystone's Can Hole packs. Such partnerships extend the promotional experience, making it more appealing and relevant to the Cruiser demographic (Kotler & Keller, 2016).

Personality Traits and Psychographics of the Cruiser

The Cruiser likely exhibits traits such as extraversion—enjoying social interaction; openness—being inventive and resourceful; and agreeableness—valuing friendship and camaraderie. These traits make him receptive to social, engaging activities that foster shared experiences. His psychographic profile would describe him as an adventurous, fun-loving individual who seeks casual, impromptu entertainment and values authenticity over material possessions.

Using PRIZM segmentation, groups such as "Mainstream Malts," "Young Digerati," and "Bohemian Mix" are probable segments containing many Cruisers. These segments include young adults interested in social activities, outdoor recreation, and a casual lifestyle, aligning with the Cruiser's interests and behaviors (Claritas, 2021).

Data Analysis in Marketing

Linear correlation coefficients and the line of best fit are tools used in regression analysis, which helps quantify the strength and direction of relationships between variables. Comparing data points to a line of best fit allows marketers and analysts to identify trends, forecast future outcomes, and optimize strategies based on predictive insights. For instance, analyzing advertising spend versus sales can reveal the impact of marketing efforts, guiding resource allocation (Draper & Smith, 1998).

Calculating the correlation coefficient from given data provides a measure of linear association, where values close to +1 or -1 indicate strong relationships, and near 0 signify weak or no linear relation. The slope indicates the rate of change, and the y-intercept provides the baseline value when the independent variable is zero. Visualizing this as a trend line simplifies understanding and decision-making.

In a career context, such analysis could optimize campaign performance—for example, determining how advertising frequency correlates with brand recall—and resulting adjustments could enhance effectiveness and ROI.

Probability and Permutation Calculations

The probability of being hit by a hurricane with a 75% chance is 0.75, or 75%. The likelihood of winning the Sweepstakes with a 22% chance is 0.22, or 22%. For Yahtzee, rolling a 4 with one die is 1/6 ≈ 0.1667. The gender probability for a girl is 0.5, assuming equal chances.

In the survey example, probabilities involving responses from boys or girls and answer choices are calculated using basic probability rules—such as the addition rule for "or" events and the multiplication rule for "and" events—by dividing relevant counts by total respondents. The factorial calculations for arrangements (6! and 5!) provide the total permutations of responses and children lining up, illustrating combinatorial principles. The passcode possibilities (20^4) reflect permutations with repetition, while selecting officers or cards involves permutations or combinations depending on whether order matters (Ross, 2010).

Conclusion

The "Can Hole" promotion exemplifies innovative marketing by integrating product engagement with social interaction, appealing to the leisure-oriented "Cruiser" persona. This strategy leverages social media, product involvement, and cross-merchandising to deepen consumer bonds and enhance brand visibility. Combining consumer insight with analytical tools allows marketers to craft targeted campaigns that resonate with their demographic, ultimately fostering brand loyalty and expanding market share in a competitive summer landscape. Effective application of statistical and probabilistic analysis further supports strategic decision-making, ensuring campaigns are data-driven and outcome-focused.

References

• Claritas. (2021). PRIZM Premier Segmentation and Targeting System. Claritas. https://claritas.com
• Draper, N. R., & Smith, H. (1998). Applied Regression Analysis (3rd ed.). Wiley.
• Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
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• Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4), 370–396.
• Ross, S. M. (2010). A First Course in Probability (8th ed.). Pearson.
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