Previously, we learned about the SWOT analysis of Corona. In this blog, we’ll look through the marketing strategy of Corona, which is the top-selling imported beer brand in the United States.
The objective is to learn and get insights as to how Corona became USA’s most popular beer brand and continues to do so.
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We will learn the entire marketing strategy of Corona by the end of this blog. Before diving deep into it, let’s begin with the company’s story, target audience, and digital presence.
About Corona – Company Overview
Corona beer is a Mexican-origin beer company. Corona Extra was first brewed in 1925 in Cervecería Modelo in Mexico City, Mexico. Corona focuses on four main products, Corona Extra, Corona Light, Corona Premier and Corona Familiar. The latter beverages come in different sizes and ounces.
Corona beer was produced in Modelo beer, a brewery. The brewery began producing beer Corona in its “quarter” bottle presentation and it was at this time that the idea was to replace the now traditional transparent bottle with a brown bottle.
Corona’s logo and name were inspired by the one Corona that adorns the Cathedral of Our Lady of Guadalupe in the city of Puerto Vallarta, Mexico.
Corona now is a very popular Mexican beer brand worldwide, produced by Grupo Modelo, which is part of the Belgian multinational AB Inbev. The beer Corona is a worldwide known beer brand, distributed through more than 159 countries on five different continents.
| CEO | Bill Newlands |
|---|---|
| CMO | Jim Sabia |
| Area Served | Worldwide |
| Industry | Alcohol |
| Market Share/ Revenue | $11.4 Billion |
| Vision | To inspire pride, passion, and commitment to the beverage market. |
| Tagline | Miles Away From Ordinary |
Marketing Strategy of Corona
Let’s learn about the marketing strategy of Corona and how it carries the marketing campaign, etc.
Segmentation, Targeting and Positioning
While most other beers are intended for children, Corona has always been aimed at a more mature and grown-up audience of well-educated and stylish men and women. The beer is marketed to both men and women, and research suggests that it is particularly popular among female consumers.
Corona has always been a steady marketer, and its advertising theme and positioning of “refreshing unforgettable moments” have not altered throughout the years. The firm just shifted from a high-profile advertising agency to a smaller one, which has greatly boosted its visibility.
Corona has emphasized linking their beers with the experience of drinking them, rather than just advertising them as a drink. Certain minor details, such as associating a lemon slice with the beer, have gone a long way in distinguishing the beverage from its competitors and emphasizing the experience.
Marketing Campaigns
Corona stated on November 30, 2021, that a private branded island experience will be unveiled soon. Corona’s core advertising slogans are also incorporated into the concept: Beach relaxation and environmental stewardship.
Corona intended to promote itself as a brand composed entirely of natural ingredients such as water, barley, maize, rice, and hops with this on-the-ground marketing campaign.
Due to the emergence of the Covid-19 epidemic, India’s liquor business was expected to have a 35-40% drop in sales in 2020. The tourism business is another area that is seeing significant declines, with the United Nations World Tourism Organization projecting a global decline of 58-78 percent.
AB InBev’s Corona teamed up with Thrillophilia to launch ‘rediscover paradise’ in India in an attempt to assist both sectors to revive. It’s part of Corona’s global effort, in which the company vowed to help over 1,000 hotels worldwide, with over 14,000 hotel room bookings.
MediaCom and New Zealand Media and Entertainment (NZME), two of the world’s top media companies with a wide range of digital audio content available on the iHeart platform, wanted to offer their client Corona Extra a distinctive and original strategy to increase their audience and boost their relevance ratings.
By utilizing Dynamic Creative Optimization, an AdsWizz solution for dynamic creative versioning, NZME, and AdsWizz combined location-targeted notifications to support Corona’s long-standing appeal to Kiwis to “be from where you’d rather be” (DCO). DCO dynamically generates and delivers a variety of personalized creatives to a variety of listeners, at scale, using a variety of data sources, including behavioural audience segments, device types, local weather, and more.
Delivering real-time “Corona Surf Reports” required AdsWizz to combine geolocation, demographic targeting (age 25+), and current meteorological data. The campaign including the surf report for the beach closest to them would be heard by listeners who lived within a 15 km radius of one of several beaches in New Zealand.
Through this campaign, location-specific surfers received 751,000 live, real-time surf reports made of 6,400 different data combinations.
A message of “where they’d rather be” was delivered to consumers while they were on the go in 95 percent of the ads that were served to mobile devices.
Most crucially, Corona’s relevance ratings increased by 2% as a result of this effective audio campaign.
Social Media Marketing
On social media, Corona is in fierce competition with other companies in its sector. Corona has an overwhelming number of followers, engagement on posts and a great social media presence on Facebook, Twitter, Instagram, LinkedIn, etc in addition to its website.
Although Corona is not very active on social media as a whole, its parent company- AB InBev is very active on social media with over 600k followers on Linkedin and over 12k on Instagram. Most of their posts are promotional.
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SEO Strategies
According to SEO rankings, the number of keywords- below 500 is bad, above 1000 is good, and 10000+ is amazing. As we can see, https://www.corona.com/en has 5,890 organic keywords, and it is considered out of the league. Hence, the digital marketing of Corona is gaining an unexpected number of insights.
Further, the organic traffic per month is 16,433 which is again very astonishing. As a result, Corona is putting full effort into its SEO strategies for better promotion of the brand. While the brand is working hard enough to strengthen its position in Google SERP results.
SEO helps in achieving your long-term goals for your brand. A good ranking and a favourable placement help in raising the profile of your brand. In short, SEO strategies are crucial for the development of the website and to provide more visibility to the relevant audience.
Ecommerce Strategies
Corona has a website where they sell their items with particular discounts when it comes to e-commerce techniques. Besides that, it has gone with various other websites such as BigBasket, gotliquorstore, etc.
Content Marketing Strategies
Corona is directly interacting with its customer base through positive cues such as vacations, the beach, and hanging out with family and friends, all of which represent intimacy and relaxation. The brand has designed a variety of basic, calm, and scenic advertising that represents beauty and harmony with Corona beer, and these have succeeded in attracting a broader public.
Its slogan is highly appropriate and identifies the brand with terms such as Corona, and Miles away from ordinary. For brand visibility and awareness, it runs commercials on television, in newspapers, on billboards, and in magazines. Corona has signed several sponsorship agreements. It is the title sponsor of Mexico’s professional soccer clubs, the NASCAR Corona Series, and the LPGA Tour’s Corona Championship.
This ends the elaborative marketing strategy of Corona. Let us conclude our learning below from the marketing strategy of Corona.
Conclusion – What’s Unique in Corona Marketing?
Corona beer has opted to stay out of the fray. It has established a distinct promoting approach, which began with inside knowledge of customer views and insights. The firm has developed a distinct personality and set of principles for its brand.
Corona is directly interacting with its customer base through positive cues such as vacations, the beach, and hanging out with family and friends, all of which represent intimacy and relaxation. The brand has designed a variety of basic, calm, and scenic advertising that represents beauty and harmony with Corona beer, and these have succeeded in attracting a broader public.
Digital marketing is the new “normal” in the marketing world. It is how you may reach out to potential customers and keep connected with existing ones, and it is one of the most effective and distinguished ways to build brand awareness.
If you want to learn about digital marketing, check our Online Digital Marketing Course if you want to learn more and improve your marketing skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Corona has given you a good insight into the company’s marketing strategies.
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