James Ready: Help Us, Help You

Leo Burnett

Section I — Basic information

Business Results Period (Consecutive Months): April 2008 – May 2011
Start of Advertising/Communication Effort: April 2008
Base Period as a Benchmark: Calendar 2007

Section II — Situation analysis

a) Overall Assessment

"We Don't Have Enough Money To Compete With The Big Guys. Do We?"

James Ready competes in Ontario's discount beer segment. The segment is massive, accounting for 40% of total beer sales, but is incredibly fragmented with over 35 brands vying for their drop in the pitcher. But the payoff can be worth it: with category sales of more than $2.5 billion every year, Ontario is among the most lucrative beer markets in the world, with a level of competitive intensity to match.