Benefits From Extreme Weather? Making Essay

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These companies work with beer companies Anheuser-Busch for example to predict peak demand for their beverages in the late July and August time periods when temperatures are the highest throughout all regions of the U.S. These companies complete assessments and analysis of brand perception and also test new advertising programs that underscore the refreshing experience of drinking cold beer at events and when socializing with friends. Heineken has used these firms to plan out entirely new marketing campaigns that stress the reward aspects of their beers while consumers are engaged in fun events. The concept Heineken is trying to create is one of shared victory and reward for being at a social event when it is hot outside.

Additional examples include how General Mills relies on these companies to plan when the best time is to launch a new packaged food product.

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The selection of which geographic market to launch into is also defined by weather considerations during the product launch as well (Sivillo, Reilly, 2004). Launching new hot cereals, soups and individual servings of hot food are all orchestrated to capture the majority of sales based on forecasted weather conditions. This is where the companies including Automatic Forecasting Systems and Weather Predict help consumer packaged goods producers to make the best possible decisions of when to launch their products. Weather is a marketers' best friend, and when used as part of a new product introduction, it can be very effective......

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