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The Champagne of Beers,[object Object],and,[object Object],The Beer to Share With Friends,[object Object]
MillerCoors,[object Object],Miller Brewing Company initially founded 1855.,[object Object],Miller original creator of light beer: Miller Lite.,[object Object],Miller High Life was Miller’s first brand.,[object Object],In 2008 Coors and Miller merged in a joint venture to overtake Anheuser Busch as top Brewing company.,[object Object],Represent 30% market segment for Beer industry.,[object Object],490 independent distributors associated with company.,[object Object]
The Beer Market,[object Object],Over 100 Billion Dollar Market.,[object Object],Beer represents over 52% overall beverage alcohol dollar sales.,[object Object],40% American adults are regular beer drinkers.,[object Object],Market trend toward younger moderately educated males.,[object Object]
Competitive Analysis,[object Object],Bud Light and Coors Light,[object Object],Target young males,[object Object],Sports-heavy marketing,[object Object],Currently focused on product differentiation,[object Object],“Frat Water”,[object Object],Target young males,[object Object],Focused on lowest possible price,[object Object],Quality of product generally irrelevant,[object Object]
Market Segmentation,[object Object],Men and Women, aged 18 – 23,[object Object],Survey results were gender neutral,[object Object],Moderate drinkers,[object Object],Often imbibe with small – medium groups of friends,[object Object],Usually drink in homes and bars,[object Object],Appreciate quality, but are price sensitive,[object Object]
Problems,[object Object],Accessibility,[object Object],Channel Strategy: Grocery Stores & Bars,[object Object],Relationships with Distributors ,[object Object],Promotion,[object Object],High Life Underrepresented in Beer Marketing,[object Object],Target Segment Indifference,[object Object],Bottle Packaging,[object Object],The bottle is “Dull”, “Could Be Bolder”,[object Object]
Marketing Objectives & Strategies,[object Object],Objectives,[object Object],Strategies,[object Object],[object Object]
 Decrease Retailers Who Offer Beer, but NOT High Life Light, by 15%
 Increase the Number of Bars Offering High Life Light by 5%
 Viral Video Campaign Reaches         1 Million Page Hits
 Define Miller High Life Light as “The Beer to Share With Friends”
 Appeal to Female Beer Drinkers
 Improve Channel Health and Relationships with Distributors
 Demonstrate Appeal of High Life Light to Bars,[object Object]
Tactic: Bar Contest,[object Object],“Best Bar in Town” Contest,[object Object],[object Object]
Compete to sell the most High Life Light in one month
Purchase High Life Light kegs for 5% below wholesale price
 Wendell teaches the winning bar in each city how to “live the high life”,[object Object]
Tactic: Pandora Ads,[object Object],Increase awareness of High Life Light,[object Object],Linked to music genres such as Indie, Alternative Rock, and Electronic,[object Object],Pandora ads will mention our viral video campaign and link people to the website.,[object Object],Examples:,[object Object],"High Life Light, an uncompromising light beer that lets you live the high life at an honest price. show us how you live the high life at www.ilovethehighlife.com",[object Object],"Do you live the High Life? Show us how, and you could be featured on national television. Visit www.ilovethehighlife.com for details",[object Object]
Tactic: Magazine Ads,[object Object],Run an ad campaign in many popular magazines read by our target market. ,[object Object],Magazines will be typical of younger people. ,[object Object],Full page ads in music, extreme sports, and fashion magazines will all be included.,[object Object],Ads to be initially run in Cosmopolitan, Rolling Stone, Transworld, Snowboarder, Freeskier, SKATEboarding, etc.,[object Object]

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Miller High Life Marketing Campaign Final Presentation