Brand Analysis

2. Our Team
• Farhan Ajanee
• Savannah Castro
• Channing Hockman
• Matt Lejune
• Jerry Martin
• Junior Yupanqui

3. Michelob’s History
• Michelob was developed by Adolphus
Busch of Anheuser-Busch in 1896
• 5% ABV pale lager - supposed to be a
“draught beer for connoisseurs”
• Began selling bottled and canned versions
in the 1960s – known for the teardrop
bottle

5. Michelob Ultra
• In 2002 the Michelob line introduces
Michelob Ultra
o 4.2% alcohol (compared to 5% for
Michelob original)
o Low in carbohydrates
o Marketing geared towards athletes
• Michelob original and Michelob Light sales
drop off – Ultra sells well

6. Current Brand Perception
• Perception for most consumers – Michelob
only has one real product: Michelob Ultra
• In Michelob beer line only Ultra receives
dedicated, heavy advertisement
o Ultra overshadows other Michelob
products
o Most people don’t even consider buying
original Michelob

7. Brand Positioning
• New positioning statement:
o For the older, more refined man,
Michelob is a pale lager with a crisp
flavor. While other lagers offer a simple
brew for the common man, Michelob
offers a more complex, sophisticated
flavor for the same price.

8. Brand Personality
• Separate Ultra and original Michelob
personality dimensions
o Give Michelob original lager a distinct
brand personality to prevent confusion
between Ultra and original Michelob
o Energized  Refined

9. Michelob Taste
• When Michelob initially launched, it was
known for its great distinctive taste
• Results from the survey indicated that
consumers usually value flavor the most
for beer selection
o Emphasize this aspect in an effort to
broaden the brand image
o Selective taste and mature refinement fit
desired brand personality

10. IDEAS TO BUILD THE BRAND

11. Bar Promotion - Reciprocity
• Market the new Michelob Original Lager to
popular bars that cater to our target group
• With the bars, offer free beer samplings
and coupons for future purchases

12. “What’s Missing?” Ad –
Zeigarnik Effect
• TV Commercials/Billboards
o Air during prime time (after 7:00 pm)
• Building the brand
o Create awareness
o Brand perception appeals to target market
o Memory of Michelob brand
 Completed message is positively reinforcing
 Active participation in message
 Jingle and pause strengthens Zeigarnik effect
 Zeigarnik effect for target market (High
achievers)

13. *Michelob Original Lager
Strategy – Reference Groups
• Target: Classic, refined men who are beer
aficionados and who are looking for a beer
to express their sophistication in society.
• M.M.
o Product: Sophistication
o Price: $9.99 for 12 pack
o Place: Pubs, bars, stores
o Promotion: Product placement (Mad Men)

14. Research Methods
• Conducted an online survey
o Questions:
Demographics
Beer preferences and consumption
Brand personality
o Presented the survey as generic
Discouraged bias for/against Michelob
Allowed for brand comparisons

15. Research Results
• 30 completed surveys
• Michelob original one of the least tasted
o Ahead of only Stella Artois, a much more
expensive beer
• Few had strong feelings about Michelob
original
o Mixed perceptions of brand personality
o Lack of brand knowledge for original

16. Research Results
• Analysis of individual responses
o Perceived personalities of most favored beers
 Successful, Exciting, Refined/Sophisticated
o Ultra perceived as more exciting and
successful
o Confirms Michelob original strategy
 Capitalize on sophisticated brand
personality
 Help differentiate product from Ultra while
maintaining appeal

17. Conclusion
• Michelob suffers from an identity crisis
• Michelob original lager should increase
marketing
o Target audience: older, refined men
o Reposition brand personality: ‘classic’
o Differentiate from Michelob Ultra

18. QUESTIONS?