YOUnique Advertising Creativity with a focus on You !Tom Giblin, Alex Pritchett, Kelsey Schmidt, Sean Segears
Situation Creative Message Media Budget ProposalIMC plan for Target the Our monthly Sales Increase: Pabst Blue Atlanta metro budget would AmplifiedRibbon beer area be $32,400 brand - recognition
Situation Creative Message Media Budget Current Situation US Beer Production Punk Rock Clubs Anheuser- Busch Dive Bars 1.0% 19.8% MillerCoors Positioning 50.1% PBR Strategy 29.1% GroceryStores/Gad Other Stations Independent Restaurants
Situation Creative Message Media Budget Creative Strategy
Situation Creative Message Media Budget Creative Strategy Positioning and Differentiation
Situation Creative Message Media Budget Target Audience PBR HipstersAges 21 to 35 Where’s a beer for us?
Situation Creative Message Media Budget Advertising Message• The overall advertising message of our PBR campaign is to drink PBR with pride and dont hide who you are.• An emotional advertising appeal – Personal Appeal – Social Appeal• The fundamental elements of the copy platform are one slogan delivered in two parts: "dont hide" and "be who you are.“• The visual will be continuous all across all the media forms Value based thinking.
Situation Creative Message Media Budget Outdoor Advertisement-Billboards, bus stops, MARTA (Metro Atlanta Rapid TransitAuthority)-Atlanta building mural, benches, newspaper stands-Significant gross rating points
billboards, benches, bus stops, and on newspaper standsMARTA (Metro Atlanta Rapid Transit Authority)Atlanta building mural Situation Creative Message Media Budget Packaging “This new black packaging will be easily differentiated from all the other beers “
Natural Light •Does not have a website •Minimal advertising outside of gas station and grocery store advertisements •Seem to be targeting the “country boy” as they are giving away tickets to a Talladega raceKeystone Light and the website features a hotdog stand and coozie/beer alarm giveaways •“Always Smooth, Even When You’re Not” •Keystonelightbeer.com •Similar to Keystone, the tailgate market is addressed with a spicy brat recipe online Busch Light •Also target the racing fans with 30 free downloads •“Busch Light Ultimate Xperience” •www.busch.com •Based out of Atlanta, GA but has expanded throughout the southeast •“Don’t Float the Mainstream”Sweetwater (micobrew) •Attempts to be environmentally friendly, including a link to the humane society as well as savethehooch.com, •The site also employs social media marketing •Sweetwater Road Trips •“The Champaign of Beers” •Recent advertising includes a delivery man taking Miller High Life awayMiller High Life •Also implemented the “one second ad” during the Super Bowl •Many promotions are highlighting tailgates and sporting events, trying to appeal to the sports fan market •www.millerhighlife.com
• Among commercial beverages in 2006, beer ranks fourth in per capita consumption behind carbonated soft drinks, bottled water, and coffee followed by milk and fruit drinks/cocktails• Approximately three-quarters of the volume of beer marketed in the United States are for off- premise consumption, whereas only a quarter is consumed on-premise. On premise most profitable.
31212 Beer Production in the US 31212 - Beer Production in the US - Industry ReportPRODUCTS AND SERVICES SEGMENTATION Published Date Mar 03 2010Product/Services ShareBottled beer 67.30%Canned beer 22.50%Barrel and keg beer 9.80%Other malt beverages 0.40%31212 - Beer Production in the US - Anheuser-Busch Companies, Pabst Blue RibbonIndustry Report Incorporated Estimated market share: Less than 1% Pabst Blue Ribbon is an Illinois based brewer which was established in 1884 and survived as Brand/Trading through prohibition by producing soft drinks and cheese instead of beer. Following prohibitio Name(s): Budw eiser, Becks, St ella Art ois, Michelob, Nat ural Light , Leffe, emerged as a medium player and benefited from the growth of the industry through the 194Key Competitors Hoegaarden, Market Share: 50.1% Today, the company produces Pabst Blue Ribbon and Pabst Blue Ribbon Light. It has won mePublished Dat e Mar 03 2010 Great American Beer Festival. The firm remains a second tier player, despite acquiring the Sc which was one of the top selling beers in 1960s. In 2007, the company was listed by the Brew Association as the number 4 selling beer by volume.MAJOR PLAYERS http://www.ibisworld.com/industry/keycompetitors.aspx?indid=288&highlight=pabstMarket Share Market Share Major Player Range Anheuser-Busch Companies, 50.1% Incorporat ed (2010) 29.1% MillerCoors LLC (2010) 20.8% Ot her (2010)COST STRUCTUREY ear: 2010 It em Cost % Purchases 56.4%* W ages 10.3%* T axat ion 5.0%* Depreciat ion 4.6%* Ut ilit ies 1.5%* Rent 0.4%* Ot her 12.0%* Profit 9.8%*