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Pabst Blue Ribbon Advertising Project
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Pabst Blue Ribbon Advertising Project

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Advertising class project to re-position PBR to new target market.

Advertising class project to re-position PBR to new target market.

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  • fully integrated IMC plan for Pabst Blue Ribbon beer. We would like to target the Atlanta metro area as a pilot city. Our monthly budget would be $32,400 without packaging development and implementation. A significant sales increase is expected due to the amplified brand recognition and loyalty support. Below is a
  • In 2009, the company was listed by the Brewers Association as the number 4 selling beer by volume. The beer industry from January to March 2010 has been about 9.8% profitability. The product is in the mature stage of the adult beverage sector, which includes beer.  The company Pabst Blue Ribbon doesn't market Pabst Blue Ribbon directly against the beers promoted by brewing powers Anheuser-Busch and Miller Brewing company.  Pabst currently serves the dive bars, punk rock clubs, independent restaurants and the grocery store market.  Pabst currently is seeing a rise in sales by 25% due to the recession more consumers flocking to less expensive beers.  PBR has 1% of the domestic beer market share. PBR is a national brand however they are focused in the eastern United States We propose a low cost approach is used when marketing PBRCurrently have an Agent model The target market of PBR is the 21 to 45, urban drinker demographic.  The psychographic appeal of PBR is the counter-culture appeal, that PBR is an anti-establishment badge, the non conformist beer. Our advertisements can influence the personal decision making process by motivating loyal PBR drinkers to continue drinking with our command slogan "Don’t hide, be who you are."  
  •  Though in past advertising, PBR has really tried to position itself as a beer of a great quality and taste; we feel that a stronger positioning strategy would be to use the product user positioning strategy. This type of positioning will be effective because with a product like PBR, the consumer shapes the product. The thing that separates or differentiates PBR from other brands of beer is the people that consume it. We feel that it is important for PBR to use this when developing a positioning strategy.            As stated above, positioning strategy helps to differentiate products from competitors, especially for a product in the maturity phase in its life cycle. There are so many competitors and different types of beer; differentiation is essential at this stage. The hip, individualistic consumer that purchases PBR is what differentiates PBR from its leading competitors. Though price is fairly important as well when it comes to differentiation, the unique people that consume PBR are the most important characteristic in regards to differentiation.            Because of PBR’s target audience, the product packaging can play a huge role. In addition to its traditional packaging, we think it would be really creative to package the boxes that hold the can and bottles in a unique way. As a trial, we feel that you should package a pack of cans in a completely black box. On one side of the box, however, there should be a painting of a rip the box, showing a can of PBR. Underneath the picture would the slogan stating “Don’t Hide.” Underneath the “Don’t Hide” slogan, the Pabst Blue Ribbon logo will appear, giving the read a Z Letter (Appendix E). We feel this experiment of packaging and pilot campaign, which would take place in Atlanta solely, would attract customers that see the product on shelves, and it fits with the message of their customers no longer hiding and being who they truly are. This will also help with the branding of the product as a unique brand for a private label, with quite unique customers in comparison to its competitors. This can also help since it is a low think, yet high feel product to an extent. Pabst offers only a transactional relationship. The customers will feel that this brand relates who they are as unique individuals             There is one primary target audience on which PBR should focus. They are looking at the hipsters, ages 21 to 45, who take pride in their individuality and nonconformity to society. This target audience values their freedom of expression, and is not looking to succumb to values of the rest of society. They see themselves unique, different, and smaller subset of society. We want to fully capture this piece of the pie for this group. In particular, we want to target those that live in the specified test market Atlanta. We want these cities to face the same success described in Appendix F with Portland. These are the people who attend bars, and attend and host parties with people similar to them in personality. When these people are together, we want every person to choose PBR as their beer. These are the type of consumers who buy products that represent them as individuals. It is our goal to help PBR make this match.            When it comes to the benefits, they seek more than just taste. They want a brand that represents nonconformity and free expression. Advertising for PBR should present these characteristics to them. 
  •  Though in past advertising, PBR has really tried to position itself as a beer of a great quality and taste; we feel that a stronger positioning strategy would be to use the product user positioning strategy. This type of positioning will be effective because with a product like PBR, the consumer shapes the product. The thing that separates or differentiates PBR from other brands of beer is the people that consume it. We feel that it is important for PBR to use this when developing a positioning strategy.            As stated above, positioning strategy helps to differentiate products from competitors, especially for a product in the maturity phase in its life cycle. There are so many competitors and different types of beer; differentiation is essential at this stage. The hip, individualistic consumer that purchases PBR is what differentiates PBR from its leading competitors. Though price is fairly important as well when it comes to differentiation, the unique people that consume PBR are the most important characteristic in regards to differentiation.            Because of PBR’s target audience, the product packaging can play a huge role. In addition to its traditional packaging, we think it would be really creative to package the boxes that hold the can and bottles in a unique way. As a trial, we feel that you should package a pack of cans in a completely black box. On one side of the box, however, there should be a painting of a rip the box, showing a can of PBR. Underneath the picture would the slogan stating “Don’t Hide.” Underneath the “Don’t Hide” slogan, the Pabst Blue Ribbon logo will appear, giving the read a Z Letter (Appendix E). We feel this experiment of packaging and pilot campaign, which would take place in Atlanta solely, would attract customers that see the product on shelves, and it fits with the message of their customers no longer hiding and being who they truly are. This will also help with the branding of the product as a unique brand for a private label, with quite unique customers in comparison to its competitors. This can also help since it is a low think, yet high feel product to an extent. Pabst offers only a transactional relationship. The customers will feel that this brand relates who they are as unique individuals             There is one primary target audience on which PBR should focus. They are looking at the hipsters, ages 21 to 45, who take pride in their individuality and nonconformity to society. This target audience values their freedom of expression, and is not looking to succumb to values of the rest of society. They see themselves unique, different, and smaller subset of society. We want to fully capture this piece of the pie for this group. In particular, we want to target those that live in the specified test market Atlanta. We want these cities to face the same success described in Appendix F with Portland. These are the people who attend bars, and attend and host parties with people similar to them in personality. When these people are together, we want every person to choose PBR as their beer. These are the type of consumers who buy products that represent them as individuals. It is our goal to help PBR make this match.            When it comes to the benefits, they seek more than just taste. They want a brand that represents nonconformity and free expression. Advertising for PBR should present these characteristics to them. 
  •  Though in past advertising, PBR has really tried to position itself as a beer of a great quality and taste; we feel that a stronger positioning strategy would be to use the product user positioning strategy. This type of positioning will be effective because with a product like PBR, the consumer shapes the product. The thing that separates or differentiates PBR from other brands of beer is the people that consume it. We feel that it is important for PBR to use this when developing a positioning strategy.            As stated above, positioning strategy helps to differentiate products from competitors, especially for a product in the maturity phase in its life cycle. There are so many competitors and different types of beer; differentiation is essential at this stage. The hip, individualistic consumer that purchases PBR is what differentiates PBR from its leading competitors. Though price is fairly important as well when it comes to differentiation, the unique people that consume PBR are the most important characteristic in regards to differentiation.            Because of PBR’s target audience, the product packaging can play a huge role. In addition to its traditional packaging, we think it would be really creative to package the boxes that hold the can and bottles in a unique way. As a trial, we feel that you should package a pack of cans in a completely black box. On one side of the box, however, there should be a painting of a rip the box, showing a can of PBR. Underneath the picture would the slogan stating “Don’t Hide.” Underneath the “Don’t Hide” slogan, the Pabst Blue Ribbon logo will appear, giving the read a Z Letter (Appendix E). We feel this experiment of packaging and pilot campaign, which would take place in Atlanta solely, would attract customers that see the product on shelves, and it fits with the message of their customers no longer hiding and being who they truly are. This will also help with the branding of the product as a unique brand for a private label, with quite unique customers in comparison to its competitors. This can also help since it is a low think, yet high feel product to an extent. Pabst offers only a transactional relationship. The customers will feel that this brand relates who they are as unique individuals             There is one primary target audience on which PBR should focus. They are looking at the hipsters, ages 21 to 45, who take pride in their individuality and nonconformity to society. This target audience values their freedom of expression, and is not looking to succumb to values of the rest of society. They see themselves unique, different, and smaller subset of society. We want to fully capture this piece of the pie for this group. In particular, we want to target those that live in the specified test market Atlanta. We want these cities to face the same success described in Appendix F with Portland. These are the people who attend bars, and attend and host parties with people similar to them in personality. When these people are together, we want every person to choose PBR as their beer. These are the type of consumers who buy products that represent them as individuals. It is our goal to help PBR make this match.            When it comes to the benefits, they seek more than just taste. They want a brand that represents nonconformity and free expression. Advertising for PBR should present these characteristics to them. 
  • Target market are the self proclaimed “hipsters”PBR is the counter-culture, an anti-establishment badge, the non conformist beer. We propose a low cost approachOur advertisements can influence the personal decision making process by motivating loyal PBR drinkers to continue drinking with our command slogan "Don’t hide, be who you are."  
  • The overall advertising message of our PBR campaign is to drink PBR with pride and don't hide who you are; it is different like you are different. An emotional advertising appeal will be utilized by involving both the personal appeal that drinking PBR raises self-esteem because it is cool and trendy.  The social appeal is that you will be respected and recognized for being a PBR drinker.  The fundamental elements of the copy platform are one slogan delivered in two parts: "don't hide" and "be who you are."  The visual will be continuous all across all the media forms as the PBR beer can and the Pabst ribbon in the corner.  The copy will build an aura of sophistication and encourage PBR drinkers to be "cool" themselves and to drink PBR while they are doing it.  Value based thinking is necessary for our consumers because this is a choice based on intuition, one with little thinking involved. This advertising campaign is reinforcing current drinkers to keep drinking PBR, and trendsetters to start drinking PBR to be different/cool.  The product personality is retro chic, hipster, offbeat beer, the beer for non-conformists, and the beer to drink if you are different. The art elements of the campaign can be seen and are described thoroughly in appendix G.
  • This advertising campaign is reinforcing current drinkers to keep drinking PBR, and trendsetters to start drinking PBR to be different/cool.  The product personality is retro chic, hipster, offbeat beer, the beer for non-conformists, and the beer to drink if you are different.
  •  This advertisement grabs your attention with sex appeal of women’s legs.  Interest and credibility are confirmed that PBR is "non-conformist” by the tattoos. The Boom factor bolded contrasting font, the tatoos (unusual look) appeals directally to our traget audience “hipsters”
  • Bench advertisements:This bench advertisement intending to encourage PBR drinkers not to hide there can and to drink with pride while waiting on the bench. Hand appears to be grasping the beer and the red words draw your attention to the can. The layout of the hand also points to the slogan and then leads the eyes to the Pabst ribbon.  This Command slogan directs consumers to action. 
  • This is the redesign of the packaging that a PBR comes in. This black box will be easily differentiated from all the other beers because of its simple design and the use of black with the red copy.  The beer is peaking out of the box, not hiding.     Currently PBR advertises using a push strategy, where individual agents in urban areas visit local bars, grocery stores, and pubs and offer to sell PBR to those locations.  PBR does not use traditional mass media such as television, newspapers, or magazines is good because PBR does not have the funding to compete with brands such as Budweiser or Miller through these media channel.  (note: we will not do spectaculars due to cost).  We suggest by using 83% of the out of home methods, the ads will reach up to 70% of the citizens of Atlanta,Transit advertisements are key to our plan because they appeal to our target market, lower to middle income urban consumers. Its long exposure time, low cost, creative flexibility and repetition make transit advertisements appealing. feel that our high impact copy and orthodox ads will cut through the clutter.  As for billboards we are planning on utilizing bulletin structures and 8 sheet posters.  This combination will allow both vehicular and pedestrian exposure respectively.The cost, flexibility, impact and reach outweigh some of the difficulties like long lead times and prep costs that billboards present. Atlanta building mural would spur much chatter about PBR. sponsorship of concerts, and small local sporting events.  using off-the-wall media, such as setting up a bar in MARTA (Metro Atlanta Rapid Transit Authority) after 5 pm and serving 21+ transit riders PBR, PBR can increase the interest for their product. PBR branded clothes for purchase on the website.  These clothes would be stylish for the purchasers, but also would bring the brand positive attention.           

Transcript

  • 1. YOUnique Advertising Creativity with a focus on You !Tom Giblin, Alex Pritchett, Kelsey Schmidt, Sean Segears
  • 2. 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
  • 3. 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
  • 4. Situation Creative Message Media Budget Creative Strategy
  • 5. Situation Creative Message Media Budget Creative Strategy Positioning and Differentiation
  • 6. Situation Creative Message Media Budget Target Audience PBR HipstersAges 21 to 35 Where’s a beer for us?
  • 7. 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.
  • 8. 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
  • 9. 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 “
  • 10. Situation Creative Message Media Budget
  • 11. Questions?• Proposal• Current Situation• Historical Ads• Target Audience• Advertising Message• Outdoor Advertising• Packaging• Financials• Competitors• Twitter/social media• iphone Application• Advertising Triangle• Market Situation
  • 12. Advertising Triangle
  • 13. 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
  • 14. • 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.
  • 15. 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%*