Aztec Beer spoof ad

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Aztec Beer spoof ad

  1. 1. Aztec Beer Marketing Plan Jacob Evelyn, Dawson Baker, Jesse Polenberg, Raffi Lizaralde, David Halpern
  2. 2. Ideas of the Era- <ul><li>Major technologies </li></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Computers </li></ul></ul><ul><ul><li>Cell Phones </li></ul></ul><ul><ul><li>iPods </li></ul></ul><ul><ul><li>MP3s </li></ul></ul><ul><ul><li>DVDs </li></ul></ul><ul><ul><li>MySpace/Facebook </li></ul></ul><ul><li>Major events </li></ul><ul><ul><li>9/11 </li></ul></ul><ul><ul><li>Afghanistan/Iraq War </li></ul></ul><ul><ul><li>Digital Revolution </li></ul></ul>
  3. 3. Ideas of the Era cont. <ul><li>Ideas, changes of the era. </li></ul><ul><ul><li>Environmentalism </li></ul></ul><ul><ul><li>Digital Revolution </li></ul></ul><ul><ul><li>Social Networking </li></ul></ul>
  4. 4. Product example #1 - Budweiser <ul><li>Bud Light Ad </li></ul><ul><li>Humor </li></ul><ul><li>Celebrity endorsement </li></ul><ul><li>Associates product with pop culture </li></ul>
  5. 5. Product Example #2 - Carlton Draught <ul><li>Carlton Draught Ad </li></ul><ul><li>Viral ad </li></ul><ul><li>Large armies and “O Fortuna” identifies with mid-20s consumers who watch Lord of the Rings… pop culture. </li></ul>
  6. 6. What types of products would succeed? Why? <ul><li>Products that are very directly marketed </li></ul><ul><ul><li>Advertising in the internet age is all about The Long Tail: Selling to groups for whom your product is specifically marketed </li></ul></ul><ul><li>Ads must permeate all types of media in increasingly tech-savvy age </li></ul>
  7. 7. Product Definition <ul><li>High quality beer at a price for the up and coming professional, marketed towards internet- and pop culture- savvy yuppies </li></ul>
  8. 8. Competition <ul><li>The competitive landscape </li></ul><ul><ul><li>Budweiser </li></ul></ul><ul><ul><li>Keystone </li></ul></ul><ul><ul><li>Miller </li></ul></ul><ul><ul><li>Coors </li></ul></ul><ul><ul><li>Budweiser has great cultural saturation. </li></ul></ul><ul><ul><li>Miller, Pabst, and Coors are also popular but are not associated with high quality beer </li></ul></ul>A B C D Performance Price
  9. 9. Positioning <ul><li>Positioning of product or service </li></ul><ul><ul><li>A cheap but delicious brew marketed towards young professionals </li></ul></ul><ul><li>Consumer promise </li></ul><ul><ul><li>A beer you can buy without leaving the comfort of your own home. </li></ul></ul>
  10. 10. Communication Strategies <ul><li>Indiana Jones as marketing symbol… everyone in target audience knows Indiana Jones. </li></ul><ul><li>Use internet as tool… target audience is familiar and comfortable with internet, so they can become comfortable and familiar with our product quickly. </li></ul><ul><li>Young professionals </li></ul><ul><ul><li>20s and 30s </li></ul></ul>
  11. 11. Packaging & Fulfillment <ul><li>Product packaging </li></ul><ul><ul><li>Low prices, “look” associated with internet… trendy, convenient, etc. </li></ul></ul><ul><ul><li>Innovation: beer that can be purchased online. </li></ul></ul>
  12. 12. Advertising <ul><li>Strategy & execution </li></ul><ul><ul><li>Lots of online ads. LOTS! The annoying kind that catch your attention. </li></ul></ul><ul><ul><li>Only advertise on internet, no other media. Target audience will be primarily using internet, so why bother advertising elsewhere? </li></ul></ul><ul><ul><li>Spend as little as possible, mass-advertising on websites only. No worrying about expensive Super Bowl ads. </li></ul></ul>

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