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Making Miller #1
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Making Miller #1


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Proposal to Miller Brewing of multi-faceted approach to increasing sales both domestically and abroad.

Proposal to Miller Brewing of multi-faceted approach to increasing sales both domestically and abroad.

Published in: Sports, Business

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  • Transcript

    • 1. Miller’s Brand Expansion In US and Abroad
    • 2. Company Snapshot
      • Large American beer-maker based in Milwaukee
      • Founded in 1855 by Frederick Miller
      • Owned by SABMiller
      • Merged with Molson-Coors in late 2007, the company became known as Miller-Coors, the second largest beer-maker in the world
    • 3. Miller Family
      • Miller Lite (original lite beer)
      • Miller Lite Ice
      • Genuine Draft
      • MGD Lite
      • Genuine Draft 64
      • Miller Gold
      • High Life, High Life Lite
      • Milwaukee’s Best
    • 4. Current Sports Sponsorships
      • MLB: Miller Park, White Sox; official beer sponsor of MLB
      • Soccer: CONCACAF Gold Cup Tournament
      • NFL: Exclusive beer sponsor of the Chicago Bears, Dallas Cowboys; Miller Lite Endzone at Lambeau Field
      • NASCAR: Kurt Busch No. 2 Miller Lite Dodge
    • 5. Current Objectives
      • Strengthen brand in the U.S.
      • Expand the reach of the brand overseas, primarily in Europe
      • Increase market share domestically and abroad
      • Emerge as the world’s #1 beer-maker
    • 6. Target Audience
      • 21-34 year old males
      • Primarily middle-class
      • Enjoy athletics, entertainment, socializing, and having a good time
      • Some with college education
    • 7. Strengthening Miller in U.S…
    • 8. Strengthening Miller in U.S.
      • Capitalize on the increasing popularity of NASCAR and its emergence as a global player
      • There is a huge fan base, much of which aligns well with our target audience
      • Simply, NASCAR fans are beer drinkers
    • 9. Sponsorship with NASCAR
      • Organize and sponsor entirely new league race
      • Hold race at the Atlanta Motor Speedway – to be named the Miller Lite 500
      • Purchase naming rights to the speedway to be renamed Miller Raceway
      • Miller Lite 500 to be held the day naming rights take effect
      • Signage around park
    • 10. Sponsorship with NASCAR - Media
      • Issue press releases about the agreement to sports publications (Sports Illustrated) and men’s magazines
      • Announce on Miller’s and NASCAR’S Web site
      • Produce video news releases to be aired on all major news networks within Atlanta area as well as on ESPN and Fox networks nationally
    • 11. Bringing Miller Lite Abroad…
    • 12. Bringing Miller Lite Abroad
      • Capitalize on the growing popularity of European soccer in the U.S. by expanding our reach internationally
      • Combat Anheuser-Busch (currently #1 beer-maker)
      • Will help pave the way for Miller’s emergence as a global beer by sponsoring the most recognized sports team in the world
      • “ Manchester United is arguably the world's best known team with fans from Bahrain to Bhutan to Bangkok to Bakersfield” – Insurance Journal
    • 13. Sponsorship of Manchester United
      • Sign five year deal…
      • Place “Miller Lite” logo on jerseys
      • Sponsor corporate events
      • Signage within Old Trafford
      • Exclusive pouring rights for the stadium
      • Sponsor allotted luxury suites
    • 14. Cristiano Ronaldo as Celebrity/Athlete Spokesperson
      • Develop brand image with the “Live Responsibly” slogan that Miller Lite has established and made their own
      • Feature television commercials with Ronaldo speaking about his personal experiences and philosophies about responsible living
        • sports networks and major cable networks (BBC, Sky Sports)
        • Youtube; on Miller’s Web site and Manchester United’s Web site
      • Would be mutually beneficial for the images of Man. United and Miller Brewing
    • 15.  
    • 16. In closing…
      • Through domestic endeavors and international efforts, Miller will be able to capitalize on up and coming sports that attract fans within our target audience.
      • With this multi-faceted approach in the sports industry, Miller will be in a much better place to take the number one spot in beer-making.
    • 17. THE END