Making Miller #1


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

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  • Making Miller #1

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