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Making Miller #1

Making Miller #1



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.



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Making Miller #1 Making Miller #1 Presentation Transcript

  • Miller’s Brand Expansion In US and Abroad
  • 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
  • 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
  • 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
  • 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
  • Target Audience
    • 21-34 year old males
    • Primarily middle-class
    • Enjoy athletics, entertainment, socializing, and having a good time
    • Some with college education
  • Strengthening Miller in U.S…
  • 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
  • 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
  • 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
  • Bringing Miller Lite Abroad…
  • 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
  • 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
  • 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
  • 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.