Tript Taneja (ppt on Corona Beer)


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1st largest selling beer in Mexico
4th largest beer in the world..
Enjoy your everyday with Corona....

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Tript Taneja (ppt on Corona Beer)

  1. 1. Corona
  3. 3. Corona History <ul><li>All Corona is brewed by one of the seven Modelo breweries in Mexico. </li></ul><ul><li>Grupo Modelo was established in Mexico in1922. </li></ul><ul><li>Corona was launched in 1925 after their first beer Modelo. </li></ul><ul><li>Corona Extra is only one brand in the Grupo Modelo brand portfolio distributed by The Gambrinus Company which was introduced to the </li></ul><ul><li>US in 1986 by President Carlos Alvarez. </li></ul><ul><li>1997- Corona Extra becomes #1 imported beer in the U.S. and Canada. </li></ul><ul><li>Corona is the 4 th best selling beer in the world, the #1 Mexican beer in the world, and the #1 selling beer in Mexico, making Grupo Modelo the world’s eighth largest brewing company in the world. </li></ul>
  4. 4. Corona History <ul><li>Corona is available in more than 150 countries worldwide . </li></ul><ul><li>The Gambrinus Company includes more than 300 corporate, sales, </li></ul><ul><li>distribution, brewing and support personnel, and markets 5 brand </li></ul><ul><li>portfolios throughout the United States and Caribbean from their </li></ul><ul><li>corporate headquarters in San Antonio. </li></ul>
  5. 5. Campaign <ul><li>In 1997, the Gambrinus Company launched the “Miles Away From Ordinary” campaign. </li></ul><ul><li>It was created by the Richard’s Group Ad Agency </li></ul><ul><li>The first ads to be launched were a series of television commercials </li></ul>
  6. 6. Miles Away From Ordinary TV COMMERCIALS Jenny Collard
  7. 7. Campaign <ul><li>June 10, 2002 – Corona Extra extended their “Miles Away From Ordinary” campaign to the web by launching </li></ul><ul><li>The website was created by </li></ul><ul><li>the REALBRANDING agency </li></ul>
  8. 8. Cont.. <ul><li>The website won many awards, such as: </li></ul><ul><li>2002 Beverage Dynamics Awards for Outstanding Website Design. </li></ul><ul><li>2003 Food and Beverage Excellence Award for Best Website Design </li></ul><ul><li>2003 Summit Award for Website Design </li></ul>
  9. 9. Cont.. <ul><li>In December 2003, they launched a holiday twist on their “Miles Away From Ordinary” campaign with a 30 second TV spot entitled “Sandman” </li></ul>
  10. 10. Sponsorships <ul><li>Corona Extra is the proud sponsor of many world wide events, including: </li></ul><ul><li>Motor sports </li></ul><ul><li>Pacifico Grand Marathon </li></ul><ul><li>Beach Volleyball Tournaments </li></ul><ul><li>George FM Beach parties in New Zealand </li></ul><ul><li>Wakeboarding </li></ul><ul><li>The Latin American Film Festival </li></ul><ul><li>And much more… </li></ul>
  11. 11. Promotions <ul><li>To coincide with the Superbike circus coming to the UK, a series of </li></ul><ul><li>high profile promotions are being lined up to support the top-selling </li></ul><ul><li>beer, including: </li></ul><ul><li>Awareness campaigns. </li></ul><ul><li>Promotions in trade publications and outlets. </li></ul><ul><li>VIP hospitality packages for key accounts in Corona Extra’s popular hospitality tent at the race meeting. </li></ul><ul><li>Themed merchandising and tactical advertising </li></ul>
  12. 12. <ul><li>Distributers and importers around 200 across the globe. </li></ul><ul><li>Official brand of ATP world tour of tennis. </li></ul><ul><li>Packaging in – 4*330ml with cost of $31.25 </li></ul>
  13. 13. Read All About It! <ul><li>Corona is often in the news! </li></ul><ul><li>They were recently featured in an article about top campaigns along with BMW and Adidas. </li></ul><ul><li>Corona received negative publicity from the “Animals for Sport” campaign in relationship to sponsoring Bull Fights. </li></ul>
  14. 14. Merchandise
  15. 15. The Color of Beer <ul><li>Not all Ales are Dark and not all Lagers are Light </li></ul>Porter Bock Belgian Ale Pale Ale Pale Bock Lambic Stout Barley Wine English Bitter Kolsch Pilsner Lager
  16. 16. “ The welcome pages that require you to enter your state and verify your age is a large roadblock for any campaign, but business needs to obey local laws and campaigns such as the FTC’s national campaign to prevent underage drinking.”
  17. 17. Video Marketing <ul><li>The new commercial called &quot;Moonlight&quot; has lots of bodies </li></ul><ul><li>noisily dancing on a beach as the sun sets”. </li></ul><ul><li>It's a clever touch, but there's still a bit too much fairly prosaic </li></ul><ul><li>footage of young people dancing around. </li></ul>
  18. 18. Cont.. When you're a winner, everyone wants to get in on the action. Corona, another popular Mexican brew that is big in Chicago and throughout the United States, is sending its congrats to the Chicago Blackhawks who just won the Stanley Cup.
  19. 19. Cont.. The music used in the new spot called &quot;Moments&quot; is a song called &quot;The Secret Sun&quot; by Grammy-winning songwriter Jesse Harris, who has worked with Norah Jones, among others. The Corona Extra advertising mindset centered on a beach -- ideally one that is wonderfully idyllic
  20. 20. “ Inspiring videos that are so enjoyable to watch and make you fell relaxed? Well “Where You’d Rather Be” created to promote Corona extra is with no doubt one of such videos ”.
  21. 21. Online Advertisement <ul><li>Corona has been seen advertised on London's famous black cabs. </li></ul><ul><li>Corona Subliminal advertisement. </li></ul><ul><li>In the center there’s a series of concentric circles that evoke a graphic device used to induce a hypnotic trance through eye fixation </li></ul>
  22. 22. Cont.. <ul><li>At the top and bottom of the picture is beer foam appearing like waves </li></ul><ul><li>breaking on the shore. </li></ul><ul><li>The collar of the bottle has been modified to increase the resemblance to </li></ul><ul><li>a phallus. </li></ul>
  23. 23. Cont. <ul><li>The ad starts off as a fairly typical alcoholic beverage piece. </li></ul><ul><li>A relaxing Mexican beach appears to be pouring out of a bottle of Corona Extra. </li></ul><ul><li>Shore scenes are often used to equate the product with memories or fantasies of romantic vacation adventure. </li></ul>
  24. 24. Banner ad
  25. 25. Social Media Advertisement
  26. 26. Social Media Marketing <ul><li>Corona doing a lot of social media ad Through Facebook, twitter, orkut. </li></ul><ul><li>Corona is betting that young adults want to see their faces tower over </li></ul><ul><li>New York City’s Times Square; </li></ul><ul><li>Grupo Modelo, the company behind the popular Mexican beer, has launched a campaign to promote Corona Light to the young adult crowd. </li></ul><ul><li>In 1997, the Gambrinus Company launched the “Miles Away From Ordinary” campaign. </li></ul><ul><li>The first ads to be launched were a series of television commercials. </li></ul><ul><li>It will contain traditional media advertising, but it’s also placing Facebook Facebook front-and-center in its efforts to become the “most liked light beer in America.” </li></ul>
  27. 28. How is This Affecting Beer Consumers & Shoppers? Page
  28. 29. Global platform strategy Local brand positioning of a global brand and global product <ul><li>Corona sells the same beer, produced in 8 plants in Mexico, all over the world </li></ul><ul><li>Advertising adapts to target countries: begins as a working class beer in Mexico, becomes a high quality import in most other countries. </li></ul><ul><li>Marketing adapts to local markets </li></ul><ul><li>Corona coordinates internationally through its subsidiaries </li></ul>
  29. 30. E-Mail Advertising <ul><li>Corona make email-advertising through email-alert. </li></ul><ul><li>It continuously update the information of corona to people. </li></ul>
  30. 31. Outdoor Advertising Corona beer, a brand of pale lager owned and produced by Cerveceria Modelo in Mexico, to celebrate the arrival of spring surprised passers of the City of Buenos Aires (Argentina) with a bottle of 3 meters high composed entirely of colorful flowers.
  31. 32. Cont.. The bottle was located in the Plaza San Martín, a strategic point where thousands of people walk daily to work in the downtown because of its proximity to the train station and underground city.
  32. 33. Advertisement through Microbloging Sites Twitter <ul><li>Corona is more overrated beer. </li></ul><ul><li>Corona & Corona Light . has to be the best beer..and extra awesome </li></ul><ul><li>with a lemon squeezed in it: </li></ul><ul><li>Girls like most this bear. </li></ul><ul><li>Approx 100 people tweet everyday. </li></ul><ul><li>There is a lots of fans of Corona bear in twitter. </li></ul>
  33. 34. Facebook <ul><li>Corona get 5 star ratings from Facebook. </li></ul><ul><li>Even 10000 approx. people like corona extra. </li></ul><ul><li>Nothing like enjoying an ice cold Corona after work. </li></ul>
  34. 35. You Tube <ul><li> </li></ul><ul><li>Corona Extra Ad - From where you'd rather be (Secret Society Style) </li></ul><ul><li>Corona videos is like relax & enjoy responsibility. </li></ul><ul><li>Corona mainly videos is on beach. </li></ul><ul><li>This is the best commercial beer. </li></ul><ul><li>With the help of you tube corona doing viral marketing, guerilla marketing & lots of commercial ads. </li></ul>
  35. 38. Search Engine Marketing
  36. 39. Blogs advertisement of “Corona”
  37. 41. “ CORONA ” Stands For… Excitement, Youth and Camaraderie ! ! ! FUN ! ! !