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The Champagne of Beers<br />and<br />The Beer to Share With Friends<br />
MillerCoors<br />Miller Brewing Company initially founded 1855.<br />Miller original creator of light beer: Miller Lite.<b...
The Beer Market<br />Over 100 Billion Dollar Market.<br />Beer represents over 52% overall beverage alcohol dollar sales.<...
Competitive Analysis<br />Bud Light and Coors Light<br />Target young males<br />Sports-heavy marketing<br />Currently foc...
Market Segmentation<br />Men and Women, aged 18 – 23<br />Survey results were gender neutral<br />Moderate drinkers<br />O...
Problems<br />Accessibility<br />Channel Strategy: Grocery Stores & Bars<br />Relationships with Distributors <br />Promot...
Marketing Objectives & Strategies<br />Objectives<br />Strategies<br /><ul><li> Increase Quarterly Sales by 10%
 Decrease Retailers Who Offer Beer, but NOT High Life Light, by 15%
 Increase the Number of Bars Offering High Life Light by 5%
 Viral Video Campaign Reaches         1 Million Page Hits
 Define Miller High Life Light as “The Beer to Share With Friends”
 Appeal to Female Beer Drinkers
 Improve Channel Health and Relationships with Distributors
 Demonstrate Appeal of High Life Light to Bars</li></li></ul><li>Tactic: Viral Video<br />Viral Video Promotion<br />Short...
Tactic: Bar Contest<br />“Best Bar in Town” Contest<br /><ul><li>Featured in 10 major cities
Compete to sell the most High Life Light in one month
Purchase High Life Light kegs for 5% below wholesale price
 Wendell teaches the winning bar in each city how to “live the high life”</li></li></ul><li>Tactic: Modify Existing  High ...
Tactic: Pandora Ads<br />Increase awareness of High Life Light<br />Linked to music genres such as Indie, Alternative Rock...
Tactic: Magazine Ads<br />Run an ad campaign in many popular magazines read by our target market. <br />Magazines will be ...
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Miller High Life Marketing Campaign Final Presentation

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Miller High Life Marketing Campaign Final Presentation

  1. 1. The Champagne of Beers<br />and<br />The Beer to Share With Friends<br />
  2. 2. MillerCoors<br />Miller Brewing Company initially founded 1855.<br />Miller original creator of light beer: Miller Lite.<br />Miller High Life was Miller’s first brand.<br />In 2008 Coors and Miller merged in a joint venture to overtake Anheuser Busch as top Brewing company.<br />Represent 30% market segment for Beer industry.<br />490 independent distributors associated with company.<br />
  3. 3. The Beer Market<br />Over 100 Billion Dollar Market.<br />Beer represents over 52% overall beverage alcohol dollar sales.<br />40% American adults are regular beer drinkers.<br />Market trend toward younger moderately educated males.<br />
  4. 4. Competitive Analysis<br />Bud Light and Coors Light<br />Target young males<br />Sports-heavy marketing<br />Currently focused on product differentiation<br />“Frat Water”<br />Target young males<br />Focused on lowest possible price<br />Quality of product generally irrelevant<br />
  5. 5. Market Segmentation<br />Men and Women, aged 18 – 23<br />Survey results were gender neutral<br />Moderate drinkers<br />Often imbibe with small – medium groups of friends<br />Usually drink in homes and bars<br />Appreciate quality, but are price sensitive<br />
  6. 6. Problems<br />Accessibility<br />Channel Strategy: Grocery Stores & Bars<br />Relationships with Distributors <br />Promotion<br />High Life Underrepresented in Beer Marketing<br />Target Segment Indifference<br />Bottle Packaging<br />The bottle is “Dull”, “Could Be Bolder”<br />
  7. 7. Marketing Objectives & Strategies<br />Objectives<br />Strategies<br /><ul><li> Increase Quarterly Sales by 10%
  8. 8. Decrease Retailers Who Offer Beer, but NOT High Life Light, by 15%
  9. 9. Increase the Number of Bars Offering High Life Light by 5%
  10. 10. Viral Video Campaign Reaches 1 Million Page Hits
  11. 11. Define Miller High Life Light as “The Beer to Share With Friends”
  12. 12. Appeal to Female Beer Drinkers
  13. 13. Improve Channel Health and Relationships with Distributors
  14. 14. Demonstrate Appeal of High Life Light to Bars</li></li></ul><li>Tactic: Viral Video<br />Viral Video Promotion<br />Short advertisements online and on TV to promote the campaign <br />People upload videos of themselves “Living the High Life” to ilovethehighlife.com<br />“Best” video voted by users is aired as the the Miller High Life Light commercial during the 30 Rock season premiere on October 15th<br />
  15. 15. Tactic: Bar Contest<br />“Best Bar in Town” Contest<br /><ul><li>Featured in 10 major cities
  16. 16. Compete to sell the most High Life Light in one month
  17. 17. Purchase High Life Light kegs for 5% below wholesale price
  18. 18. Wendell teaches the winning bar in each city how to “live the high life”</li></li></ul><li>Tactic: Modify Existing High Life Ads<br />Current ads target a broad market<br />Add a 2 second blurb about the viral video campaign to existing ads<br />Same message as Pandora ads.<br />
  19. 19. Tactic: Pandora Ads<br />Increase awareness of High Life Light<br />Linked to music genres such as Indie, Alternative Rock, and Electronic<br />Pandora ads will mention our viral video campaign and link people to the website.<br />Examples:<br />"High Life Light, an uncompromising light beer that lets you live the high life at an honest price. show us how you live the high life at www.ilovethehighlife.com"<br />"Do you live the High Life? Show us how, and you could be featured on national television. Visit www.ilovethehighlife.com for details"<br />
  20. 20. Tactic: Magazine Ads<br />Run an ad campaign in many popular magazines read by our target market. <br />Magazines will be typical of younger people. <br />Full page ads in music, extreme sports, and fashion magazines will all be included.<br />Ads to be initially run in Cosmopolitan, Rolling Stone, Transworld, Snowboarder, Freeskier, SKATEboarding, etc.<br />
  21. 21. Cosmopolitan Magazine Example Ad<br />
  22. 22. Extreme Sport Magazine Example Ad<br />
  23. 23. Tactic: Targeted Facebook Ads<br />Ads show sales in local area.<br />Ads directed towards target audience, based upon:<br />Age<br />In college<br />Data in profile<br />Etc.<br />Provides incentives for stores to carry <br />Miller High Life Light<br />
  24. 24. Tactic: Improved Packaging <br />Change the current label on the bottle.<br />White background is changed to blue<br />Emphasizes “High Life Light”<br />Adds contrast with both bottle and beer<br />
  25. 25. Tactic: Improved Packaging<br />Make 18 packs of High Life Light bottles more available.<br />Introduce 24 packs of High Life Light bottles.<br />Introduce 32 oz. bottles of High Life Light.<br />
  26. 26. Marketing Plan<br />Strategies<br /><ul><li> Demonstrate Appeal of High Life Light to Bars
  27. 27. Define Miller High Life Light as “The Beer to Share With Friends”
  28. 28. Appeal to Female Beer Drinkers
  29. 29. Improve Channel Health and Relationships with Distributors</li></ul>Tactics<br />Viral Marketing Campaign<br />Bar Contest<br />Improved Packaging<br />Pandora Ads<br />Magazine Ads<br />Facebook Ads<br />
  30. 30. Timeline<br />July 1st: Marketing Campaign Launches<br />Viral video contest begins<br />Ads begin this month<br />Introduce new packaging<br />August 1st: Bar Contest Begins<br />September 1st: Wrap-Up<br />Video Submissions End<br />Voting Begins<br />Windell Party Tour Launches<br />October 1st: Voting Ends<br />October 15th: Video Airs during 30 Rock<br />
  31. 31. Questions?<br />

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