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2014 Michelob ultra--半年度媒體採購規劃
- 1. Media Plan Chutirat Irene Kristen Yuri
- 2. Objectives Kristen Overview Kristen Situation Irene Company History Yuri Competitors Chu Campaign Details Research Findings Group Media Plan Group Target Audience Kristen Media Preference Group Media Mix Irene Media Considered But Not Recommended Chu
- 3. Make Michelob Ultra more attractive to a “young, hip” audience Use Michelob “strengths” to help promote the beverage Recognize subtle differences in the target audience to determine efficient media choices
- 4. Our Client
- 5. New Product
- 6. New Product (Solution) Michelob Ultra (created for the 50+ drinker) Lower Calories Lower Alcohol Premium Price
- 7. Suggested Competitors Lite beer Mike’s Hard Lemonade
- 8. Past Media Cable TV Magazines Newspapers Radio Interactive Search
- 9. Result of Campaign Low sales Product removed from liquor store shelves Wrong target audience
- 11. Anheuser-Busch Leading American brewer founded in 1853 47.6 percent share of U.S. beer sales to retailers 600 independent wholesalers 13 breweries across the U.S. A leading aluminum recycler for more than 30 years source: http://en.wikipedia.org/wiki/Anheuser-Busch/http://en.wikipedia.org/wiki/Anheuser-Busch_InBev/ http://anheuser-busch.com/index.php/our-company/about-anheuser-busch/
- 12. Michelob (a 5% abv pale lager developed by Adolphus Busch) 1970 2002 source: http://en.wikipedia.org/wiki/Anheuser-Busch_brands
- 13. Michelob Ultra (Advertising & PR) Sponsor of sports activity: PGA TOUR, LPGA TOUR and Championship TOUR; Marathons, Rock n’ Roll marathon Sponsored several episodes of the Diggnation podcast Noteworthy slogans and catchy tunes from the past and even today source: http://en.wikipedia.org/wiki/Anheuser-Busch_brands#Michelob
- 14. Bud Light (23,896) Bud Light Lime (4,698) Coors Light (12,860) Miller Light (10,716) Michelob Ultra (5,385) 1 2 3 4 0 10,000 20,000 30,000 Miller Light Michelob Ultra Coors Light Bud Light Lime Bud Light Sales In the Last 6 Months (‘000) source: MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer(Adults)
- 15. Longevity (founded 1876) Well-known U.S. first national beer brand Strong marketing campaign (NFL sponsor) Younger brand image Adults 18- to 34-year olds, typically male Bud Light source: http://www.fatsecret.com/calories-nutrition/anheuser-busch/budweiser-light-beer
- 16. Bud Light Lime 100% natural lime flavor Deliver an ultimate refreshment Flavored beer, easier to drink Premium price source: http://www.fatsecret.com/calories-nutrition/anheuser-busch/budweiser-light-lime-beer
- 17. Coors Light Longevity (founded 1978) Innovative Deliver refreshing flavor Strong marketing campaign (Adventure activity sponsorships ex. wingsuit flying, NASCAR) Sporty image Typically male source: http://www.fatsecret.com/calories-nutrition/coors/light-beer-(bottle)
- 18. Miller Light Longevity (founded 1973) “Legendary” light beer in 1975 when introduced nationally Not exclusive Easily accessible Strong marketing campaign (ex. Dallas Cowboys sponsorship, restaurant associations) source: http://www.fatsecret.com/calories-nutrition/miller-brewing-company/lite-beer-(bottle)
- 19. Mike’s Hard Lemonade ABV Calories Fat Carb Protein 5% 220 0 33 g 0 g Much higher calories and carb (220 calories per bottle!) Higher ABV Michelob Ultra Fruit Lime Cactus source: http://www.fatsecret.com/calories-nutrition/mikes/hard-lemonade https://untappd.com/mikeshard/beer
- 20. Only 2.4% Alcohol (per bottle) Bud Select 55 ABV Calories Fat Carb Protein 2.4% 55 0 1.9 g 0.9 g source:http://www.fatsecret.com/calories-nutrition/anheuser-busch/budweiser-select-55-premium-light-beer http://www.beeradvocate.com/beer/profile/29/52480/
- 21. Miller 64 ABV Calories Fat Carb Protein 2.8% 64 0 2.4 g 1 g Only 2.8% Alcohol (per bottle) source:http://www.fatsecret.com/calories-nutrition/miller-brewing-company/genuine-draft-64 http://www.beeradvocate.com/beer/profile/105/43043/
- 22. Other Indirect Competitors source: http://www.gallup.com/poll/163787/drinkers-divide-beer-wine-favorite.aspx IBISWorld: http://www.pdconference.org/Documents/2012/Downloads/3%20IbisWorld%20-%2072241%20-%20Bars%20%20Nightclubs.pdf Wine Liquor Craft
- 23. (NASCAR mobile app targeting people at age 21-27 yrs.) source: http://www.prnewswire.com/news-releases/miller-lite-continues-as-exclusive-beer-sponsor-of-dallas-cowboys- with-ground-breaking-12-year-deal-57293787.html http://sports.espn.go.com/nfl/news/story?id=5162445 http://adage.com/article/news/sponsor-coors-light-nhl-stadium-series-rockies/291333/ http://mediadecoder.blogs.nytimes.com/2012/09/05/bud-light-steps-up-its-nfl-sponsorship-efforts/?_php=true&_type=blogs&_r=0
- 24. ABV Calories Fat Carb Protein ABV Calories Fat Carb Protein ABV Calories Fat Carb Protein ABV Calories Fat Carb Protein ABV Calories Fat Carb Protein 4.2% 4.2% 4.2% 4.2% 4.2% 110 116 102 96 95 0 0 0 0 0 6.6 g 8 g 5 g 3.2 g 2.6 g 0.9 g 0.9 g < 1 g < 1 g 0.6 g source: http://www.fatsecret.com/calories-nutrition/miller-brewing-company/lite-beer-(bottle) / http://www.fatsecret.com/calories-nutrition/anheuser-busch/budweiser-light-lime-beer http://www.fatsecret.com/calories-nutrition/coors/light-beer-(bottle)
- 25. High Price High Calories/ Carbohydrates Low Price Low Calories/ Carbohydrates source: http://www.wineaccess.com/file/store/totalwine/beer-corridorwine.pdf Wine Liquor Craft
- 26. SWOT S W O T Mature market/limited market share Premium price Unfavorable feedback by customers regarding taste Established brand credibility (Anheuser – Busch) Lower calories while still maintaining a higher than average alcohol level Lower carbohydrates Increased craft beer and wine sales Lower calorie options available Cluster of light beers available Healthy/fit life style seems to be a lasting trend Partnerships with restaurants, sports or fitness hobbies Premium market Other Michelob Ultra products, Fruit Lime Cactus, Ciders & Tea Lemonades
- 27. Budget and Timeframe $8,500,000 net media budget Advertising window from July to December 2014
- 29. Current Climate source: http://www.gallup.com/poll/163787/drinkers-divide-beer-wine-favorite.aspx Recent Gallup data charted the changing answer of the question, Do you most often drink liquor, wine or beer? Based on those who drink alcohol.
- 30. Current Climate source: http://www.cnbc.com/id/100935860 2nd quarter in 2013 2.8% earnings results 4.4% domestic retailer sales
- 31. Current Climate source: http://www.cnbc.com/id/100935860 http://www.gallup.com/poll/163787/drinkers-divide-beer-wine-favorite.aspx http://www.craftbrewingbusiness.com/news/survey-women-drinking-beer-men-drinking-less/ 41% UNDER 30 drink 71% SINCE 1990 28% NAMED Favorite 32% PREMIUM LITE SINCE 2012 37% CALLED watery 34% PREMIUM LITE IN 2011 2013 COMPARED BEER
- 32. Current Climate source: http://www.gallup.com/poll/163787/drinkers-divide-beer-wine-favorite.aspx Beer % Wine % Liquor % 18- to 29-year-olds 1992 - 1994 71 14 13 2012 - 2013 41 24 28 Change -30 +10 +15 30- to 49-year-olds 1992 - 1994 48 31 17 2012 - 2013 43 29 24 Change -5 -2 +7 50+ 1992 - 1994 28 37 30 2012 - 2013 29 46 19 Change +1 +9 -11
- 33. source: http://www.cnbc.com/id/100935860 http://www.craftbrewingbusiness.com/news/survey-women-drinking-beer-men-drinking-less/ MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer(All Adults) 21-27 YRS OLD drinkers 40% PREM- IUM LITE BEER 51% favorite DESCRIBED SEPT 2013 LAST YEAR 54% Michael MEN 18-34 (85)
- 34. Women Active Lifestyle 25 - 54 year olds Professional Graduated College Plus Health - conscious HHI $75K+
- 35. Primary Target - Michelle source: http://www.craftbrewingbusiness.com/news/survey-women-drinking-beer-men-drinking-less/ MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer(Female) CHILD AGE 6-11 (128) HEALTH (114) NEWS & ENTERNMENT (114) HOME SEVICES (127) M A G A Z I N E S GRADUATED COLLEGE + (141) WOMEN 25-54 (72.4% TA, 136) MARRIED(120)
- 36. Secondary Target – Michelle’s Husband Steven source: http://www.craftbrewingbusiness.com/news/survey-women-drinking-beer-men-drinking-less/ MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer(Men) MEN 35-44 (121) MARRIED (TA 68.6, 124)
- 37. - Emphasis on Frequency Defensive Approach - Due to industry climate Media Strategy Scheduling: Pulsing - A peak in Jul to Sept (Summer-time) and valley from Oct to Dec (Fall into Winter) FREQUENCY PURCHASE
- 38. South Carolina 16th Mississippi 12th Louisiana 11th Texas 9th Houston Atlanta source: Michelob Ultra Facebook http://goo.gl/W30tyz MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer (Female) Where South Region (W 156, M 127) Next 5 Media Market (120) 1 2 3 4 5 Worth San Francisco- Oak-San Jose Boston (Manchester) Atlanta, GA Washington, DC Houston, TX
- 39. source: Beer institute When 12,000,000 14,000,000 16,000,000 18,000,000 20,000,000 Jul Aug Sep Oct Nov Dec Total Beer Consumption by Season 2012 2011
- 42. Magazines Audience: Females 71% Age: Median Age: 44.9 25- to 54-year-olds 57% Income: Median HHI: $67,757 Education/Employment: Attended/Graduate College+ 61% Working Women 63% Marital Status/Children: Children 46% News and Entertainment weeklies (W 43.6% TA, 114) People (33% TA, 131) Circulation: 3,475,000 CPM: $60.25 Run: 2x a Month July – Oct $ 1,674,854 source: http://www.people.com/people/static/mediakit/media/pdf/ratecard.pdf MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer (Female)/(Men) $
- 43. Magazines Audience: Female 78% Age: Median Age: 52.7 Income: Median HHI: $66,550 Education: College+ 66% Own Home: 79% Home Service (W 48.8% TA, 127, M 137) Southern Living (17% TA, 191) Circulation: 2,800,000 CPM: $49.49 (National) and $49.97 (Regional) Run (National): 4/C P 3 Months July – Sept 415,673 Run (Regional): 4/C P 3 Months Oct – Dec 160,553 source: http://www.southernliving.com/static/pdf/2014_general_rates_specs.pdf MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer (Female)/(Men) $ $
- 44. Magazines Audience: Female 80.8% Age: Median Age: 50.9 25- to 54-year-olds 50.7% Income: Median HHI: $62,880 $75,000+ 40.8% Education: College+ 29.4% Married: 59.1% Any Child Under 18 39.5% Own Home: 73.3% Home Service (W 48.8% TA, 127, M 137) Better Homes and Garden(33.3% TA, 137) Circulation: 7,600,000 CPM: $45.75 Run (National): 4/C P 3 Months July – Sept $ 1,029,354 source: http://www.bhgmarketing.com/rates.html MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer (Female)/(Men) $
- 45. - Web Banner - Audio Ads - Google Ads Online Advertising
- 46. Amazon.com (W 41.7% of TA, 148, M 119) Weather.com (W 39.2% of TA, 152, M 156) WebMD.com (W 22.7% of TA, 152) Ebay.com (W 20% of TA, 139, M 102) Web Banner 18,000,000 impressions for each month in July, August, and September 10,000,000 impressions for each month in October, November, and December $ 15,000,000 impressions for each month in July, August, and September 8,000,000 impressions for each month in October, November, and December source: http://www.amazon.com/b?ie=UTF8&node=3055329011 MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer (Female)/(Men) MINTEL $ $ $ 260,400 325,500 213,900 213,900
- 47. 15,000,000 impressions for each month in July, August, and September 8,000,000 impressions for each month in October, November, and December $ iTunes.com (W 21.5% of TA, 166, M 157) Pandora.com (W 23.3% of TA, 159, M 148) Audio Ads source: MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer (Female)/(Men) 267,720 267,720 $
- 48. gmail.com (W 38.5% of TA, 158, M 124) Google Ads (Re-Targeting) Gender: Users Percentages US Males 82,000,000 45.6% US Females 96,000,000 53.3% Age: Users Percentages 18-24 42,000,000 23.3% 25-34 44,000,000 24.4% 35-54 56,000,000 31.1% 55+ 28,000,000 15.6% Geography: Users Percentages Miami 2,400,000 1.3% Houston 2,800,000 1.6% Atlanta 2,400,000 1.3% 10,000,000 impressions for each month in October, November, and December $ 15,000,000 impressions for each month in July, August, and September $ 8,000,000 impressions for each month in October, November, and December facebook.com 18,000,000 impressions for each month in July, August, and September source: http://istrategylabs.com/2014/01/3-million-teens-leave-facebook-in-3-years-the-2014-facebook-demographic-report/ MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer (Female)/(Men) 325,920 267,270
- 49. Atlanta GA Houston TX 1 Billboards & 1 Building Poster Jul-Sep Out-of-home: Billboards/Building Posters 1 Billboard Oct-Dec Dallas TX New Orleans LA 1 Billboard Jul-Sep 2 Billboards Jul-Sep 1 Billboard in Oct
- 50. Sponsorships 21 July 2014 Atlanta, Georgia $ 165,736 4 October 2014 Atlanta, Georgia $ 276,123 8 September 2014 Atlanta, Georgia $ 233,246 13 December 2014 Naples, Florida 157,607 $ $ $ $ 25 October 2014 Dallas, TX $ 120,191 $
- 51. Media Clock 7:00 8:00 9:00 10:00 12:00 1:00 3:00 6:00 5:00 7:00 AM NOON PM
- 52. Timeline 2 Billboards & 2 Building Poster, Houston, TX 2 Billboards & 1 Building Poster, Atlanta, GA 2 Billboards, Dallas, TX 1 Billboard, New Orleans, LA 1 Billboard & 1 Building Poster, Houston, TX 1 Billboard & 1 Building Poster, Atlanta, GA 1 Billboard Dallas, TX in Oct JUL AUG SEP OCT NOV DEC 18,000,000 Impressions: Amazon.com, weather.com, Google ad on Gmail 15,000,000 Impressions: WebMD, iTunes, Pandora, eBay, Google ad on Facebook 10,000,000 Impressions: Amazon.com, weather.com, Google Ads on Gmail 8,000,000 Impressions: WebMD, iTunes, Pandora, eBay, Google Ads on Facebook July 21 Atlanta, GA Sep 8 Atlanta, GA Oct 4 Atlanta, GA Oct 25 Dallas, TX Dec 13 Naples, FL Southern Living Magazine: 4/C P, National Better Homes and Gardens Magazine: 4/C P, National Southern Living Magazine: 4/C P, Regional (TX, GA, MS, SC, FL) People Magazine: 4/C P, National Sponsorship, OOH Magazine, Internet
- 53. Budget Magazine 39% Internet 25% OHH 25% Sponsorship 11 % $8,500,000 Magazine Internet Out-of-home Sponsorship
- 54. Age (Females) Heavy Light 25-29 yrs 37 index, 3.2% 144 index, 12.3% 30-34 yrs 38 index, 3.3% 112 index, 9.9% 35-39 yrs 41 index, 3.1% 111 index, 8.5% 40-44 yrs 66 index, 6.1% 105 index, 9.7% 45-49 yrs 83 index, 7.9% 108 index, 10.2% 50-54 yrs 104 index, 9.8% 89 index, 8.4% 1 2 3 4 5 90 95 131 83 101 Newspaper source: MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer(Female)
- 55. 1 2 3 4 5 104 112 109 109 66 Radio 1 2 3 4 5 134 129 92 114 32 Compared with Internet Time Period Index Percent Down Weekday 3pm - 7pm 126 50.7% Weekday 6am - 10am 123 56.6% Weekend 3pm - 7pm 118 36.7% Weekend 7pm - Midnight 114 18.1% Weekend 10am - 3pm 113 49.6% source: MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer(Female)