The document proposes a marketing plan to increase sales of Miller High Life Light beer. The plan aims to define Miller High Life Light as "The Beer to Share With Friends" and appeal more to female drinkers through tactics like a viral video campaign, bar contests in major cities, improved packaging, Pandora ads, magazine ads, and targeted Facebook ads. These strategies and tactics would launch in July and run through October, with the goal of increasing quarterly sales by 10% and improving relationships with distributors.

1. The Champagne of Beers and The Beer to Share With Friends

2. MillerCoors Miller Brewing Company initially founded 1855. Miller original creator of light beer: Miller Lite. Miller High Life was Miller’s first brand. In 2008 Coors and Miller merged in a joint venture to overtake Anheuser Busch as top Brewing company. Represent 30% market segment for Beer industry. 490 independent distributors associated with company.

3. The Beer Market Over 100 Billion Dollar Market. Beer represents over 52% overall beverage alcohol dollar sales. 40% American adults are regular beer drinkers. Market trend toward younger moderately educated males.

4. Competitive Analysis Bud Light and Coors Light Target young males Sports-heavy marketing Currently focused on product differentiation “Frat Water” Target young males Focused on lowest possible price Quality of product generally irrelevant

5. Market Segmentation Men and Women, aged 18 – 23 Survey results were gender neutral Moderate drinkers Often imbibe with small – medium groups of friends Usually drink in homes and bars Appreciate quality, but are price sensitive

6. Problems Accessibility Channel Strategy: Grocery Stores & Bars Relationships with Distributors Promotion High Life Underrepresented in Beer Marketing Target Segment Indifference Bottle Packaging The bottle is “Dull”, “Could Be Bolder”

8. Decrease Retailers Who Offer Beer, but NOT High Life Light, by 15%

9. Increase the Number of Bars Offering High Life Light by 5%

10. Viral Video Campaign Reaches 1 Million Page Hits

11. Define Miller High Life Light as “The Beer to Share With Friends”

12. Appeal to Female Beer Drinkers

13. Improve Channel Health and Relationships with Distributors

16. Compete to sell the most High Life Light in one month

17. Purchase High Life Light kegs for 5% below wholesale price

19. Tactic: Pandora Ads Increase awareness of High Life Light Linked to music genres such as Indie, Alternative Rock, and Electronic Pandora ads will mention our viral video campaign and link people to the website. Examples: "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" "Do you live the High Life? Show us how, and you could be featured on national television. Visit www.ilovethehighlife.com for details"

20. Tactic: Magazine Ads Run an ad campaign in many popular magazines read by our target market. Magazines will be typical of younger people. Full page ads in music, extreme sports, and fashion magazines will all be included. Ads to be initially run in Cosmopolitan, Rolling Stone, Transworld, Snowboarder, Freeskier, SKATEboarding, etc.

21. Cosmopolitan Magazine Example Ad

22. Extreme Sport Magazine Example Ad

23. Tactic: Targeted Facebook Ads Ads show sales in local area. Ads directed towards target audience, based upon: Age In college Data in profile Etc. Provides incentives for stores to carry Miller High Life Light

24. Tactic: Improved Packaging Change the current label on the bottle. White background is changed to blue Emphasizes “High Life Light” Adds contrast with both bottle and beer

25. Tactic: Improved Packaging Make 18 packs of High Life Light bottles more available. Introduce 24 packs of High Life Light bottles. Introduce 32 oz. bottles of High Life Light.

27. Define Miller High Life Light as “The Beer to Share With Friends”

28. Appeal to Female Beer Drinkers

29. Improve Channel Health and Relationships with DistributorsTactics Viral Marketing Campaign Bar Contest Improved Packaging Pandora Ads Magazine Ads Facebook Ads

30. Timeline July 1st: Marketing Campaign Launches Viral video contest begins Ads begin this month Introduce new packaging August 1st: Bar Contest Begins September 1st: Wrap-Up Video Submissions End Voting Begins Windell Party Tour Launches October 1st: Voting Ends October 15th: Video Airs during 30 Rock

31. Questions?