Rebranding project

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Scott Johnston PBR

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Rebranding project

  1. 2. History <ul><li>Milwaukee, Wisconsin </li></ul><ul><li>Woodridge, Illinois </li></ul><ul><li>World’s Columbian Exposition 1893 </li></ul><ul><ul><li>Worlds best </li></ul></ul><ul><ul><ul><li>“Blue Ribbon” </li></ul></ul></ul><ul><li>Other Names </li></ul><ul><ul><li>Best Select </li></ul></ul><ul><ul><li>Pabst Select </li></ul></ul>
  2. 3. Sam Munderloh <ul><li>Personal friend </li></ul><ul><li>John Wayne/Chuck Norris/Sylvester Stallone </li></ul><ul><li>“Old School” </li></ul><ul><li>Patriotic </li></ul><ul><li>Miller Light </li></ul>
  3. 4. Who? <ul><li>Consumers </li></ul><ul><li>Manufacturer </li></ul><ul><li>Distributors </li></ul><ul><li>Create excitement and everyone wins </li></ul>
  4. 5. Strengths <ul><li>Name Recognition </li></ul><ul><li>Loyal Patrons </li></ul><ul><li>Classic Image </li></ul><ul><li>Product Recognition </li></ul><ul><li>Website </li></ul>
  5. 6. Weaknesses <ul><li>“Poor Mans Beer” </li></ul><ul><li>Lacking Innovation </li></ul><ul><li>Younger generation </li></ul><ul><li>Availability---PBR Light </li></ul>
  6. 7. Opportunities <ul><li>Make PBR a pop-culture fad </li></ul><ul><li>Name recognition/sponsorship </li></ul><ul><li>Younger consumers </li></ul><ul><li>Curiosity </li></ul>
  7. 8. Threats <ul><li>1977 </li></ul><ul><ul><li>>18 million barrels brewed </li></ul></ul><ul><li>2001 </li></ul><ul><ul><li><1 million barrels brewed </li></ul></ul><ul><li>90% loss in sales </li></ul><ul><li>Viability of a small company? </li></ul>
  8. 9. How to change the look of PBR?
  9. 10. New Image <ul><li>Pride </li></ul><ul><li>Throwbacks </li></ul><ul><ul><li>1882-1916 blue ribbons tied around bottle necks </li></ul></ul><ul><li>Sponsorship </li></ul><ul><ul><li>It takes money to make money </li></ul></ul><ul><li>Free publicity </li></ul><ul><ul><li>Social media </li></ul></ul>
  10. 11. A satisfyingly superior way to bend an arm!

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