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Janet, Rebecca, Amanda, and Brittany

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Overview Situation Analysis Target Market Analysis Coronas New Direction Communication and Marketing Advertising and Media Public Relations Merchandising and Promotions Evaluation and Control

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Situation Analysis There are many different brands/kinds of beer more each year Other types of alcohol for Corona to compete with: flavored malt beverages, hard alcohol/liquor etc. Grupo Modelo is the 5 th largest producer of beer by volume Biggest Trend: Craft and microbrewery beer Dollar value continues to increase People want to be adventurous with their beer drinking Industry Background

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Situation Analysis Grupo Modelo 1925- owns Corona, Pacifico, and Modelo beers Corona- Corona Extra and Corona Light Available in over 150 countries Top selling import beer in U.S. (27.7% share) Top selling beer- 6 th overall Holds 63% of the Mexican beer market Problem: Beer Marketer- Imports are overall lower 2010 (1.3%) Grocery Sales also declined in 2010 (1%) Company Background

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Situation Analysis Anheuser-Busch 45% of the market share Top growing import in 2010 with Stella Artois Competition Microbreweries Sam Adams, Blue Moon Small but local threat FEMSA Partner with Coke Own distribution channel Recent Heineken partner Heineken Main Competition 2 nd largest imported beer New ad campaign coming

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Target Market Age: 21 to 35 Gender: Men Income: Lower Middle to High Education: College Geography: Entire US, Urban centers of 500,000 or more Lifestyle: Semi-Professional, Professional Men represent over 80% of total US beer sales. Closely associated with sporting events Consumed in larger quantity by high earners Low income earners tend to prefer the cheaper domestic beers Source of Business- Primary Market

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Target Market Age: 21 to 35 Gender: Men Income: Low to Middle Education: Some High School / GED Geography: Southwestern US Lifestyle: Blue Collar / Retail / Semi Professional Language: Spanish spoken in the home Number one beer in Spanish-speaking areas Prefer greater consumption of beer over Caucasian market Sales are strong in South West regions of U.S. Source of Business- Secondary Market

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Target Market Both Primary and Secondary target markets: Demographics: Ages 21-35, male, white, average income, high school Psychographics: People who love to relax Enjoy life Go with the flow Watch sports Like hanging out with friends Vacations/Parties Demographics and Psychographics

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Target Market Coronas Brand Personality Easy to drink Unmistakable color One-of-a-kind taste Use with a lime One of the most recognizable bottles in the world Corona is about connections- friends, family, fun Represents a philosophy of living in the moment A beer best associated with the beach Their perceptions

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Coronas New Direction

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Communication & Marketing New Brand Positioning Statement: The perfect mix of a premium and casual beer Corona has recently changed their positioning from a beach and relaxation beer to a nightlife beer More occasions to drink Corona Main Objective

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Communication & Marketing Distribution Strategy Continue distributing all over the world- 4 th most sold beer in the world Focus on target locations of South Western U.S. Work with grocers and liquor stores for prime positioning Pricing Strategy Keep price low to represent the casual side of the brand Compare to competitors Goal Increase Corona import sales by 2% Total beer market share by 5% Strategies

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Budget Plan Coronas New Direction

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Advertising and Media Move them off the beach Executions that drive consumers to consider Corona for multiple occasions Position the brand as the perfect mix of casual and premium Cater advertising to a more major, urban market that reflect their lifestyles Objectives

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Advertising and Media Include all types of situations and all types of consumers Hint to the beach/relaxation image that Corona is Portray Corona Extra and Corona Light differently Develop ads that change their perceptions Key Selling Idea: premium and casual- for all types of demographics Goals: increase sales, change perception, try beer Strategies

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Advertising and Media Geographic coverage- U.S., heavy in South West region, coastal Seasonal Coverage- holidays, summer, sports, Cinco de Mayo Reach- 60% of our audience How to Reach our Target Market: Internet, television, print, and outdoor mediums are the best ways to reach the younger crowd that Corona is catering to Media Plan

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Advertising Tactics Networks- commercials will air on popular network stations such as ABC Bravo Comedy Central ESPN FOX/FOX Sports VH1 Spot - Prime -Late Night Cable - Spot Cable Broadcast

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Advertising Tactics General Consumer -US Weekly -People -Readers Digest -GQ -Rolling Stone -Self Specialty -Beer Traveler -Beer Across America -Modern Brewery Age Trade -American Brewer -Beverage World Magazines

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Advertising Tactics Billboards- popular cities and cities by the beach Transit: Airport and Subway terminals heavy foot traffic Train Stations- AmTrak in 46 states Taxis- largely populated cities with nightlife Blimps- flying over sporting events Sports Arenas- boards, banners and posters (Chivas, NASCAR) Outdoor

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Advertising Tactics Websites and Banners: BeerAdvocate.com is a widely used website that does reviews of beer, everything from huge brands to local microbrews Any sports team/league that Corona sponsors should have direct advertisement on their websites Any TV networks, magazines/publications that Corona advertises with should have a link to the Corona website Interactive

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Public Relations Main Objective: Continue to enforce Coronas new brand personality and positioning statement to our target markets in a way advertising does not Strategies: Press releases Sporting events Social Media Media Kits Special Events Objectives and Strategies

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Public Relations Tactics Press/Media kits Date, locations Coronas involvement in certain events Other charities/companies included Prizes Contact information Available through cbrands.com Announcements Publicize sponsorships Web page dedicated to announcements Keep official site up to date Publicity

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Public Relations Tactics Event Marketing Special events- both beach and high class Sponsorships- sporting events and poker tournaments Pro Surf 2011 (APSPR) The Farmers Classic (U.S. tennis Association/part of U.S. Open) Find a Cure Text Donation Campaign (The V Foundation) Chivas USA (Major League Soccer) Various music festivals Events

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Public Relations Tactics Newsletter Keep employees updated Talk about new events that Corona is apart of Local information- stories of Corona users Web site Keep website updated Make it more entertaining- More colors, younger, nightlife look Engage with consumers so they stay on the site for a longer period of time Have consumers talk about Corona moments on site Sell more Corona products on the site Corporate Communications

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Merchandising & Promotion Objectives New, year- long promotional campaign Promote travel & well-known nightlife destinations Get people involved with the brand Continue Coronas new positioning statement Strategy- Offer multiple buying incentives: Prize Redemption Catalog In-store promotions Point of Purchase Displays Objectives and Strategies

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Merchandising Tactics Logo Logo to remain same to keep consistency since its worldwide Represents the timeless quality Corona will always have Packaging Change with holidays like Cinco de Mayo to become collectors items Special label for May represents Coronas Mexican heritage Brand Identity

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Merchandising Tactics Buying Incentives Goal- Offer free merchandise/advertise contests or promotions Displays would offer coupons for Corona merchandise Ex: free t-shirt with purchase of two Corona six-packs in July In-store Promotions: Location of the Month Campaign New poster each month to promote new travel destination that is well-known for their nightlife- U.S. Department of Tourism Bottle Cap savings Catalog with different prizes, using Corona bottle caps as currency Ex: 150 Corona bottle caps buys a pair of headphones, etc. Point of Purchase

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Evaluation and Control Pre campaign Measure the target markets attention Use sources to choose mediums Online surveys- social media sites Post Campaign Use longitudinal techniques These will help track changes in usage and perception Pretesting and Post testing

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Evaluation and Control Measuring success through: Sales Tracking Surveys and Questionnaires Our advertising and PR creations- event participation, contest submissions, online banner click throughs, coupon usage Customer Feedback/Database Building: Use monitoring techniques Offer incentives- such as a coupon to answer some questions Official Corona Beer Facebook Monitoring

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Wrap-Up Goal- Change perception our target markets have of Corona How- Use a combination of Advertising, PR, Promo to showcase Coronas new Brand Position Why- Increase Corona sales to continue their top ranking