The Champagne of Beersand

The Beer to Share With Friends

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.

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.

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

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

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”

Marketing Objectives & Strategies

Objectives Strategies• 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

Tactic: Viral VideoViral Video Promotion

Short advertisements online and on TV to promote the campaign People upload videos of themselves “Living the High Life” to ilovethehighlife.com“Best” video voted by users is aired as the the Miller High Life Light commercial during the 30 Rock season premiere on October 15th

Tactic: Bar Contest“Best Bar in Town” Contest

- 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”

Tactic: Modify Existing High Life Ads

Current ads target a broad market

Add a 2 second blurb about the viral video campaign to existing ads

Same message as Pandora ads.

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"

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.

Cosmopolitan Magazine Example Ad

Extreme Sport Magazine Example Ad

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

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

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.

Marketing Plan

Strategies• Demonstrate Appeal of High Life

Light to Bars

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

• Appeal to Female Beer Drinkers

• Improve Channel Health and Relationships with Distributors

Tactics Viral Marketing Campaign

Bar Contest

Improved Packaging

Pandora Ads

Magazine Ads

Facebook Ads

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

Questions?