Miller 64 case. Target Audience Primary Audience – Woman 22-50 who care about their body but on...

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Miller 64 case

Transcript of Miller 64 case. Target Audience Primary Audience – Woman 22-50 who care about their body but on...

Page 1: Miller 64 case. Target Audience Primary Audience – Woman 22-50 who care about their body but on the other hand are sporadically drinking alcohol. Secondary.

Miller 64 case

Page 2: Miller 64 case. Target Audience Primary Audience – Woman 22-50 who care about their body but on the other hand are sporadically drinking alcohol. Secondary.

Target Audience

Primary Audience – Woman 22-50 who care about their body but on the other hand are sporadically drinking alcohol.Secondary Audience – Woman 22-50 who are not drinking alcohol because of the „kcal” issues or because of the taste.

Page 3: Miller 64 case. Target Audience Primary Audience – Woman 22-50 who care about their body but on the other hand are sporadically drinking alcohol. Secondary.

Objectives for the product launch (1st year)- Brand Awareness 50% - Trail share 50%

Page 4: Miller 64 case. Target Audience Primary Audience – Woman 22-50 who care about their body but on the other hand are sporadically drinking alcohol. Secondary.

Communication

Purpose of the message: gaining attention

Message appeal: Informational Message structure: Explicit Message presentation: Two-sided presentation (+18, drink responsibly) Message format: Will be presentedMessage source: Credible

Page 5: Miller 64 case. Target Audience Primary Audience – Woman 22-50 who care about their body but on the other hand are sporadically drinking alcohol. Secondary.

Miller 64

Page 6: Miller 64 case. Target Audience Primary Audience – Woman 22-50 who care about their body but on the other hand are sporadically drinking alcohol. Secondary.

Channels

Non-personal

MediaChannel: MX Metroxpress + bilboards (2nd phase)

Page 7: Miller 64 case. Target Audience Primary Audience – Woman 22-50 who care about their body but on the other hand are sporadically drinking alcohol. Secondary.

Communication Budget

Buttom-up method based on our objectives

… 1mln DKK

Page 8: Miller 64 case. Target Audience Primary Audience – Woman 22-50 who care about their body but on the other hand are sporadically drinking alcohol. Secondary.
Page 9: Miller 64 case. Target Audience Primary Audience – Woman 22-50 who care about their body but on the other hand are sporadically drinking alcohol. Secondary.

Communication / promotion mix

Advertising (mx, bilboards) Sales PromotionWord of mouthDirect marketing (social networks, page, posts – emphasize the low calorie content and that this beer is for woman, better taste, website)SEO ( low calorie beer, woman beer, healthy beer, tasty beet)


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