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?