Executive Summary

After several years as Miller Genuine Draft 64, but early in 2012 they have revamped the brand and are now Miller 64. The complete change is something that isnt normally done for beer brands, but with the bold, yet simplistic new logo and name stands out among other low calorie beers. This is a market that is very competitive with over a dozen types of similar products . This is a more specific low calorie beer aside from Bud Light and Coors Light, which are more competitors to the sister beer Miller Light, Bud Select and Michelob Ultra are the bigger competitors in this specific low calorie beer market . According to a 2011 product summary, Miller 64, then called MGD 64, holds 2.1% of the share of users. Trying to gain a stronger foothold in the market will be difficult, but having a $30,000,000 media budget will help with this media plan. With a combination of television, radio, magazine, and internet, attaining the frequency and reach needed to force ourselves in the market will be done . The Super Bowl is close to the beginning of this fiscal year so we will be doing some high marketing national and locally in New Orleans, where the Super Bowl is being hosted. Letting the target audience know the new look is the same beer they love and that Miller 64 is the beer of the Super Bowl is what this media plan is going to do . Miller 64 is not only a low calorie beer, it is great tasting and for everyone to enjoy .

Table of Contents
EXECUTIVE SUMMARY (1)

SITUATION ANALYSIS (3)

MARKETING/COMMUNICATION OBJECTIVES (5)

MEDIA OBJECTIVES (6)

MEDIA STRATEGY (9)

OSTROW MODEL (10)

BUDGET SUMMARY (11)

REFERENCES (12)
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Situation Analysis
Rebranding
After domestic beer sales were in decline by 1.3% in 2011, Miller Genuine Draft 64 (MGD64), changed their name and logo into Miller 64. The new logo features a blue background with a big red circle in the middle. It has been described as very bold, simplistic, and effective. Light beer has been the top sales beer in the United States. After the rebranding Miller 64 seeks to become one of the top tier light beer and the rebranding along with a strong media plan will help it get that much closer.

Consumer Analysis
Since the product is alcoholic, only 21 and up adults are the target audience . The brand will focus on consumers who enjoy a balanced lifestyle of people who are of age and make responsible decisions in their professional and social life . The beer will allow for people who are a little more outdoorsy drink it and it wont under all their effort that they had put in. Primary consumers are male and female, male because most men enjoy drinking beer, and female, because the lack of calories pleases women who often dont drink beer because they increase weight gain. Most of the consumers drink the product during social events so targeting groups for parties, such as the Super Bowl, and making Miller 64 the official drink of the social event .

Competition
There is a large amount of competition in the low calorie domestic beer market . There are many competitors such as Coors Light, Bud Light, Bud Select, Busch Light, Michelob Ultra, and even a few sister beers such as Miller Light and Miller High Life Light. Unfortunately since the market is down there is even more competition to get to gain headway. Since the start of the fiscal year is in January, where there will be a lot of social events, New Years, Super Bowl, etc, it will be pivotal to be the beer people will choose over the competitors.

Product Evaluation
The new changes in brand and logo have been taken in well . The commercials that are already airing have been adored with their catchy lyrics and showing people that are everyday people that wish to sit back and unwind with a beer and their friends. The logo is where I think the key is. It stands out very well compared to other light beers in the market. Highlighting to great contrast of colors as well as the simplicity of the logo will be very successful. Everyone knows beer is available and that there are so many choices, the key is distinguish ourselves as the beer that you want to be holding, because you look cool holding it, and because of its lower calorie content you dont have to worry about the beer belly.

Marketing/Communication Objectives
Marketing
Miller 64 will have a goal to rise to 5% share of users of low calorie domestic light beer, which is 2.4% higher than last year.

Miller 64
6 5 4 3 2 Miller 64

Rationale
This is a goal that is bold, but can be attained. The big three, Bud Light, Coors Light, and Miller Light, own a majority of the share users, but by using this media plan with the rebranding we will be able to take so percentage away from the little guys that arent as in control of their share.

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Communication
Miller 64 is the beer for your social event.

Rationale
The new logo is great, in both looks and message. By increasing advertisements for the Super Bowl and other social events, this will be the beer for you and your friends, its tasty, healthy, and you look good drinking it.

Media Objectives
Target Audience
For the primary target audience select media that targets adults 25-49 that are employed in a business and sales profession. Select media that will aim towards the secondary target audience, which are males 25-49 that are avid beer drinkers, but want a lighter calorie beer.

Rationale
Since the product is alcoholic, we will need to target adults above the age of 21. According to the MRI data found on not only Miller 64 drinkers, but low calorie domestic beer drinkers as well a high number of purchasers are in the 25-49 age range. Business and sales professionals are already being targeted by most beer ad campaigns, because most of these professionals prefer to unwind with a beer after a long day of work. For these professionals, the MRI data shows that just fewer than 30% drink Miller 64 and have a combined projected 581,000 consumers. With the MRI data showing that more men are projected to drink low calorie domestic beer than women, selecting more media that will target them will allow for a further increase of male purchasers. For Miller 64 51.3% of consumers are women, because it is a low calorie beer women will be there to drink it. Focusing more on males will help increase the 964 projected.

Scheduling/Timing
Select media with continuous national scheduling . Advertising will in spot markets however be flighted for the sales promotion by having increased advertisements during January while having no spot promotion for the rest of the year .

Rationale
Beer is a product that is used every day and is a nationally known brand . Increasing frequency of ads during January in the spot market is to get the word out and raise awareness for what beer to get for the Super Bowl.

Geography
Select media that is national, and that will hit all county sizes. Use increased media in spot market of New Orleans, LA for the sales promotion (see page 8).

Rationale
Miller 64 is nationally known brand, and all counties drink beer, especially domestic beer, which is cheaper and more available, than imported beers. Increase some selected media in these spot markets for the Super Bowl sales promotion (see page 8), because New Orleans is where the Super Bowl is being held.

Reach/Frequency
The reach and frequency for the continuous national spots will be 70/2.1. For the Flighted spot market in January the reach and frequency will be 75/2 .1.

Rationale
Using the Ostrow Model (see page 10) the reach was calculated to be 2.1. For the frequency, after some research about change to the new brand from MGD 64, 70%, which is a moderate frequency will be enough to gain awareness of the new brand . For the spot market 75% which is still moderate is needed to out advertise against competitors for the Super Bowl.

Budget
The budget for Miller 64 is $30,000,000 for the 2013 campaign .

Rationale
This amount of money allows for the appropriate amount of reach and frequency needed and then some. Having some spot markets breaks up a little bit of the money from just solely national.

Sales Promotion
Use media that will hit the spot market of New Orleans, LA during the month of January.

Rationale
The sales promotion is to get people living near the sight of the Super Bowl to be ready and for Miller 64 to be the beer of the Super Bowl.

Media Strategy
Media Mix
Using a media mix will allow us to reach all of our target audience. The mix includes television, radio, some internet and magazines.

Rationale
Television: Television is the most successful media in reaching target audiences . Using television stations like ESPN, Spike, NBC, CBS, FOX, and ABC, we will be able to advertise to the adults, the primary target audience, and the first two stations will reach the secondary target audience . A mix of network and cable will allow mass amounts of reach. Since the promotional sale is the Super Bowl, it gives further reasoning to have large amounts of ads on television . Radio: Most of the ads that are on the radio were put into evening drive and late night day parts, this is because after work a good way to relax is a Miller 64 . Part of the target audience are corporate professionals, so most of the target audience will be driving home from work which is when the radio ads will air. Internet: The internet media used are banners, which will show up when searching key topics. The internet is also the second Magazines: For the last part of the media mix, magazines, to help gain reach of the secondary target audience males.

Ostrow Model
Marketing Factors
Established Brands High Market Share Dominant Brand High Brand Loyalty Long Purchase Cycle Product Used Daily -.2 -.2 -.2 -.2 -.2 -.2 -.1 -.1 -.1 -.1 -.1 -.1 +.1 +.1 +.1 +.1 +.1 +.1 +.1 +.1 +.2 +.2 +.2 +.2 +.2 +.2 +.2 +.2 New Brands Low Market Share Smaller Brand Low Brand Loyalty Short Purchase Cycle Product Used Occasionally Need To Beat Competition Target Elders/Children

Copy Factors
Simple Copy High Uniqueness Copy Continuing Campaign Product Based Copy Low Message Variety New Messages Large Ad Units -.2 -.2 -.2 -.2 -.2 -.2 -.2 -.1 -.1 -.1 -.1 -.1 -.1 -.1 +.1 +.1 +.1 +.1 +.1 +.1 +.1 +.2 +.2 +.2 +.2 +.2 +.2 +.2 Complex Copy Low Uniqueness Copy New Campaign Image Based Copy High Message Varity Older Messages Small Ad Units

Media Factors
Low Clutter Favorable Setting High Attentiveness Continuous Few Media Vehicles High Repeated Exposure -.2 -.2 -.2 -.2 -.2 -.2 -.1 -.1 -.1 -.1 -.1 -.1 +.1 +.1 +.1 +.1 +.1 +.1 +.2 +.2 +.2 +.2 +.2 +.2 High Clutter Neutral Setting Low Attentiveness Pulsed/Flighted High Media Vehicles Low Repeated Exposure

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Budget Summary
National Media
Television Radio Magazines Internet Outdoor

Spot Media

Television Radio

National vs. Spot Media

National Spot

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References
http://www.miller64.com http://ureporter.mriplusonline.com http://mediaflightplan.com http://www.bizjournals.com

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