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Miller 64 Media Plan

Miller 64 Media Plan

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A class final project I did for Miller 64
A class final project I did for Miller 64

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Categories:Types, School Work
Published by: Ryan Christopher Russell on Mar 14, 2013
Copyright:Attribution Non-commercial

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05/14/2014

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1
Executive Summary 
After several years as Miller Genuine Draft 64, but early in 2012 they have revampedthe brand and are now Miller 64
.
The complete change is something that
isn’t
normally done for beer brands, but with the bold, yet simplistic new logo and namestands 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, whichare more competitors to the sister beer Miller Light, Bud Select and Michelob Ultraare 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% ofthe 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 thefrequency and reach needed to force ourselves in the market will be done
.
The SuperBowl is close to the beginning of this fiscal year so we will be doing some highmarketing 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 thatMiller 64 is the beer of the Super Bowl is what this media plan is going to do
.
Miller 64is not only a low calorie beer, it is great tasting and for everyone to enjoy
.
 
 
 
2
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)
 
 
3
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 bluebackground 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 therebranding 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
.
Thebrand will focus on consumers who enjoy a balanced lifestyle of people who are ofage 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 won’t under all their
effort that they had put in
.
Primary consumers are male and female, male becausemost men enjoy drinking beer, and female, because the lack of calories pleases
women who often don’t drink beer because
they increase weight gain
.
Most of theconsumers drink the product during social events so targeting groups for parties, suchas 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 LifeLight
.
Unfortunately since the market is down there is even more competition to getto 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
beerpeople will choose over the competitors
.
 

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