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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 isn’t 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
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.
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Table of Contents

EXECUTIVE SUMMARY (1) SITUATION ANALYSIS (3) MARKETING/COMMUNICATION OBJECTIVES (5) MEDIA OBJECTIVES (6) MEDIA
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
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 won’t 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 don’t 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.

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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
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
don’t have to worry about the “beer belly”.
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Marketing/Communication

Objectives

Marketing Miller 64 will have a goal to rise to 5% share of users of
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
Miller 64
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year.
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Rationale
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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
aren’t as in control of their
share.
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Miller 64
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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,
it’s tasty, healthy, and you look good drinking it.
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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
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.
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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
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.
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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
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.
to get people living near the sight of the Super Bowl to be ready and for
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Media Strategy

Media Mix

Using a media mix will allow us to reach all of our target audience. The
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.
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Ostrow Model

Marketing Factors

Established Brands High Market Share Dominant Brand High Brand Loyalty Long Purchase Cycle Product Used
Established Brands
High Market Share
Dominant Brand
High Brand Loyalty
Long Purchase Cycle
Product Used Daily
-.2
-.1
+.1
+.2
-.2
-.1
+.1
+.2
-.2
-.1
+.1
+.2
-.2
-.1
+.1
+.2
-.2
-.1
+.1
+.2
-.2
-.1
+.1
+.2
+.1
+.2
+.1
+.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
-.1
+.1
+.2
-.2
-.1
+.1
+.2
-.2
-.1
+.1
+.2
-.2
-.1
+.1
+.2
-.2
-.1
+.1
+.2
-.2
-.1
+.1
+.2
-.2
-.1
+.1
+.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
-.1
+.1
+.2
-.2
-.1
+.1
+.2
-.2
-.1
+.1
+.2
-.2
-.1
+.1
+.2
-.2
-.1
+.2
-.2
-.1
+.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 Media
Television
Radio
Magazines
Internet
Outdoor
Spot Media
Television
Radio
National vs. Spot Media
National
Spot
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References

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