We Don’t Always Do Projects

For BMGT350,

But When We Do…

 …We Prefer

Dos Equis
The Most Interesting Presentation in the World
By:

Martinas Dapkyavichus,
Michael Goodyear,
Ryan Moore, and Andrew Tang
The Most Interesting Commercial in the World
 The most Interesting
Company Overview in the World

Cuauhtémoc-Moctezuma Brewer (Heineken)

The company operates brewing plant in Mexico Producing:
Dos Equis
Sol
Bohemia
Superior
Carta Blanca
Noche Buena
Casta
Tecate

He lives vicariously through himself.

The most Interesting SWOT Analysis in the
World
Strength Weakness

 Operational efficiency Focus on single brand

 Conglomerate support

Opportunities Threats

 Development of wider Market share loss

audience
 Geographical diversity

His beard alone has experienced more than a lesser man’s entire body.
 The most Interesting Target Market in the
World
 The Target Market: Older AND elite younger beer drinkers
with a sophisticated palate, style, and personality.
 Dos Equis’s target market is unusual for an upper-class
imported beer.
 In the beer market, where the most sought after demographic
is young adults, having an older, white bearded man as a
spokesman carries risk.
 Dos Equis’s marketing research has revealed that drinkers of
imported beers are more sophisticated than the average beer
drinker.

Even his enemies list him as their emergency contact number.

The most Interesting Marketing Mix
in the World
 Product
a new premium Dos Equis brand beer like Polo vs. Polo Black
Label.

Adding a memorable taste or additions to their product line/brand

would develop a better product with an improved reputation.

Making their beer more “interesting” by adding either seasonal or

specialty products to their line. For example, “with a hint of lime.”

Co-branding utilizing Heineken's image with Dos Equis could

increase demand and develop additional value for the product and
reputation of the beer.

If he were to mail a letter without postage, it would still get there.

 Price
They could offer a material incentive for
buying the product for something useful. For
example, Magic Hat offered up-scale bottle
openers in exchange for a winning bottle cap.
This could also be offered through a proof of
purchase program.

His blood smells like cologne.

 Place
• Dos Equis could capitalize on their
opportunities for a wider audience regarding
age and geographic demographic. Regarding
the above suggestion, a more premium brand
that may cost more money would reach out to
an older age group. This would align the image
of the MIM, the target market, and the brand
itself in an efficient and effective way.

He once brought in $13 million at a charity bachelor auction, which was a lot
of money at the time.
 Promotion
They could create a new marketing campaign
based off of their “most interesting man” ad
program that more effectively relates to their
target market. Not in a way that would down
play the “most interesting man in the world”,
but one that plays off of his characteristics and
persona, yet through a younger image. As the
target market is 20s to 30s.

Sharks have a week dedicated to him

The Most Interesting Suggestions for the
Dos Equis Brand
 The Most Interesting
Bibliography
 Alexander, Renee. "Dos Equis Most Interesting?" Brandchannel.com | Always
Branding. Always On. Brandchannel.com, 31 Mar. 2010. Web. 26 Apr. 2011.
http://www.brandchannel.com/features_profile.asp?pr_id=483.
 SCHULTZ, E.J. "DOS EQUIS." Advertising Age 81.41 (2010): 20. Business Source
Complete. EBSCO. Web. 18 Apr. 2011.
 Lunau, Kate. "KING OF BEER SALES, AMIGO." Maclean's 122.31 (2009): 36.
Business Source Complete. EBSCO. Web. 18 Apr. 2011.
STAY THIRSTY, my
friends