Market share problems and marketing of Miller Lite

Docs en anglais | 22 pages | 24-01-2008 | Format : | Note : Non noté |

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Résumé

"Everything you always wanted in a beer, and less...". For more than 40 years, Miller Lite has spent heavily in beer campaigns to build a macho image for the low-calorie beer. Thus, the company succeeded with a wild sportive (but light) and popular image. But time flies. We are now far from the years of prohibition and populations willing and state-of-mind evolve. Of course, Miller Lite remains a popular beer. Indeed, thanks to its light beers, Miller Lite won several times the World Beer Cup's gold medal for Best American-Style Light Lager (in 1996, 1998, 2002, and 2006), but because of its products and not necessary its image. In fact, Miller Lite seems to suffer today of a mispositioning of its corporate image. Our target seems to be more interested in other brands, so let's set up a new strategy for the battle! Lets prepare our comeback... In order to obtain better results in the surveys, Miller Lite would need to reinforce its position. One solution could be the built of a brand identity, which could be a marketing tactic to win the match of the market share competition. The change of our strategy could counter the competitors and motivate our expansion. Preference for Miller Lite beers is our common objective and the marketing department has worked on a project to build a new brand identity in order to solve our market share problems. Miller Lite does not need to tackle; it has the power and the tools to succeed with fair play.

Contents:

- Memo
- Position paper
- Report

Executive summary

Introduction

I) Identify the problem: Miller Lite localry beers do not have real brand identity anymore

1. Context Analysis: advantage of external opportunities
1.1. An opportunist Business context
1.2. How the population drinks?
2. Market segmentation: need of objective criteria
3. Internal context: enough strength to create a corporate brand

II) Solution based on analysis: building a brand identity

1. An expressive position for a distinct corporate image
2. APA, the way to build the brand identity
2.1. Awareness
2.2. Perception
2.3. Attitude

Conclusion

References

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