Business communication: Miller Lite

Résumé du document

After many years without a strategy, Miller Brewing Company, the second largest brewer in America has to react. It is high time they developed a structured marketing plan to position Miller Lite as a reference in light beer segment. To achieve this mission, Miller Lite image has to change in order to adapt to new consumers and new trends. It implies a huge investment in terms of time, money and open-minded spirit. Miller Lite overall goal is a marketing and communication problem. Indeed, a marketing strategy should be improved with a good target and also with the reinforcement of knowledge and experience. In 2003, Miller Lite was number two in Low-Carb Beer with Bud Light as number one and Coors Light behind Miller Lite. The strategy must be created all over the low-carb trends. Miller Lite has to redefine the target and to develop the brand. The company has to define its target audience, to make a good promotion on choosing appropriate media channels in order to appeal to its target market. Then Miller Lite has to control the results in order to see the evolution thanks to this plan of action.

Extraits

[...] Miller Brewing Company has to develop a structured marketing plan to position Miller Lite as a reference in light beer segment. References Official websites www.sabmiller.com www.millerlite.com www.millerbrewing.com www.anheuser-busch.com www.budlight.com Wikipedia website Budweiser (Anheuser Busch) SAB Miller Miller Lite Miller Brewing Company http://www.answers.com/topic/miller-brewing-company?cat=biz-fin Making Lite Of The King http://www.businessweek.com/magazine/content/05_13/b3926120.htm Miller Lite ads celebrate manly men http://www.usatoday.com/money/advertising/adtrack/2006-11-26-miller_x.htm Competition-Based Positioning: Miller Lite vs. Bud Light http://www.kellogg.northwestern.edu/faculty/sterntha/htm/module3/3.html Miller Lite's Comeback http://www.houblon.net/spip.php?article914 Miller Lite is making a comeback http://query.nytimes.com/gst/fullpage.html?res=9C07E7D71531F93BA25750C0A9629 C8B63&sec=&spon=&pagewanted=print Miller says it will continue aggressive marketing plan http://findarticles.com/p/articles/mi_m3469/is_25_56/ai_n14833012 Bud Light vs. [...]

[...] Moreover the other objective for branding is to be liked by the women. Miller Lite is not only a man beer, but is a unisex beer. Despite machismo in the brand image, there is always the historical side with heritage, taste and the knowledge of brewer. Judging from qualitative researches, there are positive feelings concerning the expression in the Miller Lite. It means consumers appreciate the “diet side” with the “taste side”. The flavour loses nothing and furthermore, the beer is dietary. [...]

[...] By the time the company tried to rectify the situation, with the launch of Miller Regular in 1996, it had left it too late. Learn from your mistakes. Miller was clearly too focused on the success of each new brand it created to understand the negative impact these new brands were having on its existing beers. Change your brand name. Although Miller was launching new brands, it kept hold of the ‘Miller' name. If the company had created completely new names for each range, there would have been less consumer confusion. Conclusion Introduced in 1975, Miller Lite was America's first light beer. [...]

[...] As with other recent Miller Lite campaigns, however, "Catfight" had no effect on sales. Actually the brand undergoes a bad image due to the last 10 years advertising TV campaign failure in increasing Miller Lite turnover. A marketing strategy should be improved with a good target and also with a reinforcement of the knowledge and experience. The Miller Lite overall goals for the communication and the marketing are numerous: - To create a long-term strategy with clear objectives, that is to say to have a creative strategy all over the low-carb trends, to redefine the target and the brand image. [...]

[...] Again, the other Miller brands suffered. By 1991, sales of Miller Lite were starting to decline. The incentive to launch new brands was still strong, though. After all, every new Miller beer which had emerged on the market increased sales for the company in the short term. And short-term trends were always going to be easier to spot than those which happen slowly, over years and decades. Rather than create completely new brands, the company kept on launching sub- brands under the Miller name. [...]