Marketing Plan

MARKETING PLANMARKETING PLANMARKETING PLANMARKETING PLAN

Miller Genuine Draft Light 64 CaloriesMiller Genuine Draft Light 64 CaloriesMiller Genuine Draft Light 64 CaloriesMiller Genuine Draft Light 64 Calories

Table of Contents

1 - Executive Summary

2. – Situation Analsys

2.1. – History

2.2 – Macro-Economic Indicators

2.2.1 – Real Situation

2.2.2 – Demographic data

2.2.3 – Consume

2.3 – Competitors Analsys

2.4 - SWOT Analsys

3 – Mission

4 – Segmentation and Targeting

5 – Positioning

6 – Marketing-Mix

6.1 – Product

6.2 – Price

6.3 – Placement

6.4 – Promotion

6.4.1 – Strategy

6.4.2 – Media Plan

1 – Executive Summary

In this marketing plan we present a new product:

Miller Genuine Draft Light 64 Calories

The release of the product in the market is described below.

1. Analysis to the company history followed by external environment

(macroeconomic indicators, competition and SWOT).

2. Strategy to use (mission, segmentation and positioning, and all the

marketing mix variables).

According to our market research we identified a new market opportunity.

A new kind of consumer is starting to appear and the main characteristic is

people who are worry with their fitness: who want a low calories beer.

Our company develop a strategy to satisfy that need and produced a media

plan to announce the product to the Portuguese market.

The Miller Genuine Draft Light 64 Calories intends to be a complete

innovative product maintaining the tradition and quality.

2 – Situation Analyses

2.1 – History

Miller Brewing Company was founded in 1855 by Frederick Miller when he purchased the

small Plank-Road Brewery. The brewery's location in the Menomonee Valley provided easy

access to raw materials produced on nearby farms.

On September 19, 1966, the conglomerate W.R. Grace & Co. agreed to buy 53% of Miller from

Mrs. Lorraine John Mulberger (Frederick Miller's granddaughter who objected to alcohol) and

her family. On June 12, 1969, Philip Morris (now Altria) bought Miller from W.R. Grace

for US$130 million, outbidding PepsiCo. On May 30, 2002, it was acquired by South African

Breweries from Philip Morris for US$3.6 billion worth of stock and US$2 billion in debt, to

form SABMiller; with Philip Morris retaining a 36% share at that time, with voting rights of

24.99%.

On August 14, 2006, Miller Brewing announced it had completed the purchase

of Sparks and Steel Reserve brands from McKenzie River Corporation for US$215 million

cash. [2] Miller had been producing both products prior to this purchase.[2]

On October 9, 2007, SABMiller and Molson Coors agreed to combine their U.S. operations in a

joint venture called Miller Coors. SABMiller is to own 58% of the unit, which is to operate in

the U.S. and Puerto Rico but not Canada, where Molson Coors is strongest. Molson Coors is to

own 42%, but the parties are to have equal voting power.[3]

2.2 – Macro-Economic Indicators

2.2.1 – Real Situation (Analyses of the Biggest Competitor Year 2009)

The Portuguese market for beverages, especially beer and carbonated waters, in 2009 was

negatively affected by recessionary economic environment, with a sharper decline in

consumption away from home and affecting especially the northern region (where the single

group has greater penetration and increased competitive advantage). Angola (second market

more important to the Group), the impact of global economic crisis made itself felt highest

levels of substitution in consumption of imported beer for beer locally produced (as a result of

import restrictions due to lack currency) than in the evolution of beer consumption, which

continued to

grow, albeit at a slower pace than in previous years. For replacement of imported beer for

beer produced locally also helps strengthen the capacity and aggressiveness competitive

operators installed locally. In this context, Group turnover Unicer fell 4.2% in 2009, reflecting

a decrease the volume of drinks sold (with decreases in the market domestic and exports), a

negative effect of changes in the structure products / markets and a decline of average selling

prices, particularly domestically, due to the depressed market environment and aggressive

competition, and allowed for lower prices of raw materials and packaging.

The reduced activity of the Group Unicer was offset by lower fixed costs resulting from the

restructuring process and there is a 2.3% increase in EBITDA to € 89.6 M in 2009. Despite this

increase, operating income decreased 5.8% to 49.3 M €, mainly reflecting the increase in

depreciation (resulting from increased investments in 2008). The Group's net profit Unicer

increased 10.8% in 2009 to € 20.2 M, benefiting with the development of operating result in

significantly better financial results (mainly reflecting the impact of reducing interest rate

market).

2.2.1 – Demographic Data

As we verified in the previous graphs, the Portuguese population becomes

separated in 52% of women and 48% of men. We also observe that in both sexes,

the predominant age class is the one of the

52%

833.990

791.932

777.463

0 1.000.000

Homens

Mulheres

Demographic Data



the predominant age class is the one of the 15 to the 64 years.

48%

Population

833.990

791.932

3.529.234

3.605.237

777.463

1.084.557

1.000.000 2.000.000 3.000.000 4.000.000

Age Distribution



Homens

Mulheres

3.529.234

3.605.237

4.000.000

65 +

15 - 64

0 - 14

The Portuguese beer consumption marke

previous graphs, the beer consumption

drop 3% in 2009. Besides this last year drop it

2.4 – Competitors Analsys

188.918.081

182.000.000

184.000.000

186.000.000

188.000.000

190.000.000

192.000.000

194.000.000

196.000.000

198.000.000

200.000.000

2007

Portuguese Market Value

The Portuguese beer consumption market is very attractive. As we can see in the

previous graphs, the beer consumption grows 5% in value between 2007 and 2008

drop 3% in 2009. Besides this last year drop it stills a very nice market.

198.861.138

195.234.123

2008 2009



t is very attractive. As we can see in the

5% in value between 2007 and 2008 but


As we verified in the previous graphs, the Portuguese Market consists of two big

competitors: Super Bock, Sagres. These two competitors represent 70% of total

Portuguese Market Value.

However as we have a different and revolutionary product, we will focus

alcohol market because this market has the kind of consumers we pretend to

reach. This market as 20% of the global market share. In this share we pretend to

reach the 30% of share in 3 years.

37%

33%

6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

0%

Super Bock Normal

Sagres Normal

Sagres Zero

Sagres Bohemia

Super Bock S/ Alcool

Tagus

Others

Cristal

Heiniken

Super Bock Stout

Carlsberg

Tuborg

Coral



Portuguese Market Value.

However as we have a different and revolutionary product, we will focus



reach the 30% of share in 3 years.

5%3%

1%

7%

1%

7%

Market Share Brand

Market Share Brand

23%

20%

10%

7%

7%

7%

7%

6%

5%

3%

3%

1%

1%

5% 10% 15% 20% 25%

Market Share By Product




However as we have a different and revolutionary product, we will focus on non



Market Share Brand


2.5 - SWOT Analysis

SWOT Analysis is a strategic planning method used to evaluate the Strengths,

Weaknesses, Opportunities, and Threats involved in a project or in a business venture.

It involves specifying the objective of the business venture or project and identifying

the internal and external factors that are favorable and unfavorable to achieving that

objective. Here is the SWOT Analysis for our new product – MGD 64.

Strengths • Financial power

• 3º world biggest beer producer

• He/she formulates dietary

• New patent

Weaknesses • Lack of Brand Awareness

• Distribution costs

• Non European Brand

Opportunities • Volume of it consummates

• Segments no satisfied

• Concerns of health

• Taxes of growth of this market segment

Threats • Aggressive competition

• Advertising restrictions

• Low alcohol level

3- Mission

MillerCoors wants to become the best beer company in Portugal.

We’re a new company with big ideas and innovations that can create new energy in the

Portuguese beer business. We have great enthusiasm for the business and tremendous

potential to improve it.

We’ll do that through a combination of great brands, talented people, strong partnerships and

the scale that our new company brings us.

We believe in brands, and we’re determined to build the best portfolio of beer brands in the

business, by listening carefully to beer drinkers and understanding what they want today

what they’ll want tomorrow.

We’re building a true team of highly talented people who are passionate about the beer

business, who love to win and learn, and who aim to amaze ev

things that make a big difference.

We want to be the best partner for Portugal beer distributors and

our customers profitable growth.

And we offer more value to our customers, communities, emp

company than two. We will deliver savings that will provide the resources to significantly raise

our investment in our business.

We are confident that our business will grow, and we are focused on growing it the right way,

with responsible marketing practices, sound environmental decisions and strong community

partnerships.

4 – Segmentation and Targeting

39%

Beer Consumption by sex


the scale that our new company brings us.


listening carefully to beer drinkers and understanding what they want today


business, who love to win and learn, and who aim to amaze every customer by doing the little

things that make a big difference.

We want to be the best partner for Portugal beer distributors and retailers, constantly bringing

our customers profitable growth.

And we offer more value to our customers, communities, employees, and owners as one


our investment in our business.


sponsible marketing practices, sound environmental decisions and strong community

and Targeting

61%

Beer Consumption by sex



listening carefully to beer drinkers and understanding what they want today—and


ery customer by doing the little

retailers, constantly bringing

loyees, and owners as one



sponsible marketing practices, sound environmental decisions and strong community

Male

Female

With this analysis, we decide that our target market will be:

� Women and Men

� From 30 to 45+ years old

0% 2%

Female

Male

Growth tax of beer consumption by sex

13%

28%

0%

10%

20%

30%

40%

50%

60%

70%

Male

, we decide that our target market will be:

years old

4% 6% 8% 10%

9%

3%


(%)

Growth tax of beer

consumption by sex (%)

42%

28%30%

59%

28%

Male Female

Beer Consumption by Age/Sex


Growth tax of beer

consumption by sex (%)

28%

18-30

30-45

45+

� All social classes

5 – Positioning

Definition: How you differentiate your product or service from that of your competitors and

then determine which market niche to fill.

Positioning helps establish your product's or service's identity within the eyes of the purchaser.

A company's positioning strategy is affected by a number of variables related to customers'

motivations and requirements, as well as by its competitors' actions.

Miller Genuine Draft Light 64 Calories will be an innovative low calorie beer for all persons

that like to join the life with health conducts, and belongs to high social class.

6 – Marketing Mix

Marketing Mix is the combination of marketing elements used in the sale of a particular

product. The marketing elements center around four distinct functions, called the Four

Ps: product, price, place (of distribution), and promotion. All these functions are considered in

planning a marketing strategy, and any one may be enhanced, deducted, or changed in some

degree in order to create the strategy necessary to efficiently and effectively sell a product.

6.1 – Product

MGD 64 is the perfect choice for consumers striving to maintain a sense of balance throughout

their busy lifestyle. Not only does the fresh, crisp flavour make each social gathering a

revitalizing experience, but with only 64 calories and 2.4 carbs, MGD 64 is a guiltless pleasure

for moments of relaxation. No other beer has fewer calories or carbs.

Packaging

• Material : Glass

• Color : Clear

• Attributes :Slim

• Size : 26 cl

• Other characteristics : easy opening

6.2 – Price

High Price based in 2 pricing politics:

� Price Skimming

Price skimming is a pricing strategy in which a marketer sets a relatively

high price for a product or service at first, and then lowers the price over

time. It is a temporal version of price discrimination management. It

allows the firm to recover its sunk costs quickly before competition steps

in and lowers the market price.

� Value perception

Value Perception (VP) is the opinion your potential and current

customers have of your product. This perception determines the value it

adds to them in line with the problems it needs to solve or aspirations

they want it to fulfill. Also evaluated is your offering’s relevance and

importance, over and above that of your competitors.

6.3 – Placement

First we will choose a non commercial beer placement. We implement a placement

strategy, placing the product in selected places. The first appearance will be on

restaurants and nightclubs.

Later, we will choose a mass placement strategy, placing the product in all points of sale.

6.4 – Promotion

• Main events sponsoring

• VIP parties sponsoring

• Use of public figures

• People identified with the brand characteristics

• TV

• Man magazines

• MillerCoors is deeply committed to promoting responsible consumption

No matter what the circumstance, drunk driving is completely preventable.

MillerCoors drunk driving prevention programs, tools and partnerships help

promote responsible consumption and help our legal-age consumers get home

safely.

You Hold the Key. Never Drive Drunk reminds

consumers that planning ahead is key for enjoying

alcohol products responsibly. By arranging safe rides

home by cab, public transportation or designated driver,

MillerCoors reminds our consumers they have the ability

to take responsibility into their own hands and get home

safely.

MillerCoors partners with the main taxis

associations of the districts capitals, to promote

the Never drive drunk campaign. In every

packaged of miller’s a national phone number is

printed to consumers call their safe home

transportation.

6.4.1 – Strategy

Attributes to forward:

- Athletics body

- Young (18 to 30 segment)

- Slim and Elegant

6.4.2 – Media Plan

Media is essential in promoting our event and our message. In our marketing plan we will use:

6.4.2.1 - News Advisory

• A Newsletter will be provided online

• Alert media about the event

• Release 1 week before the event

6.4.2.2 - Local Media Calls

• Follow up News Advisory with personal invitation request

• Complete 3 days prior to event

6.4.2.3 - Press release

• Press release will be submitted on event day

Media Release:

64 Calories of Fresh-From-the-Tap Taste … Now Available on Draft at Bars In Portugal

Lisbon,1 may 2010 — MGD 64, one of the fastest growing new brands in the American beer

business, will be available on draft in bars and restaurants all over Portugal. MGD 64, which

launched nationally in June, also is available in multiple bottles and can packages.

MGD 64 combines the light, crisp drinkability and refreshment that results from just 64

calories and 2.4 grams of carbohydrates with the “fresh-from-the-tap” taste for which Miller

Genuine Draft has been known since 1986. The launch of MGD 64 on draft will give legal-

drinking-age men and women one more way they can enjoy the brand.

“Restaurants and bars in Portugal are increasingly looking to cater to consumers who want to

enjoy a night out with friends but still want to be conscious of their caloric intake,” said

Ricardo Serrador, MGD senior marketing director. “With MGD 64 now available on draft, beer

drinkers can enjoy the brand’s ‘as light as it gets’ combination of crisp, clean and refreshing

flavor, with significantly fewer calories than other alcohol beverage choices.”

In fact, MGD 64 proves to be the lighter alternative to other drinks as well:

· A 6-ounce glass of red wine contains 128 calories.

· A 6-ounce gin and tonic contains 172 calories.

· A 6.5-ounce margarita contains 246 calories.

To start the New Year the right way, MGD 64 is offering the “Resolution Revolution,” reaching

out to consumers during “moments of reward and refreshment,” Ricardo Serrador said. The

promotion features partnerships with Shape and Men’s Fitness magazines, which will provide

advice on maintaining New Year’s resolutions at http://www.mgd64.pt. At participating

grocery stores, legal-drinking-age consumers can get a free booklet with tips for living a

healthy lifestyle and coupons for a variety of relevant products.

“MGD 64 lets men and women enjoy their beer while maintaining an active lifestyle,”

McLenahan said, “with only 64 calories and the fresh-from-the-tap taste American beer

drinkers expect from MGD.”

MillerCoors

CONTACT: Nuno Baltazar of MillerCoors, +1-414-931-3848,

[email protected]

Web site: http://www.mgd64.pt

6.4.2.4 - Advertising

• We will advertise our event in the newspapers, magazines, on local radio stations and

online and national TVs.

6.4.2.5 - Press Packets

• Media attendees will be provided at the day of the event

• We will include the following in the press packet:

• Event Overview (online)

• Event Program

• News Advisory & Press release

Marketing Plan

Documents

Transcript of Marketing Plan