miller 64 media plan

7/29/2019 Miller 64 Media Plan

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Executive SummaryAfter 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 isntnormally 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 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 SuperBowl 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 64is 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 STRATEGY (9)

OSTROW MODEL (10)

BUDGET SUMMARY (11)

REFERENCES (12)


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Situation Analysis

RebrandingAfter 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 AnalysisSince the product is alcoholic, only 21 and up adults are the target audience. Thebrand 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 willallow for people who are a little more outdoorsy drink it and it wont under all their

effort that they had put in. Primary consumers are male and female, male becausemost men enjoy drinking beer, and female, because the lack of calories pleases

women who often dont drink beer because they increase weight gain. Most of theconsumers 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.

CompetitionThere 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 LifeLight. 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 alot 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 EvaluationThe new changes in brand and logo have been taken in well. The commercials thatare 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 thereare 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

dont have to worryabout the beer belly.


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Miller 64

Miller 64

Marketing/CommunicationObjectives

MarketingMiller 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

year.

RationaleThis is a goal that is bold, but

can be attained. The bigthree, 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

arent as in control of their

share.

CommunicationMiller 64 is the beer for your social event.

Rationale

The new logo is great, in both looks and message. By increasing advertisements forthe Super Bowl and other social events, this will be the beer for you and your friends,

its tasty, healthy, and you look good drinking it.


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Media Objectives

Target AudienceFor 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 thesecondary target audience, which are males

25-49 that are avid beer drinkers, but want

a lighter calorie beer.

RationaleSince 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 datashowing 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/TimingSelect media with continuous national scheduling. Advertising will in spot markets

however be flighted for the sales promotion by having increased advertisementsduring 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. Increasingfrequency 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.

GeographySelect media that is national, and that

will hit all county sizes. Use increasedmedia in spot market of New Orleans, LA

for the sales promotion (see page 8).

RationaleMiller 64 is nationally known brand, and

all counties drink beer, especiallydomestic 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/FrequencyThe 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 thefrequency, 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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BudgetThe 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 frequencyneeded and then some. Having some spot markets breaks up a little bit of the money

from just solely national.

Sales PromotionUse media that will hit the spot market of New

Orleans, LA during the month of January.

RationaleThe 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.


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Media Strategy

Media MixUsing 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. Usingtelevision 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 furtherreasoning 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 thetarget 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 FactorsEstablished Brands -.2 -.1 +.1 +.2 New Brands

High Market Share -.2 -.1 +.1 +.2 Low Market Share

Dominant Brand -.2 -.1 +.1 +.2 Smaller Brand

High Brand Loyalty -.2 -.1 +.1 +.2 Low Brand Loyalty

Long Purchase Cycle -.2 -.1 +.1 +.2 Short Purchase Cycle

Product Used Daily -.2 -.1 +.1 +.2 Product Used Occasionally

+.1 +.2 Need To Beat Competition

+.1 +.2 Target Elders/Children

Copy FactorsSimple Copy -.2 -.1 +.1 +.2 Complex Copy

High Uniqueness Copy -.2 -.1 +.1 +.2 Low Uniqueness Copy

Continuing Campaign -.2 -.1 +.1 +.2 New Campaign

Product Based Copy -.2 -.1 +.1 +.2 Image Based Copy

Low Message Variety -.2 -.1 +.1 +.2 High Message Varity

New Messages -.2 -.1 +.1 +.2 Older Messages

Large Ad Units -.2 -.1 +.1 +.2 Small Ad Units

Media FactorsLow Clutter -.2 -.1 +.1 +.2 High Clutter

Favorable Setting -.2 -.1 +.1 +.2 Neutral Setting

High Attentiveness -.2 -.1 +.1 +.2 Low Attentiveness

Continuous -.2 -.1 +.1 +.2 Pulsed/Flighted

Few Media Vehicles -.2 -.1 +.1 +.2 High Media Vehicles

High Repeated Exposure -.2 -.1 +.1 +.2 Low Repeated Exposure


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Budget Summary

Spot Media

Television

Radio

National vs. Spot Media

NationalSpot

National Media

Television

Radio

Magazines

Internet

Outdoor


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Referenceshttp://www.miller64.com

http://ureporter.mriplusonline.com

http://mediaflightplan.com

http://www.bizjournals.com
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