Sense of Product “Quality unchanging and uncompromised since 1885” Miller Lite is the light beer Since 1975 Choicest ingredients, finest products Giving back to the community Scholarships, donations, sponsorships Values Hard work, good times, friends, and family
Sense of Product cont. Living responsibly Underage access Programs Friends are great, but they are even better in a place called “Miller Time.”
Market Research Survey Results 45 people surveyed Beer Preferences Taste Bud Light is number 1 Miller Lite a close second Brand Loyalty/Advertisement Price/Selection
Market Research cont. Alcohol Consumption Drinking occurs 2-3 times per month ½ of those times beer was preferred choice Most surveyed had tried Miller Lite Lack of options Friends Sampling
Market Research cont. Competitors Coors Light May 1978 Coors’ largest selling brand Fourth best selling beer in the United States 102 calories/12 oz. 5 Grams of carbohydrates/12oz.
Market Research cont. Bud Light 1982 #1 light beer in U.S. in 1994 #2 beer in U.S. in 1994 113 calories/12oz. 6.6 Grams of carbohydrates/12oz.
Prototype Customer Male Age 21-35 Regular beer drinker thinking of switching to light beer Light beer drinker thinking of switching brands Beer drinkers who are concerned about their carbohydrate intake
Creative Strategy Objective To keep Miller Lite drinkers while attracting other light beer drinkers Attempt to increase sales of Miller Lite Target Audience Beer drinkers who drink other brands of beer Health conscious; emphasizing low carbs
Creative Strategy cont. Key Consumer Benefits Low carb content compared to other beers Market research shows beer drinkers are concerned with carb content Support Low carb content while still keeping its taste
Creative Strategy cont. Tone and manner Focus on healthy living Young and active