2. Objectives
Kristen
Overview
Kristen
Situation
Irene
Company History
Yuri
Competitors
Chu
Campaign Details
Research Findings
Group
Media Plan
Group
Target Audience
Kristen
Media Preference
Group
Media Mix
Irene
Media Considered But Not Recommended
Chu
3. Make Michelob Ultra more attractive to a “young, hip” audience
Use Michelob “strengths” to help promote the beverage
Recognize subtle differences in the target audience to determine efficient media choices
11. Anheuser-Busch
Leading American brewer founded in 1853
47.6 percent share of U.S. beer sales to retailers
600 independent wholesalers
13 breweries across the U.S.
A leading aluminum recycler
for more than 30 years
source: http://en.wikipedia.org/wiki/Anheuser-Busch/http://en.wikipedia.org/wiki/Anheuser-Busch_InBev/ http://anheuser-busch.com/index.php/our-company/about-anheuser-busch/
12. Michelob (a 5% abv pale lager developed by Adolphus Busch)
1970
2002
source: http://en.wikipedia.org/wiki/Anheuser-Busch_brands
13. Michelob Ultra (Advertising & PR)
Sponsor of sports activity: PGA TOUR, LPGA TOUR and Championship TOUR; Marathons, Rock n’ Roll marathon
Sponsored several episodes of the Diggnation podcast
Noteworthy slogans and catchy tunes from the past and even today
source: http://en.wikipedia.org/wiki/Anheuser-Busch_brands#Michelob
14. Bud Light (23,896)
Bud Light Lime (4,698)
Coors Light (12,860)
Miller Light (10,716)
Michelob Ultra (5,385)
1
2
3
4
0
10,000
20,000
30,000
Miller Light
Michelob Ultra
Coors Light
Bud Light Lime
Bud Light
Sales In the Last 6 Months (‘000)
source: MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer(Adults)
15. Longevity (founded 1876)
Well-known
U.S. first national beer brand
Strong marketing campaign (NFL sponsor)
Younger brand image
Adults 18- to 34-year olds, typically male
Bud Light
source: http://www.fatsecret.com/calories-nutrition/anheuser-busch/budweiser-light-beer
18. Miller Light
Longevity (founded 1973)
“Legendary” light beer in 1975 when introduced
nationally
Not exclusive
Easily accessible
Strong marketing campaign (ex. Dallas Cowboys sponsorship, restaurant associations)
source: http://www.fatsecret.com/calories-nutrition/miller-brewing-company/lite-beer-(bottle)
19. Mike’s Hard Lemonade
ABV
Calories
Fat
Carb
Protein
5%
220
0
33 g
0 g
Much higher calories and carb
(220 calories per bottle!)
Higher ABV
Michelob Ultra Fruit Lime
Cactus
source: http://www.fatsecret.com/calories-nutrition/mikes/hard-lemonade
https://untappd.com/mikeshard/beer
20. Only 2.4% Alcohol
(per bottle)
Bud Select 55
ABV
Calories
Fat
Carb
Protein
2.4%
55
0
1.9 g
0.9 g
source:http://www.fatsecret.com/calories-nutrition/anheuser-busch/budweiser-select-55-premium-light-beer
http://www.beeradvocate.com/beer/profile/29/52480/
21. Miller 64
ABV
Calories
Fat
Carb
Protein
2.8%
64
0
2.4 g
1 g
Only 2.8% Alcohol
(per bottle)
source:http://www.fatsecret.com/calories-nutrition/miller-brewing-company/genuine-draft-64
http://www.beeradvocate.com/beer/profile/105/43043/
23. (NASCAR mobile app targeting people at age 21-27 yrs.)
source: http://www.prnewswire.com/news-releases/miller-lite-continues-as-exclusive-beer-sponsor-of-dallas-cowboys- with-ground-breaking-12-year-deal-57293787.html
http://sports.espn.go.com/nfl/news/story?id=5162445
http://adage.com/article/news/sponsor-coors-light-nhl-stadium-series-rockies/291333/
http://mediadecoder.blogs.nytimes.com/2012/09/05/bud-light-steps-up-its-nfl-sponsorship-efforts/?_php=true&_type=blogs&_r=0
24. ABV
Calories
Fat
Carb
Protein
ABV
Calories
Fat
Carb
Protein
ABV
Calories
Fat
Carb
Protein
ABV
Calories
Fat
Carb
Protein
ABV
Calories
Fat
Carb
Protein
4.2%
4.2%
4.2%
4.2%
4.2%
110
116
102
96
95
0
0
0
0
0
6.6 g
8 g
5 g
3.2 g
2.6 g
0.9 g
0.9 g
< 1 g
< 1 g
0.6 g
source: http://www.fatsecret.com/calories-nutrition/miller-brewing-company/lite-beer-(bottle) / http://www.fatsecret.com/calories-nutrition/anheuser-busch/budweiser-light-lime-beer
http://www.fatsecret.com/calories-nutrition/coors/light-beer-(bottle)
25. High Price
High Calories/ Carbohydrates
Low Price
Low Calories/ Carbohydrates
source: http://www.wineaccess.com/file/store/totalwine/beer-corridorwine.pdf
Wine
Liquor
Craft
26. SWOT
S
W
O
T
Mature market/limited market share
Premium price
Unfavorable feedback by customers regarding taste
Established brand credibility (Anheuser – Busch)
Lower calories while still maintaining a higher than average alcohol level
Lower carbohydrates
Increased craft beer and wine sales
Lower calorie options available
Cluster of light beers available
Healthy/fit life style seems to be a lasting trend
Partnerships with restaurants, sports or fitness hobbies
Premium market
Other Michelob Ultra products, Fruit
Lime Cactus, Ciders & Tea Lemonades
27. Budget and Timeframe
$8,500,000 net media budget
Advertising window from July to December 2014
28.
29. Current Climate
source: http://www.gallup.com/poll/163787/drinkers-divide-beer-wine-favorite.aspx
Recent Gallup data charted the changing answer of the question, Do you most often drink liquor, wine or beer?
Based on those who drink alcohol.
30. Current Climate
source: http://www.cnbc.com/id/100935860
2nd quarter
in
2013
2.8%
earnings
results
4.4%
domestic retailer sales
31. Current Climate
source: http://www.cnbc.com/id/100935860
http://www.gallup.com/poll/163787/drinkers-divide-beer-wine-favorite.aspx
http://www.craftbrewingbusiness.com/news/survey-women-drinking-beer-men-drinking-less/
41%
UNDER 30
drink
71%
SINCE 1990
28% NAMED
Favorite
32%
PREMIUM LITE
SINCE 2012
37% CALLED
watery
34%
PREMIUM LITE
IN 2011
2013
COMPARED
BEER
34. Women
Active Lifestyle
25 - 54 year olds
Professional
Graduated College Plus
Health - conscious
HHI
$75K+
35. Primary Target - Michelle
source: http://www.craftbrewingbusiness.com/news/survey-women-drinking-beer-men-drinking-less/
MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer(Female)
CHILD AGE 6-11 (128)
HEALTH (114)
NEWS & ENTERNMENT (114)
HOME SEVICES (127)
M
A G A Z I N E S
GRADUATED COLLEGE + (141)
WOMEN 25-54 (72.4% TA, 136)
MARRIED(120)
36. Secondary Target – Michelle’s Husband Steven
source: http://www.craftbrewingbusiness.com/news/survey-women-drinking-beer-men-drinking-less/
MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer(Men)
MEN 35-44 (121)
MARRIED (TA 68.6, 124)
37. - Emphasis on Frequency
Defensive Approach - Due to industry climate
Media Strategy
Scheduling: Pulsing - A peak in Jul to Sept (Summer-time) and valley from Oct to Dec (Fall into Winter)
FREQUENCY
PURCHASE
38. South Carolina 16th
Mississippi 12th
Louisiana 11th
Texas 9th
Houston
Atlanta
source: Michelob Ultra Facebook
http://goo.gl/W30tyz
MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer (Female)
Where
South Region (W 156, M 127)
Next 5 Media Market (120)
1
2
3
4
5
Worth San Francisco-
Oak-San Jose
Boston (Manchester)
Atlanta, GA
Washington, DC
Houston, TX
39. source: Beer institute
When
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
Jul
Aug
Sep
Oct
Nov
Dec
Total Beer Consumption by Season
2012
2011
42. Magazines
Audience:
Females 71%
Age:
Median Age: 44.9
25- to 54-year-olds
57%
Income:
Median HHI: $67,757
Education/Employment:
Attended/Graduate College+
61%
Working Women
63%
Marital Status/Children:
Children
46%
News and Entertainment
weeklies (W 43.6% TA, 114)
People (33% TA, 131)
Circulation: 3,475,000
CPM: $60.25
Run: 2x a Month July – Oct
$ 1,674,854
source: http://www.people.com/people/static/mediakit/media/pdf/ratecard.pdf MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer (Female)/(Men)
$
43. Magazines
Audience:
Female 78%
Age:
Median Age: 52.7
Income:
Median HHI: $66,550
Education:
College+
66%
Own Home:
79%
Home Service (W 48.8% TA, 127, M 137)
Southern Living (17% TA, 191)
Circulation: 2,800,000
CPM: $49.49 (National) and $49.97 (Regional)
Run (National): 4/C P 3 Months July – Sept 415,673
Run (Regional): 4/C P 3 Months Oct – Dec
160,553
source: http://www.southernliving.com/static/pdf/2014_general_rates_specs.pdf
MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer (Female)/(Men)
$
$
44. Magazines
Audience:
Female 80.8%
Age:
Median Age: 50.9
25- to 54-year-olds
50.7%
Income:
Median HHI: $62,880
$75,000+
40.8%
Education:
College+
29.4%
Married:
59.1%
Any Child Under 18
39.5%
Own Home:
73.3%
Home Service (W 48.8% TA, 127, M 137)
Better Homes and Garden(33.3% TA, 137)
Circulation: 7,600,000
CPM: $45.75
Run (National): 4/C P 3 Months July – Sept
$ 1,029,354
source: http://www.bhgmarketing.com/rates.html
MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer (Female)/(Men)
$
45. - Web Banner
- Audio Ads
- Google Ads
Online Advertising
46. Amazon.com (W 41.7% of TA, 148, M 119)
Weather.com (W 39.2% of TA, 152, M 156)
WebMD.com (W 22.7% of TA, 152)
Ebay.com (W 20% of TA, 139, M 102)
Web Banner
18,000,000 impressions for each month in July, August, and September
10,000,000 impressions for each month in October, November, and December
$
15,000,000 impressions for each month in July, August, and September
8,000,000 impressions for each month in October, November, and December
source: http://www.amazon.com/b?ie=UTF8&node=3055329011
MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer (Female)/(Men) MINTEL
$
$
$
260,400
325,500
213,900
213,900
47. 15,000,000 impressions for each month in July, August, and September
8,000,000 impressions for each month in October, November, and December
$
iTunes.com (W 21.5% of TA, 166, M 157)
Pandora.com (W 23.3% of TA, 159, M 148)
Audio Ads
source: MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer (Female)/(Men)
267,720
267,720
$
48. gmail.com (W 38.5% of TA, 158, M 124)
Google Ads (Re-Targeting)
Gender:
Users
Percentages
US Males
82,000,000
45.6%
US Females
96,000,000
53.3%
Age:
Users
Percentages
18-24
42,000,000
23.3%
25-34
44,000,000
24.4%
35-54
56,000,000
31.1%
55+
28,000,000
15.6%
Geography:
Users
Percentages
Miami
2,400,000
1.3%
Houston
2,800,000
1.6%
Atlanta
2,400,000
1.3%
10,000,000 impressions for each month in October, November, and December
$
15,000,000 impressions for each month in July, August, and September
$
8,000,000 impressions for each month in October, November, and December
facebook.com
18,000,000 impressions for each month in July, August, and September
source: http://istrategylabs.com/2014/01/3-million-teens-leave-facebook-in-3-years-the-2014-facebook-demographic-report/
MRI-Fall 2012 Product: Low Calorie Domestic Beer Drank in Last 6 Months Michelob beer (Female)/(Men)
325,920
267,270
49. Atlanta
GA
Houston
TX
1 Billboards & 1
Building Poster Jul-Sep
Out-of-home: Billboards/Building Posters
1 Billboard Oct-Dec
Dallas
TX
New Orleans
LA
1 Billboard Jul-Sep
2 Billboards Jul-Sep
1 Billboard in Oct
50. Sponsorships
21 July 2014
Atlanta, Georgia
$ 165,736
4 October 2014
Atlanta, Georgia
$ 276,123
8 September 2014
Atlanta, Georgia
$ 233,246
13 December 2014
Naples, Florida
157,607
$
$
$
$
25 October 2014
Dallas, TX
$ 120,191
$
51. Media Clock
7:00
8:00
9:00
10:00
12:00
1:00
3:00
6:00
5:00
7:00
AM
NOON
PM
52. Timeline
2 Billboards & 2 Building Poster, Houston, TX
2 Billboards & 1 Building Poster, Atlanta, GA
2 Billboards, Dallas, TX
1 Billboard, New Orleans, LA
1 Billboard & 1 Building Poster, Houston, TX
1 Billboard & 1 Building Poster, Atlanta, GA
1 Billboard Dallas, TX in Oct
JUL
AUG
SEP
OCT
NOV
DEC
18,000,000 Impressions:
Amazon.com, weather.com, Google ad on Gmail
15,000,000 Impressions:
WebMD, iTunes, Pandora, eBay, Google ad on Facebook
10,000,000 Impressions:
Amazon.com, weather.com, Google Ads on Gmail
8,000,000 Impressions:
WebMD, iTunes, Pandora, eBay, Google Ads on Facebook
July 21
Atlanta, GA
Sep 8
Atlanta, GA
Oct 4
Atlanta, GA
Oct 25
Dallas, TX
Dec 13
Naples, FL
Southern Living Magazine: 4/C P, National
Better Homes and Gardens Magazine: 4/C P, National
Southern Living Magazine: 4/C P, Regional (TX, GA, MS, SC, FL)
People Magazine: 4/C P, National
Sponsorship, OOH
Magazine, Internet
53. Budget
Magazine 39%
Internet 25%
OHH 25%
Sponsorship 11 %
$8,500,000
Magazine
Internet
Out-of-home
Sponsorship
