Beruflich Dokumente
Kultur Dokumente
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
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
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
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
Population
48%
52%
Homens
Mulheres
Age Distribution
1.084.557
Mulheres 3.605.237
791.932
65 +
15 - 64
0 - 14
777.463
Homens 3.529.234
833.990
196.000.000
195.234.123
194.000.000
192.000.000
186.000.000
184.000.000
182.000.000
2007 2008 2009
30%
25%
20%
15%
Market Share Brand
10% 6% 7% 7%
5%
5% 3%
1% 1%
0%
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.
3- Mission
39%
Male
61%
Female
Growth tax of beer consumption by sex
(%)
3%
Male
9%
Female
0% 2% 4% 6% 8% 10%
70%
Beer Consumption by Age/Sex
59%
60%
50%
42%
40%
18-30
30%
30% 28% 28% 30-45
45+
20%
13%
10%
0%
Male Female
With this analysis,, we decide that our target market will be:
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
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
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
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:
Media Release:
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.”
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,
nuno.baltazar@millercoors.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