“It’s not right until it’s completely right”A Miller Story

Presenters : Abhishek Mishra & Anubhav Dhundhuani

Flashback

• Miller High Life, a successful variant of beer, re-branded & re-positioned.

• Intentions:-– Capture larger market share– Extend beer-consumption to feminine sex

• Was known to be Millers premium driver of sales.

Miller re-branded their most popular High Life beer to “Champagne of the beers”

Great Insight yet get it wrong …. !!

• Brand Feminization tossed the coin in opposite favor.

• People drank beer but didn’t consume it in high quantity.

• A popular brand alienated it’s core brand.

Every brand has it’s own target group / audiences, diluting them will only kill it’s core entity and brand association.

When Rule 2 fails, switch back to rule 1 …..

• Immediate switch to out-macho the rivals.

• Reclaim original brand-positioning that outplayed competition.

• Testosterone-fuelled, “Now Comes Miller Time” was introduced.

• Sports personnel with a tag-line – Everything you always wanted in a beer.

Did it help????

Success of one at the cost of another …..

• One-brand focus led to misfortune of another.

• Gradual decline in trademark product extensions with the introduction of new variants.

“In the mind, it’s one idea to a brand”.- Jack Trout ( a marketing expert)

Failures, stepping stones to learning ????

• Product Differentiation– Focus Target Groups– Dis-Dilution of brand significance

• Brand Positioning– Bend not the brand connect– Create ideas not consumers

• Branding Idea– Strap-line significance

• Consumer Delight– Product variety– Choice at dispense

The key to a successful product lies in the way it’s marketed to consumer psychology

Don’t kill the core brand in the pursuit to creating variations

QUESTIONS ??