Date post: | 11-Apr-2017 |
Category: |
Marketing |
Upload: | abhishek-mishra |
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“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 ??