Marketing and the Virtual Marketplace

Marketing and the Virtual Marketplace

Brand Overview and Situational and Competitive Analysis

MillerCoors Company is one of the largest beer distillers in the United States. The company’s primary brand is Miller Lite, a first-generation beer developed in 1967 by Joseph L. Owades and officially launched in the American market in 1975 (Miller, 2019). The brand image for Miller Lite is a healthy drink with low-calories for health-conscious American drinkers. Miller Lite currently holds a 21 percent of American market shares. The brand’s primary competitors are Corona Extra, Bud Light, and Modelo Especial. Crafted beer is also progressively becoming a significant competitor of MillerCoors’ brands.

Technological Opportunities

The current technological opportunities available for MillerCoors are to develop an interactive website. Having an interactive website will enable the company to effectively communicate with its clients on various issues concerning the company brands and services. As a result, the company will be able to create strong brand awareness and brand loyalty among its vast customer base. Other than adopting an interactive website for its operation, MillerCoors is keen on exploiting emerging technologies like a virtual advertisement to promote its brand image and identity (Miller, 2019). For example, the company can advertise its product during live football matches or prerecorded television programs.

Value Proposition and Business Model

According to Miller (2019), the primary source of revenue for MillerCoors is the sale of its beer brands like Miller Lite, Miller Genuine Draft, and Miller High Life. Besides selling its primary products, MillerCoors generates other revenue from its investments in real estate developments, transportation services, creative services, metalized and paper label printing, and proceed obtained from Dallas Festival. With the current stiff competition, MillerCoors is currently adopting a new value proposition of switching back to its original beer branding of the 1970s. This move is meant to bring back the classic taste of the company’s primary brand Miller Lite and to attract a new customer base, especially the millennia that are searching for product originality and authenticity.

Customer Analysis: Segmentation, Targeting, Positioning, and Differentiation

MillerCoors’ products are primarily consumed by adults of age groups 24-35 and over 35 closely behind (Miller (2019). The company has used various business mechanisms of targeting to reach out to all its market segments in the United States. For instance, the company has used social media marketing to target the millennia who love using social media platforms like Facebook, Twitter, and Instagram from communication and entertainment purposes. Besides, the company’s primary brand has positioned itself in the market as a classic and health-conscious beer for friends. The company often reminds the people of its brand position through its taglines: “The only beer with superior taste and low caloric content.” Finally, the company is differs with other competitive brands in the markets in terms of product pricing (the company sells its products at a relatively lower price), quality of the product (the company produces the best health-conscious light beer), and their level of customer care services (MillerCoors has exceptional customer care and after-sales services).

Integrated Marketing Communications Strategies

MillerCoors has taken a strategic approach in Integrated Marketing Communication by creating content and sharing them on social media platforms, Websites, customer service, and direct messaging through emails and mobile. The company has also used PR and online influencers to market its brands. To achieve the desired outcome of promoting brand awareness and familiarity, MillerCoors has used a consistent messaging approach across all platforms to avoid unnecessary confusion among customers.

Response

Hi Samantha Grimm, thank you for taking your precious time to write this fantastic and compelling essay. It is incredible how you have comprehensively covered all the subsections while providing relevant examples and statistical data as required in the assignment. The brand overview and technological opportunity sections are well covered with additional examples and relevant statistical data to support your arguments. However, you failed to talk about the company’s business model. In my understanding business model is how companies generate their revenue. Kindly check on that and also provide more details on your company’s brand position and differentiation.

Hi, Anjali Patel, thank you for taking your precious time to write this fantastic and compelling essay. Generally, this essay is well thought of work, and you covered all the sections quite well. However, you failed to mention how the company generates its revenue. Also, you did not mention the company brand position and how it differs from other competitive brands in the market. Besides, you did mention the strategies that the company has taken to target its market segmentation. Finally, I did not see any compelling and statistical value to validate your brand overview and competition analysis. I would suggest you provide a statistical value of the current market share of your company