Mike's Hard Lemonade Drinking It Up
The Line Up: Drink it up
• Company and Market Information Company and Market Information • Current Big Picture g • Revised Big Picture
– Our recommendations for improvement
The First Sip
• Origin in the 1970’s Origin in the 1970 s
– 22‐year old Anthony von Mandl
• Potential grew after 1980’s wine cooler craze Potential grew after 1980 s wine cooler craze • Launched products on April Fool’s Day, 1999 • Product line includes 22 flavored malt d li i l d 22 fl d l beverages.
Market Information Market Information
• U S Beer Sales 2009: Approx $101 billion U.S. Beer Sales 2009: Approx. $101 billion • Progressive Adult Beverages (PAB) Sales 2009: $1.7 billion $ billi • Mike’s Sales 2009: $663 million
– Competitors include Smirnoff, Bartles …show more content…
& James, Captain Morgan Parrot Bay and others
The Big Picture The Big Picture
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
The Big Picture The Big Picture
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
Business Objective B i Obj ti
Marketing Objective M k ti Obj ti
Source of Volume S fV l
Fundamental Entity: Mike’s Hard Lemonade Company Core Competence: A skill in developing great tasting beverages Goal: Increase Positive Perception of the brand
Acquisition
Steal Share
The Big Picture The Big Picture
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
Segment
• Demographic: Demographic:
– Men 25‐31
• Behavior Behavior:
– Beer drinkers
The Big Picture The Big Picture
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
Target
• Meet Jimmy
– Single, 26 years old – Loves sports, especially football – Enjoys socially drinking with his buddies –Di Drives an F‐150 and has a “man F 150 d h “ cave”
The Big Picture The Big Picture
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position …show more content…
Promotion
Current 5 Box Positioning Current 5‐Box Positioning
I think Mike s is a I think Mike’s is a drink for women, not men Mike s can be Mike’s can be enjoyed by the manliest of men I think Mike s is I think Mike’s is both refreshing and manly
When I want a refreshing beverage, I grab g , g a beer
When I want a refreshing beverage, I grab g , g a Mike’s
The Big Picture The Big Picture
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
The 4 P s The 4 P’s
• Product
– 22 Mike’s Hard Lemonade products k ’ d d d – Experience attributes
• Price
– Trial competitive pricing with beer
• Place
– Indirect, mass distribution, minimal integration
• Promotion
– Image goal of being a manly beverage
Current Advertisements Current Advertisements
100 Degrees
Golf Course
Current Promotion Current Promotion
• Primarily male – target audience channels Primarily male target audience channels
Current Promotion Current Promotion
• Primarily male – target audience
What Works, and What Doesn t What Works, and What Doesn’t
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
What Works, and What Doesn t What Works, and What Doesn’t
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
Proposed Changes Proposed Changes
• R d fi Redefine category
Malted Beverage PAB
• Pursue Stimulate Demand
Source of Volume Source of Volume
• Stimulate demand in PAB category • Survey results suggest that Mike’s is not in the same category as beer
Other PAB s/FMB s (93%) Other PAB’s/FMB’s
(93%)
Non Alcoholic Drinks (2%) Non‐Alcoholic Drinks (2%) Cocktails (2%) Malted Beverage (3%)
Perception of which category Mike’s Hard Lemonade falls within d f ll i hi
What Works, and What Doesn t What Works, and What Doesn’t
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
Revised Segment Revised Segment
• Demographic: Men and women ages 25 – 31 Demographic: Men and women ages 25 • Behavior: Drink alcoholic beverages
Women (88%)
Men (12%)
Perception of which gender drinks more Mike’s Hard Lemonade
What Works, and What Doesn t What Works, and What Doesn’t
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
Revised Target Revised Target
• Jamie
– Male or Female – In a relationship “its complicated”, 27 years old In a relationship its complicated 27 years old – Middle income, real estate agent –P f Prefers a great tasting beverage and a social t t ti b d i l drinking atmosphere
What Works, and What Doesn t What Works, and What Doesn’t
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
Current 5 Box Positioning Current 5‐Box Positioning
I think Mike s is a I think Mike’s is a drink for women, not men Mike s can be Mike’s can be enjoyed by the manliest of men I think Mike s is I think Mike’s is both refreshing and manly
When I want a refreshing beverage, I grab g , g a beer
When I want a refreshing beverage, I grab g , g a Mike’s
Proposed 5 Box Positioning Proposed 5‐Box Positioning
I think there’s no benefit to buying PABs
When I’m looking for an alcoholic beverage, I don’t g buy PAB’s
PAB’s are refreshing, great tasting, and have ample alcohol content I think there is a benefit of buying a benefit of buying a refreshing, great tasting alcoholic beverage
When I want a refreshing beverage, I grab g , g a PAB*
*Mike’s will inevitably benefit as category leader
Old B Old B2B2B2B
Bodies Beliefs Behaviors Bucks
138 Million 30.36 Million 3.643 Million 549,450 x 22% x 12% x 15% x$364/yr
Average 1 6‐pk/week @ $7
30.36 Million 3.643 Million 549,450 $200 Million
Men in America % of Drinkers 25‐31
% of Men in survey result
% in survey result
New B New B2B2B2B
Bodies Beliefs Behaviors Bucks
300 Million 66 Million 34.32 Million 824,176 x 22% x 52%
% in survey result
66 Million 34.32 Million 824,176 ~ $300 Million
People in America % of Drinkers 25‐31
x 6% x 39% x$364/yr Average 1 6‐pk/week @ $7
% in survey result, % of market share
$100 million potential increase
What Works, and What Doesn t What Works, and What Doesn’t
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
Revised Promotion Revised Promotion
• We suggest new advertisements • Picture this…
Revised Promotion Revised Promotion
• TV Advertisements on gender neutral TV Advertisements on gender neutral channels
– NBC ABC CBS FOX NBC, ABC, CBS, FOX
• Suggest sweepstakes that appeal to both men and women and women
– Cruises, trips
Revised Promotion Revised Promotion
• Utilize Social Media: Utilize Social Media:
Tag Mike’s on Facebook!
Show us how you enjoy Mike’s, and you’re automatically entered for a chance to have that picture chance to have that picture printed on our bottle labels!
The Last Sip The Last Sip
• Revise 5 Areas of the current BP: Revise 5 Areas of the current BP:
– SOV: Steal Share Stimulate Demand – Segment: Men Men and Women Men Men and Women – Target: Jimmy Jamie – P iti Position: F For manly men F l For great taste tt t and refreshment – Promotion: ‘Manvertising’ Gender Manvertising Gender Neutral, focusing on taste
• Company and Market Information Company and Market Information • Current Big Picture g • Revised Big Picture
– Our recommendations for improvement
The First Sip
• Origin in the 1970’s Origin in the 1970 s
– 22‐year old Anthony von Mandl
• Potential grew after 1980’s wine cooler craze Potential grew after 1980 s wine cooler craze • Launched products on April Fool’s Day, 1999 • Product line includes 22 flavored malt d li i l d 22 fl d l beverages.
Market Information Market Information
• U S Beer Sales 2009: Approx $101 billion U.S. Beer Sales 2009: Approx. $101 billion • Progressive Adult Beverages (PAB) Sales 2009: $1.7 billion $ billi • Mike’s Sales 2009: $663 million
– Competitors include Smirnoff, Bartles …show more content…
& James, Captain Morgan Parrot Bay and others
The Big Picture The Big Picture
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
The Big Picture The Big Picture
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
Business Objective B i Obj ti
Marketing Objective M k ti Obj ti
Source of Volume S fV l
Fundamental Entity: Mike’s Hard Lemonade Company Core Competence: A skill in developing great tasting beverages Goal: Increase Positive Perception of the brand
Acquisition
Steal Share
The Big Picture The Big Picture
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
Segment
• Demographic: Demographic:
– Men 25‐31
• Behavior Behavior:
– Beer drinkers
The Big Picture The Big Picture
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
Target
• Meet Jimmy
– Single, 26 years old – Loves sports, especially football – Enjoys socially drinking with his buddies –Di Drives an F‐150 and has a “man F 150 d h “ cave”
The Big Picture The Big Picture
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position …show more content…
Promotion
Current 5 Box Positioning Current 5‐Box Positioning
I think Mike s is a I think Mike’s is a drink for women, not men Mike s can be Mike’s can be enjoyed by the manliest of men I think Mike s is I think Mike’s is both refreshing and manly
When I want a refreshing beverage, I grab g , g a beer
When I want a refreshing beverage, I grab g , g a Mike’s
The Big Picture The Big Picture
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
The 4 P s The 4 P’s
• Product
– 22 Mike’s Hard Lemonade products k ’ d d d – Experience attributes
• Price
– Trial competitive pricing with beer
• Place
– Indirect, mass distribution, minimal integration
• Promotion
– Image goal of being a manly beverage
Current Advertisements Current Advertisements
100 Degrees
Golf Course
Current Promotion Current Promotion
• Primarily male – target audience channels Primarily male target audience channels
Current Promotion Current Promotion
• Primarily male – target audience
What Works, and What Doesn t What Works, and What Doesn’t
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
What Works, and What Doesn t What Works, and What Doesn’t
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
Proposed Changes Proposed Changes
• R d fi Redefine category
Malted Beverage PAB
• Pursue Stimulate Demand
Source of Volume Source of Volume
• Stimulate demand in PAB category • Survey results suggest that Mike’s is not in the same category as beer
Other PAB s/FMB s (93%) Other PAB’s/FMB’s
(93%)
Non Alcoholic Drinks (2%) Non‐Alcoholic Drinks (2%) Cocktails (2%) Malted Beverage (3%)
Perception of which category Mike’s Hard Lemonade falls within d f ll i hi
What Works, and What Doesn t What Works, and What Doesn’t
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
Revised Segment Revised Segment
• Demographic: Men and women ages 25 – 31 Demographic: Men and women ages 25 • Behavior: Drink alcoholic beverages
Women (88%)
Men (12%)
Perception of which gender drinks more Mike’s Hard Lemonade
What Works, and What Doesn t What Works, and What Doesn’t
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
Revised Target Revised Target
• Jamie
– Male or Female – In a relationship “its complicated”, 27 years old In a relationship its complicated 27 years old – Middle income, real estate agent –P f Prefers a great tasting beverage and a social t t ti b d i l drinking atmosphere
What Works, and What Doesn t What Works, and What Doesn’t
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
Current 5 Box Positioning Current 5‐Box Positioning
I think Mike s is a I think Mike’s is a drink for women, not men Mike s can be Mike’s can be enjoyed by the manliest of men I think Mike s is I think Mike’s is both refreshing and manly
When I want a refreshing beverage, I grab g , g a beer
When I want a refreshing beverage, I grab g , g a Mike’s
Proposed 5 Box Positioning Proposed 5‐Box Positioning
I think there’s no benefit to buying PABs
When I’m looking for an alcoholic beverage, I don’t g buy PAB’s
PAB’s are refreshing, great tasting, and have ample alcohol content I think there is a benefit of buying a benefit of buying a refreshing, great tasting alcoholic beverage
When I want a refreshing beverage, I grab g , g a PAB*
*Mike’s will inevitably benefit as category leader
Old B Old B2B2B2B
Bodies Beliefs Behaviors Bucks
138 Million 30.36 Million 3.643 Million 549,450 x 22% x 12% x 15% x$364/yr
Average 1 6‐pk/week @ $7
30.36 Million 3.643 Million 549,450 $200 Million
Men in America % of Drinkers 25‐31
% of Men in survey result
% in survey result
New B New B2B2B2B
Bodies Beliefs Behaviors Bucks
300 Million 66 Million 34.32 Million 824,176 x 22% x 52%
% in survey result
66 Million 34.32 Million 824,176 ~ $300 Million
People in America % of Drinkers 25‐31
x 6% x 39% x$364/yr Average 1 6‐pk/week @ $7
% in survey result, % of market share
$100 million potential increase
What Works, and What Doesn t What Works, and What Doesn’t
Product Segment Price Business Business Objective Marketing Marketing Objective Source Source Volume Target Place Position Promotion
Revised Promotion Revised Promotion
• We suggest new advertisements • Picture this…
Revised Promotion Revised Promotion
• TV Advertisements on gender neutral TV Advertisements on gender neutral channels
– NBC ABC CBS FOX NBC, ABC, CBS, FOX
• Suggest sweepstakes that appeal to both men and women and women
– Cruises, trips
Revised Promotion Revised Promotion
• Utilize Social Media: Utilize Social Media:
Tag Mike’s on Facebook!
Show us how you enjoy Mike’s, and you’re automatically entered for a chance to have that picture chance to have that picture printed on our bottle labels!
The Last Sip The Last Sip
• Revise 5 Areas of the current BP: Revise 5 Areas of the current BP:
– SOV: Steal Share Stimulate Demand – Segment: Men Men and Women Men Men and Women – Target: Jimmy Jamie – P iti Position: F For manly men F l For great taste tt t and refreshment – Promotion: ‘Manvertising’ Gender Manvertising Gender Neutral, focusing on taste