Mike's Hard Lemonade

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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 &  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 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 •...
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