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
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
• 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