MEDIA PLAN BOOK DECEMBER 16, 2013 ADV 483
MARIAH CIOTOLA SO YEAN PAK SANGHA PARK BRETT RIMKUS ELIZABETH SCHWARTZ EMILY WEBB
TABLE OF CONTENTS EXECUTIVE SUMMARY
PART 1: SITUATIONAL ANALYSIS/MARKETING BACKGROUND
COMPANY/BRAND INFORMATION INDUSTRY INFORMATION: CATEGORY TRENDS COMPETITOR INFORMATION EXTERNAL INFORMATION CURRENT USERS GEOGRAPHICAL EMPHASIS SEASONALITY AND TIMING CONSUMERS AND THE CONSUMER DECISION PROCESS SWOT ANALYSIS
PART 2: AUDIENCE ANALYSIS/PRIMARY RESEARCH TARGET AUDIENCE PRIMARY RESEARCH PRIMARY RESEARCH FINDINGS
PART 3: MEDIA PLAN OBJECTIVES
2 3 4 5 6 7 8 9 10 12 13 14
MEDIA STRATEGY AND TACTICS MEDIA VEHICLES DISCUSSION OF NON-TRADITIONAL MEDIA FLOW CHART
16 17 18 19 20
REFERENCES
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EXECUTIVE SUMMARY Beer has largely been identified as a man’s drink in the United States. Majority of marketing and advertising for beer have been targeted toward men as well. However, with Bud Light Platinum, we wanted to try something different, something that will fit the unique image and characteristics of Bud Light Platinum. With this media campaign, we want to target an unattended market of beer drinkers: women between the age of 21 to 25. According to MRI data, Bud Light Platinum already appeals to successful men in their 20’s. However, we wanted to capture the minds of women in their 20’s who have similar lifestyles as the current market as well. This target market is fresh to the legal drinking experience. We intend to capture their interest and establish brand loyalty at an early stage of their drinking careers. The overall message of our 10-month long campaign will stress that Bud Light Platinum is unique because it has a higher alcohol content than other light beers while maintaining a smooth, refreshing taste. Our research indicated that young women select their alcohol based on a happy medium between taste, alcohol content and price. We are going to make known that Bud Light Platinum can be the perfect happy medium. Women also tend to gravitate towards products with attractive packaging, and Bud Light Platinum’s chic cobalt blue bottles provide a visually appealing aspect to the target market. Our main traditional media vehicles include television commercials and magazine print advertisements. We will also be implementing out-of-home advertisements such as billboards as well as paid online advertising and a social media campaign. These advertisements will focus on women drinking the beer, but the message will be consistent with previous advertisements so that we do not segregate from our current market. These advertisements will create a stronger brand awareness of our product among young women and will influence them to try, and become loyal to, our product. We have picked media vehicles frequented by the target market in order to have maximum reach. We will also have a promotion known as the “Bud Light Platinum Boys”. A vast amount of bars and clubs have “shot girls” that feature scantily clad attractive women promoting products to male patrons. We intend to take the same concept and reverse it to gain young women’s attention. The combination of our marketing efforts will attract a new target market of beer drinkers that is untapped and willing to try new things.
PART 1: SITUATIONAL ANALYSIS & MARKETING BACKGROUND 1
COMPANY & BRAND INFORMATION
ANHEUSER-BUSCH
Anheuser-Busch Brewing Company is one of the leading beer breweries in the world. They produce products such as Budweiser, Bud Light, Michelob Ultra, Beck’s and Shock Top. Because they use the finest ingrediaents, they are known for making exceptional products. They have 12 brewery locations across the country and create beer for all types of consumers. Because they are the industry leader, they spend a lot of money on advertising, marketing and communications to establish themselves as a brand. They cover all forms of media including television ads, radio spots, print ads as well as strong social media campaigns for each of their products. In addition, they utilize out of home advertising, guerilla marketing and events/promotional advertising.1
BUD LIGHT PLATINUM
Introduced:
January 30, 2012 Beer Category/Style: Premium, Triple-Filtered Light Lager Taste Profile: Bud Light Platinum retains the key characteristics of Bud Light – it’s refreshing and drinkable – with a slightly sweeter taste and 6% ALC/VOL* (Bud Light is 4.2%), delivering a unique light beer experience. Ingredients/Brewing: Bud Light Platinum is triple filtered to ensure it has the smoothness and drinkability consumers expect from Bud Light. It is brewed using a unique combination of golden malts and grains, as well as mild hops, which gives Bud Light Platinum its slightly sweeter taste and pale, golden color. Signature Bottle: Bud Light Platinum comes in a signature cobalt blue bottle and is best enjoyed cold.
Availability:
Bud Light Platinum is available in 12-ounce cobalt blue glass bottles in six- and 12-packs. Positioning: This beer has been positioned as a cool, chic and different light beer. The advertising that is currently used shows it in trendy club and bar scenes full of people dancing and having a good time.
Price:
A 12-pack can be purchased for around $14.2
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INDUSTRY INFORMATION: CATEGORY TRENDS Bud Light Platinum is a product of Anheuser-Busch Brewing Company and is a part of the beer industry. According to the U.S Beverage Alcohol Forum, beverage alcohol is the second largest beverage category behind soft drinks. Of the different types of alcohol, beer dominates the industry at 87% of the total market profits. As of 2012, the beer and alcoholic beverage industry is in a slight incline after years of slow decline and stagnation. The beer industry reversed its downward trend of recent years to post both volume and dollar gains in 2012, but the momentum is slowing in 2013. According to the 2013 BeerTAB (Trends in Adult Beverage) Report, total beer volume increased 1.2 percent to 2.8 billion 2.25-gallon cases, and retail dollars rose 3.5 percent to $62.3 billion following a 1.3 percent decline in 2011. The report demonstrates that as consumer preferences evolve, the beer market landscape is changing. They have seen a shift that, “mainstream domestic beer performance was buoyed somewhat by the continued growth of super-premium labels such as Blue Moon and the retro-hip brands including Pabst Blue Ribbon. The mainstream domestic category’s rate of decline slowed in 2013,” says Eric Schmidt, Director of Research at Technomic.3 Light beer remained the largest category, and volume expanded slightly as Bud Light was flat, Coors Light grew and Bud Light Platinum added 20,000 cases to the market. The BeerTAB report outlines the following trends and changes to the beer industry: • Higher-priced categories grew as consumers sought more flavor and diverse styles. The pricier super-premium domestic, craft, imported beer and cider categories together added 44.9 million cases to the overall market. • Craft growth continues. Craft beer posted one of the largest percent gains of any beer category -14.4% - and now accounts for 6.3% of total beer volume. Its upward trajectory is continuing in 2013. • Cider benefits from major supplier involvement. Anheuser-Busch InBev, MillerCoors and Boston Beer Company each staked claims in the cider category in 2012, contributing to its significant growth. In 2013, the entry of Heineken USA as marketer of Strongbow, the introduction of Stella Artois Cidre by Anheuser-Busch InBev and debut of Mike’s Hard Smashed Apple continues to fuel the category. • Consumer beer spending in bars and restaurants rose. After declining in 2011, beer volume in on-premise locations increased slightly in 2012, while sales grew 2.5%. • Advertising expenditures increased. Beer marketer spending in major media outlets grew 6.5% to $1.3 billion in 2012. Television accounted for more than two-thirds of total spending.4 When Bud Light Platinum was first introduced to the market it held a 1.1% share of Anheuser-Busch products (based on A-B InBev Sales To Retailers). More than 1 million barrels sold and there are 2 new packaging options (22 oz. bottle and 18 pack of 12 oz. bottles). Their volume performance was driven by a strong commercial plan that included successful NFL and Super Bowl initiatives and the official launch of Bud Light Platinum at the end of January. Bud Light Platinum has proven to be the most successful brand launch in the US alcohol industry since 2005, reaching a market share of 1.4% in the 4 weeks through April 1st 2012, according to IRI data.5
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COMPETITOR INFORMATION Bud Light Platinum’s current and main direct competition in this industry is the MillerCoors brewing company. Similar to Anheuser-Busch, MillerCoors offers a variety of beer at a similar price point and at the same level of accessibility. Beers like Coors Light and Miller Lite are in the same category as Bud Light Platinum, although they do not have as high of an alcohol content as Bud Light Platinum. As for Bud Light Platinum’s indirect competitors, companies like Barefoot and Yellow Tail offer cheap wine to their customers that is readily available at most grocery and liquor stores. Companies that produce hard liquor, like Absolut and Jose Cuervo, can be seen as indirect competition also because of their cheap and high alcohol content liquor options. All of these indirect competitors have a similar target market: young adults of college age looking for cheap alcohol options. Even though wine, vodka, and tequila are not in direct competition with beer companies because they sell a different type of product, they are all still competing for similar customers.6
MILLERCOORS Financial information:
As of August 6, 2013: Total net sales decreased 2.9 percent to $2.159 billion for the quarter. Total cost of goods sold (COGS) per barrel increased 2.4 percent. Underlying net income (a non-GAAP measure) decreased 5.3 percent to $412.7 million. Domestic net revenue per barrel, excluding contract brewing and company-owned distributor sales, increased 2.6 percent. Domestic sales-to-retailers (STRs) decreased 4.4 percent. Domestic sales-to-wholesalers (STWs) decreased 5.3 percent.7
Brand positioning:
Emphasize bottles and packaging Coors Light has a bottle that has color changing abilities, with a temperature scale that corre sponds with the color of the mountains around the logo.
Brand Promotion:
They use billboards and promotional events to get their name brand out to the public. If your first/middle/last name is Miller, you would receive a gift card for a case of Miller Lite.8 TV and radio commercials
Pricing:
They look at competitor pricing and the current standing of the market as a whole. Demand for their beer and how their competitors are performing compared to themselves.
Young adults 21-30 College kids who like to go out weekly Adults of drinking age who are still finding their beer preferences. Same current users as Bud LIght Platinum
Bud Light Platinum aims for a more classy demographic that consumes the beer in high-end bars and clubs. MillerCoors does not have a beer that is in direct competition with Bud Light Platinum. Miller Light is the closest direct competition, and it is associated with being “manly”, tailgating, and casual drinking.
Current Consumers:
Comparison between the Brands
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EXTERNAL INFORMATION: TRENDS INFLUENCING THE INDUSTRY The upcoming generations of consumers are highly adept at mobile technology, as 78% of Americans between the age of 25-34 own a smartphone.9 Numerous companies have already taken into consideration with their campaigns as they branch out into multiple social media platforms frequented by consumers to promote their products. The current cultural trends have seen an increase in valuing independent, Do-It-Yourself projects and products. Crowdsourcing project websites such as kickstarter has met with immense support. In the beer industry, craft beer scene has exploded in recent times, with more consumers seeking out non-mainstream craft beers, or different and unique beers from the standard light beer.10 Major beer breweries have also attempted to meet the changing cultural trends and have released uniquely flavored beer products. The current economic trends saw a decrease in unemployment in key sectors of the population, and US beer market saw a volume growth of 1.1% in 2012, making it the first year of growth since 2008. 11
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CURRENT USERS
DEMOGRAPHICS
Men Graduated High school Age group between 25-34 Adults 18-34 Occupation: Natural Resources, Construction and Maintenance Occupations HHI: $150,000+ Home Value: $50,000 - $99,999 Census Region: Midwest Marital status: Engaged Race: Other/Multiple Classifications 12
PSYCHOGRAPHICS
Innovators
image is important, current consumers enjoy Platinum’s chic bottle design and refreshing blue tint
Achievers
enjoy consuming low-calorie domestic beer
Experiencers
appreciate variety and excitement, they drink Platinum because it is different from other low-calorie domestic beers, and the promotions for it feature an energetic club scene
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GEOGRAPHICAL EMPHASIS According to U.S. census data, the southern region of the U.S. has the highest percentage of consumers, but then consumers in the Midwest are 24% more likely to purchase a Bud Light product. Therefore, allocating media dollars heavily in the south will keep the current customers, but also spending money in the Midwest will expand the consumer base and reach out to our target market and desired customers. Putting extra media dollars into metropolitan areas will reach the developing target market and provide new opportunities for the brand.
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SEASONALITY AND TIMING Beer is consumed more in the summer season, as it is normally a beverage for warm temperatures. Oktoberfest is a very popular beer festival native to Germany but has been spread to numerous other countries, including the United States where it is celebrated in various cities. According to Nielsen, there are various holidays that see a much higher sale of beer than others. There is a well-known notion that lighter beers are for the day and heavier beers are for the night. Also, pale beers are best suited for summer and black beers are a better match for winter.13
TOP HOLIDAYS FOR BEER
Case Sales
1. 4th of July 68,318,493 2. Labor Day 64,589,852 3. Memorial Day 64,475,265 4. Father’s Day 63,411,879 5. Christmas/New Years 59,393,752 6. Thanksgiving 56,136,848 7. Easter 53,458,630 8. Super Bowl 51,713,004 Source: The Nielsen Company
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CONSUMER & THE CONSUMER DECISION PROCESS The majority of the young women have tried Bud Light Platinum, but those who did not would try it. This means that our target market does not have a negative view on Bud Light Platinum. Because of the current advertising efforts of Anheuser-Busch, most consumers have high brand awareness. To stand out against its competitors, Bud Light Platinum created a cobalt blue bottle which women gravitate towards because it has the most visually appealing packaging. They also are more inclined to select the alcoholic beverage that provides the best taste while still delivering a high alcohol content. The “liking” and “preference” stages of the consumer decision process are both achieved for our target consumers, according to our research. Beer is known to be a consumed by men, however the creation of “light” beers targets women because of the lower calorie content. Bud Light Platinum offers a higher alcohol percentage and fewer calories, which is perfect for women to buy. Most females in the focus group drink for fun so the purchasing process begins with that initial desire to have fun. Our target market gains external information about alcohol products mainly from social media sites and televised commercials. The majority of the girls combine this external information with their internal desire for an alcoholic product that can deliver a great, refreshing taste while being affordable to decide what product to purchase. Those who have consumed Bud Light Platinum thoroughly enjoyed it and would purchase the product again if the price were reasonable.
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SWOT ANALYSIS
STRENGTHS
Bud Light Platinum does not have any direct light beer competition that can provide a similar alcohol content and smooth taste, which sets them apart from the competitors. The unique blue bottle distinguishes the beer as a more classy and top shelf choice. It’s cheap for the alcohol content. Bud Light Platinum is highly accessible anywhere around the US.
WEAKNESSES
Differentiating Bud Light Platinum from the more popular and widely-known Bud Light. Has a light taste but still has 137 calories, which can turn away our desired target market. May be easily accessible, but is not usually available in restaurants. Bud Light Platinum has a relatively weak presence on social media, with only 4,000 Twitter followers.
OPPORTUNITIES
Since Bud Light Platinum is a relatively new product with low to medium awareness, we can be more flexible with the image of the product in the campaign. By highlighting the difference from the other light beers such as packaging and alcohol content, Bud Light Platinum can set a very unique and memorable position in the target market’s mind. Creative Director / Spokesperson Justin Timberlake’s star-power could be used to further strengthen brand identity and increase brand awareness.
THREATS
The cheaper beers from competitor brands are a threat to Bud Light Platinum as consumers may choose beers based on the price. With the beer industry being so competitive, other companies may develop directly competing products that may make it difficult for Bud Light Platinum to distinguish itself from other beer products. Consumers may choose to drink another alcohol product in lieu of Bud Light Platinum for the same alcohol content. 10
PART 2: AUDIENCE ANALYSIS & PRIMARY RESEARCH 11
TARGET AUDIENCE
GENERAL DESCRIPTION
Our target audience is women between the age of 21 and 25 who are into the bar/club scene, living in metropolitan areas with similar lifestyles as the current consumer market.
RATIONALE
We chose this target audience based on MRI data and our initial survey research, as they proved that men were most familiar with our brand and drank it more than women. We did not have any issues with the current target market, but we also saw that we could improve the current consumer market to include more women. We decided on the 21-25 age group in order to appeal to a younger generation who may not have established their preferred alcohol beverages and are therefore more likely to be persuaded by the campaign. Furthermore, appealing to a younger generation can also be beneficial to building brand loyalty, which Bud Light Platinum can definitely benefit from, as it is a very young product that was only launched in early 2012.
SCOPE OF AUDIENCE
From the 2011 U.S. Census, the scope of our audience is 10,565,000 females between the ages of 20-24 in the U.S., which make up 6.8% of the entire American population.
DAY IN THE LIFE
Meet Jordyn. She is 23 years old living in an urban neighborhood in Chicago with a small but beautifully decorated apartment. She has graduated from college and now holds an entry-level position working for a large company. Jordyn is an outgoing individual who loves trying new things. On weekends, she loves hanging out in small, intimate settings with her close group of friends drinking beer. She also enjoys hitting the bars and clubs downtown with her friends. She buys most of her alcohol in liquor stores or in those bars. Jordyn uses a smartphone and is a tech-savvy individual. She reads news online on news websites, and uses social media sites like Facebook and Twitter everyday. She finds out about events and promotions around town by word of mouth or on social media.
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PRIMARY RESEARCH For our primary research, we decided to conduct two surveys and two focus groups. Through the surveys we wanted to acquire quantitative data during the short amount of time we had at hand. We also wanted to get as many respondents as possible to get the most precise data we could acquire. The first survey we conducted was a broad survey, asking about our product Bud Light Platinum and some media usage. We conducted this survey online. We asked questions such as “Have you ever tried Bud Light Platinum?” and “Which beer brewery do you prefer?” 186 individuals filled out the survey. The second survey was only conducted among women, as we wanted to focus on our target market. We conducted this survey online. Approximately 80 individuals filled out this survey. We included questions such as “how much times do you drink a week?” and “in what settings do you enjoy drinking the most?” and “how many hours do you spend on the internet a week?” in this survey. With our two focus groups, we wanted to gain qualitative data that could provide us with further insights into the target market and help us with the our media strategy. We conducted two focus groups, one of 6 women between the age of 21-25 and one of 7 women between the ages of 2125. We focused on finding out more about the target market’s media usage by asking questions such as “where do you find out about local events and places?” and “what kind of media do you consume the most and why?”. We focused a lot on asking ‘why’ questions to gain qualitative insight.
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PRIMARY RESEARCH FINDINGS
SURVEY 1 RESULTS
68% of people who responded were between 21-23 years old. 58% of people who answered were female. 60% drank AB products.
40% drank Miller. 28% drank Bud Light Platinum. 55% purchase their alcohol at liquor stores. 43% enjoy drinking with friends and co-workers in small party settings. 50% go out 2-3 times a week.
SURVEY 2 RESULTS
59.6% has have tried Bud Light Platinum. 44.2% of women drink 2-3 times a week. 51.9% enjoy drinking in a small setting. 92.2% of women use Internet the most in terms of media consumption. 72.5% of women use Facebook the most out of all social media platforms. 70.6% own a laptop.
FOCUS GROUP RESULTS All focus group participants drink for fun and leisure.
8 out of 13 focus group participants have tried Bud Light Platinum. Participants prefer Budweiser products for affordability, taste and availability. Participants who prefer Miller products like Millers’ brand appeal and taste. How often they go to a bar varied by participant to participant. Some went once a month, some went 3-4 times a week. Participants find out about events and local businesses through word-of-mouth and social media. Internet is the most used media form. Radio is the least used media form. Some watch TV on television, and all watched TV online. Most participants do not look at online ads. They find online ads annoying. But some do look at Facebook ads or ads on twitter, or when online ads are relevant to them. Taste and alcohol content are the most important when choosing drinks. Taste is the most important when choosing beer. Participants enjoy drinking at bars, or while hanging out with friends in a social setting. They associate Anheuser Busch with words such as cheap, beer, college, blue, light. When shown images of beer packaging, participants preferred Bud Light Platinum to other competing products, as it was clearly different with a ‘modern’ and ‘chic’ visual. They liked that it came in a bottle and not in a can. Majority of the participants buy alcohol at liquor stores or in bars. They purchase beer when they are going to a party, or when they do not want to get too drunk. 14
PART 3: MEDIA PLAN 15
OBJECTIVES
BROAD COMMUNICATION OBJECTIVES Bud Light Platinum has high brand awareness, meaning that most of the target market has heard of the brand. This is a good start with the communication objective, but the problem comes with awareness of the actual product and what sets it apart from other beer. Most people do not know that Bud Light Platinum has a higher alcohol content than other beer in its category. Since this is supposed to be a major selling point of the brand, it is important to make customers aware of this fact so Bud Light Platinum can be differentiated from the competition. The main communication objective of our media plan will be to expand the target market to include women ages 21-25 years old and to increase brand awareness for our new target market by 25% by the end of our 10 month long campaign. The current consumer has a similar lifestyle and age range as our new target audience, but we are more specifically focusing on women to increase the opportunities of the brand.
REACH & FREQUENCY OBJECTIVES We intend on increasing brand awareness of women ages 21-25 by 25% after our 10 month long campaign. We believe 25% is a significant increase in awareness, and it would be a good starting point for Bud Light Platinum’s targeting of women consumers. We plan to achieve an average frequency of 4 regarding our multimedia viewing because our campaign expects that amount to be efficient enough to implement brand recall in our consumer’s mindsets.
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MEDIA STRATEGY AND TACTICS
TIMING & SCHEDULING STRATEGIES
Our 10-month campaign will run from January 2014 to November 2014. We will implement pulsing into our media schedule to increase advertising spending during certain holidays where beer consumption drastically increases including Fourth of July, Labor Day, and Memorial Day. Justin Timberlake is Bud Light Platinum’s creative director, and he recently received seven nominations for next year’s Grammy Awards. Therefore, we will heavily promote the brand during the Grammy’s on January 26, 2014 to associate Justin Timberlake’s successful image with the beer he represents. We will run television commercial spots during primetime and late night programming on both cable and network stations because this is when our target market is most likely tuned in.
MEDIA MIX STATEMENT
Based on our research, we found that television would be our main media vehicle in reaching our target audience. By running ads during primetime and late night TV, we can increase brand awareness in our target audience because that is when they are most likely tuning in to watch their favorite shows. Internet will be the next biggest vehicle in helping to reach our target audience. By placing online advertisements on specific websites and by utilizing social media, we can more accurately reach women within our target age range because we know what specific sites they spend most of their time on. Magazines will be important for reaching our target audience as well. We will run ads in women’s lifestyles magazines that are popular among women from ages 21-25. Event promotions are also part of our media plan because we will directly target women in bars and clubs by promoting the product in person, which will create a strong connection between our brand and our target consumer. Our Out of Home category will include billboards that are strategically placed in metropolitan areas where our target market lives.
BUDGET ALLOCATION
We will allocate 50% of our budget on Television as TV is the most costly medium. We will use 20% of our budget on Internet as we also want to focus heavily on promoting via Internet, the most used medium by the target audience. We will allocate 10% on print advertising in a couple of major women’s magazines. We will also use 10% on event promotions and the remaining 10% on out-of-home advertising to further reach our target audience.
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MEDIA VEHICLES
TELEVISION
prime-time and late-night programmings on both network television and cable television. We will advertise on shows such as Parks and Rec (NBC), We will focus on
How I Met Your Mother (CBS), Revenge (ABC), Scandal (ABC) on network television as they are widely watched by our target audience. On cable, we will advertise on shows such as American Horror Story (FX).
INTERNET
paid online advertising on internet radio such as Spotify and Pandora, and video streaming sites such as Youtube, Hulu and NBC that are popular among our target market. We will also be using Facebook ads as majority of our target market frequents Facebook, and promoted tweets on twitter to increase reach. In terms of social media, We will use
we will focus on maintaining an active Facebook page and a Twitter in order to communicate with current consumers and build brand loyalty. We will also launch an Instagram page as women in their 20’s make up a large portion of the Instagram demographic14, and Bud Light Platinum does not have an Instagram page yet.
As our target audience seldom read print newspaper, we will instead focus on
lifestyle magazines
women’s
such as Allure, Cosmopolitan and InStyle. These print advertisements will visually catch the eyes of readers in an attempt to increase frequency and brand awareness.
EVENT PROMOTIONS
in-bar promotions in metropolitan areas to increase impression among target market. We will implement Bud Light Platinum Boys to give out free samples of the product We will have
in metropolitan clubs and bars to create word-of-mouth and buzz on social media, increasing
brand awareness. We will have booths set up at major music festivals across the country such as Lollapalooza and Coachella, as our target market make up a significant portion of the music festival going demographic15 and we can increase impression. Also, most major music festivals are in summer and beer is associated with and consumed the most in summer, which works out to our advantage.
OUT-OF-HOME
For out-of-home advertising, we will utilize billboards in metropolitan areas, strategically placed in places near bars and liquor stores.
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DISCUSSION OF NON-TRADITIONAL MEDIA We believe that Non-Traditional media will work very well for our target demographic users of Bud Light Platinum. Based on our research, social media is very prominent in the lives of these women. Our recommendation is to post on sites like Facebook, Instagram and Twitter, specifically using sponsored tweets, pictures from promotional events and Facebook feed ads, to increase awareness and drive customers to purchase Bud Light Platinum. This target also uses internet radio sites such as Pandora and Spotify so we will have commercials for our product that appear for listeners who play types of music keen to our target market. This is important because our target market are heavy users of those two music sites, and the commercials cannot be skipped or muted so the message will always be conveyed. Our promotion of the “Bud Light Platinum Boys� will assist in forming a stronger consumer-product bond that will produce a strong brand awareness and eventually, brand loyalty.
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FLOW CHART
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REFERENCES 1. http://www.anheuser-busch.com/index.php/our-heritage/budweiser-clydesdales/budweis er-clydesdale-facts/ 2. http://beerpulse.com/2012/08/a-b-inbev-reports-flat-q2-u-s-sales/ 3. http://www.prnewswire.com/news-releases/technomic-reports-ongoing-shifts-in-the-beer-industry-225975831.html 4. https://www.technomic.com/Reports_and_Newsletters/Industry_Reports/dyn_PubLoad_ v2.php?pID=107 5. http://beerpulse.com/2012/08/a-b-inbev-reports-flat-q2-u-s-sales/ 6. http://www.millercoors.com/Our-Beers.aspx 7. http://www.millercoors.com/MillerCoors/media/MillerCoors/Financial%20Reports/8-06-13-MillerCoors-Second-Quarter-Earnings.pdf 8. http://beerpulse.com/2012/06/millercoors-launches-free-beer-promotion-for-those-whose-nameis-miller/ 9. www.pewinternet.org/~/media/.../PIP_Smartphone_adoption_2013.pdf 10. www.csdecisions.com/2013/09/11/rise-craft-beer-retail/ 11. http://www.usdrinksconference.com/assets/files/agenda/U.S.%20Beverage%20Alcohol%20 Trends.pdf 12. www.mriplus.com 13. beer.about.com/od/beertastinganddrinking/u/seasonalbeer.htm 14. http://blog.bufferapp.com/social-media-in-2013-user-demographics-for-twitter-facebook-pinterest-and-instagram 15. http://www.dailynews.com/general-news/20130410/coachella-2013-coachella-music-festival-evolves-into-cultural-event
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