Miller Lite Marketing Strategy

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It was the 1975 national rollout of Lite beer. "Everything you always wanted in a beer. And less." Miller lite has and will always be “The Superior Light Beer”. With only 96 calories Miller lite is a healthy choice compared to other beers. It is brewed for anyone to enjoy on the weekend with friends and family. So, sit back relax and listen to why Miller Lite is the beer for you. Beer accounts for 48% of sales in the alcohol industry with a 2012 market worth of 99 billion dollars. Or company, MillerCoors is the second leading brewer in the industry. Combined with Anheuser-Busch InBev, we take up 97% of the industries sales. With Miller Lite being “The Superior Lite Beer”, there has been many product strategies to make it so successful. Miller …show more content…

One that many people have heard of is “Miller Time”. “Miller Time” allows us to sell a social experience that connects with various age groups, and is a throwback from 1971. This phrase helps our company reach a larger target market. “Miller Time” helps rebuild the product image and repositions. It is lifestyle messaging that is communicated to customers through advertising. MillerCoors uses television for advertising, along with our online series, “The Ultimate Internship Experience”. We have ties with “The internship” the hit movie that recently debut. We allow our customers to show their pride for this great tasting beer on social media by using hashtags such as, #ItsMillerTime, or #TGIMT (Thank God Its Miller Time). We have Sweepstake promotions such as, “Its our time, Miller Time”. This promotion has specially marked containers of Miller Lite giving our customers a chance to win. Through this promotion we have seen a tremendous boost in retail. We regularly have various types of contests to help grow our brand. MillerCoors also uses personal selling with distributors which grows relationships and helps increase retail

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