VIEWS: 145 PAGES: 13 POSTED ON: 3/19/2010
Introduction As Corona continues to be number one in imported beer market in the U.S., Corona continues to create and develop new innovating ways to expand our market share of alcoholic beverages. We are excited to announce that we are launching a campaign to position Corona as the first dominate import beer to be offered in new (PET) plastic bottles. This innovation will help launch Corona into a new markets of increased consumer usage, and make us industry leaders of this new product enhancement. Situation Analysis Corona Marketing Group is a modern marketing team that helps capture a larger audience with fresh and original ideas. As Americans face tough times from a slowing economy, they are consuming more alcohol. Sales of alcohol consistently increase during a recession as well as during economic recovery. According to recent reports, spending on alcohol has risen in the recent months. People are not only buying alcohol, they are buying high quality alcohol. During a recession, people tend to hold back from buying expensive luxury items, such as a new car or new technology, and instead splurge on more affordable upgrades, such as alcohol. It is in people’s nature to trade-up, so alcohol is the perfect industry to capture those who are looking for something better. Because our group consists of young, bright-eyed individuals, we have a competitive advantage over most marketing teams. We are able to understand exactly how the younger target-audience thinks, and we play into that by giving them exactly what they want. Corona Extra is adding plastic beer bottles to its product line. They will be test marketing this product in Southern California before distributing it nationwide. The test market will be observed in the following cities: Santa Barbara, Huntington Beach, Long Beach, Santa Monica, and San Diego. Our channels of distribution will be through bars, clubs, grocery stores, and drug stores. While distributing only to our test market, the retail price for a 6-pack of 12 ounce plastic Corona Extra beer bottles will be $8.49, which is the current, average price of the glass bottles. If distribution goes nationwide for the plastic Corona Extra bottles, the price will mirror that of glass bottles. In Southern California, we will be using the following marketing tools: out of home advertising, print, television/cable, and internet. It is beneficial to us that consumers see Corona as a reward. We hold a strong market share, but we are looking to make it stronger. Corona Extra is known for its unmistakable color, one of a kind taste, and its recognizable bottle. By packaging the classic brew in a plastic bottle, we will grab the attention of user-friendly consumers. Currently only Miller Genuine Draft and Budweiser package their beer in a plastic bottle, so they pose as our main threats from plastic bottles. Their primary target audience is men, ages 21-44. They reach this demographic through sporting events and do not currently sell their product in the distribution channels that we are going to be using. Since women are the gatekeepers in most American households, we anticipate that by targeting our new product line to females, ages 21-34, will make Corona Extra plastic beer bottles the number one choice for beer consumption. We trust that by capturing female beer consumers, we can dominate the plastic beer bottle competition. Target Audience Our primary target audience is females, ages 21 to 34. We are looking to bring in more female beer drinkers over to Corona Extra and capture the customer looking for the trade-up option of a higher end premium beer. We are responsible for retaining and increasing female beer drinkers. The specific demographics that we will focus on are females ages 21-34, married or single, with income $30-50K, high school graduate or some college. Since Corona Extra is associated with relaxation and living in the moment, our geographic target will be Southern California. If the campaign works well in our target area we are looking to extend it worldwide, since we are the number one selling Mexican beer in the world. Within Southern California our primary reach will be; Santa Barbara, Santa Monica, Long Beach, Newport Beach, Huntington Beach and San Diego. The cities listed above are all cities associated with a youthful scene, attracting our target audience to the beaches and inviting them to have a plastic bottle Corona as they relax by the beach side. The psychographics that our Corona plastic bottle campaign is focusing on are females who engage in leisurely activities, such as lounging, socializing, and vacationing in tropical destinations. We at Corona hope to reach individuals whom value relationships, relaxation, and individuality. Key Strategic Decision Corona's key strategic decisions to effectively introduce its new product, Corona Extra in a plastic bottle, is broken down into three different areas: objectives, segmenting and targeting, differentiation and positioning. If the product is successful within the test market area Corona will expand the campaign across the United States. The objective is to increase the market share. Corona also believes that the new addition to the product line will target new and additional customers which will result in additional sales. The objective also of targeting a new market is to develop a more dynamic brand image while maintaining the loyalty of current customers and gain new ones. In order to segment and target it's market Corona will focus on customers aged between 21 and 34 (please refer to section on target market for more information). Corona's current customers see Corona as "the unparalleled flavor of relaxation". Corona's target market wants a more "premium" beer; therefore, this campaign will enlighten consumers to the privileges of plastic bottles resulting in the continued belief of choosing Corona as the "premium" beer. Corona needed to develop key strategic decisions towards how they would differentiate and position the product. In creating the Corona Extra plastic bottle Corona realized that Miller's (top competitor for this product) bottles have to be recycled separately from normal plastic recycling because of the dark bottle; the Corona clear bottle is recyclable along with every other standard household item. Corona is positioning the Corona Extra plastic bottles in a very environmental friendly campaign so as to appeal to its target market; women tend to be more environmentally conscious and are expected to respond positively towards this position. One final key strategic decision in regards to differentiation and positioning is that Corona's image has always revolved around the "relaxed" and "beachy" feel. Marketing Objectives Our Corona campaign marketing objectives are to effectively distribute advertisements with expectations of removing any barriers to the sale of Corona’s new plastic bottles. We strive to increase Corona’s market share in the beer, alcohol, and distilled spirits industry in this new plastic beer bottle. Our objective is to be the number one imported beer served in plastic bottles, while striving to bring consumers' awareness of Corona’s new product since in our test market in Southern California. There will be a heavy emphasis on TV commercials, as well as our out of home advertisements. We will also be focusing on placing the product’s advertisements in markets where Corona is a top seller, such as warm beach areas in southern California; including Santa Barbara, Santa Monica, Long Beach, Newport, San Clemente, and San Diego. These areas have been chosen since they contain a high traffic volume of our target demographics. We plan to release our campaign in February 2010 right before college students have “spring break”. We will end the campaign at the conclusion of summer, in the last week of August. Seeing that most people consider Corona “a beach in a bottle” because of its tropical, relaxing vibe, we feel this time frame will be most effective. One of our main advertising concepts is “A New Way to Drink Responsibly” in which we will enforce the importance of recycling the new plastic Corona bottles as well as reinforcing that plastic polyethylene terephthalate (PET) bottles are better and safer than glass. Advertising Objectives The official launch of this campaign will from February to August 2010. We will exhibit all our marketing commodities during this time. Marketing efforts will begin with a “Spring Break” emphasis and carry until the end of summer. This will be crucial for capturing the single woman’s demographic from age 21 to 34 years of age, which stipulates a large portion of our objective to penetrate the overall female market. Product Image and Personality “Living in the moment” is Corona’s universal persona, where it embraces the symbol of relaxation and connection to others. The laid-back, tropical approach to life will continue to be Corona’s core positioning campaign, which during times of economic turmoil highlights the simple pleasure of spending time with new friends and reuniting with old friends; all cues fall under the overarching umbrella of escape and relaxation. The brand image of Corona represents a change in attitude in which it’s more than just a beer, one that brings forth the “good life” of the target market – females 21 to 34. Corona Extra’s plastic bottles put emphasis on new ways to relax responsibility while being environmentally friendly, and especially in more places where glass bottles are prohibited – beach and pool areas. Our plastic bottles will represent the best choice in imported beer in plastic bottles. Our product image and personality will encompass the following: Perfect beer to set the mood and bring friends together - “The unmistakable color” - “The one of a kind taste” - “The unparalleled flavor of relaxation.” - “One of the most recognizable bottles in the world.” - Sets a mood -A “reward” - Live in the moment - There are some moments when only a Corona will do. - Where glass is not permitted - “When you use only the finest ingredients, you’ve got nothing to hide.” - Beach in a bottle - Personality - User Friendly - Soothing - Relaxing - Features - Contains clear, shiny plastic - Twist off top - 12 ounce bottles, in 6 and 12 packs - Recyclable - Price - $8.49- 6 pack - $15.99- 12 pack - Same price as glass bottles Advertising Strategies In our advertising campaign we will mainly focus on cable commercials, print ads, and Out of Home (OOH) advertising for our core media tools. By using these tools we will create a unique selling proposition that will penetrate the market. Cable Television Commercials: Our advertising campaign will feature two cable commercials on channels that our target market will be viewing. We will feature these three 30 second commercials on shows such as “Grey’s Anatomy”, “Desperate Housewives”, “Dancing with the Stars”, “E! News”, etc. Our first commercial will be influenced by Corona’s recent commercial where a man and his girlfriend are sitting on a tropical beach. During the spot, an attractive woman walks by with a nice body. The man checks her out, which prompts the girlfriend to casually squeezes a lime from his Corona on his face. Our commercial will be reminiscent of this but instead of the girlfriend squeezing a lime on him; she will hit him over the head with the new Corona plastic bottle. The tag line at the end of the commercial will be “A New Way to Relax Responsibly. Corona’s New Plastic Bottle”. We will play into Corona’s distinctive style by still creating the same mood, same theme of beach without dialogue to achieve cohesiveness with Corona’s already established advertising strategies. We feel that this is an effective and creative strategy that will goes along with our campaign’s big idea. The second commercial we will feature in our campaign a couple sitting poolside the man reaches to grab his bottle but accidentally knocks it to the concrete, at first startled but then realize he has plastic Corona bottles and is able to retrieve the bottle with no damage. By drinking Corona out of plastic bottles there are no ''party fouls'' We feel that this idea is strategic and creative and will have an advantage over other current Corona commercials. Our last commercial begins by showing in slow motion a full beer bottle breaking on concrete. Over the broken pieces a man sets down a plastic Corona bottle. He twists the top off and inserts a lime into the bottle. This ad emphasizes the consumer friendly aspect while showing dominance over competition in this market. Print: Another media tool we will focus on using is traditional print media. We will place 8” x 11” ads in magazines that our target market would read. Magazines such as Elle, Glamour, and People will penetrate the target market better as well as influence consumers to buy. Since these magazines are widely distributed, we would segment the target and only place them in southern California Elle’s, Glamour’s and People’s magazines because Corona would be test marketing their plastic bottle product. One of the ads will be called “Casting Call” which is reminiscent to one of Corona’s current ads where limes line up in a “casting call” next to a Corona except ours will feature different types of drinks in plastic bottles (like apple juice, sodas, milk, etc.) lining up next to the plastic Corona bottle. Another print ad we will use will be two girls poolside cheers each other by a sign that says «No Glass!» emphasizing that they are drinking out of plastic beer bottles, not glass. This is a creative idea again keeping with Coronas same theme of advertising. In addition to this, we will run print ads that advertise our online contest to submit photos of girls enjoying a ''Girls Night Out'' with Corona plastic bottles. These photos will be submitted online and put into a photo album called ''Photo Slices''. The top three pictures that best exemplify the images of fun and relaxation with girls, will receive a years supply of Corona plastic bottles. Internet We will have a online contest for post pictures called ''Photo Slices'', which will be taken by consumers. These pictures will show girls having fun enjoying Corona plastic bottles responsibly while enjoying leisurely activities. Contestants who post their photos online will be eligible to win a years supply of Corona. Out of Home Advertisements: 1. One great way we thought to advertise the new Corona plastic bottle was to wrap trash cans and recycling bins on southern Californian beaches with our ads. Again influencing the importance of using plastic that is recyclable and easier to drink from. These 3’ x 2’ ads will be placed around the outside of these trash cans on beaches such as El Capitan beach, Santa Monica, Long Beach, Mission beach, La Jolla beach, Carlsbad beach, Newport Beach, Balboa beach, Malibu, etc. Since it is a plastic bottle it will be easier to transport, and will not violate any laws such as having glass on the beach is prohibited. The advertisement on these trash can wraps would have the Corona plastic bottle and the slogan “A New Way to Drink Responsibly” with a recycling sign. *Sales Promotion and Partnership: We also thought it would be an excellent idea to promote the new Corona plastic bottle at the US Open of Surfing that occurs each summer in late July which has on average 500,000 attendees. We would have billboards on the beach as well as trash cans wrapped in our ads. This would give us extremely high exposure and great for market penetration. Also, we could sponsor the pro surfers and they would wear rash guard jerseys with the Corona label on the front and the new plastic bottle on the back to promote the product as well as obtain exposure in the media, newspapers, and magazines. In addition, Corona plastic bottles will sponsor theme nights at bars in clubs. “Girls Night Out” will feature discounted plastic Corona bottles for al women in attendance. 2. Our next OOH media tool will be a traditional billboard on the sides of freeways. We will focus on freeways in southern California such as the 405,110, 5, as well as Pacific Coast Highway and busy intersections like La Brea and Wilshire Blvd. We will use the traditional 14’ x 48’ size. These are all areas where our consumer target market will see our advertisements more than one time per day. 3. Another OOH media tool we will use is an aerial banner or sky ad featuring our Corona advertisement. This sky ad will fly over beaches previously mentioned so that our target market will see the ads on the beach trash cans as well as in the sky so that it will heavily penetrate. We feel that this is a great technique that will specifically increase our market share and reach our target market since sky ads are something beachgoers constantly look at when at the beach. 4. Our last OOH advertising strategy will be placing our commercials in cinemas. Since people will be forced to sit and watch the previews to a movie, we feel this is an excellent technique to advertise the product. We will place these commercials in previews for movies such as Sex and the City 2, Amelia, and other movies that are considered “chick flicks” in which we know our target market will watch. This in turn will have tremendous impact and awareness. Overall, all of these media tools utilized in our advertising strategy will create better brand and new product awareness, increase Corona’s market share, reduce threats from competition and better advertise for Corona. We also strongly believe that it will target existing and new consumers resulting in additional sales, and more of a dynamic brand image as well as customer base. Because everyone knows that “there are some moments when only a Corona will do.” Creative Plan T.V. Commercials - 30% Plastic Bottle Hit on Head Commercial - emphasizing plastic unique Dropping plastic bottle/ “No Party-Foul” commercial Slow motion, breaking of glass bottle/ Establishing Corona dominance in market Home media Cable/ Commercials Desperate Housewives Grey’s Anatomy E! News Out-of-Home - 50% Aerial Banner- Sky (image of a Corona bottle. “A New Way to Think Responsibly. Image of recycling logo) Have nightclubs and bars across America feature - “Girls Nights Out” or “Ladie’s Night Out” in which Corona Plastic bottles will be the featured special beer. Sponsored nights at nightclubs and bars throughout regional geographic area in Santa Barbara, Huntington Beach, Newport Beach, Long Beach, Santa Monica, and San Diego, with a emphasis on beach bars and clubs. Sponsored "Ladies Night Out" clubs will be sponsored by Corona Plastic Bottles. Beach trash can wraps for recycling "No Glass" wraps sponsored by Corona Plastic Bottles (Image of a Corona bottle. “A New Way to Think Responsibly. Image of recycling logo) Special trash cans provided my Corona Focus is on recycling & plastic beer bottles Billboards Casting Call Plastic containers, such as milk jugs, soda bottles, all in a line in front of a corona plastic bottle. “Casting Call” is in the middle of the billboard. Broken Glass Print - 15% Magazine Casting Call Photo Slice Contest Ad Directing to Corona website "No Glass" on the beach advertisement Internet - 5% Go to “Corona.com” and enter a picture of you and your girls enjoying Corona Plastic Bottles called “Photo Slices” and the best pictures for the year wins a year supply of Corona Plastic Bottles. See http://www.corona.com/#/l=1/photoslice/gallery Budget Account Categories Category Amount T.V. Commercials 30.00% Out-Of-Home 50.00% Print 15.00% Internet 5.00% Total 100.00% Summary This campaign will revolutionize the existing image of beer in plastic bottles. When the success of this campaign is clear, it will forecast our marketing strategy for the U.S.. for the next decade. We are excited to position Corona as a industry leader once again in this innovative new product line. We are confident that plastic (PET) bottles will increase market share through new ways of consumer usage and our ability to penetrate our demographic through our marketing strategy.
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