Miller High Life

Jewel Osco & 7-Eleven

Xinyu (Cassie) Liu
Haoran (Sophie) Wang
Yilun (Ellen) Gu
Mengyu (Connie) Sun
Yumeng Du

Agenda
Background
Objectives
Methodology
Retailer Profile
Consumer & Shopper Profile
Big Idea & Execution
Measurement
Key takeaway & Summary

Background
Analysis

Industry Analysis
Volume sales of beer declined 2% from 2010-2015
Light beer maintains largest share, but slipping
Leading domestic brands stall

Miller High Life Profile

Since 1903
The Champagne of beers
Authentic, unpretentious, quality,
heritage
Current consumers: older economy
drinker
#I AM RICH
The simple things are what make life rich,
celebrate them with the champagne of beers

Brand Problem
MHL doesnt have a strong presence among
drinkers between

25-34 compared to its

competitors, which causes the lose of marketing

share.

Brand
Objective

Brand Objectives
Marketing: To increase sales by 10% in the next fiscal year.
Behavioral: To encourage millennials among 25-34 to purchase the MHL
more frequently.
Communication: To rebuild relevance and strong connection among 2534 year olds, making them believe MHL is a brand that stands for high
quality and authenticity.

Methodology

Methodology
Primary research
-- interview and observation in stores

Secondary research
-- Mintel, Journals, Academic Articles...

Retailer
Profile

Retailer Profile: Jewel Osco

--- Good things are just around the corner

Overview:

Founded in 1899, the biggest traditional

grocery chain in Chicago area

Mission:

Offering customer the products they

wanted to buy at fair price, with lots
of tender, loving care

Retailer Profile: Jewel Osco

Current Strategy

We are not going to go that far left

or that far right. We are still JewelOsco trying to appease the vast
majority.

Main Challenge

For Jewel: Competition is fierce for

retailers in Chicago area;
For MHL in Jewel: low brand
visibility, low brand awareness

Insight

Make sure customers get the

high quality products they want
at a fair price;
Provide surprise and delight on
the way of their deal seeking
experience

Retailer Profile: 7-Eleven

--- Always a good call. Oh thank heaven for 7-Eleven!

Overview:

7-Eleven is the leading convenience store

operator in the U.S. and largest c-store chain
in the world with stores in 16 countries.

Mission:

- To be close and convenient.

- To serve the needs of the communities in
which 7-Eleven stores operate.

Retailer Profile: 7-Eleven

Current Strategy

First, Best, Only

establish itself as a legitimate
shopping destination rather than the
quick stop between travel destinations
most c-stores are considered to be

Major Challenge

For 7-Eleven: Enlarge current core

customer demographic as young man,
appeal to more millennials and
females
For MHL in 7-Eleven: limited stock

Insight

Provide quick solution 24/7

Campaign should capture their attention quickly
Take advantage of the cashier person to take one
step closer to your customer

Consumer &
Shopper Profile

Target Audience
Co--create
content with
brands

25-34 years
old
Inner world
richness

Social +
consumption
Experience
Connect
digitally

Strong
statements about
themselves

Consumer Insight
- Millennials prefer a brand that
can reflect their true self.
- Product consumption needs to
match their own value and
identity.

I prefer a brand that helps to express

myself and tell others who I am

Lets meet our consumer Alex!

30 years old
Got a degree from a community college
Passionate about his interest
Have a group of friends to socialize with
Follow some people on digital platforms
The beer he drinks shows his taste

The Key - Shopper Insight

I want to buy a
high-quality beer
to express my selfidentity but MHL
looks like a cheap
brand in store that
makes me
hesitated.

The Truth is
Richness in its heritage
Commitment on quality and authenticity

Big idea
& Execution

Strategy
To articulate Miller High Lifes brand heritage and core
value through a multi-platform campaign, and make target
audience realize that MHL echoes their lifestyle and core
value so that they will purchase more.

Big Idea

In a world full of trends,

I want to remain a classic.

The quality of Miller High

Life had stood the test of
time a classic in the
beer industry

Motto of many millennials

who prefer to be themselves
looking for product to
express uniqueness

Pre-Shop
#Stay classic #MHL social
media campaign
Encourage consumers to
post contents about classics
and memories
Corporate with Online
celebrities
Has their own uniqueness
Can help reach millennials

Special package design

Special design of the box inside for 12bottle pack
Fold the box to turn into a Monopoly
board game
Tell the history and key milestones of
MHL
Key message: MHL has maintained its
high standard after experiencing the
ups and downs
Online celebrities posting pictures to
introduce the special package

2013 - Miller High

Life celebrate the
1100 anniversary
(+200 beer)

1960s - Miller High

Life changed can to
gold (+50 beer)

1933 - Miller High

Life return glory
(+150 beer)

1903 - Miller High

Life was created by
Frederick Miller
(+100 beer)

1919 - Miller High

Life suffered from
the American
drought (-50 beer)

In-Shop: Jewel Osco

In-store display Stop & Hold
Spectacular display
Banner
Poster on Cooler Clings
Stop & Hold
Special Corporation with Jewel
Shelf Wobblers - stay classic
Bundle of private label products
Increase basket size

Do you remember
Monopoly?
Stay Classic with MHL

In-Shop-- 711
In-store display Reach
Eyecatching Posters on the door
Floor stands
Stop & Hold
vintage layout
classic lady figure holding beer
Side hack panel on beer section
Special Corporation with 7/11
Encourage Close
Lucky Wheel game
buy $20+ to win coupon/beer (only for
consumer older than 21)
Put MHL in shoppers mind
Help 7/11 increase sales

Post-Shop

Encourage shoppers to share their

opinion

Product endorsement

new package and games

taste of our product

Send free 12-bottle packages to some

popular KOLs in different channels
Get possibly earned media

Word of Mouth

Budget
Resign Box $40*1000=40k
Online celebrities $3k*10=30k
Jewel Osco

7-Eleven

- In-store
floorstand
- Stickers

- Posters
- Side hack
panel
- Lucky Wheels

Total budget
180k

$500*100=50k

$400*100=40k

Free sample 20k

- Endorsement
- 7/11 coupon + free gift

Measurement

Measurement -- shopper centric

1. Transaction data
MHL objective:
lift, units, category share, brand
loyalty, program ROI

Retailer objective:
store sales lift, category sales,
cross-category sales, basket
size, profitability per square foot

2. Shopper behavior
MHL objective: shopper
engagement, advocacy
Retailer objective: trip
frequency, shopper card
penetration/participation

3. Brand attitudes & beliefs

Brand equity measures: brand
awareness, favorability. ROMO

Measurement -- tools
pre-shop

in-shop

post-shop

Social listening

Marketing mix models

Social listening

Pre-shop
interview

Distribution/execution
audit

Post-shop interview

Key takeaway
& Summary

Customer Decision Journey

Celebrity effect
& KOLs

Self-research

In-store reach,
stop/hold &
closing

Monopoly
game &
social
engagement

Key Takeaway -- WIN-WIN-WIN

Jewel Osco
Miller High Life
Heritage & high
quality

High quality with

fair price

7-Eleven
legitimate
shopping
destination

Shopper
looking for beer
represents
identity

Strategy:
educate shopper about the brand
heritage and resonates with their
values to encourage purchase
Idea:
stay classic campaign

Thank you!