Aztec BeerMarketing Plan

Jacob Evelyn, Dawson Baker, Jesse Polenberg, Raffi Lizaralde, David Halpern

Ideas of the Era- • Major technologies– Internet– Computers– Cell Phones– iPods– MP3s– DVDs– MySpace/Facebook

• Major events– 9/11– Afghanistan/Iraq War– Digital Revolution

Ideas of the Era cont.

• Ideas, changes of the era.– Environmentalism– Digital Revolution– Social Networking

Product example #1 - Budweiser

Bud Light Ad

• Humor

• Celebrity endorsement

• Associates product with pop culture

Product Example #2 - Carlton Draught

• Carlton Draught Ad

• Viral ad

• Large armies and “O Fortuna” identifies with mid-20s consumers who watch Lord of the Rings… pop culture.

What types of products would succeed? Why?

• Products that are very directly marketed– Advertising in the internet age is all

about The Long Tail: Selling to groups for whom your product is specifically marketed

• Ads must permeate all types of media in increasingly tech-savvy age

Product Definition

• High quality beer at a price for the up and coming professional, marketed towards internet- and pop culture- savvy yuppies

Competition

• The competitive landscape–Budweiser–Keystone–Miller–Coors–Budweiser has great

cultural saturation.–Miller, Pabst, and Coors are

also popular but are not associated with high quality beer

A B

CD

Performance

Pri

ce

Positioning

• Positioning of product or service– A cheap but delicious brew marketed

towards young professionals

• Consumer promise– A beer you can buy without leaving the

comfort of your own home.

Communication Strategies

• Indiana Jones as marketing symbol… everyone in target audience knows Indiana Jones.

• Use internet as tool… target audience is familiar and comfortable with internet, so they can become comfortable and familiar with our product quickly.

• Young professionals– 20s and 30s

Packaging & Fulfillment

• Product packaging– Low prices, “look” associated with

internet… trendy, convenient, etc.– Innovation: beer that can be purchased

online.

Advertising

• Strategy & execution– Lots of online ads. LOTS! The annoying kind

that catch your attention.– Only advertise on internet, no other media.

Target audience will be primarily using internet, so why bother advertising elsewhere?

– Spend as little as possible, mass-advertising on websites only. No worrying about expensive Super Bowl ads.