Miller Beer Company Marketing Case Seeking Analysis and Answers

Analysis of Miller Beer Cases
Fripu Morris is a company that produces "Marlboro" cigarettes. It bought Miller Beer Company in 1970 and used market segmentation strategies. By 1980, Mi The market share of Le Beer has reached 21.1%, becoming the leader of the beer industry in the market.
Miller was originally a calm company. In the late 1960s, it ranked seventh in the national beer industry. The market share was only 4%. By 1983, Miller's market share reached 21% , Second to the ranking of Bush (34%of the market share), but the third and fourth companies have been thrown far behind, so that at the time, people generally believed that Miller created a miracle of a miracle at that time. How did Miller create this miracle?
First of all, before making marketing decisions, Miller found that consumers can be divided into two categories according to different drinking degree of drinking beer: one is a mild drinking person, and the other is a severe severe type. Driners, and their references are eight times that of those with mild drinking. As soon as the result came out, Miller immediately realized what kind of consumer group Miller decisively decided to position the "Haylev" beer at the Most of them are heavy drinkers of the forestic class, and are positioned on Miller's new advertisements. What appears in the advertisement screen is exciting scenes: young people rush down the steep slopes on their motorcycles, and the crewers are giant wind giant Langzhong drove the ship, and even invited basketball stars to help out. After the new product was listed, the market responded enthusiastically and quickly won the love of the blue -collar class.
Mimile company did not stop there, they decided to pursue the victory. According to the height of the beer, divide the high -heat beer market and the low -thermal beer market, and entered the low -heat beer market. Many beer manufacturers are not optimistic about Miller's decision, thinking that they have entered a "market that does not exist at all". It also re -packaged it. After the product was invested in the market, the sales volume in the United States reached 2 million boxes in the United States, and it rose rapidly in the next few years.
Mimile's beer sales have achieved great success. It is called "the beer company of the century taste.

Division:
1. Market segmentation is the most basic and most important task in marketing activities. The accuracy of market segmentation is directly related to the positioning of the product. Once the market segmentation is not good. The whole The foundation of marketing activities is unstable. Miller Beer's accurate segmentation of the market has increased its understanding of consumers, improving the targeted marketing, and creating conditions for accurate market positioning. The market segment is just right. Market segmentation refers to the purchase habits of a certain product into different types of consumer groups according to the needs of consumers and purchasing behaviors.
Mille company The market was investigated. They found that according to the different degree of drinking of beer, consumer groups can be divided into two categories, mild drinkers and heavy drinkers. And the number of heavy drinkers is 8 times that of mild drinkers. As a result, the decision makers realized the group they were facing: most of them were blue -collar class and loved sports. This is the mainstream of market consumers. Therefore, for these consumers, Miller Beer Company changed the original consumer " The positioning of high -priced and high quality "has shifted the consumer target population from high -income people from women and society to lower -level people who really love to drink beer. And re -created advertisements based on this market positioning.
Two categories: one is mild drinking, and the other is a heavy drink. Then, according to the height of the beer, the high -heat beer market and the low -heat beer market are divided.

2. What target marketing strategies do Miller's implementation:
Miller company divides consumer groups into two categories according to the different degree of drinking beer, mild drinkers and heavy drinkers. The quantity is 8 times that of mild drinkers. Therefore, the consumer target group shifted from women and social high -income people to the lower levels of really beer: most of them are blue -collar class, love sports.
because Miller is in the market On the basis of subdivisions, choose two segments as its target market, produce two different beer: "Hailif" beer and "Litt" beer, and for different beer, implement different marketing combination plans, so as to use it to use different beer to implement different marketing combination plans to use it to use it Meet the needs of different consumers. Therefore, it is a differential marketing strategy.

3. Miller's target positioning:
Mi Lie Beer Company did not give up another other one of the market segmentation Group -low -heat beer market. Develop a low -thermal beer named Litt. It also made appropriate packaging: high -quality, masculinity. Proper market segmentation and positioning make the sales of Litt beer reaches the year that the sales of the year reached the year. 2 million boxes. In the 1970s, Miller beer achieved great success. To 19 In 80 years, Miller Beer's market share has reached 21.1%, becoming the leader of the market.
Ip through market segmentation, it is conducive to discovering marketing opportunities, developing new markets, and expanding market share. Through market segmentation, Miller discovered the low -heat beer market and successfully entered. It is conducive to concentrating corporate resources and obtaining the best marketing effect; it is conducive to the formulation and adjustment of marketing solutions, promoting growth and avoiding weaknesses, and enhancing corporate response capabilities.