Download Integrated Marketing Communications Plan

Janet, Rebecca, Amanda, and Brittany
Overview
 Situation Analysis
 Target Market Analysis
 Corona’s New Direction
 Communication and Marketing
 Advertising and Media
 Public Relations
 Merchandising and Promotions
 Evaluation and Control
Situation Analysis
Industry Background
 There are many different brands/kinds of beer– more each year
 Other types of alcohol for Corona to compete with: flavored malt beverages, hard
alcohol/liquor etc.
 Grupo Modelo is the 5th largest producer of beer by volume
 Biggest Trend:
 Craft and microbrewery beer
 Dollar value continues to increase
 People want to be adventurous
with their beer drinking
Situation Analysis
Company Background
 Grupo Modelo 1925- owns Corona, Pacifico, and Modelo beers
 Corona- Corona Extra and Corona Light
 Available in over 150 countries
 Top selling import beer in U.S. (27.7% share)
 Top selling beer- 6th overall
 Holds 63% of the Mexican beer market
 Problem: Beer Marketer Imports are overall lower 2010 (1.3%)
 Grocery Sales also declined in 2010 (1%)
Situation Analysis
Competition
Heineken
 Main Competition
 2nd largest imported beer
 New ad campaign coming
FEMSA
 Partner with Coke
 Own distribution channel
 Recent Heineken partner
Anheuser-Busch
 45% of the market share
 Top growing import in 2010
with Stella Artois
Microbreweries
 Sam Adams, Blue Moon
 Small but local threat
Target Market
Source of Business- Primary Market
 Age: 21 to 35
 Gender: Men
 Income: Lower Middle to High
 Education: College
 Geography: Entire US, Urban centers of 500,000 or more
 Lifestyle: Semi-Professional, Professional
 Men represent over 80% of total US beer sales.
 Closely associated with sporting events
 Consumed in larger quantity by high earners
 Low income earners tend to prefer the cheaper domestic beers
Target Market
Source of Business- Secondary Market
 Age: 21 to 35
 Gender: Men
 Income: Low to Middle
 Education: Some High School / GED
 Geography: Southwestern US
 Lifestyle: Blue Collar / Retail / Semi Professional
 Language: Spanish spoken in the home
 Number one beer in Spanish-speaking areas
 Prefer greater consumption of beer over Caucasian market
 Sales are strong in South West regions of U.S.
Target Market
Demographics and Psychographics
 Both Primary and Secondary target markets:
 Demographics: Ages 21-35, male, white, average income, high school
 Psychographics: People who love to relax
 Enjoy life
 Go with the flow
 Watch sports
 Like hanging out with friends
 Vacations/Parties
Target Market
Their perceptions
 Corona’s Brand Personality
 Easy to drink
 Unmistakable color
 One-of-a-kind taste
 Use with a lime
 One of the most recognizable bottles in the world
 Corona is about connections- friends, family, fun
 Represents a philosophy of “living in the moment”
 A beer best associated with the beach
Corona’s New Direction
Communication & Marketing
Main Objective
 New Brand Positioning Statement:
 The perfect mix of a premium and casual beer
 Corona has recently changed their positioning from a “beach and
relaxation” beer to a “nightlife” beer
 More occasions to drink Corona
Communication & Marketing
Strategies
 Distribution Strategy
 Continue distributing all over the world- 4th most sold beer in the world
 Focus on target locations of South Western U.S.
 Work with grocers and liquor stores for prime positioning
 Pricing Strategy
 Keep price low to represent
the “casual” side of the brand
 Compare to competitors
 Goal
 Increase Corona import sales by
2%
 Total beer market share by 5%
Budget Plan
Corona’s New Direction
Advertising and Media
Objectives
 Move them off the beach
 Executions that drive consumers to consider Corona for multiple occasions
 Position the brand as the perfect mix of casual and premium
 Cater advertising to a more major, urban market that reflect their lifestyles
Advertising and Media
Strategies
 Include all types of situations and all types of consumers
 Hint to the “beach/relaxation” image that Corona is
 Portray Corona Extra and Corona Light differently
 Develop ads that change their perceptions
 Key Selling Idea: premium and casual- for all types of demographics
 Goals: increase sales, change perception, try beer
Advertising and Media
Media Plan
 Geographic coverage- U.S., heavy in South West region, coastal
 Seasonal Coverage- holidays, summer, sports, Cinco de Mayo
 Reach- 60% of our audience
 How to Reach our Target Market:
 Internet, television, print, and outdoor mediums are the best ways to
reach the younger crowd that Corona is catering to
Advertising Tactics
Broadcast
Networks- commercials will air on popular network stations such as
 ABC
 Bravo
 Comedy Central
 ESPN
 FOX/FOX Sports
 VH1
Spot
 - Prime
 -Late Night
Cable
 - Spot Cable
Advertising Tactics
Magazines
General Consumer
 -US Weekly
 -People
 -Readers Digest
 -GQ
 -Rolling Stone
 -Self
Specialty
 -Beer Traveler
 -Beer Across America
 -Modern Brewery Age
Trade
 -American Brewer
 -Beverage World
Advertising Tactics
Outdoor
 Billboards- popular cities and cities by the beach
 Transit:
 Airport and Subway terminals




heavy foot traffic
Train Stations- AmTrak in 46 states
Taxis- largely populated cities
with nightlife
Blimps- flying over sporting events
Sports Arenas- boards, banners
and posters (Chivas, NASCAR)
Advertising Tactics
Interactive
 Websites and Banners:



BeerAdvocate.com is a widely used website that does reviews of beer,
everything from huge brands to local microbrews
Any sports team/league that Corona sponsors should have direct
advertisement on their websites
Any TV networks, magazines/publications that Corona advertises with
should have a link to the Corona website
Public Relations
Objectives and Strategies
 Main Objective: Continue to enforce Corona’s new brand personality and
positioning statement to our target markets in a way advertising does not
 Strategies:
 Press releases
 Sporting events
 Social Media
 Media Kits
 Special Events
Public Relations Tactics
Publicity
 Press/Media kits
 Date, locations
 Corona’s involvement in certain events
 Other charities/companies included
 Prizes
 Contact information
 Available through cbrands.com
 Announcements
 Publicize sponsorships
 Web page dedicated to announcements
 Keep official site up to date
Public Relations Tactics
Events
 Event Marketing
 Special events- both beach and high class
 Sponsorships- sporting events and poker tournaments
 Pro Surf 2011 (APSPR)
 The Farmer’s Classic (U.S. tennis Association/part of U.S. Open)
 Find a Cure Text Donation Campaign
(The V Foundation)
 Chivas USA (Major League Soccer)
 Various music festivals
Public Relations Tactics
Corporate Communications
 Newsletter
 Keep employees updated
 Talk about new events that
Corona is apart of
 Local information- stories
of Corona users
 Web site
 Keep website updated
 Make it more entertaining- More colors, younger, nightlife look
 Engage with consumers so they stay on the site for a longer period of time
 Have consumers talk about “Corona moments” on site
 Sell more Corona products on the site
Merchandising & Promotion
Objectives and Strategies
 Objectives
 New, year- long promotional campaign
 Promote travel & well-known nightlife destinations
 Get people involved with the brand
 Continue Corona’s new positioning statement
 Strategy- Offer multiple buying incentives:
 Prize Redemption Catalog
 In-store promotions
 Point of Purchase Displays
Merchandising Tactics
Brand Identity
 Logo
 Logo to remain same to keep consistency since its worldwide
 Represents the timeless quality Corona will always have
 Packaging
 Change with holidays like Cinco de Mayo
to become collector’s items
 Special label for May represents
Corona’s Mexican heritage
Merchandising Tactics
Point of Purchase
 Buying Incentives
 Goal- Offer free merchandise/advertise contests or promotions
 Displays would offer coupons for Corona merchandise

Ex: free t-shirt with purchase of two Corona six-packs in July
 In-store Promotions:

Location of the Month Campaign
 New poster each month to promote new travel destination that is well-known
for their nightlife- U.S. Department of Tourism
 Bottle Cap savings

Catalog with different prizes, using Corona
bottle caps as “currency”
 Ex: 150 Corona bottle caps buys
a pair of headphones, etc.
Evaluation and Control
Pretesting and Post testing
 Pre campaign
 Measure the target market’s attention
 Use sources to choose mediums
 Online surveys- social media sites
 Post Campaign
 Use longitudinal techniques
 These will help track changes
in usage and perception
Evaluation and Control
Monitoring
 Measuring success through:
 Sales Tracking
 Surveys and Questionnaires
 Our advertising and PR creations- event participation, contest
submissions, online banner click throughs, coupon usage
 Customer Feedback/Database Building:
 Use monitoring techniques
 Offer incentives- such as a coupon to answer some questions
 Official Corona Beer Facebook
Wrap-Up
 Goal- Change perception our target markets have of Corona
 How- Use a combination of Advertising, PR, Promo to showcase Corona’s
new Brand Position
 Why- Increase Corona sales to continue their top ranking