Integrated Marketing Communications Plan Janet Rebecca Amanda and

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 5 th 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- 6 th 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 � 2 nd 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- 4 th 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 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 � VH 1 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- Am. Trak 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: � � � Beer. Advocate. 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 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