MKT 400 Southern New Hampshire University
Well all of us watch television, surf social media or even listen to some sort of music if its the radio or being streamed. All of us have heard or seen many ads promoting so many companies that are trying to get an edge up on their competition. I have so many companies that I chose to support their brands, and I know this may make me sound like an alcoholic and I’m not at all I just enjoy a cold beverage from time to time to unwind after a long day. The company I am going to talk about their brand positioning is Miller Lite.
Miller Lite has a been a leader in the beer world for many many years. You walk into any gas station, grocery store and liquor stores you will find that iconic white can with a gold top and blue writing sitting right there on the self with all its competitors. Now Miller Lite’s biggest competition is Bud Light. They are both lower calorie beers that let people not feel as guilty when they consume several of these beverages. The battle between these two giants in the beer world have gone back an forth to who has the better beer and more customers. Miller Lite has made it a point to show that its beer has fewer calories than Bud Light or any other light beer on the market.
Miller Lite does a great job with their ads showing its customers that it is the low calorie beer with great taste. Miller Lite really hits their mark when advertising during sporting events when most beer drinkers are enjoying a cold one while watching their favorite team. They spend a lot of money on these ads because they know the potential return to maintain current customers and potentially being able to get new customers is there. They also do a great job at putting up displays in stores that grab your attention and even with a can or bottle that has a simple logo on it, that simple logo still grabs you with its clean low key look. Miller Lite keeps it simple and lets the great taste of the beer do all the work.
At the end of the day I do not think Miller Lite misses the mark with their brand positioning. Pricing is right at a good point with its competition, Its logo is clean and simple and they put it in stores placed where customers will take notice. The stakeholders for Miller Lite have to be happy with the product that is on the shelves for their customers. The battle will always be there between Miller Lite and all the other light beers on the market and one day one may be on top and the next may be another. That’s just the nature of the beast in the beer industry and Miller Lite has to continue to prove themselves over and over and give the best beer they can produce to keep proving how great of a beer it is.
References:
Hubspot. Sujan Patel. A complete guide to successful brand positioning. https://blog.hubspot.com/sales/brand-positioning-strategy
Beer and Beyond. Peter Frost. (March 28, 2018). Miller Lite ramps up its competitive messaging vs. Bud Light; asks ‘What Are You Holding?’ https://www.molsoncoorsblog.com/news/miller-lite-ramps-its-competitive-messaging-vs-bud-light-asks-what-are-you-holding
Business Insider. Kate Taylor. (February 4, 2019). Coors Light, Miller Lite, and corn farmers are slamming Bud Light for Super Bowl ads that called out beer giants’ use of corn syrup. https://www.businessinsider.com/bud-light-vs-coors-light-and-miller-lite-super-bowl-ad-2019-2
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