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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
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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
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Biggest Trend:
Craft and microbrewery beer
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Dollar value continues to increase
People want to be adventurous with their beer drinking

Situation Analysis
 Grupo Modelo 1925- owns Corona, Pacifico, and Modelo beers
 CoronaCorona Extra and Corona Light
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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-
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Imports are overall lower 2010 (1.3%)
Grocery Sales also declined in 2010 (1%)

Situation Analysis
Heineken
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Main Competition
2 nd largest imported beer
 New ad campaign coming
FEMSA
 Partner with Coke
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Own distribution channel
Recent Heineken partner
Anheuser-Busch
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45% of the market share
Top growing import in 2010 with Stella Artois
Microbreweries
 Sam Adams, Blue Moon
 Small but local threat

Target Market
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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
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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
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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
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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
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Both Primary and Secondary target markets:
Demographics: Ages 21-35, male, white, average income, high school
 Psychographics: People who love to relax
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Enjoy life
Go with the flow
Watch sports
Like hanging out with friends
Vacations/Parties

Target Market
 Corona’s Brand Personality
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Easy to drink
Unmistakable color
One-of-a-kind taste
Use with a lime
One of the most recognizable bottles in the world
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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
 New Brand Positioning Statement:
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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
 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
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2%
Total beer market share by 5%

Budget Plan

Advertising and Media
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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
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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
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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
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Networkscommercials will air on popular network stations such as
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ABC
Bravo
Comedy Central
ESPN
FOX/FOX Sports
VH1
Spot
 - Prime
 -Late Night
Cable
 - Spot Cable

General Consumer
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US Weekly
People
Readers Digest
GQ
Rolling Stone
Self
Advertising Tactics
Specialty
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Beer Traveler
Beer Across America
Modern Brewery Age
Trade
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-American Brewer
-Beverage World

Advertising Tactics
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Billboards- popular cities and cities by the beach
Transit:
 Airport and Subway terminals heavy foot traffic
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Train Stations- AmTrak in 46 states
Taxis- largely populated cities
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 with nightlife
Blimps- flying over sporting events
Sports Arenas- boards, banners and posters (Chivas, NASCAR)

Advertising Tactics
 Websites and Banners:
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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
 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
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Sporting events
Social Media
Media Kits
Special Events

Public Relations Tactics
 Press/Media kits
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Date, locations
Corona’s involvement in certain events
Other charities/companies included
Prizes
Contact information
Available through cbrands.com
 Announcements
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Publicize sponsorships
Web page dedicated to announcements
Keep official site up to date

Public Relations Tactics
 Event Marketing
 Special events- both beach and high class
 Sponsorships- sporting events and poker tournaments
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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
 Newsletter
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Keep employees updated
Talk about new events that
Corona is apart of
 Local information- stories of Corona users
 Web site
 Keep website updated
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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
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New, year- long promotional campaign
Promote travel & well-known nightlife destinations
Get people involved with the brand
Continue Corona’s new positioning statement
 StrategyOffer multiple buying incentives:
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Prize Redemption Catalog
In-store promotions
Point of Purchase Displays

Merchandising Tactics
 Logo
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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
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Buying Incentives
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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
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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”
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Ex: 150 Corona bottle caps buys a pair of headphones, etc.

Evaluation and Control
 Pre campaign
 Measure the target market’s attention
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Use sources to choose mediums
Online surveys- social media sites
 Post Campaign
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Use longitudinal techniques
These will help track changes in usage and perception

Evaluation and Control
 Measuring success through:
 Sales Tracking
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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
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Offer incentives- such as a coupon to answer some questions
Official Corona Beer Facebook

 Goal- Change perception our target markets have of Corona
 HowUse a combination of Advertising, PR, Promo to showcase Corona’s new Brand Position
 Why- Increase Corona sales to continue their top ranking