Skip to main content

Creating Products Targeted at Matured People is an avenue to make money, like Miller Genuine Draft!



Miller Genuine Draft created " Full-bodied taste", campaign, targeted at 30-year-old  drinking demographics, and was a Market-Success!. That target definition helps Miller Genuine Draft (MGD) focus its energies (or strengths) on differentiating product attributes  with market demographics, an audience most like to be drawn to it! 
Moreso, the initial campaign strategy of Miller Lite Beer has two goals: one,ensuring parity with key competitors in its category by stating that it “tastes great”; while at the same time creating a point-of-difference by saying it contains one third few calories and was thus “less filling” than regular, full strength beers. As often the case, the category point –of-parity and point-of-difference were somewhat conflicting, as consumers tend to equate taste with calories. To overcome potential resistance, Miller employed credible spokespeople primarily popular athletes, who presumably not drink a beer unless it tastes good. These ex-jocks humorously debated which of the two products benefits – “tastes great” or “less filling” – was more descriptive of the beer. The ad ended with a clever tag-line framed as “Everything You’ve Always Wanted in a Beer”. 

Comments

Popular posts from this blog

What is Biri marung?

Biri marung" is a term in Chewa/Nyanja, a language spoken in Zambia, Malawi, and parts of Mozambique. It directly translates to "hyena in the sky" or "flying hyena.  It is often used in folklore and traditional beliefs in African cultures to refer to supernatural beings or mysterious occurrences, particularly those associated with witchcraft or spirits. In music, "Biri Marung" is a popular Amapiano track released in November 2024 by South African artists Mr Pilato, Ego Slimflow, and Tebogo G Mashego, featuring Sje Konka, Focalistic, DJ Maphorisa, Scotts Maphuma, and CowBoii.  The song has gained significant attention, with its official audio available on YouTube.  Additionally, it has been featured on various music platforms, including Apple Music.  The track has also inspired dance challenges and covers on social media platforms like TikTok, contributing to its viral status.  "Biri Marung" has been recognized for its impact in the music industry...

Professor Jahula and Student Anderson

Anderson a student of political philosophy at the University of Yakahuhu (a  pseudonym) had attended many philosophy classes but could not grasp the conepts. They were below the threshold of his comprehension. For this reason, he decided to visit Professor Jahula in his lone office to ask some few questions. Kindly read the dialogue below for details. Student Anderson: Good afternoon Prof. I believe you are fine fettle. How is your battle for  academic supremacy? Rosy, I posit. Please I have attended many of your classes on political philosophy but find it hard to grasp some concepts. Could you help? Professor Jahula : Good afternoon, Mr. Anderson. I've noticed you seem to be struggling with the concepts we've covered in our Political Philosophy class. Can you tell me what's been particularly challenging for you? Student Anderson : Yes Prof. I appreciate your concern. The truth is, I'm finding it quite difficult to grasp the essence of your teaching. It seems like we...

Should a blogger blogs on a single topic?

Some people think blog posts would focus on a niche-topic. I may not be rigght but my option is NO. A blog is known to a a regularly updated website or online platform where persons or  individuals or groups share their thoughts, information, and experiences in a conversational style.  Blog posts are usually displayed in reverse chronological order, with the newest content appearing first, but the content mustn't be niche-concentration.  Blogs cover a wide range of topics, including personal experiences, hobbies, news, and professional expertise. Whether a blogger should focus on a simple topic depends on their goals and target audience. Simple topics can be effective if they resonate with a broad audience and are presented in an engaging way.  However, niche or specialized topics can also attract a dedicated audience. Ultimately, it's essential for a blogger to choose a topic they are passionate about and can consistently create quality content for. The key is to pr...