Abstract
After many years without a strategy, Miller Brewing Company, the second largest brewer in America has to react. It is high time they developed a structured marketing plan to position Miller Lite as a reference in light beer segment. To achieve this mission, Miller Lite image has to change in order to adapt to new consumers and new trends. It implies a huge investment in terms of time, money and open-minded spirit. Miller Lite overall goal is a marketing and communication problem. Indeed, a marketing strategy should be improved with a good target and also with the reinforcement of knowledge and experience. In 2003, Miller Lite was number two in Low-Carb Beer with Bud Light as number one and Coors Light behind Miller Lite. The strategy must be created all over the low-carb trends. Miller Lite has to redefine the target and to develop the brand. The company has to define its target audience, to make a good promotion on choosing appropriate media channels in order to appeal to its target market. Then Miller Lite has to control the results in order to see the evolution thanks to this plan of action.
