MKT401-M1C-INSIDE THE BUYERS MIND

MKT401-M1C-INSIDE THE BUYERS MIND

Order Description

Inside the Buyer’s Mind

Assignment

Can MillerCoors increase the sales of BOTH Coors Light and Miller Lite?

How can MillerCoors differentiate these similar products so that people see a difference between Miller Lite and Coors Light, between Miller Light and Budweiser and between Coors Light and Bud Light thereby making the products appeal to different markets?

Answer the question and defend the positions you take in each of your answers. Ensure that you repeat the assignment question (in bold above) in full and verbatim on the title sheet of your paper.

The Situation

MillerCoors Struggles to Differentiate and Grow Former Rivals While Taking on Anheuser-Busch

2 page paper

BACKGROUND MATERIAL

Consumer Buying Behavior (2012). Marketing Tutorials. KnowThis.com. Available March 7, 2013 at
http://www.knowthis.com/principles-of-marketing-tutorials/consumer-buying-behavior/.

ATTACHED – Mullman, Jeremy. (2008, August 11). An Ultimate Light Beer Challenge for MillerCoors. MillerCoors Struggles to Differentiate and Grow Former Rivals While Taking on Anheuser-Busch. Advertising Age. (Midwest region edition). Chicago: 79(31) p. 8.

you need to demonstrate your learning of the concepts and frameworks for analysis outlined in the modular learning objectives. In particular, are expected to define the following psychological concepts:
•ground,
•figure,
•differentiation,
•generalization,
•discrimination,
•perception, and
•cognition.

In that regard, differentiation is a psychological process in which figure is pulled out of ground (click on Examples of Discrimination in the Mod 1 Presentations file to practice pulling out the figure from the ground) and product differentiation are the marketing activities that causes people to see similarities or differences between the company’s products and competitive products. Note also that I am interested in your understanding of the psychological process of discrimination rather than biased actions.

In preparing your paper, note that:

Currently there is switching between the brands because there is generalization – people see no difference between the products. They purchase whatever is ‘on sale.’

The advertising ‘rules of thumb’ that apply to this case are:
1.If there are physical differences between the products, emphasize those differences.
2.If there are differences in who uses the products, emphasize those differences.
3.Are there perceivable physical differences between the products? If so, can those differences be used as a basis for the differentiation?
4.Are there perceivable social and cultural differences between those that choose one product or the other? If so, can those differences be used as a basis for differentiation?
5.Are there perceivable price differences between the products? If so, can those differences be used as a basis for differentiation?
6.Are there geographic differences in preferences for the products? If so, can those differences be used as a basis for differentiation?

Note that this assignment does NOT require you to prepare a detailed essay. Instead use section headings for each of the topics you address in your paper followed by a discussion of that topic.

-related articles in the popular press

ATTACHED – Mullman, Jeremy. (2008). An Ultimate Light Beer Challenge for MillerCoors. MillerCoors Struggles to Differentiate and Grow Former Rivals While Taking on Anheuser-Busch. Advertising Age. (Midwest region edition, August 11). Chicago: 79(31) p. 8. Available March 7, 2013

Coors Light’s sales surged 5% in the second quarter of 2008; Miller Lite’s declined 1.6%. That presents a conundrum for the newly merged MillerCoors: how to grow one brand without damaging the other — and, tougher still, how to get both brands to gain ground on market leader Anheuser-Busch?

Get the latest word on shifting market shares among light beer brands by Googling:

Market Shares of Bud Light, Miller Lite, and Coors Light.

Order a unique copy of this paper
(550 words)

Approximate price: $22

Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
$26
The price is based on these factors:
Academic level
Number of pages
Urgency

Order your essay today and save 7% with the discount code RBEST7