1. Miller 64 case

2. Target Audience Primary Audience – Woman 22-50 who care about their body but on the other hand are sporadically drinking alcohol. Secondary Audience – Woman 22-50 who are not drinking alcohol because of the „kcal” issues or because of the taste.

3. Objectives for the product launch (1st year) -Brand Awareness 50% -Trail share 50%

4. Communication Purpose of the message: gaining attention Message appeal: Informational Message structure: Explicit Message presentation: Two-sided presentation (+18, drink responsibly) Message format: Will be presented Message source: Credible

5. Miller 64

6. Channels Non-personal Media Channel: MX Metroxpress + bilboards (2nd phase)

7. Communication Budget Buttom-up method based on our objectives … 1mln DKK

9. Communication / promotion mix Advertising (mx, bilboards) Sales Promotion Word of mouth Direct marketing (social networks, page, posts – emphasize the low calorie content and that this beer is for woman, better taste, website) SEO ( low calorie beer, woman beer, healthy beer, tasty beet)