Page 291 - Foundations of Marketing

O B J E C T I V E S

1. Understand the concept of
a product.
2. Understand how products
are classified.
3. Explain the concepts of
Product, Branding, and product line and product
mix and understand how
Packaging Concepts they are connected.

4. Understand the product
life cycle and its impact on
marketing strategies.
5. Describe the product
adoption process.
6. Explain the major compo-
nents of branding, including
brand types, branding poli-
cies, and brand protection.
7. Describe the major packag-
ing functions and design
considerations as well as
how packaging is used in
© iStockphoto.com /Stratol 8. Understand the functions
marketing strategies.

of labeling and selected
legal issues.

M A R K E T I N G I N S I G H T S

MillerCoors Rebrands Its Products through Packaging Innovation

Cold has taken on an entirely new meaning for beer interest from consumers. However, the move was
drinkers ever since MillerCoors rebranded its Coors risky. MillerCoors knew that many consumers felt
Light product. After extensive research, MillerCoors that Coors Light had a mediocre taste and lacked
began to develop a campaign for “The Worlds’ Most differentiation from competitors. Yet rather than
Refreshing Beer.” Instead of changing the content of changing the product itself, the company decided
Coors Light, the company decided to rebrand it with to emphasize the product attribute of “cold” over
new packaging and a new slogan. To do this they taste with new packaging. MillerCoors embarked
enlisted the help of experts in the liquid nitrogen upon a major promotional campaign, including
field to produce a product that would capture cold releasing advertisements featuring rapper Ice Cube
in a glass. debating whether Ice Cube or Coors Lite was colder.
In 2007, MillerCoors introduced a cold activated Yet would this be enough to convince consumers to
bottle using technology that turns its Rocky purchase the product?
Mountains label blue when the beer is at its coldest. Results have been favorable. In a market that
The label also has a “Cold Indicator” and “Super has been on a consistent decline, Coors Light has
Cold Indicator” that turns blue depending on seen sales growth since the introduction of this
the temperature. The label-color technology is a colder beer. For MillerCoors its “cold” concept and
1
new innovation for the beer world and received packaging innovations have appeared to pay off.

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