Dos Equis Brand Fact Book

Fact Book

John Froman, Simona Giulio, Emily Taus

Dos Equis Lager Especial

Columbia College Chicago3 May 2012

Table of ContentsCategory Overview 1

Category Definition: 1

Beer/Imports 1

Category Size/Growth/Consumption 1Category Regionality 2Category Distribution 3Category Seasonality 3Category Pricing 4Category Consumer Profile 4Trends (PEST & External/ Internal Forces) 5

Key Competitors (2) 6

1) Modelo Especial 6Competitive Size/ Growth 6Competitive Regionality 6Competitive Seasonality 7Competitive Distribution 7Competitive Pricing 7Competitive Consumer Profile 7The key demographics for Modelo Especial consumers are (by index): 7Competitive IMC 7

2) Corona Extra 9Competitive Size/ Growth 9Competitive Regionality 9Competitive Pricing 10Competitive Consumer Profile 10The key demographics for Corona Extra consumers are (by index): 10Competitive IMC 10

Our Brand 12

Dos Equis 12Brand Size/ Growth 12Brand Regionality 12Brand Seasonality 13

Strategic Thinking & Initiatives 16SWOT 16Brand Mission 17Market Segmentation 17Perceptual Map 17Positioning 17Key Objectives 17

Strategies 181) 182) 193) 19


Fact Book i

Category Overview

Category Definition:

Beer/ImportsThe largest alcohol segment nationwide is beer, reporting for nearly 85% while generating over $91.6 billion annually in retail sales. The most popular beer segments are as followed; light, imports, domestic specialties and premium.

• Light beers have become an unstoppable trend, consumers enjoy the smooth, mild taste with lower calories.

• Imported beer gives the US a variety of international taste and traditions. The water, barley malt and brewing techniques of each region is what makes imported beers unique and different from domestic beers.

• Domestic specialties segment is becoming more popular due to brewpubs popularity increasing in American trends.

• Premium beers is just that a high quality of beer. Consumers are becoming “yuppified, and trading up” for better products.

Source: The Beer Fathers & Beer-Brewing

Category Size/Growth/Consumption• Accounts for 85% of alcohol consumed in the US• Annual sales of $91.6 billion• Over 11.4 billion barrels sold in US• Market share of imported beers in the US is 14%• Imported beer increased .4% in 2011• Domestic beer decreased 1.9% in 2011• 80% of consumption is male-dominated, However, light beer tends to be female dominated.• In 2008 beer ranked 4th in per capita consumption behind soft drinks, bottle water and coffee.

Source: The Beer Fathers, Beer-Brewing, Brewing Association

Top 10 Domestic Beers1. Bud Light (28.5% market share)2. Budweiser (11.45 market share)3. Coors Light (10.2% market share)4. Miller Lite (9.1% market share)5. Natural Light (6.0% market share)6. Busch Light (4.0% market share)7. Busch (3.6% market share)


Fact Book 1

8. Miller High Life (2.7% market share)9. Keystone Light (2.6% market share)10. Natural Ice (1.9% market share)

Top 10 Imported Beers1. Corona Extra2. Heineken 3. Modelo Especial4. Corona Light5. Tecate6. Labatt Blue7. Labatt Blue Light8. Dos Equis XX Lager Especial*9. Stella Artois Lager10. Heineken Premium Light Lager* has been ranked 8th for the last 3 years.

Source: The Beer Fathers

Category Regionality


Fact Book 2

Category Distribution The Industry is organized by the “three-tier” distribution system.1. Brewers and Importers2. Wholesalers3. Retailers

Penetration rate is 25.2% per 100 HHs

Source: The Beer Fathers & SpectraCategory Seasonality

Seasonality of Domestic BeersThe United States Department of Commerce reports a decrease of 1.9% in 2011.

Figures are in millions of barrels (31 gallons per barrel)

Seasonality of Imported BeersThe United States Department of Commerce reports an increase of .4% in 2011.

Figures are in millions of barrels (31 gallons per barrel)


Fact Book 3

Category Pricing

Brand Price

Corona Extra $15.49

Heineken $13.99

Modelo Especial $15.59

Corona Light $15.49

Tecate $10.99

Labatt Blue $11.99

Labatt Blue Light $11.99

Dos Equis XX Lager Especial $10.99

Stella Artois Lager $15.39

Heineken Premium Light Lager $13.99

Category Consumer ProfileThe key demographics for the category consumers are (by index):

• Hispanic (120)

• Between the ages of 45 and 64 (134)

• Have 2 people living in the household (128) with no kids living at home (108)

• Have had some high school (131) or have graduated high school (126)

Source: MRI+ & Spectra


Fact Book 4

Trends (PEST & External/ Internal Forces)

Political- Prohibited alcohol retail sales on Sunday (Blue Law

effective in certain states)- Age restrictions 21+ to purchase

- Relationship with exporting country

Economic- Domestic beers are less expensive

- Tax for importing beer increases price for imported beers- US recession / inflation

Social- Trends between domestic and imports

- Consumers prefer light beers (less calories)- Life style changes (consumers drink choices change as

they transition from student to working professional)

Technological - Social media contributing to sale increase (The Most

Interesting Man in the World.)

Factors Affecting Beer SalesThe U.S. beer industry has encountered a number of challenging economic as well as powerful demographic and cultural trends that have hurt sales and will likely continue for years to come.


Fact Book 5

Key Competitors (2)

1) Modelo Especial

Competitive Size/ Growth.5% penetration with with an index of 163. This is in the high index/high penetration quadrant. Has steadily been gaining penetration in the last few years. Number 3 imported beer in the US, selling more than 30MM cases annually. From 1999-2008, Modelo Especial’ compounded annual growth rate has achieved a 19.2% increase, which ranks second in the total US beer market.

*Crownimports.com, April 2012

Competitive Regionality Variables and MeasuresVariables and MeasuresVariables and MeasuresVariables and Measures

Demographic Variables % Volume Index

Housing TenureHousing Tenure Own Own 76.0% 114 Rent Rent 24.0% 72Spectra LifeStyleSpectra LifeStyle Urban High Society Urban High Society 3.9% 121 Suburban Aristocrats Suburban Aristocrats 6.2% 174 Prosperous Suburbs Prosperous Suburbs 6.8% 154 Elite Country Manors Elite Country Manors 3.5% 93 Affluent Suburbs Affluent Suburbs 6.9% 155 Affluent Minipolitan Sprawl Affluent Minipolitan Sprawl 7.4% 139 Affluent Country Living Affluent Country Living 3.0% 92 Cosmopolitan Urban Mix Cosmopolitan Urban Mix 7.1% 141 Cosmopolitan Suburbs Cosmopolitan Suburbs 6.2% 118 Midscale Suburban Mix Midscale Suburban Mix 5.4% 144 Midscale Minipolitan Midscale Minipolitan 2.0% 62 Midscale Fringe Towns Midscale Fringe Towns 2.8% 66 Midscale Working Towns Midscale Working Towns 4.0% 66 Striving Urban Melting Pot Striving Urban Melting Pot 6.9% 126 Striving Suburban Mix Striving Suburban Mix 2.6% 71 Striving Small City Living Striving Small City Living 2.2% 67 Moderate Blue-Collar Towns Moderate Blue-Collar Towns 5.1% 91 Moderate Country Living Moderate Country Living 3.3% 79 Struggling Urban Mix Struggling Urban Mix 3.6% 93 Struggling Small City Mix Struggling Small City Mix 2.8% 92 Struggling Minipolitan Struggling Minipolitan 2.7% 59 Struggling Country Living Struggling Country Living 1.9% 46 Struggling Rural Mix Struggling Rural Mix 1.3% 45 Struggling Backroad Living Struggling Backroad Living 2.8% 67


Fact Book 6

Mountain16.5% Vol, 232 index

Pacific41.8% Vol, 278 index

West South Central19.1% Vol, 169 index

Dos Equis’ top 3 areas are the Pacific (as is Modelo’s), E. North Central, and the S. Atlantic.

These are areas that Dos Equis owns, yet there is opportunity for expansion into the 2 other Modelo

markets.

Taken from Spectra, April 2012

Competitive Seasonality

Competitive DistributionTop 10 Stores: From Spectra, April 2012

Account Name HHs Index

1 Save Mart/Dist Ctr / Vacaville CA : 35 Stores 5422 Trepco West / San Diego CA : 1 Stores 3113 Campbell Wholesale Co / Tulsa OK : 1 Stores 2904 Whole Foods Market/Dist Ctr / Vernon CA : 21 Stores 2835 Mountain Peoples/Dist Ctr / Auburn WA : 31 Stores 2446 United Natural Foods/Dist Ctr / Rocklin CA : 101 Stores 2417 Tesco USA/Dist Ctr / March ARB CA : 190 Stores 2278 Core Mark/Dist Ctr / Sacramento CA : 5 Stores 2269 Trader Joes Co / Monrovia CA : 233 Stores 22210 Safeway Inc/Dist Ctr / Tracy CA : 270 Stores 216

Competitive PricingModelo Especial is priced at an average of $15.59 for a 12 pack. This is more expensive than Dos Equis. Taken from Spectra, Spring 2012.

Competitive Consumer Profile

The key demographics for Modelo Especial consumers are (by index): • Hispanic (418)

• HHI of $30,000-$39,000 (192)


• Have 4-5 people living in the household (181) with children between the ages of 6-17 (250)

• Have had some grade school (198) or have completed some high school (198)

• Are part of the cosmopolitan urban mix (202) or the cosmopolitan suburbs (158), living in the Pacific (278) or Mountain areas (232), and some live in the West South Central (169)

Competitive IMC

Advertising:


Fact Book 7

Modelo just started a new national multimedia campaign entitled, “Descubre lo Especial” (discover what’s special). This campaign was created specifically for Hispanics in the US.

Social Media:

Competition:


Fact Book 8

Discover the Especial facebook page. Very active page with interaction with consumers. A majority of their content is written originally in spanish, then translated into english

after. They are keeping with their hispanic roots well.

They asked their consumers where they were enjoying their Modelos.

This was a response.

Currently, Modelo sticks to the traditional forms of advertising and has not ventured into many other channels. They are a brand that likes to stick to their heritage, and through their campaigns, they

certainly have.

2) Corona Extra

Competitive Size/ Growth3.5% penetration with with an index of 156. This is in the high index/high penetration quadrant. Corona Extra is the #5 selling beer overall in the US with more than a 29% share of the import market. Average growth rate in the US for the last 10 years has been 8.3%. Although Corona is not growing as fast as Modelo, it has a huge market share. 1

Total $ per 100HHS = $12.38

Competitive Regionality 2

Variables and MeasuresVariables and MeasuresVariables and MeasuresVariables and MeasuresVariables and MeasuresVariables and MeasuresVariables and Measures

Demographic VariablesDemographic VariablesDemographic VariablesDemographic Variables % Volume Index

Housing TenureHousing TenureHousing TenureHousing TenureHousing Tenure Own Own Own Own Own 75.1% 112 Rent Rent Rent Rent Rent 24.9% 75Spectra LifeStyleSpectra LifeStyleSpectra LifeStyleSpectra LifeStyleSpectra LifeStyle Urban High Society Urban High Society Urban High Society Urban High Society Urban High Society 4.3% 134 Suburban Aristocrats Suburban Aristocrats Suburban Aristocrats Suburban Aristocrats Suburban Aristocrats 5.7% 161 Prosperous Suburbs Prosperous Suburbs Prosperous Suburbs Prosperous Suburbs Prosperous Suburbs 6.0% 136 Elite Country Manors Elite Country Manors Elite Country Manors Elite Country Manors Elite Country Manors 4.5% 119 Affluent Suburbs Affluent Suburbs Affluent Suburbs Affluent Suburbs Affluent Suburbs 7.9% 178 Affluent Minipolitan Sprawl Affluent Minipolitan Sprawl Affluent Minipolitan Sprawl Affluent Minipolitan Sprawl Affluent Minipolitan Sprawl 6.8% 128 Affluent Country Living Affluent Country Living Affluent Country Living Affluent Country Living Affluent Country Living 5.5% 170 Cosmopolitan Urban Mix Cosmopolitan Urban Mix Cosmopolitan Urban Mix Cosmopolitan Urban Mix Cosmopolitan Urban Mix 6.6% 131 Cosmopolitan Suburbs Cosmopolitan Suburbs Cosmopolitan Suburbs Cosmopolitan Suburbs Cosmopolitan Suburbs 5.5% 104 Midscale Suburban Mix Midscale Suburban Mix Midscale Suburban Mix Midscale Suburban Mix Midscale Suburban Mix 4.4% 116 Midscale Minipolitan Midscale Minipolitan Midscale Minipolitan Midscale Minipolitan Midscale Minipolitan 2.3% 69 Midscale Fringe Towns Midscale Fringe Towns Midscale Fringe Towns Midscale Fringe Towns Midscale Fringe Towns 3.4% 81 Midscale Working Towns Midscale Working Towns Midscale Working Towns Midscale Working Towns Midscale Working Towns 3.6% 58 Striving Urban Melting Pot Striving Urban Melting Pot Striving Urban Melting Pot Striving Urban Melting Pot Striving Urban Melting Pot 6.7% 123 Striving Suburban Mix Striving Suburban Mix Striving Suburban Mix Striving Suburban Mix Striving Suburban Mix 1.6% 46 Striving Small City Living Striving Small City Living Striving Small City Living Striving Small City Living Striving Small City Living 2.0% 62 Moderate Blue-Collar Towns Moderate Blue-Collar Towns Moderate Blue-Collar Towns Moderate Blue-Collar Towns Moderate Blue-Collar Towns 5.2% 94 Moderate Country Living Moderate Country Living Moderate Country Living Moderate Country Living Moderate Country Living 2.8% 67 Struggling Urban Mix Struggling Urban Mix Struggling Urban Mix Struggling Urban Mix Struggling Urban Mix 4.2% 110 Struggling Small City Mix Struggling Small City Mix Struggling Small City Mix Struggling Small City Mix Struggling Small City Mix 3.1% 102 Struggling Minipolitan Struggling Minipolitan Struggling Minipolitan Struggling Minipolitan Struggling Minipolitan 2.1% 46 Struggling Country Living Struggling Country Living Struggling Country Living Struggling Country Living Struggling Country Living 2.6% 64 Struggling Rural Mix Struggling Rural Mix Struggling Rural Mix Struggling Rural Mix Struggling Rural Mix 1.4% 48 Struggling Backroad Living Struggling Backroad Living Struggling Backroad Living Struggling Backroad Living Struggling Backroad Living 2.0% 48


Fact Book 9

1All information in this paragraph taken from http://www.crownimportsllc.com/ourbrands/coronaextra.htm, April 2012

2 Spectra, April 2012

Mid Atlantic11.4% Vol, 72 index

Pacific31.9% Vol, 212 index

South Atlantic20.3% Vol, 102 index

Dos Equis’ top 3 areas are the Pacific (as is Corona’s), E. North Central, and the S. Atlantic

(similar to Corona). Corona, however has managed to be popular in the Mid Atlantic, and Dos Equis could easily use this knowledge to gain traction

there.

Taken from Spectra, April 2012

http://www.crownimportsllc.com/ourbrands/modelo.htm

http://www.crownimportsllc.com/ourbrands/modelo.htm

Competitive Distribution 3

Top 10 Stores: Spectra, April 2012

Account Name HHS Index1 FRESH & EASY NEIGHBORHOOD M 1098 2192 E Z MARKET 2093 SAFEWAY SUPER STORE 2645 2064 FRESH & EASY NEIGHBORHOOD M 1116 2055 FOOD MAXX STORE 482 2056 TRADER JOES MARKET 201 2057 MANILA ORIENTAL MARKET 2048 ALBERTSONS STORE 6592 2029 RALPHS MARKETPLACE 686 20110 GINS SUPERMARKET 201

Competitive PricingFor a 12 pack, Corona has an average price of $15.49. This is more expensive than the $10.99 price for Dos Equis.

Competitive Consumer Profile

The key demographics for Corona Extra consumers are (by index): • Hispanic (277)

• HHI of $75,000 or above (170)


• Have 3-5 people living in the household (145) with children between the ages of 6-17 (180)

• Have had some grade school (220)

• Are part of the affluent suburban spread (170) or the suburban aristocracy(161), living in the Pacific (212).

Competitive IMC

Advertising:


Fact Book 10

3 Spectra

Print

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Social Media

Sponsorship

Digital


Fact Book 11

Corona is the official sponsor of the Chivas football club. JWT Madrd had Corona as a sponsor for the ATP World Tour. This was one of their print ads.

Corona has a Beach Break App. With this, you can partake in activities and receive rewards for doing so.

Corona was trying to become the most liked, light beer in the US. If you liked it, you could see your face in Time Square and

potentially, win a trip to Mexico. Currently, there is no US Corona Extra facebook page.

Our Brand

Dos Equis

Parent Company: Heineken: Dos Equis, the fast-growing Mexican beer, which Heineken picked up as part of its $7 billion acquisition of Fomento Económico Mexicano's beer brands (January 11) 2010, is key to plans to revive its fortunes in North America.

Core of Success: Effective Marketing

Brand Size/ Growth• Dos Equis, the fastest growing Mexican import beer in the United States, and perennial favorite of the Most

Interesting Man in the World, is the proud recipient of the Market Watch “Beer Brand of The Year” Award (Beverage Industry 101.11 [2010]).

• There are limits to how much Dos Equis can boost the company's momentum--the Mexican brew represents just 0.6 percent of U.S. beer market volume, vs. the Heineken brand's 2.2 percent in 2011--down from 2.6 percent in 2006, estimates consumer researcher Euromonitor.

• 21.5% Jump in case sales after Dos Equis's "Most Interesting Man" ads began

Dos Equis's annual growth in November 2011 outpaced Heineken's core brand. (Fletcher, Clementine. ("Heineken's Most Interesting Savior." Bloomberg Businessweek 4261 (2012): 23-24. Business Source Complete. Web. 2 Feb. 2012.)

Heineken 3.9%

Dos Equis Ambar 18.1%

Dos Equis Especial 25.6%

Brand RegionalityThe campaign was first launched in a select number of markets, including Texas and the southwest U.S. in 2007, but it wasn’t taken nationwide until March 2009, by which time it had been building buzz. Given the success in the U.S. Dos Equis has expanded to markets in Canada, Norway, Australia, United Kingdom and Germany.


Fact Book 12

Brand SeasonalityChristmas & Holiday Season: • 24-bottle pack combines Dos Equis with Noche Buena, the No. 1 selling winter seasonal in Mexico. Noche Buena

is a super-premium, limited-run craft beer that has been around since 1920. The seasonal pack was on sale from November through the beginning of 2011.

Cinco De Mayo: ‘Cinco Ways to Celebrate’:

Dos Equis and Tecate--“Cinco ways to Celebrate” campaign for Cinco de Mayo and the spring season.

• The marketing campaign gives consumers five themes to incorporate into parties, including creating a dance club, turning a yard into a holiday party, celebrating in disguise (“Mysterioso” luchador masks) and menu suggestions combining the two drinks with food. Each theme includes playlists, recipes and a checklist.

(http://www.csdecisions.com/2010/03/26/dos-equis-and-tecate-offer-cinco-ways-to-celebrate-spring/ March 26, 2010)


Fact Book 13

http://www.csdecisions.com/2010/03/26/dos-equis-and-tecate-offer-cinco-ways-to-celebrate-spring/

http://www.csdecisions.com/2010/03/26/dos-equis-and-tecate-offer-cinco-ways-to-celebrate-spring/

Brand DistributionUnited States, Mexico, Canada, Norway, Germany, and Australia

Brand Consumer Profile

• Males

• 18-34• College Educated

• No Children• Men who desire to lead interesting lives

• Consider themselves trend leaders and a cut above mainstream frat boys, and want to be seen as interesting. These consumers have active lifestyles and energetic social lives. They like to collect stories and experiences as part of

their social currency.

IMC

TMIMITW: He is a conquistador He is well traveled, interesting, and thrives on interesting adventures. Definitely not your average guy, but possesses a life the average man dreams about leading.

360° Marketing: The campaign’s integrated marketing and messaging strategy has ensured that all elements of the marketing mix tell a story about the product. Dos Equis has given consumers the stories and images to define a brand culture. One that people want to engage with and discuss.

Brand proposition has been brought to life across different consumer and marketing touch points, including on-premise retail programs, consumer promotional programs, and digital and social media.

2009: “The Most Interesting Academy.” These on-premise sampling nights, held in cities such as New York, Chicago, Los Angeles and San Diego, were designed to help people experience the brand. They featured barbers giving people “interesting” haircuts as well as shaping beards and moustaches and two world champion table tennis players who took on all comers and passed on tips. There was even a bug-eating bar where people could sample “interesting” appetizers.

Dos Equis has over 2 million fans on Facebook – a number that shadows the amount of consumers that visit the brand’s website.

ROOT OF CAMPAIGN SUCCESS:

Focusing on one medium really well- Facebook. All of Dos Equis initiatives – online and offline – make it really easy and clear for fans, as everything drives to the Facebook page. When you open up the conversation and give consumers a voice, true engagement, it affects the brand in a clearly forward and positive manner.


Fact Book 14

EVENTS/PR: May 2012- Dos Equis sent Cinco de Mayo 'Feast of the Brave' taco trucks to six US cities- Austin, Chicago, Dallas, Houston, Los Angeles and Miami. The bold visited Dos Equis-branded food trucks to taste some unique and original tacos and delicacies to celebrate the 150th anniversary of Cinco de mayo. .

The Feast of the Brave tab on the Dos Equis Facebook shared the local map, schedule for the taco truck stops and menu for each city, an updated leader board of "bravery points" and photos from the events. Fans could also invite friends to dine with them through a customizable invitation. Consumers could also follow the Feast on Twitter with Dos Equis' handle @StayThirsty and hash tag #DosEquisFeast.(http://www.prnewswire.com/news-releases/dos-equis-invites-the-brave-to-feast-on-unique-cinco-de-mayo-delicacies-148844895.html)

TOUGH MUDDER PARTNERSHIP: In March of 2011 Dos Equis a two-year sponsorship of the endurance running series, Tough Mudder. The series, which is among the nation's most recognized and most challenging, has 12 events scheduled in the U.S. in 2011 and 2012. With this partnership, Dos Equis becomes the exclusive beer sponsor of Tough Mudder. Dos Equis will also host a VIP area at each event. (http://www.prnewswire.com/news-releases/dos-equis-plans-to-get-dirty-with-tough-mudder-partnership-118162629.html)


Fact Book 15

http://www.prnewswire.com/news-releases/dos-equis-invites-the-brave-to-feast-on-unique-cinco-de-mayo-delicacies-148844895.html




http://www.prnewswire.com/news-releases/dos-equis-plans-to-get-dirty-with-tough-mudder-partnership-118162629.html




Strategic Thinking & Init iatives

SWOTSTRENGTHS:

•ONE OF THE BEST MARKETING CAMPAIGNS IN THE U.S.•BROAD CONSUMER BASE•SOCIAL MEDIA INTERACTION: Uses Facebook as a research tool and marketing outlet, allowing for transparent and open dialogue between the brand and consumers. •ENDEARING AND CREDIBLE SPOKESPERSON•CONGLOMERATE SUPPORT-OPERATIONAL EFFICIENCY•EASY TO MAKE- but standards are high WEAKNESSES:

• “DRINKING AGE” ISSUE: Most of the people who consume Dos Equis are older; the average consumption age is 18-34. Dos Equis has been trying to create an image which can be accepted by Males, 18-34. •COMMODITY PRICES: Supply chain costs and its effects on beer prices influence consumer price increases

OPPORTUNITIES:•DEVELOPMENT OF WIDER AUDIENCE AND GEOGRAPHICAL DIVERSITY•HARNESSING CONSUMERS THRIST FOR INTELLIGENT HUMOR•FUTURE PACKAGING: Lighter glass bottle. The reduction in bottle weight will reduce CO2 emissions

THREATS:

•MARKET SHARE LOSS•RETAILERS AGGRESSIVE PRIVATE LABEL/CRAFT BEER MARKETING EFFORTS•RECESSIONS•SMALLER CRAFT BREWERS•EXTERNAL FACTORS: Drunk-driving increases the rate of car accidents, and more laws were established to reduce the incident. This can affect the sales on alcohol products. •SUBSTITUTES: The top substitute for beer is other malt beverages which have been growing in popularity. The main group is what is known as "malternatives". These are malt beverages that have been flavored to taste similar to wine, fruit, and other drinks. Examples of such beverages are Smirnoff Ice, Mike's Hard Lemonade, Bacardi Lemonade. Other substitutes include pre-mixed drinks and wine coolers.•COMPETITION: The rivalry among existing Mexican import competitors is also strong.


Fact Book 16

Brand MissionTo be known as the beer that is different, unique and interesting. Dos Equis wants to be the beer of choice for those whom do not drink beer often or those who would prefer a unique experience.

“I don’t always drink beer but when I do I prefer Dos Equis.”

Market Segmentation

Perceptual Map

PositioningDos Equis positively impacts the role of import beer in society by creating interesting initiatives and superior advertising, empowering their consumers to lead interesting lives.

Key ObjectivesContribute to an overall increase in Dos Equis market share.

Drive traffic to Dos Equis various microsites to promote events, publicity initiatives, and the brand itself.


Fact Book 17

Strategies

1)Focus on media vehicles and promotional events with a high concentration of multicultural Males as a way to reach the broader multicultural market.

Continue with non-traditional initiatives, events, and digital tools that allow our target market consumers to engage with the Dos Equis Brand.

Tactic:

The Most Interesting Adventure in the World: Contestants enter online to win an opportunity to partake in an interesting adventure in an exotic location somewhere in the world. The Most Interesting Adventure would be documented and available online at a Dos Equis microsite where fans would be able to read the Most Interesting Adventurer’s blog about the experience, views photographs, see maps of the adventure, and provide feedback.

The Most Valued Ticket in the World: Consumers would have the opportunity to spend an evening with the MIMITW and travel to one of his many exotic estates. Participants would purchase cases of Dos Equis to try and discover the case containing the winning “golden ticket” to the Most Interesting Evening of Their Lives. (SIDE NOTE- Think Willy Wonka)


Fact Book 18

2)The 2nd Most Interesting Man in the World

Tactic:

This competition is all consumer generated content.

Beginning with a television ad about The Most Interesting Man in the World, he will then say he needs a buddy that doesn’t bore him. He needs The 2nd Most Interesting Man in the World.

Consumers (21+) can record videos of why they are the second most interesting man in the world. The 10 finalists will be chosen based on youtube likes ( ). After this, The “Most Interesting Man in the World” gets to choose his new buddy. The winner of this competition will get to be on one of the ads, and tons of interesting man swag.

3)A new marketing campaign with “The Most Interesting Women in the World.” The campaign would consist of The Most Interesting Man in the World & The Most Interesting Women in the World competing verses one another. They’ll state as to why he or she is the most interesting, they won’t agree on anything but Dos Equis. In hopes of going viral this campaign will air via social media; facebook, youtube and Dos Equis website. The youtube channel & Dos Equis website will request video’s from consumers to join in “The Most Interesting Man/Women in the World” battle.


Fact Book 19

Documents

Dos Equis Brand Fact Book