Beer Ads: “People Don’t Drink Beer, they drink marketing”
Corona Advertising
Corona as part of the Modelo brands has had an awe-inspiring rise to preeminence as one of the most popular imported beers in the US. The brand is absolutely coming after the #1 imported beer, Heineken, and could take its spot at the top. The success of Corona is due to the excellent marketing strategies: top-notch sales fieldwork, point-of-sale promotions, a product that reminds consumers of vacation, and reliable pricing. The main component that stands out about Corona/Modelo is that they care about their customers in terms of price-point and brand image. Modelo executives have taken it upon themselves to directly address rumors and have worked hard to defend their brand and have taken price increases out of their own profits to prevent transferring costs to consumers.
Competitor Downfall
These highly admirable business practices directly contradict some of the practices that its main competitor, Heineken, has undertaken. Heineken enjoyed its place at the top of imported beers in the US and became arrogant about their product. They identified their competitors (mainly Corona) as “fads” and not quality products. In this way, Heineken used marketing tactics that attacked their competitors instead of describing why their product is good or appealing to consumers. This has been their marketing downfall and is the root of why Heineken’s control of the imported beer market has steadily declined.
Great business choices by Modelo
Consumers enjoy that Corona is 100% made and imported from Mexico, while a lot of other beers have moved manufacturing/production plants closer to the US, which makes them less “foreign.” The importing company, Barton Beers, had the ingenious idea to start the sale of corona along the US-Mexico border and in college towns. The “Corona and Lime” combination also allowed the brand to stand out as unique and a refreshing twist on usual bottled beers. Additionally, Corona, which was sold as a premium beer among the likes of Heineken, was marketed around the main idea that it reminds consumers of fun, sun, and the beach - the main image that many Americans have of Mexican tourist spots. This image brings consumers the feeling of being on vacation and relaxed, which is a feeling many consumers chase. On top of this, the Modelo companies chose local beer importers using data and culture in locations globally where there was a large beer drinking culture and interest in Mexican culture and/or exported products.
-Meaghan McLean
#2021SloanBrandingA
