Miller VS Budweiser- The U.S. beer market in summer war.doc

 PAGE \* MERGEFORMAT 4 Miller VS Budweiser: The U.S. beer market in summer war Beer war is the consumer goods market in the summer of traditional items. In the United States market, Miller beer, not willing to do light beer market, second child, step by step for Bud Light. However, their common enemy from the liquor drinks, young people have become increasingly feel that beer is not on the grade of the blue-collar product. Miller, Budweiser Light beer boss fight Miller Beer has been the U.S. light beer market, second daughter, 20 years, Miller Lite’s market share has remained around 20%, or even continue to test a low. In July 2002, the South African Breweries (SAB) to 5.6 billion U.S. dollars to buy Miller will be renamed SABMiller, the South African subsidiary, SAB is responsible for following the appointment of Norman. Adami succeeded Pauling. Adami will focus on the current greatest potential for light beer market. Adami after taking office, has been taking in the pricing and bar promotions keep a close eye on the overall market leader in the marketing strategy, although this is in the market follower position the brand usual old tricks, but used in the Miller Lite but rather work on . In 2004, Budweiser Light beer advertising slogan is’ King of Beers’ (King of Beers), Mile Ma said that the response to this advertising slogan, ‘Hey, this is the United States, Miller Lite is the’ beer president ‘(President of Beers). ‘Budweiser to be back soon, but the middle of the Miller Beer wants. 2004 Miller Lite’s sales increased by 10.5%, while Bud Light sales grew by only 3.7%. Last month, Northwest Airlines terminated its contract with Bud Light, but in May this year onwards, it is All flights will offer customers the supply of Miller Lite, allowing Miller in the summer season before the arrival punched a beautiful victory. The challenge for Miller Lite, Budweiser has begun to respond actively. It is reported that the summer of 2005, Budweiser company will rel