Miller Lites white label and increased sales - Essay Example

Miller Lite’s white label and increased sales Explain the reasons behind the decision to go back to Millers original packaging. MillerCoors had decided to go back to its original white can for just three months and revert to the blue cans. The company did not expect that it will experience any changes in its sales. Surprisingly, the company sales in the US increased. When the company realized that the white cans helped it improve sales, MillerCoors decided to retain the white cans. MillerCoors, having seen the importance of changing its outside look, decided to make the bottles and tap handles of its drink white.

The company seems to have realized that white packaging was good for its brand, and it helped boost sales. The white bottles could stand out on shelves and make many people think that they were not purchasing the same old drink (Wong 4). 2. Do you agree with the decision? Why or why not? I support the company’s decision to change its packaging because it helped to boost sales. In most cases, how a product is packaged can help attract new customers if they have a unique look while on the shelves.

Many companies conduct a lot of research on designs and types of packaging that will be most appealing to consumers. The company’s products packaging also differentiated it from the products of other firms that manufacture the same products. The new packaging will assist customers to identify Miller Lite when it is placed among other products on the shelves. Many firms that produce the same product do not use white packaging. 3. How has the decision to change the packaging helped the brand?

Was this expected? What are some of the dangers of implementing such a strategy? When the company decided to change to its original white packaging, it never expected that the brand will witness increased sales in the US. The decision to change the packaging has helped to boost the sales of the products. It, therefore, implies that the new packaging was the much-required effort that could help the brand. Miller Lite’s white cans enabled it to stand out from the rest of products on the shelves hence customers went for the brand.

It may be dangerous to change packaging to a complete different color since customers may not identify it hence reduced sales. Redesigning a product packaging can be disastrous as the case of Tropicana in 2009 where its restructuring resulted in a drop in sales of 20% and loss of millions of dollars (MacDonald 6). 4. Brands can grow in many ways (Penetration, Market Development, Product Development, Line extension, Brand Extension, etc.). What kind of a strategy does this decision represent? Explain.

The decision by the company to rebrand Miller Lite can be placed under the product line extension. Line Extensions happens when a company decides to introduce additional items in the same brand name such as packaging (Chandrasekar 12). The company’s decision to change packaging only affected Miller Lite’s brand and may not affect other products produced by the company. The company did not also change the taste or color of the drink but only change the outer look. The new packaging helped to boost the sales of the brand although the company did not anticipate the increased sales.

Line extension aims at helping a brand to register increased sales. Works Cited Chandrasekar, K. S. Marketing management: text and cases. New Delhi Singapore: Tata McGraw-Hill, 2010. Print. MacDonald, Mark. How to Successfully Redesign Your Product Packaging. 2013 Online http://www.shopify.com/blog/9783680-how-to-successfully-redesign-your-product- packaging Wong, Venessa. Miller Lite Brings Back Its White Label, Possibly Also Its Mojo. 2014 Online http://www.bloomberg.com/bw/articles/2014-09-02/miller-lite-revives-old-white-label- in-brand-wide-redesign