Consumer Goods

Failure: Miller Chill

  • CAN376324
  • 16 Pages
  • March 2014
  • Consumer Goods
Summary
Brand guardians can benefit from developing an in-depth understanding of the reasons for the success or failure of new product launches or marketing campaigns. Miller Chill shows that the novelty factor behind flavor extensions - which can lead to a short-term sales uplift - can quickly fade. Flavor is not enough to underpin sustainable first-mover advantages.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

ReasonsToBuy
- Why is Miller Chill considered a compelling case?

- What consumer insight underpins the brand's fortunes?

- What can I learn from MillerCoors's approach to portfolio management?

- Which consumer trends has the brewer capitalized on?

Key Highlights
As well as its loss of the competitive battle with Anheuser-Busch, MillerCoors's renewed focus on higher-end products helps to contextualize the decision to discontinue Miller Chill.

Innovating in flavored beer is all the more important given that better taste is what most significantly encourages drinkers to trade up.
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