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Miller Cooors Gluten Free Essay

648 Words3 Pages

MillerCoors’ Gluten-Free Innovation MillerCoors, one of the largest beer brands in America, is adapting to a changing market by introducing a new type of beer called the ‘Coors Peak Copper Lager,’ which is a gluten-free beer. MillerCoors has created a strategic marketing plan in which they focus on market segmentation as well as various types of positioning in order to maintain their position as the one of the largest beer brewing brands. MillerCoors’ new Coors Peak Copper Lager is innovating the product through market segmentation as a part of their strategic marketing plan. One of the market segmentations that MillerCoors is using is geographic segmentation, in which “markets are divided into different geographic units,” in order to reach …show more content…

51). Due to the fact that this specific beer is gluten-free, it demonstrates the psychographic aspect of the company’s market segmentation. The article describes that consumers are choosing a more health-conscious lifestyle in which they prefer gluten-free products. In order for the company to stay on top, it is required to follow the trends in the market and think of new ideas before the competition, which it has done by creating this gluten-free …show more content…

57). MillerCoors is employing various other positioning strategies such as repositioning in order to be ahead of their competition. Also, by utilizing positioning by competitor, MillerCoors has also differentiated the brand by coming up with the gluten-free beer. The company is positioned ahead of their competitors because of this strategic advantage of being one of the few companies that produce gluten-free

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