The Decisions for Miller Lite Brand Essay Example | Topics and Well Written Essays - 750 words - 20

The Decisions for Miller Lite Brand - Essay Example It is observed that with the return of Miller Lite’s original white can design, the sales in the American market immediately increased. That compelled the MillerCoors to make the white cans permanent. The second reason behind the change to the original package is that MillersCoor’s share of the North American beer market has been declining. For instance, in 2005 it reduced from 7.9 percent to 6.2 percent (Wong, 2014). Third, the blue can design makes people think or feel that they are not buying the same old Miller Lite. For instance, it is depicted that diverse people insinuate that the beer tastes better because of the white can. A significant challenge is that light beers are often blue such as Bud Light, which is America’s best-selling beer. Therefore, it would portray wrong publicity that it does not have hence it was proper for the MillerCoor’s marketers to return to the original white can to set a distinction. The decision to back the white can design is justified. It is an economically wise decision to return the Miller’s original packaging. The main reason is to market the product. It is evident that the change of the beer cans from blue to white promoted the sales in America, as there were no more beers remaining on the shelves. The decision to change the packaging has enormously boosted the brand positively. The brand has gained momentum in the market as consumers now view it as taking quality and original beer. The white packaging makes it unique from other drinks hence making the brand to be popular. Besides, the brand has gained recognition and improved sales. In addition, the change of packaging to white design cans has made the brand marketable in tests with a panel of men of ages between 21 and 29. The decision to change the packaging was actually expected as a measure to boost the sales. It is evident that Miller Lite’s blue can design has been in the beer aisles from 2001 with low sales. Therefore, there was a need for a solution to boost the market hence the decision to change the packaging was expected.