dos equis 350

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The Most Interesting Presentation in the World By:

Martinas Dapkyavichus,Michael Goodyear,

Ryan Moore, and Andrew Tang

Dos Equis

The Most Interesting Commercial in the World

The most Interesting Company Overview in the World

He lives vicariously through himself.

The company operates brewing plant in Mexico Producing:Dos Equis

SolBohemiaSuperior

Carta BlancaNoche Buena

CastaTecate

Cuauhtémoc-Moctezuma Brewer (Heineken)

The most Interesting SWOT Analysis in the World

Strength

Operational efficiency Conglomerate support

Weakness

Focus on single brand

Opportunities

Development of wider audience

Geographical diversity

Threats

Market share loss

His beard alone has experienced more than a lesser man’s entire body.

The most Interesting Target Market in the World

The Target Market: Older AND elite younger beer drinkers with a sophisticated palate, style, and personality.

Dos Equis’s target market is unusual for an upper-class imported beer.

In the beer market, where the most sought after demographic is young adults, having an older, white bearded man as a spokesman carries risk.

Dos Equis’s marketing research has revealed that drinkers of imported beers are more sophisticated than the average beer drinker.

Even his enemies list him as their emergency contact number.

The most Interesting Marketing Mix

in the World

Product a new premium Dos Equis brand beer like Polo vs. Polo

Black Label.

Adding a memorable taste or additions to their product line/brand would develop a better product with an improved reputation.

Making their beer more “interesting” by adding either seasonal or specialty products to their line. For example, “with a hint of lime.”

Co-branding utilizing Heineken's image with Dos Equis could increase demand and develop additional value for the product and reputation of the beer.

If he were to mail a letter without postage, it would still get there.

Price

They could offer a material incentive for buying the product for something useful. For example, Magic Hat offered up-scale bottle openers in exchange for a winning bottle cap. This could also be offered through a proof of purchase program.

His blood smells like cologne.

Place• Dos Equis could capitalize on their

opportunities for a wider audience regarding age and geographic demographic. Regarding the above suggestion, a more premium brand that may cost more money would reach out to an older age group. This would align the image of the MIM, the target market, and the brand itself in an efficient and effective way.

He once brought in $13 million at a charity bachelor auction, which was a lot of money at the time.

Promotion

They could create a new marketing campaign based off of their “most interesting man” ad program that more effectively relates to their target market. Not in a way that would down play the “most interesting man in the world”, but one that plays off of his characteristics and persona, yet through a younger image. As the target market is 20s to 30s.

Sharks have a week dedicated to him

The Most Interesting Suggestions for the

Dos Equis Brand

The Most Interesting Bibliography

Alexander, Renee. "Dos Equis Most Interesting?" Brandchannel.com | Always Branding. Always On. Brandchannel.com, 31 Mar. 2010. Web. 26 Apr. 2011.

http://www.brandchannel.com/features_profile.asp?pr_id=483.

SCHULTZ, E.J. "DOS EQUIS." Advertising Age 81.41 (2010): 20. Business Source Complete. EBSCO. Web. 18 Apr. 2011.

Lunau, Kate. "KING OF BEER SALES, AMIGO." Maclean's 122.31 (2009): 36. Business Source Complete. EBSCO. Web. 18 Apr. 2011.

STAY THIRSTY, my friends