Word: marketed
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Dates: during 1970-1979
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...market has been roiling ever since Philip Morris in 1970 acquired full control of Miller Brewing, a Milwaukee company with a well-known label but stagnant sales. In came a team that knew little about the relative merits of hops and barley but was highly skilled in the arts of advertising, packaging, cost analysis and marketing. John Murphy, who was Philip Morris' chain-smoking, beer-quaffing international executive vice president, was made head of Miller, and he brought to his office the same marketing drive that had made Philip Morris the biggest American tobacco company in Europe, Africa...
...pony" bottle and bought the Lite label for its low-calorie brew, which became a runaway success; Miller staged a high-budget ad campaign that featured Mickey Spillane and ex-Football Star Bubba Smith to give a macho image to Lite. In order to crack the highest-priced market segment, which has been dominated by Anheuser-Busch's Michelob and imports, Miller last October began national sales of Lowenbrau made under license in its U.S. breweries...
That will take some doing. Anheuser, which had 23% of the market last year, outsold Miller, 36.6 million bbls. to 24.2 million bbls.; the St. Louis company rang up sales of $1.8 billion and pretax profits of nearly $170 million, both records. It has been willing to spend to match Miller in every segment of the market. Anheuser's Natural Light has overtaken Miller Lite in some markets, and Michelob has a wide lead in the battle with Lowenbrau...
...must many of the 42 other smaller regional breweries, whose overall market share has been shrinking. Those embattled companies might adopt as their anthem the jingle composed by Irish Novelist Brian O'Nolan in praise of Guinness stout, a brew so syrupy that a well-fed mouse could safely tread across its creamy head...
Mobil is particularly concerned about protecting information obtained from its highly expensive seismographic surveys of land and offshore sites. The company's spending for exploration tops $200 million a year. Such expenditures are beyond the reach of smaller firms, which often deal in the thriving black market for oil maps and aerial surveys. In taking its case to court, Mobil is hoping that, if nothing else, the feisty wildcatters at Superior will have second thoughts about seducing people who hold secrets...