Budweiser ppt

  • View
    218

  • Download
    0

Embed Size (px)

Text of Budweiser ppt

  • 7/22/2019 Budweiser ppt

    1/21

  • 7/22/2019 Budweiser ppt

    2/21

  • 7/22/2019 Budweiser ppt

    3/21

  • 7/22/2019 Budweiser ppt

    4/21

  • 7/22/2019 Budweiser ppt

    5/21

  • 7/22/2019 Budweiser ppt

    6/21

  • 7/22/2019 Budweiser ppt

    7/21

    Brand Image

    We are all aware that it is very

    difficult to taste the difference

    between the varieties of

    available beer brands when

    given it unlabelled, it is almostimpossible for a common man to

    say for sure what brand is it, and

    there are several cases on this

    issue. Therefore the styling and,

    packaging and brand image isvery important. In the world of

    brew, consumer loyalty is

    shaped by brand culture.

  • 7/22/2019 Budweiser ppt

    8/21

    Physical: Styling and Packaging

    Budweiser has introduced

    many can designs with co-

    branding and sports

    marketing promotional

    packaging. Packages are sometimes

    tailored to local customs

    and traditions

    Chicagoans widely preferthe 16 ounce can.

    Michigan prefer the eight

    ounce can.

  • 7/22/2019 Budweiser ppt

    9/21

    Sponsorship of worlds premium sporting

    event

    Maintains a high-profile

    presence with adult

    audiences through

    innovative marketing and

    sponsorship programs in

    sports, music and

    entertainment.

  • 7/22/2019 Budweiser ppt

    10/21

    Positioning (U.S)

    Globally brewed and considered as leader onthe market.

    Quality product, best tasting, satisfying beer

    on market Target market is 21 years and older

    1. Fun loving

    2. Care free individuals

    3. Drink occasionally and or on daily basis

  • 7/22/2019 Budweiser ppt

    11/21

    Video Link

    http://www.youtube.com/watch?v=lEbK0VwH

    45o

  • 7/22/2019 Budweiser ppt

    12/21

    1950- began using television advertising 1951- first brewer to sponsor a network

    television show: The Ken Murray Show

    1960s-1970s- Budweiser relies on slogans asmajor advertising tool

    This calls for a Budweiser

    This Buds for You

    This Buds For You

    Marketing: 1950s-1970s

    http://www.youtube.com/watch?v=qFEMLdgh2IEhttp://www.youtube.com/watch?v=qFEMLdgh2IE
  • 7/22/2019 Budweiser ppt

    13/21

    Marketing: 1980s - Present Introduction of Bud Light1982

    Brought challenge of positioning both beers effectively

    Surpassed Budweiser sales in 1990

    Currently #1 selling beer in the world

    Budweisers new position: The Great AmericanLager

    New advertising media

    Bud.tv / Swear Jar Herestobeer.com

    Brewery Tours

    http://www.youtube.com/watch?v=EJJL5dxgVaMhttp://www.youtube.com/watch?v=EJJL5dxgVaM
  • 7/22/2019 Budweiser ppt

    14/21

    Positioning

  • 7/22/2019 Budweiser ppt

    15/21

    THE GREAT AMERICAN LAGER

    We Americans love our beer, consuming over 15.7 million gallons a year

    Yes, many people have protested drinking any Anhesier-Bush products due

    to the fact that they sold their rights overseas to a Belgium/Brazillian

    company some years ago. But they continue to market their products tothe hard-working, middle-class American, and how they do it is by

    positioning themselves in the Ad War better than anyone else as the The

    Great American Lager".

    Although the beer is still made in St. Louis by American workers, it'sdifficult to muster the same patriotic feeling holding a Bud in your hand

    when you know that it's now part of some Belgian-Brazilianconglomerate.

    So Budweiser is fighting back against this perception with its new "Made

    In America" campaign.

    http://en.wikipedia.org/wiki/Anheuser-Busch_InBevhttp://en.wikipedia.org/wiki/Anheuser-Busch_InBevhttp://en.wikipedia.org/wiki/Anheuser-Busch_InBevhttp://en.wikipedia.org/wiki/Anheuser-Busch_InBev
  • 7/22/2019 Budweiser ppt

    16/21

    MADE IN AMERICA MUSIC

    FESTIVAL

    The campaign piggy-backed on Budweiser's

    sponsorship of the Made In America Music

    Festivalin Philadelphia during Labor Day The

    music festival featured dozens of actsalongside headliner Jay-Z, who without

    coincidence released a hit single last year

    titled "Made In America," along withcollaborators Kanye West and Frank Ocean. It

    seemed like the perfect opportunity for

    Budweiser to restore itself in the minds of the-

    http://adage.com/article/news/jay-z-strikes-deal-a-b-stage-annual-concert/234744/http://adage.com/article/news/jay-z-strikes-deal-a-b-stage-annual-concert/234744/http://adage.com/article/news/jay-z-strikes-deal-a-b-stage-annual-concert/234744/http://adage.com/article/news/jay-z-strikes-deal-a-b-stage-annual-concert/234744/http://adage.com/article/news/jay-z-strikes-deal-a-b-stage-annual-concert/234744/http://adage.com/article/news/jay-z-strikes-deal-a-b-stage-annual-concert/234744/
  • 7/22/2019 Budweiser ppt

    17/21

    ANTICIPATION :THE GREAT TIMES

    Anticipation: The Great Times proved to be a solid commercial for

    Budweiser on all fronts in the US. The ad resonated with consumers on an

    emotional level by reinforcing the brands American heritage as well as

    driving nostalgia and relevance by showing a combination of traditional

    images of a baseball game with more modern or current images of

    barbeques, etc.

    The ad was also able to reinforce Budweisers imagery, particularly its

    American roots, taste as well as its social benefits of enjoying Budweiser.

    Although the campaign rests on the universal emotion of anticipation of

    good times", some creative had to be tweaked to make it more relevant

    to consumers in different markets. Through copy test, AB InBev adopted

    more local relevant scenes and environment (e.g. football) to be more

    effective among UK consumers.

  • 7/22/2019 Budweiser ppt

    18/21

    Patriotic posts during

    Memorial Day

    Over Memorial Day weekend Budweiser launched a new stars

    and stripes can design.

    Sponsorship of American passions like Nascar, positively engages

    consumers to use ethical issues to align themselves with

    consumers' concerns, Budweiser successfully appeals to American

    patriotism over a national holiday.

    It uses more general posts to get consumers to engage with the

    product itself and get them to identify Budweiser with a funrelaxing weekend.

    By using this combination of serious patriotic posts and lighter

    conversational holiday posts, Budweiser is able to connect with a

    wide variety of consumers.

  • 7/22/2019 Budweiser ppt

    19/21

    Budweiser branding: beer adopts new positioning

    LONDON -.

    The positioning comes just a year after the brand

    launched a campaign using the strapline True

    Dedication' in a bid to associate itself with

    authenticity and quality

  • 7/22/2019 Budweiser ppt

    20/21

    Budweiser is shifting from authenticity to sociability

    Budweiser has handed out a six-figure PR brief in an attempt to capitalise

    on its status as official beer sponsor of the 2010 FIFA World Cup.

    Brewing giant Anheuser-Busch InBev has turned to Lexis to position

    Budweiser as the brand that delivers 'a great World Cup experience'.

    The campaign will focus on bringing football fans together 'through banter

    and their passion for the game', according to Lexis CEO Margot Raggett.

    The campaign will build on the 'sociability' positioning that Budweiserlaunched , in contrast to its previous 'authenticity' marketing message.

  • 7/22/2019 Budweiser ppt

    21/21

    CHINESE MARKETS

    Beer is really cheap in China, but not the big foreign brands. Budweiser can costmore than three times as much as some local beers.

    And so, Budweiser is a premium brand and a status symbol for many Chinese. That'sin stark contrast to its status back in America, where it was created.

    The brand has a 1.2 percent market share in China, and it's trying everything to fosterthat premium image in order to snatch away more.

    Packaging Budweiser's cans are topped with golden aluminum foil. Not only doesit serve a purpose by protecting the can's lid from dust, but it gives it a more high-end look.

    Promotion Restaurants and bars are seeing a hefty dose of beer marketing. Brandslike Budweiser are consumed in public with friends and family because it gives themstatus.

    Volume Parent Anheuser-BuschInBev is buying up companies and building newplants in an effort to expand its presence geographically.

    http://www.businessinsider.com/blackboard/anheuser-buschhttp://www.businessinsider.com/blackboard/anheuser-buschhttp://www.businessinsider.com/blackboard/anheuser-buschhttp://www.businessinsider.com/blackboard/anheuser-busch