Budweiser ppt

7/22/2019 Budweiser ppt

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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.


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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.


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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.


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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


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Video Link

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

45o


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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


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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


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Positioning


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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


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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/


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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.


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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.


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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


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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.


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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

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Budweiser ppt