Prepared by:

Mr. Milan Dhaduk (1304)PGDM (ABM) – 2013-15Udaybhansinhji Regional Institute of Cooperative Management - Gandhinagar.

Submitted to :

Mr. Rakesh BhavsarSubject Faculty(Product & Brand Management), Udaybhansinhji Regional Institute of Cooperative Management- Gandhinagar.

Budweiser

• Anheuser-Busch - 46.6% market share. • Since 1957, Anheuser-Busch has led the U.S

beer industry in sales volume and market share• Budweiser’s brand name ranks 27th in global

brands by value• Budweiser led the beer market in 1998 with an

18.3% market share

Target Market

• 25 – 34 year old males• Total size = 16,533,332

Creative Strategy

• Continue emphasis on network television.

• Use actors whose ages correspond with target market.

• Physical attractiveness and diversity are important.

• Humor

Media Qualities• Humor• Sex Appeal• Product-in-Use• Quality• Excitement

• Television• Magazines• Television• Magazines• Television

Vehicle Choices-Magazines

• Playboy• Sports Illustrated• GQ• Maxim• Guns and Ammo

Magazine Costs and Frequency

Magazine Frequency Total Cost

GQ 1 68,760

Maxim 1 135,000

Sports Illustrated

4 812,000

Playboy 1 116,740

Guns and Ammo

1 36,345

Strategies that Heineken, Budweiser and other beer brands are using to target men

BUDWEISER SWOT ANALYSIS

Strengths•Heritage•Nostalgia•Logo, Clydesdales•Synonymous with Americana events

• Super Bowl, MLB, NASCAR, Family BBQs•Global awareness•“Your father’s beer”

Weaknesses

•Antiquated

•No longer American owned (AB InBev)

•“Your father’s beer”

Opportunities

•Re-establish American patriotism

•Musical events

•Establish connection with other sports

•Bring back classic icons (frogs, Spud McKenzie)

Threats

•Miller Lite’s throwback cans (plays to the heritage, nostalgia factor)

•Too reliant on heritage, not innovative

•AB InBev product line cannibalization

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