Date post: | 11-Jan-2017 |
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Marketing |
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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
?