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Budweiser

Consumer Behavior
by

Andrea Peterson

on 27 November 2012

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Transcript of Budweiser

Target Market Ansley Burgamy
Molly Gyselink
Josh Hall
Andrea Peterson
Paul Wilson Marketing Mix Competition Product Personality Company
Description Recommendations Product Price Place Promotion 1864, German immigrants Ebherhard Anheuser & Adolphus Busch partnered to form Anheuser-Busch Company Busch was pioneer in American Brewing 1876 Busch created Budweiser
1st National Beer Anheuser-Busch holds 47.7% share of U.S. beer sales to retailers Primary target audience: males 21-34 Majority did not graduate college Geographically spread out Typical consumer is care free, sociable, and very interested in sports Illegal Target Market: Young Males Ages 16-20 Made the same since 1876

70 different products by A-B Budweiser among top 2

Differences in packaging

TRUE American lager Price of beer is elastic Priced similar among competitors Consistent pricing strategy 12-pack typically $10.99 Remains competitive with large market beers and microbrews. Anheuser-Busch has strategically positioned Budweiser as the official “American” beer Innovative television ads are humorous and catchy Popular advertisements have become a cultural phenomenon Clydesdales horses have become a symbol of Budweiser. Known for sport and video game sponsorships Advertising to the younger generation-unethical or great advertising? Beer, wine, and liquor is considered to follow Pareto principle Top five beer products sold in the US are produced and distributed by two companies, Anheuser-Busch and MillerCoors Very similar, but brand differentiates Budweiser is the only full-calorie beer still left in the top five beers: (Bud Light, Budweiser, Coors Light, Miller Lite, and Natural Light) Other competition: craft and microbrews, wine, liquor American cultural icon "Man's best friend" The Busch men stood for the same values as America’s working men, because they were "craftsmen" Budweiser is an experience Global expansion with same personality Average income between $100 and $150K VALS Survey: Makers, Believers, Achievers, Experiences COMMERCIAL ADVERTISEMENTS Increase Social Media Presence
Incorporate Twitter Maintain Iconic American Image Find Methods To Reduce Production Cost Without Sacrificing Ingredients 116,000 Employees in 23 different countries Three-tiered Distribution System
-Brewers-->Distributors-->Retailers-->Consumers
-Trucking and Shipping Systems Supply Right: "right to supply a customer and the commitment by the customer to purchase from AB InBev."

Distribution Right: "right to sell specified products in a certain territory." Certain amount of distributors allowed in a geographic territory
-AB InBev offers major incentives to those who won't hold or sell competing products. Can be purchased at nearly any location:
-Grocery Stores
-Convenient Stores
-Liquor Stores
-Sporting Events and Concerts
Full transcript