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Top Ten- AB

MKTG 322 Top Ten Marketing implications for Anheuser-Busch

Andrew Gregg

on 29 April 2010

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Transcript of Top Ten- AB

Double click anywhere & add an idea Top Ten Marketing Implications:
Anheuser-Busch, Inc. Anheuser-Busch Fast Facts Questions? Conclusion
The Top Ten Age Cohorts
Social Class
Reference Groups
Availability Heuristic
Halo Effect Bias
Situational Influences
Associative Network
Creating Needs
Exposure Age Cohorts Social Class Reference Groups Halo Effect Bias Associative Network Exposure
Creating Needs
Situational Influences Availability Heuristic
Lifestyles Industry: Beverage
Market Share: 50.9%
Main Competitors: Miller and Coors
Production Level: ~11 Billion Bottles/ Year
Brands include Budweiser, Bud Light, Busch,
Michelob, & Natural Light
The largest brewer in the world
Bud Light is ranked 1st in America
Marketing is popular for humorous advertisments
Advertising and sponsorship approached
$1 Billion in 2008
Primary sponsor of sports events
Ranked 40th of 100 for worst air pollution

Brand loyalties established early in life
50% of teens establish brand loyalty by age 15
Tastes change quickly and products can lose their distinction
Anheuser-Busch should frequently change advertising Generation Y How to reach them? Internet

TV commercials Online Gaming

ESPN Trickle-Down Effect Michelob Budweiser Busch Trends started in upper class
copied by lower class
A-B can use this to sell higher end
products to more people Represented by consumer activities, interests and opinions
Lifestyles defined: peoples patterns of behavior (what people do in their spare time is often a good indicator of their lifestyle)
Very important for a company to know what their target market does in their spare time
Incorporate product into something they like to do Aspiration, Identity, Dissociative Aspirational Group: groups we want to be a part of but currently are not
Dissociative Group: group whose attitudes, values, and behaviors we disapprove of and do not wish to emulate
Need to associate products with aspirational reference groups
Avoid using dissociative reference groups to market products Consumers are more likely to recall more accessible or vivid events, which influence their judgement
Beer is a low-effort purchase, consumer may grab the first brand that comes to mind
Humorous advertising may have influence Consist of the aspects of the purchase situation that impacts the consumer's purchase decision process Physical surroundings – AB needs to know where its customers are primarily shopping so they can reach them with marketing efforts
Social surroundings – if there are people present, buyers may choose to go with Michelob instead of a cheaper product such as the natty – mere presence effect
Time perspective – the time of day that purchases are made could affect the quantity. People buy more beer at night and on weekends than they do during daylight on a weekday.
Reason for purchase – whether the beer is a gift or for personal use is important because AB can take marketing efforts to promote them for one or the other during holidays, seasonal events, etc…
Buyers mood/condition – this is probably the most important for beer brewers. When people are in bad moods or conditions, alcohol is generally used.
Type of cognitive bias whereby the perception of a particular feature is influenced by the perception of the whole product.
If a company has many different products and one of them is especially good and works well, customers may tend to think that the rest of the products from that company, are going to be as good.
Most popuar beer is Budweiser, therefore consumers may think all the products are as good
Concepts, feelings, and events are stored in ‘nodes’
Associative links connect the nodes: created through knowledge and experience
Stronger links are more accessible - marketers try to strengthen links between associations and brands
AB needs to link different associations people have to their beer.
Nodes Constantly make the product attractive
Create a need for the product
Creating a need is not too difficult but still important
Hedonic needs: inherent need for sensory pleasure?
Symbolic needs- relate to how we perceive ourselves or others perceive us
Focus on positioning/product placement

Continued focus on sporting events is a huge market

With an organization like AB, placing their ads in the correct venues is crucial.

Store exposure is important (i.e. building Bud buildings in grocery)
Break selective exposure (create catchy commercials)
This is easy for a company as large as AB especially with their budget, but they have to do it without saturating the market so much that consumers are desensitized to the stimuli Received many awards for trying to clean process
Use "bioenergy recovery" to treat wastewater
Started a recycling corporation
Environment outreah program Age Cohorts
Social Class
Reference Groups
Availability Heuristic
Halo Effect Bias
Situational Influences
Associative Network
Creating Needs
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