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Bud Light

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by

Laura Bauer

on 29 April 2014

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Transcript of Bud Light

Bud Light
Team Struggle
Summary
Brand Inventory
Survey Findings
Strategic Recommendations
Creative
• Bud Light Lime is the least purchased product
• Bud Light is very highly associated with young men consumers between 18 and 30
o This means there is room to market to female consumers of the same age demographic
• Compared to competition, Bud Light is most likely to be purchased/consumed
• Bud Light strongly associated with sporting events and least associated with lounging out

Summary

o Instagram marketing campaign
• Take picture of your “Bud Light Occasion” and tag us on Instagram
• Picture could be featured in a future print ad
• People love taking pictures while they are drinking, so this campaign takes advantage of this
o Push marketing for Lime-A-Rita to attract a larger female audience
• Bud Light is already established as a party/sporting event beer, so integrated the lounging out aspect of the brand would be effective
Brand Portfolio: Bud Light, Bud Light Platinum, Bud Light Lime, & Lime-A-Rita line
Product, Price, Placement, Promotion
Assessment of the target market
Primary target market: young adults, 21+
Secondary target markets: sports fans, white collar workers, college grads, pool/beach goers, middle aged females
Usage/occasion: social gatherings, psychoactive/relaxing effects

Brand Inventory
Brand Hierarchy =4-leveled
Corporate brand: Anhesuer-Busch
Family brand: Bud Light
Individual brands: Bud Light, Bud Light Platinum, Bud Light Lime, & Lime-A-Rita line
Modifiers: Lime-A-Rita, Straw-Ber-Rita, Cran-Ber-Rita, Man-Go-Rita, Raz-Ber-Rita

Competitive Positioning Matrix
Competitors: Coors Light, Miller Lite, & Natural Light
Corporate brands
Point of Parody: offer low calorie options, 4.2% alcohol
Points of Difference: sports inspired cans, cold activated, vortex bottles, lower priced
Target Market: males/females 21+

Brand Inventory
Visual Identity Analysis
Logo/wordmark
Symbol
Slogan:
“Here we go”
“It’s only weird if it doesn’t work”
Color schemes: royal blue, white, silver, and slight red
Image portfolio: young adults, sports fans, socialites


100% were familiar with Bud Light brand
95% had purchased BL products
Most Purchased: Bud Light 78%
Least Purchased: Bud Light Lime 50%
Most Consumed: Bud Light & Bud Light Platinum
Most associated with bud light brand: Young adult men followed by teenage boys
More likely than Coors Light, Miller Lite, Natural LIte
Bud light as a brand: Most associated with Sporting Events and parties
By Product
Bud Light: Most Associated with Sporting Events & Concerts
BLP: Most Associated with Lounging out
BLL: Most Associated with Lounging out
Lime-a-rita: Most Associated with Concerts
People surveyed: 66
Demographics
Men:46; Women: 17
Age
18-20:16
21-25: 22
25-35: 0
35 & up: 5
Virginia Tech Year/Affiliation
Freshman: 6
Sophomores: 10
Juniors: 13
Seniors: 15
Grad Students: 2
No Affiliation: 17
Survey
Focus efforts on newer products like Bud Light Lime and Lime-A-Rita drinks
Products need to be more visually identifiable in all markets but especially each product’s target markets
(ex. Bud Light very identifiable at sporting events, the “fruit drinks” need to be more identifiable at beaches, resorts, vacation spots, & “nice weather” markets in general)
People more likely to buy “leisurely” drinks when the atmosphere is conducive to such
Even greater emphasis on these drinks being the “leisurely” side of Bud Light brand
Emphasize Bud Light brand is only one among its major competitors that offers a drink for any occasion
Strategic Recommendations
Avoid transferring association that increase in variety means decrease in quality of each product
Can be done by explaining what goes into making the drink in each particular ad
Lime-A-Rita, Straw-Ber-Rita, Mang-O-Rita, Raz-Ber-Rita gives options
Can expand Bud Light Lime product line to include more flavors
In increasing advertising, celebrity association could really help, for ex. musician whose work goes with the “leisurely” theme such as Kenny Chesney or Jimmy Buffet
If choose Jimmy Buffet, can incorporate his song “Margaritaville” in Lime-A-
Rita product ads
Fun, Upbeat
Different scenes in different places
"For any occasion"
There is a Bud Light product for every one of these scenarios
Draw focus on other Bud Light products
Market all together
Print ads as well as TV advertisements
Instagram Contest
#BudLightOccasion
Buzzfeed Quiz
Bud Light is the most well known
BL chosen the most to be purchased and consumed
Most well known for sporting events
Bud Light Lime and Lime-A-Ritas least well known
Questions?

-Overall Summary
-Brand Inventory
-Survey Results
-Our Recommendations
-Creative Aspects
Bud Light Presentation
Full transcript