One of the reasons for choosing to analyse the company Anheuser-Busch with its brand family Budweiser lies in the fact that every group member already had experience in writing reports about relatively “small” (European) companies and therefore preferred analysing the largest beer brewer in the world. The group consisted of 5 people from different countries (Sweden, Austria, Germany and Holland) who came to England with the European Erasmus programme. The work as a team has been helpful and challenging, in fact the cultural differences have helped providing the group with different point of views and interesting information from the own background. The report contains the following key-points in order to give a comprehensible structure and consequently a good analysis of the company Budweiser: · Situation Analysis · Marketing Analysis · Recommendations The situation analysis gives an internal and external view of the chosen company and provides the reader with a general knowledge to understand the marketing analysis and the following recommendations. As the language knowledge might not be at the same level of other English students the group members excuse themselves and hope that the ideas will nevertheless be understandable.
Table of Contents
I. Introduction
II. Situation Analysis
1. Historical Background of Anheuser-Busch
2. Sector and Size
3. Brands
4. Services
5. Competitors
5.1 Market Share of the Top 3 Brewers in the United States
5.2 Market share of the four Budweiser brands
III. Marketing Analysis
1. Customer Analysis
1.1 Customer Profile
1.2 Customer Buying Behaviour
2. Marketing Environment
2.1 Social Forces
2.2 Technological Forces
2.3 Economical Forces
2.4 Political Forces
3. Marketing plan
3.1 Mission Statement & Marketing objectives
3.2 Marketing Strategy
4. The four P´s
4.1 Product
4.1.1 Product Life Cycle
4.1.2 Packaging & Corporate Identity
4.1.3 Branding
4.2 Price
4.3 Place & Distribution
4.4 Promotion mix
4.4.1 Advertising
4.4.2 Public Relations & Sponsorship
4.4.3 Personal selling
4.4.4 Sales promotion
IV. Recommendations
1. Product Portfolio & Objectives
2. Communication to Retailers
3. Communication to Customers
4. Further recommendations
5. Evaluation
Objectives & Core Topics
This report provides a comprehensive marketing analysis of Anheuser-Busch and its Budweiser brand family, aiming to evaluate the current market position and provide strategic recommendations for the product portfolio, specifically focusing on the performance of Bud Ice Light.
- Internal and external situational analysis of the global brewing industry leader.
- Application of marketing models such as STEP and the AIDA formula to the beer market.
- Strategic positioning of the product portfolio using the Boston Consulting Group (BCG) matrix.
- Development of integrated marketing communication strategies for retailers and customers.
- Evaluation of financial and non-financial metrics to measure marketing success.
Excerpt from the Book
4.1.2 Packaging & Corporate Identity
Advertising and the high amount of messages are beginning to irritate the consumer, integration has therefore the task of reducing the ambiguities and to make the brand recognizable in different countries and mass media.
Budweiser has built a corporate identity with the logo, the package and the colours used, as well as with the messages, which have almost remained unchanged over the years. The colours are so bright, that they can be seen from a big distance and differentiate the products from an overcrowded market. Red is for example used to stimulate the appetite and white to symbolize purity and cleanness.
The shape of the Bud Ice bottles reminds to the shape of ice and therefore helps distinguishing the bottle from other brands.
Nowadays manufacturers must pay closer attention to packaging waste legislation and be mindful of their environmental responsibilities. Anheuser-Busch founded three companies to specialise on packaging, recycling and on other environmental responsibilities (Metal Container Corporation, Anheuser-Busch Recycling Corporation, Precision Printing and Packaging Inc.).
Budweiser is packaging their lagers in bigger packs, because beer shopping trips decline; the consumer wants to buy beer in larger quantities.
The development of the ‘born on’ concept to indicate when the product was packaged and therefore, show the freshness of the beer and new embossed cans which allow consumers to feel the name of the beer with their eyes closed, emphasises the innovative character in packaging of Budweiser.
Summary of Chapters
I. Introduction: Presents the motivation behind analyzing Anheuser-Busch and outlines the structure of the report, covering situation analysis, marketing analysis, and recommendations.
II. Situation Analysis: Details the historical background of the company, its current size and market share, as well as its diverse brand portfolio and service areas.
III. Marketing Analysis: Examines customer profiles, buying behavior, and the external environment using the STEP model, followed by a detailed review of the marketing mix (product, price, place, promotion).
IV. Recommendations: Analyzes the product portfolio using the BCG matrix and proposes specific communication strategies to improve the performance of underperforming products like Bud Ice Light.
Keywords
Anheuser-Busch, Budweiser, Marketing Analysis, Beer Industry, Product Portfolio, BCG Matrix, Brand Loyalty, Market Share, Promotion Mix, Advertising, Sponsorship, Public Relations, Consumer Behavior, Distribution Strategy, Corporate Identity.
Frequently Asked Questions
What is the primary focus of this report?
The report provides a detailed analysis of the marketing strategies and market position of the global brewing giant Anheuser-Busch, focusing on the Budweiser brand family.
What are the core thematic areas covered in the analysis?
The document covers the historical background, market segmentation, competitive landscape, environmental factors, the marketing mix, and strategic recommendations for product management.
What is the main objective of the analysis?
The objective is to understand how Anheuser-Busch maintains its global leadership and to provide recommendations to improve the market performance of the Bud Ice Light brand.
Which scientific models are used for the analysis?
The authors utilize the STEP model for environmental analysis, the AIDA formula for the promotional mix, and the Boston Consulting Group (BCG) matrix for product portfolio evaluation.
What does the main body of the document address?
The main body moves from a macro-level situation analysis to a specific internal marketing analysis, concluding with actionable recommendations for communication and distribution.
Which terminology best characterizes this work?
The work is characterized by marketing management terminology, focusing on brand positioning, consumer buying behavior, and competitive strategy within the beverage industry.
How does the author categorize the different beer brands in the portfolio?
The author uses the BCG matrix, categorizing brands into stars, cash cows, dogs, and problem children based on their market growth and relative market share.
What specific recommendation is made regarding Bud Ice Light?
The report suggests a re-launch strategy for Bud Ice Light, focusing on image building through sports and increased promotional activities to transition the product from a "dog" to a "star".
- Quote paper
- Kerstin Weyler (Author), 2000, Marketing Campaign for Budweiser, Munich, GRIN Verlag, https://www.grin.com/document/37877
