As the current health crisis due to the dramatic spread of COVID-19 poses a challenge to societies, governments and businesses across the globe, also the American brand Budweiser is strongly affected by its consequences. Therefore, the objective of this written report is to examine to what extent the corona crisis affects the brand Budweiser and its marketing management. To begin with, after providing some general information about the brand, I will investigate how strongly Budweiser is currently affected and will be affected in the next one or two years by the effects of the corona crisis. Secondly, it will be analysed how the brand is currently communicating with its end consumers as well as how this communication is changing compared to the time before the sanitary crisis. Eventually, I will evaluate the quality of communication and finally, I will declare what I would change as a marketing manager.
Table of Contents
1. Relevance of the topic
2. Current and prospective consequences due to the corona crisis
3. Communication with end consumers and how it has changed
4. Evaluation of the quality of communication and own suggestions
Objectives and Topics
This report examines the impact of the COVID-19 pandemic on the brand Budweiser and its marketing management, focusing on economic consequences, changes in consumer communication, and future strategies to manage the crisis.
- Economic impact of the coronavirus on AB InBev's global operations
- Challenges in strategic planning and budget allocation during market volatility
- Adaptation of brand communication and advertising in the context of the health crisis
- Evaluation of corporate social responsibility measures during the pandemic
- Development of recommendations for future marketing management
Excerpt from the book
Communication with end consumers and how it has changed
Regarding the communication with its end consumers, the main channels are Facebook, Twitter, Instagram, YouTube and the website www.ab-inbev.com. To begin with, Budweiser has released a coronavirus-themed remake of their famous ‘whassup’ commercial from 1999 that has been repeatedly used as a pop culture reference. The present video is basically the same, but the audio has been modified to fit the current health crisis. Therefore, now the two friends are saying to each other that they are ‘in quarantine, having a bud’ in compliance with the social distancing guidelines due to the health crises instead of ‘watching the game, having a bud’. Just as they did 21 years ago, the actors in the commercial also scream ‘whassup’ to each other. At the end of the video, the message ‘Be a bud. Check in on a bud.’ is shown followed by the hashtag #oneteam and the Budweiser logo (Boroff, 2020).
Beyond that, Budweiser uses the hashtag #TogetherAtADistance.
Moreover, there is also a contemporary remake of the iconic Budweiser ‘whassup’ commercial including the five celebrities Dwyane Wade, Chris Bosh, Gabrielle Union, Candace Parker and DJ D-Nice. As they self-quarantine, they are seen using the ‘whassup’ line and commiserating with each other on the screen. Finally, the lines ‘Staying connected matters more than ever right now.’ and ‘Checking in, that’s whassup.’ are displayed. In addition, they provide a hotline in co-operation with the Salvation Army in case someone needs to talk in order to get through this severe crisis that significantly affects our daily life. Following the belief that this message is crucial, Dwyane Wade and his wife Gabriella Union wanted to partner with Budweiser because they loved the idea of bringing back the original ‘whassup’ commercial as a message to remember to connect with each other. They also encourage everyone to take a moment out from their day to check-in with their friends and loved ones during this difficult time, since in times like these, something as simple as a hello, or in this case, ‘whassup,’ means a lot. Thus, we should make use of the fact that we are able to remain virtually connected in times of isolation and social distancing, thanks to modern technology (Boroff, 2020).
Summary of Chapters
Relevance of the topic: This section introduces the research objective of analyzing the impact of the COVID-19 pandemic on Budweiser and its marketing strategies.
Current and prospective consequences due to the corona crisis: This chapter details the economic decline and operational challenges faced by AB InBev due to global lockdowns and changing consumer behavior.
Communication with end consumers and how it has changed: This chapter analyzes how the brand adapted its advertising, including iconic commercial remakes and social media campaigns, to address the pandemic.
Evaluation of the quality of communication and own suggestions: This section assesses the effectiveness of the brand’s crisis communication and provides strategic recommendations for future marketing activities.
Keywords
Budweiser, AB InBev, Corona crisis, Marketing management, COVID-19, Brand communication, Social distancing, Consumer behavior, Crisis management, Brand strength, Advertising, E-commerce, Corporate social responsibility.
Frequently Asked Questions
What is the primary focus of this report?
The report focuses on how the corona crisis impacted the American beer brand Budweiser and its parent company, AB InBev, during the spring of 2020.
What are the central thematic areas?
The core themes include the economic consequences of the pandemic, shifts in global beer consumption, and the evolution of brand communication strategies during a health crisis.
What is the main research goal?
The goal is to analyze the extent to which the corona crisis affected Budweiser's marketing management and to evaluate the quality of its response.
Which methodology is applied in the paper?
The author uses a qualitative approach, analyzing existing market reports, company statements, and media data to evaluate current brand performance and communication strategies.
What is discussed in the main part of the report?
The main part covers the economic losses due to decreased bar/restaurant demand, the adaptation of commercial content, and CSR initiatives like hand sanitizer production.
Which keywords best characterize this work?
Key terms include Budweiser, AB InBev, Corona crisis, Marketing management, Brand communication, and Crisis strategy.
How did Budweiser adapt its famous 'whassup' commercial?
The commercial was updated to feature actors in quarantine, emphasizing social distancing and encouraging people to check in on their friends during the pandemic.
What role did CSR play in the company's crisis response?
Budweiser supported the fight against the pandemic by redirecting sports marketing budgets to the Red Cross and utilizing logistics networks to produce hand sanitizer.
What specific suggestion does the author make for the marketing department?
The author recommends increasing the frequency of social media posts, launching interactive challenges for consumers, and utilizing live videos to foster community engagement.
Why is the Chinese market highlighted as significant?
The Chinese market was the first to be economically affected, providing a precursor for global impacts and influencing the company's early crisis management decisions.
- Arbeit zitieren
- Laura Hins (Autor:in), 2020, Consequences for Budweiser and its Marketing Management due to the Corona Crisis, München, GRIN Verlag, https://www.grin.com/document/987768
