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Brand Image
We are all aware that it is very
difficult to taste the difference
between the varieties of
available beer brands when
given it unlabelled, it is almostimpossible for a common man to
say for sure what brand is it, and
there are several cases on this
issue. Therefore the styling and,
packaging and brand image isvery important. In the world of
brew, consumer loyalty is
shaped by brand culture.
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Physical: Styling and Packaging
Budweiser has introduced
many can designs with co-
branding and sports
marketing promotional
packaging. Packages are sometimes
tailored to local customs
and traditions
Chicagoans widely preferthe 16 ounce can.
Michigan prefer the eight
ounce can.
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Sponsorship of worlds premium sporting
event
Maintains a high-profile
presence with adult
audiences through
innovative marketing and
sponsorship programs in
sports, music and
entertainment.
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Positioning (U.S)
Globally brewed and considered as leader onthe market.
Quality product, best tasting, satisfying beer
on market Target market is 21 years and older
1. Fun loving
2. Care free individuals
3. Drink occasionally and or on daily basis
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Video Link
http://www.youtube.com/watch?v=lEbK0VwH
45o
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1950- began using television advertising 1951- first brewer to sponsor a network
television show: The Ken Murray Show
1960s-1970s- Budweiser relies on slogans asmajor advertising tool
This calls for a Budweiser
This Buds for You
This Buds For You
Marketing: 1950s-1970s
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Marketing: 1980s - Present Introduction of Bud Light1982
Brought challenge of positioning both beers effectively
Surpassed Budweiser sales in 1990
Currently #1 selling beer in the world
Budweisers new position: The Great AmericanLager
New advertising media
Bud.tv / Swear Jar Herestobeer.com
Brewery Tours
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Positioning
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THE GREAT AMERICAN LAGER
We Americans love our beer, consuming over 15.7 million gallons a year
Yes, many people have protested drinking any Anhesier-Bush products due
to the fact that they sold their rights overseas to a Belgium/Brazillian
company some years ago. But they continue to market their products tothe hard-working, middle-class American, and how they do it is by
positioning themselves in the Ad War better than anyone else as the The
Great American Lager".
Although the beer is still made in St. Louis by American workers, it'sdifficult to muster the same patriotic feeling holding a Bud in your hand
when you know that it's now part of some Belgian-Brazilianconglomerate.
So Budweiser is fighting back against this perception with its new "Made
In America" campaign.
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MADE IN AMERICA MUSIC
FESTIVAL
The campaign piggy-backed on Budweiser's
sponsorship of the Made In America Music
Festivalin Philadelphia during Labor Day The
music festival featured dozens of actsalongside headliner Jay-Z, who without
coincidence released a hit single last year
titled "Made In America," along withcollaborators Kanye West and Frank Ocean. It
seemed like the perfect opportunity for
Budweiser to restore itself in the minds of the-
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ANTICIPATION :THE GREAT TIMES
Anticipation: The Great Times proved to be a solid commercial for
Budweiser on all fronts in the US. The ad resonated with consumers on an
emotional level by reinforcing the brands American heritage as well as
driving nostalgia and relevance by showing a combination of traditional
images of a baseball game with more modern or current images of
barbeques, etc.
The ad was also able to reinforce Budweisers imagery, particularly its
American roots, taste as well as its social benefits of enjoying Budweiser.
Although the campaign rests on the universal emotion of anticipation of
good times", some creative had to be tweaked to make it more relevant
to consumers in different markets. Through copy test, AB InBev adopted
more local relevant scenes and environment (e.g. football) to be more
effective among UK consumers.
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Patriotic posts during
Memorial Day
Over Memorial Day weekend Budweiser launched a new stars
and stripes can design.
Sponsorship of American passions like Nascar, positively engages
consumers to use ethical issues to align themselves with
consumers' concerns, Budweiser successfully appeals to American
patriotism over a national holiday.
It uses more general posts to get consumers to engage with the
product itself and get them to identify Budweiser with a funrelaxing weekend.
By using this combination of serious patriotic posts and lighter
conversational holiday posts, Budweiser is able to connect with a
wide variety of consumers.
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Budweiser branding: beer adopts new positioning
LONDON -.
The positioning comes just a year after the brand
launched a campaign using the strapline True
Dedication' in a bid to associate itself with
authenticity and quality
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Budweiser is shifting from authenticity to sociability
Budweiser has handed out a six-figure PR brief in an attempt to capitalise
on its status as official beer sponsor of the 2010 FIFA World Cup.
Brewing giant Anheuser-Busch InBev has turned to Lexis to position
Budweiser as the brand that delivers 'a great World Cup experience'.
The campaign will focus on bringing football fans together 'through banter
and their passion for the game', according to Lexis CEO Margot Raggett.
The campaign will build on the 'sociability' positioning that Budweiserlaunched , in contrast to its previous 'authenticity' marketing message.
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CHINESE MARKETS
Beer is really cheap in China, but not the big foreign brands. Budweiser can costmore than three times as much as some local beers.
And so, Budweiser is a premium brand and a status symbol for many Chinese. That'sin stark contrast to its status back in America, where it was created.
The brand has a 1.2 percent market share in China, and it's trying everything to fosterthat premium image in order to snatch away more.
Packaging Budweiser's cans are topped with golden aluminum foil. Not only doesit serve a purpose by protecting the can's lid from dust, but it gives it a more high-end look.
Promotion Restaurants and bars are seeing a hefty dose of beer marketing. Brandslike Budweiser are consumed in public with friends and family because it gives themstatus.
Volume Parent Anheuser-BuschInBev is buying up companies and building newplants in an effort to expand its presence geographically.
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