Group 14 Pp FinalpresentationPresentation Transcript
Cramer-Krasselt is the third largest independent agency in the U.S.
Headquartered in Chicago, Ill.
Revenues up to $15 million
Our mission: “To be among the nations most valued creative companies serving clients that demand quality, fascination, and first place.”
We know the alcoholic beverage industry
The challenge that the Bud Select brand faces is its ability to differentiate the product in the “healthy” beer market.
The way we differentiate: taste, quality, and nutrition facts
Target female consumers
99 Calories 3.1 g carbs 55 Calories 1.9 g carbs 102 Calories 5 g carbs 99 Calories 5 g carbs 119 Calories 9.6 g carbs
Budweiser, notably called “The Great American Lager” has been available for 133 years and is leading the market
“ Through all of our products, services, and relationships, we will add to life’s enjoyment.”
“ Be the world’s beer company”
“ Enrich and entertain a global audience”
“ Deliver superior returns to shareholders”
One of every two beers sold in U.S. is an A-B product
Subcategory in market for healthy, lighter beers
Biggest competition: MGD 64
Experiencing competition with other A-B light beers like Bud Light
Bud Select falls under A-B umbrella with brother beers Budweiser and Bud Light
C-K can help A-B capitalize on success of these leading brands
New target market
Threat of Substitutes
Influenced by: low-cost switching, cheap alternatives, and beneficial alternatives.
In order to alleviate the threat we need to: highlight the low calorie count found in Bud Select
Threat of Buying Power
Low-cost switching as well as oligopoly are the greatest threats
In order to prevail we need to price our products at a competitive rate and also mix in a variety of sales and promotions to entice consumers to buy or product
The consumer can have it all with great taste and less calories “ Expect Everything” “ Exception to the Rule” “ Select the Best” “ Bold Taste: Clean Finish” Brand Character: -Sexy, Fresh, Bold, Exciting
Target the younger to middle aged consumer
Concerned with overall calorie consumption
Guilty pleasure with no guilt
Bud Select represent the healthier option with no sacrifice in taste
High Degree of Visual magnetism
Ever-present Bud Select
Appeals to a sense of
excitement and drama
Compels the audience
to expect it all from
their beer: Great
taste and low calories
Bud Select is a drink for all occasions, in which consumers can “have it all.”
Do you only have one brand of choice or do you like variety?
I’m open to just about anything that tastes good
Anthony, Human Biology Senior
Do you strictly consume beer when drinking?
It usually depends, if that’s the only thing available then yes, but if I have an option, I like to mix
Dawn, Communications Senior
Do you feel you can lead a healthy lifestyle and still enjoy beer?
Yes, as long as you drink light beer and maintain a proper diet/exercise routine you should be fine
Brittany, Supply Chain Management Senior
Are you brand loyal?
Not really. I’m a broke college student, usually I take what I can get
Jason, Engineering Senior
Does your social situation dictate what kind of beer you drink?
Usually. If I’m at a party I drink what’s there, but if I go out I choose what I want
Sumira, Physiology Senior
Why do you drink beer?
I like the taste of beer, plus its cheaper then liquor so it’s a win
Jaimie, Hospitality Business Senior
Here are a variety of other research questions…
How do you prefer your beer?
Is temperature important to you when drinking beer?
Are you open to drinking beer and various other alcoholic beverages?
What are some things you consider when choosing a beer?
What Anheuser-Busch Brands do you drink?
What is your personal favorite brand?
Are you open to trying other brands?
Is the brewing process a factor when choosing beer?
Do you let your friends influence your beer purchase?
On behalf of all C-K staff, thank you for your time .
Presented by Group 14: Elena Berry, Laura Gougeon, Lauren Hagerman, Jade Savage, Lauren Simonetti