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Group 14 Pp Finalpresentation
 

Group 14 Pp Finalpresentation

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    Group 14 Pp Finalpresentation Group 14 Pp Finalpresentation Presentation 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
        • Clients
          • Corona
            • Yellowtail
      • 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.”
      • Company Vision/Objectives
        • “ Be the world’s beer company”
        • “ Enrich and entertain a global audience”
        • “ Deliver superior returns to shareholders”
      • Market Value
    •  
    •  
      • 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
          • Differentiate
          • New target market
          • Creative
      • 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
        • Women
      • Health Conscious
        • Concerned with overall calorie consumption
      • Guilty pleasure with no guilt
      • Main Goal
      • Bud Select represent the healthier option with no sacrifice in taste
    •  
      • High Degree of Visual magnetism
        • Ever-present Bud Select
        • Logo
        • Red, Black
      • 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