Marketing Biography Sarah Hanson Brant Bumgarner Brandon Berg Charlie Weber
History
<ul><li>1859- Anheuser-Busch Brewing Association founded by Eberhard Anheuser and Adolphus Busch  </li></ul><ul><li>1876- ...
<ul><li>Pasteurization </li></ul><ul><li>Refrigerated railcars </li></ul><ul><li>Roadside icehouses </li></ul><ul><li>Mech...
<ul><li>National alcohol ban takes effect in 1920 (due to 18 th  Amendment) </li></ul><ul><li>Lost sales cause many brewer...
Marketing
<ul><li>“ Beer drummers” </li></ul><ul><li>Wall hangings </li></ul><ul><ul><ul><li>Bud girls </li></ul></ul></ul><ul><ul><...
<ul><li>First introduced in 1933 to celebrate repeal of prohibition </li></ul><ul><li>Image most associated with Budweiser...
<ul><li>1950- began using television advertising </li></ul><ul><li>1951- first brewer to sponsor a network television show...
<ul><li>Introduction of Bud Light – 1982 </li></ul><ul><ul><ul><li>Brought challenge of positioning both beers effectively...
<ul><li>Male Demographic: Sports Fans </li></ul><ul><ul><ul><li>Sponsorships: </li></ul></ul></ul><ul><ul><ul><ul><li>Majo...
Forward Thinking
<ul><li>2008- Anheuser-Busch bought by foreign brewery InBev </li></ul><ul><li>Part of trend of international mergers </li...
<ul><li>Upset loyal customers </li></ul><ul><li>Increased popularity of: </li></ul><ul><ul><ul><li>Micro-Breweries </li></...
<ul><li>Budweiser: </li></ul><ul><ul><ul><li>More focus on sophistication and quality </li></ul></ul></ul><ul><ul><ul><li>...
<ul><li>To stay competitive: </li></ul><ul><ul><ul><li>Retain loyal consumers </li></ul></ul></ul><ul><ul><ul><li>Continue...
Questions?
Upcoming SlideShare
Loading in …5
×

Marketing 410 Presentation

2,721
-1

Published on

Mkt 410 - Promotional Strategy. Group project.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
2,721
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
169
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Marketing 410 Presentation

  1. 1. Marketing Biography Sarah Hanson Brant Bumgarner Brandon Berg Charlie Weber
  2. 2. History
  3. 3. <ul><li>1859- Anheuser-Busch Brewing Association founded by Eberhard Anheuser and Adolphus Busch </li></ul><ul><li>1876- Budweiser first introduced </li></ul><ul><li>1901- Sales reach 1,000,000 barrels </li></ul>History
  4. 4. <ul><li>Pasteurization </li></ul><ul><li>Refrigerated railcars </li></ul><ul><li>Roadside icehouses </li></ul><ul><li>Mechanized bottling line </li></ul>Innovations
  5. 5. <ul><li>National alcohol ban takes effect in 1920 (due to 18 th Amendment) </li></ul><ul><li>Lost sales cause many breweries to shut down </li></ul><ul><li>Anheuser-Busch remains profitable by diversifying: </li></ul><ul><ul><ul><li>Non-alcoholic beverages </li></ul></ul></ul><ul><ul><ul><li>Yeast </li></ul></ul></ul><ul><ul><ul><li>Ice cream </li></ul></ul></ul><ul><ul><ul><li>Malt syrup </li></ul></ul></ul><ul><li>1933- 21 st Amendment repeals prohibition </li></ul>Prohibition
  6. 6. Marketing
  7. 7. <ul><li>“ Beer drummers” </li></ul><ul><li>Wall hangings </li></ul><ul><ul><ul><li>Bud girls </li></ul></ul></ul><ul><ul><ul><li>“ Custer’s Last Fight” </li></ul></ul></ul><ul><li>Giveaways </li></ul><ul><li>Great Depression- “Every sip helps somebody” </li></ul><ul><li>Five Day Test </li></ul>Early Marketing
  8. 8. <ul><li>First introduced in 1933 to celebrate repeal of prohibition </li></ul><ul><li>Image most associated with Budweiser </li></ul><ul><li>Originally consisted of six horses, now there are over 250 </li></ul><ul><li>Make over 200 appearances/year and travel up to 100,000 miles </li></ul><ul><li>Hank - Clydesdale </li></ul>Clydesdales
  9. 9. <ul><li>1950- began using television advertising </li></ul><ul><li>1951- first brewer to sponsor a network television show: “The Ken Murray Show” </li></ul><ul><li>1960s-1970s- Budweiser relies on slogans as major advertising tool </li></ul><ul><ul><ul><li>“ This calls for a Budweiser” </li></ul></ul></ul><ul><ul><ul><li>“ This Bud’s for You” </li></ul></ul></ul><ul><li>This Bud’s For You </li></ul>Marketing: 1950s-1970s
  10. 10. <ul><li>Introduction of Bud Light – 1982 </li></ul><ul><ul><ul><li>Brought challenge of positioning both beers effectively </li></ul></ul></ul><ul><ul><ul><li>Surpassed Budweiser sales in 1990 </li></ul></ul></ul><ul><ul><ul><li>Currently #1 selling beer in the world </li></ul></ul></ul><ul><li>Budweiser’s new position: “The Great American Lager” </li></ul><ul><li>New advertising media </li></ul><ul><ul><ul><li>Bud.tv / Swear Jar </li></ul></ul></ul><ul><ul><ul><li>Herestobeer.com </li></ul></ul></ul><ul><ul><ul><li>Brewery Tours </li></ul></ul></ul>Marketing: 1980s - Present
  11. 11. <ul><li>Male Demographic: Sports Fans </li></ul><ul><ul><ul><li>Sponsorships: </li></ul></ul></ul><ul><ul><ul><ul><li>Major League Baseball </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Major League Soccer </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Nascar </li></ul></ul></ul></ul><ul><ul><ul><ul><li>2008 Beijing Olympics </li></ul></ul></ul></ul><ul><ul><ul><ul><li>28 NFL Teams </li></ul></ul></ul></ul><ul><ul><ul><li>Superbowl Ads </li></ul></ul></ul><ul><ul><ul><ul><li>USA Today’s Ad Meter Award </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Popular campaigns included the Budweiser Frogs and “Wassup” guys </li></ul></ul></ul></ul><ul><ul><ul><ul><li>“ Wassup” guys increased Budweiser sales by 2.4 million barrels </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Wassup Budweiser </li></ul></ul></ul></ul>Target Market
  12. 12. Forward Thinking
  13. 13. <ul><li>2008- Anheuser-Busch bought by foreign brewery InBev </li></ul><ul><li>Part of trend of international mergers </li></ul><ul><ul><ul><li>Molson Coors </li></ul></ul></ul><ul><ul><ul><li>SAB-Miller </li></ul></ul></ul><ul><ul><ul><li>Merger of the two – MillerCoors </li></ul></ul></ul>Merger
  14. 14. <ul><li>Upset loyal customers </li></ul><ul><li>Increased popularity of: </li></ul><ul><ul><ul><li>Micro-Breweries </li></ul></ul></ul><ul><ul><ul><li>Wine </li></ul></ul></ul><ul><ul><ul><li>Liquor </li></ul></ul></ul><ul><li>Anti-Americanism in foreign countries </li></ul>Threats
  15. 15. <ul><li>Budweiser: </li></ul><ul><ul><ul><li>More focus on sophistication and quality </li></ul></ul></ul><ul><ul><ul><li>Mass appeal </li></ul></ul></ul><ul><ul><ul><li>Emphasis on being American </li></ul></ul></ul><ul><ul><ul><li>Commitment </li></ul></ul></ul><ul><li>Bud Light </li></ul><ul><ul><ul><li>Target younger audience </li></ul></ul></ul><ul><ul><ul><li>Introduce to Anheuser-Busch, grow with brand </li></ul></ul></ul>Recommendations
  16. 16. <ul><li>To stay competitive: </li></ul><ul><ul><ul><li>Retain loyal consumers </li></ul></ul></ul><ul><ul><ul><li>Continue mass production, accessibility, sponsorships </li></ul></ul></ul><ul><ul><ul><li>TOMA - more advertising than top competitors </li></ul></ul></ul><ul><ul><ul><li>Keep up with current trends such as specialty beer: </li></ul></ul></ul><ul><ul><ul><ul><li>Budweiser American Ale </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Budweiser Select </li></ul></ul></ul></ul>Recommendations cont.
  17. 17. Questions?
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×