Bud light Marketing Plan for Advertising Theory & Practice Class

Courtney Jones Scheharazade Deeb Roos Spitters Vicky Lee Roxanne Saldana ,[object Object]

The Key FactBud Light places most emphasis on targeting males between the age of 21 and 35, while failing to recognize the growing market of female consumers who enjoy “light”, lower-calorie beer. ,[object Object],To inform female consumers, between the age of 21 and 35, that Bud Light is not just a man’s beer; it’s lighter, less filling, but still has the same great taste of a premium Budweiser. ,[object Object]

The Product Product Reality Budweiser was founded in 1876 by Anheuser-Busch and is now one of the most important products of Anheuser-Busch InBev group. Budweiser became the best selling beer in the world and has a market share of nearly 50% in the United States. Bamblinger founded the first light beer in the late 1960´s and this was not a great success. After Bamblinger, Miller came with the second light beer in the 1970´s. They targeted men between the ages of 18 and 32 years who where heavy users. Miller positioned their product as a beer with great taste and less calories. The heavy users could drink the beer without getting filled up. Many people thought light beer was “not a real beer” and considered it as a “beer for sissies.” But Light beer became more and more popular by the women because of the less filling and fewer calories campaigns. Nowadays, light beer is extremely successful, and exceptionally more successful even than anybody ever thought it would be. After the successes of Miller’s light beer, more brands started to produce light beer. Budweiser introduced their “Bud light” in 1982 and was one of the first light beers in the world (after Bamblinger and Miller). After the introduction of Bud light they became one of the best sellers in the world. Their advertisements were just one of the tools that helped them in becoming quite successful. In general, Bud light’s advertisements aim at a comical standpoint, and viewers feed off of that. Bud light is brewed with all natural ingredients such as water, barley malt, rice, premium hops and yeast. They brew it in all 12 Anheuser-Busch US based breweries. In March 2009, Bud Light released their new package. This package touts superior drinkability. One of Bud Light’s strengths is its focus on low calories. A bottle of Bud Light has 110 calories compared to 145 calories in a bottle of Budweiser. Since a current trend for a vast majority of people is to stay in shape, people like to buy light products to help them with their diets. Bud Light is one of these products. Being a Light beer can also be seen as a weakness. Some men think light beer is weak and for “sissies” and that it is not “cool” to drink Light beer. An opportunity for Bud Light would be people who aim at living a healthy lifestyle but still like to enjoy a beer, and these people prefer light beer more than normal beer because of the low calories. But there are more alcoholic products that thought about that. The low calorie focus is a big hype and many brands are following Bud Light’s example. Currently, as well as in the future, there might be more competitors, more differentiation of light beer or light ciders that people can consume. Currently, Bud light has the biggest market share of light beer in the world. Underneath is a summary of the top 10 light beers and their market share: * Bud Light – 36.8 * Coors Light – 19.1 * Miller Lite – 18.5 * Natural Light – 9.2 * Busch Light – 6.1 * Michelob Light – 3.3 * Keystone Light – 2.6 * Millwaukee’s Best Light – 2.3 * Old Milwaukee Light – 0.8 * Miller Genuine Draft Light – 0.7 Bud Light is first place holding down a solid 36.8% of the market. Second place is Coors light with 19.1%. The difference in percentage of market shares between these two beers is 17.7% which is quite drastic. These figures indicate that Bud Light is the absolute leader in Light Beers in the United States. As a leader in the industry, Bud Light needs to stay ahead of the trends. Bud Lights most recent product is Bud Light Golden Wheat. This product has more flavors than Bud Light, as it introduces the citrus blast and a bit of coriander to even out the taste. Having introduced more flavors, Bud Light is looking to target the man who does not like Bud Light because of the “not a real beer” experience. Besides Golden Wheat, Bud Light has now launched Bud Light Lime and “Chelada”, Bud Light’s Latin beer that is teamed with Clamato, which is Mott’s Clamato tomato cocktail. Currently, Bud Light has over $150 million dollars going into advertising spending, and a majority of the focus will go into television and media. These ads aim at putting back the humor in their advertising, such as Conan O’Brien being used in Bud Light’s Super Bowl commercial as their “party starter”. Bud Light SWOT Analysis: ,[object Object],Product Perception: Because Bud Light accounts for 36.8 percent of the market share of light beers, there is no doubt that consumers are satisfied with it. However, some consumers complain that Bud Light tastes quot;
watered down and unflavorfulquot;
, quot;
blandquot;
, and quot;
hardly any taste at allquot;
, which is why it is important to reassure consumers that Bud Light has a very similar flavor to regular, premium Budweiser. Here are a few words from actual consumers about their thoughts on Bud Light: Consumer Reports: ,[object Object],Bud Light 2 “It's the number one light Beer in the country, so someone must like this Stuff. Can't imagine why. I find the taste to be watered down and Unflavorful. I won't drink it unless I absolutely, balls to the wall have to. But if it's your thing, More power. Obviously someone likes it or it wouldn't be #1.” ,[object Object],Bud Light 4 “WiseGuy Timeline to Bud Light. 1970: Wiseguy steals Pabst blue ribbon from refrigerator, His mother discovers the beer missing and gets Wiseguy to admit to the deed. Beating with wooden back scratcher ensues. 1976: Takes six pack of Michelob to party, in the morning in front of his Jr high school. Gets caught and is suspended for three days. Beating with wooden back scratcher ensues. 1981: Wiseguy goes to friends graduation party with case of Mickey's Malt Liquor. Was the third one to pass out in back yard before 8pm. Laying on back while others bounce pebbles off his head. 1982: Phoenix Arizona. After work on hot summer day, a coworker offers Wiseguy a Budweiser. Drinks beer in 4 seconds. 1985: Miami Florida. Wiseguy takes note of everybody drinking Heineken, was told to do likewise or the complementary lines of coke would stop. 1987: Meets Mrs Wise at party on yacht he works on . Was seen drinking Colt 45. Wiseguy later explained saying that quot;
What do you expect, I work for a black guyquot;
 1991: After gaining 25lbs (mostly from Mrs. Wise's cooking) Wiseguy switches from Bud to Bud Light.” ,[object Object],Bud Light 2 “Obviously, lots of people like it, because Bud Light is the number one light beer in the USA. But, I hate it, finding it to be bland and not unlike mineral water. Then again, I hate all light beer. This is not to disparage those who enjoy it; everyone has their own tastes. RJT” ,[object Object],Bud Light 4 “I'm not a huge beer person and when I am, I prefer Heineken, but this is actually pretty good stuff. It is light, crisp and refreshing, and I have no complaints about alcohol content because I am a bit of a lightweight.” ,[object Object],Bud Light 3 “HA.... I don't drink this any more because that's all my old room mates always drank it, and I mean always. They never wanted to do anything else except play x-box and drink bud light. It's o.k for a beer but i got burned out on it at the age of 23.” ,[object Object],Bud Light 2 “Bud Light is even more dilute than Budweiser's flagship beer. It really has hardly any taste at all besides a bit of an unpleasant aftertaste. Honestly, most European countries would not even call this stuff beer. I actually like it a little better than most American light beers because it has so little flavor compared to the awful taste of some others--that's why they advertise it for its quot;
drinkability.quot;
However, I try my hardest to avoid American light beers at all costs because they are all pretty much disgusting!” ,[object Object], Bud Light 3 “The only thing I could give Bud Light is the Light part of it. I always drink way too much because it's the water of beer and I kill the cans the quickest of all other brews.” ,[object Object], Bud Light 1 “one of the worst macro light lagers available. thin mouthfeel, metalic odor, adjunct taste... absolute tripe. for 2-3 bucks more a case you can get world class brews. and Anheuser-Busch knows marketing and making money, not beer.” ,[object Object],Bud Light 2 “If I was drinking a light beer, it would probably be Bud light. But I don't drink light beer” ,[object Object],Bud Light 5 “bud light is the best beer ever made, i haven’t tried them all but i am sure of it. its a light beer so it wont make you fat you get drunk hardly any hangovers and its not that expensive. and i love the taste.... and its the best selling beer in the nation” ,[object Object],Bud Light 4 “Yea, yea.....All the bad reviews.  Say what you want but its one of the best sellers here in the south and nation wide. It always gives me a strong buzz and is a pretty affordable price considering I wont but the cheapest beer on the market, thats just gross.” ,[object Object],Bud Light 4 “It's reasonably cheap, and it doesn't have a strange aftertaste like stuff made by Coors (and to a lesser degree, Miller).” The advertising objective will include focusing on the taste of Bud Light, and how it tastes similar to Budweiser, but with less calories; therefore, more quot;
drinkabilityquot;
. This will also be a tactic to advertise to women who enjoy drinking beer, but would rather skip out on extra calories and the quot;
richnessquot;
of a premium beer. ,[object Object],Each brand under Budweiser is most likely to have slightly different types of target audiences. While Bud Light has spent the last year placing emphasis on the ‘drinkability’ of the brand, Anheuser-Busch has also created a new theme for the brand that symbolizes Bud Light as a party starter (Elliott). With that in mind, we want to switch focus from the average targeted male, to the female adult who enjoys light beer. Demographic information ,[object Object]

Live in the bay area (San Francisco)

They have an average salary of $35,000 (+)

They are busy with their jobs and social networking

They live in a apartment or small town house, most of them have housemates

They just finished college or any kind of higher education

They like to stay in shape and are health consciousPsychographic ,[object Object]

They spend a lot of time at work

They are early majority (stages of adoption)

They are Christian, Jewish, Protestant or Atheism

They love to be around people and are easy going

They are interested in sports, music and gossips

Their lifestyle is healthy and fast

Bud light Marketing Plan for Advertising Theory & Practice Class

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