Many of lifes failures are men who didnot realize how close they were to successwhen they gave up. - Thomas Edison
Introduction Anheuser-Busch Anheuser-Busch Inc. is a strong and dominating company that is a leader in the beer market. They are a company that is rooted in values, ethics and sheer determination.Anheuser-Busch targets consumers who are interested in alcoholic beverages that provide the best taste and quality. Their targets are anyone from the lower class of society, all the way up to the upper class. They have a wide range of brands and beverages to offer that are appealing to each social class.
Brief History• Anheuser-Busch Companies, Inc. traces its rootsto 1852 and the Bavarian Brewery in St. Louis.• Adolphus Busch, a successful Germanbusinessman, joined his father-in-law in thebusiness in the 1860s and took on increasingresponsibility.• Budweiser was the first national beer brand,introduced in 1876.• In 2008, Anheuser-Busch and InBev combinedto become Anheuser-Busch InBev. The newcompany is the world’s largest brewer and one ofthe top 5 consumer goods companies in the world.
ProductProduct DefinitionGeneral: Good, idea, method, information, object, service, etc., that is the end result of a process and serves as a need or want satisfier. It is usually a bundle of tangible and intangible attributes (benefits, features, functions, uses) that a seller offers to a buyer for purchase.
Product: Budweiser• Anheuser-Busch is an American-style lager and is one of the most popular beers in the United States.• Budweiser is made up of large proportion (up to 40%) of rice in addition to hops and barley malt.• Budweiser is produced in various breweries located aound the United States and the rest of the world.• It is a filtered beer available in draught and packaged forms.
Product: Bud Light• Introduced in 1982• It was one of the first light beers in the world• Bud Light is the best-selling beer in the U.S. and the #1 beer in the world• It’s brewed at all 12 Anheuser-Busch U.S. based breweries.• Bud Light is brewed with all-natural ingredients – water, barley malt, rice, premium hops and yeast.• A blend of two and six row malt and cereal grains give bud light its clean, crisp, smooth taste.• There is 110 calories, 6.6 grams of carbohydrates and is 4.2 % alcohol by volume in each 12 OZ. serving
Product: Bud Select• Bavarian hops and an extended brewing process combine to give the Budweiser Select its distinctively full flavor- despite weighing in at only 99 calories. Dark gold in color and pleasingly aromatic, Budweiser select is impressive from any angle.• The Exception to the Rule.
Product: Bud Light Lime• Bud Light Lime is a premium light beer that combines the superior drinkability of Bud Light with a splash of 100% natural lime flavor.• A light beer with 4.2% ABV and 116 calories per 12 ounce serving
Product: American Ale• Debuted in September 2008.• The beer offer complex taste without much bitterness.• It is the first beer under the Budweiser name that is brewed as an ale rather than a lager. The beer has a darker color which is a departure from other Budweiser brands
Product: Bud Dry• was introduced in the U.S. in 1990 with the slogan of “Why ask why? Drink Bud Dry.”• It was originally successful in the test markets and was expected to be a popular beer with the rise in lager popularity.• However, with the introduction of Bud Ice in 1994, Bud Dry began to decline in the mainstream popularity and no longer receives attention.
Product: Bud Ice• Introduced in 1994 as “Ice by Budweiser”.• Contains more alcohol (5.5%ABV) more than Budweiser.• Bud Ice Light was introduced in 2007.• Contains 4.1% ABV and 110 calories.
Product: Clamato Chelada.• A blend of Budweiser or Bud light and Clamato. This beverage became available nationally in late 2007 due to overwhelming popularity during test marketing.• In its most basic form, the chelada is a fairly innocuous mixing of beer with lime and salt. Millers new product, Miller Chill, incorporates these flavors in their new product, which they have slotted as a super premium light beer
Physical: Styling and Packaging• Budweiser has introduced many can designs with co- branding and sports marketing promotional packaging. Today, most of these promotional programs are represented only on the 16 ounce aluminum bottle container. However, many major league baseball and NFL teams also promote 24 ounce cans marked with team logos.• NFL team-specific packaging for 28 National Football League teams from Budweiser and Bud Light.• Anheuser-Busch domestic breweries will be involved in the team specific packaging campaign, which will produce more than 78 different packaging combinations on 12 million cases of Budweiser and Bud Light aluminum cans.
Physical: Styling and Packaging• Packages are sometimes tailored to local customs and traditions• In St. Marys County, Maryland, ten ounce cans are the preferred package.• Chicagoans widely prefer the 16 ounce can.• Michigan prefer the eight ounce can.
Styling and PackagingPresently, Budweiser is distributed in four large container volumes: half- barrel 15.5 gal), quarter-barrel, 1/6 barrel and beer balls (5.2 gallons). In smaller consumption volumes,Budweiser is distributed in eight, ten, 12, 16, 22, 24, 32 and 40 ouncecontainers. Smaller containers may be made of glass, aluminum or plastic.
Physical: Styling and Packaging• The Budweiser bottle has remained relatively unchanged since its introduction in 1876.• The top label is red and currently reads "Budweiser". The top of the main label is red with a white banner with a pledge on it, which has changed three times. Below the banner is a coat of arms of sorts, which features an Anheuser-Busch stylization. Below that is a large white box.
Physical: Styling and PackagingThrough early 1950s Budweiserwas primarily distributed in just3 packages:• Kegs• 12 ounce bottles• Quart bottles
Physical: Styling and Packaging• Metal Container Corp. supplies more than 60 percent of Anheuser-Busch’s domestic lids.• Anheuser-Busch Recycling Corp. recycles used beverage cans, which are remelted into new sheet aluminum. This business unit provides a positive alternative to mandatory deposits and helps reduce container costs. A-BRC annually recycles more aluminum cans than Anheuser-Busch sells domestically.
Physical: Styling and Packaging• Eagle Packaging Inc. supplies 100 percent of Anheuser-Busch’s domestic crown and closure liner materials• Longhorn Glass Corp. produces longneck glass bottles and ships all its output to the Anheuser-Busch Houston brewery. LGC supplies the Houston brewery with more than 60 percent of Anheuser-Busch’ total glass bottle needs.
Analysis• Budweiser packaging concentrates more on co- branding and sports promotional packaging.• The can packaging size differs from one community to the other.• Larger container volumes ranges from 5.2 gallons to 15.5 gallons• A distinctive coat of arms of some sort which features Anheuser-Busch stylization.
Psychological: Entertainment Sponsorship of the world’s premier sporting eventsMaintains a high-profile presence with adultaudiences through innovative marketing and sponsorship programs in sports, music and entertainment.
Busch Entertainment Corp.It generates solid financial returns, supports Anheuser-Busch’s beer brands and enhances the Company’s image.- Busch Entertainment Adventure parks;- New shows and attractions (“Believe”)- Wildlife conservation and commitment to guest service: Seaworld &Busch Gardens
Psychological: EnvironmentThe company recognizes the importanceof being a good environmental stewardin the communities where it operates.• Bio-Energy• Wastewater into a renewable fuelsource• Recycles more than 97 percent of thewaste it generates• Projects with the National Fish andWildlife Foundation
Brand ImageWe are all aware that it is very difficult to taste thedifference between the varieties of available beer brands when given it unlabelled, it is almost impossible for a common man to say for sure what brand is it, and there are several cases on this issue. Therefore the styling and, packagingand brand image is very important. In the world of brew, consumer loyalty is shaped by brand culture (Barnet, 2001).
Positioning• Globally brewed and considered as leader on the market.• Holding a 49% market share of US beer sales• Quality product, best tasting, satisfying beer on market• Target market is 21 years and older - Fun loving - Care free individuals - Drink occasionally and or on daily basis
Brand Strategy• Breweries: - 14 breweries in the US - 14 in China (to be 15 soon) - 1 in the UK - Brewing in partnership with Grupo Modelo in Mexico and Labatt Brewing Company in Canada• Not sell direct to customers• Good sold to wholesalers, then retailers and finally to customers• Line strategy• Brand extension
Brand Strategy• Brand positioning - Attributes - Benefits - Benefits and values• Brand name selection – Selection – Protection
Brand strategy cont…• Brand sponsorship – Manufacturers brand – Co-branding• Brand development – Line extension – Brand extension
Budweiser Brand Health• Measuring brand health gives a view of forward momentum — keeping the brand position relevant by staying ahead of constantly shifting customer needs and competitive pressure. Brands can be eternal if nurtured well.• Budweiser feels that, the “white and red blood cells” of healthy brands are resilience and leveragability thus their brand custodians must always realize that maintaining long-term brand health is usually more important than the short- term $ gains, thus they try to promote the health of their product through sponsorship.
Other brandsBud light Bud IceBudweiser/Bud Select Bud Ice Light
Other brandsBudweiser Bud Light LimeAmerican Ale Bud Dry Bud Silver