The attached project was the result of a 72-hour long challenge our team in the Market Research and Consumer Behavior developed regarding Budweiser in Spain. The objective was to pitch our client, Budweiser, and create an optimal strategy to ultimately raise brand awareness and sales in Spain. The project resulted as the winning pitch.

1. Edward Andrassy · Adriana Arandia · María González · Lixuan Guan · Nour Hbeichi · Alejandro Nario · Natalia Stewart

2. CASESTUDY:
BUDWEISER
Edward Andrassy · Adriana Arandia · María González · Lixuan Guan · Nour Hbeichi · Alejandro Nario · Natalia Stewart

3. BACKGROUND
SPAIN:
· The consumption and production of beer is increasing
· On-trade channel represents 64% of consumption
· Beer imports from outside the EU amount to less than 4%
(of total imports)
COMPETITION:
· Strong rivalry exists in beer industry in Spain
· Top 3 producers control 82% of the market share*
· Consumers have low switching costs
· Large chain retailers have strong bargain power *
Trust Recommendation Total
Estrella Galicia 120 116 118
Mahou 118 114 116
Heineken 113 111 112
Budweiser 99 95 97
Top 3 Producers Market Share
Mahou 118
Heineken 116
DAMM S.A. 112
*Beer in Spain. MarketLine, April 2015.
Graph: Beer in Spain. MarketLine, April 2015.

4. BRANDPERCEPTION
Estrella Galicia
Mahou
Alhambra Heineken
Cruzcampo
Voll-Damm
San Miguel
Estrella Damm
Carlsberg
Budweiser
Amstel
Corona
Ambar
RECOMMENDATION
TRUST
COFFEE
BEER
RETAIL
SOFT DRINKS
TRUSTR:BEER
The most trusted brands
appear furthest to the right.
Recommendation is tracked
ontheverticalaxisandbrands
scoring well in this dimension
appear high in the chart.

5. HOFSTEDEDIMENSIONS
*“Country Comparison.” Hofstede Insights
Power
Distance
SPAIN
UNITED STATES
Individualism Masculinity Uncertainty
avoidance
Long-term
orientation
Indulgence
57
40
51
91
42
62
86
46 48
24
44
68
· Spanish people tend not to be risk-takers
·Spanishpeoplearemorefamilyandfriendsoriented
·Spanishpeoplearelesscompetitiveandmorecaring
· Spanish people tend to live in the moment
· The U.S. is a more individualistic society
· The U.S. is more prone to gratification
SPAIN vs. U.S.:

6. MAIN FINDINGS
Sports: Unfit with culture
Attentiononbrand(1.6s/clip):
· Low logo awareness
· Scattered movement
Association: “America” (34%)
50%brandswitch:Sportssponsor
Bud price: 34% over competition
Memory: Football stadium
Split-screen: Hard to
concentrate
AMERICA COOL STRONG
LIGHT
WATERY
BAD
11%
34%14%
8% 8%
AD/EYE TRACKER FOCUS GROUPS PRIMARY RESEARCH
*Primary Research

7. MAIN FINDINGS
AWARENESS:(TOP OF MIND)
Heineken (34%)
Estrella Galicia (28%)
Cruzcampo (23%)
Budweiser (2%)
BRAND PREFERENCE:
Estrella Galicia
Mahou
Heineken
*Primary Research
· Global brand vs local connections (sports)
· Micro-Marketing strategy
· Local production
·46%BrandmatchwithbeerconsumerinSpainprofile(Facebook)
· Targeting mass public
HEINEKEN BRAND
BUDWEISER BRAND
· Connection through friendship
· Produced internationally
· Disparity from the Spanish culture
· Targets millennials sponsoring Tomorrowland

8. INSIGHTS
1. Low Market Entry Barrier for Local Production*
2. Micro marketing as an additional marketing strategy
3. Potential brand switch: Market is leaning towards sports
4. Culture gap: America vs. Spain
5. High opportunities: On-trade market
6. Commercial: By itself has low connection to brand
*“Spain - Market Challenges” ExportGov, 7 Jan. 2017.
Primary Research and Secondary Research

9. *Binocular Rivalry, Carter, Olivia - 2006
KEYTAKEAWAYS (AD)
• Culture gap: Perceived as “too American”
• Split-screen: Confusing, more attention to left side
WHAT IS WRONG:
• Add local elements: Sports/music/events,
• Less scenes in 30s: Choose best from research
POSSIBLE FIXES:
• Support Ad with digital branding: Local focus, integrate
“friendship” (valued in Spain)
• Micromarketingtacticsforamorelocalbrand:“RutaporMalasaña”
• WorkinbrandpersonalitytobuildTrust/Recommendation
• Opportunity on Vintage look: “Good old days”
ON DOING WELL:
{

10. RESEARCHSUGGESTIONS
Acquisition: Production costs/benefits of local brewery
• Opportunity to connect with culture
Perception of brand: Opportunities for successful Ad
• Perceptionofthebrandanditsconnectionwithanyspecificsport(sponsor)
• Best channels to lift Ad: digital and billboards
• Is “friendship” message being transmitted?
• Which scenes work best?
Personality: Vintage look (original/trendy)
• Likelihood to improve recommendation
• Consider adapting packaging to the local market
Segment: Who do we target? Where do we start?
QUALITATIVE:
A|B testing: To see the performance of
split-screen vs. one screen.
Focus Groups: Budweiser brand.
Street Preaching: (supermarkets, bars)
Ethnography: Night out
QUANTITATIVE:
Questionnaire:
Stratification of 4 biggest Spanish cities
(n=100/city)
Madrid, Barcelona, Sevilla, Bilbao.

11. MEASURINGRESULTS
• Purchasing: % increase of potential consumers.
• Topofmind:%increaseonconsumerbrandawarenessandperception.
• Distribution: % increase in potential point of sale.
• Product: % increase in consumers willing to try the product.
• Quality perception: Score comparison with competitors
• Impact on KPIs: Change in sales, volume, value, price.
Key indicators to research, analyze and process.

12. THANK YOU