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Group 14 Pp Finalpresentation


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Group 14 Pp Finalpresentation

  1. 2. <ul><li>Cramer-Krasselt is the third largest independent agency in the U.S. </li></ul><ul><li>Headquartered in Chicago, Ill. </li></ul><ul><li>Revenues up to $15 million </li></ul><ul><li>Our mission: “To be among the nations most valued creative companies serving clients that demand quality, fascination, and first place.” </li></ul>
  2. 3. <ul><li>We know the alcoholic beverage industry </li></ul><ul><ul><li>Clients </li></ul></ul><ul><ul><ul><li>Corona </li></ul></ul></ul><ul><ul><ul><ul><li>Yellowtail </li></ul></ul></ul></ul>
  3. 4. <ul><li>The challenge that the Bud Select brand faces is its ability to differentiate the product in the “healthy” beer market. </li></ul>
  4. 5. <ul><li>The way we differentiate: taste, quality, and nutrition facts </li></ul><ul><li>Target female consumers </li></ul>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
  5. 6. <ul><li>Budweiser, notably called “The Great American Lager” has been available for 133 years and is leading the market </li></ul><ul><li>“ Through all of our products, services, and relationships, we will add to life’s enjoyment.” </li></ul><ul><li>Company Vision/Objectives </li></ul><ul><ul><li>“ Be the world’s beer company” </li></ul></ul><ul><ul><li>“ Enrich and entertain a global audience” </li></ul></ul><ul><ul><li>“ Deliver superior returns to shareholders” </li></ul></ul>
  6. 7. <ul><li>Market Value </li></ul>
  7. 10. <ul><li>One of every two beers sold in U.S. is an A-B product </li></ul><ul><li>Subcategory in market for healthy, lighter beers </li></ul><ul><ul><li>Biggest competition: MGD 64 </li></ul></ul><ul><ul><li>Experiencing competition with other A-B light beers like Bud Light </li></ul></ul>
  8. 11. <ul><li>Bud Select falls under A-B umbrella with brother beers Budweiser and Bud Light </li></ul><ul><ul><li>C-K can help A-B capitalize on success of these leading brands </li></ul></ul><ul><ul><ul><li>Differentiate </li></ul></ul></ul><ul><ul><ul><li>New target market </li></ul></ul></ul><ul><ul><ul><li>Creative </li></ul></ul></ul>
  9. 12. <ul><li>Threat of Substitutes </li></ul><ul><li>Influenced by: low-cost switching, cheap alternatives, and beneficial alternatives. </li></ul><ul><li>In order to alleviate the threat we need to: highlight the low calorie count found in Bud Select </li></ul>
  10. 13. <ul><li>Threat of Buying Power </li></ul><ul><li>Low-cost switching as well as oligopoly are the greatest threats </li></ul><ul><li>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 </li></ul>
  11. 14. 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
  12. 15. <ul><li>Target the younger to middle aged consumer </li></ul><ul><ul><li>Women </li></ul></ul><ul><li>Health Conscious </li></ul><ul><ul><li>Concerned with overall calorie consumption </li></ul></ul><ul><li>Guilty pleasure with no guilt </li></ul><ul><li>Main Goal </li></ul><ul><li>Bud Select represent the healthier option with no sacrifice in taste </li></ul>
  13. 17. <ul><li>High Degree of Visual magnetism </li></ul><ul><ul><li>Ever-present Bud Select </li></ul></ul><ul><ul><li>Logo </li></ul></ul><ul><ul><li>Red, Black </li></ul></ul><ul><li>Appeals to a sense of </li></ul><ul><li>excitement and drama </li></ul><ul><li>Compels the audience </li></ul><ul><li>to expect it all from </li></ul><ul><li>their beer: Great </li></ul><ul><li>taste and low calories </li></ul><ul><li>Bud Select is a drink for all occasions, in which consumers can “have it all.” </li></ul>
  14. 18. <ul><li>Do you only have one brand of choice or do you like variety? </li></ul><ul><ul><li>I’m open to just about anything that tastes good </li></ul></ul><ul><ul><ul><li>Anthony, Human Biology Senior </li></ul></ul></ul><ul><li>Do you strictly consume beer when drinking? </li></ul><ul><ul><li>It usually depends, if that’s the only thing available then yes, but if I have an option, I like to mix </li></ul></ul><ul><ul><ul><li>Dawn, Communications Senior </li></ul></ul></ul><ul><li>Do you feel you can lead a healthy lifestyle and still enjoy beer? </li></ul><ul><ul><li>Yes, as long as you drink light beer and maintain a proper diet/exercise routine you should be fine </li></ul></ul><ul><ul><ul><li>Brittany, Supply Chain Management Senior </li></ul></ul></ul>
  15. 19. <ul><li>Are you brand loyal? </li></ul><ul><ul><li>Not really. I’m a broke college student, usually I take what I can get </li></ul></ul><ul><ul><ul><li>Jason, Engineering Senior </li></ul></ul></ul><ul><li>Does your social situation dictate what kind of beer you drink? </li></ul><ul><ul><li>Usually. If I’m at a party I drink what’s there, but if I go out I choose what I want </li></ul></ul><ul><ul><ul><li>Sumira, Physiology Senior </li></ul></ul></ul><ul><li>Why do you drink beer? </li></ul><ul><ul><li>I like the taste of beer, plus its cheaper then liquor so it’s a win </li></ul></ul><ul><ul><ul><li>Jaimie, Hospitality Business Senior </li></ul></ul></ul>
  16. 20. <ul><li>Here are a variety of other research questions… </li></ul><ul><li>How do you prefer your beer? </li></ul><ul><li>Is temperature important to you when drinking beer? </li></ul><ul><li>Are you open to drinking beer and various other alcoholic beverages? </li></ul><ul><li>What are some things you consider when choosing a beer? </li></ul><ul><li>What Anheuser-Busch Brands do you drink? </li></ul><ul><li>What is your personal favorite brand? </li></ul><ul><li>Are you open to trying other brands? </li></ul><ul><li>Is the brewing process a factor when choosing beer? </li></ul><ul><li>Do you let your friends influence your beer purchase? </li></ul>
  17. 21. <ul><li>On behalf of all C-K staff, thank you for your time . </li></ul>Presented by Group 14: Elena Berry, Laura Gougeon, Lauren Hagerman, Jade Savage, Lauren Simonetti