Bud Light Lime


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An international marketing plan in order to bring an American company/product to a new country. This was my groups presentation on bring Bud Light LIme to Australia.

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  • http://www.timeforkids.com/destination/australia/history-timeline
  • http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
  • A-B InBev has showed strong growth both in its revenues and earnings in the last 3 years thanks to increased price per hectoliter, strict cost management and greater scale gained through the combination of InBev with Anheuser-Busch. The company’s normalized EBITDA margin (excluding non-recurring items which do not occur regularly as part of the normal activities of the company) has reached just over 38% in 2010, up by 209 bp compared to the previous year.A-B InBev has also managed to improve its cash generation with strong financial discipline: in 2010, cash flow from operating activities reached US$9.9 billion, growing by nearly 9% compared to the previous year.With the combination of Anheuser-Busch and InBex, A-B InBev’s debt levels have increased significantly. Its disposals in 2009 have helped to refinance some of its debt, and in 2010 its net debt to equity ratio lowered to 123% from the previous 161%, but the company still needs to work on reducing its debt further.
  • http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Analysis/AnalysisPage.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Analysis/AnalysisPage.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Analysis/AnalysisPage.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Analysis/AnalysisPage.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Analysis/AnalysisPage.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
  • http://www.just-drinks.com/analysis/just-the-facts-australian-beer-consumption-since-1945_id104242.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
  • http://online.wsj.com/article/SB10001424052702303936704576399333639083512.html
  • http://adcreative.wordpress.com/2008/09/19/bud-light-lime-beats-out-other-beer-giants/
  • http://www.beerandbrewer.com/_blog/Magazine/post/Australia's_Coldest_100/
  • http://www.indexmundi.com/australia/demographics_profile.html
  • http://www.dfat.gov.au/facts/people_culture.html
  • http://www.portal.euromonitor.com/Portal/Pages/Analysis/AnalysisPage.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Analysis/AnalysisPage.aspx
  • http://www.consumerreports.org/cro/food/beverages/beer/light-beers/overview/light-beers-ov.htmhttps://www.facebook.com/BudLightLime
  • http://www.consumerreports.org/cro/food/beverages/beer/light-beers/overview/light-beers-ov.htm
  • http://www.naturaltherapypages.com.au/article/how_happy_is_australiahttp://247wallst.com/2012/05/22/the-happiest-countries-in-the-world-2/2/http://www.bloomberg.com/slideshow/2012-05-25/world-s-happiest-countries.html
  • http://www.nytimes.com/2012/06/25/world/asia/25iht-educlede25.html?pagewanted=all
  • http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
  • http://www.roi.com.au/social-media-optimisation/how-australians-use-the-internet-latest-market-data/
  • http://www.roi.com.au/social-media-optimisation/how-australians-use-the-internet-latest-market-data/
  • http://www.roi.com.au/social-media-optimisation/how-australians-use-the-internet-latest-market-data/
  • http://www.roi.com.au/social-media-optimisation/how-australians-use-the-internet-latest-market-data/Australia is one of the world`s leading social networking nations in terms of progress and usage. In May 2012, a survey by the Australian Interactive Media Industry Association and Yellow Pages found that 62.0% of Internet users had a presence on a social network, with 36.0% using it at least once a day, up from 30.0% in 2011. The 20-26 age group provided the most avid users of sites such as Twitter, LinkedIn and Facebook, according to the research, with 26.0% accessing them at least twice a day. Trade sources reported at the end of 2011 that Facebook had over 11.0 million users in Australia, making the country the 19th largest user market for the social networking site
  • http://www.roi.com.au/seo-news/what-does-googles-plus-1-mean-for-australian-business/http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspxhttp://www.roi.com.au/social-media-optimisation/how-australians-use-the-internet-latest-market-data/The +1 button will probably impact significantly on click through rate (CTR) of both paid and organic search results.  Consumers and even business-to-business oriented web users will be motivated to click on a Google listing that has the recommendation of one of their colleagues or personal contacts. This isn’t always going to be the case but when it comes to fashion, trends and the latest technologies we all know consumers tend to driven by what’s popular and keeping up with the Jones’ – if consumers see large numbers of contacts +1ing products and services there will be a knock-on effect.
  • http://www.roi.com.au/social-media-optimisation/how-australians-use-the-internet-latest-market-data/
  • http://www.roi.com.au/social-media-optimisation/how-australians-use-the-internet-latest-market-data/
  • http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
  • http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
  • http://www.smh.com.au/national/australia-tops-list-of-charitable-countries-20100909-153b5.html#ixzz247yNNl5b
  • 30%- Television, 20%- Print, 20% Outdoor, 5% social media, 25% events
  • Bud Light Lime

    1. 1. Situation Analysis: Anheuser-Busch Michael Spinella Ty Rosa MAR 351 1
    2. 2. Table of ContentsPart 1: Situation Analysis Overview 3Australian History 4-8Company Profile 9-17Company SWOT Analysis 18-22Beer Industry Trends: Australia 23-30Competition: Domestic and Global 31-36Company Target Market 37-38Australian Beer Consumers 39Australia’s Demographics 40-41Australia’s Psychographics 42-44Part 2: Marketing Plan 45U.S. Brand Image 46-47Positioning 48-49Target Market 50-57Media Selection: Internet 58-66Media Selection: Television 67-69Advertisement: Outdoor 70-72Advertisement: Print 73-74Advertisement: Health and Wellness 75-76Advertisement: Sports and Fitness 77-78Advertisement: Family 79-80Advertisement: Events 81-84Corporate Social Responsibility 85Budget Allocation 86Campaign Timeline 87 2Sources 88-94
    3. 3. Overview• Today we will be discussing Anheuser-Busch’s current position in the global and Australian business world: • Australian History • Company Overview • SWOT Analysis • How industry & market trends affects them • Anheuser-Busch’s industry structure • Who are their competition? • Who are their target audience? 3
    4. 4. Australia Info• Australia has six states – New South Wales, Victoria, Queensland, South Australia, Western Australia and Tasmania• Climate remains between spring and autumn• Primary language is English• The currency is called the AUD• Tourism is where they earn their highest revenue• “Unofficially” the Kangaroo and Emu are the nations animals 4
    5. 5. Australia Quick History Lesson 1962 1901 1770 A.D. Aborigines are 60,000 BC- The six colonies Britain claimed given the right 40,000 BC join to form the Australia and to vote. Five 2000 People from Commonwealth settled into years later Sydney hostsSoutheast Asia of Australia. It the first six they’re the Summer settled in has Democratic colonies in recognized as Olympic Australia government 1788 citizens Games 1927 2008 8000 BC 1850’s 1976 Canberra The Australian Aborigines Gold is found The Aboriginal officially parliament invent the in southern Land Rights replaces formally boomerang Australia. Act is Passed Melbourne as apologized for Settlements past wrongs are deserted the nations capital committed as people rush against to mine gold Aboriginal 5 people
    6. 6. Quirky Fact #1!• Swimming was illegal from 1838-1902 6
    7. 7. Quirky Fact #2!• Australia Day – January 26th – The anniversary of ships arriving in Sydney carrying loads of convicts 7
    8. 8. Quirky Fact #3!• The Wombat poops square on rocks and logs to mark its territory. 8
    9. 9. Company Profile• History• Mission• Goals• Objectives• Internal Trends 9
    10. 10. 1870 Adolphus Busch History became the first ByIn 1861 Busch American brewer to 1938, Anhe married use pasteurization, user-Busch Anheuser 1901, allowed beer to be hit the 2 1982daughter and The company shipped long million The company started broke the 1 distances without barrel introduced working for million barrels spoiling mark. Bud Light his father-in- of beer sales nationally law markIn 1876 they 1879, 1957, 2008, created an the company 1920 Anheuser- Anheuser- American was renamed The company Busch became Busch and style lager the Anheuser- marketed the leading InBev Busch more than 25 U.S. brewer, a combined to Brewing different non- position it become alcohol retains today. Anheuser- products Busch InBev 10
    11. 11. Mission“During production of the Budweiser Budvar lager we usetraditional procedures and the knowledge passed down to usby previous generations of brewers. We produce our beerexclusively from the highest quality raw materials – wholeheads of Žatec hop, selected Moravian malt and virgin clearwater from our Artesian wells. Due to the unavoidabledelicious flavour, unique composition and care in production,our lager is searched for by lovers of high quality beer in allcontinents.” 11
    12. 12. Goals/Objectives• The success of our company depends on more than just producing great products for adult beer drinkers and delivering outstanding services to our customers.• Success depends on the dedicated people who come together every day and work with a sense of purpose and pride in being the best. 12
    13. 13. Goals and Objectives• Pride means we select only the finest ingredients to brew and package the highest-quality beers in our 12 breweries located throughout the United States.• Our pride also drives our industry-leading role in promoting alcohol responsibility, protecting and preserving the environment and making a difference in the communities where we live and work. After all, this is our world, and it’s our collective responsibility to care for it 13
    14. 14. Internal Company Trends• The top-ranking US beer company in total volume terms, with a 70.1% share of sales.• The company’s Bud Light and Budweiser brands are the best-selling light and regular lager beers in the US. 14
    15. 15. Reported Revenue 2008-2010 • While still the leader in the US, Anheuser- Busch InBev’s volume sales have been declining since 2009 due to the recent US recession. 15
    16. 16. Internal Company Trends• The company has launched a multitude of innovative products, but its most successful launches have been better-executed versions of competitors’ ideas.• Although Miller Brewing Co created the light beer category, the release of Bud Light in 1982 by Anheuser-Busch dominated it.• In 2008, the company’s release of Bud Light Lime was significantly more successful than an earlier launch, Miller Chill.• In 2010, the company launched its version of a lower-calorie light beer, Bud Select 55, following its rival’s launch of MGD64. 16
    17. 17. Internal Company Trends• Strategic direction: Four Focus Areas: 1. Focus on growing its leading Bud Light brand through its new partnership with the National Football League. 2. Seek to stabilize the yearly decline of Budweiser. 3. Focus on growing its share in the premium segment. 4. Look to decrease costs by increasing its efficiency and implementing cost-cutting management procedures. 17
    18. 18. Strengths Weaknesses• Financial Status • High reliance of the US market• Distribution Channels • Wholesalers and retailers do not sell• Good marketing the product properly• Brand name recognition • Increase of cost of production results in• Highly recognized reputation low profit margin. Rising prices of barley and wheat. • Debt Opportunities Threats• The international market is four times • Local companies already established the size of the U.S. market. within every international market.• New alliances by becoming the U.S. • High industry competition. In 2001 the beer importer of a number of inBev’s company experienced decrease in premium European brands such as market share due to Miller’s discounted Beck’s, Bass Pale Ale. marketing approach. • New regulatory forces can limit sales volume • Anti-alcohol campaigns can have negative effect on overall sales 18
    19. 19. Strengths• Anheuser-Busch controls 70.1% of the domestic beer market.• Have devised an incentive plan for their wholesalers that reward them for selling only Anheuser-Busch products. This plan focuses the wholesaler on selling one product group.• Anheuser’s manufacturing plants are the most technologically advanced in the industry.• This has reduced cost by around $300 million per year. It has also increased the output of each facility.• Anheuser has an advantage because of their name. Budweiser is one of the most valuable trademarks in the world today. This is due to the large number of promotions they have each year. 19
    20. 20. Weaknesses• Budweiser focuses on brand positioning and massive distribution, however even though they offer great incentive programs for their wholesalers, they may not have the proper direction to sell the product efficiently. If the wholesaler is not promoting, sales in the area will be hurt.• It needs to reduce its reliance on the US market. It has tried to build a worldwide brand by marketing campaigns, such as plastering the Budweiser logo on stadium walls at the FIFA World Cup, and through local partnerships. 20
    21. 21. Opportunities• The international market is four times the size of the U.S. market. U.S. only consumes 25% of the world’s beer volume.• With a bigger market it will also give Anheuser a chance to experiment with different product lines that may appeal to different market segments.• Less restriction on trade making it easier to import products into a country• Creating new alliances with other large beer distributors such as inBev’s and Hansen Natural Corp. 21
    22. 22. Threats• Even with Anheuser’s size Budweiser will still have threats when entering new markets.• Will have to compete against the existing companies that have already established themselves in the market.• Competing in another country can be very expensive Extra costs involved with oversees distribution or production. 22
    23. 23. Beer Industry Trends: Australia• Total beer volumes in Australia decline by 4% in 2011 to reach 1.7 billion litres• Two major players accounted for 89% of volume sales in 2011• Citing health and wellness concerns, some beer drinkers substituted a portion of their beer intake with wine, due to its healthier image amongst consumers. 23
    24. 24. Beer Industry Trends: Australia• Growth in craft beer in Australia has been a consequence of consumers seeking beers with more complex flavor profiles.• Beer volume sales dropped by 4% in 2011 to 1.7 billion liters. – Fall attributed to: interest rate increases and cooler weather. Also to ongoing “premiumisation”, increasingly attractive spirits/RTD propositions and health and wellness trends, all of which saw drinkers consume less product. 24
    25. 25. Us25
    26. 26. Us 26
    27. 27. Beer Industry Trends: Australia• Excellent growth for low carbohydrate beer offerings Carlton United Brewers’ Pure Blond.• Low carbohydrate offerings are also classed as contemporary lagers by some Australian beer players.• Growth within this category was a significant contributor to growth within the domestic premium larger category. 27
    28. 28. Wine Consumption (1945-2009)Beer Consumption (1945-2009) 28
    29. 29. • The majority of beer imported into Australia is premium lager, with Corona Extra being by far the biggest single brand. 29
    30. 30. Imports and Exports• Imported premium lager represents 12% of total premium lager volume and 3% of total beer sales in 2011.• Many international brands, such as Heineken, Beck’s, Guinness and Stella Artois, are produced under license locally and are, therefore, not considered to be imported brands. 30
    31. 31. Domestic Competition• Carlton United Brewers and Lion Nathan have very strong brand portfolios consisting of both their own and licensed brands.• The two companies account for 89% of beer volume sales in 2011. 31
    32. 32. 32
    33. 33. 33
    34. 34. • There are over 100 microbreweries and brew pubs across Australia, with new market entrants starting on a regular basis.• Under the current taxation laws, microbreweries are entitled to an excise refund if they produce less than 30,000 litres annually. There is a cap on the total refund available at A$10,000. 34
    35. 35. Global Competition• Anheuser-Busch/InBev (BUD) is the world’s largest brewer by volume and owns about 200 beer brands, including: Budweiser, Busch, Michelob, Big Light, and Natural Light.• SABMiller PLC is the world’s second largest brewer by volume. It owns a portfolio of over 150 brands, including international beers such as Pilsner Urquell, PeroniNastroAzzurro and Miller Genuine Draft.• Dutch beer giant Heineken N.V. is the owner of more than 200 international, regional, local and specialty beers and ciders, including Amstel, BirraMoretti, Cruzcampo, Foster’s, Kingfisher, and operates in more than 70 35 countries.
    36. 36. 36
    37. 37. Target Market 37
    38. 38. Consumers in USA• 50% of Bud Light Lime drinkers either havent tried beer or are adding it to their beer selection• 20% of current users are believed to have switched from Corona and Miller Chill• Anheuser Busch’s primary target audience is Males 21-49• AB Bud Brand is working on expanding female target by advertising on E! and other popular female networks 38
    39. 39. Consumers in Australia• “Consumers are now looking for different beers for different occasions. With brewers developing more styles and products to cater to this growing trend, we are seeing some category shift within the Australian beer market, particularly in areas of Craft, Low Carb and Premium.”• Foreign Premiums grew at 20.2%• Low Carb Beers have grown 300% over the past two years. 39
    40. 40. Australia’s Demographics• Population: 22,015,576• 15-64 years: 67.7%• 92% of the population is White followed by Asian at 7%• 78.5% speak English and Chinese is 2nd with 2.5%• 99% of the population is literate 40
    41. 41. Where do Australians Live? 41
    42. 42. Australians Psychographics 42
    43. 43. Australian Drinking Habits• Alcohol is part of the culture• Known for its strong drinking based around the pub• The BBQ its just as important in social life as sports are.• 29% of boys 16-17 binge drink on a regular basis, 15% of girls as well 43
    44. 44. Australian consumer drinking habits.On an average night out. Consumer spending on beverages. 44
    45. 45. Marketing Plan: Bud Light Lime 45
    46. 46. Brand Image in US• Facebook: – Over 500,000 “Likes” on Facebook – Sports and outdoors oriented fans – Promotes active life style and all around good time 46
    47. 47. Brand Image In US• ConsumerReports.org: – “The lime flavor in Bud was more like lime juice.” – “Tasters thought it was refreshing and inoffensive but not much like beer.” – “In Bud light lime the lime outshines any beer flavor.” 47
    48. 48. Positioning in Australia• What we want: – “Bud Light Lime: The taste of fun!” • Show Australians how Bud Light Lime can fit into their active life styles. • Demonstrate it as a healthier alternative to compared to other beers. – “All the fun of beer, with less calories.” • Show Australia that Bud Light lime wants to protect and create a more sustainable environment. 48
    49. 49. Happy Australia• Happiest country! – Bloomberg.com• Sydney- #2 Happiest city in the world - Forbes• “75% of Australians report they are satisfied with their lives.”• Work about 49 hours less per year than other developed nations.• Life expectancy: 81.8 years• Family oriented• 9th highest in disposableincome 49
    50. 50. Target Audience 50
    51. 51. Demographics• Target Demographics: – 18-29 • Tend to drink out at bars and clubs to socialize – 30-49 • Tend to drink more at home with friends and family – College Educated – Income with 30,000+ 51
    52. 52. Psychographics• Active/Sports Lifestyle• Family Oriented• In 2010, the median age at first marriage for men was 29.6 years and 27.9 years for women• “…loyalty has faded in recent years, largely due to the emergence of craft beers which have encouraged young Australian beer drinkers to experiment with different tastes more often.” 52
    53. 53. Geographic• Major Cities: – Sydney, Melbourne, Perth, Brisbane, Adelaide, Gold Coast, New Castle, Canberra, and Wollongong• Australians have also embraced so-called light beer.• Light beers are particularly popular in Queensland. – Brisbane• Drinking expenditure is high due to the warm weather at $737 per capita 53
    54. 54. Geographic 54
    55. 55. Consumer Profile• James Taylor• Age: 19• Occupation: – Full time student at University of Melbourne/ Part time bar tender• Single• Monthly Income: $800-$1000 AUD• Hobbies: Surfing, Socializing, Playing Guitar, Attending sporting events 55
    56. 56. Consumer Profile• Emma Wilson• Age: 27• Occupation: Nurse• In a relationship• Yearly Income: $60,000 AUD• Hobbies: Hiking, Shopping,Blogging and Working out. 56
    57. 57. Consumer Profile• Tom & Hannah Anderson• Age: 37 & 34• Occupation: Car Salesmen/ HR• Married for 8 years – 2 kids in daycare• Yearly Income: $90,000 AUD• Hobbies: Barbequing, Going to the beach, Swimming, and Traveling 57
    58. 58. Media Selection 58
    59. 59. Media Choices: Social Networking• Nielsen- “A revolution for online Australians.” Social media provides more customer touch points, more methods of content and communication distribution and more information about consumer preferences. 59
    60. 60. Media Choices: Social Networking• The number of internet subscribers in Australia has climbed to 10.4 million.• Not just popularity in social media.• There has been enormous growth in the number of Australians contributing to and relying on online reviews, discussions, comments and ‘Likes’ before making a purchase. 60
    61. 61. Media Choices: Social Networking• 73% read reviews, discussions and comments on brands.• 46% have clicked the Facebook Like button for a brand/organisation.• 43% discussed or commented on a product, service or brand.• 42% have interacted with a company through social network. 61
    62. 62. Media Choices: Social Networking• 50% of Australians using the internet access the web through mobile devices, with 35% using smart phones.• This ‘always on, always available’ style of internet usage presents a huge opportunity for businesses willing to capitalize and use the internet as a sales channel.• Predictions that online advertising will outgrow TV 4:1 between now and 2014, and print by virtually 7:1. 62
    63. 63. Media Choices: Social Networking• #1- Facebook : 9.5 million subscribers 65% of internet social media usage in Australia.• #2- StumbleUpon Usage amongst Australian internet users = 12%, almost as much as YouTube and Twitter combined. 63
    64. 64. Media Choices: Social Networking• #3- Google- Global- 90% market share, Australia- 95% market share. – Google+1 gets conversations going. – Public stamp of approval. – Add comments. – Helping out your friends decide and starting conversations! 64
    65. 65. Facebook• Submit a picture of yourself representing bud light lime (drinking, gear, etc).• Whoever gets the most likes wins free beer for a year! 65
    66. 66. Stumble Upon 66
    67. 67. Media Choices: Television• Watching more Televison each year.• Older generation watching more.• 18-24 age group watching the least amount of television, therefore we hope to attract them mostly with social media. 67
    68. 68. Media Choices: Television• “My Kitchen Rules” – #1 show in Australia• “The Voice: Australia” 68
    69. 69. Televison Commercial• Beach Party 69
    70. 70. Outdoor Advertisement• Driving a car alone is the main mode of transportation by which most Australians commute to and from work, university or school (63%).• This is more common in Perth (70%), Brisbane (69%) and Adelaide (67%) than in Sydney (62%) and Melbourne (58%).• In the last three years, 22% of drivers experienced roadway traffic so bad that they turned around and went home. This response to chronic congestion is highest in Sydney (27%) and Brisbane (25%) and lowest in Adelaide (11%) and Perth (11%). 70
    71. 71. Let the funtimes begin! 71
    72. 72. PublicSnooze is Transportationnot anoption. • Commuting by train is relatively popular in larger cities such as Sydney (18% of commuters) and Melbourne (14% of commuters) but not as popular as commuting by car. Commuting by bus accounts for another 3% of total commuters. • Buses are far more popular in Sydney than in Melbourne, accounting for nearly 5% of commuting trips compared to only 1% of trips in Melbourne. 72
    73. 73. Print Advertisement• Australia has a strong literary tradition.• According to the most recent research from the ABS, “Reading was a favorite activity for 61% of people aged over 15 years.• The activity was a favorite for 73% of females surveyed, compared with 50% of males.• Of those surveyed, 77% read newspapers, 58% read magazines and 48% read books at least once a week 73
    74. 74. Media Choices: Magazines• “Inside Sport” – #1 sports magazine for everything sports in Australia• Food Australia• Australian Women’s Weekly 74
    75. 75. Health and Wellness Advertisement • Australians are well aware of issues surrounding their health and well-being. • This is partly due to the growing number of Australians being obese and overweight. – 30.2% of Australian women considered obese compared to 29% Australian men. – 2/3 of the population are overweight. • Australians, particularly women, are big fans of diets, diet products, and light products. 75
    76. 76. Same amount of fun,less calories! 76
    77. 77. Sports and Fitness Advertisement• Australians take great pride in their sporting achievements.• 2008 Olympics- 6th in medal count• 2012 Olympics- 10th in medal count• At the top of the international ICC cricket rankings.• Only 20th in the FIFA rankings, but football is an important part of Australian culture.• Australia has more than 120 national sporting organizations and thousands of state and local bodies.• Most watched/played sports: cricket, rugby, “football” 77
    78. 78. Can you handlethe lime ride mate? 78
    79. 79. Family Advertisement• Sundays are dedicated to the family.• The barbecue is just as important in social life as sports are.• Australia’s warm weather encourages at home entertainment, such as gatherings of family and friends in the backyard for barbecues. 79
    80. 80. Its not a BBQ without a twist of lime! 80
    81. 81. Bud Light Lime Events• Australian Day family BBQ• Bud light Lime Surf Series• Sporting Events 81
    82. 82. Australian Day Family BBQ• Held January 26th 82
    83. 83. Sporting Events• The Wallabies – Ruby World Cup• Cricket – Australian Cricket Team – One Day International – 20Twenty International• Promotion Giving away free beer to the first 1,000 participants Yeah. Its that good. 83
    84. 84. Bud Light Lime Surf Series• Bud Light Lime is proud to announce its new event competition featuring over 30 of the top male and female surfers.• $5,000 Grand Prize to first place• All proceeds will be donated to Coastcare to preserved the coasts of Australia. 84
    85. 85. Corporate Social Responsibility• #1 nation for charity.• 70% of Australians have given money to a charity. 38% have donated their time.• Coastcare: – Tackle problems like dune erosion, loss of native plants and animals, storm water pollution, weeds and control of human access to sensitive areas. – To protect and manage coastal marine environments. 85
    86. 86. Budget Allocation 25% Television 30% Print5% Outdoor Social Media 20% 20% Events 86
    87. 87. Campaign TimelineMedia Selection: September October Novemeber December January February March April May June July AugustOut Door:BillboardsPublic TransitMagazine:InSide SportWomens WeeklyFood AustraliaTV:The VoiceMy Kitchen RulesSocial Media:FacebookStumble UponEvents:Australia Day BBQSurf CompetitionSportinging Events 87
    88. 88. Sources• http://www.timeforkids.com/destination/aust ralia/history-timeline• http://www.portal.euromonitor.com/Portal/P ages/Search/SearchResultsList.aspx• http://www.portal.euromonitor.com/Portal/P ages/Search/SearchResultsList.aspx• http://www.portal.euromonitor.com/Portal/P ages/Analysis/AnalysisPage.aspx
    89. 89. • http://www.portal.euromonitor.com/Portal/P ages/Search/SearchResultsList.aspx• http://www.just-drinks.com/analysis/just-the- facts-australian-beer-consumption-since- 1945_id104242.aspx• http://www.portal.euromonitor.com/Portal/P ages/Search/SearchResultsList.aspx• http://online.wsj.com/article/SB10001424052 702303936704576399333639083512.html
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