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.

1. Situation Analysis:
Anheuser-Busch
Michael Spinella
Ty Rosa
MAR 351
1

2. Table of Contents
Part 1: Situation Analysis Overview 3
Australian History 4-8
Company Profile 9-17
Company SWOT Analysis 18-22
Beer Industry Trends: Australia 23-30
Competition: Domestic and Global 31-36
Company Target Market 37-38
Australian Beer Consumers 39
Australia’s Demographics 40-41
Australia’s Psychographics 42-44
Part 2: Marketing Plan 45
U.S. Brand Image 46-47
Positioning 48-49
Target Market 50-57
Media Selection: Internet 58-66
Media Selection: Television 67-69
Advertisement: Outdoor 70-72
Advertisement: Print 73-74
Advertisement: Health and Wellness 75-76
Advertisement: Sports and Fitness 77-78
Advertisement: Family 79-80
Advertisement: Events 81-84
Corporate Social Responsibility 85
Budget Allocation 86
Campaign Timeline 87 2
Sources 88-94

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. 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. 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 hosts
Southeast 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. Quirky Fact #1!
• Swimming was illegal from 1838-1902
6

7. Quirky Fact #2!
• Australia Day – January 26th
– The anniversary of ships arriving in Sydney
carrying loads of convicts
7

8. Quirky Fact #3!
• The Wombat poops square on rocks and logs
to mark its territory.
8

9. Company Profile
• History
• Mission
• Goals
• Objectives
• Internal Trends
9

10. 1870
Adolphus Busch History
became the first By
In 1861 Busch
American brewer to 1938, Anhe
married
use pasteurization, user-Busch
Anheuser 1901,
allowed beer to be hit the 2 1982
daughter 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 mark
In 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. Mission
“During production of the Budweiser Budvar lager we use
traditional procedures and the knowledge passed down to us
by previous generations of brewers. We produce our beer
exclusively from the highest quality raw materials – whole
heads of Žatec hop, selected Moravian malt and virgin clear
water from our Artesian wells. Due to the unavoidable
delicious flavour, unique composition and care in production,
our lager is searched for by lovers of high quality beer in all
continents.”
11

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Us
25

26. Us
26

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. Wine Consumption
(1945-2009)
Beer Consumption
(1945-2009)
28

29. • The majority of beer
imported into
Australia is premium
lager, with Corona
Extra being by far
the biggest single
brand.
29

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. 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

33. 33

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. 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

37. Target Market
37

38. Consumers in USA
• 50% of Bud Light Lime drinkers either haven't
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. 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. 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. Where do Australians Live?
41

42. Australians Psychographics
42

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. Australian
consumer
drinking
habits.
On an average
night out.
Consumer
spending on
beverages.
44

45. Marketing Plan: Bud
Light Lime
45

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. 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. 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. 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 disposable
income
49

50. Target Audience
50

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. 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. 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. Geographic
54

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. 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. 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. Media Selection
58

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. 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. 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. 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. 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. 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. 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. Stumble Upon
66

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. Media Choices: Television
• “My Kitchen Rules”
– #1 show in Australia
• “The Voice: Australia”
68

69. Televison Commercial
• Beach Party
69

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. Let the fun
times begin!
71

72. Public
Snooze is Transportation
not an
option. • 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. 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. Media Choices: Magazines
• “Inside Sport”
– #1 sports magazine for everything
sports in Australia
• Food Australia
• Australian Women’s Weekly
74

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. Same amount of fun,
less calories!
76

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. Can you handle
the lime ride mate?
78

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. Its not a BBQ without a twist of lime!
80

81. Bud Light Lime Events
• Australian Day family BBQ
• Bud light Lime Surf Series
• Sporting Events
81

82. Australian Day Family BBQ
• Held January 26th
82

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. 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. 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. Budget Allocation
25% Television
30%
Print
5% Outdoor
Social Media
20% 20% Events
86

87. Campaign Timeline
Media Selection: September October Novemeber December January February March April May June July August
Out Door:
Billboards
Public Transit
Magazine:
InSide Sport
Womens Weekly
Food Australia
TV:
The Voice
My Kitchen Rules
Social Media:
Facebook
Stumble Upon
Events:
Australia Day BBQ
Surf Competition
Sportinging Events 87

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. • 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

90. • http://adcreative.wordpress.com/2008/09/19/bu
d-light-lime-beats-out-other-beer-giants/
• http://www.beerandbrewer.com/_blog/Magazin
e/post/Australia's_Coldest_100/
• http://www.indexmundi.com/australia/demogra
phics_profile.html
• http://www.dfat.gov.au/facts/people_culture.ht
ml
• http://www.portal.euromonitor.com/Portal/Page
s/Analysis/AnalysisPage.aspx

91. • http://www.consumerreports.org/cro/food/beverages/
beer/light-beers/overview/light-beers-ov.htm
• https://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_australia
• http://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

92. • 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/

93. • 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.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/

94. • 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/Search/SearchResultsList.aspx
• http://www.smh.com.au/national/australia-
tops-list-of-charitable-countries-20100909-
153b5.html#ixzz247yNNl5b