Beer market is getting stagnated, no new strategies and products are coming up, this is my take on applying principles of Marketing to revive this brand and try a different positioning
Brewing giant AB InBev has kicked off a global media planning and buying review and is inviting the six major holding companies to put together teams to pitch the assignment, the company confirmed early Wednesday. Strategic consulting firm MediaLink and media auditor Mediapath have been enlisted to assist with the review process. The review will be led by the brewer's global marketing team, which is based in New York.
The alcoholic beverage market has long been formed by volatile demand trends, legislative regulation, and fierce competition in a highly-concentrated environment. Generating over USD 33.38bn of revenue in 2015, the beer segment faces great rivalry, declining demands, and threatening substitutes. Moreover, the industry has been characterized significantly by mergers and acquisitions in the past, such as the SABMiller plc being acquired by Anheuser-Busch InBev in 2016. This presentation, created with my workgroup for the Master in Management at IE Business School provides a thorough analysis of AB InBev. The multinational corporation, listed on the Euronext Brussels and focused on the beverage and brewing industry, is considered as one of the largest fast-moving consumer goods companies in the world. To analyse AB InBev the SCP approach was applied using Porter’s five forces and a dynamic overview of the industry applying a strategic group map.
If you have further interest in the beer industry, it’s characteristics and development, I highly recommend Harvard Business Review’s Beer Cases series (https://hbr.org/product/the-beer-cases-a-a-b-inbev/W11613-PDF-ENG).
This was a project that my team - which I am very proud of - did for a business school case competition. I took charge of conceptualizing, designing and producing the final deck of slides for presentation to our client from AB-InBev -- all within 24 hours! We delivered a great presentation and impressed the judges enough to achieve an outstanding team score. I hope you will enjoy viewing the slides as much as I did putting them together. And, if you ever find yourself in need of help to put together a professional slide presentation, remember to reach out to me -- I'd be more than happy to lend my expertise !
p.s. Thanks for the love, everyone. I'm excited to see my slides go viral within a day! Great if you could post your comments on this wall or email to francisfoo@wustl.edu.
Brewing giant AB InBev has kicked off a global media planning and buying review and is inviting the six major holding companies to put together teams to pitch the assignment, the company confirmed early Wednesday. Strategic consulting firm MediaLink and media auditor Mediapath have been enlisted to assist with the review process. The review will be led by the brewer's global marketing team, which is based in New York.
The alcoholic beverage market has long been formed by volatile demand trends, legislative regulation, and fierce competition in a highly-concentrated environment. Generating over USD 33.38bn of revenue in 2015, the beer segment faces great rivalry, declining demands, and threatening substitutes. Moreover, the industry has been characterized significantly by mergers and acquisitions in the past, such as the SABMiller plc being acquired by Anheuser-Busch InBev in 2016. This presentation, created with my workgroup for the Master in Management at IE Business School provides a thorough analysis of AB InBev. The multinational corporation, listed on the Euronext Brussels and focused on the beverage and brewing industry, is considered as one of the largest fast-moving consumer goods companies in the world. To analyse AB InBev the SCP approach was applied using Porter’s five forces and a dynamic overview of the industry applying a strategic group map.
If you have further interest in the beer industry, it’s characteristics and development, I highly recommend Harvard Business Review’s Beer Cases series (https://hbr.org/product/the-beer-cases-a-a-b-inbev/W11613-PDF-ENG).
This was a project that my team - which I am very proud of - did for a business school case competition. I took charge of conceptualizing, designing and producing the final deck of slides for presentation to our client from AB-InBev -- all within 24 hours! We delivered a great presentation and impressed the judges enough to achieve an outstanding team score. I hope you will enjoy viewing the slides as much as I did putting them together. And, if you ever find yourself in need of help to put together a professional slide presentation, remember to reach out to me -- I'd be more than happy to lend my expertise !
p.s. Thanks for the love, everyone. I'm excited to see my slides go viral within a day! Great if you could post your comments on this wall or email to francisfoo@wustl.edu.
Analysis of BMW mini case from Kotler's Marketing Management textbook.
This presentation was created by Shashank Srivastava, IET Lucknow during a Marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Disclaimer - None of the images used are mine. No copyright infringement intended. I will take down the slides if any person or entity will claim copyright rights over the images.
As part of our Advertising & Digital Marketing module, we curated this campaign for the world-renowned alcohol brand - Heineken.
In order to target women, an audience that is currently avoiding drinking Heineken because of its bitter taste, we introduced the idea of a sweet, vanilla flavored Heineken beer. The purpose of our advertising campaign was to introduce this new product during Christmas season and to strengthen Heineken’s global position.
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
This is a mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof.Sameer Mathur.
Do check it out and please review.
Analysis of BMW mini case from Kotler's Marketing Management textbook.
This presentation was created by Shashank Srivastava, IET Lucknow during a Marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Disclaimer - None of the images used are mine. No copyright infringement intended. I will take down the slides if any person or entity will claim copyright rights over the images.
As part of our Advertising & Digital Marketing module, we curated this campaign for the world-renowned alcohol brand - Heineken.
In order to target women, an audience that is currently avoiding drinking Heineken because of its bitter taste, we introduced the idea of a sweet, vanilla flavored Heineken beer. The purpose of our advertising campaign was to introduce this new product during Christmas season and to strengthen Heineken’s global position.
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
This is a mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof.Sameer Mathur.
Do check it out and please review.
2. AB in Bev & Budweiser
• Stands for Anheuser-Busch InBev
• Estimated annual sales of 55 Billion $
• Has approximately 500 beer brands worldwide
• Budweiser- introduced in 1876 in US
What is a premium beer?
Premium beers are the megabrands. Some were the old flagships—brands that had
dominated the beer market for decades, like Budweiser. Or those that rose on their
merits, or the merits of their advertising, like Miller Lite.
3. Competitor Analysis
Tuborg (Carlsberg)
Target: Party beverage for young working professionals.
As the result of the proper targeting ad marketing strategies by
Tuborg in Indian market, the company is now the number two
player in the country both as a company and for the Tuborg brand.
Heineken(Heineken International)
Target: cater to the needs of all types of beer drinkers.
Mallya(United Breweries) and Heineken had entered into a
shareholding pact, which was based on equal ownership of around
37.5% each in February 2017.
4. Advertisement Strategy (Heineken)
The communication was aimed at addressing Heineken's iconic heritage and at
the same time telling compelling stories which were relevant and topical.
The campaign spanned in Delhi, Mumbai, Bengaluru & Kolkata.
5.
6. Advertisement Strategy-Tuborg (Carlsberg)
Tuborg has refreshed its identity and focus to leverage its heritage and the power of
music in a new global campaign looking to connect with young adults, underlined by
the ‘give pulse to the moment’ tagline.
7. Segmentation, Targeting & Positioning
of Budweiser
Segmentation
• Geographic: Urban and rural population of northern and western region.
• Demographic: youth, younger audience is the prime target, rising level of income of
people.
• Psychographic: Inclination of Indians towards foreign brands.
Targeting
• Majorly targeting the younger audience, with Budweiser Magnum they are
targeting the people who like to have a strong beer.
Positioning
• Budweiser has positioned itself as a premium beer in the Indian market.
• Budweiser is the most expensive beer compared with its competitors
Carlsberg, the UB Group's Kingfisher and Tiger beer by Asia Pacific
Breweries in the Indian market.
8. Age Group
19%
39%
26%
16%
21-25 26-30 31-35 36-40
As per our survey, the biggest segment of beer drinkers was in the age group of 26-30, 31-35
which constitutes a combined share of 65 percent, as these people will be born mostly in the late
80’s, beginning of 90’s we want to revolve our marketing strategy around this age group.
9. Which packaging you find convenient?
38
33
30
0 5 10 15 20 25 30 35 40
Can
Large bottle
Pint
10. Marketing Strategy
• Budweiser has got two premium products(Magnum and Premium King) available in India
which are almost of same price. The company should focus on targeting the office people
and the college going students.
• Growing market trend toward vintage.
• As many companies have successfully gone vintage with their flagship brand, we will also
try to revive the vintage Budweiser by campaigns over social media and events all over
India and the most preferred size was in the form of can, so we will launch vintage brand
Budweiser in cans.
• We will make an advertisement targeting office people, where our idea will be that in an
office party you don’t get too high and speak unwanted stuff and embarrass yourself.
Instead drink Budweiser beer and enjoy the party.
Why this strategy works For Budweiser:
• Draws on strengths
• Iconic, heritage
• Engages millennial generation without compromising their loyal customer base.
• Fosters generated consumer marketing support.
12. Which alcoholic beverage do you prefer over beer?
27%
36%
24%
9%
2%2%
SALES
Whisky Vodka Wine Rum Breezer Water. No alcohol.
13. Why did you stop or switch drinking beer?
17%
39%
21%
14%
2%
3%2%2%
Price
fatique
Beerbelly
Acquired taste for other drinks
Alcohol-bad for health
tastes very bad
Health issues
I consume both
Editor's Notes
The company adopted the strategy of entering the strong beer category with Tuborg Strong and it gave the company the push to break through the developing beer markets of India. Smart strategy brought Carlsberg India to the second position in the Indian beer market. Today, the company not only focuses on key markets and an innovative and focused portfolio, but also on expanding its manufacturing footprint to ensure increased product availability, and generate better revenues and bigger market share.