The document provides an overview of Budweiser's market strategy, highlighting its position as a premium beer brand with a focus on the younger audience in India. It explains the competitor landscape, including Tuborg and Heineken, and details marketing tactics such as targeting urban youth with innovative advertising centered on heritage and lifestyle. The analysis also indicates a trend towards vintage branding and emphasizes the importance of consumer preferences in product packaging and marketing campaigns.

1. PRESENTED BY:
ALLWYN PHILIP 012
ROHITASHAV GOYAL 127
SHUBHAM NAIN 153
SUGANDHA BANARJEE 066
SURBHI NAREDI 170
YUVRAJ SINH JADEJA 187

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.

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.

11. Successfully revived vintage brands

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