Budweiser is an American lager that was first brewed in 1876. It has a long history starting from its founding in 1859 as a small brewery. Over time it grew through mergers, becoming the top selling beer in the United States by the late 20th century. The document provides Budweiser's mission, vision, a SWOT analysis, and discusses its marketing strategy involving segmentation, targeting, positioning, the 4Ps (product, price, place, promotion), and concludes with Budweiser's meaning.

1. BUDWEISER
By- Alisha Manandhar

2. History of Budweiser
•1859 : small brewery established from A.Busch
• 1876 : The King of Beers “ was born
•1879 : Merging, Anheuser- Busch
•2001: sales decreased
• dispute with Budejovicky Budvar

3. THE KING OF THE BEERS

4. Mission
“To brew great beers that can
not only be enjoyed
responsibly but are also
created with a low impact on
the environment”
Vision
“Bringing people together in a
Better World”

5. SWOT ANALYSIS
Strength (internal) Weaknesses (internal)
•diversified
workforce
•Dealer Community
•Distribution and
Reach
•Financial Position
•Social Media
•Skilled Labor force
•High day sales
inventory
•Rented property
•Liquidity problem
•Cash flow problem
•Diversification
•High employee
turnover

6. Threats (external) Opportunities (external )
•Technological dev.
Competitors
•Suppliers
•New entrants
•Exchange rates
•Political
uncertainties
•Internet
•E-commerce
•Technological
development
•Tourism
•Skilled workers
SWOT ANALYSIS

8. Segmentation
I. The geographic segmentation
II. The demographic segmentation
III.The behavioral segmentation
IV.The psychographic segmentation

9. Targeting
• Foreigners in 20’s
• Income level (Middle-class)
• Work (construction & maintenance)
• Not married or engaged (early 30)
• Audience watching sports

10. Positioning
• What the brand stands for?
• Slogan “King Of Beers”
• Unique picture
• Sociability (1st ad campaign)
• How different is Budweiser
offering from competitors?

12. Price
• Competitive pricing
• Higher price (more features)
• Product bundling
• Optional product pricing
• High price for online
• Fixed prices

13. Place
Two major channels
1. Online distribution
• partnered with online delivery
• Omni-channels
2.Wholesaler distribution
• 500 countries Budweiser retailer
• Targets more places

14. Vintage brand
Distinct package
Variety available/ various features
High quality
500 + suppliers
PRODUCT

15. Promotion
• Multiple media channels
• Online social media advertisement
• Sales promotion- trade exhibition/events
• Personal selling- retailers

16. CONCLUSION
• BUDWEISER stands for BecauseYou DeserveWhat
Every Individual Should Enjoy Regularly.