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With Black Crown, Budweiser Aims to Refresh the Brand. Leesa Viveiros Nick Layton. Budweiser Becomes Stagnant. Sales drop 6% Change of focus Competitors Corona MillerCoors. New Product Extensions & Marketing Campaigns. Platinum 35 Cents more than #1 selling US beer

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With black crown budweiser aims to refresh the brand

With Black Crown, Budweiser Aims to Refresh the Brand

LeesaViveiros

Nick Layton


Budweiser becomes stagnant
Budweiser Becomes Stagnant

  • Sales drop 6%

  • Change of focus

  • Competitors

    • Corona

    • MillerCoors


New product extensions marketing campaigns
New Product Extensions & Marketing Campaigns

  • Platinum

    • 35 Cents more than #1 selling US beer

  • Bud Light Lime-A-Rita

  • Facebook


Global innovations
Global Innovations

  • Bud bottle in China

  • New innovative beer can lid in Brazil


Black crown golden amber lager
Black Crown Golden Amber Lager

  • Introduce January 21st

  • Revamping the original

  • More sophisticated crowd/occasions

  • Many Varieties tested


Questions
Questions???

Works Cited

  • Fletcher, Clementine . “WithBlack Crown, Budweiser Aims to Refresh the Brand.” Businessweek. Web. 12 Jan. 2013. <http://www.businessweek.com/articles/2013-01-10/with-black-crown-budweiser-aims-to-refresh-the-brand#r=hp-ls>.

  • Robins, Christopher. "Introducing Budweiser "Black Crown": Bow Down Before The King Of Darkness." Gothamist. Web. 12 Jan. 2013. <http://gothamist.com/2013/01/09/budweiser_black_crown_is_your_beer.php>.


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