Presentation_88303
Download
1 / 23

Telling a great Czech story: the pivotal role of PR in developing the Budweiser Budvar brand - PowerPoint PPT Presentation


Telling a great Czech story: the pivotal role of PR in developing the Budweiser Budvar brand. Denisa Mylbachrova Budweiser Budvar. The background of Budweiser Budvar brand.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha

Download Presentation

Telling a great Czech story: the pivotal role of PR in developing the Budweiser Budvar brand

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Telling a great Czech story: the pivotal role of PR in developing the Budweiser Budvar brand

Denisa Mylbachrova

Budweiser Budvar


The background of Budweiser Budvar brand

  • ALWAYS CZECH... Brewery founded in 1895 by Czech community. Still in Czech hands (100 % state owned) - “The last of the Mohicans” among 5 biggest Czech beer brands


The background of Budweiser Budvar brand

  • GO WEST… Involved in exports as one of the main Czech export beer brands from the very beginning. Main export markets:

  • Germany (Imported beer brand No. 2)

  • UK (Best selling Czech beer)

  • Slovakia

  • Austria (Imported beer brand No.1)

  • Russia (Imported Czech beer brand No.1)

  • USA, France, etc.


The background of Budweiser Budvar brand

  • QUALITY FIRST... Always has used the best possible raw materials. Nowadays the label says: hops from Zatec, barley from Moravia, water from Artesian wells


The background of Budweiser Budvar brand

IMMORTAL ... Survived 2 world wars, Socialist period, Velvet revolution. Successfully continuing the battle with “Big brother” (AB)


Budweiser Budvar andthe European Union

  • „EU member“ long before the Czech accession - present in all EU countries

  • May 1, 2004 = Geographical indication for Budweiser Beer


Budweiser Budvar andthe European Union

  • Geographical Indication

  • EU protects unique products of outstanding quality where the place of origin, know-how of the local people and the local ingredients play the pivotal role within their production.

  • The aim: Consumers get the original quality products they deserve


Budweiser Budvar andthe European Union

  • Budweiser Beer = GI- ingredients esp.water (from the Ice age) - original recipe and know-how of the local people- special microclimate

  • Other examples: Champagne, Parmesan, etc.


Pivotal role of PR in developing BB brand

  • Can a company succeed without a massive marketing campaign these days?

  • Can PR substitute for a massive marketing campaign?


Pivotal role of PR in developing BB brand

  • Situation of Budweiser Budvar:

    • Czech company

    • no big international marketing budgets

    • specific quality product

  • Strategy:

    • specific marketing activities

    • specific PR campaign


PR model of Budweiser Budvar

  • In-house Public relations reports to Marketing Director and the Board

  • In house cooperates with PR agencies or in-house PR controller in CR, Germany, Austria, Russia, USA, UK on regular basis

  • Other markets - Special projects are set if needed


Messages to get accross

  • CZECH - Czech beer has a very good reputation

  • PREMIUM QUALITY - the group we target seeks for quality products

  • TRADITION - it is easier to trust long existing products

  • UP - TO - DATE - people would not identify with old-fashioned product

  • * Every single market is different - they follow only the framework of the strategy


Focus on the UK market

  • BB UK subsidiary since 2002

  • A small marketing budget compare to other brands

  • In house PR controller and marketing person only, no agencies

  • UK - very tough beer market - competitive and demanding


Focus on the UK market

  • Results 2003:

  • 46% increase in the UK Premium Packaged Lager sector (the whole sector noticed 5% decline in the same period)

  • Budweiser Budvar became the third best sold premium PPL in the UK (2002/6-th)

  • Cool Brand 2003


Focus on the UK market

  • Activities:

  • Media Relations

    • coverage of national press, trade press, radio and TV

    • Press trips, Press releases, quick and clever responses

  • Advertorials

    • focused on product (Get real !)

    • reaction to current stuff (Pimp on the sledge)


Focus on the UK market

Activities:

  • Sponsorship I.

    • Sports - Scottish First Division Club Fallkirk (football)

    • Czech weeks in the UK (Leeds)

    • Plays and musical events

  • Sponsorship II. (Media events)

    • Morning Advertiser Awards

    • Hotel and Restaurant magazine’s award for the London Restaurant of the Year


Focus on the UK market

Activities:

  • Sponsoship II. (Media events)

    • Class Magazine’s Best Bar Awards

    • British Guild of Beer Writers - Budvar Travel Bursary Award

  • Education

    • Beer Academy

    • Cask Marque Organization


Focus on the UK market

Activities:

  • Cooperation with CAMRA

    • Long term relationship

    • Great British Beer Festival

    • European Beer Drinkers Union (enlargement)


Focus on the UK market

  • Activities:

  • CEO presentation

    • Charismatic CEO, good presentation skills

    • Taking part in Conferences, seminars,interviews, etc.

  • Anniversary of BB UK

    • Party, but also interesting presentations, panel discussions


Thank you


ad
  • Login