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

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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.

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telling a great czech story the pivotal role of pr in developing the budweiser budvar brand
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
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 brand4
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 brand5
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 brand6
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 and the european union
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 and the european union8
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 and the european union9
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
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 brand11
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
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
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
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 market15
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 market16
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 market17
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 market18
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 market19
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 market20
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
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