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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 l.jpg
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 l.jpg
The background of developing the Budweiser Budvar brandBudweiser 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


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The background of developing the Budweiser Budvar brandBudweiser 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.


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The background of developing the Budweiser Budvar brandBudweiser 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


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The background of developing the Budweiser Budvar brandBudweiser Budvar brand

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


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Budweiser Budvar developing the Budweiser Budvar brandandthe European Union

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

  • May 1, 2004 = Geographical indication for Budweiser Beer


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Budweiser Budvar developing the Budweiser Budvar brandandthe 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


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Budweiser Budvar developing the Budweiser Budvar brandandthe 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.


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Pivotal role of PR in developing the Budweiser Budvar branddeveloping BB brand

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

  • Can PR substitute for a massive marketing campaign?


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Pivotal role of PR in developing the Budweiser Budvar branddeveloping BB brand

  • Situation of Budweiser Budvar:

    • Czech company

    • no big international marketing budgets

    • specific quality product

  • Strategy:

    • specific marketing activities

    • specific PR campaign


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PR model of Budweiser Budvar developing the Budweiser Budvar brand

  • 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


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Messages to get accross developing the Budweiser Budvar brand

  • 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


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Focus on the UK market developing the Budweiser Budvar brand

  • 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


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Focus on the UK market developing the Budweiser Budvar brand

  • 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


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Focus on the UK market developing the Budweiser Budvar brand

  • 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)


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Focus on the UK market developing the Budweiser Budvar brand

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


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Focus on the UK market developing the Budweiser Budvar brand

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


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Focus on the UK market developing the Budweiser Budvar brand

Activities:

  • Cooperation with CAMRA

    • Long term relationship

    • Great British Beer Festival

    • European Beer Drinkers Union (enlargement)


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Focus on the UK market developing the Budweiser Budvar brand

  • 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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Thank you developing the Budweiser Budvar brand


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