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In The U.K. Anheuser-Busch : Developing a Global Brand in Great Britain. Steve Clark, Derek Laur, Ryan Patton, Willayna Roberts, Alan Yeung. Intro. Intro. Intro. History. QUESTION:. Target Market.

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slide1

In The U.K.

Anheuser-Busch : Developing a

Global Brand in Great Britain

Steve Clark, Derek Laur, Ryan Patton,

Willayna Roberts, Alan Yeung

intro

Intro

Intro
  • Intro
  • History

QUESTION:

  • Target
  • Market

How can Anheuser-Busch successfully market its global brands in the United Kingdom beer market which is highly competitive and steeped in tradition?

  • Current
  • Strategy
  • 4 P’s
  • SWOT
  • Suggestions
  • Conclusion
intro3

Pub Types / Beer Types

Intro
  • Intro
  • History
  • 5 types of pubs:
    • Country Pub, Local Village/Small Town, Inner City, Roadside, Red Brick
  • 5 types of pubs:
    • Country Pub, Local Village/Small Town, Inner City, Roadside, Red Brick
  • Target
  • Market
  • Current
  • Strategy
  • 3 main types of beer
    • Stout (Guinness), Ale (Bass), Lager (Budweiser)
  • 3 main types of beer
    • Stout (Guinness), Ale (Bass), Lager (Budweiser)
  • 4 P’s
  • SWOT
  • Lager traditionally seen as “rowdy” and lower class
  • Lager traditionally seen as “rowdy” and lower class
  • Suggestions
  • Steadfast loyalty to pubs and beers
  • Conclusion
uk target market

Perceptual Map

UK Target Market

Stout (dark)

  • Intro

Bass

  • History

Whitbread

  • Target
  • Market

Courage

  • Current
  • Strategy

More

Expensive

Less

Expensive

Carlsberg

  • 4 P’s
  • SWOT

S&N

  • Suggestions
  • Conclusion

A-B

Lager (light)

history

History

History
  • Intro
  • History
  • Breweries own or have exclusive deals with pubs to distribute their own beers
    • Large breweries = 10,000 pubs
    • Small breweries < 1,000 pubs
  • Breweries own or have exclusive deals with pubs to distribute their own beers
    • Large breweries = 10,000 pubs
    • Small breweries < 1,000 pubs
  • Target
  • Market
  • Current
  • Strategy
  • 4 P’s
  • SWOT
  • Smaller breweries are forming alliances
  • Focus shift towards bottled beers and non-exclusive pubs
  • Suggestions
  • Conclusion
history6

History

History
  • Intro
  • Busiest times are Friday and Saturday nights and Sunday afternoons
  • Many people stop by their local pub after work or after their evening meal
  • Stricter drunk driving laws have slightly curbed the market
  • Large increase in the number of women frequenting pubs
  • General relaxed atmosphere
  • History
  • Target
  • Market
  • Current
  • Strategy
  • 4 P’s
  • SWOT
  • Suggestions
  • Conclusion
uk target market7

Target Market

UK Target Market
  • Intro
  • History
  • Younger drinkers
  • Trendier drinking crowd
  • “Take Home” market
  • Super-premium brand
  • Target
  • Market
  • Current
  • Strategy
  • 4 P’s
  • SWOT
  • Suggestions
  • Conclusion
hands on control of marketing
Hands-on Control of Marketing
  • Intro
  • Imported Michelob and let Courage, a large English brewer, brew Budweiser under contract
  • History
  • Imported Michelob and let Courage, a large English brewer, brew Budweiser under contract
  • Target
  • Market
  • Appointed Courage as distributor of Budweiser to its network of more than 5,000 pubs
  • Appointed Courage as distributor of Budweiser to its network of more than 5,000 pubs
  • Current
  • Strategy
  • Increased Advertising 100% to $20 million while all UK brewers spent about $180 million in 1992
  • Increased Advertising 100% to $20 million while all UK brewers spent about $180 million in 1992
  • 4 P’s
  • SWOT
  • Suggestions
  • Launched first national TV campaign: two 30-second spots featuring blues music and continue the successful “Budweiser, the genuine article” theme
  • Conclusion
hands on control of marketing9
Hands-on Control of Marketing
  • Intro
  • Budweiser and Michelob priced higher than most local brands at super-premium price
  • Budweiser and Michelob priced higher than most local brands at super-premium price
  • History
  • Target
  • Market
  • Budweiser linked to American cultural icons
  • Budweiser linked to American cultural icons
  • Current
  • Strategy
  • No differentiating among advertising campaigns in all European countries
  • No differentiating among advertising campaigns in all European countries
  • 4 P’s
  • SWOT
  • “Cool, frosty Budweiser” campaign did not work in UK in the late 1950s and early 1960s
  • “Cool, frosty Budweiser” campaign did not work in UK in the late 1950s and early 1960s
  • Suggestions
  • Conclusion
  • In the mid-1970s, Budweiser became more widespread British drinkers began to demand cool beers
positioning
Positioning
  • Intro
  • Large segment: Premium Lager
  • History
  • Large segment: Premium Lager
  • Target
  • Market
  • Strength: 5% Alcohol by volume; draught and packaged
  • Strength: 5% Alcohol by volume; draught and packaged
  • Current
  • Strategy
  • Target audience: Primary - Men 18-34: all men; middle class
  • Target audience: Primary - Men 18-34: all men; middle class
  • 4 P’s
  • SWOT
  • Suggestions
  • Packaging: 330ml non-return bottle; 330-ml can (4, 8, 12 multipack); 11-gallon kegs
  • Conclusion
tv advertising
TV Advertising
  • Intro
  • History
  • Typical TV ad about beer was focused on humor
  • Target
  • Market
  • Typical TV ad about beer was focused on humor
  • AB used American themes (like blues music) to attract British consumers
  • AB used American themes (like blues music) to attract British consumers
  • Current
  • Strategy
  • 4 P’s

Two key messages:

  • SWOT
  • Suggestions
  • Authentic American heritage of the brand
  • Authentic American heritage of the brand
  • Conclusion
  • Quality of ingredients and the consistently high-quality brewing that goes in the beer
4 p s

4 P’s

4 P’s
  • Intro
  • PRICE
    • Budweiser & Michelob marketed at super-premium pricing
  • History
  • PRICE
    • Budweiser & Michelob marketed at super-premium pricing
  • Target
  • Market
  • PRODUCT
    • Michelob imported, Courage given rights to brew Budweiser
  • PRODUCT
    • Michelob imported, Courage given rights to brew Budweiser
  • Current
  • Strategy
  • PROMOTION
    • Increased advertising budget.
    • Mainly American themes
  • PROMOTION
    • Increased advertising budget.
    • Mainly American themes
  • 4 P’s
  • SWOT
  • Suggestions
  • Conclusion
  • PLACE
    • Courage appointed distributor so Budweiser sold through Courage’s network of 5,000 pubs
swot analysis

S.W.O.T. Analysis

SWOT Analysis
  • Intro
  • Strengths
    • Change in British taste preference
    • AB’s relationship with Courage
  • History
  • Strengths
    • Change in British taste preference
    • AB’s relationship with Courage
  • Target
  • Market
  • Current
  • Strategy
  • Weaknesses
    • British tradition and loyalty to brands of beer
    • Current market position not effective
    • Beer production was down 3% in 1992
  • 4 P’s
  • SWOT
  • Suggestions
  • Conclusion
swot analysis14

S.W.O.T. Analysis

SWOT Analysis
  • Intro
  • History
  • Opportunities
    • “Take Home” segment of the market has doubled
    • Beer consumption by women has increased
  • Opportunities
    • “Take Home” segment of the market has doubled
    • Beer consumption by women has increased
  • Target
  • Market
  • Current
  • Strategy
  • 4 P’s
  • Threats
    • Large Domestic Breweries
    • New “designer beer” being introduced
  • SWOT
  • Suggestions
  • Conclusion
recommendations

Suggestions

Recommendations
  • Intro
  • History
  • Use local celebrities and sports icons to promote the brand – scale down the overpowering American image
  • Use local celebrities and sports icons to promote the brand – scale down the overpowering American image
  • Target
  • Market
  • Current
  • Strategy
  • Foster the “take home” market for beer – use pints of beer instead of twelve-ounce cans in an enclosed carrying case
  • Foster the “take home” market for beer – use pints of beer instead of twelve-ounce cans in an enclosed carrying case
  • 4 P’s
  • SWOT
  • Suggestions
  • Discontinue promotion of Budweiser as a premium lager
  • Discontinue promotion of Budweiser as a premium lager
  • Conclusion
  • Target newer country and inner city pubs for placement of product
conclusion

Conclusion

Conclusion
  • Intro
  • History
  • Target
  • Market

While maintaining its American image, it is critical for Anheuser-Busch to market its product specifically for the characteristics of the British market.

  • Current
  • Strategy
  • SWOT
  • 4 P’s
  • Suggestions
  • Conclusion