Marketing Campaign for Budweiser
Seminar paper from the year 2000 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: sehr gut, Leeds Metropolitan University, 30 entries in the bibliography, language: English, abstract: One of the reasons for choosing to analyse the company Anheuser-Busch with its brand family Budweiser lies in the fact that every group member already had experience in writing reports about relatively “small” (European) companies and therefore preferred analysing the largest beer brewer in the world. The group consisted of 5 people from different countries (Sweden, Austria, Germany and Holland) who came to England with the European Erasmus programme. The work as a team has been helpful and challenging, in fact the cultural differences have helped providing the group with different point of views and interesting information from the own background. The report contains the following key-points in order to give a comprehensible structure and consequently a good analysis of the company Budweiser: · Situation Analysis · Marketing Analysis · Recommendations The situation analysis gives an internal and external view of the chosen company and provides the reader with a general knowledge to understand the marketing analysis and the following recommendations. As the language knowledge might not be at the same level of other English students the group members excuse themselves and hope that the ideas will nevertheless be understandable.
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1999 Anheuser-Busch 2nd European Edition Adding to life’s Adolphus Busch advertising Anheuser Busch Anheuser-Busch Companies Annual report 1999 BBeeeerrss iinn tthhee beer brand brand Bud brands of Anheuser-Busch Brewery Bud Ice Light Bud Light Budweiser family Budweiser Light Busch Companies 1999 campaign CCuussttoommeerr competitors Miller Ice Concepts and strategies consumer Coors Light Dibb Ferrell FFoorrcceess Financial Times Prentice graphic p.19 Hertfordshire Horizons Third Quarter Houghton Mifflin Company Ice and Bud Ice Beer market Ice Light Beers iinn tthhee UUnniitteedd international market lager life’s enjoyment London Malt market leader market share Marketing communications Michelob Miller Beer Miller Genuine Draft Miller Lite MMaarrkkeett sshhaarree ooff MMaarrkkeettiinngg nearest competitor Miller organisation packaging Pitman Publishing PPrroodduucctt PPrroommoottiioonn Premium Ice Light Premium Regulars Prentice Hall problem child promotional mix Public Relations re-launch retailers sales promotion Sally share of Premium Simkin sponsor sponsorship sshhaarree ooff PPrreemmiiuumm target group Third Quarter 1999 tthhee UUnniitteedd SSttaatteess wholesalers