An Analysis of Anheuser-Busch's Marketing Strategy

The author chooses t0 write the report about Anheuser-Busch’s Bud Light because it is the best-selling beer in the world. In this report the author has outlined in detail the current status by using the SWOT and PESTLE analysis of the company Anheuser-Busch

After its mission statement, the company enumerates its values in support of the mission statement. The values are the following:

The Bud Light brand is second to none when it comes to light beer and a good time. Although, first considered a flop in the United States after its introduction in 1982, Bud Light surged up the charts after a rebranding effort in 1986. The “Gimme a Light” campaign by the D’Arcy McManus & Mansius agency altered the brands path forever. Since then, Bud Light has drastically increased its market share while still maintaining its success in the global light beer and beverage market.

Busch Beer, an established brand sold by Anheuser-Busch since 1955 (3), needs to reshape its brand reputation. In order to do so, Busch’s creative advertising team needs to focus on publicizing the rebrand amidst the high density market for alcohol. They should, of course, do this with Busch’s target audience in mind, and find a strategy to combat the stereotypes for drinking the product, and negative reviews on the product itself exist. Analyzing the aforementioned will undoubtedly lead the Busch team to a strong strategy. Furthermore, the creative team needs to put the rebrand of Busch Beer at the forefront of their strategy, so the product will be recognizable to past, present, and new consumers. In this creative brief, I will outline the

In regards to business-level strategies and overall cost leadership, Anheuser-Busch is the undeniable industry leader when it comes to beer sales. Even if Anheuser-Busch beers aren 't the cheapest, they still are bought for their quality and Anheuser-Busch has gained tremendous market share for this. As for their focus, Anheuser-Busch focuses on a broad segment of customers producing a variety of beers for a variety of budgets to suit all personalities ' needs. Their differentiation factor is that even though Anheuser-Busch produces such cheaper beers as Budweiser and Bud Light, they also produce premium, more expensive beers like Bare Knuckle Stout and Shock Top Belgian White. Anheuser-Busch produces over 100 different brands of beer and

We’re told that craft beer’s share of the market rose 17.6% last year, accounting for 11% of beer volume and $19.6 billion of the beer industry’s $101.5 billion in sales. However, it’s also a market in which the sale of imported beers rose 6.9% in 2014 and where, according to Nielsen, the amount of Mexican beer alone sold in grocery stores within the last year is equal to the amount of all craft beer sold from supermarket and convenience store beer shelves. It’s also a market where, despite advances by both craft and imported beers, one of every five beers sold is a Bud Light. In fact, the 38 million barrels of Bud Light sold last year would not only make it the No. 3 brewer in the U.S. if it split off from Anheuser-Busch InBev BUD, -0.51%

Bud Light has always been known for its extensive marketing campaigns; however, these campaigns come with a large price tag. Anheuser-Busch spent nearly $250 million in 2013 to promote and advertise the Bud Light brand, more than $100 million more than Miller Light, who had the second highest advertising expenditures (Johnson 34).

There are different ways on which brands can reach their customers and connect with them. Online Screen channels are becoming of main interest for brands to advertise in. From this, Youtube has become one of the main platforms on which brands decide to promote their content, not only because it is cost–effective, but because it can achieve a high impression by reaching a large audience. Different campaigns such as Volvo’s “The Epic Split”and Carrie’s Telekinetic café prank, prove the efficiency of such platform, and how different brands can take advantage of this to achieve viral marketing, such in the case of Bud Light’s Super Bowl “Up for whatever” campaign. The way in which the business approaches the consumer by taking advantage of

Kairos, or the propitious moment for action, is developed in the commercial by Budweiser to pull in attention from all Americans and those who are minorities in their own ways. During the time that “Born the Hard Way” was released during the Super Bowl in early 2017, controversial topics about acceptance of immigration and racism arose due to the recent results of the presidential election of 2016. Americans and people of color across the nation protested against President Donald Trump due to his plans to reduce immigration into the United States from foreign countries such as Mexico and the Middle East. Despite being filmed months prior, the Budweiser commercial heavily relates to this situation through their interpretation of Adolphus Busch’s story

Anheuser Busch InBev which owns Budweiser presently distributes more than 400 million hectoliters of beer on an annual basis. What is interesting is that Anheuser Busch distributes roughly 90 percent of the American beer market domestically. This shows that the general beer consumption around the United States is dominated by this company as a whole. This should be something that this company can have pride in.

Budweiser and Bud Light are the No.1 and No. 2 best-selling beers in the world. Miller, their closest rival maintains 22.1% of the market share. The following chart illustrates market share in 1999 for the nation’s leading breweries.

Anheuser-Busch is a company that concerns itself with the manufacture, marketing as well as distribution of alcoholic beverages. Anheuser-Busch according to the company website, "is a wholly-owned subsidiary of Anheuser-Busch InBev" (Anheuser-Busch 2011). I chose Anheuser-Busch for this discussion based on its relative size and market share. Currently, the entity is considered one of United State's largest brewing companies. Hence it is likely that given its relative size and the huge chunk of the market it controls, Anheuser-Busch would have to contend with quite a number of economic issues. Indeed, the continued success of Anheuser-Busch in the highly competitive alcoholic beverages marketplace largely depends on how it handles these issues.

Anheuser-Busch is best known for the world’s two top-selling beers, Bud Light and our flagship brand Budweiser. Operating 12 breweries within and 15 breweries outside of the United States, Anheuser-Busch brews more than 40 varieties of beer and alcohol beverages.

Problem identification: The global beer industry was experiencing increasing competition due to the new and potential mergers and acquisitions of

In 2011, local company Asia Pacific Breweries dominated the competition with a 64% volume share. This was due to the overwhelming popularity of its brand, Tiger, which had a 35% volume share. Tiger Beer faces strong competition, but can vie for higher market share through product differentiation. Other rivalry brands were Heineken and Carlsberg. The intensity of rivalry helps decide the extent of the value of brands and products in which will create head-to-head competition. It also