Marketing Plan for Budweiser

5406 Words22 Pages
Marketing Plan for Budweiser 2012 Submitted by: Submitted to: August 17, 2012 Budweiser Executive Summary The current business environment for a piece of the beer industry market is very competitive. Breweries must compete against other breweries, both large and small to remain a viable player in the sale of their beer. Budweiser is a product produced by Anheuser-Busch, an American brewery founded in St. Louis in the mid 1800’s. The intention of the following marketing plan is to not only continue to add to the legacy of Budweiser, but to re-energize the consumer’s appetite for Budweiser and increase the market share of the product. The formula for Budweiser is over 130…show more content…
Budweiser has been marketed over the course of its history with numerous ad campaigns. The strategy behind Budweiser’s marketing was developing tag-lines to instill an image for consumers. Historically, “This Bud’s for You” was a successful campaign strategy. The slogan appealed to the reward one gives them for a job well done. The name Budweiser is synonymous with the long history the beer has in America’s social culture. We will utilize the name recognition to not only use our checkered history, but to propel Budweiser into the future. As Budweiser has proclaimed, we are the “King of Beers” and have been associated with sporting events, motorsports, the Olympics, and our presence in town parades with our historic Clydesdales horse team. While Budweiser has enjoyed a checkered history, the time has come to re-introduce the product by launching a new marketing campaign. In 2011 Budweiser lost 1% of the market from 2009 (Anheuser-Busch InBev 2011). In 2011 Budweiser sold 17.7 million barrels for sales revenue of 2.1 billion dollars (Anheuser-Busch InBev 2011). The time has come to launch a new strategy for a product that has been around for over 130 years. The competition Budweiser is experiencing is not only from the traditional competition of large-scale breweries, but also from the popularity of the craft brewers. The growth of the craft brewing industry in 2011 was 13% by volume and 15% by dollars, which followed a 12% growth by volume
Open Document