...Marketing Plan Phase 3 Cynthia Marshall MKT/421 February 3, 2014 Shannon Peterson In Phase 3 of our marketing plan for Budweiser’s new Apple lite flavored beer, we will be discussing the attributes of our product of which we will be launching. Next, we will then describe the steps in which our new Apple lite flavored Beer will take as it begins its journey from the introductory stage, then in its growth stage, its maturity stage followed by its declining stage, as well as the factors that will affect our products movement through these stages and how our marketing efforts will be affected by the products life cycle. Then will we identify the positioning and differentiation strategies that will help market our product. Lastly we will describe what appropriate pricing strategy that we will need to get our new product sold in stores around the world. ATTRIBUTES Bud Light Apple Ale will be a traditionally brewed light beer with apple cider mixed and fermented. Bud Light Apple Ale will also be 5% alcohol by volume. Bud Light Apple Ale will be offered in 12-ounce bottles and cans. Bud Light Apple Ale will also be 150 calories per 12- ounce serving and gluten free. The bottles for Bud Light Apple Ale will be marked “Bud Light Apple Ale” in white letters, in the traditional area Bud Light marks their bottles. The label and entire bottle will be a solid dark red, with a green stripe up the middle of the bottle. This will distinguish the difference between this...
Words: 1519 - Pages: 7
...Despite the strong market share for beer in the U.S., sales are sliding. Since 1999, the market share for beer has decreased from 56% to below 50%. Wine sales have been flat, so consumers are beginning to switch from drinking beer to drinking liquor. There appears to be a general shift in preference among consumers to prefer other types of alcoholic beverages to beer. In addition to losing sales to a different beverage option, Budweiser is losing market share in the U.S. beer market. At its peak in 1988, Budweiser sold 50 million barrels. In 2013, consumption was down to 16 million barrels and market share had decreased from 14.4% to 7.6% in ten years. Part of this is due to cannibalization of sales from other Budweiser products, such as Bud Light. This shows a macro change in consumer preferences, favoring options with fewer calories to help combat weight-gain. Another big reason for the decrease in sales is due to consumers switching to the craft beer market. In 2015 sales for craft breweries were estimated at 24.5 million barrels (a 13% increase since 2014) and dollar-sales were just over $22 billion (a 16% increase from 2014). These sales have given the craft brewery industry a 21% share of the beer market. This increase in sales is not coming from a single competitor. There are 4,269 breweries in operation in the U.S. as of early this year, which is the most in U.S. history. This makes the fight difficult for Budweiser, as they are fighting another trend with consumers moving...
Words: 7086 - Pages: 29
...provide a great tasting fresh beer to our consumers by limiting self life to 110 days, and providing a “born on date” on all our products. * To build a high-performing, diverse workforce, while providing a safe, productive and rewarding work environment, in which all our employees can benefit. * To be a good corporate citizen and good neighbor in every community where we do business and promote the responsible consumption of our products. * To preserve and protect the environment and support communities where we do business, by complying with all applicable environmental laws, regulations, and permits. Products and Services Anheuser-Busch's best known beers include brands such as Budweiser, Busch, Michelob, Bud Light, and Natural Light. The company also produces more than 100 beers, import beers, specialty beers, nonalcoholic brews, malt liquors ( such as King Cobra and Hurricane), and flavored malt beverages (e.g. the Bacardi Silver family and...
Words: 6000 - Pages: 24
...Good luck ! [pic] BUDWEISER (ANHEUSER-BUSCH) MARKETING PLAN THE COMPANY HISTORY Budweiser is referred to as Bud, a brewing company founded at St. Louis in the mid 1800s. Budweiser beer is America’s drink. One out of five alcoholic drinks sold in America is a Bud. It is the world’s most popular beer. In 1865, the brewery produced 8,000 barrels. These numbers grew quickly when Budweiser Lager Beer was introduced to public in 1876. The company expanded rapidly and controlled all the means for producing its beer. In the 1950s, the company expanded its businesses in various cities, in an attempt to tap into a European tradition. In 1970s, Budweiser became a true icon of American culture, thanks to a model of commercial development, the envy of the world. In 1980, it made a history by expanding into the global marketplace with agreements to brew and sell in Canada, Japan, and elsewhere. Budweiser along with the brand extensions Bud Light, Bud Dry and Bud Ice is creating an image for itself: a mass-produced, drinkable beer that symbolizes the “good life”. Now, the King of Beers is being sold in more than 60 countries worldwide. Company Mission: “During production of the Budweiser Budvar lager we use traditional procedures and the knowledge...
Words: 372 - Pages: 2
...[pic] BUDWEISER (ANHEUSER-BUSCH) MARKETING PLAN THE COMPANY HISTORY Budweiser is referred to as Bud, a brewing company founded at St. Louis in the mid 1800s. Budweiser beer is America’s drink. One out of five alcoholic drinks sold in America is a Bud. It is the world’s most popular beer. In 1865, the brewery produced 8,000 barrels. These numbers grew quickly when Budweiser Lager Beer was introduced to public in 1876. The company expanded rapidly and controlled all the means for producing its beer. In the 1950s, the company expanded its businesses in various cities, in an attempt to tap into a European tradition. In 1970s, Budweiser became a true icon of American culture, thanks to a model of commercial development, the envy of the world. In 1980, it made a history by expanding into the global marketplace with agreements to brew and sell in Canada, Japan, and elsewhere. Budweiser along with the brand extensions Bud Light, Bud Dry and Bud Ice is creating an image for itself: a mass-produced, drinkable beer that symbolizes the “good life”. Now, the King of Beers is being sold in more than 60 countries worldwide. Company Mission: “During production of the Budweiser Budvar lager we use traditional procedures and the knowledge passed down to us by previous generations of brewers. We produce our beer exclusively from the highest quality raw materials – whole...
Words: 371 - Pages: 2
...Analysis of the Anheuser-Busch Company Report by Valanium Analysts: Chris Rigopulos, John Schneider, Jayne Tan Investment Recommendation: MARKET PERFORM December 5, 2001 BUD – NYSE (11/30/01) 52 week range Revenue (2001E) Market Capitalization Share Outstanding $43.10 $36.75 – $49.00 $14.9B $38.2 B 884.3M EPS Forecast (FYE 12/30) EPS Ratios Trailing P/E Forward P/E Leading PEG M/B Price/Sales 1999A 2000A 2001E 2002E $1.49 $1.71 $1.89 $2.09 Dividend Yield 1.67% Avg. Daily Trading Volume (3mo) 2.13M Book Value per Share (mrq) Return of Equity (ttm) Return on Assets (ttm) Est. 5 Years EPS Growth Rate Sector: Consumer/Non-Cyclical Industry: Beverages (Alcoholic) $4.83 40.39% 10.71% 11.0% BUD 23.2 20.6 1.87 8.93 3.11 Competitors Avg. 17.4 15.9 1.37 3.10 1.21 Valuation Predictions Actual Current Price Trailing P/E Valuation Leading P/E Valuation PEG Valuation M/B Valuation Price/Sales Valuation EBO (Abnormal Earnings) Valuation DCF Valuation Performance (Trailing, Annualized) Return on BUD Return on S&P 500 Return on Competitors $43.10 $32.38 $33.24 $31.48 $14.95 $16.73 $19.25 $46.87 6 mo -2.1% 18.3% - 2.9% 12 mo 24 mo -7.4% 9.9% -13.4% -10.3% 2.1% 8.9% Source: finance.yahoo.com, Valanium analysis • • Our valuations reflect a range of predictions, all falling below the current price point with the exception of the DCF estimate. However, we believe that A-B’s brand value and domestic presence are not captured within the accounting numbers...
Words: 8333 - Pages: 34
...handling foods with light force will help to maintain the figure of your desired product. Right timing is also needed most especially when your cooking it. The quality of your ingredients is one thing you must consider .The freshness of the product is also significant . Everyone has a hard tasks in doing this project and for my contribution -- I help wrapping the fish to the flat dough that’s going to hold the fish inside. We make sure that the fish was boneless so that it’s easier to eat. All of us has become a runner or someone who’ll run outside the kitchen to buy some excess ingredients like forget ones or something that pump out in our mind. I’ve learned to handle time pressures when making this product at the same time when we are buying to the market: picking good quality products with right and reasonable price develops our business professional skills. As entrepreneur someday many things has to be considered and prioritized. The decisions we make may lead us into battle that we must conquer by our attitude and critical thinking. Remember that creating is not the right call to what we are doing but discovering. Whatever we may invent, either foods or things it is all created by our creator-- our Father in heaven. He gave us a lot of blessings that support our needs but thanks to wisdom he gave; We are able to improve this things according to upgrades today. By Vishara On my learning experiences while doing this marketing plan. I’ve learned...
Words: 936 - Pages: 4
...08 Fall Promotional Plan Executive Summary Naturally brewed with no added preservatives in Golden, Colorado, the heart of the Rockies, Coors Light is the eighth leading beer brand in the world. As Molson Coors’ largest brand, the new parent company after the 2005 merger, Coors Light has established itself as the biggest selling brand in both the US and Canada. The merger, however, left the company heavily indebted and with limited capital suffered a loss of partnering and sponsorship for major sporting events. Coors Light has worked extremely hard to maintain the positioning as ‘The Worlds Most Refreshing Beer” withstanding the susceptibility the brand faces with only a single brewing site and third party distributors. This promotion plan includes the following objectives for the upcoming year: * To attract non-users and create brand awareness among 90% of females aged 21-30 seeking a refreshing tasting light beer, * To retain the 18-24 year old male target currently held by Coors Light. * To engage the mobile community through the use of Mobile Insider, connecting the brand to consumers. The objectives should be met through various promotional activities tied closely to the company’s long-standing brand image, and mobile promotions to increase accuracy in reaching target markets. Over the next 12 months it is recommended that Coors Light continue to use the Maxim Golf Experience to maintain the current target...
Words: 8921 - Pages: 36
...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 years old. The recipe has a unique blend of barley malt, brewer’s rice, yeast, water, and hops. These same five ingredients are what still goes into Budweiser today. We will promote how after 130 years the tried and true tradition of these five ingredients are the building blocks that give Budweiser its uncompromised flavor. In addition to the five ingredients, the seven steps in brewing Budweiser remain the same today. The seven steps are milling, mashing, straining, the brewkettle, primary fermentation, beechwood aging, and finishing (Budweiser Anheuser-Busch). Using the beechwood aging process allows more interaction between the beer and the yeast. This is the unique formulation that has propelled Budweiser into the staple beer which...
Words: 5396 - Pages: 22
...Marketing Background Labatt Blue was launched in 1951. The nickname “Blue” originated in Manitoba due to the colour of the label and the company’s support of the Winnipeg Blue Bombers football team. – External Influences Economic Trends: The Canadian economy shrank in this year's second quarter for the first time since the end of the recession in mid-2009. Statistics Canada said gross domestic product contracted 0.4 per cent between the second and first quarters of this year, when expressed in annualized terms. That's the weakest performance since the 3.7 per cent decline seen in the second quarter of 2009. Although the recession has past and Canada has improved, the unemployment rate in Canada was last reported at 7.4 percent in November of 2011. A decline of 53,000 in part-time work was partially offset by an increase of 35,000 in full-time. Compared with a year earlier, the number of part-time workers was down 1.9% (-62,000), while full-time employment grew by 2.0% (+274,000). Social and Demographics: Marketing communications has always played a key role in creating an image to attract a target market. Budweiser and Bud Lite are popular brands in the NFL and NASCAR, and true fans will then purchase those specific brands. It becomes their brand of choice. Labatt Blue had sponsorship ties with the NHL and Canadian teams and the CFL and several teams but recently, Molson has taken over the sponsorship of The Toronto Maple Leafs, which Labatt used to have. This was...
Words: 2004 - Pages: 9
...Shovelhead’s, The Ultimate Biker Bar Shovelheads will be the ultimate biker bar. The name “Shovelhead” comes from a type of Harley-Davidson motor on a motorcycle. The shovelhead motor was made between the years 1966 to 1983. It is called a shovelhead because the rocker box (or the heads) looks like the top of a shovel, hints shovelhead. The name of my bar alone will help differentiate my bar from other bars and it will let my demographic group, more specific bikers, know what kind of bar it is just by seeing the name. Shovelheads will be located in Birmingham, Alabama around the 5-Points area. I chose this location because it’s a centralized location for a lot of biker. This is a heavily populated area with a lot of traffic, so a high quantity of people will be passing by and hopefully they will see us and come in for a drink. I just hate people driving and especially riding a motorcycle after they have been drinking. I want to limit the amount of riding for bikers. Hopefully I will be able to accomplish this for a large number of bikers who live in the suburbs surrounding the Birmingham area. After a while at the Birmingham location if Shovelhead’s is doing well, I would like to open one more out in the country around Columbiana. This will be in a more rural area, which will let the bikers be able to get rowdy and loud without bothering anyone around them. But that will come later. Now that I have told you where Shovelhead’s will be located, let’s see what Shovelhead’s...
Words: 1258 - Pages: 6
...Company Overview 3 Executive Summary 5 Mission Statement 6 Vision Statement 6 Objectives 6 Strategies 6 Products 8 External Assessment 9 Competition 9 AB/InBev 9 SABMiller 11 Heineken 12 Craft Beer 13 External Trends 14 AB/InBev Trends 14 Water Management 15 Energy Use 16 Recycling 16 Government/Political/Legal 17 Economics 17 Internal Assessment 18 Growth Strategies 24 AB/Inbev Strategies 25 SAB Miller Strategies 26 Heineken Strategies 27 Craft Beer Strategies 28 Growth Strategy Advantages v Disadvantages 28 Space matrix 29 SWOT Analysis 30 IFE Matrix 31 Company Overview As the largest brewer in the world, Anheuser-Busch InBev (AB/InBev) has had quite an intense but creative history. In 1852, George Schneider, St. Louis brewer and saloon operator opened the Bavarian Brewery. Four years later, he expanded into a larger location for his brewery to operate due to positive production. However, shortly after the second opening financial problems resulted in Schneider having to sell his brewery to various owners. In 1860, as the brewery reached a worsening financial position, William D’Oench, a local pharmacist, and Eberhard Anheuser, a wealthy German-born soap manufacturer, purchased the brewery and saved it from bankruptcy (Anheuser-Busch...
Words: 8148 - Pages: 33
...Market Research 2 Define Market Research According to American Marketing Association, “Market Research is the function that links the consumer, customer and public to the marketer through information-information used to identify and define marketing opportunities and problems, generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.” Marketing Research is systematic problem analysis, model building and fact finding for the purpose of important decisions making and control in the marketing of goods and services. Marketing Research is a well-planned, systematic process which implies that it needs planning at all the stages. It uses scientific method. It is an objective process as it attempts to provide accurate authentic information. Marketing Research is sometimes defined as the application of scientific method in the solution of marketing problems. Marketing Research plays a very significant role in identifying the needs of customers and meeting them is best possible way. The main task of Marketing Research is systematic gathering and analysis of information. Market Research is essential for strategic market planning and decision making. It helps a firm in identifying what are the market opportunities and constraints, in developing and implementing market strategies, and in evaluating the effectiveness of marketing plans. Marketing Research is a growing and widely used business activity as the...
Words: 809 - Pages: 4
...Anheuser Busch Corporate Research Team Two: Dustin Henderson Jeremy Bautista Daniel Watt Anthony Kuck Date Completed: April 1, 2010 Kim Marchesseault TO: Stefan.descheemaeker@A-B.com FROM: ResponsibilityMattersTeam@A-B.com DATE: 04/01/10 SUBJECT: Corporate Research Dear Mr. Stefan Descheemaeker: Attached is the proposal for a new tool in our fight against drunk driving. We have constructed a plan to use smart phones to include an Anheuser-Busch application that will calculate the costumers BAC level. The production time is approximately six months and is explained in detail in the report. We are eager to set up a meeting with you and set this project in motion. Sincerely, The Responsibility Matters Team Table of Contents Executive Summary 4 Current Situation of Anheuser-Busch 5-6 Background on Pressing Issues 6-11 Pressing Issues in Competitors Eyes 11-12 Comparing Anheuser Busch with Top Competitor 12-13 Analysis 13 Recommendation 14 Works Cited 15 Executive Summary As the leading distributor of alcoholic beverages in the world we have built our foundation with our commitment to being an effective, responsible, and productive corporation. Due to the nature of our business, our company must adhere to a number of laws and regulations that at times are restrictive to the business aspect of our corporation. In order...
Words: 4200 - Pages: 17
...Analysis of Marketing for Pietila’s Brewery through Three Criteria: Beer Events, Television, and Social Media Prepared by Michelle Brown Director of Marketing Submitted to Board of Directors for Pietila’s Brewery Date: August 24, 2015 TABLE OF CONTENTS INTRODUCTION 1 BODY 3 Solution 1: Television 3 Solution 2: Beer Events 4 Solution 3: Social Media 4 RECOMMENDATION 5 Advantages and Disadvantages 6 Plan for Implementation 6 CONCLUSION 7 REFERENCES 8 INTRODUCTION The topic being analyzed is which method, out of three chosen criteria, would be the most effective to utilize in order to receive the maximum ROI and market penetration. The reason this is being researched is because the anticipated opening of Pietila’s Brewery is set for February 1st, 2016. Given that it is a new brewery in a semi-flooded market, it is imperative that the best marketing solution is chosen. The scope of this report is limited to television advertising, beer event advertising, and social media advertising. While there certainly other methods that could be considered, the current trend in the market place dictates a focus on these three criteria. To establish the effectiveness of the marketing, each criteria will be evaluated based upon cost, interaction with target audience, and the reach of the message. The criterion that overall...
Words: 2581 - Pages: 11
