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BUDWEISER

“THE KING OF BEER”


EYES BRAZIL
BBA 3251 International Marketing

Short Case 11-2


MF 2014 4151/ 4160/ 4161
BUDWEISER BEER
BUDWEISER BEER

• 146 years of rich tradition and heritage


• Iconic American brand, with well-
established reputation
• Strong brand equity
• Produced and marketed by AB InBev
• A globally known brand
• Higher perceived quality than Sub-
premium & Premium Light; more
comparable to high-end
Introducing Budweiser to Brazil
• Choosing Brand Ambessadors to raise local
awareness
– Rihanna & Pearl Jam
– UFC middleweight champ Anderson Silva
• Sponsoring Major sports events
– World Cup soccer finals Brazil 2014
Q1
Beer brewers such as AB in bev & Heineken hope to turn their
brands into global brands, but SAB Miller on the other hand
aims to build a stable of strong local beer brands. Which
strategy would be effective and why?
• Globalization (Standardization)
– Developing standardized products marketed worldwide with a standardized
marketing mix
– Essence of mass marketing
• Global localization (Adaptation)
– Mixing standardization and customization in a way that minimizes costs while
maximizing satisfaction
– Essence of segmentation
– Think globally, act locally

Global Localization (Adaptation)


Q2
Whom should Budweiser target & how
would you position it in Brazil?
Whom should budweiser talk to

Demographics
• Age 21+
• Financial Independance
Psychological Status
• Know what they want from life
• Out going and sports/fun loving
• Vibrant social life and more socializing
Brand Heritage Brand Values Brand Reflection
146 years of rich Mind shifted, Traditional
tradition and Innovative american values,
heritage And creative workers

Brand
Brand Assets
Brand Domain personality
Joyful
Consumers like Logo,
consumption
spending time at Red,white,gold
experiance,
home watching colors,
Club ditribution
sports on tv with Crown
Sustainable
friends vintage bottle
development
design
Q3
What strategic marketing recomendations
would you make for budweiser in order to
build up the brand in Brazil?
Challenges when tragetting brazil
market
• Drinkers have historically been loyal to local
brews
• Budweiser is not from europe
• Lacks appeal to millenial generation
• Diluted image due to foreign ownership
Strategy1:Leverage Budweiser’s heritage to
re-brand to Brazil consumers
• Vintage Brand
Product – Can label
– Tap design
• Non traditional advertising
Promotion – Sponsor targeted events
– Traditional print ads
• Sell beer in cans at targeted bars
Placement – Local establishments
– Metropolitan cities
• Price to remain unchanged
Pricing
– Signal to consumers that product has not changed and
– the price too
Strategy 2: Introduce new “premium high
end” product varient
• New product name and recipe
Product

• Celebrity association in a subtle way


Promotion • Targeted print ads for niche consumer segments
• Community engagement
Placement
• Availability at high end pubs/bars

Pricing • Premium pricing to show the high quality


New ways to connect with Local
customers
• Facebook
• Youtube
• Mobile apps
• Experience/ entertainment locations