2. Many of life's failures are men who did
not realize how close they were to success
when they gave up.
- Thomas Edison
3. Introduction
Anheuser-Busch
Anheuser-Busch Inc. is a strong and dominating
company that is a leader in the beer market. They
are a company that is rooted in values, ethics and
sheer determination.
Anheuser-Busch targets consumers who are interested
in alcoholic beverages that provide the best taste
and quality. Their targets are anyone from the
lower class of society, all the way up to the upper
class. They have a wide range of brands and
beverages to offer that are appealing to each social
class.
4. Brief History
• Anheuser-Busch Companies, Inc. traces its roots
to 1852 and the Bavarian Brewery in St. Louis.
• Adolphus Busch, a successful German
businessman, joined his father-in-law in the
business in the 1860s and took on increasing
responsibility.
• Budweiser was the first national beer brand,
introduced in 1876.
• In 2008, Anheuser-Busch and InBev combined
to become Anheuser-Busch InBev. The new
company is the world’s largest brewer and one of
the top 5 consumer goods companies in the world.
6. Product
Product Definition
General: Good, idea, method, information, object,
service, etc., that is the end result of a process
and serves as a need or want satisfier. It is
usually a bundle of tangible and intangible
attributes (benefits, features, functions, uses)
that a seller offers to a buyer for purchase.
7. Product: Budweiser
• Anheuser-Busch is an
American-style lager and is one
of the most popular beers in
the United States.
• Budweiser is made up of large
proportion (up to 40%) of rice
in addition to hops and barley
malt.
• Budweiser is produced in
various breweries located
aound the United States and
the rest of the world.
• It is a filtered beer available in
draught and packaged forms.
8. Product: Bud Light
• Introduced in 1982
• It was one of the first light beers in the world
• Bud Light is the best-selling beer in the U.S.
and the #1 beer in the world
• It’s brewed at all 12 Anheuser-Busch U.S.
based breweries.
• Bud Light is brewed with all-natural
ingredients – water, barley malt, rice,
premium hops and yeast.
• A blend of two and six row malt and cereal
grains give bud light its clean, crisp, smooth
taste.
• There is 110 calories, 6.6 grams of
carbohydrates and is 4.2 % alcohol by volume
in each 12 OZ. serving
9. Product: Bud Select
• Bavarian hops and an
extended brewing process
combine to give the
Budweiser Select its
distinctively full flavor-
despite weighing in at only
99 calories. Dark gold in
color and pleasingly
aromatic, Budweiser select is
impressive from any angle.
• The Exception to the Rule.
10. Product: Bud Light Lime
• Bud Light Lime is a
premium light beer that
combines the superior
drinkability of Bud Light
with a splash of 100% natural
lime flavor.
• A light beer with 4.2% ABV
and 116 calories per 12
ounce serving
11. Product: American Ale
• Debuted in September 2008.
• The beer offer complex taste
without much bitterness.
• It is the first beer under the
Budweiser name that is
brewed as an ale rather than a
lager. The beer has a darker
color which is a departure
from other Budweiser brands
12. Product: Bud Dry
• was introduced in the U.S. in 1990
with the slogan of “Why ask why?
Drink Bud Dry.”
• It was originally successful in the
test markets and was expected to
be a popular beer with the rise in
lager popularity.
• However, with the introduction of
Bud Ice in 1994, Bud Dry began
to decline in the mainstream
popularity and no longer receives
attention.
13. Product: Bud Ice
• Introduced in 1994 as “Ice
by Budweiser”.
• Contains more alcohol
(5.5%ABV) more than
Budweiser.
• Bud Ice Light was
introduced in 2007.
• Contains 4.1% ABV and 110
calories.
14. Product: Clamato Chelada.
• A blend of Budweiser or Bud
light and Clamato. This
beverage became available
nationally in late 2007 due to
overwhelming popularity during
test marketing.
• In its most basic form, the
chelada is a fairly innocuous
mixing of beer with lime and
salt. Miller's new product, Miller
Chill, incorporates these flavors
in their new product, which they
have slotted as a super premium
light beer
15. Physical: Styling and Packaging
• Budweiser has introduced many can designs with co-
branding and sports marketing promotional packaging.
Today, most of these promotional programs are
represented only on the 16 ounce aluminum bottle
container. However, many major league baseball and
NFL teams also promote 24 ounce cans marked with
team logos.
• NFL team-specific packaging for 28 National Football
League teams from Budweiser and Bud Light.
• Anheuser-Busch domestic breweries will be involved in
the team specific packaging campaign, which will
produce more than 78 different packaging
combinations on 12 million cases of Budweiser and
Bud Light aluminum cans.
16. Physical: Styling and Packaging
• Packages are sometimes
tailored to local customs
and traditions
• In St. Mary's County,
Maryland, ten ounce
cans are the preferred
package.
• Chicagoans widely prefer
the 16 ounce can.
• Michigan prefer the eight
ounce can.
17. Styling and Packaging
Presently, Budweiser is distributed in
four large container volumes: half-
barrel 15.5 gal), quarter-barrel, 1/6
barrel and beer balls (5.2 gallons). In
smaller consumption volumes,
Budweiser is distributed in eight, ten,
12, 16, 22, 24, 32 and 40 ounce
containers. Smaller containers may be
made of glass, aluminum or plastic.
18. Physical: Styling and Packaging
• The Budweiser bottle has remained
relatively unchanged since its
introduction in 1876.
• The top label is red and currently
reads "Budweiser". The top of the
main label is red with a white
banner with a pledge on it, which
has changed three times. Below the
banner is a coat of arms of sorts,
which features an Anheuser-Busch
stylization. Below that is a large
white box.
19. Physical: Styling and Packaging
Through early 1950s Budweiser
was primarily distributed in just
3 packages:
• Kegs
• 12 ounce bottles
• Quart bottles
20. Physical: Styling and Packaging
• Metal Container Corp. supplies more than
60 percent of Anheuser-Busch’s domestic
lids.
• Anheuser-Busch Recycling Corp. recycles
used beverage cans, which are remelted into
new sheet aluminum. This business unit
provides a positive alternative to mandatory
deposits and helps reduce container costs.
A-BRC annually recycles more aluminum
cans than Anheuser-Busch sells
domestically.
21. Physical: Styling and Packaging
• Eagle Packaging Inc. supplies 100
percent of Anheuser-Busch’s domestic
crown and closure liner materials
• Longhorn Glass Corp. produces
longneck glass bottles and ships all its
output to the Anheuser-Busch
Houston brewery. LGC supplies the
Houston brewery with more than 60
percent of Anheuser-Busch’ total glass
bottle needs.
22. Analysis
• Budweiser packaging concentrates more on co-
branding and sports promotional packaging.
• The can packaging size differs from one
community to the other.
• Larger container volumes ranges from 5.2
gallons to 15.5 gallons
• A distinctive coat of arms of some sort which
features Anheuser-Busch stylization.
23. Psychological: Entertainment
Sponsorship of the world’s
premier sporting events
Maintains a high-profile presence with adult
audiences through innovative marketing and
sponsorship programs in sports, music and
entertainment.
24. Busch Entertainment Corp.
It generates solid financial returns, supports
Anheuser-Busch’s beer brands and
enhances the Company’s image.
- Busch Entertainment Adventure parks;
- New shows and attractions (“Believe”)
- Wildlife conservation and commitment to
guest service: Seaworld &Busch Gardens
25. Psychological: Environment
The company recognizes the importance
of being a good environmental steward
in the communities where it operates.
• Bio-Energy
• Wastewater into a renewable fuel
source
• Recycles more than 97 percent of the
waste it generates
• Projects with the National Fish and
Wildlife Foundation
26. Brand Image
We are all aware that it is very difficult to taste the
difference between the varieties of available beer
brands when given it unlabelled, it is almost
impossible for a common man to say for sure
what brand is it, and there are several cases on
this issue. Therefore the styling and, packaging
and brand image is very important. In the world
of brew, consumer loyalty is shaped by brand
culture (Barnet, 2001).
27. Positioning
• Globally brewed and considered as leader on
the market.
• Holding a 49% market share of US beer sales
• Quality product, best tasting, satisfying beer on
market
• Target market is 21 years and older
- Fun loving
- Care free individuals
- Drink occasionally and or on daily
basis
30. Brand Strategy
• Breweries:
- 14 breweries in the US
- 14 in China (to be 15 soon)
- 1 in the UK
- Brewing in partnership with Grupo Modelo
in Mexico and Labatt Brewing Company in
Canada
• Not sell direct to customers
• Good sold to wholesalers, then retailers and
finally to customers
• Line strategy
• Brand extension
33. Budweiser Brand Health
• Measuring brand health gives a view of forward
momentum — keeping the brand position
relevant by staying ahead of constantly shifting
customer needs and competitive pressure.
Brands can be eternal if nurtured well.
• Budweiser feels that, the “white and red blood
cells” of healthy brands are resilience and
leveragability thus their brand custodians must
always realize that maintaining long-term brand
health is usually more important than the short-
term $ gains, thus they try to promote the health
of their product through sponsorship.
