Budweiser Marketing Strategy – Marketing Strategy of Budweiser: This American Brand was introduced in 1876 and is the largest brand of Anheuser-Busch InBev. in its portfolio. Budweiser beers can be purchased worldwide in both draft and packaged form. The brand is the No. The brand is the No. 3 beer brand in the US and the only 10 beer brand with a market share below 2.3% worldwide. The brand’s offering is the result of 25000 crops from the USA and Canada, as well as barley malt and fresh verdant rice, and aromatic hops.
Budweiser At A Glance – Marketing Strategy of Budweiser
Company : Budweiser
CEO: Michel Doukeris
Founder: Adolphus Busch
Year founded: 1876
Headquarters: St. Louis, Missouri, U.S.
Annual Revenue: US$15.588 billion
Profit | Net income: US$9.811 billion
Products & Services: The Company owned 630 beer brands including Budweiser and Bud Light, Corona, Stella Artois, Beck’s, Leffe, Hoegaarden, Quilmes, Victoria, Modelo Especial, Michelob Ultra, Sedrin, Klinskoye, Sibirskaya Korona, Chernigivske, Cass and Jupiler
Budweiser Fun Facts: As the story goes, in 1876, a St. Louis brewery started making a Lager it called Budweiser, meaning “from Budweis,” after the famous beer from the historical Czech town.
Marketing Strategy of Budweiser
Budweiser’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Budweiser? Let us discuss.
Segmentation, Targeting, Positioning – Budweiser Marketing Strategy
The brand began its journey in the American Market. Later, it was popularized elsewhere around the globe based on Race & Religion and regional crops like American and Canadian Crops.
Budweiser has only two brands with limited stock-keeping units (stock-keeping units), such as Select/select 55 and Budweiser. Therefore, it employs a selective targeting strategy to assess the market’s potential and attractiveness.
Positioning allows customers to see the brand’s mental map. The Stand By You Campaign positions itself as a brand that is a friend of both good and bad times.
Budweiser Mission Statement
“To brew great beers that can not only be enjoyed responsibly but are also created with a low impact on the environment”
Budweiser Vision Statement
“Bringing people together in a Better World”
“King of Beers”
Competitive Advantage – Budweiser Marketing Strategy
A strong company:
The parent company of Budweiser, i.e. SAB Miller, was acquired in 2016. Anheuser-Busch InBev is now the world’s largest brewing company and is regarded as one of the fastest-moving consumer goods businesses.
Budweiser’s distinctive flavor is a blend of hop varieties, the best two-row, and six-row barley malts, as well as polished, milled rice. Budweiser sources different types of barley in more than 2000 fields.
Although the parent company is located in Belgium, the controversial 2016 advertisement by the brand that replaced Budweiser’s name with America in 12-ounce cans has helped to popularize the brand.
BCG Matrix – Budweiser Marketing Strategy
The strategic business segments of Budweiser include Select, Select 55, and Budweiser.
Because of its easy acceptance in over 85 countries worldwide, Budweiser is the Star in the BCG matrix list of brands that operate under Budweiser. Other brands such as Select and select 55 pose a question mark in the BCG matrix.
Distribution Strategy – Budweiser Marketing Strategy
There are 27 flagship breweries in the USA, 14 in China, and one in Canada. These breweries make top-quality beer available all over the world.
The Company’s strategically located breweries allow it to distribute its products in SKUs (stock-keeping units), such as Kegs, bottles, and Cans through Etailers, Supermarkets, and Ecommerce websites. These points of sale have enabled the company to distribute more than 80 million cans, totaling 1.4 Gallons.
The brand’s 7-Step Brewing Process was developed and perfected over 100 years ago. This helped to produce high-quality beers every time.
Brand equity – Budweiser Marketing Strategy
Budweiser was ranked 22 in Forbes magazine’s list of the world’s most valuable brands. According to the market capitalization value method, the brand is valued at $ 24.6 Billion. It generates revenue of $ 11.10 Billion.
Brands have partnered with several events through sponsorship and association increasing market visibility.
Competitive Analysis – Budweiser Marketing Strategy
Five major players control more than half of the global beer market: Anheuser-Busch, Carlsberg, and Heineken.
Budweiser is competitive based on its product line, price, availability, branding, and markets served. It is competitive with brands like Snow, Tsingtao and Heineken, Coors Light, and Yanjing.
Market Analysis – Budweiser Marketing Strategy
Budweiser focuses its efforts on the existing market and creates a variety of rewards and experiences such as Budweiser Swag and merchandise. Partnering with digital, sports, and music event partners like Lyft, Ticketmaster, Drizly, etc.
Markets are driven by the innovative brewing processes and taste of the company. This creates new customers by expanding its reach into new markets or penetrating existing markets.
Customer Analysis – Budweiser Marketing Strategy
Budweiser is available to customers in the Retail and B2B segments.
B2B Segment Company sells its products to bars, restaurants, hotel chains, supermarket chains, and other businesses. This segment can be served by the sales team of the company or national distributors.
Although the company has customers in the Retail segment from the age group of 15 and over, the majority of its customers are 45 and older.
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