Anheuser-Busch (AB) and Marketing Environment
Budweiser is a premium brand of beer in the US market. It is positioned as a high-quality beer that is targeted towards men. It is brewed by the company Anheuser-Busch. The company is of German origin that chose the brand name to communicate an exotic flavor. The advertising of the product began in the year 1922 for the demographics of men aged between 18-45 years old. The strong PR and advertising campaigns have made Budweiser a brand name which is a very high recall. It is often regarded as the standard for light beer. However, the lack of the flavor makes it a generally disliked brand by the European consumers. The target market of the beer is highly segmented.
The marketing environmental factors are taken into account by the management of the company for forming the marketing decisions. The social …show more content…
The differentiation increases its appeal for the users and influences their purchase behavior. Moreover, there is a shift in the preference of the consumers towards the consumption of premium quality beer. The emergence of social media marketing has enabled the company to target particular niches within the market and to develop newer varieties for smaller market segments. The trend towards the increased globalization of the world also has positive implications for Budweiser. It is likely to be exported to the emerging markets of the Asian continent. The proportion of the population in the middle income groups is increasing in the Asian markets. Indonesia and India are two most promising markets for the beer brand. The net outcome for the Budweiser is higher sales, better gross margins, increased expenditure on marketing and advertising, and a sustainable improvement in the profitability of the business. It can also be surmised that Anheuser-Busch will acquire other competing brand to improve its market
Budweiser is a premium brand of beer in the US market. It is positioned as a high-quality beer that is targeted towards men. It is brewed by the company Anheuser-Busch. The company is of German origin that chose the brand name to communicate an exotic flavor. The advertising of the product began in the year 1922 for the demographics of men aged between 18-45 years old. The strong PR and advertising campaigns have made Budweiser a brand name which is a very high recall. It is often regarded as the standard for light beer. However, the lack of the flavor makes it a generally disliked brand by the European consumers. The target market of the beer is highly segmented.
The marketing environmental factors are taken into account by the management of the company for forming the marketing decisions. The social …show more content…
The differentiation increases its appeal for the users and influences their purchase behavior. Moreover, there is a shift in the preference of the consumers towards the consumption of premium quality beer. The emergence of social media marketing has enabled the company to target particular niches within the market and to develop newer varieties for smaller market segments. The trend towards the increased globalization of the world also has positive implications for Budweiser. It is likely to be exported to the emerging markets of the Asian continent. The proportion of the population in the middle income groups is increasing in the Asian markets. Indonesia and India are two most promising markets for the beer brand. The net outcome for the Budweiser is higher sales, better gross margins, increased expenditure on marketing and advertising, and a sustainable improvement in the profitability of the business. It can also be surmised that Anheuser-Busch will acquire other competing brand to improve its market