百威啤酒營銷案例

1、.,營銷管理Marketing Management,百威品牌案例分析 Budweiser Brand Case Study,1,.,百威的歷史背景 Budweiser History,2,.,百威的營銷 Budweiser Marketing,3,High-end market 25-35 ages males,Budweiser beer Budweiser cold beer Budweiser pure health,.,百威在中國推廣螞蟻形象 The Promotion of Ants Image of Budweiser in China,4,小螞蟻的形象在中國的成功，不僅是因為它

2、們形象風(fēng)趣，更是因為在百威啤酒廣告中，小螞蟻們所體現(xiàn)出的團結(jié)一致、聰明勤奮、不怕險阻、勇于挑戰(zhàn)的特質(zhì)與中國人五千年來的民族精神一脈相通。,The success of small ants images in China is not only because they are funny images, but also because in the Budweiser ads, small ants are embodied solidarity, intelligent and diligent, not afraid of danger, have the courage to cha

3、llenge and other characteristics which are interlinked with the national spirit of five thousand years of Chinese.,.,5,營銷策略百威VS喜力Marketing StrategyBudweiser VS Heineken,.,6,縱觀中國市場上運作成功的國外啤酒品牌，體育營銷和啤酒的關(guān)系密不可分。 Looking at the successful operational foreign beer brands in Chinese market, sports marketin

4、g and beer are inseparable.,.,7,.,8,瑞士蒙特路爵士音樂節(jié),明星+創(chuàng)意,明星的影響力 和號召力,各種音樂活動,高端定位,百威音樂王國,爵士樂,.,9,The stars Influence and appeal Variety of Musical Activities,star + creative,High-end positioning,Budweiser Music Kingdom,Montreal Road Jazz Festival in Switzerland,Jazz,.,10,隨著現(xiàn)在網(wǎng)絡(luò)技術(shù)的迅速發(fā)展，網(wǎng)絡(luò)已經(jīng)成為人們生活中不可缺少的部分。

5、網(wǎng)絡(luò)營銷也重要性也越來越重要 With the current rapid development of network technology, network has become an indispensable part of people life. The network marketing is becoming more important.,百威,喜力,.,11,百威的公益形象 The Charitable Image of Budweiser,除了體育和音樂營銷之外，百威啤酒和喜力啤酒也通過贊助、冠名和舉辦各種慈善公益活動來達到品牌營銷的效果。 In addition to

6、sports and music marketing, Budweiser and Heineken also promote brand marketing through sponsorship, naming and organizing a variety of charity activities.,.,12,銷售代表,供應(yīng)商,品牌經(jīng)理,Budnet,.,13,全國性智能銷售系統(tǒng) National Intelligence Sales System,Budnet,你在一家酒吧購買了一瓶百威淡型啤酒，百威的經(jīng)銷商們會利用系統(tǒng)記錄以下信息：,If you buy a bottle of

7、Budweiser light beer in a club, Budweiser dealer will record the following information by the system How much money did you spend Did you also buy other brands beer? What else goods did you buy when you bought beer You bought beer in which city which area and which store When did you buy beer Did th

8、e beer be warm or ice when you bough it Did you have the chance to buy cheaper Budweiser beer in the streets. Where was the beer you bought brewed Your age range and ethnic ,.,14,Budnet 分析了什么?生活形態(tài)和啤酒消費趨勢,百威的BudNet和國家人口統(tǒng)計數(shù)據(jù)庫有一定的連接，能借由人口統(tǒng)計報表中的有關(guān)種族、經(jīng)濟等因素構(gòu)成的社區(qū)分布來極為精確地進行小型的定制化的營銷活動。 Budweiser BudNet has

9、a certain connection with national population statistics database, could use community distribution constituted by the ethnic, economic and other factors in census report to carry on accurately small customized marketing activities.,.,15,百威進入中國市場的SWOT分析,.,16,The SWOT Analysis of Budweiser in Chinese

10、 Market,Strength Since entering China in 1995, built the noble image and became No. 1 brand of Chinese high-end beer. Powerful and advanced dealer management system is the proud of company wealth of Budweiser,Opportunity Brand is single and product line is thin Compared with foreign high-end brands,

11、 Budweiser lack fashion sense Compared with local well-known brands, Budweiser lack price advantage,Threat Growing local brands Industry consolidation gave birth to a national regional local brand club competition, the Chinese consumer new trends of Tsingtao, Yanjing enter the market of beverages + alchoholic drinks,Weakness The gradual expansion of mid-end and high-end beer