Anheuser-Busch's Budweiser PR Campaign
LOVE BEER. My favorite brand is by far Anheuser-Busch's top selling brand -- Budweiser. Or do I love beer? I just saw two lizards on channel forty-two tell me that Budweiser is what I crave. Anheuser-Busch has to continuously expand sales so that the corporation meets both all Street's and the Anheuser-Busch shareholder's 'expectations' for continued corporate profits. ell, they are not actually expectations at all -- no they are 'demands' for continued corporate profits. Therefore, it is crucial to Anheuser-Busch to convince me and the billions of beer lovers worldwide that not only do we love beer, but that we love Budweiser or one of the many Anheuser-Busch products.
It is sad to say that advertising to minors is often a part of those public relations marketing campaign. "Youth has its hazards. Cautioning adolescents about product dangers is a unique challenge for advertisers and policy makers. Given…...
mlaWorks Cited
Anheuser-Busch Companies. http://www.anheuser-busch.com .
Biehal, Gabriel J. And Daniel A. Sheinin. "Managing The Brand In A Corporate Advertising Environment: A Decision-Making Framework For Brand Managers." Journal of Advertising Vol. 27 (1998).
De Marco, Donna. "Super Ads; Celebrities, Humor Highlight $2.2 Million Spots." The Washington Times [Washington] January 23, 2003.
Fox, Richard J., et al. "Adolescents' Attention To Beer And Cigarette Print Ads And Associated Product Warnings." Journal of Advertising. Vol. 27 (1998).
AB Inbev's BCG ansoff analysis strategic options. Please avoid marketing product, specific strategic groth a company. In addition I summarise merger advantages/benefits/opportunities disadvantages challenges sussccessful inits bid buy S
Anheuser-Busch InBev: Market analysis
Anheuser-Busch InBev, is the largest brewing company in the United States, boasting some of the most successful brands of alcohol on the market in its portfolio. The BCG Growth-Share Matrix categorizes all business units according to market share and potential for market growth as cash cows, stars, question marks, and dogs, in relation to their largest competitor. 'Cash cows' generate a stable cash flow but are relatively mature in the market. A good example of this would be Anheuser-Busch's Budweiser brand. The Budweiser Clydesdales are some of the most famous brand icons in the world, and Budweiser is widely regarded as the world's most popular beer. Anheuser has strategically emphasized its 'cash cows' in its marketing mix, relying…...
mlaReferences
Ansoff Matrix. 2011. Tutor2U. [online] Available at:
[June 7, 2011]http://www.tutor2u.net/business/strategy/ansoff_matrix.htm
BCG Matrix. 2011. Net MBA. [online] Available at:
/ [June 7, 2011]http://www.netmba.com/strategy/matrix/bcg
In this sense, one could consider launching several new brands, specifically adapted to the South African market, created especially for it.
Second of all, in the markets where SA is a challenger, the main strategic objective is the increase of the company's market share. The current activity in this sense, with the acquisition of several important brands, seems to have delivered the expected results. As a pointer, it is advisable that the capacities in Central and South Eastern Europe be efficiently used, as these can provide significant scale economies for the company, given the lower overall production costs available in the countries. SA has already purchased local brands in Romania, Poland, Hungary or the Czech Republic, but, considering the particular efficiency of each of these local brands, the operating capacities can also be used to produce original SA brands (although in this case, one needs to consider the European market's…...
mlaBibliography
1. 2005. SAB Miller plc -Annual Report 2004. Page 2. On the Internet at
The new campaign for Old Spice Swagger portrays rich, successful, attractive males vis-a-vis an old, uglier, less confident version of themselves. The message is simple: without the product, you are that weak, less confident man. The website for Men's Health magazine is less subtle - all the ads feature well-muscled men. Even in products unrelated to physical appearance we see the same paradigm. Budweiser's ad "Lager Lessons" plays exploits a number of male insecurities, from the perceived fear of commitment to the fact that all of the men are attractive. The message that the advertising industry sends men is clear - you are not good enough and our product will fix that. There is no discernible difference between these messages and the ones that are sent to women by the advertising industry.
orks Cited
McLead, Eric Tyrone. (2003). Selling Out: Consumer Culture and Commodification of the Male Body. Post Road Nov.…...
mlaWorks Cited
McLead, Eric Tyrone. (2003). Selling Out: Consumer Culture and Commodification of the Male Body. Post Road Nov. 6, 2003.
Onyejekwe, Chineze. (2005). Advertising and the Exploitation of Female Sexuality. Quiet Mountain. Retrieved November 17, 2008 at http://www.*****/Onyejekwe.html
Old Spice. Advertisement. Online. Retrieved November 17. 2008 at http://www.oldspice.com/
Men's Health. Advertisements. Online. Retireved November 17, 2008 at http://www.menshealth.com/cda/homepage.do
Carlsberg also have the largest stable of brands in the country, and nationwide blanket distribution. Lastly, Corona has experience in dealing with Carlsberg, with whom it has distribution agreements Russia, Central Asia, Turkey and a number of other countries around the world.
Corona faces intense competition from InBev (now a-B InBev after its merger with Anheuser-Busch). InBev has a different model for international expansion, comprised of purchasing breweries all over the world. This secures the company local production and distribution. It has the potential to shut Corona out of its distribution chains, reducing Corona's ability to compete in some markets. In addition, two of a-B InBev's global brands -- Budweiser and Stella Artois -- compete directly with Corona is most markets as imported superpremium beers.
There are three tactics that Modelo can employ in order to compete against a-B InBev. The first is to shore up its distribution channels. If one…...
mlaWorks Cited:
Haddock, F. (1999). The globalization of beer. Global Finance. Retrieved March 12, 2010 from http://findarticles.com/p/articles/mi_qa3715/is_199907/ai_n8873084/
Singer, J. & Kesmodel, D. (2007). Why consolidation storm is brewing in beer industry. Wall Street Journal. Retrieved March 12, 2010 from http://online.wsj.com/article/SB119262856498561983-email.html
No author. (2010). Beer in China in 2010: A market analysis. Access Asia. Retrieved March 12, 2010 from http://www.researchandmarkets.com/reportinfo.asp?report_id=1204159
Datamonitor staff writer. (2010). Carlsberg to distribute Modelo's Corona Extra brand in nine new countries. Drinks Business Review. Retrieved March 12, 2010 from http://www.drinks-business-review.com/news/carlsberg_to_distribute_modelos_corona_extra_brand_in_nine_new_countries_270209
Marketing Communication
My marketing concept is event sponsorship. Event sponsorship is when a company agrees to pay money to event organizers in exchange for the opportunity to use the event as a marketing platform. There are many benefits to event sponsorship, including brand exposure, but the primary benefit is for brand associations to be created. Typically, the brand is associated with the event, which might be an athletic event, a charitable event or a community event. The sponsorship works on the principle of image transfer, where the positive associations of the event are transferred to the brand that has provided the sponsorship (Gwinner & Eaton, 1999). It has been argued that the greater the fit between the brand and the event, the better this image transfer will be (Haden, 2014).
There are several examples that can be found of event sponsorship. At very high levels, we can look to the recent World…...
mlaReferences
Gwinner, K. & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising. Vol. 28 (4) 47-57.
Haden, J. (2014). Sponsoring an event? Tips to maximize your return. Inc. Magazine. Retrieved August 31, 2014 from http://www.inc.com/jeff-haden/sponsoring-an-event-how-to-maximize-your-return.html
Mack, R. (1999). Event sponsorship: An exploratory study of small business objectives, practices and perceptions. Journal of Small Business Management. Vol. 37 (3).
McDonalidization is creating automated, highly efficient, quantifiable, and homogenized processes and systems. The term refers to the fast food chain but can be witnessed in almost every area of life, from education to entertainment. McDonaldization arguably began with assembly-line production, long before fast food existed. The trend has permeated much more than the industrial domain, and has impacted the ways people live their lives. Although McDonaldization has some benefits, such as increased efficiency, predictability, and standardization, the detriments to McDonalidization include dehumanization, immorality, lack of creativity, and loss of soul.
McDonaldization provides the illusion of saving time, because processes are automated. Many companies find that McDonaldization is necessary for them to meet performance standards or turn a profit. For some companies, it becomes critical to manage supply chains in a way that requires bulk purchasing. A mechanized workforce, literally and figuratively, is also part of the McDonaldization process. Some workforces are…...
Gender, Consumption and Ideology: A Look at Three Ads
Introduction
When the nephew of Sigmund Freud, Edward Bernays became the father of advertising, he used a simple trick that he learned from his uncle: sex sells. Bernays understand, as Freud did, that sex is one of the most powerful motivating forces of human nature (Jones). Sex and gender thus took center stage in advertising over the years. In this paper, the way that gender, consumption and ideology are tied together in advertising will be shown. This paper argues that sex and gender stereotypes persist in advertising media and that sexuality has become more provocative over time. This has happened in spite of feminist movements. Today, sexuality is something that women feel they can use to dominate men. These ads show that sex and gender in advertising is still a powerful force no matter what ideology is held by men and women. Human…...
Inside can be found museum-like dioramas, a theater, a cafe, a doll hair salon, and lounging areas designed to facilitate interaction among shoppers and the examination and use of products" (Diamond 2009, p.119).
Diamond et al. (2009) argues that entertainment brands, such as American Girl, the Disney store have a unique power as brands, not simply to encourage consumers to buy the product, but also to foster consumer creativity, and suggest that as a result identity exists in dialogue with the corporation, and is not merely manipulated by the seller. Consumers are crafting their own unique image as they choose, consciously, to 'brand' themselves. In these "themed flagship brand stores" offering "spectacular environments… far from being overwhelmed or coerced by the sign-rich context, consumers use the retail environment as a stage on which to perform, enthusiastically enacting the brand and cocreating the spectacle. Therefore, emplacement is reconceptualized as a shared…...
mlaReferences
Diamond, Nina, Mary Ann McGrath, Albert Muniz, Stefania Borghini, & Robert
Kozinets. (2009, May). American Girl and the brand Gestalt: Closing the loop on sociocultural branding research. Journal of Marketing. 73: 118-134. Retrieved December
17, 2009 at http://www.nd.edu/~jsherry/pdf/2009/American%20Girl.pdf
Manning, Steven. (2009). Students for sale. From Navigating America: Information
In conjunction with these car ads, car insurance companies took advantage of this by advertising their services as well. Car insurance companies that I noticed advertising through billboards were Safeco, Progressive, and All State. Progressive provided a catchy and positive note to its ad by having the slogan, "Happy drivers make good drivers." From what I can recall in the All State ad, it mentioned something about safe driving, again with a catchy phrase: "Safe driving bonus for not driving like a paparazzi." These car insurance ads, particularly for Progressive and All State, tackle issues relevant to motorists, their target market: both chose to discuss driving behavior, using different ad 'treatments.' Progressive addressed reckless/irresponsible driving by focusing on the ideal driving behavior and its positive outcome, that is, drivers must have a happy temperament in order to be a good driver. All State, meanwhile, chose to go the opposite route…...
Although Altria is a large corporate conglomerate, within its alcoholic subsidiaries it cannot sell at volume like Anheuser-Busch, to maximize value, cut costs, and to keep the beverage's price point low for commercial beer drinkers (the target market). Altria's division SABMiller and Canadian brewer Molson- Coors thus combined their U.S. brewing operations into a joint venture called MillerCoors in 2007. "The joint venture will be 58% owned by SABMiller and 42% owned by Molson-Coors with each having an equal voting interest in an all-out effort to cut costs to better compete against the dominance of Anheuser-Busch (NYSE:BUD) and the solid Budweiser brands" ("Altria: The hidden SABMiller & Molson Coors winner," 2007, 247 all Street.).
The aim of this joint venture was a price-based strategy -- cut costs though consolidation of resources and thus become more competitive against Anheuser-Busch. Lowering prices would be more feasible to draw in new cost-conscious commercial…...
mlaWorks Cited
About Altria overview."(2008). Altria Group. Retrieved 31 Aug 2008 at http://www.altria.com/about_altria/1_0_AboutAltriaOver.asp
Altria: The Hidden SABMiller & Molson Coors winner (MO, TAP, BUD)." (9 Oct 2007). 247
Wall Street. Retrieved 31 Aug 2008 at h ttp:/ / www.247wallst.com/2007/10/altria-the-hidd.html
The China National Tobacco Corporation and Philip Morris International announce the establishment of a long-term strategic cooperative partnership." (21 Dec 2005). Altria Group. Retrieved 31 Aug 2008 at http://www.foxbusiness.com/story/markets/industries/industrials/acks-analyst-blog-highlights-philip-morris-altria-group-houston-wire-nl
Even strong women are feminized in the media and in advertising. Burton Nelson notes, "In a Sears commercial, Olympic basketball players apply lipstick, paint their toenails, rock babies, lounge in bed, and pose and dance in their underwear" (Nelson Burton 442). These are all very feminine characteristics, and women feel they must be feminine not only to fit in society but also to catch a man, and that is what the media tells women they should aspire to - catching a man. These messages begin very early, and children buy into them wholeheartedly. Children mimic the role models they see on television, and young women strive to be like the women they admire - thin, petite, beautiful, and often witless. The media celebrates all of these things by glorifying women like Paris Hilton, Britney Spears, and Lindsay Lohan. These and many other young women are role models for many…...
mlaReferences
Blum, Deborah. "The Gender Blur: Where Does Biology End and Society Take Over?" Signs of Life in the U.S.A., 5th ed. Maasik & Solomon, eds. New York: Bedford/St. Martin's, 2006. 475-482.
Burton Nelson, Mariah. "I Won. I'm Sorry." Signs of Life in the U.S.A., 5th ed. Maasik & Solomon, eds. New York: Bedford/St. Martin's, 2006. 439-445.
Craig, Steve. "Men's Men and Women's Women." Signs of Life in the U.S.A., 5th ed. Maasik & Solomon, eds. New York: Bedford/St. Martin's, 2006. 161-173.
Devor, Aaron. "Gender Role Behaviors and Attitudes" Signs of Life in the U.S.A., 5th ed. Maasik & Solomon, eds. New York: Bedford/St. Martin's, 2006. 458-464.
It is also interesting that, somewhat differently from the first advertisement, we are no longer looking for efficiency, productivity increase and lower costs. Since consumerism is the key to this advertisement, the word of order now is spending. This is why this is the "costliest process on Earth."
The three advertisement are very interesting, because, despite still reflecting well the period of time in which they were created, they are somewhat different. On one hand, we have a society that stresses the importance of higher productivity rates and lower costs to be able to face the current challenges. On the other hand, we have individuals simply enjoying their existence, despite the existent challenges.
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mlaBibliography
2. May Tyler, Elaine. Homeward Bound: American Families in the Cold War Era. Basic Books, 1990. Page 91.
Many young people voted for Reagan as he represented rebellion against the authority figures in society but was a rebellion characterized by valiance and effectuated through skillful communication. The approval rating of Reagan was approximately 42% when 1982 began but dropped to the record low 35% later that same year. The U.S. entered a recession. If one is to set their focus upon obtaining a chance at being the President of the United States, then that individual must take a political stance and hold a view that is somewhat differential from the opposing party. In the case of Ronald Reagan, who had been a democrat for most of his life, it was the democratic party that he must debate against in the attempt to establish a better public platform that the opposing candidate. Ronald Reagan may be viewed as a 'come-lately' at the time he entered the political scene…...
mlaBibliography
Jordan, C. (2003) Movies and the Reagan Presidency: Success and Ethics. Praeger June, 2003.
McChesney, R.W. And Nichols, J. (2002) Our Media, Not Theirs: The Democratic Struggle against Corporate Media. Seven Stories Press, 2002.
Curry, Tom (2004) Ronald Reagan, 1911-2004: An Indefatibable optimist who set American on a Consdervative Course: MSNBC Online avaialble at http://www.msnbc.msn.com/id/3638299/
Kashani, Tony (2004) Hollywood as an Agent of Hegemony: The War Film. Dissendent Voice Online available at http://www.dissidentvoice.org/Aug04/Kashani0807.htm
One hundred thousand people packed into the Museumplein near the city's famous museums in Amsterdam, according to Jolly, et al., writing in The New York Times. In China, fans who decided to become vendors were profiting by the sale of vuvuzelas (those annoying horns that are blown throughout all the World Cup games) for $3 U.S. money. "They're all made in Zhejiang," the vendor said, working the rainy streets at Sanlitun, "the rowdiest place in the city." In ogota Columbia, vendors profited from the sale of "pink cotton candy" to the crowds watching the games at the Palace of Justice in olivar Square (Jolly, p. 3).
In Nigeria the results of the World Cup -- with the help of social media on the Internet -- helped change a politician's policy. In this African country, politicians are not known to be responsive to citizens. After the Nigerian soccer team's "dismal performance"…...
mlaBibliography
Amabebe, Eremipagamo, 2010, 'Nigeria: Who changed the President's mind -- Facebook or FIFA?' Global Voices, Retrieved July 30, 2011, from http://globalvoicesonline.org .
Elliott, Stuart. 2010, 'An Underdog Amid the Giants Lining the World Cup's Fields,' The New York Times, Retrieved July 29, 2011, from http://www.nytimes.com .
Gaffer. 2010. '2010 World Cup Final: The Most Watched Soccer Game in U.S. History,' . Epltalk.com. Retrieved July 30, 2011, from http://www.epltalk.com .
Hjarvard, Stig, 2008, 'Global Media Cultures: A Research Programme on the Role of Media in Cultural Globalization,' Department of Film and Media Studies, University of Copenhagen. Retrieved July 29, 2011, from www.nordicom.gu.se/common/publ_pdf/37_hjarvard.pdf.
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