百威啤酒营销案例ppt课件

1、Budweiser Brand Case StudyBudweiser Brand Case Study1 1 1 1；.1993试水中国，与青岛啤酒初步合作Test entered China, started cooperation with Tsingtao Brewery1995组建百威(武汉)国际啤酒有限公司中国第一家外资啤酒酿造厂Form Budweiser (Wuhan) International Brewery Co., Ltd.Chinas first foreign brewery20027.2亿美金全资收购哈尔滨啤酒集团有限公司$720 million to buy H

2、arbin Brewery Group, a wholly-owned company2004中国销售额最高的外资啤酒品牌占据国内高档啤酒市场近50%的份额Foreign beer brand with the highest sales in ChinaOccupy nearly 50% of domestic high-end beer market2007百威啤酒开始下沉,进军中国县级市场增股青啤,联合哈啤抢占低端市场Budweiser began to enter Chinese county-level marketIncrease shares of Tsingtao, joint

3、 with Harbin Beer seize low-end market百威的历史背景 Budweiser History2 21852安海斯-布希公司诞生于美国圣路易市。Anheuser-Busch was born in St. Louis, USA.1870采用巴氏杀菌法，广泛销售瓶装啤酒第一人Use pasteurization, the first person who wide saled bottled beer1901第一个达到百万桶大关的啤酒公司，达到1006494桶The first beer company which made million barrels of

4、Beer - 1,006,494 barrels1920全美开始禁酒令，开发无醇啤酒第一人National Prohibition began in USA, Budweiser is the first person who developed non-alcoholic beer1957跃居美国啤酒酿造业领军区也至今，年产量3000万桶Leading the USA beer brewing industry till today, With 30 million barrels of annual production1984成功上市，达到5000万桶生产量大关Successful li

5、sting, year production volume reached 50 million barrels2011130多年历史销售累计1.85亿公升，成为“啤酒之王”More than 130 years cumulative sales was 18.5 billion liters, became “King of Beer”2 2；.百威的营销 Budweiser Marketing3 3进行消费者状况的细致调查锁定目标消费者:有时间消费、有旺盛购买力的2535岁的日本男性媒介的选择:广告重点放在目标消费群钟爱的杂志上,3年后才开始运用电视媒介营销活动:举办爵士音乐,邀请百威棒球

6、球队到日访问,吸引大批年轻人,扩大影响力百威是1981年开始进入日本市场的，1982年销量比1981年增加50百威啤酒日本市场的开拓高端市场25-35岁男性 目标消费群百威啤酒百威冰啤 百威纯生 核心商品引以自豪的采用质量最佳的纯天然材料Be proud of using natural materials of highest quality奉行 “环境、健康与安全”的核心理念Adhere to the core concept of “environmental, health and safety” 品牌文化品牌文化High-end market25-35 ages males Budw

7、eiser beerBudweiser cold beerBudweiser pure health3 3；.百威在中国推广蚂蚁形象 The Promotion of Ants Image of Budweiser in China4 4小蚂蚁的形象在中国的成功，不仅是因为它们形象风趣，更是因为在百威啤酒广告中，小蚂蚁们所体现出的团结一致、聪明勤奋、不怕险阻、勇于挑战的特质与中国人五千年来的民族精神一脉相通。The success of small ants images in China is not only because they are funny images, but also

8、because in the Budweiser ads, small ants are embodied solidarity, intelligent and diligent, not afraid of danger, have the courage to challenge and other characteristics which are interlinked with the national spirit of five thousand years of Chinese.4 4；.营销策略百威VS喜力Marketing StrategyBudweiser VS Hei

9、neken体育营销音乐营销网络营销其他营销5 5；.纵观中国市场上运作成功的国外啤酒品牌，体育营销和啤酒的关系密不可分。Looking at the successful operational foreign beer brands in Chinese market, sports marketing and beer are inseparable.Sports Marketing百威不遗余力的赞助足球相关体育运动历届世界杯比赛甲A、中超联赛高校联赛社区化足球活动奥运会唯一国际啤酒赞助商2008年北京奥运会1996年亚特兰大奥运会2000年悉尼奥运会2002年盐湖城冬奥会赞助NBA篮球赛

10、等焦点赛事喜力赞助网球公开赛举行大型路演活动百威选择了在中国受众更大的足球（世界杯、中超、甲A联赛）以及广受关注的奥运会作为体育营销重点，虽然投入额大，但起到了很好的营销作用，快速打开中国市场。点评6 6；.Sports MarketingBudweiserMade the best effort to sponsor football-related sportsworld cupA League Super LeagueCollege LeagueCommunity-based footballThe only international beer sponsor of the Olymp

11、ic Games2008 Beijing Olympic Games1996 Atlanta Olympic Games2000 Sydney Olympic Games2002 Salt Lake CitySponsor NBA basketball games and other focus eventsHeinekenSponsor of tennis ball OpenOrganize major roads-howBudweiser selected soccer which had larger audience in China (including World Cup, Sup

12、er League, A League) and the Olympic Games with widespread attention as the focus of sports marketing, although the investment is substantial, they have played a very good marketing role, effectively opened the China market.Evaluation7 7；.瑞士蒙特路瑞士蒙特路爵士音乐节爵士音乐节明星的影响力明星的影响力和号召力和号召力 各种音乐活动各种音乐活动 热波热波音乐音

13、乐节节 百威麦百威麦霸英雄霸英雄会会 百威迷笛百威迷笛音乐节音乐节 百威音乐百威音乐大篷车大篷车 Music Marketing8 8；.The stars Influenceand appealVariety of Musical Activities Music MarketingHeat wave music festivalBudweiser Mai Pa HeroBudweiser Midi music FestivalBudweiser Music CaravanMontreal Road JazzFestival in Switzerland9 9；.随着现在网络技术的迅速发展，

14、网络已经成为人们生活中不可缺少的部分。网络营销也重要性也越来越重要With the current rapid development of network technology, network has become an indispensable part of people life. The network marketing is becoming more important.百威喜力选择大众喜欢或者经常浏览的网站，迎合大众心里，以不同方式吸引大众参与活动营造一个轻松地、目标群众感兴趣的话题，增强互动和长期关联。设计可以联网进行的游戏，吸引消费者参与。建立数据库，利用在线宣传所得

15、到的信息或资料，以备在节日期间进行促销之用。运用娱乐营销方式，将娱乐元素融入品牌中。在目标人群集中的平台上开展相关活动，刺激消费者参与品牌活动。与消费者实现互动。加深消费者对喜力的了解，实现品牌宣传传播最大化。Network Marketing1010；.百威的公益形象 The Charitable Image of Budweiser 除了体育和音乐营销之外，百威啤酒和喜力啤酒也通过赞助、冠名和举办各种慈善公益活动来达到品牌营销的效果。 In addition to sports and music marketing, Budweiser and Heineken also promote

16、 brand marketing through sponsorship, naming and organizing a variety of charity activities.Other Marketing1111；.1212品牌经理分析数据 调整策略 向经销商发出新的行动指令整理自销售代表的数据不间断发送给品牌经理采集竞争者的营销动态根据销售战略订购陈列商品手动录入票据电话订货凭借经验分析市场1977年 奥古斯特.布希三世(上任CEO)誓将百威转变成挖掘消费者型态和特性的行业领头人使用Excel表格来传递数据研制Budnet软件将数据收集工作统一化简化整合数据工作Sales: acq

17、uisition of competitors sales trends, order displaying product based on sales strategies Supplier: sorting data from sales and sending ongoing to the brand managerBrand Manager: brand manager analyze data, adjust strategy, issue new action command to dealer 1212；.全国性智能销售系统 National Intelligence Sale

18、s System你在一家酒吧购买了一瓶百威淡型啤酒，百威的经销商们会利用系统记录以下信息：你究竟花了多少钱。你是否同时还买了其他品牌的啤酒。你购买啤酒的同时还购买了什么商品。你在哪个城市哪个地区的哪家超市购买啤酒的。你购买啤酒的具体时间。你买的时候啤酒是温的还是冰的。你是否有机会在街头买到更便宜的百威。你购买的啤酒是在哪里酿造的。你的年龄区间和种族。If you buy a bottle of Budweiser light beer in a club, Budweiser dealer will record the followinginformation by the system H

19、ow 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 the beer be warm or ice when you bough it Did you have the chance to buy cheaper Budweiser beer in the s

20、treets. Where was the beer you bought brewed Your age range and ethnic1313；.1414 百威的BudNet和国家人口统计数据库有一定的连接，能借由人口统计报表中的有关种族、经济等因素构成的社区分布来极为精确地进行小型的定制化的营销活动。 Budweiser BudNet has a certain connection with national population statistics database, could use community distribution constituted by the ethn

21、ic, economic and other factors in census report to carry on accurately small customized marketing activities.百威淡啤销量并不怎么样百威的另一个产品Tequiza却是非常畅销城市 德州圣安东尼奥出现在旧金山大街小巷的广告牌上不会招人侧目出现在那些非常保守的社区，就会造成负面影响社区 同性恋者形象亚特兰大的国庆日可是百威啤酒的最佳销售时机纽约的帕特立克节，那就是爱尔兰啤酒的一统天下节日罐装的啤酒是给蓝领准备的瓶装的则是给白领阶层准备的社会阶层利用精细准确的数据和信息随时调整市场策略制定有针

22、对极为细分消费群体的促销推广方案探测竞争者的偏好走向，即时反馈，迅速反应创造极大竞争优势，占尽市场空间和时间先机想在竞争者甚至是消费者前面，形成良性循环Use precise and accurate data and information, Adjust the marketing strategy timely and develop promotions program with targeted and most segment of consumers. Detect preference toward of competitors, instant feedback, rapid

23、 response and create significant competitive advantage, take market space and time opportunities, form virtuous circle before competitors and consumers.1414；.百威进入中国市场的SWOT分析优势Strength1995年进入中国以来打造高贵形象,中国高档啤酒第一品牌强大和先进的经销商管理系统，是百威引以为傲的企业财富弱势Weakness品牌单一，产品线单薄与国外高档品牌相比,缺乏时尚品味与国内知名品牌相比,缺乏价格优势威胁Threat本地品牌日益壮大行业整合催生全国性区域性本土品牌夜店竞争加剧，青啤、燕京进入市场“饮料+酒”的中国消费新趋向机会Opportunity中高档啤酒市场的逐步扩大，而百威已占领高端市场的霸主地位区域性市场上出现了清淡性啤酒消费的新趋势追逐时代潮流年轻消费者的增加1515；.1616The SWOT Analysis of Budweiser in Chinese Market StrengthSince entering China in 1995, built the nob