百威啤酒营销案例实用教案

1、百威的历史背景 Budweiser History1 1第1页/共17页第一页，共18页。百威的营销(yn xio) Budweiser Marketing2 2High-end market25-35 ages males Budweiser beerBudweiser cold beerBudweiser pure health第2页/共17页第二页，共18页。百威在中国(zhn u)推广蚂蚁形象 The Promotion of Ants Image of Budweiser in China3 3小蚂蚁的形象在中国的成功，不仅是因为(yn wi)它们形象风趣，更是因为(yn wi)在百

2、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 because in the Budweiser ads, small ants are embodied solidarity, intelligent and diligent, not afraid of danger, have the courage to challenge and ot

3、her characteristics which are interlinked with the national spirit of five thousand years of Chinese.第3页/共17页第三页，共18页。4营销(yn xio)策略百威VS喜力Marketing StrategyBudweiser VS Heineken第4页/共17页第四页，共18页。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(gun x)密不可分。Looking at the successful operational foreign beer brands in Chin

4、ese market, sports marketing and beer are inseparable.Sports Marketing第5页/共17页第五页，共18页。6Sports Marketing第6页/共17页第六页，共18页。7瑞士(ru sh)(ru sh)蒙特路爵士音乐节明星(mngxng)(mngxng)的影响力和号召力 各种音乐活动 热波音热波音乐节乐节 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 Marketing第7页/共17页第七页，共18页。8The stars Influenceand appealVa

5、riety of Musical Activities Music MarketingHeat wave music festivalBudweiser Mai Pa HeroBudweiser Midi music FestivalBudweiser Music CaravanMontreal Road JazzFestival in Switzerland第8页/共17页第八页，共18页。9随着现在网络技术的迅速发展，网络已经成为人们(rn men)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

6、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

7、动。加深消费者对喜力的了解，实现品牌宣传传播最大化。Network Marketing第9页/共17页第九页，共18页。10百威的公益(gngy)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(jbn)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 brand marketing through sponsorship, naming and organi

8、zing a variety of charity activities.Other Marketing第10页/共17页第十页，共18页。1111品牌品牌(p(pn pi)n pi)经理经理BudnetSales: acquisition 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 mana

9、ger analyze data, adjust strategy, issue new action command to dealer 第11页/共17页第十一页，共18页。12全国性智能(zh nn)销售系统 National Intelligence Sales SystemBudnetBudnet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(yxi)信息：If you buy a bottle of Budweiser light beer in a club, Budweiser dealer will record the followinginforma

10、tion 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 the beer be warm or ice when you bough it Did you have the chance to buy cheaper Bud

11、weiser beer in the streets. Where was the beer you bought brewed Your age range and ethnic第12页/共17页第十二页，共18页。1313 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(dn zh)化的营销活动。 Budweiser BudNet has a certain connection with national population statistics database, could use commun

12、ity distribution constituted by the ethnic, economic and other factors in census report to carry on accurately small customized marketing activities.利用精细准确的数据和信息随时调整市场策略制定有针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, Adju

13、st the marketing strategy timely and develop promotions program with targeted and most segment of consumers. Detect preference toward of competitors, instant feedback, rapid response and create significant competitive advantage, take market space and time opportunities, form virtuous circle before c

14、ompetitors and consumers.第13页/共17页第十三页，共18页。14百威进入(jnr)中国市场的SWOT分析第14页/共17页第十四页，共18页。1515The SWOT Analysis of Budweiser in Chinese Market StrengthSince 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

15、proud of company wealth of Budweiser OpportunityBrand is single and product line is thinCompared with foreign high-end brands, Budweiser lack fashion senseCompared with local well-known brands, Budweiser lack price advantage Threat Growing local brands Industry consolidation gave birth to a national

16、 regional local brand club competition, the Chinese consumer new trends of Tsingtao, Yanjing enter the market of beverages + alchoholic drinks WeaknessThe gradual expansion of mid-end and high-end beer market, while Budweiser has been the overlord of high-end market. Regional market appeared new consumer trends of light beerIncrease of young comsumers of chase t