百威啤酒营销案例ppt课件

Budweiser History
1993
•试水中国，与青岛啤酒初步合作 •Test entered China, started cooperation with Tsingtao Brewery
•采用巴氏杀菌法，广泛销售瓶装啤酒第一人 1870 •Use pasteurization, the first person who wide saled bottled beer
Marketing Management
百威在中国推广——蚂蚁形象 The Promotion of Ants Image of Budweiser in China
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、Hale Waihona Puke Baidu 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。
market
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Marketing Management
百威的营销 Budweiser Marketing
目标消费群
• 高端市场 • 25-35岁男性
核心商品
• 百威啤酒 • 百威冰啤 • 百威纯生
High-end market 25-35 ages males
Budweiser beer Budweiser cold beer Budweiser pure health
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 other characteristics which are interlinked with the national spirit of five thousand years of Chinese.
safety”
百威啤酒日本市场的开拓
• 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25～35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,邀请百威棒球球队到日访问,吸引大批年轻人,扩大影响力
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• 百威是1981年开始进入日本市场的，1982年销量比1981年增加50％
1957
•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 production
1995
•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. •China’s first foreign brewery
•成功上市，达到5000万桶生产量大关 1984 •Successful listing, year production volume reached 50 million barrels
2011
•130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”
1901
•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 Beer -1,006,494 barrels
1920
•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 beer
2002
•7.2亿美金全资收购哈尔滨啤酒集团有限公司 •$720 million to buy Harbin Brewery Group, a wholly-owned company
2004
•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 China •Occupy nearly 50% of domestic high-end beer market
2007
•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 market
•Increase shares of Tsingtao, joint with Harbin Beer seize low-end
品牌文化
• 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
营销管理
MARKETING MANAGEMENT
百威品牌案例分析
Budweiser Brand Case Study
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Marketing Management
百威的历史背景
•安海斯-布希公司诞生于美国圣路易市。 1852 •Anheuser-Busch was born in St. Louis, USA.
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Marketing Management
营销策略——百威VS喜力 Marketing Strategy—Budweiser VS Heineken