1、营销管理 Marketing Management,百威品牌案例分析 Budweiser Brand Case Study,1,百威的历史背景 Budweiser History,2,百威的营销 Budweiser Marketing,3,High-end market 25-35 ages males,Budweiser beer Budweiser cold beer Budweiser pure health,百威在中国推广蚂蚁形象 The Promotion of Ants Image of Budweiser in China,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
2、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 because in the Budweiser ads, small ants are embodied solidarity, intelligent and diligent, not afraid of danger, have the courage to challenge
3、and other characteristics which are interlinked with the national spirit of five thousand years of Chinese.,营销策略百威VS喜力 Marketing StrategyBudweiser VS Heineken,5,6,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
4、 are inseparable.,Sports Marketing,7,Sports Marketing,瑞士蒙特路爵士音乐节,明星+创意,8,明星的影响力 和号召力,各种音乐活动,高端定位,百威音乐王国,爵士乐,Music Marketing,The stars Influence and appealVariety of Musical Activities,9,Music Marketing,star + creative,High-end positioning,Budweiser Music Kingdom,Montreal Road Jazz Festival in Switze
5、rland,Jazz,10,随着现在网络技术的迅速发展，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,Network Marketing,百威的公益形象 The Charitable Image of Budweiser,11,除了体育
6、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 brand marketing through sponsorship, naming and organizing a variety of charity activities.,Other Marketing,12,销售代表,供应商,品牌经理,Budnet,全国性智能销售系统 National Intelligence Sales Syst
7、em,13,Budnet,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：,If you buy a bottle of Budweiser light beer in a club, Budweiser dealer will record the following information by the system How much money did you spendDid you also buy other brands beer?What else goods did you buy when you bought beerYou bought bee
8、r in which city which area and which storeWhen did you buy beerDid the beer be warm or ice when you boughitDid 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?生活形态和啤酒消费趋势,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
9、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 ethnic, economic and other factors in census report to carry on accurately small customized marketing activities.,百威进入
10、中国市场的SWOT分析,15,16,The SWOT Analysis of Budweiser in Chinese 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
11、product line is thin Compared with foreign high-end brands, 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 t
12、rends of Tsingtao, Yanjing enter the market of beverages + alchoholic drinks,Weakness The 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 times.,谢谢,17,
