Marketing - Case Study Example

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Derived from the German adjective that describes something or someone from the city of Budweis, Bohemia, Czech Republic, Budweiser has become a household name in every continent due to its catchy tag and simple labeling. Despite its renowned popularity, it has inevitably…
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September, 2009 Marketing Mix: Budweiser Introduction Derived from the German adjective that describes something or someone from the city of Budweis, Bohemia, Czech Republic, Budweiser has become a household name in every continent due to its catchy tag and simple labeling. Despite its renowned popularity, it has inevitably suffered setbacks in its marketing aspect. The following analysis evaluates Budweiser’s current marketing strategy and competitive advantage.
Marketing Mix
Product – Budweiser is popularly and solely known for its great tasting beer.
Place – Budweiser is available all over the world. Its distribution channel cuts across from all classes (A to D) and can also be purchased virtually or from the internet of various supermarket chains.
Price – Despite the presence of various beer brands in the international market, Budweiser has maintained its respectable share in the global market due to its distinct product identity and deep satisfaction of customers towards its product. Hence no matter what the price of the product, Budweiser has been able to maintain its loyal customers.
Promotion – Within the last year, Budweiser has been actively campaigning for its new marketing strategy which is the “drinkability campaign.”
Strengths-Weaknesses-Opportunities-Threats Analysis (SWOT Analysis)
One of the company’s greatest strengths is its unique name and product branding and packaging. From the catchy name to the unique bottle, Budweiser has made its clientele keep coming back for more.
The taste it offers appeals to most people, across different age brackets, gender, race, and location.
The so called Budweiser trademark dispute where three companies stake claim to the name “Budweiser.” Not only does it add confusion to the general public, it also varies the product taste and packaging.
Its “drinkability campaign” has received mixed reaction from critics. Due to its outrageous commercial campaign, at some point they have lost their ability to differentiate their brand.
Some find their current ad campaign as boring.
Its current competitive edge may bring about an opportunity for the company to introduce a different product bearing the same brand name “Budweiser.”
Outrageous ad campaign may signify decrease in its number of beer patrons.
Different tastes of different “Budweiser” companies may allow unfair taste comparisons and eventual decrease in market share.
Despite the aforementioned weaknesses and threats, Budweiser continues to have a competitive advantage over other brands due to its stand out product name, label, and packaging. Furthermore, “sin” products such as alcoholic beverages maintains a competitive edge over other beverages despite outrageous ad campaigns and continuous government warnings. It may or may not have an agreeable marketing strategy. Nevertheless, the product name says it all. The name Budweiser has given another denotative meaning to beer, or to make it concrete – Budweiser has made itself synonymously identified to beer.
Works Cited
Turner, J. “Will Budweiser’s new marketing strategy work?.” The 60 second marketer.
Wikipedia: The Free Encyclopedia. Marketing Mix. Read More
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