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Marketing Plan for Budweiser

In: Business and Management

Submitted By gtheis
Words 5396
Pages 22
Marketing Plan for Budweiser
2012

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August 17, 2012

Budweiser Executive Summary

The current business environment for a piece of the beer industry market is very competitive. Breweries must compete against other breweries, both large and small to remain a viable player in the sale of their beer. Budweiser is a product produced by Anheuser-Busch, an American brewery founded in St. Louis in the mid 1800’s. The intention of the following marketing plan is to not only continue to add to the legacy of Budweiser, but to re-energize the consumer’s appetite for Budweiser and increase the market share of the product. The formula for Budweiser is over 130 years old. The recipe has a unique blend of barley malt, brewer’s rice, yeast, water, and hops. These same five ingredients are what still goes into Budweiser today. We will promote how after 130 years the tried and true tradition of these five ingredients are the building blocks that give Budweiser its uncompromised flavor. In addition to the five ingredients, the seven steps in brewing Budweiser remain the same today. The seven steps are milling, mashing, straining, the brewkettle, primary fermentation, beechwood aging, and finishing (Budweiser Anheuser-Busch). Using the beechwood aging process allows more interaction between the beer and the yeast. This is the unique formulation that has propelled Budweiser into the staple beer which many others have imitated, but not quite duplicated. We will use Budweiser’s unique recipe and brewing process to market the product to our end users. The marketing plan for Budweiser will be aimed to solidify our current base of consumers, and also recapture the base of loyal Americans that embrace the spirit of Budweiser as an American icon. The primary objective is to return Budweiser...

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