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Anheuser-Busch InBev N.V.: The Budweiser Brand in Canada
內容大綱
In Canada, the Budweiser brand of beer was managed by Anheuser-Busch InBev N.V.'s Labatt Breweries subsidiary in Toronto, Canada. In 2016, a senior manager noticed that fewer younger consumers—those aged 19 to 24—were drinking Budweiser beer. In response, the brand increased its investment in television advertising and initiated price incentives, but the sales volumes did not respond accordingly. The senior manager’s brand and research teams were tasked with determining which key messages to emphasize and which advertising vehicles to use to gain market share for this segment of the beer market. They started their work by reviewing consumer research on Budweiser's television advertisements. What could the teams do to increase Budweiser’s engagement with this young demographic?
學習目標
This case has been designed for undergraduate and graduate courses in marketing strategy, advertising and promotion, competitive strategy, and consumer or customer insights. Following discussion of the case, students will have developed their ability to<ul><li>understand how companies approach the challenge of maintaining and enhancing brand equity;</li><li>identify the steps by which a marketing manager translates a marketing strategy into specific advertising copy and messages;</li><li>appreciate the tension and constraints associated with executing locally under a global brand;</li><li>discuss potential issues with current advertising assessment tools;</li><li>interpret and draw conclusions from advertising copy data; and </li><li>differentiate between a brand that is product-focused versus consumer-focused.</li></ul>