百威啤酒營(yíng)銷案例ppt課件

1、Budweiser Brand Case StudyBudweiser Brand Case Study1 1 1 1；.1993試水中國(guó)，與青島啤酒初步合作Test entered China, started cooperation with Tsingtao Brewery1995組建百威(武漢)國(guó)際啤酒有限公司中國(guó)第一家外資啤酒釀造廠Form Budweiser (Wuhan) International Brewery Co., Ltd.Chinas first foreign brewery20027.2億美金全資收購(gòu)哈爾濱啤酒集團(tuán)有限公司$720 million to buy H

2、arbin Brewery Group, a wholly-owned company2004中國(guó)銷售額最高的外資啤酒品牌占據(jù)國(guó)內(nèi)高檔啤酒市場(chǎng)近50%的份額Foreign beer brand with the highest sales in ChinaOccupy nearly 50% of domestic high-end beer market2007百威啤酒開(kāi)始下沉,進(jìn)軍中國(guó)縣級(jí)市場(chǎng)增股青啤,聯(lián)合哈啤搶占低端市場(chǎng)Budweiser began to enter Chinese county-level marketIncrease shares of Tsingtao, joint

3、 with Harbin Beer seize low-end market百威的歷史背景 Budweiser History2 21852安海斯-布希公司誕生于美國(guó)圣路易市。Anheuser-Busch was born in St. Louis, USA.1870采用巴氏殺菌法，廣泛銷售瓶裝啤酒第一人Use pasteurization, the first person who wide saled bottled beer1901第一個(gè)達(dá)到百萬(wàn)桶大關(guān)的啤酒公司，達(dá)到1006494桶The first beer company which made million barrels of

4、Beer - 1,006,494 barrels1920全美開(kāi)始禁酒令，開(kāi)發(fā)無(wú)醇啤酒第一人National Prohibition began in USA, Budweiser is the first person who developed non-alcoholic beer1957躍居美國(guó)啤酒釀造業(yè)領(lǐng)軍區(qū)也至今，年產(chǎn)量3000萬(wàn)桶Leading the USA beer brewing industry till today, With 30 million barrels of annual production1984成功上市，達(dá)到5000萬(wàn)桶生產(chǎn)量大關(guān)Successful li

5、sting, year production volume reached 50 million barrels2011130多年歷史銷售累計(jì)1.85億公升，成為“啤酒之王”More than 130 years cumulative sales was 18.5 billion liters, became “King of Beer”2 2；.百威的營(yíng)銷 Budweiser Marketing3 3進(jìn)行消費(fèi)者狀況的細(xì)致調(diào)查鎖定目標(biāo)消費(fèi)者:有時(shí)間消費(fèi)、有旺盛購(gòu)買力的2535歲的日本男性媒介的選擇:廣告重點(diǎn)放在目標(biāo)消費(fèi)群鐘愛(ài)的雜志上,3年后才開(kāi)始運(yùn)用電視媒介營(yíng)銷活動(dòng):舉辦爵士音樂(lè),邀請(qǐng)百威棒球

6、球隊(duì)到日訪問(wèn),吸引大批年輕人,擴(kuò)大影響力百威是1981年開(kāi)始進(jìn)入日本市場(chǎng)的，1982年銷量比1981年增加50百威啤酒日本市場(chǎng)的開(kāi)拓高端市場(chǎng)25-35歲男性 目標(biāo)消費(fèi)群百威啤酒百威冰啤 百威純生 核心商品引以自豪的采用質(zhì)量最佳的純天然材料Be proud of using natural materials of highest quality奉行 “環(huán)境、健康與安全”的核心理念A(yù)dhere to the core concept of “environmental, health and safety” 品牌文化品牌文化High-end market25-35 ages males Budw

7、eiser beerBudweiser cold beerBudweiser pure health3 3；.百威在中國(guó)推廣螞蟻形象 The Promotion of Ants Image of Budweiser in China4 4小螞蟻的形象在中國(guó)的成功，不僅是因?yàn)樗鼈冃蜗箫L(fēng)趣，更是因?yàn)樵诎偻【茝V告中，小螞蟻們所體現(xiàn)出的團(tuán)結(jié)一致、聰明勤奮、不怕險(xiǎn)阻、勇于挑戰(zhàn)的特質(zhì)與中國(guó)人五千年來(lái)的民族精神一脈相通。The success of small ants images in China is not only because they are funny images, but also

8、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.4 4；.營(yíng)銷策略百威VS喜力Marketing StrategyBudweiser VS Hei

9、neken體育營(yíng)銷音樂(lè)營(yíng)銷網(wǎng)絡(luò)營(yíng)銷其他營(yíng)銷5 5；.縱觀中國(guó)市場(chǎng)上運(yùn)作成功的國(guó)外啤酒品牌，體育營(yíng)銷和啤酒的關(guān)系密不可分。Looking at the successful operational foreign beer brands in Chinese market, sports marketing and beer are inseparable.Sports Marketing百威不遺余力的贊助足球相關(guān)體育運(yùn)動(dòng)歷屆世界杯比賽甲A、中超聯(lián)賽高校聯(lián)賽社區(qū)化足球活動(dòng)奧運(yùn)會(huì)唯一國(guó)際啤酒贊助商2008年北京奧運(yùn)會(huì)1996年亞特蘭大奧運(yùn)會(huì)2000年悉尼奧運(yùn)會(huì)2002年鹽湖城冬奧會(huì)贊助NBA籃球賽

10、等焦點(diǎn)賽事喜力贊助網(wǎng)球公開(kāi)賽舉行大型路演活動(dòng)百威選擇了在中國(guó)受眾更大的足球（世界杯、中超、甲A聯(lián)賽）以及廣受關(guān)注的奧運(yùn)會(huì)作為體育營(yíng)銷重點(diǎn)，雖然投入額大，但起到了很好的營(yíng)銷作用，快速打開(kāi)中國(guó)市場(chǎng)。點(diǎn)評(píng)6 6；.Sports MarketingBudweiserMade the best effort to sponsor football-related sportsworld cupA League Super LeagueCollege LeagueCommunity-based footballThe only international beer sponsor of the Olymp

11、ic Games2008 Beijing Olympic Games1996 Atlanta Olympic Games2000 Sydney Olympic Games2002 Salt Lake CitySponsor NBA basketball games and other focus eventsHeinekenSponsor of tennis ball OpenOrganize major roads-howBudweiser selected soccer which had larger audience in China (including World Cup, Sup

12、er League, A League) and the Olympic Games with widespread attention as the focus of sports marketing, although the investment is substantial, they have played a very good marketing role, effectively opened the China market.Evaluation7 7；.瑞士蒙特路瑞士蒙特路爵士音樂(lè)節(jié)爵士音樂(lè)節(jié)明星的影響力明星的影響力和號(hào)召力和號(hào)召力 各種音樂(lè)活動(dòng)各種音樂(lè)活動(dòng) 熱波熱波音樂(lè)音

13、樂(lè)節(jié)節(jié) 百威麥百威麥霸英雄霸英雄會(huì)會(huì) 百威迷笛百威迷笛音樂(lè)節(jié)音樂(lè)節(jié) 百威音樂(lè)百威音樂(lè)大篷車大篷車 Music Marketing8 8；.The stars Influenceand appealVariety of Musical Activities Music MarketingHeat wave music festivalBudweiser Mai Pa HeroBudweiser Midi music FestivalBudweiser Music CaravanMontreal Road JazzFestival in Switzerland9 9；.隨著現(xiàn)在網(wǎng)絡(luò)技術(shù)的迅速發(fā)展，

14、網(wǎng)絡(luò)已經(jīng)成為人們生活中不可缺少的部分。網(wǎng)絡(luò)營(yíng)銷也重要性也越來(lái)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.百威喜力選擇大眾喜歡或者經(jīng)常瀏覽的網(wǎng)站，迎合大眾心里，以不同方式吸引大眾參與活動(dòng)營(yíng)造一個(gè)輕松地、目標(biāo)群眾感興趣的話題，增強(qiáng)互動(dòng)和長(zhǎng)期關(guān)聯(lián)。設(shè)計(jì)可以聯(lián)網(wǎng)進(jìn)行的游戲，吸引消費(fèi)者參與。建立數(shù)據(jù)庫(kù)，利用在線宣傳所得

15、到的信息或資料，以備在節(jié)日期間進(jìn)行促銷之用。運(yùn)用娛樂(lè)營(yíng)銷方式，將娛樂(lè)元素融入品牌中。在目標(biāo)人群集中的平臺(tái)上開(kāi)展相關(guān)活動(dòng)，刺激消費(fèi)者參與品牌活動(dòng)。與消費(fèi)者實(shí)現(xiàn)互動(dòng)。加深消費(fèi)者對(duì)喜力的了解，實(shí)現(xiàn)品牌宣傳傳播最大化。Network Marketing1010；.百威的公益形象 The Charitable Image of Budweiser 除了體育和音樂(lè)營(yíng)銷之外，百威啤酒和喜力啤酒也通過(guò)贊助、冠名和舉辦各種慈善公益活動(dòng)來(lái)達(dá)到品牌營(yíng)銷的效果。 In addition to sports and music marketing, Budweiser and Heineken also promote

16、 brand marketing through sponsorship, naming and organizing a variety of charity activities.Other Marketing1111；.1212品牌經(jīng)理分析數(shù)據(jù) 調(diào)整策略 向經(jīng)銷商發(fā)出新的行動(dòng)指令整理自銷售代表的數(shù)據(jù)不間斷發(fā)送給品牌經(jīng)理采集競(jìng)爭(zhēng)者的營(yíng)銷動(dòng)態(tài)根據(jù)銷售戰(zhàn)略訂購(gòu)陳列商品手動(dòng)錄入票據(jù)電話訂貨憑借經(jīng)驗(yàn)分析市場(chǎng)1977年 奧古斯特.布希三世(上任CEO)誓將百威轉(zhuǎn)變成挖掘消費(fèi)者型態(tài)和特性的行業(yè)領(lǐng)頭人使用Excel表格來(lái)傳遞數(shù)據(jù)研制Budnet軟件將數(shù)據(jù)收集工作統(tǒng)一化簡(jiǎn)化整合數(shù)據(jù)工作Sales: acq

17、uisition of competitors sales trends, order displaying product based on sales strategies Supplier: sorting data from sales and sending ongoing to the brand managerBrand Manager: brand manager analyze data, adjust strategy, issue new action command to dealer 1212；.全國(guó)性智能銷售系統(tǒng) National Intelligence Sale

18、s System你在一家酒吧購(gòu)買了一瓶百威淡型啤酒，百威的經(jīng)銷商們會(huì)利用系統(tǒng)記錄以下信息：你究竟花了多少錢。你是否同時(shí)還買了其他品牌的啤酒。你購(gòu)買啤酒的同時(shí)還購(gòu)買了什么商品。你在哪個(gè)城市哪個(gè)地區(qū)的哪家超市購(gòu)買啤酒的。你購(gòu)買啤酒的具體時(shí)間。你買的時(shí)候啤酒是溫的還是冰的。你是否有機(jī)會(huì)在街頭買到更便宜的百威。你購(gòu)買的啤酒是在哪里釀造的。你的年齡區(qū)間和種族。If you buy a bottle of Budweiser light beer in a club, Budweiser dealer will record the followinginformation by the system H

19、ow much money did you spend Did you also buy other brands beer? What else goods did you buy when you bought beer You bought beer in which city which area and which store When did you buy beer Did the beer be warm or ice when you bough it Did you have the chance to buy cheaper Budweiser beer in the s

20、treets. Where was the beer you bought brewed Your age range and ethnic1313；.1414 百威的BudNet和國(guó)家人口統(tǒng)計(jì)數(shù)據(jù)庫(kù)有一定的連接，能借由人口統(tǒng)計(jì)報(bào)表中的有關(guān)種族、經(jīng)濟(jì)等因素構(gòu)成的社區(qū)分布來(lái)極為精確地進(jìn)行小型的定制化的營(yíng)銷活動(dòng)。 Budweiser BudNet has a certain connection with national population statistics database, could use community distribution constituted by the ethn

21、ic, economic and other factors in census report to carry on accurately small customized marketing activities.百威淡啤銷量并不怎么樣百威的另一個(gè)產(chǎn)品Tequiza卻是非常暢銷城市 德州圣安東尼奧出現(xiàn)在舊金山大街小巷的廣告牌上不會(huì)招人側(cè)目出現(xiàn)在那些非常保守的社區(qū)，就會(huì)造成負(fù)面影響社區(qū) 同性戀者形象亞特蘭大的國(guó)慶日可是百威啤酒的最佳銷售時(shí)機(jī)紐約的帕特立克節(jié)，那就是愛(ài)爾蘭啤酒的一統(tǒng)天下節(jié)日罐裝的啤酒是給藍(lán)領(lǐng)準(zhǔn)備的瓶裝的則是給白領(lǐng)階層準(zhǔn)備的社會(huì)階層利用精細(xì)準(zhǔn)確的數(shù)據(jù)和信息隨時(shí)調(diào)整市場(chǎng)策略制定有針

22、對(duì)極為細(xì)分消費(fèi)群體的促銷推廣方案探測(cè)競(jìng)爭(zhēng)者的偏好走向，即時(shí)反饋，迅速反應(yīng)創(chuàng)造極大競(jìng)爭(zhēng)優(yōu)勢(shì)，占盡市場(chǎng)空間和時(shí)間先機(jī)想在競(jìng)爭(zhēng)者甚至是消費(fèi)者前面，形成良性循環(huán)Use precise and accurate data and information, Adjust the marketing strategy timely and develop promotions program with targeted and most segment of consumers. Detect preference toward of competitors, instant feedback, rapid

23、 response and create significant competitive advantage, take market space and time opportunities, form virtuous circle before competitors and consumers.1414；.百威進(jìn)入中國(guó)市場(chǎng)的SWOT分析優(yōu)勢(shì)Strength1995年進(jìn)入中國(guó)以來(lái)打造高貴形象,中國(guó)高檔啤酒第一品牌強(qiáng)大和先進(jìn)的經(jīng)銷商管理系統(tǒng)，是百威引以為傲的企業(yè)財(cái)富弱勢(shì)Weakness品牌單一，產(chǎn)品線單薄與國(guó)外高檔品牌相比,缺乏時(shí)尚品味與國(guó)內(nèi)知名品牌相比,缺乏價(jià)格優(yōu)勢(shì)威脅Threat本地品牌日益壯大行業(yè)整合催生全國(guó)性區(qū)域性本土品牌夜店競(jìng)爭(zhēng)加劇，青啤、燕京進(jìn)入市場(chǎng)“飲料+酒”的中國(guó)消費(fèi)新趨向機(jī)會(huì)Opportunity中高檔啤酒市場(chǎng)的逐步擴(kuò)大，而百威已占領(lǐng)高端市場(chǎng)的霸主地位區(qū)域性市場(chǎng)上出現(xiàn)了清淡性啤酒消費(fèi)的新趨勢(shì)追逐時(shí)代潮流年輕消費(fèi)者的增加1515；.1616The SWOT Analysis of Budweiser in Chinese Market StrengthSince entering China in 1995, built the nob