Budweiser Executive Summary
Budweiser
Team K.A.M.M
Brand: Budweiser
Team Leader:
Alessandra Coche
Members:
Krystal Pritchett
Michelle Bright
Matt Rumbley
ADV 3300 Media Planning
Spring, 2012
Advertising Media Plan Project
Ingredients
1. Executive Summary
2. Situational Analysis
3. SWOT analysis
4. Marketing objectives
5. Advertising Objective
6. Creative Strategy
7. Media Objectives
a. Target
b. Overall Media Budget
c. Target Coverage
d. Regionality
e. Seasonality
a. Media Mix
b. Scheduling
c. Reach, Frequency, Media Weight
a. Suggestions for Vehicle Selection
b. Media Flow Chart
8. Media Strategy
9. Implementation and Evaluation
10. References
11. Appendix
Executive Summary Our campaign has plans to look over Budweiser’s past sales …show more content…
The company used their marketing initiatives to target women with their low calorie beers and to dispel myths about the unhealthiness of beer. Coors has also gone outside of traditional advertising and began using social media as a way to target audience. It has been able to engage consumers as they innovate and upgrade their popular products. The company has created the “cold activated” technology which tells beer drinkers when the beer is cold enough to provide the most optimal taste. Coors and Miller became a joint venture, which has helped both companies cut costs for marketing, and has increased the amount of marketing.
Coors’s simple marketing strategy claims it is a “cold refreshment.” Their marketing focuses on the simple values they promote. The Coors light slogan is
“Rocky Mountain Refreshment.” This brand has become favorable to consumers and it’s purity of ingredients is the main focus. It has increased advertising spending to target their specific audience, especially during sporting events. Their website promotes nature and the Rocky Mountains. It displays a wood background and a Rocky Mountain symbol, stating “Grab a piece of the legend.” Although Coors has been trying to target women, the website is …show more content…
Even though Budweiser sales have declined, Bud Light is still number one in the beer charts.
This decline is due to the many import, low-calorie, and craft beers that currently exist. Although the main focus is to increase sales, we also want to bring back Budweiser’s strong appearance in the market. Our objective is to establish top of mind awareness with 70% of the audience by the end of the fiscal year. They need to remind the consumer base and past consumer base of Budweiser’s great assets and why it is the beer they should be drinking. For example, some of Budweiser’s great features are that their five ingredients are high grade, it’s fresh, it’s the great american lager, and has the perfect pour.
Budweiser ought to create a new image not only for their existing consumer base, but their new targets. Remind old consumers as well as new consumers that Budweiser is known as “the king of beers.” However, they also need to incorporate the new and upcoming values of current society and this new emerging generation.
Creative Strategy
Examples of Prior Creative Strategy
Creative Strategy
Current Creative
Team K.A.M.M
Brand: Budweiser
Team Leader:
Alessandra Coche
Members:
Krystal Pritchett
Michelle Bright
Matt Rumbley
ADV 3300 Media Planning
Spring, 2012
Advertising Media Plan Project
Ingredients
1. Executive Summary
2. Situational Analysis
3. SWOT analysis
4. Marketing objectives
5. Advertising Objective
6. Creative Strategy
7. Media Objectives
a. Target
b. Overall Media Budget
c. Target Coverage
d. Regionality
e. Seasonality
a. Media Mix
b. Scheduling
c. Reach, Frequency, Media Weight
a. Suggestions for Vehicle Selection
b. Media Flow Chart
8. Media Strategy
9. Implementation and Evaluation
10. References
11. Appendix
Executive Summary Our campaign has plans to look over Budweiser’s past sales …show more content…
The company used their marketing initiatives to target women with their low calorie beers and to dispel myths about the unhealthiness of beer. Coors has also gone outside of traditional advertising and began using social media as a way to target audience. It has been able to engage consumers as they innovate and upgrade their popular products. The company has created the “cold activated” technology which tells beer drinkers when the beer is cold enough to provide the most optimal taste. Coors and Miller became a joint venture, which has helped both companies cut costs for marketing, and has increased the amount of marketing.
Coors’s simple marketing strategy claims it is a “cold refreshment.” Their marketing focuses on the simple values they promote. The Coors light slogan is
“Rocky Mountain Refreshment.” This brand has become favorable to consumers and it’s purity of ingredients is the main focus. It has increased advertising spending to target their specific audience, especially during sporting events. Their website promotes nature and the Rocky Mountains. It displays a wood background and a Rocky Mountain symbol, stating “Grab a piece of the legend.” Although Coors has been trying to target women, the website is …show more content…
Even though Budweiser sales have declined, Bud Light is still number one in the beer charts.
This decline is due to the many import, low-calorie, and craft beers that currently exist. Although the main focus is to increase sales, we also want to bring back Budweiser’s strong appearance in the market. Our objective is to establish top of mind awareness with 70% of the audience by the end of the fiscal year. They need to remind the consumer base and past consumer base of Budweiser’s great assets and why it is the beer they should be drinking. For example, some of Budweiser’s great features are that their five ingredients are high grade, it’s fresh, it’s the great american lager, and has the perfect pour.
Budweiser ought to create a new image not only for their existing consumer base, but their new targets. Remind old consumers as well as new consumers that Budweiser is known as “the king of beers.” However, they also need to incorporate the new and upcoming values of current society and this new emerging generation.
Creative Strategy
Examples of Prior Creative Strategy
Creative Strategy
Current Creative