Bud Light Marketing Analysis
Anheuser-Busch Inc. is a dominating global leader in the beer industry, specifically in the United States. Its roots can be traced all the way back to 1852 from the Bavarian Brewery in St. Louis MO when Adolphus Busch traveled from Germany to join his father-in-law. In 1876 Budweiser was founded and rooted its brand in values, ethics, and quality. These core staples of the company evolved all the way to 1982 when Bud Light was introduced. Today Bud Light is the best selling beer in the U.S. and the #1 beer sold by volume in the world. Let’s take a look into the marketing mix that makes this product so successful.
Product. Bud Light was only preceded by Bamblinger and Miller in the “Light” beer segment of the industry and is brewed at all 12 Anheuser-Busch U.S. based breweries. It’s brewed with all natural ingredients (water, barley malt, rice, premium hops, and yeast) and the clean, crisp, smooth taste is derived from the two and six row malt and cereal grains used during fermentation. Each 12 ounce serving contains 110 calories, 6.6 grams of carbohydrates and is 4.2% alcohol by volume. Consumers in the beer segment are very open to try different types of beverages so having a unique taste and “superior drinkability” separates Bud Light’s product from its competitors.
Place. Bud Light (through Anheuser-Busch) has a very large and extremely effective distribution system. It starts with 12 breweries located all across the U.S. which in turn helps minimize delivery times and costs associated. After Bud Light is brewed a chain of over 600 wholesalers distribute the product to the suppliers, who in turn sell and deliver the beer to locations where it’s sold. Each business that sells Bud Light is provided with a secondary supplier to reduce the risk of stock outs. Over half of wholesalers who distribute Anheuser-Busch products deliver only its products. This vertical marketing system ensures two things: 1) Anheuser-Busch has more control over where its products are
Product. Bud Light was only preceded by Bamblinger and Miller in the “Light” beer segment of the industry and is brewed at all 12 Anheuser-Busch U.S. based breweries. It’s brewed with all natural ingredients (water, barley malt, rice, premium hops, and yeast) and the clean, crisp, smooth taste is derived from the two and six row malt and cereal grains used during fermentation. Each 12 ounce serving contains 110 calories, 6.6 grams of carbohydrates and is 4.2% alcohol by volume. Consumers in the beer segment are very open to try different types of beverages so having a unique taste and “superior drinkability” separates Bud Light’s product from its competitors.
Place. Bud Light (through Anheuser-Busch) has a very large and extremely effective distribution system. It starts with 12 breweries located all across the U.S. which in turn helps minimize delivery times and costs associated. After Bud Light is brewed a chain of over 600 wholesalers distribute the product to the suppliers, who in turn sell and deliver the beer to locations where it’s sold. Each business that sells Bud Light is provided with a secondary supplier to reduce the risk of stock outs. Over half of wholesalers who distribute Anheuser-Busch products deliver only its products. This vertical marketing system ensures two things: 1) Anheuser-Busch has more control over where its products are
References: Budweiser vs. Heineken. (2009). Budweiser Marketing Mix. Retrieved October 4, 2012, from http://www.slideshare.net/ Budweiser. (2009). Retrieved October 4, 2012, from Wikipedia http://en.wikipedia.org/wiki/Budweiser_(Anheuser-Busch) Our Beers. (2011). Anheuser-Busch. Retrieved October 4, 2012, from http://anheuser- busch.com/index.php/our-beers/#!BudLightFamily Bud Light Family. (2010). Retrieved October 4, 2012, from http://www.kyeagle.net/suppliers/