Course: Marketing Management I
Topic(s): Case-Study: Budweiser
Globsyn Business School (Knowledge Cell)
Globsyn Crystals, XI – 11 and 12, Block EP, Sector V, Salt Lake Electronics Complex, Kolkata – 700 091, India
All information, including graphical representations/maps, etc provided in this presentation/document is only for classroom discussions at GBS. The materials are used for no other purpose by the school.
Student Case Study
Budweiser Lager was first brewed in 1876 by E. Anheuser & Co., St. Louis. Today, AnheuserBusch is the largest brewer in the world in terms of volume, and it competes across a diverse range of markets. The company oversees more than 30 different beer brands, including the domestic market leader Budweiser, a number of other alcoholic and nonalcoholic beverages, a group of theme parks, and a real estate enterprise
While retaining its brewing traditions, the company has adopted new technological traditions that improve its business and marketing effectiveness. In 1997, chairman August Busch III vowed to make his company a leader in mining its customers' buying patterns. The key to Anheuser-Busch’s real-time analysis of marketing effectiveness is timely data: getting information back from wholesalers and retailers on what is selling where and when. “Wholesaler and store-level data has become the lifeblood of our organization,” said Joe Patti, Anheuser’s vice president for retail planning and category management. Therefore, Anheuser-Busch created BudNET to connect to wholesalers, retailers, and other AnheuserBusch business partners. The system handles sales reporting, customer development, retail promotion notices, and weekly sales forecasting, as well as a wide array of logistics-related functions. BudNET is the information channel for an Anheuser-Busch system called WEARS (Wholesaler Equity Agreement Reporting System). Through BudNET, the delivery people of the 700 U.S....