Anheuser-Busch Global Marketing Strategy - Paper Essay Example

Anheuser-Busch Global Marketing Strategy Background Since its foundation in the mid-1800s, Anheuser-Busch Company (AB InBev) established as one of their goals to, “[Created] new ways of connecting beer drinkers with its products” ("Marketing and Advertising", n.d.). Anheuser-Busch philosophy has been maintained up to this date; by finding the need to implement a wide diversity of marketing strategies with the clear objective to maintain and gain market share worldwide. According to Forbes in 2012, Anheuser-Busch ranked globally #53 on innovation, #93 Globally, #221 in Sales ($39.05B), #87 in Profit, #220 in Assets, and #42 in Market value ("InBev Forbes List", n.d.). AB InBev is one of the most important companies in the world to work with and to analyze from a marketing perspective not only because how they rank, also because they have been showing consistency and growth since their foundation. This paper analyses the three main marketing strategies utilized by AB InBev: integrated marketing communication, price and portfolio analysis. Marketing strategies used by AB InBev had lead the company to be profitable, a strong competitor and to establish control over buyers and suppliers. (Boeing, Casey, & Colson, 2008). Integrated marketing communication has been used by Anheuser-Busch Company as the main strategy to deliver a message to beer drinkers, by utilizing a group of communication disciplines such as promotion, advertising, direct marketing, sales, sales promotion, public relations, and inter-customer communications. Price Strategy has been a key factor to obtain high revenues for AB InBev, their high market share has been allowing AB InBev to control and set prices according to their target market. A marketing strategy has been used trying to offer a wide range of prices that not only can be affordable for everybody, but to give Anheuser-Busch customers the perception of the value, quality and benefit that they are acquiring while