Introduction
The ANHEUSER BUSCH Company is known as leading brewing company in U.S. It has a share volume of about 49% in the sales of beer. In the United States, it operates to market twelve brews while in the universe it operates in selling seventeen brands. It mainly focuses on the Budweiser family and bud light family brews.
The ANHEUSER BUSCH Company capitalizes on the marketing mix concepts in ensuring that it reaches a bigger percentage in the target market. The company has therefore included the following objectives of promotion in their plan: The promotion team aims to persuade the target market that they offer high quality products that are sold at an affordable price and accessible at all parts on the universe.
The other objective of promotion is to ensure that it is informative to all the target population. The company has laid down the agenda to popularize Budweiser family and bud light family brews. It has made information available through social media sites and their websites. The company also puts their information on journals, magazines, and newspapers (Morot, 2005).Ensure that they increase the domestic beer segment volume and profitability per barrel which combines with the market growth share so that they improves the earnings per share growth and an improvement in the return of all the capital used.
Promotion aims at improving a high performing labor force by ensuring that it advertises a safe, productive, a rewarding, and health surrounding where all the workforce and consumers will enjoy. The company experiences significant advertising and promotional expenses when it comes to promotion as a component of marketing mix. Despite this fact, the company understands that the costs cannot be avoided, as promotion is among the key elements in the marketing strategy of The ANHEUSER BUSCH Company.
The ANHEUSER BUSCH Company has initiated a strong campaign that aims at re-energizing and reinforcing the brand experience in the market. The campaign has ensured that it has established a fantastic image to the entire target group hence their products come out to the consumers with quality foundation imagery. It also tries to advertise using sporting events to ensure that their brands are seen exclusive and highly recognized (Belch2001).
Sports marketing apply as an advertising material in the company where they have greatly used super bowl and other events. Budweiser family brew has initiated a horse racing event and events in motor sports. There has been the introduction of NASCAR and Budweiser king championship that attracts a lot of interest from consumers.
Promotion is carried on a daily basis and the company ensures that it conducts advertisements in several forms. The advertisements are conducted through various media channels. The company gets into contract with various television channels so that they can sell their brands and create more awareness to the target market (Kotler, 2001). The advertisements are mostly aired when the most favorite programs are watched. This may include the American idol viewed by a high number of people therefore; the company considers the program a priority when making advertisements.
The television campaigns about the ANHEUSER BUSCH Company include the following: Clydesdales, which are used in liberty and harness, the annual bud bowl, the Waazzzup series, frog saving and the real American heroes. There is also a current TV commercial, which has a slogan of the king of beers. In the previous days, the company used to apply the NASCAR Busch series to promote its products.
The sales people that are used by the ANHEUSER BUSCH Company include the following: order getting, order taking, and supporting sales people. The sales are equally divided between the sales people so that they can reach the entire target group and avoid duplication of efforts in similar regions. The company acquired and owned InBEV whose roll was to induce significant cuts in all the plans in advertising that has been rolled out. It has also ensured that it changes demographics and the habits common in the media.
The company has used the push and pull promotion strategy. The company uses the push strategies in their major retail outlets and this boosts their sales of the beer. This is enhanced by reducing the prices and ensures that they have an instant-win in their packaging to all the vendors in al the in-store promotions. They ensure that they utilizes the summer season, which is considered a peak for their brands. They have a policy that applies in the summer bud promotion.
In pull strategies, the company has ensured that it puts into consideration a stylish market research that reaches all the regions of their campaigns. The internet is a channel to use the pull strategy since it is used to market the brews in the social media sites therefore attracting a larger population. The application of internet ensures that their website has information about the two brands, the background about the company, history, and the market trends. This has lead to the company to gain more two million viewers of their marketing sites.
Briefly, the company has ensured that it utilizes promotion so that it can increase maximum profits and effectively compete with tall its competitors.
References
Belch, G. E., & Belch, M. A. (2001). Advertising and promotion: An integrated marketing communications perspective. Boston, Mass: Irwin/McGraw-Hill.
Kotler, P. (2001). Marketing management. Upper Saddle River, N.J: Prentice Hall.
Morot, R. (2005). Promotion. Alexandria, VA: Alexander Street Press.
Clow, K. E., & Baack, D. (2004). Integrated advertising, promotion, & marketing communications. Upper Saddle River, N.J: Pearson Prentice Hall.
