The Marketing Of Budweiser Beer

Essay by PaperNerd ContributorUniversity, Master's November 2001

download word file, 8 pages 3.5

The Marketing of Budweiser Beer Although I am no longer a beer drinker, I have chosen to report on the marketing of Budweiser beer, brewed and distributed by the Anheuser-Busch Corporation, with home offices in St. Louis, Missouri. It is my interest in their marketing strategy, especially television ads, that led me to report on this particular product. I will start by looking at the company's major screening criteria for it's name of product and marketing possibilities. Founded in 1860, in St. Louis, Adolphus Busch purchased controlling interest in a local brewery. His goal was to create a "national beer"�, one that would be acceptable to all Americans. No one is certain where the name Budweiser came from, but it was introduced to the market in 1876. Because of it's early beginnings, I could not locate any data on the other screening criteria, such as quantitative (ROI), qualitative (Nature of Business), and other major constraints, except that to create a "national beer"� logistics in distribution was the first hurdle.

The analysis of market environment for Budweiser has gone through many phases over the years. Anheuser-Busch may have floundered early but with the company's use of technology with the launch of the first fleet of refrigerated rail cars and the use of pasteurization to ensure freshness, Anheuser-Busch has positioned itself to become the leading brewery in the world and Budweiser outselling all other beers combined. Most of Anheuser-Busch's political and legal marketing issues can be directly linked to the cultural and social climate in the market at a particular time. For example, during prohibition, Anheuser-Busch diversified in areas of corn products, baker's yeast, ice cream, soft drinks, and refrigeration units. Today most of these issues are still closely related, for instance the political and legal problems dealing with underage drinking and...



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