Final Project - Strategic Communication Management
“Bud 360” Communication Plan
By The Weisest Amanda Kelly, Chloé Jean-Pierre, Anastasi Sharp, Chetna Thukral, and Julia Zhang 1
Executive Summary
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Background
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Products
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Industry
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Customers
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Competitors
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Marketing/Communication practices
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Challenge/opportunity
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Barriers
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Solutions
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Problem/Opportunity Statement
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Goal
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Key Publics
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Key Messages
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Recommended Communication Tactics
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Budget
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Calendar
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Measurement & Evaluation
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References
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Appendix
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Background
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Personas
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Calendar
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I.
Executive Summary
Budweiser is the iconic, medium-bodied lager beer of its parent company Anheuser-Busch InBev. The company has a vast international distribution network, and owns a variety of factories and a large beverage portfolio. Historically, Budweiser’s reputation is the story of an authentically American beer company. However, the beer industry and Budweiser have had to adapt with the times; the taste of young American customers have shifted towards craft and premium beers. While older Americans have remained loyal to Budweiser, younger customers find its broad positioning and flavor generic. As a result, ‘light’ and craft beers are threatening Budweiser’s top market position. Marketing is one way in which Budweiser tried to reclaim its seat at the top. However, past efforts have failed to shift millennials' preference for craft beers towards Budweiser. Solving the problem entails applying Budweiser’s brand heritage in a way that will resonate with millennials. This communication plan seeks to position Budweiser as an experiential brand, educate customers about the naturality and authenticity of Budweiser, and reposition the Budweiser taste as versatile. The campaign will run for nine months and cost approximately $300,000. It will consist of several tactics, targeted toward trendy millennials and foodie young professionals. By inviting them to experience Budweiser in many different avenues and engaging with them on social media, this campaign hopes to shift our audiences’ focus from the product to the Budweiser experience, therefore improving the company’s overall reputation. By implementing pre- and post-measurements, we will be able to evaluate the success of our campaign.
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II.
Background
Part of Anheuser-Busch InBev1, Budweiser is the organization’s biggest brand, holding 165 years of legacy as ‘The King of Beers’. Both the company’s mission (‘To brew great beers that cannot only be enjoyed responsibly but are also created with a low impact on the environment’) and vision (‘bringing people together in a better world’) indicate a commitment towards quality beer products, as well as a purpose that extends beyond brewing. From a business standpoint, the company currently owns 23 breweries and has 18,000 employees with products of the brand distributed in over 70 countries. Budweiser also offers guided brewery tours at six locations within the U.S. to showcase the seven-step brewing process, latest brewing technology and the story of the legacy behind the company. Products Budweiser is a “medium-bodied, flavorful, crisp American-style lager”. It is brewed with only four ingredients: barley, rice, water and hops. The company's commitment to regional agricultural growers is reflected in the fact that the barley used in the product is sourced 100% from American farmers. The brand currently offers the following key portfolio of products:2 ● Budweiser: The flagship product ● Discovery Reserve collection ● Budweiser Select 55 ● Chelada
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https://www.budweiser.com/en/our-beers.html https://www.budweiser.com/en/our-beers.html
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End of sample. Please email me at anastasisharp.com for more.
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