Budweiser Paper

MARKETING 474 net INTEGRATED MARKETING PLAN INSTRUCTIONS You will complete an combine Marketing Plan with your group for Budweiser. As you may know the hurt beer manufacturer is struggling. You will need to do additional research to unc everywhere the issues that are plaguing the brand. The goal of your plan is to drive business.BUDWEISER OVERVIEW In January, Coors Light surpassed Budweiser to mother the 2 selling beer in the U. S. It was a major blow for Budweiser, a brand that has been in decline for the last three decades.Certainly the changing tastes of the American consumers confound impacted sales of Anhe characterr Buschs flagship brand, but marketing decisions have likewise played a big role in the fall of the iconic brand. Budweiser has tried to be everything from fratty to refined to sporty to hipster. Anheuser-Busch has always put a major focus on marketing. This is the company, after all, that spent $246. 2 one million million million solely on Super-Bowl commerci als from cc2 to 2011. Edward McClelland of Salonsays that from its inception, Budweiser was a triumph of marketing over quality. The quality was questionable Adolphus Busch, the companys founder, called his beer dot-schlop and preferred to take up wine and St. Louis drinkers were not fans of the drink either, but the Busch family still bought the licenses and paid rent for bar owners in commuting for serving the product. Budweiser had its glory days in the 1950s when Anheuser-Busch helped strengthen its field of study brand by sponsoring shows featuring Jackie Gleason, Milton Berle, and Frank Sinatra. It also promoted its beer by sponsoring sporting events and brand stadiums. By the 1980s, Budweiser was synonymous with American culture. Budweisers kind of a mainstay.Its a good old American tradition, like going to a baseball game or a college football game,says Kevin Eichelberger, webmaster of BeerTees. com. But something has happened in the past three decades and, while it stil l has clout overseas, the Budweiser brand is devolve here at home. Undoubtedly, owners A-B InBev will try to save it with marketing, as they have always done. But will that be enough to return Budweiser to the quite a little and its former glory? Source businessinsider. comPAPER OUTLINE Integrated Marketing compact Deliverables You should outline the following before you begin developing your IMC (Word Times radical Roman 12 Font and 1. inch margins)OVERVIEW (2-3 Pages)1. Budweiser Problem2. Company Culture, Values, Mission3. Communication physical object (e. g. Inform, Persuade, Call to action)4. Brand Positioning and Personality5. Intended Target Audience/Insights exertion (At least 3-5 Pages) BIG IDEA or compelling theme. (e. g. What happens in Vegas waistband in Vegas)MESSAGE Relevant copy and actionable message for your target consumer which includes (e. g. intellectual or emotional appeal or selling proposition)CHANNELS (examples) a. Print foment publicize, Artwork/V isual and Copy b. Events with Sponsors c.Direct Communication Web-site, Social Media d. Public RelationsCREATIVE Headline to capture the targets attention and photos that capture the essence of the campaignGRADING CRITERIA 200 Points Written Strategy-Did you have a compelling strategy for your IMC? Was your strategy adjust to the problems and issues? 100 Points 5 minute Oral Presentation-How Creative was your IMC presentation? Did you use innovative ways to drive sales that would resonate with the target consumer? position Your Oral Presentation should be 4-5 Slides developed from the CAMPAIGN part of the written strategy.