Group 14 Pp Finalpresentation

Cramer-Krasselt is the third largest independent agency in the U.S.

Headquartered in Chicago, Ill.Revenues up to $15 million

Our mission: “To be among the nations most valued creative companies serving clients that demand quality, fascination, and first place.”

We know the alcoholic beverage industryClients

Corona Yellowtail

The challenge that the Bud Select brand faces is its ability to differentiate the product in the “healthy” beer market.

The way we differentiate: taste, quality, and nutrition facts

Target female consumers

99 Calories3.1 g carbs

55 Calories1.9 g carbs

102 Calories5 g carbs

99 Calories5 g carbs

119 Calories9.6 g carbs

Budweiser, notably called “The Great American Lager” has been available for 133 years and is leading the market

“Through all of our products, services, and relationships, we will add to life’s enjoyment.”

Company Vision/Objectives“Be the world’s beer company”“Enrich and entertain a global audience”“Deliver superior returns to shareholders”

Market Value

One of every two beers sold in U.S. is an A-B product

Subcategory in market for healthy, lighter beersBiggest competition: MGD 64Experiencing competition with other A-B

light beers like Bud Light

Bud Select falls under A-B umbrella with brother beers Budweiser and Bud LightC-K can help A-B capitalize on success

of these leading brandsDifferentiateNew target marketCreative

Threat of Substitutes

• Influenced by: low-cost switching, cheap alternatives, and beneficial alternatives. • In order to alleviate the threat we need to: highlight the low calorie count found in Bud Select

Threat of Buying Power• Low-cost switching as well as oligopoly are the greatest threats • In order to prevail we need to price our products at a competitive rate and also mix in a variety of sales and promotions to entice consumers to buy or product

The consumer can have it all with great taste and less calories

“Expect Everything”

“Exception to the Rule”

“Select the Best”

“Bold Taste: Clean Finish”

Brand Character: -Sexy, Fresh, Bold, Exciting

Target the younger to middle aged consumer Women

Health Conscious Concerned with overall calorie

consumption

•Guilty pleasure with no guilt

Main Goal

Bud Select represent the healthier option with no sacrifice in taste

High Degree of Visual magnetism › Ever-present Bud Select Logo › Red, Black

Appeals to a sense of excitement and drama

Compels the audience to expect it all from

their beer: Great taste and low calories

Bud Select is a drink for all occasions, in which consumers can “have it all.”

Do you only have one brand of choice or do you like variety? I’m open to just about

anything that tastes good

Anthony, Human Biology Senior

Do you strictly consume beer when drinking? It usually depends, if

that’s the only thing available then yes, but if I have an option, I like to mix

Dawn, Communications Senior

• Do you feel you can lead a healthy lifestyle and still enjoy beer?– Yes, as long as

you drink light beer and maintain a proper diet/exercise routine you should be fine

• Brittany, Supply Chain Management Senior

Are you brand loyal?Not really. I’m a broke

college student, usually I take what I can getJason, Engineering

Senior

Does your social situation dictate what kind of beer you drink?Usually. If I’m at a

party I drink what’s there, but if I go out I choose what I wantSumira, Physiology

Senior

• Why do you drink beer?– I like the

taste of beer, plus its cheaper then liquor so it’s a win

• Jaimie, Hospitality Business Senior

Here are a variety of other research questions…

• How do you prefer your beer?• Is temperature important to you when drinking beer?• Are you open to drinking beer and various other alcoholic beverages?• What are some things you consider when choosing a beer?

• What Anheuser-Busch Brands do you drink?What is your personal favorite brand?• Are you open to trying other brands?• Is the brewing process a factor when choosing beer?• Do you let your friends influence your beer purchase?

On behalf of all C-K staff, thank you for your time.

Presented by Group 14: Elena Berry, Laura Gougeon, Lauren Hagerman, Jade Savage, Lauren Simonetti