The Anheuser-Busch Corporation and Budweiser commits to staying ahead and using the best marketing strategies to capture the consumer in all age groups. Anheuser-Busch and Budweiser’s core values are the commitment to produce an outstanding product and keeping the consumer loyal to their products or the products they are associated with. “Anheuser-Busch has stressed an unwavering commitment to quality in every segment of business- its products, services and relationships.”¯ (Adheuser-Busch Companies, 2007). The Anheuser-Busch Corporation promotes to all age groups through, Entertainment, Sports, and Education. The process to market to the different age groups, including Young Children, Young Adults, and Senior Adults will have new directions and relationships.
By using the best market strategy with all the companies, Anheuser-Busch has a goal to capture all age groups and secure their loyalty.
In today’s environment marketing a product can contribute to the growth of a company or the down fall of one. With Anheuser-Busch in any of their companies they take an aggressive approach and try to produce and market the best of the best. In 2000, Busch Entrainment decided to try another new approach to capture the age groups of all by developing a Theme park that would allow children and parents to be part of the attraction. This new park would be called Discovery Cove. The way the park would be set up was a dream for most people. The parents would be able to “bask”¯ in the sun while the children swim with dolphins and other fish. This would be a dream come true for most families. Not only was it a park that would provide a vacation that could only be found by going to an island, far away from the USA and they would be paying for the rest of their lives, but it would be located right here in the United States.
The challenge was not only to promote the new Theme park but to promote it in a way that would show profit. The park had geared itself to only 1000 visitors a day with a price of $179.00 for adults and $89.00 per child. This was done by a “one-of- a- kind park that promised no waiting lines, no crowds, and all-inclusive services (with Lunch).”¯ (Young 2000, 112). The advertizing would be done through prime time ads and commercials, The Super Bowl would be the number one choice for the marketing aggressive approach. In doing this they were marketing not only a Theme park for young children but, they were capturing the young adults and senior adults as consumers. “The best practice in marketing is to advertize where all can see the product”¯, not only is Anheuser-Busch marketing the park but they are promoting their bread and butter (Budweiser Beer, 2007).
The Anheuser-Busch Corporation has taken the ability to capture the consumer as a big part in marketing. The other part is to keep the consumer loyal to the products. Anheuser-Busch has a marketing strategy of using sports events to advertise. In 1996 Anheuser-Busch came out with an advertisement that would be remembered by all their fans. It was the frog commercial that had three frogs setting on Lilly pads saying Bud-weis-er. This was viewed during prime time Super Bowl day. This commercial had captured the young adults and senior adults. After about 18 months, marketing wanted to do away with the frogs and try new adventures. After some debating and discussions with Vice President of Marketing, August Busch IV, who is a loyal advocate of the frogs, the frogs would stay. One of the ventures would be to add a Lizard named Larry to rejuvenate Budweiser ads. Anheuser-Busch uses “humorous”¯ advertizing campaigns to gain the consumers attention. The ability to gain prime time spots for advertisements on television, sports or entrainment events comes at a high cost. “During the first 9 months of 1996, A&B spent $110.8 million in media on Budweiser”¯ to capture the consumer’s loyalty (Anheuser-Busch Companies, Inc. Company Profile, 2007). In this respect, the company’s support of sport events is very important. By using sports events like the Super Bowl and other events such as Golf, Race Cars and Race Boats, they capture the consumer at all age groups.
They have also taken steps to advertize about drinking and driving. Anheuser-Busch and Budweiser at one time ran commercials at all times of the day and on some television programs that was viewed mostly by young children. One of these was the MTV network. Anheuser-Busch and Budweiser decided to pull their commercials from the network to avoid the conception that they were marketing to underage consumers. A spoke person from Anheuser-Busch had said “There is a lot of focus right now on young people and the issue of underage drinking and advertising.”¯ She added: “We fell it’s important that people understand our intentions and that they are not misrepresented. We do not target underage drinkers.”¯ (Adheuser-Busch Companies, 2007) Anheuser-Busch and Budweiser is involved in many programs to educate and stop problems of underage drinking and Driving and Drinking. In fact, the A&B and Budweiser commercials target at age groups of 21 years and older, but all watch including the under age group.
However, Anheuser-Busch and Budweiser takes steps during advertisement to discourage drinking among underage people.
In 1999 the University of Virginia was given $150,000.00 to support a program aimed at reducing risky drinking behaviors among students. This money will be used to research, develop and implement a five year marketing program toward alcohol education. Anheuser-Busch has been a big supporter to fight alcohol abuse among college students since the 1980’s. They have support the National Collegiate Association to fund alcohol education programs with a 2.75 million dollar grant. There are other ways that Anheuser-Busch and Budweiser support education about drinking through web sites that they sponsor.
The Anheuser-Busch and Budweiser takes great steps in the education of drinking. There are many web sites that they sponsor that talk about research on current alcohol issues, including Ā www.alcohoistats.com and Ā OOwww.beerresponsible.com. The latter site talks about how responsibility matters when it comes to drinking. The website www.designateddriver.com promotes the use of designated drivers to prevent drunk driving. Then we have two that are talk programs that helps parents talk with their college-bound students and their children about drinking. Such sites as www.collegetalkonline.com and www.familytalkonline.com are promoted by A&B and Budweiser. They are great sources to learn about drinking and being responsible.
The ability to capture the consumer of all age groups through marketing strategies with any company is a great task. With Anheuser-Busch and Budweiser it is a harder task. Anheuser-Busch and Budweiser is a company that is grown on the manufacturing of alcoholic beverages. Through other subsidiary companies under the A&B Corporation it can reach out and provide a great marketing product to all three age groups. Anheuser-Busch strives to achieve the best marketing strategy to sponsor their products while keeping in mind underage drinking and driving responsible.
Loyalty to the product plays a big part in marketing and Anheuser-Busch has succeeded to gain the loyalty in all products that they produce.