Looking at the successful operational foreign beer brands in Chinese
market, sports marketing and beer are inseparable.
百威
喜力
不遗余力的赞助足球相关体育 运动
奥运会唯一国际啤酒赞助商
China market.
7
Marketing Management
Music Marketing
明星的影响力 和号召力
各种音乐活动
百威麦 热波音 霸英雄 乐节 会 百威迷笛 百威音乐 音乐节 大篷车
瑞士蒙特路 爵士音乐节
8
Marketing Management
Music Marketing
The star’s Influence and appeal
建立数据库，利用在线宣传所得到的信息或资料，以备在节日期间进 行促销之用。
。。。。
加深消费者对喜力的了解，实现品牌宣传 传播最大化。
10
。。。。
Marketing Management
百威的公益形象 The Charitable Image of Budweiser
Other Marketing
除了体育和音乐营销之外，百威啤酒和喜力啤酒也通过赞助、冠名和举 办各种慈善公益活动来达到品牌营销的效果。
The success of small ants images in China is not only because they are funny images, but also because in the Budweiser ads, small ants are embodied solidarity, intelligent and diligent, not afraid of danger, have the courage to challenge and other characteristics which are interliof five thousand years of Chinese.
1901
•第一个达到百万桶大关的啤酒公司，达到1006494桶
•The first beer company which made million barrels of Beer -1,006,494 barrels
1920
•全美开始禁酒令，开发无醇啤酒第一人
•National Prohibition began in USA, Budweiser is the first person who developed non-alcoholic beer
品牌文化
• 引以自豪的采用质量最佳的纯天然材料
• Be proud of using natural materials of highest quality • 奉行 “环境、健康与安全”的核心理念
• Adhere to the core concept of “environmental, health and safety”
4
Marketing Management
营销策略——百威VS喜力 Marketing Strategy—Budweiser VS Heineken
体育营音乐营网络营其他营 销销销销
5
Marketing Management
Sports Marketing
纵观中国市场上运作成功的国外啤酒品牌，体育营销和啤酒 的关系密不可分。
采集竞争者的 营销动态
Variety of Musical Activities
Heat wave Budweiser
music
Mai Pa
festival Hero
Budweiser Budweiser
Midi music Music
Festival
Caravan
Montreal Road Jazz Festival in Switzerland
League) and the Olympic Games with widespread attention as the focus of sports marketing, although
the investment is substantial, they have played a very good marketing role, effectively opened the
2002
•7.2亿美金全资收购哈尔滨啤酒集团有限公司 •$720 million to buy Harbin Brewery Group, a wholly-owned company
2004
•中国销售额最高的外资啤酒品牌 •占据国内高档啤酒市场近50%的份额 •Foreign beer brand with the highest sales in China •Occupy nearly 50% of domestic high-end beer market
•成功上市，达到5000万桶生产量大关 1984 •Successful listing, year production volume reached 50 million barrels
2011
•130多年历史销售累计1.85亿公升，成为“啤酒之王”
•More than 130 years cumulative sales was 18.5 billion liters, became “King of Beer”
9
Network
Marketing Management
Marketing
随着现在网络技术的迅速发展，网络已经成为人们生活中
不可缺少的部分。网络营销也重要性也越来越重要
With the current rapid development of network technology, network has become an indispensable part of people life. The network marketing is becoming more important.
2002 Salt Lake City
Sponsor NBA
basketball games
and other focus events
Sponsor of
tennis ball Open
Organiz e major roads-
how
Evaluation
• Budweiser selected soccer which had larger audience in China (including World Cup, Super League, A
11
Marketing Management
手动录入票据 电话订货 凭借经验分析市场
1977年 奥古斯特.布希三世(上任CEO) 誓将百威转变成挖掘消费者型态 和特性的行业领头人 使用Excel表格来传递数据
研制Budnet软件 将数据收集工作统一化 简化整合数据工作
整理自销售 代表的数据 不间断发送 给品牌经理
Communit y-based football
The only international beer sponsor of the Olympic Games
2008 Beijing Olympic Games
1996 Atlanta Olympic Games
2000 Sydney Olympic Games
market
2
Marketing Management
百威的营销 Budweiser Marketing
目标消费群
• 高端市场 • 25-35岁男性
High-end market 25-35 ages males
核心商品
• 百威啤酒 • 百威冰啤 • 百威纯生
Budweiser beer Budweiser cold beer Budweiser pure health
In addition to sports and music marketing, Budweiser and Heineken also promote brand marketing through sponsorship, naming and organizing a variety of charity activities.
Marketing Management
百威在中国推广——蚂蚁形象 The Promotion of Ants Image of Budweiser in China
小蚂蚁的形象在中国的成功，不仅是因为它们形象风趣，更是因 为在百威啤酒广告中，小蚂蚁们所体现出的团结一致、聪明勤奋、不 怕险阻、勇于挑战的特质与中国人五千年来的民族精神一脉相通。
营销管理
MARKETING MANAGEMENT
百威品牌案例分析
Budweiser Brand Case Study
1
Marketing Management
百威的历史背景
•安海斯-布希公司诞生于美国圣路易市。 1852 •Anheuser-Busch was born in St. Louis, USA.
Budweiser History
1993
•试水中国，与青岛啤酒初步合作 •Test entered China, started cooperation with Tsingtao Brewery
•采用巴氏杀菌法，广泛销售瓶装啤酒第一人 1870 •Use pasteurization, the first person who wide saled bottled beer
百威
喜力