百威啤酒营销案例 ppt课件.ppt

营销管理Marketing Management
百威品牌案例分析
Budweiser Brand Case Study
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2020/10/28
百威的历史背景 Budweiser History
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202费者参与。
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。
。。。。
运用娱乐营销方式，将娱乐元素融入品牌中。
在目标人群集中的平台上开展相关活动，刺激消费者参与品牌活动。
与消费者实现互动。
加深消费者对喜力的了解，实现品牌宣传传播最大化。
。。。。
Network Marketing
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百威的公益形象 The Charitable Image of Budweiser
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。
In addition to sports and music marketing, Budweiser and Heineken also promote brand marketing through sponsorship, naming and organizing a variety of charity activities.
Other Marketing
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销售代表
供应商
品牌经理
Budnet
Sales: acquisition of
competitors sales trends,
order displaying product
based on sales strategies
Supplier: sorting data
from sales and sending
ongoing to the brand
manager
Brand Manager: brand
manager analyze data,
adjust strategy, issue new
action command to dealer
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全国性智能销售系统 National Intelligence Sales System
Budnet
你在一家酒吧购买了一瓶百威淡型啤酒，百威的经销商们会利用系统记录以下信息：
If you buy a bottle of Budweiser light beer in a
club, Budweiser dealer will record the following
information by the system
How much money did you spend
Did you also buy other brands beer?
What else goods did you buy when you
bought beer
You bought beer in which city which area and
which store
When did you buy beer
Did the beer be warm or ice when you bough
it
Did you have the chance to buy cheaper
Budweiser beer in the streets.
Where was the beer you bought brewed
Your age range and ethnic
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Budnet 分析了什么?生活形态和啤酒消费趋势
百威的BudNet和国家人口统计数据库有一定的连接，能借由人口统计报表中的有关种族、经济等因素构成的社区分布来极为精确地进行小型的定制化的营销活动。
Budweiser BudNet has a certain connection with national population statistics database, could use community distribution constituted by the ethnic, economic and other factors in census report to carry on accurately small customized marketing activities.
利用精细准确的数据和信息随时调整市场策略
制定有针对极为细分消费群体的促销推广方案
探测竞争者的偏好走向，即时反馈，迅速反应
创造极大竞