Mar
4
2015
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Comments Off on Budweiser’s counter-intuitive marketing.
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Maybe Budweiser should adapt a NASCAR strategy?
http://sports.yahoo.com/blogs/nascar-from-the-marbles/kansas-spring-race-to-be-titled–spongebob-squarepants-400-205621538.html
But before you scoff, listen. Who is Budweisers target audience? blue collar, low to middle income, industrial sector Americans. Who watches NASCAR? Exactly.
Surely there is some typecasting, but it only makes sense for InBev to sponsor outlandish events. Remember, they are tripling their marketing efforts for Bud.
http://nypost.com/2015/02/26/budweiser-losing-the-battle-with-craft-beers/
Now, let me just blow all the above out of the water.
Budweiser is signing their own death warrant in the beer industry and they don’t even know it.
One of the first things they teach you in marketing 101 is to differentiate yourself. ESPECIALLY if you sell a commodity that everyone else also sells. Budweiser has for years engaged in a “This Bud is for you” campaign. Bud is becoming synonymous with beer / brew.
But with the shifts that we have been seeing in the last two decades, consumers are moving AWAY from commodities and into differentiated products (enter: craft beer offerings, differentiated along their flavor profiles and brewing styles).
InBev is proverbially throwing their marketing dollars down the drain CHASING the consumers dollar instead of providing marketing and advertising that DRAWS IN the consumers dollar.
Thoughts? Comments?