Anheuser-Busch

Anheuser-Busch is the largest brewer of beers and other malt beverages in the United States, boasting such brands as Budweiser, Michelob and Bacardi. The brands are divided up into sub-categories, which target every different type of malt beverage drinker.

For example, Budweiser includes the original, Bud Light, Bud Ice, Bud Ice Light and Bud Ice Light, in addition to others. Anheuser-Busch’s focus on product differentiation has become their unique competency and has contributed to their overall success. The beverages have a wide range of flavors, package sizes, prices and calorie content.

In essence, Anheuser-Busch strives to meet the needs of every malt beverage drinker, no matter his or her individual tastes. While the emphasis on differentiation is the company’s strength, in many ways it is also a weakness. It would be impossible for retailers, restaurants and bars to carry every single Anheuser-Busch brand, which means that the most popular brands, such as Budweiser, are easy to find while the lesser-known varieties, such as Michelob Honey Lager, would require some research to locate.
In addition, brand awareness is limited because the marketing efforts focus on the more popular brands. In spite of this, Anheuser-Busch creates value for the customers by delivering a quality product at affordable prices. A malt beverage drinker can customize his or her experience by choosing the product that best suits their budget, calorie requirements and quantity needs. Anheuser-Busch is infinitely successful in their marketing efforts. Primarily, the annual Superbowl commercials are anticipated beforehand and talked about later.
The commercials range from the ordinary (a history of the company) to the extraordinary (talk show host Conan O’Brien being talked into doing a racy foreign commercial).
These commercials have inspired catchphrases, such as “Whazzzup! ” and the infamous talking frog phenomenon. Anheuser-Busch is not only the leader of malt beverages, but also the leader of product advertising. Links: You Tube Conan O’Brien Commercial: http://www. youtube. com/watch? v=HazUvFXY2X4&feature=PlayList&p=593B9A455D27422B&index=15&playnext=3&playnext_from=PL Anheuser-Busch Website: http://www. anheuser-busch. com/