Repositioning Budweiser to Women Essay

4769 Words Nov 7th, 2011 20 Pages
A lovely cover page! Very creative and professional!
In the future, please also include the date of the report submission and your course section#.
MKT 2284 Marketing Research
Courtney Groenewoud, Eric Williamson, Natalie Neville, Ashleigh Milne and Gen Blackburn
The Fab Five
MKT 2284 Marketing Research

Major Research Assignment: Deliverable #1
The Research Proposal

Table of Contents

Formal Letter…………………………………………………………………..……………………………. Page 2
Background ……………………………………………………………….……………………………. Pages 3-4
Marketing research problem Definition …………………………………………………. Pages 5-7
Research Objectives and Hypothesis ……………………….……………………………. Pages 8-9
Research Design and Methodology ………………………..……………………………. Pages 10-11
Secondary and
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Current Market

In 2010, Beer stores (where?) sold $19.9 billion worth of beer during their fiscal year. Anheuser-Busch InBev currently controls 22% of the global market share, which makes it the world’s largest brewer. Good! The current target market for Budweiser is anyone who is 19 years of age or older and who is a fun loving, carefree individual who likes to drink occasionally or on a regular basis. And male? Other attributes? Are they selling to 55 year-old-males as well or is it more a younger demographic?

Product Overview

Some of Budweiser’s strengths include:
Their demographics because the number of Budweiser’s target market (19-30) is expected to increase over the next decade which will be a major factor to their growth and product development. This first sentence is unclear.Their brand name is powerful because they have the top 2 brands in the country (Canada? (Bud Light and Budweiser) and they have the leading brand of beer in all the major domestic beer categories in?. Their slogan “King of Beers” has become very popular therefore making their brand name recognizable to consumers. They have a network that consists of 12 breweries and 600 wholesalers who distribute their brand in ?.
One of Budweiser’s biggest weaknesses is that their advertisements and slogans relate mostly to men. In their commercials, they have used half-naked women in bikinis several times. As much as this gets men to drink their beer,

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