^百威啤酒营销案例.pptx

营销管理Marketing Management百威品牌案例分析Budweiser Brand Case Study百威的历史背景Budweiser History百威的营销 Budweiser MarketingHigh-end market25-35 ages males Budweiser beerBudweiser cold beerBudweiser pure health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。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 interlinked with the national spirit of five thousand years of Chinese.营销策略——百威VS喜力Marketing Strategy—Budweiser VS HeinekenSports 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。Looking at the successful operational foreign beer brands in Chinese market, sports marketing and beer are inseparable.Sports Marketing百威麦霸英雄会 热波音乐节 百威迷笛音乐节 百威音乐大篷车 Music Marketing高端定位明星+创意明星的影响力和号召力 百威音乐王国爵士乐各种音乐活动 瑞士蒙特路爵士音乐节Heat wave music festivalBudweiser Mai Pa HeroBudweiser Midi music FestivalBudweiser Music CaravanMusic MarketingThe star’s Influenceand appealVariety of Musical Activities High-end positioningstar + creativeMontreal Road JazzFestival in SwitzerlandJazzBudweiser Music Kingdom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.Network Marketing百威喜力运用娱乐营销方式，将娱乐元素融入品牌中。选择大众喜欢或者经常浏览的网站，迎合大众心里，以不同方式吸引大众参与活动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。营造一个轻松地、目标群众感兴趣的话题，增强互动和长期关联。设计可以联网进行的游戏，吸引消费者参与。与消费者实现互动。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。。。。。。。。。Other Marketing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 chari