supply local market directly. This way can reduce transport cost so that reducing production costs.
Relationship pricing and Quantity discount : Budweiser cooperates with Vanguard and Carrefour，the membership of Vanguard and Carrefour can get the special offer for Budweiser before or during international beer festival and football sports. Customers get 10% off of buying two boxes Budweiser, and get 15% off of buying 3 boxes Budweiser, customers buy over two boxes Budweiser, who can get free the shopping bags, umbrellas and beer cup with Budweiser logo.
Cash back：Customers buy one box beer on Budweiser website and give good praise, Budweiser will cash 3 Yuan back to customers.
(2) In product, according to market segmentation, the main customer of Budweiser of males, no product aims at females, so that the product mix is not reasonable and the product mix is single. Product strategies:
A. New product development: At present, Budweiser particularly pushed-off 330ml, 550ml and 700ml which are large capacity products for Chinese beer market, males buy these products more than females. As for females who don’t often drink beer, they prefer to small capacity beer. Because females have small appetite, they would like to choose small capacity to drink off easily and to try different flavors.
Budweiser plans to develop new product to enrich the structure of the product. In capacity, Budweiser plans to produce 200ml mini red cans Budweiser; in flavor,
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Budweiser plans to produce the fruit beer of fresh cherry ; in package, in order to attract customers attention, Budweiser plans to print some the modern tidal current items to show the high-end market positioning of Budweiser on the basis of printing Budweiser logo. Such as “Duang, 变成不一样的你 ；有钱任性；女神，约吗？；土豪，我们做朋友吧”。
Front side Reverse side
B. Product mix: Budweiser plans to launch couple product mix to improve the problem of single product mix. The capacity of 330ml bow red cans Budweiser as the male product of product mix, the capacity of 200ml mini red cans Budweiser as the female product of product mix. Budweiser plans to open the female market by male consumption to expand the market share.
C. New product mix promotion: In 2014, Korean “My love from the star” set off a upsurge of beer with fried chicken in china, McDonald’s and KFC set the discount meals of apple juice with fried chicken to meet customer needs. But at present no beer enterprise cooperates with McDonald’s and KFC. So Budweiser plans to cooperate with KFC, because KFC is famous for fried chicken, and we set meals of the beer with fried chicken together. The meals contain the male beer with fried chicken, the
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female beer with fried chicken and the couple beer with fried chicken. Budweiser also plans to create “love” advertising with KFC advertising, the actress of “My love from star” as a spokesperson to show 200ml mini Budweiser, the actor of “My love from star” as a spoken to show 330ml bow red cans Budweiser. Budweiser enhances popularity and sales by working with KFC.
4.3 Opportunity
(1) According to PEST analysis, China appeared the trend of population urbanization with economic development, and consumer’s structure of consumption changes constantly with the increasing of income level, this changed situation will let original medium-end beer consumers will turn to high-end beer market. The part of potential 25-35 young people will become our target customers. Strategies:
Because the network status of among young people is more and more important, our potential customers deal with network almost every day. So , network provide a good advertising platform for Budweiser.
1. At present, the young people always click the sports websites, game website, entertainment websites, music websites, travel websites, so Budweiser plans to put advertising on each websites’ first page.
2. At present, the social network is widely used; there are mainly microblogging, We-chat, MSN, QQ in China.
Budweiser can use micro-blog Master post the blog with Budweiser. Budweiser plans to cooperate with football star Beckham who are microblogging star, during FIFA Word Cup, Beckham posts the celebrate picture of drinking Budweiser with family members, the picture of cheering for the team and the picture of Beckham’s players having a party.
Budweiser plans to promote advertising in the We-chat moments, the content is：
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Customers concern the public number of Budweiser, who can get a chance to grab a red envelope of We chat. Customers concern the public number of Budweiser in the long term,they can enjoy the different discounts and activities, and the red envelope of We chat designs 1 cents to 10 yuan, customers can return the red envelope of pumping to the We chat wallet
3. Budweiser plans to cooperate with these video players Youku, iTudou and QIY, Budweiser plans to intersperse advertising in hot variety shows “Run, brother”, “Happy,camp” and “day day up”, and plans to display advertising before hot movies “Speed and passion 7”, “The revenge Alliance 2”.
4.4 Threat
1. In terms of competition: Huarun snow ,Qingdao and Yanjing these three big domestic beer brands impact of the china high-end market, local brands growing and both have their own advantages sale. To some extent Budweiser is affected in the high-end market. Strategies:
In order to enhance competition, Budweiser plans to step up publicity efforts to increase brand visibility. Budweiser’s slogan is “toast for the dream”, and has been committed to sponsor sporting events; Budweiser plans to become one of China Football Super League sponsors in 2017.
1. Budweiser plans to cooperate with ticketing organized of football area ,releases activity about raffle tickets together. Each division has a 1500 quotas, VIP area arrange 50 raffle quotas , First class tickets set up 150 raffle tickets quotas , second class tickets set up 200 raffle tickets quotas, Third class tickets set up 500 raffle tickets quotas, Away fans area arrange 600 raffle quotas. Members drawn admission tickets with admission number will able to hold the free ticket which offer from Budweiser, and print Budweiser logo on all the tickets. After the game, people can enjoy free can of Budweiser with tickets on the sidelines.
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