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AB InBev Pitch

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AB InBev Pitch

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Brewing giant AB InBev has kicked off a global media planning and buying review and is inviting the six major holding companies to put together teams to pitch the assignment, the company confirmed early Wednesday. Strategic consulting firm MediaLink and media auditor Mediapath have been enlisted to assist with the review process. The review will be led by the brewer's global marketing team, which is based in New York.

Brewing giant AB InBev has kicked off a global media planning and buying review and is inviting the six major holding companies to put together teams to pitch the assignment, the company confirmed early Wednesday. Strategic consulting firm MediaLink and media auditor Mediapath have been enlisted to assist with the review process. The review will be led by the brewer's global marketing team, which is based in New York.

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AB InBev Pitch

  1. 1. NEW BUSINESS PITCH
  2. 2. NAME BRAND PITCH TYPE Media MARKET DATE The Data You Need to Win This Pitch DESCRIPTION Brewing giant AB InBev has kicked off a global media planning and buying review and is inviting the six major holding companies to put together teams to pitch the assignment, the company confirmed early Wednesday. Strategic consulting firm MediaLink and media auditor Mediapath have been enlisted to assist with the review process. The review will be led by the brewer's global marketing team, which is based in New York. ABInBev Puts $2 Billion Media Assignment In Review th Global March 24 , 2016
  3. 3. Client Profile / Market Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 47.6 percent share of U.S. beer sales to retailers. The company brews the world's best-selling beers, Budweiser and Bud Light, and distributes these and many other popular brands through a strong network of more than 600 independent wholesalers. Anheuser-Busch operates 12 breweries across the United States, is a major manufacturer of aluminum cans and has been a leading aluminum recycler for more than 30 years. Anheuser-Busch is a wholly-owned subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues to operate under the Anheuser-Busch name and logo. COMPANY BACKGROUND MAIN COMPETITORS 2016 Sales (mil) 2015 Employees Employee Growth Percent Assets (mil) Net Income Growth Percent Sales Growth Percent $45,517 150,000 - - - - FINANCIAL OVERVIEW - Source: AccessConfidential.com - Mr. Nate Scudieri nscudieri@vijon.com Director of Marketing Mr. Marcel Marcondes marcel.marcondes@anheuser-busch.com U.S. Vice President, Marketing DECISION MAKERS by
  4. 4. U.S. Beer Market U.S. Beer Market Share, 2014U.S. Beer Sales Growth in 2015 27.7GALLONS 10% 50% 40% 20% 0 30% Heineken USA 44.7% 26.0% 6.7% 3.9% Source:BeerMarketer’sInsights OVERALL BEER 0.2% CRAFT BEER 12.8% IMPORT BEER 6.2% EXPORT CRAFT BEER 16.3% - Brewers Association - $105.9 Billion SALES IN 2015 OVERALL BEER MARKET - Brewers Association - ConstellationAB InBev MillerCoors U.S. Average beer consumption per person per year
  5. 5. U.S. Beer Market U.S. OPERATING BREWERIES 4,269TOT. BREWERIES 1,650 Brewpubs 2,397 Microbreweries 178 Regional Craft Breweries 15% INCREASE OVER 2014 New retail stores - from discounters, to big box, to category killers and convenience - now all demand more specialized and specific packaging to fit their customer needs. 2015 DOMESTIC 141,379,804 BBL IMPORT 31,245,124 BBL CRAFT 12.2% SHARE IN 2015 24,076,864 BBL GROWING PACKAGE VARIETY SALES BY BEER SEGMENT 4B 14B 12B 8B 0 10B Domestic Super PremiumDomestic Premium Import 2B 6B 1996 981 190 YEAR SKUs
  6. 6. Fast Food industry in numbersSponsorship Marketing Other (39%) Heineken (9%) Anhueser-Busch (52%) Cause (3%) Arts (1%) Entertainment (22%) Sports (74%) MOST ACTIVE BEER COMPANIES (NUMBER OF DEALS)WHERE BEER COMPANIES SPEND MONEY - IEG - - IEG -
  7. 7. Fast Food industry in numbersAnheuser-Busch InBev -28% -10% Domestic sales volume over the last 5 years 2016 EBITDA Contribution by Region - Beer Marketer’s Insights - $45 b 2016 REVENUES
  8. 8. Fast Food industry in numbersAB INBEV: Pitch and AD Spending ABOUT THE PITCH SEARCH CONSULTANT SEARCH CONSULTANT INCUMBENT AGENCY Media Planning & Buying • • • • • • $1.68B AD SPEND IN 2015 • • • • • • BETTING BIG ON MUSIC SPONSORSHIPS Anheuser-Busch, with its brands represent 29% of the market among music properties with alcoholic beverage sponsors. THE MOST ACTIVE COMPANIES SPONSORING MUSIC (NORTH AMERICA) 29% AB InBev 17% Pepsico 14% Brown-Forman 11% MillerCoors 11% Coca-Cola 10% Uber
  9. 9. AB INBEV: Media Spend BRANDED MEDIA SPEND BY QUARTER (2015) $200 M $150 M Q1 $50 M $100 M Q2 Q3 Q4 TOTAL MEDIA SPEND $523,563,380 MEDIA SPEND BY CHANNEL Broadcast (73%) Print (5.1%) Digital (8.9%) Outdoor (2.9%) Hispanic media (10.1%) BUDGET ON MAGAZINES $27 M BUD LIGHT’S AUDIENCE 1.65X AFFINITY WITH AUTOMOTIVE MAGAZINES SEE MORE
  10. 10. Fast Food industry in numbersBud and Bud Light 28.62 Million Bud Light consumers in the last 30 days. 18% Market Share Billion litres in Sales GLOBAL BRAND VALUE IN 2016 4.3 $14.3 BILLION (Spring 2016 - Statista.com) 2 OF EVERY 3 BUDWEISER ARE CONSUMED OUTSIDE THE U.S. Euromonitor AB INBEV - SABMILLER MERGER AB Inbev now holds a combined 46% of global beer profits. The deal is worth over $107 billion.
  11. 11. Fast Food industry in numbersTargeting Hispanics The brewer rolled out Estrella Jalisco in 10 states in April 2016. The beer is described as a refreshing, light-flavored pilsner from Guadalajara. ABI has launched Estrella Jalisco with a focus on tradition and heritage. The first campaign is called “This is Mexicanidad” Hispanics over index in their consumption of the alcoholic beverages, with half consuming beer, compared to two in five consumers overall. Consume Beer Consume beer most often (when drinking alcohol) 44% 24% 48% 30% 43% 23% ALL HISPANIC NON-HISPANIC
  12. 12. Fast Food industry in numbersBUD LIGHT’s Audience SEE THE FULL PROFILE MALES 60 % 25-34 YEARS OLD 35 % HIGH SCHOOL EDUCATED 54 % TOP PSYCHOGRAPHICS FOODIES MOTOR LOVERS SOCIAL DRINKERS
  13. 13. QUICK DEFINITION: Hispanic Beer Consumers Hispanic consumers of beer. Hispanics over index in their consumption of alcoholic beverages, with half consuming beer, compared to two in five consumers purchasing beer overall. 25% 50% 0 75% 13-17 18-24 25-34 35-44 45-54 55-64 66% MALE 45% MARRIED 56% WITH CHILDREN PARTY GOERS 2.85 x FOODIES 1.61 x TECHIES 1.59 x MOTOR LOVERS 1.69 x HISPANIC BEER CONSUMERS • • • •••
  14. 14. 60% Hispanic Beer Consumers Compare the Hispanic Beer Consumer Demographic with Bud Light’s Audience Bud Light’s audience overlaps with our Hispanic Beer Consumers demographic by 60% on: Top Personality Traits, Media, Sports and Food.
  15. 15. Bud Light’s audience enjoys exploring new places and innovative ideas, over indexing on the “inventive and curious” personality trait. Like Hispanic Beer Consumers, their attention can be grabbed by using bright colors and impassioned rhetoric. BUD LIGHT’S AUDIENCE CROSSOVERS HISPANIC BEER CONSUMERS: PERSONALITY INSIGHTS People who are open to experiences are intellectually curious, original, creative and innovative. They enjoy exploring new places and novel ideas. INVENTIVE AND CURIOUS 1.30x SEE THEIR FULL PERSONALITY PROFILE BRIGHT COLORS 1.66x They are original and creatively fearless. They love bright, high-energy, unexpected colors. HIGH USAGE OF EMOTIONAL SPEECH 1.07x This audience loves to hear powerful rhetoric. Show passion and use action words to help them feel what you’re feeling - because they not only respond to emotion, they share it.
  16. 16. HISPANIC BEER CONSUMERS: SPORT Bud Light’s audience are sports enthusiasts. Unsurprisingly, a large majority of Bud Light consumers follows American football. But Bud Light’s consumers are also fans of combat sports. They’re 1.72x more interested in Martial Arts than the average American. BUD LIGHT’S AUDIENCE CROSSOVERS SPORTS ENTHUSIASTS 1.54x TOP SPORTS SOCCER VOLLEYBALL BASKETBALL HISPANIC BEER CONSUMERS ARE 43% More likely to follow the Copa America More likely to follow the World Baseball Classic Tournament 3x COMPARED TO THE AVERAGE HISPANIC COMPARED TO NON HISPANIC BEER CONSUMERS CLICK HERE TO KNOW MORE ABOUT THIS TOPIC SEE MORE
  17. 17. Not heavy consumers of entertainment content; Bud Light’s audience over index as follower of Shopping and Sports Channels. They are particularly enjoy the Golf Channel Academy. BUD LIGHT’S AUDIENCE CROSSOVERS ENTERTAINMENT JUNKIES 38% TOP CABLE AND NETWORKS HISPANIC BEER CONSUMERS ARE 66% More likely to read fashion & health magazine More interested in social networking apps 2x COMPARED TO NON HISPANIC BEER CONSUMERS COMPARED TO NON HISPANIC BEER CONSUMERS HISPANIC BEER CONSUMERS: MEDIA CLICK HERE TO KNOW MORE ABOUT THIS TOPIC SEE MORE
  18. 18. HISPANIC BEER CONSUMERS: FOOD This audience is not interested at all in cooking (home chefs 0.39x). But they love to snack as suggested by the high affinity points for the Self Conscious Snackers trait. Many Bud Light consumers are probably following a football match with one hand in a box of Cracker Jacks (6.72x). CLICK HERE TO KNOW MORE ABOUT THIS TOPIC SEE MORE BUD LIGHT’S AUDIENCE CROSSOVERS MORE LIKELY TO GRAB FOOD-TO-GO 53% COMPARED TO NON HISPANIC BEER CONSUMERS MORE INTERESTED IN GOURMET AND SPECIALITY FOODS 1.5x COMPARED TO THE AVERAGE HISPANIC CONSUMER TOP FOOD REFERENCE
  19. 19. CONSUMER INSIGHTS SUITE Discover the Bud Light consumer TRY NOW FOR FREE > on Cubeyou Consumer Insights Suite

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