Quality makes dreams come true

If a bottle of beer has a memory, then it will tell you whether the consumer who bought and tasted it is male or female, and how old he or she is. Age, what ethnic group you are from, what level of education you have received, and even what kind of character you have. Below, I will take you to read a wonderful article about creating dreams!

Whether it is Budweiser’s BudNet or Budweiser’s brand building and marketing management techniques, these are all It brings vitality and vitality to the beer business chain, and it also changes the operating mechanism of the entire beer industry. Because of this, Budweiser knows the market demand more accurately than other beer companies.

Will you believe it?

If you don’t believe it? Then let Budweiser tell you. The growth trajectory of a bottle of beer shows an "atypical" winner of business logic, a "glorious" international beer sponsor of the 2008 Beijing Olympics.

How does the temperament of "Eagle" develop?

In the United States, Budweiser is the beer that consumers stop to taste at the bar on the roadside when they go home after a hard day. Budweiser beer is always associated with words such as overalls, oily hands, and hard work, and these words are emphasized by Budweiser beer as "dream", a man who combines dreams, strength and labor pride. The image is a perfect representation of Budweiser consumers.

Budweiser Beer belongs to the American Anhui Arthur Boss Company. It began producing beer in 1852. In 1876, the company began to use the trademark "Budweiser" to expand the market.

The trademark of Budweiser Beer uses the eagle as the main body, because the eagle has the connotation of power and majesty, and it is also a symbol of the American nation. This also indicates the ambition of Budweiser Beer. At the same time, Budweiser's design is closely coordinated and perfectly harmonious, perfectly unifying the product with the image of American workers and traditional American virtues; in 1933, when the United States abolished Prohibition, Anhusser Boss Company specially selected a barrel of premium wine. Budweiser beer was transported to Washington on a horse named Budweiser Chrisdale to the then President of the United States, and aroused a strong response from the public. As a result, Budweiser became famous and the image of the horse became the company's symbol.

Such two signs with completely different personalities show that Budweiser does not emphasize the status of social members, but only exists in a more hidden and implicit way. Because focusing too much on status runs counter to America’s professed belief in social equality and a classless society. Many of them believed in the equality of opportunity that was both an ideal and a fact of life in America. In a society that believes that people can determine their own destiny, people at the bottom of society will have more hope of seeing their dreams and a better future.

In fact, the beauty and success of American Budweiser beer was not created all at once. At that time, Budweiser, the predecessor of American Budweiser, was born as a Czech beer in fierce competition with German beer.

The Czech Budweiser/Budvar beer company is thousands of miles apart from the Anhusser Boss Company, which produces American Budweiser, but they share a slightly different historical origin.

In the year when the American company Anheuser-Busch was founded, Eberhard Anhuiser, a descendant of German descent who originally ran a soap factory, took over the bankrupt local Bavarian Brewery. He and his son-in-law Adolf Boss founded the Anhuiser Boss Beer Company in order to borrow the reputation of Budweis, a famous beer producing place, to attract German-American customers, and on the other hand, to compete with the Czech Budweiser beer. , the company also named its beer "Budweiser".

However, Americans always believe that American Budweiser originated from German immigrants who came to the United States from Europe and began producing and using the trademark in 1876. However, the Czech side insists that they are the "Budweiser" brand. It is authentic and emphasizes that as early as 1872, Czech Budweiser beer had been exported to the American market. After some quarreling, the two sides reached a compromise in 1911, and the American company Anheuser-Busch finally obtained the right to use the "Budweiser" trademark in the U.S. market. For a period of time since then, the dispute over the trademark rights of "Budweiser" has calmed down, but American Budweiser has never given up its efforts to drive the Czech big brother out of the US market. In 1939, the American Budweiser company finally achieved a major victory. The Czech Budweiser company had to completely give up the right to use a series of trademarks such as "Budweiser", "Budweis" and "Bud" in the United States. The Czech Budweiser company finally removed itself from the US market. Disappeared.

Even so, Budweiser has never given up its ambitions. From 1991 to 1996, American Budweiser held many discussions with Czech Budweiser, hoping to acquire 34% of Czech Budweiser's shares, but the Czech government at the time did not agree. In recent years, the trademark lawsuits between Budweiser in the United States and Budweiser in the Czech Republic have been ongoing intermittently, not only throughout Europe, but also spread to other parts of the world, with each party having its own victory or defeat. The American company Anheuser-Busch is allowed to sell Budweiser beer with the "Budweiser" trademark in 11 European countries, but in 8 countries including Germany and Austria, it can only appear as "American Bud". Although Czech Budweiser has won lawsuits in countries such as Germany, Austria, and the United Kingdom, it has been successfully blocked by Budweiser from the United States in countries outside Europe such as Finland, Denmark, Argentina, Australia, New Zealand, and Brazil.

Technology wins

Budweiser is in the traditional beer industry, but it has not forgotten to continue to strengthen its "technological foundation".

Budweiser once cooperated with a software company to develop a software that unified the data collection work of dealers and simplified their data integration work. The company and its dealers have gradually realized the importance of this strategy, and the data collection of wholesalers and retail stores has produced a win-win effect.

Harry Schmidt, editor-in-chief of the American Beer Industry Magazine, said: "Success mainly depends on people's brains." In the entire beer industry, Budweiser is undoubtedly the smartest, because it can dig out gold from data and know how to effectively use this data to formulate targeted and timely strategies, which is beyond the reach of others. ?

In fact, as early as 1997, when Budweiser and information technology were closely integrated, Budweiser’s profits have maintained double-digit growth for 21 consecutive quarters, while their main competitors have experienced poor performance. It's mediocre and all its luster has been lost. To this day, Budweiser is still the most important and only company in the industry that relies heavily on information and data. AC Nielsen data shows that Budweiser conducts its own beer drinker survey every month, all of which are part of its huge information system. Through these complex data and information, Budweiser's brand managers and distributors make full use of their experience and courage to effectively adjust promotion, advertising, promotion and placement strategies. The promotion of new products relies on the support of this information system. For example, the successful promotion of another of their brands, Michelob Ultra, originated from the company's data mining. They found that consumer demand for low-calorie beer is gradually expanding. The development of this new product was accelerated, and the result was an instant hit and lasting power, becoming one of the new products that the company has always been proud of.

Obviously, Budweiser’s marketing management decision-making system is based on data. Each of their decisions requires a large amount of data to demonstrate and support. This is also a common decision-making model for many multinational companies. In a mature and stable market, systematic and scientific data can indeed avoid many risks and help companies make scientific decisions. This is also a sign of mature corporate management.

An early start, correct methods and unremitting efforts have brought impressive sales results to Budweiser.

Strong? Quarterback?

Usually in American football games, the quarterback is the captain of the offense. He is the brains of the entire team. He must lead the team to execute. The tactics laid out by the coach. The quarterback of Budweiser is BudNet.

In the brutally competitive beer industry, Budweiser distributors not only rely purely on human resources, but also make full use of the power of information technology. They have established a national sales network called BudNet. Intelligent system, this system is no less important and confidential to Budweiser than the CIA files are to the US government.

As early as three years ago, Budweiser beer’s sales revenue in the United States reached 16 billion US dollars, which was the envy of its peers, and its market share exceeded the 50 mark. This is in an era of economic downturn, abnormal climate, and federal government restrictions. In an era of ever-tighter restrictions on alcohol intake and increasing taxation on the alcohol industry, this is truly an astonishing performance. Faced with this result, Budweiser's main competitors are helpless. People always seem to attribute the reason for Budweiser Beer's impressive record of failure to success, believing that it is advertising that has shaped Budweiser's brand image and that advertising has successfully locked in a group of loyal consumers. group. However, there is another "secret weapon" to Budweiser's success that cannot be ignored, and that is the distribution system called BudNet that makes its competitors far behind.

How does BudNet work? First, Budweiser’s sales representatives use computers to accept new sales orders and collect competitors’ marketing dynamics. Then the supplier collects and organizes all the scattered data and organizes it every day. Intermittently transmitted to Budweiser head office; secondly, Budweiser's brand managers began to analyze the collected data in order to adjust strategies in a timely manner, and at the same time issued new instructions to major distributors, and then distributors can directly Connect to BudNet to get the latest updates; finally, Budweiser salespeople rearrange product placement and rotate inventory in stores in a timely manner based on suggestions from the company and distributors.

It is such a highly intelligent distribution system that allows Anheuser-Busch to truly adjust its strategy in real time and appear in front of competitors and consumers, thus forming a virtuous cycle. BudNet is like the pinnacle of stability in the Budweiser beer kingdom, locking it tightly in the closet and not letting it show up easily. Many top managers at Budweiser, when asked about this system, are often tight-lipped and rarely make any comments, let alone reveal any details. This is like the magical secret recipes of Coca-Cola and Pepsi-Cola, which are always kept secret.

However, there are still many curious experts who have slowly figured out some ways of BudNet. They believe that the most amazing thing about this system is its accuracy, which can truly uncover what beer lovers are buying, where they are buying it, and why they prefer certain brands over others. For example, if you buy a bottle of Budweiser beer at a bar, Budweiser distributors may have recorded how much you spent, whether the beer was warm or cold when you bought it, and whether you had the opportunity to Cheaper Budweiser on the street, where the beer you buy is brewed, and more.

This is how Budweiser uses these precise and accurate data and information to adjust market strategies at any time and formulate targeted promotion plans to meet the beer needs of different consumer groups in today’s extremely segmented beer market. Moreover, it also detects the trend of competitors' preferences in a timely manner, provides instant feedback and responds quickly, creating a great competitive advantage and taking the lead in gaining market space and time.

Budweiser’s BudNet not only brings vitality and vitality to the beer business chain, but also changes the operating mechanism of the entire beer industry. It can be said that Budweiser’s intelligent distribution network is setting off a quiet revolution in the beer industry and even the entire beverage industry.

Compared with domestic beer companies, Budweiser’s marketing and management are undoubtedly refined. Production is determined by quantity, advertising is quantitatively analyzed and calculated, and consumer consumption pattern research is spared no effort. Conduct market research and analysis. Because of its proper operations, Anheuser-Busch knows the market's needs more accurately than other beer companies. Therefore, in the fierce competition in the beer industry, Budweiser has begun to truly feel like Coca-Cola's dominance in the beverage industry.

The Chinese dream of Budweiser? All-running back?

In a rugby game that pays great attention to skills and tactics, a player with special skills in a certain position can usually make the ball move. The team can play the game more effectively, especially the players in the "rushing the city" position. While maintaining the overall interests, the full running back will definitely use his strong body to pass through the opponent's defensive line and push the entire team forward. ;