MM-II

IMC
Name:Harshal Govind Agarwal
Div: C
Roll no: 20
 Company overview
• Incorporation Year: Budweiser, originally brewed in 1876, traces its roots to the
Anheuser-Busch company in St. Louis, Missouri, USA.

• Parent Company: Anheuser-Busch InBev, a multinational brewing company, is the parent

company of Budweiser. Anheuser-Busch InBev is one of the largest beverage and brewing
companies globally.

• Headquarters: The headquarters of Anheuser-Busch InBev, and by extension, Budweiser,

is located in Leuven, Belgium.

• Ad Agency: The ad agency currently handling Budweiser's advertising campaigns is

Anomaly. (One of the famous agencies known for working with Budweiser).

• Budweiser's tagline is "King of Beers."

Basketball Fans Don't Just Drink Budweiser
 CAC model

Cognition Affect Conation

We Won’t Stop Watching or
Supporting
 Transition

Emotional & Aspirational Social Responsibility Appeal

Appeal
The World Is Yours To Take.
 Objectives of promotion

Inform Persuade Remind

Kick Commercial
 Tools of IMC

Advertisement- Internet
Humour appeal
Behind the game
 IMC – tools

Social media Content

Experimental Rational Appeal

Messi 644
 IMC tools
01 02
Sales promotion Personalised selling

03 04
Public relation Direct marketing
 Marketing communication budget
• Budweiser utilizes a hybrid approach, combining elements of both
top-down and bottom-up methods.
• Top-down approach:
Budweiser's parent company, invests heavily in marketing, exceeding
industry averages. They follow Competitive parity method.
• Bottom-up approach:
Budweiser's marketing department use the objective and task method. By
identifying the specific tasks and resources needed, Budweiser estimate
the associated costs and allocate the budget accordingly.
 Thanks!

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