Budweiser casepack - Grade: 2nd PDF

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An Influencer Strategy for Budweiser in Canada By Zainab Khaliki Case-pack A00406109

Budweiser is looking into ways to connect better in the consumer segment of young adults aged from 19 to 24. Beer market in Canada is worth nine billion in 2015 and has opportunity to grow in the future, Budweiser can definitely grow financial growth in the beer market. They are looking to create a new marketing plans following summer and fall. Budweiser has noticed that social media has evolved and created influencer marketing, where firms can take advantage of this particular marketing strategy to increase consumers. Social media has a lot of impact on modern advertisements and strategies, since Budweiser is targeting younger consumers, therefore social media platforms is a great way to connect with them. One of Budweiser’s strengths are, becoming more involved in influencer marketing and it a great strategy to connect with this type of consumer segment because most of young adults are involved in social media. And the target market in this segment are consumers aged 19 to 24, majority of them are university or college students, and that group of consumers are known to go to social drinking events such as house parties, clubs, bars, hockey games or other sport events, and school events where they share what they are doing through social media. This group of consumers most likely follow influencers with the similar interest. When it comes to choosing influencers, Budweiser needs to consider influencers that are able relate back to the consumer segment, influencers that have lots of followers on social media and that can reach out to the group of people Budweiser is targeting. According to statistics men consume 50 percent more beer than women, and known as sport focused brand which should affect the influencers that Budweiser hires for their company. An influencer who has athletic characteristics or an athlete (Hockey, baseball, football), aged between 19-40 (someone that the younger male adults can relate to or know), and have tons of followers on social media. One of Budweiser’s biggest threats are Molson Canadian Company, known to be Budweiser’s biggest competitor, Molson has better connection and relation to Canadian consumers due to the fact that it is a Canadian company, therefor Canadians felt more connected to the product and the brand. I recommend that Budweiser should developed further into the influencer marketing strategy and hire appropriate influencers to target the young adult consumer group. In addition, they need to find ways to mature with their consumers by having younger influencer as well as mature influencers which would help their product life cycle to mature with their target market. By having different age between the influencers for their brand would target new young adults and mature adults, also as their younger consumers would mature, they would stay loyal to Budweiser....