ab inbev pitch
TRANSCRIPT
NEW BUSINESS PITCH
NAME BRAND PITCH TYPE
Media
MARKET DATE
The Data You Need to Win This Pitch
DESCRIPTIONBrewing 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
thGlobal March 24 , 2016
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
Director of Marketing
Mr. Marcel Marcondes
U.S. Vice President, Marketing
DECISION MAKERS by
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% Sour
ce: B
eer M
arke
ter’s
Insi
ghts
OVERALL BEER
0.2%CRAFT BEER
12.8%IMPORT BEER
6.2%EXPORT CRAFT BEER
16.3%- Brewers Association -
$105.9 Billion SALES IN 2015OVERALL BEER MARKET
- Brewers Association -
ConstellationAB InBev MillerCoors
U.S. Average beer consumption per person per year
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
DOMESTIC141,379,804 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
1996981190
YEAR SKUs
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 -
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 b2016 REVENUES
Fast Food industry in numbersAB INBEV: Pitch and AD Spending
ABOUT THE PITCH
SEARCH CONSULTANT SEARCH CONSULTANT
INCUMBENT AGENCY
Media Planning & Buying
• • • • • • $1.68BAD SPEND IN 2015
• • •
• • •
BETTING BIG ON MUSIC SPONSORSHIPSAnheuser-Busch, with its brands represent 29% of the marketamong music properties with alcoholic beverage sponsors.
THE MOST ACTIVE COMPANIES SPONSORING MUSIC (NORTH AMERICA)
29% AB InBev17% Pepsico14% Brown-Forman
11% MillerCoors11% Coca-Cola10% Uber
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 MBUD LIGHT’S AUDIENCE
1.65XAFFINITY WITH
AUTOMOTIVE MAGAZINES
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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
$14.3BILLION
(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.
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
Fast Food industry in numbersBUD LIGHT’s Audience
SEE THE FULL PROFILE
MALES60 %25-34 YEARS OLD35 %HIGH SCHOOL EDUCATED 54 %
TOP PSYCHOGRAPHICS
FOODIES MOTOR LOVERS
SOCIAL DRINKERS
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
PARTYGOERS
2.85 x
FOODIES
1.61 x
TECHIES
1.59 x
MOTORLOVERS
1.69 x
HISPANICBEER
CONSUMERS
• • •
• • •
60%
Hispanic BeerConsumers
Compare the Hispanic Beer ConsumerDemographic 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.
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
1.66xThey are original and creatively fearless.
They love bright, high-energy, unexpected colors.
HIGH USAGE OF EMOTIONAL SPEECH
1.07xThis 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.
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 followthe Copa America
More likely to follow the World Baseball Classic
Tournament
3x
COMPARED TO THE AVERAGE HISPANIC
COMPARED TO NON HISPANIC BEER CONSUMERS
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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 magazineMore interested in social
networking apps
2x
COMPARED TO NON HISPANIC BEER CONSUMERS
COMPARED TO NON HISPANIC BEER CONSUMERS
HISPANIC BEER CONSUMERS:MEDIA
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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).
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BUD LIGHT’S AUDIENCE CROSSOVERS
MORE LIKELY TO GRAB FOOD-TO-GO
53%COMPARED TO NON HISPANIC BEER CONSUMERS
MORE INTERESTED IN GOURMETAND SPECIALITY FOODS
1.5xCOMPARED TO THE AVERAGE HISPANIC CONSUMER
TOP FOOD REFERENCE
CONSUMER INSIGHTS SUITE
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