Are we "abroad" yet?

A Global Marketing Blog – Because "abroad" is a place that doesn't exist.

Beer giants expand with different marketing strategies

SABMiller and Anheuser-Busch InBev are companies investing heavily in international expansion as a way to maintain growth. Just to illustrate the importance of this expansion, Budweiser already makes nearly half of its sales outside the United States.

But the way each company is approaching international marketing is different.

SABMiller focuses on offering a portfolio of over 80 local brands. That makes sense, since beer still performs better as a local product, and SABMiller is selling it that way.  Local brands include Groslch, Foster and Peroni. In each country, SABMiller promotes a different selection of beers and creates campaigns that speak closely to each country’s culture, customs and attitudes.

On the other side, AB InBev is implementing a plan to establish Budweiser as the “Coca-Cola of beers”. It has created a global brand positioning. Around the world Budweiser utilizes the same tagline created by agency Anomaly, New York: “Great Times Are Waiting. Grab Some Buds”. Bud’s communications are adapted to each country’ ad regulations and requirements, but the overall message, focused on celebration and optimism, is quite the same.

SABMiller:

– Portfolio of local brands
– Local brand positioning and campaigns.

Peroni – Italy

Carling Black Label – South Africa

Cusqueña – Peru

AB Inbev:

– Global player – Budweiser
– Universal message with local ad campaigns.

Budweiser ad: Grab some Buds

Budweiser Paraguay. Image credit: Carolina Angarola

Budweiser Paraguay. Image credit: Carolina Angarola

Budweiser - Event in Greece. Image credit: Budweiser

Budweiser – Event in Greece. Image credit: Budweiser

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