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Telling a great Czech story: the pivotal role of PR in developing the Budweiser Budvar brand

Telling a great Czech story: the pivotal role of PR in developing the Budweiser Budvar brand. Denisa Mylbachrova Budweiser Budvar. The background of Budweiser Budvar brand.

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Telling a great Czech story: the pivotal role of PR in developing the Budweiser Budvar brand

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  1. Telling a great Czech story: the pivotal role of PR in developing the Budweiser Budvar brand Denisa Mylbachrova Budweiser Budvar

  2. The background of Budweiser Budvar brand • ALWAYS CZECH... Brewery founded in 1895 by Czech community. Still in Czech hands (100 % state owned) - “The last of the Mohicans” among 5 biggest Czech beer brands

  3. The background of Budweiser Budvar brand • GO WEST… Involved in exports as one of the main Czech export beer brands from the very beginning. Main export markets: • Germany (Imported beer brand No. 2) • UK (Best selling Czech beer) • Slovakia • Austria (Imported beer brand No.1) • Russia (Imported Czech beer brand No.1) • USA, France, etc.

  4. The background of Budweiser Budvar brand • QUALITY FIRST... Always has used the best possible raw materials. Nowadays the label says: hops from Zatec, barley from Moravia, water from Artesian wells

  5. The background of Budweiser Budvar brand IMMORTAL ... Survived 2 world wars, Socialist period, Velvet revolution. Successfully continuing the battle with “Big brother” (AB)

  6. Budweiser Budvar andthe European Union • „EU member“ long before the Czech accession - present in all EU countries • May 1, 2004 = Geographical indication for Budweiser Beer

  7. Budweiser Budvar andthe European Union • Geographical Indication • EU protects unique products of outstanding quality where the place of origin, know-how of the local people and the local ingredients play the pivotal role within their production. • The aim: Consumers get the original quality products they deserve

  8. Budweiser Budvar andthe European Union • Budweiser Beer = GI - ingredients esp.water (from the Ice age) - original recipe and know-how of the local people- special microclimate • Other examples: Champagne, Parmesan, etc.

  9. Pivotal role of PR in developing BB brand • Can a company succeed without a massive marketing campaign these days? • Can PR substitute for a massive marketing campaign?

  10. Pivotal role of PR in developing BB brand • Situation of Budweiser Budvar: • Czech company • no big international marketing budgets • specific quality product • Strategy: • specific marketing activities • specific PR campaign

  11. PR model of Budweiser Budvar • In-house Public relations reports to Marketing Director and the Board • In house cooperates with PR agencies or in-house PR controller in CR, Germany, Austria, Russia, USA, UK on regular basis • Other markets - Special projects are set if needed

  12. Messages to get accross • CZECH - Czech beer has a very good reputation • PREMIUM QUALITY - the group we target seeks for quality products • TRADITION - it is easier to trust long existing products • UP - TO - DATE - people would not identify with old-fashioned product • * Every single market is different - they follow only the framework of the strategy

  13. Focus on the UK market • BB UK subsidiary since 2002 • A small marketing budget compare to other brands • In house PR controller and marketing person only, no agencies • UK - very tough beer market - competitive and demanding

  14. Focus on the UK market • Results 2003: • 46% increase in the UK Premium Packaged Lager sector (the whole sector noticed 5% decline in the same period) • Budweiser Budvar became the third best sold premium PPL in the UK (2002/6-th) • Cool Brand 2003

  15. Focus on the UK market • Activities: • Media Relations • coverage of national press, trade press, radio and TV • Press trips, Press releases, quick and clever responses • Advertorials • focused on product (Get real !) • reaction to current stuff (Pimp on the sledge)

  16. Focus on the UK market Activities: • Sponsorship I. • Sports - Scottish First Division Club Fallkirk (football) • Czech weeks in the UK (Leeds) • Plays and musical events • Sponsorship II. (Media events) • Morning Advertiser Awards • Hotel and Restaurant magazine’s award for the London Restaurant of the Year

  17. Focus on the UK market Activities: • Sponsoship II. (Media events) • Class Magazine’s Best Bar Awards • British Guild of Beer Writers - Budvar Travel Bursary Award • Education • Beer Academy • Cask Marque Organization

  18. Focus on the UK market Activities: • Cooperation with CAMRA • Long term relationship • Great British Beer Festival • European Beer Drinkers Union (enlargement)

  19. Focus on the UK market • Activities: • CEO presentation • Charismatic CEO, good presentation skills • Taking part in Conferences, seminars,interviews, etc. • Anniversary of BB UK • Party, but also interesting presentations, panel discussions

  20. Thank you

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