AB InBev is the owner of over 500 drinks brands including national beers (Budweiser, Stella Artois, Corona Extra) canned cocktails, craft beers, energy drinks, etc.. In an interview for The Wall Street Journal’s C-Suite Strategies section, the CMO of AB InBev discussed the changes in the Group’s brand marketing. One significant change is the focus on occasion-based segmentation.
Market segmentation is fundamental to brand-business building. When creatively and intelligently managed, market segmentation can provide insight into:
“You can’t manage what you don’t measure.” ~ Peter Drucker This is especially true of a brand and its equity. Having a data-driven view of how your brand is perceived and what customers need will put you in possession of the truth, the insight you need to construct a powerful brand strategy for competitive advantage.
These metrics — grabbed from two isolated sources, have proven to be the two most important things key stakeholders need to understand as they get ready for launch.
Walgreen’s’ CFO told The Wall Street Journal that the pharmacy’s almost two-year focus on Covid-19 was at the expense of its established customer base. While selling hand sanitizer rubbing alcohol, masks and dispensing vaccinations, Walgreen’s lost relevance with its core customers’ other needs. Walgreens’ is clearly unhappy about this situation. Now that the urgency of coronavirus has abated, Walgreen’s is planning a marketing surge to regain its lost customers and convert vaccination-only people into “permanent”...
