building a blockbuster premium brand - ab inbev · building a blockbuster premium brand matt che...
TRANSCRIPT
![Page 1: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/1.jpg)
Building a blockbuster
premium brand
Matt Che
Marketing Director- Budweiser, APAC
![Page 2: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/2.jpg)
Personal introduction
![Page 3: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/3.jpg)
Budweiser continue to be the most preferred brand
in China among premium drinkers
*Premium Drinkers defined as consumers who have consumed premium beer brands during past 4 weeks.
*Data Source: Ipsos BPT July
vs. Competitors
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
Budweiser
2011 2012 2013 2014 2015
Tsingtao
Carlsberg
Heineken
![Page 4: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/4.jpg)
Freedom
Ambition
Authenticity
Winning brand position
Be free to live the life of your dreams
![Page 5: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/5.jpg)
Icon of premiumLeading trends and
culture
Own meaningful
celebration
Winning brand position
Be free to live the life of your dreams
![Page 6: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/6.jpg)
Building trust
Is a key drive of
Premium
Earn trust to enhance premium image
![Page 7: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/7.jpg)
90,340 POC executions 32 signature events
Full channel executions to drive brand performance
(Mar.2015- Jun.2015)
Topline +26%
Volume +23%
Brand T1F(top 1 favorite) +16%
NL CR KA
(Data vs. LY)
![Page 8: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/8.jpg)
Disruptive definition of premium
![Page 9: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/9.jpg)
![Page 10: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/10.jpg)
Icon of premiumLeading trends and
culture
Own meaningful
celebration
Winning brand position
Be free to live the life of your dreams
![Page 11: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/11.jpg)
Shape & Lead consumer trend through music platform
From 2006-2012
![Page 12: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/12.jpg)
![Page 13: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/13.jpg)
2014
Leehom Wang+ Avicii
Leading artists collaboration
2015
Jane Zhang+ Tiesto
![Page 14: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/14.jpg)
Shaping culture with Budweiser Storm
2014 Shanghai
2015 Shanghai+ Shenzhen
![Page 15: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/15.jpg)
Innovative experience at NL
XKTV is rolling out nationwide
![Page 16: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/16.jpg)
![Page 17: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/17.jpg)
Icon of premiumLeading trends and
culture
Own meaningful
celebration
Winning brand position
Be free to live the life of your dreams
![Page 18: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/18.jpg)
We successfully activated CNY for many years
2011 2012 2013
![Page 19: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/19.jpg)
2014 Celebration campaign to build the icon of celebration
![Page 20: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/20.jpg)
![Page 21: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/21.jpg)
Capture celebration occasion at high-end Chinese
restaurant – Budweiser Supreme
![Page 22: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/22.jpg)
Co work with top life style TV program
![Page 23: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/23.jpg)
![Page 24: Building a blockbuster premium brand - AB InBev · Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC. Personal introduction. Budweiser continue to](https://reader033.vdocuments.us/reader033/viewer/2022043004/5f8698ebb9ef32329939ee34/html5/thumbnails/24.jpg)
We have the WINNER,
The journey has just begun…