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Marketing

Date

Feb 20, 2024

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pptx

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Uploaded by ColonelRockRook

Case Study: Bud Light Failed 2023 partnership MKTG 814: Strategic MKTG analytics Arian Garvin

What Happened? + Bud Light has experienced extreme backlash from there loyal consumers facing a partnership they did in 2023. During "Pride" month a well-known transgender TikTok influencer posted a video promoting Bud Light and thanking them for sending her cans with her face on it. Bud Light now denies this was a "collaboration" or partnership, but it is obvious to the public that it was.

So, What's The Challenge? Bud Light's loyal consumer's started to boycott and post on social media negative things about the brand, throwing the product away, causing a nationwide stir up. Essentially damaging the brands overall image.

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Strategic Need + Bud Light is looking to find out how they can quickly improve their brand image, regain the loyalty of its loss customers, and the #1 spot of America’s top-selling beer.

Areas of Investigation (Aoi's) + What is the consumers current perception of the brand? + How can Bud Light better speak to the hearts of their consumers? + What are the interests of their consumers?

Metrics & Analysis + Self-report survey offered to only previous and current customers. + Access is requested for any existing data that relates to consumer interests . + A regression analysis + factor analysis: will give us the ability to assess the strength of the relationship between each variable. + Levels of measurement: Ordinal and Nominal

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Identifying Meaningful Results + Meaningful significance is going to be assessed. + First assessing, the topic of highest importance which is consumers current brand perception and interests. + Then useful data will use by business acumen to make an informed judgement. Giving stakeholders their actionable next steps.

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