Marketing Plan III

In keeping with its mission "to be the Best Beer Company in a Better World", Anheuser-Busch has decided to launch zero calorie beer in the major markets of Missouri, South Carolina, Michigan, Indiana, Louisiana, West Virginia, Alabama, Arkansas, Texas, and Oklahoma targeting non-Hispanic population of Black and whites. Age-wise, target customers will certainly be the adults at age 40 and above. The distinctive characteristic of this class and age of people is that they are always ready to make necessary changes in their life patterns as per the needs to remain fit and healthy.
Though obesity is not a disease in itself but it causes heart issues and diabetes and this fact is very well known to the non-Hispanic higher age population (Overweight and Obesity 2012). Zero calorie beer has been developed for a distinct class of people who are health conscious and do not want to add unwanted calorie in their body. In this perspective, Anheuser-Busch wants to position and canvass the newly developed zero calorie beer among this class of people highlighting salient features and attributes of this product (Anheuser-busch, 2012).
MillerCoors is the most formidable of the competitor in the market and Anheuser-Busch has taken extra care to differentiate this new product from any of the MillerCoors’ products so that it can be distinguished clearly by the discerning class of consumers (MillerCoors 2012). None of the MillerCoors’ product offers so low a calorie as offered by this zero calorie beer product of Anheuser-Busch. The most important aspect is that the alcohol % by volume is still above 4 percent (to be precise 4.2%) and enough to give not only a bang of beer but in look, color and froth too it resembles pure beer so that there is no resistance in accepting the product. Very low Carbohydrate and protein contents at 3g and 0.5g per 12 oz. respectively highlight how the company is careful in product development to meet ultimate needs of the health-conscious customers.
References
Anheuser-Busch (2012). About Anheuser-Busch. Retrieved November 28, 2012 from
http://anheuser-busch.com/index.php/our-company/operations/breweries-brewery-tours/
MillerCoors (2012). Nutrition and codes. Retrieved November 28, 2012 from
http://www.millercoors.com/Our-Beers/Nutrition-Facts-Codes.aspx
Overweight and Obesity (2012). Centers for Disease Control and Prevention. Retrieved
November 28, 2012 from http://www.cdc.gov