The paper addresses the problems of Budweiser, one of the sponsors of the World Cup 2006, related to selling their product in Germany during the world cup match. The history and background of the company are reviewed; their efforts in pushing Budweiser beer sales in Germany are described.
The paper reports on the Budweiser brewers advertising campaign and describing their background, image, target consumers and success factors. A review of communication theory is given with examples drawn from Budweiser practices including branding, customer and competitor analyses, etc. Recommendations are given to further develop the companys success in integrated marketing communication.
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