Should Budweiser Zero Change Its Pricing Policy To Compete with Rival Heineken 0.0 in the UK? / Xuan Huy Nguyen.

Format:

Book

Author/Creator:

Nguyen, Xuan Huy, author.

Language:

English

Subjects (All):

Competition.

Physical Description:

1 online resource

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

In July 2024, Brian Perkins, CEO of Budweiser Brewing Group UK&I, remained upbeat about the prospect for his company's product in the low-alcohol and alcohol-free beer category in the U.K. market. Nonetheless, he strongly believed that Budweiser Zero had the potential to perform much better, despite all of the company investments to date, Budweiser Zero was not able to establish itself as one of the top five brands in its category in the United Kingdom. The current circumstance did not look particularly positive for Budweiser Zero and its management team when Heineken 0.0, their main competitor, surged far ahead in total sales and revenue in the low- and no-alcohol category. To improve the sales performance of Budweiser Zero in the middle of the cost-of-living crisis in the United Kingdom, changing the pricing policy was one strategy Brian Perkins could employ. However, should he do that? This case encourages students to process the complexity of the pricing policy, which is partially influenced by the positioning strategy of the brand. More specifically, students will be asked to apply their knowledge on a price-setting procedure to suggest a viable pricing policy for Budweiser Zero in the U.K. market.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071984840

1071984845