Bud.TV: Logging Troubles


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG170 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Online Advertising, Direct-to-Consumer Approach
Case Length : 16 Pages
Period : 2005-07
Pub Date : 2007
Teaching Note : Not Available
Organization : Anheuser-Busch Companies Inc., Bud.TV
Industry : Dotcom, Internet Portal
Countries : US

Abstract:

The case discusses the launch of Bud.TV and the reasons behind its inability to retain the initial number of unique online visitors on its site. Bud.TV promoted by Anheuser-Busch, was launched with fanfare after the Super Bowl and was eagerly awaited for its direct-to-consumer approach to marketing. Bud.TV had seven online channels each featuring a different genre of programs. The content was provided by some of the well known media companies and companies owned by Hollywood celebrities. In the first month of its launch, Comscore Media Metrix reported that Bud.TV was able to attract only around 253,000 visitors.

Industry experts felt that Bud.TV's cumbersome registration process and excessive product placement were said to be the cause of low turnout at its site.

Issues:

» Critically analyze Anheuser-Busch's direct-to-consumer approach

» Understand Bud.TV's pre-launch marketing strategies

» Examine the reasons for the low turnout of unique online visitors on Bud.TV site

Contents:

  Page No.
Introduction 1
Background Note 2
Budweiser on Television 4
The Planning Phase 5
The Launch 7
What Went Wrong? 8
Exhibits 11

Keywords:

Anheuser-Busch Companies Inc., Bud.TV, Online Advertising, Direct-to-Consumer Marketing, Advertising Campaign, Unique Visitors, Age Verification System, Reality Shows, Online Videos, Top Advertiser Websites in US, Bud.TV's Programs

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