Question

Choose any South African business that sells consumer or business products/services. This business must have an online presence. Analyse the online platforms, For example the website and social media pages, of this business and answer the following question:

Analyse how this business is using the internet to vary the seven elements of the marketing mix. You must include screenshots or other forms of evidence to support your analysis and discussion.

Answer 1

Company Overview: Annheuser Busch Inbev (ANH)

AB-Inbev is world's largest producer and distributor of beer. The company's portfolio consists of well over 500 beer brands which includes Budweiser, Corona, Stella Artois and Castle to name a few. ANH holds a hertage of six centuries of brewing history. Like all other firms ANH has a great online presence through their website, Facebook page, Instagram, twitter and LinkedIn.

Analyse how this business is using the internet to vary the seven elements of the marketing mix:

1. Product: The company has displayed a lot of photographs and videos of their different beer brands that they sell. These are high resolution photos of beer and HD videos on their Facebook page. There online posts boasts a lot about their beer brands and messages from their CEO to the global audience. They also have a Product Quality code which says, "Our passion for beer is to transfer our uncompromising commitment to quality that ensures our customer enjoy the freshest and best tasting beers." ANH follows a comprehensive quality management system in their breweries and facilities to maintain product safety and outstanding quality.

2. Price: Pricing of their products or beers varies from place to place where they are consumed or sold. ANH does not share information openly about the cost of different beers and is available only with their retailers or channel of distribution. You can order their beers or products online in certain countries where it is allowed to do so.

3. Place: ANH is geographically diversed with a balanced approach to developed and developing markets. ANH beers are sold in 150+ countries with nearly 227 breweries and 13,000 owned retail locations worldwide.

4. People: Nearly half of their breweries in United States are led by female brewmasters. ANH has an employee size of 180,000 people with 100+ nationalities. Just shows how ANH employees are as diverse as their products.Their CEO is Carlos Britto. All their senior management employees have an informative page about themselves on the website which is easily accessible to all the viewers.

5. Promotion: From intriguing origins to innovative product launches, ANH brands are brimming with fascinating stories to tell. ANH launches several programs to support the local bars, pubs and restaurants every year. ANH is currently manufacturing over 1 million bottles of hand sanitizers to support the hospitals and frontline workers around the world. In addition to this ANH is proud to have an excellent media relations team. ANH uses Facebook and LinkedIn extensively to market their campaigns.

6. Process: Like many business ANH has an environmental policy and an exclusive smart drinking and health policy. ANH also commits to reducing harmful effects of alcohol. Their 2025 sustainable goals form a broader global sustainable agenda which are around building resilient supply chains, productive communities and a healthier environment.

7. Physical Evidence: