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.
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Case Details: |
Price: |
| Case Code |
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MKTG170 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Online Advertising, Direct-to-Consumer Approach |
| Case Length |
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16 Pages |
| Period |
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2005-07 |
| Pub Date |
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2007 |
| Teaching Note |
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Not Available |
| Organization |
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Anheuser-Busch
Companies Inc., Bud.TV |
| Industry |
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Dotcom,
Internet Portal |
| Countries
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US |
Abstract:
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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.
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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:
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
Bud.TV: Logging Troubles
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