Business Marketing

Amstel is being sold in several business markets. A couple of examples of these business markets are:

·         

•       De Vrienden van Amstel Live: This is a big event in the Netherlands and is being organized by Amstel. It takes place in Ahoy Rotterdam.

• ·         Amstel Gold Race: This is a cycle racing weekend in Valkenburg, the Netherlands. The event is organized by Amstel.

• ·         Pubs and restaurants: Pubs and restaurants also buy Amstel from a wholesale, and not from supermarkets. Therefore it is also a business market.

For these events, the logo of Amstel is being adapted to the business markets. For both events Amstel has created different logo’s. In Pubs and restaurants there are no adaptations.

This logo is being created for De Vrienden van Amstel Live. It is different from the original Amstel logo and it’s only being used for this event.

(Wander, 2014)

This is the logo Amstel created for the Amstel Gold Race. It is also different from the original Amstel logo and is being used in the Amstel Gold Race.

(Dijk, 2013)

Business purchases

The business purchases can be divided in these three types: new task purchase, modified rebuy purchase or straight rebuy purchase. The straight rebuy purchase would be most likely applicable on Amstel, because ‘A straight re-buy purchase occurs when a buyer repurchases the same products routinely under approximately the same terms of sale.’ (Dibb, Simkin, Pride, & Ferrell, 2012) Amstel is being bought routinely under the same terms of sale by the events and the pubs and restaurants, so it is a straight rebuy purchase.

Buying process of Amstel in pubs

The Amstel that is produced in the brewery will be sold to wholesale. Then the pub owner buys the Amstel beer from the wholesale. The people involved in the purchase (the buying center) are the pub owner and the consumers of the pub. The pub owner buys the Amstel beer from the wholesale, and the consumers buy the Amstel in the pub.

Derived Demand

Derived demand means that the demand for consumer products influences the demand for business products. The demand depends on the consumers of the pub, because it depends on what the consumers drink. If they drink for example a lot of Grolsch and almost no Amstel, then this will affect the amount of Amstel the pub owner will buy.

Bibliography

Dibb, S., Simkin, L., Pride, W. M., & Ferrell, O. (2012). Types of business purchase . In S. Dibb, L. Simkin, W. M. Pride, & O. Ferrell, Marketing Concepts and Strategies (p. 188). China: RR Donnelley.

Dijk, T. v. (2013, April 12). Amstel Gold Race 2013 – De beklimmingen. Retrieved September 28, 2016, from Cycling Story: http://www.cyclingstory.nl/2013/04/12/amstel-gold-race-2013-de-beklimmingen/

Wander, W. (2014, January 15). Muziek Nieuws. Retrieved September 28, 2016, from Maxazine: http://www.maxazine.nl/2014/01/15/vrienden-van-amstel-live-bevestigd-voor-2015/