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TARGETING         TO  BY: DORIS HU     SIRI ZHAN                   WOMEN     APRIL HUANG   ANHEUSER BUSCH     KATHY ZHAO  ...
AGENDA       1. Background       2. Opportunity & Target Market       3. Methodology & Findings       4. Concept & Analysi...
BACKGROUND       Brewing Industry          •  Several dominant multinational             companies          •  35+ billion...
OPPORTUNITY       Women influence 80% of purchases across all       categories. However, only 23-29% of       American wom...
OPPORTUNITY       Men are more involved with beer than women. According to       research, men who feel this love for thei...
TARGET MARKET       The target segment is the college campuses in the ACORN       Young Mobile Adults group.       Average...
METHODOLOGY       •    Five in-person focus groups                                      X5       •    Incentivize particip...
FOCUS GROUP FINDINGSTwo Groups of Women consumers•  Drink for experience and taste•  Drink for parties and socialMispercep...
FOCUS GROUP FINDINGSTheme: General concern about different characteristicsof beer“I smelled it before, did not like the sm...
FOCUS GROUP FINDINGS     Theme: Two Groups of female consumers•  “With the equivalent   amount of calories,               ...
FOCUS GROUP FINDINGSTheme: Misperception and Lack of knowledge of beer“If I had to get beer, I would have to ask someone”“...
“I would totally try different kindsof beers if someone taught me more             about them”            - Focus Group Pa...
OUR IDEA:OPEN CONSUMERS TO A WHOLE NEW WORLD      OF BEER
NEW WORLD BREWERY:
REASONS TO BELIEVE•  Variety pack will serve as an introduction to   beer•  Educational, offer a variety of different   st...
SWOT ANALYSIS
DISTRIBUTION•  Focus on these distribution channels to sell the   bundles of beer•  More welcoming to new products
STRATEGY                         Adding an education factor to                          increase personal involvementLow I...
MARKETING STRATEGYOffline Media•  TV: Advertisement subtly        Display the experiential/directed to women and the à    ...
MARKETING STRATEGYOnline Media•  Social Media: Increase        Enable people to vote forEngagement through          à   t...
CHEERS!
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Consumer behavior powerpoint presentation final

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Transcript of "Consumer behavior powerpoint presentation final"

  1. 1. TARGETING TO BY: DORIS HU SIRI ZHAN WOMEN APRIL HUANG ANHEUSER BUSCH KATHY ZHAO BRIAN QIAN
  2. 2. AGENDA 1. Background 2. Opportunity & Target Market 3. Methodology & Findings 4. Concept & Analysis 5. Marketing Strategy        
  3. 3. BACKGROUND Brewing Industry •  Several dominant multinational companies •  35+ billion gallons sold per year •  $294.5 billion global revenues Anheuser-Busch •  Based in St. Louis, Missouri •  Number one since 2009 •  Brands include Budweiser, Stella Artois, and more      
  4. 4. OPPORTUNITY Women influence 80% of purchases across all categories. However, only 23-29% of American women of legal age enjoy beer        
  5. 5. OPPORTUNITY Men are more involved with beer than women. According to research, men who feel this love for their favorite beer will purchase 38% more than the average      
  6. 6. TARGET MARKET The target segment is the college campuses in the ACORN Young Mobile Adults group. Average age: 21.7 Lifestyle: Play sports and visit museums, bars, movies, and night clubs Purchasing behaviors: Related to active social lives •  Large potential BEER                          WINE                        LIQUOR   •  High involvement with social media •  Desire to explore    
  7. 7. METHODOLOGY •  Five in-person focus groups X5 •  Incentivize participation with free pizza •  Utilize top-down approach to narrow focuses      
  8. 8. FOCUS GROUP FINDINGSTwo Groups of Women consumers•  Drink for experience and taste•  Drink for parties and socialMisperception and Lack of knowledge of beer•  Low involvement, Cheap and simpleGeneral concern about different characteristics ofbeer•  Taste•  Calories•  Variety•  Packaging
  9. 9. FOCUS GROUP FINDINGSTheme: General concern about different characteristicsof beer“I smelled it before, did not like the smell of it”“I took a sip of it and it tastes like sparkling water. Ididnt like it”“I dont like beer. I recently drank beer at a frat houseand I got sick. I just drank it and I remember not liking itand I got sick”
  10. 10. FOCUS GROUP FINDINGS Theme: Two Groups of female consumers•  “With the equivalent amount of calories, •  “Good social lubricant” you get more bang for your buck when you •  “I really like beer. It is drink liquor” my favorite alcohol because it goes well•  “The people who like with chicken wings” to drink are willing to try new flavors like Swedish fish alcohol” •  “Drinking beer is more informal like during a sports event”  
  11. 11. FOCUS GROUP FINDINGSTheme: Misperception and Lack of knowledge of beer“If I had to get beer, I would have to ask someone”“Personally, I dont know. I would have to ask my guest.I know Bud and Coors”“I had no idea about the different kinds of beer outthere. This actually makes me want to try some of theseout”“Is Heineken beer?”
  12. 12. “I would totally try different kindsof beers if someone taught me more about them” - Focus Group Participant
  13. 13. OUR IDEA:OPEN CONSUMERS TO A WHOLE NEW WORLD OF BEER
  14. 14. NEW WORLD BREWERY:
  15. 15. REASONS TO BELIEVE•  Variety pack will serve as an introduction to beer•  Educational, offer a variety of different styles and flavors•  Present classic representations of classic styles
  16. 16. SWOT ANALYSIS
  17. 17. DISTRIBUTION•  Focus on these distribution channels to sell the bundles of beer•  More welcoming to new products
  18. 18. STRATEGY Adding an education factor to increase personal involvementLow Involvement à à à High Involvement Educational aspect: •  What types of beer? •  What glasses to use? •  What foods taste best with the product? •  Origin and history of the beerSocial appealSocial factors cause people to make purchases and include such aspects as recognition,respect, involvement, affiliation, rejection, acceptance, status and approval.Adventure appealThis appeal is directed towards giving the impression that purchasing a product will changethe individual’s life radically and fill it with fun, adventure and action.
  19. 19. MARKETING STRATEGYOffline Media•  TV: Advertisement subtly Display the experiential/directed to women and the à cultural side of beer andexperiential aspect of the drive people to onlinebeer channels like YouTube•  Distribution channels: Create in-store demos toTastings at stores & events à create a story behind apromotions beer to be shared•  Packaging: Contains Generate word of mouthinformation unique to the à during a social event toBeer talk about the different types of beer
  20. 20. MARKETING STRATEGYOnline Media•  Social Media: Increase Enable people to vote forEngagement through à their favorite type of beerOnline poll to further demonstrate the difference between beers•  Youtube Channel à Source of more information about the beer in a fun and adventurous setting•  Alcohol Bloggers à Increase importance of beer by encouraging the reviewing of beer products
  21. 21. CHEERS!
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