5. Consumer Behavior Issues2
Attitude
Perceptions
DO NOT want to be
disenfranchised from beer
market
DO NOT accept the concept of pink beer
Consider drinking beer as a less
responsible and more risky behavior
6. Consumer Behavior Analysis · Knowledge3
Disappointed
Negative Experience
“Sexism”
Color:
Is that Still A Beer?
knowledge about
beers independently
influences the drinking
experience
7. Consumer Behavior Analysis · Perception3
Tall & Slender
Bottle
Actual <
Perceived
Short & Wide
Bottle
Actual >
Perceived
Responsibility + Higher
Perceived Consumption Volume
= Discouraged from
Purchase & Consumption
9. Primary Data · Interview Design3
14
20-30 min
86
20-30 yr.
10. Primary Data· Interview Result3
For special events:
Parties; Birthdays; Festivals…
“Drinking beer most depends on the situations, beer can help
building the party atmosphere and people can get a better
relationship or more conversation are driven after drinking
appropriate amount of beer.”
Nutrition and low calories?
Probably.
“ Beer is for drinking, not for judging.”
“I might try if it is labeled low calories.”
Taste matters!
“ I love Miller Lite, which tastes as the same as the
beer from a small valley in my hometown in Czech
Republic.”
Animee’s original
advertisement: Weird...
“Why they are sitting on the bottle?!”
11. Primary Data · Survey Design3
126
Demographic
Marketing Elements
Product Elements
Drinking Occasions
Nutrition & Low-Calories
12. Primary Data· Survey Result · Gender * Occasion3
Chi-Square Tests (Gender * Occasion)
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 10.208a 3 .017
Likelihood Ratio 10.585 3 .014
Linear-by-Linear
Association
.881 1 .348
N of Valid Cases 29
13. Primary Data · Survey Result · Gender * Occasion3
Friend
parties
Dates
1-sports games; 2-friend parties; 3-dates; 4-others
19. STP · Positioning4
ANIMEE
For all beer drinkers, Animee is a low
calorie and nutritious beer brand which
abandons clichés and stereotypes.
Unlike other beers, Animee starts a new
journey with its drinkers to be creative,
fashion and who they are.
