Team ACES conducted market research on alcohol preferences of college students aged 21-24. They administered an online survey to 53 students at Saint Joseph's University to understand if higher alcohol content justified higher prices. The survey found that beer was most frequently purchased. Respondents indicated higher alcohol content justified paying more and they ranked products according to taste when deciding what to purchase. The research concluded kegs were preferred over cans due to lower per-drink cost and convenience. It also found Budweiser was seen as costly with higher alcohol content, while Yuengling was more cost efficient but had lower alcohol. The team recommended Budweiser introduce a dark beer called "Budweiser Dark" to capture this market.

1. TEAM ACES
Sean Cullinan, Juliet Lee, Yasenia Rodriguez,
Doug Sapir, Allison Steele, Matthew Talmage,
Lisa Tarantino
April 27, 2009

2. Introduction
•Target Market: Ages 21-24 years old
•Prior Steps
•Determining the Need for Information
•Gathering Secondary Information
•Formulate Questionnaire
•Key Issues:
•Is the target market willing to spend more money for a
higher alcohol content?

3. Problem Statement
•Problem Definition:
•Knowledge and Understanding
•Justification for Research:
•Value>Cost
•Informational Needs:
•Gender, age, preferences on various aspects of
beer/alcohol, and their consumption of alcohol per week

4. Research Objectives
•All the research that has been collected has
helped to define the problem we are trying to
solve; finding the best marketing strategy.

5. Research Method - Procedure
•Determining informational needs
•Research justified:
•Low cost of research outweighed the high risk of going
forward without doing research
•Determining specific problems to address
•Compare Budweiser’s needs to findings in
secondary research and select main issues:
•Taste, alcohol content, and price

6. Research Method - Procedure
•Identifying research purpose
•Reduce uncertainty
•From rough idea to good understanding
•A little info was available from secondary research
•Budweiser had a rough idea and needed research to
clarify their theories further

7. Research Method - Procedure
•Determining the type of problem
•Knowledge and understanding
•More information needed about the consumption habits
of college consumers of alcohol
•What relationships exist between price, alcohol content,
taste, and purchasing decisions?
•Clearer understanding of the problem can improve
marketing efforts

8. Research Method - Procedure
•Quantitative vs. Qualitative Research
•Quantitative more appropriate
•Accommodates large amount of respondents
•Conducive to numerical analysis
•Dealing with descriptive research and specific questions

9. Research Method - Procedure
•Survey details
•Sample survey
•Representative of the SJU population
•Each team member recruited friends and classmates
•Diversity of classes and campus activities
•SJU Students aged 21-24
•Administered online between March 19 and April
21

10. Research Method - Procedure
•53 respondents
•Roughly 250 were invited to participate, yielding a
response rate of 20%
•Survey length
•On average 2-3 minutes

11. •Surveymonkey.com
•Created survey
•Facebook.com
•Spread word of survey through group
•Word of mouth
•Used when we came to the realization that
Facebook is too cluttered
Research Method - Instruments

12. •Saint Joe’s students whom we were friends with on
Facebook who were willing to participate
•53 21-24 year old Saint Joseph’s University students
who live in the surrounding neighborhoods
Research Method - Respondents

13. Findings
•Most frequently purchased; beer, wine, hard
alcohol
•Alcohol content
•Higher alcohol content justify higher price
•Rank according to taste
•Most likely to purchase

19. Research Conclusions:
Kegs or Cans?
Kegs
• More for less
• Convenient
• Easier to clean
Cans
• Less for more
• Less convenient
• Harder to clean

20. Research Conclusions:
Budweiser or Yuengling?
Budweiser
• Costly
• Higher Alcohol
Content
• Light Beer
Yuengling
• Cost Efficient
• Lower Alcohol
Content
• Dark Beer

21. Research Conclusions:
Budweiser’s Next Move
“Budweiser Dark”

22. Questions?