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Budweiser Final Powerpoint
- 1. TEAM ACES Sean Cullinan,Juliet Lee, Yasenia Rodriguez, Doug Sapir, Allison Steele, Matthew Talmage, Lisa Tarantino April 27, 2009
- 2. Introduction •Target Market: Ages21-24 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: •Knowledgeand 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 theresearch 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 wordof 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 studentswhom 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 orCans? Kegs • More for less • Convenient • Easier to clean Cans • Less for more • Less convenient • Harder to clean
- 20. Research Conclusions: Budweiser orYuengling? Budweiser • Costly • Higher Alcohol Content • Light Beer Yuengling • Cost Efficient • Lower Alcohol Content • Dark Beer
- 21. Research Conclusions: Budweiser’s NextMove “Budweiser Dark”
- 22.