This document proposes targeting women as a new market for Anheuser Busch beers. It conducted focus groups of college-aged women which found they drink socially but have misperceptions about beer's taste and variety. The document proposes a "New World Brewery" variety pack and educational marketing strategy to introduce women to different beer styles through sampling, packaging information, and social media engagement. This aims to increase their involvement in and knowledge of beer.

1. TARGETING
TO
BY: DORIS HU
SIRI ZHAN
WOMEN
APRIL HUANG ANHEUSER BUSCH
KATHY ZHAO
BRIAN QIAN

2. AGENDA
1. Background
2. Opportunity & Target Market
3. Methodology & Findings
4. Concept & Analysis
5. Marketing Strategy

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. OPPORTUNITY
Women influence 80% of purchases across all
categories. However, only 23-29% of
American women of legal age enjoy beer

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. 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. METHODOLOGY
• Five in-person focus groups
X5
• Incentivize participation with free pizza
• Utilize top-down approach to narrow
focuses

8. FOCUS GROUP FINDINGS
Two Groups of Women consumers
• Drink for experience and taste
• Drink for parties and social
Misperception and Lack of knowledge of beer
• Low involvement, Cheap and simple
General concern about different characteristics of
beer
• Taste
• Calories
• Variety
• Packaging

9. FOCUS GROUP FINDINGS
Theme: General concern about different characteristics
of beer
“I smelled it before, did not like the smell of it”
“I took a sip of it and it tastes like sparkling water. I
didn't like it”
“I don't like beer. I recently drank beer at a frat house
and I got sick. I just drank it and I remember not liking it
and I got sick”

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. FOCUS GROUP FINDINGS
Theme: Misperception and Lack of knowledge of beer
“If I had to get beer, I would have to ask someone”
“Personally, I don't know. I would have to ask my guest.
I know Bud and Coors”
“I had no idea about the different kinds of beer out
there. This actually makes me want to try some of these
out”
“Is Heineken beer?”

12. “I would totally try different kinds
of beers if someone taught me more
about them”
- Focus Group Participant

13. OUR IDEA:
OPEN CONSUMERS TO A
WHOLE NEW WORLD
OF BEER

14. NEW WORLD BREWERY:

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. SWOT ANALYSIS

17. DISTRIBUTION
• Focus on these distribution channels to sell the
bundles of beer
• More welcoming to new products

18. STRATEGY
Adding an education factor to
increase personal involvement
Low 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 beer
Social appeal
Social factors cause people to make purchases and include such aspects as recognition,
respect, involvement, affiliation, rejection, acceptance, status and approval.
Adventure appeal
This appeal is directed towards giving the impression that purchasing a product will change
the individual’s life radically and fill it with fun, adventure and action.

19. MARKETING STRATEGY
Offline Media
• TV: Advertisement subtly Display the experiential/
directed to women and the à cultural side of beer and
experiential aspect of the drive people to online
beer channels like YouTube
• Distribution channels: Create in-store demos to
Tastings at stores & events à create a story behind a
promotions beer to be shared
• Packaging: Contains Generate word of mouth
information unique to the à during a social event to
Beer talk about the different
types of beer

20. MARKETING STRATEGY
Online Media
• Social Media: Increase Enable people to vote for
Engagement through à their favorite type of beer
Online 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. CHEERS!