The document summarizes research conducted to assess consumer attitudes towards beer brands. A survey was distributed to 57 respondents about their likelihood to purchase different beer brands for a backyard BBQ. The primary target market identified was females aged 18-34 with a household income under $75,000. Analysis showed Coors Light's weakness was perceived lower alcohol content. The recommendations were to introduce a new higher alcohol content version of Coors Light and add more flavor varieties to change perceptions. The new positioning proposed targeting social activities with friends to appeal to the psychographics of the target market.

1. MICAH FLORES
CAITLIN BRADLEY
RACHEL FURLONG
ASHTON WACKERMAN
CODY WINTER

2. Meet The Brands
Purpose & Methodology
Primary Target Market
Demographics and Psychographics
Findings
Analysis of Data
Recommendations

3. High School Graduate
Lower to Middle Class
Male
Confidence in who you are

4. High School Graduate
Lower to Middle Class
Male
Refreshing and fun

5. High School Graduate
Middle Class
Male
Fun, Bonding, Celebration

6. College
Middle to Upper Class
Male
Fun, Environmental, Creative

7. College
Upper Middle Class
Male
I Deserve the best, I earned it

8. Cost
Flavor
Convenience
Calories
Alcohol Content

9. To assess the current attitudes of consumers
towards specific brands of beer in the
marketplace.
To choose one brand to change and improve the
attitude of, based on the data collected from the
distributed survey

10. Distributed Survey via email, Facebook and twitter 57 Respondents
Scenario: Assume you are planning a backyard BBQ with your friends and family.
You have been put in charge of purchasing all of the beer for this event.
Likert Scale [Very unlikely, Unlikely, Somewhat Unlikely, undecided, Somewhat
Likely, Likely, Very Likely]
Open Ended Questions, Demographics & Psychographics

11. Demographics – Gender, Age, Annual Household
Income
Psychographics – Favorite Activities of Consumers,
Events Consumers Participate in, What they value
in the beer they choose to consume

12. 39%
61%
Male Female

13. 27%
41%
11%
9% 9%
3%
18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74

14. 14%
9%
11%
28%
18%
20%
$0 to $15,000 $15,001 to $35,000 $35,001 to $50,000
$50,001 to $75,000 $75,001 to $100,000 $100,000+

15. 39%
20%
11%
30%
Outdoor Indoor Playing Sports Working

16. 30%
30%
11%
9%
4%
4%
12%
Strongly Agree Agree Somewhat Agree
Neutral Somewhat Disagree Disagree
Strongly Disagree

17. 36%
34%
16%
3%
7% 4%
Strongly Agree Agree Somewhat Agree Neutral Somewhat Disagree Disagree

18. 18-34
Female
Income less than $75,000

19. Primary Target Market
23%
46%
7%
8%
8%
8%
Choose Quality over Price
(Females, Ages 18-34)
Strongly Agree Agree Somewhat Agree Neutral Somewhat Disagree Disagree

20. Primary Target Market
46%
31%
15%
8%
Enjoy Going to Sporting Events with Friends
(Females, Ages 18-34)
Strongly Agree Agree Somewhat Agree Strongly Disagree

21. Analysis of Data – Choice of Benchmark and Our Brand
Due to the fact that Miller Light, Coors Light, and Bud Light are in a
similar category of “Light Beer” (as opposed to Sam Adams and
New Belgium which can be classified as “Craft Beers”) We chose to
compare two brands that fell within the same category.
We decided to choose our benchmark brand and our brand from
data provided by the global measure.

22. -0.8
-0.6
-0.4
-0.2
0
0.2
0.4
0.6
0.8
1
New Belgium Coors Light Miller Lite Bud Light Sam Adams
Series1 0.2 -0.7 -0.3 0 0.9

23. 30%
20%
11%
5%
34%
New Belgium Sam Adams Miller Lite Coors Light Bud Light

24. 34%
33%
13% 13%
7%
New Belgium Bud Light Miller Lite Sam Adams Coors Light

25. Attribute Importance Coors Light Bud Light Gap Strength
Weaknesses
Ei Bi EiBi Bi EiBi Coors Light–Bud Light
Cost -0.2 2.0 -0.4 2.2 -0.4 0.0 Strength
Flavor -0.5 -1.8 0.9 -1.8 0.9 0.0 Strength
Locational
Convenience
0.6 2.6 1.6 2.4 1.4 0.1 Strength
Calories -1.7 0.6 -1.0 0.7 -1.2 0.2 Strength
Alcohol Content -0.3 -1.0 0.3 -1.2 0.4 -0.1 Weakness
Total Attitude 1.3 1.1

26. Attribute Importance Miller Lite New Belgium Samuel Adams
Ei Bi EiBi Bi EiBi Bi EiBi
Cost -0.2 2.2 -0.4 -0.9 0.2 -1.1 0.2
Flavor -0.5 -1.7 0.9 0.1 -0.1 0.6 -0.3
Locational
Convenience
0.6 2.5 1.5 1.0 0.6 1.9 1.1
Calories -1.7 0.9 -1.5 -1.1 1.9 -1.2 2.0
Alcohol Content -0.3 -1.2 0.4 0.8 -0.2 0.7 -0.2
Total Attitude 0.7 2.4 2.9

27. -2
-1.5
-1
-0.5
0
0.5
1
-0.2
-0.5
0.6
-1.7
-0.3
Cost Flavor Convenience Calories Alcohol Content

28. -1.5
-1
-0.5
0
0.5
1
1.5
2
-0.4
0.9
1.6
-1
0.3
-0.4
0.9
1.4
-1.2
0.4
Coors Light Bud Light

29. 0
0.5
1
1.5
2
2.5
3
Total Attitude
0.7
2.4
1.1
1.3
2.9
Miller Light New Belgium Bud Lite Coors Light Samuel Adams

30. Analysis of Data
Strengths
•Cost
•Flavor
•Convenience
•Calories
Weaknesses
•Alcohol Content
Due to the fact that our brands are so similar, and that the situation was not very high risk, it can be
noted that there are not very many weaknesses because all of the brands are perceived as
possessing the same attributes
Due to this, we chose to change a weakness (alcohol content) but also promote the strengths of
Coors Light

31. Importance Vs Coor’s Score
-0.3 0.3
Improve Coors Light’s Weakness of the belief of low alcohol content
Creating a new version of Coors Light with a higher alcohol content
Ex. Bud light offers higher alcohol content choices such as “Bud Light Platinum”
and “Bud Light Ritas”
Change Attitude of Coors Light Beer by Adding Alcohol Content
By Adding an Attribute

32. Importance Vs Coor’s Score
-0.5 -1.8
Along with alcohol content we have decided to capitalize on the flavor aspect of
Coors Light
We had many open ended responses looking for more and different flavors
“Variety for a party”, “Fruity taste”, “Taste. Seasonal beers.”
Ex. Bud Light “Ritas”
Change Attitude of Coors Light Beer by Adding Flavor
By Adding an Attribute

33. New Positioning for Coors Light
New Position Target Segment Reasons for New Position
Friendship
Flavor
Feminine
Demographics:
Age: 21-34
Female
Income: Under $75,000
Education: High school Graduated
Socio-Economic Status: Lower to Middle
Class
Psychographics:
Activities: BBQ’s, Gathering with friends,
College and pool Parties
Interests: Light inexpensive beer, variety
of flavor, Watching/Attending Sporting
Events
Opinions: Values friendship
1. Target Market expressed interest in
participating in activities that involved
hanging out with friends (92%)
2. Increase in flavor and variety – flavor
was the third highest attribute of
importance (-0.5), and Coors Light was
ranking the same as the benchmark brand
(0.9). We would like to exceed the the
benchmark brand when it comes to flavor.
3. From our target segment, we found that
Coors Light was not a beer that Females,
ages 18-34 chose. They are missing out on
a large population and we believe that by
promoting a fruity and flavorful beer we will
capture this demographic.

35. Affiliation – a psychological need that is similar to a social need and reflects ones
desire for friendship, acceptance and belonging
From our data we found that the target market enjoys going to sporting events
with friends
Ad portrays a group of friends hanging out together, laughing and having a good
time
Advertisement Strategy - Theory
Trio of Needs

36. Superego – individuals internal expression of society’s moral and ethical
codes of conduct
Our ad portrays people hanging out and enjoying drinks with one another
which is an socially acceptable way to pass the time in our society
Advertisement Strategy
Freudian Theory

37. Classical Conditioning – the process of using an established relationship between one known
stimulus and a response to bring about the learning of the same response to a different stimulus
Advertisement Strategy
Classical Conditioning
Unconditioned Stimulus
-Raspberries & Limes
Conditioned Stimulus
-Coors Light
Conditioned Stimulus
-Coors Light
Unconditioned Response
-Fruity, Fresh, Flavorful
Conditioned Response
-Fruity, Fresh, Flavorful