TARGETING TO WOMEN BY: DORIS HU

SIRI ZHAN APRIL HUANG KATHY ZHAO BRIAN QIAN

ANHEUSER BUSCH

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

       

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      

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

     

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

 

   

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 •  High involvement with social media •  Desire to explore  

 

BEER                          WINE                        LIQUOR  

METHODOLOGY •  Five in-person focus groups X 5 •  Incentivize participation with free pizza

•  Utilize top-down approach to narrow

focuses      

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

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”

FOCUS GROUP FINDINGS Theme: Two Groups of female consumers

•  “With the equivalent amount of calories, you get more bang for your buck when you drink liquor”

•  “The people who like

to drink are willing to try new flavors like Swedish fish alcohol”

•  “Good social lubricant”

•  “I really like beer. It is

my favorite alcohol because it goes well with chicken wings”

•  “Drinking beer is

more informal like during a sports event”  

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?”

“I would totally try different kinds of beers if someone taught me more

about them”

- Focus Group Participant

OUR IDEA:

OPEN CONSUMERS TO A WHOLE NEW WORLD

OF BEER

NEW WORLD BREWERY:

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

SWOT ANALYSIS

DISTRIBUTION •  Focus on these distribution channels to sell the

bundles of beer •  More welcoming to new products

STRATEGY Low Involvement à à à High Involvement 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.

Adding an education factor to increase personal involvement

Educational aspect: •  What types of beer? •  What glasses to use? •  What foods taste best with the product? •  Origin and history of the beer

MARKETING STRATEGY Offline Media •  TV: Advertisement subtly directed to women and the à experiential aspect of the beer •  Distribution channels: Tastings at stores & events à promotions •  Packaging: Contains information unique to the à Beer

Display the experiential/cultural side of beer and drive people to online channels like YouTube Create in-store demos to create a story behind a beer to be shared Generate word of mouth during a social event to talk about the different types of beer

MARKETING STRATEGY Online Media •  Social Media: Increase Engagement through à Online poll •  Youtube Channel à •  Alcohol Bloggers à

Enable people to vote for their favorite type of beer to further demonstrate the difference between beers Source of more information about the beer in a fun and adventurous setting Increase importance of beer by encouraging the reviewing of beer products

CHEERS!