Bud Light Target Market
Bud Light Target Market
Ana Carolina Rodrigues Bezerra 5/4/2011
TARGET MARKET DESCRIPTION
BUD LIGHT, “the sure sign of a good time. Here we go!”
A
ccording to Anheuser-Busch/A-B (http://www.anheuser-busch.com/), Bud Light is sold all over the world, which means that the company must develop different marketing mixes to achieve its goals within each target
market, in view of the fact that each region of the world has its cultural differences (including language) and particularities. Because I live in the U.S., I decided to analyze the American market, more specifically the market formed by some of the West and Southwest states that surround California, where I currently reside.
SEGMENTING DIMENSIONS
Behavioral
Needs: some economic (economy of purchase); physiological (liquid – wants and drive); psychological (curiosity; imitation; self-expression and relaxing); Benefits sought: desire (for acceptance; affiliation; status; leisure; pleasure; self-satisfaction; identification; recognition; sociability; and fun); freedom (from stress; sadness; loss; anxiety; and pressure) Thoughts: Favorable attitude towards the product, which is considered to be sold at a reasonable price; to have a subtle and refreshing taste; and to convey the image of a fun time Rate of use: 2 – 4 times a week, especially on weekends Purchase relationship: positive and ongoing Brand familiarity: preference Kind of shopping: convenience Type of problem solving: routinized response Information required: low
Geographic
Region of the world, country: USA Region in country: some of the West and Southwest states (California, Nevada, Arizona, Oregon) Size of city: no city
Demographic
Income: $30,000 - $39,000 Sex: 60% male, 40% female Age: 21 - 30 Family size: no size Family life cycle: young single Occupation: technical; clerical sales; students Education: some college; college graduate Ethnicity: Native American, White, Multiracial Social class: lower-middle, middle and
Ana Carolina Rodrigues Bezerra 5/4/2011
TARGET MARKET DESCRIPTION
BUD LIGHT, “the sure sign of a good time. Here we go!”
A
ccording to Anheuser-Busch/A-B (http://www.anheuser-busch.com/), Bud Light is sold all over the world, which means that the company must develop different marketing mixes to achieve its goals within each target
market, in view of the fact that each region of the world has its cultural differences (including language) and particularities. Because I live in the U.S., I decided to analyze the American market, more specifically the market formed by some of the West and Southwest states that surround California, where I currently reside.
SEGMENTING DIMENSIONS
Behavioral
Needs: some economic (economy of purchase); physiological (liquid – wants and drive); psychological (curiosity; imitation; self-expression and relaxing); Benefits sought: desire (for acceptance; affiliation; status; leisure; pleasure; self-satisfaction; identification; recognition; sociability; and fun); freedom (from stress; sadness; loss; anxiety; and pressure) Thoughts: Favorable attitude towards the product, which is considered to be sold at a reasonable price; to have a subtle and refreshing taste; and to convey the image of a fun time Rate of use: 2 – 4 times a week, especially on weekends Purchase relationship: positive and ongoing Brand familiarity: preference Kind of shopping: convenience Type of problem solving: routinized response Information required: low
Geographic
Region of the world, country: USA Region in country: some of the West and Southwest states (California, Nevada, Arizona, Oregon) Size of city: no city
Demographic
Income: $30,000 - $39,000 Sex: 60% male, 40% female Age: 21 - 30 Family size: no size Family life cycle: young single Occupation: technical; clerical sales; students Education: some college; college graduate Ethnicity: Native American, White, Multiracial Social class: lower-middle, middle and
References: I love you, man campaign. (2008, February 19). Marketing campaign case studies. Retrieved May 1st, 2011, from http:// marketingcase-studies.blogspot.com/2008/02/i-love-you-man-campaign.html Perreault, Jr., W. D., & Cannon, J. P., & McCarthy, E. J. (2010). Essentials of marketing: a marketing strategy planning approach (12th ed.). New York, NY: The McGraw-Hill Companies, Inc. Real American heroes/real men of genius campaign. (2008, February 23). Marketing campaign case studies. Retrieved May 1st, 2011, from http://marketing-case-studies.blogspot.com/2008/02/real-american-heroesreal-men-of-genius.html The making of bud light. (2007, June 11). Retrieved May 1st, 2011, from http://www.anheuser-busch.com/pdf/making_bud_light.pdf