TEAM ACES

Sean Cullinan, Juliet Lee, Yasenia Rodriguez, Doug Sapir, Allison Steele, Matthew Talmage,

Lisa Tarantino

April 27, 2009

Introduction

•Target Market: Ages 21-24 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?

Problem Statement

•Problem Definition:•Knowledge and Understanding

•Justification for Research:•Value>Cost

•Informational Needs:•Gender, age, preferences on various aspects of beer/alcohol, and their consumption of alcohol per week

Research Objectives

•All the research that has been collected has helped to define the problem we are trying to solve; finding the best marketing strategy.

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

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

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

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

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

Research Method - Procedure

•53 respondents•Roughly 250 were invited to participate, yielding a response rate of 20%

•Survey length•On average 2-3 minutes

•Surveymonkey.com•Created survey

•Facebook.com•Spread word of survey through group

•Word of mouth•Used when we came to the realization that Facebook is too cluttered

Research Method - Instruments

•Saint Joe’s students whom 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

Findings

•Most frequently purchased; beer, wine, hard alcohol•Alcohol content•Higher alcohol content justify higher price•Rank according to taste•Most likely to purchase

Research Conclusions:Kegs or Cans?

Kegs• More for less• Convenient• Easier to clean

Cans• Less for more• Less convenient• Harder to clean

Research Conclusions: Budweiser or Yuengling?

Budweiser• Costly• Higher Alcohol

Content• Light Beer

Yuengling• Cost Efficient• Lower Alcohol

Content• Dark Beer

Research Conclusions: Budweiser’s Next Move

“Budweiser Dark”

Questions?