sara henry betsy connors rebecca garcia kim healy natalie kent shaine melnick kelly o’connor...
TRANSCRIPT
Sara HenrySara HenryBetsy ConnorsBetsy ConnorsRebecca GarciaRebecca Garcia
Kim HealyKim HealyNatalie KentNatalie Kent
Shaine MelnickShaine MelnickKelly O’ConnorKelly O’Connor
Jordan SheckmanJordan Sheckman
Advertising ResearchAdvertising ResearchADV3051ADV3051
Project 1: Secondary Project 1: Secondary ResearchResearch
Situational Analysis
Industry
• 1993 beer represents 58 percent of alcoholic beverage market
• 2005 beer represents 46 percent of alcoholic beverage market
Situational Analysis
Company
•Well-known brand•Well-established company•Anheuser-Busch is the largest American brewer
Company Vision“Through all of our products, services and
relationships, we will add to life’s enjoyment.”
Situational Analysis
Product
•Brand family includes 7 different products•All-natural ingredients•Brand personality traits
Situational Analysis
Consumer
•Typical demographic: men•Potential consumer market: women•Consumer taste trends
Situational Analysis
Competition
•Direct competition from other brewing companies •Indirect competition of wine, liquor, and spirits
Situational Analysis
Macro-Environment
•Underage market•Changes in drinking habits among college women
Opportunity Recommendation for Research
Declining sales in favor of wines, liquors, and spirits
Targeting Women
Problem Statement
• Threat of declining sales• Unexplored female market• Need further understanding of:
− Drinking habits of women− Attitudes of men and women 18 to 24
• Primary proprietary research reduces risk
− Budget− Company reputation