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Brewing Success: Understanding Beer Market Trends and Targeting Women Consumers

Conduct secondary research to explore the beer industry, company positioning, product details, consumer demographics, and potential female market. Identify competition, macro-environmental factors, and opportunities for growth. Propose strategies to address declining sales by targeting female consumers.

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Brewing Success: Understanding Beer Market Trends and Targeting Women Consumers

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  1. Advertising Research ADV3051 Project 1: Secondary Research Sara Henry Betsy Connors Rebecca Garcia Kim Healy Natalie Kent Shaine Melnick Kelly O’Connor Jordan Sheckman

  2. Situational Analysis • Industry • 1993 beer represents 58 percent of alcoholic beverage market • 2005 beer represents 46 percent of alcoholic beverage market

  3. 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.”

  4. Situational Analysis • Product • Brand family includes 7 different products • All-natural ingredients • Brand personality traits

  5. Situational Analysis • Consumer • Typical demographic: men • Potential consumer market: women • Consumer taste trends

  6. Situational Analysis • Competition • Direct competition from other brewing companies • Indirect competition of wine, liquor, and spirits

  7. Situational Analysis • Macro-Environment • Underage market • Changes in drinking habits among college women

  8. Opportunity Recommendation for Research Declining sales in favor of wines, liquors, and spirits Targeting Women

  9. 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

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