Beer Company Segmentation
IV. Market Strategies of Selected Brands
Anheuser Busch Companies
Demographic: From the market analysis portion of the paper we already established that internationally, Anheuser is expanding both into the Asian and Latin American markets. But typically what segment of the market do they target specifically? Well currently, the company is making an attempt to target the female population. Michelob Ultra is being marketed in women's magazines like cosmopolitan and other AB brands are placed on woman-focused channels such as Oxygen and Lifetime. Women however aren't the only focus. With the recent focus being on FMB's, the most consistent and continuous market has been the 21-27-age bracket, mostly college students. It's Bacardi line of flavored malt beverages and the latest additions, Tilt and B-to-the-E agree with the lifestyle of the contemporary adult looking for innovative drinks that is suitable for a variety of occasions and is an alternative to beer. For the more traditional and patriotic consumer, Anheuser markets towards its US customers by boasting on the fact that it is the only American made beer.
Geographic: Currently, Anheuser is a global enterprise with distribution centers in the U.K, Japan, Canada, and Spain. It holds a 50% market share in the U.S beer market and a 50% market share in Grupo Modelo, Mexico's leading brewer. Anheuser Busch owns 27% stake in China's number one brewer Tsingato and is pursuing Harbin brewery Group in China.
Psychographics:
The trend today is for people to lead healthier lifestyles and be more conscientious in the activities and interests that they partake in. This is ever so visible in the diet plans and low-carb phase that has emerged and has become dominant. To capitalize off of this Anheuser promotes its low-calorie beer to these individuals. Anheuser also places more emphasis on it flavored malt beers to appeal to its wine and spirit consumers and to compete in a changing environment where
Anheuser Busch Companies
Demographic: From the market analysis portion of the paper we already established that internationally, Anheuser is expanding both into the Asian and Latin American markets. But typically what segment of the market do they target specifically? Well currently, the company is making an attempt to target the female population. Michelob Ultra is being marketed in women's magazines like cosmopolitan and other AB brands are placed on woman-focused channels such as Oxygen and Lifetime. Women however aren't the only focus. With the recent focus being on FMB's, the most consistent and continuous market has been the 21-27-age bracket, mostly college students. It's Bacardi line of flavored malt beverages and the latest additions, Tilt and B-to-the-E agree with the lifestyle of the contemporary adult looking for innovative drinks that is suitable for a variety of occasions and is an alternative to beer. For the more traditional and patriotic consumer, Anheuser markets towards its US customers by boasting on the fact that it is the only American made beer.
Geographic: Currently, Anheuser is a global enterprise with distribution centers in the U.K, Japan, Canada, and Spain. It holds a 50% market share in the U.S beer market and a 50% market share in Grupo Modelo, Mexico's leading brewer. Anheuser Busch owns 27% stake in China's number one brewer Tsingato and is pursuing Harbin brewery Group in China.
Psychographics:
The trend today is for people to lead healthier lifestyles and be more conscientious in the activities and interests that they partake in. This is ever so visible in the diet plans and low-carb phase that has emerged and has become dominant. To capitalize off of this Anheuser promotes its low-calorie beer to these individuals. Anheuser also places more emphasis on it flavored malt beers to appeal to its wine and spirit consumers and to compete in a changing environment where