Heineken US Marketing Audit
Heineken USA
Marketing Audit
Section 1. Marketing Environment Audit
1. Macro Environment
A. Demographic
In the United States, total beer consumption has dramatically fallen by 11% in some states since 2008. However, Americans are still some of the world’s biggest consumers of beer. Americans consumed 6.3 billion gallons of beer in 2011, which equals 29.3 gallons of beer a year per American of legal age.
Consumption and demographic preferences and trends can be broken down as follows…
Men
Men account for more than 80% of beer consumption in the US; a large number of these beer drinkers are white and favor domestic light beer, followed by domestic draft beer.
67% of men say they drink alcohol, while the average amount of drinks consumed per week is 6.2 drinks.
The heaviest beer drinkers are men between the ages of 18-49.
55% of men say they most often drink beer, followed by liquor and wine at 21% and 20%, respectively.
Women
64% of women say they drink alcohol, while the average number of drinks consumed per week is 2.2.
Female drinkers have a strong preference for wine, with 52% saying they most often drink wine and just over 20% favoring either liquor or beer.
Light beer has the strongest following among women consumers.
Women are more attracted to specialty microbrewed beers than they are to the big brands, possibly because of their greater variety.
Generations
Baby Boomers: born between 1945-1964 and include 78 million people. This generation is exiting the prime drinking age.
Generation X: born between 1965-1984 and include 69 million people. This generation makes up the prime drinking age but will be exiting this stage in the future.
Generation Y: born between 1985-2004 and include 79.5 million people. This generation will make up the prime beer drinking age soon and beer companies will be targeting this age bracket.
Geographic
The Midwest holds the number one spot,
Marketing Audit
Section 1. Marketing Environment Audit
1. Macro Environment
A. Demographic
In the United States, total beer consumption has dramatically fallen by 11% in some states since 2008. However, Americans are still some of the world’s biggest consumers of beer. Americans consumed 6.3 billion gallons of beer in 2011, which equals 29.3 gallons of beer a year per American of legal age.
Consumption and demographic preferences and trends can be broken down as follows…
Men
Men account for more than 80% of beer consumption in the US; a large number of these beer drinkers are white and favor domestic light beer, followed by domestic draft beer.
67% of men say they drink alcohol, while the average amount of drinks consumed per week is 6.2 drinks.
The heaviest beer drinkers are men between the ages of 18-49.
55% of men say they most often drink beer, followed by liquor and wine at 21% and 20%, respectively.
Women
64% of women say they drink alcohol, while the average number of drinks consumed per week is 2.2.
Female drinkers have a strong preference for wine, with 52% saying they most often drink wine and just over 20% favoring either liquor or beer.
Light beer has the strongest following among women consumers.
Women are more attracted to specialty microbrewed beers than they are to the big brands, possibly because of their greater variety.
Generations
Baby Boomers: born between 1945-1964 and include 78 million people. This generation is exiting the prime drinking age.
Generation X: born between 1965-1984 and include 69 million people. This generation makes up the prime drinking age but will be exiting this stage in the future.
Generation Y: born between 1985-2004 and include 79.5 million people. This generation will make up the prime beer drinking age soon and beer companies will be targeting this age bracket.
Geographic
The Midwest holds the number one spot,