- Beer for Women -

Group 5Jinyan Xiang / Hengyu Liu / Ruiwen Bi

Nini Zhang / Yige Tong / Weixuan Zhang

AgendaMarketing Issues

Consumer Behavior Issues

Consumer Behavior Analysis

Primary Data & Analysis

Marketing Recommendations

Why Female Drinkers?1

New Brand New Flavors39

%

38%

36%

31%

Female Male

Marketing Issues1

In-house Competition

False Positioning

UnsuccessfulAdvertisement

Consumer Behavior Issues2

Attitude

Perceptions

DO NOT want to be disenfranchised from beer market

DO NOT accept the concept of pink beer

Consider drinking beer as a less responsible and more risky behavior

Consumer Behavior Analysis · Knowledge3

Disappointed Negative

Experience“Sexism”

Color:Is that Still A Beer?

knowledge about beers independently influences the drinking experience

Consumer Behavior Analysis · Perception3

Tall & Slender Bottle

Actual < Perceived

Short & Wide Bottle

Actual > Perceived

Responsibility + Higher Perceived Consumption Volume = Discouraged from Purchase & Consumption

Consumer Behavior Analysis · Attitude3

Low-involveme

ntPeripheral Route

Famous Endower

High-involveme

ntCentre Route

Strong Argumen

t

Sex-based ad.+ Cheap Beer = Hurt & Negative Attitude

Primary Data · Interview Design3

14

20-30 min

86

20-30 yr.

Primary Data· Interview Result3

For special events: Parties; Birthdays; Festivals…

“Drinking beer most depends on the situations, beer can help building the party atmosphere and people

can get a better relationship or more conversation are driven after drinking appropriate amount of beer.”

Nutrition and low calories? Probably.“ Beer is for drinking, not for judging.”

“I might try if it is labeled low calories.”

Taste matters!“ I love Miller Lite, which tastes as the same

as the beer from a small valley in my hometown in Czech Republic.”

Animee’s original advertisement: Weird...“Why they are sitting on the bottle?!”

Primary Data · Survey Design3

126

Demographic

Marketing Elements

Product Elements

Drinking Occasions

Nutrition & Low-Calories

Primary Data· Survey Result · Gender * Occasion 3

Chi-Square Tests (Gender * Occasion) Value df Asymptotic Significance (2-sided)

Pearson Chi-Square 10.208a 3 .017

Likelihood Ratio 10.585 3 .014

Linear-by-Linear Association

.881 1 .348

N of Valid Cases 29

Primary Data · Survey Result · Gender * Occasion 3

Friend parties Dates

1-sports games; 2-friend parties; 3-dates; 4-others

Primary Data · Survey Result · Nutrition or Not?3

Primary Data · Survey Result · Low calories or Not?3

Primary Data · Survey Result · Popular Flavors3

Pineapple

Lemon Peach

Apple

STP · Segmentation & Targeting4

Age: 21 -35 Characteristics• Earlier-adopters• Healthy Lifestyle• Independent• Open-mind• Fashion and trendy• Entertaining

U.S. Urban Citizens

STP · Positioning4

ANIMEE

For all beer drinkers, Animee is a low calorie and nutritious beer brand which abandons clichés and stereotypes. Unlike other beers, Animee starts a new journey with its drinkers to be creative, fashion and who they are.

4P’s · Product4

Budget / Massive

ABVLowNutrition/ Low Calorie

4P’s · Product4

Shorter & Wider Shaped Bottle● Volume: 225 ml ● Label: Black, Gold, & Silver● Color: Natural ● Material: Transparent glass● Opening System: Twist-off Bottle cap● Flavor: Logo on the cap

Regular Sized Can● Volume: 200 ml

● Other: Simple Design & Match Bottle’s Design

4 4P’s · Price & Place

Bottle Can05101520253035404550

2.29 1.7910.99 7.99

43.96

31.96

PriceSingle 6pk 24pk(Full)

Relatively LowBar

Supermarkets

Restaurants

Liquor Stores

PLACE

Pub

Various Channels

4P’s · Promotion4

Social Media

Posters

TV Commercials

Advertisements · Video4

4P’s · Promotion · Music Event & Fashion Show4

4P’s · Promotion · Limited Edition (with graphic designers)4

ThankYou!

Q & A