Target Audience
Demographic
Heineken’s target audience are non Malay Singaporean males aged 18 to 35 who drink beer.
Psychographics
They are males who strive to have progress in their lives. They are open and are genuinely interested in the world, issues beyond themselves, their family and their work. They take pride in being resourceful — building and feeding off their existing set of knowledge and contacts. They are information junkies and find the need for control, relying on having information all day long.
Secondary Research
Although a brief on Heineken’s target audience has already been given, little is known about the target audiences media habits, social interaction and their likes and dislikes.
Over the years, social media usage
…show more content…
Based on the brief given, Heinekens target audience fall into three main groups of Murray's Psychogenic needs. They are ambition needs, affection needs and information needs. Heinekens target audience find the need for achievement. Research on the need for achievement has revealed that people with a high need for achievement tend to select more challenging tasks. Next, they have a need for affiliation since the brief states that they ‘takes pride in being resourceful, building contacts’. This means they have a need to spend time with others. Studies on the need for affiliation have found that people who rate high on affiliation needs tend to have larger social groups, spend more time in social interaction, and are more likely to suffer loneliness when faced with little social contact. The target audience also have a need for cognisance. This means that they have the need to seek for knowledge and ask …show more content…
A major reasons why males like playing videos games is also due to the content involved in computer games. They are usually more “masculine”. These games are filled with male stereotypes like strength, power and action. Additionally, males are attracted to video games as it allows them to interact with friends in person and online. An activity like gaming helps boys and men bond and get closer.
With this insight, I know that my target audience enjoy playing computer games. Thus, in my advertising campaign, I can create a campaign that has some games involved to attract their attention.
Use of social media
I have also found that both interviewees use social media on their way to school and work and also before they go to bed. They use social media platforms like Facebook and Instagram. They spend an average of 3-4 hours on social media. They like going on social media because amidst their busy schedules, they are able to find out what their friends are up to and connect with them. They feel lost and uneasy when they aren’t in the
In this report I shall be looking at data compiled on the client and using this data I will analyse the market potential and demand for "health drinks" within the United Kingdom. Also I will consider whether it is viable to expand and develop the brand within the market whilst maintaining the socially responsible attitude of the company, in conjunction with the growing health trends and the client's ethical product production.
The 2012 Canadian Club Whisky ad uses gender roles attributes in order to persuade possible male consumers into consuming the product by appealing to their sense of masculinity. The goal is to reach men’s pride and lead them to believe that Canadian Club Whisky is capable of “helping” them achieve society’s ideal of a man through images and sentences that remind them of manhood.
Over time the use of alcoholic drinks has become an increasing problem. Budweiser is a company that makes and sells alcoholic drinks. Although they are well aware that the alcoholic drinks can be harmful when they are over used. To advertise their drinks they made an ad that not only advertised the drink but at the same time shows people that drinking and driving is dangerous and not only hurts the people doing it but also others around them.
Bud Light’s target market are men in their twenties to sixties. In this class we have discussed the dangers of complying into rape culture and toxic
Heineken’s number one position depends on the number of markets they are present with their products. Local markets are important but the international markets will provide more opportunities to grow.
The main idea against alcohol beverage ads on television is that they seem to "normalize" drinking in the minds of young viewers. To the extent the ads may be performing a positive role. (Hanson, 1997). The nature of alcohol ads on...
The Myers-Briggs Type Indicator is another model that attempts to inventory personality traits. Isabel Briggs Myers created the MBTI based on psychologist Carl Jung’s work regarding psychological types. Myers developed the model to “help people understand themselves and each other so they could find work that matches their personality.” (Phillips & Gully, 2014) Four scales are explored with the MBTI. The first scale assesses extroversion/introversion; the same idea described in the first dimension of the Big Five. The second scale identifies sensing or intuitive individuals. Sensing individuals are detail and fact oriented when focusing on information, whereas intuitive people interpret and add meaning to information. The third scale classifies
Competition also presents itself in original sports drinks, such as Gatorade (Pepsi) and Powerade (Coca Cola). Furthermore, premixed alcoholic drinks like the Smirnoff range form part of the competition.
The following plan is intended to provide a basic marketing communications plan for a fictitious company. The company in question operates in China and produces soft drinks, particularly adult soft drinks. The information in the plan has been sourced from various textbooks and online research including the National Bureau of Statistics China.
Hershey’s and Quaker are two well established brands in the snack food world. The weight of their names carry a specific ethos; a persona that will influence the consumer to buy their product, as it is a name that the customer trusts. Two advertisements are analyzed, both found in a February 2007 edition of People magazine: Hershey’s Extra Dark Chocolate and Quaker True Delight print advertisements. The main connection between these two prints is rather apparent: they are both snack foods, and they contain dark chocolate. However, both prints, as they are introducing a new product line, paint a new image of their merchandise: this snack food is healthy, ergo this creation should be chosen over all other products. Hershey’s Extra Dark Chocolate utilizes a cause-and-effect strategy by outlining that consuming their dark chocolate will improve cardiovascular health, backed by the logic and ethos of a study performed by a well-known university. Quaker’s True Delights, however, emphasizes the fact that their product tastes fantastic and is low in calories, in addition to using their ethos of their brand. Ultimately, both products utilize their established persona to draw
Purpose of Study Individuals should understand that the use or nonuse of social media has negative and positive effects on their lives, whether they recognize them or not. Students who excessively use social networking applications can be negatively affected because they are spending too much time on these applications rather than paying attention in class, completing homework, studying, sleeping, or focusing on their own health and condition. However, these same students who are excessive users are often times the students who are more aware of global issues and updates in pop culture through the use of social media. Students who moderately use social networking applications spend a good amount of time on these applications and are still able to manage time for sleeping, practicing good eating habits, homework, and studying. These students are usually just as aware, or slightly less aware, than students who excessively use social networking.
Advertising is a main factor in determining whether a game sells or not, as it determines if gamers know if the game exists or not, as well as piquing consumer interest in a game to go buy it. You can make a great game that receives glorious review from all the critics, but still not have it sell. If no one knows about your game, it won’t sell. This is just the basic surface of what advertising is for. Now that consumers know about the product, how does the advertisement encourage them to buy it? An academic study by Hermann Ebbinghaus, one of the first men to study how the human brain works, ran a test to see what parts of advertisements people remember best. His findings have shown how adver...
The soft drinks industry has evolved over the last 50 years. At the end of the fifties households were consuming more wine than any other beverages. By the beginning of the seventies households were diminishing their wine consumption for appellation wine, not to mention that strong alcohols saw a significant increase during this period with mineral water. Other soft drinks such as fruit drinks, sodas and colas became popular by the end of the eighties. Soft drinks sells became steeper during the nineties probably correlated with the fact that this period is situated during the raise of generation Y. This generation was highly influenced by television and Internet, thus commercials. Generation Y has been a golden pool for marketers at that time and allowed companies to progress a lot concerning their marketing research techniques.
For all we know, social media has changed our lives forever. It gives us some opportunities that we did not have before. My social media use is very similar to that of Eva and Sara. We all use social media more as an observer to keep in the loop of friends and family. We are able to stay up updated to the second on everything that is happening in the world simply because of social media. Now we can only imagine what the future hold and how we will communicate
Heineken N. V. was founded in 1592 in Amsterdam. The Netherlands Nowadays Heineken N. V. is currently the world's second largest brewer, trailing only U.S. based Anheuser-Busch. It leads the European market with a 60% market share and it is the second imported beer in the United States, following Grupo Modelo's Corona beer, since 1998. Fierce competition from the imported segment contributed to the decline in Heineken sales and as a result of it, Heineken N. V. bought back the distribution rights and established a wholly owned subsidiary in White Plains, N.Y.; in order to achieve a new market push in the United States (Roberts, 1999).