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
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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
From our research, Anheuser-Busch is content with being the number one beer company in the world, increasing sales each year in operation. We found that Anheuser-Busch met many views associated with the world, business, and behavioral dimensions. The company also displayed its stability as we reviewed one of its most successful products Budweiser, owned by Anheuser-Busch, under the marketing view and the financial view. Not only do they hold almost half of the market share in the industry but their stock prices, sales volume, and net sales have all increased from 2002 to 2003. We also looked at Budweiser in terms of geography and culture. We found due to the fact that the "western" countries consume the majority of beer, it only makes sense that Anheuser-Busch concentrates on that market. Along these lines, another key goal that is also important to Anheuser-Busch is to boost other beer markets that are located in other cultures, where at the time beer is not a major consumption.
This diversity will make for a powerful word of mouth marketing campaign using social media to spread the word and the television and online advertising efforts offering a money-back guarantee, free samples and community website links. We will focus on both the “Bohemian Mix” from this geographic area that includes people from these ethnic backgrounds in households made up of a mixture of different family members from different age groups, but under age 55, many with pets, who like to try the “newest coffee brew” or product. Their median income is over $56,000 a year and they are upwardly mobile. We also chose the “Young Digeratis” who are made up of the wealthier and younger family mix ages 25 to 44. They like to stand out above others and only accept the highest quality of food and drinks. They drive the most expensive autos and spare no expense on their clothes and
Michael Messner and Jeffrey Montez de Oca explain that contemporary beer ads represent a desirable male lifestyle to reaffirm masculinity in a time when men are insecure. Their essay, “The Male Consumer as a Loser: Beer and Liquor Ads in Mega Sports Media Events,” goes on to list the reasons for their insecurities: historic and cultural shifts such as deindustrialization, declining real value of wages, feminists and sexual minorities. They support their main point by providing a window to the past as beer ads of the 1950s depicted a desirable lifestyle that was appropriate for post war style of living. By following the transitions of beer ads from the 1950s to now, we could follow the accepted lifestyles of the times during which the ad was made.
Source likeability describes the degree of liking that the viewer has for a source in an advertisement. The concept of likeability may include the source being friendly, interesting, having a positive attitude, having empathy for others, etc. (Lecture 2/18). Popular celebrities work best for successful source likeability in advertising because they naturally will generate a higher attention rate from the target audience (Study #1). The two sources in the Bud Light Party advertisement are Seth Rogan and Amy Schummer, who are popular among the millennial generation for their crude, carefree comedy. These two comedians have done just about everything that is appealing to the millennial generation but would not be appealing to older generations. Therefore, the two of them as Bud Light’s sources for this advertisement will naturally make the millennial generation viewers pay attention to the content in the commercial. The millennial generation likes these comedians each for different reasons but overall they both give off positive moods, always seem friendly, and happy. Seth Rogan is known as an easygoing comedian who openly smokes weed a lot, whereas Amy Schummer is known for making crude, inappropriate jokes, which she demonstrated in this
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.
Voss has two macro segments, each with its audience. To define the target groups in more detail, it is important to ask these three questions: what, who and how. In the first segment, the answer is: image, individuals and mineral water, and in the second segment: image, companies and mineral water (Neves, 2013). For the overall marketing of VOSS water, image seems to be the main drive for the company.
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...
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
Market segmentation may also include geographic, demographic, psychographic and behavioral. Unlike many products that require deep thought of how and which market segmentation to aim for, Hydro Flasks target a wide range of the market segmentation. Hydro Flask is simply a water bottle that keeps your drink cold. This is convenient for most market segments. However the likelihood for a senior citizen to own a water bottle is less likely. Also, an infant would most likely not be in the target market for a Hydroflask. The best intended audience would be those of a lifestyle that is more active because these consumers would use it more frequently. The intended market segmentation for the Hydro Flask is; male or female between the ages of fourteen and thirty-five with a more active
In an effort to increase demand for and sales of its products, Heineken has begun to analyze the need for a different marketing strategy. One of the chief problems Heineken currently faces is that it is perceived differently from market to market. Although Heineken has consistently been marketed as a premium brand it is seen in the United States and Asia as a beer for only special occasions instead of daily consumption. In Latin America the brand is seen as just one of a many of undifferentiated European imports.
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.
In conclusion, the video games that contain sexual themes becomes more graphically portrayed. And the video games that use Damsel and Distress plot reduce women to a state of victimhood. The way female characters’ dress in the videogame reinforced gender-role stereotypes. As most of those games show female character wearing revealing clothes, which reduce their identity to mere sex objects. However, developer put emphasis on the masculinity and physical power in male character. They way those games portray female and male character it reinforces gender-role stereotype. This can negatively affect the identity and the perception of the person playing those games,
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.
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