Bud Light 's Current Advertising Strategy

Using clever and borderline juvenile material Bud Light has seen much success in their targeted consumers in American males of the ages 18-49. With great success we believe Bud Light has the potential to increase its reach and share by advancing marketing opportunities to females and exploiting their other product lines. In doing so Bud Light must take a different approach from its perceived masculinity to an all-around and more suitable approach to our female audience.

There are many light beers out there in today’s market that have their very own unique taste and exquisite way to advertise their product. Within the light beer market the two well-known beers are Bud Light, and Coors Light. Bud Light advertising appeals more to being a very social and party intended beer, Whereas Coors Light takes more of a traditional stance. Bud Light on the other hand advertise towards today society by giving us a summertime feeling with the cruise ship and the group of people drinking while having a live band. Coors Light keeps a traditional look as being winter time, with the Rocky Mountains, and bold letters that says, “GIVE HEAT THE COLD SHOULDER.” I myself find I’m more drawn into the Bud Light advertisement because of the season it’s representing, the color, and even the social event that’s going on. Both Bud Light and Coors Light make excellence light beers, but an appropriate choice depends on the beer drinker taste, finances, and household accommodations.

Those who want to see the legal drinking age was reduced from twenty-one to eighteen often argue that the legal drinking age in Canada and many European countries are in the middle of adolescence, and argue further that this "lower drinking age has not resulted in the dismantling of the social structure "(Heath 28). As some scientists and social researchers have pointed out, however, drinking habits of young people has changed considerably in recent years as the influence of American advertising and the availability of U.S. products has spread (Heath 231). Although the argument that a lower legal drinking age may be based on data from other countries, we must remember that the culture of alcohol are different in many of these countries and should not serve as a valid basis for a discussion of American matters. Once again, science and research should lead to an argument for reducing or increasing the legal drinking age.

So, was the commercial really that effective? Another thing to consider is the age range that Budweiser sells to which is probable 25-50. But, the people who liked the Budweiser commercial the best were not even legally allowed to drink beer yet. They were middle school students and below so, the target age range was not hit. Most of the people I interviewed though did remember that it was the Budweiser commercial and they did not just say the “cute puppy commercial.”

“The great beer abandonment: America’s young drinkers are drinking wine and hard alcohol instead”. In recent years, many young adults’ ages 18-29 years old are not drinking as much beer as the same age group twenty years ago. In 1992 over seventy percent of this age said that beer was their beverage of choice. That number has now drop to forty percent. The percentage of hard alcohol preference has risen from thirteen percent to thirty percent. While wine preference has also increased from fifteen percent to twenty three percent. Young adult are not the only one whose preference has changed. The United States, has been drinking less and less beer for the past decade. Nationwide, beer consumption fell by nearly 9 percent between 2002 and 2012. Majority of decline is due to the preference of young drinker. People ages 30-49 only decline about three percent, while people ages 50 plus have remain the same. It is odd to see a decline in beer with the emergence of craft beer. For years it has gaining market share but many believe that it has hit its peak. "While we 're not there yet, we 're definitely approaching bubble territory," said Spiros Malandrakis, Alcoholic Drinks Analyst at Euromonitor International. What could be the reason for the decline?

The beer industry is a competitive, many faceted enterprise. In every industry, there is competition as customers have a variety of product alternatives and every competitor are collectively competing with one another (Ayub et al, 2013). In 2012, over 1,750 breweries operated in the United States (U.S.), with over 1,920 the following year (Brewers, 2015). The industry 's 2013 total dollar retail value was $7.6 billion dollars as pint consumption amount of 50 billion pints at an average price of $3.87 per pint (Brewers, 2015). Overall, the industry claims $196 billion in yearly beer revenue, equal value to Columbia 's Gross Domestic Product (GDP (Brewers, 2015). By February 2015, over 28 million beer barrels have been manufactured, compared against 29 million by February 2014 (DOT, 2015). Companies are willing to spend capital to achieve a percentage of those returns. In 2012, beer companies spent more than $1 billion on TV ads, an increase from $950 million in 2009 (Steinberg, 2013). Anheuser-Busch averaged about $1.42 billion in advertising per year (Austin, 2012). Molson Coors, on the other hand, spent over $486 million in advertising and promotion for 2014 (Molson Coors, 2015).

A 1996 study showed that children ages nine to 11 were more familiar with Budweiser's television frogs than Kellogg's Tony the Tiger, the Mighty Morphing Power Rangers and Smokey the Bear. The Center on Alcohol Marketing and Youth found that, in 2001, youth in the United States were 93 times more likely to see an ad promoting alcohol than an industry ad discouraging underage drinking. In fact, compared to youth, adults age 21 and over were more then twice as likely to see advertising discouraging underage drinking. A USA Today survey found that teens say that ads have a greater influence on their desire to drink in general than on their desire to buy a particular brand of alcohol.

The market for beer in the United States during 2005 was booming; the states were the largest beer-consuming market globally. This market is predominantly made up of the younger generation, or those between 21 and 27-years-old. This age is also known as the “first-time drinker demographic”. Among this demographic, the most popular choice for beer are the lighter of beers. Light beer accounted for 50.4% of beer sales in the US in the year 2005, while in 2001, this percentage was as low as 29.8%, so it is evident that the newer generation of beer consumers strongly favor light beers. Chris Prangel, manager of marketing operations for Mountain Man Brewing Company (MMBC), a family-owned company for which he would become the owner when his

Brisbane Brewing Company aims at providing uniquely brewed drinks for different segments of the society. It will be looking forward to improving its tasting room by considering the diverse drinking needs of various age groups in the society. As such, it will be producing non-alcoholic drinks for the age group 15-35 and alcoholic drinks for the ages 18-25. The reason for this approach is to meet statutory regulations and to make sure that there is no alcohol consumption by the underage. We also believe that by limiting the age of an adult to whom our alcoholic drinks can be sold will help up solve the drinking menace that affects many families.

On the other hand, people who are in the same demographic group can exhibit distinct psychographic profiles, in other words, customer’s purchasing decision might be largely influenced by personal lifestyle, personality and values (Kotler & Keller, 2011), so the targeted customers of HTG might be represented by high quality lifestyle with the value of upper social class since it offer top-branded liquors. Last but not least, customer’s perception, attitude, knowledge and response to a product take heavier influences on purchasing decision; and Argentina is top 5 wine business of the world after France, Italy, Spain and United States, which indicates that Argentines may also have some experience and knowledge in relation to HTG liquors to a certain extent since they are quite interested in alcoholic drinks, and although they have different purposes of purchase, they are supposed to be familiar with liquor products at least.

In order to target specific market segment firms must understand what exactly that segment is either expecting or needing from the product for which the firm is developing their marketing strategy for. Seniors can be easy marketing markets for common products that they have used regularly over many decades, such as cars, food and typically everyday consumables, as they have built up many decades of purchasing these products and developing brand loyalties. However, that does mean that firms can simply rely on these segments to continue their purchases of these brands with out specific marketing towards seniors.

There are about six important basic marketing terms within the pieces of literature reviewed in this article. Most of them are straightforward and pertain to the way businesses categorize and generalize groups of consumers. These groups of consumers with similar characteristics are called cohorts, while a more specific group of cohorts of which a business is aiming to merchandize towards is called a target market. It is certain that in life generalities are not always accurate. It is also true that generalities of cohorts are not always reliable, but they tend to be accurate when looking at the entire group. This is not an offensive pro-racism quote made by Donald Trump, but rather a truth when it comes to targeting consumers in marketing. It may sound like common sense, but there is a difference between consumers and customers. Consumers are the users of goods and services whereas customers actually purchase the goods and services. Kids are the consumers of cereal while their parents are the customers of cereal. The final term is cognitive age. Sudbury and Simcock claim cognitive age is a new age variable of which is

The core focus pertaining to segmentation will emphasize on the psychographic lifestyle aspect which will be referred as the “Health Conscious Beer Consumer”. This segment refers to individuals who are physically active, generally aware of what they consume and also appreciate the socializing aspect of consuming beer. It is important to note that consumers across Canada are becoming more informative and are continuously making efforts to break adverse habit forming behaviours pertaining to diet (BDC, 2013). As the health conscious trend expands across the country both geographically and demographically,

Furthermore, we are defining the target market not only by customers’ age, but also by, demographic, social, psychological and economic factors to

Research by Britvic Ireland (2012) identifies that consumption of soft drinks, decreases as people get older – with the highest consumption rates of soft drinks amongst 18-24 year olds. Due to population structure changes in many parts of the world, the decline in soft drinks consumption with age raises business concerns for the soft drinks industry. It is also important to understand why consumers stop purchasing soft drinks as they get older, to the point where consumption decreases significantly amongst