OUR TEAM PARRISH ALTO ERIK BEENE GEORGIA DAVIS CORI MAY - - PowerPoint PPT Presentation

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Jan 19, 2024 237 likes •527 views

OUR TEAM PARRISH ALTO ERIK BEENE GEORGIA DAVIS CORI MAY Background A Growing Market https://www.statista.com/statistics/1010653/sales-growth-of-ready-to-drink-alcohol-categories-us/

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OUR TEAM

ERIK BEENE GEORGIA DAVIS PARRISH ALTO CORI MAY

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Background

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A Growing Market

https://www.statista.com/statistics/1010653/sales-growth-of-ready-to-drink-alcohol-categories-us/ https://www.cnbc.com/2019/11/16/anheuser-busch-invests-100-million-in-hard-seltzer-the-drink-craze.html

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Q:

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Insight One Location, Location, Location

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Location of consumption is a critical component in experiencing the product. Participants experience Natural Light Hard Seltzer in social settings such as house parties or tailgates. Qualitative data presented such stark evidence, we forewent quantitative measurements

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Focus Group: Possible for Natural Light Hard Seltzer to compete on college campuses if fraternities serve it and friends recommend it. Interviews: Participants in our interviews primarily drank at social events and with friends Ethnographic Studies: Natural Light Hard Seltzer, and alcohol in general, served as social icebreakers and allowed people at social gatherings to have an easy first interaction.

Key Findings

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“ “

I don’t like to drink alone, it’s kind of depressing.

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Insight Two: Find your niche

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Know Your Market

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Understand Your Value

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Know Your Market

Perfect the taste to be a close substitute for competitors

Find Your Niche

Narrow target audience to college “hosts”

Understand Your Value

Bulk item at a lower cost

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Insight Three: Product Awareness

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Product Awareness

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40% “strongly positive” or “positive”

Q:

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Survey Key Finding: high product awareness, but few consumers

→ 73% have heard of Natural Light Hard Seltzer → 51% have tried Natural Light Hard Seltzer → 77% enjoyed Natural Light Hard Seltzer

If you have tried Natural Light Seltzer, did you enjoy it?

Product Awareness

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Brand Awareness

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Conclusions & Implications

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Conclusions

Natural Light Hard Seltzers can capture a decent portion of the market on

college campuses if hosts serve them at social gatherings.

People are most likely to drink in social settings.
When buying alcoholic beverages, college students prioritize

○ Taste ○ Price ○ ABV (alcohol by volume)

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Implications

Free Samples ○ Insert the product in social gatherings and events where people are more likely to drink. ■ Brand Ambassadors Best Methods of Advertising? ○ There needs to be an expansion on product awareness in strategically placed advertisements. ■ Facebook and Instagram

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Refl flections

Struggle: finding unbiased answers from people, especially in the focus group where there was a lot of “group think.” Highlight: ethnographies, because people were excited to talk about what they were drinking.

** Our results might be different if UNC had a different tailgating/party scene… the results are not very generalizable.

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Thank you! Any questions?