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/ https://www.cnbc.com/2019/11/16/anheuser-busch-invests-100-million-in-hard-seltzer-the-drink-craze.html
Q:
Insight One Location, Location, Location
Location of consumption is a critical component in experiencing the product. Participants Qualitative data experience Natural presented such stark Light Hard Seltzer in evidence, we social settings such forewent as house parties or quantitative tailgates. measurements
Key Findings 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.
“ “ I don’t like to drink alone, it’s kind of depressing.
Insight Two: Find your niche
Know Your Market
Understand Your Value
Find Your Niche 03 Know Your Narrow target audience to college “hosts” Market Perfect the taste to be a close substitute for 02 01 competitors Understand Your Value Bulk item at a lower cost
Insight Three: Product Awareness
Product Awareness
Q: 40% “strongly positive” or “positive”
Product Awareness 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?
Brand Awareness ● ●
Conclusions & Implications
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)
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
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.
Thank you! Any questions?
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