Sara HenrySara HenryBetsy ConnorsBetsy ConnorsRebecca GarciaRebecca Garcia

Kim HealyKim HealyNatalie KentNatalie Kent

Shaine MelnickShaine MelnickKelly O’ConnorKelly O’Connor

Jordan SheckmanJordan Sheckman

Advertising ResearchAdvertising ResearchADV3051ADV3051

Project 1: Secondary Project 1: Secondary ResearchResearch

Situational Analysis

Industry

• 1993 beer represents 58 percent of alcoholic beverage market

• 2005 beer represents 46 percent of alcoholic beverage market

Situational Analysis

Company

•Well-known brand•Well-established company•Anheuser-Busch is the largest American brewer

Company Vision“Through all of our products, services and

relationships, we will add to life’s enjoyment.”

Situational Analysis

Product

•Brand family includes 7 different products•All-natural ingredients•Brand personality traits

Situational Analysis

Consumer

•Typical demographic: men•Potential consumer market: women•Consumer taste trends

Situational Analysis

Competition

•Direct competition from other brewing companies •Indirect competition of wine, liquor, and spirits

Situational Analysis

Macro-Environment

•Underage market•Changes in drinking habits among college women

Opportunity Recommendation for Research

Declining sales in favor of wines, liquors, and spirits

Targeting Women

Problem Statement

• Threat of declining sales• Unexplored female market• Need further understanding of:

− Drinking habits of women− Attitudes of men and women 18 to 24

• Primary proprietary research reduces risk

− Budget− Company reputation