Building Global New Target Audience for International Brewer
Build the first draft of a new target audience across its main global markets, while taking brand positioning, concise targeting brand penetration into account (among others).
- To help construct the new target audience in its main markets by taking into the account: Size, Penetration and Brand Positioning.
- To get more insights about the current target audience and the upcoming new target audience in its main markets
- To understand how to better communicate with the audience both at the global and at the local level
- To get insights about the frequent and occasional beer drinkers, about the respondents engaged with the brand and the aspirational target audience
- Client ad-hoc questions were added to the Glocalities questionnaire to identify the frequency of beer drinking and the engagement with the brand
- We translated the target audience definition using data from the Glocalities database and did a deep-dive to describe the target audience in each region.
*numbers and markets were changed to protect confidentiality of the client
- An updated profile of the target audiences in each market
- Measuring desirability of a new potential target audience based on size, penetration, brand positioning, and value profile
- Insights about the differences between frequent and occasional beer drinkers and about the engagement with the brand
- Recommendations about the communication strategy at the global and local level
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