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).

BUSINESS CHALLENGE
  • 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

GLOCALITIES SOLUTION
  • 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

BUSINESS IMPACT
  • 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

Authors

Martin Schiere

Principal Marketing Strategy Consultant

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+31 20 58 98 376

Maria Muravina

Research Consultant

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