Repositioning Budweiser to Women
A lovely cover page! Very creative and professional!
In the future, please also include the date of the report submission and your course section#.
MKT 2284 Marketing Research
Courtney Groenewoud, Eric Williamson, Natalie Neville, Ashleigh Milne and Gen Blackburn
The Fab Five
MKT 2284 Marketing Research
Major Research Assignment: Deliverable #1
The Research Proposal
Table of Contents
Formal Letter…………………………………………………………………..……………………………. Page 2
Background ……………………………………………………………….……………………………. Pages 3-4
Marketing research problem Definition …………………………………………………. Pages 5-7
Research Objectives and Hypothesis ……………………….……………………………. Pages 8-9
Research Design and Methodology ………………………..……………………………. Pages 10-11
Secondary and Primary Research ……………………………………………..…………. Pages12-13
Organizational Profile of Student Research Team………………………….…… Pages 14-15
Proposed Project Schedule ………………………………………….………………………. Pages 16-18
Bibliography… … … … … … … … … … … … … … … … … … … … … … … … … … … Page 19
Date of letter?
Dear Ms. Hill,
Our marketing research team has been conducting basic secondary research for Budweiser based on its current target market for males. Based on our research, we see value in pursuing a study that focuses on the potential target market segment of females, as this is an unchartered area for Budweiser’s target market. Good! Our team believes that the primary marketing challenge for Budweiser today, is integrating a marketing campaign that will attract women (between the ages of) to Budweiser while still putting an emphasis on customer retention so that males will still drink Budweiser.
Since Budweiser already owns the majority of the market share (how much exactly?), by having women drink beer, this can make them the top-grossing beer brand. Considering Budweiser has targeted the male market with their advertisements for decades, we have seen an opening to target Budweiser towards women, who are in college/university or young
In the future, please also include the date of the report submission and your course section#.
MKT 2284 Marketing Research
Courtney Groenewoud, Eric Williamson, Natalie Neville, Ashleigh Milne and Gen Blackburn
The Fab Five
MKT 2284 Marketing Research
Major Research Assignment: Deliverable #1
The Research Proposal
Table of Contents
Formal Letter…………………………………………………………………..……………………………. Page 2
Background ……………………………………………………………….……………………………. Pages 3-4
Marketing research problem Definition …………………………………………………. Pages 5-7
Research Objectives and Hypothesis ……………………….……………………………. Pages 8-9
Research Design and Methodology ………………………..……………………………. Pages 10-11
Secondary and Primary Research ……………………………………………..…………. Pages12-13
Organizational Profile of Student Research Team………………………….…… Pages 14-15
Proposed Project Schedule ………………………………………….………………………. Pages 16-18
Bibliography… … … … … … … … … … … … … … … … … … … … … … … … … … … Page 19
Date of letter?
Dear Ms. Hill,
Our marketing research team has been conducting basic secondary research for Budweiser based on its current target market for males. Based on our research, we see value in pursuing a study that focuses on the potential target market segment of females, as this is an unchartered area for Budweiser’s target market. Good! Our team believes that the primary marketing challenge for Budweiser today, is integrating a marketing campaign that will attract women (between the ages of) to Budweiser while still putting an emphasis on customer retention so that males will still drink Budweiser.
Since Budweiser already owns the majority of the market share (how much exactly?), by having women drink beer, this can make them the top-grossing beer brand. Considering Budweiser has targeted the male market with their advertisements for decades, we have seen an opening to target Budweiser towards women, who are in college/university or young
Bibliography: 2. Brito, C. (n.d.). Anheuser-Busch InBev. In A Brief History of Anheuser-Busch InBev. Retrieved September 16, 2011, from http://www.ab-inbev.com/pdf/companyprofile_070228.pdf. 3. Luqman, R. (July 5th, 2011). Statistics Canada. In Control and sale of alcoholic beverages. Retrieved September 16, 2011, from http://www.statcan.gc.ca/daily-quotidien/110420/dq110420a-eng.htm. 6. Herz, J. (July, 2010). Craft Beer. In Women, Craft Beer and Centerfolds. Retrieved September 15, 2011, from http://www.craftbeer.com/pages/stories/craft-beer-muses/show?title=women-craft-beer-and-centerfolds. 7. Fyre, G. (February 15th, 2006 ). Beer Bloggers. In Women and Beer. Retrieved September 16, 2011, from http://www.beerbloggers.com/archives/2006/02/women-and-beer/. 8. McCahill, W. (March 31st, 2010). Newser. In Thank Women for Popularizing Beer. Retrieved September 14th, 2011, from http://www.newser.com/story/84860/thank-women-for-popularizing-beer.html. 9. Newport, F. (July 30, 2010). Gallup. In Drinking Rate Edges Up Slightly to 25-Year High. Retrieved September 15th, 2011, from http://www.gallup.com/poll/141656/drinking-rate-edges-slightly-year-high.aspx. 10. Quincy, S. (November, 2010). Rantrave. In Budweiser: A Marketing Analysis . Retrieved September 15th, 2011, from http://www.rantrave.com/Rave/Budweiser-A-Marketing-Analysis.aspx. 11. Lynnette. (2005 Jun 3) Budweisers New Marketing Ideas. Retreived on September 20th,2011 12 13. Campbell, K. (n.d.). Women Love Beer Too. In Women and Beer. Retrieved September 15th, 2011, from http://womenlovebeer2.com/about/. [ 1 ]. Abbette, A. (n.d.). Street Directory. In A Brief History About Budweiser. Retrieved September 16, 2011, from http://www.streetdirectory.com/food_editorials/beverages/beer/a_brief_history_about_budweiser.html. [ 2 ]. Brito, C. (n.d.). Anheuser-Busch InBev. In A Brief History of Anheuser-Busch InBev. Retrieved September 16, 2011, from http://www.ab-inbev.com/pdf/companyprofile_070228.pdf. [ 3 ]. Luqman, R. (July 5th, 2011). Statistics Canada. In Control and sale of alcoholic beverages. Retrieved September 16, 2011, from http://www.statcan.gc.ca/daily-quotidien/110420/dq110420a-eng.htm. [ 5 ]. Massimo, V. (February 28th, 2010). Women and Beer. In A Story of Love and Fear. Retrieved September 14, 2011, from http://ezinearticles.com/?Women-and-Beer---A-Story-of-Love-and-Fear&id=3843990. [ 6 ]. Herz, J. (July, 2010). Craft Beer. In Women, Craft Beer and Centerfolds. Retrieved September 15, 2011, from http://www.craftbeer.com/pages/stories/craft-beer-muses/show?title=women-craft-beer-and-centerfolds. [ 7 ]. Fyre, G. (February 15th, 2006 ). Beer Bloggers. In Women and Beer. Retrieved September 16, 2011, from http://www.beerbloggers.com/archives/2006/02/women-and-beer/. [ 8 ]. McCahill, W. (March 31st, 2010). Newser. In Thank Women for Popularizing Beer. Retrieved September 14th, 2011, from http://www.newser.com/story/84860/thank-women-for-popularizing-beer.html. [ 9 ]. Newport, F. (July 30, 2010). Gallup. In Drinking Rate Edges Up Slightly to 25-Year High. Retrieved September 15th, 2011, from http://www.gallup.com/poll/141656/drinking-rate-edges-slightly-year-high.aspx. [ 10 ]. Quincy, S. (November, 2010). Rantrave. In Budweiser: A Marketing Analysis . Retrieved September 15th, 2011, from http://www.rantrave.com/Rave/Budweiser-A-Marketing-Analysis.aspx. [ 11 ]. Lynnette. (2005 Jun 3) Budweisers New Marketing Ideas. Retreived on September 20th,2011 [ 12 ] [ 13 ]. Campbell, K. (n.d.). Women Love Beer Too. In Women and Beer. Retrieved September 15th, 2011, from http://womenlovebeer2.com/about/.