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Premium Beer Customer Segment - Essay Example

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Premium Beer Customer Segment

This segment straddled two of the Maslow’s hierarchies, social recognition and esteem needs because they are highly motivated by ego of social recognitions and esteem life style. They have an attitude on sophistication and looking good and represent themselves as one of the boys who are recognised in the society as a rich and having prestigious lifestyle. When drinking beer PPs prefer full strength beer which fulfil their need for masculine appeal and also preferred test. Foster identified this segment as their target customer for Pure Blonde brand but the misconception of “one of the boys” attitude of Premium Peter could have cannibalize its leading brand Crown. So, the company refined this segment and positioned Pure Blonde as a “low carbohydrate premium beer with full strength and test” in the Premium Peter segment. Thus the brand got a competitive advantage from other premium beer brands of its competitors who also targeted the PPSs. The customers of Premium Peter segment realised that Pure Blonde has an extra benefit of low carbohydrate as well as it also satisfy their needs like full strength beer with test. ...
This effective discussion was not possible if the product was offered in glass in the premises. So the company made this available only in bottles. Therefore, the word of mouth started spreading as Foster had created a beer that meets all the needs of Premium Peter. Thus, the full strength taste and the low carbohydrate parameters have strengthen the current competitive advantage of Pure Blonde. So, the advantage of low carbohydrate was that it differentiated the product by a health positive benefit which other premium beer brands did not have. This unique benefit w2as the key reason of attraction of the premium beer segment towards the brand as the target segment were becoming health conscious. The disadvantage is that it could not take the attention of the Premium Larrikin segment of customers who are demographically included in the Premium Peter but having carefree attitude and enjoy the test too much that conscious about health. Answer 2 After facing a huge competition in the year 2010, Foster realised that they need to include women in their target customer rather refining the men demography. So, the company realised that there is a steadily unnoticed growing segment of women who have started enjoying beer recently. This particular segment of women has started enjoying lighter beer qualities of Pure Blonde because of two reasons. Firstly, this segment of women previously highly focused on the vodka, premix cocktail drinks as a hard drinks and lime and soda as premium drinks. Recently they are shifting to the premium beer. Secondly, females are more health conscious especially about the concern about body weight. As, low carbohydrate ...Show more

Summary

Case Study Analysis Table of Content Answer 1 3 Answer 2 4 Answer 3 5 Answer 4 6 Answer 1 Australian consumers were increasing their focus on the low carbohydrate products due to the rising level of the health awareness. The food manufacturing industry especially the beer manufacturers recognised and capitalised on this consumer demand for low carbohydrate beer…
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