Marketing Beer - 1075 Words

MKTG203 Consumer Behaviour Perceptual Maps and Beer Executive summary This report illustrates the relationship of beer brands within the perceptual map in regards to alcohol content and price as well as implications for consumer behaviour. The perceptual map indicates that there are market segments in premium beers with high alcohol content. There is also a market segment for low cost beers with high alcohol content. The perceptual map also shows that there are potential business opportunities for premium beers with low alcohol content. The report also provides a high level summary of how beer companies can incorporate perceptual maps when devising their marketing strategy and implications that a perceptual map has for†¦show more content†¦This campaign is followed up by the tag ‘some drink it to be responsible others just love the taste’ giving a satirical indication to its quality, further distinguishing it from its other competitors. The campaign was creative, risk-taking and appealing to its target audience—male light-beer drinkers who had felt less masculine and dull for drinking light beer. The ads empowered them to drink light beer with a masculine confidence and a sense of cultural belonging having the brand be associated with Australian stereotypes. Heineken Another brand of beer that has successfully penetrated the market is Heineken. Heineken is available in almost every country on the planet and is the world’s most valuable international premium beer brand. They currently stand as a premium and full strength beer on the perceptual map above which suggests that social status and the occasion for beer determines the choice of Heineken. Perceptual maps can be incorporated in developing or altering marketing strategies by plotting the points gained by surveys onto this map which allows the vast majority of consumer’s views seen in comparison to competitors, also sighting possible market segments as opportunities its direct competitors are Asahi Dry, Budweiser, Guiness, Carlsberg and Corona. In order to move away from increased competition and sluggish sales,Show MoreRelatedThe Marketing Of The Beer Industry896 Words   |  4 PagesThe U.S. beer industry is a highly concentrated industry since two large firms (Anheuser-Busch InBev and MillerCoors) occupy a significant market share. As the craft beer industry experiences an explosive growth, the competition becomes fierce. As the largest craft brewery and the seventh largest brewery in the United States, the Boston Beer Company is facing growing competitive threats from larger breweries and premium imported beer companies, including Anheuser-Busch InBev, MillerCoors, HeinekenRead MoreMarketing Of The Craft Beer Market1514 Words   |  7 Pagescraft beer market. From 2010 to 2015 the production volume of craft beer increased from 5% to 12.8% and over 2 thousand new microbreweries entered the market (Brewers Association). Production is expanding to keep up with consumer demand. More and more beer market shares is being taken over by craft breweries. Consumers continue to put an emphasis on taste and quality over price making craft beer an obvious choice for more consumers, making them seek alternatives to traditional corporate beers. TheRead MoreBeer Industry Marketing Analysis2117 Words   |  9 Pagespotential profitability of the beer industry. II. INTRODUCTION The Beer makes up most of the alcoholic beverage industry, with a 74% volume in 2002 (Alcoholic Beverages, 2005). The production of beer around the world has increased from 36.85 billions gallons in 2000 to 38.78 billion gallons in 2003 (Alcoholic Beverages, 2005). Beer production has been a part of society close to the beginning of civilization. A Mesopotamian tablet dating back to 7000 B.C. contains a beer recipe named  ¡Ã‚ §wine of theRead MoreChallenges Related to Marketing and Branding in the Chinese Beer Industry1245 Words   |  5 PagesChallenges related to marketing and branding in the Chinese beer industry: Source: Loizos Heracleous (2001)When Local Beat Global: The Chinese Beer Industry. Business Strategy Review, 2001, Volume 12 Issue 3, pp 37-45. Available at: http://onlinelibrary.wiley.com/doi/10.1111/1467-8616.00182/pdf. In spite of the fact that the level of taxation on the beer retail price in China was one of the lowest in the world at 19% (as compared with South Korea at 53.5%, Australia at 52.8% or the UK atRead MoreThe Marketing Of Budweiser Beer1983 Words   |  8 PagesThe Marketing of Budweiser Beer Although I am no longer a beer drinker, I have chosen to report on the marketing of Budweiser beer, brewed and distributed by the Anheuser-Busch Corporation, with home offices in St. Louis, Missouri. It is my interest in their marketing strategy, especially television ads, that led me to report on this particular product. I will start by looking at the company s major screening criteria for it s name of product and marketing possibilities. Founded in 1860, in StRead MoreMarketing mix of a beer company3104 Words   |  13 PagesIntroduction 2 Task1 1.0 The marketing mix on the Black Sheep Brewery 2 1.1 Product 2 1.2 Promotion 4-5 Sales Promotion Sponsorship Advertising 1.3 Place 6 1.4 Price 6 Task 2 2.0 Logistic Facilities on the Black Sheep Brewery 7-9 Task 3 3.0 International Operation on the Black Sheep Brewery 9 3.1 Social/Culture 10 3.2 Legal 10 3.3 Economic 11 3.4 Political 11 3.5 Technical 12 3.6 Competitors 12 Introduction It was in October 1992 when The Black Sheep Brewery beers first made an appearanceRead MoreMarketing Of The Craft Beer Industry Essay1774 Words   |  8 PagesFive Major Trends Rivalry in the craft beer industry is high and in addition to the excise tax and overall high manufacturing cost have promoted mergers and acquisitions in order to consolidate and globalize the industry. Anheuser-Busch InBev merged with Belgium-based Inbev as one of the major transactions in 2008, forming Anheuser-Busch InBev. Heineken (HEINY) another major brewer, acquired the beer business of FEMSA in 2010. As in 2013, Anheuser- Busch InBev one of the market leaders acquired GrupoRead MoreMarketing Objective Of Introducing A Protein Based Beer1504 Words   |  7 PagesMarketing Objective The primary objective of introducing a protein based beer into the market is to target a more diverse segment of consumers. Based on the fact that craft beer drinkers are generally not loyal to a particular brand and are continuously sampling new craft flavour as new products are continuously introduced into the market, the introduction of a protein based beer is appealing in that it correlates with the growing national trend of health consciousness. In Canada, heath awarenessRead MoreBoston Beer Corporation Marketing 2014 Annual Report2468 Words   |  10 Pages Position Analysis Boston Beer Corporation Marketing 2015 Annual Report Prepared by Yangxu Wu (Camille) Marketing Analyst Report Distributed March 20, 2015 Prepared for Marketing Strategy Committee The Boston Beer Corporation ABSTRACT This report analyzes the current market position of the Boston Beer Corporation, Inc. The purpose of this report is to investigate current market elements for Boston Beer Corporation; therefore, advantages and disadvantages of the company’s performance willRead MoreMarketing Pl A New Product Line Of A Non Alcoholic Craft Beer, Mountain Brew Review5247 Words   |  21 PagesProducts or services need to be bought. Without marketing, this is generally not going to happen. Marketing is a planned set of phases, either simple or complex, or in between. Marketing plans include an overview, mission statement, SWOT analysis, marketing objectives and strategies, and, lastly, implementation, evaluation, and control. This is the exploration of such a marketing plan for a new product line of a non-alcoholic craft beer, â€Å"Mountain Brew Review† (MBR), created under the umbrella

Psychology the Human Memory - 1141 Words

The Human Memory Tracey Percifield American Intercontinental University Abstract Unit 4 IP The human mind is a fascinating instrument that is very complex and even though we know quite a lot about it we still do not know everything. The human memory has three phases of memory interpretation; Sensory Memory, Short-Term Memory and Long-Term Memory. Knowing how each of these memories store information is comparison to c computer. The average adult knows anywhere between 50,000 to 100, 00 words. The brain is incredible in protecting itself when injuries occur at times. The Human Memory The Father of Psychology begins with Sigmund Freud and his analysis of Psychoanalysis and the theories he introduced. Freud had many†¦show more content†¦Visual stimuli are often referred iconic memory, aural stimuli are known as echoic memory and touch is known as the haptic memory. These are important because they are related to Sensory Memory and smell is more linked to memory than the other senses are due to the fact that smell is located between the olfactory bulb and the olfactory cortex and because of their location to smell they are closely linked to the hippocampus and the amygdala which is part of our memory process. Certain smells can be immediately recalled and processed and also can be a trigger, example of this is the smell of skunk it has an unusual smell that you do not forget and as a trigger can give some individuals a instant migraine headache (Human Memory, n.d.). The sensory memory is the key to creating memories for our short-term memor y by using perception and knowing that it is an important thing that we do not ignore so we form a memory of it. Short-Term Memory is our note pad of information that we take in to be recalled at certain times. When we take in information for our short-term up to seven items at once, sometimes less and we keep this information anywhere from 10 to 1 minute. An example of our short-term memory is to remember something to ant mathematical equation, to remember something to give an answer to someone that has made aShow MoreRelatedThe Applications of Psychology1367 Words   |  6 Pagesï » ¿Application of Psychology Introduction There is a complex interplay between psychology, its application, history, social influences and individual behavior of the applicator and the beneficiary of the application. There is a huge variety of application of psychology in different fields some of which are behavior, memory and social psychology. 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Night Creature Blue Moon Chapter 10 Free Essays

â€Å"Where the hell did you come from?† I snapped. My heart thundered and my hands shook. He’d scared me, not only by appearing out of nowhere, but by almost getting himself knocked out in my yard. We will write a custom essay sample on Night Creature: Blue Moon Chapter 10 or any similar topic only for you Order Now â€Å"Right now, or in general?† â€Å"What?† â€Å"I come from Minnesota originally. I just came out of those woods right now.† â€Å"The woods?† â€Å"You know those trees all bunched together?† He jerked a thumb over his shoulder. A comedian, exactly what I didn’t need. â€Å"You shouldn’t be out alone at night.† â€Å"I think I can handle myself.† He lifted the can of soda to his mouth and drained the rest in one long gulp. I found myself overly fascinated with the muscles flexing and releasing in his throat. The way he’d snatched that soda can out of thin air had been amazing. â€Å"How’d you do that?† I asked. He crushed the can in one hand. My heart went pitter-pat. â€Å"Do what?† I flicked a finger at the can. â€Å"Your reflexes seem downright superhuman.† â€Å"There’s a lot about me that’s superhuman.† He .smirked. â€Å"Wanna see?† The man flirted as easily as he breathed. But why was he flirting with me? â€Å"No thanks. What are you doing here?† â€Å"I got your message.† He reached into the pocket of his jeans and held up something between his thumb and forefinger. The moon had come out from behind the clouds, and I could see his face but not much else. Still. from the space between his fingers, I deduced he’d brought me the totem. â€Å"Come on up,† I offered. â€Å"I’ve got one cola left. We can share.† â€Å"Share? You read my mind.† â€Å"Relax, Slick, I’m talking soda here.† â€Å"Spoilsport.† I went back into the apartment smiling, but I forced myself to stop. It wouldn’t do either one of us any good if I encouraged him. He’d end up disappointed; I’d end up hurt. He was handsome, sexy, intelligent. I was average, socially inept, and†¦ average. I’d made it through school; he was nearly a doctor. The professor and the cop – it sounded like a bad romance novel. Those differences aside, I wasn’t even going to address the white/red issue, which didn’t bother me but might bother him – or at least his family. There were very few pure Ojibwe left. If he was even one of them, I doubted his parents would appreciate him diluting the gene pool. I snorted and leaned down to snag the last soda from the refrigerator. We hadn’t even progressed to first names and I had us diluting the gene pool. I’d better put on some brakes before I went headlong off the cliff. Shutting the door, I turned, and an involuntary yelp escaped me. Cadotte stood in my living room. â€Å"How – † I glanced at the window, which was still open. The breeze ruffled the curtains. â€Å"I mean, what – ?† He leaned against the wall and crossed his arms. Muscles flexed beneath smooth cinnamon skin. â€Å"You told me to come up.† â€Å"Ever think of using the door?† â€Å"Why, when the window is so much closer?† â€Å"How did you get up here?† â€Å"Rock face. It wasn’t hard.† He shoved away from the wall. â€Å"For anyone who’s done any climbing. You keep this locked, right?† He ran a fingertip along the glass. â€Å"Of course.† He’d climbed up the side of the building like Spider-man? I found that hard to believe, yet here he was. Distracted, I handed him the can and stepped onto the porch. I leaned out over the railing, measured the distance to the ground – too much – then moved over to the wall and peered closely. The apartment building was made of stone. There were footholds of a sort, but you couldn’t talk me into climbing the thing. Of course my rock-climbing experience was limited to county fairs and a single day at the academy during training. There aren’t a heck of a lot of mountains to climb in Wisconsin. Hell, there aren’t any. What we like to call hills are a joke if you’ve ever been to Colorado, Montana, or even Tennessee. Cadotte followed me outside. Suddenly the night was no longer cool and the balcony no longer big enough. He stood between me and the door. The only way out was down. Though tall, he was lithe. Not muscle-bound, but muscular. Could I take him if I had to? I wasn’t sure. The not knowing made my breath come harder and faster. I inched closer to the door, into his personal space. If he was polite, he’d move away. He stayed right where he was. So did I. â€Å"I told you to call me.† I offered my hand, palm up. â€Å"I’d have picked up the totem. You didn’t need to come out of your way.† He stared at my hand but made no move to put the totem into it. Where had the thing gone, anyway? My gaze lowered to his pockets. The totem was too small to make much of a bulge. I didn’t see it. But there were other, more interesting bulges in the vicinity. I stiffened and yanked my eyes up to his. He was smiling. Damn. He’d noticed. He seemed to notice everything. He moved closer. I stepped back and cursed myself for the weakness. But I couldn’t help it. His skin gave off an intense heat. I could smell him despite the pines and the flowers and the fresh plastic aroma of my chairs. That wild scent I’d noticed last night – not unappealing, but rather arousing. I hit the railing. I couldn’t go any farther. Thankfully Cadotte stopped, still too close, but at least he wasn’t touching me. I wasn’t sure what I’d do if he put those long-fingered, clever hands on me. â€Å"If I’d let you come to get the totem, then I’d never have seen your place. I doubt you’d have invited me here.† I frowned as a thought I should have had earlier, if I hadn’t been thinking about sex, shot through my brain. â€Å"How did you know where I live?† â€Å"It’s not hard to find out in a town like this.† True enough. â€Å"Besides.† He reached out and brushed one of those enticing fingers back and forth over the short ends of my hair. â€Å"I wanted to see you again.† The shudder that rippled through me at his touch halted immediately at his words. â€Å"What for?† He dropped his arm. I figured he’d step back, finally let me pass, then tell me he had unpaid parking tickets or a bogus warrant hanging over his head – they were always bogus – or some other legal problem that made him want to see me. You know, the usual. I was preparing my standard â€Å"sorry, can’t help you† speech when his descending hand cupped my hip. I had no time to say anything, because he yanked my body flush with his – he was a helluva lot stronger than he looked – and kissed me. Since my mouth had been half-open, ready to speak, his tongue slid right in. He didn’t waste time on niceties but went straight for the good stuff. I liked that in a man. The tip of his tongue did a hard slide up the center of mine, then teased at the end. He pulled me tighter against him, center to center, then rocked his hips forward. I nearly came right then. Deprivation will do that to a girl. Moaning, I tried to pull back, but not very hard. Especially when he did some fancy move with his other hand and my starched sheriff shirt popped open past my bra. Suddenly his mouth left mine and he lowered his head to my breasts. That clever tongue dipped into their center, in and out, as he echoed the motion with his hips. My body was on fire. My mind a complete mess. It wouldn’t take much to convince me to do it right here on the Formica table. I didn’t think we’d make it inside. My arms rose of their own accord, fingers tangling in his hair, so soft, so sleek. I ran my palm over his head, petting him, then urging him on. His mouth closed over my nipple, through the bra, and lightly he bit the tip. I arched, pressing my entire body into his, and that one small movement shoved me over the edge. From far, far away drifted a low, mournful howl. In the middle of the first orgasm I’d had in several years, the sound confused me. Coyote? Wolf? Human? Cadotte tensed, lifted his head, and stared past my shoulder into the night. The chill wind brushed my bare skin, iced the moisture left by his mouth. His body was still pressed to mine, but I no longer felt warm. He pulled his gaze from the trees with obvious effort. His face gentled and he buttoned my blouse up to my throat. I certainly wasn’t capable of doing it. He lowered his forehead to mine and whispered, â€Å"That.† â€Å"Huh?† Typical me, grace under fire. â€Å"You asked why I wanted to see you.† He kissed my eyebrow. Heat flooded through me, chasing away the chill. Since when had my eyebrow become an erogenous zone? Apparently today. â€Å"For that.† â€Å"You wanted to see me for that?† I repeated, not sure what that was. A kiss, a dry hump, a thwarted fuck on the balcony? â€Å"Yes. You have a problem with it?† At the moment I couldn’t find a single problem with the world, but I would. Such was my nature. I shook my head, unable to articulate much of anything. â€Å"Good. I’ve got to go.† He released me and headed for the front door. I must still have been dazed, or I’d have made a smart comment about jumping from the balcony. As it was, I followed him like a puppy, and when he pressed the totem into my hand, then folded my fingers around it, I merely held on tight and watched him leave. I never thought to ask him what he’d discovered about the markings. How to cite Night Creature: Blue Moon Chapter 10, Essay examples

Critical Thinking Essay Research Paper RESPONSE PAPER free essay sample

Critical Thinking Essay, Research Paper RESPONSE PAPER NUMBER ONE I HAVE AN Article THAT IS CALLED? SIXERS WINNING DESPITE ADVERSITY. ? Today I AM Traveling TO ANALISE THIS ARTICLE WITH THE 8 Elementss OF CRITICAL THINKING. THERE ARE EIGHT ELEMENTS. THE FIRST OF THE EIGHT ELEMENTS IS PURPOSE. THE GENERAL PURPOSE IS TO INFORM. THE SPECIFIC PURPOSE OF THIS ARTICLE IS TO INFORM THE READER THAT THE PHILADELPHIA SEVENTYSIXERS HAVE BEEN WINNING BASKETBALL GAMES DESPITE ADVERSITY. THE SECOND ELEMENT IS THE QUESTION. THE Question IS: WHAT WILL HAPPEN NEXT? WILL THE PHILADELPHIA SEVENTYSIXERS START LOSING MORE OFTEN? WILL THE PHILADELPHIA SEVENTYSIXERS BE Even BETTER WHEN EVERYONE IS HEALTHY? HOW FAR WILL THE PHILADELPHIA SEVENTYSIXERS ADVANCE IN THE PLAYOFFS THIS Year? THE THIRD ELEMENT IS INFORMATION. THIS ARTICLE CONTAINS A LOT OF VARIFIABLE INFORMATION. MATT GIEGER WAS SUSPENDED. THEO RATLIFF IS OUT WITH A BROKEN WRIST. ALLEN IVERSON SCORED 40 POINTS AGAINST THE LAKERS. IT WAS HIS SECOND CONSECUTIVE GAME WITH 40 OR MORE Points. NAZR MOHAMMED SCORED A CAREER-HIGH 12 POINTS. THE PHILADELPHIA SEVENTYSIXERS BEAT THE LOS ANGELES LAKERS 112 TO 97 AND IMPROVED THEIR LEAGUE BEST Record TO 38-14. THOSE ARE SOME Examples OF VA RIFIABLE Information FROM THIS ARTICLE. THE FORTH ELEMENT IS INFERENCES. SOME EXAMPLES OF Inference IN THIS ARTICLE ARE: ? BUT ALLEN IVERSON # 8211 ; ALONG WITH SOME HELP FROM LITTLE-USED CENTER NAZR MOHAMMED # 8211 ; MADE SURE NEITHER O? NEAL NOR KOBE BRYANT WERE FACTORS. ? ? IVERSON IS Geting THE SIXERS THROUGH IT JUST FINE. ? THE FIFTH ELEMENT IS ASSUMPTIONS. ? LARRY BROWN [ SIXERS HEAD COACH ] DOESN? T KNOW WHAT WILL GO WRONG NEXT. THE WAY THIS SEASON IS GOING FOR THE PHILADELPHIA 76ERS, IT DOESN? T MATTER. ? THE SIXTH ELEMENT IS CONSEQUENCES. THE RESULT OF THE LAKERS VS. THE SIXERS GAME WAS 112-97. THE SIXERS WON THAT GAME. THIS WAS A POSITIVE OUTCOME FOR THE SIXERS. ALLEN IVERSON FINISHED WITH 40 Points. THIS WAS A POSITIVE OUTCOME FOR HIM AND HIS TEAM BECAUSE 40 IS MORE THAN HIS AVERAGE. THE SEVENTH ELEMENT IS VIEW POINTS. THE VIEW POINT IS THE AUTHOR. THERE ARE A Few Quotation mark FROM LARRY BROWN, THE HEAD Coach OF THE PHILADELPHIA SEVENTYSIXERS. THE EIGHTH ELEMENT IS CONCEPTS. THIS ELEMENT DOES NOT Use TO MY ARTICLE. THE ARTICLE THAT I HAVE CHOSEN IS A Good ARTICLE. IT DOES A Good JOB OF STICKING TO THE EIGHT ELEMENTS OF REASONING. THE Lone PROBLEM AREA THAT I HAVE FOUND IS CONCEPTS. THIS Article DOES NOT HAVE ANY CONCEPTS.