Target Markets of Heineken and Budweiser
Heineken and Budweiser are the first two leading pale lager beer companies in the world. The companies are generating annual revenues of 23,894 Billion Euros and 52.8 Billion USD, employing about 86,000 and 30,000 people, and being widespread in more than 170 and 80 countries, accordingly. Do you think these huge numbers are consequences of sensible and effective targeting? You can read further to know who the target markets of the companies Heineken and Budweiser are and gain additional evidence about them.
Let’s commence with Heineken, introducing its applied marketing strategies and campaigns.
To do so, I suggest you to take a look at the image below.
Heineken exerted a campaign that promoted non-alcohol beers in the UK. The purpose of the campaign pursued was to enhance the vital meaning of non or low-level alcoholic beverages. There was increased demand for non-alcohol beers and cider range, thus, Heineken introduced a new version of Heineken 0.0, Bira Moretti Zero and Old Mout Alcohol Free.
The market experiences a boom of sales of the beers and ciders increased by 24% and 38% compared to the previous year, accordingly. The demand cycle is expected to be continued in the future.
“Say Yes” campaign is done for people who opt for a positive lifestyle and want to enjoy a beer that lacks an amount of alcohol, which is also from their favorite brand. It not only reduces risks of generating deceases related to alcohol consumption but also avoids incidents like car accidents. The beers are convenient to drink at dinner or lunchtime, even at work or on Sunday meetings.
Do you consider the campaign as a curious and appealing one? So, “Say Yes.”
Now, let’s move on and discuss the communication strategy of Heineken by discussing their slogan.
“Open Your World”. The statement claims that a bottle of Heineken can unite people, thus disclose the “world” of people. It assists and gives people an idea to come together and find a common ground due to Heineken.
Beer allows people to become happier and express positive emotions. It has always been a chance for human beings to unite with friends, colleagues, relatives, etc. and relax after a hard day establishing positive atmosphere in their relationships.
More than 192 countries consume Heineken beers, approximately selling 25 million bottles daily. The aging of people also varies: the major part of consumers are aged between 30-49 years, then 18-29, etc. However, the company has its target market where it puts the main emphasis on.
Let’s discuss segmentation strategies applied by Heineken.
To do so taking a look at one of their famous commercials will be a great idea.
The commercial starts with the scene where the man designs his new apartment, and decides where the items need to be installed. In the kitchen he orders to put a walk-in fridge however the remodeler does not understand what he meant properly. Instead he brings a ”walking” fridge. People liked the remodeler’s idea as the fridge comes close to them and offers a full room of Heineken beer.
The commercial is a curious and funny one and it was liked mostly be people who value spending time at home with friends or family members. Having a group up with them is a must and one of prior points of their life. The roles of people in the ad leads me to think that the target market of the company is floaters.
What do we know about Flotaers?
Lifestyle and Values
Floaters tend to keep a warm atmosphere at their homes. They value traditional rules. Family is the most crucial facet of their life as they do care much about it. They consider family a positive atmosphere as the priority. Raising and rearing kids properly is their mission. They are not much concerned about them but for their close ones.
Floaters prefer to have quiet evenings with families instead of going out to enjoy city nights. However, they like having short trips to places that are nearer to nature. Sunday lunch is necessary for them.
People of this target segment work not for a career but for having a job and money. They are more fond of being told what to do instead of taking full responsibility for something critical. They do not want to have their own path in career and job.
Shopping Preferencesof the segment
Floaters like spend on shopping however there are several points that they take into account. They are exclusive offers, discounts, low prices, etc. They like purchasing goods that are not expensive and obtain the most quantity for a particular product.
As you noticed, they prefer quantity over quality. The target segment of Floaters is hard to brand adopters. They are used to staying with a specific brand for a long time and switching to a newness the last one.
Other Interesting Facts about Floaters
- Floaters rely on much TV programs to acquire information they are seeking for. The most loving programs are news, talk shows, comedy shows, sport podcasts and political discussions.
- They do not use Internet because they are not much acquainted with the usage of latest technologies.
- The most favorite place of the house mainly for floater women are kitchen, as they adore housekeeping and cooking for their family members.
16 Personalities (what is for your business?)
The segmentation strategy of Heineken gave them a sense of what to offer, and how the marketing strategy should be designed. Targeting Floaters made it clear that their customers follow certain life principles, which are essential for shaping their buying behaviors. Actualizers are not the only buyer persona segment. Our book e-book “16 Personalities” include the wide spectrum of buyer personas, each representing different segments and their characteristics. Additionally, the book will give you tips for negotiating and improving your marketing performance.
Now, let’s move to Budweiser, and discuss a campaign example.
To investigate the campaigns exerted by the company here is a great poster to look into.
Yes, you are right: this is about the empowerment of women’s rights. As Budweiser takes into consideration the factor of females seriously, the company has made a campaign relating and supporting feminism.
You see, the difference between the two images is pledging. On the one hand, the woman is in a wedding dress where is claimed “She Married Two Men” addressing her husband and Budweiser beer. This is vitalized because getting married was more than essential task to complete for girls like an absolute purpose and need of their life before.
On the other hand, the woman is going to drink beer with her friends. This image allows us to think that women have made some progress. “She Has It All” statement clearly elaborates on women empowerment in terms of having the right to spend a nice time with personal choice and not prejudice and stereotypes.
Do you think the company used this campaign to win women’s hearts and the ones who are against segregation? As a result of this, other companies also launched to reveal the importance of women’s role in ads’ aid.
Let’s move to the slogan of the beer where curiosity is waiting for us.
Here is an interesting story behind the name and slogan of the brand. In 1876 there were two pale lager beer companies called Budweiser. They were Anheuser-Busch’s Budweiser beer and an old Czech brand who called the names of their companies after the town Budweis.
As a Czech King of the Holy Roman Empire had ordered to make for him a beer, the product was claimed as “The Beer of Kings.” However, the Anheuser-Busch started voluminous production and campaigns by stating, “The King of Beers.”
The company utilizes five main ingredients in beer production and deals with an identical way of aging and fermentation methods. It is known as Beechwood aging, which requires twice the time needed to brew beer. Even though it takes a longer time, it promises consumers a unique taste, smoothness, and drinkability in Budweiser Beer. By this means, the company proves its statement of being ”The King of Beers” and encourages customers to be confident in their choice.
What type of segmentation strategy the company has chosen for its product consumption?
Let’s discuss the target segment of Budweiser by watching the commercial below.
Here is an emotional scene of a sincere and loyal friend, dog, who loves and worries about its lord extremely much. The man goes to have fun with his friends with a box of Budweiser beers, leaving his dog alone at home. The commercial messages the public to think carefully about ones who concern about and wait for you forever.
The commercial proposes not to abandon the loved ones alone but unite with them: for example, by bringing them at home and having fun together. Budweiser beers are a great choice to do this as the company gives much worth to family and friend assemblies and fun. As faith, love, and care are centered in the family are the most vital point for the commercial heroes, it appears to belong to Nesters Segment.
Who are Nesters?
Lifestyle and Values
Family, job and other duties are done to be gratify family members as the prior attention is given to families. Nesters’ need to be appreciated for everything they have done. The main free time and energy is for family to spend. They like cooking for their close ones and the kitchen is one of their beloved rooms in the house.
Values and Beliefes
Being faithful towards workmates, family members, friends, and relatives is an unconditionally significant facet of Nesters’ life. They value and respect traditional customs and almost always pursue them. They believe people have the best characteristics and expect to have healthy relationships with them.
Purchasing Preferences
Nesters believe it is more convenient and secure to buy things they are used to for a long time instead of trying a newness and meet surprises. Even though they consider the quality of a product a noteworthy one, they prefer to buy cheap products from local brands. Comfortability is more important than style and fashion.
Nesters are used to devising shopping plans in advance. Small stores with domestic brands are more advisable for them rather than supermarkets and shopping malls. The latest fashionable facets do not have an affection for them. The target segment likes wearing as everyone else in order to avoid a chance of standing out of the crowd.
Other Interesting Facts
- Nesters are fond of making relationships with a partner who is ready to leave in an absolute harmony.
- They like watching TV, but deny reading many books or listen to Radio. Moreover, doing regular workouts also interferes with their habitual zone.
- They like to read daily magazines that are related to family issues, like housekeeping, childcare, gardening, etc.
- From the very point of view of this target segment, there is no better place in the world than home to relax, enjoy the time and have fun with friends.
So much about Heineken and Budweiser pale lager beer leading companies target markets. We hope you efficiently found out the answers of the questions you were about to acquire from this blog. For more similar blog posts check out the main page of our website.
