Battle of the Beers Essay

IntroductionThis good example is about the intense battle between beer rivals in the United States, particularly between Anhe theatrical roler-Busch (A-B), the worlds largest brewer, and SAB miller, the worlds second largest brewer. It discusses about how the companies used advertising in their deformity stead in piece to compete with distributively other and increase the sales.This case starts by describing the strategies used by the both company when the battle began since the sulfur African Breweries (SAB) acquired milling machine Brewing Company in 2002. The 2 leadership beer brewing companies uses contrastive strategies to fight with each other in order to communicate how its beer differ from competition to draw in more than consumers. First, moth miller emphasized on the light beer, taking advantage of the health witting trend where consumers were looking for low-carb beer by using comparative advertising driving force claiming that the Miller lite has half the car bs than Bud elucidate.This prompted counteroffensives from A-B that mock Miller Lites low-carbs claims and challenge beer drinkers to choose on pack. To counter that, Miller wherefore attack back by evince also on the examine of the light beer. Things become worse when Miller also launched a clean offensive campaign which lampo wholenessd Budweiser for its self-proclaimed title as King of Beers and Budweiser lashed back by labelled Miller Lite as Queen of Carbs. Miller filed a lawsuit against Budweiser asserting the false and misleading claims by Budweiser to Miller Light which impart definitely affect the image of SABMiller.Then, Miller used silver screen orientation tests and shifted to emphasizing taste and flavour instead of stuck with a carb positioning. In 2004, the companies used comparative advertising, where Miller launched new advertising campaign contend Budweiser, and A-B also launched direct counterattack, and this made the battle become even more intense tha t others atomic number 18 being pulled into the fray. Television ne cardinalrks were refusing commercials on both sides because their unduly disparaging or appear to contain taste claims that are unsubstantiated and misleading.While Miller continue to press on the taste issue, A-B introduced a new product promoting as having no lingering aftertaste and also emphasizing the freshness of its beer. The battle between the 2 companies goes back and forth.Questions1. What attri only ifes are intimately measur sufficient in find beer purchasing decisions? How does this vary by food marketplace segments?There are many important attributes that need to be considered in determining beer purchasing decisions. As described in the case, these includes taste, olfactory modality, and appearance.(i) Taste/ tone of voice/AromaTaste is the most important attribute in determining beer purchasing decisions as consumers buy beer for the taste. As evident in the case, Miller spent huge amount s on advertising the taste advantage they hold over Budweiser. They held blind taste tests where consumers were seen to choose Miller over Budweiser in the tests. Their success in providing good taste led to Miller written text a 2.6 % increase in sales volume in 2003 as consumers felt that Miller beers were better in taste. Aroma is extremely important to beers overall taste and it desexualises the purchase decision of a beer. The market segments that emphasize on aroma in their beer purchasing decision are mostly experienced beer drinkers. The repeat beer purchase will takes place when the taste of the beer suit the customers.Health-conscious consumers who are looking to reduce their carbohydrate intake index opt for beer which are less sugar. Consumers who give more preference to the aroma of beer business leader look for strong aroma beer or beer which suit his or her taste. Some market segments big businessman prefer beer with no lingering aftertaste.(ii) expressionThe pr ocess of purchasing a beer begins with its visual appearance. Many people deem hasty judgments of taste (food or beverage) based entirely on order of battle alone. In terms of beer appearance, what consumers looking for are semblance, clarity, and head retention. Although one food colour is not necessarily better than the others, and none indicates directly how the beer will taste, but many beer drinkers will just have their own preference and wisdom of beer colour. Also, if a beer cant form a head, either its improperly carbonated or the vessel into which its poured is dirty.Many beer drinkers will most probably emphasize on the appearance of the beer and are haunt with beer clarity if the beer is not crystal clear, they would not drink it. Some markets segments susceptibility prefer darker beers like stouts whereas others might prefer lighter beers such as wheat beers.(iii) PriceMany people judge or envision a product quality based on the price. This is also square for bee r purchases, and is especially true for those non-experienced beer drinkers. Higher price could have one of two effects on consumer preference it could cause the product to seem high in quality, or it could make the product less desirable because of the peculiar(a) expense. Although most of the time price may reflect the quality of the beer ( high quality, higher price, and vice versa), but this is not all the time.For those who are emphasize on the quality of the beer, they might probably prefer to buy the higher-priced beer. Higher-income beer drinkers also might choose the higher-priced beer which they perceived that the beer has higher quality. For those market segments who just drink beers for fun for example peers gathering, they might just buy the cheaper beers.(iv) soft touch name dirt is the most important non-sensory factors affecting consumers choice decisions of products. It seen as a promise, a guarantee or contract with the manufacturer and a symbolic have in mind and sign of quality. Beer drinkers will choose their beers based on their own beer marker preferences too. Researchers had found that ultrapremium beer was rated higher than inexpensive beer when brand names were unknown, hence shows that brand name do affect beer purchasing decision.In the market segments which pull in a higher-income might prefer branded (usually higher-priced) beers. Younger generation might also choose those cheaper but well-known brand due to the pic of the advertisements and they tend to follow the trend.2. How would you construct a valid taste to determine beer purchasers preferences?The methods used to construct a valid taste to determine beer buyer preferences based on diametrical attributes would be as follows base on taste/flavour/aromaConduct blind-taste tests by providing the participants the cups of different beers to be tested which labelled A through E. Participants will be asked to taste each of the beers, and then spit out the beer into a n empty glass. Between each beer taste, participants will rinse out their mouths with water to avoid cross-contamination among trials. After gustation all the beers, participants will rank order the five beers on the foundation garment of the quality of their taste.Based on appearanceConduct tests by providing the participants different beers with differences colour and level of clarity. For example by providing the participants different cups of beers with different colour and clarity labelled with A, B, C, D, and so forth without the acknowledge the participants what type or brand of the beers are. Differences in preferences across the samples will demonstrate whether consumers prefer one colour (eg. darker colour) than the others. The preference of beer based on the label colour, design, logo, or the mold of the packaging can be tested as well.Based on priceConduct tests by providing the participants different selections of beer with different prices to assess whether cons umers use price to disambiguate taste. For example, the beers selected varied in price, from $7.99 per six-pack to $2.69 per six-pack. The prices per six-pack were as follows Brand A $7.99 Brand B $5.99 Brand C $3.99 Brand D $3.49 and Brand E $2.69. Participants will rank the different beers match to their own preferences and on the basis of their prior knowledge about these beers.Based on brand nameConduct tests by providing the participants different selections of beer with different brand names. For example, different beer brands such as Anchor Steam, Samuel Adams, Budweiser, Miller authorized Draft, and Schlitz will be provided to participants. Participants will be asked to rank the different beers tally to their own preferences and on the basis of their prior knowledge about these beers. purposeConsumers attitudes, beliefs, and feelings play important role in deciding if they are spill to purchase the Anheuser-Busch or SABMiller beer brand such as Budweiser or Miller respec tively. The beer marketers need to be able to identify the target markets shopping, purchase, spending, and consumption patterns in order to predict what consumers want from such product. Consumer intention acts as a helpful indicator to the types of marketing activities to carry so that they are able to attract the right market segment, thus leading to high profits. In conclusion, understanding consumer behaviour is significant because marketers want to attract the right consumers to purchase their brand.