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A Priori Segmentation
A Priori Segmentation
Image 32
Image retrieved from: https://veggiedesserts.com/raspberry-soda/
Segment 1
Segment 1
Pretty in Pink
Pretty in Pink
Characteristics of segment:
Characteristics of segment:
Age 18 -34, female, non-alcoholic
Amount of consumers in segment:
Amount of consumers in segment:
949 220
Value of segment (€):
Value of segment (€):
4 176 568 euros
Volume of segment (litres):
Volume of segment (litres):
107 546 626 litres
This segment is specifically targeted towards the female, non-alcoholic beer drinkers and non-drinkers.
Explanation of segment 1:
Total number of consumers in Segment:
x = (total non beer drinkers 18-34 x % of female) = 1 324 000 x 69.5 = 920 180 consumers
y = (total non-alcoholic drinkers 18-34 x % of female) = 66 000 x 44% = 29 040 consumers
x + y = total number of consumers in segment = 920 180 + 29 040 = 949 220 consumers
Value of segment:
Average price per litre: 4.4€
Total number of consumers x average price per litre = value of segment
949 220 x 4.4€ = 4 176 568€
Volume of segment:
Average litres of beer consumed per drinker: 113.3litres
Total number of consumers x average litres of beer consumed per drinker = volume of segment
949 220 x 113.3 = 107 546 626litres
Segment 2
Segment 2
In with the old, out with the new
In with the old, out with the new
Characteristics of segment:
Characteristics of segment:
Age 55-65, male and female
Amount of consumers in segment:
Amount of consumers in segment:
1 630 000
Value of segment (€):
Value of segment (€):
7 172 000 euros
Volume of segment (litres):
Volume of segment (litres):
184 679 000 litres
Image 33
Image retrieved from: https://www.stockfood.com/images/13280152-Old-beer-bottles-with-flip-top-lids
Image 34
Image retrieved from: https://oportoblog.com/lifestyle/five-portuguese-porto-drinks-try-least/
Explanation of segment 2:
Total number of consumers in Segment:
x = (total beer drinkers, 55-64) = 741 000 consumers
y = (total beer drinkers 65+) =889 000 consumers
x + y = total number of consumers in segment = 741 000 + 889 000 = 1 630 000 consumers
Value of segment:
Average price per litre: 4.4€
Total number of consumers x average price per litre = value of segment
1 630 000 x 4.4€ = 7 172 000€
Volume of segment:
Average litres of beer consumed per drinker: 113.3litres
Total number of consumers x average litres of beer consumed per drinker = volume of segment
1 630 000 x 113.3 = 184 679 000litres
Image 35
Image retrieved from: https://twitter.com/Benficastuff/photo
Image 36
Image retrieved from: https://maisfutebol.iol.pt/campeoes/campeoes-nacionais/benfica-campeao-todos-os-vencedores-da-liga
Segment 3
Segment 3
Vamos Benfica
Vamos Benfica
Characteristics of segment:
Characteristics of segment:
Lisbon region, male
Amount of consumers in segment:
Amount of consumers in segment:
622 326
Value of segment (€):
Value of segment (€):
2 738 234 euros
Volume of segment (litres):
Volume of segment (litres):
70 509 536 litres
Explanation of segment 3:
Total number of consumers in Segment:
x = (total beer drinkers it GT Lisbon) = 1 007 000 consumers
y = (% of male) = 61.8%
x x y = total number of consumers in segment = 1 007 000 x 61.8%= 622 326 consumers
Value of segment:
Average price per litre: 4.4€
Total number of consumers x average price per litre = value of segment
622 326 x 4.4€ = 2 738 234€
Volume of segment:
Average litres of beer consumed per drinker: 113.3litres
Total number of consumers x average litres of beer consumed per drinker = volume of segment
622 326 x 113.3 = 70 509 536litres
Segment 4
Segment 4
Força Porto
Força Porto
Characteristics of segment:
Characteristics of segment:
Porto region, male
Amount of consumers in segment:
Amount of consumers in segment:
349 788
Value of segment (€):
Value of segment (€):
1 539 067 euros
Volume of segment (litres):
Volume of segment (litres):
39 630 980 litres
Image 37
This image was retrieved from: https://en.wikipedia.org/wiki/FC_Porto#/media/File:FC_Porto.svg
Explanation of segment 4:
Total number of consumers in Segment:
x = (total beer drinkers it GT Porto) = 566 000 consumers
y = (% of male) = 61.8%
x x y = total number of consumers in segment = 566 000 x 61.8%= 349 788 consumers
Value of segment:
Average price per litre: 4.4€
Total number of consumers x average price per litre = value of segment
349 788 x 4.4€ = 1 539 067€
Volume of segment:
Average litres of beer consumed per drinker: 113.3litres
Total number of consumers x average litres of beer consumed per drinker = volume of segment
349 788 x 113.3 = 39 630 980litres
Image 38
Image retrieved from: https://www.lovemoney.com/news/81525/supermarkets-pay-you-recycle-bottle-return-deposit-plastic-bag
Image 39
Image retrieved from: https://www.masterfile.com/image/en/693-06019878
Segment 5
Segment 5
Festive incentive
Festive incentive
Characteristics of segment:
Characteristics of segment:
Age 18-24
Amount of consumers in segment:
Amount of consumers in segment:
491 000
Value of segment (€):
Value of segment (€):
2 651 400 euros
Volume of segment (litres):
Volume of segment (litres):
55 630 300 litres
Explanation of segment 5:
Total number of consumers in Segment:
x = (total beer drinkers age 18-24) = total number of consumers in segment = 491 000 consumers
Value of segment:
Average price per litre: 4.4€
Total number of consumers x average price per litre = value of segment
491 000 x 4.4€ = 2 651 400€
Volume of segment:
Average litres of beer consumed per drinker: 113.3litres
Total number of consumers x average litres of beer consumed per drinker = volume of segment
491 000 x 113.3 = 55 630 300litres
Sources for all segments under "Apriori Segmentation":
TGI data
"Beer in Portugal" PDF taken from https://www.euromonitor.com/portugal
Post Hoc segmentation
Post Hoc segmentation
IMPORTANT NOTE: The survey is clearly unrepresentative of the entire population totalling only 420 responses. However, for the sole purpose of learning, we are going to assume that the responses from the survey are representative of the entire population. We will pair the survey statistics with values from the TGI data to achieve this.
Image 40
Image retrieved from: https://thebannercsi.com/2019/04/01/will-beer-pong-ever-get-professional-recognition/
Image 41
Image retrieved from: https://www.crushpixel.com/stock-photo/group-friends-enjoying-beer-brewery-83069.html
Segment 6
Segment 6
Fun with friends
Fun with friends
Characteristics of segment:
Characteristics of segment:
Age 18-24
Amount of consumers in segment:
Amount of consumers in segment:
683 636
Value of segment (€):
Value of segment (€):
3 007 998 euros
Volume of segment (litres):
Volume of segment (litres):
77 455 959 litres
Explanation of segment 6:
Based on the survey: 61.7% says beer tastes better with friends
Total number of consumers in Segment:
x = (total beer drinkers, 18-34) = 1 108 000 consumers
y = (61.7% say beer tastes better with friends)
x x y = total number of consumers in segment = 1 108 000 x 61.7% = 683 636 consumers
Value of segment:
Average price per litre: 4.4€
Total number of consumers x average price per litre = value of segment
683 636 x 4.4€ = 3 007 998€
Volume of segment:
Average litres of beer consumed per drinker: 113.3litres
Total number of consumers x average litres of beer consumed per drinker = volume of segment
683 636 x 113.3 = 77 455 959litres
Segment 7
Segment 7
Ice-Ice baby
Ice-Ice baby
Characteristics of segment:
Characteristics of segment:
Age 18-65+
Amount of consumers in segment:
Amount of consumers in segment:
3 216 889
Value of segment (€):
Value of segment (€):
14 154 312 euros
Volume of segment (litres):
Volume of segment (litres):
364 473 524 litres
Image 42
Image retrieved from: https://homebrewadvice.com/ice-beer
Image 43
Image retrieved from: https://www.alibaba.com/product-detail/Zip-up-Bottle-Jackets-Neoprene-Beer_60352314416.html
Explanation of segment 7:
Based on the survey: 71% rated freshness as an extremely important attribute
Total number of consumers in Segment:
x = (total beer drinkers, 18-65+) = 4 589 000 consumers
y = (71% rated freshness as an extremely important attribute)
x x y = total number of consumers in segment = 4 589 000 x 71% = 3 216 889 consumers
Value of segment:
Average price per litre: 4.4€
Total number of consumers x average price per litre = value of segment
3 216 889 x 4.4€ = 14 154 312€
Volume of segment:
Average litres of beer consumed per drinker: 113.3litres
Total number of consumers x average litres of beer consumed per drinker = volume of segment
3 216 889 x 113.3 = 364 473 524litres
Image 44
Image retrieved from: https://mindfulmocktail.com/kiwi-strawberry-spritz/
Segment 8
Segment 8
Fruity tuity
Fruity tuity
Characteristics of segment:
Characteristics of segment:
Age 18-34, female
Amount of consumers in segment:
Amount of consumers in segment:
867 730
Value of segment (€):
Value of segment (€):
3 818 011 euros
Volume of segment (litres):
Volume of segment (litres):
98 313 809 litres
Explanation of segment 8:
Based on the survey: 94.3% of females, aged 18-34 do not like beer
Total number of consumers in Segment:
x = (non beer drinkers 18-24) = 589 000 consumers
y = (non beer drinkers 25-34) = 735 000 consumers
z = (percentage of females of non-drinkers) = 69.5%
b = (x + y) x z = total female non drinkers aged 18-34 = 920 190
a = 94.3% (female, 18-34, don't like beer - survey)
b x a = total number of consumers in segment = 920 190 x 94.3% = 867 730 consumers
Value of segment:
Average price per litre: 4.4€
Total number of consumers x average price per litre = value of segment
867 730 x 4.4€ = 3 818 011€
Volume of segment:
Average litres of beer consumed per drinker: 113.3litres
Total number of consumers x average litres of beer consumed per drinker = volume of segment
867 730 x 113.3 = 98 313 809litres
Sources for all segments under "Post Hoc segmentation":
TGI data
"Beer in Portugal" PDF taken from https://www.euromonitor.com/portugal
Survey https://secure.obsurvey.com/r.aspx?id=B3284E36-E2F1-4E85-8999-2E62F9F99C1A
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