Apriori Segment Positioning

Segment 1: Pretty in Pink

Consumer: Female, 18-34, do not drink beer, do not drink alcohol

Product: Non-alcoholic, pink, rasberry-flavoured beer with packaging and bottle having a very aesthetic design being trendy, feminine and pink

Goal: Give consumers something that has not been seen on the market yet. Due to the aesthetic design of the packaging and bottles, consumers will be more inclined to post about it on their social media channels and therefore be promoting the product and the brand.

Product attribute 1: Raspberry flavour

Benefit of product attribute for consumer 1: more enjoyable flavour, lighter feeling then beer

Product attribute 2: bottle design

Benefit of product attribute for consumer: aesthetically pleasing

Product attribute 3: non-alcoholic

Benefit of product attribute for consumer: safer when driving, can enjoy more quantity without the side effects of consuming alcohol, still drink socially but without the alcohol contents

Segment 2: In with the old, out with the new

Consumer: Beer drinkers, male and female aged 55-65+, beer drinkers

Product: Beer packaged in an antique/vintage beer bottle, resembling the beed bottles from the 60s and 70s

Goal: Give consumers a product that will bring back feelings of nostalgia and memories from their young years. The beer in these vintage/antique bottles will be priced slightly higher than a regular beer. The vintage/antique bottles can motivate the consumers of this segment to buy more beer and perhaps collect the bottles.

Product attribute: Antique bottle

Benefit of product attribute for consumer: brings back memories and feelings of nostalgia for consumers

Segment 3: Vamos Benfica

Consumer: Beer drinkers, male, Lisbon region, supporters of football team Benfica

Product: Beer bottle with Benfica themed labels and packaging

Goal: Allow the consumers to enjoy a nice, cold beer while watching a football game and being able to show support for their, assumably, favourite football team. This product is intended to allow supporters who cant be physically at the game due to commitments such as work, be able to go down to the bar and see the game and enjoy a beer supporting their team. This will, hopefully, result in consumers purchasing more beer.

Product attribute: Benfica themed label and packaging

Benefit of product attribute for consumer: allows consumer to show support for their favourite football team, allows consumers to feel part of a community

Segment 4: Força Porto

Consumer: Beer drinkers, male, Porto region, supporters of football team FC Porto

Product: Beer bottle with FC Porto labels and packaging

Goal: Allow the consumers to enjoy a nice, cold beer while watching a football game and being able to show support for their, assumably, favourite football team. This product is intended to allow supporters who cant be physically at the game due to commitments such as work, be able to go down to the bar and see the game and enjoy a beer supporting their team. This will, hopefully, result in consumers purchasing more beer.

Product attribute: FC Porto themed label and packaging

Benefit of product for consumer: allows consumer to show support for their favourite football team, allows consumer to feel part of a community

Segment 5: Festive incentive

Consumer: Beer drinkers, 18-24

Product: Recycle-able beer bottles, with labelling and packaging that clearly demonstrates steps to recycle the beer bottle which will result in a monetary reward

Goal: Allow the consumer to take the recycle-able bottle to a recycling machine whereby after every bottle recycled they receive a monetary reward. This will motivate consumers not only to purchase more beer, but also to be motivated to take better care of the environment which will also positively reflect the brand and the industry in general.

Product attribute: recyclable bottle

Benefit of product attribute for consumer: monetary reward

Post Hoc Segment Positioning

Segment 6: Fun with friends

Consumer: Beer drinkers, 18-34, strongly agreed that beer tastes better when drinking with friends

Product: Beer packaged with cardboard packaging that allows consumers to cut out and easily form cup shapes to play a game representative of beer pong.

Goal: Allow the consumers to have fun and play games with friends while enjoying beer. This packaging system will not only motivate consumers to purchase beer but it will also allow for re-use of the cardboard which is contributing positively to the environmental problem we face, consequently reflecting positively on the brand and beer industry in general.

Product attribute: re-useable, cut out packaging that forms a beer pong game

Benefit of product attribute for consumer: allows consumer to have fun with friends

Segment 7: Ice-Ice baby

Consumer: Beer drinkers, 18-65+, rated freshness as an extremely important product attribute

Product: Innovative and trendy bottle slip to allow for the beer to stay extra cold.

Goal: Allow the consumer to be able to keep their beer fresher for longer. This will allow a beer brand to introduce a product besides just beer.

Product attribute: Bottle slip to put beer bottle in

Benefit of product attribute for consumer: keeps beer cool and fresh for longer

Segment 8: Fruity Tuity

Based on the survey, 94.3% of female consumers aged 18-34 do not like beer.

Consumer: Female, 18-34, do not like beer

Product: New flavour of beer, fruity, lighter in texture

Goal: The intention for this segment is to create a new twist on beer, something fruity flavoured, that consumers can enjoy without the very distinctive taste of beer. It will have similar characteristics that so many beer consumers love such as foam, gas and freshness. This will also allow the non-drinkers to enjoy social drinking. This will also allow the brand to venture into another type of market.

Product attribute: fruity flavoured beer

Benefits of product attribute for consumer: enjoyable without the distinctive taste of beer, fresh flavour, allow for social drinking with friends