How would you segment the beer market? In which segments has Anheuser-Busch positioned its various brands?

Question

What will be an ideal response?

Answer 1

The market can be segmented into different consumer groups. Different types of beer target these different groups, which can be defined by demographic factors (such as age, income, sex), socioeconomic factors (social class), and consumption patterns (heavy or moderate beer drinkers, or more health-oriented beer drinkers). The market is also segmented based on price: popular priced, premium priced, super premium, light, and imported beer.
The different market segments are served by different types of beer through the use of image campaigns. By successfully creating certain images for different types of beer, brewers differentiate themselves from their competitors; therefore, they keep the competition out of this segment, and they are able to gain more market share in it. Each brewer uses different variables to determine the target group within each segment.
A-B markets the popular priced Busch, premium priced Budweiser, the super premium Michelob and Michelob Dark, and Wurzburger as an import. To cover the light beer segment, A-B has the popular priced Natural Light, the premium priced Bud Light, and the super premium Michelob Light. Each brand has a unique image that targets a certain customer and differentiates itself from its competitors’ products. A-B’s various products are targeted as follows: Bud is targeted at the higher-income, middle-aged male segment. Bud Light is targeted toward the heavy beer drinker who is athletic and active. Busch is targeted toward the hardworking, free-spirited, blue-collar worker. And Michelob Light aims at the white-collar men and women who can afford to spend a little more on a beer for a special occasion.