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Beer Marketing

In: Business and Management

Submitted By bburger
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Kutatási eredmények
Képes tesztek eredményei
A képes tesztekből kiderült, hogy a Gössert és Drehert az emberek inkább a komolyabb hangvételi képekkel azonosítják az emberek. A családdal kapcsolatos képeket is ezzel a két márkával azonosították többségben, továbbá az idősebb és középkorú embereket ábrázoló képek esetében is az említett márkák kerültek szóba.

A legbulisabb és fiatalosabb sörnek a Sopronit választották. Ezt bizonyítja, hogy a bulizó fiatalokat ábrázoló képhez a megkérdezettek több mint a fele kötötte a Sopronit.

Az Arany Ászok is hasonló eredményeket hozott, mint a Soproni, mivel ezt a márkát is a fiatalos és társasági képekhez kötötték a legtöbben. A szurkolókat ábrázoló képet 34%-ban kötötték az Arany Ászokhoz, amit a Soproni követett 25%-kal a dobogó alsó fokára pedig a Borsodi került 24%-kal. Egy fiatal párt ábrázoló képhez kiemelkedően szintén az Arany Ászokat választották.

Érdekesség, hogy a Borsodi a tesztünkben, egyetlen kategóriában sem kapott kiemelkedő szavazatokat. Majdnem minden kategóriában megbújt az Arany Ászok- Soproni vagy a Dreher- Gösser páros mögött.

A Dreher 24 értékelése
A teszt egyik célja a Dreher 24 sportos pozicionálásának megítélése volt. Ehhez is készítettünk képes felmérést. Több kép is ábrázolt sportos szituációt különböző környezetben. Azonban minden esetben ezeket a képeket azonosították a legkevésbé a Dreher 24-el. Az ábrán is jól látszik, hogy az 1-5-ig terjedő skálán legtöbben a legkisebb mértékben azonosították a lenti képet a Dreher 24-el. Későbbi eredményeinknek némileg ellent mond, hogy a nyári hangulatot ábrázoló képet is legtöbben nem tudták azonosítani a Dreher 24-el, azonban itt a válaszok megoszlása között kicsi eltérés tapasztalható. A képes tesztből még kiderült, hogy a Drehert nem tartották a válaszadók fiatalosnak semmilyen környezetben.
Fogyasztói szokások
Az íz hatása (6-os jelenti a legfontosabbbat
Az íz hatása (6-os jelenti a legfontosabbbat
A kérdőív alapján sörök kiválasztásakor a legfontosabb tényező az íz, a válaszadók 35%-a tartotta ezt nagyon fontosnak. Az ár végzett a második helyen, így az árazásnak is nagy szerepe van az íz mellett a fogyasztók választásának befolyásolásában. De ezt csak 8%-ban választották a legfontosabb választási tényezőnek, azonban közel 60%-ban választották a második legfontosabbnak.

Ezeket mellett mások javaslatát jelölték még sokan jelentős választási tényezőnek (37%-ban 5-ös szavazat). A z árhoz hasonló jelentőséget csatoltak a válaszadók a márkához, a márkát sokan tartják fontosnak sörvásárlás során.
A kutatásból kiderült még, hogy a csomagolás nem olyan jelentős vásárlási tényező, de alacsony százalékkal a dobozos sört kedvelők nyertek az üveges sört kedvelőkkel szemben (55%-45%).
Megerősített minket, hogy a sörözés egy társasági tevékenység, mivel a válaszadók nagy százaléka társaságban szeret sörözni és egyedül pedig egyáltalán nem. Azonban az nem teljesen egyértelmű, hogy vendéglátóhelyen vagy pedig boltban vásárolnak szívesebben, az eredmények alapján mind a kettő vagy egyik sem. A két ábrából jól látszik, hogy egyiket se választották igazán jellemzőnek.

Boltban vásárol sört?
Boltban vásárol sört?
Vendéglátóban vásárol sört?
Vendéglátóban vásárol sört?

Milyen ízű sört szeretünk a legjobban?

A válaszokból kiderül, hogy az egyértelmű győztes a citromos sör, 73%-kal. Azonban a Dreher által is forgalmazott grapefruitot is kedvelik a fogyasztók. A következő ízek között nincs nagy különbség. A Dreher ízesített sörei között többnyire keverékeket árusít, ami megkülönbözteti versenytársaitól és olyan ízesített söröket árul, amit mások korábban nem. A megkérdezettek 47%-ban válaszoltál azt, hogy nyitottak az újdonságokra is. Így ez a megkülönböztetés jogos.

Sör és sport.
. Az ízesített sört fogyasztók 20%-ot tesznek ki, aminek a fele férfi.

Az ábrán jól látszik, hogy az ízesített sört fogyasztók nagy százalékban (35%) csak nyáron fogyasztanak ízesített sört, ennek 60%-a férfi. A válaszadók közel 40%-a fogyaszt gyakrabban (hetente vagy havonta) ízesített sört, ezek között is nők túlnyomó részben. A férfiak 18%-a egyáltalán nem fogyaszt ízesített söröket, míg a nők csak 6%-ban. . A válaszadók 10%-a fogyaszt hetente ízesített sört, aminek közel 70%-a nő.

A válaszokból kiderült, hogy azok a férfiak, akik aktívan sportolnak, kevésbé isznak ízesített söröket. Azonban a nők kis százaléka sportol naponta, de ők se fogyasztanak ízesített sört. A hobbisportolók (hetente, heti néhány alkalommal sportolók) nemtől függetlenül szívesen fogyasztanak ízesített söröket nyáron vagy havonta egy alkalommal. A hölgyek körében, akik nem sportolnak egyáltalán, azok fogyasztanak leggyakrabban ízesített söröket.

Konklúzió
A Dreher 24 ízesített söreinek sportos pozícionálása nem sikerült túl jól. A pozícionálásnak némi alapja lehet, mivel a válaszadók között többségben sportolnak és egyszerre sört is fogyasztanak. A hobbisportolók közül sokan fogyasztanak ízesített söröket, de inkább csak nyáron. A másik oldalról leggyakrabban azok a nők fogyasztanak ízesített söröket, akik nem sportolnak.
Ennek megfelelően a Dreher 24-nek sokkal inkább a nőkre kellene pozícionálniuk magát, hiszen rájuk számíthatnak inkább, mint folytonos fogyasztókra, akikre egész évben támaszkodhat. Azonban szezonális szinten, nyaranta a Dreher 24 kiterjeszthetné célközönségét, hiszen ilyenkor sokkal szívesebben fogyasztanak sört a fogyasztók minden rétegében. De a sportos életmód megcélzását nem szabad folytatni. A fogyasztók nehezen kötik össze a sportot és a sörözést. A márka pozicionálását a márka gyenge kommunikációja sem segítette, hiszen a válaszok alapján a fogyasztók nem érzékelték ezt. Továbbá a sör élettani hatásait sem ismerik a fogyasztók, amelynek tudatában esetleg a sportos vagy egészséges életmódhoz kapcsolhatnák az ízesített söröket.
Felmérésünk alapján kiderült, hogy a fogyasztók nyitottak az újdonságokra. Ezért a Dreher 24 egyedi ízekkel való megjelenése jó lépés, de nem elégséges. A válaszadók a citromos söröket szeretik a legjobban (73%), ezért ezt az ízt nem kellene kihagyni portfólióból.

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