Repositioning Budweiser to Women

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A lovely cover page! Very creative and professional!
In the future, please also include the date of the report
submission and your course section#.
MKT 2284 Marketing Research
Courtney Groenewoud, Eric Williamson, Natalie Neville, Ashleigh Milne and Gen Blackburn The Fab Five
MKT 2284 Marketing Research

Major Research Assignment: Deliverable #1
The Research Proposal

Table of Contents

Formal Letter…………………………………………………………………..……………………………. Page 2 Background ……………………………………………………………….……………………………. Pages 3-4 Marketing research problem Definition …………………………………………………. Pages 5-7 Research Objectives and Hypothesis ……………………….……………………………. Pages 8-9 Research Design and Methodology ………………………..……………………………. Pages 10-11 Secondary and Primary Research ……………………………………………..…………. Pages12-13 Organizational Profile of Student Research Team………………………….…… Pages 14-15 Proposed Project Schedule ………………………………………….………………………. Pages 16-18 Bibliography… … … … … … … … … … … … … … … … … … … … … … … … … … … Page 19

Date of letter?
Dear Ms. Hill,
Our marketing research team has been conducting basic secondary research for Budweiser based on its current target market for males. Based on our research, we see value in pursuing a study that focuses on the potential target market segment of females, as this is an unchartered area for Budweiser’s target market. Good! Our team believes that the primary marketing challenge for Budweiser today, is integrating a marketing campaign that will attract women (between the ages of) to Budweiser while still putting an emphasis on customer retention so that males will still drink Budweiser. Since Budweiser already owns the majority of the market share (how much exactly?), by having women drink beer, this can make them the top-grossing beer brand. Considering Budweiser has targeted the male market with their advertisements for decades, we have seen an opening to target Budweiser towards women, who are in college/university or young professionals between the ages of 19-30.(Why this particular group of women? Main fit for the product? What’s the size/potential of this new market for your client?) When examining the idea of Budweiser changing target markets, there are obstacles that need to be overcome and researched in order to successfully make the market changes, such as, females taking to (do you mean “responding to”? )a marketing campaign aimed at making women drink beer(not really the purpose but rather, encouraging a change in beer brand loyalty – might be a better way to explain this point) as well as considering how a new marketing campaigns would effect males. Based on our outline of this proposed marketing research project, we are asking for approval to move ahead with this Budweiser repositioning proposal. If given permission we will move on to begin doing quantitative and qualitative research so that we can efficiently finish this entire project within a timely manner. Thank you for your consideration,

The Fab Five marketing Team
In the letter, I would have liked some detail regarding your team’s research objectives, some secondary data to prove your team knows the industry and / or target market, and more detail on planned research methods (mention the survey and focus group in greater detail). Background

Company History

The Budweiser legend all started in 1876, when the E. Anheuser Brewing Association of St. Louis, Missouri, Introduced Budweiser Lager Beer. “Bud” was a hit to Americans and as the years went on, Budweiser was being consumed by the barrelful (3 million barrels per year by 1941) (source?). Budweiser soon became an American icon due to the massive quantities of Bud consumed. In 2008, Anheuser-Busch and InBev combined to become Anheuser-Busch InBev. This new company is now the world’s largest brewer and is one of the world’s top 5 consumer product companies. The combined company produced 26.4 billion Euros in revenue in 2007 (source?). Their beer is enjoyed by consumers...
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