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OER:BUDWEISER - SOCIAL INFLUENCERS - STP In this Open Educational Resource (OER) you will review the Budweiser Case Study to learn about Social Influencers. The focus of the activity is on SEGMENTATION - TARGETING - POSITIONING otherwise known as STP. Budweiser, being a beverage corporation helps us to explore the connection to the main activity. We will apply MARKETING SEGEMENTATION to MARKETING MIX using the STP Open Resource provided. There are 4 discussion questions that follows the content you will use to provide your written articulations. The 5 th response you will be providing will address Budweiser specifically by stating how they would have used STP for their Marketing Mix. This OER is TYPE YOUR RESPONSE TO EACH QUESTION DIRECTLY IN THE TEXTBOX - Do not use an CLICK BUDWEISER CASE STUDY TO ACCESS BUDWEISER CASE STUDY DOCUMENT after reading about INFLUENCING MARKETING STRATEGY identify how Budweiser would have used STP for their Marketing Mix. SEE BELOW activity and questions to respond to and submit via TURN-IT-IN. From Market Segmentation to Marketing Mix (Drinks) Additional resources: An article on the STP process (segmentation, targeting and positioning) and an article providing a little bit more information on these market segments. The STP process (segmentation, targeting and positioning) is undertaken by marketers in order to have a better understanding of consumer needs so that a more effective marketing strategy can be developed. In this exercise, a total of eight different market segments for the cold beverage market have been provided. (Note: For the purpose of this discussion activity, let's assume that the cold beverage market extents to sodas, juice, energy drinks, milk-based drinks, water, sports drinks, and so on) \begin{tabular}{|c|c|c|} \hline On the go & Need a boost & Variety seekers \\ \hline Sporty & Hold the sugar & Just feel like it \\ \hline \end{tabular} QUICK OVERVIEW OF EACH MARKET SEGMENT QUICK OVERVIEW OF EACH MARKET SEGMENT Really thirsty This group of consumers is seeking a fairly straightforward functional benefit from their consumption of a beverage. On the go The on-the-go market segment is a busy group of consumers who tend to eat and drink while they are traveling. Need a boost This market segment consists of those consumers are feeling rundown or tired during the day. Variety seekers Variety seekers are consumers that have limited brand loyalty and will consume a broader selection of drinks, depending upon their taste and situation at the time. Health focus The health focused market segment consists of consumers who make their food and beverage choices based upon being healthy and eating well. Sporty This market segment consists of consumers looking for products that are helpful when playing sport or while exercising. Hold the sugar These consumers may have particular needs such as weight loss goals or being diabetic, but in most cases they are looking to cut some calories from their daily diet. Just feel like it This consumer segment is attracted to drinks for enjoyment and refreshment, rather than for any functional (thirst) benefits. 1. Review the above market segments and identify which segments would make attractive target markets for drink companies. Outline the basis you used to select the most attractive segments. 2. Using your list of target market/s, identify the types of beverages (e.g. bottled water, soda, energy or sports drinks, juice, milk) and flavors that would best fit the needs of each target market. 3. In addition to the type of beverage and flavor, are there any other product attributes (e.g. packaging, container) that needs to be designed for the market's needs? 4. Outside of the product mix, in what ways should the other elements of the marketing mix be modified? Budweiser was looking to make a splash in Philadelphia to show that their brand relates to everything that Philly embodies. From the amazing art culture, the foodie Ifestyle, and the underground music scene Buoweiser wanted Philadelphia to know that they are \#PhillyHeavy. In an effort to reach a younger demographic to build lifelong fans and customers, they wanted to mobelize some of the most influential people in Philly to work with them in showcasing their awesome city on Instagram, as this was the best platform to reach their target. An intluencer marketing campaign has a lot of moving pieces and requires a dedicated team to manage. which is why Budweiser's marketing agency. Anomaly, partnered with gShitt to oversee and execute all aspects of the influencer marketing piece of their campaign. The purpose of our campaign was to earn the respect and trial of our target and by leveraging gShift's expertise with localized intluencers, we were able to parther with some of the most respected tastemakers in the specific area. Not only that, but day-to-day liaising with g Shift was always easy and effective." - Anomaly-Bucweiser marketing agency We worked closely with Anomaly to develop a strategy for the campaign, identitying prospective influencers, negotiating contracts with them, carrying out day-to-day communication with both Anomaly and the influencers, and, finally, reporting on the success of the campaign. We found close to 20 intluencers all within the target demographic who had a young, but very loyal, following. and worked with them to share the Buctweiser message to their folliowing. By the end of the campaign. our intluencers shared content with over 600,000 people. achieved an engagement rate above industry-standard, and the events that Budweiser was promoting were well attended. This brand awareness campaign was successful in achieving the goals of the overall HPhillyHeavy campaign, and both Anomaly and Budweiser wore pleasod with the results, and out roster of influencers all had a great time and some have now become brand advocates for Budweiser. The STP process is an important concept in the study and application of marketing. The letters STP stand for segmentation, targeting, and positioning. The STP is a fundamental concept in marketing success, as without it firms would have relatively generic marketing strategies and would generally fail to compete effectively. In some marketing textbooks, the STP process is essentially that textbook's description of how to construct marketing strategy - as target market selection and positioning are key strategic decisions for a brand. Please note that STP is sometimes broken into STDP in some marketing textbooks as well, where the D stands for differentiation. However, differentiation is essentially a component of positioning. You can read about the STDP process here