Objective - Define the poetential target audience for a new beer launched in India which has the same consumer base in terms of demographics as the existing brands 'Kingfisher' and 'Foster's'
PERSONALITY
Kingfisher is a pal, great to hang around with. He’s excellent company.
An athletic sports-lover, KF is at his best when amongst ‘boozum’ buddies.
TARGET AUDIENCE
DEMOGRAPHICS
Age: 25-35 years
Region: India, urban population
Occupation: White-collar service/professional
Sex: Male
Religion: Insignificant
Social class: Middle and upwards
Family life cycle: Young, single/married.
PSYCHOGRAPHICS
Lifestyle: Easy going, ‘chilled out’ person who’s always willing to take a break and party with his pals, as long as the sun is shining and the beer is flowing.
BEHAVORIAL
Occasions: Regular user
User status: Repeat user
Loyalty status: Near absolute
Readiness Stage: Informed
Attitude toward product: Enthusiastic, positive
PERSONALITY
Action oriented but laid-back, no frills man. He enjoys variety and
adventure and is typically Australian, comfortable in his surroundings
and at ease with himself. A sportsman and sports fan, he is also a relaxed
guy who is as comfortable sitting in his armchair and watching the day
go by.
TARGET AUDIENCE
DEMOGRAPHICS
Age: 20-30 years
Region: India, urban population
Occupation: College going/employed full time
Sex: Male
Religion: Insignificant
Social class: Middle and upwards
Family life cycle: Young, single/married.
PSYCHOGRAPHICS
Lifestyle: Adventurous man who spends his Sunday watching cricket or ‘F1’ on ESPN (type channel) relaxing on his couch with his beer and snacks.
BEHAVORIAL
Occasions: Regular user
User status: Repeat user
Loyalty status: Loyal
Readiness Stage: Informed
Attitude toward product: Enthusiastic, positive
PERSONALITY
Your best friend in the cubicle next door in your office. The guy you eat with everyday when you break for lunch. He’s the only guy from office you’re willing to ‘hang out’ with over the weekend as well. Helpful, friendly, he’s the man who introduced you to the girl you’re dating now.
TARGET AUDIENCE
DEMOGRAPHICS
Region: India, urban population
Occupation: Recent graduate/employed
Sex: Male
Religion: Insignificant
Social class: Middle and upwards
Family life cycle: Young, single.
PSYCHOGRAPHICS
Lifestyle:
A graduate working in a services or media-type job, he is confident
and sure of his tastes. He is a go-getter who has lunch meetings with clients
all week and goes pub-hopping with pals from college or office over the
weekend.
BEHAVORIAL
Occasions: Would-be regular user
User status: Frequent user of the product, first-time user of
the brand
Loyalty status: Currently favours another brand
Readiness Stage: Informed
Attitude toward product: Enthusiastic, positive
Friendship - KF & Boots'
Sex - None
Sport - Fosters' & KF
Tradition - None
Relaxation - Fosters' and Boots'
The category friendship included all commercials that focused around drinking beer in a group of friends, or with a friend, where the consumption of beer was depicted overwhelmingly as a social activity, or implied as such. Kingfisher’s ‘The King of Good Times’ fits in here.
Sport includes all commercials that make a clear reference to sports of all forms, show main characters involved in sporting activities or after sports. Foster's Lager is characterised by its worldwide reputation and the excitement of its sponsorship associations to premier events like Formula One Grand Prix. Foster's has a long and proud association with Grand Prix Formula One racing around the world. At home in Australia or abroad, Foster's has been actively promoting the brand's association with Grand Prix ever since. In India, Kingfisher use this imagery with relation to cricket by showing the players of the national team and associating the sport with the brand.
Commercials showing the main character in a clearly relaxing situation, where the main character consumed beer primarily as a way to unwind and relax (mostly alone), use "relaxation" as the dominant appeal. Quite a few of the Foster’s commercials carry such images.
Boots beer is targeted at people who have a beer for a break, with friends or office peers. The ad imagery is a combination of relaxation and friendship.
