Marketing Report: Wild Rose Brewery Consumer Behavior and Positioning

This report provides a marketing analysis of the Wild Rose Brewery, a Canadian brewery with operations in Alberta and the United States. The report examines the brewery's market segmentation, focusing on geographic, demographic, psychographic, and behavioral factors. It analyzes consumer behavior, considering internal and external influences, and discusses the importance of understanding consumer psychology for effective marketing. The report includes a positioning map comparing Wild Rose Brewery to its competitors. It suggests research methods like surveys to gain a better understanding of the target market and offers recommendations for improvement, such as expanding product offerings and promoting online sales. The analysis covers market segmentation, consumer behavior, and brand positioning, offering insights into the brewery's marketing strategies.

Running head: PRINCIPLES OF MANAGEMENT
Principles of management
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1PRINCIPLES OF MANAGEMENT
Table of Contents
Market Segmentation:................................................................................................................2
Consumer behaviour:.................................................................................................................3
Positioning:................................................................................................................................4
Researching the customer:.........................................................................................................5
Recommendations:.....................................................................................................................5
References:.................................................................................................................................6

2PRINCIPLES OF MANAGEMENT
Market Segmentation:
The term market segmentation is defined as the identification of fragments of the
market that are heterogeneous in nature (Wilkinson, 2013). The market for an organization
can be segregated on the basis of four characteristics of customers. These are geographic,
demographic, psychographic and behavioural segmentation (Dolnicar & Leisch, 2014). The
above mentioned company "Wild Rose Brewery" is based on Alberta in Canada and has been
conducting business since 1996 (Home Page - Wild Rose Brewery, 2018). It is one of the best
breweries that Canada possesses and has expanded onto the United States as well. Hence, for
such a huge business, market segmentation plays an important role in identifying the needs of
the consumers. Considering the geographical factor of segmentation, this business is based on
Alberta, which provides them with the opportunity to gain maximum popularity in the region.
Utilising the means of promotion properly, their geographical target market is in and around
Alberta. The reason for choosing Alberta as their primary target market is their origin in the
region. The business aims to attract the local customers first and gain the maximum
popularity and business. Furthermore, they are planning to expand to the United States, which
is the international market. This is because the demand of beer in America is high (Toro-
González, McCluskey & Mittelhammer, 2014). Secondly, they consider demographic
segmentation as one of their priorities. The legal drinking age in Canada is 19 years and the
average income per person is less than $27,600. This has allowed them to offer a wide range
of products of all price slabs. In addition, their target market are people of 19 years of age and
above. Thirdly, they offer a wide range of products of multiple flavours. The wide range of
products of multiple flavours is the result of analysing the taste and preference of the
consumers which is a key element in behaviouristic segmentation. They have analysed the
brand loyalty and usage rate of consumers, as a result of which several flavoured drinks were
introduced.

3PRINCIPLES OF MANAGEMENT
Consumer behaviour:
Consumer behaviour is defined as the means taken by individual consumers, groups
or even organizations to select, acquire, utilize and dispose goods, services and ideas in order
to satisfy their needs (Foxall, 2014). The behaviour of the consumer is likely to be influenced
by various factors both internal and external in nature. It is different in case of different
consumers. Consumer behaviour tends to vary with geographical location since different
locations have different societies with different taste and culture. The information of
behaviour of the consumers is important for the firms in terms of planning their strategies.
"Wild Rose Brewery" markets its products in such a way that it influences the
consumers to buy, use and express brand loyalty with them. The external factors that
influence the consumers include cultural factors (Rani, 2014). The brewery belongs to
Alberta, Canada. The Canadian people can easily connect to the business because it belongs
to their home culture. The business has considered the geographical diversity even in the
territory of Canada and has introduced beers depending on the taste and preferences of
consumers belonging to various locations in the country. In addition, they have products of
different price slabs depending on the affordability of the consumers. Social factors play a
role in influencing consumer behaviour. Factors like reference of a product from a different
individual or family and even status in the society influence the behaviour of a consumer.
The internal factors include personal factors such as age, occupation, economic
situation and lifestyle of the consumers (Gifford & Nilsson, 2014). The consumers of the
business are above 19 years of age because of the legal factors and belong to different income
groups. Organizations worldwide attempt to study and influence the psychology of the
consumer, which affects the business of the firm. Motivation, perception and attitude of
consumers towards a certain firm is the key to do successful business. "Wild Rose Brewery"
markets its products in such a way that it affect s the consumers psychologically.

4PRINCIPLES OF MANAGEMENT
Positioning:
Mr. James Roberts is a resident of Alberta where "Wild Rose Brewery" is located. He
is a 55 year old soft spoken man working at a bank. He is a regular at the brewery located in
an abandoned hangar of the air force, renovated to serve the purpose. He prefers the "Special
Old Bitter" beer that the brewery has to offer since it is light in nature. He comes at the place
to relax after a hardworking day and hence prefers the light beer which is bitter in taste since
it helps him rejuvenate. Mr. Roberts has developed a loyalty towards the brand due to its
affordable range of products, excellent ambience and prompt service.
Big Rock Brewery
Deschutes Brewery
High price
New Belgium
Sierra Nevada
Good quality
Harpoon
Bad quality
Low price
The positioning map mentioned above points out the companies which are the direct
competitors of "Wild Rose Brewery" in terms of price, revenue and quality. As the map
suggests, many of the competitors are gaining more revenue from their businesses than the
mentioned brewery.

5PRINCIPLES OF MANAGEMENT
Researching the customer:
The company mentioned in this paper could seek the help of a survey to understand
the target market better. Elaborately, the owners of "Wild Rose Brewery" can install survey
forms at their store which will have questions about the taste and preference of the consumers
and other questions relating to the source from where the consumers heard about the firm
(Huang & Sarigöllü, 2014). It is to be filled in by the consumers. Online survey forms can be
distributed on the internet for digitally active users to fill in (Brace, 2018). The data from
these forms will then be analysed by the research and development team of the company for a
better understanding of the target market they are operating in.
The reason for suggesting this way of research is to understand the factors influencing
the behaviour of the consumers and to determine the areas of market segmentation the
business requires to work upon.
Recommendations:
The brewery even if is performing magnificently in the market, there is scope for
improvement. The company should promote drinking of beer as a way of life for which it
needs to introduce a wide range of affordable products based on the tastes and preferences of
the consumers. This will help them attract more customers since they will find a drink suiting
their taste. The selling of the product should not be limited to the store but also requires to be
promoted online in the age of social media.

6PRINCIPLES OF MANAGEMENT
References:
Brace, I. (2018). Questionnaire design: How to plan, structure and write survey material for
effective market research. Kogan Page Publishers.
Dolnicar, S., & Leisch, F. (2014). Using graphical statistics to better understand market
segmentation solutions. International Journal of Market Research, 56(2), 207-230.
Foxall, G. (2014). Consumer Behaviour (RLE Consumer Behaviour): A Practical Guide.
Routledge.
Gifford, R., & Nilsson, A. (2014). Personal and social factors that influence pro
‐
environmental concern and behaviour: A review. International Journal of
Psychology, 49(3), 141-157.
Home Page - Wild Rose Brewery. (2018). Retrieved from https://wildrosebrewery.com/
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp.
113-132). Springer, New York, NY.
Rani, P. (2014). Factors influencing consumer behaviour. International journal of current
research and academic review, 2(9), 52-61.
Toro-González, D., McCluskey, J. J., & Mittelhammer, R. C. (2014). Beer snobs do exist:
Estimation of beer demand by type. Journal of agricultural and resource economics,
174-187.
Wilkinson, F. (Ed.). (2013). The dynamics of labour market segmentation. Elsevier.