Demand Landscape Storyboard - MEDIA-VOX...This powerpoint deck is available on One Source. N2 –...

Course: Overview of Demand Landscape Segmentation 1. Introduction............................................................................................................................................................................................................. 22. What is Demand Landscape Segmentation? ......................................................................................................................................................... 4 3. What are the segmentation components? ............................................................................................................................................................. 7 4. How do I read alignment maps? .......................................................................................................................................................................... 14 5. How has this segmentation been used to identify opportunities? ........................................................................................................................ 18 6. Show What You Know ......................................................................................................................................................................................... 23 7. Closing ................................................................................................................................................................................................................. 29

Course Description

Course purpose This e-Learning course will enable participants to explain how we map our brands along consumer segments and needs states; and describe how this segmentation helps with our marketing efforts.

Target Audience Marketing department, but also non-brand marketing personnel, new sales department (incl. Trade Marketing), WOD personnel and possibly non-commercial

Instructional Designer Media-Vox, Inc.

Developer Media-Vox, Inc.

Subject Matter Expert(s) John Steinhubl and Liz Boyd

Path for Files I:\STOD\Training\Commercial\Marketing

Learning Prerequisites None

Narrator Beth Haselhorst

Overview of Demand Landscape Segmentation of 29

1. Introduction

Text (to appear on screen) Narration/Audio Animation/Interaction

1. [Topic Title] - Introduction T1– Welcome to this overview of Demand Landscape Segmentation.

N1 - Loyalists, trendsetters, aspirers, experimenters, sippers… Who are these people and what kind of beer do they want? That’s the question we answer when we look at demand landscape segmentation. N2 – Welcome to this overview course where you’ll learn how we have segmented our consumers and how we use that segmentation in our marketing efforts. [move to next screen without user interaction]

Highlight topic and display Topic Title. Read N1 and display pictures one at a time to match narration pace. Read N2 and display T1.

NOTE: In upcoming screen examples, ignore the WCCP Logo. That was from a previous course. Every screen will match the above screen, except the topic highlight will move as necessary.

Welcome to this overview of Demand Landscape Segmentation.

Introduction



T1 – • Describe demand landscape

segmentation and where the data came from

• List and define consumer segments and need states

• Read and understand brand portfolio alignment maps

• Describe how to use demand landscape segmentation to identify marketing opportunities

N1 – Landscaping is all about developing the land for growth. Demand landscaping is no different. N2 - We want to develop our brands for growth amidst the consumer demand landscape. N3 – It’s important that you know how we do that. So, after you have completed this course, you’ll be able to: • Describe demand landscape

segmentation and know where the data came from.

• List consumer segments and need states, and provide brief definitions of each.

• Read and understand maps showing brand portfolio alignment to segments.

• Describe ways to use this segmentation to identify marketing opportunities.

N4 - We recommend moving through this course sequentially, but at anytime, you can jump to a topic on the left. N5 - When the next button glows, that’s your indication that you can move on to the next screen when you’re ready.

Read N1 and display hops field graphic.

Read N2 and display people graphic over field and display brand logos one at a time.

Read N3 and display T1 objectives as each is narrated. Read N4 and animate a highlight over the topic listing. Read N5 and make the Next button glow.

Introduction


2. What is Demand Landscape Segmentation?


2. [Topic Title] – Demand Landscape Segmentation

N1 – What is demand landscape segmentation? Select your response to these two questions. [after responses] You have just participated in a demand landscape segmentation study, albeit a very short one. [move to next screen without user interaction]

Highlight topic and display Topic Title.

Demand Landscape Segmentation

1. I like a lot of variety in my life. Mostly disagree Somewhat disagree Somewhat agree Mostly agree

2. I follow the latest trends and fashions.

Mostly disagree Somewhat disagree Somewhat agree Mostly agree

Select your response to these two questions.



3. T1 – Bold Explorers Aficionados Stylish Influencers Aspiring Players Working Class Strivers Macro Beer Nation Armchair Loyalists Light Refreshers Sweet Sippers T2 – Need states: 1. Proving Myself 2. Party Time 3. Outdoor Refreshment 4. Sports Companion 5. Hanging Out 6. Home Alone 7. Savoring Indulgence 8. Let’s Eat 9. Romance T3 - This provides an understanding of our consumers to help us effectively target them with our marketing efforts.

N1 - Those are examples of the types of questions over 7000 people across the United States answered about their lifestyles, attitudes, preferences for alcohol beverages, and much more. Here’s how the study was analyzed. N2 – The responses were run through cluster and statistical analysis and from there, we determined what was common and what was unique among the clusters. N3 - The result: 9 thoroughly-defined consumer segments, each having different interests, attitudes, demographics, and taste preferences. N4 - The study also gave us 9 need states. A need state is what motivates a consumer to purchase, whether it be about proving themselves or partying. Each need state impacts what brand a consumer will purchase. N5 - This segmentation provides an understanding of our consumers to help us effectively target them. [Make next button glow]

Read N1 and cover the screen with people in 9 different colors, randomly displayed in the crowd.

Read N2 and animate magnifying glass moving over large group of people and revealing nine groups, each a different color.

Shutterstock: 33210949 Read N3 and display T1 on top of each group one at a time. Read N4 and display T2. Read N5 and display T3.

Bold Explorers

Aficionados Stylish Influencers

Aspiring Players

Working Class

Strivers

Macro Beer Nation

Armchair Loyalists

Light Refreshers

Sweet Sippers

Need states: 1. Proving Myself 2. Party Time 3. Outdoor Refreshment4. Sports Companion 5. Hanging Out 6. Home Alone 7. Savoring Indulgence 8. Let’s Eat 9. Romance

This provides an understanding of our consumers to help us effectively target them with our marketing efforts.




4. T1 – To determine which brand went with which segment and need state, we connected segments to palates. T2 - Craft Style/Full Bodied American Sweet and Light Light/Full Bodied American Light American Sweet & Savorable T3 – Bold explorers & Aficionados Stylish Influencers, Aspiring Players & Working Class Strivers

N1 – The next step was to find out which brand went with which segment and need state. N2 - We connected the consumer segments to 5 palates, which were also determined from the study. N3 - We discovered that bold explorers and Aficionados preferred craft style beers. Stylish influencers, aspiring players, and working class strivers preferred sweet and light beers. And so on. N4 - With this information, we began to plot data on a map. [pause] Now we just needed to determine where each segment and need state overlapped with brand preference. N5 - Bud Select is a light American beer, but did loyalists prefer the brand when they enjoyed outdoor entertainment or did the macro beer nation segment prefer the brand when they were savoring indulgence? Answers to these questions will certainly help us properly target each brand’s consumer. [Make next button glow]

Read N1 and display T1 and picture. Read N2 and display T2. Read N3 and display arrows and T3 next to appropriate palates.

Read N4 and dissolve out all text on screen and replace it with the map below (kind of a morphing into each other effect), don’t show the highlight or Bud Select logos yet. Read N5 and highlight column shown below. When “did loyalists…” is narrated, display top Bud Select logo in the placement shown. When “did macro beer…” is narrated, display bottom logo in the placement shown.

Craft Style/Full Bodied American

Sweet and Light

Light/Full Bodied

American

Light American

Sweet &

Savorable

Bold explorers & AficionadosStylish Influencers, Aspiring Players & Working Class Strivers


To determine which brand went with which segment and need state, we connected segments to palates.


3. What are the segmentation components?

Text (to appear on screen)

Narration/Audio Animation/Interaction

5. [Topic Title]: Segmentation Components [Subtitle]: Consumer Segments T1 – Available on the OneSource SharePoint site

N1 – Each consumer segment is described in detail in a segment and need state fact pack. This powerpoint deck is available on One Source. N2 – This is the first slide describing the Bold Explorers consumer segment. There are 8 more slides of information about this segment. You don’t have to read each slide, but click on the page number button to see the different types of information available. [Once they reach Page 9, move on to the next screen]

Highlight topic and display Topic Title and subtitle. Read N1 and display fact pack graphic. Display T1 when narrated and keep T1 on screen. Make “OneSource” a link to:

Read N2 and display first page of BE segment description. Display clickable button that moves you through each of the 9 slides. See “BE Fact Pack slides” folder. Change page number as they move through the pages.

Page1

Available on the OneSource SharePoint site

Segmentation Components Consumer Segments




6. T1 – Select the consumer segment that fits each description. [See narration section for segment descriptions.] T2 [if incorrect once] – Incorrect. Please try again. T3 [if incorrect twice] – Incorrect. Correct answer displayed. T4 [if correct] – That’s right!

N1 - Here’s an exercise to help you learn about each consumer segment. From the drop-down menu, select which segment you think fits the description. You’ll have two chances to get each one right. [Segment descriptions (showing correct answers) should appear in this order: Macro Beer Nation - A group of beer drinkers who are “All-American” avid and active sports fans. Aspiring Players - Individuals who want to blend in with the crowd and create their personal style based on trends reflected by their favorite celebrities. Bold Explorers - Adventurers who like to discover new cultures and foods. Stylish Influencers - Successful individuals with active social lives who are concerned with the image they portray to their peers. Working Class Strivers - Financially-struggling partygoers concerned with their image. They look to celebrities for the latest trends and look for “romance” when they go out. Aficionados - Independent consumers who prefer the “classics” in life and don’t pay attention to trends. Sweet Sippers - Independent consumers who strive to live a healthy lifestyle, and prefer to stay in rather than go out. Armchair Loyalists - Homebodies comforted by the routine of everyday life. Light Refreshers - Busy consumers who experience a lot of stress, don’t have active social lives, and sometimes feel uncomfortable showing their true personalities. N2 – You’re not expected to have each of these segment descriptions memorized, but a basic understanding is needed. [make next button glow]

Read N1 and display all text and a drop-down next to the first item. If the user selects the wrong answer, display T2, and let them try again. If wrong again, display the correct answer and T3. If they get it correct, display T4.

Drop-down options should appear in this order:

Bold Explorers Aficionados Stylish Influencers Aspiring Players Working Class Strivers Macro Beer Nation Armchair Loyalists Light Refreshers Sweet Sippers

After the last drop down is correct, read N2.

− A group of beer drinkers who are “All-American” avid and active sports fans.

− Individuals who want to blend in with the crowd and create their personal style based on trends reflected by their favorite celebrities.

− Adventurers who like to discover new cultures and foods. − Successful individuals with active social lives who are

concerned with the image they portray to their peers. − Financially-struggling partygoers concerned with their image.

They look to celebrities for the latest trends and look for “romance” when they go out.

− Independent consumers who prefer the “classics” in life and don’t pay attention to trends.

− Independent consumers who strive to live a healthy lifestyle, and prefer to stay in rather than go out.

− Homebodies comforted by the routine of everyday life. − Busy consumers who experience a lot of stress, don’t have

active social lives, and sometimes feel uncomfortable showing their true personalities.

Select the consumer segment that fits each description:

Incorrect.Please try again.





7. N1 - Typically, when we communicate internally, we refer to all 9 segments; however, when communicating with wholesalers and outside audiences, we group these 9 segments into 5 core groups like this: N2 - …Experimenters, trendsetters, aspirers, loyalists and sippers. N3 – Rest your mouse on each of the 5 core groups for a brief description of the group. Then click Next. [Make next button glow]

Read N1 and display the 9 groups Read N2 and display the 5 groups. Then animate the 9 being combined to make up the 5. Screen should look something like this:

After animation, read N3 and make each of the 5 groups a hoverable link to the appropriate popup here:


Experimenters

Trendsetters

Aspirers

Loyalists

Sippers

Bold Explorers

Aficionados Stylish Influencers

Aspiring Players

Working Class

Strivers

Macro Beer Nation

Armchair Loyalists

Light Refreshers

Sweet Sippers




8. [Subtitle]: Need States T1 - What motivates a consumer to purchase? T2 - Consumption volume tells us what type of beverage is consumed most in each need state (domestic beer, high end beer, liquor or wine). T3 - Which need state has the highest[lowest] consumption of domestic beer? 1. Proving Myself 2. Party Time 3. Outdoor Refreshment 4. Sports Companion 5. Hanging Out 6. Home Alone 7. Savoring Indulgence 8. Let’s Eat 9. Romance T4 - % of need state volume: Domestic beer T5 - 45% 48% 53% 62% 49% 55% 34% 37% 14% T6 - See the fact sheet on OneSource.

N1 – Let’s move on to need states. Need states are a key component in consumer segmentation. They tell us what motivates a consumer to purchase. The segment and need state fact pack mentioned earlier, contains details on each segment including a summary, opportunities, market implications, and consumption volume. N2 - Consumption volume tells us what type of beverage is consumed most in each need state. We looked at domestic beer, high end beer, liquor and wine. N3 - Which need state do you think has the highest consumption of domestic beer? Click on the need state. N4 – [If correct]: That’s right. [If incorrect]: Sorry, that’s incorrect. The Sports Companion need state has the highest consumption of domestic beer. N5 - With drinkability being the key rational benefit sought when in this need state, it makes sense that domestic beer enjoys the highest consumption. N6 - Now, which one do you think has the lowest consumption of domestic beer? N7 – [If correct]: You got it! [If incorrect]: Sorry, it’s the Romance need state. N8 - Romance has 14% volume of domestic beer. As you can imagine, wine is a much higher percentage. But that doesn’t mean we don’t have opportunities with this need state. N9- For information on the other percentages, see the fact sheet on OneSource. [Make next button glow]

Display Subtitle. Read N1 and display T1 and yellow graphic. Read N2 and display T2. Read N3 and display T3 and T4. Allow the user to select one answer. Read appropriate N4 response and display percentage next to sports companion only. Read N5. Read N6 and replace “highest” with “lowest” in the question. Read appropriate N7 response and display the percentage next to Romance. Read N8 and display all percentages (T5). Read N9 and display T6.

1. Proving Myself 2. Party Time 3. Outdoor Refreshment 4. Sports Companion 5. Hanging Out 6. Home Alone 7. Savoring I ndulgence 8. Let’s Eat 9. Romance

Which need state has the highest consumption of domestic beer?

Consumption volume tells us what type of beverage is consumed most in each need state (domestic beer, high end beer, liquor or wine).

Segmentation Components Need States

What motivates a consumer to purchase?

% of need state volume: Domestic beer

45% 48% 53% 62% 49% 55% 34% 37% 14%

See the fact sheet on OneSource.




9. T1 – Which need state do you most identify with when thinking about your last beer-drinking occasion? (Click on the need state below.) T2 – 1. Proving Myself 2. Party Time 3. Outdoor Refreshment 4. Sports Companion 5. Hanging Out 6. Home Alone 7. Savoring Indulgence 8. Let’s Eat 9. Romance

N1 - Based on these labels alone, which of these need states do you most identify with when thinking about your last beer-drinking, or other beverage-drinking occasion?

Read N1 and display T1

After selecting a need state, go to next screen. Need to retain the need state they selected.

1. Proving Myself 2. Party Time 3. Outdoor Refreshment 4. Sports Companion 5. Hanging Out 6. Home Alone 7. Savoring Indulgence 8. Let’s Eat 9. Romance


Which need state, do you most identify with when thinking about your last beer-drinking occasion? (Click on the need state below.)




10 T1 – In which consumer segment do you consider yourself to be. (Click on a segment). 1. Bold Explorers 2. Aficionados 3. Stylish Influencers 4. Aspiring Players 5. Working Class Strivers 6. Macro Beer Nation 7. Armchair Loyalists 8. Light Refreshers 9. Sweet Sippers

N1 - In which consumer segment do you consider yourself to be?

Display the need state they selected from the previous screen. Read N1 and display T2.

After selecting a segment, go to next screen. Need to retain the selections.


In which consumer segment do you consider yourself to be. (Click on a segment).

1. Bold Explorers 2. Aficionados 3. Stylish Influencers 4. Aspiring Players 5. Working Class Strivers 6. Macro Beer Nation 7. Armchair Loyalists 8. Light Refreshers 9. Sweet Sippers

[Need state selected on previous slide]




11

N1 – Here is a map showing where need states and consumer segments intersect. Find the intersection of the need state and consumer segment you selected? Does the brand at the intersection match the brand you prefer? This particular map only shows our focus brands and is just a guide based on percentages. It is not a statement about every individual. N2 - The point is to use this segmentation to help us target the most appropriate customer based on the research we’ve conducted. In the next topic, we’ll go into much more depth regarding how to read and use this map. [Make next button glow] Possible Video clips here - video clips of people talking about themselves, their lifestyles, what beers they drink and their situations (from a consumer safari).

Display the need state and the segment they selected from the previous screens. Read N1 and display map. Read N2 and animate arrow coming onto the map and sticking.


[Selected need state] [Selected Segment]


4. How do I read alignment maps?



12 [Topic title]: Alignment Maps

N1 – This alignment map helps us determine which brand has a higher probability of consideration within each segment and need state. There are many iterations of this map, but they all provide information to help us focus our marketing efforts in the right places. Let’s break this map down. [move on to next screen without user interaction]

Highlight topic and display Topic Title. Read N1 and display chart in its entirety.

Alignment Maps




13 N1 - Here are the 5 core consumer groups and the palates. N2 - And just as we did with the segments, we grouped the 9 need states into core occasions. There are 6: High Image, Outdoor Refreshment, Sports Companion, Casual Relaxation, Let’s Eat, and Intimate Social. N3 – Here’s where our focus brands sit. N4 - This means that Michelob Ultra has a higher probability of being in the consideration set when trendsetters are participating in outdoor refreshment occasions, such as sporting events. Knowing this can certainly help us target the right consumer and occasion. Now, there is more that this map can tell us. Where the logo displays on the map is where the most volume lies. But many brands span across multiple segments and occasions. N5 - That is represented by circles. These circles show the spread of each brand across the appropriate occasions and segments. [move on to next screen without user interaction]

The point of the next screens is to build the map. Read N1 and just show the top row of segment and palate labels Read N2 and just show the left column of occasion labels. Read N3 and display brands. Read N4 and draw a line from Trendsetters label down to Mich Ultra and then from Outdoor refreshment label over to Mich Ultra showing how they intersect. Read N5 and display brands with gray circles around them.

Alignment Maps




14 T1 – These maps has value across the entire spectrum of our marketing activities.

N1 - Taking what we know a step further, we have added color to indicate primary and secondary volume. Where segments and occasions intersect in a gold area represents the bulk of the beer market. For example, Loyalists are our biggest segment. The red color represents secondary beer volume. N3 - This map has value across the entire spectrum of our marketing activities. [Make next button glow]

Read N1 and display coloring. Read N2 and TBD. Read N3 and display T1.

Alignment Maps

This map has value across the entire spectrum of our marketing activities.




15 N1 – I mentioned earlier that there are many iterations of this map that provide different information. For example, here is a map showing the share of volume and market share across premium products, including our competitors. The data provided by alignment maps is the cornerstone for successful marketing efforts. Take advantage of the information available to us.

Read N1 and display map

Alignment Maps


5. How has this segmentation been used to identify opportunities?



16. [Topic Title]: Identify Opportunities T1 - Click on each bottle for details of how consumer segmentation helped identify an opportunity.

N1 – This segmentation has allowed us to identify some very successful marketing opportunities. Here are just a few. Click on each bottle for details.

Highlight topic and display Topic Title. Read N1 and display T1 and beer bottles linked to upcoming screens.

Identify Opportunities

Click on each bottle for details of how consumer segmentation helped identify an opportunity.




17. T1 – Loyalists are typically middle-age guys who are social and enjoy sports. T2 – Experimenters look for quality brewing. They believe domestic beers taste bland and watery.

[After clicking Budweiser bottle] N1 - Budweiser has always sat in the heart of Loyalists: middle age guys who are social and enjoy sports. While continuing to achieve high volume with the loyalists, we also saw an opportunity with another consumer segment. N2 - Crafts and imports are growing. Experimenters like these beers. They look for quality brewing and lean towards small, focused breweries and high-quality ingredients. They believe that many domestic brands taste bland and watery. N3 - But, when we look more closely at Budweiser, it has all the finest ingredients, has a great story behind it, and generally has the characteristics that appeal to Experimenters. The consumer information yielded from this segmentation opened a door for Budweiser that we may have missed before. Select another bottle or click Next to move on.

Rotate Budweiser bottle to the right. Read N1 and display map and circle Budweiser in Loyalists column. Display T2. Read N2 and circle Budweiser in Experimenters. Display T3. Read N3 and display “taste profile” graphic.



Loyalists are typically middle-age guys who are social and enjoy sports.

Experimenters look for quality brewing. They believe domestic beers taste bland and watery.




18. T1 – This is about discovering something new from a company I trust already. Budweiser has the resources to do this well, and pride in what they’re doing. T2 - Experimenters are beer-loving variety seekers. They already possess an affinity for Budweiser.

[After clicking Budweiser American Ale bottle] N1 - Big healthy brands can generate big new brands. N2 - Based on research, consumers had a desire for a more approachable, more affordable craft beer from a brewer with a reputation for quality Budweiser American Ale addressed that desire with a full-bodied ale that’s not too heavy or bitter. N3 - The primary consumer is Experimenters. These are beer-loving variety seekers who prefer full -flavored, craft style beers and already possess an affinity for Budweiser. Consumer segmentation helped us develop this brand. Select another bottle or click Next to move on.

Rotate Budweiser American Ale bottle to the right. Read N1 and display umbrella graphic. Read N2 and display T1 callouts.

Read N3 and remove whatever graphics are necessary for this map to fit. Circle Bud American Ale and display T2 callout.



“This is about discovering something new from a company I trust already.”

“Budweiser has the resources to do this well, and pride in what they’re doing.”

Experimenters are beer-loving variety seekers. They already possess an affinity for Budweiser.




19. T1 – 29% of consumers have a “sweeter palate” T2 – Capture new consumers outside of core Bud Light who prefer sweeter beer and outdoor refreshment.

[After clicking Bud Light Lime bottle] N1 –The most valuable brands innovate within their core and extend into adjacencies. Bud Light Lime is aligned with the largest mainstream light beer. N2 - Key research findings indicated that 29% of consumers have a “Sweeter” ideal beer. N3 - With Bud Light Lime, we can capture trendsetters and aspirers: new consumers outside of core Bud Light. And there is a clear relevance to the out door refreshment need state. Bud Light Lime offers a “change of pace” that can drive an incremental purchase. Consumer segmentation helped us make that determination. Select another bottle or click Next to move on.

Rotate Bud Light Lime bottle to the right. Read N1 and display umbrella graphic.

Read N2 and display map, circle “sweet and light” and display T1. callout. Read N3, circle Bud Light Lime and display T2 callout.



29% of consumers have a “sweeter palate”

Capture new consumers outside of core Bud Light who prefer sweeter beer and outdoor refreshment.




20. T1 - Consumer segmentation helped us identify those opportunities and many more. T2 - Consumer segmentation tells us: T3 – Needs Preferences Behaviors T4 – Who Where When

N1 – Those are just three examples of how consumer segmentation helps us identify opportunities. N2 - Every consumer has individual needs, preferences and behaviors. N3 - Consumer segmentation helps us know who, where and when to target them to ensure… N4 - … a higher return on our marketing expenditures. [make next button glow]

Read N1 and display T1. Display T2. Read N2 and display arrow graphic and T3 words as each is narrated. Read N3 and display second arrow graphic and T4 words as each is narrated. Read N4 and animate arrow and dollar sign moving upwards.


Consumer segmentation helped us identify those opportunities and many more.

Needs

Preferences

Behaviors

Who

Where

When

Consumer segmentation tells us:


6. Show What You Know


Narration/Audio Animation

21 T1 – Show What You Know

N1 – Now you have a chance to show what you know about Demand Landscape Segmentation. Click next to answer a series of questions.

Read N1 and display all contents of screen.

Show WhatYou Know

Consumer segmentation helped us identify those opportunities and many more.


Question Type/Title

Question (to appear on screen)

Answer Options (to appear on screen)

Correct Answer(s)

Answer Responses upon Submit

1. Multiple Choice

Which of the following is NOT a component of our demand segmentation alignment maps?

A. Consumer segments B. Need states C. Occasions D. Location E. Palates

D If correct: That’s right! While location information may have been collected in the study, it is not a separate component used on our alignment maps. Click anywhere to continue. If incorrect once: Sorry, that’s incorrect. Please try again. If incorrect twice: Sorry, that’s incorrect. D is the correct answer. While location information may have been collected in the study, it is not a separate component used on our alignment maps. Click anywhere to continue.


Question Type/Title



Correct Answer(s)


2. Multiple choice

Using the alignment map, which of the following statements is accurate?

A. Stella Artois has a higher probability of being in the consideration set for experimenters who seek to impress others with their overall success in life. B. Trendsetters will always prefer Landshark over Corona when enjoying outdoor refreshment such as hanging out at the beach. C. Bud Light is likely to be considered by Loyalists who want to relax and root for their teams with people they like. D. Aspirers enjoy Budweiser American Ale because they seek cues of quality brewing and a passion for beer that mirrors their own (such as small, focused breweries and high-quality ingredients).

A If correct: Great job! The other statements are either completely untrue or too specific to glean from the map. Click anywhere to continue. If incorrect once: Sorry, that’s incorrect. Please try again. If incorrect twice: Sorry, that’s incorrect. A is the correct answers. The other statements are either completely untrue or too specific to glean from the map. Click anywhere to continue.

3. True/False We have only created alignment maps for our focus brands.

True/False False If correct: That’s correct! There are many iterations of the alignment maps showing other products and other types of data. Click anywhere to continue. If incorrect once: Sorry, that’s incorrect. The answer is False. There are many iterations of the alignment maps showing other products and other types of data. Click anywhere to continue.


Question Type/Title



Correct Answer(s)


4. Multiple Choice

This tells us what motivates a consumer to purchase.

A. Consumption behavior B. Palate C. Need state D. Demographics E. None of the above

C If correct: That’s right! A consumer’s need state helps us understand what motivates a purchase. Click anywhere to continue. If incorrect once: Sorry, that’s incorrect. Please try again. If incorrect twice: Sorry, that’s incorrect. The answer is C. A consumer’s need state helps us understand what motivates a purchase. Click anywhere to continue.

5. Fill in the blank

Fill in the missing word in each consumer segment: 1. Bold _____________ 2. Stylish _______________ 3. _________ Players 4. Working Class ____________ 5. Armchair ____________ 6. Sweet ___________

N/A Explorers Influencers Aspiring Strivers Loyalists Sippers [not case-sensitive]

If correct: Great job! You’ll hear these terms frequently. If incorrect once: Sorry, that’s incorrect. Please try again. If incorrect twice: Sorry, that’s incorrect. Here are the completed segments: Bold Explorers Stylish Influencers Aspiring Players Working Class Strivers Armchair Loyalists Sweet Sippers You’ll hear these terms frequently.


Question Type/Title



Correct Answer(s)


6. True/False Typically, when we communicate with wholesalers and outside audiences, we group the 9 segments into 5 core groups.

True/False True If correct: That’s correct! To simplify discussions with outside parties, we group the segments into these 5 core groups: Experimenters, trendsetters, aspirers, loyalists and sippers. Click anywhere to continue. If incorrect once: Sorry, that’s incorrect. The answer is True. To simplify discussions with outside parties, we group the segments into these 5 core groups: Experimenters, trendsetters, aspirers, loyalists and sippers. Click anywhere to continue

7. Matching How are the 9 segments grouped into 5 core groups? Match each segment on the left to the core group it fits into on the right.

- Stylish influencers

- Macro Beer Nation

- Bold Explorers - Light refreshers - Aficionados - Working Class

Strivers - Armchair

Loyalists - Sweet sippers

[See correct matching shown in the graphic to the right]

If correct: Great job! We typically use the 9 segments when discussing segmentation internally, and the 5 core groups with outside audiences. If incorrect once: Sorry, that’s incorrect. Please try again. If incorrect twice: Sorry, that’s incorrect. Here is the proper matching:


Question Type/Title



Correct Answer(s)


8. Drag and drop

The following descriptions are missing in the alignment map below. Drag each word(s) to its proper location on the map. Outdoor refreshment Light & Full-Bodied American Trendsetters Sippers Let’s Eat

[Leave blanks as shown below.]

Correct answers appear in yellow in the map to the right.

If correct: Great job! You know the alignment map well If incorrect once: Sorry, that’s incorrect. Please try again. If incorrect twice: Sorry, that’s incorrect. Here is the completed map:


7. Closing


Narration/Audio Animation

22 T1 – Congratulations! T2 – You should now be able to: • Describe

demand landscape segmentation and where the data came from.

• List consumer segments and need states, and provide brief definitions of each

• Read and understand alignment maps


N1 - Congratulations. That completes this overview of the Demand Landscape Segmentation. N2 - You should now be able to describe the segmentation and where the data cam from, list the core consumer segments, need states and occasions and briefly describe them, understand alignment maps, and understand how this segmentation has been used to identify marketing opportunities so far. N3 - The data gleaned from this market segmentation study gives us valuable insight into our consumers. Continue to use the information to target your marketing efforts.

Read N1 and display T1. Read N2 and display male silhouette and T2. Read N3 and display light bulb (part of the “man light bulb gears.eps” file in the development assets). If possible, animate the rays in some way, like a sparkle effect.

You should now be able to: • Describe demand landscape

segmentation and where the data came from.

• List consumer segments and need states, and provide brief definitions of each

• Read and understand alignment maps


Identify Brand’s center of gravity.

Demand Landscape Storyboard - MEDIA-VOX...This powerpoint deck is available on One Source. N2 –...

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Transcript of Demand Landscape Storyboard - MEDIA-VOX...This powerpoint deck is available on One Source. N2 –...