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Title: (CASES STUDY Odoul's) What Beer Drinkers Drink When They're Not Drinking Beer

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Subject: Business
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Date: August 29, 1998
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Length: 3 / 852
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How would you define O'Doul's target segment? Be sure to include the base or bases used to define that segment? O'Doul's target segmentation is beer drinkers because they find that nearly all nonalcoholic beer drinkers are also regular or light beer drinkers and not nondrinkers (see the chart below)...

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This is the right target segmentation because the response to nonalcoholic beer in 1980 had failed to attract non-beer drinkers to drink beer and this only minority group in the market. Consumer Behavioral Segmentation Base on diagram, The O'Doul's market segmentation should define as behavioral segmentation that divided customer into group on basis attitudes towards beer drinkers and non-beer drinkers...

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