The independent brewery A/S Bryggeriet Vestfyen, produces beer under the name 'Vestfyen' as well as a variety of other brands such as: Willemoes, Bryggeriet Frejdahl and Jolly Cola. In the last few years, as an impact of a worldwide trend of women getting more interested in alcohol consumption, females in Denmark started to enjoy quality beer. In order to understand the following trend and improve the Vestfyen beer consumption in this area, this report is focusing on defining the exact female target group, describing the customer journey regarding buying of high-end beer using a concrete example (Frejdahl) and creating an overall message for the same example.
Task 1.1
Targeting women for Bryggeriet Frejdahl is a rational move because beside the ongoing trend of women enjoying beer, they consist 50.2 % of the population of Denmark. Based on Statistic Denmark, the consumption of alcohol among women usually includes the ones aged between 19 to 52 years old. In order to make this group even more specific and understand what part of it has the actual potential, we are going to use the ConZoom segments and elucidate the useless part of the group.
From the 9 groups conzoom offers regarding Denmark’s population, 4 can be extracted as being relevant to our female target group. Each group is listed below with an explanation proving its relevance.
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