Hancrafted premium beer : segmentation strategy : the case of NAU Beer

• Autor(a) principal: Oliveira, Catarina Arroz
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/20601
• topic: Market segmentation; Cluster analysis; Target market; Segmentação de mercado; Análise de clusters; Mercado-alvo; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Market segmentation is one important Marketing technique addressed by companies in order to understand who are their potential clients in the market in general and afterwards develop an effective marketing campaign focused on those clients with the objective of increasing their sales, maximize their profits and in this way guarantee their sustainability and growth. This dissertation has the objective of helping NAU beer, a Portuguese start-up in the alcoholic beverages sector in Portugal. The main purpose is to understand on which segments should NAU focus its strategy. In order to address this objective, the Portuguese Market was analyzed and divided according to alcoholic drinks consumption habits, alcoholic drinks purchasing habits and characteristics most valued in alcoholic drinks. To do this analysis, two Focus Groups were conducted, as well as an Online Survey and afterwards a Cluster Analysis that ended up dividing the market into 5 segments. The results of this dissertation identify two potential segments for NAU beer. Additionally, analyses were conducted for all the 5 segments.