Bundaberg Rum: using demographic and psychographic segmentation to develop a cult brand [case study]

McCarthy, Breda (2010) Bundaberg Rum: using demographic and psychographic segmentation to develop a cult brand [case study]. In: UNSPECIFIED, (ed.) Marketing. Pearson Australia, Frenchs Forest, NSW, Australia, pp. 293-294.

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Abstract

[Extract] Gender segmentation has long been used in beer commercials. Several brands are targeted at young male consumers, who tend to be heavy users of the product. While there are more females drinking, females tend to drink wine and spirits. Bundaberg Rum has successfully used a market segmentation strategy based on gender and psychographics. Advertisements for Bundaberg Rum portray Australian men as consumers who are interested in having a good time and hanging out with their friends, with people who have a 'down-to-earth', 'charming', 'true Aussie' personality. They usually target singles who pursue healthy, active, outdoor lifestyles. The brand is positioned as being suitable for everyday drinking occasions.

Item ID: 33564
Item Type: Book Chapter (Teaching Material)
ISSN: 978-1-4425-1124-8
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This teaching case study is included as part of Chapter 9: Market segmentation, targeting and positioning. In: Kotler, Brown, Burton, Deans and Armstorng (eds.) (2010) Marketing. Pearson Australia, Frenchs Forest, NSW, Australia.

Date Deposited: 24 Jun 2015 05:08
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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