The North American Breweries (NAB) is planning for a major comeback by introducing a new marketing strategy meant to boost their sales. In realizing this goal, the company is going after three distinct target markets. Their first target market is the young males aged between 21 to 29 years. The historic Genesee line of brands, which include a light beer and cream ale, is going to be re-invented to suit the taste of this target market. They are to be made more attractive and fun to take.
This market was probably selected so as to focus the company on its future goals while still respecting its history and traditions. This was a wise decision since the youthfulness of the beer will be desirable to the young people and the sales will ultimately improve. The second target market will mainly be hardworking mothers who are 32 to 40 years old and have to divide their busy schedules between jobs and families. The Seagrams brand will be targeted to this market. The advertisement is meant to give an impression of escape from the daily toils. Seagrams is often preferred because it is a ready-to-drink beverage with smooth flavors that satisfies tastes. This is a wise decision since it addresses the unique needs of these consumers by meeting their preferences.
The third target market is the consumers who are a bit older and more established in life. Dundee craft ales and the lagers are to be focused on this group. Their selection could have been triggered by the love of the NAB beers despite their historic existence in the market. The NAB will create opportunities for consumers to still enjoy their products. This was a wise decision since the target group has a little more disposable income and they always explore to look for a new brand in the market.