The figure below represents the perceptual map of the beer market. Please answer

Question

The figure below represents the perceptual map of the beer market. Please answer the questions below (5 points; identify answers for each section by using the same labels: 5.1, 5.2, and 5.3, respectively): 5.1 Which brand(s) would address the needs of a light premium beer market segment? (2 points) 5.2 Which pair of brands is perceived to be more similar? (Beck's and Heineken) OR (Budweiser and Beck's)? (1.5 points) 5.3 How would you describe a consumer of Old Milwaukee based on the brand's position along the two dimensions of the perceptual map? (1.5 points) Heavy Old Milwaukee Budweiser Beck's Meister Brau Heineken Miller Budget Premiunm Coors Stroh's e Michelob Miller Lite Coors Light Old Milwaukee Light Light

Explanation / Answer

From the perceptual map of the beer market,

5.1 The brands which would address the needs of a light premium beer market segment are Miller Lite, Coors Light, and Michelob.

5.2 The pairs of brands which are perceived to be more similar are Becks and Heineken as they lie in the heavy premium beer market. Budweiser is towards heavy beer and less as a premium beer market but both Beck and Heineken are towards Premium beer market.

5.3 The consumer of Old Milwaukee based on the brand’s position can be described as capturing a budget beer market and it is also considered as a heavy beer market.

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