Target Account Profile
Angry Orchard Target Account Profile By Anna Garbien
Fast Facts Key customer segments:
Future Target Segments:
Established couples in Affluent suburban spread:
Young transitionals: Even though this segment is buying over what is expected,they are not the highest buying segment. So they already like the product, now how can we get them to buy even more?
Index - 331 Volume - 6.1% Young transitionals in Affluent suburban spread: Index - 412 Volume - 4.6%
Small Scale families: This segment is buying but they are on the lower end of purchases. Marketing to them will most likely get them to buy as much as the higher segments.
Top Competitors
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Redds Ale Woodchuck Cider
Opportunities to gain market share: I notice that in struggling urban cores, Angry Orchard is being purchased the same amount as Redds. If Marketing increased to that segment, Angry Orchard could win over some Redds customers to gain share in market.
Primary Competitor: Woodchuck: Angry orchard and Woodchuck both have high volumes and indexes with young transitionals and affluent suburb spreads.
Product Snapshot
Consumer Profile
Target Manager
Target Ranking
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Best Products Books & Magazines:
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Cross Promotion Tortilla Chips:
Frozen Pizza:
Heath Bars:
Targets Local Behaviors
Since Chicago has a very high target household amount and a decently high target index, the local behaviors will be focused on in the Chicago, IL area.
Top Radio Stations:
Top Internet Sites:
Top Television Networks:
Top Current Sports Interests:
Top Grocery Stores Shopped at:
Target Consumer Profile A White or Asian, 23 year old male. He lives in a Chicago, with a roommate. He is health conscious and tries to eat healthy. He likes to listen to QKWX on his way home from working. He of his interests is UFC, but he rather watch it at home than go to the show. He occasionally likes to buy a pack of Angry Orchard to drink while watching the show.
Best Way To Reach Target Consumers:
Marketing Strategies Since research shows that young transitionals listen to an immense amount of radio, specifically station WXQX (101.1), we should utilize that information and reach out to our target through this outlet: ❖ ❖ ❖
Run radio ads for Angry Orchard Have Angry Orchard sponsor the contests that WKQX has for various sports events and concerts Have WKQX post about Angry Orchard on their social media sites.
Since research shows that young transitionals watch a lot of UFC and baseball on television, we should utilize that information and reach out to our target through this outlet as well: ❖ ❖ ❖
Have Angry Orchard sponsor UFC events and matches Have Angry Orchard run television commercials during commercials when UFC is on. Set up a contest to win UFC show tickets or baseball game tickets. To win, people must but Angry Orchard and find the winning bottle cap. (this will immediately increase multi-purchase within our target market)
Since research shows that young transitionals often go to 7-Eleven, and that they like to purchase food items that are found in 7-Eleven ( tortilla chips, frozen pizza, and health bars), Angry Orchard should be placed next to, or around these items in order to increase purchases by our target market.
Conclusion From the research shown in this report, Angry Orchard has many opportunities to reach its target market, through radio, television and grocery. By applying any and all of the marketing strategies recommended on the previous page, Angry Orchard will successfully reach their targeted market, increasing purchase as well as repeat purchase.
Fast Facts Key customer segments:
Future Target Segments:
Established couples in Affluent suburban spread:
Young transitionals: Even though this segment is buying over what is expected,they are not the highest buying segment. So they already like the product, now how can we get them to buy even more?
Index - 331 Volume - 6.1% Young transitionals in Affluent suburban spread: Index - 412 Volume - 4.6%
Small Scale families: This segment is buying but they are on the lower end of purchases. Marketing to them will most likely get them to buy as much as the higher segments.
Top Competitors
● ●
Redds Ale Woodchuck Cider
Opportunities to gain market share: I notice that in struggling urban cores, Angry Orchard is being purchased the same amount as Redds. If Marketing increased to that segment, Angry Orchard could win over some Redds customers to gain share in market.
Primary Competitor: Woodchuck: Angry orchard and Woodchuck both have high volumes and indexes with young transitionals and affluent suburb spreads.
Product Snapshot
Consumer Profile
Target Manager
Target Ranking
❖ ❖ ❖ ❖
Best Products Books & Magazines:
● ● ●
Cross Promotion Tortilla Chips:
Frozen Pizza:
Heath Bars:
Targets Local Behaviors
Since Chicago has a very high target household amount and a decently high target index, the local behaviors will be focused on in the Chicago, IL area.
Top Radio Stations:
Top Internet Sites:
Top Television Networks:
Top Current Sports Interests:
Top Grocery Stores Shopped at:
Target Consumer Profile A White or Asian, 23 year old male. He lives in a Chicago, with a roommate. He is health conscious and tries to eat healthy. He likes to listen to QKWX on his way home from working. He of his interests is UFC, but he rather watch it at home than go to the show. He occasionally likes to buy a pack of Angry Orchard to drink while watching the show.
Best Way To Reach Target Consumers:
Marketing Strategies Since research shows that young transitionals listen to an immense amount of radio, specifically station WXQX (101.1), we should utilize that information and reach out to our target through this outlet: ❖ ❖ ❖
Run radio ads for Angry Orchard Have Angry Orchard sponsor the contests that WKQX has for various sports events and concerts Have WKQX post about Angry Orchard on their social media sites.
Since research shows that young transitionals watch a lot of UFC and baseball on television, we should utilize that information and reach out to our target through this outlet as well: ❖ ❖ ❖
Have Angry Orchard sponsor UFC events and matches Have Angry Orchard run television commercials during commercials when UFC is on. Set up a contest to win UFC show tickets or baseball game tickets. To win, people must but Angry Orchard and find the winning bottle cap. (this will immediately increase multi-purchase within our target market)
Since research shows that young transitionals often go to 7-Eleven, and that they like to purchase food items that are found in 7-Eleven ( tortilla chips, frozen pizza, and health bars), Angry Orchard should be placed next to, or around these items in order to increase purchases by our target market.
Conclusion From the research shown in this report, Angry Orchard has many opportunities to reach its target market, through radio, television and grocery. By applying any and all of the marketing strategies recommended on the previous page, Angry Orchard will successfully reach their targeted market, increasing purchase as well as repeat purchase.
