1. Product/Company Description:
Company/Product Name: Heineken 0.0 Non-Alcoholic Beer
Product Overview: Beer that has zero percent alcohol
2. Target Audience Demographics:
Age: Mainly younger people (18-25) but could also be people of all ages
Gender: Any
Income Level: Disposible income because they are younger
Education: students (university-age)
Occupation: disposible income (students), or working part-time (uni students)
Geographical Location: anywhere (?)
3. Target Audience Psychographics:
Interests: those who have disposible income and likes to go out and party/hangout or just like drinking in general
Lifestyle Choices: student/working as a young person and going home tired but would like a nice drink to have to refresh.
Values and Attitudes: health, well being, safety
Opinions: emphasis that it's non-alcohol, so that people know it has no alcohol
4. Understanding Consumer Behavior:
Needs: going home after a long day at work/school (university) and wanting a cold refreshing drink without alcohol, and also going to parties without having to consume alcohol for drinks
Motivations: wanting a non-alcoholic drink
Pain Points: desginated drivers after a party who also wants to drink and have fun, but need to drive people home afterwards
5. Competitor Analysis:
Competitor Name: Budweiser
Competitor's Target Audience: those wanting to drink beer (but with alcohol)
6. Target Audience Persona:
Persona Name: Party goers, Designated drivers
Age: 18-25 (but all ages are fine)
Gender: any
Occupation: students, recently into work (young people)
Interests: going to parties, having fun
Lifestyle: refreshing and having a drink after long hours at work/school
Values and Attitudes: prioritize health, safety and well being (and going home safely)
Needs and Motivations: those who like partying but prefers to be the designated driver/doesnt like consuming alcohol
Pain Points: those who need to drive their group of friends home but still want to have a drink and have fun
7. Aligning Advertisement with Target Audience:
Message: Partying doesnt have to have alcohol, one could still party and go wild but still go home/drive people home safely, with non-alcoholic beer
Visuals: clubs, bright lights, partying (but safely, with 0.0
Tone: happiness, safety
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