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

McCarthy, Breda

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.

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Marketing

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978-1-4425-1124-8

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Pearson Australia

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Frenchs Forest, NSW, Australia

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