Introduction
The strategic plan for managing Lyre’s Non-Alcoholic Beverages is at the center of this assignment. This organization has established a strong position in the soft drink market, but a plan is recommended to be implemented to increase competence (Lyre’s, 2020). The company must expand its marketing strategies to reach a wider customer demographic.
Among the problems that can be solved within the framework of the company’s marketing, one should pay attention to the situation with offline marketing, which is complicated because, in bars and pubs, soft drinks are given the last preference when placing units. Creating several online marketing campaigns, customizing them according to demographics, and appealing to different consumer segments makes sense. With the help of this, it will be possible not only to consolidate the popular drink among the already conquered audience but also in an experimental way to expand the scope of the potential target audience.
Segmentation Strategy
One efficient segmentation strategy for Lyre’s non-alcoholic beverages is to focus on health-conscious consumers seeking a healthier substitute for conventional alcoholic beverages. To reach the intended consumers, this strategy will build on organizational strengths found in the SWOT analysis, such as a focus on healthy eating, product diversity, and sustainability concepts. Consequently, such a strategy will strengthen the company’s competitive edge and attract and retain new customers.
Segmentation Methods
A combination of behavioral and psychographic methods for segmentation will be applied. Due to its focus on customer activities and behaviors, such as purchase history, frequency of purchases, and brand loyalty, behavioral segmentation is beneficial in this situation (Loos & Padgett, 2021). As a result, Lyre’s can design personalized marketing programs suited to its clients’ individual requirements. As it focuses on consumers’ personalities, values, and lifestyles, psychographic segmentation is also beneficial (Loos & Padgett, 2021). Using this strategy, Lyre’s can develop customized marketing campaigns that speak to the sentiments and values of its target audience.
Health-Conscious Millennials
The first group is health-conscious millennials who are strongly concerned about their health and are between the ages of 18 and 34. They are looking for brands that share their ideals of sustainability and wellness and healthier alternatives to traditional alcoholic beverages. Since Lyre’s drinks are diverse and contain significantly fewer calories than their alcoholic counterparts, these products may appeal to people who are watching their weight or are on a diet. The products should also appeal to those who follow a healthy lifestyle and avoid alcohol and smoking. The drinks do not contain alcohol but do duplicate the alcohol taste, so they could potentially appeal to the healthy population as a safe, guilty pleasure.
The marketing strategy for this segment would be to emphasize the health benefits of Lyre’s drinks over alcoholic ones, which would demonstrate the harmlessness of such a pleasure. The visual characteristics of the drink in TV and online advertisements would show the benefits of Lyre’s drinks since this type of target audience is attracted to infographics (Wiley, 2019). At the same time, the healthy components that form the basis of Lyre’s drinks are an advantage of the company. It would not be an exaggeration to say that the company strives to make drinks that meet the standards of a healthy lifestyle (Australian Beverages, 2023). In this way, the company earns authenticity in the eyes of a healthy lifestyle client audience.
In addition, Lyre advocates the implementation of sustainability goals and supports environmental initiatives and recycling. All these are important projects of humanitarian activism, participation in which should evoke a warm response from the audience of the first segment (Butler, 2022). In this way, Lyre can emphasize the naturalness of their content, advocating for the good of the world.
Social Drinkers
The next segment is the social drinkers, who are people who want to connect with others and enjoy alcoholic drinks while seeking healthier substitutes. They are looking for a solution that will let them enjoy social gatherings without the harmful consequences that alcohol has on the body. Lyre’s drinks offer an equally flavorful alternative to alcoholic beverages. Lyre’s can also provide a large selection for club audiences and cocktail lovers to ensure consumer satisfaction.
Another way to expand marketing strategies for this winning segment would be to make eye-catching pop-art online social media ads like Instagram (Juska, 2021). Equally important in the context of this segment is offline advertising, which can be organized directly in clubs and craft bars (Dinarichter, 2022). Drinks should be visually represented, so marketers should negotiate with bars for a prominent location for the Lyre’s line of drinks or posters advertising drinks.
Non-Drinkers
The final segment is individuals who do not consume alcohol or refrain from it for personal, cultural, or religious reasons. They are looking for an alcohol-free alternative that allows them to engage in social activities without feeling excluded. For many people, the consumption of their favorite alcoholic beverages can be a problem, and the popularity of non-alcoholic wine or beer indicates that a particular market segment is constantly choosing a non-alcoholic substitute.
Lyre also replaces hard drinks, which helps people fulfill the desire to consume an alcoholic beverage without introducing alcohol into their system (Busby, 2020). This demographic may include people who cannot drink alcohol for health reasons. The advertising strategy may be the same in the context of a given broad segment. The range of flavors and the natural feel of the beverages produced should be at the heart of the selling characteristic for this segment. Lyre produces the most popular alcoholic drinks and cocktails, which should satisfy the needs of a person who wants to taste an alcoholic beverage but cannot do it.
In Australia, the non-alcoholic market is booming, so Lyre needs to create more effective advertising that will cement its products as iconic (Aswani, 2023). Given Lyre’s international ambitions, this demographic’s geographical features can also be considered depending on the country. European demand for traditional drinks like wine and beer is quite high (Naggar, 2022). In this way, Lyre can divide a large segment of the international audience of non-drinkers into geographic divisions with their own cultural and traditional characteristics.
Application of Relevant Marketing Criteria
Health-conscious Millennials are grouped based on their age and attention to sustainability and personal health. They may be distinguished from other audience segments because they place higher importance on health and sustainability than other criteria. Due to their desire to avoid alcohol’s detrimental effects on their health, social drinkers are grouped despite sharing a common interest in socializing and drinking. They differ from other audience groups since they search for a product to enable them to participate in social activities without endangering their health. Their individual, cultural, or religious justifications for abstaining from alcohol serve as the foundation for grouping non-drinkers. Because they are seeking a non-alcoholic substitute that yet enables them to take part in social gatherings, they are distinguished from other audience segments.
Assessment of Relative Segment Attractiveness
The most attractive group comprises health-conscious millennials who share Lyre’s sustainability principles and good health and are likelier to become loyal clients. Social drinkers are a desirable demographic since they are searching for healthier alternatives to standard alcoholic beverages. The least desirable group is non-drinkers since, although they are a smaller market, they provide a significant business opportunity for Lyre’s.
Conclusion and Recommendations
It is reasonable for Lyre’s to develop multiple web marketing strategies, demographically tailor them, and target various consumer groups. One effective segmentation strategy for Lyre’s is concentrating on health-conscious customers seeking a healthier alternative to traditional alcoholic beverages. A combination of behavioral and psychographic segmentation techniques will be used. The first category consists of millennials who are highly concerned with their health. People who like to socialize and indulge in alcoholic beverages but are looking for healthier alternatives make up the next group, known as social drinkers. Non-drinkers and those who abstain from alcohol due to personal, cultural, or religious considerations make up the final category.
As for recommendations, the marketing strategy for Lyre’s Non-Alcoholic Beverages should specifically target each market category. Lyres should emphasize its sustainable and healthy qualities to appeal to health-conscious Millennials. The company ought to highlight the social benefits of its product for social drinkers and how it may be enjoyed without hurting one’s health. Lyre’s should emphasize the non-alcoholic component of their product and how it may still let non-drinkers enjoy social gatherings to appeal to this market. The organization may provide a distinctive value for current consumers and draw in new ones through digital marketing tactics by focusing on these groups as an implication.
References
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