1 / 20

Cheerwine Brand Perception Among College Students

Cheerwine Brand Perception Among College Students. Elizabeth Payton Emilie Mortensen Zach Potter Maggie Thayer Natalie Baker. Overview.

selima
Download Presentation

Cheerwine Brand Perception Among College Students

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Cheerwine Brand Perception Among College Students Elizabeth Payton Emilie Mortensen Zach Potter Maggie Thayer Natalie Baker

  2. Overview The purpose of our research study was to analyze brand perception of Cheerwine soda as well as compare this perception to that of other soda brands among college students.

  3. Our Hypothesis In-state students will be more loyal to the Cheerwine brand out of a sense of Southern pride.

  4. Research Questions

  5. The Brand Cheerwine prides itself on being a regional brand and utilizing differentiated promotional tactics.

  6. Cheerwine’s Main Challenge • Competition between brands such as Pepsi and Coca-Cola • Regional isolation

  7. PR Campaigns • One of the most notable Cheerwine campaigns was the "Long Live Leisure" campaign that celebrated a "kicked-back lifestyle.” • Cheerwine's most recent campaign is called "The Legend.” The goal of the campaign was to stimulate interest in Cheerwine among those who had not tried it as well as forge stronger ties with fans.

  8. “Czar of Chillocity”

  9. Interview with Current Cheerwine Czar • Responsible for handing out Cheerwine products at UNC sporting events • Cheerwine’s objective with the Czar program is to increase awareness of the brand

  10. Survey

  11. Soda Brand Preference

  12. Soda Brand Consumption

  13. Soda and Social Media • 87% do not follow soda brands’ social media sites • 58% believe soda brands’ advertising tactics are effective • 93% see the most promotion for soda brands on television • 74% are not more likely to choose a certain soda brand after seeing an advertisement for it

  14. Are Cheerwine’s Promotions Effective? • 15% only see advertising on billboards • 12% are Facebook fans • 1% follow Twitter • 65% are not familiar with the Cheerwine Czar • 80% are not familiar with Miss Cheerwine • 61% feel closer to the brand since it is made in NC

  15. Conclusion RQ1: What is the overall perception among college students of Cheerwine as a brand versus other soda brands?

  16. Conclusion RQ2: Are college students more likely to consume Cheerwine based on the brand’s focus on differentiating themselves from other soda brands?

  17. Conclusion RQ3: Are in-state students more (or less) likely to drink Cheerwine than out-of-state students?

  18. Interview Conclusion “ I have seen an increase in interest in Cheerwine”

  19. Recommendations 1) Cheerwine should further develop its Czar of Chillocity program

  20. Recommendations 2) Cheerwine should advertise more frequently through television programming 3) Cheerwine should revamp its social media platform

More Related