Beer is yellow, neither blue nor pink

Abstract: Purpose: The purpose of this study was to investigate how theories regarding core values and cultural shifts could contribute to the segmentation research field. The aim of this study was further to investigate how to attract an additional segment without loosing the original target audience. To exemplify we did a case study regarding whether it is possible for, an existing brand operating in the beer industry; to develop a marketing strategy to attract women, without discouraging men’s beer consumption Methodology: This paper consist of a combined quantitative and qualitative study taking on an a deductive approach. Primary data has been collected through in-depth interviews with a marketing manager in the beer industry, by a survey with 345 respondents and 10 in-depth interviews with consumers. Empirical foundation: The empirical foundation of this paper consists of theories regarding brands, identity and image, core values, segmentation strategies, cultural shifts, source material and subgroups. Conclusions: Society core values can act as segmentation variables. The result of such an strategy would generate a better fit with the desired audience than many other segmentation variables. The study further indicates that since society is constantly changing it is important for companies to be aware of cultural shifts and trends that are taking place. In order to being able to adapt segmentation strategies to these shifts companies need to have a more open approach to segmentation and more often re-evaluate the importance of the segments. By identifying core values that are appreciated by two segments that the company wish to merge, it is possible for the company to attract two target groups with only minor moderations in the communication. By identifying values that are shared by both sexes we were able to develop a strategy to direct marketing to both sexes. A strategy that would also generate a better fit with the desired target group. By classifying the core values and using source material in the communication, we were able to develop a strategy of implementing the values. In addition to this several industries, where the knowledge obtained in this study could be useful, were identified and hence the results extended. Contributions to theory: The study shows how theories regarding core values and cultural shifts can contribute to the field of segmentation research. This thesis further contributes to the fields of core values, cultural shifts, stereotypes in marketing and gender-based segmentation. In addition to these, the study also contributes to the field of marketing research by using a triangulation method by having one quantitative and two qualitative studies.