Marketing- Here We Go

Here, We Go!

By: Jami Johnson

MKT 625-001

March 21, 2012

Target Needs & Buyer, Value Proposition, Brand Loyalty, consumer buying process complexity, competitive strategy, continue to purchase super bowl ads but in more moderation.

Everyone has needs that, as humans, we seek to fulfill in one-way or another. According to A Framework For Marketing Management by Kotler and Keller, “some customers have needs of which they are not fully conscious or that they cannot articulate (2012).” There are many needs the Bud Light Super Bowl commercial seemed to pursue with Anheuser-Busch’s target consumer being young to middle aged social adults. A Stated Need of the intended buyer would be the need for an alcoholic beverage but the Real Need of the buyer is a cool and refreshing alcoholic beverage. These needs are derived by the actions of the commercial’s main host/ homeowner and friends during the course of a social gathering in the host’s backyard and house. I believe an Unstated Need of the target buyer is a good taste because no one wants to drink a bad tasting beer. But, the highlight of the commercial is a rescue dog that will bring a beer every time a person called his name by saying “Here, We Go.” This trick performed by the rescue dog could be a Delighted Need desired by the target audience. Another Delighted Need could be the buyer would like part of the proceeds of their beer purchase to go towards animal rescue organizations or sponsorship of rescued animals. A Secret Need of the consumer the commercial directs is the desire to be seen as a supporter of rescue organizations and rescued animals.

Many consumers find the refreshing taste and reasonably price of Bud Light a true value compared to other light domestic beers. The “Here, We Go” Super Bowl Advertisement implied the proposed value of popularity of a person drinking and serving Bud Light at a house party will be seen as trendy. The host in the commercial had ice buckets,...