Behavior segmentation divides buyers into groups based on knowledge, attitudes, uses, or responses to a project. Specifically Benefit Sought helps find the major benefits people look for in the product class, the kind of people who want these benefits, and the major brands that deliver.
Dos Equis portrays that their beer is the only one that provides the benefits someone like the most interesting man in the world would like. By doing this they are trying to show their beer is different from other beers in class, and that the people who drink it are are from this class.
-Dane DuBose
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I always though this commercial was effective, if not in necessarily getting the audience to buy Dos Equis, it probably changes where the brand exists in people's minds. It's not some Mexican knock-off of Corona... after all, the most interesting man in the world favors it over all other beers. The segmenting is behavioral, but it is also segmenting aspirations. Not everyone wants to be like this character, but those that do, should emulate him down to the very beer he prefers.
ReplyDeleteOops, this is kind of funky using the same user name... for the above comment...
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