PRR focus ( Current Press releases and articles from PR Newswire.com)

http://www.prnewswire.com/news-releases/reportlinker-adds-consumer-targeting-in-alcoholic-drinks-effective-marketing-and-innovation-strategies-by-gender-age-price-and-occasion-102346279.html

My blog will be focusing on interesting and recent articles from Prnewswire.com that I enjoy . As the semester progresses I will update and blog about current events that are hot in the public relations industry.

The article that struck my attention   by Nicolas Bambourg  titled, " Reportlinker adds consumer targeting in alcoholic drinks effective marketing and innovation strategies by gender, age, price and occasion" was very intelligent. This article connected extremely well to class discussions on public relations research, and the methods of research that go into any project. Although we haven't gone into much detail as of yet on the topic of what must go into a complete research project, we have now gained a small appreciation at the least.

 The article explains its objective, which is to gain a better understanding and find out where the market for certain alcoholic beverages stand. With today's struggling economy these businesses that are producing alcoholic beverages understand that people are drinking heavily as a whole. Reasons such as job loss, risk of job loss and so on, could be the causes. The public relations groups aren't looking for answers as to why, but who to target?  The article shows how the quantitative and qualitative methods are being used in order to answer questions such as;  What is the future for demographic marketing for alcoholic beverages?  Some of the reports objectives focused on demographics. The Hispanic ethnicity has a high percentage for certain alcoholic beverages, therefor the PR practitioners has their quantitative group, which they can now perform some qualitative research on. They may now target that Hispanic ethnicity because of previous research that showed that Hispanics are drinking more than any other demographic and that they are the ones who have already been targeted for marketing schemes.

Whether it is age, sex, or ethnicity that divides certain alcoholic markets, the PR practitioners are looking for ways to provide satisfaction to their customers. They have to look at what the economy is shaping out to be within the next five years along with the group of people who are purchasing their product. 

I enjoyed the article very much, and believed that it was very helpful in setting a good example of what needs to be put into consideration for a marketing plan. The way the article addresses the economy and certain classes struggles to maintain is an appropriate matter, and it is relevant to target a certain sub-sector of an ethnicity  when feasible, especially when you can see that although they are struggling to maintain their jobs or lifestyle, they are still drinking alcohol frequently.