They are very much committed in marketing and promoting their products in a very responsible manner. In 1985 the company was renamed Labatt USA. It is an associate of KPS Capital Partners, LP. The CEO of North American Breweries, Mr. Rich Lozyniak said:
“Positive changes are brewing. We’re reviewing every aspect of our business to strengthen the brewery’s position”.
The different brands of NAB has targeted different group of customers. The target customer groups are different for different brands. Genesee which is a light beer is looking towards young customers between 21-29 years to make their brand more attractive and gain more popularity. This target customer does not bother of spending on beers, because this is the stage where is enjoyed in its complete sense. This consists of the first target market.
The Seagram’s targeted customers are the customers between 32 – 40-year-old women specifically the working ladies who manage both the family and work life. These customers use the beer to get out from both work and family stress. They are the second target market. Dundee targeted customers are older segments, who are well-settled in their life and have much more disposable income with them. For the above stated three brands new campaigns will be launched in early 2010.
As per their marketing strategy of NAB they have identified their target customers from all categories such as starting from the young age to the older age people who needs it.
NAB has targeted customers from different categories. Here the organization is able to meet the needs of the customers ranging from the youth till the old age people. They have categorized their products based on the age group. Here age is considered as a major factor for the market segmentation. The old-age customers will give more value to the heritage and the young customers will give more values to the emerging trends in the market. So I think the decision taken by them is considered as a wise decision, where it is designed in such a way that it meets the taste and preferences of the targeted customers.