2.1 Alcohol cases in Asia and Malaysia
In Western Europe there is a trend, this trend involves more teenagers are turning to alcohol at a younger age. This trend is also creeping into Asia and hence Malaysia too. 45 per cent of Malaysian youth under 18 years of age consume alcohol regularly (http://www.topix.com/forum/world/malaysia/TK78Q6TQ28RJ20V8L). This fact might contribute to the fact that Malaysia is the tenth largest consumer of alcohol in the world. The average range of alcohol dependence in Malaysia is 22 years.
In 1997 Alcopops, or alcoholic lemonades and sodas with 4-5 per cent alcohol hit Malaysia and targeted the youths. They went by brand names such as Storm, Pelican, Hooch, Stinger, DNA and Two Dogs and some of them came in colourful bottles with some cartoon characters on them. This is quite clear that the drink were made to be marketed to a younger customer. At first they were sold in clubs and bars but they eventually made their way to family supermarkets where they were sold along side juices and other non-alcoholic beverages.
2.1 Campaign Demographics and Psychographics
Demographics
Gender
Female
Male
Age
13-19
Occupation
Students
Location
Urban/Rural
Income
Student Allowance
Psychographics
Perception: Health and fitness is important in one’s life
Learning: School books, internet, magazines
Motivation and Needs: Education, family, friends
Attitude: Socially intelligent
Personality: Attentive, open-minded
Lifestyle: Busy, socially active, popular
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