University of the Philippines, Diliman Quezon City College of Mass Communications Journ 200 Thesis Draft SY 2010-2011
SUMMARY OF SURVEY RESULTS
Ano? Laban Ka? A Study on How the Red Horse Muziklaban promotes the Red Horse Beer to the Rock Audience Edward Raymund G. Cuerdo BA Journalism 2004-14693
(Disclaimer) This is not an official survey by San Miguel Corporation The use of any of the information found in this material for any purposes without the consent of the author is prohibited Only 101 participants of 114 were applied in this survey. Participants are Filipinos of legal age, 18 to 30 years of age and drinkers of the Red Horse Beer brand.
Consumer Profile Statistics When and where did you find out about Red Horse Beer? Thirty-nine participants or 32.2% found out about Red Horse through interactions with friends. Others (24 participants or 19.8%) found out about the drink from television, radio, and print commercials or media. Also at 24 tallies or 19.8% of the participants thought that they found out about Red Horse during their school days. Specifically, 18 or 14.9.8% of the participants found Red Horse inside bars, restaurants or at a nearby convenience store while 13 or 10.7% found out about Red Horse from their parents and relatives at home. What/who encouraged you to drink the said beer? Surprisingly, 76 participants or 69.1% stated that their friends were the ones that influenced them the most to drink Red Horse Beer. Others such as curiosity, availability and taste were the reasons for 15 participants or 13.6%. Fourteen participants or 12.7% influenced themselves to drink the said beer while mere 4.5% or 5 participants were influenced by their relatives. How long have you been drinking Red Horse Beer? In this, almost at the same level at 38 (38.4%) and 39 (39.4%) have been drinking the said beer brand for up to 5 years and up to 10 years respectively. Four participants or 4% answered they have been drinking for more than 10 years. Others answered in an indefinitely (18 participants or 18.9%) that could connote they have been drinking for more than the years tallied. Fifty percent of the indefinite answers told that the participants have been drinking since high school. Do you drink other beers or liquors? Almost every valid participant or 99% agreed they drink other types of spirits as well while one participant drinks Red Horse Beer exclusively.
Drink Preference Stats How often do you drink? People who occasionally drink beers and liquors tallied 36 or 35.6%. Those who drink more than once a month scored 22.8%. Others (both tallied 10.9%) drink once a week and once a month while 17 or 16.8% admitted they drink more than once weekly. Three percent are regular drinkers which are considered indefinite by nature. How often do you drink Red Horse? In this part, 45.5% or 46 of the participants drink Red Horse on an occasional/rare basis while only 10.9% or 11 participants drink Red Horse regularly during their drinking sessions. Some participants (20 or 19.8%) drink only once a month while 7 or 6.9% drink more than one a month. Ten participants or 9.9% drink at least once while 7 or 6.9% drink more than once per week.
How often do you drink other spirits? Among 101 participants, 39 or 38.6% drink other liquors occasionally. Those who drink other spirits often amounted to 12 participants or 11.9%. At least once a month drinkers tallied 20 or 19.8%. Seven participants or 6.9% drink more than once every month scored. Fourteen (13.9%) thought they drink other spirits on a weekly basis while 5 participants drink at least twice a week. What would be your reason for drinking Red Horse Beer? Is it the taste? Its price? Fifty-one respondents or 50.5% answered alongside the supposedly choices of price and taste. While there were other reasons for drinking Red Horse Beer, 37 respondents or 36.6% think that it’s the taste that counts compared to price, which had 17 respondents or 16.8% agreeing. Among the other reasons for drinking Red Horse Beer, 24 or 23.8% thought that their reason for drinking the beer is because of its alcohol content and effect. Also, 24 respondents (23.8%) thought that both price and taste matter for drinking the beer brand. Notably, availability (11 respondents or 10.9%) and socializing with friends (10 respondents or 9.9%) came up as reasons for drinking Red Horse Beer. Combinations: The main reason for this type of question was to compare taste and price as sole reasons patronizing Red Horse beer. Still, the respondents answered erratically. Looking at the supposedly main answers for this question, price and taste would still matter to the respondents with an accumulated percentage of 77.2% against the 50.5% accumulated percentage for other reasons.
What would be your reason for drinking other spirits? Is it the taste? Its price? Sixty-six respondents or 65.3% thought that taste mattered in drinking other spirits as against to 9 participants or 8.9% answered price. Twelve respondents or 11.9% thought that both mattered. Other reasons amounted to 43 or 42.6% with alcohol content and effect at 14 or 13.9%. Combination: The main reason for this type of question was to compare taste and price as sole reasons patronizing other spirits or liquor brands. Still, the respondents answered erratically. Looking at the supposedly main answers for this question, price and taste would still matter to the respondents with an accumulated percentage of 86.1% against the 42.6% accumulated percentage for other reasons.
What do you think are the advantages of Red Horse Beer compared to other liquor brands? When asked of the advantages of Red Horse Beer to other liquor brands, 42 or 41.6% answered price. Thirty-eight or 37.6% tallied looked for the beer’s alcohol content and effect. Others (23 participants or 15.6%) thought that the Red Horse’s packaging was the advantage while some thought the beer’s availability and taste (19 or 12.9% and 18 or 12.2% respectively) were valuable.
What are your top five reasons why you would drink Red Horse Beer? Affordability: 60 Alcohol Content/Kick/Effect: 60 Taste: 53 Friends/Socialization: 45 Availability: 39 Ads/Marketing/Packaging: 22 Affordability and alcohol content/effect came up as the number one reason for the participants to engage in drinking Red Horse Beer tied at 60 or 59.4%. Second in the rank is taste (53 or 52.5%) followed by socialization and friends (45 or 44.6), availability (39 or 38.6%) and advertisements and packaging (22 or 21.8). Is Red Horse Muziklaban a reason to drink beer? An overwhelming 85% agreed that Red Horse Muziklaban is not a reason to drink beer.
Of all the drinks, which is/are your favorite/s? Why? Tally: 101 participants (some with multiple answers) San Miguel Products: 6 products (56) Red Horse Beer: 32 (31.7%) San Mig Light: 13 Cerveza Negra: 3 San Miguel Pale Pilsen: 3 San Miguel Strong Ice: 3 San Miguel Super Dry: 2 Beer in general: 5 Colt45: 4 All in all beer: 65 Vodka products: All in all: 28 The Bar: 10 Absolute Vodka: 6 Vodka in general: 12 * Products that scored 1 are not mentioned in this statistics.
Other Hard Drinks: All in all: 37 Bailey’s: 4 Grand Matador: 4 Tanduay Ice: 3 Rum: 3 Margarita: 3 Champagne: 2 Jose Cuervo: 2 Jack Daniel’s: 2 Red wine: 2 Tequila Rose: 2 Jaigermeister: 2 Gilbey’s Premium: 2 Bacardi: 2 Whisky: 2 Brandy: 2 Unidentified drinks/mixes: 8
While this part of the survey does not exclude other liquor brands, multiple answers were expected to be given by some of the participants. Thirty-two participants or 31.7% preferred Red Horse Beer because of its taste, alcohol content, price, compatibility with friends, and availability. Thirteen participants or 12.9% preferred San Mig Light because of its “right” alcohol and calorie content, and affordability. Almost tied with San Mig light are twelve participants (11.9%) in favor of vodka because of its taste and mixes. Duly notable are those who preferred The Bar vodka (10 participants or 9.9%) and Absolut vodka (6 participants or 5.9%) both for their tastes. Twenty-eight or 28.7% preferred vodka possibly making it a direct competitor of the Red Horse Beer brand minus the other San Miguel products. Still, 56 participants or 55.5% preferred San Miguel products majority of which are Red Horse Beer enthusiasts.
On the Red Horse Muziklaban, Red Horse Beer, and Rock Do you think music and drinking go together? Why? Eighty-one participants (80.2%) agreed that music and drinking go together mainly because it creates a good atmosphere for socializing. Also, some agreed because alcohol and music complement each other. On the other hand, some thought that drinking and music are already a part of our Filipino culture. Twelve participants (11.9%) thought that music and drinking do not go together mainly because a person doesn’t need alcohol to enjoy music and probably the other way around as well.
Do you think that rock music and Red Horse Beer go together? Why? Almost ¾ (72 participants or 71.3%) of those surveyed agreed that rock music and Red Horse beer go well together mainly because of the strong image of rock and the said beer brand. Others said that they wanted to experience wholly the music and with the said beer brand and felt that rock music was appropriate while drinking. Those who disagreed (22 participants or 21.8%) thought beer is not exclusive to rock music. Others preferred other types of music while drinking. Do you consider yourself a rakista? What type of music audience would you consider yourself? Almost ¾ of the participants (75 or 74.3%) denied themselves of being a rakista although some (16 participants or 15.8%) like to listen to rock. Some (21 participants or 20.8%) prefer other types of music while others (17 participants or 16.8%) listen to other genres instead. Do you think Red Horse Beer defines a rakista? Why? Most of the participants (78 or 77.2%) think that Red Horse Beer does not define a rakista mainly because they think that the beer brand caters to other fans as well. Some think that it is the sole passion for rock music and lifestyle that defines a rakista. Others think that Red Horse beer does not define a rakista because of the belief that some rakistas do not drink or drink other beverages as well, it is only because of the beer’s marketing strategy, and beer doesn’t define a person or a genre of music. Some (18 participants or 17.8%) agreed that Red Horse Beer defines a rakista because of aggressive marketing. Others think so because they, and other rockstars and rakistas, prefer the brand. Did your personal preference for beer change when you heard about the Red Horse Muziklaban? Why? In what ways did it change or retain? Ninety-four of the participants (93.1%) thought that the Muziklaban did not change their preference for beer or for liquor in general. Most of them do not see the relationship of beer preference to the Muziklaban. Some also see the Muziklaban as a marketing strategy. Others (7.9% or 8 participants) thought that their impression of the beer changed for the better.
Do you find Red Horse Muziklaban helpful in your recall of the Red Horse Beer brand? Why? Seventy-one or 70.3% believe that the Red Horse Muziklaban was helpful to the recall of the Red Horse Beer brand while 27 participants or 26.7% believe it did not. Among those who answered yes, 46 or 45.5% thought that Muziklaban is an effective campaign to promote the beer brand. Because the Muziklaban has the tag “Red Horse� to it, most of the participants thought about the beer right away. A few think that Muziklaban is very successful to the point that Red Horse would definitely be related to it and because of some rock music and bands participants.
Did you find the said event helpful in patronizing Red Horse Beer? Why? How about in patronizing rock music? Thirty-one participants (30.7%) agreed that that the Muziklaban helps people patronize the Red Horse Beer more. Sixteen (15.8%) thought that the event promotes patronization of the beer more compared to thirteen participants (12.9%) saying that it helps patronize rock music. Some participants (15 or 14.9%) did not give any reason for saying no to this part of the questionnaire. Only 8 (7.9%) gave their reason for disagreeing, half of it says that it is more on the music, and the others for reasons such as it might suggest violence, and that it is more of a marketing strategy.
Do you think that Red Horse Muziklaban promoted Red Horse Beer well to the rock audience? Why? How about on the other types of audiences? Eighty-six participants (85.1%) think that the Muziklaban successfully promoted the Red Horse Beer to the rock audience mainly because of good marketing strategy and endorsements of rockstars. Only 7 (6.9%) agreed that it promoted well to the other types of audiences mainly because it was limited to rock. Although successful, 31 participants or 30.7% thought that the event did not do well so much of promoting Red Horse beer to the other types of audiences.