My group and I conducted a market segmentation and strategic positioning analysis focused on Kirin USA and the competitive U.S. import beer market. The project examined how consumer perception, taste preferences, pricing, lifestyle behavior, and brand positioning influence purchasing decisions within a crowded beverage industry dominated by larger competitors such as Heineken and Corona. My group analyzed survey and segmentation data from over 300 respondents to identify key customer segments and determine which audience presented the strongest growth opportunity for Kirin’s Ichiban Shibori brand.

Using behavioral and statistical analysis, we developed multiple consumer segments based on taste preferences, image perception, consumption habits, and purchasing behavior. The project included interactive dashboards, perceptual mapping, segmentation graphs, and strategic recommendations designed to align Kirin’s branding and marketing efforts with high-value target consumers. Through the research, we identified “Sophisticated Import Enthusiasts” as the strongest strategic segment due to their preference for premium quality, craftsmanship, and imported beer experiences.

The project strengthened my understanding of market research, segmentation strategy, consumer analytics, and competitive positioning while showing how brands use behavioral insights and data visualization to make strategic marketing decisions within highly competitive industries.