The Bulldog is seeking to expand their appeal to a younger demographic. We have concluded that the best way to attract this audience would be to focus on fostering an environment within the bar suitable for younger people. This report will benefit The Bulldog by providing our client recommendations to attract a younger clientele through effective discounting strategies, creative marketing, information on music curation, and selection of preferred drinks.

 

The objective of this report is to leverage the most valuable recommendations based on data and research our team has collected over the course of the semester. Our website consists of sections allocated for research methodology, recommendations, a review of literature, and an appendix.

 

Key Findings:

 

• Discounts are effective in attracting college students who may be on low budgets.

• Discounts are a proven competitive strategy to keep customers returning to an establishment.

• Email, store, and on campus marketing are preferred by college students.

• Music has a positive effect on customer stay-time and increases purchases.

• Among Gen Z respondents, Lagers are the most popular type of beer.