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TABLE OF CONTENTS

I: Executive Summary 3

II: Introduction 3

III: Review of Concepts 4

IV: Method 7

V: Descriptive Results and Findings 10

VI: Organization Specific Analysis 15

VII: Overall Conclusions and Recommendations 16

Bibliography 19

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I: Executive Summary

Our group is examining a survey that describes the demographic makeup of the College of

Business students at the University of Wisconsin – Oshkosh. The survey gathered mostly metric

data in the form of natural integers and one large synthetic scale. The survey was conducted in

January – February 2013, and was specifically delivered in the Essentials of Marketing class. We

will be utilizing the results from this data to conduct a business analysis for Molly McGuire’s

This report includes insight based off a survey of approximately 150 UW Oshkosh students,

primarily juniors and seniors. The survey helped gather key information on student income,

expenses, debt, and interests. Based on the data that has been collected from these surveys we

hope to be able to discover and come up with possible marketing solutions to help bring more

customers through Molly’s doors. We utilized basic descriptive statistics to get a simple

understanding of the market. We also conducted three primary analyses. The results of these

more in depth analyses should help give Molly’s some ideas to help with their marketing

efforts.

II: Introduction

Molly McGuire’s is a local campus tavern located at 539 Campus Pl. in Oshkosh, Wisconsin.

They are a main stay for UW-Oshkosh students looking for a place to socialize and a have a

good time. Offering a dance floor, pool tables, dart boards, VIP areas, and great deals on both

alcohol and food Molly’s is a well-known tavern that has a history of tradition here in Oshkosh.

Molly’s is one of four closely located campus bars. Kelly’s, French Quarter, and Dark Horse are

the other campus bars located near the UW Oshkosh campus. It should be noted that the

owner of Molly’s is also the primary owner of French Quarter.

Molly McGuire’s has shown interest in trying to establish new promotional ideas in order to

gain more market share. In order to increase its share Molly’s is looking to widen its knowledge

of its target market; students at the University of Wisconsin – Oshkosh. Due to the rivalry and

competitive nature of their market they must implement unique and imitation resistant

opportunities to maintain a loyal customer base as well as attract new customers.

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The figure above displays what Molly McGuire’s currently offers for specials throughout the

week. As seen these specials do not differ greatly from the specials at other campus bars other

than the night of the week that they are offered. This is not an effective strategy because the

promotions only offer limited value and are not differentiated amongst other bars’ promotions.

III: Review of Concepts

Ten Things College Students Waste Money On

By Nancy Anderson

Published: 9/15/2011

This article focuses on how college students spend money. It also touches on the ways college

students could be saving money. With increases in tuition, student spending has become a hot

topic. It is often said; the longer you stay, the more you pay. This definitely has some truth

behind it. Student debt is increasing as students spend more time in college. Money

management is a great solution to this problem. If students can be more frugal and wiser with

their money they will be better off in the long run.

In the article there is a list of ten things college students spend money on. The list consists of:

textbooks, tuition, automobiles, housing, school supplies, socializing, applying for credit, and

missing deals. There are a few items on this list that students need to have to be successful in

college; however there are a few areas where some cutbacks could be made. Socializing for

instance is a big area where students spend outside their means. The article hits home on the

fact that there are several activities or social events that students can attend instead of

spending big bucks on socializing. Choosing what to do and how much you can save is

important. Another big area is applying for credit. This article states that the average student

racks up about $4,100 in credit card debt. There is a simple solution for that, don’t use or get a credit card.

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The main point of this article is to illustrate that student spending can be reduced if it is done

the right way. Prioritizing spending is one great way to save money, yet still enjoy the college experience.

SPENDING PRACTICES OF COLLEGE STUDENTS: ALCOHOL

By: Jeffrey Zilberman

Published: 2009

This article examined the outcome of a study done on college students and their spending

habits and attitudes toward spending. With more and more college students obtaining part

time or work study based jobs while in school, discretionary income in college is increasing. This

study showed that after college students pay for the necessities the next purchase on their

mind is alcohol. Several students were surveyed and admitted that they spend too much on

alcohol and that the main reason for having a part time job is to pay for expenses like this.

The study also looked at the students’ attitude toward their spending habits. In the conclusion

it stated that a majority of the students surveyed are confident in their purchases. This just

shows that students have a different way of prioritizing what they spend their money on.

THE SNACKER GENERATION

BY: LUCY PERKINS

Published: Nov. 12, 2012

This article takes a look at the difference in spending by college aged students in their 20’s and

adults who are out of college. It also examines the flow of students’ money and how fast it

burns a hole in their pocket. Students in college spend the most money on food and alcohol.

People who have been out of college for some time still spend money on both of these,

however the percentage they spend on each is way different than that of a college student. The

college lifestyle is often to blame for this according to the article. Col lege students spend their money as it comes in, and they are quick to spend outside their means.

The article talked a lot about how students in college are often still on “life-support” from

student loans and parental support. This bubble shelters them from the reality that money is

not infinite and that eventually there won’t be any financial support to fall back on. This is

exemplified in the article when they talk about recent college graduates who spend outside of

their means because that is what they are used to doing while in school. Eating out and getting

drinks on a consistent basis over a long period of time adds up even though it doesn’t seem

that way it is true. Spending habits formed while in college carry over and they aren’t always

the best habits. The moral of this article is that practicing frugality in college will only help after

graduation.

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The Role of Monthly Spending Money in College Student Drinking Behaviors and Their

Consequences.

By: Barbara Alvarez Martin, MPH; Thomas P. McCoy, MS; Heather Champion, PhD;

Maria T. Parries; Robert H. DuRant, PhD; Ananda Mitra, PhD; Scott D. Rhodes, PhD

This article talked took a look at how certain factors affect alcohol consumption. The factors

they looked at were spending money available to students; the amount of drinks the student

consumes on a night out; and the consequences caused from over consuming alcohol. They

conducted a survey online that they sent to 3,634 students from 2 large universities. What the

survey showed was that those students with very low income levels drank much less than those

with middle to higher income levels. They found that when income level exceeded $399 per

month, alcohol related incidents increased compared to the incidents reported from students

who made under $399 per month. Another trend was that those students who indicated they

lived with 3 or more roommates or had Greek affiliation tended to drink more per week.

Fraternities and sororities are stereotyped with being big drinkers, but this study showed that

to be true more often than not. Using a survey from the Harvard College Alcohol Survey

conducted by Powell et al they saw that when the price of alcohol increased however so slightly

student spending towards drinking decreased significantly. They concluded that this study could

be used by universities as a way to decrease drinking among their students. They also think that

marketers could use this data collected to find different ways to target students. The groups

defined as heavy drinkers were defined by race, gender, and spending money, and by using

these groups alcohol beverage companies could market to these groups specifically.

Alcohol drinking among college students: college responsibility for personal troubles

By: Vincent Lorant, Pablo Nicaise, Victoria Eugenia Soto and William d’Hoore

The authors in this article took a look at the factors that influence college students to drink.

They conducted a survey looking at drinking behavior, social involvement, college

environmental factors, drinking norms, and positive drinking consequences. What they found is

that the average student consumed 1.7 drinks a day and had 2.8 violent acts a month. This

number seems high but if you go out on the weekend and have a lot to drink this will affect the

average. They also found that the amount spent on alcohol and the amount consumed

increased when living in a group environment (dorm, frat, roommates). The students

rationalized this amount of alcohol consumption by associating it with socializing. They said

they were using this as a way to come out of their shell and experience college life. Some of the

students felt pressured into drinking more than they normally would in order to “fit in” and be

accepted. These drinking influencers are things universities can control in some way. The

authors stated that universities have a responsibility to inform the incoming students that there

are other things to do besides drinking. Unless universities get out in front of this pattern money spent on alcohol will increase along with the number of alcohol related incidents.

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IV: Method

Sample Size

The data in this report was obtained from a survey distributed to students in the Essentials of

Marketing course at the University of Wisconsin Oshkosh during January and February 2013.

The College of Business typically requires full admission before a student can take the course, so the sample is heavily weighted towards juniors and seniors.

Because some responses resulted in unreliable or incomplete data, the number of responses on

each question varies. Most questions received between 140 and 155 responses.

Class Standing

The vast majority of students in the sample are juniors and seniors. From a bar’s perspective,

this means that many students are within one or two years of graduating and a quick response

for new promotions is important.

Gender

58%42%

Gender

male

female

Current student standing

Category Frequency Percent

Junior 80 51.3%

Senior 67 42.9%

Freshman 1 0.6%

Sophomore 1 0.6%

Total 156 100.0%

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The results of the sample showed that 83 students (57.64%) were males. This sample differs

from general population statistics obtained by collegeportait.com that indicate that UWO has a

male population of only 41% males, so this sample appears to differ from the general

population.

Age

According to both the median and mean, most students were born in 1991. Based on the

survey date of early 2013, the average age is near 21 years old. This age group fits well with the

specific business need of Molly McGuire’s to advertise specifically to individuals of at least 21

years of age.

Measure Year

Mode 1991

Median 1991

Youngest (Min.) 1992

Oldest (Max.) 1985

Marital Status and Dependent Children

All reliable responses within the sample of 147 students indicated "Never been married" when

asked about marital status. Of the sample of 147 students, one individual indicated that he or

she had a dependent child.

Gender

Category Frequency Percent

male 83 57.6%

female 61 42.4%

Total 144 100.0%

Age Frequency Percent

21 49 33.6%

20 43 29.5%

22 31 21.2%

23 13 8.9%

25 5 3.4%

24 3 2.1%

26 1 0.7%

27 1 0.7%

Total 146 100.0%

Age

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Student Majors

The results show that the most prominent major in the sample was marketing by a solid

margin. The next highest response was majors outside of the College of Business. Information

Systems was the least common response. The reason for the higher count than administered

surveys is because some students are double majors.

0

10

20

30

40

50

60

# o

f St

ud

en

ts

Student Business Major Selections

Major Count Percent

Marketing 53 28%

Other 31 17%

SCM 24 13%

Finance 22 12%

HR 21 11% Econ 21 11% Accounting 13 7% IS 2 1% TOTAL 187 100%

Area of Study

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Number of Semesters Needed to Graduate

The survey results indicate that the average student graduates with an undergraduate degree

in just over nine semesters. Based on analysis of the standard deviation, 95% of students should

graduate in somewhere between six and thirteen semesters. This can create both hurdles and

opportunities for a bar. Students graduating in six semesters straight from high school may

never reach the legal drinking age, while individuals spending 13 semesters at the campus may

be excellent targets for repeat business.

V: Descriptive Results and Findings

Overall, Students find ‘Happiness’ as the most important value in their lives with an 8.3 rating.

The majority of other values averages between 7.3 and 7.9. In addition to having the highest

average rating, ‘Happiness’ also had the lowest standard deviation with 1.0, so it was

consistently ranked high. Wealth is by far the lowest rated value, with an average score of 6.5.

Interestingly, it also had the highest standard deviation with 1.8, so it’s likely that a select group

of student also rated it higher, while some may also have rated it significantly lower.

Molly’s can take these findings into consideration, because it appears that ‘Happiness’ is what

students value most. Determining what makes them happy (alcohol, food, music, or a

Variable Average

Standard

Deviation Minimum Maximum Sample

Total semsters of coursework 9.2 1.8 3 16 144

Time until graduation with undergraduate degree

Variable Average

Standard

Deviation

Happiness 8.3 1.0

Self-respect 7.9 1.1

Success 7.7 1.3

Sense of accomplishment 7.7 1.2

Being Well respected 7.6 1.2

Warm relationships with others 7.5 1.3

Freedom and independence 7.5 1.3

Fun and excitement 7.4 1.2

Education 7.3 1.5

Security 7.3 1.3

Wealth 6.5 1.8

Student Values

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combination) will draw them into their establishment over the competition’s if they can

leverage it correctly.

As seen from the first question, ‘Happiness’ is the most popular value among by students. This

graph specifically shows its popularity between the alternative values. With a total of 62

respondents indicating that it is their most important value, it is almost four times higher than

the next value. ‘Warm relationships with others’ doubled the three-way tie for third most

popular with 16. Interestingly, ‘happiness’, ‘warm relationships with others’, and ‘fun and

excitement’ can all be related to what factors in to a successful bar atmosphere.

Therefore, Molly’s should also focus on providing ‘warm relationships with others’ and ‘fun and

excitement’ in addition to ‘happiness’ to increase the effectiveness of their appeal to students.

Their large dance floor is a key differentiator that combines all of these values and can provide

a greater value proposition as to why students would visit Molly’s over another establishment.

The majority of students’ income comes from their ‘take home pay after taxes’ , with an average

of $6,502.22 per student. A substantial amount also comes from ‘student loans’ and ‘parents’

support or funds from family/gifts, with that average being $4,296.73. The most intriguing facet

Category Frequency Percent

happiness 62 51.7%

warm relationships with others 16 13.3%

fun and excitement 8 6.7%

sense of accomplishment 8 6.7%

self respect 8 6.7%

success 6 5.0%

being well-respected 4 3.3%

education 3 2.5%

wealth 2 1.7%

security 2 1.7%

freedom and independence 1 0.8%

Total 120 100.0%

Most Important Value

Variable Average

Standard

Deviation Minimum Maximum Sample

Take home pay after taxes 6,502.22$ 6,383.99$ 0 34000 154

Student loans 4,296.73$ 5,003.44$ 0 30000 143

Parents' support or funds from family/gifts 3,391.69$ 6,115.42$ 0 60000 148

Scholarships, grants 1,340.09$ 2,777.30$ 0 15000 150

Other-Incoming Money 1,050.00$ 2,927.23$ 0 19000 76

Student Income

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of this graph is the disparity that occurs between the respondents in each category. The

standard deviations are roughly equal to, or in most cases greater than the means. There were

multiple examples of students earning no money from work or receiving no support from their

family, but some students also made as much as a full-time job and in one case, received

$60,000 in supporting funds. In particular, 14 students responded with ‘$0’ for the variable of

‘take home pay’. Also, only about half of the students who responded to the first four variables

also responded to ‘other-incoming money’. Without any further information, it cannot be

determined as to where that money is coming from.

Students average $331.50 in rent and utilities on a monthly basis. The standard deviation of this

variable is fairly significant, which suggests that some students that were surveyed may still live

at home (rent-free) with their parents, while others may be living in more upscale housing such

as Morgan Crossing or Radford Village. In total, 17 students identified that they did not pay

anything for rent. Phone, internet, and all had much higher standard deviations in comparison

to the average, which further suggests that some are still living with their parents or are at least

having these amenities provided to them. One phone response was listed at $1080.00 and was

thrown out of the presented data due to the fact that it was an extreme outlier.

Most students are probably not enrolled in a meal plan, but the average remains at $126.96

because of the few that are paying full price and those that have the commuter plan. Two

responses of $1000.00 and $2000.00 were thrown out because they were most likely based on

an annual amount and not monthly like the question asked. Most importantly for Molly’s, in-

home alcohol purchases is a sizable, yet unnecessary expense for most students, with an

average of $37.79. Any money spent here is possible revenue that Molly’s is not receiving.

However, 35 of the respondents indicated that they did not spend on money on in-home

Variable Average

Standard

Deviation Minimum Maximum Sample

Rent and utilites 331.50$ 159.24$ $0 800.00$ 153

Phone 28.82$ 35.43$ $0 180.00$ 147

Internet and cable (check box if included in rent) 30.05$ 35.93$ $0 250.00$ 115

House décor items 21.59$ 45.47$ $0 400.00$ 145

Other-House 7.35$ 22.90$ $0 100.00$ 88

Housing

Variable Average

Standard

Deviation Minimum Maximum Sample

Student meal plan 126.96$ 98.19$ $0 500.00$ 151

Restaurants and on-campus meals/snacks 55.75$ 59.93$ $0 500.00$ 149

Alcohol (in-home) 37.79$ 40.54$ $0 250.00$ 151

Other-Food 1.03$ 6.16$ $0 50.00$ 78

Food

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alcohol purchases. This more likely corresponds to non-drinkers than it does to those who only

consume alcohol at parties or bars.

The variables for transportation all see wide ranges of responses as noted by large standard

deviations. This is a very reasonable phenomenon because once again, some students may still

be covered by their parents’ insurance or have not changed vehicles. The types of automobiles

that students drive range from very efficient mopeds to gas-guzzling trucks and SUV’s. If some

students are commuters or have internships in more distant cities, $600 in service costs is

reasonable. The disparity between those who do not travel far with efficient vehicle and those

that do travel (possibly with inefficient vehicles) creates an average of $105.79 with a relatively

high standard deviation of $99.52.

Personal care items are all necessities for desirable living standards, but the frequency of the

purchases keeps the costs of these variables lower in comparison. The reason for the disparity

most likely occurs with gender differences, as a logical assumption can be made that women

are more likely to spend higher monthly amounts on clothes, hair care, and especially make-up.

Clearly, clothes and footwear are much higher in the cost volume of expenses as compared to

the other variables, with an average of $43.10 (over twice as much as general hygiene

products).

Variable Average

Standard

Deviation Minimum Maximum Sample

Gas, oil, regular service 105.79$ 99.52$ $0 600.00$ 149

Car/motorcycle payment 44.78$ 108.89$ $0 800.00$ 140

Car/motorcycle insurance 31.29$ 49.35$ $0 250.00$ 136

Other-Trans 14.00$ 63.21$ $0 500.00$ 68

Transportation

Variable Average

Standard

Deviation Minimum Maximum Sample

Clothes and footwear 43.10$ 47.63$ $0 300.00$ 142

Hygiene, make-up 18.54$ 15.49$ $0 100.00$ 136

Haircut, color, etc. 11.99$ 17.14$ $0 100.00$ 140

Other-Personal 2.71$ 8.46$ $0 50.00$ 70

Personal Care

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The entertainment variables are of the most concern to Molly’s. From the information

gathered, it is a comforting indicator that parties and bars almost doubles the amount of the

next highest variable in amount spent, with an average of $41.62/month. Further information

that indicates how much is actually spent at Molly’s would be even more valuable, because this

figure includes all of their competitors as well. Gaining market share in this category will be

critical to their success. Another interesting variable is the drastic range spent on vacations and

trips. The standard deviation of $117.59 is nearly five times more than the average of $22.33,

indicating that many students do not travel spending their own earnings. Compared to the 35

students that did not purchase alcohol for in-home consumption, 33 did not purchase from

parties/bar. This still is most likely due to those who are non-drinkers, but may also hold a higher percentage of those that do drink, but find it too expensive to go out.

Student debt is primarily derived from student loans. The students in this sample expect to

have just under $18,000 in student loans upon graduation for each individual. The range of

quantities for this category varies significantly from person to person, as the 95% confidence

interval extends from $0 to $54,000. 46 individuals (31.3%) responded that they expect to have

no student loan debt upon graduation. When eliminating the $0 or blank responses, the

average increases to $25,545 per student. A total of 46 responses collected indicated that no

money had been accumulated in the form of student loans.

Another major source of debt for students is loans from parents. The average debt load from

parents is slightly over $3,000 across the entire sample. However, 99 of 141 individuals (70.2%)

Variable Average

Standard

Deviation Minimum Maximum Sample

Parties, bars 41.62$ 51.00$ $0 250.00$ 142

Vacations/trips 22.33$ 117.59$ $0 1,000.00$ 131

Gifts 16.13$ 21.14$ $0 100.00$ 134

Videos, viedo games, electronics (other than phone) 13.62$ 25.49$ $0 120.00$ 137

Concerts, movies 12.80$ 16.22$ $0 100.00$ 142

Sports 7.80$ 19.06$ $0 120.00$ 136

Other-Entertainment 2.05$ 10.09$ $0 80.00$ 83

Entertainment

Variable Average

Standard

Deviation Minimum Maximum Sample

Student Loans 17,730.61$ 18,476.93$ $0 90,000.00$ 147

loans from parents 3,031.21$ 9,332.23$ $0 80,000.00$ 141

bank loans 746.48$ 2,872.43$ $0 24,000.00$ 142

Credit card debt 155.94$ 562.39$ $0 3,000.00$ 143

Other-Debt $0 $0 $0 $0 81

Student Debt

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do not expect to owe any debt to their parents, so we also adjusted the numbers to examine

how much a student with some debt to his or her parents will owe upon graduation. This

resulted in an adjusted average debt of $10,176. Interestingly, all 81 responses to the ‘other

debt’ variable indicated $0.

Because of the high debt students are facing on average, Molly’s should focus on providing

students with greater value. This becomes a double-edged sword because as seen, credit does

not stop students from spending and they do not see themselves in any additional debt. If it is

directly pointed out to them, they may either be more enticed to participate in finding the best

deal. Or, they may come to the realization that even though their debt is not entirely

comprehensible because most of it is credit based and they may want to start saving more.

VI: Organization Specific Analysis

Questions to pose for further analysis

1. Is there a statistically significant difference between the amounts that individuals spend on alcohol at home compared to amounts spent at parties or bars?

The chart above shows that there is no significant difference between the amount spent on

alcohol at home and the amount spent at a party/bar. The significance value of .38 is above .05

meaning we fail to reject the null hypothesis that equal amounts are spent in-home and at bars.

Evidentially, individuals spend the same amount whether at a bar or at home.

2. Is the amount spent in ‘Parties/bars’ correlated with any forms of student debt?

As displayed above, the correlation between the amount spent at parties/bars and the different

forms of student is very low and is not significant for each variable. Each form of student debt

has a significance level above .05 meaning we accept the null hypothesis that they are related.

Thus, individuals were not influenced by their debt to spend more/less at a party/bar. From a

practical standpoint, bank loans could be seen as significant if the p-value were set at .2 (or an

80% significance level). All the other variables are too unrelated to disprove their possible

correlations.

Variables Analyzed Average Difference Equal?* Statistical Values

Alcohol (in-home) 37.8 Std Err t df Sig

Parties, bars 41.6 -3.5 Yes 3.92 -0.89 139 0.38

Sample Size 140

Parties, bars Correlation Sample Size Significant?* Strength t df Sig

With...

Student Loans -0.07 142 No --- 0.9 140 0.38

Credit card debt 0.01 142 No --- 0.1 140 0.89

bank loans 0.12 142 No --- 1.4 140 0.16

loans from parents -0.01 141 No --- 0.1 139 0.92

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3. Who spends more at ‘Parties/bars’, males or females?

The test we ran shows that males spend a significant amount more than females at

parties/bars. The significance level is below .05 and we do reject the null hypothesis that they

spend equal amounts. The p-value approaches 0, so these findings are extremely significant.

We believe this is caused by special promotions, such as ladies night, aimed toward attracting

women to the bar. The reason bar owners run specials where women drink for free or at a

discount is because women draw men to the bar. An equal mix of genders comingling at a bar is

a sign of a strong business, as men tend to buy women their drinks.

VII: Conclusions and Recommendations

We did exploratory research by analyzing articles that have already been published relating to

the topics surrounding the market in which Molly McGuire’s operates in. These articles provided

insight as we conducted our own descriptive statistics from the aforementioned survey described

in the executive summary. These descriptive statistics were related to demographic information

involving students at UW Oshkosh.

Through the analytics we conducted causal research in which we discovered that men tend to

spend more than women in terms of bar tabs. We also found that there is no correlation between

the amount of debt people have and the amount of money they are willing to spend at the

bars/taverns. Additionally the amount of money people spend drinking at home is about the

same as what they spend drinking at the bars.

A. Birthday Promotions

Birthday celebrations are widely celebrated events, and, particularly in college towns, a

common way to celebrate is to visit the local establishments and have a little fun. In Oshkosh,

only a select few bars have promotions that draw birthday crowds with promotions, so the

market is not very saturated.

The survey results above noted that "Happiness, Warm Relationships, and Fun and excitement"

are the most important values amongst the students polled. A great way to combine all three of

these factors is a group birthday celebration in a fun environment.

The promotion is to offer free rail mixed drinks and tap domestic beers for the individual

celebrating his or her birthday. This is already offered at some other bars, so on top of that, we

Gender male female Difference Equal?*

Parties, bars 50.9 26.2 24.6 No

Sample Size 80 57

Statistical Values

F/Sig t df Sig

2.58 3.25 132.8 0.00

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propose to offer a special for the group of friends also participating in the celebration. Our

vision is a deal to offer 10 pitchers of domestic tap beer for $50 total. The group can pay for

tickets upon entering the bar and redeem them throughout the night. The benefit to the bar is

this commits the group to a longer period of time in the bar where there could be extra

spending on shots or games like pool and darts.

B. Celebrate Payday with Molly McGuire's

Some of the articles above mention that college students are impulsive with their spending,

especially when sources of debt such as student loans or credit cards are readily available.

Several students in the Zilberman article even admitted that funding their entertainment habits

was the primary reason for holding a part-time job. As marketers, we can leverage this into a

promotion geared towards these working individuals.

Of students in the sample, only 14 of 150 responded that they had no income from jobs. While

some may only work while at home during the summer, this means that a majority of students

probably have jobs during the school year. The idea behind this promotion is to offer a free tap

beer or rail mixer to students who show their Titan ID (or FVTC ID) and bring in a pay stub for

that particular date proving employment. This promotion provides a direct outlet to celebrate

payday, whether it be with co-workers who get paid on the same date or other friends.

C. Gender Specific Marketing

The survey results show a significant difference between the spending levels at bars and parties

of men and women. This would imply that a bar should simply gear its marketing efforts strictly

to men. However, the gender mix in a bar is an important contributor to the atmosphere, so a

room full of men who are willing to spend more based on statistics may not be the most

profitable option, as some male customers will stop going as well.

The key for Molly's is to direct purchasing promotions towards gender-specific ideas in order to

keep a good mix of customers, while trying to bring in more men who statistically-speaking

should spend more. Molly's currently only offers one major drink special each night. Instead,

they could continue a beer special such as a discounted pitcher, but also couple it with a

specialty cocktail aimed at women that may not come in for a beer special.

D. Draw People Out

The survey results show that there is not a significant difference between student spending at

parties and bars when compared to spending for consumption of alcohol at home. While not

perfect substitutes, these two spending categories are certainly similar, so there may be sales

opportunities for the bars if they can pull some of this monthly spending from the in-home

consumption pool, they will be better off.

For Molly's specifically, they have some differentiating assets in terms of the interior structure

that could be utilized to separate the bar from drinking at home. Their large dance floor is

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unlike any other bar near the Oshkosh campus, so a way to utilize it could be to offer themed

parties. Having a "Country Night" or "80s Night" offer patrons an opportunity to experience

something different from the typical Friday night and give them a specific reason to go to

Molly's instead of staying home or going to another bar.

P a g e | 19

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