Heavy half segmentation has some important marketing implications. Consider the heavy half segment for beer (i.e., the 17% that consumes 88% of all beer sold). The major marketing objective of a beer company is to maintain its loyalty. No changes in the product or service should be made until it is pretested with these heavy half purchasers. For the medium users (the 16% of the market that consumes 12% of all beer sold), a brewer’s marketing objective is different. The goal here is to increase purchases in this group. A beer brewery may try to convince these individuals that ordering a fine imported beer – as opposed to ordering a glass of fine Chardonnay – will imply they are sophisticated consumers. A company might use a slogan such as, “Come to think of it, I’ll have a Heineken!” Finally, there is the third group of nonusers. Sixty – seven percent of consumes do not buy any beer. With a nonuser group, marketing research is necessary to determine why people do not use a product.