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BEER MARKET IN INDIA
“Beer is living proof that God loves us and
wants to see us happy.”
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MARKET CHARACTERISTICS
• Beer packed in 650,750 & 1000 ml
glass bottles; usage of (330 ml) cans minimal
• Preference in the Indian market for strong beer
(40 – 55%)
• major reliance on surrogate advertising tocommunicate with the target audience.
• 85% of all drinkers are male
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Regulatory environment
• The Indian market is highly regulated, highlyrestricted and highly taxed.
• Licensing requirement exists for Raw materialprocurement, Stocking of raw material,Production, Inter-state movement, Retailingand Distribution.
• Controls also exist on Brand entry,Advertising, Distribution & Pricing.
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THE MAJOR PLAYERS IN THE MARKET
UNITED BREWERIES LIMITED
launch of kingfisher brand
national brands : kingfisher , ice beer
regional brands : Sun Lager, Flying horse, Kalyani Black Label, Bullet andCharger
SOUTH AFRICAN BREWERIES (INDIA) LIMITED & SHAW WALLACE
world’s leading brewer in developing market
lager beer : castle lager
strong beer : knock out , haywards 5000
MOHAN MEAKIN
golden eagle
MOUNT SHIVALIK
thunderbolt
FOSTERS : lager beer.
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MARKET SHARES
55%36%
4%3%2%
UB
SHAW
WALLACE +
SABMOHAN
MEAKIN
MOUNTSHIVALIK
FOSTERS
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Surrogate advertising platforms
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UNITED BREWERIES
• United Breweries promotes Kingfisherbeer with ads for Kingfisher mineral water.
• Formula 1 racing• They are associated with East Bengal
• They have instituted the fashion awards,
the first of its kind in the country.• Huge event sponsorships and promotional
campaigns
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• They have associated themselveswith a property that appeals to the youth
• People can log on towww.kingfishernetshop.com and get theirbeer-a minimum of six bottles-home-
delivered• Kingfisher has a ready association with
lifestyle, fun, sport –brand platform
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SAB MILLER
• Hayward's 5000 soda
'Hey, I've tried the soda. Maybe I'll try the
beer, too,'
• Shaw Wallace is paying for renovations atthe small but growing number of privateliquor stores in exchange for prime shelfspace and large in-store ads.
• The Men’s Fashion Fair
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• SAB Miller tied up with theatre director AnuragKashyap to stage his play, When God SaidCheers in bars and restaurants across the
country. It is a story of a man's conversationswith god over a pint of Castle Lager. This is anunusual event sponsorship because Castlebeer, here, is an integral prop in the play!
• ‘Perfectly Balanced Beer’ –brandplatform
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• Castle Loud is a property they are activelybuilding. It’s a music property they are
taking across the country .
They are bringing in DJs from all over theworld.
• Castle Loud is an initiative of Castle Lagerto bring a perfect balance of music andbeer.
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FOSTERS
• Fosters, which has been a local marketplayer for seven years now, relies on it'swell-established 'Brand Australia' for goodmeasure, with it's Formula One associated
events spreading across premium barsand restaurants across the country.• During the Australia cricket tour of India,
Fosters switched gears to associate itself
with India's best loved sport. A spate ofoff-pitch media and consumer events wereorganized around the cricket team, frombeer and barbecue afternoons to musical
evenings
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• Fosters conducted contests titled
"How to speak Australian in select bars
and pubs. They quizzed guzzlers onAustralia and Foster and gave winningcustomers attractive prizes
• brand Australia – brand platform
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Future of Beer In India
1.India has predominantly a warm/hot climate2.The beer-drinkers in the country are much
younger than the average beer-drinkerelsewhere in the world.
3.High percentage of people in the young agegroup
4.Increasing exposure to beer and wine
drinking, mainly due to media and consumermobility.
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Per capita Beer consumption
Rank Country
1 Czech Republic 161.8
2 Republic of Ireland 150.5
3 Germany 127.4
7 United Kingdom 99.4
12 Netherlands 84.2
13 US 82.0
39 Italy 26.9
India is at a measly 1 litre per annum per capita
Even China is at 16 litres per annum per capita
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The Gap
• Normal
• Strong
• Light
Currently in India there is no beer in the
Light category
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Perceptual map
strongmild
Low calorie
High calorie
Kingfisherstrong
Kingfisher Lager
Kalyanistrong Bullet
Londonstrong
Haywards 5000
San Miguel
Low cal ultra strongbeer for men
Low calorie ultra mildbeer for women
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Target Audience
• First time drinkers
• People who drink for experience and
not for getting drunk • Sophisticated consumer
• Health Conscious
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Customer image
“up -market upper mid market,college/office going youth, male or
female, with aspirations, who sees himself as both physically and mentally fit, has an attitude of self-confidence
and nurtures the belief that „he/she can change the world”
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USP
• Highly carbonated• Low bitterness and no after taste
• Fewer calories and Low alcohol
percentage
• Significant health benefits minus thecalories
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Feelings/Imagery that a Beer brandcommunication evokes
• Friendship
• Sex
• Sport
• Tradition
• Relaxation
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Alternate uses of our Beer
• As a mixer for hard liquorSince it is highly carbonated and hasless calories than all the soft drinks fruit
juices that are normally mixed withalcohol
• Use of beer for beer recipes
• Barrel parties
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Beer and Women
“Give me a woman who loves beer and
I will conquer the world.”
- Kaiser Wilhelm
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BEER and WOMEN
• Special Beer only for women
• On the same lines as our normal beer
• A great tasting beer which does not addinches to your body
• Changing the perception associated
with beer through feminist packaging
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CHEERS !!!!!!!!
“Without question, the greatest invention in the history of
mankind is beer. Oh, I grant you that the wheel was also a fine
invention, but the wheel does not go nearly as well with pizza.”- Dave Barry