strongbow ppt

7/23/2019 Strongbow PPT

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- STRONGBOWCIDER

Group 9Ofonime Eshiet 6104719

Jia Qian 5871748

Manjunath Habib 6003238Zhen uo Zhan 5916382



# $ab%e of &ontents

SECTION 1 # &om'an( "ituation )na%(sisSECTION 2 # *%oba% Ma+,et "-+eeninSECTION 3 # .n /e'th Ma+,et )na%(sisSECTION 4 # Ent+( "t+ate( an Ma+,et %SECTION 5 ationa%e fo+ the s'e-i-inte+nationa%iation moa%it( se%e-te fo+-om'an(



# "t+onbo &om'an(a-,+oun• "t+onbo -ie+ as %aun-he b( H u%me+s in En%an sin-e 1962

• "t+onbo manufa-tu+es -ie+ that a+e mae f+om a b%en of bitte+ seet -

-u%ina+( a''%es .t is a:ai%ab%e at 5; )< as a +auht '+ou-t an at 48; as a 'a-,ae '+ou-t $he+e a+e :a+iet( of =a:o+s in "t+onbo

• "t+onbo is manufa-tu+e b( H u%me+s %o-ate in He+efo+shi+e in En%a

• H u%me+ is a subsiia+( of Heine,en inte+nationa%

• "t+onbo is !a+est se%%in -ie+ in )ust+a%ia an se-on %a+est se%%in -i>"

?ea+

2014

2013

2012

Financial

"t+onbo be%ons to the i:ision of Heine,en .nte+nationa% e-ause

Heine,en oes not is-%ose the nan-ia% statements fo+ ea-h

-om'an(C e ha:e ana%(e the Dinan-ia% "tatement fo+ the Heine,en

+ou'



+ou-ts Oe+ins



$a+et ma+,et '+o%e

Mi%e &%ass F2000 annua%%( 18 65 (ea+s o%sA$e+tia+(B eu-ationC

'+ofessiona%sEG-essi:e

.n-ome )e Eu-ationo+,

!ifest(%e

Taste

Country of origin

Service

High quality

Recommendations

Consumer Buying criteria



Main +easonsI

• Eme+in e-onomies

• $ota%%( unta''e ma+,et

• Hih %e:e% of a%-oho% -onsum'tion

• EGistin o'e+ations

&ount+ies se%e-tion



$he est $a+et Ma+,et &ount+(

0

5

10

15

20

25

.nia "outh o+ea



# $he ta+et ma+,et - .K/.)

/emo+a'h(

Hih ma+,et 'otentia%

Population Age(0-18)

Age(18-65)

Age(over 65)

Target Age(18-65 )

1,210,193,422 39.! 55! 5.3! 55!

a " #u$%er o& potential (eligi%le'uali&ie) *on+u$er+ 360,000,000

% " reuen* o& pur*/a+e on an annual %a+i+ 5

* " elling pri*e o& t/e prou*t () 1.2

"Total $aret potential (TP) 5,342,400,000



&o+'o+ate taG +ate

&u++ent a--ount ba%an-e Ami%%ions >"FB

*/ 'e+ -a'ita AB

.m'o+ts of oos an se+:i-es A; of */B

&u++en-( "tabi%it(

.m'o+t ta+is hih taG fo+ a%-oho%i

Eas( to estab%ish '+esen-e o+ a business f+ee t+a

Membe+ of $O sin-

Ma+,et &onitions



.nf+ast+u-tu+e "ituation

• ith mo+e than 300 mi%%ion inte+net use+sC .nia hase-on %a+est inte+net use+ base in the o+%

• $he+e a+e 13 majo+ 'o+ts about 200 mino+ aninte+meiate 'o+ts in .nia

• .nia has one of the %a+est +oa neto+,s in the

a+eatin to about 33 mi%%ion ,i%omete+s at '+es• $he+e a+e 329 inte+nationa% omesti- ai+'o+ts in



# *%oba% Ma+,et of &ie+



# "O$ )na%(sis

• +an a%+ea( e%%estab%ishe in este+n

-ount+ies su-h as > >"

+an 'ositionin st+ateies-an be +e'%i-ate

• Has eG'e+ien-e in ente+inne ma+,ets su-h as

)ust+a%ia• "t+on ba-,in of the 'a+ent

-om'an(

• .ts ha+ to ma,e a t+ansitiof -onsume+ f+om thei+ %o(

b+an

• Keati:e imae asso-iateith +in,in

• )sian an south )me+i-anma+,ets a+e sti%% unta''e

• !o a%-oho% -ontent +in,sith a seete+ taste o

a''ea% omen

• /e:e%o'in a taste in a nema+,et ta,es time an is

fo+miab%e tas,

• &+eatin aa+eness abou-ie+ in a ne ma+,et is

hue tas,

STRENGT$S

T$RE&TSO''ORT(NITIES

WE&)NESSES



E"$!E )na%(sis

• o%iti-a%I /ie+ent states ha:e ie+ent +u%es of %iNuo+C ti +in,in ae

• E-onomi-I /is'osab%e of a:e+ae mi%e -%ass in-+easina%a+min +ate

• "o-ia%I ubs an is-otheNue -u%tu+e on +ise

• $e-hno%oi-a%I ):an-e b+ein te-hno%o( -an be use

fo+ '+ou-tion st+ateies• !ea%I )%-oho% ma+,et -ont+o%%e b( state o:e+nment D

banne in states %i,e *uj+at C e+a%a an Kaa%an

• En:i+onmenta%I est+i-tions on -a+bon foot'+int that nee-onsie+e fo+ %ate+ '+ou-tion st+ateies



# +ou-t !ife &(-%e

Introduction Growth Maturity Decline

Objective Educate thecustomers Build brandidentity Hold marketshare reduce co

Buyers Few Growing Saturation Declining

Pricing strategyarketing !rice

!enetration"ontinue strategy

atch bestcom!etitor

Price reduc

Promotionstrategy

#ntroduce the !roduct with low

!rice and gainmore customers

#ncreaseconsumer

awareness

$o im!rove themarketing level

aintain locustomer



o+te+s *ene+i- "t+ateies• $h+eat of ne ent+antsI"in-e the unta''e ma+,ets a+e +i'eC the+e a+e -han-es of othe+ -ie+ b+anma+,ets

• $h+eat of substituteI :e+( hea:( be-ause of the estab%ishe ma+,ets of othe+ a%-oho%i- be:e+aean ine • /ete+minants of su''%ie+ 'oe+I

Kot a sini-ant -on-e+n be-ause Heine,en has eGistin a%%ian-e ith %ea

-om'anies a+oun the o+% $he Heine,en '+ou-ts a+e so% :ia thei+ isat '+esent

• /ete+minants of -om'etiti:e +i:a%+(IOn-e "t+onbo ente+s the ne ma+,et the+e ma( be -om'etition b( the eGinte+nationa% -ie+ b+ans su-h as mane+sC )s'a%% "te%%a )+tois

•a+ainin 'oe+ of the bu(e+I"ini-ant be-ause of the sini-ant%( estab%ishe ma+,et of the '+ou-t su



&om'etiti:e )na%(sis

• "ome+sb( &ie+ be%ons to the /anishb+ein -om'an( &a+%sbe+ +ou'

• .t is one of the to' -ie+ b+ans in theo+%

• .t is Dinan-ia%%( st+on an has a -a'tu+eo:e+ 46 ma+,ets o+%ie

• "t+on ba-,in of the &om'an( that is&a+%sbe+

• $his miht be the st+onest -om'etito+to st+onbo -ie+ in futu+e



.ni+e-t &om'etito+s in .nia

• a-a+i +eee+ fo+ sho+t is a f+uit base ineC)< +anin f+om 44; to 66;

• e%% estab%ishe inte+nationa% b+an

• a-a+i +eee+ is -u++ent%( a ma+,et %eae+ inits sement

• "t+on ba-,in of the 'a+ent -om'an(• <e+( st+on eGistin ist+ibution neto+,C

Ma+,etin -a'abi%itiesC an '+ou-tionfa-i%ities



Ent+( Moe se%e-tion &+ite+ia



Ent+( Moe AJoint <entu+eB

• Heine,en sets u' ne b+ee+ies in fo+ein ma+,the assistan-e f+om %o-a% o:e+nment an nan-institutions

• Heine,en has set u' b+ee+ies in -ount+ies of i+eions A.+e%anC .ta%(B so as to eG'%oit %o-ationa:antaes A+e%ati:e ae +atesC '+ou-tion -a'/ fa-i%itiesC ma+,et 'otentia%B

• Heine,en bu(s o:e+ %o-a% eGistin b+ee+ies in fo-ount+(C the+eb( ha:in a--ess to ne ma+,etsCte-hno%o(C t+aine an s,i%%e em'%o(eesC an ist+ibution s(stems



/ist+ibution "t+ate(• $a,e a:antae of eGistin "t+atei- )%%ian-e ith >

A>nite +ee+iesB +ou'

• > is the o-ia% /ist+ibuto+ of Heine,en '+ou-ts in.nia

• Heine,ens sta,e in > +ou' .nia stans fo+ 421;

• > has -onta-ts ith +e'ute hote% -hains su-h as $ajhote% +ou'C Obe+oiC J Ma++iotC .$& Hote%sC "he+aton

aisson• "t+on /ist+ibution neto+, to ho%esa%e+s an !iNuo+

etai% Out%etsPa+s an ubs

• >ti%ie the same ist+ibution -hanne%s as Heine,enbee+ '+ou-ts

• Most ist+ibuto+s ha:e been %o(a% > +ou' 'a+tne+s fo+mu%ti %e e-aes



"ementationC $a+etC 'ositionin

• W*ic* S!+"!n, Met+o -ities in .nia A eG'anothe+ u+ban a+eas in no+th an southe+n .niaB

• W*o ar! ! ar+!in+, ?oun an mi%e ae'o'u%ation of the met+o'o%itan -ities Ko s'e-i-'+efe+en-es as the -ie+s a+e eNua%%( a--e'tab%eboth ma%es an fema%es

• W*!r! ar! ! posiionin+ iI +ou-t i%% be'ositione as a '+emium be:e+ae b+an in the Di+st an fo+emostC a '%a-e fo+ -ie+ nees to be in the .nian a%-oho% ma+,et



ositionin Ma' Hih Nua%it(

!o '+i-eHih '+i-e

o(a%&ha%%ene bee+

ba-a+i

+eee

+

Heine,en ee+

"t+onbo &ie+

Manm e

"ome+sb( &ie+



+i-in "t+ate(

• ase on ou+ ma+,etin oa%s obje-ti:es the be'+i-in st+ate( fo+ this '+ou-t is enet+ation '+i

• $he se%%in '+i-e of the '+ou-t i%% be %oe+ in .nhen -om'a+e to Home -ount+(

• Ou+ )im is to int+ou-e the '+ou-t at %o '+i-e thsubsiia+( '+ou-ts in o+e+ to ain ma+,et sha+e-ustome+ %o(a%t(



eo'%e 'h(si-a% e:ien-e

+an Manaement $eam

oa "hos&ie+ $astin E:ents

/ist+ibutiona+tne+s "a%es $eam

):e+tisina+tne+s

"t+onbo .nia ebsite



+omotion "t+ate(

"'onso+in a -+i-,et teamin .!

i%%boa+s Hoa+ins

"o-ia% Meia

M

Ma+,etin &ost )ssum'tions



Ma+,etin &ost )ssum'tionsDiu+e in .K Mn&cion.Tool W*o.W*!n 2/15 2/10

"u++oate a:e+tisin usin '+intmeia fashion maaines

.ntense%( fo+ th+ee months -onsistent%( o:e+ fou+ (ea+sA%ess a+essi:eB

15 15

):e+tisin -ont+a-ts fo+ jin%e-+eation

/u+in the %aun-h of the'+ou-t

1 0

"'onso+shi' in s'o+tin e:ents One b( > +ou' fo+ +st 4(ea+s

40 40

i%%boa+s Hoa+ins nea+ a+easith hea:( 'ub -u%tu+e

/u+in the %aun-h fo+ 2ee,s

5 0

anne+sC sinaes :ieo

a:e+tisements in ba+sC 'ubs +estau+ants in +e'ute hote% -hains

6 months 06 06

+omotiona% oe+s an -ie+tastin e:ents

/u+in %aun-h fo+ one month 05 0

D%ie+s -ata%oue ist+ibutions 6 months 050 050

oa shos 4 times fo+ +st month 12 0

ebsite -+eation maintenan-e 0025 0025



# *oa%s

&+eate b+an aa+eness of "t+onbo as -ie+ in ene+a%

>sin ea+%( mo:e+ a:antae an -a'sini-ant ma+,et sha+e

)tt+a-t ne -ustome+s an bui% b+an

)-hie:e a sini-ant an -onsistent +osa%es

ee' ou+ ma+,etin -osts an bue-ont+o% to he%' boost ou+ '+otabi%it

ui% a st+on neto+, ith the masta,eho%e+s in the a%-oho% inust

G O

& 3 S



Obje-ti:es

O!ci6!s

ea-h out at %east 50; of ta+et sements b( theen of te%:e months

/e:e%o' a so-ia% Meia '%an fo+ bui%in an maintainin anon%ine '+esen-e Kumbe+ of hits an %i,es i%% be use to

measu+e the ee-ti:eness of ou+ obje-ti:e

e ta+et to +ea-h sa%es of -ie+ in ba+sC 'ubs an

+estau+ants in +e'ute hote% -hains to at %east 10;of the sa%es of -on:entiona% +in,s

.n-+ease -ustome+ +etention an satisfa-tion of ou+-ustome+s hi-h -an be measu+e b( ta,in time%(

feeba-,s an su+:e(s f+om them

.n-+ease b+an +e-a%% of the -om'an(P'+ou-t .t i%%be measu+e b( -onu-tin su+:e(s e ta+et a

b+an +e-a%% su+:e( +es'onse +ate of at %east 60;



EG'o+t#.m'o+t "t+ate(

Free carrier W*o pa7s8Epor 'ac%in+ S!ll!r

:ar%in+ ; a!lin+ S!ll!r

Epor Cl!aranc! <ic!ns!=EEI.&ES> Bu7!rFr!i+* Forar?!r Docu"!naion #!!s Bu7!r

Inlan? Fr!i+* o :ain Carri!r S!ll!r

Ori+in T!r"inal C*ar+!s Bu7!r

@!ss!l oa?in+ C*ar+!s Bu7!r

Oc!an Fr!i+* . &ir Fr!i+* Bu7!r

No"ina! Epor Forar?!r Bu7!r

:arin! Insuranc! Bu7!r

(nloa? :ain Carri!r C*ar+!s Bu7!rD!sinaion T!r"inal C*ar+!s Bu7!r

No"ina! On-Carri!r Bu7!r

S!curi7 In#or"aionR!Auir!"!ns Bu7!r

Cuso"s Bro%!r Cl!ar!nc! F!!s Bu7!r

Du7= Cuso"s F!!s= Ta!s Bu7!r

D!li6!r7 o Bu7!r D!sinaion Bu7!r

D!li6!rin+ Carri!r (nloa?in+ Bu7!r



/o-uments +eNui+e fo+ the o'e+ations

• ) -omme+-ia% in:oi-e

• )n eG'o+t#'a-,in %ist• .nsu+an-e 'o%i-(• !ette+ of -+eit• /e-%a+ation of :a%ue• ) bi%% of %ain• )n ai+a( bi%% s'e-i- to the -a++ie+

• *P"/D fo+m '+es-+ibe b( ese+:e an, of .nia inu'%i-ate

• ) -e+ti-ate of o+iin• )n eG'o+t %i-en-e• )n EG'o+t insu+an-e• .n-ote+ms



$aGes .n:o%:e

T7p! o# Ta

<)$ 14

etai%e+ 15

/ist+ibuto+ 5

EG-ise 40

Manufa-tu+e+ 25

$O$)! 100

u+-eI Eu+omonito+ .nte+nationa%



Moe of 'a(mentsA!O&B

an, of.m'o+te+

an, ofEG'o+te+

1B "a%e &ont+a-t

"e%%e+AeG'o+te+B

u(e+Aim'o+te+B

2BeNuest fo+

-+eit

3B"en -+eit

4B/e%i:e+%ette+ of

-+eit

8B/o-uments

7B/o-umen

ts

6B

ts

5B /e%i:e+*oos



e-ommenations &on-%usions

R!co""!n?aions

• "hou% Ente+ the .nian Ma+,et as t+ain 'a+tne+ ith >• $a,e ea+%( mo:e+ a:antae an obtain sini-ant ma+,et sha+e

ma+,et

• &+eate aa+eness about "t+onbo -ie+ b+an an -ie+ as an abe:e+ae +in,

• >se 'ositionin '+omotiona% a-ti:ities to 'u%% auien-es f+om t+a

a%-oho%i- be:e+aesRis%s

• Hih taG +ate

• !as an +eu%ations in :a+ious .nian states "ome of them ona%-oho%

• /ie+ent states ha:e ie+ent +u%es of %iNuo+C time %imits +in,in

•



$han, ?ou

)n( Questions



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• htt'IPP'o+ta%eu+omonito+-omP'o+ta%Pstatisti-sP+an,-ount+ies

• htt'IPPin+eute+s-omPa+ti-%eP2011P09P13Pi.K.nia#59316520110913

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•htt'sIPPa%-oho%ebiniainP-ontentP+eu%ation#%eis%ation

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