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  1. 1. ad strategy assignmentto sameerasht<br />The Disruptive marketing plan <br />New variant for “Fosters”<br />PriyadarshanMeshram : 174<br />Ankit Nanda : 228<br />
  2. 2. Beer Industry in india<br /><ul><li> India has the largest population of whiskey drinkers in the world
  3. 3. beer on the other hand is a different story with Per capita consumption in India is hovering around a measly 0.8 liters per annum
  4. 4. These figures pale into insignificance if one compares them with those of Czech Republic that has the highest per capita consumption of 156.9 liters per annum
  5. 5. Per capita consumption is directly related to the taxation, according to an industry observer. For instance, in Maharashtra there is a direct 100% excise duty on Beer
  6. 6. An equivalent 650 ml bottle is available for approximately Rs 8 in China
  7. 7. Rising income levels: India is home to nearly one-sixth of the global population and is one of the most attractive consumer markets in the world today</li></li></ul><li>Being the most attractive new market all most all the major beer brands have entered the Indian market in last few years <br />Changing age profile: As a consequence of the high birth rates prevalent until the 1990s, a large proportion of the Indian population is in the age group of 20-34 years. This age group is the most appropriate target for beer marketers<br />This population trend will give a further boost to the growth of beer consumption in India.<br />urban consumers become more exposed to western lifestyles, through overseas travel and the media, their attitude towards alcohol is relaxing<br />The greatest evidence of this trend is the increase in beer consumption among women. More and more women are consuming beer<br />The Indian consumer typically values an alcoholic beverage on the basis of its &apos;kick&apos; factor versus its price<br />
  8. 8. In India the future of beer <br />India has predominantly a warm/hot climate<br /> The beer-drinkers in the country are much younger than the average beer-drinker elsewhere in the world. This makes them more likely to carry the brand with them for a lifetime.<br />Increasing exposure to beer and wine drinking, mainly due to media and consumer mobility. All these factors combined make the scenario very promising for beer industry and are &apos;in sync&apos; with their strategy for India<br />Government giving a push to beer and wine industry<br /> ex : beer and wine license can be opted I nonly 50,000 <br />
  9. 9. SABMiller india<br />
  10. 10. Foster’s<br />Fosters is a flagship brand of SABMiller india and in 1999 it had a market share of over 50% and end of on 2010 its market share is around 20%<br />Leading is Kingfisher over 50% market share <br />In mild sector KF mild is having most of the key about all over india<br />Secound is fosters <br />Kingfisher was the 1st brand to understand the power of branding the places where the beer is consumed <br />2nd player to understand the power of key accounts was fosters<br />
  11. 11. Key accounts branding<br />
  12. 12. SABMiller presence <br />
  13. 13. Mild Market <br />Now KF mild is the market leader <br />Major brands like Carlsberg, tiger , Heineken, Budweiser and cobra <br />So the mild market is vibrant and there is a fears rival brandsfor market share <br />Ex Goa : kingfisher had 98% market share in goa kingfisher had a monopoly in the market but as Carlsberg entered goa market with its turbog brand has managed to dent in the market share and capture 20 % from KF <br />So all the brands are competing with low margins and spending a lot to get out of clutter <br />The market is clutterd with brands , particularly mild segment <br />Every brand wants to break through the clutter <br />
  14. 14. losing market, why ?<br />Fosters is present in india since very long , the problem fosters brand is facing is that it has lost that international feel to it. <br />The Indian consumer is young and experimental , they want to taste new things and try new things <br />Most of the brands specially in mild beer market consumer prefer having Carlsberg then fosters just because of the international feel to it <br />The feel, the look , the taste is the same since ages and the young india is trying new offerings and therefore new brands are eating up market share <br />
  15. 15. What fosters is doing<br />Capturing POP [ point of purchase] wine shops<br />Event Property [ Art of chilling]<br />Branding at various point of beer consumption <br />Tie ups like Office parties with MID DAY and Fosters <br />Sponsorships to parties , events and sporting events <br />
  16. 16. Innovation in beer market<br />Carlsberg entered the market with a brand turbog<br />Turbog USP was its bottle cap <br />Which can be easily opened with bare hands without any opener<br />This USP made most of the youth try Turbog with that [KOOL, UFFF] factor to it<br />So its proved that innovation can drive sales and the young India is ready to experiment and connect to a brand <br />
  17. 17. The Big idea <br />Beer and a Pint can never be separated <br />Even though a can of 330 ml & 500 ml cans are available still the sale of a pint of beer is much higher compared to both of the can SKUs [ Cans]<br />Youngster choose to hold a pint in there hand rather than pouring it in a glass and drinking it <br />So there is a connection with a pint , glass bottle and beer<br />
  18. 18. As we are observing there is a shift in youth as how it takes beer <br />Not as a alcohol drink but a refreshing drink<br />Just to cater this people do drink beer over a conversation , over a snack <br />Ex : MOCA , Pizza Hut <br />The youth finds it “kool” to consume a beer over a soft drink <br />If the product is placed right and priced right , the youth will connect to it <br />
  19. 19. The pint of 330 ml generally cost around Rs 35 to Rs 50 in accordance with state tax laws<br />Most of this other drinks are cost much lower to this price <br />If we could compete other drinks over price <br />There would be more takers for beer <br />
  20. 20. The plan is to come up with a new variant <br />New packaging <br />The new variant shall be having a new shape of a bottle <br /> the taget places for the beer would be places where youngsters go offen<br />
  21. 21. 330 ML<br />250 ML<br />
  22. 22. Ex : Packaging <br />
  23. 23. This would cut down on cost of product <br />If the cost to ML is counted the cut down of 80 ml would result in around the price to be Rs 22 to 25<br />This would result in more consumption and would push sales <br />There is no other beer brand which is present in the market with a varient of 250 ml <br />This gives fosters 1st mover advantage to capture as much market share in this segment <br />
  24. 24. Distribution<br />With the strong distribution hand of SABMiller the variant cant be placed all over India with weeks<br />This would not give rival brands to copy the product immediately <br />This time would be enough to capture the market<br />
  25. 25. To promote this variant we would immediately have tie-ups with youth joints <br />Associations with various youth events <br />Sports event <br />Local sport events <br />Most of the restaurants which serve beer <br />
  26. 26. The new variant defiantly will shake the beer market <br />It’s a disruptive idea to capture market share <br />This new variant would connect to the youth and this brad equity can be leveraged for a long time in future<br />Being a first mover this would definitely would create people who are brand loyal<br />The new variant and packaging would definitely bring the international feel back to fosters <br />Resulting is new takers for beer and pushing sales <br />
  27. 27. Cheeeers…<br />