2. Introduction
● Anheuser-Busch InBev is a Leading Global Brewer
● One of the world’s top five consumer product company.
● Headquatered in Leuven, Belgium.
● Employs 116,000 people in over 30 countries.
● 13 major brands, 4 of them being top 10 selling beers in
the world.
● Balanced portfolio of AB InBev, holds #1 & #2 positions in
19 key markets.
3. Anheuser-Bush InBev mission:
“To become the best beer company in a better world”
Objectives to make this happen:
• To deliver volume growth ahead of industry
growth.
• To grow revenue ahead of volumes.
• To maintain strong financial discipline and ensure
that costs remain below inflation.
4.
5. Mission Statement
“To create enduring bond with consumers by providing
brands and experiences that bring people together”
10. Market Analysis - INDIA
● AB In Bev entered the India beer market in 2007.
● Tennents super along with Budweiser were the brands
which targeted the Indian market.
● Tennents super & Budweiser are manufactured locally and
AB In Bev has only three breweries all across India with
total capacity of more than 700,000 hectolitres.
● The major markets players in the Indian Market are
● United Breweries (UBL) – 47% market share and has a
leading position in 9 states.
● SABMiller (Shaw Wallace) has 36% market share and has
leading position in 3 states.
11. MARKET ANALYSIS - INDIA
● Indian Beer market is currently Fragmented
● Central – 21%
● Southern – 46%
● North – 18%
● North East – 5%
● West - 7%
● Others (not allocated)- 3%
● The market for the beer market in India is predicted to
grow faster as its perceived as offering a value for money
alternative to spirits.
12. Market Analysis - INDIA
● Trend in per capita beer consumption
● 0.6 litres per capita in 2000
● 0.8 litres per capita in 2005
● 1.5 litres per capita in 2010
● India's macro- economic and demographic prospects are
favourable. Economic growth rates is currently more than
9%.
13. SWOT ANALYSIS
Strengths:
• Strong recognizable brands
• Good market positioning
• Power-House product development knowledge
Weaknesses:
• Saturated market place
• High reliance on distributors
14. Opportunities:
• Increased beer consumption in India
• Introduce brands to new countries/locations
Threats:
• Consumer may not endorse the product
• Relationship with current distributors &
wholesalers may be tarnished
SWOT ANALYSIS
15. POTER'S FIVE FORCE
Threat of new entrants - Medium
• Capital/Investment Requirements
• Industry dominated by major companies
entrenched in market share.
• Access to Industry distribution channel
Threats of substitutes depends - High
• Buyer's willingness to substitute
• other alcoholic beverages such as wine and spirits
16. Bargaining power of supplier - Low
• Branding
• Switching costs
Bargaining power of buyers - Medium
• Buyers are price sensitive
• Buyers to switch their supplier
Intensity of rivalry - High
• No one brand dominates any one market
• Industry with fixed cost
POTER'S FIVE FORCE
17.
18. PESTEL ANALYSIS
Political
● Taxation policy – All India Brewers Association (AIBA)
● Local government/devolved administrations
Economic
● GNP trends
● Interest rates
● Unemployment
● Disposable income
19. Socio-cultural
● Population demographics
● Income distribution
● Social mobility
● Lifestyle changes
● Attitudes to work and leisure
● Consumerism
● Levels of education
PESTEL ANALYSIS
20. PEST ANALYSIS
Technological
● New discoveries
● Speed of technology transfer
Legal
● Employment Law
● Competition Law
• Health & Safety Law
22. Strategy
● Cost Connect Win
● Cost – Reduce cost base which will enable to stay ahead
of the game in a highly competitive marketplace.
● Connecting – By making savings, the company can invest
more in connecting consumers.
● Winning for the company is about achieving sustainable,
profitable, growth.
● People are at the centre of this virtuous circle, because
they are our long term competitive advantage, making
things happens.
23. Strategy
● Others strategies
● world class efficiency.
● Targeted external growth.
● Winning with consumers via our winning brand Portfolio.
● In order to ensure that the key strategies are achieved the
company has few key Critical Enablers
● Enabled by Innovation, Enabled by People/Culture,
Enabled by Financial Discipline.
24. BRAND STRATEGY
● At AB InBev, the brands are the foundation of the
company and is the cornerstone of there relationship with
consumers, and the key to our long-term success.
● FOCUS BRANDS
● Brands in which the company invests most of the market
money and to which they also dedicate the greatest
proportion of there resources.
● The company has a portfolio of 200 brands however they
prioritize a small group with greater growth potential
within each relevant consumer segment.
25. ● These Focus brands, include the three global brands, key
multi-country brands and 'local jewels'.
● VALUE BASED BRANDS
● All the brands have a clearly defined and consistently
communicated values, which make 'Value based brands'
● The process of defining these values is a key discipline
for all marketing activities in the business and is proving
powerful in renovating and innovating our premium
brands around the real and changing habits and
preferences of consumers.
BRAND STRATEGY
26. MARKETING STARTEGY
Sponsoring IPL cricket teams.
Tie-up with TV channels.
Organising & Sponsoring Fashion events.
Weekend party's.
Advertisement in Pubs
