Looking from an Entrepreneurial eye- Idea of kick-starting a Hand-crafted beer in Indian Markets

1. GaBBar Beer
Group-13
Arashita Aggarwal (GJ19IT016)
Abhishek Saikia (GJ19CMM035)
Arnav Biswas (GJ19CM003)
Jyoti Mohanty (GJ19CMM021)
Rishabh Arora (GJ19IT013)

2. GaBBaR: BaDass Beers for new India
About Us
• GaBBaR, is the new Indian handcrafted beer, that aspires to
change the way Indians drink beer. We bring to India
handcrafted beers that are pack flavours and taste for the Indian
urban millennial
• We are a bunch of passionate beer lovers based in Bangalore,
India
The Name and mascot
• The brand name ”Gabbar” is part of pop culture in India
referring to one of Bollywood’s most enduring and iconic
characters. This character has stood the test of time and his
dialogues are still increasingly popular and repeated by today’s
young millennials some 43 years after the movie released.
• This name and mascot represents everything that we aspire
Gabbar to be:
- Iconic
- Long lasting
- Fun with a twist of mischief
GaBBaR
Imagined in
India

3. Best Quality Hand-crafted Indian beer packed
full of flavors: Beverage of choice for the
genre breaking urban Indian
Hand-crafted beer brewed to elegance
Vibrant colours & flavours
Imagined in India
Funky packaging & Cans
Flavours matching the Rising Indian youthful
vigour

4. Experience at “GaBBar”
Signature Outlet
• High street one of its kind crafted brewery
joint
• Exclusive services offered- Book a Table,
Have your Own space, Soft Music Zone,
Creation of own flavour, Mix & Match, tacky
colours, Delicious food
• Live Music & special events on weekends
• Roof Top access with Hookah Bar
• “Sholay” screening on opening weekend
• Bollywood Saturday nights

5. S:Gabbar
Hand Crafted Flavor
Variety of Product Mix
Wide Coverage in Metros and
Tier 1 Towns
Competitive Pricing
Exclusive Image
W:Gabbar
Brand image is low
Startup Company, low on
distributions channel, low on Working
capital, Extra Cash involved in
establishing it.
Not available across Pan-India
Higher Priced than Mass Production
Beer
O: Gabbar
Customer Preference is changing- Craft
Beer is the new in thing
Demand for the Beers is increasing in
India- 6.9% of Annual Growth
India’s Beer market comes from Low
Base consumption, so high growth
potential
Barriers to Entry- Difficult for the Mass
production beer to copy flavor
T: Gabbar
Many small players/new entrants are
emerging in this market
Capital needed to start-up is not
substantial. May be require capital for
further expansion
High substitution rates to other drinks
like Wine, Whiskey, Juices
Government might ban liquor or
impose high taxes
SWOT ANALYSIS
• Flavor and Price will be
the differentiator
• Channel selection will
make the impact
• Unique Promotional
strategies to capture
mind share in customers
• Expansion to the new
Tier Cities will make the
difference

6. PORTER’S FIVE FORCES MODEL
• Existing rivals: Bira91,
Simba & White Owl
• Rivalry High and rising
• Direct competition
from niche: High
(Import Beers)
Threat of New Entrants (HIGH)
• Barriers to entry: LOW
• Barriers to exit: HIGH
• Economies of scale: MEDIUM
• Industry profitability: HIGH
• Incumbent powers: HIGH
(Bira91)
Threat of Substitution (LOW)
• Other Drinks like Whiskey, Wine and other
juices (LOW)
Distributor Power (HIGH)
• Bargaining power (HIGH): Distributor
can dictate profit margins
• Switching costs for distributors: LOW
• Value proposition for distributors:
MEDIUM but rising
• Barriers of entry for distributors are
MEDIUM
Consumer Power (HIGH )
• Bargaining power of consumers: HIGH
• Switching costs for consumers: LOW
• Value proposition for consumers: HIGH
• Buyer information availability: LOW
Threat of
New Entries
Competitor Rivalry
(High)
Distributor Power
Threat of
Substitution
Consumer Power

7. MARKET POSITIONING FOR GABBAR BEER
Brand
GABBAR
Products
Gabbar: Mash Out
Pale Ale
Gabbar: Citra IPA
Gabbar: Choc Stout
Gabbar: Copper Ale
Personality
Hip
Confident
Non-conformist
Youthful
Position
Beer for the
young and wild
“go getters”
Promise
Experience taste
with style

8. The 4Ps
Product
•Different product line
targeted towards different
markets
•Gabbar: Mash Out Pale Ale
•Gabbar: Hopnik Citra IPA
•Gabbar: Kettlehead Choc
Stout
•Gabbar: Unicorn Copper
Ale
•Focus on flavor and
experience
•Various flavors of beer
(alcohol content below 10%)
•Available in various
packaging (Draught, Club
bottle, Can) , sizes and
attractive designs
Place
•Available in Metros and Tier
1 towns
•Distribution channels
include wine shops/retailers,
own channels
Promotion
•The tagline is “Badass beer
for New India”
•Brand awareness through
digital media
•Strong social media
presence to target tech-
savvy customers
•Targeting youths by
promotion through various
events like concerts, music
festivals, fests, meet-ups
Price
•Pricing strategy to match
competitor prices in order to
attract customers
•Premium to be charged at
GaBBar exclusive outlets
•The products are very
competitively and
aggressively priced from Rs.
150 - 200

9. Product
We are currently in the
introduction stage with
maximum expenditures in
• Branding & Promotion
• Setting up of breweries and
distribution channels

10. Place
Distribution
Framework
GaBBar
End
Customer
(B2C/B2B)
Premiere
Wine Shops
Star Hotels &
Clubs
Entertainment
Events
Own Distribution
Channels
Exclusive
“GaBBar” Joints
Dealers &
Distributors

11. Pricing Pyramid
GaBBar pint (330 ml) will be priced from 130-170 INR for the
base beer and 170-220 INR per pint for the premium in line
with other Indian craft beer and imported beer prices
Indian craft beer
(Bira 91, White Owl, Simba)
Imported Beers (Budweiser,
Carlsberg, Tuborg,
Heineken, Corona premium)
Brewed/
Handcrafted
(Micro-
breweries)
225-250100-22090-130
Beverage: Indian Beer
(Kingfisher)
330 ml(INR)
price

12. promotion
•Mission: To change the way India drinks beer by creating with
passion a line of hand-crafted flavourful beers
•Market: Young Urban Indian Millennials who are not afraid to
experiment, get what they aspire & have fun along the way
Strategic
Intent
•Message: Our products offer unique, best quality Indian
handcrafted beer drinking experience with a twist of old school
Bollywood legacy
•Media: Word of Mouth(Beer enthusiasts), Facebook, Instagram,
Twitter, Snapchat, Print & Digital media, SEO, Blogging (Updation
of Regular content)
Strategic
Execution
• Money: Low spend avenues(SEOs, Blogging, Social Media), High
Budget (Co-branding and Sponsoring Events)
• Measurement: Social Listening(Likes, comments, shares, hashtags),
Co-sponsors (Event footfall, Turn over)
Strategic
Impact

13. Advertising Strategy
Earned Media
Blogger Outreach,
Online Videos, Social
Listening, Word of
Mouth, Loyalist
ReviewsOwned Media
Branded
Website,
Internet &
Digital Content,
SEO
Paid Media
FM, Video
Ads,
Sponsorships