NYU 2016 Fall Managing Product & Brand final project-new product development and brand strategy Presented by Avril Chang, Barbara D‘Agosto, Muriel Wiedenkeller, Xin Zhang Instructor: Sekou White Product: a new female beer brand Content: I. AB InBev Background II. Situation Analysis III. The Opportunity IV. The New Product V. The Brand VI. GTM Strategy

1. New Product
NEW YORK UNIVERSITY
Managing Products & Brands
November 29th 2016
Group Project: Avril Chang, Barbara D‘Agosto, Muriel Wiedenkeller, Xin Zhang

2. Table of Content
I. AB InBev Background
II. Situation Analysis
III. The Opportunity
IV. The New Product
V. The Brand
VI. GTM Strategy

3. I. AB InBev
o World’s largest brewing company and one of the
biggest consumer products company in the world
o Originated in Belgium
o Result of Anheuser Busch and InBev merger
o Over 400 beer brands worldwide
o Sold in more than 100 countries
o 7 out of 10 most valuable beer brands (BrandZ 2015)
o Revenue of $43.6 billion USD in 2015

4. II. Situation Analysis
Industry Overview
Industry Trends:
o Increased popularity of craft beers
o Packaging Innovation
o Incorporate CSR strategy
Consumer Analysis:
o Men are key targets
o Ages 21 to 34 (45.1% of total sales)
o 47% of beer drinkers consume light beers
Competitive Landscape:
o Craft brewers, Wine, Liquor
Strengths
o Market leader with
rich experience in the
industry
o Strong brand
positioning for males
o Acquisition of
regional craft beer
Weakness
o Lack variety of
flavored beer
offerings
o Lack of targeting
women
Opportunities
o Create perceptions
of quality and
sophistication
o Expand offerings to
women without
stereotypes
o Increase flavored
varieties
Threats
o Increased popularity
of craft beers
o Health trend and
shift in taste lead
decrease in beer

5. III. The Opportunity
Identification
External mandate:
Competition from
other alcoholic
beverages
New needs from
the marketplace:
Shift in consumer
drinking preference
Research found in the marketplace:
o Millennials drinking different types of
beers
o Underserved female beer
consumers
o Demand for a more specialized and
specific packaging
o Prevailing health-focused lifestyle
Opportunity screening
o Innovate on new flavors of
beer and fresh taste that
appeals to millennials and
women
o New type of packaging
communicating ideas that
speak to women
Market opportunity:
o Beer consumption of females of the age
22-34 has increased by 35% percent
and drink more beer than before
o Major driver for increased consumption
o Availability of different kinds of beers
such as flavors and better selection of
craft varieties
Product concept statement
A new type of beer base
flavor drink that that targets
women between the age of
21-34

6. IV. The New Product
Competition
Competitors producing flavored beer and
alcohol reaching female consumers
High Heel Brewer Chick Beer Ballast Point Brewing Skinny Girl
Craft brewer
encouraging women to
savor the now and
fearlessly pursue
dreams
International best sellers
in a variety of flavored
beers
Empowering women a
lady to go after what
she wants
Provides women with
low cal fruit cocktail and
wine products
Craft brewer
representing women
with sexist and cliché
designs

7. IV. The New Product
Target Audience
Gender: Female
Age: 21-34
Income: $50k and up
What kind of women are
they?
1. Students
2. Employed
3. Mothers
Intention:
o Individuality
o Community Building
o Try new drink types
o Personal reward
o Have fun
What time of the day people
start to drink?
o Dinner
o Weekend
o Happy hours

8. IV. The New Product
Persona
Lily is a Data analyst who works on Wall Street. She rarely
cooks at home and drinks 3-5 times per week. She’s
displeased that she can’t find beers with special design for
women in the market. As a millennia, Lily loves to explore
and try new things. She expects good quality beer with
fresh flavor.
Personality
Age: 26
Gender: Female
Status: Single
Location: New York, NY
Job: Data Analyst
Extrovert Introvert
Sensing Intuition
Judging Perceiving
Thinking Feeling
Motivations
Price
Taste
Package
Brand
Organized
Protective
Practical
Hardworking

9. V. The Brand
Brand Positioning
Value proposition:
Eden is a new kind of beer based beverage with a fruity
taste that is absolutely refreshing with a suprising ease and
sophistication for everyday life.
Positioning statement:
For women ages 21 to 34 who are unsatisfied by traditional
beer offerings, EDEN is a new kind of flavored beer that
delivers a sophisticated light alternative than competitors,
because its proven formula delivers guilt-free natural fruit-
based tastes and gives your leisure time a very special
touch so that you can feel refreshed and relaxed with a
surprise ease while enjoying your life.

10. V. The Brand
Brand Identity
Embodies the modern day woman’s strength to know what
she wants and fearlessly pursue it to conquer the world and
enjoy life
Brand Character
Sophistication, empowering, delightful and refreshing, good
quality, accessible, and fun
Brand Name
1. Garden of Eden the garden in which Adam and Eve were
placed at the Creation
2. A delightful place, region, dwelling; paradise
3. A state of great delight, happiness, or contentment; bliss

11. V. The Brand
Tagline
Define your own Sparkle

12. EDEN for….
E – legant
E – nchanted
E – ncouragement
E – ase
E – lated
E – njoyment
E – levated
E – xited
E- xtraordinary

13. VI. GTM Strategy
Product Consideration
Product: Alcohol percentage 3%, Sparkling. Beer & Fruit
flavor
Flavors: 4 Flavors (Apple, Hugo (lemon), Grapefruit,
Pomegranate)
Packaging: Glass bottles, 4packs/6packs
Branding: Design of logo & label sophisticated looking, light
colors, - simple, see through glass bottle or light beige color
for cans

14. VI. GTM Strategy
Price Consideration
Single: $3.50
4 Packs: $9.99
6 Packs: $12.99
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Traditional Beer Flavor Beer
Price Comparison
Traditional vs. Flavor Beer
4Pack

15. VI. GTM Strategy
Distribution Consideration
o 13 distribution centers
o Anticipate distribution needs at least three months out,
while holding enough inventory for 15 to 30 days
o Retail Locations: Target, ShopRite Wine & Spirits,
Trader Joes, WholeFoods, and local liquor stores
o Other Locations: Bars, Restaurants

16. VI. GTM Strategy
Promotion Consideration
Strategy Tactical guidance
Create national-level awareness o Super Bowl Campaign
Leverage brand affinity with female millennials/ Strong
urban, female empowerment and lifestyle focus
o International Women’s Day
o Presence at fashion shows
o Sponsorship in events targeting women
o Ad placement in female magazines, e.g.
Vanity Fair
Encourage trial and increase purchase intent o Free tasting through multiple channels
o Festival tasting in food, beer and musical
events
Maintain the level of interest and build loyalty o Pop-up stands in popular locations
o Online community
o Loyalty program
Continual engagement through retail promotions o Retail displays
o Cross promotions with food

17. Future Considerations
o Develop cans designs to include in distribution
o Create special edition bottles
o Expand taste offerings for more variation
o Determine need for an App

18. THANK
YOU