This document discusses Victoria sweet beer, an Indian beer with 4% alcohol. It has a clear golden color and sweet lime flavor. The target demographic is urban Indians aged 20-30, from middle and upper social classes, who are easygoing and think beer can be healthy. The beer is positioned as fresh, easy to drink, and a healthy alternative. Sales promotion strategies discussed include incentives for retailers and employees, point-of-sale materials, distributor support, and sponsoring events.

1. Victoria sweet beer(Fresh, smooth, real, it’s all here)

2. Group Representatives BijayJha PGPM/2010-12/06 DebadattaSahooPGPM/2010-12/11 Pratim Das PGPM/2010-12/30 Ruru Kumar SahuPGPM/2010-12/34 SabeehaTanweerPGPM/2010-12/35 Siddhartha PriyaranjanPGPM/2010-12/46 Somika Saran PandeyPGPM/2010-12/47 Subhashree RayPGPM/2010-12/49

3. Introduction It is sweet beer with 4% alcohol level. Pours a clear golden color with a large foamy white head. The flavor is sweet lime withartificial sugar. Low carbohydrates.

4. STP of Victoria…

5. DEMOGRAPHIC SEGMENTATION:- SEX:Male /Female NATIONALITY:Indian AGE:20- 30 years REGION:India urban population OCCUPATION:service professional RELIGION:Insignificant SOCIAL CLASS:Middle and upwards FAMILY LIFE CYCLE:Young / single / married

6. PSYCHOGRAPHIC SEGMENTATION: Easy going chilled out person. People who think that drinking beer leads to have proper health.

7. BEHAVORIAL SEGMENTATION: OCCASIONS:Regular user USER STATUS:Repeat user LOYALTY STATUS:Near absolute READINESS STAGE:Informed Attitude toward product

8. Targeting…

10. Positioning…

11. Positioning… Direct advertisement is banned so distribution channel is used. Combine the product with some kind of soda ads and make advertisement. Positioned as “fresh and easy to drink”. Targeting the youth concentrated in the major cities and having high income levels along with a hip and happening lifestyle. The packaging bears a sophisticated look which goes well with the positioning. Positioned as healthy alternatives with no compromise on taste.

12. Sales Promotion PERSONALSELLING ADVERTISING SALESPROMOTION PUBLICITY

14. Wholesalers and retailers

16. Free goods

17. Tied offers

18. Money off next purchase

19. Loss leader pricing

20. Cheap credit

21. Most effective in the early stages of a new product launch (#1 use for coupons)

22. Important for food products

23. Very expensive

24. Contests

25. Free gifts

26. Self-supporting offers

27. Multi-brand promos s

29. Methods… Offer various incentives to the retailer in the form of coupons, free cases or money per case sold. Incentives to their employees to promote our beer. The incentives could be money per case or a gift certificate for the employee who sells the most cases. Items such as bottle openers, hats and T-shirts. Attention to our beer can be created by using exterior signage such as window neon's, pole signs, banners and gas pump toppers. Price feature will be visible enough to make consumers stop and evaluate our offering.

30. On-Premise / Bars… Permanent POS:-Snowboards, wooden table tents and neon's. Non permanent POS:-Branded napkins, coasters and paper table tents that advertise a price special. For eg.:- Miller Lite Surfboards (POS)

31. Distributor Support… One of the fastest ways to boost beer sales is to increase your distribution and promotional activity. Increase distribution by offering incentives to the distributors sales representative’s. Eg.:-Money per case or a contest to win a trip.

32. Use of beer girls… To build our Beers image and boost our Beer Sales. They are able to gain the attention of our targeted consumer at special events and persuade them to purchase our beer. They must be attractive and are able to persuade a consumer to try or purchase more of our beer.

33. Other’s methods… Sponsor events such as cricket. Use of celebrities as brand ambassador under the name of victoria soda to build brand image.