Winning Presentation at '90 Seconds' - The Strategy Event at IIM Ahmedabad's Management Fest - Confluence 2014

1. THE OUTLIERS
MICA AHMEDABAD
Sahil Avi Kapoor
Ravinandan Puri

2. Pre Mix – Ready To Drink Alcohol
The Market Leader: Bacardi Breezer
We don’t see any reason why!
• With 4% alcohol, it is a super light drink.
• Consumed ONLY by women, for its sweet flavours.
• Men don’t prefer even being seen with a Breezer! (Oh, the jibes!)
And there’s the NEED GAP!
A simple alcoholic drink that is convenient to acquire and dispose?
A ready to drink pre mix which has the alcohol content of a small 30 ml peg?

3. 0
2000
4000
6000
8000
10000
RTDs
Sales of RTDs in India
(By Volume)
Euromonitor Data
2008 2009 2010 2011 2012 2013
THE KEY TRENDS
• 9% increase in volume sales (2012 – 2013)
• Projected CAGR of 7%
• No impact of tax hikes due to low alcoholic content
• Men, regular drinkers always marooned while positioning
THE DRIVERS
• New consumers reaching drinking age
• Higher disposable incomes
• Socially acceptable among youngsters
• Stepping stones to stronger drinks
THE NEED GAP
• No hard liquor in the easy to acquire – dispose category
• Beer and breezer ruling the convenient drinking market
• New drinkers prefer RTDs for better taste, packaging and
convenience
RECENT NEWS
• New law allowing sale of RTD alcohol at supermarkets in
major Indian metropolitans
Where’s the
SCOPE?
0
2000
4000
6000
8000
10000
12000
14000
RTDs
Forecast Sales RTDs in
India (By Volume)
Euromonitor Data
2013 2014 2015 2016 2017 2018
Global Alcohol Sales
(Euromonitor Data)
Highest growing alcohol category
globally!
Extending buying and consumption
occasions
Riding on the ever growing OOH
and in – home drinking experience!
Expanding customer base from only
women to new drinkers, light
drinkers, social drinkers and even
regular drinkers!

4. Premix
Cola | Soda |Flavour
Presenting…
A unique, no nonsense whiskey pre mix
from the UB Group.
India’s most trusted brand of whiskey
‘Black Dog’, now available with Cola,
Soda and a dozen other flavours!
330 ml can |Strong (8% alc.) | INR 150
330 ml can | Regular (6 % alc.) | INR 130
650 ml bottle | Strong (8% alc.) |INR 250
650 ml bottle | Regular (6% alc.) |INR 230
Buy, Drink, Throw!
Strong, Convenient, Tasty
Pre Mixed Whiskey for
THE MAN ON THE GO!

5. 0
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3
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9
10
Masculinity Convenience Alcohol Content Social
Acceptability
Breezer Regular Whiskey Black Dog Pre Mix
Convenience Variety
Strong
The Strategy Canvas
Breezer vs. Regular Whiskey vs. Black Dog Pre Mix
2 : 2: 4
The Value Offering
Breezer vs. Black Dog Pre Mix
1 : 4
AND THE WINNER IS…

6. Product
Flavours! Functional, natural flavours such as ginger, are
driving sales in the UK. How about Handia, Zalwaidi, Feni
or a Teekha flavour in India?
Price
Dynamic! Multipacks for the price conscious. Limited
Editions and Premium variants for the more demanding
Place
On Trade is the future! Black Dog pre mix on tap in bars
across Indian metropolitans! The exciting beer and wine
alternative at bars and pubs
In The Air Fly international sipping on your favourite Black
Dog pre mix. SWAG!
Promotion
The Global Network No reception, full interaction!
Let’s Socialize Black Dog Weekend socials at the most
happening clubs across India
Branded Merchandise Wear it on your sleeve!
MARKETING MIX