The document provides information on a group project for Unibrew. It analyzes 20 potential projects for developing new beer products. Each project is evaluated based on expected revenues, investment costs, payback period, trading margins, and other financial metrics. Based on these analyses, Project 1 (Havanna Home Draft) is selected as the chosen project to develop first. Tables and charts are included to compare the projects across various dimensions over time.

1. Unibrew
Group8:
•Mathieu Ghys
•Matthias De Beule
•Tim Sturm
•Charlotte De Troyer
•Cédric Verbeeck
•Bram De Winne

2. Strategy
Growing markets Mature markets
Kind of strategy Fast-follower strategy Customisation
Focus Marketing and branding Customer segmentation
Winning brand portfolio Campaign to increase the Develop products based on
customer’s brand the needs of different
awareness customer segments.
Winning at the point of Focus on availability & Customer intimacy and
connection recognition CRM
World class efficiency Focus on Supply chain Focus on cost reduction
Targeted external growth Acquire companies to gain Acquire competitors, to
know-how gain economies of scale

3. Chosen project:
1. Havanna Home Draft

4. Project Map
R&D 3
5 6
Breakthrough
projects
2
18 20
Investments
Platform projects
12
0-10 mio Euro 13
17
10 9
10.01-25 mio Euro
Derivative projects
25.01-100 mio Euro 1 19 8
11
4 7
100.01 + mio Euro 16 15 14

5. Consumer/Technology Matrix
New Core New Improvement Variant No change
Product Benefit
Consumer Value Perception
Breakthrough
3 5
2
Radical 6
Platform
Enabling Technology
13
18 12
Generation 11
Derivative 9
10 1 8 14 19 15
Incremental 20 17 7 16
Brand Support
Base
4

6. Time Lens
2
Expected revenues (npv)
1
13
6
8
17
10 19
5 7
12 11 18 9
3 4 16 20
15 14
Initial feasibility Research Market research Development & up scaling Commercialization
Life Cycle Phase

7. NPV
1200
1000
1000
800
NPV (mio Euro)
600
400 379
347
200 173
124
68 72 72
3.9 18 15 3.9 12 7.6 3.5
0.05 0.9 0.675 0.318 3.4
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

8. NPV / Real option value
350.00
304.98
300.00
250.00
NPV / Real option value (mio Euro)
222.86
200.00
171.11
150.00
100.00
81.14
50.00
41.29
3.93 0.75 12.42 6.08
0.00
-9.00 -0.04 -12.59 -5.77 -5.16 -0.75 -0.95 -15.20 -9.09
-31.66 -29.89
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
-50.00

9. 7
Payback , Trading margins & TTBE (size of the bubble)
6 Project 1
Project 2
Project 3
Project 4
5
Project 5
Project 6
Project 7
4
Project 8
Payback
Project 9
Project 10
3 Project 11
Project 12
Project 13
2 Project 14
Project 15
Project 16
Project 17
1
Project 18
Project 19
Project 20
0
-10 0 10 20 30 40 50 60 70
Trading margin

10. Payback period and Trading margin
10 70
9
60
8
50
7
6
Payback period (years)
6
Trading margin (%)
5.5 40
5 5 5
5 4.75
4 4 4 30
4
3.5 3 3 3 3
3
2.5 2.5 20
2 2 2
2
10
1
1
0 0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20