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marketing strategy of beer sales...

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  1. 1. Victoria sweet beer(Fresh, smooth, real, it’s all here)<br />
  2. 2. Group Representatives<br />BijayJha PGPM/2010-12/06<br />DebadattaSahooPGPM/2010-12/11<br />Pratim Das PGPM/2010-12/30<br />Ruru Kumar SahuPGPM/2010-12/34<br />SabeehaTanweerPGPM/2010-12/35<br />Siddhartha PriyaranjanPGPM/2010-12/46<br />Somika Saran PandeyPGPM/2010-12/47<br />Subhashree RayPGPM/2010-12/49<br />
  3. 3. Introduction <br />It is sweet beer with 4% alcohol level.<br />Pours a clear golden color with a large foamy white head.<br />The flavor is sweet lime withartificial sugar.<br />Low carbohydrates.<br />
  4. 4. STP of Victoria…<br />
  5. 5. DEMOGRAPHIC SEGMENTATION:- <br /> <br />SEX:Male /Female<br />NATIONALITY:Indian <br /> <br />AGE:20- 30 years <br />REGION:India urban population <br /> <br />OCCUPATION:service professional <br /> <br />RELIGION:Insignificant <br />SOCIAL CLASS:Middle and upwards<br /> <br />FAMILY LIFE CYCLE:Young / single / married <br />
  6. 6. PSYCHOGRAPHIC SEGMENTATION: <br />Easy going chilled out person.<br />People who think that drinking beer leads to have proper health.<br />
  7. 7. BEHAVORIAL SEGMENTATION:<br />OCCASIONS:Regular user<br /> <br />USER STATUS:Repeat user <br /> <br />LOYALTY STATUS:Near absolute<br />READINESS STAGE:Informed Attitude toward product<br />
  8. 8. Targeting…<br />
  9. 9.
  10. 10. Positioning…<br />
  11. 11. Positioning…<br />Direct advertisement is banned so distribution channel is used.<br />Combine the product with some kind of soda ads and make advertisement.<br />Positioned as “fresh and easy to drink”.<br />Targeting the youth concentrated in the major cities and having high income levels along with a hip and happening lifestyle. <br />The packaging bears a sophisticated look which goes well with the positioning.<br />Positioned as healthy alternatives with no compromise on taste.<br />
  12. 12. Sales Promotion<br />PERSONALSELLING<br />ADVERTISING<br />SALESPROMOTION<br />PUBLICITY<br />
  13. 13. Sales Promotion<br />Definition:-Any activity or material used as a direct inducement to purchase<br />Objective:-Bolster/complement other promotional mix elements during a specific time period<br />Targeted toward:-<br /><ul><li>Sales force
  14. 14. Wholesalers and retailers
  15. 15. Consumers</li></li></ul><li>Classifying Types of Sales Promotion<br />Promotional<br />pricing<br />Non-price<br />promotions<br />Sampling<br /><ul><li>Price reductions
  16. 16. Free goods
  17. 17. Tied offers
  18. 18. Money off next purchase
  19. 19. Loss leader pricing
  20. 20. Cheap credit
  21. 21. Most effective in the early stages of a new product launch (#1 use for coupons)
  22. 22. Important for food products
  23. 23. Very expensive
  24. 24. Contests
  25. 25. Free gifts
  26. 26. Self-supporting offers
  27. 27. Multi-brand promos s
  28. 28. Guarantees and added services</li></li></ul><li>Points to note..<br />Victoria beer is available with 90% of retailers whereas other brands like Kingfisher and Heywards are available at all retail shops, i.e. 100% availability.<br />About 80% of retailers are satisfied with the advertising campaigns of victoria beer and 90% of them are satisfied with distribution system of it.<br />Retailers say that the sales can be increased by providing some schemes to the retailers as well customers.<br />Who your targeted consumer is and where they purchase your beer? <br />
  29. 29. Methods…<br />Offer various incentives to the retailer in the form of coupons, free cases or money per case sold.<br />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.<br />Items such as bottle openers, hats and T-shirts.<br />Attention to our beer can be created by using exterior signage such as window neon's, pole signs, banners and gas pump toppers.<br />Price feature will be visible enough to make consumers stop and evaluate our offering.<br />
  30. 30. On-Premise / Bars…<br />Permanent POS:-Snowboards, wooden table tents and neon's.<br />Non permanent POS:-Branded napkins, coasters and paper table tents that advertise a price special.<br /> For eg.:-<br />Miller Lite Surfboards<br /> (POS)<br />
  31. 31. Distributor Support…<br />One of the fastest ways to <br /> boost beer sales is to increase<br /> your distribution and promotional<br /> activity.<br />Increase distribution by<br /> offering incentives to the<br /> distributors sales representative’s.<br />Eg.:-Money per case or a<br /> contest to win a trip. <br />
  32. 32. Use of beer girls…<br />To build our Beers image and boost our Beer Sales.<br />They are able to gain the attention of our targeted consumer at special events and persuade them to purchase our beer.<br />They must be attractive and are able to<br /> persuade a consumer<br /> to try or purchase<br /> more of our beer. <br />
  33. 33. Other’s methods…<br />Sponsor events such as cricket.<br />Use of celebrities as brand ambassador under the name of victoria soda to build brand image.<br />