IMC Project

Group - 03
Chayanika (18) | Kunwar Prateek (28) | Natasha (32) | Rumy (44) | Komal (139) | Brandon (346)
Introduction
 The Indian Beer Market
• The Indian beer market registered strong growth during the review period (2013-2017).

• A growing young middle class population with high disposable incomes is creating demand for alcoholic drinks such as beer.

• The Indian beer market had total revenues of $8,371.3m in 2017, representing a CAGR of 12.0% between 2013 and 2017.

• In comparison, the South Korean and Chinese markets grew with CAGRs of 5.4% and 4.0% respectively, over the same period.

• Market consumption volume increased with a CAGR of 4.4% between 2013 and 2017, to reach a total of 2,620.0 million litres
in 2017.

• The market's volume is expected to rise to 2,894.2 million litres by the end of 2022, representing a CAGR of 2.0% for the
2017-2022 period.

• United Breweries Ltd, India is the leading player in the

Indian beer market, generating a 47.8% share of the
market's value.

• Anheuser-Busch InBev NV/SA accounts for a further

20.1% of the market.

Source: MartketLine Jan’19

 AB InBev & Budweiser
• AB InBev acquired rival SABMiller in 2015 to be the world’s largest brewer.
• With the acquisition of SABMiller, AB InBev now own other large brands, including the hugely popular
Haywards 5000 and Foster’s that have a larger reach.
• AB InBev, which operates as Crown Beers India Ltd, began selling Budweiser in India in 2007,
positioning the beer as a premium beer.
• AB InBev focused on the top metropolitan cities—primarily Delhi, Mumbai and Bengaluru—to help
grow the Budweiser brand among the “aspirational" young consumers.
• It’s strategy is to market Budweiser through sponsorship of events such as music festivals and other
niche local events.
• These include events involving global firms such as Tomorrowland and Electric Daisy Carnival, along
with home-grown EDM events like The Boiler Room.
• AB InBev also sells other beer brands in India, including Stella Artois, Hoegaarden, and Corona, which
are relatively niche in reach and distribution as compared to Budweiser.

• “Budweiser is the brand that helps us lead our overall play here in India," AB InBev Marketing
Director Kartikeya Sharma. “I think I can say Budweiser will continue to be a big bet. India has started
to become one of the biggest markets for Budweiser globally.”
Source: https://www.livemint.com/Companies/i5fTbDprUZJUupryDsj5GK/AB-InBev-bets-on-Budweiser-do-drive-expansion-to-smaller-Ind.html
Segmentation, Targeting & Positioning of Budweiser

Segmentation
• Geographic: Urban and rural population of northern and western region.
• Demographic: youth, younger audience is the prime target, rising level of
income of people.
• Psychographic: Inclination of Indians towards foreign brands.

Targeting
• Majorly targeting the younger audience, with Budweiser Magnum they
are targeting the people who like to have a strong beer.

Positioning
• Budweiser has positioned itself as a premium beer in the Indian market.
• Budweiser is the most expensive beer compared with its competitors
Carlsberg, the UB Group's Kingfisher and Tiger beer by Asia Pacific
Breweries in the Indian market.
Budweiser Campaigns
 “Be a King” Campaign
‘Be a King’ is an attitude, a mindset, and a war
cry to young Indians who have the confidence
to break barriers and stereotypes, and seize
their opportunity to shine
Objective: To empower Individuals To Challenge Stereotypes And
Seize Opportunity
This campaign is brought to life by three inspirational protagonists –
Divine (India’s leading hip hop artist), Siri Narayan (an acclaimed
rapper) and Mokshada Jailkhani (a body positive dancer).
Set in an urban underground nightclub with eclectic lighting that
resembles a crown, Divine is seen rapping his vision of what makes a
true king, and challenges the audience to seize their moment. Siri
takes up the challenge with an almost fierce confidence, and
eloquently raps her stance in Kannada. The story is complemented by
Mokshada, a flag-bearer of body positivity, who expresses herself
through a riveting dance, unanimously conveying that Kings are not
born, they are made as a result of their mindset, grit and ambition.
The marketing manager say that, the brand will have a social first
strategy of amplification on digital channels, with a high focus on
Instagram, given the rising relevance and reach of the platform. This is
where a large part of our consumer base will be targeted.
 “BUDX” Programme
The BUDX programme organised 2-3 day music festivals in 3
cities in India Mumbai, Bangalore & Hyderabad to nurture
and shape music culture in India, by providing emerging
artists the opportunity to collaborate with and be mentored
by some of the biggest names in music worldwide
For Mixx, a platform challenging gender norms and
patriarchal systems, BudX created a dedicated safe space
booth aimed at generating awareness around gender
neutrality, inclusiveness and LGBTQ culture. It also partnered
with environmental solutions firm Skrap to create an event
centred on sustainability and responsibility.
Objective : To increase proximity-based engagement
with the consumers.
The underlying focus of the programme is to bring fans
and artists closer together in a collaborative, creative
experience around emerging electronic music culture.
Through its structure and content, BUDX puts the
spotlight squarely on the development of electronic
music in India as a tool of social cohesion and
empowerment. It is also an extension of Budweiser
experiences’ collaboration that brought Boiler Room
to India at the end of 2016, and continues to
champion the local scene and electronic music
communities in India.
Competitor Analysis
 Heineken Advertising Strategy
2013
Heineken Marketing Campaign
A social experiment
Targeted towards the in shop customers,
who prefer to chose among the options
available. It was aimed to create an
enhanced buying experience with a
customized service offered to the
customers
A specific landmark was created, where
customers can stand. Only the customer
standing at the designated position will
hear a voice assisting the beer choice and
enhancing the buying experience of the
customer.
Heineken Voyage Campaign
Marketing Advertisement
To emphasize more on the consumption
categories in Indian population. It
identifies a varied customer segment
consuming Heineken Beer
An advertisement depicting how people
from different age band are consuming
Beer, how integral its in the culture of
India. It was served in the wedding,
important occasions, and cultural show
2018
Generations Apart
A social experiment
Conversations between parents and child, are
challenging long-standing social norms. Their
differences have built invisible barriers.
Can a night of good humour break the silence
between fathers sons and daughters and help
spark an open conversation between them
To say cheers over a beer signifies more than
just a conversation. It’s a sign of openness to
another person’s ideas, and a choice to be
accepting of their beliefs. After all, when we
try to find common ground do we focus on
what unites us, instead of what divides us
 Heineken Advertising Strategy

Promotion through movie

Depicting Heineken iconic heritage partnership, takes the brand to a
along with the compelling stories wider consumer base, who develops
which were relevant and topical certain kind of association through
with movie and brands
 Carlsberg (Tuborg) Advertising Strategy
Carlsberg Be Proud Campaign
Leveraging the company’s iconic
statement of “Be proud to be different”.
It gather strong customer base in the
urban youth and working professionals.
It has associated itself with Bollywood
stars, musicians, and artists
Always Say Yes
First integrated effort from the brewer
and sees it position the beer for the
“relentlessly curious’” drinker. Targeting
those with an easy-going nature,
Tuborg’s campaign ramps up efforts to
snare wine and spirit drinkers by playing
on the notion that the next evening
could be the most spectacular
Music Marketing
Tuborg has refreshed its identify and
focus to leverage its heritage and the
power of music in a new global
campaign looking to connect with young
adults, underlined by the ‘give pulse to
the moment’ strapline
Understanding Consumer Behavior
 Research : Primary
Survey conducted amongst college going students and office goers to understand the consumers’ behavior

42 18+ respondents

Respondents’ Details

Age 18 to 40+

Location Urban

Profession College Goers (28), Office Goers (14)

Questionnaire based survey conducted to analyse the drinking behaviour, packaging & taste
preferences, brand preference and loyalty towards beer & brand.
 Research : Primary - Results

Age Group Packaging

16%
28%

17%
17
14
11
39%

Can Pint (330 mL) Large bottle (760 mL)

18-23 24-30 30-40 Above 40

 The biggest segment of beer drinkers is in the age
group of 18-30 years, which constitutes a combined
share of 67%.
 A decline in beer consumption is noted with
increasing age.
 Around 40% of the respondents prefer large bottles
as compared to 330 mL or 500 mL packages.
 The prominent reasoning among can users is the
convenience and larger quantity as compared to
pint.
 Research : Primary - Results

Alcoholic Beverage Preference Customer Loyalty

Which alcoholic beverage do you prefer over beer? What would you possibly stop or switch drinking beer?
5% 2%

31%

12
8 9
6
43% 2 3 2

Price Acquired Health Fatique Taste Beer belly Never

7%
taste for leave
other
12% drinks

Whiskey Rum Wine Vodka Breezer

 Whiskey and Vodka are the most preferred alcoholic
beverage over beer. However, it is to be noted that they
have around 3 times more alcoholic content than beer.
 In terms of alcoholic content, wine is considered the
nearest competitor. The preference is only 12%.
 More than 28% (majority) believe that they would be
consuming both the beverages than leaving beer. It
indicates that majority of consumers are loyal.
 The most probable reasons could be health issues,
aesthetics (beer belly) and acquired taste for other
drinks, which is around 50% of the consumers.
Creative Brief
 Strategy

“Budweiser Vintage”
• Budweiser has got two premium products(Magnum and Premium King) available in India
which are almost of same price. The company should focus on targeting the office people
and the college going students.
• Growing market trend toward vintage.
• As many companies have successfully gone vintage with their flagship brand, we will also
try to revive the vintage Budweiser by campaigns over social media and events all over
India and the most preferred size was in the form of can, so we will launch vintage brand
Budweiser in cans.
• We will make an advertisement targeting office people, where our idea will be that in an
office party you don’t get too high and speak unwanted stuff and embarrass yourself.
Instead drink Budweiser beer and enjoy the party.

Why this strategy works For Budweiser?

• Draws on strengths
• Iconic, heritage
• Engages millennial generation without compromising their loyal customer base
• Fosters generated consumer marketing support.
Successfully revived vintage brands