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Market Overview
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Conclusions of Analysis
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Beer Industry Overview
So, India has become the ideal market for the industry.
Market overview
Indian beer market grew by 17.1% in 2010 to reach a
value of $5,022.8 million.
Drivers Challenges
• Beer sale in India is forecasted • Brewers must make
to grow at a CAGR of 17.2%. innovative and readily
• India has an emerging middle available products to remain
class-India has a healthy competitive
urban workforce. • Brewers must create a sense
• 63% of the country population of brand loyalty
is between the ages of 15-24. • Utilization of brewing capacity
• Favorable regulatory – to keep manufacturing costs
environment. low.
• Clever advertising – to induce
beer drinkers to buy a
particular brand
Market Value and Volume
Market Value
250,000.00 30
% age growth
20
RS. millions
150,000.00
15 of $5,022.8 million. CAGR for
100,000.00
10 Rs. million period 2006-2010 was 21.9%.
50,000.00 5 % Growth
0.00 0
Year
Data source: Datamonitor
Market Volume
1800 18 Volumes grew by 13.8% in 2010
1600 16
1400 14 to reach a volume of 1,687.4
1200 12 million liters. CAGR for period
% Growth
Volume
Standard lager
91.8% United Breweries
Limited 42.4%
Premium lager
8.2% SABMiller 22.8%
Ales, stouts &
bitters 0.0% Mohan Meakin
Limited 5.3%
Low/no alcohol
0.0% Others 29.4%
Specialty beer
0.0%
Social Media Research has faster turn around time, has bigger sample size and is
more accurate and reliable.
Insights
through
Social Media
36-45 4
23%
26-35 23
MALE
FEMALE 18-25 58
77% 13-17 15
0 20 40 60 80
Percentage
Beer brands have more male People in the age group of 18-25
patronage than female. years, which is target segment for
beer, talk more about beer
Brand Localization
•Kingfisher is present
in almost all states of
India.
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0
Tuborg 70.0%
60.0%
Carlsberg
50.0%
Heineken
40.0%
Foster's
30.0%
Haywards 5000 20.0%
Budweiser 10.0%
Miller Lite 0.0%
Definition of Buzz Metrics used for Benchmarking (more the better for both Scores)
Opinion Score: Opinion Score based on the sentiments of the posts towards the brand.
Influence Score: Influence Score defined by overall buzz, uniformity of the buzz over
time, and diversity of buzz across channels.
People use twitter most to talk about Kingfisher has the maximum buzz
beer than any other platform. score, which means it gets maximum
attention among competitors.
40%
47%
13%
Courtesy : www.wordle.net
• Kingfisher is famous among various beer brands due to its association with Cricket(IPL), which is
the most talked about work along with beer (slide 24).
• Kingfisher also have some negative sentiments in relation employee management issues
(salaries, boycott etc) , covered extensively by news media.
Opinion Score v/s Influence Score
100
90
80
70
60
50
40
Opinion Score
30
Influence Score
20
10
0
A regression test was run on carried on Opinion score and Influence score. The value of
regression coefficient R2 =0.2030, which proves that there is no established relationship between
Opinion score and Influence score.
This also disproves the point that when people talk they talk only negative or only positive.
What is talked about Beer? (1/2)
Courtesy : www.wordle.net
Kingfisher in India.
• People also associate beer and food.
• Price is also talked about in association with beer. This represents cost sensitive customers.
Conclusions of Analysis
Beer brands have more male patronage than female. They should also target female
population.
Tuborg and Carlsberg do not have good brand patronage across nation. Kingfisher has the
best national coverage.
Price is also talked about in association with beer. It can serve as an input to company’s
pricing strategy.
Courtesy : www.wordle.net
Cricket and beer go together. Beer companies can create brand campaigns associated with
cricket to be more successful.
Recommendations
People talking in social media falls in the same age group as targeted customers of Beer
companies. So it is suggested that brands make good use of Social Media.
Brand Image can be created and managed through social media by engaging existing and
potential customers.
Innovative products is the requirement to remain competitive in beer industry. What the
customers actually want can be known by tracking their online conversations.
By adding online strategy to their marketing mix, Beer companies can tie together everything
they are doing both offline and online.
Beer companies can use online crowd-sourcing for product development. People will tell you
what they want.
Courtesy : www.wordle.net
By creating online buzz, beer companies can reduce their marketing expense.
Research Methodology
1. General characteristics of Indian beer are analyzed using the report “Beer in
India” December, 2011 by Datamonitor.
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