BRAND MANAGEMENT

INDIVIDUAL ASSIGNMENT

Submitted By:
Aditya Nigam
Roll No: 201812057
Section: AB1

TOPIC
Beer- Basic Quality

Submitted To:
Prof. Rajeev Kamle
 Fighting Competitors
SAB MILLER- Haywards, Royal Challenge, Foster
Anheuser-Busch- Budweiser
Other competitors- Haywards 5000, Simba, Tuborg, Bira
After analysing the market I found that Delhi has banned AB InBev for 3 years. This will lead
to shortage of beer. Apart from this Simba has gained the market share in Chhattisgarh
state.

BRAND - MUFASA
FATHER OF ALL BEERS

According to the survey taste and price are the major factors that decide the sale of beer in
India. Hence, Mufasa will be made by top fermenting yeast at room temperature. It will be
processed with less hops as hops gives them a more characterstically bitter taste and darker
color.

Features Of Product-
 Aroma- Aroma is the 1st thing that you perceive before you even taste beer. Aroma
is based on the ingredient that are used to brew the beer.
Mufasa will be brewed using a single malt which will give sweet smell

 Color- There are dark color and light color beers. Mufasa will offer clear and
consistent light color for light beer and dark color for strong beer.

 Taste and Feel- Mufasa will taste sweet so that every one can drink and easily and
enjoy the taste. Our brewery will specialize in brewing sweet beer and will not leave
after-taste and bad breath in your mouth.
Mufasa is all about viscosity and the way beer melts into your mouth

Type Of Product-

 Mufasa Wheat- An unfiltered wheat beer which will be sweet in taste

 Mufasa Strong- A strong lager that’s brewed for extra months and has a robust malt
characteristics.
 Mufasa Super Strong- It is the stout beer which will be darkest and heaviest one
Market Analysis-

Delhi has banned Anheuser-Busch InBev for 3 years and the market leader in Chhattisgarh
region is Simba. That’s why the product is named as Mufasa which is the father of Simba.
Hence we will be applying Guerrilla Marketing strategy to surprise the competitor.

MUFASA SEGMENTATION-
 Geographic Segmentation- Mufasa will be available through out India and major
domination will be in south and west India

 Demographic Segmentation- on the basis of age

o 18- 25 years (Mufasa Wheat)
o 25+ ( Mufasa strong and super strong )

 Segmentation based on situation-

Birthdays, Anniversary, New Year Parties, etc

MUFASA TARGETING-
Mufasa will have 3 products for different market segments

 Mufasa Wheat-
o Youth who drinks for fun
o 1st time drinkers who drink for experience
o Urban women who prefer light drinks

 Mufasa Strong and Super Strong-

o Regular drinkers who prefer stronger flavours
o Those who want to try something strong

PENETRATION IN THE MARKET-

 Mufasa glasses will be distributed in restaurants, pubs, bars, disc, clubs, etc
 Promotion via banner and hoardings
 Promotion through beer yoga ( where individual sip cold beer as they follow yoga
routine )which is believed to make people stress free, relaxed and happy