Marketing
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This document discusses Victoria sweet beer, an Indian beer with 4% alcohol. It has a clear golden color and sweet lime flavor. The target demographic is urban Indians aged 20-30, from middle and upper social classes, who are easygoing and think beer can be healthy. The beer is positioned as fresh, easy to drink, and a healthy alternative. Sales promotion strategies discussed include incentives for retailers and employees, point-of-sale materials, distributor support, and sponsoring events.
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Marketing
- 1. Victoria sweet beer(Fresh, smooth, real, its all here)
- 2. Group RepresentativesBijayJha PGPM/2010-12/06DebadattaSahooPGPM/2010-12/11Pratim Das PGPM/2010-12/30Ruru Kumar SahuPGPM/2010-12/34SabeehaTanweerPGPM/2010-12/35Siddhartha PriyaranjanPGPM/2010-12/46Somika Saran PandeyPGPM/2010-12/47Subhashree RayPGPM/2010-12/49
- 3. Introduction It is sweet beer with 4% alcohol level.Pours a clear golden color with a large foamy white head.The flavor is sweet lime withartificial sugar.Low carbohydrates.
- 5. DEMOGRAPHIC SEGMENTATION:- SEX:Male /FemaleNATIONALITY:Indian AGE:20- 30 years REGION:India urban population OCCUPATION:service professional RELIGION:Insignificant SOCIAL CLASS:Middle and upwardsFAMILY LIFE CYCLE:Young / single / married
- 6. PSYCHOGRAPHIC SEGMENTATION: Easy going chilled out person.People who think that drinking beer leads to have proper health.
- 7. BEHAVORIAL SEGMENTATION:OCCASIONS:Regular userUSER STATUS:Repeat user LOYALTY STATUS:Near absoluteREADINESS STAGE:Informed Attitude toward product
- 8. 意温姻乙艶岳庄稼乙
- 10. 永看壊庄岳庄看稼庄稼乙
- 11. 永看壊庄岳庄看稼庄稼乙Direct advertisement is banned so distribution channel is used.Combine the product with some kind of soda ads and make advertisement.Positioned as fresh and easy to drink.Targeting the youth concentrated in the major cities and having high income levels along with a hip and happening lifestyle. The packaging bears a sophisticated look which goes well with the positioning.Positioned as healthy alternatives with no compromise on taste.
- 13. Sales PromotionDefinition:-Any activity or material used as a direct inducement to purchaseObjective:-Bolster/complement other promotional mix elements during a specific time periodTargeted toward:-Sales force
- 15. ConsumersClassifying Types of Sales PromotionPromotionalpricingNon-pricepromotionsSamplingPrice reductions
- 16. Free goods
- 17. Tied offers
- 18. Money off next purchase
- 20. Cheap credit
- 21. Most effective in the early stages of a new product launch (#1 use for coupons)
- 22. Important for food products
- 23. Very expensive
- 24. Contests
- 25. Free gifts
- 28. Guarantees and added servicesPoints to note..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.About 80% of retailers are satisfied with the advertising campaigns of victoria beer and 90% of them are satisfied with distribution system of it.Retailers say that the sales can be increased by providing some schemes to the retailers as well customers.Who your targeted consumer is and where they purchase your beer?
- 29. MethodsOffer various incentives to the retailer in the form of coupons, free cases or money per case sold.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.Items such as bottle openers, hats and T-shirts.Attention to our beer can be created by using exterior signage such as window neon's, pole signs, banners and gas pump toppers.Price feature will be visible enough to make consumers stop and evaluate our offering.
- 30. On-Premise / BarsPermanent POS:-Snowboards, wooden table tents and neon's.Non permanent POS:-Branded napkins, coasters and paper table tents that advertise a price special. For eg.:-Miller Lite Surfboards (POS)
- 31. Distributor SupportOne of the fastest ways to boost beer sales is to increase your distribution and promotional activity.Increase distribution by offering incentives to the distributors sales representatives.Eg.:-Money per case or a contest to win a trip.
- 32. Use of beer girlsTo build our Beers image and boost our Beer Sales.They are able to gain the attention of our targeted consumer at special events and persuade them to purchase our beer.They must be attractive and are able to persuade a consumer to try or purchase more of our beer.
- 33. Others methodsSponsor events such as cricket.Use of celebrities as brand ambassador under the name of victoria soda to build brand image.