Professional Documents
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% Urbanos Población (Miles de Habitantes)
% Urbanos Población (Miles de Habitantes)
Life Styale: The Sofisticate person are 8% of the total Population and
% Annual Growth
1%
Year
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
1
2
3
4
5
6
7
8
9
10
11
12
13
Poblacin (Miles de
habitantes)
27,946.77
28,030.70
28,379.13
28,727.57
29,076.00
29,424.44
29,772.87
30,121.31
30,469.74
30,818.18
31114.11
31448.12
31782.13
% NSE AB
Urbano
% NSE C
Urbano
20.1%
20.6%
21.0%
21.2%
22.0%
22.9%
24.0%
24.8%
25.7%
27.0%
27.4%
28.3%
29.2%
27.70%
28.20%
28.70%
30.20%
31.80%
33.10%
34.90%
34.90%
38.40%
40.80%
% Urbanos
% crecimiento PBI
66.0%
6.3%
7.7%
8.9%
9.8%
0.9%
8.8%
6.9%
6.3%
5.0%
5.7%
71.0%
71.6%
72.2%
72.8%
30,000.00
29,500.00
29,000.00
28,500.00
28,000.00
27,500.00
27,000.00
26,500.00
10
12
Nueva cerveza Gr
Intencin de Compra T2B
Intencin de Recompra T2B
Heineken
Grolsch
2014
2015
Consumers:
Age 18 - 24
Age 25 - 35
12.5%
12.7%
12.8%
13.1%
13.3%
13.6%
13.8%
14.0%
14.1%
14.2%
14.5%
14.7%
14.9%
11.5%
11.7%
12.1%
12.4%
12.6%
12.5%
12.8%
12.7%
12.5%
12.3%
Ceiling Market
6,094.58
6,420.27
6,762.60
age 18-24
14.5%
14.0%
Total Market
883.10
943.14
1006.95
age 18-24
14.5%
14.0%
13.5%
13.0%
12.5%
12.0%
11.5%
0
10
12
60%
50%
Alcance
Comunicacion
65%
50%
Objectives
Cobertura
Distribucin
60%
30%
Potential Market
618.17
660.20
704.87
Objective
Market
Target Market
241.09
257.48
274.90
% NSE AB Urbano
30.0%
60.27
10
% NSE AB Urbano
30.0%
25.0%
20.0%
f(x) = 0.1903317565
0.0330200688 x )
0.0076424242xexp(
+ 0.1872666667
f(x) = 0.0284213773 ln(x) + 0.1863711791
R = 0.9761798392
0.9656216278
R = 0.782816066
15.0%
10.0%
12
5.0%
0.0%
0
10
12
26,562,815.98
2015
6.0%
29.0%
27.0%
12.0%
9.0%
8.0%
9.0%
100.0%
In Volume:
Objective Market
207,798
221,924
236,940
Target Market
51,950
10
12
National Production
1,314,589,391
Import
20,327,112
Export
6,775,704
% Market Share
Gain or Lose
At the end of 2014 the market size of the superpremium beers were 2% of th
6.0%
-1.0% The size of the beers market had only an annual grow of 2.5% in 2014
-1.0% Superpremium beers last year growth was 40%
-1.0%
-1.0%
-1.0%
-1.0%
0.0%
Superpremium Beer
Beer Consumption
Consumption per
per person (Liters per
person (Liters per
person)
person)
% Market Share
25%
% Market Share
597663359550.00
w of 2.5% in 2014
7.00
In value S/.
Objective Market
Target Market