WHITE OWL

01
Marketing
Strategy

Fiscal Year 2020

Current Market 02
Craft beers are expected to grow at 20% y-o-y
Indian beer market demand is about 390
million cases,craft beer -1.5 million cases

Marketing Strategy | Fiscal Year 2020

currently
Indian Market skewed towards the strong
variant of beer
Millennials being health conscious could shift
towards low calorie variant
Bengaluru Market 03
Fast growing pubbing culture
Beer has become the new coffee, even

Marketing Strategy | Fiscal Year 2020

work meetings are done over a beer
The “going out for a drink" scene in the
city is now active not just on weekends
There are numerous pubs
and restaurants in every area in
bangalore
 Marketing
04
strategies
Strategy one
Marketing Strategy | Fiscal Year 2020

Making the product available in

majority of pubs and restaurants
Why the chosen How will it be 05
strategy ? successful?

Increasing the visibility Metrics :

of the product to the 1. Sales volume

Marketing Strategy | Fiscal Year 2020

customers in popular 2. Brand popularity
clubs and restaurants 3. Increased Demand
will help enhance the 4. Special offers
Brand recognition and
also product
recollection
 Marketing
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strategies
Strategy two
Marketing Strategy | Fiscal Year 2020

Design the product packacking in a

way that resonates with the
customers
Why the chosen How will it be 07
strategy ? successful?

Design of the product, Metrics :

name, mascot etc plays 1. Brand connectivity

Marketing Strategy | Fiscal Year 2020

a crucial role in a way by consumer
consumers connect with survey
the brand and increases 2. Brand preference
product recall 3. Product popularity
 Marketing
08
strategies
Strategy three
Marketing Strategy | Fiscal Year 2020

Digital media and influencer

marketing
Why the chosen How will it be 09
strategy ? successful?

In the digital era, strong Metrics :

presence online is a 1. Link click rate

Marketing Strategy | Fiscal Year 2020

must for any product. 2. Impressions
This can be achieved by 3. Conversion rate
Google adds, SEO, posts 4. Social reach
and also hiring
influencers for
promoting the brand
 Marketing
10
strategies
Strategy four
Marketing Strategy | Fiscal Year 2020

Collaborations/tie-ups with various

events and carnivals/festivals
Why the chosen How will it be 11
strategy ? successful?

Selling and promoting Metrics :

the product in various 1. Consumer segment

Marketing Strategy | Fiscal Year 2020

events like Food & expansion
music festivals, Lakme 2. Wider demography
fashion week, India of consumer base
aviation fair etc will 3. Broader consumer
help the brand grow by age range
the word of mouth in
premium segments too
 Marketing
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strategies
Strategy five
Marketing Strategy | Fiscal Year 2020

Traditional advertising through TV

and print ads
Why the chosen How will it be 13
strategy ? successful?

TV and print ads still Metrics :

contribute to majority 1. Gross rating point

Marketing Strategy | Fiscal Year 2020

of the big brand 2. Search Volume
recognition associated 3. Cost per conversion
with celebrity 4. Cost per lead
ambassadors 5. Unique URL
 Timeline of activities 14

FIRST SECOND THIRD FOURTH MONTHLY

QUARTER QUARTER QUARTER QUARTER INITIATIVES

Marketing Strategy | Fiscal Year 2020

Design Visibility TV and Collaborations Digital Media
Print Ads Marketing
 Tentative Budget
15
Given the funding raised last year of
Rs. 70 crore, 5% of it could be
invested for marketing.
Marketing Strategy | Fiscal Year 2020

Digital Marketing-> 30-35%

Visibility-> 15-20%
Design-> 20-25%
Collaborations-> 25-30%
TV and Print ad-> 10-15%
16

Marketing Strategy | Fiscal Year 2020

Thank
you!