Introduction

Drinks and ready-to-drink goods are produced by the beverage

business, sometimes known as
the drink industry. Bottled water, energy drinks, soft drinks, milk
products, goods made with
coffee or tea, nutritious drinks, and alcohol are a few examples.
Historically, the beverage
business has had very high standards for hygiene and related
technologies. Whether it's
sparkling wine, beer, wine, lemonade, mineral/drinking water,
or fruit juice, impeccable
hygiene is required to maintain the product's high standards
and shelf life. The process used
to produce beverages differs mostly based on the product. The
beverage industry can be
classified into two parts Aloholic and non-alcoholic. Spirits that
have been distilled, wine,
cider, and beer (including sparkling) are all part of the alcoholic
beverage sector. The
nonalcoholic beverage industry consists of fruit juice bottling,
canning, and boxing; soft drink
(or soft beverage industry) or syrup making; soft drink and
water bottling and canning, and in
modern times non-alcoholic beer.
Soft drink manufacturing has become a little outdated in the
Indian market due to a lack of
innovation. Coolberg was developed to offer a high-quality and
inventive alternative to soft
drinks. In modern India, one needs new tastes and stylish
products. A recent survey indicates
that over 80% of consumers would like to test sodas other than
Colas. Coolberg, a beverage
for everyone, was created as a result. A company that makes
non-alcoholic beverages and
gives the feel of drinking beer at the sam time. This Indian firm
aims to establish a trendy,
attractive, and contemporary new drink category by producing
non-alcoholic beers.
The brand offers a wide variety of beers that are made with
natural ingredients like barley
malt and herbs, giving drinkers and beverage enthusiasts a
vast selection of interesting
mocktails and beers to pick from. The tastes of Coolberg's
other malt-based drinks,
Cranberry, Strawberry, Peach, Ginger, and Mint, are crisp and
delightful, and their Malt Zero
Alcohol Beer has a flavour that is akin to beer. The company's
products appeal to a broad
customer base, which includes individuals who value Coca-
Cola and those who crave the
taste of beer. Many techniques can be used to make beer that
isn't alcoholic. Some of which
call for limiting the fermentation process, while others call for
the alcohol in regular beer to
evaporate. Coolberg employs the former technique and little
ferments its drinks.
 Company Profile

Coolberg Beverages Pvt Ltd is a company that produces non-alcoholic

beverages. This Indian startup makes non-alcoholic beers to create a hip,
appealing, and modern new drink category. Drinkers and beverage enthusiasts
have a wide range of unique mocktails and beers to choose from thanks to the
company's large array of beers, which are manufactured with natural
components including barley malt and herbs. The flavours of Coolberg's other
malt-based beverages, Cranberry, Strawberry, Peach, Ginger, and Mint, are
pleasant and crisp, while the beer-like flavour of their Malt Zero Alcohol Beer
is similar to that of beer. A diverse clientele, including many who appreciate
Coca-Cola and those who yearn for the beer's flavour, is drawn to the
company's products.
History and Evaluation

Pankaj and Yashika, a couple, established Coolberg in 2016. Pankaj

is a teetotaller who does not drink alcohol, although he enjoys
partying with his buddies. So many of his pals drank beer or other
alcoholic beverages, but Pankaj preferred to consume Energy Drink
or Apple Juice discreetly.

The trick was that both the options seemed to be beer in the glass, and
friends didn't push him to consume more alcohol. In several instances,
he rescued himself. The greater problem was that there weren't a lot of
alternatives for non-drinkers, and Pankaj didn't use to buy expensive
mocktails with a lovely curled straw.

Pankaj and Yashika visited Australia and New Zealand after their
marriage in early 2016. Pankaj had the same difficulty at many of the
restaurants and clubs, that is where they discovered the non-alcoholic
beer alternative.

Pankaj ordered Non-Alcoholic Beer right away and fell madly in love
with it. This was the epiphany moment when a doorbell rang in both
of their heads, and they tried to launch non-alcoholic beers in India,
12,000 kilometres away from the home.

When Pankaj and Yashika returned to India, they began working on

the formulas and spent several months perfecting the formulation and
putting in place all of the necessary equipment.

Coolberg was formed after a huge amount of work, and their idea of
developing a non-alcoholic beer subcategory in India became a
reality, and it is now on its way to being a great success.

Coolberg currently sells not just in India, but also in Africa, Bhutan,
the Maldives, Nepal, and other nations.

Coolberg Pvt Ltd was founded in 2016 by Pankaj and Yashika (A

husband-Wife Duo). They started manufacturing non-alcoholic beer
by the name Coolberg. Coolberg is India’s leading company that
manufactures non-alcoholic beers to establish a new drink genre that
India has never seen before 2016. After a long hustle done by the
couple, Coolberg was in the market in 2016. Coolberg has now
become India’s premium brand in the non-alcoholic beer sector.
Coolberg launched a different flavour beer with a pleasing and
soothing taste, Malt Zero Alcohol is a Beer that has a beer-like
flavour, and its other malt-based drinks, such as Cranberry,
Strawberry, Peach, Ginger, and Mint. The company has a good appeal
to a wide range of customers, especially the teetotallers who can chill
with their friends and family at clubs.
Coolberg, the non-alcoholic beverage market is expected to grow at a
rate of 4.7 per cent (2016-2026). During the COVID- 19 period due
to the numerous safety restrictions, Coolberg has made quality control
to increase customer confidence and maintain their sales. Coolberg
has its headquarters in Mumbai, Maharashtra in India where they
started their business. Coolberg is a millennial-oriented brand. It is
designed to have the optimum taste, consistency, and aroma, as well
as Coolberg packaging is youthful and delightful. The products are
now available in over 30 major cities and are delivered at over 2000
retail touchpoints, the majority of which are restaurants and cafes.
Coolberg extended its sales not only in India but also in the Maldives,
Bhutan, Africa, Nepal and other nations.

Coolberg is a millennial-oriented brand. It's designed to have the

optimum flavour, consistency, and scent, as well as youthful and
colourful packaging. The product is now accessible in over 30 major
cities and is supplied at over 2000 commercial outlets, the majority of
which are cafes and restaurants.

The products are priced at Rs 99 rs MRP and fall into the luxury
segment. Coolberg has carved out its position in the marketplace,
catering to customers who aren't interested in alcoholic beverages.

When non-drinkers are socialising with friends and seeking a more

grown-up option to the juice and soft drink alternatives present in the
market, it also provides a fresh perspective.
Coolberg is now accessible in 25,000 retailers across India, 4 years
since its inception. Supermarkets, grocery shops, cafés, restaurants,
colleges, airlines, and online mediums, all distribute it.

Pankaj, a Chartered Accountant, is in charge of marketing and

statistics, while Yashika is in charge of organizing and advertising.
According to Statista, sales in the soft drinks industry in India is
estimated to reach $4,932 million by 2022, with the market growing
at a 9.0% annual rate (CAGR 2021-2025).

Currently, the brand works with over 250 distributors that provide to a
variety of retail outlets. Also, it sells directly to consumers through a
range of online platforms.

Pankaj Aswani, Founder of Coolberg Beverages Pvt Ltd, said,

"Coolberg was conceptualised looking at the needs of non-alcoholic
consumers, I being one of them. There was a demand and it was met
by imported stuff. We saw an opportunity in the non-alcoholic beer
segment and entered this business. We are increasing production
every month."

Coolberg Beverages Pvt Ltd intends to increase market dominance in

terms of reaching out to several clients. The firm's offerings, which
include the manufacture and marketing of zero-alcohol beer, are
currently accessible in 30 major locations across India. Such items
were available in 2,000 outlets, including stores and restaurants.
Coolberg now intends to increase its reach by ten times.
As of 2019, "This year our target is to make products be made
available at 20,000 outlets, which is a 10 times growth in market
expansion. We want to penetrate deep into the markets we are already
in. It helps in better distribution and an efficient supply chain. Once
we stabilise our operations in these markets, we will expand to new
markets," Aswani added.
 Overview of the Industry

Non-alcoholic or low-alcohol beer was introduced by the by Brewing Company

in the United States in 1919. Alcohol-free segment accounted for over 55% of
the total industry share in 2016. The market for non-alcoholic beverages is
anticipated to expand at a 4.7% annual pace between 2021 and 2026. The global
non-alcoholic beverage market is being greatly impacted by COVID-19, and as
a result, several safety rules, precautions, and quality assurance procedures are
being put in place to boost consumer confidence. The market is expected to
benefit from these activities, which have increased sales of products with
functional benefits including immune system health. Conversely, demand for
high-sugar carbonated drinks has declined in both on- and off-trade venues.

The pandemic of 2020 caused a shift in the packaging size landscape, with
consumers choosing multipacks and larger pack sizes because they are more
economical and do not require additional frequent store visits. India's non-
alcoholic beverage market has grown significantly. This expansion is a result of
growing urbanisation, rising disposable income, and growing middle-class
populations. India is also one of the biggest consumer markets in the world,
home to 1.3 billion people. With more than half of the population under 25 and
about 65% under 35, it is also among the youngest in terms of demographics.
An research projects that between 2017 and 2030, the Indian market for bottled
non-alcoholic drinks would grow at a rate of 16.2%. Moreover, the business is
anticipated to grow to USD 20.4 billion by the end of the projection period as
more people choose packaged beverages. According to an analysis, the Indian
bottled non-alcoholic drinks industry is expected to rise at a rate of 16.2% from 2017
to 2030. Furthermore, because more individuals switch to packed beverages, the
industry is expected to expand to USD 20.4 billion by the end of the projection period.
MARKETING MIX OF COOLBERG
A Refreshing Strategy
Coolberg, India's first and leading non-alcoholic beer, has carved a unique niche
for itself in the beverage market. Let's delve into the 4Ps of marketing that make
up Coolberg's refreshing strategy:

Product:

Variety of Flavors: Coolberg goes beyond the traditional beer taste, offering
options like peach, strawberry, ginger, mint, malt, and cranberry. They've
recently introduced sugar-free versions as well, catering to health-conscious
consumers.
Non-alcoholic Advantage: Coolberg stands out by being the only non-alcoholic
beer brand in India. This caters to a large segment who might avoid alcohol due
to cultural reasons, health concerns, or simply wanting a refreshing drink.
Coolberg specializes in non-alcoholic beers. They offer a variety of flavors
including:

Malt-A classic flavor that mimics the taste of traditional beer, providing a
familiar experience without the alcohol content
Cranberry-A tart and tangy flavor adding a different dimension to the non
alcoholic beer experience
Strawberry- a fruity option with the sweetness of strawberry, appealing to those
who prefer a sweeter beverage
Peach-another fruity variant, delivering the juicy essence of peaches
Ginger- a refreshing variant with the zest of ginger
Mint- a cool, minty flavor that offers a refreshing twist
Hawaii- flavours of lychee and coconut
Bahamas- flavours of mixed fruit and coconut
We can buy them in single flavors or in an assortment pack that includes all the
flavors. Coolberg also sells merchandise like beer glasses, cooler bags, and t-
shirts Since Coolberg is a non-alcoholic beverage, it can be enjoyed by people
who don't want to drink alcohol or who are unable to for medical reasons. It's
also a good option for people who are social situations where they don't want to
drink but still want to feel like they have something in their hand.coolberg
offers both bottles of 330ml(all flavours) and coolberg cans( peach and
crainberry flavours) .
Place:

Targeted Distribution: Coolberg started with a test launch in Mumbai, gradually

expanding to other major cities. This strategic rollout ensured they captured key
markets before venturing further.
Focus on Availability: Their distribution network prioritizes supermarkets,
convenience stores, and restaurants frequented by their target audience.
It follows an omni channel distribution coverage. Under regular offline channel,
coolberg is placed at different supermarkets,grocery store,cake shops,cafes,
dining restaurants,QSRs, bars and clubs,liquor retail shops,hotels, under
alternate offline channels, coolberg is also present at colleges,offices, theme
parks, theatres, airports, railway station,wedding concerts, sports clubs,petrol
pumps.Undeer online channel, it is present at marketplaces, cloud kitchen,
gifting platforms etc. coolberg is manufactured in Mumbai, transported in bulk
to super stockists in bulk quantites for transferring them to different distributors.
When the distributors or company people ( BDE) sells these good to different
retailers, this is called secondary sales. In coolberg the distribution channel
operates in this way. The product is manfuctured and transported into different
distributor points located all over in west Bengal. From there the product is
being delivered to different shops including general trade( mom and pop kirana)
modern trade( departmental store), large MT such as hypermarkets and
supermarkets. At the month end the company person has to make primary that
means he has to give 24 cases- 48 cases to distributor and make the payment
Promotion:
Target Audience: Focus marketing efforts on millennials and health-conscious consumers
who enjoy social gatherings but seek non-alcoholic alternatives.

Coolberg organized a dinner date campaign in February 2022 for 5

lucky winners via its social media page on Instagram. The campaign
was done to increase the Instagram page followers with a theme for
Valentine’s Day where the users have to follow their account on
Instagram, tag their partner, and write a pickup line for their partner in
the comment section. And they have to share the post with others so
that the brand would gain more views on the post and will ultimately
increase its reach.
The campaign got successful and the post got 4x more likes compared
to the previous posts. The reason behind the triumph was the unique
campaign idea and the great use of Instagram marketing strategies like
proper use of hashtags and curating & promoting user-generated
content. Another similar campaign was held by Coolberg on
Instagram in December 2021 where 5 lucky winners were given a
chance to win Coolberg party hampers. The theme of the campaign
was New Year’s Eve plans where the user had to tag their friends in
the comment section and share their way of partying and the user had
to share the same post on the story. The reason behind this campaign
was to advertise Coolberg as well as get people familiar with the taste
of Coolberg.
Again this campaign also got successful and the post got 4x more
likes compared to the previous posts. The reason behind the triumph
was the unique campaign idea and the great use of Instagram
marketing strategies like curating the post with the right hashtags and
giving a voice to creative design.
On June 20th 2021 coolberg held a campaign on Instagram for soccer
fans. Where 3 winners were given cool soccer accessories with
Coolberg products and more. The campaign was all about the Euro
Quiz. To take part the participant has to follow the coolberg
Instagram page and answer the questions in the Coolberg Grand Euro
Quiz.
The only reason behind the campaign was to let the youth get familiar
with Coolberg and to increase Coolberg’s Instagram page followers.
The campaign got successful and the post got immense likes with
Coolberg’s Instagram page getting an increasing number of followers.

The reason behind the success of the campaign was the creative
marketing campaign idea and accurate use of Instagram marketing
strategies.
● Social Media Marketing
Coolberg is active on Social Media like Instagram, LinkedIn, and
Facebook. It has maximum followers on Instagram than on Facebook
and at last LinkedIn. The Instagram and Facebook handle has
followers in the range of around 20-21K. LinkedIn is more of a
professional sort of social media which excludes young teenagers as
most of them don’t have an account on LinkedIn. The posts contain
mostly promotional and informational content along with some posts
related to their new product launch.
● SEO Strategies
As per SEO ranking, it is said that the Number of keywords – below
500 is bad, above 1000 is good, and 10,000+ is amazing. As we can
see that www.coolberg.in has 1807 organic keywords and it’s
 considered as good. That means the digital marketing of Coolberg is
gaining a good number of insights.
Also, the traffic per month is around 10K+ which is known as
average. Hence, Coolberg still needs improvements in its SEO
strategies while working hard enough to keep the brand soaring in the
Google organic SERP results.
● Influencer Marketing
From the start, Coolberg has collaborated with many YouTubers,
Bloggers, food pages, etc for their marketing purpose. They have
many influencers with more than 50K+ and 120K+ followers.
Influencers promote the product (coolberg) so that coolberg gains
popularity and the sales will increase via their fan’s following.
● Ecommerce Strategies
In talking about the e-commerce strategies Coolberg has its website
from where they sell their products with special offers. Besides that, it
has gone along with other food delivery apps such as Zomato and
Swiggy through the restaurants, but also with Bigbasket, Flipkart,
Blinkit, Amazon etc.
● Content Marketing Strategies
Coolberg is very active on social media. The post content is related to
their new flavours or their products, awareness messages, etc. The
only source of posting content is through Facebook or Instagram.
Also, they press releases about their product via various sources such
as The Hindu, MoneyControl, The New Indian Express, etc.

Sales promotion- coolberg also provides different schemes at different

HORECA outlets, depending upon the segmentation of the outlet, we
offer them different schemes. In 1 case we give 24+2(foc) with RLP
at73.4, etc as the number of cases we increase the number of free of
cost products and this goes on. In 6 case we give 1 case free. There is
also rs 125 coolberg which are premium . many horeca wishes to sell
those at 125 since the profit margin is more

Other marketing strategies- Coolberg has expanded their awareness

and brand value by collaborating with big names like wow momo,
kfc, barbeque nation, biriyani by kilos etc.
It provides customized menu cards with food pairings, posters,
danglers, tent cards etc at different HORECA and GT/MT/Cake shops
etc

PRICE- coolberg has 8 total flavours and 2 beer cans of rs 99

each( MRP) at different shops, restaurants, modern trade, general
trade. Although premium horeca most likely sells at rs 125 due to
more profit margin. In online platforms like big baskets, amazon ,
customers gets this more discount mostly at a range of rs 89 to
94 .
Single 330ml bottle: 99
6-pack: 534( 10 % off)
Assortment pack (multiple flavors): Around the same price as a 8-
pack
Competitors: Coolberg competes with other non-alcoholic beers
and potentially even craft sodas. Their pricing strategy needs to
be competitive within this landscape. Coolberg competitors are
burdweiser, 3 sister , jimmys cocktail , mufasa and litt
Detailed company price scheme

Without mrp ptr Profit margin total

scheme
99 79.2 25% 1901
1 case 99 73.46 36% 1910
2 case 99 73.46 36% 3820
3 case 99 68.2 45% 5730
4 case 99 68.2 45% 7640
5 case 99 68.2 45% 9550
6 case 99 68.2 45% 11460

Without mrp ptr Profit margin Total

scheme
125 89 36 2136
1 case 125 82.15 42.85 2136
2 case 125 82.15 42.85 4272
3 case 125 76.28 48.72 6408

Key players

Budweiser Zero is the alcohol-free version of the iconic Budweiser beer,

brewed by Anheuser-Busch. It is the only non-alcoholic Budweiser beer. It is
designed to offer the same crisp and clean taste that Budweiser is known for
but with an alcohol content of zero. This means that you can enjoy the
familiar flavors of Budweiser, whether you're the designated driver or enjoy a
lifestyle that includes non-alcoholic beer. Budweiser Zero truly has 0.0%
alcohol ABV in it. This is probably actually 0.05% as it’s literally impossible
to remove every molecule of alcohol from a substance. However, compared
to the alcohol content in other non-alcoholic beers which range from 0.2% -
0.5%, this is a good option for anyone who really can’t have even that
amount of alcohol for health reasons or sobriety. Classic Budweiser has 145
calories in its 12-ounce (355ml) serving, whereas Budweiser Zero contains
only 50 calories per serving. Budweiser Zero also utilizes the same core
ingredients as classic Budweiser: water, barley malt, rice, hops, and yeast.
However, the fermentation process for Budweiser Zero is halted before
significant alcohol is produced, resulting in an alcohol-free liquid. This is
what accounts for its familiar but watered down taste. All in all, Budweiser
Zero stands out because of this - it tastes similar to the original Budweiser,
just lighter and a bit flatter.

3 Sister- 3Sisters Inc a non-alcoholic beer brand offers a treat with beer
that looks, tastes, & feels like the real thing, minus the alcohol! Sourced from
Denmark, the sparkling, tasteful and zesty 3Sisters beers come in six different
variants Peach, Ginger, German Lager, Cranberry, Strawberry, & Mint with
zero percent alcohol in them.

Brewed from the freshest peaches with fruit additives, the Peach Beer offers us
a light, fresh and tingling experience, be it any occasion from an office party to
a Mehndi function. Another light taste drink, Strawberry Beer bottles the
freshest strawberries, natural fruit juices and additives, along with a sense of
love. These two could be enjoyed by everyone who doesn’t have a ticket to the
bar. While the Ginger Beer has a spicy taste, which is inspired from Ayurvedic
recipes and has harnessed its awesomeness, in a fun-filled new way, German
Lager is simply the normal beer with zero percent alcohol and no hangover. It is
brewed from imported German hops and malt, but with its innovative brewing
method, it smells and feels like the ‘real’ thing. 3Sisters also has a Cranberry
variant, which is brewed from the farm fresh cranberries and pure fruit juices.

LITT COCKTAILS- zero alcoholic beer, comes in four different flavours-

blue lagoon, hurricane, cosmopolitan and virgin mojito. LITT mixers are
handcrafted mixers with imported ingredients & Zero Artificial Sweeteners.
mixers are made with natural sugar which will helps reduce sugar and calorie
blue lagoon- refreshing citrusy flavour with a splendid blue hue. It is a
combination of blue curacao and lemonade

hurricane- the combination of passion fruit and lime. It is a light summary

version of traditional Brazilian drink. It has a tart, sweet and fresh taste flavour

cosmopolitan-it is a combination of crainberry, lemon and orange.

Virgin mojito- it is made with mint and lemon. Gives a refreshing touch
Different competitors of coolberg

People- Target Market

Demographics: Primarily Millennials aged 15-45. This age group enjoys
socializing and may be looking for non-alcoholic alternatives in social
settings.
Psychographics: They are health-conscious, enjoy trying new things, and
value social connection
Single 330ml bottle: ₹90 - ₹100 (approx. $1.10 - $1.20)
6-pack: ₹500 - ₹600 (approx. $6.00 - $7.20)
Assortment pack (multiple flavors): Around the same price as a 6-pack
Competitors: Coolberg competes with other non-alcoholic beers and
potentially even craft sodas. Their pricing strategy needs to be competitive
within this landscape.on. Coolberg caters to those who want the "beer
experience" without the alcohol.
Behavioral: These consumers might be:
Teetotalers who still want to feel included in social drinking occasions.
People who are health-focused and limit alcohol intake.
Coolberg beverages pvt ltd has four directors- Anirudh Agarwal, Salloni
shrenik Ghodawat, Yashika Keswani and Pankaj Aswani etc
In coolberg company, the sales organization is headed by a National Sales
Manager (NSM) who is responsible for the overall sales of the company at the
national level. Usually, the NSM has Zonal Sales Managers (ZSMs) reporting to
him or her, where each ZSM handles a large homogenous zone of the country.
Under the ZSM come Regional Sales Managers (RSMs) who further lead a
team of Area Sales Managers (ASMs).

The Area Sales Managers manage a group of Sales Executives or business

development executive andbusiness development manager The Sales
Executives are responsible for selling the products to retailers. These
salespeople visit retailers, take stock of their inventory, punch orders, and
execute other relevant tasks.

Coolberg - Employees
● Pankaj Aswani - Founder & CEO

● Yashika Keswani - Co-Founder & COO

● Sumanta Sarkar - Director of Sales Marketing

● Aejaz Patel - Business Development Manager

● Bhavin Rajde - Business Development Manager

● Biman Kar - Business Development Manager - HORECA

● Brijesh Gupta - Area Sales Manager

● Dharmesh Kundaliya - Market Development Manager

● Kapil Baviskar - Business Development Manager

● Milan Das - Area Sales Manager

COOLBERG BOARD OF DIRECTORS

PROCESS-
product is manufactured at
Mumbai(manufacturing hub) then transported
in bulk at different regions at different states.
In west Bengal there are different Distributor points where the products are
being placed. The different sales executive person’s job is to visit different
outlets and push orders, when the order is confirmned, we use an SFA app( field
assist) to punch those order, and give the details, address to our respective
distributors which they are assigned. After few days when the orders are
dispatched, a delivary person is being assigned to deliver those products at
given outlets. And it’s the job of the sales executive to validate our secondary
order in the app. So this way different orders are being placed at outlets.
Coolberg also provides them POP, and POSM materials like tent cards, posters,
menu cards, danglers etc. its also providing bottle openers and mini freidge to
different restaurant , bar etc

Physical evidence,
which refers to the packaging, design, and overall look and feel of a product,
plays a crucial role in Coolberg's marketing mix for their non-alcoholic
beverages. Here's how:

Product:

Packaging: Coolberg can leverage its packaging to:

Communicate clearly: Use labels to clearly communicate that it's a non-
alcoholic beverage.
Mimic beer: Utilize brown glass bottles and a design that resembles traditional
beer to create a familiar feel for customers who might be switching from
alcoholic options.
Stand out: Incorporate bright colors, interesting fonts, or unique bottle shapes to
grab attention on shelves and stand out from competitors.
Design: Coolberg can design its beverages to:

Evoke a premium feel: High-quality labels, sleek bottles, and interesting

textures can create a perception of a premium product and justify a higher price
point.
Target specific occasions: Design limited edition packaging or seasonal flavors
with themes for parties, barbecues, or sporting events.
Place:

Retail placement: Coolberg can influence how retailers display their product by:
Cooler positioning: Negotiating placement in store coolers near alcoholic beers
to create a mental association.
Shelf placement: Securing shelf space near similar non-alcoholic beverages or
healthy drink options to target health-conscious consumers.
Promotion:

Packaging as a marketing tool: Coolberg can use packaging to:

Incorporate promotional messages: Include details about new flavors, contests,
or special offers directly on the packaging.
QR codes: Utilize QR codes to link to online promotions, recipes, or brand
stories.
By strategically using physical evidence, Coolberg can create a strong brand
identity, influence purchasing decisions, and effectively communicate its value
proposition to consumers in the non-alcoholic beverage market.
Coolberg is a product which creates an hype and buzz amongst youngster. In
different night clubs, bars, pubs, where people are energetic ,coolberg gives
them a vibe to uplift their energy, with the premium packaging, to display in
designed and colorful fridges . no matter the occasion coolberg just fits right.
For coolberg offering a premium drinking experience and an unique flavor
profile is key and the stylish cans communicate these promises to the consumer
MARKET ANALYSIS OF COOLBERG IN
KOLKATA

Coolberg is a well positioned brand in the growing non alcoholic beverage

market, particularly in India.

Market growth- During the projected timeframe, the non-alcoholic beverage market
is expected to grow at a rate of 4.7 per cent (2021-2026). COVID-19 is having a
significant influence on the worldwide non-alcoholic beverage category, which is
implementing numerous safety regulations, measures, and quality control to increase
customer confidence.

Such initiatives have raised sales of items with functional advantages, such as
immunological health, which are projected to have a favourable influence on the
market; demand for high-sugar carbonated drinks has decreased both in off- and on-
trade venues.

In 2020, the pandemic changed the package size scenario, with customers opting for
larger pack sizes and multipacks since they are more cost-effective and eliminate the
need for further regular shop visits.
The non-alcoholic beverage sector in India has experienced tremendous growth.
Expanding middle-class populations, increased urbanisation, and rising disposable
income are all contributing to this expansion.

Furthermore, with a population of 1.3 billion people, India is one of the world's largest
consumer marketplaces. It is also one among the youngest in terms of demographics,
with over half of the population under the age of 25 and around 65 per cent under the
age of 35.

According to an analysis, the Indian bottled non-alcoholic drinks industry is expected

to rise at a rate of 16.2% from 2017 to 2030. Furthermore, because more individuals
switch to packed beverages, the industry is expected to expand to USD 20.4 billion by
the end of the projection period. Kolkata contributes to this growth, with rising
demand for healthier and alternative beverage. Coolberg is a major player in the non
alcoholic beer segment. They offer a variety of flavours to cater to different
preference, unlike traditional sugary drinks. Their focus is on a “premium” brand
image with a youthful and modern vibe.
Non-alcoholic beers and cocktail mixers, which gained popularity during the days of
Covid lockdown, have managed to carve out a niche space for themselves and are here
to stay, show market trends.

In the pre-pandemic times, such drinks were restricted to bars, pubs and restaurants,
but have now made their way into people’s homes, thanks to easy availability through
online channels and also modern trade. The reason for the growing adoption of non-
alcoholic drinks is that people are looking for low-sugar, low-calorie options, Vrinda
Singhal, founder and CEO, Swizzle, told FE. “There is also FOMO (fear of missing
out) because people do not want to miss out on the fun just because they don’t drink in
a society where alcoholic beverages have become so common,” she said. Coolberg,
Heineken 0.0, manufactured by United Breweries, Bavaria, and Beck’s non-alcoholic
beers, are some products that customers prefer. As the mocktail industry continues to
gain momentum, it's time to explore the remarkable growth, pertinent statistics, and
emerging trends that are shaping this dynamic sector.

Current Market Size and Growth

The mocktail market is witnessing a robust growth trend, fueled by the rising health
consciousness among consumers. Globally, more and more individuals are embracing
the idea of living a healthier lifestyle and exploring low and non-alcoholic beverage
options. Here’s a list of mocktail current market size and growth trends according to
Statista reports:

In 2023, the revenue generated in the Non-Alcoholic Drinks market is projected to

reach a substantial amount of US$1.45 trillion.
According to forecasts, the market is anticipated to experience an annual growth rate
of 4.56% between 2023 and 2027 (CAGR 2023-2027).
In 2023, the largest segment within the market is Soft Drinks, which is projected to
have a market volume of US$0.85 trillion.
The United States takes the lead in global revenue generation, with an estimated
US$496.50 billion expected in 2023.
In 2023, the per-person revenues generated in relation to the total population amount
to US$189.20.
By the end of 2023, online sales are projected to contribute 3.8% of the total revenue
in the Non-Alcoholic Drinks market.
Out-of-home consumption, including establishments like bars and restaurants, is
expected to account for 40% of spending and 10% of volume consumption in the Non-
Alcoholic Drinks market by 2027.
The volume of the Non-Alcoholic Drinks market is projected to reach 944.60 billion
liters by 2027.
In 2024, the Non-Alcoholic Drinks market is anticipated to experience a volume
growth of 2.3%.
By 2023, it is projected that the average volume per person in the Non-Alcoholic
Drinks market will reach 114.40 liters.
Consumer Preferences and Demographics
When it comes to consumer preferences and demographics in the world of mocktails,
a study conducted by Veylinx provides fascinating insights into the evolving trends
and consumer preferences. Understanding these trends is crucial for industry players
looking to cater to specific demographics and capitalize on emerging preferences.
Let's explore some key findings from the study, shedding light on consumer demand,
age demographics, and shifting attitudes towards alcohol consumption.

Among the age groups of 21-35 and over 35, there is a significant difference in
demand for non-alcoholic canned cocktails, with the former group showing a 48%
higher preference.
Introducing CBD into the drinks increases demand by 18% among individuals aged
21-35.
The mood-boosting version of mocktails, infused with natural adaptogens and
nootropics, generates 29% higher demand among individuals over 35, surpassing the
standard non-alcoholic version.
Individuals who have participated in Dry January previously exhibit a 65% higher
purchase interest compared to those who haven't taken part in the initiative before.
By November 2022, over 75% of Americans reported having voluntarily abstained
from alcohol for a minimum of one month in the past.
Almost half (46%) of drinkers are actively trying to reduce their alcohol
consumption.
Among those who are trying to cut back on alcohol, 52% are substituting alcoholic
beverages with non-alcoholic alternatives.
Additionally, a significant 75% of consumers have abstained from drinking alcohol
for at least a month.
The demand for non-alcoholic canned cocktails surpasses the demand for their
alcoholic counterparts by 13%.
Influencing Factors and Industry Challenges
The mocktail industry is not only thriving but also evolving at a rapid pace. To better
understand the factors influencing its growth and the challenges it faces, we turn to
valuable data provided by Datassential. From the rise in beverage sales to shifting
consumer preferences, these findings shed light on the dynamic nature of the mocktail
industry.

Almost 50% of operators reported a rise in beverage sales in 2022 driven by

increasing foot traffic after pandemic restrictions have been lifted.
Approximately 20% of operators have made brand switches for at least one beverage,
primarily driven by factors such as improved pricing and enhanced availability.
According to statistical data, taste remains the leading factor for both consumers and
operators when choosing a non-alcoholic beverage.
Statistical data reveals that over a third of consumers, including half of Gen Zers,
eagerly anticipate a specific beverage limited time offer (LTO) from a particular
restaurant each year.
Seasonal beverages hold a strong appeal among women, with more than 25%
expressing a higher inclination to try a new beverage if it is a seasonal variety or
incorporates seasonal flavors.
50% of Millennials express interest in beverages featuring experimental flavors such
as yuzu, guava, and dragon fruit.
Over 33% of consumers consider it highly significant to have plant-based milk
alternatives available when purchasing non-alcoholic beverages.
More than 50% of operators offering cold coffee beverages, including iced and frozen
coffee drinks, reported an increase in sales for this category.
According to Datassential’s MenuTrends , the presence of mocktails on menus has
experienced a remarkable growth of 233% over the past four years.
The Future of Mocktails
Overall, this data clearly shows that the mocktail industry is in robust growth and has
immense potential for further expansion. As consumers become more health-
conscious, alcoholic beverages are being substituted by an ever-growing range of non-
alcoholic options.

The popularity of mocktails is expected to soar as they become increasingly integrated

into restaurant menus, bars, and social gatherings. With the emergence of fresh
flavors, functional ingredients, and innovative production techniques, it is evident that
the mocktail industry will continue to grow in leaps and bounds for many years to
come. The fruit-based beverage industry in India is set to register massive growth in
the coming years due to several factors driving the market such as fast paced modern
lifestyle, an increase in disposable income of consumers, and rising temperature in
India. Currently, The Indian packaged fruit juice market is valued at INR 1,200 crore
and is expected to grow at a CAGR of 20% in the next 5 years. The fruit-based
beverage industry is under constant product innovations as there is growing health
consciousness among consumers. Manufacturers are trying to fit their products under
the health and wellness category. Continuous innovations are happening to develop a
wide range of products with different flavors and tastes with healthy propositions.
If we are talking about Kolkata, there are numerous posh areas where we have
seen major dominance of coolberg . During my Summer internship project at
coolberg, I have mainly worked in north and south Kolkata where I have
observed the different patterns of customer buying behaviour. So let us discuss
on the factors which affected those.
During my visit to north Kolkata, in areas such as barrakpore, sodepur,
madhyamgrm, barasat etc I have observed that people doesn’t like to consume
and priortise over non alcoholic beer. With the presence of coco cola, pepsi and
other carbonated drinks, people feel hesitated to invest rs 99 for a drinks. They
are quite happy about what they are consuming. In different bars and liquor
shops, coolberg has shown poor response because of the presence of alcohol
over non alcoholic drinks. In different gt, mt due to lack of awareness and
lifestyle of customer, I have seen a slow response of coolberg. But in salt lake
and new tow, dum dum baguiati areas, coolberg has shown a very good
response.this is mainly due to the following reasons
● Lifestyle of customers

● Office goers

● Budget capacity of customers

● Segmentation of the outlets

In areas of salt lake sector 1-5, clear dominance of coolberg is being observed at
different pubs, because customers are mostly office workers, has a posh
lifestyle, people belonging to upper class and fashionable, Gen z people are
predominant in salt lake and Rajarhat. The bars, pubs, night clubs are of
premium segmentation, with beautiful ambience and high quality products. So
based on my observation I can conclude that customers are not much hesitated
to invest for a non alcoholic beer. They can experiment with something new.
And the retailers quite like to push them because the horeca in salt lake,
Rajarhat are mostly crowded etc

But in shymbajar, belghoria, barrakpore, sodepur areas, people are not much
aware of coolberg. This is mainly due to the following reasons
● Lifestyle of customer

● Socio economic culture

● Infrastructure
North Kolkata is a older city. It is a place of old houses and older memories.
The area is filled with old houses and small by lanes. The behaviour and
lifestyle of people are different. North Kolkata people retains a more traditional
and cultural vibe.The people in north Kolkata are more connected with their
roots. They doesn’t focus on luxury and entertainment options. So they doesn’t
want to spent much on a product which is costing rs 99. They are content in
what they are getting for refreshment examples rs 20 -30 bottles of carbonated
drinks. Also there is less availability of pubs and night clubs
Mostly there are big renowned restaurants which are known for foods so there
was less demand of non alcoholic beverage .
Whereas in south Kolkata , the consumer buying pattern is somewhat different
than it is being observed in north otherwise. South Kolkata is generally
considered more affluent compared to north Kolkata, with upscale residential
areas, shopping districts , educational institutions, pubs, night clubs, restrocafes
etc. It has better infrastructure, planned residential layouts and modern
amenities. The lifestyle of south Kolkata is perceived as more cosmopolitan and
modern, with a focus on luxury living and entertainment options.
So the areas which I worked in south are:
Jadavpur, behala, santoshpur, ballygunje, gariahat, new Alipore,garia, joka ,
kasba etc
All of these places has a fair demand of coolberg, due to the presence of big
departmental stores, café etc. people likes to experiment with new products, and
in various café, along with mocktails, coolberg serves as an excellent means of
refreshment . so according to my observation, coolberg is more prevalent in
south than north.

Some of the notable pubs in Kolkata are: canteen pub and grub, bistro y restro

pub, lords and baron, hard rock café, hoppipola, where’s the food etc

Cake shops such as kreamz and brunch Italiano are some of the notable names
Coolberg’s unique selling proposition
A sizeable portion of the Indian population doesn’t consume alcohol which
allows company to be first in creating its space in the market. With a note of
refreshing flavours and unique crafted recipe, coolberg comes with a great
packaging reflecting the modern style. In short span of operations, company has
been able to mark its presence across 18 states in more than 75 cities in India
and its also doing well different areas in Kolkata.
Describing coolberg as a company of unique propositions, a visionary team
offering a sophisticated alternative to non alcoholic drinks. Agarwal stated “ rise
in health concerns among consumers, an increase in adoption of healthy
lifestyle and the growth in population of non drinkers have boosted the demand
for non alcoholic beer. These factors are expected to drive this niche segment
forward. It caters to consumers across categories, urban, rural,children and
adults. Coolberg has found an untapped niche for itself in the extremely
competitive beverages industry”
If we compare it to other competitors of coolberg, which are 3 sister,
burdweiser, Mufasa and litt. What makes coolberg stands out is its premium
packaging and marketing strategies they implement to capture the market.
Coolberg:
Features: Coolberg offers a range of non-alcoholic malt-based beers with
flavors like Ginger, Mint, Strawberry, Peach, malt, Cranberry, Hawaii and
Bahamas it has 330 ml bottles and two flavours of can variant( peach,
crainberry)
Packaging: Coolberg’s beers come in attractive bottles with colorful design and
appealing colours
Price: rs 99 and rs 125 in shops and horeca and ptr is 79
Demand: Coolberg has gained popularity among those seeking non-alcoholic
alternatives.
Taste: Reviewers mention that Coolberg tastes close to real beer, with a good
balance of flavors
Quality: Coolberg uses barley malt and partial fermentation to achieve the right
taste and texture
Budweiser (Burdweiser):
Features: Budweiser offers non-alcoholic versions of its iconic beer along with
green apple flavour. It provides 330 ml cans. The following are the ingredients
used- water, malted barley, rice, hops, co2, additional flavours. It has 83kcal of
energy
Packaging: Budweiser’s non-alcoholic beer is available in cans and bottles.
Price: Price is 99 and ptr is 79
Demand: Budweiser’s non-alcoholic beer is well-known globally.
Taste: Budweiser’s non-alcoholic beer aims to mimic the taste of its alcoholic
counterpart. Tastes mild, watery mouthfeel bland
Quality: It’s made by a reputable brand, but individual preferences may vary.
3 Sisters:
Features- it has 330 ml bottles having flavours of crainberry, strawberry,german
lager,kiwi mint, peach ,ginger. Giving refreshing taste
Price-rs 99 in shops, price may vary in online store and the ptr is 76.15
Demand- 3 sister has less demand as that of coolberg, but it provides mini
fridge to many outlets so many retailers, owners wants to keep 3 sister instead
of coolberg because of availibilty of fridge
Target Audience:

Demographics: Coolberg targets millennials (15-45 years old) with disposable

income who lead active lifestyles. These consumers might be health-conscious,
teetotalers, or those who want a social beverage without alcohol. In Kolkata ,
areas like Jadavpur, park street, salt lake, gariahat, where there are prevalent
number of café and restro bar, it is observed people likes to consume but the
only challenge which we faced is their issue with pricing
While many customers considers this fact that a beer should be consumed only
during summers, so sometimes this product also becomes seasonal to some
customers, so eventually from getting the feedback from our
boss/coworkers/mentors, they have mentioned the fact that the sale is generally
more in summer than winters.
Mostly the age groups starting from 20 to 45 likes to consume coolberg, during
occasions or house party, or any cricket match at home, they says it brings a
sense of uniteness amongst their friends
This was some of the feedback given by some customers
While some customers, amongst scorching heat, they feel the need of quenching
their thirst, so they buy impulsively .
Most of the customers are youngsters, mainly college student or working
professionals, childrens aren’t likely to purchase and many kirana, GT shops
doesn’t want to keep coolberg because majority of their customers are children
In many family restaurant, coolberg is seen as a demanding product, good sales
figures happens in different restaurant, since majority of the customers are
female and when families comes to visit, they often purchase it after their meal
as a source of refreshment
Coming to other scenario, coolberg has mint, crainberry, strawberry, flavour.
These flavours are the top selling flavours. Majority of the customers likes these
three flavours
Due to the following reason- great and unique taste, mint flavour can be used
and added in virgin mojito mocktails to make the flavour more enhanced,
strawberry flavour is most likely liked by everyone and crainberry has the most
number of sale because of its unique taste, while it may depend from shop to
shop. Some shops tells that malt flavour is more demanded by customers
But the biggest challenges which I faced working during Kolkata are as follows
My job was to covert a potential client to an actual client. In other words our job
was to push products at different outlets, place those order details to our
company seniors/distributor and the delivary gets done within few days. Here
are some the feedback given by manager/retailer
Café= in different cafes like café fresspresso(barrakpore), beans and
cream(sodepur), café latte( behala), hard rock café(park street), some of these
cafes took orders , while café like café courting coffees( salt lake), blue
mug(bijoygarh), café Kathmandu(bijoygarh), café kolkata, delish
cahe( madhyamgram)they didn’t keep because they produce their own mockails
and the profit margin is usually high so they didn’t feel the need to add coolberg
beer in it because already the mocktails are reasonably priced and sales are
more or less good, they doesn’t want to add coolberg in their option because it
will affect the sale of mocktail and they doesn’t want to lose out a huge profit
margin.
Another reason being said, availability of competitor product like burdweiser
ans 3 sister, many café has given their response and shown interest on keeping 3
sister in place of coolberg, because 3 sister provides them a mini fridger and
since it has accumulated the particular café before, so owners aren’t showing
interest on keeping a same non alcoholic product again
So presence of competitor brand played a huge part in this scenario. It was
difficult to pitch them since competitor products were already dominating
In many café, they took order, got convinced from us and took in bulk, but
many products got expired to less awareness amongst customers
So our marketing team came up with an idea to increase the sales of coolberg
We started providing them free tent cards, POSM, POP materials etc to make
sure the customers sees our product, have enough knowledge, we also
customize their menu cards etc

Bar= the biggest challenge faced was in bars, as bars are less expensive than
pub.Mostly those people goes who are alcoholic and wants to consume only
alcohol. There is very less demand of non alcoholic products
So we pitched them that they can add coolberg to different alcohol and produce
cocktails out of it, due to which some bar owners agreed and some denied
saying they can’t keep because it will not get sold. So the main problem in
placing was due to this particular reason. Some cinema halls often has a bar
attached to them and in those cinema halls, many young children often visits to
watch movie. So in this case we pitched in bars and convinced them to keep
saying that after movie many families would eventually come to eat meals , so
they can push coolberg to them since it doesn’t have alcohol and it would be
absolutely safe to have them, even young adults can also consume it. Coolberg
is more targeted to female customers, so when any female customer comes in ,
they can push it to them

Bakery shops, GT/MT = in small kirana shops, we first saw the segmentation
and budget capacity of the shop, if the shop is small has a fridge containing
coco cola, frooti , limca and other 20-30 rupees bottles, then we don’t pitch
them
When any shop has kept red bull, staria and high priced items, including
burdweiser can, then we go there and try to place our product there. So the main
thing which we do is to first look at the storage capacity , segmentation, location
of the store. Location plays a big part . if the particular shop is located at an area
close to an educational institutions, shopping malls ,or in POSH areas then high
chances are for them to keep coolberg because of more customers, maximum of
them being students, working professionals etc so items gets sold and multiple
shops has given a good feedback. In cake shops like kreamz and brunch Italiano
, coolberg gets sold out in bulk and very good feedback has been given
We have also placed our products in chain outlets as well such as where’s the
food, sanghai the flavours of china etc.
In college canteens , and departmental stores as well
PUBS/HOOKAH PARLOURS= many pubs has shown a good response
because of the presence of high profile customers, availability of different
drinks so it gives them an option to explore more products while enjoying with
friends on party. Since coolberg is a refreshing beverage, so people gets the
feeling and vibe of a party. Mostly the cocktails are priced a little high as
compared with bars so people doesn’t feel reluctant to invest. They are not
much bothered about the pricing and coolberg serves as an excellent means to
uplift their energy and create a sense of uniqueness

RESTAURANTS=some restaurants In south has given good response , while

some didn’t . many restaurants only keeps coco cola and cold drinks ranging of
rs 20-40. So they are not interested to keep high priced items like coolberg or 3
sister. As they claimed , maximum customers only comes to enjoy food .

Feed back depends upon location, previous experience with coolberg, customer
demand etc
According to dashmote.com ,data shows that the most listed non-alcoholic beer
brand on US food delivery platforms in 2022 was Budweiser Zero. It has a
market share of 41.1% among all the Digital Storefronts (DSFs) selling alcohol-
free beer. However, the penetration rate of Budweiser Zero was only 0.2%.

HOW COOLBERG HAS MADE ITS BRANDING TO STAND OUT

FROM OTHERS

The first step in the branding process was to develop a strong brand
identity that would resonate with consumers. The Coolberg branding team
chose Minimal approach towards colors and playful designs for the
packaging to create a sense of fun and indulgence. I tried finding out the
branding designers name but couldn't find ( request to team coolberg if
you somehow read this ,please share names in comments or directly to
me.)
Brand Strategy:
The Coolberg branding team understood that a great brand is more than
just a catchy logo. They knew that in order to stand out in a crowded
market, they needed to create a complete sensory experience that engaged
the consumer on every level. As per IIDE case study their tagline reads,
"Non-Alcoholic Beers Never Tasted So Good Before", which
communicated the brand's mission of providing refreshing moments to
their consumers. But I hope they keep experimenting with them just like
this image (below ) in one of their keychain merchandise, the tagline reads
as " HIGH ON LIFE , NOT ALCOHOL " - Personally I loved this tagline
not the one that is available on google while you search.
Brand Positioning:

The Coolberg branding team also focused on positioning the brand as a

healthy and refreshing alternative to sugary sodas. They emphasized the
natural ingredients used in their beverages and highlighted the fact that
their products were free from artificial flavors and preservatives. This
positioning was especially appealing to health-conscious consumers who
were looking for healthier beverage options.
Emotional Connection:
The Coolberg branding team recognized the importance of creating an
emotional connection with their target audience. They did this by
emphasizing humor, visible readability of NON ALCOHOLIC BEER , the
benefits of their products, such as the refreshing taste and health benefits,
and by using relatable messaging in their advertising campaigns. This
emotional connection helped to build brand loyalty and a strong following.
Brand Extensions:
As the Coolberg brand grew in popularity, the company began to explore
new product offerings and brand extensions. They introduced new flavors
and product lines, such as Coolberg Sparkling and Coolberg Fusion, which
helped to expand the brand's reach and appeal to new audiences.
Latest from the news,
Conclusion:
Coolberg's success is a testament to the power of branding done right. By
creating a complete sensory experience, positioning the brand as a healthy
and refreshing alternative, and building an emotional connection with their
target audience, Coolberg was able to become a successful brand. The
Coolberg branding case study is a valuable lesson for any business looking
to build a strong brand identity and succeed in a competitive market.
A special Thank you to all my Subsribers -I never thought my subscriber
will grow & that too so fast:), but sincerely thank for reading defynd
insights. For those who are reading my newsletter first time - I write on
branding, creative advertising and case studies of great companies using
branding to their maximum leverage. I have given more than 10 years in
strategizing branding for many companies.
COMPETITOR MARKETING STRATEGY:
Burdweiser is our prime competitor, let us discuss how it has captured and
giving tough competition to coolberg

Budweiser's brand identity is built on a foundation of tradition, quality, and authenticity. The
brand has been successful in creating a strong emotional connection with its target audience
by consistently delivering on its promise of great-tasting beer. The Budweiser logo, with its
iconic red bowtie and distinctive script, plays a crucial role in reinforcing the brand's identity.
The logo's simplicity and recognizability make it instantly identifiable, giving Budweiser a
clear advantage in a crowded marketplace.

One of the key elements that sets Budweiser apart from its competitors is its rich history and
tradition. The brand has been around for over a century, and its commitment to quality has
remained unwavering throughout the years. This dedication to craftsmanship and consistency
has earned Budweiser a loyal following of beer enthusiasts who appreciate the brand's
attention to detail.

Another aspect that contributes to Budweiser's brand identity is its commitment to

authenticity. The brand takes pride in using only the finest ingredients and traditional brewing
methods to create its beers. This dedication to authenticity resonates with consumers who
value craftsmanship and appreciate the time-honored techniques that go into making a great
beer.

The Power of Budweiser's Logo

The Budweiser logo is a testament to the power of effective design. It conveys the brand's
heritage and values in a memorable and timeless way. The striking red bowtie serves as a
visual anchor, drawing attention to the product and creating a lasting impression. The logo's
script, with its bold lettering, evokes feelings of strength and confidence, further enhancing
Budweiser's brand image.

When consumers see the Budweiser logo, they immediately associate it with quality and
tradition. The logo has become synonymous with the brand's commitment to excellence, and
its recognizability gives Budweiser a competitive edge in the market. Whether it's displayed
on a billboard, a beer can, or a television commercial, the Budweiser logo instantly captures
attention and leaves a lasting impression on consumers.

The Role of Taglines in Budweiser's Branding

In addition to its logo, Budweiser has utilized compelling taglines to reinforce its brand
messaging. From the iconic "King of Beers" to more recent slogans like "This Bud's for
You," these taglines have become synonymous with the brand and have helped create a sense
of loyalty and nostalgia among consumers. By associating positive emotions with its taglines,
Budweiser has successfully established itself as a brand that celebrates camaraderie and good
times.

The taglines used by Budweiser not only communicate the brand's key attributes but also
evoke a sense of pride and belonging among consumers. When people hear phrases like "This
Bud's for You," they feel a connection to the brand and a sense of inclusion. These taglines
have become part of popular culture, with people using them in everyday conversations and
associating them with memorable moments shared with friends and loved ones.

Overall, Budweiser's brand identity is a result of its rich history, commitment to quality, and
effective use of design and taglines. By staying true to its roots and consistently delivering on
its promise of great-tasting beer, Budweiser has successfully built a brand that resonates with
consumers and stands the test of time.
Budweiser's Digital Marketing Tactics
In the digital age, Budweiser has embraced new platforms and technologies to connect with
consumers. Social media has played a pivotal role in the brand's digital marketing strategy,
providing a platform for engaging content and fostering a sense of community among
Budweiser fans.

But what exactly are the digital marketing tactics that Budweiser employs to captivate its
audience? Let's take a closer look.

Social Media and Budweiser

Budweiser's social media campaigns have been exceptionally successful in capturing the
attention of consumers. By tapping into popular culture and current events, Budweiser has
been able to spark conversations and generate buzz.

For instance, during major sporting events like the Super Bowl, Budweiser has consistently
delivered memorable advertisements that resonate with viewers. These ads often tell
heartwarming stories or feature humorous content that leaves a lasting impression.

But Budweiser's social media presence extends beyond just these big moments. The brand
actively engages with its audience on platforms like Facebook, Twitter, and Instagram on a
daily basis. Whether it's sharing behind-the-scenes footage of their brewing process or
running interactive contests, Budweiser knows how to keep its followers engaged and
excited.

Budweiser's Content Marketing Approach

In addition to social media, Budweiser has embraced content marketing as a way to engage
with its audience. Through branded content, such as articles, videos, and podcasts, Budweiser
offers valuable and entertaining experiences that go beyond traditional advertising.

One example of Budweiser's content marketing success is their "Brewed the Hard Way"
campaign. This campaign featured a series of videos that showcased the dedication and
craftsmanship that goes into brewing Budweiser. By highlighting the brand's commitment to
quality, Budweiser was able to connect with consumers on a deeper level.

Furthermore, Budweiser has partnered with various influencers and content creators to
produce engaging content that aligns with their target audience's interests. Whether it's
collaborating with popular food bloggers to create recipes using Budweiser as an ingredient
or sponsoring podcasts that discuss topics relevant to their audience, Budweiser understands
the power of aligning their brand with trusted voices.

By providing content that resonates with consumers, Budweiser has successfully positioned
itself as a lifestyle brand that understands its audience's interests and aspirations.
So, whether it's through their captivating social media campaigns or their compelling content
marketing approach, Budweiser continues to find innovative ways to connect with consumers
in the digital landscape. As technology evolves and consumer behaviors change, Budweiser
will undoubtedly adapt and continue to be at the forefront of digital marketing.

Event Sponsorship as a Marketing Strategy

Event sponsorship is a crucial component of Budweiser's marketing strategy. By partnering
with major sporting events and music festivals, Budweiser has successfully generated brand
awareness and established a deep emotional connection with consumers.

Budweiser and Major Sporting Events

Budweiser's association with major sporting events, such as the FIFA World Cup and the
Super Bowl, has propelled the brand into the global spotlight. With millions of fans tuning in
to these highly anticipated events, Budweiser has seized the opportunity to showcase its
commitment to sports and capture the hearts of viewers worldwide.

One of the key ways Budweiser has leveraged these partnerships is through memorable
commercials. These advertisements, often featuring iconic athletes and heartwarming
storylines, have become an integral part of the sporting event experience. By creating
emotionally resonant narratives, Budweiser has successfully positioned itself as a brand that
understands and celebrates the passion and dedication of sports.

Furthermore, Budweiser has gone beyond traditional advertising by creating immersive fan
experiences. From interactive fan zones to exclusive meet-and-greets with athletes,
Budweiser has provided fans with unforgettable moments that deepen their connection to the
brand. By offering these unique experiences, Budweiser has fostered a sense of excitement
and anticipation among consumers, making them more likely to choose Budweiser as their
beverage of choice during sporting events.

SWOT ANALYSIS OF COOLBERG

Strengths

First-Mover Advantage: Coolberg was among the first entrants in the Indian non-alcoholic
beer market (founded in 2016). This allowed them to establish brand recognition and gain a
loyal customer base before competitors emerged.

Premium Positioning: Coolberg positions itself as a premium beverage, targeting health-

conscious consumers who want a sophisticated alternative to sugary drinks or traditional
beers. This strategy allows them to command higher price points.

Product Innovation: Coolberg offers a variety of malt-based flavored beverages, catering to

diverse taste preferences. They have shown a willingness to experiment with new flavors,
keeping the brand exciting for customers.

Distribution Network: Coolberg has established a presence in supermarkets, restaurants,

offices, colleges, and airports, ensuring convenient access for their target audience.

Weaknesses

Limited Brand Awareness: Compared to established beverage giants, Coolberg's brand

awareness might be limited, especially outside of India. This can hinder their ability to
expand into new markets.

Smaller Production Capacity: As a relatively young company, Coolberg might have a smaller
production capacity compared to larger competitors. This could limit their ability to meet
sudden spikes in demand or enter new markets aggressively.

Dependence on a Niche Market: The non-alcoholic beverage market, while growing, is still a
niche compared to traditional alcoholic beverages or soft drinks. Coolberg's success hinges
on the continued growth of this specific category.
Higher Price Point: Coolberg's premium positioning can be a double-edged sword. While it
allows for higher margins, it might also exclude price-sensitive consumers, especially in
emerging markets.

Opportunities

Growing Health Consciousness: The increasing focus on health and wellness creates a
favorable environment for Coolberg's products. Consumers are looking for sugar-free and
low-calorie alternatives, which Coolberg can capitalize on.

Expansion into New Markets: The non-alcoholic beverage market is experiencing global
growth. Coolberg can leverage its brand and experience to enter new international markets
with high health-conscious populations.

Product Diversification: Coolberg can explore new product lines beyond malt-based
beverages. This could include functional drinks infused with vitamins or energy boosters,
catering to a broader audience.

Strategic Partnerships: Collaborations with established beverage companies or fitness brands

can expand Coolberg's reach and distribution network.

Threats

Competition: The non-alcoholic beverage market is becoming increasingly crowded, with

established players entering the fray. Competition can lead to price wars and marketing
saturation, making it challenging for Coolberg to maintain its market share.

Shifting Consumer Preferences: Consumer preferences are constantly evolving. Coolberg

needs to stay ahead of the curve by innovating and adapting its products to keep pace with
changing trends.

Regulatory Changes: Regulatory restrictions on ingredients, labeling, or marketing of non-

alcoholic beverages can pose a significant threat. Coolberg needs to be adaptable and
responsive to any regulatory shifts.

Economic Downturn: In an economic downturn, consumers might prioritize essential goods

over premium beverages like Coolberg. The company needs to develop strategies to maintain
market share during economic hardships.

By carefully considering these strengths, weaknesses, opportunities, and threats, Coolberg

can develop a comprehensive growth strategy. Their focus on innovation, brand building, and
market expansion will be crucial for their continued success in the growing non-alcoholic
beverage market.
OBJECTIVES OF THE STUDY

1. To understand the market analysis of coolberg in kolkata and its marketing mix
2. To know the consumer buying pattern, overall market size, target demographics of
coolberg in Kolkata including age, lifestyle and the factors affecting for buying
coolberg
3. To identify the key competititors in the non alcoholic beverage segment, their
marketing strategy
4. To analyze the presence of coolberg in retail outlets, supermarkets, convenience
stores, restaurant and observe the demand and customer feedback of coolberg
5. Identify coolberg’s strenghths, such as brand recognition, unique product offerings,
or strong distribution networks
6. To understand what the product offers, what pricing does it gives, its distribution
channel, how it operates from primary sale to tertiary
7. How does it endorses advertisements and promotes itself
RESEARCH METHODOLOGY
The process used to collect information and data for the purpose of making
project decision is called research methodology. The methodology may include
interactions, surveys, and other research techniques and could include both
present and historical information. This project was conducted through
interactions of shopkeepers based on some parameters in questionnaire form
and customer survey was conducted to understand the preference of customers.

Place :-
The survey was conducted to the outlets of retail market and different shops of
wholesale multivendor market.
● I visited to the different outlets of JADAVPUR, PARK STREET &
BARASAT, GARIAHAT, LAKE VIEW for retail market survey to
collect the data.
● I visited to the different shops, pubs, restaurants at MADHYAMGRAM,
DUM DUM, ENTALLY for the survey.
● Sample size: -

● I have visited more than 450 outlets and for the consumer preference my
sample size is 100 including retail and distributors .

Time of completion of project:-

Total days of completion of project is 10 WEEKS.

Presentation of data:-
At first the primary data are accumulated from the shopkeepers and the
customers.

Secondary data are used for industry and company over view.

The data are presented statistically with the help of Microsoft Excel and Google
forms.