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Pirates of Pitampur: Iim Indore
Pirates of Pitampur: Iim Indore
IIM INDORE
1
Agenda
Consumer
Profiling
Product
Development
Pricing
Strategy
Communication
Plan
Launch in
Trade Corporate
Social
Responsibility
Consumer Profiling Product Development Pricing Strategy Communication Pan Launch-in trade CSR
Pub 1 Pub 2 Pub 3 R&Bar 1 R&Bar 2 Target Market for which product/brand is to be designed shall constitute:
Age Group 21-32 21-35 21-35 25-45 25-50
First Time Drinkers
Drink of Choice Beer Beer Beer Whisky Whisky Belongs to the age group of 21-30
College/Office going youth
Primary Research: Survey 1 Why do we target
Because they form an emerging
• Beer is a drink of choice amongst the age group of 21-32 yrs. middle class with a healthy
them ??
• Beer as a beverage is associated to following appeals urban workforce
Friendship Networking Sports Relaxation
Increasing influence of
They have a higher western culture on They are
The Percentage of
population in the
disposable income consumption pattern experimental
suggested target market
is going to expand
significantly in years to
come
Sub Segments in Beer Industry Price Bands