Oligopolies in Beer

Industry
Dinh Khanh Thy
 Oligopoly
An Oligopoly exists where there
are only a few firms in the market

Like Monopolies and Duopolies,

Oligopolies can exploit
consumers by charging high
prices
Table of contents

Products Price
01 02

Promotion Place
03 04
In the Beer market, Anheuser-Busch
InBev, SABMiller, Heineken
International, and Carlsberg Group own
over 70 percent of the global beer
market
 01
Products
1. Anheuser-Busch
InBev
Anheuser-Busch InBev SA/NV,
commonly known as AB InBev, is a
multinational drink and brewing
company based in Leuven, Belgium.

It produces Drinks and Brewing -

has approximately 630 beer brands
in 150 countries.

Global brands include: Budweiser,

Corona, and Stella Artois,

International brands include:

Hoegaarden, …
 2. SABMiller
SABMiller plc was a British multinational brewing
and beverage company headquartered in England on
the outskirts of London until 10 October 2016 when
it was acquired by Anheuser-Busch InBev.

It produces Beers and Coke - the world's second-

largest brewer measured by revenues (after
Anheuser-Busch InBev) and was also a major bottler
of Coca-Cola.

It operated in 80 countries worldwide and in 2009

sold around 21 billion litres of beverages.

Since 10 October 2016, SABMiller is a business

division of Anheuser-Busch InBev SA/NV
3. Heineken International
Heineken N.V. is a Dutch multinational brewing
company, founded in 1864 in Amsterdam. As of
2019, Heineken owns over 165 breweries in more
than 70 countries. It produces 348 international,
regional, local and speciality beers

It produces Beers and Coke - the number one

brewer in Europe and one of the largest brewers by
volume in the world.

Since the merger between the two largest brewing

empires in the world, Anheuser-Busch InBev and
SABMiller, in October 2016, Heineken has been
the second-largest brewer in the world.
4. Carlsberg Group
Carlsberg A/S is a Danish multinational
brewer. Founded in 1847 by J. C.
Jacobsen, the company's headquarters is
in Copenhagen, Denmark.

It produces Beers - the company's

flagship brand is Carlsberg.

Other brands include Tuborg,

Kroonenberg, Somersby cider, Neptun -
Russia's best-selling beer Baltika, Belgian
Grimbergen, Fix - one of Greece's oldest
brands and more than 500 local beers.
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 1. Budweiser - Anheuser-Busch InBev
Budweiser Aluminum Budweiser Cans: Budweiser Bottles:
Bottles:

6 pack, 16 fl. oz. Aluminum
Bottles, 10 proof - $9
12 pack, 16 fl. oz. Aluminum
Bottles, 10 proof - $15
24 pack, 16 fl. oz. Aluminum
Bottles, 10 proof - $28
6 pack, 16 fl. oz. Cans, 10 proof - $7
18 pack, 16 fl. oz. Cans, 10 proof -
$17
36 pack, 16 fl. oz. Cans, 10 proof -
$75
12 pack, 12 fl. oz. Bottles, 10
proof - $9
18 pack, 12 fl. oz. Bottles, 10
proof - $12
24 pack, 12 fl. oz. Bottles, 10
proof - $16
2. Corona - SABMiller
3. Heineken Beer –
Heineken
4. Tuborg Beer – Carlsberg Group
 1. Budweiser Beer

Segmentation:
• Geographic: Urban and rural population of northern
and western region
• Demographic: youth, younger audience is the prime
target

Targeting:
• Majorly targeting the younger audience, with
Budweiser Magnum they are targeting the people who
like to have a strong beer

Positioning:
• Budweiser has positioned itself as a premium beer in
the Indian market
 2. Corona Beer
Target Market: While most of the other beers target youngsters,
Corona has always been aimed towards a more adult and grown-up set of
males and females who are well educated and classy. The beer targets
both men and women and in fact research indicates that the beer is
popular amongst women drinkers.

Advertising Strategy: Corona has always been a consistent advertiser and

over the years it has not changed its advertising message or positioning
 of “ refreshing memorable moments

Price: High-quality product and good brand presence have created a wide
market for products related to Corona beer. The brand has decided to
opt for a premium pricing policy for its premium product. The price of
similar products of its competitors is fairly less but still brand has
managed to occupy the fourth position in the world market.
 3. Heineken
Beer
Target segment: Heineken focuses on the young adult in their
flavored beer category which is one of their highly
differentiated offerings. The flavors have also been decided
after detailed research on the preferences of the target
segment.

Differentiated Products for various markets: Though

Heineken owns 250 brands, not every brand is sold in every
market and the company has different products for different
markets.
 4. Carlsberg Beer

Target Segment: Carlsberg has targeted the youth with

their mild-section variants. For people who are avid sports
lovers brand has opted for sponsorship of teams and events
related to sports.

It has an outstanding global presence and in order to remain

as one of the top-most groups, it has undertaken excellent
branding and advertising policies that have helped it to
maintain its position.

The company is continuously reinventing itself in terms of

marketing policies. Social networking is the preferred
medium nowadays and hence it has launched innovative ads
and engaged social media to target techno-savvy customers.
Headquarters for combined
AB Inbev / Sab Miller
Companies in oligopolies are large, and
they set standards to control prices and
competition.
Thank you
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