BeerBal

THINK BEER.
THINK US. SUBMITTED BY GROUP
6
Raghav B001
Sarvesh Bhardwaj B007
Aditya Johari B027
Rishi Pahwa B045
Harsha Pasari B047
Shruti Sharma B057
INDUSTRY TARGET PRODUCT MARKETING DISTRIBUTION FINANCIAL POTENTIAL
OVERVIEW MARKET PORTFOLIO STRATEGY CHANNELS FORECAST RISKS

Indian drinking population is 39 0 million people. It has grown by 55% over the last 5 years
Per Capita consumption of craft beer is currently 4.5 litres and is
expected to grow at CAGR of 19.6%

Growth Drivers of beer market

Emerging craft beer

culture Rising disposal
20% y-o-y growth income
expected

Increasing young urban

A BMI Research report said it holds a favourable outlook consumers
for the market in India, on the back of changing cultural
attitudes and more young affluent population.

PS - We are sure you guys are quite knowledgeable about the variety of beers
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>25 Age
 One-fifth of the Indian
population is • BeerBal will first start its operations
comprised of the in the city of Mumbai, followed by
youth Urban Pubs Professionals future operations in Delhi and
Bangalore.
 90% of the youth who took our
survey indicated that they • Mumbai, Delhi and Bangalore are
drink 1-5 times in a month strategic locations as the craft
beer culture in these locations
 They spend roughly 500 rupees on are gaining momentum
beer at once
 We forecast beer sales in volume People
• Residents of Mumbai, Bangalore
terms to grow by an average of 6.9 Preferring Teetotalers
and Delhi are also reported to have
per cent annually between 2018 Light Beer
a higher disposable income
and 2022.
Open to
experience
INDUSTRY TARGET PRODUCT MARKETING DISTRIBUTION FINANCIAL POTENTIAL
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BeerBal

APPLE BEER PINEAPPLE BEER HONEY BEER CRANBERRY BEER

70% 80% 60% 85%

• BeerBal’s offerings will be available at around 180 INR in the market

• All the SKU’s will be available in 1 pint bottles and 400 ml cans.
• We will also launch party packs of 6 beer bottes.
INDUSTRY TARGET PRODUCT MARKETING DISTRIBUTION FINANCIAL POTENTIAL
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OKTOBERFEST FEATURING IN BEER FESTIVALS LIKE

OKTOBERFEST
• Increase visibility to beer lovers
• Use the buzz of festival to launch BeerBal
• Providing discount on our offerings to acquire
market share

MATCH DAY TIE UPS WITH SPORTS BARS AND

LOUNGES USE SOCIAL MEDIA CAMPAIGNS
• Use increasing love for screening of matches FOR PROMOTION
to increase sales • #MyBeerBalStory
• Exclusive contracts with sports bars • #MyBeerBalMoments

BeerBal
MAKE OUR OWN CONTENT TO ATTRACT ASSOCIATION WITH WEB SERIES
AUDIENCE • We will sponsor web series on channels
• Music with unknown faces to promote them like TVF, Mumbaikar Nikhil etc
and us alike • Use YouTube channels to target
• Organizing gaming events like FIFA etc
particular audience
INDUSTRY TARGET PRODUCT MARKETING DISTRIBUTION FINANCIAL POTENTIAL
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Three level Consumer Marketing Channel

MANUFACTURER WAREHOUSE DISTRIBUTOR WINE SHOPS CONSUMER

Our ‘BeerBal’ is Warehousing facility Our distribution Our brand indulges Our target consumers
provides for - channel is are :
manufactured in our with both store
- Bulk alcohol
plant set up on the widespread retailers such as Millennials and youth
receiving and
outskirts of Mumbai storage connecting major wine shops to make aged 21 and above.
- Aged barrel metro cities and Tier We see our
in the Thane district. our product available
receiving and one cities. consumers falling in
to our consumers
storage Our efficient market the range of 21-40
- Barrel aging logistics enables years of age, as
- Aged alcohol controlled physical drinkers tend to move
consolidation flow of inventory to towards wine and
(minimizing the point of use for whiskey as they grow
your storage by minimizing the older.
footprint) lead time
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Manufacturer Warehouse Distributor

Cost price = 50₹
Selling price = 80₹ Cost price = 80₹
Selling price = 120₹
MARGIN 60%
MARGIN 50%

BeerBal

BeerBal
Wine Shop
Cost price = 120₹
Selling price = 170₹
MARGIN 41.6%
INDUSTRY TARGET PRODUCT MARKETING DISTRIBUTION FINANCIAL POTENTIAL
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New Delhi Mumbai Bangalore Total CATEGORY INITIAL INVESTMENT

Urban population between 22-30 (A) 2000000 2000000 1000000 5000000 MACHINERY 2 crores

Total beer demand (B=3*A) 6000000 6000000 3000000 15000000 LEGAL PERMISSIONS 2 crores

2018 2019 2020 2021 2022

TOTAL DEMAND (in 15000000 TOTAL DEMAND (in 16050000 TOTAL DEMAND (in 17200000 TOTAL DEMAND (in 18400000 TOTAL DEMAND (in 19500000
pint) pint) pint) pint) pint)

PENETRATION @ 150000 PENETRATION @ 240000 PENETRATION @ 300000 PENETRATION @ 340000 PENETRATION @ 390000
1% (in pint) 1.5% (in pint) 1.75% (in pint) 1.9% (in pint) 2% (in pint)

REVENUE @ 80 INR 12000000 REVENUE @ 80 INR 19000000 REVENUE @ 80 INR 24000000 REVENUE @ 80 INR 27000000 REVENUE @ 80 INR 31000000

COST OF 7500000 COST OF 12000000 COST OF 15000000 COST OF 17000000 COST OF 19500000
PRODUCTION @ 50 PRODUCTION @ 50 PRODUCTION @ 50 PRODUCTION @ 50 PRODUCTION @ 50
INR INR INR INR INR

PROFIT 4500000 PROFIT 7000000 PROFIT 9000000 PROFIT 10000000 PROFIT 11500000
INDUSTRY TARGET PRODUCT MARKETING DISTRIBUTION FINANCIAL POTENTIAL
OVERVIEW MARKET PORTFOLIO STRATEGY CHANNELS FORECAST RISKS

Existing competition
• Established mass-market companies‘ development of new lines and vertically integrating
so as to be totally in control of supplies and products being sold on the respective
markets

Legal Risk
• Lot of Red tape procedures required increasing processing time
• Ban of alcohol in certain regions makes it difficult to scale

Environmental Concerns
• Barley farming and beer production are the largest consumers of water
• Raw material dependent on Agriculture

Economic
• Competition providing higher margins to retailers
• No GST on Alcohol, Tax structure affects sales
CHEERS.
GREAT TASTE FOR GREAT MOMENTS.