Victoria sweet beer (Fresh, smooth, real, it’s all here)

Group Representatives

Bijay Jha PGPM/2010-12/06Debadatta Sahoo PGPM/2010-12/11Pratim Das PGPM/2010-12/30Ruru Kumar Sahu PGPM/2010-12/34Sabeeha Tanweer PGPM/2010-12/35Siddhartha Priyaranjan PGPM/2010-12/46Somika Saran Pandey PGPM/2010-12/47Subhashree Ray PGPM/2010-12/49

Introduction

It is sweet beer with 4% alcohol level. Pours a clear golden color with a large

foamy white head. The flavor is sweet lime with artificial

sugar. Low carbohydrates.

STP of Victoria…

DEMOGRAPHIC SEGMENTATION:-

 

SEX: Male /Female

NATIONALITY: Indian  

AGE: 20- 30 years

REGION: India urban population  

OCCUPATION: service professional  

RELIGION: Insignificant

SOCIAL CLASS: Middle and upwards  

FAMILY LIFE CYCLE: Young / single / married

PSYCHOGRAPHIC SEGMENTATION:

Easy going chilled out person.

People who think that drinking beer leads to have proper health.

BEHAVORIAL SEGMENTATION:

OCCASIONS: Regular user

 USER STATUS: Repeat user

 LOYALTY STATUS: Near absolute

READINESS STAGE: Informed Attitude toward product

Targeting…

Positioning…

Positioning… Direct advertisement is banned so distribution channel is

used. Combine the product with some kind of soda ads and make

advertisement. Positioned as “fresh and easy to drink”. Targeting the youth concentrated in the major cities and

having high income levels along with a hip and happening lifestyle.

The packaging bears a sophisticated look which goes well with the positioning.

Positioned as healthy alternatives with no compromise on taste.

PERSONALSELLING ADVERTISING

PUBLICITY SALESPROMOTION

Sales Promotion

Sales Promotion

Objective:- Bolster/complement other promotional mix elements during a specific time period

Targeted toward:- Sales force Wholesalers and retailers Consumers

Definition:- Any activity or material used as a direct inducement to purchase

Classifying Types of Sales Promotion

Promotionalpricing

Non-pricepromotions

Sampling

• Price reductions• Free goods• Tied offers• Money off next

purchase• Loss leader pricing• Cheap credit

• Contests• Free gifts• Self-supporting offers• Multi-brand promos s• Guarantees and added

services

• Most effective in the early stages of a new product launch (#1 use for coupons)

• Important for food products

• Very expensive

Points to note.. Victoria beer is available with 90% of retailers whereas

other brands like Kingfisher and Heywards are available at all retail shops, i.e. 100% availability.

About 80% of retailers are satisfied with the advertising campaigns of victoria beer and 90% of them are satisfied with distribution system of it.

Retailers say that the sales can be increased by providing some schemes to the retailers as well customers.

Who your targeted consumer is and where they purchase your beer?

Methods… Offer various incentives to the retailer in the form of

coupons, free cases or money per case sold. Incentives to their employees to promote our beer.

The incentives could be money per case or a gift certificate for the employee who sells the most cases.

Items such as bottle openers, hats and T-shirts. Attention to our beer can be created by using

exterior signage such as window neon's, pole signs, banners and gas pump toppers.

Price feature will be visible enough to make consumers stop and evaluate our offering.

On-Premise / Bars…

Permanent POS:-Snowboards, wooden table tents and neon's.

Non permanent POS:-Branded napkins, coasters and paper table tents that advertise a price special.

For eg.:-

Miller Lite Surfboards

(POS)

Distributor Support… One of the fastest ways to

boost beer sales is to increase

your distribution and promotional

activity.

Increase distribution by

offering incentives to the

distributors sales representative’s.

Eg.:-Money per case or a

contest to win a trip.

Use of beer girls… To build our Beers image and boost our Beer Sales. They are able to gain the attention of our targeted

consumer at special events and persuade them to purchase our beer.

They must be attractive and are able to

persuade a consumer

to try or purchase

more of our beer.

Other’s methods…

Sponsor events such as cricket. Use of celebrities as brand ambassador

under the name of victoria soda to build brand image.