The main strategy that we need to follow is better positioning of the products of

SabMiller. Market leader Kingfisher line of beer does not have any significant
point of difference(POD) with our product but is the market leader because they
have been better positioned. We thus need to increase brand visibility of our
product line. Haywards 5000 is a brand that is more associated to the Thinkers
and Achievers segment thus we need to position it as a product relating to
success and increase its brand visibility by associating it with events relating to
achievement and success. On the other hand brands such as Fosters and Miller
High Life cater to the Experiencer segment. To make our presence felt in this
segment need to carry out aggressive surrogate advertising and associating with
various sporting and musical events.

While analyzing the positioning we found that as much as 80% of the Indian beer
consumers drink strong beer and we have to a great degree become obsessed
with alcohol levels as opposed to building brands. Demand for strong beer is an
industry-driven thought process and not one of the consumer as while buying
consumers hardly check the alcohol content and moreover consumers prefer
alternatives such as whisky and vodka if they looking to get Highly Drunk.
At some stage, one has to stop being obsessed with being bigger or stronger than
the next beer. The consumer wants another reason to drink a brand. Out of habit
and given the offerings that have been made, the Indian consumer s palette has
got used to a certain kind of beer. But he rarely makes a choice of the brand
based on the alcohol content written on the label. The market is at a stage where
it has to build the beer category.

We realised that our brands were marketed on alcohol strength and are now
refining our positioning by understanding key consumer insights. This is a strong
departure from what we have done so far as we are matching our brands to suit
different consumer occasions across varying price points.

Due to lack of growth in the economy segment we have decided mainly to focus
in the mainstream and premium segement. For the mainstream segment our
offering is Haywards 5000