Our goal is to increase the sales volume of Budweiser by 10% in Bangalore city in

one
year. As per 2019 estimate, the population of Bangalore is 12 million, and as per
mapsofindia.com report, beer consumption per person per week is 100 ml, which works
out to total beer consumption of 1.2 million litres per week in Bangalore city.
Total beer
consumption in a year comes out to 62.4 million litres. Market share of Budweiser
is 3.4%
in India as per Euromonitor report. Budweiser brand is more popular in
metropolitans and
tier 1 cities, so we have assumed that market share of Budweiser to be 5% in
Bangalore
city. So, the total consumption of Budweiser beer in Bangalore would be around 3
million
litres per year. Our goal is to increase the sales volume of Budweiser by 10%. So
the
required total volume increase is 300K litres per year. Strategies to achieve this
objective
are explained in later sections.