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.

Below is the perceptual map for Beer Industry with Economy/Premium beer category on the

x-axis and Light/Heavy flavour based on ABV strength on the y-axis.

32.9%

11.0%

10.0%

7.1%

3.4%

BRAND SHARE

Budweiser Carlsberg Elephant Kingfisher Premium Lager Tuborg Kingfisher Strong

Budweiser has 5% alcohol by volume and is therefore categorized as ‘Heavy’. Since the unit

selling price per bottle (650ml) of Budweiser is Rs. 250/-, it is considered to be a Premium

Beer.