NON-ALCOHOLIC

• Potential Consumers: In India, alcohol age limit varies across States. Hence, BEVERAGES (NAB)
the population of people that is below the age limit, in each State, would
vary. These sections would be potential customer base for NAB. PORTFOLIO
• Communication Themes: Social media can be used extensively for heavy STRATEGY
marketing and communication about NAB offerings from ABinBev. This would
cater to the information needs of the potential target market very well as
most youngsters are on social media these days. The social media user base
of both urban and rural areas in India has been on a rise every year.
• Opportunity for NAB in India: The NAB industry has been growing at around WHY NAB SEGMENT?
10% CAGR for the last 4 years in India. Due to the steady decline in the share
of Carbonated Drinks in the NAB market in India, there is huge potential for India has a huge youth population. In
large scale variety in NAB product offerings under the Non-Carbonated Drink
the NAB segment, ABinBev could
segment. Variety can provide competitive edge to the brand and help it
gain customer base in both urban and rural areas as it rolls out its new target the youth on the lines of
products under the NAB category. spreading awareness about
• Growth Strategy Till 2025 (Next 5-6 years): ABinBev could employ theme- responsible drinking or no drinking (for
based marketing strategies to reach more customers and retain them underage customers). This could be
through effective distribution and sales channels. For instance, a market done by sharing information in
niche of non-alcoholic beverage under the non-carbonated drink segment
could be created in the form of a product based on cool Tea or Coffee but
educational institutes and through
with an added element of fruity flavors. Geographic considerations such as online media about specific
State-wise customer preferences also plays a role in the NAB growth strategy. knowledge of consuming alcohol and
Adequate and in-depth research has to be done and accordingly new the various negative aspects of the
products need to be developed. Different products could be tracked and same. The aspect of responsible
monitored in terms of their growth by using the Product Life Cycle (PLC)
drinking or no drinking could be the
Curve.
• Partnerships: ABinBev could partner with sponsorship sources and events game-changer for ABinBev’s
such as the Indian Premier League and other major sporting leagues that competency and growth in the NAB
have a huge viewership base in the country every year. This would ensure segment.
mas outreach of the brand’s NAB products.