In collaboration

with

Prashant Pandey, Dhruv

TEAM NAME YOUNG MONKS CAMPUS NMIMS TEAM MEMBERS
Panicker & Abhinav Kumar
 TIMELINES
o For Registrations, Challenges & Submissions template, visit Dare2Compete

o Team Registrations close on 11 July 2019 | 23:59:59 Hrs

o Case Submissions close on 11 July 2019 | 23:59:59 Hrs

CASE SUBMISSIONS
o Mention your Team and Campus name on Slide 1

o Keep to the format & within 1 slide only

o You can use images, charts or videos to present your ideas

o Size of 3-Minute Video submission should not exceed 10 MB

o Follow the below naming convention for submission to avoid disqualification:

o <Campus Name>_<Team Name>_<Initials of FirstNames of Team Members>

Eg: IIMC_Lemonades_AGK.pptx

(where Team Member Names are - Akshay, Geetha, Karan – in alphabetical order)

Shortlists for all rounds will be declared exclusively on AB InBev India LinkedIn, Instagram Page
and Dare2Compete Instagram Page
 THE BIG IDEA
By entering the craft beer market, we will be targeting the urban millennial. The product
would be positioned as the “After-work companion". There would be special focus on
using beer as a medium of inclusivity and thus 3 variants will be introduced which would
cater to every need of the target market. Lighter taste, Fewer calories and Regional flavors

OPPORTUNITY FOR GROWTH

are the main features of our products. We would do a pilot test in Mumbai, Bangalore &
Gurgaon and then move to other metros and Tier-2 cities.

As per the response in the first 6 months, expanding to other metro cities & Tier 2

CRAFTING THE IDEA
Proposition: “After-work Companion”, a product appealing to people
PROPOSITION – looking for some relaxation /social bonding after a busy day of work.
CONSUMERS/ Target consumer is a working young millennial (22-35 years old),
COLLABORATIONS connected, social, adventurous, value sensitive, fun-loving and
experimental
To generate brand awareness and ToM recall the communication
theme would be based on Righteousness. A product for people who
COMMUNICATIO are worthy. Launching awareness campaigns like
N THEMES #DrinkForEquality: promoting equality among men and women
#BeerForEveryone:talking about breaking all kinds of
discrimination.
Start with metro cities :easier to operate and craft beer is known.
OPPORTUNITY Channels: On Premise-HoReCa, Brewpubs| Off Premise-Retail
FOR Stores, PSSS
DEPLOYMENT Sponsorship with upcoming sports events & Social Media Presence.
SKUs available: 330ml and 650 ml bottles, 500 ml cans and 5 Ltr
kegs.
Culture is shifting towards lighter beer with evolving flavour and lower
calories. Craft Beer Brands to be launched as per the campaign
GROWTH BETS - a) Full Stop-Green(4% ABVl)
BRANDS b) Full Stop-Yellow(6% ABV)
c) Full Stop-Red(8% ABV)
Regional flavours in future can be as per the region & customer
preference e.g. Coffee, Mango, Nimbu, Orange etc
markets, introducing regional flavors upon R&D, exporting to neighbouring
countries and eventually launching the product globally.
Amplification : Collaborating with Airlines, Cruises and CSD canteens.
The course of action has been arrived at after primary and secondary research of
the Alcohol Industry.
After achieving scale, next step would be to acquire or collaborate with local
microbreweries. To retain consumer loyalty, we will work towards a loyalty
program and with the growth of digital culture we can also work towards a
subscription-based model for a 360o coverage of the market.
INVESTMENTS
The total estimated investment would be around 80 crores.
The three major areas where investments would be required are:
1. R&D and Plant setup: Investment in Market Research to identify taste preference. Scaling
up existing facilities and setting up new facilities where and when required. (54 crores)
2. Distribution: Investment in scaling the distribution and operational capacities like cold
storage, warehouse setup,(10 crore)
3. Marketing : Sponsorship events with live taste testing, Surrogate Advertising (16 crore)
 THE BIG IDEA

• Targeting the urban millennial.

• Positioned as the “After-work companion".
• Beer as a medium of inclusivity
• 3 variants- Green(4% ABV), Yellow(6% ABV), Red (8% ABV)
• Features: Lighter taste, Fewer Calories and Regional Flavors
• Pilot test in Mumbai, Bangalore & Gurgaon

HEFEWEIZEN BLONDE LAGER INDIA PALE ALE

4% alcohol 6% alcohol 8% alcohol
Wheat beer with a Fruity aroma of a Has a punch, with a
spicy and fruity mix of fruits balance of tropical
taste. Low calories balanced with a fruit taste, along with
to attract the health higher alcohol a spicy bitter finish.
conscious drinker. content, providing
the best of both
worlds.
 PROPOSITION –CONSUMERS/
COLLABORATIONS

• Proposition: “After-work Companion”

• Appeals to the people looking for some relaxation /

social bonding after a busy day of work.

• Target Customer: Millennial (22-35 years old),

Connected, Social, Adventurous, value sensitive, fun-
loving and experimental.
 Target Audience -1

• Name – Ananya Khatri

• Age – 28
• Location – Gurgaon
• Profession – Software Consultant
• Drinking frequency – Occasional (Drinks
socially)
• Price sensitivity – Medium
• Attributes – fun loving, outgoing,
Achiever, brand conscious
• Status – Married
• Beer Preference : Light taste and low
calories
 Target Audience -2

• Name – Rahul Jain

• Age – 25
• Location – Mumbai
• Profession – Software Engineer
• Drinking frequency – twice a week (at
home)
• Price sensitivity – Medium
• Attributes – Prefers to stay indoor, Introvert,
Curious
• Status – In a Relationship
• Beer Preference : Strong beer with light taste
 Target Audience -3

• Name – Bhaskar Rana

• Age – 33
• Location – Bangalore
• Profession – Sales Manager (National)
• Drinking frequency – every weekend
with friends
• Price sensitivity – Low
• Attributes – Loves to socialise, Style
Conscious, Value seeking
• Status – Married with a kid
• Beer Preference – Beer with strong
flavour
 COMMUNICATION THEMES
• Aim : Generate brand
awareness and TOM recall

• Communication Theme: Based

on Righteousness. A product for
people who are worthy.

• Awareness campaigns:

#DrinkForEquality : Promoting
equality among men and women

#BeerForEveryone: Talking about

breaking all kinds of discrimination.
 OPPORTUNITY FOR DEPLOYMENT
• Start with metro cities which are easier to operate.

• SKUs: 330ml and 650 ml bottles, 500 ml cans and 5 Ltr kegs.

Channels

• On Premise-HoReCa, Brewpubs

• Off Premise-Retail Stores, PSSS

• Sponsorship with upcoming Sports events

• Social Media Presence

 GROWTH BETS - BRANDS
• Culture is shifting towards lighter beer with evolving flavour

• Urban millennial prefer less bitter, and lower calories beer

• Craft Beer Brands to be launched as per the campaign

a) Full Stop-Green (4% ABV), Hefeweizen
b) Full Stop-Yellow (6% ABV), Blonde Lager
c) Full Stop-Red (8% ABV), IPA

Regional flavours in future can be as per the region and customer preference e.g.
Coffee, Mango, Nimbu, Orange etc
 OPPORTUNITY FOR GROWTH

• As per the response in the first 6 months, expanding to Tier 2 markets,

Introducing regional flavors upon R&D

• Exporting to neighboring countries and eventually launching the product

globally

• Amplification will be done by collaborating with Airlines, Cruises and CSD

canteens.
• Acquire or collaborate with local microbreweries.

• Work towards a loyalty program

• Work towards a subscription-based model

“360o Coverage of the Market.”

 THE BIG IDEA
By entering the craft beer market, we will be targeting the urban millennial. The product
would be positioned as the “After-work companion". There would be special focus on
using beer as a medium of inclusivity and thus 3 variants will be introduced which would
cater to every need of the target market. Lighter taste, Fewer calories and Regional flavors

OPPORTUNITY FOR GROWTH

are the main features of our products. We would do a pilot test in Mumbai, Bangalore &
Gurgaon and then move to other metros and Tier-2 cities.

As per the response in the first 6 months, expanding to other metro cities & Tier 2

CRAFTING THE IDEA
Proposition: “After-work Companion”, a product appealing to people
PROPOSITION – looking for some relaxation /social bonding after a busy day of work.
CONSUMERS/ Target consumer is a working young millennial (22-35 years old),
COLLABORATIONS connected, social, adventurous, value sensitive, fun-loving and
experimental
To generate brand awareness and ToM recall the communication
theme would be based on Righteousness. A product for people who
COMMUNICATIO are worthy. Launching awareness campaigns like
N THEMES #DrinkForEquality: promoting equality among men and women
#BeerForEveryone:talking about breaking all kinds of
discrimination.
Start with metro cities :easier to operate and craft beer is known.
OPPORTUNITY Channels: On Premise-HoReCa, Brewpubs| Off Premise-Retail
FOR Stores, PSSS
DEPLOYMENT Sponsorship with upcoming sports events & Social Media Presence.
SKUs available: 330ml and 650 ml bottles, 500 ml cans and 5 Ltr
kegs.
Culture is shifting towards lighter beer with evolving flavour and lower
calories. Craft Beer Brands to be launched as per the campaign
GROWTH BETS - a) Full Stop-Green(4% ABVl)
BRANDS b) Full Stop-Yellow(6% ABV)
c) Full Stop-Red(8% ABV)
Regional flavours in future can be as per the region & customer
preference e.g. Coffee, Mango, Nimbu, Orange etc
markets, introducing regional flavors upon R&D, exporting to neighbouring
countries and eventually launching the product globally.
Amplification : Collaborating with Airlines, Cruises and CSD canteens.
The course of action has been arrived at after primary and secondary research of
the Alcohol Industry.
After achieving scale, next step would be to acquire or collaborate with local
microbreweries. To retain consumer loyalty, we will work towards a loyalty
program and with the growth of digital culture we can also work towards a
subscription-based model for a 360o coverage of the market.
INVESTMENTS
The total estimated investment would be around 80 crores.
The three major areas where investments would be required are:
1. R&D and Plant setup: Investment in Market Research to identify taste preference. Scaling
up existing facilities and setting up new facilities where and when required. (54 crores)
2. Distribution: Investment in scaling the distribution and operational capacities like cold
storage, warehouse setup,(10 crore)
3. Marketing : Sponsorship events with live taste testing, Surrogate Advertising (16 crore)