PIRATES of PITAMPUR

IIM INDORE

1
 Agenda
Consumer
Profiling

Product
Development
Pricing
Strategy

Communication
Plan

Launch in
Trade Corporate
Social
Responsibility
Consumer Profiling Product Development Pricing Strategy Communication Pan Launch-in trade CSR

Pub 1 Pub 2 Pub 3 R&Bar 1 R&Bar 2 Target Market for which product/brand is to be designed shall constitute:
Age Group 21-32 21-35 21-35 25-45 25-50
First Time Drinkers
Drink of Choice Beer Beer Beer Whisky Whisky Belongs to the age group of 21-30
College/Office going youth
Primary Research: Survey 1 Why do we target
Because they form an emerging
• Beer is a drink of choice amongst the age group of 21-32 yrs. middle class with a healthy
them ??
• Beer as a beverage is associated to following appeals urban workforce
Friendship Networking Sports Relaxation
Increasing influence of
They have a higher western culture on They are
The Percentage of
population in the
disposable income consumption pattern experimental
suggested target market
is going to expand
significantly in years to
come
Sub Segments in Beer Industry Price Bands

Premium 41 More than Rs. 120

2001
Standard 8 Between Rs. 90-120
2020
CAGR in % Less than Rs. 90
Economy -5
Projected Population 3
Pyramid -10 0 10 20 30 40 50
Consumer Profiling Product Development Pricing Strategy Communication Pan Launch-in trade CSR

What does the target consumer seeks in an

According to these alcoholic beverage
requirements the Excellent
suggested product is Taste to
satisfy
platelets
Personality Premium Lager Strong
Networking & Higher
Traits of Beer Eased Sense of
Target Conversation RoI
Customer Product Specifications:
 Clean, crisp and refreshing flavor
 Reduced bitterness
Experimental  Clean aroma Relaxation
& Experiential Alcohol content to be 6.5-7% Status symbol
& Threshold
120 energy for of personal
Primary Research: Survey 2 occasion up-gradation
100

80 Size Variants 650 ml bottle 500ml can 350ml bottle

Product Attributes
60 High
Medium Therefore, target consumer segment is wiling to pay for a Reliable taste with impeccable brewing
40 product which has:
Low Association with an International brand
20
differentiated taste factor Fewer calories with finest quality & unmatchable standards
internationally recognized brand Medium price band Strong beer with unique refreshing taste & a
0
Taste Alcohol Brand Calorie Price high alcohol content crisp & clean flavour
Content Content
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