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SAPHIRE
BEER

SAPHIRE ULTRA
SAPHIRE PRO
SAPHIRE MAX
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Introduction to Beer Industry

Constitutes about 5 percent of the total alcoholic

beverage market of India.

Valued at 5533 million litres in 2020 and

predicted to reach 9004.74 millions litres by 2025

Market can be divided into three categories,

Strong, mild and craft beer.

In 2020, Strong beer generated the most income

but craft beer is expected to be the most
growing segment in the future
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Growth Stimulators and Preventers of beer Industry

Introduction of
Increase In Urbanization and Online and
Disposable Shifts In Social Doorstep
Income Viewpoints deliveries

Growth Stimulators
Growth Preventers

Heavy
Low Per Capita Varied Government
Taxation
Consumption Rules
Policies
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 Consumer Preferences

Alcohol Content? Issues ?

Around 5% -14%
Beer cans
alcohol content can
Chilled beer
serve well
Bottle ergonomics

Colour ? Solution??

Purchasing decision
influenced by beer SAPHIRE
colour

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 Market Research

Current 5,533.73 million liters in 2020 to

9,004.74 million liters by 2025
Beer
market

Growing at a CAGR of 10.89 % from

2021 to 2025

Drivers of Urbanization and cultural change.

Online ordering, Doorstep Delivery
Market
Expansion
New low- and no-alcohol
beer variants and technical
improvements

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 Consumer Journey

01 02 03

Awareness Consideration Purchase

● Suggested by ● Searches for retail ● Goes to nearest
friends shops and brands shop
● Get introduced to ● Compares several ● Selects brand or
alcohol beverages different brands influenced by the
in party retailer and pay the
price.
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 Consumer Journey

04 05

Onboarding Advocacy
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● Taste the beer ● Recommends beers to
● Likes the taste friends/word-of-mouth
● Decides to ● Social Media Post
repurchase

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Porter’s Five Forces

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 PORTER’S FIVE
Supply Power Buyers Power

● Suppliers have concentrated into a ● A more concentrated customer base

specific region ● Low switching costs (economic and
● Switching Cost psychological)
● Few Suppliers ● Consumers’ price sensitivity, high
● High product differentiation market knowledge
Competitive
Rivalry
Threat of Substitution Buyers ability to switch brand
preferences causes intense rivalry
among competitors
Threat of New Entry
Beer industry is matured

● ● Principal entry barriers : Technical,

Cheaper Substitute
● Commercial and Financial Bariers
Substitute product offers the same or ● Entry requires substantial capital and
even superior quality and performance resource investment.
● Customers cannot derive the same utility ● Regulatory framework
● Psychological switching cost
● Loyal customer base
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STP

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 Market Segmentation

Product Based Max = 14%, Pro = 9%, Ultra = 5%

Geographic All over India

Psychographic Evolving culture, lifestyle, and personality

Usage occasions, usage rate, loyalty status,

Behavioural Buyer-readiness, and attitude.

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 Targeting

The Changing Urban

Indian Population

Targeting

Higher & middle Corporate

income class Segment

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Premium Urban-Shift to
Beer quality

Positioning

Competitive
Pricing wrt Post work
Competitors, drinking
Multiple price culture
points

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Marketing
Mix
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 Product

Three Variety of pint(330 ml bottle)

Saphire Max - 14% alcohol
Saphire Pro - 9% alcohol
Saphire Ultra - 5% alcohol
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Can(500 ml)
9% alcoholic content

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 Product Portfolio

z
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 Pricing

Three pint(330 ml bottle)

Saphire Max: Rs. 200
Saphire Pro- Rs. 180
Saphire Ultra Rs. 150
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Can(500 ml) @ Rs. 240

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Promotional Pricing

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 Why this Price?

Competitor Penetration
Value Pricing
Pricing

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 Promotion

Social media Marketing

Free sample Marketing
Sponsoring corporate/college events
Promotion banner in cafe clubs
Can littering in front of pubs/discs
Premium display
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Pay incentives to retailers
QR Code for Cab discounts.
Social media - party

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 Place

Pubs, high-end restaurants, hotels,

Retail stores
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Metropolitan cities

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 Channel Of Distribution
Indirect Channel

Two Level Channel Distribution

Right quantity, Right

time, Right place

M-D-R-C
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 Why Single Channel?

Market information as the

Most common and
Right quantity, Right time, distributor is the link
the fastest way into
Right place between retailer and
the market
manufacturer.

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 Slidesgo

T
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H A N K Y O U

G4: Aakash Trivedi | Avinash Gupta | Himadri Jana | Shubham Verma | Ujjwal Patel | Vasu Pipil
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