SABMiller India Business Case Study Competition

SABMiller SABMill er India Business Case Study Competition About SABMiller India SABMiller India, the Indian arm of SABMiller Plc is one of the leading brewers in the country. In a span of just 13 years, SABMiller India has been able to corner considerable share of the Indian beer market with popular brands such as Haywards, Knock Out, Royal Challenge, Foster`s, Miller High Life and Indus Pride and also markets its premium international brand Peroni Nastro Azzurro. A careful brand renovation programme, backed by highly proactive marketing support, has put these brands on a steep growth path, way ahead of the industry.

With 10 quality breweries located strategically across 9 States in India, SABMiller India is well placed to service the markets quickly and efficiently with a dedicated workforce of over 3500 people.

Sustainable Development is integral to SABMiller India and the company focusses on key sustainable priorities which include- Enterprise Development, HIV/AIDS awareness, Water and  Alcohol Responsibili Responsibility. ty.

Case Context In 2013, the size Indian beer industry was ~21.5 million HL (1 HL =100 Liters), and growing at 7%, 3 yr. CAGR. The industry is broadly classified into 3 sub-segments based on price index. 1. Premium – Premium – constitutes  constitutes 0.9 Mil HL of volume and growing at 41% 2. Mainstream – Mainstream – constitutes  constitutes about 18.6 Mil HL and growing at 8% 3. Economy – Economy – constitutes  constitutes about 1.8 Mil HL with a negative growth at -5%

The growth of premium segment and emergence of brewpubs is making the overall category much vibrant and providing consumers reasons to experiment with a wider repertoire of brands and taste profiles. Our recent trends report also points at an increased preference to products that promote a healthier and responsible lifestyle.

Big task: To make beer a beverage of choice for a responsible and healthier lifestyle

Expectations Develop a 3 year business roadmap with year-on-year evolution. a. Consumer profiling (target consumer set) b. Product development (creating a product / brand for the target audience) c. Pricing strategy (approach to pricing, trade-offs) d. Communication plan (campaign development and messaging with key stakeholders, policy makers and end consumers) e. Launch in trade (distribution strategy, activation in trade, partnerships with Offpremise and On-premise) f.

Corporate social responsibility (approach, partnerships)

What to Submit

a. Participating teams must submit an approach note not exceeding 1000 words in a word document b. The same must reach the campus on or before 15 th January, 2014 c.  Approach note must consist of the ‘Expectations’ spelt out above d. Please mention the team details at the end of the approach note

Rules of Participation

a. The team must consist of 3-4 participants b. All participants must be from the same campus c. In case the approach note gets shortlisted, the team would require to make a detailed face to face presentation to the SABMiller India team at the FMS campus

d. The team must consist of 70% participants above the legal drinking age of 21, as on 1st January 2014.

e.  All qualifying teams would be required to submit age proofs, as and when required.

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