Presented by:AnshulDollyLauraSandeepSiva kanth

Introduction

● Anheuser-Busch InBev is a Leading Global Brewer● One of the world’s top five consumer product company.● Headquatered in Leuven, Belgium.● Employs 116,000 people in over 30 countries.● 13 major brands, 4 of them being top 10 selling beers in

the world.● Balanced portfolio of AB InBev, holds #1 & #2 positions

in 19 key markets.

Anheuser-Bush InBev mission:

“To become the best beer company in a better world”

Objectives to make this happen:

• To deliver volume growth ahead of industry growth.

• To grow revenue ahead of volumes.• To maintain strong financial discipline and ensure

that costs remain below inflation.

Mission Statement

“To create enduring bond with consumers by providing brands and experiences that bring people together”

● Our Brands:

LIFE CYCLE MODEL

Market Analysis - INDIA● AB In Bev entered the India beer market in 2007.● Tennents super along with Budweiser were the brands

which targeted the Indian market.● Tennents super & Budweiser are manufactured locally

and AB In Bev has only three breweries all across India with total capacity of more than 700,000 hectolitres.

● The major markets players in the Indian Market are● United Breweries (UBL) – 47% market share and has a

leading position in 9 states.● SABMiller (Shaw Wallace) has 36% market share and

has leading position in 3 states.

MARKET ANALYSIS - INDIA● Indian Beer market is currently Fragmented● Central – 21%● Southern – 46%● North – 18%● North East – 5%● West - 7%● Others (not allocated)- 3%● The market for the beer market in India is predicted to

grow faster as its perceived as offering a value for money alternative to spirits.

Market Analysis - INDIA● Trend in per capita beer consumption● 0.6 litres per capita in 2000● 0.8 litres per capita in 2005● 1.5 litres per capita in 2010● India's macro- economic and demographic prospects

are favourable. Economic growth rates is currently more than 9%.

SWOT ANALYSISStrengths:

• Strong recognizable brands• Good market positioning• Power-House product development

knowledge

Weaknesses:

• Saturated market place• High reliance on distributors

Opportunities:

• Increased beer consumption in India• Introduce brands to new countries/locations

Threats:

• Consumer may not endorse the product• Relationship with current distributors &

wholesalers may be tarnished

SWOT ANALYSIS

POTER'S FIVE FORCE

Threat of new entrants - Medium• Capital/Investment Requirements• Industry dominated by major companies

entrenched in market share.• Access to Industry distribution channel

Threats of substitutes depends - High• Buyer's willingness to substitute• other alcoholic beverages such as wine and

spirits

Bargaining power of supplier - Low• Branding• Switching costs

Bargaining power of buyers - Medium• Buyers are price sensitive• Buyers to switch their supplier

Intensity of rivalry - High• No one brand dominates any one market• Industry with fixed cost

POTER'S FIVE FORCE

PESTEL ANALYSISPolitical● Taxation policy – All India Brewers Association (AIBA)● Local government/devolved administrations

Economic● GNP trends● Interest rates● Unemployment● Disposable income

Socio-cultural● Population demographics● Income distribution● Social mobility● Lifestyle changes● Attitudes to work and leisure● Consumerism● Levels of education

PESTEL ANALYSIS

PEST ANALYSISTechnological● New discoveries● Speed of technology transfer

Legal● Employment Law ● Competition Law

• Health & Safety Law

Environmental• Environmental impact• Environmental legislation• Energy consumption• Waste disposal

PEST ANALYSIS

Strategy● Cost Connect Win● Cost – Reduce cost base which will enable to stay ahead

of the game in a highly competitive marketplace.● Connecting – By making savings, the company can

invest more in connecting consumers.● Winning for the company is about achieving

sustainable, profitable, growth.● People are at the centre of this virtuous circle, because

they are our long term competitive advantage, making things happens.

Strategy● Others strategies● world class efficiency.● Targeted external growth.● Winning with consumers via our winning brand Portfolio.● In order to ensure that the key strategies are achieved

the company has few key Critical Enablers● Enabled by Innovation, Enabled by People/Culture,

Enabled by Financial Discipline.

BRAND STRATEGY

● At AB InBev, the brands are the foundation of the company and is the cornerstone of there relationship with consumers, and the key to our long-term success.

● FOCUS BRANDS● Brands in which the company invests most of the

market money and to which they also dedicate the greatest proportion of there resources.

● The company has a portfolio of 200 brands however they prioritize a small group with greater growth potential within each relevant consumer segment.

● These Focus brands, include the three global brands, key multi-country brands and 'local jewels'.

● VALUE BASED BRANDS● All the brands have a clearly defined and consistently

communicated values, which make 'Value based brands'

● The process of defining these values is a key discipline for all marketing activities in the business and is proving powerful in renovating and innovating our premium brands around the real and changing habits and preferences of consumers.

BRAND STRATEGY

MARKETING STARTEGY

Sponsoring IPL cricket teams.

Tie-up with TV channels.

Organising & Sponsoring Fashion events.

Weekend party's.

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