STRENGTHS
No players in the pilsner category.
Huge purchasing power of the youth.
USP - Low calorie content, Low alcohol content, No aftertaste, Low bitterness.
Efficient distribution network worldwide.
Truly Global brand.
Not many international brands in India.
WEAKNESSES
Heavy taxation.
Preference for strong beer.
Direct Advertising not allowed.
Per capita consumption - Czech Rep 160.7 lts, Netherlands 85.3 lts US 84.4 lts, India 0.5 lts per annum.
Market has many players.
Distribution is a state controlled activity.
OPPORTUNITIES
Beer consumption on the rise in India.
Consumption in Asia set to rise by 30%.
Working women being attracted to light beer - increased market size.
Surrogate advertising is rampant - mineral water, holding events, promotions, etc.
Government is supportive of international companies coming into India – Liberalization.
Wine does not have a large base in India to make any impact.
THREATS
Consumption of hard liquor / spirits is higher than beer.
Worldwide ratio of consumption of spirits to beer is 1:7, in India it is 7:1.
Large part of the population drinks country liquor ( desi daru ).
Breweries require more capital than other spirits.
Competition from premixed drinks, wine coolers.
Local brands ( UB, Shaw Wallace ) are well established and have large market share.
No players in the pilsner category.
Huge purchasing power of the youth.
USP - Low calorie content, Low alcohol content, No aftertaste, Low bitterness.
Efficient distribution network worldwide.
Truly Global brand.
Not many international brands in India.
WEAKNESSES
Heavy taxation.
Preference for strong beer.
Direct Advertising not allowed.
Per capita consumption - Czech Rep 160.7 lts, Netherlands 85.3 lts US 84.4 lts, India 0.5 lts per annum.
Market has many players.
Distribution is a state controlled activity.
OPPORTUNITIES
Beer consumption on the rise in India.
Consumption in Asia set to rise by 30%.
Working women being attracted to light beer - increased market size.
Surrogate advertising is rampant - mineral water, holding events, promotions, etc.
Government is supportive of international companies coming into India – Liberalization.
Wine does not have a large base in India to make any impact.
THREATS
Consumption of hard liquor / spirits is higher than beer.
Worldwide ratio of consumption of spirits to beer is 1:7, in India it is 7:1.
Large part of the population drinks country liquor ( desi daru ).
Breweries require more capital than other spirits.
Competition from premixed drinks, wine coolers.
Local brands ( UB, Shaw Wallace ) are well established and have large market share.