Taking Bundaberg into

Asia

Team 8 - S P Jain
School of Global
Situation Analysis Company:
Bundaberg Brewed Drinks Pty
Ltd

#1 ginger beer in
Australia
4th largest
Taking Australia to carbonated soft drink
the world firm in Australia

Annual turnover of Strong values and

$100 million ethics
Situation Analysis
Context: Soft Drink Asian
Market
Fastest growing markets
for non-alcoholic beverages

APAC to account for 11%

of the F&B industry
turnover
40% of the soft drinks & 80
% of the spirits will be
 Exporting to India &
Indonesia
PEST SWOT
Weakness
Social Strength Outdated labour
Politics Growing middle Low-cost, Skilled laws, and
Largest class Human Resources presence of too
Democracy 70% of the many political
Vast labour and trade
Politics influences population is in IndustrialPresenc
between 15 and union
business ein both Public
environment 65 and Private Inadequate and
Sectors poor quality
infrastructure
India India
Opportunities
Technology Vast export
Economy marked to Threats
Stable economy Increased access explore High corruption
post 1991 to internet
Growing Poor working
Consistent GDP Growing 3G and recognition of conditions
growth 4G penetration Made inIndia
brand in global
market
Exporting to India &
Indonesia
Cost Custome
Bottled water is sold at prices rs
Both the countries have
much lower than a dollar a similarities as far as cultural
bottle and hence offer a stiff values are concerned
competition as thirst
quenchers

Competitors Capabilities
Major MNCs such as Coca- Brewing and product
Cola and PepsiCo have development are
dominated the carbonated Bundabergs forte
soft drink markets
Segmentation
What is common between India and Indonesia ?
A void in the market refreshers, pick me ups
( healthy)
Deserve a break
Brand Ladder -
Functional attributes Australian brewed, fresh ingredients,
time tested process
Consumer benefits Great taste and quality, healthy and
wholesome
Emotional benefits Well deserved, refreshing, relaxing,
pamper yourself, take a break to get back to a 100%
Possible new flavors Lemongrass and mango varients
Segmentation and Targeting
Age 15 to 44
India - 46% of 1.3 billion
Indonesia 47.8 % of 250 million
Students and working professionals
Urban Tier 1 and Tier 2 Cities and towns
India 27.8 % of 1.3 billion
Indonesia 53.7 % of 250 million
Total Size of segment
India = 133 Million
Indonesia = 57.75 Million
Positioning
What is common between India and Indonesia ?
A void in the market refreshers, pick me ups
( healthy)
Deserve a break
Brand Ladder -
Functional attributes Australian brewed, fresh ingredients,
time tested process
Consumer benefits Great taste and quality, healthy and
wholesome
Emotional benefits Well deserved, refreshing, relaxing,
pamper yourself, take a break to get back to a 100%
Possible new flavors Lemongrass and mango varients