PRODUCT PORTFOLIO

• Local flavored bottled Craft Beer under established brand of Budweiser

• Sold in Tier I, Tier II and Tier III cities using already present distribution channels
Accessible • Priced competitively with established players like Bira
• Launch Social Media & Influencer campaigns to build consumer base by increasing
Types of Bottled Craft Beer product reach
Types of customers
customers • Open microbrewery pubs in Tier I cities like Mumbai, Bangalore, etc.
New Brand • Sell premium imported craft beers like Goose Island, etc. to attract clientele
Discovery “X” • Establish local high end craft beer brand “X” by introducing tasters at these pubs
Locally brewed Craft Imported Craft • Advertise microbreweries through social media campaigns through social media,
Beer Brand Beers focusing on the brewing process and uniqueness of the local high end brand “X”

PORTFOLIO ROADMAP
Accessible Discovery
2019 2020 2021 2022 2019 2020 2021 2022
Increase availability in
Ideate on local flavors for off shops and bars in Conduct location analysis in Introduce international craft
INITIATIVES Tier I cities for microbrewerybeer brands at microbrewery
INITIATIVES

craft beers & conduct Tier I cities

GOALS &

surveys
Tier I cities to Discern profitability of Microbrewery pubs in Tier Discern profitability of
perform taste tests new venture by analyzing I Cities at suggested new brand by analyzing
DEADLINES stakeholder
& determine final stakeholder location from research
products
Conduct taste tests for Introduce Brand “X” for
NEW BRAND
local HIGH END brand sale at microbrewery
STRATEGY

LAUNCH
PRODUCT

“X” at pubs pubs with offers

Local flavored bottled
NEW PRODUCT craft beer under
LAUNCH Budweiser brand

Expand to Tier II cities Focus taste test to ensure Improve brand by

Expand in Tier I cities
TARGET MARKET based on results inclusion of women centric incorporating feedback
MARKETING

based on taste tests

STRATEGY

craft beer taste into the brand

INFLUENCER Create Social media hype Social media IPL Association to Introduce teasers on social Social media campaigns Invite food/ lifestyle
Associate with
STRATEGY & collect data on campaigns to promote increase customer media for HIGH END Brands for microbrewery pubs bloggers to write articles
premium events in
LAUNCHES recommended flavors product reach being introduced about Brand “X”
Tier I cities

- By Team Smiles: Divija Rawat (H18078@astra.xlri.ac.in) & Pratik Das (B18037@astra.xlri.ac.in)