Wellington: The Target Market

1. Higher than avg GDP; Service, construction and agriculture are the major
pillars of economy in the state
2. Failed Monsoon in past few years, people moving to urban areas, increase in
service sector income
3. 62% of state population is above the drinking age!
4. Core market for smart city program : large investments flowing into the state,
industries can boom
5. Important state for SABMillers beer business, both value and volume ; 15%
of the total beer industry in the country
6. Mainstream Strong is the biggest segment in the market. Mainstream mild
beer segment currently on decline
7. High per-capita disposable income Premiumization on a high currently
8. 8% share of premium beer in industry
9. High volume and high profitability
10.Better B&R channel presence ; profitable as an off premise channel
11.Increase in urbanization : More no. of B&Rs and higher disposable income for
people fuels premiumisation

Similarity with Indian Market

1. Service and Agriculture based economy and rising middle class includes
both lower and upper middle class segments and major population above
LDA
2. Dependence on monsoon, growing middle class and spread of service sector
jobs
3. Smart city program throughout the country, wellington is also a part of it
4. Inflowing investments and growing industry base

4Ps
Product
1. Mainstream strong is the dominating segment in the beer market in
wellington Miller ACE can be put into market
2. Premium beer segment is growing country wide as well as in
wellington and many new launches have entered American Lager
can be introduced as well
3. As B&Rs are growing so the mix of premium and mainstream beers
would cater to the needs of max consumers
Price
1. As there is a rise in disposable income of the people in wellington
plus there is a major movement of people into urban sectors, the
current pricing on premium and mainstream beers can be sustained

so that volume sales is able to fetch the desired revenue (as the
market is already highly profitable, with a good competition)
Place
1. The product could be launched in both urban and rural sectors.
Urban consumers who are more willing to pay can use both the
mainstream and premium products and rural areas consumers who
visit the outlets would tend to go for mainstream strong beer
category

Promotion
1. Similar to the strategy followed for Knowck Out promotions,
regional celebrities can be made brand ambassadors to promote the
products in wellington
2. Public transport can also be utilized for promotion of the products
(on similar lines as Rapid Metro Gurgaon Project)
3. With the advent of the smart city plans, there will be many projects
that would be set up for the reason, sponsorships can be arranged
for such projects to develop the brand equity further more

Social Strategy
1. Since the state is dominantly agriculture based, the saanjhi unnati program
can also be put into action here to benefit the farmers through developed
breeds of barley and providing them with a suitable support price for raw
materials for the beer industry
2. The spent malt project can also be introduced in wellington where the
locals can benefit through cheaper fodder for there animals which also would
increase milk production for the milk farmers
3. This model has been successful in various states and doubtlessly would do so
here also