SES A is 35% of the SES AB

Life Styale: The Sofisticate person are 8% of the total Population and
% Annual Growth
1%
Year

2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017

1
2
3
4
5
6
7
8
9
10
11
12
13

Poblacin (Miles de
habitantes)

27,946.77
28,030.70
28,379.13
28,727.57
29,076.00
29,424.44
29,772.87
30,121.31
30,469.74
30,818.18
31114.11
31448.12
31782.13

% NSE AB
Urbano

% NSE C
Urbano

20.1%
20.6%
21.0%
21.2%
22.0%
22.9%
24.0%
24.8%
25.7%
27.0%
27.4%
28.3%
29.2%

27.70%
28.20%
28.70%
30.20%
31.80%
33.10%
34.90%
34.90%
38.40%
40.80%

Poblacin (Miles de habitantes)

31,500.00
31,000.00
30,500.00
30,000.00

f(x) = 334.0068636364x + 27439.633

R = 0.9950490869

% Urbanos

% crecimiento PBI

66.0%

6.3%
7.7%
8.9%
9.8%
0.9%
8.8%
6.9%
6.3%
5.0%
5.7%

71.0%
71.6%
72.2%
72.8%

Poblacin (Miles de habitantes)

31,500.00
31,000.00
30,500.00

f(x) = 334.0068636364x + 27439.633

R = 0.9950490869

30,000.00
29,500.00
29,000.00
28,500.00
28,000.00
27,500.00
27,000.00
26,500.00

10

12

Nueva cerveza Gr
Intencin de Compra T2B
Intencin de Recompra T2B

Heineken
Grolsch

2014
2015

the total Population and 33% of the people of SES AB

% Annual Growth

Consumers:

Age 18 - 24

Age 25 - 35

12.5%
12.7%
12.8%
13.1%
13.3%
13.6%
13.8%
14.0%
14.1%
14.2%
14.5%
14.7%
14.9%

11.5%
11.7%
12.1%
12.4%
12.6%
12.5%
12.8%
12.7%
12.5%
12.3%

Ceiling Market

6,094.58
6,420.27
6,762.60

age 18-24
14.5%
14.0%

f(x) = 0.002030303x + 0.1229333333

R = 0.9860126343

Total Market

883.10
943.14
1006.95

age 18-24
14.5%
14.0%

f(x) = 0.002030303x + 0.1229333333

R = 0.9860126343

13.5%
13.0%
12.5%
12.0%
11.5%
0

10

12

Nueva cerveza GrolCerveza heineken

70%
40%

60%
50%

Alcance
Comunicacion
65%
50%

Objectives
Cobertura
Distribucin
60%
30%

Potential Market

618.17
660.20
704.87

Objective
Market

Target Market

241.09
257.48
274.90

% NSE AB Urbano
30.0%

60.27

10

% NSE AB Urbano
30.0%
25.0%
20.0%

f(x) = 0.1903317565
0.0330200688 x )
0.0076424242xexp(
+ 0.1872666667
f(x) = 0.0284213773 ln(x) + 0.1863711791
R = 0.9761798392
0.9656216278
R = 0.782816066

15.0%
10.0%
12

5.0%
0.0%
0

10

12

Beer Total Market Size : Liters

Superpremium beer
Market Size
Year
2014

26,562,815.98

% Market Share super premium beer

2014
Brand
0.0%
Groslsh
30.0%
Heineken
28.0%
Corona
13.0%
Miller
10.0%
Peroni
9.0%
Others industrial brand
10.0%
Others Craftmanns
100.0%
Total

Beer Total Market

Size
1,328,140,799

2015
6.0%
29.0%
27.0%
12.0%
9.0%
8.0%
9.0%
100.0%

861.92 Annual Consumpion per user or drinker

In Volume:
Objective Market

207,798
221,924
236,940

Target Market

51,950

10

12

National Production
1,314,589,391

Import
20,327,112

Export
6,775,704

% Market Share
Gain or Lose
At the end of 2014 the market size of the superpremium beers were 2% of th
6.0%
-1.0% The size of the beers market had only an annual grow of 2.5% in 2014
-1.0% Superpremium beers last year growth was 40%
-1.0%
-1.0%
-1.0%
-1.0%
0.0%

pion per user or drinker

Superpremium Beer
Beer Consumption
Consumption per
per person (Liters per
person (Liters per
person)
person)

% Market Share

25%
% Market Share

597663359550.00

um beers were 2% of the total market of beers

w of 2.5% in 2014

Price x Botella 450 ml

Price x liter

7.00

In value S/.
Objective Market

Target Market

Soles including VAT

Soles including VAT