Paper On Saku Brewery

MKT8036: ADVANCED GLOBAL MARKETING
Monica Ballin, Jay Hoflich, Valar Jayaprakash, Ajay Kumar
Formatted: Right
Advanced Global Marketing Monica Ballin, Jay Hoflich, Ajay Kumar, Valar Jayaprakash 7/18/11
Formatted: Line spacing: single
Formatted: Font: +Headings
Saku Brewery Case Analysis
Formatted: Centered Formatted: Font: +Headings, 18 pt Formatted: Space After: 12 pt
Formatted: Font: +Headings, 18 pt
Problem Statement:
The executive team in Saku Olletehase AS (Saku) discussed the product portfolio which can transform the company s future. Located in Estonia, Saku has been leading the domestic beer market until 2002, when the sales of its signature brand Originaal started to fallfell from 48% to 42.5%. Concerned with thise decline, the executive team has to decide whether to:
y y y y y y
Formatted: Font: +Headings, 14 pt Formatted: Space After: 12 pt Formatted: Font: +Headings Formatted: Indent: First line: 0"
Focus on local target market and increase the sales of Saku Originaal . Expand the imported beer brands including: Guinness, Kilkenny and Carlsberg. Expand the imported Soft drinks including Pepsi and 7Up. Expand its Saku product line including: Long drinks, Cider, non -alcoholic beverages Export Saku beer to Finland, where the population is fam iliar with the brand. Expand or discontinue bottled water/juice, which is growing, but will soon reach its saturation.
y
Formatted: Font: +Headings Formatted: Indent: Left: 0.25", No bullets or numbering Formatted: Font: +Headings, 14 pt
Product Portfolio:
Saku Originaal is the signature flagship brand for Saku in Estonia. Saku also captures 43% of the market share in the Estonia beer market. It alsoRecently it has expanded its beer portfolio with other brand names including: Saku Rock, Saku Sorts, Saku on Ice, Saku Valge, Saku Tume, Saku Hele, Saku Presidendi and Saku Originaal Light. Saku captures 43% of the market share in
Sunday, July 17, 2011 1
Formatted: Space After: 12 pt Formatted: Font: +Headings Formatted: Indent: First line: 0"
Formatted: Right
Advanced Global Marketing Monica Ballin, Jay Hoflich, Ajay Kumar, Valar Jayaprakash 7/18/11 Estonia beer market. These different brands are formulated to target specific market segment s. Saku s cider brand KISS is targeted to women and it has been increasing in growth. Out of its imported beers, Carlsberg has increased in sales compared to the other two brands. Saku s mineral water sales have been stabilized for the past two years and . iIt has less market segment share in the Mineral water segment. Estonia s sSoft drinks market is dominated by Coca-Cola withand Saku only has holding only 4% market share.
Formatted: Justified
Sunday, July 17, 2011
Formatted: Right
SWOT Analysis:
Formatted: Font: +Headings, 14 pt Formatted: Space After: 12 pt
Strengths
Weakness
Formatted: Font: +Headings, 14 pt Formatted Table Formatted: Font: (Default) +Headings, Font color: Auto
y Emerged Saku Brand name y Market leadership in domestic beer y y y
y Competition from domestic brand as well
Formatted: Font: (Default) +Headings, Font color: Auto Formatted: Font: +Headings Formatted: Font: +Headings
as from imported brands

y Low market share in following categories:
y y y y
market High margin and growth pattern in other alcoholic drinks including Gin and Ciders Increased sales in imported beers, mineral water and few soft drinks Best advertisement strategy targeting 1835 year old and centered on light -hearted and active images. Variety in beers ranging from strong to low alcohol drinks Promotion of Saku brand name by providing license to a hotel Promotion through sponsorship of music concerts, events and cross country skiing First to target woman with its KISS cider
y y
Long drinks (13%), 5 place in Mineral Water (15%), Soft Drinks (4%) and Cider (24%) Decreasing sales for the flagship brand Out of Estonia s population 1.4 Million, only 21% is in the age group 18-35. This is very low local market for future growth in beer market. Exporting Saku to Finland may influence the local sales through Finnish tourist. Out of 3.5 Million tourists from Finland, 85% take back Saku with them. Struggle to adapt to New Business model during previous transformation
th
Opportunities
Threats
Formatted: Font: +Headings, 14 pt Formatted: Font: +Headings, 14 pt Formatted: Font: +Headings Formatted: Font: (Default) +Headings, Font color: Auto Formatted: Font: (Default) +Headings, Font color: Auto Formatted: Font: +Headings Formatted: Font: +Headings
y Market share in other countries like
y Competition from local brands A Le Coq
Finland, Sweden and Norway is huge and attractive to Saku . y Familiarity with the brand name in Finland may facilitate Saku to capture the beer
and Viru , targeting the same market segment y Imported famous beer brands like Hieneken, Carlsberg also target the local
Formatted: Right
Advanced Global Marketing Monica Ballin, Jay Hoflich, Ajay Kumar, Valar Jayaprakash 7/18/11 market there. Also, Saku beer is less expensive compared to Finland beers. y Entry into European Union made easier with Estonia s accession. y Popularity of the foreign brands and also other alcoholic beverages in Estonia y Increase in growth rate for long drinks and cider. market share
y The market for bottled water/juice is
moving towards a saturation point. Currently, Coca-Cola is the market leader in Soft drinks (66%) and Mineral Water (23%) y Advertisement cost is increasing as more brands/product lines are added to the inventory
Formatted: Font: +Headings, 14 pt Formatted: Space After: 12 pt Formatted: Space After: 12 pt, Line spacing: 1.5 lines
Formatted: Right
Competitive Analysis by beverage category:

Formatted: Font: +Headings Formatted: Line spacing: 1.5 lines
Beer: Local competitors A Le Coq with 35% market share and Viru with 11% market share are competing to capture growth in the local Estonian market. A Le Coq promotes its brand name by sponsoring the Estonia s football and basketball teams. Its product portfolio includes other brands: Alexander, Buckler, Porter, Disel and Turbo Disel. Viru s product portfolio includes: Bear beer, Toolse, Frderick, Palmse and Talveolu.
Formatted: Line spacing: 1.5 lines Formatted: Left, Indent: First line: 0"
Imported beer: Tartu markets Heineken, which is 3% of overall market. Tortu s Heineken captures 18% of Estonian market, which is equal to 18% market share of Saku s imported brand Calsberg . Koff is the market leader with 40%.
Formatted: Font: +Headings Formatted: Indent: First line: 0" Formatted: Line spacing: 1.5 lines
Long Drinks: Tartu markets gin-based long drink brands, Fizz ciders and holds 11% of the market share, which is a threat to Saku s 13% of the market share. Tartu holds 20% of the market share for Cider, which is competitive to Saku s 24% of growing market share.
Formatted: Font: +Headings Formatted: Indent: First line: 0" Formatted: Indent: First line: 0", Line spacing: 1.5 lines Formatted: Line spacing: 1.5 lines Formatted: Indent: First line: 0", Line spacing: 1.5 lines Formatted: Font: +Headings Formatted: Indent: First line: 0", Line spacing: 1.5 lines
Mineral Water: Tartu markets Aura bottle water, Arctic sports drink, lemonade and other soft drinks. Tartu and Saku have equal s market share atis 15% which is equal to Saku s market shar e.
Formatted: Left, Indent: First line: 0" Formatted: Indent: First line: 0", Line spacing: 1.5 lines
Formatted: Right
Advanced Global Marketing Monica Ballin, Jay Hoflich, Ajay Kumar, Valar Jayaprakash 7/18/11 Soft Drinks: Tartu markets Aura non alcoholicnon-alcoholic fruit juice. Viru has its brand of soft drink and non-alcoholic fruit drink under the banner Kingsway and energy drink called Hustler . Tartu dominates Saku in the local market share with 16% compared to 4% for Saku. Coca -Cola holds 66% of market share.
Formatted: Line spacing: 1.5 lines Formatted: Left, Indent: First line: 0"
Formatted: Right
Recommendations and Execution:
Formatted: Font: +Headings, 14 pt Formatted: Space After: 12 pt, Line spacing: 1.5 lines
Based on the Lever Analysis results from the Lever Analysis, our recommendation to Saku s Executive team will beis to discontinue some of itsunderperforming products which are under performing and concentrate on their high- performing productsones. Saku s underperforming beer brands like such as Sorts, Tume and Hele, which have seen have decreased in sales from 2002 to 2003, still consume the samecontinue to receive similar percentage spentd onin its aAdvertiszing dollars as some of its profitable brandsement. Sales of the Iimported beer Kilkenny - has reduced in saleshave gone down from 5% to 2%. 7Up and Pepsi are also seeing reducing declininge in in sales, whereas Zingo is increasing its market share. Directing the expenses away from the underperforming brands and into the products like KISS and other long drinks will , not only increasesimprove its Saku s market valuebrand value, but also will works resultto be in cost efficientsavings for Saku. These Since these products have very high margins, which they aremakes themse more quite profitable brands. Based on the availableSaku has easy access to the beer market (407 million liters) in Finland andand the familiarity of its brand image it s also a familiar brand in Finlandthere, therefore we recommend that Saku should enter the should expand its horizon to export to Finland Finnish market. Since Due to higher beer prices is high in Finland, Saku will be able to price its product higher than in Estonia. This means that , local beer market will not be affected by decrease in sales fromexperience a decline in Finnish tourists looking for low priced beer. This will positionSaku is now in a better position Saku to enter the European Union and utilize tap into the global market. Saku s established brand image and outstanding product quality will provide a smooth segway for itsensure its entry into the global entry market and along with continuous sustained presence. The However, this changenew in Saku s business model should
Formatted: Font: +Headings Formatted: Indent: First line: 0", Space After: 12 pt Formatted ... [1]
Formatted
... [2]
Formatted
... [3]
Formatted: Indent: First line: 0" Formatted ... [4]
Formatted: Right
Advanced Global Marketing Monica Ballin, Jay Hoflich, Ajay Kumar, Valar Jayaprakash 7/18/11 be transformed intofacilitated Saku with smooth transitionswiftly and smoothly by educating its employees and providing them with appropriate training when requiredto its employees.
Formatted: Font: +Headings Formatted: Font: +Headings Formatted: Font: +Headings Formatted: Font: +Headings Formatted: Font: +Headings Formatted: Font: +Headings
Formatted: Right
Exhibits:
Exhibit 1: Product Portfolio
Formatted: Font: +Headings, 14 pt Formatted: Space After: 12 pt, Line spacing: 1.5 lines Formatted: Font: +Headings, 13 pt Formatted: Space After: 6 pt, Line spacing: 1.5 lines
Focus on>>>> Product
High volume Originaal Saku s Beer 18733 2003 Sales Mid Range 1.28/bottle Highly competitive Matured market. Market leader, can reduce the advertisement amount Ranges from 18-50 yrs men and 18-35 yr women. Mood Creator Variation in product ranging from light to strong.
Price Adv & Promotion
Strong margin Kiss Cider Saku s alcoholic beverage 26.7 % Gross Margin in 2003 Specific target market. Price is little above average. Spend more on this emerging market. Promote the brand KISS Women around 20 yrs. Narrow market First to attract women to alcoholic beverage. Highly premium.
Formatted: Font: +Headings Formatted Table Formatted: Font: +Headings
Target market
Differentiation
Formatted: Right
Formatted: Font: +Headings, 13 pt Formatted: Space After: 6 pt, Line spacing: 1.5 lines Formatted: Font: 13 pt Formatted: Font: +Headings, 13 pt
Exhibit 2:
Formatted: Font: +Headings Formatted: Font: +Headings, 10 pt Formatted: Indent: Left: 0.08", Right: 0.08" Formatted Table
Lever Analysis: - Sales and Gross Margin calculations
Formatted: Font: +Headings Formatted: Left, Indent: Left: 0.08", Right: 0.08" Formatted: Indent: Left: 0.08", Right: 0.08"
REQ D sales to equal current GM*
Adv % of Total
GM after ADV % of TOT
GM after Adv
Gross Margin 2003
REQ D sales Current sales
Formatted: Font: +Headings, 14 pt Formatted: Font: +Headings, 12 pt Formatted: Font: +Headings, 10 pt Formatted: Right Formatted: Font: +Headings, 12 pt Formatted: Font: +Headings, 10 pt
Difference 2003 - 2002
% increase
Sales 2002
Sales 2003
GM %
SAKU BEERS
Originaal Rock Sorts Ice
18607 18733 1739 452 2356 353 126 617 -99 0.7 26.2 -28.0 3334 17.8 441 18.7 67 19 34 7 1117 230 2217 211 102.1 9.7 1 . 6 2 . 4 5 . 3 1 . 6 0 . 5 30657 29182 28 72 1 29 33 9 25 98 6 30 48 6 11924 26826 28 36 8 28 91 5 25 27 9 30 32 1
Adv
Formatted: Right Formatted: Font: +Headings, 12 pt Formatted: Font: +Headings, 10 pt Formatted: Right Formatted: Font: +Headings, 12 pt Formatted: Font: +Headings, 10 pt Formatted: Right, Indent: Left: 0", Add space between paragraphs of the same style Formatted: Font: +Headings, 12 pt Formatted: Font: +Headings, 10 pt Formatted: Right, Indent: Left: 0", Add space between paragraphs of the same style Formatted: Font: +Headings, 12 pt Formatted: Font: +Headings, 10 pt Formatted: Right, Indent: Left: 0", Add space between paragraphs of the same style
2 9 4 6 3 2 2 4 8
Valg e Tum e
Hele
1 5 8
3 0 . 7 1 0 . 6 5 0 . 3 3 3 .
18.6
21
17.9
19.3
28 27 5
28 15 7
Formatted: Font: +Headings, 12 pt Formatted: Font: +Headings, 10 pt Formatted: Right, Indent: Left: 0", Add space between paragraphs of the same style
10
Formatted: Right
Advanced Global Marketing Monica Ballin, Jay Hoflich, Ajay Kumar, Valar Jayaprakash 7/18/11 Origi naal Light Presi dend i TOT AL
4 5 2 118 118 100.0 9 2 3 . 3 16.5 0 . 1 0.5 16 6 0.3 33 07 3 29820 32 48 4 29702
Formatted: Font: +Headings, 12 pt Formatted: Font: +Headings, 10 pt Formatted Formatted Formatted Formatted ... [5] ... [6] ... [7] ... [8] ... [9] ... [10] ... [11] ... [12] ... [13] ... [14] ... [15] ... [16] ... [17] ... [18] ... [19] ... [20] ... [21] ... [22] ... [23] ... [24] ... [25] ... [26] ... [27] ... [28] ... [29] ... [30] ... [31] ... [32] ... [33] ... [34] ... [35] ... [36] ... [37] ... [38] ... [39]
22 18.3
2 2 5 8 1 4 6 8
4 . 2
18
1 1 4 . 3 2 1 . 3 1 . 1 2 . 0 2 4 . 5 3 . 8
26 55 38
24 19 75
Formatted Formatted Formatted Formatted Formatted
IMPORTED BEERS
Carls berg
4 6 . 8 3 4 . 7 4 1 . 7 4 2 . 1 22 24 80 5 23 92 5
Formatted Formatted Formatted Formatted
Guin ness Kilke nny
1 8 6 3 4
26
20 98 8 22 73 8
20 70 3 22 71 4
Formatted Formatted Formatted Formatted Formatted Formatted Formatted
24
TOT AL
6 8 8
23
68 53 1
67 34 2
Formatted Formatted Formatted Formatted Formatted
IMPORTED MINERAL WATER

VC Carb oniz ed VC Still TOT AL
6 6 6 9 . 0 15.9 34 32 1 33 58 9
6 1 5 1 2 8 1
5 . 2 7 . 2
16.2
16
3 . 3 7 . 2
33 68 5 68 00 6
33 03 6 66 62 5
Formatted Formatted Formatted Formatted Formatted Formatted
11
Formatted
... [40]
Formatted
... [41]
OTHER SAKU ALCOHOLIC

Saku Gin Kiss Cide rs Othe r TOT AL
Sales 2002 6 9 0 1 5 9 3 5 2 8 . 3 8 3 . 1 6 5 . 0 5 6 . 0 Difference 2003 2002 % increase 24 3 . 1 2 . 0 0 . 1 1 . 2 22 73 8 20 43 8 28 72 1 71 89 7 21 77 5 19 49 5 28 62 1 69 89 1
Formatted Formatted Formatted Formatted Formatted Formatted Formatted Formatted Formatted Formatted Formatted
... [42] ... [43] ... [44] ... [45] ... [46] ... [47] ... [48] ... [49] ... [50] ... [51] ... [53] ... [55] ... [56] ... [57] ... [58] ... [59] ... [60] ... [61] ... [54] ... [52] ... [62] ... [63] ... [65] ... [66] ... [67] ... [68] ... [69] ... [70] ... [71] ... [72] ... [73] ... [74] ... [75] ... [76] ... [77] ... [78] ... [64] ... [79]
26.7
19
8 8 4 Sales 2003
25
GM after ADV % of TOT REQ D sales to equal current GM* REQ D sales Current sales 102.1 9.7 1.6 -2.4 5.3 -1.6 -0.5 -0.1 0.3 114.3 -21.3 -1.1 -2.0 -24.5 30657 29182 28721 29339 25986 30486 28275 33073 29820 265538 24805 20988 22738 68531 11924 26826 28368 28915 25279 30321 28157 32484 29702 241975 23925 20703 22714 67342 6 3.8 34321 33589
GM after Adv
Adv % of Total
Gross Margin 2003 GM %
Formatted Formatted Formatted
SAKU BEERS
Originaal Rock Sorts Ice Valge Tume Hele Originaal Light Presidendi TOTAL Carlsberg Guinness Kilkenny TOTAL VC Carbonized
18607 18733 1739 452 294 632 248 158 452 2356 353 424 707 165 118 589 118 22581 23563 468 186 34 688 880 285 24 1189 126 617 -99 130 75 -83 -40 137 118 982 412 99 -10 501 0.7 26.2 -28.0 30.7 10.6 -50.3 -33.9 23.3 100.0 4.2 46.8 34.7 -41.7 42.1 3334 17.8 441 18.7 67 148 19 21 79 18.6 30 17.9 23 19.3 97 16.5 22 18.3 4241 194 74 6 273 18 22 26 24 23 34 7 1 4 1 2 1 3 0.5 53.5 20 3 1.5 24.5 1117 230 33 131 33 66 33 99 16 1757 657 99 49 805 2217 211 34 -52 115 -36 -10 -2
Adv
Formatted Formatted Formatted Formatted Table Formatted Formatted Formatted Formatted Formatted Formatted Formatted Formatted Formatted
2484 -463 -25 -43 -532
IMPORTED BEERS
Formatted Formatted Formatted Formatted Formatted Formatted
IMPORTED MINERAL WATER

666 732 66 9.0 116 15.9 1 33 83
Formatted
12
Formatted: Right
Advanced Global Marketing Monica Ballin, Jay Hoflich, Ajay Kumar, Valar Jayaprakash 7/18/11 VC Still TOTAL Saku Gin Kiss Ciders Other TOTAL
615 1281 690 159 35 884 649 1381 963 943 100 2007 34 100 273 784 65 1123 5.2 7.2 28.3 83.1 65.0 56.0 105 16.2 222 231 19 502 16 24 19 25 1 2 5 9 0.5 14.5 33 66 164 296 16 476 72 156 67 -44 3 26 3.3 7.2 3.1 -2.0 0.1 1.2 33685 68006 22738 20438 28721 71897 33036 66625 21775 19495 28621 69891
OTHER SAKU ALCOHOLIC

252 26.7
13
Formatted: Right
IMPORTED SOFT DRINKS

Pepsi 7UP Zingo Limps Kali TOTAL GRAND TOTAL
512 489 137 344 244 333 111 78 1138 1110 -168 -245 196 111 78 -28 2664 -48.8 -100.4 58.9 100.0 100.0 -2.5 100.0 66 19.3 44 17.9 64 19.2 22 19.8 15 19.7 211 5457 19 100 0.5 0.5 0.5 1 1 3.5 100 16 16 16 33 33 115 3285 50 28 48 -11 -18 96 2.3 1.3 2.2 -0.5 -0.8 4.4 28275 30486 28422 27561 27701 142444 616414 27931 30242 28089 27450 27623 141334 587165
Formatted: Font: +Headings, 14 pt Formatted: Indent: Left: 0", Add space between paragraphs of the same style Formatted: Font: +Headings, 12 pt Formatted: Font: +Headings, 10 pt Formatted: Right, Indent: Left: 0", Add space between paragraphs of the same style Formatted: Font: +Headings, 12 pt Formatted: Font: +Headings, 10 pt
26691 29355
2172 100.00
IMPORTED SOFT DRINKS

Peps i
5 1 2 4 8 . 8 1 0 0 . 4 5 8 . 9 111 78 1 1 3 8 229355 6 6 9 1 111 78 100.0 100.0 2 . 5 2664 100.0 5457 19.3 2 . 3 28 27 5 27 93 1
Formatted: Right, Indent: Left: 0", Add space between paragraphs of the same style Formatted: Font: +Headings, 12 pt Formatted: Font: +Headings, 10 pt Formatted: Right, Indent: Left: 0", Add space between paragraphs of the same style
7UP
4 8 9
17.9
1 . 3
30 48 6
30 24 2
Formatted: Font: +Headings, 12 pt Formatted: Font: +Headings, 10 pt Formatted: Right, Indent: Left: 0", Add space between paragraphs of the same style Formatted: Indent: Left: 0", Add space between paragraphs of the same style Formatted: Right, Indent: Left: 0", Add space between paragraphs of the same style Formatted: Indent: Left: 0", Add space between paragraphs of the same style Formatted: Font: +Headings, 12 pt
Zing o Limp s Kali TOT AL ALL TOT AL
1 3 7
19.2
2 . 2 1 1 33 33 -11 -18 -0.5 -0.8 4 . 4 100 3285 2172 100.00
28 42 2 27561 27701 14 24 44 616414
28 08 9 27450 27623 14 13 34 587165
22 19.8 15 19.7 19
Formatted: Font: +Headings, 10 pt Formatted: Right, Indent: Left: 0", Add space between paragraphs of the same style Formatted: Indent: Left: 0", Add space between paragraphs of the same style Formatted Formatted Formatted: Font: +Headings, 12 pt Formatted: Font: +Headings, 10 pt Formatted Formatted: Font: +Headings, 12 pt Formatted: Font: +Headings, 10 pt Formatted: Right Formatted: Font: +Headings ... [82] ... [80] ... [81]
100
14
Page 7: [1] Formatted
a412114
7/17/2011 11:05:00 PM
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
Font: + ea ings
a412114
Font: + eadings, 12 t
a412114
a412114
ig t, Indent: Left: 0", dd s ace et een aragra

a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:14:00 PM
s of t e sa e style
7/17/2011 11:05:00 PM
7/17/2011 11:14:00 PM
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
a412114
a412114
a412114
a412114
a412114
a412114
a412114
a412114
a412114
a412114
a412114
a412114


Indent: Left: 0", dd s ace et een aragra
s of t e sa e style
7/17/2011 11:05:00 PM
s of t e sa e style
7/17/2011 11:05:00 PM


s of t e sa e style
7/17/2011 11:05:00 PM
s of t e sa e style
7/17/2011 11:15:00 PM


s of t e sa e style
7/17/2011 11:14:00 PM

s of t e sa e style
7/17/2011 11:14:00 PM
"
"
"
"
"
"
"
! ! !
7/17/2011 11:14:00 PM
7/17/2011 11:14:00 PM
7/17/2011 11:15:00 PM
7/17/2011 11:14:00 PM
7/17/2011 11:14:00 PM
7/17/2011 11:14:00 PM
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
a412114
a412114
a412114
a412114
a412114
a412114
a412114
a412114
a412114
a412114
&
&$
s of t e sa e style
7/17/2011 11:05:00 PM
&
&$
s of t e sa e style
7/17/2011 11:05:00 PM
&
&$
s of t e sa e style
7/17/2011 11:15:00 PM
&
&$
) (
) (
) (
) (
'
'
'
$ $ $ $ $ $ $ $ $
'
# # # # # # # # #
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
s of t e sa e style
7/17/2011 11:05:00 PM
& % & % & %
7/17/2011 11:14:00 PM
7/17/2011 11:14:00 PM
7/17/2011 11:15:00 PM
7/17/2011 11:14:00 PM
7/17/2011 11:14:00 PM
7/17/2011 11:14:00 PM
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
ig t
Jay H 7/17/2011 10:03:00 PM
Line s acing: single

a412114
a412114
a412114
a412114
a412114
a412114
a412114
a412114
a412114
42
s of t e sa e style
7/17/2011 11:05:00 PM
42
s of t e sa e style
7/17/2011 11:05:00 PM
42
s of t e sa e style
7/17/2011 11:05:00 PM
42
7 6
7 6
7 6
7 6
2 2 2 2 2 2 2
1 1 1 1 1 1 1
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
s of t e sa e style
7/17/2011 11:04:00 PM
4 3 4 3 4 3 4 3
7/17/2011 11:15:00 PM
7/17/2011 11:15:00 PM
7/17/2011 11:14:00 PM
7/17/2011 11:14:00 PM
7/17/2011 11:14:00 PM
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
Font: ( efa lt) + eadings, 10 t, ot old

a412114
7/17/2011 11:14:00 PM

a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
F@
ig t, one, Indent: Left: 0", S ace efore: 0 t, dd s ace et een aragra on't kee it next, on't kee lines toget er
I H
G @
D C @ D C @ D @ @
@ @ @ @ @ @ @ @ @ @
9 9
F I@ A C F E
B B
9 9 9 9 9 9 9 9 9 9
a412114
7/17/2011 11:14:00 PM
A A
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
s of t e sa e style,
a412114
7/17/2011 11:14:00 PM
Page 12: [63] Change
For atted Ta le

X W R
R R R R R R R R R R R
Q Q Q Q Q Q Q Q Q Q Q
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:05:00 PM
a412114
7/18/2011 12:07:00 AM
a412114
7/17/2011 11:05:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM

a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
b`
ig t, one, Indent: Left: 0", S ace efore: 0 t, dd s ace et een aragra on't kee it next, on't kee lines toget er
g f
e `
d c `
` `
` ` ` ` ` ` ` ` ` ` `
b g` i c b a
Y Y Y Y Y Y Y Y Y Y Y
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
s of t e sa e style,
a412114
7/17/2011 11:14:00 PM
Font: old
a412114
a412114
ur
s of t e sa e style
ur
s of t e sa e style
7/17/2011 11:14:00 PM
ur
x w
x w
x w
r r r
q q q
a412114
7/17/2011 11:14:00 PM
a412114
7/17/2011 11:14:00 PM
a412114
7/18/2011 12:07:00 AM
a412114
7/17/2011 11:14:00 PM
s of t e sa e style
7/17/2011 11:14:00 PM
u t u t

Paper On Saku Brewery

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Paper On Saku Brewery

Uploaded by

Copyright:

Available Formats

MKT8036: ADVANCED GLOBAL MARKETING

Monica Ballin, Jay Hoflich, Valar Jayaprakash, Ajay Kumar

Formatted: Line spacing: single

Formatted: Font: +Headings

Saku Brewery Case Analysis

Formatted: Centered Formatted: Font: +Headings, 18 pt Formatted: Space After: 12 pt

Formatted: Font: +Headings, 18 pt

Formatted: Font: +Headings

MKT8036: ADVANCED GLOBAL MARKETING

Monica Ballin, Jay Hoflich, Valar Jayaprakash, Ajay Kumar

Formatted: Line spacing: single

Sunday, July 17, 2011

MKT8036: ADVANCED GLOBAL MARKETING

Monica Ballin, Jay Hoflich, Valar Jayaprakash, Ajay Kumar

Formatted: Line spacing: single

Formatted: Font: +Headings, 14 pt Formatted: Space After: 12 pt

y Emerged Saku Brand name y Market leadership in domestic beer y y y

y Competition from domestic brand as well

as from imported brands

y Market share in other countries like

y Competition from local brands A Le Coq

Sunday, July 17, 2011

MKT8036: ADVANCED GLOBAL MARKETING

Monica Ballin, Jay Hoflich, Valar Jayaprakash, Ajay Kumar

Formatted: Line spacing: single

Sunday, July 17, 2011

MKT8036: ADVANCED GLOBAL MARKETING

Monica Ballin, Jay Hoflich, Valar Jayaprakash, Ajay Kumar

Formatted: Line spacing: single

Competitive Analysis by beverage category:

Formatted: Font: +Headings

Sunday, July 17, 2011

MKT8036: ADVANCED GLOBAL MARKETING

Monica Ballin, Jay Hoflich, Valar Jayaprakash, Ajay Kumar

Formatted: Line spacing: single

Sunday, July 17, 2011

MKT8036: ADVANCED GLOBAL MARKETING

Monica Ballin, Jay Hoflich, Valar Jayaprakash, Ajay Kumar

Formatted: Line spacing: single

Recommendations and Execution:

Formatted: Indent: First line: 0" Formatted ... [4]

Sunday, July 17, 2011

MKT8036: ADVANCED GLOBAL MARKETING

Monica Ballin, Jay Hoflich, Valar Jayaprakash, Ajay Kumar

Formatted: Line spacing: single

Sunday, July 17, 2011

MKT8036: ADVANCED GLOBAL MARKETING

Monica Ballin, Jay Hoflich, Valar Jayaprakash, Ajay Kumar

Formatted: Line spacing: single

Focus on>>>> Product

Price Adv & Promotion

Formatted: Font: +Headings Formatted Table Formatted: Font: +Headings

Formatted: Font: +Headings

Formatted: Font: +Headings

Formatted: Font: +Headings

Formatted: Font: +Headings

Formatted: Font: +Headings

Sunday, July 17, 2011

MKT8036: ADVANCED GLOBAL MARKETING

Monica Ballin, Jay Hoflich, Valar Jayaprakash, Ajay Kumar

Formatted: Line spacing: single

Lever Analysis: - Sales and Gross Margin calculations