CeleBEERate

TEAM DESI TADKA

NIJESH PRAKASH
ANJANA JALADI
VGSoM, IIT Kharagpur a te
B EER
Cele
 AGENDA

Market Research and Insights

Operating City with Rational behind it

Segmenting the market and Targeting

a segment

Positioning and Points Of Differences

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B EER
Cele
Integrated Marketing Plan
What makes people drink ? Why do people dislike outdoor
drinking ?
Social Drinking- For friends fear of society
and family
Need no reason
No place to
Grown Up feeling suit your hang
Coolness factor out and
Others drinking needs
How often do they drink ? Which media channel attracts you most
to try a new hang out place ?
Daily
Monthly
Billboards
Occasionall
Digital
y (Social
Print
Compulsion
Word of mouth
s\Parties)
TV

The above insights were derived from a survey

a te
conducted on 67 people
B EER
Cele
STP and IMC in the consequent slides are based on this
survey

INSIGHTS OPERATING CITY STP POSITIONING IMC

 Lower tax High beer
consumpti
High
disposabl
BANGALORE
TIER I CITY rate on
on e income
beer

BRIGAD
E ROAD
Can tap huge
segment of IT
People ready to crowd.
hangout but unable INDIRA MARAT Many multiplexes
to find a proper NAGAR HA present so easy to
place. HALLI carry out outdoor
A big party crowd activities
already present

Hosts affluent

a te
ER
people with high
disposable income.
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Cele
Covers residential
crowd as well.

INSIGHTS OPERATING CITY STP POSITIONING IMC

THE SWAGGERS THE FLOCKERS
> Reason to drink: Social
> Reason to drink: Drinking. To celebrate
It looks cool something > Average
> Age group: 18-25 Income: 15k-1lakh
> Average Income > Price Sensitive
range: Nil to 30k > Ambience of a place most
> Drinks mostly in important
parties > Occasional drinkers
> Price sensitive
On the basis of various factors,
we have segmented our market in
4 broad categories, out of which,
we wish to target Flockers and
Casuals as they seem to have THE CASUALS
most potential
THE LONERS > Reason to drink:
Nothing as such
> Reason to drink: > Age group: >20
Depression. > Average Income: >15
> Age group: 20-35 lakh > Prefer to have drink
> Average Income: Nil to at home or home like place
75k > Ambience more
> Very fluctuating mind so important
a te
ER
no point in targeting such > Occasional drinkers
people
B E
TARGET SEGMENT
Cele

OPERATING
INSIGHTS STP POSITIONING IMC
CITY
 POSITIONIN
ETITO
COMP G
RS
BRAND LADDER
onal
CCD version of beer
d i t i
Tra
Caf is to be positioned as a place where
and
Bars friends celebrate and share moments

Emotional Benefits Pubs om

Pi n t Ro
Nostalgic
h e B eer
Ambience based T
on 90s heroes, Caf
Privacy enabled
rooms POINTS OF DIFFERENCE

Functional Benefits Theme : Nostalgia

Most of our visitors are in 21-40 years range
Games like and cut outs of Shaktiman ,audio cassettes
bowling and Dart ,video games
Live screening of Private lounges
matches, Wi-Fi Serve shots of varied volumes
Gaming zones and Live Screenings
Attribute Benefits

e
Spacious rooms of
a t
ER
9,00,000 sq ft,
Serves Beer
B E
Cele
,Starters and
Desserts

OPERATING
INSIGHTS STP POSITIONING IMC
CITY
 A fully fledged website targeting Use common words associated
people of Bangalore, with with beer, celebration and
creative content about beer. sharing in the website content

Personal mails would be

sent to our TG which Give PPC ads on various youth
would make them aware WEBSI oriented sites like sports and
that hanging out with
SEO entertainment sites.
TE
friends can take stress out Also go for google adwords.
of their life
E PPC
Various blogs could be DIGITA Association with various youtube
MAIL channels like AIB or TVF to come
written which would
highlight qualities of beer
L up with mini web series based on
and importance of sharing the core theme of CeleBEERate
in life BLOG YOUTUB
S SOCIA E
L
SITES

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ER
A facebook page to be created which would post memes daily with
messages about the past era. This will propagate message that whatever
B E
Cele
was past cant return so celebrate every moment of life.
Trending hashtags on twitter like #noreasontocelebrate would make the
caf polular

OPERATING
INSIGHTS STP POSITIONING IMC
CITY
 Coverage of the launch of the caf in
entertainment section of newspapers and
magazines.
Articles about the ambience of caf to be posted in
various print media with indirect reference to Caf Public Relations
CeleBEERate

Associations Cabvertise with Meru Cabs or

Ola Cabs where advertisements
could be done on the body of cab.
Each cab covers almost 200 km
per day, so easy to increase

Outdoor Events awareness

Temporary bowling alley could be arranged in malls where

pins would be replaced by look alike of beer bottles.
Various competitions could be arranged where winners
TV Shows would get merchandise as gifts.

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ER
Collaboration with youth reality shows like Splitsvilla
and Dare2date. Few episodes can be shot in our
B E
Cele
caf.
These episodes would involve tasks related to
celebrations and sharing thus enforcing our core
message

INSIGHTS OPERATING CITY STP POSITIONING IMC

 Ambush marketing in print ads where
messages like Enough of sharing
happiness, now time to share
celebrations, could be posted Print Media

Bill boards with the theme of We give you a reason

to celebrate and share to be put up in our target
Bill Hoardings locations.
To create buzz, hoardings with message The new
destination for celebrations soon coming in your city

IMC MIX Promotional budget(In

Rupees)
Digital 200000
Associations 600000
TV Shows 200000
a te
Print ads 200000
B EER
Bill Hoarding 500000 Cele
Outdoor Events 200000

OPERATING
INSIGHTS CITY STP POSITIONING IMC
THANK YOU!!!!

a te
B EER
Cele
SOUL MATES ACCESSORIES STOP
SOUL MATES ACCESSORIES STOP

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TIE UPS

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