Brand and Marketing
Commercial due diligence on a leading premium beer brand for a global PE firm
13 May 2020
  • Client Description: A global PE firm
  • Opportunity: The client was considering investment in a leading premium beer brand in India
Further, the client specifically wanted to understand:
  • Brand strength compared to other leading Indian brands in terms of NPS, recall and preferences
  • Marketing channels used, differences in ATL vs. BTL and its effectiveness benchmarked with other leading brands
Our Approach
  • In-depth interviews of 30+ consumers across leading Indian cities to understand consumer preferences and perception of various brands
  • Conducted 50+ in-depth trade interviews of retailers, HoReCa managers & area sales manager to understand how target company is benchmarked against its competitors in terms of retail & HoReCa presence, trade incentives, branding, consumer perception, etc.
  • Survey of beer consumers across India (N=600) to understand consumer behaviour and brand awareness and NPS
  • Secondary research and financial filings analysis to evaluate marketing spend and channels
  • Case studies on key Indian and Global new-age alcoholic beverages players to benchmark best practices, economics, ATL / BTL branding activities and levers of value creation
  • In-depth analysis of key Indian states to understand state level nuances and levers of value creation

Key Insights / Outcomes

Target spent ~5% (of net revenue) more on marketing initiatives compared to established players but significantly lesser than other new-age brands

Target had good brand recall compared to other new-age players despite more focus on BTL activities and limited ATL spending

Praxis Value Delivered
  • Client was able to evaluate the strength of the brand and get detailed insights into consumer preferences which aided them in their investment decision
  • A brand strength and unaided recall map for key brands across key Indian states was created to identify focus regions for expansion
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