Global PE firm assessed premium beer brand, surveying 600+ consumers for investment
13 May 2020
1 min read
Assisted a leading PE firm understand brand strength and consumer preferences for leading beer brands capturing regional nuances in the evolving Indian Beer market
Context
- 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