- STRONGBOW CIDER Group 9 Ofonime Eshiet 6104719 Jia Qian 5871748 Manjunath Habib 6003238 Zhen uo Zhan 5916382
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- STRONGBOWCIDER
Group 9Ofonime Eshiet 6104719
Jia Qian 5871748
Manjunath Habib 6003238Zhen uo Zhan 5916382
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# $ab%e of &ontents
SECTION 1 # &om'an( "ituation )na%(sisSECTION 2 # *%oba% Ma+,et "-+eeninSECTION 3 # .n /e'th Ma+,et )na%(sisSECTION 4 # Ent+( "t+ate( an Ma+,et %SECTION 5 ationa%e fo+ the s'e-i-inte+nationa%iation moa%it( se%e-te fo+-om'an(
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# "t+onbo &om'an(a-,+oun• "t+onbo -ie+ as %aun-he b( H u%me+s in En%an sin-e 1962
• "t+onbo manufa-tu+es -ie+ that a+e mae f+om a b%en of bitte+ seet -
-u%ina+( a''%es .t is a:ai%ab%e at 5; )< as a +auht '+ou-t an at 48; as a 'a-,ae '+ou-t $he+e a+e :a+iet( of =a:o+s in "t+onbo
• "t+onbo is manufa-tu+e b( H u%me+s %o-ate in He+efo+shi+e in En%a
• H u%me+ is a subsiia+( of Heine,en inte+nationa%
• "t+onbo is !a+est se%%in -ie+ in )ust+a%ia an se-on %a+est se%%in -i>"
?ea+
2014
2013
2012
Financial
"t+onbo be%ons to the i:ision of Heine,en .nte+nationa% e-ause
Heine,en oes not is-%ose the nan-ia% statements fo+ ea-h
-om'an(C e ha:e ana%(e the Dinan-ia% "tatement fo+ the Heine,en
+ou'
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$a+et ma+,et '+o%e
Mi%e &%ass F2000 annua%%( 18 65 (ea+s o%sA$e+tia+(B eu-ationC
'+ofessiona%sEG-essi:e
.n-ome )e Eu-ationo+,
!ifest(%e
Taste
Country of origin
Service
High quality
Recommendations
Consumer Buying criteria
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Main +easonsI
• Eme+in e-onomies
• $ota%%( unta''e ma+,et
• Hih %e:e% of a%-oho% -onsum'tion
• EGistin o'e+ations
&ount+ies se%e-tion
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$he est $a+et Ma+,et &ount+(
0
5
10
15
20
25
.nia "outh o+ea
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# $he ta+et ma+,et - .K/.)
/emo+a'h(
Hih ma+,et 'otentia%
Population Age(0-18)
Age(18-65)
Age(over 65)
Target Age(18-65 )
1,210,193,422 39.! 55! 5.3! 55!
a " #u$%er o& potential (eligi%le'uali&ie) *on+u$er+ 360,000,000
% " reuen* o& pur*/a+e on an annual %a+i+ 5
* " elling pri*e o& t/e prou*t () 1.2
"Total $aret potential (TP) 5,342,400,000
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&o+'o+ate taG +ate
&u++ent a--ount ba%an-e Ami%%ions >"FB
*/ 'e+ -a'ita AB
.m'o+ts of oos an se+:i-es A; of */B
&u++en-( "tabi%it(
.m'o+t ta+is hih taG fo+ a%-oho%i
Eas( to estab%ish '+esen-e o+ a business f+ee t+a
Membe+ of $O sin-
Ma+,et &onitions
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.nf+ast+u-tu+e "ituation
• ith mo+e than 300 mi%%ion inte+net use+sC .nia hase-on %a+est inte+net use+ base in the o+%
• $he+e a+e 13 majo+ 'o+ts about 200 mino+ aninte+meiate 'o+ts in .nia
• .nia has one of the %a+est +oa neto+,s in the
a+eatin to about 33 mi%%ion ,i%omete+s at '+es• $he+e a+e 329 inte+nationa% omesti- ai+'o+ts in
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# "O$ )na%(sis
• +an a%+ea( e%%estab%ishe in este+n
-ount+ies su-h as > >"
+an 'ositionin st+ateies-an be +e'%i-ate
• Has eG'e+ien-e in ente+inne ma+,ets su-h as
)ust+a%ia• "t+on ba-,in of the 'a+ent
-om'an(
• .ts ha+ to ma,e a t+ansitiof -onsume+ f+om thei+ %o(
b+an
• Keati:e imae asso-iateith +in,in
• )sian an south )me+i-anma+,ets a+e sti%% unta''e
• !o a%-oho% -ontent +in,sith a seete+ taste o
a''ea% omen
• /e:e%o'in a taste in a nema+,et ta,es time an is
fo+miab%e tas,
• &+eatin aa+eness abou-ie+ in a ne ma+,et is
hue tas,
STRENGT$S
T$RE&TSO''ORT(NITIES
WE&)NESSES
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E"$!E )na%(sis
• o%iti-a%I /ie+ent states ha:e ie+ent +u%es of %iNuo+C ti +in,in ae
• E-onomi-I /is'osab%e of a:e+ae mi%e -%ass in-+easina%a+min +ate
• "o-ia%I ubs an is-otheNue -u%tu+e on +ise
• $e-hno%oi-a%I ):an-e b+ein te-hno%o( -an be use
fo+ '+ou-tion st+ateies• !ea%I )%-oho% ma+,et -ont+o%%e b( state o:e+nment D
banne in states %i,e *uj+at C e+a%a an Kaa%an
• En:i+onmenta%I est+i-tions on -a+bon foot'+int that nee-onsie+e fo+ %ate+ '+ou-tion st+ateies
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# +ou-t !ife &(-%e
Introduction Growth Maturity Decline
Objective Educate thecustomers Build brandidentity Hold marketshare reduce co
Buyers Few Growing Saturation Declining
Pricing strategyarketing !rice
!enetration"ontinue strategy
atch bestcom!etitor
Price reduc
Promotionstrategy
#ntroduce the !roduct with low
!rice and gainmore customers
#ncreaseconsumer
awareness
$o im!rove themarketing level
aintain locustomer
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o+te+s *ene+i- "t+ateies• $h+eat of ne ent+antsI"in-e the unta''e ma+,ets a+e +i'eC the+e a+e -han-es of othe+ -ie+ b+anma+,ets
• $h+eat of substituteI :e+( hea:( be-ause of the estab%ishe ma+,ets of othe+ a%-oho%i- be:e+aean ine • /ete+minants of su''%ie+ 'oe+I
Kot a sini-ant -on-e+n be-ause Heine,en has eGistin a%%ian-e ith %ea
-om'anies a+oun the o+% $he Heine,en '+ou-ts a+e so% :ia thei+ isat '+esent
• /ete+minants of -om'etiti:e +i:a%+(IOn-e "t+onbo ente+s the ne ma+,et the+e ma( be -om'etition b( the eGinte+nationa% -ie+ b+ans su-h as mane+sC )s'a%% "te%%a )+tois
•a+ainin 'oe+ of the bu(e+I"ini-ant be-ause of the sini-ant%( estab%ishe ma+,et of the '+ou-t su
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&om'etiti:e )na%(sis
• "ome+sb( &ie+ be%ons to the /anishb+ein -om'an( &a+%sbe+ +ou'
• .t is one of the to' -ie+ b+ans in theo+%
• .t is Dinan-ia%%( st+on an has a -a'tu+eo:e+ 46 ma+,ets o+%ie
• "t+on ba-,in of the &om'an( that is&a+%sbe+
• $his miht be the st+onest -om'etito+to st+onbo -ie+ in futu+e
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.ni+e-t &om'etito+s in .nia
• a-a+i +eee+ fo+ sho+t is a f+uit base ineC)< +anin f+om 44; to 66;
• e%% estab%ishe inte+nationa% b+an
• a-a+i +eee+ is -u++ent%( a ma+,et %eae+ inits sement
• "t+on ba-,in of the 'a+ent -om'an(• <e+( st+on eGistin ist+ibution neto+,C
Ma+,etin -a'abi%itiesC an '+ou-tionfa-i%ities
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Ent+( Moe se%e-tion &+ite+ia
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Ent+( Moe AJoint <entu+eB
• Heine,en sets u' ne b+ee+ies in fo+ein ma+,the assistan-e f+om %o-a% o:e+nment an nan-institutions
• Heine,en has set u' b+ee+ies in -ount+ies of i+eions A.+e%anC .ta%(B so as to eG'%oit %o-ationa:antaes A+e%ati:e ae +atesC '+ou-tion -a'/ fa-i%itiesC ma+,et 'otentia%B
• Heine,en bu(s o:e+ %o-a% eGistin b+ee+ies in fo-ount+(C the+eb( ha:in a--ess to ne ma+,etsCte-hno%o(C t+aine an s,i%%e em'%o(eesC an ist+ibution s(stems
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/ist+ibution "t+ate(• $a,e a:antae of eGistin "t+atei- )%%ian-e ith >
A>nite +ee+iesB +ou'
• > is the o-ia% /ist+ibuto+ of Heine,en '+ou-ts in.nia
• Heine,ens sta,e in > +ou' .nia stans fo+ 421;
• > has -onta-ts ith +e'ute hote% -hains su-h as $ajhote% +ou'C Obe+oiC J Ma++iotC .$& Hote%sC "he+aton
aisson• "t+on /ist+ibution neto+, to ho%esa%e+s an !iNuo+
etai% Out%etsPa+s an ubs
• >ti%ie the same ist+ibution -hanne%s as Heine,enbee+ '+ou-ts
• Most ist+ibuto+s ha:e been %o(a% > +ou' 'a+tne+s fo+mu%ti %e e-aes
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"ementationC $a+etC 'ositionin
• W*ic* S!+"!n, Met+o -ities in .nia A eG'anothe+ u+ban a+eas in no+th an southe+n .niaB
• W*o ar! ! ar+!in+, ?oun an mi%e ae'o'u%ation of the met+o'o%itan -ities Ko s'e-i-'+efe+en-es as the -ie+s a+e eNua%%( a--e'tab%eboth ma%es an fema%es
• W*!r! ar! ! posiionin+ iI +ou-t i%% be'ositione as a '+emium be:e+ae b+an in the Di+st an fo+emostC a '%a-e fo+ -ie+ nees to be in the .nian a%-oho% ma+,et
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ositionin Ma' Hih Nua%it(
!o '+i-eHih '+i-e
o(a%&ha%%ene bee+
ba-a+i
+eee
+
Heine,en ee+
"t+onbo &ie+
Manm e
"ome+sb( &ie+
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+i-in "t+ate(
• ase on ou+ ma+,etin oa%s obje-ti:es the be'+i-in st+ate( fo+ this '+ou-t is enet+ation '+i
• $he se%%in '+i-e of the '+ou-t i%% be %oe+ in .nhen -om'a+e to Home -ount+(
• Ou+ )im is to int+ou-e the '+ou-t at %o '+i-e thsubsiia+( '+ou-ts in o+e+ to ain ma+,et sha+e-ustome+ %o(a%t(
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eo'%e 'h(si-a% e:ien-e
+an Manaement $eam
oa "hos&ie+ $astin E:ents
/ist+ibutiona+tne+s "a%es $eam
):e+tisina+tne+s
"t+onbo .nia ebsite
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+omotion "t+ate(
"'onso+in a -+i-,et teamin .!
i%%boa+s Hoa+ins
"o-ia% Meia
M
Ma+,etin &ost )ssum'tions
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Ma+,etin &ost )ssum'tionsDiu+e in .K Mn&cion.Tool W*o.W*!n 2/15 2/10
"u++oate a:e+tisin usin '+intmeia fashion maaines
.ntense%( fo+ th+ee months -onsistent%( o:e+ fou+ (ea+sA%ess a+essi:eB
15 15
):e+tisin -ont+a-ts fo+ jin%e-+eation
/u+in the %aun-h of the'+ou-t
1 0
"'onso+shi' in s'o+tin e:ents One b( > +ou' fo+ +st 4(ea+s
40 40
i%%boa+s Hoa+ins nea+ a+easith hea:( 'ub -u%tu+e
/u+in the %aun-h fo+ 2ee,s
5 0
anne+sC sinaes :ieo
a:e+tisements in ba+sC 'ubs +estau+ants in +e'ute hote% -hains
6 months 06 06
+omotiona% oe+s an -ie+tastin e:ents
/u+in %aun-h fo+ one month 05 0
D%ie+s -ata%oue ist+ibutions 6 months 050 050
oa shos 4 times fo+ +st month 12 0
ebsite -+eation maintenan-e 0025 0025
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# *oa%s
&+eate b+an aa+eness of "t+onbo as -ie+ in ene+a%
>sin ea+%( mo:e+ a:antae an -a'sini-ant ma+,et sha+e
)tt+a-t ne -ustome+s an bui% b+an
)-hie:e a sini-ant an -onsistent +osa%es
ee' ou+ ma+,etin -osts an bue-ont+o% to he%' boost ou+ '+otabi%it
ui% a st+on neto+, ith the masta,eho%e+s in the a%-oho% inust
G O
& 3 S
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Obje-ti:es
O!ci6!s
ea-h out at %east 50; of ta+et sements b( theen of te%:e months
/e:e%o' a so-ia% Meia '%an fo+ bui%in an maintainin anon%ine '+esen-e Kumbe+ of hits an %i,es i%% be use to
measu+e the ee-ti:eness of ou+ obje-ti:e
e ta+et to +ea-h sa%es of -ie+ in ba+sC 'ubs an
+estau+ants in +e'ute hote% -hains to at %east 10;of the sa%es of -on:entiona% +in,s
.n-+ease -ustome+ +etention an satisfa-tion of ou+-ustome+s hi-h -an be measu+e b( ta,in time%(
feeba-,s an su+:e(s f+om them
.n-+ease b+an +e-a%% of the -om'an(P'+ou-t .t i%%be measu+e b( -onu-tin su+:e(s e ta+et a
b+an +e-a%% su+:e( +es'onse +ate of at %east 60;
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EG'o+t#.m'o+t "t+ate(
Free carrier W*o pa7s8Epor 'ac%in+ S!ll!r
:ar%in+ ; a!lin+ S!ll!r
Epor Cl!aranc! <ic!ns!=EEI.&ES> Bu7!rFr!i+* Forar?!r Docu"!naion #!!s Bu7!r
Inlan? Fr!i+* o :ain Carri!r S!ll!r
Ori+in T!r"inal C*ar+!s Bu7!r
@!ss!l oa?in+ C*ar+!s Bu7!r
Oc!an Fr!i+* . &ir Fr!i+* Bu7!r
No"ina! Epor Forar?!r Bu7!r
:arin! Insuranc! Bu7!r
(nloa? :ain Carri!r C*ar+!s Bu7!rD!sinaion T!r"inal C*ar+!s Bu7!r
No"ina! On-Carri!r Bu7!r
S!curi7 In#or"aionR!Auir!"!ns Bu7!r
Cuso"s Bro%!r Cl!ar!nc! F!!s Bu7!r
Du7= Cuso"s F!!s= Ta!s Bu7!r
D!li6!r7 o Bu7!r D!sinaion Bu7!r
D!li6!rin+ Carri!r (nloa?in+ Bu7!r
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/o-uments +eNui+e fo+ the o'e+ations
• ) -omme+-ia% in:oi-e
• )n eG'o+t#'a-,in %ist• .nsu+an-e 'o%i-(• !ette+ of -+eit• /e-%a+ation of :a%ue• ) bi%% of %ain• )n ai+a( bi%% s'e-i- to the -a++ie+
• *P"/D fo+m '+es-+ibe b( ese+:e an, of .nia inu'%i-ate
• ) -e+ti-ate of o+iin• )n eG'o+t %i-en-e• )n EG'o+t insu+an-e• .n-ote+ms
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$aGes .n:o%:e
T7p! o# Ta
<)$ 14
etai%e+ 15
/ist+ibuto+ 5
EG-ise 40
Manufa-tu+e+ 25
$O$)! 100
u+-eI Eu+omonito+ .nte+nationa%
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Moe of 'a(mentsA!O&B
an, of.m'o+te+
an, ofEG'o+te+
1B "a%e &ont+a-t
"e%%e+AeG'o+te+B
u(e+Aim'o+te+B
2BeNuest fo+
-+eit
3B"en -+eit
4B/e%i:e+%ette+ of
-+eit
8B/o-uments
7B/o-umen
ts
6B
ts
5B /e%i:e+*oos
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e-ommenations &on-%usions
R!co""!n?aions
• "hou% Ente+ the .nian Ma+,et as t+ain 'a+tne+ ith >• $a,e ea+%( mo:e+ a:antae an obtain sini-ant ma+,et sha+e
ma+,et
• &+eate aa+eness about "t+onbo -ie+ b+an an -ie+ as an abe:e+ae +in,
• >se 'ositionin '+omotiona% a-ti:ities to 'u%% auien-es f+om t+a
a%-oho%i- be:e+aesRis%s
• Hih taG +ate
• !as an +eu%ations in :a+ious .nian states "ome of them ona%-oho%
• /ie+ent states ha:e ie+ent +u%es of %iNuo+C time %imits +in,in
•
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efe+en-es• htt'IPPu,st+onbo-omPRS-ie+sPo+iina%
• htt'IPPeu+omonito+-omPa%-oho%i-#+in,s#in#iniaP+e'o+t
• htt'IPPebbebs-ohost-omPehostP'f:iee+P'f:iee+:iT16siT1a478-15#b5595ef2b64;40sessionm+114hiT128
• htt'IPP-ie+u,-om
• htt'IPPeu+omonito+-omP-ie+#'e++(#in#iniaP+e'o+t
• htt'IPP'o+ta%eu+omonito+-omP'o+ta%Pstatisti-sP+an,-ount+ies
• htt'IPPin+eute+s-omPa+ti-%eP2011P09P13Pi.K.nia#59316520110913
• htt'IPPe-onomi-timesiniatimes-omPte-hPinte+netPinian#mobi%e#inte+net#use+s#mi%%ion#b(#2017#iamai#,'m#+e'o+tPa+ti-%eshoP48146613-ms
• htt'IPPuniteb+ee+ies-omPub%U%an-eas'G
• htt'IPPou+ai+'o+ts-omP-ount+iesP.KPai+'o+tshtm%
• htt'IPPa+ti-%ese-onomi-timesiniatimes-omP2013#12#10PnesP45035196U1Uuni275#-+#-iti-o+'#nan-e
• htt'IPPnii+o+Pboo,sPboo,Pinia#bee+#ma+,et#inust+(#sie#sha+e#t+ens#ana
u'to#2017#n'-s#teamPisbn#9789381039342PbCC18b6fCaC0C0CaPineGhtm%
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• htt'IPPte%e+a'h-ou,Pnan-ePnesb(se-to+P+etai%an-onsume+P%eisu+eP#ee+#sa%es#a+oun#the#o+%#ho#+in,s#the#mosthtm%
• htt'IPPn-bin%mniho:P'm-Pa+ti-%esPM&2940178P
• %eIPPP&IP>se+sPManjunathP/on%oasP&ie+e++(UHihe+#EnUMomentumU)a
• htt'IPPa+ti-%ese-onomi-timesiniatimes-omP2011#09#13PnesP30149437U1Uheine,en#bee+#heine,en#+ou'
• htt'IPPo+%%istmania-omP%ist#of#majo+#sea#'o+ts#in#iniaP
• htt'IPPfa-ts#about#inia-omPinian#+oas'h'
• htt'IPPinianmba-omPDa-u%t(U&o%umnPD&519Pf-519htm%
•htt'IPPtimesoniainiatimes-omPiniaP):e+ae#.nian#ma%e#-onsumes#33#%ia%-oho%#P(ea+#HOPa+ti-%eshoP35139360-ms
• htt'IPPtheheine,en-om'an(-omPmeiaPmeia#+e%easesP'+ess#+e%easesP2
• htt'IPPa-aemi-minte%-omPis'%a(P726920Phih%ihtRhit1
• htt'IPP-ie+u,-omP-ie+Uma+,etP+es'onsib%eUma+,et
• htt'IPPthe%o-a%foo-om'an(-ou,P'Pusefu%#infoPnes#a+ti-%esPa%%#about#-
•htt'sIPPa%-oho%ebiniainP-ontentP+eu%ation#%eis%ation