About this document
UB Export Beer Marketing Challenges by Aditya Bajaj is a document available to read on EtoBox.
The UB Export relaunch failed due to continued growth of Kingfisher brand and movement of consumers towards stronger beers. Mr. Ganguly proposed introducing a low-priced 330ml pack to expand the declining beer market. Analyzing costs, Dhananjay found the small pack could be profitable at Rs. 20 with a bottle deposit system like soft drinks. Management will decide if a low-priced small pack can boost demand and profits without crowding the market or angering competition and trade.
- Author
- Aditya Bajaj
- Language
- EN