Case Study of InBev

InBev wanted to analyse the On trade market which is two thirds of their business. Their objective was to understand promotions, range, merchandise, volume, value trends, price and distribution in the market in a three month period.

InBev wanted to use CGA Ltd information to analyse the status of price and distribution of all the major players brands in the On trade. This would then enable them to implement strategies and spot opportunities.

The information was used to understand the recommended selling price and distribution of Stella and its competing brands particularly its direct competitor Kronenbourg 1664.

Results

Kronenbourg 1664 was sold at a premium price to Stella in pints across the majority of the TV regions and in the different pub types (branded, circuit bar, dry led, wet led, etc.)

The distribution information highlighted that Stella Premium Draught lager had a 66% distribution in the On trade with some serious distribution gaps in certain segments.

Photos courtesy of InBev. InBev^® is a registered trade mark of InBev UK Ltd.