Wellington: The Target Market1. Higher than avg GDP; Service, construction and agriculture are the major pillars of economy in the state2. Failed Monsoon in past few years, people moving to urban areas, increase in service sector income3. 62% of state population is above the drinking age!4. Core market for smart city program : large investments flowing into the state, industries can boom5. Important state for SABMillers beer business, both value and volume ; 15% of the total beer industry in the country6. Mainstream Strong is the biggest segment in the market. Mainstream mild beer segment currently on decline7. High per-capita disposable income Premiumization on a high currently8. 8% share of premium beer in industry9. High volume and high profitability10. Better B&R channel presence ; profitable as an off premise channel11. Increase in urbanization : More no. of B&Rs and higher disposable income for people fuels premiumisation

Similarity with Indian Market1. Service and Agriculture based economy and rising middle class includes both lower and upper middle class segments and major population above LDA2. Dependence on monsoon, growing middle class and spread of service sector jobs3. Smart city program throughout the country, wellington is also a part of it4. Inflowing investments and growing industry base

4PsProduct1. Mainstream strong is the dominating segment in the beer market in wellington Miller ACE can be put into market2. Premium beer segment is growing country wide as well as in wellington and many new launches have entered American Lager can be introduced as well3. As B&Rs are growing so the mix of premium and mainstream beers would cater to the needs of max consumersPrice1. As there is a rise in disposable income of the people in wellington plus there is a major movement of people into urban sectors, the current pricing on premium and mainstream beers can be sustained so that volume sales is able to fetch the desired revenue (as the market is already highly profitable, with a good competition)Place1. The product could be launched in both urban and rural sectors. Urban consumers who are more willing to pay can use both the mainstream and premium products and rural areas consumers who visit the outlets would tend to go for mainstream strong beer category

Promotion1. Similar to the strategy followed for Knowck Out promotions, regional celebrities can be made brand ambassadors to promote the products in wellington2. Public transport can also be utilized for promotion of the products (on similar lines as Rapid Metro Gurgaon Project)3. With the advent of the smart city plans, there will be many projects that would be set up for the reason, sponsorships can be arranged for such projects to develop the brand equity further more

Social Strategy1. Since the state is dominantly agriculture based, the saanjhi unnati program can also be put into action here to benefit the farmers through developed breeds of barley and providing them with a suitable support price for raw materials for the beer industry2. The spent malt project can also be introduced in wellington where the locals can benefit through cheaper fodder for there animals which also would increase milk production for the milk farmers3. This model has been successful in various states and doubtlessly would do so here also