Beer market of Russia 2016: PET goes to draftThe beer market of Russia was warmed up by the hot summer, but the preparation for large volume PET prohibition has already impacted it negatively. The year was successful for Efes, MBC and regional producers; Carlsberg’s positions were virtually stable but AB InBev and Heineken lost a part of market share having focused on the sales profitability. The dynamics of big brands was determined by how much the companies were willing to keep the prices down or by their promotional activity. In this context the economy segment of the beer market and sales of inexpensive draft beer were increasing. The premium segment started shrinking due to license brands migrating to the mainstream segment.
Beer market of Vietnam: “Young tiger”Vietnam is one of the few big beer markets that continue to grow steadily. The beer popularity results from its low price, street consumption culture, and social motives. The outlooks of beer market as well as the Vietnamese economy inspire optimism, though the country is heavily dependent on export of goods. The state regulation can be called liberal, but the key risk for brewers is harbored in intensive rising of excise. Within TOP-4 there are two leaders, Sabeco and Heineken that grow at the fastest rates. The first company effectively employs its capacities, the second one focuses on marketing technologies. Almost 80% of the market belongs to century-old brands, yet the middle class and the youth are shifting their interest toward international premium that is growing taking share from the mainstream.
Analysis of beer market in China (on Russian)
Beer market of Ukraine: big three losing weightIn 2016, fast increase of excises and resulting price spike stood in the way of the beer market stabilization. Most of competition (as well as mass sorts) moved to the economy segment of the market. The biggest losses were incurred by the leading three, especially Obolon, which again experienced pressure after reallocation of Efes market share. However, one should already speak of TOP-4. Group Oasis CIS (PPB) became a strong player and competitor to transnational companies. Besides the net sales of many regional medium breweries look rather good and 16-fold cost reduction wholesale trade license for craft brewers opens up a possibility of rapid growth in 2017.
Anheuser-Busch InBev and Accenture Collaborate on Digital Merchandising Pilot
Under the terms of the agreement, Accenture is working with AB InBev to pilot an innovative digital merchandising service to provide the brewer with access to point of sale data about product presence and placement that is more detailed, faster and more reliable. The pilot aims to deliver a reduction in out of stock products, improved compliance by retailers and, as a result, improved product sales.
The Accenture Digital Merchandising Service – part of Accenture’s suite of managed services for consumer goods companies - is a customizable solution that can help consumer products companies to improve their in store performance by offering them a fast and reliable view of their product’s presence and placement on the shelf. Through the service, digital pictures of the products and prices are continuously collected and monitored, and translated into information and key performance indicators (KPIs) using Accenture’s capabilities, such as mobility software, market analytics, and its unique proprietary algorithms.
This innovative approach avoids time consuming data collection activities and, by receiving both quantitative and qualitative information immediately, it allows sales reps to make better decisions faster.
The pilot is taking place in 55 stores in Russia, and the results will offer AB InBev important insights into whether the activity should be rolled-out across its Russian business or into other geographies.
“This pilot will help AB InBev to better understand how we can use digital merchandising techniques to enhance our performance at the shelf,” said Felipe Franco, VP of Information and Business Services at AB InBev. “Our visit to Accenture’s Customer Innovation Center in Milan helped us to visualize the different challenges and to shape our strategy for tackling them.”
“AB InBev has identified digital merchandising as an area where it can create improved efficiency, enhanced data and, therefore, increased sales,” said Marco Spaziani Testa, who leads Accenture’s Consumer Goods and Services practice in Central and Eastern Europe. “This pilot is an example of AB InBev’s keen focus on innovation in order to deliver an improved service to its customers and consumers.”
Accenture is delivering the work from its operations in Moscow, Russia, the Accenture Customer Innovation Center in Milan, Italy, and Bangalore, India.
Accenture is a global management consulting, technology services and outsourcing company, with more than 215,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$21.6 billion for the fiscal year ended Aug. 31, 2010. Its home page is www.accenture.com.
19 Apr. 2011