10+1 trends of Russian beer market 2015-2017Despite of the moderately negative prognoses for 2017, the beer market can be stabilized soon. Yet the years of the negative dynamics have resulted in marketing being limited just to “optimization” and the art of balancing between price and volumes. Bigger supermarkets share means stronger trade marketing. These processes are connected to the majority of the described trends. At the same time, the federal brands inflation leads to searching for new tastes, sales channels and contact formats that expand the product range and diversify the beer market, but do not imply a substantial volume increase. Let us enumerate and further discuss the ten trends of the beer market we can see in 2015-2017 as well as the major event of 2017.
Beer market of Ukraine 2017In the first half of 2017, the Ukrainian beer market goes on decreasing slowly. Yet, the companies manage to compensate their lost volumes by raising prices and improving the sales structures. This results in the mid price market segment reduction while the sales of premium brands are rising. These processes are connected to position strengthening of companies Carlsberg Group and Oasis and the market share reduction of Obolon. Most of the novelties by the market leaders belong to craft or hard lemon categories.
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.
Thailand. Move to boost rural economies
Thapana's mission is to promote higher incomes and better living conditions for people in rural communities, he said
He said that the private sector would help farmers and small business entrepreneurs in rural areas through enhanced production and management, as well as marketing know-how and communication methods to build awareness.
"It makes the cogwheels roll and move on," he said.
"Meanwhile, the government will be responsible for granting and executing the policies that are set to promote better incomes and living conditions in the rural economy, as well as related stimulus measures."
Thapana, who leads one of the 12 public-private steering committees under the Pracha Rath project, said that his committee's mission was to increase the income of the rural communities throughout the Kingdom. As a result, people will be happier based on having better living conditions, he said.
"To achieve our mission, we will focus on enhancing the development of three strategic pillars, which are agriculture, product processing by small and medium-sized entrepreneurs, and community tourism," said Thapana, adding that the aim is to develop farmers and micro entrepreneurs to become SMEs.
Thapana said that the launch of the social enterprise endeavour would be the nucleus for mobilising cooperation between the government and private sectors to develop the rural economy.
He said that the social enterprises would work as legal business entities but not for the benefit of their shareholders, with all profits returned to the community.
He said that enterprises would be enhanced by good governance and would operate without government subsidies or donations from charities.
The first social enterprise, Pracharath Rak Samakkee Phuket, was launched last week with Bt5 million in primary investment capital, raised from a grant of 5,000 shares for Bt1,000 each.
ThaiBev has allocated Bt1 million as a seeding fund for the company and more than Bt1 million has been raised by local businesses.
Thapana said that the social enterprises would have executive boards made up of members of the government and private sector, and each would have a managing director who was a well-known person working in civil society in the respective provinces.
He said the enterprises would have advisory boards made up of representatives from relevant ministries and government agencies, including the Ministry of Agriculture and Cooperatives, the Ministry of Commerce, and the Prime Minister's Office.
"Phuket has a high level of readiness. The province is currently a world [tourism] destination and has strong potential for further development both in community and global levels," said Thapana.
He added that for Phuket four agricultural products would be promoted - pineapple, lobster, goat milk, and organic vegetables.
Batik would be focused on as a strategic value-added product, with branding done under the product-processing sector. For community tourism, the province would develop a year-round tourism calendar.
In addition to Phuket, he said the committee would set up social enterprises in four other provinces in the first phase, which would run until the end of this month. They are at Phetchaburi, Udon Thani, Chiang Mai and Buri Ram.
They will be the first strategic provinces and cover the different regions of the Kingdom. The selection of strategic provinces is based on the readiness of local business communities including their infrastructure.
Thapana said that all 18 strategic provinces, representing the 76 provinces of Thailand (excluding Bangkok), will be selected by the end of this year for the setting up of local social enterprises, with one holding company in charge of the transfer of overall policies and business visions.
"The success factor of rural economic development will be not only from the perfect combination between the government sector and major private companies, but also small and micro community enterprises," said Thapana.
"I myself cannot set any medium or long-term target for the social enterprises on what they will be in the future. Those social enterprises do not belong to me but to all small and micro enterprises in the community."
4 Apr. 2016