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.
India. TASMAC staff under pressure to meet sales targets: Unions
Members of the TASMAC workers’ union, who are aware of this instruction, said they would be submitting a letter on the issue to Chief Minister Jayalalithaa, stating that this was an ‘unfair practice’.
N. Periyaswamy, President, Tamil Nadu AITUC Tasmac Employee’s Union, said, “The AIADMK government had announced that liquor shops will be closed down in a phased manner. It was a welcome move but now officials at TASMAC are comparing month on month sales and are pushing employees to increase sales and meet targets.”
He said, “We have received news from employees in Chennai and neighbouring districts that they have received instructions to increase sales. If they were really concerned about closing down shops they would not be putting pressures on managers to increase sales. By doing this the whole idea of shutting down shops is defeated,” he said.
Some of the outlets in Chennai said they had received instructions that they should meet the monthly sales target else action would be taken.
“It was an oral communication and nothing was given in writing,” said a TASMAC employee from an outlets in Chennai.
However, officials denied these instructions. A senior TASMAC official, who requested anonymity, said, “This is baseless. There are no such targets. TASMAC has never fixed targets since inception,” he said.
Tamil Nadu State Marketing Corporation (TASMAC), a cash cow in June announced the closure of 500 outlets across the State. It also reduced the operating hours of the existing outlets from 12 to 10 hours. On an average, TASMAC sells liquor worth Rs 67- 70 crore every day through its more than 6,000 outlets across the State.
3 Aug. 2016