Karan Bilimoria Founder and Chairman Cobra Beer · Serendipity. Luck. Brew Master Dr Cariapa -...
Transcript of Karan Bilimoria Founder and Chairman Cobra Beer · Serendipity. Luck. Brew Master Dr Cariapa -...
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Boldness in Business
Karan Bilimoria
Founder and Chairman
Cobra Beer
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South India
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Virtutis Fortuna Comes
Fortune favours the brave
- Duke of Wellington
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Professor Clay Christensen
Harvard Business School
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Aspiration, Inspiration,
Perspiration, Partnership
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Citroen CV 2 – Albert
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Guts
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Blue Ocean Strategy
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Crossing the Credibility Gap
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A
Simple
Big
Idea
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Serendipity
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Luck
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Brew Master Dr Cariapa -
Partnership in production
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Trust
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Recipe
Malted Barley + Yeast + Water + Hops
= German Lager
However, for Cobra’s extra smooth
taste and texture, we also have four
types of hops – as well as maize, rice
and wheat
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Mission from Day One
To brew the finest ever Indian beer and to make it a global beer
brand
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Against All Odds
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Porter’s Five Forces Analysis
Threat of new entrants
Industry Rival
Threat of substitute products/services
Bargaining power of buyers
Bargaining power of suppliers
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1990-1997
Born and Brewed in
Bangalore, exported to
the UK
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Boldness
to
Adapt or Die
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Evolution of Cobra
Born in Bangalore, Brewed in
Bedford and now Burton-upon-
Trent, UK, Belgium and in three
breweries in India!
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Distribution and Range
98.5% Distribution in ERS
Also in Chinese, Turkish and Thai Restaurants
Supermarkets – excellent distribution
Cash and Carries and impulse sector excellent
distribution
Pubs & Bars – huge growth opportunity
Exported to 40 countries globally
The next big thing!!
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Brexit
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The 10 P’s
1. Product
2. Price
3. Place
4. Promotion
5. People
6. Phinance
7. Passion
8. Profit
9. Partnership
10. Principles
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Partnering with your team
Samson Sohail –
Cobra Sales Director
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Boldness and
Creativity
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3. CHARMING BEER
2. LEARNING
LESSONS IN LAGER
1. THE GENERAL’S SON
4. AGAINST
ALL ODDS
6. AROUND THE
WORLD5. FROM BANGALORE
TO BEDFORD
Repackaging
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King Cobra
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Cobra Zero
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Boldness and
Advertising
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When you don’t have a
partnership with an
advertising agency!
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Back on Track
The Boss
Page 41
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94 Gold Medals
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2008-2009
The Great Recession
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Partnerships in Joint Ventures
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The Cobra Beer Partnership
Molson Coors Cobra India
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Culture
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Shared Values
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Integrity
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Partnership with the
community
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It’s not just what you do
It’s how you do it
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Cobra’s Own Charity
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Cobra Foundation – BELU Water
Working with Water Aid to provide
safe, clean water in South Asia
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Boldness and
Innovation
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The fear of pain is greater than the
pleasure of gain
Playing not to lose
Or
playing to win!
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Leadership
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Experts are clueless
Customers cannot tell you what they want
Innovation means jumping to the next curve
The biggest challenges bring the best work from your employees
Design counts
Changing your mind is a sign of intelligence
Value does not equal price
‘A’ players hire ‘A+’ players
Branding = uniqueness + value
Some things need to be believed to be seen
10 Lessons from Steve Jobs – via Guy Kawasaki
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What Makes an Extraordinary Brand?
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"It is not slickness, polish,
uniqueness, or cleverness that makes
a brand a brand. It is truth."
Harry Beckwith - Brand
Strategy ‘Guru’
1 … tell a compelling story
based on an undeniable
brand truth
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“Customers must recognise that you
stand for something and that
something never changes."
Howard Schultz - Starbucks
2 … live by and refuse to
compromise on their
principles
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“In most people’s vocabularies, design
means veneer … but to me, nothing
could be further from the meaning of
design. Design is the fundamental soul
of any man-made creation."
Steve Jobs
3 … have an instantly
recognisable iconic look
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“A brand is a living entity – and it is
enriched or undermined cumulatively
over time, the product of a thousand
small gestures."
Michael Eisner –
CEO Disney
4 … deliver a unique,
relevant,
consistent experience
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“Companies can boost profits by 75-
100% by retaining as few as 5% of
their current customers."
Harvard Business
Review – Sept ‘01
5 … that inspire people to
become loyal brand
champions
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“Companies that put their money
behind their brand and not their
business fail to realise that the
business is the brand."
- John Moore, “Brand Medic”
6 … that deliver enduring,
extraordinary profits
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African proverb
If you want to travel fast, travel
alone
If you want to travel far, travel
together
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The sky is the limit
“To Aspire and Achieve Against All Odds,
with Integrity”
Vision
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30 second video