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Celestial Beer. A success story . A taste of heaven. CELESTIAL VICTORY!. More bragging. Because we can. More than € 13.000.000 in balance Almost € 5.000.000 more than Elite. Most crates sold within the DEBB 22% of all crates sold = 3.900.000 crates
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CelestialBeer A success story. A taste of heaven
More bragging. Because we can. More than € 13.000.000 in balance Almost € 5.000.000 more than Elite Most crates sold within the DEBB 22% of all crates sold = 3.900.000 crates 550.000 more than Liquid Bread
WhoisCelestial? Gábor Majdán (CEO) Peter van Stijn (CIO) Ward Schmit (CPL) Robin Gelhard (CFO) Elena Iancu (CHR) Esther van der Drift (CMS)
WhoisCelestial? • Slogan: a taste of heaven. • Mission: making a difference in our customer’s life • by being sensitive to their particular tastes, • by valuing their opinions and • by providing them with a high quality product that satisfies their choice. • Vision: creating value by anticipating and understanding human desires.
Nova Premium Pilsner Sold in: The Netherlands Germany South Africa Spain Responsible for more than 70% of our profits Sold almost 2.000.000 crates in Germany Dankesehr! The single most sought beer within the DEBB!
Quarter 1 – The first steps Profit: € 979.186 With only five members of the board. Glass shard problems in Spain: Resulting in 60.000 returned Flare crates Implemented ERP, which later gave us more than € 1.000.000 Sold 728.647 crates of Celestial Beer!
Quarter 2 - Let’s just change it a bit Profit: € 4.501.681 Again, with only five members of the board. Adjustments in market-share and price combinations Result: explosion in profits. We took the lead and didn’t let it go Sold 971.211 crates of Celestial Beer!
Quarter 3 – Over-extension Not by us though! Profit: € 3.847.540 Precautions were taken for the expected market saturation:aggressive marketing, meticulous pricing. 97% of crates sold! Elite: 61% Cravious: 63% Sold 1.095.932 crates of Celestial Beer!
Quarter 4 – Price wars Profit: € 2.568.738 Aggressive marketing (€ 1.400.000 invested) Decreasing prices (avg. 7%) Same production, except for German Pilsner... Bad idea! 171.000 German Pilsner crates returned. Implemented Business Intelligence system: € 590.287 Sold 1.087.710 crates of Celestial Beer!
Special Marketing campaigns • “Go for the 101st” promotion in South Africa. • 2010 FIFA World Cup promotions • Design contest for the label of Celestial Gloria Prospects • Negotiations started with Virgin Galactic and • Sir Richard Branson • Joint adventure to Outer Space!
Key performance indicators Aimed to stay under €8/crate
Key performance indicators Aimed to stay under 25% Aimed to stay under 10%
Key performance indicators Aimed at 75% return after one year
Key performance indicators Aimed at selling at least 20% of DEBB’s crates
Check out ourwebshop! • Look for our glasses, mugs, stationary, t-shirts, bags, keychains, umbrellas, parasols and more!
More info • Check out ourwebsiteat www.bvvk.net/beer • Or follow us at www.twitter.com/CelestialBeer
CelestialBeer A success story. A taste of heaven