SKOL IN RWANDA

2013 SKOL MARKETING SEMINAR RWANDAMARK MUGARURA

BEER IN RWANDA

Rwanda Burundi Uganda Kenya Tanzania

10500000 8700000

3410000038600000

44900000

Population

Population

Key Features of Rwandan Market

BEER IN RWANDAKey Features of Rwandan Market

Rwanda Uganda Tanzania African Average

2,7%

3,5%3,2%

2,7%3,0%

1,1%

2,3%

Population Growth Rate

Population Growth Rate

BEER IN RWANDADEMOGRAPHICS

0 - 14 15 - 24 24 - 54 55 - 64 Over 650%

10%

20%

30%

40%

50% 43%

19%

32%

4% 2%

% Of Population

Total 11.6 million

62% of population is below 25 years

Fastest growing middle class in the world: grew by 60% from 2000 to 2010 (live on

between $2 and $20 a day)

BEER IN RWANDA

Rwanda Burundi Uganda Kenya Tanzania

6,32,3

16,8

33,6

23,7

GDP - Billion USD

GDP - Billion USD

BEER IN RWANDA

Uganda Rwanda Kenya Burundi Tanzania0

200400600800

10001200140016001800

13001100

1600

300

1400

GDP per capita - USD

BEER IN RWANDA

Rwanda Uganda Tanzania African Average

8,6%

2,3%

6,7%

4,5%

6,3%

2,2%

4,7%

GDP Growth Rate

GDP Growth Rate

Rwanda growth rate expected to be above 8% till 2015

BEER IN RWANDA

Uganda Rwanda Kenya Burundi Tanzania

3200000

1300000

6000000

2300000

3200000

Annual Beer Volume (Hl)

Annual Volume (Hl)

BEER IN RWANDA

Rwanda Uganda Tanzania African Average

11,43

22,45

9,57

15,54

8,59

26,8

14,6

Beer Consumption Per Capita - L

Beer Consumption Per Capita - L

BEER IN RWANDA

Macroeconomics of Rwanda

40179 40544 40909 41275 41640 42005 423700

50

100

150

200

Rwanda CPI

Rwanda CPI

Consumer spending power growing on average 6% per year, past 5 years. Inflation rate at 3.7%. Targeted single digit outlook for next 5 years.

BEER IN RWANDA

Key Market Drivers - Summary

Rising incomes, growing populations, growing middle class, and a

beer consumption per capita below the global average indicate a

strong growth market for brewers.

BREWERS IN RWANDASkol Brewery Ltd.

• Founded February 2010

• 125,000 Hl annual beer volume

• 100 employees

• Export to Burundi and Kenya.

• Brands:

– SKOL

– GATANU

– VIRUNGA MIST

BREWERS IN RWANDASkol Brewery Ltd - Campaigns

BREWERS IN RWANDAInnovation through differentiation

BREWERS IN RWANDA

BREWERS IN RWANDAHEINEKEN INTERNATIONAL (BRALIRWA)

– Founded in 1957– Went public in 2011– Monopoly ended in 2010 with Skol Intro– Net profit of 29.2 Million USD in 2012– Rwanda’s biggest corporate company (11% of tax revenues)– Produces both soft drinks and beers– Currently producing about 1.1 million Hl per year

BREWERS IN RWANDABRALIRWA CAMPAIGNS

Translation: "Long live Primus! Let's share a good life." - A bar exterior.

• Major sponsor of the football league.

• Recently Launched 50cl PRIMUS at 500 RWF – East African Trend

BREWERS IN RWANDA

EAST AFRICAN BREWERIES• Owned by DIAGEO

• EABL has biggest spirits portfolio in Africa

• Has about 1% market share for beers in Rwanda

• Flagship brand is Tusker lager which sells 800,000 hl in Kenya only),

BREWERS IN RWANDA

SBL Segment Competitive StrategyMainstream Beer Segment1. Competitive pricing2. Returnable pack system3. Distribution4. Grow to 60% of mix

Premium Beer Segment5. Aspirational image/brand positioning6. Grow segment with introduction of totally new beer types with for new segments

and high MACO rates: Tequila beer, Virunga Mist.7. Grow to 40% of mix

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SKOL PLATINUM - 2014

SKOL – WHAT ELSE!

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