Celestial BeerA taste of heaven
A success story.
Q4 € -
€ 2,000,000
€ 4,000,000
€ 6,000,000
€ 8,000,000
€ 10,000,000
€ 12,000,000
€ 14,000,000 € 13,251,541
€ 8,377,177
€ 3,772,188
Celestial
Elite
Cravious
CELESTIAL VICTORY!
More bragging. Because we can.
Q4 € -
€ 2,000,000
€ 4,000,000
€ 6,000,000
€ 8,000,000
€ 10,000,000
€ 12,000,000
€ 14,000,000 CelestialEliteCravious
Total0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000CelestialLiquid BreadElite
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
Who is Celestial?
Gábor Majdán (CEO) Peter van Stijn (CIO) Ward Schmit (CPL)
Robin Gelhard (CFO) Elena Iancu (CHR) Esther van der Drift (CMS)
Who is Celestial?
• 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 NetherlandsGermanySouth AfricaSpain
Responsible for more than 70% of our profits
Sold almost 2.000.000 crates in Germany
Danke sehr!
The single most sought beer within the DEBB!
How did all this happen?
Q4 € -
€ 2,000,000
€ 4,000,000
€ 6,000,000
€ 8,000,000
€ 10,000,000
€ 12,000,000
€ 14,000,000 € 13,251,541
€ 8,377,177
€ 3,772,188
Celestial
Elite
Cravious
CELESTIAL VICTORY!
Quarter 1 – The first stepsProfit: € 979.186
Glass shard problems in Spain:Resulting in 60.000 returned Flare crates
Sold 728.647 crates of Celestial Beer!
With only five members of the board.
Implemented ERP, which later gave us more than € 1.000.000
Quarter 2 - Let’s just change it a bit
Profit: € 4.501.681
Adjustments in market-share and price combinationsResult: explosion in profits.
Sold 971.211 crates of Celestial Beer!
Again, with only five members of the board.
We took the leadand didn’t let it go
Quarter 3 – Over-extension
Profit: € 3.847.540Precautions were taken for the expected market saturation:aggressive marketing, meticulous pricing.
Sold 1.095.932 crates of Celestial Beer!
Not by us though!
97% of crates sold!Elite: 61%Cravious: 63%
Quarter 4 – Price warsProfit: € 2.568.738Aggressive marketing (€ 1.400.000 invested)Decreasing prices (avg. 7%)Same production, except for German Pilsner... Bad idea!
Sold 1.087.710 crates of Celestial Beer!
171.000 German Pilsner crates returned.
Implemented Business Intelligence system: € 590.287
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
0.00%10.00%20.00%30.00%40.00%50.00%
Q1 Q2 Q3 Q4
Return costs
Celestial
Elite
Liquid Bread
Aimed to stay under 25%Aimed to stay under 10%
Key performance indicators
Aimed at 75% return after one year
Key performance indicators
3%
21%
23%15%
12%
8%
3% 13%
2%
Market share
Socius
Celestial
Rez Beer
Liquid Bread
Cravious
Persaud
Sopheur
Elite
Aimed at selling at least 20% of DEBB’s crates
Check out our webshop!
• Look for our glasses, mugs, stationary, t-shirts, bags, keychains, umbrellas, parasols and more!
More info
• Check out our website at www.bvvk.net/beer
• Or follow us at www.twitter.com/CelestialBeer
Celestial BeerA taste of heaven
A success story.