1
Ingenuity, Passion, Vision
Presented by Lord Bilimoria CBE DLFounder and Chief Executive, Cobra BeerMember, Birmingham Business School Advisory BoardVisiting Entrepreneur, Cambridge UniversityNational Champion, National Council for Graduate EntrepreneurshipChancellor, Thames Valley University
The Cobra Story
A Student’s Dream
Our mission from day one:
To brew the finest ever Indian beer and to make it a global beer brand
Cobra is exported to over 45 countries
Export countries
International offices
Exports
Potential markets
12
1998
0.6 1.3 1.7 2.2 3.3 5.3 7.612.8 13.0
19.9
30.9
44.952.1
65.3
81.3
1991 1992 1993 1994 1995 1996 1997 1999 2000 2001 2002 2003 2004 2005 2006
96.2
Jul 89£7K OD
Jul 90 £55K SFLGS Loan
Nov 89£4K OD
Dec 89£5K OD
Feb 91£100K Bills of Exchange
Jan 92£50K Pref
Shares
Feb 9375% Adv
Factoring
Oct 935% Equity for £50K
Dec 93£190 SFLGS Loan
Oct 94200K ConvPref
Shares
Dec 95£500K Private
PlacementSold 23% Equity
May 96OD Incr to
£30K
Jun 96Invoice Finance 80% Adv
Sep 96DD £75K Facility
Dec 97OD Incr to
£60K Jan 98
DD £125K Facility
Jul 98£100K
Convertible Pref Shares
Sep 98NMB Invoice Finance 85%
Adv
Nov 98£750K
Convertible Pref Shares
Apr 99OD Incr to
£150K
Aug 99DD £250K Facility
Jan 00Trade
Finance Facility
£450K UI
Aug 00DD £350K Facility
Feb 01DD £600K Facility
Jan 02DD £1.6m Facility
Oct 02 £400K OD £1.65m
Loan £2.5m Invoice Finance
Apr 03 £4m Convertible Pref Shares
£2m DD Facility
Aug 04 £1m Trade
Finance
Sep 04 £5m Convertible Pref Shares
Jan 04 £250K Loan
Oct 05 £7m Convertible Pref Shares
£4m PrefShares
Redeemed
Jul 06 £25m PIK
£2.5m Ordinary Shares
£12m PrefShares
Redeemed
CAGR 40%
Finance(Jul 06 to May 07 Retail Sales- £126m)
Est
imat
ed R
etai
l Sal
es in
£m
Brand Essence
Doing things differently to be
the best
Brand Muscle IV
Integrity“Cobra believes in living by our
principles”
● Down to earth, unpretentious● Honest, straight-forward● Altruistic● Egalitarian● Cobra Foundation
Independent Spirit
“Cobra believes in going your own way”● Challenges received wisdom
● Open-minded● Pushes the boundaries, passionate● The Cobra story● Entrepreneurial
Brand Muscle III Brand Muscle II
Distinctively Different“Cobra has a noticeably different
taste and product portfolio”● Less gassy, double-filtered, extra
smooth● Brewed to a special recipe from
India● Unique range of products● CobraVIsion
Brand Muscle I
Excellence as our Standard“Cobra believes that only the best is good
enough”● Award-winning (products and packaging)● Restless innovation● No compromise on quality● Creating genuine consumer benefit● Sunday Times - Best Companies To Work
For
Brand Profile – Brand Essence
3. CHARMING BEER
2. LEARNING LESSONS IN LAGER
1. THE GENERAL’S SON
4. AGAINST ALL ODDS
6. AROUND THE WORLD
5. FROM BANGALORETO BEDFORD
Repackaging
Daily Mirror Taste Test – 9/10“Head and shoulders above the
rest….well-rounded, very drinkable.”
Cobra 0.0%
“Just 96 calories and 4g of carbs... and unlike many lower calorie lagers, it still tastes great.” – The Sun
Cobra Lower Cal
“On the palate it has terrific smoothness and opulence…pristine flavours… 4.5 out of 5” – www.beer-pages.com
King Cobra
Brewing in the UK, Poland, Netherlands,
Belgium & India
Office in the UK only
Brewing in the UK only
3 Product SKUs
5 years ago Today
Offices in the UK, India,
South Africa
30 Product SKUs
Cobra’s Growth
Goal to reach a turnover of $1 billion*
*In retail value turnover by 2014
Grand Canyon Plan
UK
India
Rest of World
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