About Raya
Raya is an Alco Beverage brand based out of Goa that sells hard seltzers in unique flavors.
Raya’s USPs:
- Proprietary botanical spirit
- Infused with native fruits & herbs
- Blended with hydrating alkaline water
Problem Statement
- The Alco Beverage industry doesn’t work like other FMCG products as it is a State regulated industry.
- Every state has a different pricing policy for alcohol because of which it is cheaper in some states like Goa & Delhi and expensive in states like Maharashtra.
- And, so we had to come up with a pricing strategy that would position Raya appropriately among its competitors
Our Role
– Firstly, we extensively studied:
- Costing & Margin Structure
- Category Landscape
- Competition Landscape
- Consumer Landscape
– And, then came up with a unique price parity exercise that helped us determine the right pricing strategy for Raya.
– Since alcohol in Goa is very competitive, we also strategically came up with different schemes that not only incentivized the retailers but also benefited Raya.
Outcome
- We came up with an effective and impactful launch strategy which was challenging in a competitive market like Goa.