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Marketing of Beer in Mumbai

Marketing of Beer in Mumbai

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Published by shailesh Maurya
This is my MBA summer internship project on "Marketing of Beer in mumbai with reference to Tiger Beer" It cover basic details of the beer industry
This is my MBA summer internship project on "Marketing of Beer in mumbai with reference to Tiger Beer" It cover basic details of the beer industry

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Published by: shailesh Maurya on Aug 03, 2009
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Table of ContentIndustry Basics...........................................................................................................4Alcohol Market.......................................................................................................4Location of consumption & Sale...........................................................................4Business hours prescribed in Maharashtra.........................................................5Universe for selling Beer in Mumbai....................................................................5Beer..............................................................................................................................6Different Strokes of Beer.......................................................................................7Alcoholic strength of Beer.....................................................................................8History of Beer.........................................................................................................10General History....................................................................................................10History of Beer in India.......................................................................................11Overview of Indian Beer Market ...........................................................................13Market Definition.................................................................................................13Market Segmentation I........................................................................................14Market Segmentation II......................................................................................14Market Share .......................................................................................................15Comparison of Indian & US Beer Industry...........................................................16Indian Beer Industry...........................................................................................16US Beer Industry .................................................................................................17Determinants of growth of Indian Beer Market...................................................18Indian Brewing industry.........................................................................................23Breweries in Maharashtra...................................................................................23Mashing.................................................................................................................27Sparging................................................................................................................27Boiling...................................................................................................................27Fermentation........................................................................................................28Pasteurisation.......................................................................................................28Packaging..............................................................................................................28Ingredients of Beer...................................................................................................30Water.....................................................................................................................30Malt.......................................................................................................................30Hops.......................................................................................................................30Yeast......................................................................................................................31Clarifying agent....................................................................................................31Categorizing beer by................................................................................................32Yeast......................................................................................................................32Ale..........................................................................................................................32Lager.....................................................................................................................32Lambic beers........................................................................................................33Pale and dark beer...............................................................................................33Serving......................................................................................................................34Draught and keg...................................................................................................34Cask-conditioned ales..........................................................................................34Bottles....................................................................................................................34Cans.......................................................................................................................34Vessels....................................................................................................................35
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Serving temperature................................................................................................35By-products / Waste.................................................................................................36Taxation Policies ......................................................................................................37Excise Duties.........................................................................................................37Octroi ...................................................................................................................37About APB................................................................................................................38Corporate Profile.................................................................................................38Fraser & Neave, Limited ....................................................................................39Heineken ..............................................................................................................39Members of the Asia Pacific Breweries Group......................................................40Senior Management of APB....................................................................................42APB - INDIA............................................................................................................43Core Values ..........................................................................................................43Locations of Operation........................................................................................45Organization Structure............................................................................................46Brand Portfolio .......................................................................................................47Tiger Beer.............................................................................................................47Baron's Strong Brew ...........................................................................................48Cannon 10000 Super Strong Beer .....................................................................48APB International Brands......................................................................................50Heineken ..........................................................................................................50ABC Extra Stout .............................................................................................50Anchor ..............................................................................................................50Marketing Mix of Tiger Beer..................................................................................51Product..................................................................................................................53Price ......................................................................................................................58Factors affecting pricing decisions ................................................................58Primary considerations in price setting ........................................................58Pricing in Mumbai...........................................................................................59Place......................................................................................................................61Distribution Network.......................................................................................62Distributors of APBI........................................................................................63Promotion.................................................................................................................65Major Tools in Marketing Beer......................................................................65Marketing Activities at APBI .........................................................................65Sales Promotion....................................................................................................71Various sales promotions techniques adopted at APBI................................74Permit Room Activation..................................................................................76Tracking Effectiveness of sales promotion.........................................................78Designing a Powerful Sales Promotion..........................................................78Packaging .................................................................................................................79Beer Advertising ......................................................................................................82Surrogate Advertising in liquor industry ..........................................................83Surrogate for Tiger Beer - Tiger Translate .......................................................84Why Tiger Translate in India..........................................................................84Competitors of Tiger Beer in Mumbai ..................................................................86Carlsberg .............................................................................................................86Budweiser..............................................................................................................87
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Kingfisher Mild....................................................................................................89Fosters ..................................................................................................................91Health effects............................................................................................................92Community & Environment ..................................................................................94A Responsible Beer Company ............................................................................94Asia Pacific Breweries Foundation.....................................................................94Responsible Alcohol Consumption.....................................................................95SWOT Analysis of APBI..........................................................................................97Why Beer better than Milk.....................................................................................99Top 10 Reasons Beer is Good for your Health ....................................................101The Future..............................................................................................................104Conclusion .............................................................................................................106Questionnaire.........................................................................................................108Bibliography & Webliography .............................................................................112
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