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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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