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The Study on the Sales Promotion Policies Adopted by Devans Modern Breweries Limited

The Study on the Sales Promotion Policies Adopted by Devans Modern Breweries Limited

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Published by SkylineCollege
The project aims at studying the Sales Promotion policies adopted by Devans Modern Breweries Limited, the manufacturer of Godfather Beer and its impact on customers for beer/ beer drinkers.
The initial part of the projects explains meaning of Sales promotion, its importance and the challenges being faced by marketers in implementing the policies.
The project aims at studying the Sales Promotion policies adopted by Devans Modern Breweries Limited, the manufacturer of Godfather Beer and its impact on customers for beer/ beer drinkers.
The initial part of the projects explains meaning of Sales promotion, its importance and the challenges being faced by marketers in implementing the policies.

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Published by: SkylineCollege on Mar 02, 2010
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05/12/2014

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The Study on the Sales Promotion Policies Adopted by DevansModern Breweries LimitedName:
Rajpreet Singh Brar (2007 – 2009)
Title:
The Study on the Sales Promotion Policies Adopted byDevans Modern Breweries Limited
Summary
 The project aims at studying the Sales Promotion policies adopted by DevansModern Breweries Limited, the manufacturer of Godfather Beer and its impacton customers for beer/ beer drinkers.  The initial part of the projects explains meaning of Sales promotion, itsimportance and the challenges being faced by marketers in implementing thepolicies. The following chapters give a brief about Devans Modern Breweries LimitedCompany Profile, Its History and Present. This is further followed by theinitiatives taken by Devans Modern Breweries Limited towards Sales Promotionpolicies and techniques to generate new customers and retain old customers.Further after analysis and findings, recommendations have also been given andthe limitations suffered while conducting the study.
Objectives:
 To identify the sales promotion techniques adopted Godfather Beer.
 To study and understand the impact of sales promotion techniques on thesale of Godfather Beer.
 To determine the competitors of Godfather beer.
 To give recommendations on the basis of analysis.
Findings:
 
From the information that I obtained from the survey through questionnairethat I conducted on retailers as well as consumers, I found certain pointswhich are as follows:
Retailers:
Sale of beer is maximum in the type of liquor held by retailers outwhich the sale of strong beer is maximum due to its demand incomparison to light beer. Sale of draught beer is very less.
Godfather beer is available with 90% of retailers whereas other brandslike Kingfisher and Heywards are available at all retail shops, ie, 100%availabilty.
Kingfisher is demanded by the customers to a very large extent.Godfather is demanded in 3
rd
position after Kingfisher and Heywards.
Majority of retail shops sell Godfather in range between 0-5 casesdaily.
About 80% of retailers are satisfied with the advertising campaigns of Godfather beer and 90% of them are satisfied with distribution systemof it.
Main competitors of Godfather beer are Kingfisher and Heywards 5000.Retailers say that the sales can be increased by providing someschemes to the retailers as well customers.
Customers:
Majority of consumers take liquor in form of beer and most of theconsumers consume beer 3-4 times a week, thus there is a long wayahead for the beer industry in future.Majority of consumers preferstrong beer instead of light beer which they prefer in bottles and pintsinstead of cans.
Sales promotion by Godfather beer is not affecting much the purchaseof the beer by the consumers, thus It should concentrate on someother technique in order to enhance sales.
 
Majority of consumers are influenced by the brand name as well asprice. Thus we should try to build a bigger brand name than otherbrands by taking marketing initiatives.
 The main competitors of Godfather beer are Kingfisher and Heywards5000.
While conducting the sales promotion for consumers, T-Shirt is mostlypreferred by them followed by beer glasses and then wallets.
Limitations:
During the process of a research a person comes across certain restrictionscertain limitations. Some of these limitations are overcome while come haveto be overlooked for the smooth conducting of the research. Some of theserestrictions are:
Liquor is such a product that the wholesaler, retailers and consumer fearto come out with information.
Due to the wide area of the markets, it was impossible to cover each andevery retail shop, hence only few shops were covered.
 This had to be completed in a limited time period, which was not enoughtime to cover the market. So time was the major constraints inconducting the study.
Recommendations:
From the survey of retailer, wholesaler and customers, it is clear that notonly brand positioning, brand image and consumer demands are the not onlycontrolling factors of the sale of product of the company but the wholesalerand the retailer also play a major role. Godfather beer should thus focus onthe following points.
1)
Availability :
It is necessary for the company to maintain a regular supply of its products and brands. They should fulfill the demand of the wholesaler sothat product can be available in the retail market. The consumer should getthe brand he demands otherwise he shifts to other brands and frequent

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