SUMMER TRAINING REPORT ON

CHILLER SHARE & MERCHANDISING STUDY OF BEER INDUSTRY IN ORISSA WITH REFERENCE TO UNITED BREWERIES LTD.

Report Submitted In Partial Fulfillment of Post Graduate Diploma in Management

UNDER SUPERVISION OF: Mr.Rajneesh Arora Sales Head (Marketing) United Breweries Ltd ORISSA

SUBMITTED BY:
CHINMAY KUMAR PATTANAYAK ENR NO-GM08C002 BATCH 2008-10

SUBMITTED TO

G. L. BAJAJ INSTITUTE OF MANAGEMENT AND RESEARCH. PLOT NO-2, KNOWLEDGE PARK-III, GREATER NOIDA-201306 Website: www.glbimr.org

ACKNOWLEDGMENT
The satisfaction euphoria that accompanies the successful completion of any work would be incomplete unless we mention the name of the person, who made it possible, whose constant guidance and encouragement served as a beckon of light and crowned our efforts with success. Sometimes words fall short to show gratitude, the same happened with me during this project. The immense help and support received from United Breweries Ltd. overwhelmed me during the project. I consider it a privilege to express through the pages of this report, a few words of gratitude and respect to those who guided and inspired in the completion of this project.´ I am deeply indebted to Mr.Padarbind Savat (HR Manager) for giving me an opportunity to undergo my project in their esteemed organization and give me their suggestions & valuable guidance. I also want to give thanks to Mr. Rajneesh Arora( Sales Head). They have constantly encouraged me and showed the right path from day first till the completion of my project. I had visited almost all outlets of Bhubaneswar,Cuttack,Khurdha and collected information of the project. I have also done promotional activities under the constant guidance of my project guide.

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DECLARATION
I, Chinmay Pattanayak, a bonafied student of G.L.BAJAJ INSTITUTE OF ANAGEMENT & RESEARCH (Greater Noida), here by declare that this project is the record of authentic work carried out by me and it has not been submitted to any other university or Institute towards the award of any degree. An attempt has been made by me to provide all relevant and important details regarding the topic to support the theoretical edifice with concrete research evidence. This will be helpful to clean the fog surrounding the various aspect of the topic. I hope that this project will be beneficial for the Organization.

DateChinmay Pattanayak

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Abstract
This Summer Internship Project is a part of my PGDM course. I have done a market research on ³CHILLER SHARE & MERCHANDISING STUDY OF BEER INDUSTRY IN ORISSA WITH EMPHASIS TO UNITED BEWERIES LTD. This Market Research has been done on behalf of UNITED BEWERIES LTD. The main focus of this research is to know the consumer preference about the product. My project work was divided into two parts. First part was Market Research and second part was location mapping (find out potential market in Bhubaneswar, Cuttack, Khurdha). This project report will be helpful for KINGFISHER, who is looking for extending their Market Share in Bhubaneswar, Cuttack, Khurdha for more sales of product. It will also give information about consumers¶ awareness. The following topics have been covered in this market research: y y y y y y y Market survey about number of chillers in a shop and capacity of chillers (in cases) Identification about whether the chiller is provided by the company or self owned. Number of cans & bottles in a shop. Share of different brands in a chiller like UB, SAB, DANZONG, etc. Display of chillers in a shop whether in front side or backside. Purity status of chiller Refilling of chillers

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Table of Contents

ACKNOWLEDGEMENT ...........................................................................................................i CERTIFICATE««««««««««««««««««««««««««««««««ii DECLARATION«««««««««««««««««««««««««««««««iii ABSTRACT«««««««««««««««««««««««««««.«««««..iv INTRODUCTION«««««««..«««««««««««««««««««««««.1 CHAPTER1.COMPANYPROFILE.««««««««««««««««««««...«««4 1.1 HISTORY«««««««««««««««««««««««««««««««..4 1.2 LOGO ......................... «««««««««««««««««««««««««««. 6 1.3 ORGANISATION«««.«««««««««««««««««««««««««6
1.4 KINGFISHER BRAND .. .......7

1.5 U B LEADING BRAND . 8 CHAPTER 2:CHILLER SHARE AND MERCHANDISING ««««««««««««..13 CHAPTER 3: CHANNEL OF DISTRIBUTION«..««««««««««««««««.15 CHAPTER 4: PRICE POLICY««««««««««««««««««««««««16 CHAPTER 5:RESEARCH METHODOLOGY««««««««««««««««««.17 CHAPTER 6:ANALYSIS««««««««««««««««««««««««««18-28 CHAPTER 7:FINDINGS««««««««................................................................................29 CHAPTER 8:SUGGESTION««..««««««««««««««««««..««««..30 CHAPTER 9: CONCLUSION««««««««««««««««««««««««....31 BIBOLOGRAPHY«««««««««««««««««««««««««««««..32 APPENDIX : QUESTIONNAIRE««««««««««««««««««««««..33-36

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Table of Figures
Figure 1: Chiller provided by the company ««««««««««««««««.«.18 Figure 2: Number of chiller in a retalier shop ««««««««««««««««.19
Figure 3«Purity status of chiller««««««««««««««««««««««««...20

Figure 4:- Capacity of chiller in a shop««««««««««««««.«««..«..21 figure 5 :- Chiller owned by the retailer shop«««««««««««««««««.22 figure 6 :- Chiller placed in a retailer shop«««««««««««««««««.«23 figure 7 :- Refill chiller in a day««««««««««««««««««««.««24 figure 8 :- Refill chiller in a weekend««««««««««««««««««««25 figure 9:- Share of cans & bottle in a shop«««««««««««««««««««...26 figure 10 Branding of the retailer shop«««««««««««««««««.««.27 figure 11Chiller provided by the company««««««««««««««««««28

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List of Tables

Table 1: Summary of total outlets in orissa 2008-09

..

..15

Table 2: :-Price structure of United Beweries ltd. product««««««««««««..«.16 Table 3: Chiller provided by the company Table 4: Number of chiller in a Retalier shop Table 5: Purity status of chiller Table 6: Capacity of chiller in a shop«««««««««..««««« Table 7: Chiller owned by the Retailer shop Table 8 : Chiller placed in a Retailer shop Table 9: Rifill chiller in a day Table 10: Refill chiller in weekend Table 11: Share of cans & bottle in a shop Table 12: Branding of the Retailer shop .. . . .. .....18 ....19 ..20 21
..22

23 ......24 ..25 .26 ..27

Table 13:Chiller provided by the company««««««««««««««««.«««28

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Introduction
The world of today is changing fast. India is no exception. Especially after the opening up of the economy, the pace of change that India and its people are experiencing in their socio-cultural milieu is mind-boggling. India, with its wide diversity, offers a fascinating scope to study the host of changes which developmental activities have brought about in its social and economic fabric1. While it is possible to get any accurate measure of the subjective experiences that precede, accompany or follow such changes. However, the fact remains that the profile of the Indian market is vastly different from what it was five years ago. Although these changes are difficult to measure at the micro level, nevertheless, they have been of great significance to markets. Any market is keen to closely monitor the changes in terms of numbers and specially to keep regular track of the changing pattern of consumer¶s aspirations and competitive actions. Fast Moving Consumer Goods usually refer to non-durable products. Examples include soft drinks, toiletries, grocery items, etc. A customer usually spends a minimum of effort to procure them. However, much of astute marketing activities have evolved from this class of products, where consumers show low involvement, put wider choice and allured by a host of inducements. Kingfisher stands for excitement, youth and camaraderie. The beer brands manufactured and marketed by United Breweries Ltd have always been recognized for their international quality. Kingfisher isThe largest selling beer in India commanding a 29% market share in the country. One out of every 4 bottles of beer sold every second in India Available in 52 countries across the globe. The first among Indian brands to launch its own range of designer wear ,Kingfisher, the bird is known for its keen instinct, and perfect aim. It zeros on its target with unfaltering focus. It is a very vibrantly colored bird. All of its colors represent energy, youthfulness, enthusiasm, freedom with a touch of formality and discipline. No wonder, that this bird with an eye for right focus and an aim for succeeding in its attempt became the mascot for The Kingfisher brand of Beer from the stables of UB group. United Breweries Sales of the United Spirits Ltd. are expected to exceed 60 million cases during the fiscal year 2005-06 making the Group the third largest manufacturer of Spirits products in the world[, only after Diageo PLC and Pernod Ricard. In addition, UBL is one of only three in the world to own seven millionaire brands and at least five brands rated by Drinks International, UK, to be amongst the ten fastest growing brands in the world in their respective categories. The market share of the Spirits Division in India is currently 60% and exports to the Middle East, Africa and Asian countries are growing rapidly. Its flagship brand 'Kingfisher', has achieved international recognition consistently, and has won many awards in International Beer Festivals. Kingfisher Premium Lager beer is currently available in 52 countries outside India and leads the way amongst Indian beers in the International market. It has been ranked amongst the top 10 fastest growing brands in the UK.

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United Breweries made its initial impact by manufacturing bulk beer for the British troops, which was transported in huge barrels or "Hogsheads". Kingfisher, the Group's most visible and profitable brand, made a modest entry in the sixties. During the 1950's and 60's, the company expanded greatly by acquiring other breweries. First was the addition of McDowell as one of the Group subsidiaries, a move which helped United Breweries to extend its portfolio to wines and spirits business. Strategically, the Group moved into agro-based industries and medicines when Malaya acquired Kissan Products and formed a long-term relationship with Hoechst AG of Germany to create the Indian pharmaceutical company now known as Aventis Pharma , the Indian subsidiary of the global pharma major Sanofi-Aventis. It all began with 5 breweries in South India. The oldest of which, Castle Breweries, dated back to 1857. United Breweries, as these breweries were named in 1915 has come a very long way. Since the launch, Kingfisher Beer has become one of the largest selling beer brands in the world. "It's flying" and the mood is upbeat - both within the Company and among consumers. The new look designed by the UK based packaging specialists, Claessens, is representative of the brand in full flight, in a supportive environment. It reflects the energy, youthfullness and freedom that are characteristic of the brand's target consumer and reiterates its contemporary positioning.

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Chapter-1 COMPANY PROFILE
United Breweries Group or UB Group, based in Bangalore is a conglomerate of different companies with a major focus on the brewery (beer) and alcoholic beverages industry. The company markets most of its beer under the Kingfisher brand and has also launched Kingfisher Airlines, an airline service in India, with international flights operating recently. United Breweries is India's largest producer of beer with a market share of around 48% by volume. The group is headed by Dr.Vijay Mallya who was also a member of the Indian Parliament. United Breweries now has greater than a 40% share of the Indian brewing market. Recently UB financed a takeover of the spirits business of the rival Shaw-Wallace company giving it a majority share of India's spirits business. The group owns the Mendocino Brewing Company in the United State

1.1

History:-

The UB Group was founded by a Scotsman, Thomas Leishman in 1857. The Group took its initial lessons in manufacturing beer from South Indian based British breweries. At the age of 22, Vittal Mallya was elected as the company's first Indian director in 1947. After a year, he replaced R G N Price as the chairman of the company.

UB Group's headquarters in Bangalore, India

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United Breweries made its initial impact by manufacturing bulk beer for the British troops, which was transported in huge barrels or "Hogsheads". Kingfisher, the Group's most visible and profitable brand, made a modest entry in the sixties. During the 1950's and 60's, the company expanded greatly by acquiring other breweries. First was the addition of McDowell as one of the Group subsidiaries, a move which helped United Breweries to extend its portfolio to wines and spirits business. Strategically, the Group moved into agro-based industries and medicines when Mallya acquired Kissan Products and formed a long-term relationship with Hoechst AG of Germany to create the Indian pharmaceutical company now known as Aventis Pharma , the Indian subsidiary of the global pharma major Sanofi-Aventis. It all began with 5 breweries in South India. The oldest of which, Castle Breweries, dated back to 1857. United Breweries, as these breweries were named in 1915 has come a very long way. Soon afterwards, the sight of bullock carts carrying huge barrels or 'Hog's heads' containing beer became a household sight. These carts wheeled their way to the customers, including British troops, living in and around Madras, Bangalore and the Nilgiris. Almost immediately, the brew from UB became a favourite, especially with the British troops. So began the history of Beer in India. And the history of Beer Division of United Breweries!The company was bought by late Mr. Vittal Mallya in 1947, and since then has never looked back. Today each one of the 32,000 Beer outlets in India sells one brand or the other from United Breweries Sales of the United Spirits Ltd. are expected to exceed 60 million cases during the fiscal year 2005-06 making the Group the third largest manufacturer of Spirits products in the world[, only after Diageo PLC and Pernod Ricard. In addition, UBL is one of only three in the world to own seven millionaire brands and at least five brands rated by Drinks International, UK, to be amongst the ten fastest growing brands in the world in their respective categories. The market share of the Spirits Division in India is currently 60% and exports to the Middle East, Africa and Asian countries are growing rapidly.

The UB Group¶s Brewing Enity - called United Breweries Limited (UBL) - has also assumed undisputed market leadership with a national market share in excess of 50%. Through a process of aggressive acquisition and market penetration, The UB Group today controls 60% of the total manufacturing capacity for Beer in India. The flagship brand, Kingfisher is now sold in over 52 countries worldwide having received many accolades for its quality. With plans to becoming a global player United Spirits Ltd. (USL), the flagship of the UB group, purchased the Scottish distiller Whyte and Mackay in May 2007 for £595 million (Rs. 4,800 crore). This would bring the brands of W&M like The Dalmore, Isle of Jura, Glayva, Fettercairn, Vladivar Vodka, and Whyte & Mackay Scotch under its portfolio.The UB group is also into manufacture of Fertilizers. The group company Mangalore Chemicals and Fertilizers( MCF) has factory at Panambur in Dakshina Kannada district of Karnataka. UB Engineering Limited is the group's engineering business arm. It undertakes EPC Projects, Infrastructure, On-site fabrication of structures, Installation, Testing and Commissioning of Electrical and Mechanical Equipments, Piping etc. for large Industrial projects such as Power,
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Refineries, Steel, Cement, Fertilizer, Petrochemical and Desalination Projects. The company was initially established as Western India Erectors in 1963 and came under the UB Group in 1988.

The group entrance to the IT sector had also been marked by the formation of UBICS, Inc. The company provides IT consulting, services and professional IT products to business companies. In August 2007, the group made a first-of-its-kind media alliance for the promotion of NDTV Good Times, a lifestyle television channel run by NDTV. United spirits limited has 144 brands under its umberalla.

1.2 LOGO-:
The Pegasus, which is the symbol of the United Breweries, first found its place as the Group logo in 1940. Then, the Helladic horse ± associated with beer and nectar in Greek mythologycarried a beer cask between the wings, ostensibly because beer formed the core operations of the Group. Later, the beer cask was removed to represent the Group¶s multifaceted operations . Now, it is just the Pegasus.

1.3 ORGANISATION:Millennium Alcove Pvt Ltd., (MABL), is the Joint Venture Company in which UB along with its subsidiary and Scottish & Newcastle of the UK have equal stake of 50%. United Breweries Limited, the flagship company of the UB Group, has an association with the brewing dating back over five decades, starting with 5 breweries in South India in 1915. From bullock cart-loaded barrels or 'hogheads' of frothing ale, the Beer business has gone on to become the undisputed 'king' in the Indian beer market. Here, innovative, creative and aggressive marketing is complemented by a strong distribution network. A management focused on building brand equity on one hand and exploiting it to the hilt on the other. A concerted emphasis on quality.UBL today boasts an impressive spread of own and contract manufacturing facilities throughout the Country Quality and hygiene are the key elements of the United Breweries' manufacturing philosophy. To this end, the Central Scientific Laboratory (CSL), headquartered at Bangalore sets standards for all its breweries. Quality Management Systems laid out along the lines of ISO 9000 are strictly adhered to, controlling quality at every stage of production, from raw materials to the end product. Also, besides controlling the production process, the CSL analyses the Company's beer taken off market shelves all over the Country, the competition's beers and beers across the world. These beers are tested as per the standards laid down by the European Brewery
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Convention on 40 different parameters. By these standards, United Breweries' beers don't just equal, but even surpass, several Dutch and American beers. Its flagship brand 'Kingfisher', has achieved international recognition consistently, and has won many awards in International Beer Festivals. Kingfisher Premium Lager beer is currently available in 52 countries outside India and leads the way amongst Indian beers in the International market. It has been ranked amongst the top 10 fastest growing brands in the UK. In addition, UBL has also entered into mutli-faceted strategic alliance with Scottish & NewCastle Plc (S&N), an international brewery major, with $6 billion in revenue and a market capitalization of $5.4 billion. This alliance, apart from having a joint venture in India, will allow S&N to market it International brands like Kronenbourg in India, while UBL will utilize S&N's global network to further globalization Its Kingfisher.

1.4 THE KINGFISHER BRAND-:A name synonymous with Beer in India ±Kingfisher stands for excitement, youth and camaraderie. The Beer brands manufactured and marketed by United Breweries Ltd have always been recognized for their international quality. That¶s Beer at its best for the discerning consumer. Kingfisher is The largest selling Beer in India Commanding a 29% market share in the country One out of every 4 bottles of beer sold every second in India Available in 52 countries across the globe.

Kingfisher, the bird is known for its keen instinct, and perfect aim. It zeros on its target with unfaltering focus. It is a very vibrantly colored bird. All of its colours represent energy, youthfulness, enthusiasm, freedom with a touch of formality and discipline. No wonder, that this bird with an eye for right focus and an aim for succeeding in its attempt became the mascot for The Kingfisher brand of Beer from the stables of UB group.

Since the launch, Kingfisher Beer has become one of the largest selling beer brands in the world. "It's flying" and the mood is upbeat - both within the Company and among consumers. The new look designed by the UK based packaging specialists, Classes, is representative of the brand in full flight, in a supportive environment. It reflects the energy, youthfulness and freedom that are characteristic of the brand's target consumer and reiterates its contemporary positioning
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1.5 UB¶S LEADING BEER BRANDS
y y Kingfisher Strong Kingfisher Premium

Kkalyani Black Label Premium :- Launched in 1969-1970. Larger beer in India, largest selling larger beer brand in East-India UUB Premium Ice: - Positioned for the young & trendy customers launched in 330ml frosted bottles in 1998. It¶s unique refrigeration process gives beer a clean, crips 7 strong taste. London Pilsnor UUB Export Laser Kalyani Black Label Strong ;- Popular strong beer in East India.

7

UNITED BREWERIES PRODCT

8

U.B Spirit Brand

9

10

United Breweries (UB Group) Location Owner(s) Year opened Active beers Kingfisher Lager Kingfisher Light Lager Kingfisher Strong Lager Kingfisher Super Strong Lager Flying Horse Royal Lager Kalyani Black Label Strong Lager Premium Ice Beer Raj Cobra Taj Mahal Premium Lager Bangalore, India Dr.Vijay Mallya 1857

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CHAPTER-2 CHILLER SHARE AND MERCHANDISING
CHILLER:
Chiller means deep freeze which is very necessary for the beer, with out chiller no one want to drink beer. So in case of beer, chiller is very important. In some retailer shop, the company provided the chiller and in some case they have self owned. In our market research I had visited 76 outlets, in location of Khurdha, Bhubaneswar and Cuttack with concerned of marketing manager and senior territorial sales executives. I made a questionnaire for retailer shop and putting some question to them. I made a questionnaire about chiller share and merchandising. In questionnaire I asked to retailer, company provided chiller to you or self owned, means company provided the chiller to the retailer shop or retailer shop self owned the chiller. In case of company provided, which brand chiller has company provided. In case of U.B.Ltd the brands are Kingfisher (strong & premium)and Kalyani black level(strong), in case of SABMiller the brands are Hayward 5000,Knockout,Foster,Rc. In case of Denzong the brands are King cobra, 9000, 120000, 15000, Maharani, Godfather. In case of South Asia breweries the brands are Casburz, Paloon. In case of United Breweries Ltd company provided two brands of chiller, Kingfisher (strong and Premium). In research i saw that if U B provided chiller to the retailer shop then most of it provided Kingfisher premium brand chiller to the retailer shop. If retailer shop has taken 100 case of U B brand in every week of a year, then the company considers giving a chiller to that shop. Then i asked to the retailer shop what is the capacity of chiller has company provided, it means company provided 4-5 cases ,5-9cases,9-15 cases,15-20 cases., on the basis of retailers selling. In research process i saw that if company provided chiller to the retailer shop, then most of the chiller has 10-20 cases. When retailer shop has self owned, then the capacity of chiller is 30-40 cases. When the retailer shop has self owned they purchased 4 to 5 chiller. In market research we saw that all outlets have their own chiller.

Then I asked another question to the retailer shop about the display of your chiller i.e. in front side or in backside. In case of company provided where you placed your chiller, in case of self owned where you placed your chiller. Then asking for purity status of the chiller. it means in case of company provided chiller to you then you kept only kingfisher product or any other brand product. If you self owned then what the percentage of different is branding you kept in your chiller?

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Then i asked them what is the percentage of cans and bottles in your chiller. In case of company provided then what is the percentage of cans and bottles in chiller and in case of self owned what is the percentage of cans and bottles in chiller. In research process I find out that most of the outlets have kept 80% bottles. In Cuttack, Bhubaneswar, Khurdha, most consumer are preference for bottle. Then I asked them in case of self owned, what is the capacity of chiller, the most chillers has 30-40 cases in case of self owned, In case of self owned ,what is percentage of cans and bottles. Most outlets have kept 80% bottle in their chiller. Then I asked them what is percentage of different brands kept in your chiller, that means U.B is a brand(the product are K.F.S.(strong and premium) and K.B.L.(strong)]. then the other competitive brands are SABMiller[the products are H.5000,Knockout,Foster,Rc) . Denzong breweries ltd (the product are 9000, 15000, 12000, Maharani).these are the major competitive of U B brands. The percentage of cans and bottles stock by the retailer in their chiller. a)UB :- K.F.S .(Strong & premium) K.B.L.(Strong) b) SAB :-Knockout, Rc, H.5000, Foster c) Denzong :-Maharani, 9000, 12000, 15000, Godfather After that I asked to retailer shop how many times you refill your chiller in a day ,it means when your stock has completed then you putting stock for another times. This means refill your chiller. Most of the outlets refill their chiller two times in a day according to their stock. Then I asked How many times you refill your chiller in a weekend, means in Saturday and Sunday. These are leave days. In these days how many times you refill your chiller. Most of the outlets refill their chiller 4 to 5 times in weekend, according to their stock. .Then I asked most important question is that what is the reason for keeping more stock UB/SABMiller/Denzong product in your chilller,the reason for keeping more stock is incentives, gift items to retailer and consumer (Opner,glass,umbrella,rainycoat,iron,etc.) and give some free items to inducing for product, some customer are choosy about their product. these are the reason for keeping more stock. In my market research I put some question to retailer and to know the percentage of different breweries brand in Orissa.
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i) Bottle:- 70%

ii) Cans:-30%

CHAPTER-3: CHANNELS OF DISTRIBUTION : A channel of distribution is the combination of intermediaries used to move the product to the ultimate consumer.The distribution channel of UNITED BEWERIES LTD. is that

Manufacture

Depo(OSBC) Retailer Consumer

SUMMARY OF TOTAL OUTLETS IN ORISSA 2008-09 SL NO OF N DEPOT. DISTRI O NAME CT NO OF OUTLETS(Retailer shop) OFF ON BEER SHO SHO PARLOU CLU P P R BS 1 NIRGUNDI 6 233 63 4 3 BALASOR E 2 4 156 30 3 0 SAMBALP UR 3 9 147 22 7 6 4 KHURDA 3 124 61 23 1 BERHAMP 5 2 75 14 3 0 UR RAYAGAD A 6 6 98 35 2 1 30 833 225 42 11

DEFEN SE 3 4 3 3 0 1 14

TOTA 200 L 7-08 306 282 193 185 212 92 137 1125 185 179 196 105 138 108 5

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CHAPTER-4 PRICE POLICY
Pricing is one of the important elements of the marketing strategy for a product. Generally, mangers remain tight-lipped when they are asked to discuss their company¶s pricing strategies. They invariably feel that price formulation is their secret weapon to fight the bottle of market share and achieve organizational objectives. This sensitivity carries over to marketing literature as well, when pricing remains one of the least dealt with topics of research. This veil of secrecy on the part of mangers and the paucity of standard literature on pricing, cannot however, deter us from dealing with such an important topics. Pricing enables a marketer to achieve his financial and marketing objectives . PRICE STRUCTURE OF UNITED BEWERIES LTD Brand O S B C OFFER PRICE Import Duty EXCISE DUTY PER BL ENTRY TAX 1% OSBC LANDING ADD: OSBC MARGIN 9% INVOICE RATE OSBC ISSUE PRICE SALES TAX @ 20% RETAIL LANDING POST ST TCS @ 1% SURCHARGE @10% ON TCS CESS @ 3% NET RETAIL LANDING RETAIL MARGIN 32% ECP PER CASE ECP PER BOTTLE MRP KFS(650) KFS(330) KFL(650) KFL(330) KBL(650) KBLS 278.30 0.00 163.80 4.42 446.52 25.44 471.97 472.00 94.4 566.4 5.66 0.57 0.19 573 160.39 733.21 61.10 61.00 296.90 0.00 166.32 4.63 467.85 27.14 494.99 495.00 99.0 594.0 5.94 0.59 0.20 601 168.20 768.93 32.04 33.00
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266.20 0.00 140.40 4.07 410.67 24.32 434.99 435.00 87.0 522.0 5.22 0.52 0.17 528 147.82 675.73 56.31 56.00

293.25 0.00 142.56 4.36 440.17 26.78 466.95 467.00 93.4 560.4 5.60 0.56 0.18 567 158.69 725.44 30.23 30.00

259.35 0.00 140.40 4.00 403.75 23.70 427.45 427.00 85.4 512.4 5.12 0.51 0.17 518 145.10 663.30 55.28 55.00

238.65 0.00 163.80 4.02 406.47 21.84 428.32 428.00 85.6 513.6 5.14 0.51 0.17 519 166.21 685.63 57.14 57.00

CHAPTER-5
RESEARCH METHOLOGY
Sources of data: - Primary source Size of sample: - 76 Data collection: - Questionnaire Data presentation: - Pie-chart Data analysis: - Through tables & figures Places of survey: - Bubaneswar, Cuttack, Khurdha in Orissa

OBJECTIVES OF THE RESEARCH:Market survey about number of chillers in a retailer shop and capacity of chillers (in cases) Identification about whether the chiller is provided by the company or self owned. To know about Number of cans & bottles in different retailer shop. To know about Share of different brands in a retailer chiller like UB, SAB, DANZONG, etc. To know about Display of chillers in a retailer shop whether in front side or backside. To know about Purity status of chiller in different retailer shop. To know about Refilling of chillers (everyday and weekend). To know about the advertisement system (external and internal advertisement) of U. B.ltd. in different retailer shop.

y y y y

y y y y

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ANALYSIS
Q-1.HOW MANY CHILLER PROVIDED BY THE COMPANY ? TABLE-: CHILLER PROVIDED BY THE COMPANY(IN NUMBER) 35 NOT PROVIDED BY THE COMPANY (IN NUMBER) 41

FIGURE:-

Chiller provide by company
CHILLER PROVIDED BY COMPANY NOT PROVIDED BY THE COMPANY

46% 54%

FINDING:- Less number of chillers provided by company to outlets

Q-2. HOW MANY NO. OF CHILLER (DEEP FREEZE) IN A SHOP?
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TABLE-: ONE CHILLER TWO CHILLER THREE CHILLER

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32

31

FIGURE-:

ONE CHILLER

TWO CHILLER

THREE CHILLER 17%

41%

42%

FINDING:-Most of the outlets have more than one chiller.

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Q-3.WHAT IS THE PURITY STATUS OF CHILLER IN SHOP ?

TABLE:-

ONLY U.B PROUDCTS 22

ONLY SAB MILLER PROUDCT 14

OTHERS (MIX) 40

FIGURE:-

ONLY UB PRODUCTS

ONLY SAPRODUCTS 29%

MIX

53%

18%

FINDING:-Most of the chillers are impure in status

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Q-4.WHAT IS THE CAPACITY OF CHILLER IN A SHOP? TABLE:4-5 CASES 5-9 CASES 9-15 CASES 15 ABOVE CASES

3

5

39

35

URE FIGURE:-

Capacity of chiller
4-5 CASES 5-9 CASES 9-15 CASES 4% 43% 6% 15 ABOVE CASES

47%

FINDING:-9-15 Cases chillers are available in most of the outlets.

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Q-5..HOW MANY CHILLER OWNED BY THE RETAILER? Table:SELF OWNED CHILLERS NOT OWNED

69

7

Figure:SELF OWNED CHILLERS 9% NOT OWNED

91%

FINDING:-Most of the retailers have purchaged their own chiller.

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Q:-6.WHERE IS YOUR CHILLER PLACED ? Table:FRONTSIDE 51 BACKSIDE 25

Figure:-

BACK PLACEMENT 33%

FRONT PLACEMENT 67%

FINDING:-Most of the chiller placed at front side of the shop .

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Q:-7.HOW MANY TIMES REFILL YOUR CHILLER IN A DAY? Table:ONCE 42 TWICE 21 THRICE 13

Figure:ONCE TWICE THRICE

17%

55% 28%

FINDING:-Most of the outlets refill their chiller once in a day

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Q:-8.HOW MANY TIMES REFILLING STATUS OF OUTLETS IN WEEK ENDS? Table:TWICE THRICE MORE THAN THRICE 42

5

29

Figure:TWICE THRICE MORE THAN THRICE

7%

38% 55%

Finding:-Most of the outlets refill more than thrice in the week-end.

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Q:-9.WHAT IS THE SHARE OF CANS & BOTTLES IN A SHOP? Table:CANS 28% Figure:BOTTLES 72%

Share of cans & bottles
CANS BOTTLES

28%

72%

FINDING:-Retailers are keeping more numbers of bottle.

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Q:-10.WHICH BRANDING YOU ADOPT IN YOUR RETAILER SHOP? Table:-

GLOWSIGN BOARD 28 Figure:-

FLEX

16

VINGIL PESTING/POP MATERIAL 10

WALL PAINTING 8

Brand advertisement
GLOWSIGNBOARDS VINGIL PESTING/POP MATERIAL FLEX WALL PAINTING

13% 16% 45%

26%

Finding:-more numbers of glow sign boards are used for brand advertisement.

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Q-11.HOW MANY NO. OF CHILLER PROVIDED BY EACH COMPANY?

Table:UB SAB DANGEN

13

21

1

Figure:-

UB

SAB

DANGEN

3% 37%

60%

Finding:-SAB Miller has provided more numbers of chiller.

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FINDINGs
Data collected from survey will be helpful for the organization. I have visited 76 outlets which include on-shop off-shops and given their views suggestions & problems to the organization. This research will help the organization for future marketing strategy. I have mentioned how many outlets have received chillers from the company and how many not. So this data will help the organization when organization will think to provide chiller to the rest. I have given detail data about the brand advertisement which will help the organization to advertise .My findingfrom the Marketing research are listed below. . y Less number of chillers provided by company to outlets. . y Most of the outlets have more than one chiller y y y y y y y y y y Most of the outlets have more than one chiller. Most of the chillers are impure in status 9-15 cases chillers are available in most of the outlets. Most of the retailers have purchaged their own chiller. Most of the chiller placed at front side of the shop. Most of the outlets refill their chiller once in a day. Most of the outlets refill their chiller more than three times in the week-end. Retailers are keeping stock more numbers of bottles. More number of glowsign boards are used for brand advertisement. SAB Miller has provided more numbers of chiller.

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SUGGESTIONS

Company should provide chiller to all the outlets so that they can easily keep more stock. Company should provide glow sign board to all the outlets so that brand advertisement can be made properly. Many retailers are complaining that they are getting more number of damaged cans & bottles socompany should check out the problem and should take some retailer favorable measures to solve this problems. Many retailers are complaining that company executives are not coming at season times .so company should try to keep regular touch with them. As most of the outlets are keeping chillers at front of their shops so company should provide them chiller by which the aesthetic looks will increase. Company should check the gifts are provided are reaching to the customers or not. Many on shops are modifying their shops so company should keep on eyes on them to provide them interior design through table top, cupboards & wall paintings by which easily brand advertisement can be done. Company should check its production & supply chain system to solve the shortage of stocks according to demand.

CONCLUSION
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UNITED BEWERIES is a reputed brand of breweries, but in the competitive world everyone have to compete. So more quality and best price is needed to survive in the same field. Though United Breweries is maintaining to certain qualities but still than customer need some extra test, what company should give more in the same field? United Breweries Group or UB Group, based in Bangalore is a conglomerate of different companies with a major focus on the brewery(beer) and alcoholic beverages industry. The company markets most of its beer under the Kingfisher brand and has also launched Kingfisher Airlines, an airline service in India, with international flights operating recently. United Breweries is India's largest producer of beer with a market share of around 48% by volume. In the process of market survey, I worked on location of Cuttack, Bhubaneswar, and Khurdha in Orissa. My project title is about Chiller share & merchandicing,In research process i saw the chiller system of retailer shop.In2008-09,UB has got 52 percentage in beer industry on Orissa market.

BIBLIOGRAPHY:30

www.kingfisherworld .com www.ubgroup.com

Books
y y y . Dalrymple, douglasj.marketing management, text and cases,new York,1976. Kotler, Philip, marketing management,10th edition, prentice-hall of india,new delhi,1999. Levitt, Theodore,(the globalization of market) Harvard business review.1982.

Newspaper,magagine:-

y y y

Business out look,November 2008. Business world,September 2008. Economics time and times of india.

Market research
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On Chiller share & Merchandising Study of beer Industry in Orissa With Emphasis to UNITED BREWERIES LTD.
Date __/ __/ __

Respected Sir,

I am CHINMAY PATTANAYAK, PGDM student of G.L.BAJAJ.INSTITUTE OF MANAGEMENT & RESEARCH, GREATER NOIDA . Doing my summer internship at United Breweries Ltd. I am doing a market research on this topic. For which I request you to fill up this questioner. Name of the Outlet:Type:Adress:Questionnaires Chiller shares;1)Which company has provided you chiller? Ans :- UB/SAB/DM/COBRA/DANGEN 2) Which brands Chiller Company has given? Ans :3) What is the capacity of the chiller?
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Ans :4) Where is the chiller placed? Ans :5) What is the purity status of chiller? Ans :6) What is the share of bottles & cans in the chiller? Ans :7) Do you have any chiller of your own? Ans :- Yes ( ) No ( )

8) What is the capacity of the chiller? Ans :9) Where is the chiller placed? Ans :10) What is the share of cans & bottles in the chiller? Ans :11) What is the share of brands in the chiller? Ans:- a) UB :b) SAB :e) Denzong :12) How many times you refill the chiller in a day? i) Bottle:ii) Cans:-

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Ans :13) How many times you refill the chiller in the weekend? Ans :14) What is the reason of keeping the higher stock of UB/SAB/COBRA/DANGEN/DM brands in the chiller? Ans:15) What is your suggestion to increase the share of UB brands in the chiller? Ans :-

Advertising:=
16) What is the external type of brand advertisement? Ans :- a) Glow sign b) Neon c) Flex d) Vingal Pesting e) P.O.P Material 17) Which are the brands sown on the external brand advertisement? Ans : - a) b) c)

18) What are the internal types of brand advertisement? Ans :- a) Glow sign b) Neon
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c) Flex d) Vingal Pesting e) P.O.P Material f) Table top 19) Which are the brands sown in the internal brand advertisement? Ans : - a) b) c)

Signature Retaile

CHINMAY PATTANAYAK GLBIMR,(GREATER NOIDA) U.P

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In addition, UBL has also entered into mutli-faceted strategic alliance with Scottish & NewCastle Plc (S&N), an international brewery major, with $6 billion in revenue and a market capitalization of $5.4 billion. This alliance, apart from having a joint venture in India, will allow S&N to market it International brands like Kronenbourg in India, while UBL will utilize S&N's global network to further globalization Its Kingfisher.

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