Title of my project :- Consumer buying behavior for Kingfisher Ultra

Statement of the problem :- Kingfisher Ultra, which is a super premium beer is

priced higher than premium beer. Are the consumers willing to pay a premium for a
super premium beer

Objectives:

1) To understand consumers awareness of Kingfisher Ultra

2) To find out whether the consumers are price sensitive with regards to buying
beer
3) To find out the buying pattern of Kingfisher Ultra
4) Comparative analysis of Kingfisher Ultra compared to its competitors
STRUCTURE

Manufacturing department
Marketing Department

Sales Department
Strategy :-

Not allowed to advertise Events

Surrogate Branding

Mineral water was done to popularize but it has become second biggest

Strategic initiative from top

Marketing initiative from bottom up

Career growth model :-

Grades Career level/designation

Unclassified EVP, Deputy President, President

M1A Sr. VP

M1B D. VP

M2A A. VP

M2B GM

M3A Controller

M3B Sr. Manager

M4 Manager

M5 Executives

M6 Officer

JMC2 STSE/Sr. Assistant

JMC1 TSE/Assistant
Human Assets – 2100 permanent employees

SKILL :-

Learning & Development

1) Developmental needs identified through:

a. Performance appraisal feedback
b. Competency assessment centres -