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Project Report
on
"Consumer Behaviour towards
Bear Market"
Session :
Remarks of Evaluator
Approved/Disapproved Approved/Disapproved
Supervisor : Submitted by :
Session :
University
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BEER INDUSTRY
The Indian beer industry is quite large at around 65 mn cases (12 bottles
of 650 ml each) and in the last 3 years has grown at 14% annum is the
unrestricted markets. The per capita consumption stands at a low 0.5
litre. Beer manufacturing requires a license from the centre, which is
ratified by the respective state. Till 1989 licensing was restricted, in 1989,
the central government relaxed the policy and accepted 460 applications
for new projects. Only a few were cleared and fewer still have actually
come on ground, on account of the low and uneconomical capacity of
5,000 kilolitres per annum licensed by the government. However the
capacity is released to 15,000 kilolitres per annum for NRI proposals with
100% foreign equity, of which minimum 51% has to be on a
non repatriable basis.
UB, Mohan Meakins and Shaw Wallace are the only companies with a
national presence. Companies such as Associated Breweries have built
up strong regional brands while operating only in the beer business UB’s
Kingfisher is the market leader followed by Hayward 5000, which has
emerged as the second largest selling brand in the market share of the
various player are as follows :
INTRODUCTION TO TOPIC
CONSUMER BEHAVIOUR
This is the most effective tool in marketing. In liquor industry advertising is
not allowed by the Indian Government therefore they are indulged in
surrogate advertising Products with similar brand name: - This is very
common method used in the liquor industry, here companies introduced a
non-alcoholic product with similar brand name and advertise it in full
swing. Financially sound players use this.
• Television
• Print media
• Hoarding
• Glowsign Board
• Wall Painting
• POP’s
• Window Display
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Main Objective
Sub Objective
RESEARCH DESIGN
The design of research project is the plan that ties the data collected to
questions or hypothesis posed, thereby linking the data to the conclusions
to be drawn.
SAMPLING PLAN
Place: Delhi
BIBLIOGRAPHY
Marketing Management
By Philip Kotler
Marketing Management
By Ramaswamy & Namakumari
Marketing Research
By C. R. Kothari
Business Today
Business World
Business India
5 If this brand is not available then your second choice in brand of beer
.
___________________________________
6 Name any five brand of beer
1) ________________________ 2) ________________________
3) ________________________ 4) ________________________
5) ________________________
THANK YOU