Table of Content Industry Basics...........................................................................................................4 Alcohol Market.....................................................................................................

..4 Location of consumption & Sale...........................................................................4 Business hours prescribed in Maharashtra.........................................................5 Universe for selling Beer in Mumbai....................................................................5 Beer..............................................................................................................................6 Different Strokes of Beer.......................................................................................7 Alcoholic strength of Beer.....................................................................................8 History of Beer.........................................................................................................10 General History....................................................................................................10 History of Beer in India.......................................................................................11 Overview of Indian Beer Market ...........................................................................13 Market Definition.................................................................................................13 Market Segmentation I........................................................................................14 Market Segmentation II......................................................................................14 Market Share .......................................................................................................15 Comparison of Indian & US Beer Industry...........................................................16 Indian Beer Industry...........................................................................................16 US Beer Industry .................................................................................................17 Determinants of growth of Indian Beer Market...................................................18 Indian Brewing industry.........................................................................................23 Breweries in Maharashtra...................................................................................23 Mashing.................................................................................................................27 Sparging................................................................................................................27 Boiling...................................................................................................................27 Fermentation........................................................................................................28 Pasteurisation.......................................................................................................28 Packaging..............................................................................................................28 Ingredients of Beer...................................................................................................30 Water.....................................................................................................................30 Malt.......................................................................................................................30 Hops.......................................................................................................................30 Yeast......................................................................................................................31 Clarifying agent....................................................................................................31 Categorizing beer by................................................................................................32 Yeast......................................................................................................................32 Ale..........................................................................................................................32 Lager.....................................................................................................................32 Lambic beers........................................................................................................33 Pale and dark beer...............................................................................................33 Serving......................................................................................................................34 Draught and keg...................................................................................................34 Cask-conditioned ales..........................................................................................34 Bottles....................................................................................................................34 Cans.......................................................................................................................34 Vessels....................................................................................................................35 1

Serving temperature................................................................................................35 By-products / Waste.................................................................................................36 Taxation Policies ......................................................................................................37 Excise Duties.........................................................................................................37 Octroi ...................................................................................................................37 About APB................................................................................................................38 Corporate Profile.................................................................................................38 Fraser & Neave, Limited ....................................................................................39 Heineken ..............................................................................................................39 Members of the Asia Pacific Breweries Group......................................................40 Senior Management of APB....................................................................................42 APB - INDIA............................................................................................................43 Core Values ..........................................................................................................43 Locations of Operation........................................................................................45 Organization Structure............................................................................................46 Brand Portfolio .......................................................................................................47 Tiger Beer.............................................................................................................47 Baron's Strong Brew ...........................................................................................48 Cannon 10000 Super Strong Beer .....................................................................48 APB International Brands......................................................................................50 Heineken ..........................................................................................................50 ABC Extra Stout .............................................................................................50 Anchor ..............................................................................................................50 Marketing Mix of Tiger Beer..................................................................................51 Product..................................................................................................................53 Price ......................................................................................................................58 Factors affecting pricing decisions ................................................................58 Primary considerations in price setting ........................................................58 Pricing in Mumbai...........................................................................................59 Place......................................................................................................................61 Distribution Network.......................................................................................62 Distributors of APBI........................................................................................63 Promotion.................................................................................................................65 Major Tools in Marketing Beer......................................................................65 Marketing Activities at APBI .........................................................................65 Sales Promotion....................................................................................................71 Various sales promotions techniques adopted at APBI................................74 Permit Room Activation..................................................................................76 Tracking Effectiveness of sales promotion.........................................................78 Designing a Powerful Sales Promotion..........................................................78 Packaging .................................................................................................................79 Beer Advertising ......................................................................................................82 Surrogate Advertising in liquor industry ..........................................................83 Surrogate for Tiger Beer - Tiger Translate .......................................................84 Why Tiger Translate in India..........................................................................84 Competitors of Tiger Beer in Mumbai ..................................................................86 Carlsberg .............................................................................................................86 Budweiser..............................................................................................................87 2

Kingfisher Mild....................................................................................................89 Fosters ..................................................................................................................91 Health effects............................................................................................................92 Community & Environment ..................................................................................94 A Responsible Beer Company ............................................................................94 Asia Pacific Breweries Foundation.....................................................................94 Responsible Alcohol Consumption.....................................................................95 SWOT Analysis of APBI..........................................................................................97 Why Beer better than Milk.....................................................................................99 Top 10 Reasons Beer is Good for your Health ....................................................101 The Future..............................................................................................................104 Conclusion .............................................................................................................106 Questionnaire.........................................................................................................108 Bibliography & Webliography .............................................................................112

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Wine & Champaign – Red Wine. OFF PREMISE Hyper Marts Super Marts Wine Shops Beer Shoppee 4 . Spirits –Whisky. Beer – Mild. White Wine. Rum (Dark. Brandy. White) Vodka. Gin.Industry Basics Alcohol Market 1. Strong 3. Champaign 4. Ready To Drink (RTD) 2. Country Liquor Location of consumption & Sale ON PREMISE Clubs Restaurants & Bar Permit Room Modern on Trade (MOT): Pubs.

elsewhere 10.m.m.30 p.m.m.00 Midnight in Municipal Area 10.30 am in Mumbai & Thane 11. elsewhere 9.00 a. to 11.30 p. to 10.30 a.Business hours prescribed in Maharashtra Business hours for FL-III (Permit Room) FL-II (IMFL Retail Shops) CL-III (CL Retail shops & Permit room) E & E – II (Beer Bar & Wine Bar) Policy 11. in Mumbai & Thane 10.00 a. to 10.00 Midnight Universe for selling Beer in Mumbai Name of Location Institutions Permit Room Retail Shops Beer Shoppee Number 450 1172 570 60 5 .m.m.00 a. to 1.00 p.30 a. to 12.00 a. to 9.00 a.m.m.m.00 p. elsewhere 10.m. to 12.m.

producing a sugary liquid known as wort. is not classified as beer. and rice are also widely used. Different types of yeast and production methods may be used to classify beer as ale. Some of the earliest known writings refer to the production and distribution of beer. 6 . Beer uses many varying ingredients. as well as distilled beverages. usually in conjunction with barley. Yeast is then used to cause fermentation. which acts as a natural preservative. The starch source is steeped in water. Enzymes in the malt break down the starch molecules.Beer Beer is the world's oldest and most popular alcoholic beverage. Other ingredients such as herbs or fruit may be added. production methods and traditions. corn. which is then flavored with hops. however. Alcoholic beverages fermented from non-starch sources such as grape juice (wine) or honey (mead). which produces alcohol and other waste products from anaerobic respiration of the yeast as it consumes the sugars. lager or spontaneously fermented beer. Some beer writers and organizations differentiate and categorise beers by various factors into beer styles. It is produced by the fermentation of sugars derived from starch-based material—the most common being malted barley. The process of beer production is called brewing. wheat.

with roasted unmalted barley and. is added either during primary fermentation or later WHEAT BEER (WEIZEN) Malted wheat and barley are used for this German style beer A great many beers are brewed across the globe. usually berries.Different Strokes of Beer LAGER Brewed using bottom-fermenting yeast that ferments slowly at a low temperature to create a smoother. is a more aromatic and fruity product STOUT Dark and heavy. caramel malt or sugar MILD BEER Developed as a sweeter and cheaper alternative to dark ales BITTER Highly hopped for a more dry and aromatic beer. mellow beer ALE Uses top-fermenting yeast. often. 7 . giving the impression of a multitude of different styles. It is pale in colour but strong DARK BEER Barley is kilned for a longer period of time which creates richer flavours FRUIT BEER Fruit . the basics of brewing beer are shared across national and cultural boundaries. Local traditions will give beers different names. However.

This is an important skill to have. The following chart will help in these situations: 8 . if you try to keep up with them. could also be used. The quantity of fermentable sugars in the wort and the variety of yeast used to ferment the wort are the primary factors that determine the amount of alcohol in the final beer. typical brewing yeast cannot survive at alcohol concentrations above 12% by volume. and consequently decreases the alcohol content. The type of beer plays a large role in the alcohol content. Additional fermentable sugars are sometimes added to increase alcohol content.Alcoholic strength of Beer While we all love the taste of beer. "Percent alcohol by wieght". and enzymes are often added to the wort for certain styles of beer (primarily "light" beers) to convert more complex carbohydrates (starches) to fermentable sugars. It's easy to convert between them. Its the alcohol content of beer that makes it the number one social lubricant. or % ABV. The strongest beer ever made was the Hair of the Dog Brewing Company's barley wine named "Dave". also known as "non-alcoholic beer" contains less than 1% ABV. with a typical abv of 5%. For instance if you go to a pub and all your friends are drinking pale ales. if you know the type of beer you can generally estimate how much alcohol you will be imbibing. Low temperatures and too little fermentation time decreases the effectiveness of yeasts. % ABW. The alcohol content of beer varies by local practice or beer style. The pale lagers that most consumers are familiar with fall in the range of 4–6%. The alcohol in beer comes primarily from the metabolism of sugars that are produced during fermentation. and you start ordering barley wines. While it's not exact. it's the alcohol content thats responsible for beers standing in most societies. Beer ranges from less than 3% alcohol by volume (ABV) to almost 30% ABV. ABW = 0. Alcohol is a byproduct of yeast metabolism and is toxic to the yeast. you might not make it out of the pub without being carried. which was 29% ABV. The alcohol content of beer is generally denoted by the "percent alcohol by volume". "Low alcohol beer".8 × ABV.

5 . Triple) %ABV 4–5 3–6 4–5 4–5 3–7 5–7 5 – 10 6.9.5 – 9 7.5 Barleywine 8 – 12 9 .Beer Alcohol Content Table Beer Type Lager Pilsner Lager Wheat (Weissbier) Porter Bitter (ESB) IPA (India Pale Ale) Stout Double (Dubbel) Tripel (Trippel.

As almost any substance containing carbohydrates. women produced most beer prior to the introduction of hops in the thirteenth century. and domestic manufacture ceased to be significant by the end of the 19th century. possibly dating back to the 6th millennium BC. Beer was also known by Slavic tribes in early 5th century. As for the close link between bread.and beer-making. and is recorded in the written history of ancient Egypt and Mesopotamia. 10 . by the 7th century AD beer was also being produced and sold by European monasteries. The invention of bread and beer has been argued to be responsible for humanity's ability to develop technology and build civilization. namely sugar or starch. The earliest known chemical evidence of beer dates to circa 3500–3100 BC from the site of Godin Tepe in the Zagros Mountains of western Iran. The development of hydrometers and thermometers changed brewing by allowing the brewer more control of the process. and greater knowledge of the results. A prayer to the goddess Ninkasi known as "The Hymn to Ninkasi" serves as both a prayer as well as a method of remembering the recipe for beer in a culture with few literate people. During the Industrial Revolution. it is likely that beer-like beverages were independently invented among various cultures throughout the world. can naturally undergo fermentation. selling the beverage from their homes as a means of supplementing the family income. the production of beer moved from artisanal manufacture to industrial manufacture.History of Beer General History Beer is one of the world's oldest beverages. However. The earliest Sumerian writings contain references to beer.

India Pale Ale was shipped with every voyage for over a century and became very popular in Britain and North America. Kingfisher. Darjeeling and Kirkee. Another entrepreneur. International Breweries Pvt. still operates. the company was restructured with its Indian assets as Dyer Meakin Breweries. as there was an abundant supply of fresh spring water there. Following independence. All Indian beers are either lagers (5 % alcohol — such as Australian lager) or strong lagers (8 % alcohol . Mohan took over management of the company and the name was changed to Mohan Meakin Ltd. In 1937. near Shimla. IPA is strong. The demand for beer in the hot climate of many parts of India by the British administrators and the troops was so great that it led to the creation of a completely new style of beer by George Hodgson in his London brewery — India Pale Ale also known as IPA. when due to East European influence. The Kasauli brewery site was converted to a distillery which Mohan Meakin Ltd. Dalhousie. 11 . moved to India and bought the old Shimla and Solan Breweries from Edward Dyer and added more at Ranikhet.History of Beer in India Modern beer brewing began for India in the early days of the British Empire — the mid-1700s. In the late 1820s Edward Dyer moved from England to set up the first brewery in India at Kasauli (later incorporated as Dyer Breweries in 1855) in the Himalaya Mountains.such as the popular MAX super strong beer). when Burma was separated from India. highly hopped ale designed to survive the five month ocean voyage to India without spoiling. Lion was changed from an IPA to a lager in the 1960s. Ltd. The brewery was soon shifted to nearby Solan (close to the British summer capital Shimla). have recently announced an intention to work with Mohan Meakin to produce and launch an India Pale Ale called Indian IPA from India's first brewery at Solan. a public company on the London Stock Exchange. producing Asia's first beer called Lion. Murree. in 1949 N. The company continues to produce beer across India to this day and Lion is still available in northern India. most brewers in India switched from brewing Ales to brewing lagers.N. H G Meakin. Dyer set up more breweries at Shimla. Rawalpindi and Mandalay. Chakrata. Today no brewer in India makes India Pale Ale.

Several festivals feature this nutritious. Often it is found that. In various parts of north-eastern India. wild elephants tear down the tribal houses where the brew is stored. The rice is fermented in vats that are sometimes buried underground. Elephants too are fond of this beer. Soumitree. Elephants are known to attack villages. Castle Lager. a police officer in Dumka was quoted in the press as saying: "Tribals who love rice beer brew the liquor at home. drink as part of the celebrations." 12 . Jaguar. Foster's. Kalyani Black Label. with the primary agenda of drinking from these vats. Kings and Belo are popular Indian beer brands. attracted by the strong smell of the liquor. traditional rice beer is quite popular. Royal Challenge. Max.Haywards. Following one such raid in north-eastern India. quite intoxicating.

6% for the five-year period spanning 2002-2006.4 874.50% 6.7 722.70% 6. this representing a compound annual growth rate (CAGR) of 6. low/no alcohol beers.60% 6.3 million.9 31.1 38.50% 6.Overview of Indian Beer Market Market Definition The beer market consists of ales. The market is valued according to retail selling price (RSP) and includes any applicable taxes. with an anticipated CAGR of 6. premium lager.213 million by the end of 2011. The Indian beer market generated total revenues of $874. Standard lagers proved the most lucrative for the Indian beer market in 2006.5 769. specialty beers and standard lager.8% for the five-year period 20062011 expected to drive the market to a value of $1. The performance of the market is forecast to follow a similar pattern.9 36. Looking forward.4 819. this trend is expected to persist through to 2011. Market Value Year 2002 2003 2004 2005 2006 CAGR $ million 677. stouts & bitters. equivalent to 87% of the market's overall value. The Indian beer market delivered strong.6% % Growth Source: Datamonitor 13 . stable growth over the last five years.9 33. generating total revenues of $760.2 2002-2006: INR billion 29.2 million in 2006.6 6.

20% 3.40% 9. with an 87% share of the market's value. stouts & bitters Low/no alcohol Specialty beer Total % Share 87.00% 6.0% 14 .3% of the Asia-Pacific market by value.30% 1.5% of the market's revenues Geography Japan China South Korea Rest of Asia-Pacific India Total % Share 45. sales of premium lager generate a further 6.90% 0.50% 36. Category Standard lager Premium lager Ales.30% 100.70% 100.0% Market Segmentation II India accounts for 1.2% of the market's revenues. In addition.Market Segmentation I Sales of standard lager form the most lucrative sector of the Indian beer market. Japan generates 45.50% 7. In comparison.20% 2.

SAB Miller accounts for 34.20% 10.2% of the total market's volume.0% 15 .10% 5.30% 100.30% 34. Market share in volume Company APB United Breweries Limited SAB Miller India Mohan Meakin Other Total % Share 4% 50.3% share of the market's volume.Market Share United Breweries is the leading company in the Indian beer market. with a 50. In comparison.

the top two beer players in India account for about 75 per cent of beer sales in India and the industry stands a chance to see more consolidation in the near future. Indian growth rates compare favorably with the global beer industry. In neither scenario have the margins or revenues of beer manufacturers been affected. With the average age of the population on the decrease and income levels on the increase. Per capita consumption in India is hovering around a measly 1 litres per annum. This has resulted in low profit margins for the Chinese beer players. In China there are about 400 brewers. whenever beer prices have gone down. of which the top 10 account for only 45 per cent of the market. In the past.9 litres per 16 . These figures pale into insignificance if one compares them with those of Czech Republic that has the highest per capita consumption of 156. Beer consumption has been growing rapidly at a CAGR (Compound Annual Growth Rate) of 7% over the last 9 years.6 per cent in 2001-02 Apart from providing strong growth. The Indian beer market was estimated to be 6. it has been due to either the lowering of duties by the government or the deregulation of distribution (leading to lower margins for the distribution channel partners). The rate of growth has remained steady in recent years. with volumes passing 100m cases during the 2005-2006 financial year. while growth in 2002-03 was 11 per cent. with several players being marginalized. The effect of this consolidation can be seen in the fact that beer prices in India rarely go down with the competitive pressures of new product or brand launches. India also provides attractive profit margins due to the consolidated nature of the industry. In contrast. for example. which grew by about 2. reveals that the Chinese beer market is marked by intense competition.7 million hectoliters (hl) in 2002-03. the popularity of beer in the country continues to rise.Comparison of Indian & US Beer Industry Indian Beer Industry The Indian beer industry has been witnessing steady growth of 7-9% per year over the last ten years. A comparison between China and India.

despite a high level of industry concentration. and continued attempts by neo-prohibition groups to demonize the industry. especially its advertising and marketing practices. Miller joined the top three in 1976.annum. a number of marketing concerns have affected the industry leaders. However. brewing industry is dominated by three firms – Anheuser-Busch. and Coors – who together account for about 80% of beer shipments. including growth of beer imports to an 11% share. In recent years. the real price of beer has been stable or declining since 1963. SAB-Miller. competition from new products and marketing methods (flavored malt beverages.S. US Beer Industry The U. Coors became one of the top three brewers in 1989 after it expanded nationally and displaced Stroh. Anheuser-Busch has been the leading firm in the industry every year since 1957. according to an industry observer. competition from specialty-craft brewers. Per capita consumption is directly related to the taxation. a decline of sales of leading premium brands (Budweiser. Miller Genuine Draft). direct shipments of beer and wine). following the introduction of Lite beer. 17 . Miller High Life.

at the very minimum. Changing age profile: As a consequence of the high birth rates prevalent until the 1990s. The greatest evidence of this trend is the increase in beer consumption among women. Various research studies have shown that a rise in the income levels has a direct positive effect on beer consumption. However. like: Rising income levels: India is home to nearly one-sixth of the global population and is one of the most attractive consumer markets in the world today. 18 .Determinants of growth of Indian Beer Market The Indian beer market has been growing rapidly over the last 10 years. Indian beer consumption is expected to continue growing. a large proportion of the Indian population is in the age group of 20-34 years. Changing lifestyles: A deep-seated traditional social aversion to alcohol consumption has been a traditional feature of the Indian society. this acceptance is only going to rise. This age group is the most appropriate target for beer marketers. their attitude towards alcohol is relaxing. With this growth in income levels. This population trend will give a further boost to the growth of beer consumption in India. 'consuming' and 'climbers' classes to grow at a CAGR of 15 per cent. The National Council for Applied Economic Research (NCAER) projects India's 'very rich'. 10 per cent and 2 per cent respectively. Social habits are undergoing a transformation as mixed drinks are becoming more popular. through overseas travel and the media. due to the positive impact of demographic trends and expected changes. Many global players are planning to enter the Indian beer sector and they realise that a partnership with a local player is important to establish a successful presence in India in a short time frame. With increasing urbanisation. at the growth rates witnessed in the last decade. as urban consumers become more exposed to western lifestyles.

19 .

Increasing exposure to beer and wine drinking. This makes them more likely to carry the brand with them for a lifetime. a light beer is expected to attract first-time drinkers. the strong beer market grew at 8-10% during the year at the expense of lager beer. as most states do not have a differential tax structure based on the alcohol content.) is the market leader in the Indian beer market with a 40% market share. affect the market for beer. 20 . 4. a trend started by Shaw Wallace. India has predominantly a warm/hot climate 2. The beer-drinkers in the country are much younger than the average beerdrinker elsewhere in the world. which has driven growth. The market is now skewed towards strong beer with more than 60% of the market being strong beer market. The move came as a reactive move following increasing shift of consumers towards strong beer. strong beer. The company introduced its strong beer. as the target audience becomes younger. While the overall market grew marginally by 2%. 3. UB (United Breweries Ltd. The company has however been focussing on strong beer.Reduction in beer prices: The Indian consumer typically values an alcoholic beverage on the basis of its 'kick' factor versus its price. In India the future of beer industry is very much optimistic because: 1. Its flagship Kingfisher brand alone commands 25% market share. All these factors combined make the scenario very promising for beer industry and are 'in sync' with their strategy for India. mainly due to media and consumer mobility. The following two factors therefore. Also. Kingfisher Strong during the year 2000 in the selected market of Maharashtra and Karnataka. Firstly. since it is much milder than any of the other beers in the country.

It launched Kingfisher Strong only in May of 2001. Haywards 5000. Strohs and Zingaro. Budweiser. the other brands in the Indian market are Carling Black Label. London Draft. Continental and Three Lions. Maharaja Premium Lager. Sand Piper. . and Foster's Beer. Kingfisher Strong. Guru. Radico has also announced the launch of its international division. Over the last four years strong beer has been the fastest growing segment. women shy away from beer 21 . KnockOut. Other possible competition – Radico Khaitan and beer international Interbrew has formed a joint venture to distribute Interbrew's Beck's brand of beer in India. A lot of new variants promise to gain prominence. San Miguel Lager.Knock-Out. Baron’s. Haywards 5000 Super Strong. Haywards 2000 Beer. London Pilsner. The premium lager beer segment in India will be targeted.Beer mix today is approximately 60 percent lager beer and 40 percent strong beer. it will try to match Shaw Wallace's market share over the next few years. This was completely usurped by Shaw Wallace. The sophisticated consumer who drinks beer for the experience and not to get drunk will lap up ice beer or light beer. Flying Horse Royal Lager. Corona. As of today while Shaw Wallace has approximately 28 to 30 percent of the strong beer market. Essentially. Kirin. apart from first time users companies are also targeting women. Tiger. Dansberg. but mainly in niche urban segments. The major brands which belong to large groups in the industry (apart from UB) are – Shaw Wallace . Taj Mahal. Haywards 2000 Premium Lager. Heinekin. Legend. Hi-Five. UB already has achieved 14 to 15 percent of that strong beer market and is growing very fast.' are entering the market for beer. Haywards skol.Royal Challenge Premium Lager. In urban centers. Kingfisher Diet. Apart from Kingfisher. Carlsberg. who as 'the times they are a changing. South African Breweries India Ltd. Chandigarh and Himachal Pradesh. Hi-Five and Lal Toofan. London Diet. Haake Beck. Royal Challenge. And once it is able to take Kingfisher Strong national. a new brand that was launched in the autumn of 2001 by SAB in Uttar Pradesh. This ratio was very different 4 years ago. Golden Eagle. Ice.

22 . and has traditionally been a buddy drink.consumption because it is associated with calories. associated with pot-bellied men sitting at bars and shooting darts.

InBev is the largest beer-producing company in the world. Anheuser-Busch holds the third spot. A/P Shirwane C/23-24. consisting of several dominant multinational companies and many thousands of smaller producers ranging from brewpubs to regional breweries. Trans Thane creek ind area. which became the second-largest brewing company when South African Breweries acquired Miller Brewing in 2002. 10.11. Walunj Plot No 1-10. Wagle Industrial Estate Plot M-1. Walunj M-99. Tal Uran E-1. MIDC Industrial Estate Plot No H-9.Panvel Rd. followed by SABMiller. MIDC Area.) Arlem (Aurangabad Breweries/Asia Pacific Breweries-Heineken) Inertia Industries Foster’s India Lilasons Breweries Thane Raigad Raigad Raigad Satara Aurangabad 8 9 10 Aurangabad Aurangabad Aurangabad 0240-2554979 0240-2554563 1-1-7 MIDC. Breweries in Maharashtra Sr.5 billion in 2006. MIDC. Walunj. Skol Breweries Skol Breweries Ltd (Unit of Doburg Ltd.Indian Brewing industry Today. Bombay Breweries Mohan Rocky Spring Water Breweries Ltd. MIDC. Khopoli. Kegaon. 8 0240-2555198 23 . MIDC Industrial Area. Walunj 0240-2564172 022-27410632 02192-262461 022-27222139 Phone No. Sion.& 13. 022-27671939 2 3 4 5 6 7 Hindustan Breweries & Bottling Ltd. the brewing industry is a huge global business. 1 Name of Brewery Associated Breweries & Distilleries District Thane Factory Address Plot D103. More than 133 billion liters (35 billion gallons) are sold per year—producing total global revenues of $294. Industrial Area Mohan Wadi.

MIDC. The essential stages of brewing are mashing. sparging. boiling. fermentation. but the purpose of each stage is the same regardless of the method used to achieve it.Bansilal Nagar 11 Pals Distilleries Aurangabad L-5. 24 . and packaging. Most of these stages can be accomplished in several different ways. Walunj 0240-2555236 Brewing Process Beer is made by brewing.

5 Hrs Max.Image Courtesy: Aurangabad Breweries Ltd. of Brews/ Days . No. 25 .06 Nos. Batch Size: 100 HL Time Taken for each brew – 8.

Total No. of Bright Beer Tanks : 04 26 .Fermentation Flow Chart Image Courtesy: Aurangabad Breweries Ltd. Total No. Total Storage Tanks : 12 Nos. of Unitanks:9 Total Fermnters : 8 Nos.

a. usually for about one hour. Boiling Boiling sterilises the wort and increases the concentration of sugar in the wort. The number of stages required in mashing depends on the starch source used to produce the beer. This rinses fermentable liquid from the grain in the mash and allows the brewer to gather as much of the fermentable liquid from the mash as possible. During sparging the mash is contained in a lauter-tun. in some places second or even third mashes would be performed with the not quite spent grains. but the sugars and other components of the wort remain. Lautering) extracts the fermentable liquid. enzymes (alpha and beta amylase primarily) break down the long dextrins that are present in the mash into simpler fermentable sugars. from the mash. The leftover grain is not usually further used in making the beer. The mash goes through one or more stages of being raised to a desired temperature and left at the temperature for a period of time.k. Boiling also destroys any remaining enzymes left over from the 27 . The brewer also adds water to the lauter-tun and lets it flow through the mash and collects it as well. Each run would produce a weaker wort and thus a weaker beer. known as wort. this allows more efficient use of the starch sources in the beer. However. The brewer allows the wort to flow past the porous barrier and collects the wort. The wort collected from sparging is put in a kettle and boiled. Sparging Sparging (a. During boiling. such as glucose. During each of these stages. Most malted barley used today requires only a single stage. water in the wort evaporates. which has a porous barrier through which wort but not grain can pass.Stages in Beer Making Mashing Mashing manipulates the temperature of a mixture of water and a starch source (known as mash) in order to convert starches to fermentable sugars.

It is less common in ales as pasteurization can change the many flavours.mashing stage as well as coagulating proteins passing into the wort. During packaging. Naturally carbonated beers may have a small amount of fresh wort/sugar and/or yeast added to 28 . Hops may be added at more than one point during the boil. the fifth and final stage of the brewing process. which could otherwise cause protein 'hazes' in the finished beer. leaving the beer clear. Hops are added during boiling in order to extract bitterness. Beer is carbonated in its package. Pasteurisation Pasteurisation is an optional stage of the beer process in which the beer is slowly heated and cooled to kill off any existing bacteria in order to maintain longer shelf life. the yeast also settles. primary and secondary. cask. the wort becomes beer. During fermentation. As hops are boiled longer. fine particulate matter suspended in the wort settles during fermentation. Fermentation is sometimes carried out in two stages. either by forcing carbon dioxide into the beer or by "natural carbonation". the beer is transferred to a new vessel and allowed a period of secondary fermentation. and other massproduced lagers. Once most of the alcohol has been produced during primary fermentation. yeast is propagated in the wort and it is left to ferment. can or bottle. they contribute more bitterness but less hop flavour and aroma to the beer. which requires a week to months depending on the type of yeast and strength of the beer. This is generally a stage not included in higher end beers. Once fermentation is complete. prepares the beer for distribution and consumption. Once the boiled wort is cooled and in a fermenter. flavour and aroma from them. especially from malted barley. but is quite common in mass-produced beers such as American-Style lite beers. Fermentation Fermentation uses yeast to turn the sugars in wort to alcohol and carbon dioxide. In addition to producing alcohol. Secondary fermentation is used when the beer requires long storage before packaging or greater clarity. beer is put into the vessel from which it will be served: a keg. Packaging Packaging.

29 .them during packaging. This causes a short period of fermentation which produces carbon dioxide.

it is argued that the mineral components of water have an influence on the character of regional beers. The mineral components of water are important to beer because minerals in the water influence the character of beer made from it. The most common starch source used in beer is malted grain. and hops. Hops contain several characteristics that brewers desire in beer: hops contribute a 30 . Different roasting times and temperatures are used to produce different colours of malt from the same grain. and the water used to make beer nearly always comes from a local source. Water Beer is composed mostly of water. Darker malts will produce darker beers. yeast. Malt The starch source in a beer provides the fermentable material in a beer and is a key determinant of the character of the beer. Grain is malted by soaking it in water. The flowers themselves are often called "hops". corn. As a result. Hops The flower of the hop vine is used as a flavouring and preservative agent in nearly all beer made today. Other ingredients are used by many brewers to create distinctive tastes and characters. or other cereals). water. Malting grain produces enzymes that convert starches in the grain into fermentable sugars. grain (barley. and then drying the partially germinated grain in a kiln. Brewing beer is a mix of both chemistry and art.Ingredients of Beer Beer is made from 4 simple ingredients. Different regions have water with different mineral components. wheat. The most successful brewer will not only understand all aspects of brewing but will also have the love and devotion of the beer drinker. rice. allowing it to begin germination.

In addition to fermenting the beer. citrus. Clarifying agents typically precipitate out of the beer along with protein solids. Polyclar (artificial). which produces alcohol and carbon dioxide. their use distinguishes ale and lager. and thereby turns wort into beer. an seaweed. hops also contribute floral. 31 . Clarifying agent Some brewers add one or more clarifying agents to beer. thereby allowing for the rise to commercial breweries. The dominant types of yeast used to make beer are ale yeast and lager yeast. yeast influences the character and flavour. and are found only in trace amounts in the finished product.bitterness that balances the sweetness of the malt. Yeast Yeast is the microorganism that is responsible for fermentation in beer. The bitterness of beers is measured on the International Bitterness Units scale. and herbal aromas and flavours to beer. Yeast metabolizes the sugars extracted from grains. and gelatin. The acidity of hops acts as a preservative that—after its introduction—gave brewers the ability to transport their product over longer distances. Irish moss. obtained from swimbladders of fish. Common examples of these include isinglass finings.

pear. Ales are normally brewed with top-fermenting yeasts. At these temperatures. and Anton Dreher. Ale is typically fermented at temperatures between 15 and 24 °C (60 and 75 °F). among others. which leaves behind residual sugars. leaving a clean and dry beer. while those beers which use a slower and longer acting yeast. and the result is often a beer with slightly "fruity" compounds resembling apple. Differences between some ales and lagers can be difficult to categorize. who began brewing a lager. banana. are termed lagers. In this method of categorizing. They are the most commonly consumed beers in the world. which removes most of the sugars. and also to clear of sediment. are termed ales. The important distinction for ales is that they are fermented at higher temperatures and thus ferment more quickly than lagers. Ale Modern ale is commonly defined by the strain of yeast used and the fermenting temperature. plum. who perfected dark brown lagers at the Spaten Brewery in Bavaria. The name comes from the German lagern ("to store"). or prune.Categorizing beer by Yeast The most common method of categorizing beer is by the behavior of the yeast used in the fermentation process. yeast produces significant amounts of esters and other secondary flavour and aroma products. probably 32 . those beers which use fast-acting yeast. Modern methods of producing lager were pioneered by Gabriel Sedlmayr the Younger. Lager Lager is the English name for bottom-fermenting beers of Central European origin. pineapple. Lagers originated from European brewers storing beer in cool cellars and caves and noticing that the beers continued to ferment.

Other colourants —such as caramel—are also widely used to darken beers. Lambic beers Lambic beers. 33 . and may have significant differences in aroma and sourness. most lager breweries use only short periods of cold storage. typically 1–3 weeks. Very dark beers. a speciality of Belgian beers. such as stout use dark or patent malts that have been roasted longer. Dark beers are usually brewed from a pale malt or lager malt base with a small proportion of darker malt added to achieve the desired shade. Many of these are not strains of brewer's yeast.of amber-red colour. With improved modern yeast strains. but it wasn't until around 1703 that the term pale ale was first used. Guinness and similar beers include roasted unmalted barley. Pale and dark beer The most common colour is pale amber produced from using pale malts. Pale lager is a term used for beers made from malt dried with coke. Coke had been first used for roasting malt in 1642. in Vienna in 1840–1841. use wild yeasts. rather than cultivated ones.

Serving Draught and keg Draught beer from a pressurized keg is the most common method of dispensing in bars around the world. may be served with a nitrogen/carbon dioxide mixture. However. either being pulled through a beer line with a hand pump. It is usually recommended that the beer be poured slowly. which is now uppermost. such as Boddingtons. People either drink from the can or pour the beer into a glass. resulting in a dense head and a creamy mouth feel. Nitrogen produces fine bubbles. Bottles Most beers are cleared of yeast by filtering when bottled. Cans protect the beer from light and have a seal less prone to leaking over time than bottles. such as Guinness and "smooth" bitters. and a hard spile or other implement is used to open a hole in the side of the cask. Cans were initially viewed as a technological breakthrough for maintaining the quality of a beer. notably stouts. when a cask arrives in a pub. or simply being "gravity-fed" directly into the glass. though there is considerable variation in the proportion between different countries. before being tapped and vented—a tap is driven through a (usually rubber) bung at the bottom of one end. disposable kegs called beer balls. leaving any yeast sediment at the bottom of the bottle. bottle conditioned beers retain some yeast—either by being unfiltered. then became commonly 34 . Typically. At this point the beer is ready to sell. it is placed horizontally on a stillage and allowed to cool to cellar temperature. or by being filtered and then reseeded with fresh yeast. Some beers. These beers are termed "real ale" by the Camra organisation. Cask-conditioned ales Cask-conditioned ales (or "cask ales") are unfiltered and unpasteurised beers. Cans Many beers are sold in beverage cans. Some types of beer can also be found in smaller. A metal keg is pressurized with carbon dioxide (CO2) gas which drives the beer to the dispensing tap or faucet.

associated with less-expensive. stout and most Belgian specialties and Room temperature (15. Beer writer Michael Jackson proposed a five-level scale for serving temperatures: • • • • • Well chilled (7 °C/45 °F) for "light" beers (pale lagers). Lightly chilled (9 °C/48 °F) for all dark lagers. Cellar temperature (13 °C/55 °F) for regular British ale. even though the quality of storage in cans is much like bottles. a beer bottle or a can. a pewter tankard. Colder temperatures allow fully attenuated beers such as pale lagers to be enjoyed for their crispness. a beer stein. a mug. Vessels Beer is consumed out of a variety of vessels. Chilled (8 °C/47 °F) for Berliner Weisse and other wheat beers. Some drinkers consider that the type of vessel influences their enjoyment of the beer. mass-produced beers. while warmer temperatures allow the more rounded flavours of an ale or a stout to be perceived.5 °C/60 °F) for strong dark ales and barley wine. 35 . such as a glass. Some breweries offer branded glassware intended only for their own beers. altbier and German wheat beers. Serving temperature The temperature of a beer has an influence on a drinker's experience.

or used as a food additive. The residual yeast from the brewing process is a rich source of B vitamins. rootlets form on the grain and drip off. During the malting of the barley. Used beer cans and beer bottles are routinely recycled. These can be collected and used for animal feed. The hops that are filtered out from the finished wort can also be collected and used again as fertilizer. 36 .By-products / Waste Beer brewing produces several byproducts that can be used by other industries. It can be put to use by pharmaceutical companies to make vitamins or drugs.

but government came to know the loop hole in the system of which undue advantage was taken by the companies so to curb this government has decided to charge 4 – 7% octroi on MRP of product after giving discount of 25%.Taxation Policies Excise Duties Government has different policies for charging excise on mild beer and strong beer which is highlighted in the table below. Mild Beer 1 100% of Manufacturing cost 2 RS. 37 . 16 Per Litre 1 2 Strong Beer 125% of Manufacturing cost RS. 20 Per Litre Which ever is higher of above two conditions Octroi Previously 4 to 7 per cent of octroi duty was charged on beer on billed invoice.

The internationally recognised Singapore beer has accumulated a long list of accolades. Heineken. China. 38 . which spreads across 60 countries and is currently supported by breweries in countries including Singapore. Asia Pacific Breweries Limited (APB) is one of the key players in the beer industry. APB was established as Malayan Breweries Limited (MBL) in 1931. Sri Lanka. To more accurately reflect the growing regionalization of its business interests. Stockholm and many others. including Tiger Beer. Glasgow. for having consistently added value for its customers. consumers and shareholders. This explains why APB breweries are among the forerunners in their respective markets with various Quality Assurance Certifications including the ISO 9002. India. It went on to open its first brewery in Singapore and launched the award-winning Tiger Beer a year later. APB benchmarks itself against international brewing standards and observes the most stringent brewing process that sees no less than 250 quality control checks. KPMG also rated APB as among the top ten value creators in Singapore. APB has been consistently ranked by the Far Eastern Economic Review as one of the top companies in Asia. APB's flagship brew. With more than 70 years in the brewing industry. Copenhagen. A joint venture between the Fraser and Neave Group of companies and Heineken International. Malaysia. APB oversees a portfolio of over 40 beer brands and brand variants. and the Hazard Analysis and Critical Control Point. Thailand. Cambodia. MBL was renamed Asia Pacific Breweries Limited in 1990. and Vietnam. ISO 9001:2000. New Zealand. Tiger Beer commands a strong following in Asia and is also widely enjoyed in many European Cities such as London. The group operates an extensive global marketing network. Laos. Today. Mongolia. Papua New Guinea. awards and distinctions. Dublin. Anchor and ABC Stout. Berlin.About APB Corporate Profile Listed on the Singapore Exchange. Manchester.

Achievements in Human Excellence and Humanitarian Awards. Property and Printing & Publishing industries. brands and financial management. 39 . Listed on the Singapore Exchange.APB is also one of the few corporate organizations in Singapore to set up its own philanthropic foundation. soft drinks and beverages. is the most international brewer in the world. This brewery itself dates back to 1592. The Heineken brand is sold in almost every country in the world and the company owns over 115 breweries in more than 65 countries with a total volume of 113 million hectolitres. which has Heineken at its centre. as well as publishing and printing services. Today. residential properties. as well as acquisition experience. and its total assets employed exceed S$7billion. F&N is present in more than 20 countries spanning across Asia Pacific. Gerard Adriaan Heineken acquired the Hooiberg (Haystack) brewery. research and development. F&N's commitment is to grow and strengthen its core businesses so as to provide sustainable earnings to shareholders through geographical expansions. dairies. Leveraging on its strengths in marketing and distribution. F&N owns an impressive array of renowned brands that enjoy market leadership across a mix of beer. Heineken N. F&N's shareholders' funds are in excess of S$3billion.V. it provides key resources and sets strategic directions for its subsidiary companies across all three industries. Limited Fraser and Neave. retail malls and serviced residences. where in 1864. the Asia Pacific Breweries Foundation to render financial aid to causes in Creativity Development. Europe and USA and employs more than 14.000 employees worldwide. Fraser & Neave. Limited (F&N) is a leading Pan Asian Consumer Group with core expertise and dominant standing in the Food and Beverage. Heineken owns and manages a strong portfolio of more than 120 top selling brands. Heineken Heineken has its roots in Amsterdam.

Members of the Asia Pacific Breweries Group Cambodia • • • • • • Cambodia Brewery Ltd. Kingway Trading (Shanghai) Co. Malaysia Guinness Anchor Berhad Mangolia MCS-Asia Pacific Brewery LLC New Zealand DP Breweries Limited Papua New Guinea South Pacific Brewery Ltd. Ltd. Ltd. Sri Lanka Asia Pacific Brewery (Lanka) Limited. Singapore Asia Pacific Breweries (Singapore) Pte. Ltd. Tiger Exports Pte. Asia Pacific Breweries (Pearl) Ltd. China Heineken-APB (China) Management Services Co. Shanghai Asia Pacific Brewery Co. Ltd. Jiangsu DaFuHao Breweries Co. Vietnam Hatay Brewery Ltd. India • • Asia Pacific Breweries (Aurangabad) Ltd. Laos • • • • • • • • • • Lao Asia Pacific Breweries Ltd. Ltd. Hainan Asia Pacific Brewery Company Ltd. Ltd. Ltd. Thailand Thai Asia Pacific Breweries Co. 40 .

• Vietnam Brewery Ltd. 41 .

Group Corporate Communications Ms Geraldine Lim General Manager. Group Business Development Ms Loy Juat Boey Director. Group Legal Mr Edmond Neo General Manager. CEO's Office Ms Sarah Koh General Manager. CEO's Office Mr Lee Meng Tat Regional Director. China Mr Vivek Chhabra Regional Director.Senior Management of APB Mr Koh Poh Tiong Chief Executive Officer Mr Chris Kidd Regional Director. Indochina Dr Les Buckley Regional Director. Group Human Resource 42 . Group Finance Mr Nah Kok Chun General Manager.E. S.A / Oceania Mr Huang Hong Peng Regional Director. South Asia & Director. Group Commercial Ms Yvonne Yeo Director.

Deliver quality in all that we do. 431136-S-17 DT. APB on 30 June 2006.T. 01-04-96 76% stake in Asia Pacific Breweries (Aurangabad) Limited (APB (Aurangabad)) which owns a brewery in Maharashtra. 43 . Baron's and Cannon-10000. Be cost conscious. 01-04-96 CST NO. 431136-C-10 DT.INDIA Office Address: 405. The brewery is expected to commence operation in 2008. with respect for each other. Today total turnover of the company is approximately 100 crores Asia Pacific Breweries (Aurangabad) Ltd. NO. APB currently holds a Registration No: B. & Pearl Core Values • • • • • • Be passionate about your work. APB made its second investment in South Asia by expanding its brewery network to include India. Maintain the highest standard of ethics and integrity. Extending its footprint to Andhra Pradesh. Shanti Nagar Industrial Area. Instill sense of urgency.APB . Rachanaa Magnum Opus. Mumbai 400 055 On 2 May 2006. Near Grad Haytt Hotel. APB holds the majority stake of 67% in the joint venture company which is building a Greenfield Brewery just outside Hyderabad. Work as a team. Santacruz East. APB (Aurangabad) produces and markets Tiger. Vakola. entered yet another joint venture partnership to set up Asia Pacific Breweries-Pearl Private Limited.S.

• • Maintain business confidentiality. 44 . Have fun at work and strike balance between work and personal life.

Locations of Operation • • • • • • • Mumbai & Navi Mumbai Thane & Raigarh Delhi Goa Hyderabad Aurangabad Bangalore 45 .

Organization Structure 46 .

Brand Portfolio
APB Maintains approach of a multi-brand portfolio in each market, it enjoys an extensive reach across different market segments in different countries. Today, APB oversees a portfolio of over 40 beer brands including Tiger Beer and Heineken and several brand variants.

APB BRANDS in India • Tiger beer • • Baron’s Strong Brew. Cannon 10000

Tiger Beer

47

Details of Tiger beer are discussed in detail in marketing mix section of this project.

Baron's Strong Brew
Launched in Singapore in 1997, Baron's Strong Brew is European to the last drop. Traditionally blended from the finest European hops and malt for a strong smooth taste, Baron's delivers a message of solid European heritage. Its authenticity has translated into a strong presence in the high alcohol beer category. Baron's packaging is distinctive in design, reflecting its premium image and quality.

Cannon 10000 Super Strong Beer
Cannon 10000 is a flagship brand of Aurangabad Breweries which is now acquired by APB. Cannon 10000 enjoys strong brand recall and reach in Tier 2 and Tier 3 cities of India. As name suggests brand is famous for its super strong beer image and stronger kick. Thus calling it strong beer for strong men.

48

49

ABC is the leading premium stout in Cambodia. 50 . Appreciated for its full-bodied and robust taste. Anchor's value-for-money positioning and its refreshing and signature crisp taste have clearly struck a chord with drinkers in over 10 countries in Asia. confident and successful.APB International Brands Heineken Embraced by drinkers in over 170 countries. ABC Stout drinkers know what they want and will go the extra mile to get it. APB's proprietary ABC Extra Stout reflects its core drinker's values and self-image. ABC Extra Stout Determined. Heineken possesses the widest international presence of any international beer brand. Distinctive in a green bottle. its exclusive image finds rapport with sophisticated young adult consumers who enjoy cutting-edge music experiences and premier sporting events. Anchor Anchor was first brewed in Singapore over 70 years ago using German technology and brew masters. They want the best and do not settle for anything less.

The marketing mix consists of everything the firm can do to influence the demand for its product. 51 .Marketing Mix of Tiger Beer Marketing mix is defined as the set of controllable tactical marketing tools that the firm blends to produce the response it wants in the target market.

52 .Robert Lauterborn suggested that the sellers’ 4 Ps correspond to the customers’ 4 Cs.

The distinctive taste of Tiger Beer is favoured by the modern man of today. As a world class. USA.. tiger beer has a distinctive Clean and crisp taste that’s winning the world over” Punch Line – It’s Tiger Time / Enjoy Winning 53 . using the finest quality hops And malted barely. Tiger Beer is enjoyed in more than 60 countries across the globe including Europe. Latin America. Tiger Beer is on track in realizing its aspiration of becoming a leading pan-Asian beer brand. manliness and social engagement. It was launched in 1932. Australia and the Middle East.Product Tiger beer is one of the world's finest beers. Tiger Beer is synonymous with selfprogression. Tiger Story “Brewed exclusively and with dedication In Asia since 1932. award-winning quality beer that is winning the world over.

54 .

Various Captions of Tiger Print Ads overseas Tiger has used various headlines in it’s print ads to capture consumer attention. Winners go further Winners get the best seats The view is better when you’re on the top Some victories are hollow. 55 . Some of it is as follows. others have tiger beer in them. • • • • • • • • • • • • • • It’s Tiger time Enjoy winning Passion for winning Sometime it’s OK to let other beat you but only in their dream Reserved for winners Here’s a way to start your winning streak Pick a winner I only serve winners Don’t stop until you reach the top Real winners have lots of love to give.

• In the western markets such as the UK and USA. etc.000 premium bars/clubs and distribution outlets in UK's major cities such as London. These recognitions 56 . The most notable include the Brewing Industry International Awards. Tiger Beer has been embraced as a leading premium brew that hails from the Far East. Latin America. Newcastle. Anheuser-Busch was appointed the importer of Tiger Beer in the USA. The tie-up has since given APB access to a strong network of 500 wholesalers and Tiger Beer is currently traded in 48 of 50 states there. Tiger Beer won the Gold medal in the European Style Pilsener category of the 2004 World Beer Cup. Leeds.Tiger Beer fact sheet • Launched in 1932. Tiger Beer is APB's flagship brand. Australia and the Middle East. USA. Tiger Beer is brewed in ten countries and available in over 60 countries worldwide including Europe. 1998 (the equivalent of the Oscar Awards for the brewing industry) and more recently. • In May 2006. a competition which is considered "the Olympics of Beer Competitions" by the industry. • Tiger is available in more than 60 countries with strong position in markets of Southeast Asia such as Singapore. Today. • This authentic Singapore brand can be found in over 8. Manchester. • Tiger Beer's award-winning taste has picked up over 40 internationally acclaimed accolades and awards.a recognition given to the coolest brands in UK. Malaysia and Vietnam. • Tiger Beer also topped a list of 50 beer brands and was crowned the NUTS (a weekly magazine in the UK) Beer of the Year 2004. UK. • Tiger Beer has become such a recognizable and much sought-after import premium beer in UK that it was named UK Cool Brand Leader each year from 2004 to 2006 .

reaffirmed that apart from industry medals. Tiger Beer is also gaining greater popularity with its growing number of fans. 57 .

Price Price is the amount of money charged for the product or service. Factors affecting pricing decisions Primary considerations in price setting 58 . the sum of values that consumer exchange for the benefits of having or using the product or service.

P.R.P.33 E.96 42 66.P.95 55.C.P. APB (Aurangabad) Ltd Brand Name Cannon 10000 Baron’s Tiger Type Strong Beer Strong Beer Mild Beer M.17 60 54. 64.C.95 SAB MILLER Name of Brand Foster Royal Challenge Haywards 5000 Haywards 2000 Knock Out Castle Lager Amberro Lager Type Mild Beer Mild Beer Strong Beer Strong Beer Strong Beer Mild Beer Mild Beer M.67 45 35 E. 71. 60 54. Prices are as in the month of June 2008. ECP = MRP + Taxes.15 58.79 E.35 58.98 70 70 UB Group Name of Brand Kingfisher Strong Kingfisher Mild London Pilsner Zingaro Strong Beer Type Strong Beer Mild Beer Mild Beer Strong Beer M.Pricing in Mumbai Following list provides information regarding number of companies and brands operating in Mumbai along with their MRP and End Consumer Price (ECP).P. 59. 54.94 66.80 35 55.R.17 56.C.P.R. 72 65 72 65 68 54 42 59 .

99 80 67.C.C.98 33. 65.P.49 66.LILA SONS Name of Brand Khajuraho Khajuraho 10000 Khajuraho Lite Type Strong Beer Strong Beer Mild Beer M.99 60 . 54.P. Ltd.) King Cobra Cobra Meakin 10000 Type Mild Mild Strong Mild Strong M.01 Other Competitors Name of Brand Budweiser (Anheuser-Busch) Carlsberg (South Asia Breweries Pvt.98 65. 74.34 E. 62.66 56.66 E.P.98 40.R.98 54.P.R.

China. 61 . distribution opportunities by giving Asia Pacific Breweries access to Anheuser-Busch’s network of nearly 600 independent wholesalers. Tiger Beer’s presence is strong in New York. In 2005. Anheuser-Busch was appointed the U. Cambodia.Place APB has breweries in Singapore. The company's stronghold is in Asia Pacific.000 premium bars/clubs and distribution outlets in UK’s major cities such as London. Tiger Beer can be found in over 8. Papua New Guinea and New Zealand. The new agreement significantly broadens Tiger Beer’s U. Papua New Guinea. Cambodia. India and Sri Lanka.S. Inverness. In India On-trade sales form the leading distribution channel account for nearly 70% share of the market by volume. Vietnam. In the UK. Malaysia. Leeds. Company has appointed total 16 distributors in Maharashtra including Marathwada. In March 2006. San Francisco and Boston. Miami. and distributes to over 60 countries worldwide.S. especially in Singapore. Newcastle. the brand recorded double-digit growth in the United States. Vietnam. etc. Manchester. Malaysia. Laos and Mongolia. Thailand. New Zealand. In the USA. importer of Tiger Beer. It also has joint ventures in India. & Vidrbha.

Distribution Network APB Breweries Distributors On / Off Premise Locations End Consumer 62 .

2850 4349 Ray Road (Godown) Girgaon (Office) Mansha Agencies Ph.Distributors of APBI Area Ahmed Nagar Akola Aurangabad Dhule Jalgaon Jalna Kolhapur Mumbai Nagpur Nashik Prabhani Pune Solapur Thane & Ulhasnagar Total Number of distributor 1 1 1 1 1 1 1 2 2 1 1 1 1 1 16 Distributors in Mumbai Surya Sales & Marketing Ph. 2370 0720 Sakinaka 63 .

64 .

Marketing Activities at APBI • • • • • • • Brand Advertising Promotional Activities in on & off trade Experiential marketing Consumer planning Relationship marketing Consumer PR Brand Website & online activities 65 . The next step is getting the media to accept press releases and attend press conferences. or sampling. It can vary from a simple in-store demonstration. brochures. printed and on-line newsletters and magazines. Events: Companies can draw attention to new products or other company activities by arranging special events like news conferences. designed to encourage fast consumer or trade up-take of a product or service. its products. the marketing plan and its objectives. Major Tools in Marketing Beer Publications: Companies rely extensively on published materials to reach and influence target markets. articles. including annual reports. A range of promotional tools. The form of any promotion depends on the product. and its people. News: One of the major tasks of PR professionals is to find or create favorable news about the company.Promotion Promotion includes advertising and other forms of sales presentations. and sport and cultural sponsorships that will reach the target publics. or a tie-in with on premises. on-line chats. contests and competitions. and on the imagination of the product management team. techniques and activities are mixed and matched to meet the needs of individual marketing campaigns. and audiovisual materials.

• Packaging 66 .

67 . They are explained in detail below. Obviously not every campaign will include every element in the mix.Factors Influencing Company Marketing Strategy There are various forms of marketing which are used for promoting the product in market. but every viable campaign must incorporate some of them. ATL & BTL activities. push marketing. They are pull marketing.

push marketing. television. radio. It is the salesperson's task to persuade the consumer to purchase the product. They are: • • Leo Burnett Load Star • • 70 Media Weber Shandwick 68 .Marketing professional need to understand following four concepts viz. including press. Above The Line (ATL) Activities ATL denotes advertising expenditure on mass media advertising. It is a paid form of impersonal promotion that can appear in many venues: • • Print brochures or flyers Billboards & Hoardings • • Point-of-Purchase Ads Television and radio ads Push Marketing "Push" marketing occurs when the product is "pushed" from the seller to the consumer. Pull marketing. and posters. Company can select on the tool or combination of it based on product type and marketing objective. It is traditionally regarded as all advertising expenditure on which a commission is payable to an advertising agency. ATL & BTL for effective execution of any marketing campaign. Company has appointed various agencies to carry out its ATL activities efficiently. The most common type of push marketing is when a company uses a direct sales force to all on prospective companies or consumers. Pull marketing Advertising is one of the most powerful forms of "Pull" marketing— persuading the customer to try a product and continue to use the product. Let’s look at them in detail.

Ads at Consumer touch points • • • Wobblers Shelf Talkers Posters • • • Bar (on-premise) Merchandise Coaster Tent Cards 69 . direct mail.Below The Line (BTL) Activities BTL Denotes advertising expenditure in which no commission is payable to an advertising agency. point-of-sale material. and free samples are regarded as below-the-line advertising. POPs . exhibitions. For example.

by regularly sharing information 70 . Candid Marketing Outdoor Advertising Agency • Outdoor Advertising Professionals (OAP) Shop Signage Agency • Signage World • Map Arts PR Agency • Weber Shandwick (A unit of The Interpublic Group) Duties & Responsibilities of PR Agency • Tracks & Monitors Media Daily. Ltd. • • • • Prepares Fortnightly/Monthly reports/ drouchers Maintains Clips/Folders Provides Collateral Maintains Professional relationship with the media.APB’s Marketing Supporting Agencies Ad-agency • Leo Burnett Media Planner • McCann Erickson • Load Star (Working on the ATL plan) Event Management Company • Seventy Media Sales Promotion / Brand activation Agency • Market Men • • RW Promotions Pvt.

a key ingredient in many marketing campaigns. Prizes. • • Awareness Trials Tools of Sales Promotion Sales promotion includes tools for consumer promotion: • • • • • Samples. Cash Refund Offers. free goods. • Trade promotion Includes: • • Prices off. cooperative advertising. These include discounts. Prices Off. Objective of Sales Promotion Sales-promotion tools can be used to achieve a variety of objectives.• • • Regularly follows up with media on press releases related to beer Ensures Event Collateral maintaining journalists & publications profiles Sales Promotion Sales promotion. gifts or give-away. usually short term. and to increase the repurchase rates of occasional users. Specialty advertising 71 . is a collection of incentive tools. Sellers use incentive-type promotions to attract new triers. to reward loyal customers. designed to stimulate trial of a product or service. Free goods • • Business and sales force promotion includes: • Trade shows and conventions. and trade shows. sales promotion offers an incentive to buy. Coupons. Advertising and display allowances. quicker or greater purchase. Contests for sales reps. Advertising offers a reason to buy.

Cross-Promotions. Demonstrations 72 . Point-Of-Purchase Displays. Tie-In Promotions.• • • • • Free Trials.

more and more competitors Peaking sales and profits. Use heavy promotions to entice trial Offer product Extensions Diversify brands Intensify promotion to encourage switching Introduction customer. profits. high cost per competitors Rising sales and profits. products also have life cycles. and number of competitors to new brands Reduce expenditure Phase out weak and "milk" the brand Products. no profits. and then—over time—their sales grow. stable or declining number of competitors Marketing Objectives Create product awareness and trial Maximize market share Maximize profit while defending market share Market Strategies Offer a basic product. mature. they're born. The table below shows a few examples of how this might work: PLC Stage Product Characteristics Low sales.Relationship between PLC & Marketing Strategies Like human beings. Cut price. and finally decline. The strategies with which you market a product need to change with each of these lifecycle phases. That is. few Product Growth Product Maturity Product Decline Declining sales. Reduce promotion 73 .

Tiger Bucket offer (Get 4 Tiger in price of 3) 7. Premium Openers. Promoters hired for Brand awareness campaign of Baron’s and Tiger 6. Wall Clocks etc. Rs. given to Permit room owners 5. IPL Activation promotion 8. Ash Tray. PRODUCT LAUNCH OFFERS FOR DEALERS FOR TIGER • Entry incentive scheme: 10 cases you get 4 cases free (one time validity for 45 days from date of launch) • Subsequent offer o 15 cases  1 case free o 25 cases  2 case free o 50 cases  5 case free o 250 cases  Singapore Trip (One person only) o 450 cases  Singapore Trip (Two person only) 2. 2 for Cap of Baron’s to waiters 3.Various sales promotions techniques adopted at APBI 1. Gifts (Pens. Association with MTV splitz villa – a youth oriented program 74 . Openers) to people who preferred to drink Barron’s over other brand 4. On Premise promotion items like Ice buckets. Serving tray.

Mall Activation 12.9. Various promotional offers in institutions • • • Meal Combo Sunday Brunch Tiger Bucket (grab 4 pints at price of 3) • • • • Exclusive tiger beer tie-ups Bar night Food Festivals Karaoke Nite 75 .3 FM with “Malini till mid night moon” for 3 months from 19th May till 18th Aug. Bar promoter girls promotions 11. 10. Permit room activations 13. Program on Radio One 94.

and give it to consumers while they do quality presentations Steps followed for permit room activation of Tiger Beer 1.30 pm to 10. Approval of idea or asked to come with new idea 6. Friday. Agency to brief operation department 8. Saturday. Sunday Promoters need to reach outlet by 6. Briefing the agency 4. Call Sheet. Start of activity / Execution of plan 11. Tent Cards. Report submission by agency at the end of every day activity come out with plan / idea to promote 76 . Supplying gifts to be given to consumers 10. Agency product 5. Cost approvals by company 7. Hire Agency 3. Banners. Recce (Reconnaissance) / Field survey by agency 9.00 pm Promoters need to carry certain items with them viz.30 pm • • • • • Days of promotion: Wednesday. Tiger Quick Card. Once they reach outlet they will ask rate of TIGER in that particular outlet While promotions they should keep Tiger Quart bottle with them. Identify promotion need 2.Permit Room Activation Points to be considered while permit room promotion • Time 6.

Evaluation of reports submitted by agency 13. Performance evaluation / Tracking of reorders 14. Process complete 77 .12.

and other audiovisual materials to generate new sales leads. launch sales contests—with prizes to the winners. combine poster ads with sales-rep selling contests to get the most impact. during and post promotion 2. • Choose the appropriate promotion tools: Depending on your objectives. to stock more inventories. persuade them to carry your company's new offerings. Check our sales volumes of outlet pre. If you're marketing to businesses through trade shows or conventions.Tracking Effectiveness of sales promotion There are various ways for checking effectiveness of sales promotions: 1. If you're targeting retailers. • Be clear about your objectives: Your goals for sales promotions will vary with your target market. 78 . videos. use publications. select the right tools. or to offset competitive promotions. combine a price promotion with an ad emphasizing the product's features or with a pointof-purchase display. sell more to existing customers. and educate customers. to encourage off-season buying. For salespeople. Go to junk yard of outlet where they keep empty bottles to check actual sales performance of brand. meet new customers face to face. Designing a Powerful Sales Promotion • Use sales promotions with advertising: For example. Or if you're marketing to businesses through trade shows or conventions.

can devalue the product offering in consumers' minds. You'll get more and longerlasting market share if you use such incentives in markets of high brand dissimilarity. Superior packaging would not ensure repeat sales though. • Pretest your sales promotion program Use pretests (small trial runs) to determine whether the promotional tools you've chosen are appropriate. is the first touch-point that the customer comes into contact with.’ Though the primary purpose of packaging is to serve against damage during the movement of the product. or premiums. A substandard product within a unique packaging might be easier to sell as against a superior product packaged in a substandard pack. refers to ‘all the activities of designing and producing the container for a product. the incentive size will produce enough sales response without costing the company too much. coupons. and not the product. as defined by Kotler and Keller.• Use sales promotions in markets of high brand dissimilarity: Sales promotions tend to attract brand switchers who look primarily for low price. deals. Packaging is an effective tool to make the product distinguishable in the clutter. and premiums. good value. Make sure your promotions enhance your brand image. • Distinguish between price promotions and addedvalue promotions: Sales promotions. Packaging Packaging. 79 . with their incessant prices off. Packaging. and the presentation is efficient. it is no longer the only purpose that it serves.

Most products have multiple levels of packaging. For example. Beer is carbonated in its package.Packaging. the fifth and final stage of the brewing process. cask. These individual bottles are then packed in cartoon case (secondary package). During packaging. can or bottle. either by forcing carbon dioxide into the beer or by "natural carbonation". Tiger Bottle Shield Tiger Label Design 80 . Each of these packages serve a different purpose. beer is put into the vessel from which it will be served: a keg. Tiger Beer is packed in a glass bottle (primary package). prepares the beer for distribution and consumption.

6 X 330 ml Bottle Pack Imported (etch-out) 81 .Primary Pack – 330 ml Pint Bottle Primary Pack – 650 ml Quart Bottle Secondary Pack .4 X 330 ml Bottle Pack Imported (etch-out) Secondary Pack .

Several regulatory concerns are related to this issue. and as a contributor to social costs such as drunken driving fatalities. The importance of advertising and product differentiation for structural change in the brewing industry 2. including use of advertising bans.. economists have analyzed advertising’s possible influence on alcohol consumption and underage drinking. legal rights of states under the three-tier system of alcohol distribution. For beer advertising several interrelated issues should be analyzed. including: 1. The manner and extent to which brewers can strategically alter market shares using advertising 3.Beer Advertising Advertising of beer is a topic that has frequently attracted the attention of industrial organization economists. price advertising bans. advertising placements that might target underage youth. and other advertising or marketing restrictions that affect competition in the industry (e. price-posting and price affirmation laws) 82 .g. The social costs of alcohol advertising and marketing. Analyses of both issues include attempts to determine the net welfare effects of beer advertising. On the third issue.

even to unsuspecting children. And that is precisely why you have to live with surrogate advertising. It is legal to sell cigarettes at every roadside stall. The wisdom of the Government extends only to banning the advertising of tobacco or liquor. 83 . clothing. a product which is different from the main product is advertised. sports goods or even events sponsoring! Surrogate advertising has been around ever since someone decided that certain things were probably not good in the interests of the community at large. fashion accessories. But it is illegal to advertise it. and has the same brand name as the main product. in Surrogate Marketing.Surrogate Advertising in liquor industry The rule says “Advertisements which lead to sale. The product is called as “surrogate” and advertising through this channel is called “Surrogate Advertising”. Apple juice. Not to the manufacture or marketing of these supposedly deadly substances. water. It may include CDs. It is legal to manufacture liquor and cigarettes or beedis. consumption and promotion of liquor should not be allowed.” So.

So with the launch of the very first Tiger Translate event in India. 84 . It is about walking through spaces and feeling the vibes around. it is important to introduce people to this unique Tiger Translate experience again and again again in different regions of India Why Tiger Translate in India Given the fact internationally Tiger Translate was conceived as a platform for Tiger Beer to interact with the youth through art and music. the essence of it lies in the fact that it’s an experience. establish Tiger Beer as the preferred beer with the youth and provides a stage that brings the best of Asian creativity to the world and the best of world to Asia. music and encouragement.Surrogate for Tiger Beer .Tiger Translate Tiger Translate is about art. While giving this experience. post the launch of Tiger Beer in India it became a natural progression to launch Tiger Translate in India and expose the Indian youth to this unique Tiger Translate experience.

On May 24th 2008. Around 657 guests/artists and numerous media turned out for this unique Tiger Translate experience continued till very late in the night. The launch for Tiger Translate was done by having an interacting session with the media with the artists who had come participate and perform at the launch of Tiger Translate. Tiger Translate made its Indian debut at Yashab near Red light in Kala Ghoda. Guest lists comprising of the known names form the various art faculty were present to pledge their support to the Tiger Translate platform. Mumbai. From live paint artists to musicians. In a first of its kind event on the Indian scene where creative talents from across many art forms find home under a single roof. More info and interaction continues through the various substances at different places in Mumbai featuring different Art forms each of these events form a platform for Tiger Beer to interact with it’s audience/TG. Finalists from Mumbai are eligible to be showcased in the translate Global even taking place in London 85 . from photographers to audio-visual artists will come together to celebrate Asian and in particular Indian creativity on a never before scale Tiger Translate launched in India on 24th May 2008 The event was launched through a glittering event in Red Light and Yashaab.

The company's main brand is Carlsberg Beer. Jacobsen after the name of his son Carl (Carl Jacobsen). The headquarters are in Copenhagen.Events under tiger translate Graffiti Art Photography World Music Visual Animation Judges on the panel Brinda chudasama miller Tino Francorsi Munir Kabani Pravina & jamal macklia Competitors of Tiger Beer in Mumbai • • • • Carlsberg Budweiser Kingfisher Mild Foster Carlsberg The Carlsberg Group is a large brewing company founded in 1847 by J. Denmark. but it also brews Tuborg as well as local beers. C. After merging 86 .

W Bengal.000 people. Carlsberg's tagline "Probably the best beer in the world" was created in 1973 by Saatchi and Saatchi for the UK market. Carlsberg launched in Mumbai on 14th May 2008. U. South Asia Breweries Pvt. Marketed as 87 . Ltd.. Punjab. Carlsberg operates in India through South Asia Breweries Pvt Ltd.P. It began to appear in company corporate ads around the world from the 1980s onwards.with the brewery assets of Norwegian conglomerate Orkla ASA in January 2001. Sector 32. South Asia Breweries Pvt. market Carlsberg brand beer in India. Gurgaon . Carlsberg became the 5th largest brewery group in the world. Goa with three operational breweries one in Rajasthan and one at Maharashtra and one at Himachal Pradesh. South Asia Breweries Pvt. employing around 31.. Carlsberg beer from South Asia Breweries is launched at various states in India. India is Foreign direct investment company formed to brew. Budweiser Budweiser (Anheuser-Busch). Maharashtra. Ltd. Ltd. Sri Lanka and Thailand. currently employ over 200 professionals and demonstrates strong market presence in share of premium beer sector in India. including Delhi / NCR. Plot 52. from Anheuser-Busch in the United States. which manages the company''s businesses in the Asian region comprising India.

the release added. There. Louis everyday from each of A-B’s 12 regional breweries. and a combination of barley malts and rice. ``The Hyderabad brewery was designed to uphold Anheuser-Busch's high standard of quality for brewing Budweiser. Each batch of Budweiser follows the same family recipe used by five generations of Busch family brewmasters. Budweiser is an American lager brewed since 1876 using a blend of US and European hops. Crown Beers India Ltd. and marketed as "Bud" or "Anheuser-Busch B" in Europe. 88 . to assure the same crisp. Reddy. An Anheuser-Busch brewmaster will oversee local production of Budweiser at the brewery. according to a press release from the St Louis-based beer major. the beer is sampled and judged by our brewmasters to ensure its quality and consistency. Samples of Budweiser are flown into St. Budweiser was introduced in 1876 when company founder Adolphus Busch set out to create the United States’ first truly national beer brand – brewed to be universally popular and transcend regional tastes. in a special tasting room. includes a new 500. distinctive taste enjoyed by consumers around the world. will collaborate on all local management. Anheuser-Busch International and Crown Beers have signed a 50:50 joint venture agreement to brew market and distribute The King of Beers and other brands in India. Joint Managing Director of Crown Breweries Ltd.000-hectoliter brewery in the southern city of Hyderabad."Budweiser" in United States and Canada.'' said Mr Srikanth M. marketing and sales decisions. Crown Beers India Ltd.

Here. Ltd. Kalyan Ganguly. and has won many awards in International Beer 89 . the Beer business has gone on to become the undisputed 'king' in the Indian beer market. creative and aggressive marketing is complemented by a strong distribution network. innovative. Kingfisher has achieved international recognition consistently. United Breweries Limited. starting with 5 breweries in South India in 1915. United Breweries Limited. Millennium Alcobev Pvt. President & Managing Director.. A management focused on building brand equity on one hand and exploiting it to the hilt on the other. the flagship company of the UB Group. Kingfisher Mild The beginnings of what is today The UB Group are rooted in the flagship company. (MABL).Crown Beers is planning massive below-the-line activities to make its presence felt in the market. Led by Mr. is the Joint Venture Company in which UB along with its subsidiary and Scottish & Newcastle of the UK have equal stake of 50%. it has around 48% market share in the country. has an association with the brewing dating back over five decades. (UBL) also referred to as the Beer Division of the UB Group. UBL today boasts an impressive spread of own and contract manufacturing facilities throughout the Country. From bullock cart-loaded barrels or 'hogheads' of frothing ale.

In addition. 90 . Kingfisher Premium Lager beer is currently available in 52 countries outside India and leads the way amongst Indian beers in the International market. UBL has also entered into mutli-faceted strategic alliance with Scottish & NewCastle Plc (S&N). It has been ranked amongst the top 10 fastest growing brands in the UK. with $6 billion in revenue and a market capitalization of $5.Festivals. an international brewery major.4 billion.

who brew and distribute Foster's in most European countries including. In the year ended 31 March 2006. It is also brewed under licence in many countries.626 million adjusted pre-tax profit and a turnover of US$15. Peroni Nastro Azzurro and Pilsner Urquell. Germany. Greece. Finland. France. SABMiller plc is also one of the largest bottlers of Coca-Cola products in the world. Ukraine and the Republic of Ireland. Canada and the People's Republic of China. Belgium.307 million. The group’s brands include premium international beers such as Miller Genuine Draft. Sweden. Outside the USA. 91 . SABMiller plc is listed on the London and Johannesburg stock exchanges. as well as an exceptional range of market leading local brands. Spain. rights to the brand are owned by SABMiller. In the U. the UK. Australia and listed on the Australian Stock Exchange.Fosters Foster's Lager is an internationally distributed Australian brand of filtered beer based in Melbourne.S and India. Portugal. SABMiller SABMiller plc is one of the world’s largest brewers with brewing interests or distribution agreements in over 60 countries across five continents. The European rights to the beer are owned by Scottish & Newcastle. SABMiller acquired Foster's India on 04 August 2006. including the USA. the group reported US$2.

phosphorus. beer is sometimes referred to as "liquid bread". therefore. However. a very high (and therefore 92 . Brewer's yeast is known to be a rich source of nutrients. In fact. But with most overconsumption it is more a problem of improper exercise and overconsumption of carbohydrates than the product itself. Several diet books quote beer as having the same glycemic index as maltose. beer can contain significant amounts of nutrients. selenium. There is conclusive evidence that heavy and prolonged consumption of alcohol leads to liver disease including cirrhosis and malignancy. Heavy alcohol consumption has also been linked to pancreatitis and gout. as expected. and B vitamins. A 2005 Japanese study found that low alcohol beer may possess strong anti-cancer properties. A recent study. potassium. It is considered that overeating and lack of muscle tone is the main cause of a beer belly. however. rather than beer consumption. Some sources maintain that filtered beer loses much of its nutrition. stroke and cognitive decline. including beer. found a link between binge drinking and a beer belly. Another study found nonalcoholic beer to mirror the cardiovascular benefits associated with moderate consumption of alcoholic beverages. much research suggests that the primary health benefit from alcoholic beverages comes from the alcohol they contain.Health effects The moderate consumption of alcohol. including magnesium. biotin. is associated with a decreased risk of cardiac disease.

including maltose. hop oils and only trace amounts of sugars. 93 . Critics rejoin that beer consists mostly of water.undesirable) 110.

community welfare and the advocacy of Responsible Alcohol Consumption.Community & Environment A Responsible Beer Company As a responsible beer company. Asia Pacific Breweries Foundation Instituted in June 1994. Apart from seeking to continually improve its environmental performance by operating more efficiently and reducing waste. supported causes in education. APB also takes the responsibility of providing a safe workplace very seriously. While the Asia Pacific Breweries Foundation has been fulfilling APB's philanthropic commitment to society. The breweries have each in their own ways. APB's breweries have also demonstrated their dedication to the society in which they are based. including how our performances measure up to the targets set. APB believes in contributing to the communities in which its breweries operate. Its philanthropic intent spans three areas namely Creativity Development. The commitment of APB to environmental protection and worker safety extends throughout the organization. Human Excellence and Humanitarian Causes. the Asia Pacific Breweries Foundation (APB Foundation) has been fulfilling APB's philanthropic commitment to society. Our Environment and Safety Report provides an overview of our activities. 94 .

envision the Foundation to play a constructive and developmental role in the community. Responsible Alcohol Consumption As responsible corporate citizens. 95 . APB and its breweries advocate responsible alcohol consumption and are pro-active in company stance against alcohol abuse. the Know When campaign held in collaboration with the National Traffic Safety Committee of Vietnam to educate the public on drinking responsibly. in particular underage drinking and drink driving. Amongst the many initiatives APB has participated in are Get Your Sexy Back. and working with partners who share common altruistic goals to better serve societal needs both in Singapore and the Asia Pacific region. The APB Foundation Board of Trustees. the Foundation has provided grants and other forms of support to over 150 initiatives. theatre and music groups and scholarships programs amongst others. benefiting disadvantaged homes and charitable organizations. assisted by its Advisory Committee. the annual Responsible Drinking campaign by the Singapore Traffic Police. Mindful of social responsibilities. and the Social Alcohol Model program in Papua New Guinea. medical research bodies. APB has always ensured responsible marketing and promotion of our beers and support responsible and sensible drinking campaigns which promote public awareness and educate consumers on responsible and moderate drinking.Since its inception. a campaign that promoted drinking in moderation amongst youths in Singapore. Responsible and Ethical Alcohol Consumption in Thailand.

Every bottle label of Tiger bottle quotes “Enjoy Tiger Responsibly” this shows commitment of company towards responsible alcohol consumption. 96 .

SWOT Analysis of APBI Strength • • • Production capacity Premium Quality Product Experience Management team Weakness • • • • • • Low Advertising & Promotion Spends Less Manpower Products not available in Cans Low Market Share Inefficient Distributors Less Market Visibility Opportunities • • • • Regional Expansions Production Volumes Higher Profits Increased Market share Threats • • • • Competitors High Spends International Players Government Laws Taxes & Tariffs 97 .

98 .

The all India Brewer's Association (AIBA) have argued in a memorandum to the government that a glass of beer contains more protein than does the same quantity of milk. argues the industry. They have said that the calorie content in beer is lesser than that of a bottle of apple juice. "It has been given the status of a fast moving consumer good (FMCG) that can be traded over the counter at any departmental store". milk or cola and contains neither fat nor cholesterol. so that it can be advertised and marketed like any other product. Not just that. "Beer distribution has to be made open as in Singapore. These claims have been made by the All India Brewer's Association. They have argued that liquor has an alcoholic content of 42. Beer is battling to get the status of milk. the beer manufacturers' body has told the government that an average bottle of beer gives four vital minerals and five important constituents of vitamin B and proteins. Arguing that it has neither fat nor cholesterol. beer has fewer calories than apple juice. What's more." The industry's representation for removing beer restrictions are straight and simple: Beer is only an agrifood.8% while beer has only up to 7%. milk or any cola. So do not club beer with hard liquor in computing tax. Raw material for 99 . has urged the food processing ministry to delink beer from the status of liquor and whisky. The apex body representing 42 beer manufacturers. says the Vice-President and President of Shaw Wallace.Why Beer better than Milk There is more protein in beer than in milk.

In their representation titled 'Indian Beer Industry Needs Policy Support'. 20 per bottle). the same as for health drinks Maltova and Horlicks. says the top shots. they add. Duties and tax account for 40% of the beer cost in India while it is of the order of 20% in US. AIBA has pitched beer as a "mild and healthy beverage". "Brewing companies are increasingly being declared sick". 30 per litre (Rs.beer is malt. conforming to the tenets of "responsible" drinking. It is not feasible for the brewers to sustain the current market pressure". France and Germany. And if India attains this level of even 15% then the beer should cost around Rs. say many of the top manufacturer's. The comparable figures for US. They have said that the cost of one litre of beer taken as percentage of daily income in the high selling states of Andhra. France and Germany are less than 3%. 100 . Karnataka and Maharashtra is close to 28%. "Beer has to be taxed on the basis of alcoholic strength keeping levels on alcohol content as bench mark". "It is a highly capital intensive business.

It was found that those who drank at least 1. The extra fiber will keep you regular and can also lower the risk of heart disease. but they're all true.Top 10 Reasons Beer is Good for your Health Everyone is looking for a reason to drink beer. Not only that. A liter of beer can have as much as 60% of your daily recommended fiber. and may be the best reason beer is good for your health. or HDL (highdensity lipoprotein) cholesterol. Its basically a kind of blood fat. Beer is Good for the Heart A study was conducted from 1982 .5 per day had a 20-50 percent less chance of having heart failure. Beer Improves Blood Circulation Beer increases your "good" cholesterol. So here are 10 great reasons to drink more beer. so it reduces blood's tendency to clot. Beer as a Multi-vitamin 101 . Right? It turns out that a lot of people are. Beer is Chock Full o' Fiber The fiber comes from the cell walls of the malted barley.1996 on the elderly. Beer really is good for your health. This one is obvious. so drink up! Beer Reduces Stress Alcohol in general has been shown to reduce stress.

vitamin B6 and vitamin B12 Beer can Prevent Strokes A study published in Stroke magazine in 2001 showed that alcohol drinkers have fewer strokes. potassium. phosphorus.Beer is a significant source of magnesium. thereby protecting from silent strokes which are cause by tiny blood clots. folate. biotin. selenium. 102 . it increases the circulation in the brain. Because it thins the blood.

was conducted on elderly italian men and women. published in the December 2001 issue of Alcoholism: Clinical & Experimental Research. both present in beer. This is from Beer Net Publication. Beer is Good for your Liver Alcohol expands the small blood vessels in the liver. Beer Fends off Gallstones According to Professor Oliver James at the University of Newcastle. can promote sleep. Beer Cures Insomnia Lactoflavin and nicotinic acid.Beer keeps your Brain Young A large study. Also hops are a natural sedative. beer protects against gallstones and kidney stones. This speeds up metabolism so it can help clean all the toxins out of the liver. April 2001 Biological Institute. It showed that moderate drinkers had a 40% lower risk of mental impairment. 103 .

The Future
Recently, concern among citizens' groups over the excessive consumption of alcoholic beverages by some individuals has initiated additional government regulation of beer. New warnings have been added to labels, warning of impaired driving, hazards to pregnant women, and other health ailments associated with alcohol consumption. Reduced tolerance for drunk driving, for example, encouraged many brewing companies to advocate responsible consumption. As a result, certain states have established laws to control the alcoholic content of beer for sale within their jurisdiction. The beer industry will continue to contend with these large social issues.

Much research is currently conducted in the area of plant engineering. Brewery researchers are manipulating the genes of barley and other common grains to increase their resistance to disease and to encourage helpful mutations. This genetic research also extends to improving the yeast. Current research is aimed at producing yeast strains that resist contamination and to making new varieties of yeast that can ferment carbohydrates, which common yeasts cannot process.

The brewing industry is also making advances in the area of rapid testing for contaminants. New technology such as DNA probes and protein and chromosome finger-printing is being developed by brewers to detect microorganisms that can adversely affect the brewing process. Some of this

104

technology is already in use in medical science for drug screening, AIDS testing, and pregnancy testing. Brewers are eager to adapt this cutting edge research to the beer industry.

105

Conclusion

In a massive (over 100 million cases), fast-growing and difficult beer market like India where beer drinkers have strong brand affinities and where brands like Kingfisher are almost ubiquitous, Tiger beer needs to establish its unique identity and consumer base by focusing on a niche market (as it cannot spend / act like big beer brands with deep marketing pockets)

Tiger beer is a world beating, award winning, great tasting beer of very high quality. Tiger beer has effectively been using the platforms of electronic music and contemporary art to connect with its target consumers in the Indian market.

Marketing spends are limited so we need a guerilla marketing strategy to win.

Although beer consumers have strong loyalties, there are still needs which are not being met by their current beer brands.

Beer is largely perceived as a mass market product with no clearly defined target consumer. Tiger beer needs to focus on a targeted niche market to differentiate itself and position itself uniquely in the consumer’s mindscape.

Focus should be on the upwardly mobile beer drinker who enjoys drinking beer but still has status

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& discernment needs which he would like to communicate through his brand choices 107 .

What is Company’s USP? 3. Describe the nature of the regulatory environment in which the company operates.Questionnaire 1. 6. How can the market be segmented into logical customer groupings? 15. What improvements can we make to our offering to better meet customer needs? Messages 11. 8. What market segments are we targeting (list segment name and characteristics)? 108 . What is the company's market share? Attach market study or survey. What kind of personality do we want to portray in our communications? What tone? What flavor? Target Audience 14. List the company's product line(s) and the amount and percentage of total sales represented by each. What need is your offering designed to fill? 10. 5. 2. What does each of our identified target audiences know and believe about us today? 12. if available. List the company's major competitors. What are the factors which should be kept in mind while marketing beer in India? Offering 9. What is the single most important message that we must communicate to ALL of our target audiences? 13. How is the company's product or service distributed to its primary market? 4. List the company's distributors for Mumbai location. 7.

What segments are we not targeting? 17. What is our customer’s primary reason for buying or wanting to use our product or service? 109 .16.

including discounts. 27.Sales & Pricing 18. What is the perceived value of our offering as compared to its price? Competition 25. What are our other competitors charging for their offerings? 24. What is our current pricing structure. List the strengths and weaknesses of each of your competitors. rebates. How important is price in the purchase decision process? 21. Which competitors have the largest market share within our target market segments? 110 . Which companies pose the greatest threat. and so on? 22. What are our business objectives over the next two years? Be as specific as possible. and how do they differentiate themselves? 26. What is the process for selling our services or products (list the key milestones in the process)? Do we use any of the following processes? • Direct personal sale • Direct online sale • Indirect through channels 20. Which of our competitors is considered the price leader? What does the price leader charge for its offering? 23. product options. and make sure to address the following goals: • Number of customers • Revenue • Profit • Market share 19.Marketing Strategy .

Which competitors have the greatest visibility with our target audience? 29.28. How will we differentiate ourselves to best combat competition? 111 .

drinks-business-review. www. Publication December 2006 • • The Business Line (Internet Edition) Maharashtra state excise basic statistics 2005 Compiled by commissionerate of state excise.apb.com/Health_flash/News/Beer_ better_than_milk.com 112 . www.blogspot.com/ 10.com. http://indiabrew. Beer in India.tigerbeer.net 8. http://www. www. http://www.org/wiki/Portal:Beer 2.ratebeer. http://www.com/ 6.sg 5. http://www.wikipedia.com 4.com 7. • • International Dictionary of Marketing .Bibliography & Webliography • Datamonitor.com/Faculty_Column/ 9. Industry profile.drinkingbeer.indianmba. http://en.indiadiets. www.Daniel Yadin Marketing Management Millennium Edition by Philip Kotler 1.thehindubusinessline.htm 3.

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