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

elsewhere 9.m.m.30 a. elsewhere 10.30 am in Mumbai & Thane 11.m.00 a. in Mumbai & Thane 10. to 12.m. elsewhere 10.m.00 Midnight Universe for selling Beer in Mumbai Name of Location Institutions Permit Room Retail Shops Beer Shoppee Number 450 1172 570 60 5 .00 a.m. to 9.00 p.30 p. to 12.00 p.m.m.m. to 1.00 Midnight in Municipal Area 10.30 a.00 a.30 p. to 10.00 a.m. to 10.00 a. to 11.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.m.

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

Different Strokes of Beer LAGER Brewed using bottom-fermenting yeast that ferments slowly at a low temperature to create a smoother. usually berries. giving the impression of a multitude of different styles. 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. with roasted unmalted barley and. Local traditions will give beers different names. mellow beer ALE Uses top-fermenting yeast. the basics of brewing beer are shared across national and cultural boundaries. 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. 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 . is a more aromatic and fruity product STOUT Dark and heavy. However. often. 7 .

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

Triple) %ABV 4–5 3–6 4–5 4–5 3–7 5–7 5 – 10 6.9.5 .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.

can naturally undergo fermentation. The development of hydrometers and thermometers changed brewing by allowing the brewer more control of the process. and domestic manufacture ceased to be significant by the end of the 19th century. During the Industrial Revolution. women produced most beer prior to the introduction of hops in the thirteenth century. 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. As almost any substance containing carbohydrates. and is recorded in the written history of ancient Egypt and Mesopotamia. 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. The invention of bread and beer has been argued to be responsible for humanity's ability to develop technology and build civilization. by the 7th century AD beer was also being produced and sold by European monasteries. namely sugar or starch. 10 . The earliest Sumerian writings contain references to beer.History of Beer General History Beer is one of the world's oldest beverages. Beer was also known by Slavic tribes in early 5th century.and beer-making. However. possibly dating back to the 6th millennium BC. it is likely that beer-like beverages were independently invented among various cultures throughout the world. and greater knowledge of the results. As for the close link between bread. 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.

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

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

equivalent to 87% of the market's overall value. with an anticipated CAGR of 6.2 million in 2006. The Indian beer market generated total revenues of $874.3 million.9 33.Overview of Indian Beer Market Market Definition The beer market consists of ales. generating total revenues of $760.50% 6. The Indian beer market delivered strong.6% for the five-year period spanning 2002-2006.6 6.4 874.213 million by the end of 2011. The market is valued according to retail selling price (RSP) and includes any applicable taxes. stable growth over the last five years.4 819.9 36.9 31. premium lager.50% 6.70% 6. Market Value Year 2002 2003 2004 2005 2006 CAGR $ million 677.7 722.60% 6.6% % Growth Source: Datamonitor 13 . Looking forward. The performance of the market is forecast to follow a similar pattern.2 2002-2006: INR billion 29. low/no alcohol beers. this trend is expected to persist through to 2011.8% for the five-year period 20062011 expected to drive the market to a value of $1.5 769. stouts & bitters. Standard lagers proved the most lucrative for the Indian beer market in 2006. this representing a compound annual growth rate (CAGR) of 6. specialty beers and standard lager.1 38.

with an 87% share of the market's value.5% of the market's revenues Geography Japan China South Korea Rest of Asia-Pacific India Total % Share 45.40% 9.0% Market Segmentation II India accounts for 1.0% 14 .20% 3.2% of the market's revenues. In comparison. Category Standard lager Premium lager Ales.00% 6.70% 100.50% 7.3% of the Asia-Pacific market by value.90% 0. Japan generates 45.30% 1. In addition. sales of premium lager generate a further 6.Market Segmentation I Sales of standard lager form the most lucrative sector of the Indian beer market. stouts & bitters Low/no alcohol Specialty beer Total % Share 87.20% 2.50% 36.30% 100.

20% 10.10% 5. In comparison.2% of the total market's volume.0% 15 .Market Share United Breweries is the leading company in the Indian beer market.3% share of the market's volume.30% 34. SAB Miller accounts for 34.30% 100. Market share in volume Company APB United Breweries Limited SAB Miller India Mohan Meakin Other Total % Share 4% 50. with a 50.

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

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

their attitude towards alcohol is relaxing. 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.Determinants of growth of Indian Beer Market The Indian beer market has been growing rapidly over the last 10 years. 10 per cent and 2 per cent respectively. 18 . through overseas travel and the media. as urban consumers become more exposed to western lifestyles. 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 this growth in income levels. this acceptance is only going to rise. The greatest evidence of this trend is the increase in beer consumption among women. Changing lifestyles: A deep-seated traditional social aversion to alcohol consumption has been a traditional feature of the Indian society. The National Council for Applied Economic Research (NCAER) projects India's 'very rich'. Various research studies have shown that a rise in the income levels has a direct positive effect on beer consumption. This age group is the most appropriate target for beer marketers. at the growth rates witnessed in the last decade. at the very minimum. 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. Indian beer consumption is expected to continue growing. due to the positive impact of demographic trends and expected changes. With increasing urbanisation. However. Changing age profile: As a consequence of the high birth rates prevalent until the 1990s. Social habits are undergoing a transformation as mixed drinks are becoming more popular. a large proportion of the Indian population is in the age group of 20-34 years.

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

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

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.

Breweries in Maharashtra Sr.11. Wagle Industrial Estate Plot M-1.) 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. Tal Uran E-1. Walunj 0240-2564172 022-27410632 02192-262461 022-27222139 Phone No. Walunj Plot No 1-10. Bombay Breweries Mohan Rocky Spring Water Breweries Ltd. MIDC Industrial Estate Plot No H-9. Kegaon. MIDC Area. 1 Name of Brewery Associated Breweries & Distilleries District Thane Factory Address Plot D103. Walunj. A/P Shirwane C/23-24. the brewing industry is a huge global business. More than 133 billion liters (35 billion gallons) are sold per year—producing total global revenues of $294. MIDC Industrial Area.& 13. Sion. MIDC.Panvel Rd. Walunj M-99.Indian Brewing industry Today. MIDC. 8 0240-2555198 23 . 022-27671939 2 3 4 5 6 7 Hindustan Breweries & Bottling Ltd. Trans Thane creek ind area. consisting of several dominant multinational companies and many thousands of smaller producers ranging from brewpubs to regional breweries. which became the second-largest brewing company when South African Breweries acquired Miller Brewing in 2002. followed by SABMiller. Anheuser-Busch holds the third spot. InBev is the largest beer-producing company in the world. Khopoli. 10. Skol Breweries Skol Breweries Ltd (Unit of Doburg Ltd.5 billion in 2006. Industrial Area Mohan Wadi.

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

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

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

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

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

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

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

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

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

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

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

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

36 . These can be collected and used for animal feed.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. The hops that are filtered out from the finished wort can also be collected and used again as fertilizer. The residual yeast from the brewing process is a rich source of B vitamins. During the malting of the barley. or used as a food additive. rootlets form on the grain and drip off. Used beer cans and beer bottles are routinely recycled.

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. 37 .Taxation Policies Excise Duties Government has different policies for charging excise on mild beer and strong beer which is highlighted in the table below. 16 Per Litre 1 2 Strong Beer 125% of Manufacturing cost RS. Mild Beer 1 100% of Manufacturing cost 2 RS. 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%.

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

Leveraging on its strengths in marketing and distribution. Property and Printing & Publishing industries. F&N is present in more than 20 countries spanning across Asia Pacific. dairies. retail malls and serviced residences. is the most international brewer in the world. F&N's commitment is to grow and strengthen its core businesses so as to provide sustainable earnings to shareholders through geographical expansions. Heineken Heineken has its roots in Amsterdam. and its total assets employed exceed S$7billion. Limited (F&N) is a leading Pan Asian Consumer Group with core expertise and dominant standing in the Food and Beverage. brands and financial management. Gerard Adriaan Heineken acquired the Hooiberg (Haystack) brewery. Listed on the Singapore Exchange.V. F&N owns an impressive array of renowned brands that enjoy market leadership across a mix of beer. the Asia Pacific Breweries Foundation to render financial aid to causes in Creativity Development. residential properties. 39 . as well as publishing and printing services.APB is also one of the few corporate organizations in Singapore to set up its own philanthropic foundation. research and development. Limited Fraser and Neave. Fraser & Neave. which has Heineken at its centre. Today. Heineken owns and manages a strong portfolio of more than 120 top selling brands. it provides key resources and sets strategic directions for its subsidiary companies across all three industries. Achievements in Human Excellence and Humanitarian Awards. where in 1864.000 employees worldwide. Europe and USA and employs more than 14. F&N's shareholders' funds are in excess of S$3billion. soft drinks and beverages. 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. This brewery itself dates back to 1592. Heineken N. as well as acquisition experience.

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

• Vietnam Brewery Ltd. 41 .

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

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

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

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

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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.

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

51 . The marketing mix consists of everything the firm can do to influence the demand for its product.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.

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

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55 .Various Captions of Tiger Print Ads overseas Tiger has used various headlines in it’s print ads to capture consumer attention. • • • • • • • • • • • • • • 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. Some of it is as follows. Winners go further Winners get the best seats The view is better when you’re on the top Some victories are hollow. others have tiger beer in them.

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

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

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

72 65 72 65 68 54 42 59 .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.P. Prices are as in the month of June 2008.P.C.80 35 55.79 E.17 60 54. 64.R.C.P. 54. 71.95 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.R. 60 54.15 58.17 56.P.94 66. APB (Aurangabad) Ltd Brand Name Cannon 10000 Baron’s Tiger Type Strong Beer Strong Beer Mild Beer M.67 45 35 E.R.95 55.P.33 E.96 42 66. 59. ECP = MRP + Taxes.C.P.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.66 56. 54.P.98 65.P.LILA SONS Name of Brand Khajuraho Khajuraho 10000 Khajuraho Lite Type Strong Beer Strong Beer Mild Beer M.99 60 . 65.98 33.P.49 66. Ltd.R.98 54.99 80 67.) King Cobra Cobra Meakin 10000 Type Mild Mild Strong Mild Strong M. 62.C.R.98 40.66 E.34 E. 74.01 Other Competitors Name of Brand Budweiser (Anheuser-Busch) Carlsberg (South Asia Breweries Pvt.C.

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

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

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 . 2850 4349 Ray Road (Godown) Girgaon (Office) Mansha Agencies Ph.

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

• Packaging 66 .

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

It is traditionally regarded as all advertising expenditure on which a commission is payable to an advertising agency. Above The Line (ATL) Activities ATL denotes advertising expenditure on mass media advertising. Company has appointed various agencies to carry out its ATL activities efficiently. television. 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. They are: • • Leo Burnett Load Star • • 70 Media Weber Shandwick 68 . Let’s look at them in detail. It is the salesperson's task to persuade the consumer to purchase the product.Marketing professional need to understand following four concepts viz. ATL & BTL for effective execution of any marketing campaign. and posters. radio. Company can select on the tool or combination of it based on product type and marketing objective. push marketing. Pull marketing. The most common type of push marketing is when a company uses a direct sales force to all on prospective companies or consumers. including press. 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.

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

by regularly sharing information 70 . • • • • Prepares Fortnightly/Monthly reports/ drouchers Maintains Clips/Folders Provides Collateral Maintains Professional relationship with the media. 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.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. Ltd.

Coupons. quicker or greater purchase. • • Awareness Trials Tools of Sales Promotion Sales promotion includes tools for consumer promotion: • • • • • Samples. gifts or give-away. Sellers use incentive-type promotions to attract new triers. 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. Prizes. Contests for sales reps. cooperative advertising. is a collection of incentive tools. These include discounts. sales promotion offers an incentive to buy. to reward loyal customers. Advertising and display allowances. a key ingredient in many marketing campaigns. usually short term. • Trade promotion Includes: • • Prices off. Free goods • • Business and sales force promotion includes: • Trade shows and conventions. Cash Refund Offers. and to increase the repurchase rates of occasional users. free goods. and trade shows. Specialty advertising 71 . Advertising offers a reason to buy. designed to stimulate trial of a product or service. Prices Off.

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

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

Serving tray. Rs. 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. Tiger Bucket offer (Get 4 Tiger in price of 3) 7. Association with MTV splitz villa – a youth oriented program 74 . 2 for Cap of Baron’s to waiters 3. Promoters hired for Brand awareness campaign of Baron’s and Tiger 6. On Premise promotion items like Ice buckets. Ash Tray. Gifts (Pens. Openers) to people who preferred to drink Barron’s over other brand 4. IPL Activation promotion 8. Premium Openers.Various sales promotions techniques adopted at APBI 1. Wall Clocks etc. given to Permit room owners 5.

3 FM with “Malini till mid night moon” for 3 months from 19th May till 18th Aug. 10.9. Mall Activation 12. Permit room activations 13. 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 . Program on Radio One 94. Bar promoter girls promotions 11.

Briefing the agency 4.30 pm • • • • • Days of promotion: Wednesday.00 pm Promoters need to carry certain items with them viz. Cost approvals by company 7. Recce (Reconnaissance) / Field survey by agency 9.30 pm to 10. Saturday. Report submission by agency at the end of every day activity come out with plan / idea to promote 76 . Sunday Promoters need to reach outlet by 6. Agency to brief operation department 8. Call Sheet. Approval of idea or asked to come with new idea 6. Supplying gifts to be given to consumers 10. Hire Agency 3. Identify promotion need 2. Banners. Start of activity / Execution of plan 11. and give it to consumers while they do quality presentations Steps followed for permit room activation of Tiger Beer 1. 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.Permit Room Activation Points to be considered while permit room promotion • Time 6. Agency product 5. Tent Cards. Friday.

Performance evaluation / Tracking of reorders 14. Process complete 77 . Evaluation of reports submitted by agency 13.12.

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

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

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

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 .6 X 330 ml Bottle Pack Imported (etch-out) 81 .

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

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

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. While giving this experience.Tiger Translate Tiger Translate is about art. 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. 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. So with the launch of the very first Tiger Translate event in India. music and encouragement. It is about walking through spaces and feeling the vibes around. the essence of it lies in the fact that it’s an experience.Surrogate for Tiger Beer . 84 .

Guest lists comprising of the known names form the various art faculty were present to pledge their support to the Tiger Translate platform. Tiger Translate made its Indian debut at Yashab near Red light in Kala Ghoda. Finalists from Mumbai are eligible to be showcased in the translate Global even taking place in London 85 . 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. 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. 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. From live paint artists to musicians. Mumbai.On May 24th 2008. 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. Around 657 guests/artists and numerous media turned out for this unique Tiger Translate experience continued till very late in the night.

but it also brews Tuborg as well as local beers. C. Denmark. After merging 86 .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. Jacobsen after the name of his son Carl (Carl Jacobsen). The company's main brand is Carlsberg Beer. The headquarters are in Copenhagen.

Sri Lanka and Thailand. Punjab. South Asia Breweries Pvt. South Asia Breweries Pvt. India is Foreign direct investment company formed to brew. U. Carlsberg became the 5th largest brewery group in the world. Carlsberg launched in Mumbai on 14th May 2008. Gurgaon . Carlsberg operates in India through South Asia Breweries Pvt Ltd. Goa with three operational breweries one in Rajasthan and one at Maharashtra and one at Himachal Pradesh.. W Bengal. Sector 32. Budweiser Budweiser (Anheuser-Busch). currently employ over 200 professionals and demonstrates strong market presence in share of premium beer sector in India. Ltd. Ltd. Carlsberg's tagline "Probably the best beer in the world" was created in 1973 by Saatchi and Saatchi for the UK market. employing around 31. including Delhi / NCR. Maharashtra. Ltd. which manages the company''s businesses in the Asian region comprising India.P.with the brewery assets of Norwegian conglomerate Orkla ASA in January 2001. It began to appear in company corporate ads around the world from the 1980s onwards. Marketed as 87 . market Carlsberg brand beer in India. Plot 52.000 people. Carlsberg beer from South Asia Breweries is launched at various states in India.. South Asia Breweries Pvt. from Anheuser-Busch in the United States.

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

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

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

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

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

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

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

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

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

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 .

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

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

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

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

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

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

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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.

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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 .

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

16. 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 .

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

28. Which competitors have the greatest visibility with our target audience? 29. How will we differentiate ourselves to best combat competition? 111 .

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

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