Chapter – I Introduction

1.1 Background of Study

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The Indian beer market was estimated to be 6.7 million hectoliters (hl) in 2002-03. As seen in figure 1, beer consumption has been growing rapidly at a CAGR (Compound Annual Growth Rate) of 7 per cent over the last 9 years, while growth in 2002-03 was 11 per cent.

Graph 1.1 ( Indian Beer Market) Indian growth rates compare favorably with the global beer industry, which grew by about 2.6 per cent in 2001-02 Apart from providing strong growth, India also provides attractive profit margins due to the consolidated nature of the industry – a comparison between China and India, for example, reveals that the Chinese beer market is marked by intense competition, with several players being marginalized. In China there are about 400 brewers, of which the top 10 account for only 45 per cent of the market. This has resulted in low profit margins for the Chinese beer players. In contrast, 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. 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 the past, whenever beer prices have gone down, 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). In neither scenario
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have the margins or revenues of beer manufacturers been affected. Per capita consumption in India is hovering around a measly 0.5 liters per annum. These figures pale into insignificance if one compares them with those of Czech Republic that has the highest per capita consumption of 156.9 liters per annum.

Graph 1.2 (Asia-Beer Growth)Per capita consumption is directly related to the taxation, according to an industry observer. For instance, in Maharashtra there is a direct 100% excise duty on Beer. An equivalent 650 ml bottle is available for approximately Rs 8 in China. Which is why the per capita consumption in China is a high 16 liter per annum?

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This population trend will give a further boost to the growth of beer consumption in India. With increasing urbanization. this acceptance is only going to rise. Changing lifestyles: A deep-seated traditional social aversion to alcohol consumption has been a traditional feature of the Indian society. The greatest evidence of this trend is the increase in beer consumption among women. 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. Social habits are undergoing a transformation as mixed drinks are becoming more popular. through overseas travel and the media. 10 per cent and 2 per cent respectively. Indian beer consumption is expected to continue growing. More and more women are consuming beer – the penetration in metropolitan areas is almost twice as high as the penetration in other large cities – implying that the greater tolerance towards alcohol consumption in metropolitan areas facilitates the consumption of beer. This age group is the most appropriate target for beer marketers. With this growth in income levels.2 Background of Topic 4 .The Indian beer market has been growing rapidly over the last 10 years. as urban consumers become more exposed to western lifestyles. The National Council for Applied Economic Research (NCAER) projects India's 'very rich'. Changing age profile: As a consequence of the high birth rates prevalent until the 1990s. 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. at the growth rates witnessed in the last decade. 1. their attitude towards alcohol is relaxing. 'consuming' and 'climbers' classes to grow at a CAGR of 15 per cent. due to the positive impact of demographic trends and expected changes. at the very minimum. Various research studies have shown that a rise in the income levels has a direct positive effect on beer consumption. a large proportion of the Indian population is in the age group of 20-34 years. However.

& provide an objective view of management problem 4) It helps to integrate the behavior of indivisible into a total effort. The benefits of strategic include 1) SM helps an organization to be proactive rather than reactive in shaping its future. 5) It encourages favorable attitude towards change 6) It gives encouragement to forward thinking. 3) It often bring order and discipline to a firm. 7) It provides cooperate.1 simple model of strategic management process Benefits of strategic management:Organizations reap several benefits from effective strategic management.2.Question:-What is strategic management? Def:-“Strategic Management is concerned with deciding on strategy and planning how that strategy is to be put into effect. formulating strategies to adapts to the environment and assuring that implementation of strategies taken place” Strategic analysis Strategic choice strategic implementation Evaluation process Chart.” OR “Strategic Management is primarily concerned with relating the organization to its environment. logical and rational approach to strategic choice.1. integrated and enthusiastic approach to tackling problem and opportunities 5 . 2) It helps organization to make effective strategies through the use of a more systematic.

3 Company Profile 6 .8) It give a degree of discipline and formality to the management of business. 4) Strategic alternatives and choice. 6) Strategic evaluation and control. 2) Environmental analysis. 3) Revise organizational direction. purpose and objective. Steps of strategic management process:1) Identifying business mission. 5) Strategy implementation.2 Strategic management process at three corporate levels 1. 1. Strategic Management process at three corporate levels :Strategy implementatio non Strategy formulation Evaluation and control 1) Corporate level Strategy formulation Strategy implementatio n Evaluation and control 2) Division (Business) level Strategy formulation Strategy implementatio n Evaluation and control 3) Functional level Chart.2.

d) Type of Industry:Breweries and distilleries’.Daund Dist.a) Name of Company:. 1. e) Organizational set up:Hierarchy in Pvt. Ltd.Pune.4 Statement Of Problem 7 . c) Type of the Organization:Private limited.” They include: 1) Floriculture 2) Breweries b) Location and address of the Company:Daffodils Pvt Ltd.130 employees h) Future plans:Expansion of operations and sales the all over India.“ Daffodils Pvt. there has to be a hierarchy f) Products /Services:Production and Distribution of “Beer” “Mineral water” g) Number of employees:. Kamatwadi. Ltd.Tal..

1. Design Distribution Network as strategic marketing. price. Impact of Advertising.” Find out Market potential. Promotional Activities on Customer. promotional activities for designing new beer brand.5 Need of Study 8 . Find out Customer Expectation.“To study the beer market and beer market with respect to availability.

sourcing / making. market selection / focus . total consumption across the four countries increased by almost 50%! Now. sales promotion and advertising etc. In value delivering process their were two types of marketing:Strategic marketing – It means customer segmentation. between 2002 and 2007. value positioning. pricing . India and China have helped Beer to grow dynamically in recent years. Designing marketing channel and promotional activities for increase the sale of product. Tactical Marketing – It includes product development .According to a series of new reports from leading beverage industry analysts Canadean. and adoption of the course of action and allocation of resources necessary for carrying out these goals. Strategy itself refers to determination of the basic long term goals and objectives. Russia. distributing . analysis of competitor and customer behaviour also plays important role. service development . sales force. the huge populations and thriving economies of Brazil. marketing strategy. 9 . it means only quantity production is not important. Kingfisher. SAB Miller are big player in Beer Market. While desinging marketing strategy above all point should be considered also analysis of market. Indeed. So it is necessary to analysis this competitor on the basis of market share with various their home brands.

warehousing capacities. 6) To mind out the key competitors existing in the market 7) Strategy management comprises of assessing the distribution and subsequently determining logistics. 2) To study advertisement effect on buying behavior.1. production plans. 5) To design the distribution channel. distribution networks and service frequencies and merchandising practices. Inventory levels. 3) To analysis the existing competitor.6 Objectives of the Study 1) To find out the target market segment. 10 . 4) To study the factors responsible for with respect to beer.

Collecting organizing and evaluating data.Chapter – II Research Methodology II . 11 . Research Methodology • • • Research comprises defining and redefining problem. Formulating hypothesis.

quality.e.a) Primary Data “Information which has to be gathered for the first time is called Primary Data” Thus primary data is the first hand original information gathered normally through personal interview. Exploratory Research :It means flexible design for survey. to make the supply chain strong and efficient. This type of research is helpful for surveying the distributor from where . It constitute the blue print for collection measurement and analysis of data \for defining the plan of the business welfare. In that worked on outlet and consumer. In it come to know that demanded beer. restaurants and bar. To determine whether they fit the formulating hypothesis. brand. availability. concentrated on descriptive research. Also concentrate on consumer. Descriptive Research :For strategic. brands. taste etc. 2. we must need to analysis our industries and market etc. So served beer bars. The primary data was collected with the help of “Structured interview” “unstructured interview” and 12 .2. and their role while promoting beer and launching it. so I design like descriptive research for outlet and consumer and exploratory research for distributor. wine shop. that help me for targeting market. Lastly testing conclusion. Mostly focused on outlet because outlet are the place where actual sale accord. 2.• • • Making deduction and reaching conclusion.come to know how distributor us important for beer industry and generating new ideas and changes according to market. In this research include purchasing factor i.1 Research design Research design is the arrangement of condition for collection and analysis of data in the manner that aims to combine relevance to the research purpose with economy in procedure.

Journals 3} Through textbooks of marketing. This data was collected from 50 consumers randomly.” It is second hand data which has been collected by some one. shopkeepers & consumers. It is collected mainly by preparing questionnaire. 4} Through interview and personal observations made by me.3 Sample Design Sample design is technique or procedure for determined before collecting data. magazines. given population. While sample design following points consider 13 . 2} Through formal and informal conversation with shopkeepers & bar owners. 2.e.also by “casual tasks” with the concerned persons.b) Secondary Data “Information which is already been existing is called secondary data. Also it is a definite plan for obtained a sample from sampling frame i. Sources Of Primary Data: 1} Survey among the distributors. This readymade information’s were collected from: Sources Of Secondary Data: 1} The secondary data was collected through company records and annual market reports. 5} Discussion with the team members. 3} Through questionnaire prepared for the distributors. 2} Through News papers.2. 2.

2) Area Sampling Method In Area Sampling Method. This technique is used when population must be defined very clearly. 2.4 Method of Data Collection Collection of data through questionnaires.3. In that took information from some of them. And collect the information from followed areas.1) Population 2) Sample Size 3) Sampling Method 2. I visited various beer bars. I served Outlets. I decided plan means divide outlets on the basis of location.b Sample Method 1) Simple Random Method 2) Area Method 1) Simple Sampling Method In Simple Sampling Method.  Hadapsar  Saswad Road  Solapur Road  Mundhawa  Nagar Road  Kondhawa 2. in that all few consumers are selected for interview. In that took information from some of them. wine shop.3. 14 . restaurant and bar to collect the information from consumer.a Sample Size Sample size is 6% of the total beer consumer in Pune City.

a) Instrument of Data Collection Instrument for data collection is the questionnaire.Which is highest selling brand? For consumer: . Some questions are design for knowing the special skims and structures are competitor offering to shopkeeper.4. 2. which attributes plays important role while purchasing beer these question important to know the which factors are consumer take in consideration price of product. According to questionnaires ask questions to shopkeeper. consumer and collect necessary information regarding beer.b) Drafting Questionnaire: 1) For beer outlets:In order to find out how many brands of beer are available in outlet &out of available brand which is selling in highest amount these type of questions design for calculating Brand wise market share of competitors brand. quality.4. 2) For beer consumer:15 . particularly in case of big enquiries. e. Which season is best for highest sale/demand? This information is helpful for calculating seasonal demand of beer & according to that inventory is plan to fulfill peak season demand.g. For Shopkeeper: . I have made questionnaires for Shopkeeper & consumer.This method of collection is quite popular. How many customers visit your shop/bar is important for calculating individual demand of store and particular locality it help to plan the distribution and transportation network for that area.Which factor you consider while purchasing beer? 2. brand name & Availability out these factor which is consumer expecting also which kind of beer consumer demanding is helps for producing that kind of beer in more amount the bottles or tins preference of consumer help to production of that things in more amount.

Designed questionnaires & allot areas on according to sample frame.5) Field Work In meeting with project guide. project coordinator & team member. The bottle colour preference of consumer should be consider while preparing questionnaire for producing consider while preparing questionnaire for producing consumers expectable bottle colour. The frequency of beer consumption should be considered for analyzing demand. It help to doing advertisement by targeting that particular age group.4. Which help to grab share of competitors by making competitive product.In questionnaire some questions designs for knowing brand preference of competitor’s product. where got an information 16 . 2.c) Testing of Questionnaire: The survey format is being tested by the following members 1) Project consultant 2) Project Guide 3) Project Coordinator 2. Also age of person should be ask in questionnaire for knowing which age group is consuming more beer.In field means exactly survey.

waiter & consumer. strategies for becoming market leader and attack on market competitor based on qualitative & quantities success factor. 2. 17 . The term analysis refers to the computation of certain measures along with searching from patterns of relationship that exit among group. Also price & availability. waiter plays important role for promoting beer. visited add agencies and collect information regarding various media like print media digital media. wine shop.Saswad Road. Collected the primary data regarding strategy management for launching new beer from beer bars. In restaurant & bar. For designing the transportation. Simultaneously collected information from two-three consumers.from outlet owner. visited various transport agencies at Fursungi and collect the information for the transportation of beer & required expenses and breakage percentage also enquired for contract and estimate for own transport cost. Solapur Road. Mundhawa.e. So while designing the strategies for restaurant & bar concentrate on waiter. Firstly decide route or plan for survey like Hadapsar. Nagar Road. For advertisement.6) Data Analysis Techniques. Kondhawa. taste of beer affect. restaurant & permit room. Then understand how advertising & promotional activities affect on consumer behavior. Also grab the gap between demand & supply from established market. While doing research also concentrate on promotional activities and advertising and key factor i.

.Tabulation of Data .Bar graphs 2. The techniques that are used for analysis of data are.7) Limitation of Study 1.Pie chart . Time limit: Allotted time was inadequate to study the various aspect of the problem.The data. 18 . after collection has to be processed & analyzed in accordance with the outline laid down for the purpose at the time of developing research plan.

It is also not possible to approach each every customer and cover all the area. 19 . Secrecy of the organization: Due to the secrecy of the organization. 5. Number of consumers: The study was limited to an extent because it comprised of only of 50 consumers. Financial limitations: The lack of financial assistance for research work also becomes a limitation to the study. 3. confidential matters were not given. 4.2.

Chapter – III Data Processing & Analysis 3.1) HIGHST SELLING BRAND 20 .

OF OUTLET 28 12 10 4 2 1 1 TABLE NO -1 Graphical representation:- 21 .BRAND AVAILABLE KINGFISHER KHAJURAO CANON-1000 KNOCKOUT KANGARO HY-5000 FOSTER NO.

Graph 3.1 Interpretation:The above table shows that highest selling brand in outlet and it is seen that 48% of the respondents are kingfisher-strong brand, 21% of the respondents are khajurao brand, and 17% of the respondents are canon-10000 brand, 7% of the respondent’s knockout,3% of the respondents are kangaro. It also seen that 2% of respondents are HY -5000 brand and remaning 2% are foster brand . 3.2) DAILY CUSTOMERS VISIT IN OUTLET DAILY CUSTOMERS VISIT IN OUTLET 0-50 50-100 100-150 150-200 200 ABOVE TABLE NO - 2 Graphical representation:NO OF OUTLET 30 16 7 6 1

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Graph- 3.2 Interpretation:The above table shows that daily customer visit in outlet and it is seen that 50% of the respondents are 0-50 customer visit in beer outlet, 27% of the respondents are 50-100, 11% of the respondents are 100-150, .it also seen that 10% of respondents are 150-200 and remaining 2% are 200 above customer visit in outlet.

3.3) SELLING FACTER SELLING FACTER NO. OF CUSTOMER AVALABILITY 7 BRAND NAME 37 PRICE 2 QUALITY 13 TABLE-3 Graphical representation:-

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Graph-3.3 Interpretation:The above table shows that selling factor in outlet and it is seen that 63% of the respondents are brand name , 22% of the respondents are quality, 12% of the respondents are availability .it also seen that 3% of respondents are price factor.

3.4) TYPE OF OUTLET TYPE OF OUTLET BAR RESTURANT WINE SHOP TABLE NO -4 Graphical representation:NO OF OUTLET 14 39 7

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3.4 Interpretation:The above table shows that type of outlet and it is seen that 65% of the respondents are restaurant.Graph-3. it also seen that 23% of respondents are bar and remaining 12% are wine shop.5) CONSUMER AGE 25 .

TABLE NO -5 CATEGARY 18-25 25-35 35ABOVE Graphical representation:N O OF CONSUMER 28 20 2 Graph-3. OF CONSUMER 8 13 5 25 26 . it also seen that 40% of respondents are 25-35 and remaining 2% are 35 and above age group. 3.6) OCCUPATION OCCUPATION BUSINESS OTHER SERVICE STUDENT NO.5 Interpretation:The above table shows that age of consumer and it is seen that 56% of the respondents are 15-25 age group of consumer.

16% of the respondents are do business.6 Interpretation:The above table shows that occupation of consumer and it is seen that 49% of the respondents are student.7) BRANDS 27 .TABLE NO – 6 Graphical representation:- Graph-3. it also seen that 10% of respondents are do service and remaining 25% are other occupation above customer visit in outlet 3.

3. OF CUSTOMER KANGARO 1 MILD 7 KINGFISHER 20 STRONG 44 KNOCKOUT 6 KHAJURAO 3 TABLE NO .foster. kangaro.BRANDS NO.8) DEMANDING BEER 28 .knockout. it also seen that 12% of the respondents are HY-5000. budwiser. and remaining 2-6% of respondents are khajurao.7 Graphical representation:- Graph-3.7 Interpretation:The above table shows that brands of consumer and it is seen that 40% of the respondents are kingfisher brand. OF CUSTOMER BUDWIESER 2 CANON-10000 6 FOSTER 6 HY-5000 BEER 6 DEMANDING NO.

3.-8 Graphical representation:- Graph.9) FREQUENCY 29 .8 Interpretation:The above table shows that test of consumer and it is seen that 86% of the respondents are strong brand. it also seen that only 14% of the respondents are mild brand. 3.TABLE NO.

9 Interpretation:The above table shows that Frequently of consumer and it is seen that 47% of the respondents are weekly.FREQUENTLY DAILY WEEKLY OCCASIONLY MONTHLY NO. OF CONSUMER 9 24 15 3 TABLE NO – 9 Graphical representation:- Graph-3. it also seen that 18% of respondents are daily and remaining 6% are monthly drink the beer. 29% of the respondents are occasionally. 30 .

3. OF CONSUMER 31 12 8 TABLE NO – 10 Graphical representation:- Graph-3. 31 .10 Interpretation:The above table shows that Capacity of consumer and it is seen that 31 of consumer drink 1 bottle.10) CAPACITY CAPACITY ( Bottle) 1 2 3 NO. it also seen that 12 of consumer drink 2 bottle and remaining 8 of consumer drink the 3 beer in at time.

11) COLOUR OF BOTTLE COLOUR OF BOTTLE ANY BLACK GREEN NO. OF CONSUMER 22 26 3 TABLE NO – 11 Graphical representation:- 32 .3.

OF CONSUMER 6 21 1 8 1 14 TABLE NO – 12 Graphical representation:- Graph-3.Graph-3.12) ANY ADVERTISEMENT WATCH ADVERTISEMENT FOSTER HY-5000 KHAJURAO KINGFISHER KNOCKOUT NO NO. it also seen that 43% of respondents are any colour and remaining 6% are green colour like of bottle to drink.11 Interpretation:The above table shows that Colour of bottle and it is seen that 51% of the respondents are black. 3.12 Interpretation:- 33 .

19% 34 .. foster.The above table shows that Any add watch of brands and it is seen that 41% of the respondents are HY-5000. OF OUTLET 83 37 147 94 79 Graph-3. it also seen that 16% of the respondents are kingfisher brand.. and remaining 212% of respondents are knockout. 18% of the respondents are 50-100. 3.13 Interpretation:The above table shows that daily customer visit in outlet and it is seen that 33% of the respondents are 150-200 customer visit in beer outlet.13) CUSTOMERS VISIT CUSTOMERS VISIT 0-50 100-150 150 .200 200 & ABOVE 50-100 TABLE NO – 13 Graphical representation:- NO.

The urban populations of these 3 District Kolhapur Nashik Sangli Urban Population 12. Kolhapur. Sangli.07.10.it also seen that 10% of respondents are 150-200 and remaining 21% are 200 above customer visit in outlet.92. No. Pune.884 7.216 Total Number of Outlets 96 502 352 1474 47 11600 For calculating demand for Beer there is need of number of outlets in each district.481 Outlets 700 847 450 According to above available data calculate the number of people comes under each outlet in above 3 districts.09.884 7.268 Akola 7. Nashik.700.61.of the respondents are 0-50. For that data is available of only 4 districts i. DEMAND FOR BEER Demand Estimated on following basis of DATA Bhandara 1.847. District Kolhapur Nashik Sangli Urban Population 12. of people under each outlet = Urban Population/ Outlets. According to available data.222 Amaravati 10.10.481 Outlet 700 847 450 35 No.07.08. except data of Pune district outlet remaining 3 districts are used for calculating outlets of other district.07.450 respectively. . The Urban population of all districts is available from secondary data.467 Nagpur 29. of people under each outlet 1726 2725 1579 . The numbers of outlet in each district is calculated from available data.705 Sindhudurg 94.062 23.08.e.062 23. The distributor has given information of outlets in 4 districts are 1530.

54.86.927 3.479 2.159 1.72.555 5.18.147 3.184 6.The number of people comes under each outlet of 3 districts these data is available.86.890 4.617 7.870 1.04.558 5.272 14.216 8. District Pune Solapur Ratnagiri Satara Ahmednagar Thane Raigad Osmanabad Aurangabad Dhule Jalgaon Parbhani Buldhana Washim Nanded Latur Jalana Hingoli Beed Yavatmal Wardha Gondiya Nandurbar Gadchiroli Chandrapur Urban population 51.947 5.425 15.341 2.99. of people comes under each outlet = 2010 According to assumption.706 Outlets 1530 701 112 222 490 773 340 127 660 247 575 279 260 99 400 292 177 89 209 257 173 75 108 33 306 DEMAND OF BEER:.18.890 4.60.269 13.27.580 1.686 11.23.55.79.31. According to these data the average number of people comes under each outlet are = (1726 + 2725 + 1579) / 3 = 2010 Therefore No.86.676 4.50.46.97.48.55.09.420 5.57.According to Outlet 36 .842 2. each districts urban population is divided by 2010 to get the number of outlet in each district.21.779 9.26.539 66.

416 Bottles/day/outlet 480 1045 1530 1235 165 .Consumption should be 7 bottles/day/outlet Class C :.Consumption should be 5 bottles/day/outlet A Class Districts (Consumption 10 bottles / day/outlet) Districts Ahmednagar Amaravati Aurangabad Nagpur Nashik Pune Raigad Thane Outlets 490 502 660 1474 847 1530 340 773 Bottles/day/outlet 4900 5020 6600 14740 8470 15300 3400 7730 66160 Total demand/day B Class Districts (Consumption 7 bottles/day/outlet) Districts Akola Buldhana Jalgaon Kolhapur Latur Nanded Parabhani Sangli Satara Solapur Yawatmal Outlets 352 260 575 700 292 400 279 450 222 701 257 Total demand/day C Class Districts (Consumption 5 bottles/day/outlet) Districts Bhandara Beed Chandrapur Dhule Gadchiroli Outlets 96 209 306 247 33 37 Bottles/day/outlet 2464 1820 4025 4900 2044 2800 1953 3150 1554 4907 1799 31.The demand for beer is calculated by all district at Maharashtra are divided in 3 classes.Consumption should be 10 bottles/day/outlet Class B :. Class A : .

A.Hingoli Jalna 89 177 445 885 Nandurbar 108 540 Osmanabad 127 635 Wardha 173 865 Washim 99 495 Gondiya 75 375 Sindhudurg 47 235 Ratnagiri 112 560 Total demand/day 9. 38 .741 Pune C & F demand = 55. Daily demand of Pune Carry & Forward unit :District Pune Kolhapur Sindhudurg Satara Sangli Ratnagiri Raigad Thane Nashik Ahmednagar Solapur Osmanabad Total bottles/day Bottles/day 15300 4900 235 1554 3150 560 3400 7730 8470 4900 4907 635 55.741 bottles/day = 4645 Cases/day.490 According to above available data daily demand of each Carry & forward (C & F) was calculated.

887 bottles/day = 1991 cases/day.438 Nagpur C & F demand = 27. Daily demand of Aurangabad Carry & Forward unit :District Aurangabad Jalgaon Nandurbar Buldhana Dhule Parbhani Jalna Hingoli Washim Beed Latur Nanded Total bottles/day Bottles/day 6600 4025 540 1820 1235 1953 885 445 495 1045 2044 2800 23.B.887 Aurangabad C & F demand = 23. C.438 bottles/day 39 . Daily demand of Nagpur Carry & Forward unit :District Nagpur Chandrapur Gondiya Bhandara Gadchiroli Amaravati Wardha Yawatmal Akola Total bottles/day Bottles/day 14740 1530 375 480 165 5020 865 1799 2464 27.

= 2287 cases/day Chapter – IV Findings 40 .

7) Mostly main consumer is students because they think that beer is help for the health and those people want to start drink they firstly try beer.FINDING 1) In survey founding’s that main competitor is kingfisher strong brand . They take profitable brandied. mostly student prefer.e. 4) Mostly customer refers the restaurant because they have permit room and also available restaurant facilities.because customer prefers only drink these beer brands are known very well. 2) In outlet daily customer visit in outlet is mostly 0-50 consumer.for new introduction of beer . 3) In outlet mostly selling factor is brand name and qulity.And they want stronger. 9) Mostly consumer requires strong beer in taste . and wine shopkeeper keep almost all brand.15-25 in this age customer mostly refers the beer.i.kingfisher graph the maximum market. Those brands have schemes. 13) Colour is matter in drinking because they think black colour is help for more strong and also lucky colour means green colour bottle have lucky champ as per customer view because only one bottle available in box/case. 6) The customer age group mostly young people i. 8) Mostly consumer drink these beer they have status . 12) Mostly consumer drink with friend . 10) People mostly drink weekly or daily. 5) Mostly restaurant owner keep the 5-9 brand. 41 . 11) Mostly consumer drink in comfortable place that’s reason more customer prefer bar and restaurant in Indian tradition people are not mostly drink in home.e.because they enjoy beer with friends and also in party time they enjoy company of friend circle.

14) Mostly those add came in TV. News paper. or show in shopkeeper board. Chapter – V Conclusion 42 .

also attractive packaging. 3) It observed that selling of brand totally depend upon waiter and shopkeeper then firstly target to him because mostly customer drinks these beers is available in bar. 4) Mostly customer drink beer in bar and restaurant then target to bar and restaurant for aggressive advertisement then they attract for purchase our brand. 2) For capture of market quality of product is must. give waiter scheme and also give free cases. Give free cases and also give owner scheme. 3) Consumer having strong beer and different taste or something new. 5) In outlet owner keep these brand this having lots of benefit for the owner.CONCULSION FOR OUTLET 1) It observed that kingfisher capture more market means 40-50% then we capture remaining market . Also product having different taste and more strong and shape of bottle are slightly different. 43 . There for target to owner. 2) Create brand image in market by aggressive publicity or promotional activity because customer prefer brand name.and also try to 10-15% market capture of kingfisher brand. FOR CONSUMER 1) Mostly young people drink beer. Mostly in add target young and dashing people because our brand name is fighter beer.

Then target these place for add.4) Mostly consumer drink in beer with friends in bar or restaurant in party or any reason. Chapter – VI Recommendations 44 . 6) Give aggressive promotion activity. And also in add give campaign about friendship or explosive add. 5) Color of bottle should be black and shape of bottle different.

8) Mostly target to the shopkeeper and waiter because these are our salesman.RECOMMENDATION STRATEGY FOR CAPTURING THE MARKET 1) For outlet give aggressive promotional activities like advertisement board i. when taken cases 100-then 12 cases free offer. palmed. 4) Aggressive add in peak season i.e. flex back light. 1crown is 1 rupee. flex printing. summer and give schemes in slack season. 5) Also in slack season big city give aggressive add and in small city give sachems. 3) For outlet owner give schemes like free cases i. 7) Take sponsorships of any sports like cricket. 45 . For waiter give scheme like jacket for 500 crowns of our beer bottle. 6) For different identify give bottle shape different and structure like particles in bottle for holding the bottle.e. 2) In deep freeze make two season one is open for our brand and second is close for competitor brand because every shopkeeper use one freeze and he keeping all brand in one freehand those portion are open those are only made for our bottle . fashion show.e. Also give deep freeze for regularly taken large amount of beer.

1600 cases at in one trip. 3.e.i.STRATEGIC MANAGEMENT FOR SUPPLY CHAIN MANAGEMENT 1) For distribution of beer use own vehicle like container those have 25 tonnes capacity. The districts under each Carry & Forward unit are as follows.1 STRATEGIC MANAGEMENT FOR DISTRIBUTION OF BEER FOR DISTRIBUTION OF BEER :There are 33 districts where beer has to be distributed. Pune Carry & Forward unit 1) Pune 2) Kolhapur 3) Sindhudurg 4) Satara 5) Sangli 6) Ratnagiri 7) Raigad 8) Thane 9) Nasik 10) Ahmednagar 46 . 3) Fifo method use in C/F. 2) For long distance use big truck or container and hen he return that came with empty bottle. Therefore company has to plan 3 Carry & Forward units. Under these 3 Carry & Forward units nearer districts are allotted.

1 2 Pune Pune 47 Distributor Area under Distributor Pune City PCMC .11) Solapur 12) Usmanabad Aurangabad Carry & Forward unit 1) Aurangabad 2) Jalgaon 3) Nandurban 4) Buldhana 5) Dhule 6) Parbhani 7) Jalna 8) Hingoli 9) Washim 10) Beed 11) Latur 12) Nanded Nagpur Carry & Forward unit 1) Nagpur 2) Chandrapur 3) Bhandara 4) Gondiya 5) Gadchiroli 6) Amaravati 7) Vardha 8) Yawatmal 9) Akola According to these Carry & Forward units the Distributor’s are allotted as follows Sr.No.

3 4 5 6 7 8 9 10 11 Pune Kolhapur Satara Raigad Nashik Ahmednagar Solapur Aurangabad Jalgaon 12 Parbhani 13 14 15 Beed Nagpur Chandrapur 16 Amaravati Pune Rural Kolhapur Sindhudurg Satara Sangli Ratnagiri Raigad Thane Nashik Ahmednagar Solapur Usmanabad Aurangabad Jalgaon Nandurbar Buldhana Dhule Parbhani Jalna Hingoli Washim Beed Latur Nanded Nagpur Chandrapur Bhandara Gondiya Gadchiroli Amaravati Vardha Yawatmal Akola 48 .

3. i.23.16. Therefore according to monthly demand how much trips of truck required fulfilling demand that particular C & F is calculated.717cases/Month……………………………….140 bottles/Month = 68. Nagpur C & F :Trips required to fulfilling demand of Nagpur C & F = 68. 1600 cases of beer.39.353 Cases/Month ……………………………1 Aurangabad C & F demand = 7.. 15.3 The transportation of beer is going to do by truck directly to C & F.55.610 bottles/Month = 59.e.717/1600 = 37 trips Transportation charges for 1 trip from Yawat to Aurangabad C & F = Rs.230 bottles/Month = 1. Calculate transportation cost the monthly demand of each Carry & forward unit is calculated.595 cases/Month………………………………. The truck having capacity of 25 tones i.e.000/Month.2 Nagpur C & F demand = 8.000/Transportation charges for 37 trip from Yawat to Aurangabad C & F = Rs.2 STRATEGIC MANAGEMENT FOR TRANSPORTATION CHARGES According to above daily demand in cases of each Carry & forward unit. But Pune C & F is located near to the manufacturing unit that’s why there is no need of transportation charges. 5.72. 49 .595 /1600 = 42 trips. It has requires the transportation charges only for distribute the beer from C & F to Distributor Aurangabad C & F :Trips required to fulfilling demand of Aurangabad C & F = 59. Pune C & F demand = 16.

250 13. 10.800 82.56.90.50.948 Total Transportation Charges for Pune C & F to Distributor For Aurangabad C & F :Distributor Demand cases/Month Total trips Distance Charges/km Total (km) 50 transportation cost . Transportation charges/Km.175 12.35.837 38.000/Month.320 8. For Pune C & F (Yawat) :Distributor Demand cases/Month Kolhapur Pune Satara Nashik Ahmednagar Solapur Raigad 12.250 13. Transportation Transportation charges for distributing beer from each C & F to distributors under each C & F.Transportation charges for 1 trip from Yawat to Nagpur C & F = Rs.855 27.088 1. 25.360 1.18.825 Total trips 18 55 19 30 18 20 40 Distance (km) 275 50 152 250 160 282 183 24 30 26 24 26 24 26 Charges/km Total transportation cost 1.000 74.160 21.500 75.000/charges for 37 trip from Yawat to Nagpur C & F = Rs.880 1. Distance (Km) 0-100 100-150 150-200 200 & above Transportation charges/Km 30 28 26 24 Transportation charges from C&F to Distributor.80.

63.766 For Nagpur C & F :Distributor Demand Total Distance Charges/km Total 30 26 26 Distributor transportation cost 31. by providing schemes like.445 Beed 14.002 66. that’s why for promotion concentration on waiter.33.850 Chandrapur 6.375 Amaravati 25.722 Total Transportation Charges Distributor 24 20 27 151 13 198 21 130 for Aurangabad C & 30 26 26 28 F to 14.In restaurant and beer bar .800 35.162 3.000 + 13.080 2. 51 .050 Parbhani 9.06.440 2.162 Total Transportation Charges = Rs.568 1.05.45.448 cases/Month Nagpur 36.924 76.38. 29.500 Jalgaon 19. waiter is service provider to customer.12.3 MARKETING STRATEGIC MANAGEMENT FOR PROMOTIONAL ACTIVITIES 1) For Restaurant and Bar:.Aurangabad 16.370 Total Transportation Charges trips (km) 53 20 9 152 36 155 for Nagpur C & F to • Total expenses required for transportation of beer in all 33 districts = (Total transportation charges for manufacturing unit to C & F) + (Transportation charges for C & F to Distributor ) = 16.400 1.

Freeze scheme:Freeze 165 litres. 350 * 3000 = Rs. 350 units for first year.05.40 1. T.000 bottles/year Assume 60% caps are returned = 2. c.26.000/-………………………………………………………….000 50% of caps come in batch of 100. Cap scheme:- 1 Cap = Rs.400 1. Therefore caps come for T-shirt = 1.20.52.14.10.shirts:- One T.144* 40 = Rs. b. Returned caps = 2.14.144 T-Shirts.28.26.28. 2) Deep freezer :.52. a.52.48.000 caps/year = Rs.400 / 100 = 1.a. Freeze scheme:Freeze 165 litres.26.shirt for 100 caps.2.2.Deep Freezer are provided to BEER SHOP and WINE SHOP.. One T-shirt = Rs. 52 .26. as promotion for permanent marketing of BRAND.28.760/-……………………………………………………….3.50.000/-……………………………………1.45.1 Total production = 4.

63.ft and Size-10 X 3=30 sq.34. Free cases 100 cases=12 cases =Rs 3.992/ bottle cost……………………………………………………………………6.: for 5300 outlet=Rs 7.00.350 units for first year.02.Rs 6sq.000/-…………………………………………………………4. FOR MASS MEDIA A) Cost for Display Advertisement of board 1) Flex printing.ft 24X6=Rs 144/ flex printing .40/bottle cost…………………………………………………………………7.000/-……………………………………………9.: for 6300 outlet=Rs. 53 .5:1 =0.ft 30X18=Rs540/ flex back light . b.000/-……………………………………………………………5. c.05. deep freeze:- 16 units =50000/unit 50000*16=Rs. 350 * 3000 = Rs. d. 2) Flex back light@ Rs 18/sq.10. For distributors 250 lit.200/-………………………………………………8. Free water bottle.ft(bulk) and Size-6 X 4=24sq. 8.

80/pamlet Total outlet=15374X150= 23. I s ri n O Nw P p r n eto s f e s a es Tmso i e f I da ni 3% 3 S ka aa l 4% 6 Lk a o mt 2% 1 Graph No.14 Graphical Representation of insertions of Sakaal. Times of India & Lokmat news papers.80) =Rs 18.06.44.3) Pamplets-Rs 0.3. 5) Advertisement of Radio Stations 54 .880/-…………………………………………10.38 lakhs insertions per day. 4) Display Advertisement of News Papers Note – In whole Pune district Times of India has 2.100 (2306100)X(0.

000 per sport) = Rs.For targeting generation X . Pune .2 X 6 Total Cost of Events= Rs7. Sponcer Sports in almost 20 districts in December and January months.20.2 lakh= 1. Nagpur.15 Rd Oe a io n Ad n u ia s Graphical Representation of number of audience of Radio Mirchi & Radio City radio stations. 55 .000/-……………………………………………………12. John Abrahem.For Targeting market of age ( above 20) .go for various EVENTS with celebraties like Mallika Sherawat. Jalgaon.00. Kolhapur. Football Matches.000/-………………………………………………11. Cost of each event is 1. 6)Event Management:. Arrange EVENT in Six big Cities like Mumbai.3. 7) Sponcer Sports :. Aurangabad.go for SPORT’s Sponcership like Cricket Matches. Total cost of Sponcership= (20 X 15.Ad n u ia s 1000 200 1000 000 800 000 600 000 400 000 200 000 0 R d Mc i a io ir h Graph No.3.

kingfisher.com 56 .projectguide.1) BIBLIOGRAPHY 1) www.BIBLIOGRAPHY 6.com 3) www.com 2) www.karvycomtrade.

How Many brands of beers do you keep in your outlet? 57 .com 5) www.com 6.:-___________________ Q1.4) www.sabmiller.2) Annexure A) Questionnaire for Shopkeeper Date:Type of Outlet:-______________________________________________________________ Name of outlet:.bloomberg._____________________________________________________________ Address:-___________________________________________________________________ ______________________________________________ Phone no.

Do you consume beer? 58 b) 15-25 b)Business c)25-35 d) 35-45 e)45 and above. Any special beers customer specially asking for and which is not available with you? Ans: _____________________________________________________________________ Q9.a) 300ml c)Brand name d) Availability c) Draught c)750ml Q6. Which factor plays important role while purchasing beer? Ans: a) Prise Ans: a) Light Ans:. How many customers visit your outlet a day? Ans: a)50-100 b)100-150 b) Quality b) Strong b)500ml c)150-200 d)200 and above Q5. Which kind of beer has more demand out of the following? Q7. d)Other b)Female c)Student . Which brand sales more? Ans:_______________________________________________________________________ Q3. Which size is more convenient in storing and cooling? Q8.Ans: Q2. Which is the special structure and schemes available for you ( By both Distributor and Company)? Signature of owner B) Questionnaire for Consumers Date:Name:_____________________________________________________________________ Personal information of the Consumer:Age: a) below15 Gender : Male Occupation: a) Service Q1. Which is the peak season? Ans:_______________________________________________________________________ Q4.

Which is your favourite brand? Ans:.a) 1 bottle Ans:.Which one you prefer? a)Strong Q3.Are you Vegetarian or Nonvegetarian? Ans:a) Vegetarian Ans:. Preferable size of package? Ans:.Which factor among the following you consider the most while purchasing a Beer? Ans:. Do you remember any Beer advertisement? .a) yes b) No Q2.Which Place you like to have your Beer the most? d)Any other place b) With friends.a)Tin Q7. Do you like to drink beer alone or in company with friends? b)Non – vegetarian b)Bottle Q6. How frequently you drink beer? Ans:-a)Daily Ans:.You like Drinking beer in a Bottle or Can/Tin? (Please tick one) b) Mild Ans:-______________________________________________________________________ Q13.______________________________________________________________________ Q15. Q11.a)350ml b)500ml c)750ml b)Weekly b) 2 bottles b) Bar c)Pubs c)Monthly c) 3 bottles d)Occasionally d) more than that Q8.a) Alone Q12.Ans:.How many bottles of beer you consume? Q10. Which is the first brand that comes to your mind when you think of a beer? Ans:.a)Yes b) Quality b)No 59 c) Brand name d) Availability Q16.a) Home Ans:. Do you prefer only Beer or Cocktail too? Ans:._____________________________________________________________________ Q4.a)Price Ans:.Which colour of the bottle you prefer for having beer? Ans:.a) Only Beer b)Cocktail Q14._____________________________________________ Q2.

What terms & conditions provided by Company while giving Distribution ship? Ans:-______________________________________________________________________ ___________________________________________________________________________ 60 . If yes then of which Brand Ans:- ………………………………………. C)Questionnaire For Distributors Details :-Name:-____________________________________________________________ Company:-__________________________________________________________ Q1. 17. Which brands you are distributing ( Company Ownership)? Ans:_______________________________________________________________________ Q2.Q.

Transportation cost & Vehicle mgmt.What type of promotional activities carried by you? Ans:-______________________________________________________________________ ___________________________________________________________________________ Q8.1) Company:___________________________________________________________ 2) Distributor:__________________________________________________________ 3) Outlet:______________________________________________________________ Q12. What are the schemes and structure you are providing to your shopkeepers? Ans:-______________________________________________________________________ Q5.Margin structure for Distributor & Shopkeeper? Ans:-______________________________________________________________________ ___________________________________________________________________________ Q10.Distribution for non authorised outlets? Ans:-______________________________________________________________________  Complains:___________________________________________________________  Suggestion to Company:_________________________________________________ 61 . What is your Cash and credit structure? Ans:-______________________________________________________________________ ___________________________________________________________________________ Q6. Role of distributor while launching new brand? Ans:-______________________________________________________________________ ___________________________________________________________________________ Q7.No.Q3. Tax structure at every stage? Ans:.? Ans:-______________________________________________________________________ ___________________________________________________________________________ Q9. Govt.e.of Trips & quantity of Goods per week? i.1) Company to C/F:______________________________________________________ 2) C/F to Distributor:_____________________________________________________ 3) Distributor to Outlet:___________________________________________________ Q11. How much market area is covered by you & how many shopkeepers are coming under you? Ans:-______________________________________________________________________ Q4.Policies & operation at different stages? Ans:.

(Signature of Distributor with stamp) 62 .

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