19801762 project-report-of-mount-shivalik-brewery-ltdthunderbolt-beer

Project ReportThe study on the sales promotion policies adopted by Mount Shivalik Breweries Limited.

The study on the sales promotion policies adopted by

Mount Shivalik Breweries Limited.

Mohangram,P.O. Bhankarpur, Distt Mohali,Punjab,India

Submitted in partial fulfillment of the requirements for the degree of

Master of business administration

BY

Shiv sachdeva

Session- 2008-09

Prepared under the guidance

Of

Shri D.P Khetar pal

Manager coordination

M.S.B Limited

Submitted to

SHIV SACHDEVA MBA, SESSION-2008-10

ACKNOWLEGEMENT

First of all would like to thank MOUNT SHIVALIK BREWERY LTD, Which provided

me a great opportunity of undergo my summer Training in such a prestigious

organization. Then I would like to Thank Mr Rajiv Bali (Managing Director, Mount

shivalik brewery Ltd) in whose region I have done my training. I am especially

thankful to to Mr.D.P Khetarpal (manager coordination, Mount shivalik brewery

Ltd.) under whose kind guidance I have done my training. At the end I would like

to thank Mr.V.K Ohri, (R.M) & all those who helped me during my training.

Shiv sachdeva

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DECLARARTION

I solemnly declare that the work reported in the project

Report entitled “The study on the Sales Promotion adopted by Mount

Shivalik Brewery Limited “has been carried by me during the period from

20 .7.09 – 21.07.09 and that no part of the report has been submitted for any

Other degrees, diploma or certificate.

Thanking You,

Place:

Date:

Shiv sachdeva

Course – MBA

Session -2008-10

2


CERTIFICATE

This is to certify that the project report entitled “The study on the sales promotion adopted by Mount Shivalik brewery Ltd”has been prepared by Mr. shiv sachdeva, of course MBA and Session 2008-2010 for the award of the Degree of Master of business administration by Shri Raghu Nath Rai Memorial School Of Management, Ram Nager (Banur) under the guidance of Mr. D.P Khetarpal, manager coordination, mount shivalik brewery Ltd, Bhankarpur,punjab

Signature

(Internal Examiner)

Signature

(External Examiner)

3


CONTENTS

Sr.No Topic Page No.

1. General Introduction 6

2. THE LIQUOR INDUSTRY IN INDIA 9

3. About company 12

4. Competitors 21

5. Sale promotion 33

6. Objectives of sales promotion 56

7. Research Methodology 70

8. Limitation 73

9. Conclusion 74

10. Questionnaire for consumer 75

11. Questionnaire for retailer 79

12. Bibliography 81

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GENERAL INTRODUCTION

This modern era of liberalization and globalization has opened a

broad scope for conducting marketing of products in business.To-day; marketing

management has become more challenging and exciting than ever before.

Generally a group customer who heavily shares a common a group of customers

who heavily share a common need constitute the market. Now days, market has

turned from seller’s market to buyer’s market. Every market plan depends upon the

nature and size of the market.

The word marketing means the act of selling and buying in the market. Marketing involves meeting traders, merchants, dealer’s retailers and many a time the consumers directly through media. But it all depends upon the factors, conditions, characteristic of the producer’s product, middlemen and the consumers. Hence, the marketing manager and sales executives are also required to be more and more consumer oriented. Today, profit rather than sales volume is given priority. To achieve goal the proper marketing strategy is needed. A successful strategy man oeuvre for obtaining specific goals can be possible ply by building a high committed and motivated sales team of area managers, sales officers, dealers and officers.

Strategy of marketing depends upon the nature of products,

quantity of production, consumers, views and awareness overall demand, capacity

of product circulation and existence of middle

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A new product may have to be promoted by door to door selling, selling shops and through media like T.V. or through advertisements. If a product is to be exported, the marketing has to be done within the framework of policies and procedures set up by the govt. The middlemen under strict price and control policy of the Ministry of Home Affairs especially Food and Civil Supply Department.

For successful marketing of its products, a company may have sales persons, area sales manager, regional sales manager, zonal sales manager marketing professionals, depot communication manager, product manager media assistant, public relation officer and managing director depending upon the size of the company. For the successful career in marketing a person must have certain basic skills like a degree in an area of thrust related to the type of company, ability to formulate and implement sales, distributional sales, distributional and promotional strategies and exceptional skills to motivate and effectively manage the sales force. In addition, the attitude and talent for innovation, good knowledge of designing and preparing various inputs including visual aid folder is needed. Besides this, involvement in marketing research for launching new products and in training sales force is must for a successful marketing manager. The above qualifications are must because the role of marketing manager in the organization has also changed with requirement of the hour. Today, marketing manager has become the integral part of business and involves all the activities that take place in an enterprise.

As a good marketing manager one has to train the staff. Therefore the sound knowledge of marketing activities, marketing strategies and legal aspects is needed. Not only this, there many other things which pave the way for promoting sales. Good contacts in corporate sectors, knowledge of controlling activities up to grass-root level, interacting with concerned departments and sales regulatory authorities are also required for a successful marketing manager. Four Ps namely product, price, place and promotion are the most vital areas of marketing management. Fifth P added is pace. Without these the marketing objectives of organization cannot be fulfilled.

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Channel distribution system may get affected by the

product factor, market factor and institutional or organizational factors and the

vital decisions has to be taken with regard to internal sales promotion in the light of

channels of distribution.

The marketing division should see that brand identification is must for the

producers to exercise maximum control over the demand for its products. Branding

of products is necessary for administration of warranty, guarantee and service

policies. The branding is also necessary from companies share point of view and

for export purpose.

Overall marketing manager must use management science

and decisions making technology to the fullest while understanding the limitations

of these tools. He should also provide guidelines, stimulations and encouragement

for the fullest and richest use of inspiration talents, inventiveness and judgment.

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THE LIQUOR INDUSTRY IN INDIA

The alcohol industry is very important for the government. It generates an

estimated Rs. 16,000 crore per annum in spite of the fact that the per capita

consumption of liquor in India is the lowest in the world. The total liquor industry

is worth Rs. 2,000 crore. IMFL accounts for only a third of the total liquor

consumption in India. Most IMFLs are cheap and are priced below Rs. 200 per

bottle. Alcohol sales proceeds account for 45% of the total revenue collection in

the country. Whiskey accounts for 60% of the liquor sales while rum; brandy any

vodka account for 17% 18% and 6% respectively. MNC’s share is only 10% and

they have been successful only in the premium and super premium ranges. Post

WTO the government may have opened India to foreign distilleries, but the duty

has been increased from 222% to 464-706%. This is due to the fact that there is a

100% customs duty, 150% contravening duty, local taxes, distributor’s margin,

retailer’s margin and publicity charges. The cost is finally borne by the consumer

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The cost is finally borne by the consumer

Though the government claims that this is being done to protect the domestic

liquor industry, the domestic industry accounts for 99% of the market share. This

protectionist policy could prove to be counterproductive and lead to smuggling.

As of now, only 45% of the sales are through legal channels and only 25% of this

is duty paid for.

Within India itself, the policy of alcohol retail differs from state

to state. While some states like Maharashtra. Uttar Pradesh, and Tamil-Nadu have

a liberal policy, come states like Haryana and Andhra Pradesh have had very bitter

experience in trying to make these states dry and have eventually had to withdraw

the policy.

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PRODUCT PROFILE

This research focuses the study of alcoholic product of MSBL. Thus it is important

for us to known what Alcoholic drinks are. Alcoholic drinks are a mixture of

alcohol or spirit water and minor ingredients knows as cogeneries. The organic

name of alcohol is ethyl alcohol, which is derivative of hydrocarbon. Consumable

alcohol has no flavor, only careful section of congeneries which is added during

fermentation process lead to a palatable product. Therefore alcohol drinks offered

world over are blended to provide uniform blends, bouquets and palatability.

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ABOUT COMPANY

A saga that began over a century and a half ago continues on its path of service to

the world with dedication, courage and an unflinching commitment to quality.

Over the years the Company has embraced modernity and adapted to changing

times. Yet, its basic values remain the same-integrity, Craftsmanship, and

Tradition. From mount shivalik brewery Ltd where the sanctity of ancient culture,

technological development and craving for quality are artfully blended into the

products.

Late padamshri Mr N.N.Mohan(1901-1969) who was the father of mount

shivailk give the idea to open brewery at bankerpur.after that foundations stone

was laid by then padamshri col.V.R mohan on 29 nov.1972.

1972-1978 mount shivalik breweries ltd.(MSBL)was formally

incorporated, headed by Mr.B.D. Bali as the managing director.

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The construction of brewery began at bhankarpur,dist.patiala,india and was

completed in a record time of 1 year.MSBL launched its brands in

JK,Haryana,Himachal Pradesh,Delhi and Madhya Pradesh.

1982-1984 the group established an Indian

made foreign liquor(IMFL) bottling plant at Chandigarh namely “Mount shivalik

bottling plant”.

Second IMFL bottling plant at patna,bihar under the name of

shivalik kineme(P)Ltd. Established in the year 1983.In the year 1984,country’s

first super strong beer “THUNDERBOLT SUPER STRONG “Beer launched.

1987-1993 In the year 1987, pub culture in north India invoked, by

opening of pubs in Chandigarh by the company. Group’s flagship brand

“THUNDERBOLT Super Strong” won the prestigious “monde selection gold

medal ” at Barcelona (1991) for its international quality.

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THUNDERBOLT Super strong beer reached a landmark in the

country by achieving sales of 1.5 million doz. The brand become benchmark for

other super strong beer in the country by setting higher standards of quality and

excellent packaging throughout the country.

Mount shivalik industries Ltd. incorporated on 19th January.

1996-1998 Two new brands were launched

mild and strong segments by the name of:-GOLDEN PEACOCK & TORPEDO

SUPER STORNG.

Group achieved a land mark by selling 3.5 million doz. In over 18 states in the

country in the country in the year 1997.as part of diversification plans, the group

has decided to set up resorts having facilities of 30 room’s motels, a pub, beer

garden, fast food restaurant, health care, and recreational facilities.

MSIL entered into an agreement with Stroh’s brewery co.,

USA” to produce and market strohs in India.

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In the year 2000 as part of expansion plans for IMFL, the company has received a

letter of intent from Government of Punjab to set up distillery for producing

potable alcohol for its own IMFL brands to be introduced shortly.

Presently Mr. Rajiv Bali is working as managing directing of MSBL (bankerpur)

: Mount Shivalik Breweries Ltd (MSBL), the makers of Golden Peacock and

Thunderbolt beer brands, is now brewing a multi-pronged marketing strategy to re-

introduce the American beer brand Stroh in the Rs 1,500-crore domestic beer

market.

The Stroh brand was previously canned in India by Rajasthan Breweries, which

stopped production in February 1999 following differences with the $ 1 billion

Stroh Brewery Co, USA. MSBL--which had struck an agreement with Stroh USA

in 1998 for bottled beer--will now produce and distribute bottled Stroh beer in

Diet, Mild and Strong category for all the markets in the country, except South

India (Tamil Nadu, Kerala, Pondicherry, Karnataka and Andhra Pradesh).

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A study conducted by the Delhi-based market research agency

M&M in March 1999 in the markets of North-East, North and West India, revealed

that 78 per cent of the 4,000 respondents were aware of the Stroh brand and

regarded it as a premium beer. The findings have now spurred MSBL into quickly

activating the Stroh brand--with an integrated marketing plan. Says MSBL director

marketing, Monish Bali: ``had we given a longer gap the brand would have

suffered.''

MSBL now plans to launch Mild and Strong Stroh beer between mid-June and September 1999 in a phased manner: beginning with Rajasthan and progressing to the markets of Chandigarh, Punjab, West Bengal, and Haryana. Later, in the second phase, it will roll out the beer in Delhi, Bihar, Daman, Orissa, Madhya Pradesh and the North-East.

Old beer in new bottles

In its new avatar, Stroh would be made available not in cans but in amber-colored 650 ml and 330 ml bottles. While the 650 ml bottle will have the conventional shape popular in the Indian beer industry, it's the 330 ml packaging which will flaunt the `long neck' design used by Stroh in America. The 650 ml bottle will also have a golden champagne capsule top to enhance its shelf and eye appeal, while the unique feature of the 330 ml bottle will be a color-coded neck label.

In terms of colors, the blue label will represent mild beer as distinct from the red label for strong beer. Moreover, a special offset printed master carton has been developed for packing these two sizes. MSBL is also considering options like supplying Stroh in kegs to pubs, but this will depend on the prevailing excise laws of the respective states.

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Pegging the price

Aiming to position the beer as a super premium brand, Stroh would be offered at a price that is higher by Rs 3 to Rs 5 a bottle, against the top-selling domestic brand in each state. MSBL believes that despite the more expensive price, the consumer would view Stroh as `àn international quality beer at an affordable price.'' While the can option was earlier available at Rs 60 per 500 ml and Rs 40 per 300 ml can, the new pricing for Stroh in Rajasthan is expected to be around Rs 35-40 (strong beer) and Rs 30-35 (mild) per 330 ml bottle; and Rs 50-55 (strong) and Rs 40-45 (mild) per 650 ml bottle.

Currently, cans account for around two per cent of overall beer sales in India. MSBL hopes that apart from catering to the upper elite and foreign tourists, Stroh in bottle form would also appeal to the price-sensitive middle class. ``With bottles we are giving Stroh consumers more value than they were getting from the can,'' says Bali adding: ``We are keeping open the option for cans in future both in terms of setting up our own facilities or having arrangements with other existing breweries.''

Raising the bar

Taking cognisance of the fact that the Stroh consumer expects international quality, taste, packaging and consistency, Stroh would be positioned as `The Great American Beer'. A distinct marketing strategy is being evolved to promote the beer at, what Stroh calls, òn-shops' (institutional sales via hotels, bars, clubs, restaurants) and òff-shops' (retail outlets).

Determined to gulp over 50 per cent of the international beer market in India, Stroh is planning some bubbly bursts:

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A 30-second television commercial (TVC), createdin the US, will unfold by late June '99 on the Star channels. With an advertising and promotion budget of over Rs 5 crore, MSBL will also take positions in other international channels as `The Great American Beer'.

The earlier TVC for Stroh cans by Rajasthan Breweries was an Indianised one: it showed a person returning from the US and feeling thrilled on discovering Stroh in India. However, this time, MSBL will reinforce Stroh's American-ness in its advertising -- just as Foster's is positioned as an Australian beer.

To build a one-on-one relationship with potential consumers, a direct mailer highlighting the brand's USP--`Fire Brewed Beer'--is being sent to all its distributors, retailers, bars and clubs, as well as high networth consumers.

In the first phase MSBL is focusing on selective marketing in six markets (Rajasthan, West Bengal, Haryana, Chandigarh, Punjab and Delhi) to cover over 2,000 retail outlets and over 500 bars/restaurants from its existing network of over 165 dealerships, 6,000retail outlets and 1,300 bars and restaurants in 18 states. Says Bali, ``Efforts would be made to convert some of the major outlets in metros into exclusive outlets under tie-up arrangements.''

In association with event management company Crayons, MSBL will organise

at least one mega event a month, from July 1999, in towns like Chandigarh, Jaipur,

Calcutta, Delhi, Jamshedpur and Guwahati. The events would include fashion

shows, polo matches, rock concerts, rain dances, spot events and theatre. Says Bali,

``We are also considering celebrity endorsements by sports and cine stars.''

Moreover, Stroh would also sponsor various `happening events' and carnivals in

other towns.

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Special promotions on the concept of `The Great American Beer' will be held

at places which are associated with hanging out and having fun and symbolic of

American culture: pool parlours, bowling alleys, Go-Kart circuits and other

recreation centres.

MSBL's field force of 85--all wearing branded Stroh T-shirts, caps andunique

electronic badges--will aggressively promote the campaign `Let's Stroh a Party'

with the help of POS materials like posters, banners, bunting, danglers, stickers,

dispensers, glow signs etc at institutions and retail outlets.

Also, special promotions like the Best-Decorated Stroh shop and Demand-A-

Stroh will be conducted through the retail counters to ensure that the product

reaches the targeted consumer. At the institutional level, Stroh would be promoted

via Happy Hours on Saturdays/Sundays as well as special offers during regular

hours. Ninety per cent of MSBL's sales come from retail outlets and the remaining

10 per cent from institutions.

MSBL also plans to communicate messages like `Drink Smart or Don't Start'

via its POS materials. To project a caring image it is also planning to associate

with organisations dealing in environment-related issues.

MSBL has also identified sports like golf, cricket, bowling, pool, polo, football

and tennis for the promotion of Stroh indifferent markets. Stroh has already tapped

the mood of the World Cup revellers by distributing a 42-page pocket Stroh World

Cup diary giving the entire schedule of matches, at the institution and retail level.

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With the Stroh initiatives ready to pour, MSBL expects a 20 per cent

increase in its turnover next year, from an estimated Rs 100 crore in 1998-99.

That's reason enough to cheer.

Golden Peacock raises a toast to India XI

Do beer and cricket go together? Mount Shivalik Breweries Ltd (MSBL) certainly

thinks so--especially given the initiatives undertaken by the hospitality industry to

woo consumers to watch World Cup matches in restaurants. To benefit from the

special packages offered by hotels, restaurants and bars, MSBL is currently

running a promotion for Golden Peacock (GP), its premium lager beer brand.

Called `Go for India, Go for GP', the promotion targets institutional sales and

offers consumers a one pint bottle (330 ml) free on the purchase of one bottle of

650 ml GP; and one 650ml bottle free on the purchase of two 650 ml bottles of GP.

The promotion will run for the entire duration of the World Cup -- irrespective of

India's participation -- in the cities of Jaipur, Delhi and Chandigarh.

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COMPETITORS

Today’s world is the competition. In every filed there is competition and the

success of any company or product largely depends upon competition.

Competition provides a good quality of product to the customer. If a company has

to survive in the market, then it has to face throughout competition. In liquor

industry too the competition is there. The increasing awareness and exposure to

beer among consumers and the removal of quantitative restrictions gives big boost

to the beer industry. It saw the emergence of new companies like future wine and

spirit brand (P) Ltd (FWSB), set up recently by two Non-Resident Indians (NRI’s)

from USA. ‘BEER’ consumption in the country increased 7-9 % per year.

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1. SABMiller India

SABMiller India is a wholly owned subsidiary of SABMiller plc, the second

largest beer Company in the world over a hundred years of heritage.

SABMiller India sojourn began in 2000 and in just a few years, its has cornered

nearly on third of the India beer market with brands such as Haywards 5000.

Haywards 2000, Haywards Black, Knock Out, Royal Challenge. Castle Lager and

Fosters.

Based on consumer insights, SABMiller India has taken innovative measures to fill

up the packaging, pricing, occasion and product gaps. Expertise on a global level

has come in use to create many firsts in India including the use of one-way bottles,

flash pasteurization, establishing draught standard, and now Haywards Black-a

genuine stout beer.

With ten world-class breweries strategically located across India. SABMiller is

well positioned to easily access and efficiently service the beer markets.

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The Company’s to India and ethos of quality reflected in the fact that it

invested over Rs. 125 crore in the last two years to upgrade breweries in line with

global standards.

SABMiller is a market facing and brand led organization that continuously

refreshes itself in pursuit of its mission of owning and nurturing local and

international beer brands which are the first choice of the consumer.

The company invests in bottles, which are returnable in nature are accounted for as

fixed assets in its books. The company pays to its customers/agents for returning

the empty bottles at the prevailing market prices. The company urges its

customer/agents to return the empty bottles to the company for which the company

will reimburse them at prevailing market prices.

2. UNITED BREWERIES LTD.

The UB group commenced its brewing operations as early as the 19 th century

(1857) with fire small breweries in South India. In 1951, a Scotsman named

Thomas Leishman combined the five breweries to form United Breweries .

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The company was taken over by Vijay Malaya in 1947. In 1952 the

company shifted its registered office Madras to Bangalore. In 1958 the name of the

company was changed from United Breweries Ltd. To UB Ltd. In 1989 as a

measure of diversification the company stated manufacturer of bulk drug, the

pharmaceuticals on a priority basis.

In 1992, 11 different breweries were and amalgamated with the parent company. In

1994 the company launched its ‘Kalyani Premier Strong’ and started exporting

‘Kalyani Export Special’ to U.K The company presently has 21 breweries under its

direct or indirect control. Recently the company has started implementing

restructuring excise unless which it has dedicated to split its business into two-the

core beer business and the group invertment business. The company has dedicated

to focus on core business and to hive off non-core business.

United Breweries launched the countries premium ice beer to be introduced in

Mumbai and selected cities of Maharashtra.

The United Breweries Ltd. And its subsidiary Millennium Alcoveb Ltd. Have

entered into a contract agreement with Mohan Meakins to brew beer at the later’s

facilities in Maharashtra, Uttar Pradesh, Andhra Pradesh and Daman.

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Mr. Ravi Jians millennium alcoveb Ltd A subsidiary of united

breweries is in negotiations with an international beer company for an equity joint

venture to making a Super Premium Beer in India.

UB Ltd. Has carried out a reorganization of its business by hiring off fours

subsidiaries and making seven companies its fully owned aims apart from

acquiring the sorghums business in South Africa breweries ltd.

Relawant of San Mighel and London Lilsnex, the new beer brands in it portfolio

United Breweries (Holiday), a wholly owned subsidiary of united Breweries has

entered into an agreement to acquire up to 75% of the paid of equity capital of

Mangalore Breweries and Distilleries Ltd.

UB group has signed reseller and license agreement to market steel first faster

steaming media solutions Asia.

UB Ltd. The largest beer manufacturer and marketing company, has launched two

more premium brands-London pilsner Premium beer and London No. 1 Strong

beer in Hyderabad

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3. COBRA BEER

Cobra Beer is a British beer company founded in 1989 by Karan Bilimoria. The

company is based in Fulham, southwest London. Originally brewed in Bangalore,

India (now Bengaluru), for export to the United Kingdom, the company now has

contract brewing operations in the UK (Charles Wells), Poland, Belgium, the

Netherlands and India. Cobra Beer was founded in 1989 by Arjun Reddy and

Karan Bilimoria, then aged 27 and £20,000 in debt. A Cambridge law graduate and

qualified Chartered Accountant, Bilimoria launched Cobra Beer after spotting a

gap in the market for a less gassy lager. The beer was originally planned to be

named 'Panther', but the name 'Panther' did not portray the picture of India and

hence a more suitable and iconic name i.e. 'Cobra' was chosen.

By way of introduction by Arjun's uncle Keshow Reddy the two founders were

introduced to Mysore Breweries in India, who were the original brewers of Cobra

beer.

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Cobra was first brewed in Bangalore (now Bengaluru) in 1990

and imported to the UK for seven years. In 1997 Cobra commenced brewing under

licence with Charles Wells in the UK. A 125 year old, family run brewery and the

largest independent brewery in the UK, Charles Wells brew leading international

beer brands including Kirin from Japan and Red Stripe from Jamaica. The business

recently stopped brewing in Poland for cost saving reasons and returned brewing to

contract breweries in the UK Cobra Beer has also partnered with Mount Shivalik

Group, the largest independent brewing company in India, to brew Cobra under

licence for India’s rapidly growing domestic market.

Currently, Cobra presently produces five varieties of beer:

Cobra 5.0% Premium

Cobra Zero %

Cobra Light

King Cobra


Cobra Bite

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PARENT UNIT OF MOUNT SHIVALIK BREWERY LTD

The registered office of Mount shivalik brewery Limited is situated at in different state

Mount Shivalik Breweries Ltd. Mohangram,P.O. Bhankarpur, Distt

Mohali,Punjab,India

Mount Shivalik Breweries Ltd. Rajasthan

MSB SPIRIT BOTTLING PLANT Chandigarh


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A COMPLETE BRAND PROFILE OF MSBL IS AS UNDER:Strong Beer Segment: Thunderbolt Super Strong

Thunderbolt Gold Premium

Punjab Extra Strong

Stroh's Super Strong

Mild Beer Segment: Slimms Lite

Golden Peacock Premium Lager

Punjab Extra Special

Stroh's Premium Lager

NOTE-

Among strong beer (8.25%) two brands are available in market namely

a) THUNDERBOLT SUPER STRONG BEER

b) STROH SUPER STRONG BEER

Among mild beer ( 5.25%) two brands are available in market namely

a) STROH MILD BEER

b) GOLDEN PEACOCK BEER

Drought Beer is also manufactured and brand names are


a) thunderbolt strong

b) stroh mild

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BEER

Beer is not a distillate like the drinks mentioned above but it is a beverage made by

fermentation of malt obtained from carbohydrate rich material barley. Hops are

used to add taste while yeast is used to ferment the beer.

Beer is to two types :

1. Pilsner or Lager

2. Draught

Lager Beer is the most common bottled Beer found in almost all the retail

shops in the country. This Beer is served chilled and is of two types.

Mild Beer alcohol content of 5.25%.

Strong Beer alcohol content of 8.25%.


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PROCESS OF MAKING BEER

Ingredients - the simple formula for brewing beer is to convert three national

ingredients i.e. malted barley,hops,and water –using yeast to ferment this wonderful combination of ingredients, mount shivalik combines expertise and practical experience with frequent control tests during each stage of the brewing

Malt mall - first, the malt is brought to the malt mall, each type of beer requires a

different types of combinations of malted grains….

Fermentation- this is the next step in the brewing of beer. The temperature in fermentation is initially kept here for 2-3 weeks, lagers are actually kept longer.

Filtration - after fermentation ,the next step in brewing, is filtration before the beer

is sent to the serving tank where it is bottled

Bottling-after filtration beer is sent to the serving, where it get bottled.

Pasturisation - after the beer is bottled, it is send for pasturisation ,this is the last

process in the brewing of beer.

Packaging-the beer finally is ready for the market and it goes to packaging and labeling house.

Recycle - the company is committed towards clean environment by using recycled corrugated boxes, light weight bottles and using the spend grains from brewing process as high protain for livestock feed .

Besides this the company is also involved in the various environment friendly programs such as wild life foundation, preserve the environment ,sane the forests.


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The company to operate in India has divided it into 4 zones each zone covering some states:-

Zone 1 : Jammu & Kashmir, Punjab,.

Zone 2: Himachal, Haryana, Uttarakhand

Zone 3: Chandigarh , Delhi , CSD

Zone 4: Jharkhand, Bihar, Orissa, West Bengal, etc


32

Sales Promotion :Definition:

It covers marketing activities other then advertising, publicity and

personal selling that stimulate consumer purchasing and dealer effectiveness. Such

activities are displays, shows, exhibitions, demonstrations and many other non-

routine selling efforts like spot selling. Sales promotion tries to complement the

other means of promotion given above.

All kinds of promotion plays the role of communication channels

between the marketer and the consumer. Promotion as on element of marketing

mix has three broad objectives:

(a) Information, (b) persuasion, (c) reminding.

The overall objective of promotion is, of course, influencing the

buyer behavior and his predispositions (needs, attitudes, goals, beliefs, values

and preferences).

According to the American Marketing Association, the sales

promotion can be defined as “Those marketing activities other then personnel

selling advertising and publicity, that stimulate consumer purchasing and dealer

effectiveness, such as displays, show and exhibition, demonstration and various

non-current efforts not in the ordinary routine”.


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The Marketing MIX: Ingredients for SuccessThe marketing mix, earlier known as the 4 P’s,(but now has a few more),is a vital

part of any marketing strategy. This is a tool whereby the marketer takes decisions

on what and how a product should be, where it can be sold, how it should be

priced, how it will be promoted, how to equip the people who are responsible for

selling the product…and so on. Getting the marketing mix right is equally

important for the large corporation and the small business owner. One of the most

critical marketing management decisions is that decision of setting the marketing

mix values, and select ing and employing strategy that periodically change that

marketing mixes in response to changing business environment.

Product

1. No.1 selling product in its segment.

2. Good quality raw material is used to maintain the quality standards.

3. Consistency of product quality is high.

4. Always tastes fresh due to good quality and well developed distribution network.

Place-

1. it is available in many states Punjab, Haryana in other states

2. Company location plant Punjab, Rajasthan


Distributors

On / Off PremiseLocations

End Consumer

APB Breweries

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Distribution Network

Price-

In both mild and strong beer segments thunderbolt beer uses competitive price strategy

650ml

.RS 65


35

Promotion

Promotion includes advertising and other forms of sales presentations,

designed to encourage fast consumer or trade up-take of a product or service. The

form of any promotion depends on the product, the marketing plan and its

objectives, and on the imagination of the product management team. It can vary

from a simple in-store demonstration, or sampling, or a tie-in with on premises. A

range of promotional tools, techniques and activities are mixed and matched to

meet the needs of individual marketing campaigns.

Major Tools in Marketing Beer

Publications: Companies rely extensively on published materials to reach and

influence target markets, including annual reports, brochures, articles, printed and

on-line newsletters and magazines, and audiovisual materials.

Events: Companies can draw attention to new products or other company activities

by arranging special events like news conferences, on-line chats, contests and

competitions, and sport and cultural sponsorships that will reach the target publics.

News: One of the major tasks of PR professionals is to find or create favorable

news about the company, its products, and its people. The next step is getting the

media to accept press releases and attend press conferences.

36


Marketing Activities at MSBL

Brand Advertising

Promotional Activities in on & off trade

Experiential marketing

Consumer planning

Relationship marketing

Consumer PR

Brand Website & online activities

Packaging

37


Factors Influencing Company Marketing Strategy

There are various forms of marketing which are used for promoting the product in market.

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Relationship between PLC & Marketing Strategies

Like human beings, products also have life cycles. That is, they're born, and then—

over time—their sales grow, mature, and finally decline. The strategies with which

you market a product need to change with each of these life-cycle phases. The

table below shows a few examples of how this might work:

PLC Stage Characteristics Marketing

Objectives

Market Strategies

Product

Introduction

Low sales, high cost per

customer, no profits, few

competitors

Create product

awareness and trial

Offer a basic product,

Use heavy promotions to

entice trial

Product

Growth

Rising sales and profits, more

and more competitors

Maximize market

share

Offer product

Extensions

Product

Maturity

Peaking sales and profits,

stable or declining number of

competitors

Maximize profit

while defending

market share

Diversify brands

Intensify promotion to

encourage switching to

new brands

Product

Decline

Declining sales, profits, and

number of competitors

Reduce expenditure

and "milk" the brand

Phase out weak

Products,

Cut price;

Reduce promotion

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Packaging

Packaging, as defined by Kotler and Keller, refers to ‘all the activities of

designing and producing the container for a product.’ Though the primary purpose

of packaging is to serve against damage during the movement of the product, it is

no longer the only purpose that it serves. Packaging, and not the product, is the

first touch-point that the customer comes into contact with. A substandard product

within a unique packaging might be easier to sell as against a superior product

packaged in a substandard pack. Superior packaging would not ensure repeat sales

though. Packaging is an effective tool to make the product distinguishable in the

clutter.

Packaging, the fifth and final stage of the brewing process, prepares the beer

for distribution and consumption. During packaging, beer is put into the vessel

from which it will be served: a keg, cask, can or bottle. Beer is carbonated in its

package, either by forcing carbon dioxide into the beer or by "natural carbonation".

Most products have multiple levels of packaging. For example, thunderbolt

Beer is packed in a glass bottle (primary package). These individual bottles are

then packed in cartoon case (secondary package). Each of these packages serve a

different purpose.

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Thunderbolt label design

Thunderbolt bottle

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Beer Advertising

Advertising of beer is a topic that has frequently attracted the attention of

industrial organization economists. For beer advertising several interrelated issues

should be analyzed, including:

1. The importance of advertising and product differentiation for structural

change in the brewing industry

2. The manner and extent to which brewers can strategically alter market

shares using advertising

3. The social costs of alcohol advertising and marketing.

Analyses of both issues include attempts to determine the net welfare effects

of beer advertising. On the third issue, economists have analyzed advertising’s

possible influence on alcohol consumption and underage drinking, and as a

contributor to social costs such as drunken driving fatalities. Several regulatory

concerns are related to this issue, including use of advertising bans; advertising

placements that might target underage youth; legal rights of states under the three-

tier system of alcohol distribution; and other advertising or marketing restrictions

that affect competition in the industry (e.g., price advertising bans, price-posting

and price affirmation laws)

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SWOT Analysis of MSBL

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

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Opportunities

• Regional Expansions

• Production Volumes

• Higher Profits

• Increased Market share

Threats

• Competitors High Spends

• International Players

• Government Laws

• Taxes & Tariffs

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Whereas advertising gives a reason to buy, SP gives an incentive to buy

It is part of the Marketing spend of all companies and

these days SP spends in many companies exceed that of

the ad spend

Why?

Internal

External

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Internal reasons

Top management is more conducive to spending on promotions

Line managers under greater pressure to achieve targets

Justification of expenditure is easy

External reasons

Increase in number of brands

Consumer is more price savvy

Greater pressure from trade to liquidate stocks

Add effectiveness declining owing to rising costs, media clutter and legal constraints

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SP is a push strategy

• Since it is at the last point where the consumer is often at the point of buying, the additional incentive makes a last ditch effort to convert the customer on to the incentivised brand

SP is of two types

• Trade

• Consumer

Trade promotion

• Liquidating heavy inventories

• Persuade retailers to carry stock, carry more than usual stock, promote brand franchise

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Consumer promotion

• Stimulate purchase

• Induce trial

• Create new users

• Increase repurchase from occasional customers

• Reward loyal customers

Forms of trade promotion

• Bulk discounts

• Free materials

• Display windows

• Shelf hiring

• Lucky draws

• ‘Mystery’ customer

• Redistribution incentives 49


Forms of consumer promotion

• Free samples

• Free gifts

• Coupons

• In-packs

• Price packs

• Price-offs

• Sweepstakes

• Bundling offers

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Sales Promotion:

PERSONAL ADVERTISING

SELLING

PUBLICITY SALES PROMOTION

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Sales Promotion

Product sampling, demonstration

Coupons, refunds

Rebates, cents-off-

Contests, games & sweepstakes

Premiums

Multiple purchase offers,

Frequent-user incentives

P-O-P material

Product placements/tie-ins

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Classifying Types of Sales Promotion

Promotional Non-price sampling

Pricing Promotions• Price reductions . contents .imported the

• Free goods . free gift .food products

• Tied offers . self-supporting .very expensive

• Money off next purchase

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Market Segmentation I

Sales of standard lager form the most lucrative sector of the Indian beer

market, with an 87% share of the market's value. In addition, sales of premium

lager generate a further 6.2% of the market's revenues.

Category % Share

Standard lager 87.00%

Premium lager 6.20%

Ales, stouts & bitters 3.20%

Low/no alcohol 2.90%

Specialty beer 0.70%

Total 100.0%

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Market Segmentation II

India accounts for 1.3% of the Asia-Pacific market by value. In comparison,

Japan generates 45.5% of the market's revenues

Geography % Share

Japan 45.50%

China 36.40%

South Korea 9.50%

Rest of Asia-Pacific 7.30%

India 1.30%

Total 100.0%

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Objectives of the Sales Promotion:

There are many ways by which sales can be increased and more orders can be obtained. This can be done by increasing advertising publicity and market research. The major objective of sales promotion are :-

- To increase the sales.

- To make the customer aware of the product.

- To persuade non-users to try it once.

- To sell the new product.

Advertising :

“Any paid form of non-personal personal presentation and promotion of ideas, goods or services by an identified sponsor.”

It is paid communication because the advertising appears. Advertising appears in magazines, radio, TV, film and transit (car cards).

According to Russel and Veril “Advertising is a message paid for by an identified sponsor and delivered through some medium of mass communication”.

Classifications of Advertising :

They can be classified as :

(1) Audiences, (2) Types of Advertisers and (3) Media

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Marketing Activities :

Sales :

a) Making personal calls to concerned agents.

b) Generating orders for products.

c) Reporting on product movements or problems.

d) Obtained special displays, features etc.

e) Gaining new accounts.

f) Checking of pricing, material and product availability in stores.

Publicity :

Publicity can be defined as the activity of “Securing editorial space, as divorced from paid space, in all media which are read or heard by the company’s customers or prospects, for the specific purpose of assisting in the meeting of sales goals.

In other words, publicity refers to an appeal made to a mass of people publicity in making goods, “Publicity known”. It constitute a mass approach.

Publicity can also defined as the first communication about the product and its detailed history through the media, radio and so on before the actual manufacture and launching of the product to get the response of the users or consumers.

Usually Sugar Industry requires no advertising publicity.

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Marketing Activities of Public Relation :

a) Generation news, features about the business, its people and its products.

b) Handing press inquiries and interviews.

c) Preparing statement and releases.

d) Helping counter in-favorable publicity.

e) Preparing and distributing communications to special interested groups such as stock-holders suppliers.

f) Handling product and regularly public

Personal selling:

Personal selling is a broader concepts and invoices oral

presentation in conversation with one or more prospective buyers for making sales.

The main purpose of personal selling is to bring the product and the company in

the knowledge of the prospective buyers and to convince them about the quantity

of product of products and make certain that ownership transfer will take place.

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According to Richard Bushik,personal selling consists of contacting

prospective buyers personally.

According to American marketing association, personal

selling is an oral presentation in conversation with one or more prospective

purchasers for the purpose of making sales. Personal selling is the most important

ingredient in the promoting mix. It renders valuable services to consumers,

producers and the society. It is an effective of sales promotion. Unlike advertising

personal selling is present in all the three phases of buying.

Personal selling in an effective media of selling. It is

the largest single cost accounting say for 20% of net sales in several business

enterprises. Besides this, there are many other advantages of personal selling also.

Distribution Channels:

Distributional channels those systems of economic

institutions through which a producer of goods delivers them into the hands of

their users. As society shifted from producing things in the home to buying goods

manufactured in centralized locations, there arose a need for some means to

distribute the products from the central points of production to the dispersed

populace. Channels of distribution furnish this bridge between the producer and

the consumer.

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Tremendous amount of time and money would be expended in just acquiring the minimum amount of goods one would need for survival. Marketing channels funnels the goods demanded by the consumer to the place where he wishes to purchase them, and create three basic utilities, viz.

1. Place

2. Ownership, and

3. Time

Marketing institutions must move the goods from point of production to the point of purchase i.e. consumption. this creates place utility, because goods will have no value to the buyer If they are still in hands of manufacturer

Marketing channels arrange for the transfer of title of the goods from the manufacturer to the buyer. This creates ownership utility.

Marketing channels must have arranged goods available to the user when he wants them, this creates time utility. In great part of US bathing suits gave little value to the consumer in the month of January, in fact, the manufacturer

Of swimming apparel must make them during the winter because a substantial amount of lead time is necessary to ensure that ample merchandise is on hand at that time is demanded. Channels of distribution frequently absorb much of this difference in time between production and consumption. This statement does not imply that all marketing activities do not have a bearing on the creation of these utilities. Although advertising may stimulate ownership utility by making a person want something, the actual ownership utility is created on the transfer of title from the retailer to the individual

The title does not always automatically follow the actual trail of the merchandise.

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Channel Originated Behavior:

It should not be assumed that marketing channels are passive institutions

moving only at the order of manufactures. Most aggressive middleman will

institute the economic behavior of their own when they see a need for it market

place. Many retailers and wholesalers have originated their own brands with

which they compete in the market place side by side.

Often in conflict with the promotional programmes of the

manufacturers with whom middleman deal they originate promotions of their own.

A food manufacturer have a certain promotion under way which requires a man

floor display in super market, but the super market owner may have promotional

plan of this own that do not provide for such display. In fact middlemen have

learned through their bitter experiences of business that the interests of the

manufacturer are not always identical with theirs. Often middlemen modify a

manufacturer product in an attempt to make it more appealing to the consumer.

Ready-to-wear stores will frequently change the labels and alter some of

accessories of the apparel they sell.

Intact, middlemen are influential in determining the actual

location at which the merchandise will be delivered to the customers. Although

manufacturers have some degree of control over location through their selection

of outlets but in fact, it is the dealer who will make the final decision

concerning where the merchandise should be sold to customer.

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Channel Arrangement:

Four major alternative channel arrangement have been described below which differ significantly in their capability for creating sales, in their costs of operation and their susceptibility to control. Once they are choose, the firm must adhere to them for a substantial period of time.

1. The first channel consist of direct sales of goods by producer to ultimate

2. The seconds marketing channel shows one selling intermediates between the producer and the ultimate consumer. If the middlemen is retailer, his function is to purchase the producer’s goods and resale them at a profit.

They deal with many producers. P-R-C

3. The third marketing channel shows two different selling intermediaries. The most common example consists of wholesaler and retailer. This is known as the linkage. P-W-R-C

The last channel consists of three selling intermediaries where a jobber usually intervenes between the wholesalers and the retailers. The linkage is P-W-J-R-C. The jobber buys from wholesalers and sells to small retailers, who generally are not serviced by the large wholesalers

P = PRODUCER, W=WHOLESALER, J=JOBBER, R=RETAILER, C=CUSTOMER

Sales promotion is a tool used to achieve most of the five major promotional objectives discussed in the Promotion Decisions tutorial:

Building Product Awareness – Several sales promotion techniques are highly effective in exposing customers to products for the first time and can serve as key promotional components in the early stages of new product introduction. Additionally, as part of the effort to build product awareness, several sales promotion techniques possess the added advantage of capturing customer information at the time of exposure to the promotion.

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In this way sales promotion can act as an effective customer information

gathering tool (i.e., sales lead generation), which can then be used as part of

follow-up marketing efforts.

Creating Interest – Marketers find that sales promotions are

very effective in creating interest in a product. In fact, creating interest is often

considered the most important use of sales promotion. In the retail industry an

appealing sales promotions can significantly increase customer traffic to retail

outlets. Internet marketers can use similar approaches to bolster the number of

website visitors. Another important way to create interest is to move customers to

experience a product. Several sales promotion techniques offer the opportunity for

customers to try products for free or at low cost.

Providing Information – Generally sales promotion techniques are designed to

move customers to some action and are rarely simply informational in nature.

However, some sales promotions do offer customers access to product information.

For instance, a promotion may allow customers to try a fee-based online service

for free for several days. This free access may include receiving product

information via email.

Stimulating Demand – Next to building initial product awareness, the most

important use of sales promotion is to build demand by convincing customers to

make a purchase. Special promotions, especially those that lower the cost of

ownership to the customer (e.g., price reduction), can be employed to stimulate

sales.

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Reinforcing the Brand – Once customers have made a purchase sales

promotion can be used to both encourage additional purchasing and also as a

reward for purchase loyalty (see loyalty programs below).

Promotional Strategy

1. Deciding Promotional Mix

Personal selling, advertisement and sales promotion are some of the promotional

methods. During most of the situations two or more promotional methods are to be

used for each campaign. Generally with the help of a single method it is not

possible to succeed. Advertising needs the support of personal selling or display to

increase the sales. Sometimes even the personal selling alone cannot be successful

without the support of advertisement.

An ideal promotion mix is that situation where the total expenditure incurred for

various promotion methods is minimum and sales by such mix is maximum.

Promotion mix means finding out the proper ratio of usage of different methods of

promotion. The management must find out, how much amount should be spent on

each promotional activity. Promotional mix is influenced by the following factors.

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(a) Nature of the product

Nature of the product will be decide the promotional mix. For consumer goods

advertisement and dealer display will have more effect. Industrial goods with high

technology will need much of personal selling and cosmetics, blades etc, will

require more of advertisement than personal selling and display

(b) Nature of the Customer

If the communications are mostly to middlemen, then personal selling will be more

effective and very little spending on advertisement will do. If information are to be

passed to consumers and when the number of consumers is large, it is better to

advertise. Especially if customers are scattered, then advertisement alone can be

successful.

(c) Nature of the Market

If market for a product is only local then personal selling alone will be sufficient.

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Top 10 Reasons Beer is Good for your Health

Everyone is looking for a reason to drink beer. Right? It turns out that a lot

of people are. So here are 10 great reasons to drink more beer. Not only that, but

they're all true. Beer really is good for your health, so drink up!

Beer Reduces Stress

Alcohol in general has been shown to reduce stress. This one is obvious, and

may be the best reason beer is good for your health.

Beer is Good for the Heart

A study was conducted from 1982 - 1996 on the elderly. It was found that

those who drank at least 1.5 per day had a 20-50 percent less chance of having

heart failure.

Beer Improves Blood Circulation

Beer increases your "good" cholesterol, or HDL (high-density lipoprotein)

cholesterol. Its basically a kind of blood fat, so it reduces blood's tendency to clot.

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Beer is Chock Full o' Fiber

The fiber comes from the cell walls of the malted barley. A liter of beer can

have as much as 60% of your daily recommended fiber. The extra fiber will keep

you regular and can also lower the risk of heart disease.

Beer as a Multi-vitamin

Beer is a significant source of magnesium, selenium, potassium, phosphorus,

biotin, folate, vitamin B6 and vitamin B12

Beer can Prevent Strokes

A study published in Stroke magazine in 2001 showed that alcohol drinkers

have fewer strokes. Because it thins the blood, it increases the circulation in the

brain, thereby protecting from silent strokes which are cause by tiny blood clots.

Beer keeps your Brain Young

A large study, published in the December 2001 issue of Alcoholism: Clinical

& Experimental Research, was conducted on elderly italian men and women. It

showed that moderate drinkers had a 40% lower risk of mental impairment.

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Beer is Good for your Liver

Alcohol expands the small blood vessels in the liver. This speeds up

metabolism so it can help clean all the toxins out of the liver. This is from Beer Net

Publication, April 2001 Biological Institute.

Beer Cures Insomnia

Lactoflavin and nicotinic acid, both present in beer, can promote sleep. Also

hops are a natural sedative.

Beer Fends off Gallstones

According to Professor Oliver James at the University of Newcastle, beer

protects against gallstones and kidney stones.

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Stock Data: Recent Stock Performance:

Current Price (7/17/2009): 41.60(Figures in Indian Rupees)

1 Week 1.5% 13 Weeks -14.2%

4 Weeks 4.3% 52 Weeks -19.8%

Mount Shivalik Breweries Limited Key Data:

Ticker: 507522 Country: INDIA

Exchanges: BOM Major Industry: Food & Beverages

Sub Industry: Brewers

2008 Sales927,979,682

(Year Ending Jan 2009).Employees: 140

Currency: Indian Rupees Market Cap: 251,542,720

Fiscal Yr Ends: March Shares Outstanding: 6,046,700

Share Type: Ordinary Closely Held Shares: 2,559,684

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RESEARCH METHDOLOGY

Research – Research is common parlance refers to a search for knowledge. The

Advanced Learner’s Dictionary of Current English lays down the meaning of

research as “A careful investigation or inquiry specially through search for

new facts in any branch of knowledge” According to Redman & Mory “A

systematized effort to gain new knowledge.”

Research Methodology- It is the way to systematically solve the research

problem. It may be understood as a science of studying how research is done

scientifically. In it we study the various steps that are generally adopted by a

researcher in studying his research problem along with the logic behind them.

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Types of research Design:-

1. Descriptive Research Design – Descriptive research studies are those studies

which are concerned with describing the characteristics of a particular

individual, or of a group.

2. Hypothesis Research Design – Hypothesis testing research studies (generally

known as experimental studies) are those where researcher tests the

hypotheses of causal relationship between variables.

3. Exploratory Research Design - Exploratory research studies are also termed

as formulative Research studies. The main purpose of such studies is that of

formulating a problem for more precise investigation or of developing the

working hypothesis from and operational point of view. The major emphasis

in such studies is on the discovery of idea and insights. As such the research

design appropriate for such studies must be flexible enough to provide

opportunity for considering different aspects of problem under studies.

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Sampling- Sampling may be defined as the selection of some part of an

aggregate or totality on the basis of which a judgment about the aggregate is

made. In other words, process of obtaining information about an entire

population by examining only a part of it. In most of the research.

Types of sampling:-

1. Systematic Sampling- The most practical way of sampling is to select every

ith item on a list. This kind of sampling known as systematic sampling.

2. Stratified Sampling- If a population from which a sample is to be drawn

does not constitute a homogeneous group, stratified sampling technique is

applied in order to obtain representative sample.

3. Cluster Sampling- If the total area of interest happens to be big one, a

convenient way in which is sample can be taken is to be divided into smaller

non-overlapping areas called cluster known as cluster sampling.

4. Non probability sampling- In case of non probability sampling it is

considered appropriate to use a random selection process where the

probability of each cluster being included in the sample is proportional to

size of the cluster.

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LIMITATION

During the process of a research a person comes across certain restrictions certain

limitations. Some of these limitations are overcome while come have to be

overlooked for the smooth conducting of the research. Some of these restrictions

are:

Liquor is such a product that the wholesaler, retailers and consumer fear to

come out with information.

Due to the wide area of the markets, it was impossible to cover each and

every retail shop, hence only few shops were covered.

The such had to be completed in 8-10 weeks, which is not enough time to

cover the market. So time was the major constraints in conducting the study.

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CONCLUSION

During our research we found out that the brands of Mount shivalik brewery in the

Beer Segment specially thunderbolt super strong beer is performing well. The

demand of thunderbolt super strong beer in the market is good but not easily

available every where Company has got good image among the general public.

Thunderbolt beer is the undisputed leader in the strong beer segment.

As far as Mount shivalik brewery ltd is concerned the major position of its

turnover through thunderbolt lite and strong these are the largest selling brands in

the beer industry after thunderbolt super strong but the company badly needs to

promote other brands because neither of them has hot good presence at the national

level.

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QUESTIONNAIRE FOR CONSUMER

Ques.1- Do you drink liquor?

a) Yes b) No

Ques. 2- You take liquor in form of...

a) Beer b) Whisky c) Rum

Ques. 3- Your age is………

a) 15-25 yrs. b) 25-35yrs.

c) 35-45yrs. d) 45 & above

Ques. 4- Who introduced you to drink Beer?

a) friends b) Advertising

Ques. 5- You consume Beer…….

a) Once a week b) 3-4 times in a week

c) Every day d) Occasionally

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Ques. 6- How often do you drink beer?

a) Occasionally b) Regularly

Ques. 7- Which type of Beer do you prefer?

a) Mild b) Strong c) Both

Mild………………. Strong…………….

Ques. 8- How much quantity of Beer is consumed by you at one time?

a) 1 Bottle b) 2 Bottles c) > 2 Bottles

Ques. 9- You drink Beer usually at?

a) Home b) Restaurant c) Bar d) Open space

Ques. 10- What are the key factor that affect your purchasing decision?

a) Price b) Brand c) Taste d) Status

Ques. 11- How was it, as compared to other existing brands ?

a) Good b) Poor c) Satisfactory d) Equivalent

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Ques. 12- You feel after drink………

a) Relaxed b) Happy c) Tensed d) Angry

Ques. 13- Your preference for packaging?

a) Bottle b) Cane

Ques. 14- Are you brand loyal?

a) Loyal b) Switcher

Ques. 15- Any suggestions for MSBL beer ?

………………………………………………………………………

………………………………………………………………………

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Personal information

Name-…………………………….

Address-...…………………………………………………………..

………………………………………………………………………

………………………………………………………………………

Gender-………………………………

Age-…………………………………..

Occupation-…………………………………………………………

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QUESTIONNAIRE FOR RETAILER

Ques.1- What different types of liquor are sold by you ?

a) Beer b) Whisky c) Rum d) Other

Ques.2- Which type of beer is mostly demanded ?

a) Mild b) Strong c) Both

Ques.3- In beer, what are the different brands available with you ?

a) Golden eagle b) Maeakins 1000 c) Haywards 5000

d) Kingfisher e)Any other………………

Ques.4- Which brand of MML beer in mostly demanded ?

a) Golden eagle b) Meakins 1000 c) Golden eagle deluxe prem.

Ques.5- How much quantity of MML beer is sold daily ?

a) 10 Cases b) 10-20 Cases c) > 20 Cases

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Ques.6- Do you agree with advertising program of Beer ?

a) Yes b) No

Ques.7-Are you satisfied with the distribution system of MML ?

a) Yes b) No

Ques.8- Do you think that sale can be increased by providing scheme to

retailer and consumers ?

a) Yes b) No

Ques.9- Who is the biggest competitor of MML in the market ?

…………………………………………………………

Ques.10- Would you like to give some suggestions to MML for improvement ?

………………………………………………………………………

………………………………………………………………………

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BIBLOGRAPHY

The readings which rendered all possible help and guidance in finalizing the

marketing are:-

Marketing Concept : Philip Kotler

Data From : Internet & floro & fauna

housing and land Dev. (P) ltd.

News Papers : The Economic Times &

Times of India

Magazine : Business Week

Research Methodology : C.R. Kothari

Marketing Research : G.C. Beri

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