project report of mount shivalik brewery ltd(thunderbolt 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 SESSION-2008-10

MBA,

ACKNOWLEGEMENTFirst 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

1SHIV SACHDEVA SESSION-2008-10 MBA,

DECLARARTIONI 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:

Sh iv sachdeva Co urse MBASHIV SACHDEVA SESSION-2008-10 MBA,

Sessi on -2008-10

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CERTIFICATE

This is to certify that the project report entitled The study on the sales promotion adopted by Mount Shivalik brewery Ltdhas 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)


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Signature (External Examiner)

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CONTENTSSr.No Page No.1.

Topic General Introduction

62.

THE LIQUOR INDUSTRY IN INDIA

9 3. 12 4. 21 5. 33 6. 56SHIV SACHDEVA SESSION-2008-10 MBA,

About company Competitors Sale promotion Objectives of sales promotion

7. 70 8. 73 9. 74 10. 75 11. 79 12. 81

Research Methodology Limitation Conclusion Questionnaire for consumer Questionnaire for retailer Bibliography

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GENERAL INTRODUCTIONThis 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 customersSHIV SACHDEVA SESSION-2008-10 MBA,

who heavily share a common need constitute the market. Now days, market has turned from sellers market to buyers 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, dealers retailers and many a time the consumers directly through media. But it all depends upon the factors, conditions, characteristic of the producers 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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Anew 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, abilitySHIV SACHDEVA SESSION-2008-10 MBA,

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. 7

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 serviceSHIV SACHDEVA SESSION-2008-10 MBA,

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 perSHIV SACHDEVA SESSION-2008-10 MBA,

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. MNCs 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, distributors margin, retailers 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.SHIV SACHDEVA SESSION-2008-10 MBA,

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 PROFILEThis 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 organicSHIV SACHDEVA SESSION-2008-10 MBA,

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 changingSHIV SACHDEVA SESSION-2008-10 MBA,

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.


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Second IMFL bottling plant at patna,bihar under the name of shivalik kineme(P)Ltd. Established in the year 1983.In the year 1984,countrys 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. Groups 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.SHIV SACHDEVA SESSION-2008-10 MBA,

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 rooms motels, a pub, beer garden, fast food restaurant, health care, and recreational facilities. MSIL entered into an agreement with Strohs 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 reintroduce 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 USASHIV SACHDEVA SESSION-2008-10 MBA,

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 bottlesIn 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.SHIV SACHDEVA SESSION-2008-10 MBA,

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. 16 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:SHIV SACHDEVA SESSION-2008-10 MBA,

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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, `Èfforts 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.


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-AStroh 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


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Todays 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 (NRIs) from USA. BEER consumption in the country increased 7-9 % per year.

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1. SABMiller India


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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 Companys 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.


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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 19th century (1857) with fire small breweries in South India. In 1951, a Scotsman named Thomas Leishman combined the five breweries to form United Breweries . 23

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


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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 laters 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.SHIV SACHDEVA SESSION-2008-10 MBA,

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


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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 internationalSHIV SACHDEVA SESSION-2008-10 MBA,

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 Indias rapidly growing domestic market. Currently, Cobra presently produces five varieties of beer: Cobra 5.0% Premium Cobra Zero % Cobra Light King Cobra Cobra Bite 27

PARENT UNIT OF MOUNT SHIVALIK BREWERY LTDThe registered office of Mount shivalik brewery Limited is situated at in different state


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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

NOTESHIV SACHDEVA SESSION-2008-10 MBA,

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 mild29

BEERBeer 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 Lager2. Draught


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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 BEERIngredients-the simple formula for brewing beer is to convert three nationalingredients 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 beerrequires 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 thebeer is sent to the serving tank where it is bottled Bottling-after filtration beer is sent to the serving, where it get bottled.SHIV SACHDEVA SESSION-2008-10 MBA,

Pasturisation-after the beer is bottled, it is send for pasturisation ,this is thelast process in the brewing of beer.

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

Recycle-the company is committed towards clean environment by using recycledcorrugated 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 : Zone 2: Zone 3: Zone 4:

Jammu & Kashmir, Punjab,. Himachal, Haryana, Uttarakhand Chandigarh , Delhi , CSD Jharkhand, Bihar, Orissa, West Bengal, etc


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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 nonroutine 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 personnelSHIV SACHDEVA SESSION-2008-10 MBA,

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 Ps,(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 productand 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.

Product1. 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.

Place1. it is available in many states Punjab, Haryana in other statesSHIV SACHDEVA SESSION-2008-10 MBA,

2. Company location plant Punjab, Rajasthan

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Distribution Network APB On / Off Premise DistributorsEnd Consumer Breweries Locations

PriceIn both mild and strong beer segments thunderbolt beer uses competitive price strategy 650ml .RS 65

35 PromotionPromotion 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.SHIV SACHDEVA SESSION-2008-10 MBA,

Major Tools in Marketing BeerPublications: 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.

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Marketing Activities at MSBL

Brand Advertising Promotional Activities in on & off trade Experiential marketing Consumer planning Relationship marketing Consumer PRSHIV SACHDEVA SESSION-2008-10 MBA,

Brand Website & online activities Packaging

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Factors Influencing Company Marketing Strategy


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

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Relationship between PLC & Marketing StrategiesLike human beings, products also have life cycles. That is, they're born, and then over timetheir sales grow, mature, and finally decline. The strategies with which


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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 Product Introduction Low sales, high cost per customer, no profits, few competitors Product Growth Product Maturity Rising sales and profits, more and more competitors Peaking sales and profits, stable or declining number of competitors Maximize market share Maximize profit while defending market share 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 Create product awareness and trial Offer a basic product, Use heavy promotions to entice trial Offer product Extensions Diversify brands Market Strategies

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Packaging


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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 AdvertisingAdvertising 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 advertisings possible influence on alcohol consumption and underage drinking, and as aSHIV SACHDEVA SESSION-2008-10 MBA,

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 threetier 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 MSBLStrength Production capacity Premium Quality Product Experience Management team

Weakness Low Advertising & Promotion Spends Less Manpower Products not available in CansSHIV SACHDEVA SESSION-2008-10 MBA,

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 buyIt is part of the Marketing spend of all companies and these days SP spends in many companies exceed that of the ad spend

Why?SHIV SACHDEVA SESSION-2008-10 MBA,

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 constraints47SHIV SACHDEVA SESSION-2008-10 MBA,

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 franchise48

Consumer promotionSHIV SACHDEVA SESSION-2008-10 MBA,

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 incentives49


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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 SELLING PUBLICITY TION ADVERTISING

SALES PROMO

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Sales PromotionSHIV SACHDEVA SESSION-2008-10 MBA,

Product sampling, demonstration Coupons, refunds Rebates, cents-offContests, games & sweepstakes Premiums Multiple purchase offers, Frequent-user incentives P-O-P material Product placements/tie-ins52

Classifying Types of Sales PromotionPromotional samplingSHIV SACHDEVA SESSION-2008-10 MBA,

Non-price

Pricing

Promotions. contents

Price reductions Free goods Tied offers

.imported the .food products .very expensive

. free gift . self-supporting

Money off next purchase

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Market Segmentation ISales 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.


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Category Standard lager Premium lager Ales, stouts & bitters Low/no alcohol Specialty beer Total

% Share 87.00% 6.20% 3.20% 2.90% 0.70% 100.0%

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Market Segmentation IIIndia accounts for 1.3% of the Asia-Pacific market by value. In comparison, Japan generates 45.5% of the market's revenues


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Geography Japan China South Korea Rest of Asia-Pacific India Total

% Share 45.50% 36.40% 9.50% 7.30% 1.30% 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.SHIV SACHDEVA SESSION-2008-10 MBA,

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.SHIV SACHDEVA SESSION-2008-10 MBA,

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 companys 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. 57

Marketing Activitiesof Public Relation : a) Generation news, features about the business, its people and its products. b) Handing press inquiries and interviews.SHIV SACHDEVA SESSION-2008-10 MBA,

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 prospectiveSHIV SACHDEVA SESSION-2008-10 MBA,

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.

59 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. TimeSHIV SACHDEVA SESSION-2008-10 MBA,

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.SHIV SACHDEVA SESSION-2008-10 MBA,

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. 61

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. 2.

The first channel consist of direct sales of goods by producer to ultimate 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 producers goods and resale them at a profit.MBA,


They deal with many producers. P-R-C3.

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. 62

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 ofSHIV SACHDEVA SESSION-2008-10 MBA,

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. 63

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 MixPersonal 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 notSHIV SACHDEVA SESSION-2008-10 MBA,

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.

64 (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.SHIV SACHDEVA SESSION-2008-10 MBA,

(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 HealthEveryone 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 CirculationSHIV SACHDEVA SESSION-2008-10 MBA,

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: 1 Week 4 Weeks

Current Price (7/17/2009):(Figures in

41.60

1.5% 4.3%

13 Weeks 52 Weeks

-14.2% -19.8%

Indian Rupees)

Mount Shivalik Breweries Limited Key Data: Ticker: Exchanges: 507522 BOM Country: Major Industry: Sub Industry: 927,979,682 (Year Ending Jan 2009). Indian Rupees March INDIA Food & Beverages Brewers

2008 Sales

Employees:

140

Currency: Fiscal Yr Ends:

Market Cap: Shares Outstanding:

251,542,720 6,046,700


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Share Type:

Ordinary

Closely Held Shares:

2,559,684

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RESEARCH METHDOLOGYResearch Research is common parlance refers to a search for knowledge. The Advanced Learners 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 betweenvariables.

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.


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. 72


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LIMITATIONDuring 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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CONCLUSIONDuring 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 CONSUMERSHIV SACHDEVA SESSION-2008-10 MBA,

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. c) 35-45yrs. b) 25-35yrs. d) 45 & above

Ques. 4- Who introduced you to drink Beer? a) friends b) Advertising

Ques. 5- You consume Beer. a) Once a week c) Every day b) 3-4 times in a week d) Occasionally

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Ques. 6- How often do you drink beer?SHIV SACHDEVA SESSION-2008-10 MBA,

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 drinkSHIV SACHDEVA SESSION-2008-10 MBA,

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 RETAILERSHIV SACHDEVA SESSION-2008-10 MBA,

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 d) Kingfisher b) Maeakins 1000 c) Haywards 5000

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 ?SHIV SACHDEVA SESSION-2008-10 MBA,

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 retailer and consumers ? a) Yes b) No

to

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 Data From :

:

Philip Kotler

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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project report of mount shivalik brewery ltd(thunderbolt beer)

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