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

Project ReportThe study on the sales promotion policiesadopted 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 toSHIV SACHDEVA MBA, SESSION-2008-10

ACKNOWLEGEMENTFirst of all would like to thank MOUNT SHIVALIK BREWERY LTD, Which providedme a great opportunity of undergo my summer Training in such a prestigiousorganization. Then I would like to Thank Mr Rajiv Bali (Managing Director, Mountshivalik brewery Ltd) in whose region I have done my training. I am especiallythankful to to Mr.D.P Khetarpal (manager coordination, Mount shivalik breweryLtd.) under whose kind guidance I have done my training. At the end I would liketo thank Mr.V.K Ohri, (R.M) & all those who helped me during my training. Shiv sachdeva 1SHIV SACHDEVA MBA, SESSION-2008-10

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 2SHIV SACHDEVA MBA, SESSION-2008-10

CERTIFICATE This is to certify that the project report entitled“The study on the sales promotion adopted by Mount Shivalik brewery Ltd”hasbeen prepared by Mr. shiv sachdeva, of course MBA and Session 2008-2010 forthe award of the Degree of Master of business administration by Shri Raghu NathRai Memorial School Of Management, Ram Nager (Banur) under the guidance ofMr. D.P Khetarpal, manager coordination, mount shivalik brewery Ltd,Bhankarpur,punjab Signature (Internal Examiner) Signature (External Examiner) 3SHIV SACHDEVA MBA, SESSION-2008-10

CONTENTSSr.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 5SHIV SACHDEVA MBA, SESSION-2008-10

GENERAL INTRODUCTION This modern era of liberalization and globalization has opened abroad scope for conducting marketing of products in business.To-day; marketingmanagement has become more challenging and exciting than ever before.Generally a group customer who heavily shares a common a group of customerswho heavily share a common need constitute the market. Now days, market hasturned from seller‘s market to buyer‘s market. Every market plan depends upon thenature and size of the market. The word marketing means the act of selling and buying in themarket. Marketing involves meeting traders, merchants, dealer‘s retailers andmany a time the consumers directly through media. But it all depends upon thefactors, conditions, characteristic of the producer‘s product, middlemen and theconsumers. Hence, the marketing manager and sales executives are also required tobe more and more consumer oriented. Today, profit rather than sales volume isgiven priority. To achieve goal the proper marketing strategy is needed. Asuccessful strategy man oeuvre for obtaining specific goals can be possible ply bybuilding a high committed and motivated sales team of area managers, salesofficers, dealers and officers. Strategy of marketing depends upon the nature of products,quantity of production, consumers, views and awareness overall demand, capacityof product circulation and existence of middle 6SHIV SACHDEVA MBA, SESSION-2008-10

A new product may have to be promoted by door to door selling, selling shopsand through media like T.V. or through advertisements. If a product is to beexported, the marketing has to be done within the framework of policies andprocedures set up by the govt. The middlemen under strict price and control policyof the Ministry of Home Affairs especially Food and Civil Supply Department. For successful marketing of its products, a company may havesales persons, area sales manager, regional sales manager, zonal sales managermarketing professionals, depot communication manager, product manager mediaassistant, public relation officer and managing director depending upon the size ofthe company. For the successful career in marketing a person must have certainbasic skills like a degree in an area of thrust related to the type of company, abilityto formulate and implement sales, distributional sales, distributional andpromotional strategies and exceptional skills to motivate and effectively managethe sales force. In addition, the attitude and talent for innovation, good knowledgeof designing and preparing various inputs including visual aid folder is needed.Besides this, involvement in marketing research for launching new products and intraining sales force is must for a successful marketing manager. The abovequalifications are must because the role of marketing manager in the organizationhas also changed with requirement of the hour. Today, marketing manager hasbecome the integral part of business and involves all the activities that take place inan enterprise. As a good marketing manager one has to train the staff.Therefore the sound knowledge of marketing activities, marketing strategies andlegal aspects is needed. Not only this, there many other things which pave the wayfor promoting sales. Good contacts in corporate sectors, knowledge of controllingactivities up to grass-root level, interacting with concerned departments and salesregulatory authorities are also required for a successful marketing manager. FourPs namely product, price, place and promotion are the most vital areas ofmarketing management. Fifth P added is pace. Without these the marketingobjectives of organization cannot be fulfilled. 7SHIV SACHDEVA MBA, SESSION-2008-10

Channel distribution system may get affected by theproduct factor, market factor and institutional or organizational factors and thevital decisions has to be taken with regard to internal sales promotion in the light ofchannels of distribution.The marketing division should see that brand identification is must for theproducers to exercise maximum control over the demand for its products. Brandingof products is necessary for administration of warranty, guarantee and servicepolicies. The branding is also necessary from companies share point of view andfor export purpose. Overall marketing manager must use management scienceand decisions making technology to the fullest while understanding the limitationsof these tools. He should also provide guidelines, stimulations and encouragementfor the fullest and richest use of inspiration talents, inventiveness and judgment. 8SHIV SACHDEVA MBA, SESSION-2008-10

THE LIQUOR INDUSTRY IN INDIAThe alcohol industry is very important for the government. It generates anestimated Rs. 16,000 crore per annum in spite of the fact that the per capitaconsumption of liquor in India is the lowest in the world. The total liquor industryis worth Rs. 2,000 crore. IMFL accounts for only a third of the total liquorconsumption in India. Most IMFLs are cheap and are priced below Rs. 200 perbottle. Alcohol sales proceeds account for 45% of the total revenue collection inthe country. Whiskey accounts for 60% of the liquor sales while rum; brandy anyvodka account for 17% 18% and 6% respectively. MNC‘s share is only 10% andthey have been successful only in the premium and super premium ranges. PostWTO the government may have opened India to foreign distilleries, but the dutyhas been increased from 222% to 464-706%. This is due to the fact that there is a100% customs duty, 150% contravening duty, local taxes, distributor‘s margin,retailer‘s margin and publicity charges. The cost is finally borne by the consumer 9SHIV SACHDEVA MBA, SESSION-2008-10

The cost is finally borne by the consumerThough the government claims that this is being done to protect the domesticliquor industry, the domestic industry accounts for 99% of the market share. Thisprotectionist 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 thisis duty paid for. Within India itself, the policy of alcohol retail differs from stateto state. While some states like Maharashtra. Uttar Pradesh, and Tamil-Nadu havea liberal policy, come states like Haryana and Andhra Pradesh have had very bitterexperience in trying to make these states dry and have eventually had to withdrawthe policy. 10SHIV SACHDEVA MBA, SESSION-2008-10

PRODUCT PROFILEThis research focuses the study of alcoholic product of MSBL. Thus it is importantfor us to known what Alcoholic drinks are. Alcoholic drinks are a mixture ofalcohol or spirit water and minor ingredients knows as cogeneries. The organicname of alcohol is ethyl alcohol, which is derivative of hydrocarbon. Consumablealcohol has no flavor, only careful section of congeneries which is added duringfermentation process lead to a palatable product. Therefore alcohol drinks offeredworld over are blended to provide uniform blends, bouquets and palatability. 11SHIV SACHDEVA MBA, SESSION-2008-10

ABOUT COMPANYA saga that began over a century and a half ago continues on its path of service tothe world with dedication, courage and an unflinching commitment to quality.Over the years the Company has embraced modernity and adapted to changingtimes. Yet, its basic values remain the same-integrity, Craftsmanship, andTradition. From mount shivalik brewery Ltd where the sanctity of ancient culture,technological development and craving for quality are artfully blended into theproducts. Late padamshri Mr N.N.Mohan(1901-1969) who was the father of mountshivailk give the idea to open brewery at bankerpur.after that foundations stonewas laid by then padamshri col.V.R mohan on 29 nov.1972. 1972-1978 mount shivalik breweries ltd.(MSBL)was formallyincorporated, headed by Mr.B.D. Bali as the managing director. 12SHIV SACHDEVA MBA, SESSION-2008-10

The construction of brewery began at bhankarpur,dist.patiala,india and wascompleted in a record time of 1 year.MSBL launched its brands inJK,Haryana,Himachal Pradesh,Delhi and Madhya Pradesh. 1982-1984 the group established an Indianmade foreign liquor(IMFL) bottling plant at Chandigarh namely ―Mount shivalikbottling plant‖. Second IMFL bottling plant at patna,bihar under the name ofshivalik kineme(P)Ltd. Established in the year 1983.In the year 1984,country‘sfirst super strong beer ―THUNDERBOLT SUPER STRONG ―Beer launched. 1987-1993 In the year 1987, pub culture in north India invoked, byopening of pubs in Chandigarh by the company. Group‘s flagship brand―THUNDERBOLT Super Strong‖ won the prestigious ―monde selection goldmedal ‖ at Barcelona (1991) for its international quality. 13SHIV SACHDEVA MBA, SESSION-2008-10

THUNDERBOLT Super strong beer reached a landmark in thecountry by achieving sales of 1.5 million doz. The brand become benchmark forother super strong beer in the country by setting higher standards of quality andexcellent packaging throughout the country. Mount shivalik industries Ltd. incorporated on 19th January. 1996-1998 Two new brands were launchedmild and strong segments by the name of:-GOLDEN PEACOCK & TORPEDOSUPER STORNG.Group achieved a land mark by selling 3.5 million doz. In over 18 states in thecountry in the country in the year 1997.as part of diversification plans, the grouphas decided to set up resorts having facilities of 30 room‘s motels, a pub, beergarden, 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. 14SHIV SACHDEVA MBA, SESSION-2008-10

In the year 2000 as part of expansion plans for IMFL, the company has received aletter of intent from Government of Punjab to set up distillery for producingpotable 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 andThunderbolt 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 beermarket.The Stroh brand was previously canned in India by Rajasthan Breweries, whichstopped production in February 1999 following differences with the $ 1 billionStroh Brewery Co, USA. MSBL--which had struck an agreement with Stroh USAin 1998 for bottled beer--will now produce and distribute bottled Stroh beer inDiet, Mild and Strong category for all the markets in the country, except SouthIndia (Tamil Nadu, Kerala, Pondicherry, Karnataka and Andhra Pradesh). 15SHIV SACHDEVA MBA, SESSION-2008-10

A study conducted by the Delhi-based market research agencyM&M in March 1999 in the markets of North-East, North and West India, revealedthat 78 per cent of the 4,000 respondents were aware of the Stroh brand andregarded it as a premium beer. The findings have now spurred MSBL into quicklyactivating the Stroh brand--with an integrated marketing plan. Says MSBL directormarketing, Monish Bali: ``had we given a longer gap the brand would havesuffered.MSBL now plans to launch Mild and Strong Stroh beer between mid-June andSeptember 1999 in a phased manner: beginning with Rajasthan and progressing tothe markets of Chandigarh, Punjab, West Bengal, and Haryana. Later, in thesecond phase, it will roll out the beer in Delhi, Bihar, Daman, Orissa, MadhyaPradesh and the North-East.Old beer in new bottlesIn its new avatar, Stroh would be made available not in cans but in amber-colored650 ml and 330 ml bottles. While the 650 ml bottle will have the conventionalshape popular in the Indian beer industry, its the 330 ml packaging which willflaunt the `long neck design used by Stroh in America. The 650 ml bottle will alsohave a golden champagne capsule top to enhance its shelf and eye appeal, whilethe 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 redlabel for strong beer. Moreover, a special offset printed master carton has beendeveloped for packing these two sizes. MSBL is also considering options likesupplying Stroh in kegs to pubs, but this will depend on the prevailing excise lawsof the respective states. 16SHIV SACHDEVA MBA, SESSION-2008-10

Pegging the priceAiming to position the beer as a super premium brand, Stroh would be offered at aprice that is higher by Rs 3 to Rs 5 a bottle, against the top-selling domestic brandin each state. MSBL believes that despite the more expensive price, the consumerwould view Stroh as `àn international quality beer at an affordable price. Whilethe 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 (strongbeer) 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, Strohin bottle form would also appeal to the price-sensitive middle class. ``With bottleswe 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 termsof setting up our own facilities or having arrangements with other existingbreweries.Raising the barTaking cognisance of the fact that the Stroh consumer expects internationalquality, taste, packaging and consistency, Stroh would be positioned as `The GreatAmerican Beer. A distinct marketing strategy is being evolved to promote the beerat, 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, Strohis planning some bubbly bursts: 17SHIV SACHDEVA MBA, SESSION-2008-10

 A 30-second television commercial (TVC), createdin the US, will unfold bylate June 99 on the Star channels. With an advertising and promotion budget ofover 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: itshowed a person returning from the US and feeling thrilled on discovering Stroh inIndia. However, this time, MSBL will reinforce Strohs American-ness in itsadvertising -- just as Fosters is positioned as an Australian beer. To build a one-on-one relationship with potential consumers, a direct mailerhighlighting the brands USP--`Fire Brewed Beer--is being sent to all itsdistributors, 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 over2,000 retail outlets and over 500 bars/restaurants from its existing network of over165 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 metrosinto exclusive outlets under tie-up arrangements. In association with event management company Crayons, MSBL will organiseat least one mega event a month, from July 1999, in towns like Chandigarh, Jaipur,Calcutta, Delhi, Jamshedpur and Guwahati. The events would include fashionshows, 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 inother towns. 18SHIV SACHDEVA MBA, SESSION-2008-10

 Special promotions on the concept of `The Great American Beer will be heldat places which are associated with hanging out and having fun and symbolic ofAmerican culture: pool parlours, bowling alleys, Go-Kart circuits and otherrecreation centres. MSBLs field force of 85--all wearing branded Stroh T-shirts, caps anduniqueelectronic badges--will aggressively promote the campaign `Lets Stroh a Partywith 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 productreaches the targeted consumer. At the institutional level, Stroh would be promotedvia Happy Hours on Saturdays/Sundays as well as special offers during regularhours. Ninety per cent of MSBLs sales come from retail outlets and the remaining10 per cent from institutions. MSBL also plans to communicate messages like `Drink Smart or Dont Startvia its POS materials. To project a caring image it is also planning to associatewith organisations dealing in environment-related issues. MSBL has also identified sports like golf, cricket, bowling, pool, polo, footballand tennis for the promotion of Stroh indifferent markets. Stroh has already tappedthe mood of the World Cup revellers by distributing a 42-page pocket Stroh WorldCup diary giving the entire schedule of matches, at the institution and retail level. 19SHIV SACHDEVA MBA, SESSION-2008-10

With the Stroh initiatives ready to pour, MSBL expects a 20 per centincrease in its turnover next year, from an estimated Rs 100 crore in 1998-99.Thats reason enough to cheer.Golden Peacock raises a toast to India XIDo beer and cricket go together? Mount Shivalik Breweries Ltd (MSBL) certainlythinks so--especially given the initiatives undertaken by the hospitality industry towoo consumers to watch World Cup matches in restaurants. To benefit from thespecial packages offered by hotels, restaurants and bars, MSBL is currentlyrunning a promotion for Golden Peacock (GP), its premium lager beer brand.Called `Go for India, Go for GP, the promotion targets institutional sales andoffers consumers a one pint bottle (330 ml) free on the purchase of one bottle of650 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 ofIndias participation -- in the cities of Jaipur, Delhi and Chandigarh. 20SHIV SACHDEVA MBA, SESSION-2008-10

COMPETITORSToday‘s world is the competition. In every filed there is competition and thesuccess of any company or product largely depends upon competition.Competition provides a good quality of product to the customer. If a company hasto survive in the market, then it has to face throughout competition. In liquorindustry too the competition is there. The increasing awareness and exposure tobeer among consumers and the removal of quantitative restrictions gives big boostto the beer industry. It saw the emergence of new companies like future wine andspirit 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. 21SHIV SACHDEVA MBA, SESSION-2008-10

1. SABMiller IndiaSABMiller India is a wholly owned subsidiary of SABMiller plc, the secondlargest 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 cornerednearly on third of the India beer market with brands such as Haywards 5000.Haywards 2000, Haywards Black, Knock Out, Royal Challenge. Castle Lager andFosters.Based on consumer insights, SABMiller India has taken innovative measures to fillup the packaging, pricing, occasion and product gaps. Expertise on a global levelhas 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-agenuine stout beer.With ten world-class breweries strategically located across India. SABMiller iswell positioned to easily access and efficiently service the beer markets. 22SHIV SACHDEVA MBA, SESSION-2008-10

The Company‘s to India and ethos of quality reflected in the fact that itinvested over Rs. 125 crore in the last two years to upgrade breweries in line withglobal standards.SABMiller is a market facing and brand led organization that continuouslyrefreshes itself in pursuit of its mission of owning and nurturing local andinternational beer brands which are the first choice of the consumer.The company invests in bottles, which are returnable in nature are accounted for asfixed assets in its books. The company pays to its customers/agents for returningthe empty bottles at the prevailing market prices. The company urges itscustomer/agents to return the empty bottles to the company for which the companywill 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 namedThomas Leishman combined the five breweries to form United Breweries . 23SHIV SACHDEVA MBA, SESSION-2008-10

The company was taken over by Vijay Malaya in 1947. In 1952 thecompany shifted its registered office Madras to Bangalore. In 1958 the name of thecompany was changed from United Breweries Ltd. To UB Ltd. In 1989 as ameasure of diversification the company stated manufacturer of bulk drug, thepharmaceuticals on a priority basis.In 1992, 11 different breweries were and amalgamated with the parent company. In1994 the company launched its ‗Kalyani Premier Strong‘ and started exporting‗Kalyani Export Special‘ to U.K The company presently has 21 breweries under itsdirect or indirect control. Recently the company has started implementingrestructuring excise unless which it has dedicated to split its business into two-thecore beer business and the group invertment business. The company has dedicatedto focus on core business and to hive off non-core business.United Breweries launched the countries premium ice beer to be introduced inMumbai and selected cities of Maharashtra.The United Breweries Ltd. And its subsidiary Millennium Alcoveb Ltd. Haveentered into a contract agreement with Mohan Meakins to brew beer at the later‘sfacilities in Maharashtra, Uttar Pradesh, Andhra Pradesh and Daman. 24SHIV SACHDEVA MBA, SESSION-2008-10

Mr. Ravi Jians millennium alcoveb Ltd A subsidiary of unitedbreweries is in negotiations with an international beer company for an equity jointventure to making a Super Premium Beer in India.UB Ltd. Has carried out a reorganization of its business by hiring off fourssubsidiaries and making seven companies its fully owned aims apart fromacquiring the sorghums business in South Africa breweries ltd.Relawant of San Mighel and London Lilsnex, the new beer brands in it portfolioUnited Breweries (Holiday), a wholly owned subsidiary of united Breweries hasentered into an agreement to acquire up to 75% of the paid of equity capital ofMangalore Breweries and Distilleries Ltd.UB group has signed reseller and license agreement to market steel first fastersteaming media solutions Asia.UB Ltd. The largest beer manufacturer and marketing company, has launched twomore premium brands-London pilsner Premium beer and London No. 1 Strongbeer in Hyderabad 25SHIV SACHDEVA MBA, SESSION-2008-10

3. COBRA BEERCobra Beer is a British beer company founded in 1989 by Karan Bilimoria. Thecompany is based in Fulham, southwest London. Originally brewed in Bangalore,India (now Bengaluru), for export to the United Kingdom, the company now hascontract brewing operations in the UK (Charles Wells), Poland, Belgium, theNetherlands and India. Cobra Beer was founded in 1989 by Arjun Reddy andKaran Bilimoria, then aged 27 and £20,000 in debt. A Cambridge law graduate andqualified Chartered Accountant, Bilimoria launched Cobra Beer after spotting agap in the market for a less gassy lager. The beer was originally planned to benamed Panther, but the name Panther did not portray the picture of India andhence a more suitable and iconic name i.e. Cobra was chosen.By way of introduction by Arjuns uncle Keshow Reddy the two founders wereintroduced to Mysore Breweries in India, who were the original brewers of Cobrabeer. 26SHIV SACHDEVA MBA, SESSION-2008-10

Cobra was first brewed in Bangalore (now Bengaluru) in 1990and imported to the UK for seven years. In 1997 Cobra commenced brewing underlicence with Charles Wells in the UK. A 125 year old, family run brewery and thelargest independent brewery in the UK, Charles Wells brew leading internationalbeer brands including Kirin from Japan and Red Stripe from Jamaica. The businessrecently stopped brewing in Poland for cost saving reasons and returned brewing tocontract breweries in the UK Cobra Beer has also partnered with Mount ShivalikGroup, the largest independent brewing company in India, to brew Cobra underlicence 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 27SHIV SACHDEVA MBA, SESSION-2008-10

PARENT UNIT OF MOUNT SHIVALIK BREWERY LTDThe registered office of Mount shivalik brewery Limited is situated at in differentstate Mount Shivalik Breweries Ltd. Mohangram,P.O. Bhankarpur, Distt Mohali,Punjab,India Mount Shivalik Breweries Ltd. Rajasthan MSB SPIRIT BOTTLING PLANT Chandigarh 28SHIV SACHDEVA MBA, SESSION-2008-10

A COMPLETE BRAND PROFILE OF MSBL IS AS UNDER:Strong Beer Segment: Thunderbolt Super Strong Thunderbolt Gold Premium Punjab Extra Strong Strohs Super StrongMild Beer Segment: Slimms Lite Golden Peacock Premium Lager Punjab Extra Special Strohs Premium LagerNOTE-Among strong beer (8.25%) two brands are available in market namelya) THUNDERBOLT SUPER STRONG BEERb) STROH SUPER STRONG BEERAmong mild beer ( 5.25%) two brands are available in market namely a) STROH MILD BEER b) GOLDEN PEACOCK BEERDrought Beer is also manufactured and brand names are a) thunderbolt strong b) stroh mild 29SHIV SACHDEVA MBA, SESSION-2008-10

BEERBeer is not a distillate like the drinks mentioned above but it is a beverage made byfermentation of malt obtained from carbohydrate rich material barley. Hops areused 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%. 30SHIV SACHDEVA MBA, SESSION-2008-10

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 thiswonderful combination of ingredients, mount shivalik combines expertise andpractical experience with frequent control tests during each stage of the brewingMalt mall- first, the malt is brought to the malt mall, each type of beer requires adifferent types of combinations of malted grains….Fermentation- this is the next step in the brewing of beer. The temperature infermentation 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 beeris sent to the serving tank where it is bottledBottling-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 lastprocess 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 brewingprocess as high protain for livestock feed .Besides this the company is also involved in the various environment friendlyprograms such as wild life foundation, preserve the environment ,sane the forests. 31SHIV SACHDEVA MBA, SESSION-2008-10

The company to operate in India has divided it into 4 zones eachzone covering some states:-Zone 1 : Jammu & Kashmir, Punjab,.Zone 2: Himachal, Haryana, UttarakhandZone 3: Chandigarh , Delhi , CSDZone 4: Jharkhand, Bihar, Orissa, West Bengal, etc 32SHIV SACHDEVA MBA, SESSION-2008-10

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‖. 33 SHIV SACHDEVA MBA, SESSION-2008-10

The Marketing MIX: Ingredients for SuccessThe marketing mix, earlier known as the 4 P‘s,(but now has a few more),is a vitalpart of any marketing strategy. This is a tool whereby the marketer takes decisionson what and how a product should be, where it can be sold, how it should bepriced, how it will be promoted, how to equip the people who are responsible forselling the product…and so on. Getting the marketing mix right is equallyimportant for the large corporation and the small business owner. One of the mostcritical marketing management decisions is that decision of setting the marketingmix values, and select ing and employing strategy that periodically change thatmarketing 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 34SHIV SACHDEVA MBA, SESSION-2008-10

Distribution Network APB Breweries Distributors On / Off Premise Locations End Consumer Price- In both mild and strong beer segments thunderbolt beer uses competitive price strategy 650ml .RS 65 35SHIV SACHDEVA MBA, SESSION-2008-10

Promotion Promotion includes advertising and other forms of sales presentations,designed to encourage fast consumer or trade up-take of a product or service. Theform of any promotion depends on the product, the marketing plan and itsobjectives, and on the imagination of the product management team. It can varyfrom a simple in-store demonstration, or sampling, or a tie-in with on premises. Arange of promotional tools, techniques and activities are mixed and matched tomeet the needs of individual marketing campaigns.Major Tools in Marketing BeerPublications: Companies rely extensively on published materials to reach andinfluence target markets, including annual reports, brochures, articles, printed andon-line newsletters and magazines, and audiovisual materials.Events: Companies can draw attention to new products or other company activitiesby arranging special events like news conferences, on-line chats, contests andcompetitions, 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 favorablenews about the company, its products, and its people. The next step is getting themedia to accept press releases and attend press conferences. 36SHIV SACHDEVA MBA, SESSION-2008-10

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 37SHIV SACHDEVA MBA, SESSION-2008-10

Factors Influencing Company Marketing StrategyThere are various forms of marketing which are used for promoting the product inmarket. 38SHIV SACHDEVA MBA, SESSION-2008-10

Relationship between PLC & Marketing StrategiesLike human beings, products also have life cycles. That is, theyre born, and then—over time—their sales grow, mature, and finally decline. The strategies with whichyou market a product need to change with each of these life-cycle phases. Thetable below shows a few examples of how this might work:PLC Stage Characteristics Marketing Market Strategies ObjectivesProduct Low sales, high cost per Create product Offer a basic product, customer, no profits, few awareness and trialIntroduction Use heavy promotions to competitors entice trialProduct Rising sales and profits, more Maximize market Offer product and more competitors shareGrowth ExtensionsProduct Peaking sales and profits, stable Maximize profit while Diversify brands or declining number of defending marketMaturity competitors share Intensify promotion to encourage switching to new brandsProduct Declining sales, profits, and Reduce expenditure Phase out weak Products, number of competitors and "milk" the brandDecline Cut price; Reduce promotion 39SHIV SACHDEVA MBA, SESSION-2008-10

Packaging Packaging, as defined by Kotler and Keller, refers to ‗all the activities ofdesigning and producing the container for a product.‘ Though the primary purposeof packaging is to serve against damage during the movement of the product, it isno longer the only purpose that it serves. Packaging, and not the product, is thefirst touch-point that the customer comes into contact with. A substandard productwithin a unique packaging might be easier to sell as against a superior productpackaged in a substandard pack. Superior packaging would not ensure repeat salesthough. Packaging is an effective tool to make the product distinguishable in theclutter. Packaging, the fifth and final stage of the brewing process, prepares the beerfor distribution and consumption. During packaging, beer is put into the vesselfrom which it will be served: a keg, cask, can or bottle. Beer is carbonated in itspackage, either by forcing carbon dioxide into the beer or by "natural carbonation". Most products have multiple levels of packaging. For example, thunderboltBeer is packed in a glass bottle (primary package). These individual bottles arethen packed in cartoon case (secondary package). Each of these packages serve adifferent purpose. 41SHIV SACHDEVA MBA, SESSION-2008-10

Thunderbolt label designThunderbolt bottle 42SHIV SACHDEVA MBA, SESSION-2008-10

Beer Advertising Advertising of beer is a topic that has frequently attracted the attention ofindustrial organization economists. For beer advertising several interrelated issuesshould 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 effectsof beer advertising. On the third issue, economists have analyzed advertising‘spossible influence on alcohol consumption and underage drinking, and as acontributor to social costs such as drunken driving fatalities. Several regulatoryconcerns are related to this issue, including use of advertising bans; advertisingplacements that might target underage youth; legal rights of states under the three-tier system of alcohol distribution; and other advertising or marketing restrictionsthat affect competition in the industry (e.g., price advertising bans, price-postingand price affirmation laws) 43SHIV SACHDEVA MBA, SESSION-2008-10

SWOT Analysis of MSBLStrength • Production capacity • Premium Quality Product • Experience Management teamWeakness • Low Advertising & Promotion Spends • Less Manpower • Products not available in Cans • Low Market Share • Inefficient Distributors • Less Market Visibility 44SHIV SACHDEVA MBA, SESSION-2008-10

Opportunities • Regional Expansions • Production Volumes • Higher Profits • Increased Market shareThreats • Competitors High Spends • International Players • Government Laws • Taxes & Tariffs 45SHIV SACHDEVA MBA, SESSION-2008-10

Whereas advertising gives a reason tobuy, SP gives an incentive to buyIt is part of the Marketing spend of all companies andthese days SP spends in many companies exceed that ofthe ad spendWhy? Internal External 46SHIV SACHDEVA MBA, SESSION-2008-10

Internal reasons Top management is more conducive to spending on promotions Line managers under greater pressure to achieve targets Justification of expenditure is easyExternal reasons Increase in number of brands Consumer is more price savvy Greater pressure from trade to liquidate stocksAdd effectiveness declining owing to risingcosts, media clutter and legal constraints 47SHIV SACHDEVA MBA, SESSION-2008-10

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 brandSP is of two types • Trade • ConsumerTrade promotion • Liquidating heavy inventories • Persuade retailers to carry stock, carry more than usual stock, promote brand franchise 48SHIV SACHDEVA MBA, SESSION-2008-10

Consumer promotion • Stimulate purchase • Induce trial • Create new users • Increase repurchase from occasional customers • Reward loyal customersForms of trade promotion • Bulk discounts • Free materials • Display windows • Shelf hiring • Lucky draws • ‗Mystery‘ customer • Redistribution incentives 49SHIV SACHDEVA MBA, SESSION-2008-10

Forms of consumer promotion • Free samples • Free gifts • Coupons • In-packs • Price packs • Price-offs • Sweepstakes • Bundling offers 50SHIV SACHDEVA MBA, SESSION-2008-10

Sales Promotion: PERSONAL ADVERTISING SELLINGPUBLICITY SALES PROMOTION 51SHIV SACHDEVA MBA, SESSION-2008-10

Sales PromotionProduct sampling, demonstrationCoupons, refundsRebates, cents-off-Contests, games & sweepstakesPremiumsMultiple purchase offers,Frequent-user incentivesP-O-P materialProduct placements/tie-ins 52SHIV SACHDEVA MBA, SESSION-2008-10

Classifying Types of Sales PromotionPromotional 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 53SHIV SACHDEVA MBA, SESSION-2008-10

Market Segmentation I Sales of standard lager form the most lucrative sector of the Indian beermarket, with an 87% share of the markets value. In addition, sales of premiumlager generate a further 6.2% of the markets 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% 54SHIV SACHDEVA MBA, SESSION-2008-10

Market Segmentation II India accounts for 1.3% of the Asia-Pacific market by value. In comparison,Japan generates 45.5% of the markets revenuesGeography % ShareJapan 45.50%China 36.40%South Korea 9.50%Rest of Asia-Pacific 7.30%India 1.30%Total 100.0% 55SHIV SACHDEVA MBA, SESSION-2008-10

Objectives of the Sales Promotion: There are many ways by which sales can be increased and moreorders can be obtained. This can be done by increasing advertising publicity andmarket 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 56SHIV SACHDEVA MBA, SESSION-2008-10

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 thecompany’s customers or prospects, for the specific purpose of assisting in themeeting of sales goals. In other words, publicity refers to an appeal made to a mass ofpeople publicity in making goods, “Publicity known”. It constitute a massapproach. Publicity can also defined as the first communication aboutthe product and its detailed history through the media, radio and so on before theactual manufacture and launching of the product to get the response of the usersor consumers. Usually Sugar Industry requires no advertising publicity. 57SHIV SACHDEVA MBA, SESSION-2008-10

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 publicPersonal selling: Personal selling is a broader concepts and invoices oralpresentation 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 inthe knowledge of the prospective buyers and to convince them about the quantityof product of products and make certain that ownership transfer will take place. 58SHIV SACHDEVA MBA, SESSION-2008-10

According to Richard Bushik,personal selling consists of contactingprospective buyers personally. According to American marketing association, personalselling is an oral presentation in conversation with one or more prospectivepurchasers for the purpose of making sales. Personal selling is the most importantingredient in the promoting mix. It renders valuable services to consumers,producers and the society. It is an effective of sales promotion. Unlike advertisingpersonal selling is present in all the three phases of buying. Personal selling in an effective media of selling. It isthe largest single cost accounting say for 20% of net sales in several businessenterprises. Besides this, there are many other advantages of personal selling also.Distribution Channels: Distributional channels those systems of economicinstitutions through which a producer of goods delivers them into the hands oftheir users. As society shifted from producing things in the home to buying goodsmanufactured in centralized locations, there arose a need for some means todistribute the products from the central points of production to the dispersedpopulace. Channels of distribution furnish this bridge between the producer andthe consumer. 59SHIV SACHDEVA MBA, SESSION-2008-10

Tremendous amount of time and moneywould be expended in just acquiring the minimum amount of goods one wouldneed for survival. Marketing channels funnels the goods demanded by theconsumer to the place where he wishes to purchase them, and create three basicutilities, viz.1. Place2. Ownership, and3. Time Marketing institutions must move the goods from point of production to the pointof purchase i.e. consumption. this creates place utility, because goods will haveno 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 individualThe title does not always automatically follow the actual trail of the merchandise. 60SHIV SACHDEVA MBA, SESSION-2008-10

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 themanufacturers with whom middleman deal they originate promotions of their own.A food manufacturer have a certain promotion under way which requires a manfloor display in super market, but the super market owner may have promotionalplan of this own that do not provide for such display. In fact middlemen havelearned through their bitter experiences of business that the interests of themanufacturer are not always identical with theirs. Often middlemen modify amanufacturer product in an attempt to make it more appealing to the consumer.Ready-to-wear stores will frequently change the labels and alter some ofaccessories 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. 61SHIV SACHDEVA MBA, SESSION-2008-10

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-CThe last channel consists of three selling intermediaries where a jobber usuallyintervenes 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 arenot serviced by the large wholesalers P = PRODUCER, W=WHOLESALER, J=JOBBER, R=RETAILER, C=CUSTOMERSales promotion is a tool used to achieve most of the five major promotionalobjectives discussed in the Promotion Decisions tutorial:Building Product Awareness – Several sales promotion techniques are highlyeffective in exposing customers to products for the first time and can serve as keypromotional components in the early stages of new product introduction.Additionally, as part of the effort to build product awareness, several salespromotion techniques possess the added advantage of capturing customerinformation at the time of exposure to the promotion. 62SHIV SACHDEVA MBA, SESSION-2008-10

In this way sales promotion can act as an effective customer informationgathering tool (i.e., sales lead generation), which can then be used as part offollow-up marketing efforts. Creating Interest – Marketers find that sales promotions arevery effective in creating interest in a product. In fact, creating interest is oftenconsidered the most important use of sales promotion. In the retail industry anappealing sales promotions can significantly increase customer traffic to retailoutlets. Internet marketers can use similar approaches to bolster the number ofwebsite visitors. Another important way to create interest is to move customers toexperience a product. Several sales promotion techniques offer the opportunity forcustomers to try products for free or at low cost.Providing Information – Generally sales promotion techniques are designed tomove 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 servicefor free for several days. This free access may include receiving productinformation via email.Stimulating Demand – Next to building initial product awareness, the mostimportant use of sales promotion is to build demand by convincing customers tomake a purchase. Special promotions, especially those that lower the cost ofownership to the customer (e.g., price reduction), can be employed to stimulatesales. 63SHIV SACHDEVA MBA, SESSION-2008-10

Reinforcing the Brand – Once customers have made a purchase salespromotion can be used to both encourage additional purchasing and also as areward for purchase loyalty (see loyalty programs below).Promotional Strategy1. Deciding Promotional MixPersonal selling, advertisement and sales promotion are some of the promotionalmethods. During most of the situations two or more promotional methods are to beused for each campaign. Generally with the help of a single method it is notpossible to succeed. Advertising needs the support of personal selling or display toincrease the sales. Sometimes even the personal selling alone cannot be successfulwithout the support of advertisement.An ideal promotion mix is that situation where the total expenditure incurred forvarious promotion methods is minimum and sales by such mix is maximum.Promotion mix means finding out the proper ratio of usage of different methods ofpromotion. The management must find out, how much amount should be spent oneach promotional activity. Promotional mix is influenced by the following factors. 64SHIV SACHDEVA MBA, SESSION-2008-10

(a) Nature of the productNature of the product will be decide the promotional mix. For consumer goodsadvertisement and dealer display will have more effect. Industrial goods with hightechnology will need much of personal selling and cosmetics, blades etc, willrequire more of advertisement than personal selling and display(b) Nature of the CustomerIf the communications are mostly to middlemen, then personal selling will be moreeffective and very little spending on advertisement will do. If information are to bepassed to consumers and when the number of consumers is large, it is better toadvertise. Especially if customers are scattered, then advertisement alone can besuccessful.(c) Nature of the MarketIf market for a product is only local then personal selling alone will be sufficient. 65SHIV SACHDEVA MBA, SESSION-2008-10

Top 10 Reasons Beer is Good for your Health Everyone is looking for a reason to drink beer. Right? It turns out that a lotof people are. So here are 10 great reasons to drink more beer. Not only that, buttheyre 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, andmay 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 thatthose who drank at least 1.5 per day had a 20-50 percent less chance of havingheart 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 bloods tendency to clot. 66SHIV SACHDEVA MBA, SESSION-2008-10

Beer is Chock Full o Fiber The fiber comes from the cell walls of the malted barley. A liter of beer canhave as much as 60% of your daily recommended fiber. The extra fiber will keepyou 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 B12Beer can Prevent Strokes A study published in Stroke magazine in 2001 showed that alcohol drinkershave fewer strokes. Because it thins the blood, it increases the circulation in thebrain, 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. Itshowed that moderate drinkers had a 40% lower risk of mental impairment. 67SHIV SACHDEVA MBA, SESSION-2008-10

Beer is Good for your Liver Alcohol expands the small blood vessels in the liver. This speeds upmetabolism so it can help clean all the toxins out of the liver. This is from Beer NetPublication, April 2001 Biological Institute.Beer Cures Insomnia Lactoflavin and nicotinic acid, both present in beer, can promote sleep. Alsohops are a natural sedative.Beer Fends off Gallstones According to Professor Oliver James at the University of Newcastle, beerprotects against gallstones and kidney stones. 68SHIV SACHDEVA MBA, SESSION-2008-10

Stock Data: Recent Stock Performance: 1 Week 1.5% 13 Weeks -14.2% Current Price (7/17/2009): 41.60 (Figures in Indian Rupees) 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 927,979,682 2008 Sales Employees: 140 (Year Ending Jan 2009). 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 69SHIV SACHDEVA MBA, SESSION-2008-10

RESEARCH METHDOLOGYResearch – Research is common parlance refers to a search for knowledge. TheAdvanced Learner‘s Dictionary of Current English lays down the meaning ofresearch as ―A careful investigation or inquiry specially through search fornew facts in any branch of knowledge” According to Redman & Mory ―Asystematized effort to gain new knowledge.”Research Methodology- It is the way to systematically solve the researchproblem. It may be understood as a science of studying how research is donescientifically. In it we study the various steps that are generally adopted by aresearcher in studying his research problem along with the logic behind them. 70SHIV SACHDEVA MBA, SESSION-2008-10

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. 71SHIV SACHDEVA MBA, SESSION-2008-10

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. 72SHIV SACHDEVA MBA, SESSION-2008-10

LIMITATIONDuring the process of a research a person comes across certain restrictions certainlimitations. Some of these limitations are overcome while come have to beoverlooked for the smooth conducting of the research. Some of these restrictionsare:  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. 73SHIV SACHDEVA MBA, SESSION-2008-10

CONCLUSIONDuring our research we found out that the brands of Mount shivalik brewery in theBeer Segment specially thunderbolt super strong beer is performing well. Thedemand of thunderbolt super strong beer in the market is good but not easilyavailable 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 itsturnover through thunderbolt lite and strong these are the largest selling brands inthe beer industry after thunderbolt super strong but the company badly needs topromote other brands because neither of them has hot good presence at the nationallevel. 74SHIV SACHDEVA MBA, SESSION-2008-10

QUESTIONNAIRE FOR CONSUMERQues.1- Do you drink liquor? a) Yes b) NoQues. 2- You take liquor in form of... a) Beer b) Whisky c) RumQues. 3- Your age is……… a) 15-25 yrs. b) 25-35yrs. c) 35-45yrs. d) 45 & aboveQues. 4- Who introduced you to drink Beer? a) friends b) AdvertisingQues. 5- You consume Beer……. a) Once a week b) 3-4 times in a week c) Every day d) Occasionally 75SHIV SACHDEVA MBA, SESSION-2008-10

Ques. 6- How often do you drink beer? a) Occasionally b) RegularlyQues. 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 BottlesQues. 9- You drink Beer usually at? a) Home b) Restaurant c) Bar d) Open spaceQues. 10- What are the key factor that affect your purchasing decision? a) Price b) Brand c) Taste d) StatusQues. 11- How was it, as compared to other existing brands ? a) Good b) Poor c) Satisfactory d) Equivalent 76SHIV SACHDEVA MBA, SESSION-2008-10

Ques. 12- You feel after drink……… a) Relaxed b) Happy c) Tensed d) AngryQues. 13- Your preference for packaging? a) Bottle b) CaneQues. 14- Are you brand loyal? a) Loyal b) SwitcherQues. 15- Any suggestions for MSBL beer ?……………………………………………………………………………………………………………………………………………… 77SHIV SACHDEVA MBA, SESSION-2008-10

Personal informationName-…………………………….Address-...…………………………………………………………..………………………………………………………………………………………………………………………………………………Gender-………………………………Age-…………………………………..Occupation-………………………………………………………… 78SHIV SACHDEVA MBA, SESSION-2008-10

QUESTIONNAIRE FOR RETAILERQues.1- What different types of liquor are sold by you ? a) Beer b) Whisky c) Rum d) OtherQues.2- Which type of beer is mostly demanded ? a) Mild b) Strong c) BothQues.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 79SHIV SACHDEVA MBA, SESSION-2008-10

Ques.6- Do you agree with advertising program of Beer ? a) Yes b) NoQues.7-Are you satisfied with the distribution system of MML ? a) Yes b) NoQues.8- Do you think that sale can be increased by providing scheme toretailer and consumers ? a) Yes b) NoQues.9- Who is the biggest competitor of MML in the market ? …………………………………………………………Ques.10- Would you like to give some suggestions to MML for improvement ?……………………………………………………………………………………………………………………………………………… 80SHIV SACHDEVA MBA, SESSION-2008-10

BIBLOGRAPHYThe readings which rendered all possible help and guidance in finalizing themarketing are:-Marketing Concept : Philip KotlerData From : Internet & floro & fauna housing and land Dev. (P) ltd.News Papers : The Economic Times & Times of IndiaMagazine : Business WeekResearch Methodology : C.R. KothariMarketing Research : G.C. Beri 81SHIV SACHDEVA MBA, SESSION-2008-10

SHIV SACHDEVA MBA, SESSION-2008-10

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

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