This document provides a summary of a summer internship project report on developing sales and growth of Carlsberg in Bangalore. It discusses the growing Indian beer market and Carlsberg's market share. It outlines the sales process used, which involved checking past sales data, ensuring product availability, interacting with customers, and exceeding sales targets. Key findings were issues with stockouts, low sales of Tuborg 500ml cans, and lack of promotions. Suggestions included improving refrigeration, addressing stockouts, linking offers to mobile numbers, and using sports promotions to increase sales. Additional research on low Tuborg can sales found issues with awareness, perception, availability, and promotions. Suggestions to increase can sales focused on

1. PRESENTED
BY
NITHIN ROY
1321229
SUMMER INTERNSHIP PROJECT REPORT ON
“TO DEVELOP THE SALES AND GROWTH OF CARLSBERG IN
TOP TWO SYDEICATE /GROUPS IN BANGALORE THROUGH
DRIVING TERITARY SALES AND STRATEGY TO PUSH CAN
SALES IN TOP TWO CAN SELLING OUTLETS”

2. INDIAN BEER MARKET
 GROWING: WILL REACH 5.8 BILLION LITRES BY
2016. GROW CAGR OF 16.4 % AND 14.57 % IN
TERMS OF REVENUE AND VOLUME PERIOD
2013-2018
 STRONG BEERS ARE THE PREFERED ONE.80%
 MAJOR DRIVERS FOR GROWTH:INCREASE
DISPOSIBLE INCOME,GROWING YOUTH
POPULATION
 MAJOR PLAYERS :UB GROUP
(HENIKIEN),SABMILLER,CARLSBERG,AB-INBEV

3. MARKET SHARE
DISTRIBUTION

4. CARLSBERG INDIA PRIVATE
LIMITED
 4 PRODUCTS UNDER THE FLAGSHIP BRAND
 7 BREWERIES
 UNIQUE PULL OF CAP AND 3G BOTTLES
 TUBORG STRONG IS THE HIGHEST SELLING
BRAND.

5. Sales process
 Problem statement :To double the tertiary
sales of Carlsberg
 Objectives of the study:
1. Enhance the sales of Carlsberg products in
liquor mart and maruthi liquor outlets in
Bangalore
2. Enhance innovative merchandising and
visibility in the outlets
3. Ensure availability of all sku of all Carlsberg
products in the outlets

6. METHODS
stage 1
• Going to the assign syndicate by the company by 1.00 pm which is located in different parts of Bangalore and
Check the past sales data of beer sales of Carlsberg product s in the previous day and also competitors sales
stage 2
• Make sure that sku of all our products are available in the outlets and if there is any shortage calls are
made to the sales executive assigned to the respective outlet about the shortage of that product
• Make sure that all the activity execution promotions are in proper place or executed
stage 3
• Interact with walk in customers who comes to the beer area and identify there needs and exceceptions
• warm customers are identified from the interactions made
stage 4
• Assessing the need of the customer and Positioning of the product in tune with the customer requirement
• Further talks are carried out till the customer promises to avail the carlsbers offer
stage 5
• Customers who comes to purchase two beers are converted into three so that they can avail and be aware of the
offer
stage 6
• Proceed them till the bill counter to ensure that they have a great experience with carlsberg and obtain there
customer database
stage
7
• Make sure that minimum 2 cases of each product are there in the refigiration system because of the
policy cold is sold

7. ACTIVATION
 WITHIN 10 SECONDS CUSTOMER MUST
KNOWS
 CARLSBERG GLASS OFFER
:BANNERS,POSTERS ,GLASS DISPLAY NEAR
REFIGIRATION SPACE
 BOOSTER OFFER:POSTERS,TABLE ON TOP
 KRONENBOURG BEERS:PLANOGRAM
DISPLAY,POSTERS
 DIRECT CUSTOMER INTERACTION
 TERTIARY SALES=OPENING STOCK –SALES OF
THE DAY FOR CARLSBERG PRODUCTS.

9. SALES TARGET
 TARGET SET: 200 CASES

10. ACHIEVEMENTS
 SOLD 277 CASES OF CARLSEBERG
PRODUCTS.
 TOTAL SALES TO THE COMPANY =4,21,103

11. FINDINGS
 COLD IS SOLD :REFIGIRATION SHARE IS TOO LOW
 STOCK OUT PROBLEMS
 TUBORG 500 ML CANS SALES ARE LOW
 NO COMPANY PROMOTERS
 BOMB DISFORT FOR KRONENBOURG BEERS
 KF AND BUDWEISER WERE USING IPL AND FIFA
WORLD CUP TO PROMOTE THEIR PRODUCT.
 ACTIVITY EXECUTION WITHOUT COMPANY
STANDARDS
 CUSTOMER DOSENT WANT TO GIVE THEIR
MOBILE NUMBERS
 KF HIGH SALES:HOME BASED BRAND

13. SUGGESTIONS
 MUST SET DOUBLE DOOR REFIGIRATION :32 CASES
:INCREASE VISIBILTY :SIDE WALL AND CANOPY
BRANDING METHODS
 CHANNEL MANAGEMENT TO OVERCOME STOCK OUT.
 MUST USE CARLSBERG ENGLISH PREMIER LEAUGE TO
PROMOTE THEIR PRODUCTS:SWEET SPOT
 COMPANY HAS TO COME UP WITH LIVE PROJECT
CONCEPT TO APPOINT PROMOTERS
 COMPANY HAS TO LINK 3+1 OFFERS WITH CUSTOMERS
MOBILE NUMBER.
 KRONENBOURG BEERS MUST SHELF ACCORDING TO
PLANOGRAM DISPLAY
 USE GENERIC PORTERS ADVERTISEMENT STRATEGY
ON RATIONAL AND EMOTIONAL APPROACH TO TAKE ON
KF WITH LOCAL LANGUAGE POSTERS AND DISPLAY
 EVEN TUBORG CAN IS PRICE LESS ITS SALES ARE LESS
SO DETAIL RESEARCH HAS TO TAKE PLACE

14. PROBLEM STATEMENT :TUBORG CANS
COMES IN TWO VARIANTS PREMIUM AND
STRONG.EVEN THEY ARE PRICE LOWEST IN
MARKET THERE SALES ARE LESS
RESEARCH OBJECTIVES:
 CONSUMER AWARENESS ABOUT TUBORG CANS
 CONSUMER PERCEPTION TOWARDS TUBORG
CANS
 MOST PREFERED BRAND
 UNDERSTAND KEY DRIVERS IN BEER
PURCHASING DECISION
 CONSUMERS PERCEPTION TOWARDS
PROMOTIONAL OFFERS
 SATISFACTION LEVEL OF TUBORG CONSUMERS

15. RESEARCH METHODOLOGY
 SAMPLE SIZE :
60 CONSUMERS (QUESTIONAIRE)
30 REATILERS :TOP 30 CAN SELLING OUTLETS
UNDER HONGASANDRA,CHEEMSANDRA AND
WHITEFIELD.
 RANDOM SAMPLING
TIME DURATION:15 DAYS
 TOOLS USED EXCEL FREQUENCY
DISTRIBUTION .

16. FINDINGS
 KF STRONG MOST PREFERED BEER AMONG
CONSUMERS
 53% DOSENT WANT TO SWITCH TO TUBORG
CANS
 53% KNOWS ABOUT TUBOR CANS AND MOST
OF THEM CAME TO KNOW THROUGH FRIENDS

17. • 59% OF THE CONSUMERS WANT 3+1 OFFER
TO CHANGE THEIR BRAND.

18.  KEY DRIVERS FOR PURCHASE OF BEER :
 56.6% SAYS PRICE IS AN FACTOR,
 BRAND IMAGE 63.3 IS AN FACTOR,
 66.6 % PROMOTIONAL OFFER IS AN FACTOR,
 77% CHILLING IS AN FACTOR,
 73.4 %AVILABILTY IS AN FACTOR .

19. RESPONDENT ATTRIBUTES
TOWARDS TUBORG CANS.
 PRICE :ONLY 55 % ARE SATISFIED WITH THE
PRICE OF TUBORG CANS.
 BRAND IMAGE: 76.6% ARE SATISFIED WITH THE
BRAND IMAGE.
 PROMOTIONAL OFFER:28.4% ARE SATISFIED
WITH PROMOTIONAL OFFER
 TASTE : 72% ARE SATISFIED WITH THE TASTE
OF TUBORG BEER

20.  CHILLING :ONLY 38.7% ARE SATISFIED WITH
THE CHILLING OF TUBORG BEERS

21.  AVAILABILITY : ONLY 24 % ARE SATISFIED
WITH THE AVAILABILITY OF TUBORG CANS

22. KSBCL CHEEMASANDRA :
 ONLY 4 OUTLETS OWN REFEGIRATION SYSTEM
AND STOCK OUT IN 7 OUTLETS.
 NO PROMOTION
 SALES EXECUTIVE VISIT :2 TIMES A MONTH
KSBCL HONGASANDRA :
 ONLY 4 OUTLETS OWN CIPL REFIGIRATION
SYSTEM AND 7 OUTLETS FACES STOCK OUT
PROBLEM.
 NO PROMOTION.
 SALES EXECUTIVE VISIT:3 TIMES A MONTH

23. KSBCL –WHITEFIELD
 8 OUTLETS DOSENT OWN CIPL
REFIGIRATION SYSTEM AND STOCK OUT IN 5
OUTLETS
 NO PROMOTIONS FOR TUBORG CANS
 SALES EXECUTIVE VISIT : ONCE IN A MONTH

24. SUGGESTIONS
 SEPRATE POSTER REGARDING PRICE OF CANS
USING GENRIC PORTERS ADVERTISEMENT
STRATEGY
 POINT OF SALE MATERIAL CAN BE USED TO
PROMOTE:BANNERS, NEONS NEAR CASH
COUNTERS.
 COMPANY CAN COME UP WITH 3+1 OFFER FOR
TUBORG CANS AND LEADS TO FASTER
ROTATION STRATEGY
 7% ALLOCATED SPACE HAS TO BE INCREASED
TO ACCOMADATE CHILLING AND AVAILABILTY OF
CANS.
 SPECIAL ALLOWANCES TO THE EMPLOYEES OF
THE OUTLETS.
 INCREASE DISTRIBUTION BY OFFERING
INCENTIVES TO THE SALES REP. .
 TUBORG PARTY CONCEPT TO PROMOTE CANS.