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A

PROJECT REPORT

ON

POTENSIAL MAPPING OR SCOPE OF DRAUGHT OR DRAFT BEER IN

M.P. ( IN CONTEXT OF SABMILLER)

FOR

SAB-MILLER INDIA

-: SUMBITTED :-

TO

UNIVERSITY OF PUNE

IN PARTIAL FULFILLMENT OF 2 YEARS FULL TIME COURSE

MASTER IN MARKETING MANAGEMENT

(BATCH 2010-11)

-:SUMBITTED BY:-

MAYUR BATHAM

UNDER THE GUIDANCE OF

PROF. Dr .ASHOK TIWARI

SINHGAD BUSINESS SCHOOL

19/15,ERANDWANE, OFF KARVE ROAD, PUNE-411004


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OBJECTIVE & SCOPE OF

THE PROJECT


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Title of the project:-

Potensial mapping of Draught beer (In context Of Sab Miller)

Objective of the Project-

1.To do perceptual mapping for the draught beer.2. To study the market potential of draught beer.3. To study the customer perceptions4. Comparative analysis of various brands.5. Scope of Draught beer in future.

Purpose of the Project :-

Pune University has introduced Summer Project as a compulsory activity forstudents of MMM. Practical knowledgeis an important milestone in developing the skills

of management. Thus,at the end of first year, the student are required to undergo a summer

project of a span of 60 Days.

The purpose behind the project work can be summerarized as follows:-

1) It gives the students their first exposure to a organization set up.

2) It provide an opportunity of observing a business activity.

3) It enables the students to use the theoretical concepts in the actual business

environment.

4) It is the best opportunity to communities with the people working at different level in

the organization and to get acquainted with their authorities and responsibilities.

5) It create awareness in student about the real organizational problems and challenges

faced by business.

6) It gives an idea about career oppurtunities available in future for students.

7) It gives the chance for students to apply logic in practically solving the recurring

problem in business unit.

8) A project work always has a social relevance.


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The main objective of this project is to find out retailers and consumers

suggestion and opinion about the DRUGHT or DRAFT BEER. it will also help to find

out retailers and consumers preferences for Draught beer. It will also find out What is

the scope of draught beer in the market and What are the peoples know about draught

beer and How draught beer is differ from bottled beer. It will also find out what is the

perception of peoples about draught beer. The other main objective of this project to

gain maximum knowledge abot draught or draft beer and if the SAB Miller Launch

draught beer in the Market then it is Beneficial for them or not.

Scope of the study :-

The project is limited in four major major cities of Madhya Pradesh. These citiesare Gwalior, Bhopal, Indore and Jabalpur. Which indicate market position of

draught beer in Madhya Pradesh . So geographical scope of this project is limited

to only Madhya Pradesh.

This project will sugest company various information and knowledge about

draught beer.

This will also help to understand what is the retailers and customer perception

about Draught beer.

This will also help company to understand the market potential of draught beer

and Launching of draught beer is beneficial for company or not.


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COMPANY PROFILE


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Name of the company -. SAB MILLER INDIA and SKOL Breweries ltd.

Logo of the company-


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Location of the plant-

SAB Miller-SKOL Breweries Limited

Tripti Alcobrew Ltd.

Mahatoli,

Banmore ,

Dist: Morena

Pin: 474444

Madhya Pradesh, India

Phone : 07532-240311

Sales Office :-

SKOL Breweries Limited

E-3/2, Nupur Kunj

Arera Colony,

Bhopal-462016

Madhya Pradesh ,india


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Vision and Mission of the Organisation

Our vision is to be amongst the 3 most admired beverage companies in India.

Our mission is to own and nurture local and international beer brands that are the

first choice of the consumer.

Company History:-

SAB Miller-South African Breweries

The Company was founded in South Africa in 1895 as South African Breweries(SAB): the business operations were mainly limited to southern Africa, where ithad established a dominant position in the market, until 1990 when it beganinvesting in Europe.[4]

After listing on the London Stock Exchange in 1999[4] to raise capital foracquisitions, the group purchased the Miller Brewing Company in North Americafrom the Altria Group in 2002, and changed its name to SABMiller.[4]

Following this, the groups next major acquisition was of a major interest in

Bavaria S.A., South Americas second largest brewer and owner of the Aguila and

Club Colombia brands in 2005.

Operations:-

SABMiller has grown from its original South African base into a global companywith operations in both developed markets and in emerging economies such as

Eastern Europe, China and India. It is one of the worlds largest brewers, withbrewing interests and distribution agreements across six continents. Its worldwideportfolio of brands includes premium international beers such as Pilsner Urquell,Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch along with leading local

brands such as Aguila, Castle, Miller Lite, Snow, and Tyskie.
http://en.wikipedia.org/wiki/South_African_Brewerieshttp://en.wikipedia.org/wiki/SABMiller#cite_note-history-3http://en.wikipedia.org/wiki/SABMiller#cite_note-history-3http://en.wikipedia.org/wiki/Miller_Brewing_Companyhttp://en.wikipedia.org/wiki/Altria_Grouphttp://en.wikipedia.org/wiki/SABMiller#cite_note-history-3http://en.wikipedia.org/wiki/Bavaria_Breweryhttp://en.wikipedia.org/wiki/Pilsner_Urquellhttp://en.wikipedia.org/wiki/SABMiller#cite_note-history-3http://en.wikipedia.org/wiki/SABMiller#cite_note-history-3http://en.wikipedia.org/wiki/Miller_Brewing_Companyhttp://en.wikipedia.org/wiki/Altria_Grouphttp://en.wikipedia.org/wiki/SABMiller#cite_note-history-3http://en.wikipedia.org/wiki/Bavaria_Breweryhttp://en.wikipedia.org/wiki/Pilsner_Urquellhttp://en.wikipedia.org/wiki/South_African_Breweries


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South Africa

This is the groups most established market to date. Local subsidiary SAB Ltdssoft drink division is also the countrys largest producer of products for the Coca-Cola Company.

Brands include: Castle Lager, Grolsch, Castle Milk Stout, Hansa Marzen Gold,Hansa Pilsener, Carling Black Label, Castle Lite, Redds, Skelters, Brutal Fruit,Blakes & Doyle and Sarita.

Africa and Asia

SABMillers brewing operations in Africa span 31 countries. In China, the groupsnational brand in that country, Snow, is produced in partnership with China

Resources Enterprise Limited, is the leading brand by volume in China. SABMilleris the second-largest brewer in India and has joint ventures in Vietnam andAustralia. SABMiller acquired the Foster's brand for the Indian and Vietnamesemarkets.

Brands include: N'gola, 2M, Castle Lager, Castle Milk Stout, Eagle, Fosters,Kilimanjaro, Haywards 5000, Royal Challenge, Knock out, Indus Pride, Snow andZorok.

Europe

SABMillers entry into the European market began in 1995 with the acquisition ofDreherin Hungary. The groups European operations are mostly centred in the fastdeveloping consumer markets in Central and Eastern Europe (Hungary, Romania,Poland, Czech Republic and Russia), although there are operations in Italy, France,UK, Spain and Germany where it imports its international brands. On 19

November 2007, the board of Royal Grolsch NV accepted a 816 million offer forthe company by SABMiller. The takeover was completed with the delisting ofGrolsch's shares on 20 March 2008.

Latin America

SABMiller first entered the Latin American Market with the acquisition ofCerveceria Hondurea in Honduras, making the company the first international

brewer to enter Central America. Since then, the group has expanded its Latin
http://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Castle_Lagerhttp://en.wikipedia.org/wiki/Grolschhttp://en.wikipedia.org/wiki/Carling_Black_Labelhttp://en.wikipedia.org/wiki/China_Resources_Enterprisehttp://en.wikipedia.org/wiki/China_Resources_Enterprisehttp://en.wikipedia.org/wiki/Foster's_Lagerhttp://en.wikipedia.org/wiki/Foster's_Lagerhttp://en.wikipedia.org/wiki/Castle_Lagerhttp://en.wikipedia.org/wiki/Dreherhttp://en.wikipedia.org/wiki/Hungaryhttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Castle_Lagerhttp://en.wikipedia.org/wiki/Grolschhttp://en.wikipedia.org/wiki/Carling_Black_Labelhttp://en.wikipedia.org/wiki/China_Resources_Enterprisehttp://en.wikipedia.org/wiki/China_Resources_Enterprisehttp://en.wikipedia.org/wiki/Foster's_Lagerhttp://en.wikipedia.org/wiki/Castle_Lagerhttp://en.wikipedia.org/wiki/Dreherhttp://en.wikipedia.org/wiki/Hungary


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American operations into six countries, including Colombia, El Salvador, Ecuador,Panama and Peru.

Lager brands include: Aguila, Club Colombia, Costea, Poker, Pilsen (Colombia),Cristal, Pilsen Callao, Pilsen Trujillo, Cusquea, Arequipea (Peru), Pilsener, Club(Ecuador), Pilsener (El Salvador), Golden Light, Port Royal, Salva Vida, Imperial(Honduras), Atlas (Panama) and Balboa (Panama).

North America

On 9 October 2007, SABMiller and Molson Coors Brewing Company announced ajoint venture to be known as MillerCoors. U.S. antitrust regulators approved thejoint venture on 5 June 2008. The merger was completed on 30 June 2008 andMillerCoors began operation as a combined entity on 1 July 2008. The combined

venture will be headquartered in Chicago, IL. Pete Coors has been named aschairman of the new company, and Molson Coors Chief Executive Leo Kiely will

be the new CEO of the joint venture. Tom Long, CEO of Miller, will be appointedpresident and chief commercial officer.

Brands include: Miller Lite, Miller Genuine Draft, Olde English 800, MilwaukeesBest, Miller Chill, and Leinenkugel.

SABMILLER IN INDIA:-

SABMiller entered the Indian market in the year 2000 by acquiring Narangbreweries and has since acquired several breweries and brands, the most notable

being its acquisition, in June 2001, of Mysore Breweries (with its Knock Outbrand) and in May 2003 of Shaw Wallaces beer brands (Royal Challenge &

Haywards).

Year 2001 -2002

Entered in July 2000 with JV and later acquisition of Narang Breweries (UP).

Year 2002:

Launched Castle in Delhi from Him neel Breweries (contract brewery). Acquired

Mysore Breweries (MBL) with 2 breweries in west and south. Rolled out Knock

Out nationally.
http://en.wikipedia.org/wiki/Molson_Coors_Brewing_Companyhttp://en.wikipedia.org/wiki/MillerCoorshttp://en.wikipedia.org/wiki/Miller_Litehttp://en.wikipedia.org/wiki/Miller_Genuine_Drafthttp://en.wikipedia.org/wiki/Olde_English_800http://en.wikipedia.org/wiki/Milwaukee%E2%80%99s_Besthttp://en.wikipedia.org/wiki/Milwaukee%E2%80%99s_Besthttp://en.wikipedia.org/wiki/Miller_Chillhttp://en.wikipedia.org/wiki/Leinenkugelhttp://en.wikipedia.org/wiki/Molson_Coors_Brewing_Companyhttp://en.wikipedia.org/wiki/MillerCoorshttp://en.wikipedia.org/wiki/Miller_Litehttp://en.wikipedia.org/wiki/Miller_Genuine_Drafthttp://en.wikipedia.org/wiki/Olde_English_800http://en.wikipedia.org/wiki/Milwaukee%E2%80%99s_Besthttp://en.wikipedia.org/wiki/Milwaukee%E2%80%99s_Besthttp://en.wikipedia.org/wiki/Miller_Chillhttp://en.wikipedia.org/wiki/Leinenkugel


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Year 2003

Acquired Rochees Breweries in February. Formed JV with Shaw Wallace, later

acquired.

Year 2006

Acquired Fosters India.

SABMiller India OperationsTotal Breweries: 10 (Owned), 3 (Contract)

Total Market Share: 35 percent

investment: Since arriving in India in 2000, SABMiller has invested over USD

500 Million.

Capacity: With 10 high quality breweries located strategically across 9 states in

India. SABMiller India has a market capacity of 5.7 Million HL. The companys

brewery in Andhra Pradesh is Indias first brewery to have a capacity of 1.5

Million HL, which is twice the size of the second largest brewery in India.

Workforce: SABMiller India is well placed to service the markets quickly and

efficiently with a dedicated workforce of over 3800 people.

Market Position: In a span of just 10 years SABMiller India has been able to

corner one-third share of the Indian beer market. It has performed remarkably well

in strong beer segment with Haywards 5000 and Knock Out. Together they

constitute 31% market share of the strong beer market in India. Royal Challenge

and Fosters are also very popular in the mainstream mild segment and together

constitute a market share of 28%.

Innovations: SABMiller India offers the widest range of pack sizes for beer in


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India, which includes 650 ml bottle, 330 ml bottle, 500 ml can, 330 ml can, 50 litre

draught and 30 litre draught. SABMiller has also used its global expertise to create

many firsts in India including the use of one-way bottles, flash pasteurized draught

standards, and Haywards Black a genuine stout beer.

Social commitment: SABMiller India has undertaken a range of citizenship

initiatives.

With the objective to improve the barley supply chain, SABMiller India initiated a

Malt Barley Development Programme, called Saanjhi Unnati (Progress through

Partnership) in Rajasthan in the 2005. This project assists the farmers and local

community in maximizing land use and securing good income. It has now grown

to 15 Centres in 4 districts of Rajasthan with membership of over 8000 farmers.

SABMiller India, as a company recognizes HIV/AIDS is a major threat to the

world of work. In 2007 it started its HIV/AIDS internal workplace programme

jointly with International Labour Organization (ILO). The programme has been

extended to supply chain (truckers) and trade (liquor retail outlets)

Water is one of SABMiller Indias top Sustainable Development priorities. This is

reflected in the 5R water management strategy which has internal measures to

Reduce, Recycle, Reuse and external measures to Replenish and Redistribute.

Achievement :-

SABMiller Plc -

The Parent Company

One of the worlds largest brewers, SABMiller has brewing interests anddistribution agreements across six continents.

SABMiller has wide portfolio of brands includes premium international beers such

as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch along

with market-leading local brands such as Aguila, Miller Lite, Snow and Tyskie.


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Six of its brands a re among the top 50 in the world.

SABMiller plc is one of the largest bottlers of Coca-Cola products in the world.

SABMiller plc is listed on the London and Johannesburg stock exchanges. Over

the past 21 years it has grown rapidly from our original South African base into aglobal operation, developing a balanced and attractive portfolio of businesses. Our

markets range from developed economies such as North America to fast growing

developing markets such as China and India.

SABMillers history is also one of exceptional growth and returns to shareholders.

In the year ended 31 March 2009, the group revenue was US$25302 million and

EBITA was US$ 4129 million. This success is equally attributable to the way

SABMiller conducts its business, with respect for partners and employees and adesire to do the best for its local communities.

BEER INDUSTRIES PROFILE IN INDIA:-

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

Indian growth rates compare favorably with the global beer industry, which grewby about 2.6 per cent in 2001-02 Apart from providing strong growth, India alsoprovides attractive profit margins due to the consolidated nature of the industry acomparison between China and India, for example, reveals that the Chinese beermarket is marked by intense competition, with several players being marginalized.In China there are about 400 brewers, of which the top 10 account for only 45 percent of the market. This has resulted in low profit margins for the Chinese beer

players. In contrast, the top two beer players in India account for about 75 per centof beer sales in India and the industry stands a chance to see more consolidation in

the near future. The effect of this consolidation can be seen in the fact that beerprices in India rarely go down with the competitive pressures of new product orbrand launches. In the past, whenever beer prices have gone down, it has been dueto either the lowering of duties by the government or the deregulation ofdistribution (leading to lower margins for the distribution channel partners). Inneither scenario have the margins or revenues of beer manufacturers been affected.


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Per capita consumption in India is hovering around a measly 0.5 litres per annum.These figures pale into insignificance if one compares them with those of CzechRepublic that has the highest per capita consumption of 156.9 litres per annum (see

box)

Per capita consumption is directly related to the taxation, according to an industryobserver. For instance, in Maharashtra there is a direct 100% excise duty on Beer.An equivalent 650 ml bottle is available for approximately Rs 8 in China. Which iswhy the per capita consumption in China is a high 16 litres per annum.

The Indian beer market has been growing rapidly over the last 10 years, due to thepositive impact of demographic trends and expected changes, like:

Rising income levels: India is home to nearly one-sixth of the global population

and is one of the most attractive consumer markets in the world today. Variousresearch studies have shown that a rise in the income levels has a direct positiveeffect on beer consumption. The National Council for Applied Economic Research(NCAER) projects India's 'very rich', 'consuming' and 'climbers' classes to grow ata CAGR of 15 per cent, 10 per cent and 2 per cent respectively. With this growthin income levels, Indian beer consumption is expected to continue growing, at thevery minimum, at the growth rates witnessed in the last decade.

Changing age profile: As a consequence of the high birth rates prevalent until the1990s, a large proportion of the Indian population is in the age group of 20-34

years. This age group is the most appropriate target for beer marketers. Thispopulation trend will give a further boost to the growth of beer consumption inIndia.

Many global players are planning to enter the Indian beer sector and they realisethat a partnership with a local player is important to establish a successful presencein India in a short time frame.

Changing lifestyles: A deep-seated traditional social aversion to alcoholconsumption has been a traditional feature of the Indian society. However, as

urban consumers become more exposed to western lifestyles, through overseastravel and the media, their attitude towards alcohol is relaxing. Social habits areundergoing a transformation as mixed drinks are becoming more popular. Thegreatest evidence of this trend is the increase in beer consumption among women.More and more women are consuming beer the penetration in metropolitan areasis almost twice as high as the penetration in other large cities implying that thegreater tolerance towards alcohol consumption in metropolitan areas facilitates the


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consumption of beer. With increasing urbanisation, this acceptance is only going torise.

Reduction in beer prices: The Indian consumer typically values an alcoholicbeverage on the basis of its 'kick' factor versus its price. The following two factorstherefore, affect the market for beer. Firstly, as most states do not have adifferential tax structure based on the alcohol content, strong beer...

As far as the Light beer segment goes, there is no existing competition in themarket. However, a number of well-established brands, especially lagers, have asignificant market presence. Chiefly Kingfisher - India's celebrated malty draughtlager since 1857; voted 'The World's Best Lager' in Stockholm and Chicago.

In India the future of beer industry is very much optimistic because:

1. India has predominantly a warm/hot climate

2. The beer-drinkers in the country are much younger than the average beer-drinkerelsewhere in the world. This makes them more likely to carry the brand with themfor a lifetime.

3. Increasing exposure to beer and wine drinking, mainly due to media andconsumer mobility.

All these factors combined make the scenario very promising for beer industry andare 'in sync' with their strategy for India.

UB (United Breweries Ltd.) is the market leader in the Indian beer market with a40% market share. Its flagship Kingfisher brand alone commands 25% marketshare. The company has however been focussing on strong beer, which has drivengrowth. The company introduced its strong beer,Kingfisher Strongduring the year2000 in the selected market of Maharashtra and Karnataka. The move came as areactive move following increasing shift of consumers towards strong beer, a trendstarted by Shaw Wallace. While the overall market grew marginally by 2%, the

strong beer market grew at 8-10% during the year at the expense of lager beer. Themarket is now skewed towards strong beer with more than 60% of the market

being strong beer market.

Beer mix today is approximately 60 percent lager beer and 40 percent strong beer.This ratio was very different 4 years ago. Over the last four years strong beer has

been the fastest growing segment. This was completely usurped by Shaw Wallace.


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As of today while Shaw Wallace has approximately 28 to 30 percent of the strongbeer market, UB already has achieved 14 to 15 percent of that strong beer marketand is growing very fast. It launchedKingfisher Strongonly in May of 2001. Andonce it is able to takeKingfisher Strongnational, it will try to match ShawWallace's market share over the next few years.

Apart from Kingfisher , and Foster's Beer, the other brands in the Indian market areCarling Black Label, Carlsberg, Dansberg, Golden Eagle, Guru, MaharajaPremium Lager, Haake Beck, Haywards 2000 Beer, Haywards 5000, Haywardsskol, Flying Horse Royal Lager, Taj Mahal, Heinekin, Hi-Five, Ice, KingfisherDiet, Kingfisher Strong, Kirin, KnockOut, Legend, London Diet, London Draft,London Pilsner, Royal Challenge, San Miguel Lager, Sand Piper, Strohs andZingaro.

The major brands which belong to large groups in the industry (apart from UB) are Shaw Wallace - Royal Challenge Premium Lager, Haywards 2000 Premium

Lager, Haywards 5000 Super Strong, Hi-Five and Lal Toofan.

South African Breweries India Ltd. -Knock-Out, Continentaland Three Lions, anew brand that was launched in the autumn of 2001 by SAB in Uttar Pradesh,Chandigarh and Himachal Pradesh.

Other possible competition Radico Khaitan and beer international Interbrew haveformed a joint venture to distribute Interbrew's Beck's brand of beer in India. The

premium lager beer segment in India will be targeted. Radico has also announcedthe launch of its international division.

The beer-drinkers in the country are much younger than the average beer-drinkerelsewhere in the world. This makes them more likely to carry the brand with themfor a lifetime. Also, as the target audience becomes younger, a light beer isexpected to attract first-time drinkers, since it is much milder than any of the other

beers in the country.


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BREWING PROCESS

Tripti Alco Brew was incorporated on 26th March 1993 and promoted by

SKOL Beweries Limited. The ultra modern brewery cum IMFL

manufacturing unit is at village Mahatoli,

Baanmore, which is about16 kms from Gwalior. This plant is among the largest of its type

in the state with an annual capicity of 36,00,000 cases.

Technical features

- Technological know-how: SKODA OF

CZECHOSLOVAKIA.

- Installed and commissioned by: ALFA LAVAL (I)

LTD., INDIA.

- Finished goods storage capacity: 5,00,000 cases.

- Ample space for additional bottling

arrangement.

Unique features

First brewery in India wherein the brew house isoperated through a MIMIC PANEL which in turn is

totally controlled by a PLC (Programmed Logic

Control).

UNITANK TECHNOLOGY wherein

fermentation and maturation of the brew is

carried out in the same tank. (Special candle

filters)

BOTTLING LINE: High speed with a capacity of 12,000 bottles per hour.

Capacity

LICENSED CAPACITY 2,92,000 Hectoliters / A


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INSTALLED CAPACITY 1,92,000 Hectoliters / A.

Organisational structure:-

Paolo Lanzarotti

Managing Director

Shalabh Seth

Director - Supply Chain

Martin Lehmacher

Director - Technical

Hari Krishna

Director - Human Resources

Shalabh Seth

Director Strategic Initiatives-->

T. J. Venkateshwaran

Director- Sales

Derek Jones

Director- Marketing
http://www.sabmiller.in/Paolo-Lanzarotti.htmlhttp://www.sabmiller.in/shalabh_seth.htmlhttp://www.sabmiller.in/martin_lehmacher.htmlhttp://www.sabmiller.in/hari_krishna.htmlhttp://www.sabmiller.in/shalabh_seth.htmlhttp://www.sabmiller.in/t_j.htmlhttp://www.sabmiller.in/d_jones.htmlhttp://www.sabmiller.in/d_jones.htmlhttp://www.sabmiller.in/t_j.htmlhttp://www.sabmiller.in/shalabh_seth.htmlhttp://www.sabmiller.in/hari_krishna.htmlhttp://www.sabmiller.in/martin_lehmacher.htmlhttp://www.sabmiller.in/shalabh_seth.htmlhttp://www.sabmiller.in/Paolo-Lanzarotti.htmlhttp://www.sabmiller.in/Paolo-Lanzarotti.htmlhttp://www.sabmiller.in/shalabh_seth.htmlhttp://www.sabmiller.in/martin_lehmacher.htmlhttp://www.sabmiller.in/hari_krishna.htmlhttp://www.sabmiller.in/shalabh_seth.htmlhttp://www.sabmiller.in/t_j.htmlhttp://www.sabmiller.in/d_jones.html


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Paul Aloysius DSilva

Finance Director SABMiller India

Current status of the organisation.

SABMiller is one of the worlds leading brewers, with more than200 beer brands and some 70,000 employees in over 75 countries.We are also one of the worlds largest bottlers of Coca-Cola products.

In India Sab Miller is the second Largest Brewers Consume By Indian Peoples

After Budweiser.
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Different product profiles of the company :-

1) Hawards 5000

Haywards 5000 is India's largest selling

strong beer brand, which perfectly combines strength with quality credentials that

meet the high expectations of todays demanding consumers .

2) Hawards 2000


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Brewed especially to suit the modernpalate, Haywards 2000 H2K uses a fine selection and careful blending of

malts to ensure a rich, golden look and clean crisp flavour. The cold-filtered

brewing process lends it a well appreciated flavour, body and aroma.

3) Hawards Black-


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Haywards BlackIndias first genuine

stout beer , is handcrafted from a rich blend of the world famous Caledon

valley dark roasted barley malt along with a blend of imported and locally

produced pale malts. New Zealands super alpha hops give Haywards Black

a unique and pleasantly bitter taste with a hop like aroma.

4) Foster-


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Foster's Lager is a uniquely Australian beer, brewed with the finest sun-

dried malted barley, the purest water, and Foster's own specially bred

'Pride of Ringwood' hops imported directly from Australia to give the beer

an authentic flavor. Foster's Lager Beer has always been at the forefront of

brewing technology and the Foster's Lagerbrewed today is the result of

over a century of attention of the brewing art. Quality has been the strength

ofFoster's since its earliest days and remains a paramount concern at every

stage of the beer's journey from brewery to consumer.

4) Indus Pride-
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EXPERIENCE THE TRULY 100 % MALT INDIAN BEER.

The taste of 100% malt cannot be explained. It has to be experienced. Indus Pride, a 100% maltbeer, is made using aroma hops and the finest malt, giving it a rich and vibrant taste suited to theIndian palate.Indus Pride is not just about great taste. Its about living life to the fullest and enjoying the best lifehas to offer you.

5) Peroni


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Peroni Nastro Azzurro is an intensely crisp and refreshing lager, withan unmistakable touch of Italian style, brewed in Italy to the original recipe, since 1963. Today,

Peroni Nastro Azzurro has become highly representative of classic Italian style and culture. Thispremium beer is 5.1% alcohol by volume and expertly brewed using only the finest quality and variety ofspring barley, maize, malts and hops and by following a meticulous production process.

6) Royal Challenge- the Award winning Premium Lager

Launched in the year 1993, Royal Challenge Premium Lager is the second

largest selling mild beer in India. Royal Challenge is brewed with the choicest 6 maltbarley. Its long brew duration provides it with a distinct, smooth taste and rich flavour. Ithas all the hall marks of a great beer - Color that is golden honey, taste that is smooth andcrisp, lace that sticks to the wall of the glass. Royal Challenge Premium Lager is the beerfor the discerning who have the confidence to make their choices based on their superiortaste and knowledge rather than follow the crowd.

7) Knock Out-


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Ever since its launch in 1984, Knock Out has grown from strength to strength to establish itself as

one of the largest selling strong beers brands in the country. Today there are millions of consumersin the states of Karnataka, Maharashtra, AP, and some parts of the northern India for whom thebrand has come to acquire an iconic status.

Competitors

1.Kingfisher (U.B. Group) :-

* Kingfisher Ultra

* Kingfisher Strong

* Kingfisher Red

* Kingfisher lager

* Kingfisher Blue

* Zingaro

* Sand Piper

2. Anheuser Busch:-

* Budweiser

3. Som Distilleries :-


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* Hunter extra strong beer

* Black fort beer

* Power 5000 beer

* legend lager beer

* Power 5000 strong beer

* Woodpecker beer

* Sunny Beaches beer

4. Carlsberg Group:-

* Kronenbourg 1664

* Baltika no. 3

* Baltika no. 7

* Holsten

* Kronenbourg

* Ringnes Pilsener

* Carlsberg 2.7

* Carls Porter

Some other Competitiors of Sabmiller In Madhya Pradesh:-


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Godfather

Fox-10000

Right choice Vasco, Vosco-50000

Tunder Bolt

President-5000

Khajurao

MARKET CONCEPTS

To understand what marketing means is, we must first understand the aboveconcepts.

NEEDS :- These are the basic requirement.

WANTS :- Need become wants when they are

directed to specific object that might

satisfy the need .

DEMAND :- These are wants specific object that

Might satisfy the need.

PRODUCT :- These are satisfying entity.

OR


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Every thing that we come across in

Our daily life.

EXCHANGE :- It is the process of obtaining a desired

Product someone by offering.

TRANSATION :- it is trade of values between two

more parties .

MARKET :- It is the place where buyers and

And sellers meet with each other.

MARKETING :- It is the art of selling product.


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THEORETICAL

BACKGROUND


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DRAUGHT OR DRAFT BEER

Meaning of Draught beer:-

A general name for alcoholic beverages made byfermenting a cereal (or mixture of cereals) flavored withhops which is drawn from a key.

*Hops-Hops are flowers used as ingredient for flavoringbeverages.

* Key-Barrel or container.

About Draught Beer

Draught Beer or Tap Beer is brewed and stored in thetraditional way, maturing naturally in the container andserved unpasteurized form the pressurized container.


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Draft beer is a recognized form of fresh and flavorful beeron tap from a kegerator system. In most cases , this form ofbeer is served at bars or restaurants as a flavorful andinexpensive beer.

The word draft is comes from the English for the worddraught which means to pull from a cask with a handpump. Draught beer often refers to beer on tap.

KEY OF BEER

A keg is a cylindrical container used to dispense Beer,usually constructed of aluminum, steel or wood. It iscommonly used to store, transport , and serve beer. Liquid

in the container are generally kept under pressure. A keghas a single opening on one end. when tapped it allows gas(usually carbon dioxide) to drive the beer out of the keg.


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STEEL KEY

draught equipment and system configuration.

There are mainly nine component to make Draught beer :-

Refrigeration/CoolingKeg

CouplerBeer LineFaucetGas SourceRegulatorGas LineTailpieces and Connectors

Refrigeration/Cooling- Consistent and controlled beer dispense requires that the beer travelingfrom keg to glass be maintained at a temperature of 34 to 38F. Whiletemporary service may employ ice for cooling, most permanent installationsemploy refrigeration systems.


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Key Kegs enable beer transport and dispense while maintaining its qualityand integrity. Their design protects beer from both air and light whileenabling easy and rapid dispense. Most brewers use kegs made of stainless

steel, but you also see rubber-coated, aluminum, steeland recently plastickegs in the marketplace.

Coupler - Gas flows in and beer flows out of a keg through the coupler. While thisdevice has many casual names in beer cellars around the country, the industryadopted the term coupler as the standard term for the device.

Beer Line- Between coupler and faucet, beer travels through beer line selected to fi tthe needs of the specific draught application. Options range from vinyl tospecilised barrier tubing and even stainless steel.

Faucet- Faucets dispense beer to the glass. They also hold the tap marker toidentify the type of beer being dispensed. The most common faucets aregenerally suitable for dispensing both ales and lagers. The most common or

standard US faucet is rear-sealing and has vent holes that need to be carefully

cleaned and inspected during routine cleanings. Ventless, or forward-sealingfaucets, are easy to clean and are only available in stainless steel.


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Gas SourceDraught systems depend on gas pressure to push beer from the keg to the

faucets. To achieve this, keg should be pressurized with carbon dioxide, or acarbon dioxide and nitrogen mix.

RegulatorA regulator adjusts and controls the fl ow of gas from any source. Each

regulator typically has at least one and often two pressure gauges that help insetting pressures and monitoring gas levels. Valves and an adjustment screwcontrol the actual flow of gas from source to destination.

Gas LineGas line should be selected to withstand the pressures expected in the draughtsystem. We saw that Systems that use compressed air as a dispense gas expose


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beer to oxygen, which produces stale paper- or cardboard-like aromas and flavorsin the beer. Brewers go to great lengths to keep oxygen out of beer.

Tail Pieces and ConnectorsTail pieces connect couplers, wall bracket, shanks or any other piece of equipment

to vinyl tubing or other types of beer line.Chromed brass and stainless steel tail pieces come in several sizes steel tail pieces

come in several sizes to match common tubing diameters. They are held in placewith a nut and sealing washer. A clamp secures the tubing to the tailpiece on the

barbed side. A nut and sealing washer attach the tailpiece to the coupler or otherequipment on its flat side Chromed brass and stainless steel tail pieces come inseveral sizes steel tail pieces come in several sizes to match common tubingdiameters. They are held in place with a nut and sealing washer. A clamp securesthe tubing to the tailpiece on the barbed side. A nut and sealing washer attach thetailpiece to the coupler or other equipment on its flat side .

Tail Piece Wing Nut


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Difference between Draught beer and Bottled beer

Draft or Draught beer Bottled/can beer

1) Draught has a different manufacturing Can and bottle are the same,

Process. Just , different packaging.

2) draught or draft beer is in a barrel,keg. Can beer is in a can,bottledbeer is in bottle.

3) Draft beer taste is better than Bottled or Bottled or can beer taste isCan beer. Differ than draft beer.

4) draught beer is not pasteurized. Bottled or can beer ispasteurized

5) Draught beer is fresh beer. Bottled or can beer are notFresh.

6) Draft beers are more flavorful and Bottled or can beer are less


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pleasantly aromatic. Pleasantly aromatic.

7) Draft beer are less portable than bottled Bottle beers are morebeer. Portable.

8) The Time-period of draft beer is very The time-period of can /Less (max. 3 Days) bottled beer is long (max.

6 month).

9) Draft beer are the alcoholic beer beverages Bottled beer are the beersThat comes from or poured down from a that are contained insideTap into a glass. Bottles or are drunk from

The bottles.

BENEFITS OF DRAUGHT BEER

1) Draught beer is sunlight vulnerability- good amount of protection againstlight in barrels of key.

2) Draft beer are more flavourful to serve because the beverage is pouredinto the glass making its aroma stand out for a while.

3) Draught beer retains most of the flavor that it had when brewed.

4) Draught beer is un-pasteurized so it is fresh and tasty.

5) The chance of acidity is less in case of draught beer.

6) Reduce your risk of Heart disease.


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7) Draught Beer contains vitamins B and B2 (as well as B6) and essentialminerals like calcium, potassium, and phosphorus.

8) Drinking of Draught beer avoid kidney stone.

9) In studies show that xanthohumol , a compound found in hopes whichprevent the cancer.

10) Draught beer help us to improve our memory ,it acts as a MemoryBooster.

11) Beer can help to reduce blood pressure and levels of insulin in the blood.

12) It improves Blood circulation.


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RESEARCH

METHODOLOGY

RESEARCH METHODOLOGY

Research :-


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Definition:-

Research is defind as a careful, systematic, patient, diligent inquiry orexamination in some field of knowledge undertaken to establish facts or

principles-WEBSTERS DICTIONARY.

A method of studying, analyzing and conceptualizing social life in order toextend, modify, correct or verify knowledge, whether that knowledge aidsin construction of theory or in practice of art . P.V.YOUNG,

Research is common parlance refers to a search for knowledge. One can

also define research as a scientific and systematic search for pertinentinformation on a specific topic. In fact, research is an art of scientificinvestigation.

Methodology is basically the set of rules, procedures, tools andtechniques used by the researcher for realization of research objectives.The process of designing research study involves many interrelateddecisions. The most significant decisions is the choice of research approach.This determines how the information will be obtained.

SOURCES OF DATA :-

PRIMARY DATA-

The data a researcher collects to address the specific problem at hand-theresearch questions. It consisits of original information gathered for aspecific purpose for hand. This is the data generated out of the research

undertaken in case of descriptive study this data is obtained throughobservation, interview, questionnaires e .t.c.Method of collecting primary data-

A. Observation methods


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B. Interview methods

C. Questionnaire method

The method uses by me for collecting primary data are interview methodAnd questionnaire method.

SECONDARY DATA:-Secondary data means a data that is already available in various reports,diaries, letter, books, periodicals etc. Secondary data which has been used

previously for any research and is now in use for the second time.

It consists of information that already exists that were being collected in thepast for some other purposes.

Sources of secondary data are :-

Books, magazines, journals, newspapers, booklets, prospectus.

Technical or trade journal.

Various publications of central and state governments.

Encyclopedias, Bibliography, indexes..

The data collected in this study was from both primary and secondarysources. the primary data was collected through the medium of aQuestionnaire and Interview. The secondary data was acquired from theBooklet of Draught beer and websites of sab-miller and books. The

secondary data helped in deciding the Design of the Questionnaire.

RESEARCH TOOLS :-

The tools used were a questionnaire. The questionnaire consisted of a blendof open ended; close ended, multiple choice and dichotomous questions,


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such a variety was very necessary to draw conclusive conclusions. Thequestionnaire was drafted in tandem with the objectives and consultationof the management.

Following were the points taken into consideration while designing thequestionnaire.1. The research problem under study.

2. Questions were kept simple and were constructed with a view to form alogical part of a well thought out plan.

3. Rough draft was prepared giving a thought to the appropriate sequencesof questions.

4. Questionnaire contained simple but straight forward questions so that therespondents may not find any difficulty in answering questions.

RESEARCH DESIGN:-

A research design is the arrangement of conditions for collections andanalysis of data in a manner that aims to combine relevance to the research

purpose with economy in procedure.

1) Exploratory Research design:-

The word exploratory is releated to exploration. The exploration

means to investigate systematically, search into and examine for the purposeof discovering something new.

2) Descriptive Research design :-


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Descriptive design means research design in case ofdescriptive studies which is concern with describing the characteristics of

particular individuals or of a group.

3) Experimental research:-

The experimental research is used to study the effect of setfactors on the response of variable system of study.

Marketing research is the systematic and objective investigationanalysis of information to the identification and soluation of any problem inthe field of marketing, very proudly the function of marketing researchincludes description and explanation, prediction and evaluation of morenarrowly the function of marketing research with a company is to provide

the information and analytical inputs necessary for effective working.

In this study, Descriptive research design has been used as it describes dataand characteristics about the population or phenomenon being studied.Descriptive research answer the questions who, what, where, when and how .In short descriptive research deals with everything that can be counted andstudied. The research design is appropriate for my study as is describes the

preferences of readers towards time group various magazines. Thedescription techniques that are put into practice are bar diagrams, pie-chartsand frequency distribution tables.

SAMPLEING DESIGN

A sample as the name implies, is a smaller representation of a largerwhole . a sample is composed of some fraction or part of the total number ofelements or units defind in a population. Sampling. Therefore, is a method ofselecting of some fraction of a population.

The sampling procedures which are commonly used may be broadlyclassified under 2 categories.1. probability sampling2. Non-probability sampling


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Sampling size: A sample of 100 respondent was chosen and te research wascarried out over a period of two months.The data was collected through aquestionnaire. The reason for selecting a sample size of 100 was to have amore accurate analysis greater the sample size the more it is representativeof the whole market.

Sample size 30 Retailers & 100 Customers

Sample method Area sampling

Sample area Gwalior, Bhopal, Indore & Jabalpur

Target Respondent Customers ,Retailers & Hotels

Sampling Technique : The technique that was employed was Simple

random sampling Technique which is also known as unrestricted randomsampling. the technique is based on probability sampling method are thosemethods which clearly specific the probability or likelihood of inclusion ofeach individual element. It states that probability of selection of eachelement is the same. Selection of one element does not affect the other.

Need for sampling

Sampling saves times and money.

Sampling may enable more accurate measurement for a sample studyis generally conducted by trained and experienced investigators.

Sampling remains the only option when population contains infinitelymany members.

The systematic , controlled ,commercial and critical investigation of

hypothetical prepositions about the presumed releations among naturalphenomenon is called Research.

Market research


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The objective of the present study can be accomplished by a conducting asystematic market research. Market research is a systematic designcollection, analysis and reporting of data and finding that relevant todifferent marketing situations facing the company. The marketing researchthatll adopt in the present study consists of the following-

1) Defining the problem and research objective :-The research objective states

what information is needed to solve the problem. The objective of researchwas to drive the opinion of retailers and customers.

2) Developing the research plan :-Once the problem is identified the next step

is to prepare a plan for getting the information needed for the research. The

present study will adopt the exploratory approaches where in there is a need togather large amount o f information before making the conclusion. If required thedescriptive and causal approaches may used.

3) Collection and sources of data:-

Market research require twotypes of data i.e. primary data and secondary data. well structuredquestionnaire is prepared for retailers and customers. Data is collected by

personal interviews, surveys of the retailers, hotels and customers.

4) Analyze the collected information:-

This involves conversion of raw data into use-fullinformation. It involves tabulation of data, using statistical measures on hem fordeveloping frequency distribution and calculating the average and dispersion.

5) Report research finding:-

The phase will mark culmination of the marketingresearch effort. The report with the research finding is a formal written

document.


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DATA ANALYSIS

AND

INTERPRETATION


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Data analysis and


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Interpretation for retailers

1) Why do you choice to sell Draught beer in your outlet?

Attributes Respondent %Demand 12 39Price 1 6Taste 15 47Other 2 8

Interpretation:-

Out of 30 Retailers surveyed, 39 % retailers said the demand is the factor to hischoice of draught beer, 47 % retailers said taste is the main cause to take or chooseDraught beer in his stores, 6 % think price is the factor and 8 % think other factor.

2) What is the Customer Choice ?


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Attributes Retailers %

Bottled beer 17 57

Can beer 2 07

Draught beer 11 36

Interpretation:-

Retailers said :- 57 % Bottled beer are purchase by the customer, 36 % Draughtbeer and 07 % can beer.

3) What is the demand of a customer of draught beer for a specific brand or not?


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Yes 01 03

No 29 97

Interpretation:-

About 97 % retailers agree customers are not prefer any particular brand ofdraught beer.

4) If specific Brand are not present in the outlet, than the customer are move to theoutlet?


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Yes 4 13

No 26 87

Interpretation:-87 % Retailer says that customers are not move out to his outlet if specific brand of draught beeris not present in their shop and only 3 % retailer says customer are moved out if particular brandare not present.

5) Is draught beer is beneficial for you?


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Yes 30 100

No 0 0

Interpretation:-Out of 30 retailers, all says draught beer is beneficial for them and retailers earn

profit.


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6) What are the different factor you think of the customer preferDraught beer?


Taste 19 63

Price 12 40

Freshness 25 83

Easily available 9 30

Other 8 27

Interpretation:-


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83 % retailers says that Freshness of draught beer influence customer choice decision while 63 %says that taste is influence customer choice decision. And 40 % says price is the factor to choicedraught beer to the customer .It suggest that Freshness of the draught beer mostly on the customerdecision in retailers point of view.

7) In what season do you think sale of draught beer is maximum?


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Name of the season Retailers %

Summer 28 93

Rainy 2 6

Winter 0 1

Interpretation:-According to retailers,93 % customers take Draught beer in summer season mostly while 6 %customer take draught beer in rainy season and only 1%customer take draught beer in winterseason.It suggests that maximum number of customer take draught beer in summer season.It also indicate that sale of draught beer is maximum in summer season.


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8) Do you think Promotional activities Increase the sale of draught beer?


Yes 26 87No 4 13

Interpretation:-

87 % retailers says promotional activities increase the sale of draught beer while 13 % says thatthey dont use promotional activities. It is clearly indicate that most number of retailers usepromotional activities in their outlets.

9) Which tools do you use to promote sale of draught beer?



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Freetesting

16 53

Board andbanners

20 67

Tent cards 12 40Take awaybags

15 50

DiscountOn selling

12 40

Interpretation:-

53% retailers use free tasting for promoting sale of wine while 67 %retailers use boards and

banners , 50 % retailers use tent card, 50% retailers use take away bags and 40% retailers usediscount on sale , for promoting sale of draught beer. It suggest that maximum number of retailersuse board & Banners for promoting sale of Draught beer.

10) In your point of view, is the scope or potential mapping or future of draughtbeer is good or bright in M.P.?


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Yes 30 100

No 0 0

Interpretation:-

In this question, the all 30 retailers of draught beer says that there are huge scope of draftbeer because the customer want or consume draft beer more compare to beer & can beer.And the retailers is earn profit.

Data analysis and


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Interpretation for customer

1) What is your preference drink?

Attributes Respondent %

Beer 67 67

Whisky 17 17

Wine 6 6

Vodka 6 6

Other 4 4

Interpretation:-In the customer perception, 67% customer prefer to drink Beer, while 17% customerprefer whiskey, 6% drink wine, 6 % prefer vodka as a drink & 4 % people prefer other typedrink.


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.


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2) If you drinking beer, than what is your preferable range of beer?


Strong 61 61Medium 24 24

Lager 15 15

Interpration:-

About 61% customer says that they prefer strong range beer in his taste, 24% says theyprefer medium range beer and 15 % says they prefer lager beer


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3) In which season do you take beer mostly?

Name of season. Respondent %

Summer 91 91

Rainy 8 8

winter 1 1

Interpretation:-

91% customer take beer in summer season mostly while 8% customer take

beer in rainy season and only 1% customers take wine in winter season. it

shows that number of customer use to take beer in summer season. It can beindirectly concluded that sale of beer is maximum in summer season.

4) What is the different factor to do you prefer beer?


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Brand name 36 36

Price 22 22

Taste 28 28


Other factor 4 4

Interpretaion:-

36 % customer prefer brand name to prefer or choose beer, 22% customer

prefer price, 28% prefer taste to drink beer, 10% customer prefer easily

availableness of beer & 4 % customer prefer other factor to drinking beer.


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5) Have you heard or know about different brands of beer?


Yes 100 100


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No 0 0

Interpretation:-

All 100% people says, they know about different brands of beer.

6) Which brand of beer you prefer mostly?

Name of the brand Respondent %


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Haywards 84 84

Foster 71 71

Kingfisher 82 82

Hunter 81 81

Budweiser 73 73

Other 40 40

Interpretation:-

84% customer prefer hawards while 71% preference is given foster. 82 %

prefer kingfisher, 81 % customer prefer hunter beer, 73 % prefer Budweiser& 40% customer prefer other brands of beer.


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7) when or what reason you change your beer brand?


Brand name 67 67

Price 78 78


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Availability 48 48

Quality & taste 66 66

Suggested by other 64 64

Other reason 43 43

Interpretation:-

About 67% customers says that brand name is the reason change the beer of a brand. 78%

customer prefer Price is the main factor to change his beer brand while 48% customer

says easily availability of beer is the other factor while 66% customer says quality &taste

is the factor to change the brand of beer. 64% peoples says they change their brand due to

suggested by the other persons and 43% customer responsible some other factor to change

their beer brand.


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8) Have you heard or know about draught or draft beer?


Yes 97 97

No 3 3


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Interpreation:-

97% customer says they know about draught beer & only 3 % customer or person says they

dont know about draught or draft beer ?

9) Have you Drink Draught or draft beer?


Yes 92 92

No 8 8


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Interpretation:-

92% customer says they drink draught or draft beer and only 8% customer

says they dont drink draft beer.

10) After drunken draught beer, do you retain draught or draft beer?


Yes 100 100

No 0 0


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Interpretation:-

100 % customer says they retaining the draught beer.

11) Draught beer taste is better than bottled beer?

Attributes Respondents %

Yes 98 98

No 00 00


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Interpretation:-

98% customer says draught beer taste is better than bottled or can beer.

12) Which factor or why do you prefer draught or draft beer?


Taste 78 78

Price 67 67


Freshness 75 75


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other 34 34

Interpretation:-

78 % customer says taste is the factor to prefer draft beer, 67 % customer says taste is the factor to

prefer draught beer, 44 % says easily available of draft beer,75% customer says freshness ofdraught beer is the preferencable factor & 34 % says other factor.

14) do you recommend or suggest Draught or draft beer to other person?


Yes 89 89

No 11 11

0

10

20

30

40

50

60

70

80

90

taste price easily available fressness other

preferance


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Interpretation:-

89% customer says they suggest other person to drink draught beer while 11% not

suggest or recommend draft beer.

15) rate your overall satisfaction with draught or draft beer?


Highly Satisfactory 30 30

Satisfactory 32 32


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Average 22 22

Dissatisfactory 8 8

Highly Dissatisfactory 8 8

Interpraetion:-

30 % customer are highly satisfied with draught beer, 32% customer are satisfied, 22% customer

have average rated to draught beer , 8% customer are dissatisfied and 8% customer are highly

dissatisfied with the draught beer.


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Findings


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Observations & findings

From the research I found out that The scope or future of draught or

draft beer is bright and very good.

All 30 retailers of draught beer in M.P. agree the future or potential

mapping of draft beer is good and they earn profit to sell draught or

draft beer.

In the overall research the customer choice or prefer beer mostly

specially in summer season.

It is an great opportunity to the any liquor company or industry to

launch his own draught beer brand in Madhya Pradesh .

In research report i find that the customer are move out rapidly to the

draught beer and their first prefer draught beer mostly.

I find that the customer like the taste, quality & freshness of draught

beer.

98% peoples said they prefer draught or draft beer over bottled or can

beer due to its quality, taste & freshness.

100% peoples retain draught beer.

61% peoples said they prefer strong range beer.

Price is one of the key factor in the sale of draught beer.

Draught beer machines and glasses & mugs also plays role in

influencing buying decision of customers.

30% customer are highly satisfied with the draft beer & 32 % aresatisfied with the draft beer which indicate good sign.

It is find that if company do sales promotional activies ( fress testing,

boars & banners, tent card, take away bags, discount on selling)

increase the sale of draught beer.


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SUGGESTIONS

In M.P. only SOM distilleries ( Hunter beer ) make draught beer. So, it is


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better opportunity to SAB-Miller launch his draught or draft beer in the

market because the customer consume draught beer most.

The companies do promotional activities to increase the sale of draught beer.

Marketing strategies must be redefined regarding draft beer.

Company must organize regular customer surveys


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LIMITATION


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The survey was restricted to four major cities of Madhya Pradesh i.e,

Gwalior, Bhopal, Indore & Jabalpur.

Secrecy must be mentioned in case of official data. So it is difficult to get

relevant data from the office. During surveys it is found that some people (Outlet owners) refused in

answering first of all because they had no interest in such sort of work what

consumed their precious time or some other reason, but after being

convinced or motivated by me they were ready to give answer.

The data analysis is based on responses given by the respondent.

It cannot be assured that data has high degree of precision and accuracy.

The time period of research was very short and specific.

Conclusion

Sale of draught beer is fair in Madhya Pradesh.


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Most of the people says that Draught beer is having best quality &

taste.

Market position of draught beer is good because of quality

maintenance.

Consumer takes draught or draft beer in summer mostly.

Texture and shape of glasses does not influence consumer decision for

taking draught beer.

Sales promotional activities increases the sale of draught beer.

The future scope of draught beer is high.


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BIBLIOGRAPHY

Bibliography

Marketing management by Philip Kotler and Kelvin lane keller

12th edition, published by prentice hall of india pvt. Ltd.


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Research methodology by C.R.Kothari.

Marketing research by Donald Cooper & Pamela Schindler.

WEBLOGRAPHY

www.google.com

www.sabmiller.com

www.wikipedia.com

www.sabmillerind.com
http://www.google.com/http://www.sabmiller.com/http://www.wikipedia.com/http://www.google.com/http://www.sabmiller.com/http://www.wikipedia.com/

Mayur batham

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