SURVEY FINDINGS AND DATA ANALYSIS
FINDINGS OF SURVEY AT POINT OF SALES
CONSUMER SURVEY: OBSERVATIONS AND ANALYSIS
INDUSTRY AND COMPETITOR ANALYSIS
MAIN FEATURES OF BEER INDUSTRY IN INDIA
The beer industry is somewhat handicapped because of the strict restrictions in place regarding their promotion. In spite of this, the industry continues to grow at a double digit rate. The beer industry indulges in surrogate advertising and other promotional strategies like event promotion. We chose to study this industry to learn about how these unconventional marketing concepts are employed in the industry*.
This project aims to study the Marketing Strategies adopted in the Indian Beer Industry and suggest improvements.
SCOPE OF THE PROJECT
During the course of our project we aim to,
Study the macro environment
Analyze the various marketing concepts being applied in the present scenario in the Indian Beer Industry
Gain marketing insights by examining marketing strategies and plans already in place
Marketing research: Field survey involving consumers and business houses, secondary data from newspapers, magazines, beer industry, online resources etc.
Means of Promotion: Managing Mass Communication
Predict trends for consumer preferences in future
Suggesting improvements: Segmenting, Targeting , Positioning ; Competitor analysis
In this report we present an analysis of the data collected and the industry and competitor analysis.
*Ref : www.euromonitor.com/BEER_in_India
The methodology consisted of conducting a consumer survey by means of a questionnaire, and surveying beer shop owners by means of a personal interview.
The questionnaire was prepared in 2 stages. In the first stage the questionnaire was tested on a small group of 4-5 people on campus and their feedback on their comfort level in filling the questionnaire was incorporated in the new draft. The following parameters were kept in mind while formulating the questions: 1.Prepared with layman’s level of understanding.
2.Short and crisp questions.
3.Respondent friendly layout.
A copy of the questionnaire is attached in the appendix
The survey was conducted through personal interaction with the respondents. The respondents were chosen from a wide range of income groups and ages. The number of respondents was 64. The survey was conducted majorly at
Beer Shop at 3.4
Beer Shop at Puraniya Chowk
Beer “Model Shop” at Kapurthala
Partly at the institute.
The interaction with the consumers and the trained staff brought valuable insights in our study and were instrumental in guiding us to the derived conclusions.
The data collected from the surveys was analyzed using some of the most common and popularly available statistical tools in contemporary research circles. More specifically we will use EXCEL as our primary tool. SURVEY FINDINGS AND DATA ANALYSIS
FINDINGS OF SURVEY AT POINT OF SALES: SHOPKEEPERS/OWNERS VIEW
Following are the major brands of Beer in Lucknow market
(Brand Name – Manufacturers)
Kingfisher – UB group
Haywards – Shaw Wallace
Fosters – Fosters India
Zingaro – Manav Breweries
Meakin10000 – Mohan Meakins
Fire – Mohan Meakins
Maharani – MP beer products, Indore
Knock Out – SKOL Breweries, Bangalore
Royal Challenge – Shaw Wallace
Hunter – Som Distilleries Limited
Other than these, there are some 5 to10 small brands available with relatively small market share. Kingfishers and Haywards have leading market share among all brands.
Consumers from age-group of 18-30 make major portion of buyers segment. They are around 75% of total buyers. One interesting...