Indian Beer Market

Page 1 of 13

Indian Beer Market

By | September 2008
Page 1 of 13
CONTENTS

INTRODUCTION

METHODOLOGY

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
PEST ANALYSIS
SWOT ANALYSIS
MAIN COMPETITORS

APPENDIX

INTRODUCTION

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*.

OBJECTIVE
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

METHODOLOGY

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
The questionnaire was prepared in 2 stages. In the first stage the...