Indian Beer Market

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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 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
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.

STATISTICAL TOOLS
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

MARKET ANALYSIS
MAJOR BRANDS
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.

CONSUMER PROFILE
Consumers from age-group of 18-30 make major portion of buyers segment. They are around 75% of total buyers. One interesting...
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