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...