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Chapter – I

Introduction

1.1 Background of Study

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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 growth in 2002-03 was 11 per cent.

Graph 1.1 ( Indian Beer Market)

Indian growth rates compare favorably with the global beer industry, which grew by about 2.6
per cent in 2001-02 Apart from providing strong growth, India also provides attractive profit
margins due to the consolidated nature of the industry – a comparison between China and India,
for example, reveals that the Chinese beer market 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 per cent 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 cent of 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 beer prices in India rarely go down with the competitive
pressures of new product or brand launches. In the past, whenever beer prices have gone down, it
has been due to either the lowering of duties by the government or the deregulation of
distribution (leading to lower margins for the distribution channel partners). In neither scenario

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have the margins or revenues of beer manufacturers been affected. Per capita consumption in
India is hovering around a measly 0.5 liters per annum. These figures pale into insignificance if
one compares them with those of Czech Republic that has the highest per capita consumption of
156.9 liters per annum.

Graph 1.2 (Asia-Beer Growth)Per capita consumption is directly related to the taxation,
according to an industry observer. 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 is
why the per capita consumption in China is a high 16 liter per annum?

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The Indian beer market has been growing rapidly over the last 10 years, due to the positive
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. Various research studies have shown
that a rise in the income levels has a direct positive effect on beer consumption. The National
Council for Applied Economic Research (NCAER) projects India's 'very rich', 'consuming' and
'climbers' classes to grow at a CAGR of 15 per cent, 10 per cent and 2 per cent respectively.
With this growth in income levels, Indian beer consumption is expected to continue growing, at
the very minimum, at the growth rates witnessed in the last decade.

Changing age profile: As a consequence of the high birth rates prevalent until the 1990s, 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. This population trend will give a further boost to the
growth of beer consumption in India.

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

Changing lifestyles: A deep-seated traditional social aversion to alcohol consumption has been a
traditional feature of the Indian society. However, as urban consumers become more exposed to
western lifestyles, through overseas travel and the media, their attitude towards alcohol is
relaxing. Social habits are undergoing a transformation as mixed drinks are becoming more
popular. The greatest evidence of this trend is the increase in beer consumption among women.
More and more women are consuming beer – the penetration in metropolitan areas is almost
twice as high as the penetration in other large cities – implying that the greater tolerance towards
alcohol consumption in metropolitan areas facilitates the consumption of beer. With increasing
urbanization, this acceptance is only going to rise.

1.2 Background of Topic

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Question:-What is strategic management?

Def:-“Strategic Management is concerned with deciding on strategy and planning how that
strategy is to be put into effect.” OR

“Strategic Management is primarily concerned with relating the organization to its environment,
formulating strategies to adapts to the environment and assuring that implementation of
strategies taken place”

Strategic analysis Strategic choice strategic implementation

Evaluation process

Chart.1.2.1 simple model of strategic management process

Benefits of strategic management:-

Organizations reap several benefits from effective strategic management. The benefits of
strategic include

1) SM helps an organization to be proactive rather than reactive in shaping its future.

2) It helps organization to make effective strategies through the use of a more systematic,
logical and rational approach to strategic choice.

3) It often bring order and discipline to a firm. & provide an objective view of management
problem

4) It helps to integrate the behavior of indivisible into a total effort.

5) It encourages favorable attitude towards change

6) It gives encouragement to forward thinking.

7) It provides cooperate, integrated and enthusiastic approach to tackling problem

and opportunities

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8) It give a degree of discipline and formality to the management of business.

Steps of strategic management process:-

1) Identifying business mission, purpose and objective.

2) Environmental analysis.

3) Revise organizational direction.

4) Strategic alternatives and choice.

5) Strategy implementation.

6) Strategic evaluation and control.

Strategic Management process at three corporate levels :-

Strategy
Strategy Evaluation and
implementatio
formulation control
non

1) Corporate level

Strategy Evaluation and


Strategy control
implementatio
formulation
n

2) Division (Business) level

Strategy Strategy Evaluation and


formulation implementatio control
n

3) Functional level

Chart. 1.2.2 Strategic management process at three corporate levels

1.3 Company Profile

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a) Name of Company:- “ Daffodils Pvt. Ltd.”

They include:

1) Floriculture 2) Breweries

b) Location and address of the Company:-

Daffodils Pvt Ltd.

Kamatwadi,,Tal- Daund

Dist- Pune.

c) Type of the Organization:-

Private limited.

d) Type of Industry:-

Breweries and distilleries’.

e) Organizational set up:-

Hierarchy in Pvt. Ltd. there has to be a hierarchy

f) Products /Services:-

Production and Distribution of “Beer”

“Mineral water”

g) Number of employees:- 130 employees

h) Future plans:-

Expansion of operations and sales the all over India.

1.4 Statement Of Problem

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“To study the beer market and beer market with respect to availability, price, promotional
activities for designing new beer brand.”

- Find out Market potential.

- Find out Customer Expectation.

- Impact of Advertising, Promotional Activities on Customer.

- Design Distribution Network as strategic marketing.

1.5 Need of Study

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According to a series of new
reports from leading beverage industry analysts Canadean, the huge populations and thriving
economies of Brazil, Russia, India and China have helped Beer to grow dynamically in recent
years. Indeed, between 2002 and 2007, total consumption across the four countries increased by
almost 50%!

Now, marketing strategy, it means only quantity production is not important. Designing
marketing channel and promotional activities for increase the sale of product.

Strategy itself refers to determination of the basic long term goals and objectives; and adoption
of the course of action and allocation of resources necessary for carrying out these goals.

In value delivering process their were two types of marketing:-

Strategic marketing – It means customer segmentation, market selection / focus , value


positioning.

Tactical Marketing – It includes product development , service development , pricing , sourcing


/ making, distributing , sales force, sales promotion and advertising etc.

While desinging marketing strategy above all point should be considered also analysis of market,
analysis of competitor and customer behaviour also plays important role.

Kingfisher, SAB Miller are big player in Beer Market. So it is necessary to analysis this
competitor on the basis of market share with various their home brands.

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1.6 Objectives of the Study

1) To find out the target market segment.

2) To study advertisement effect on buying behavior.

3) To analysis the existing competitor.

4) To study the factors responsible for with respect to beer.

5) To design the distribution channel.

6) To mind out the key competitors existing in the market

7) Strategy management comprises of assessing the distribution and subsequently


determining logistics, Inventory levels, production plans, warehousing capacities, distribution
networks and service frequencies and merchandising practices.

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Chapter – II
Research
Methodology

II . Research Methodology

• Research comprises defining and redefining problem,

• Formulating hypothesis,

• Collecting organizing and evaluating data,

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• Making deduction and reaching conclusion,

• Lastly testing conclusion,

• To determine whether they fit the formulating hypothesis.

2.1 Research design

Research design is the arrangement of condition for collection and analysis of data in the manner
that aims to combine relevance to the research purpose with economy in procedure.

It constitute the blue print for collection measurement and analysis of data \for defining the plan
of the business welfare, we must need to analysis our industries and market etc. so I design like
descriptive research for outlet and consumer and exploratory research for distributor.

Descriptive Research :-

For strategic, concentrated on descriptive research. In that worked on outlet and consumer.
Mostly focused on outlet because outlet are the place where actual sale accord. So served beer
bars, wine shop, restaurants and bar. In it come to know that demanded beer, brands, and their
role while promoting beer and launching it.

Also concentrate on consumer. In this research include purchasing factor i.e. quality, brand,
availability, taste etc. that help me for targeting market.

Exploratory Research :-

It means flexible design for survey. This type of research is helpful for surveying the distributor
from where .come to know how distributor us important for beer industry and generating new
ideas and changes according to market, to make the supply chain strong and efficient.

2.2.a) Primary Data

“Information which has to be gathered for the first time is called Primary Data” Thus primary
data is the first hand original information gathered normally through personal interview. The
primary data was collected with the help of “Structured interview” “unstructured interview” and

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also by “casual tasks” with the concerned persons. This data was collected from 50 consumers
randomly. It is collected mainly by preparing questionnaire.

Sources Of Primary Data:

1} Survey among the distributors.

2} Through formal and informal conversation with shopkeepers & bar owners.

3} Through questionnaire prepared for the distributors, shopkeepers & consumers.

4} Through interview and personal observations made by me.

5} Discussion with the team members.

2.2.b) Secondary Data

“Information which is already been existing is called secondary data.”


It is second hand data which has been collected by some one. This readymade information’s
were collected from:
Sources Of Secondary Data:

1} The secondary data was collected through company records and annual market reports.

2} Through News papers, magazines, Journals

3} Through textbooks of marketing.

2.3 Sample Design

Sample design is technique or procedure for determined before collecting data.


Also it is a definite plan for obtained a sample from sampling frame i.e. given population.
While sample design following points consider

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1) Population
2) Sample Size
3) Sampling Method

2.3.a Sample Size

Sample size is 6% of the total beer consumer in Pune City.

2.3.b Sample Method

1) Simple Random Method


2) Area Method

1) Simple Sampling Method


In Simple Sampling Method, I visited various beer bars, wine shop, restaurant and bar to collect
the information from consumer. In that took information from some of them. In that took
information from some of them. in that all few consumers are selected for interview. This
technique is used when population must be defined very clearly.

2) Area Sampling Method


In Area Sampling Method, I served Outlets. I decided plan means divide outlets on the basis of
location. And collect the information from followed areas.
 Hadapsar
 Saswad Road
 Solapur Road
 Mundhawa
 Nagar Road
 Kondhawa
2.4 Method of Data Collection

Collection of data through questionnaires.

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This method of collection is quite popular, particularly in case of big enquiries. I have made
questionnaires for Shopkeeper & consumer. According to questionnaires ask questions to
shopkeeper, consumer and collect necessary information regarding beer.

e.g. For Shopkeeper: - Which is highest selling brand?


For consumer: - Which factor you consider while purchasing beer?

2.4.a) Instrument of Data Collection

Instrument for data collection is the questionnaire.

2.4.b) Drafting Questionnaire: -

1) For beer outlets:-


In order to find out how many brands of beer are available in outlet &out of available brand
which is selling in highest amount these type of questions design for calculating Brand wise
market share of competitors brand. Which season is best for highest sale/demand? This
information is helpful for calculating seasonal demand of beer & according to that inventory is
plan to fulfill peak season demand.

How many customers visit your shop/bar is important for calculating individual demand of store
and particular locality it help to plan the distribution and transportation network for that area,
which attributes plays important role while purchasing beer these question important to know the
which factors are consumer take in consideration price of product, quality, brand name &
Availability out these factor which is consumer expecting also which kind of beer consumer
demanding is helps for producing that kind of beer in more amount the bottles or tins preference
of consumer help to production of that things in more amount.
Some questions are design for knowing the special skims and structures are competitor offering
to shopkeeper.

2) For beer consumer:-

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In questionnaire some questions designs for knowing brand preference of competitor’s product.
Which help to grab share of competitors by making competitive product. The frequency of beer
consumption should be considered for analyzing demand. The bottle colour preference of
consumer should be consider while preparing questionnaire for producing consider while
preparing questionnaire for producing consumers expectable bottle colour. Also age of person
should be ask in questionnaire for knowing which age group is consuming more beer. It help to
doing advertisement by targeting that particular age group.

2.4.c) Testing of Questionnaire: -

The survey format is being tested by the following members


1) Project consultant
2) Project Guide
3) Project Coordinator

2.5) Field Work

In meeting with project guide, project coordinator & team member. Designed questionnaires &
allot areas on according to sample frame.In field means exactly survey, where got an information

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from outlet owner, waiter & consumer. Firstly decide route or plan for survey like
Hadapsar,Saswad Road, Solapur Road, Mundhawa, Nagar Road, Kondhawa. Collected the
primary data regarding strategy management for launching new beer from beer bars, wine shop,
restaurant & permit room.

In restaurant & bar, waiter plays important role for promoting beer. So while designing the
strategies for restaurant & bar concentrate on waiter.
Simultaneously collected information from two-three consumers. Then understand how
advertising & promotional activities affect on consumer behavior. Also price & availability, taste
of beer affect.

While doing research also concentrate on promotional activities and advertising and key factor
i.e. strategies for becoming market leader and attack on market competitor based on qualitative
& quantities success factor. Also grab the gap between demand & supply from established
market. For advertisement, visited add agencies and collect information regarding various media
like print media digital media.

For designing the transportation, visited various transport agencies at Fursungi and collect the
information for the transportation of beer & required expenses and breakage percentage also
enquired for contract and estimate for own transport cost.

2.6) Data Analysis Techniques.

The term analysis refers to the computation of certain measures along with searching from
patterns of relationship that exit among group.

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The data, after collection has to be processed & analyzed in accordance with the outline laid
down for the purpose at the time of developing research plan.
The techniques that are used for analysis of data are,
- Tabulation of Data
- Pie chart
- Bar graphs

2.7) Limitation of Study

1. Time limit: Allotted time was inadequate to study the various aspect of the problem.

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2. Secrecy of the organization: Due to the secrecy of the organization, confidential matters
were not given.

3. Financial limitations: The lack of financial assistance for research work also becomes a
limitation to the study.

4. Number of consumers: The study was limited to an extent because it comprised of only of 50
consumers.

5. It is also not possible to approach each every customer and cover all the area.

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Chapter – III
Data Processing &
Analysis

3.1) HIGHST SELLING BRAND

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BRAND AVAILABLE NO. OF OUTLET
KINGFISHER 28
KHAJURAO 12
CANON-1000 10
KNOCKOUT 4
KANGARO 2
HY-5000 1
FOSTER 1

TABLE NO -1

Graphical representation:-

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Graph 3.1

Interpretation:-

The above table shows that highest selling brand in outlet and it is seen that 48% of the
respondents are kingfisher-strong brand, 21% of the respondents are khajurao brand, and
17% of the respondents are canon-10000 brand, 7% of the respondent’s knockout,3% of
the respondents are kangaro. It also seen that 2% of respondents are HY -5000 brand and
remaning 2% are foster brand .

3.2) DAILY CUSTOMERS VISIT IN OUTLET

DAILY CUSTOMERS VISIT IN OUTLET NO OF OUTLET


0-50 30
50-100 16
100-150 7
150-200 6
200 ABOVE 1
TABLE NO - 2

Graphical representation:-

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Graph- 3.2

Interpretation:-

The above table shows that daily customer visit in outlet and it is seen that 50% of the
respondents are 0-50 customer visit in beer outlet, 27% of the respondents are 50-100, 11% of
the respondents are 100-150, .it also seen that 10% of respondents are 150-200 and remaining
2% are 200 above customer visit in outlet.

3.3) SELLING FACTER

SELLING FACTER NO. OF CUSTOMER


AVALABILITY 7
BRAND NAME 37
PRICE 2
QUALITY 13
TABLE-3

Graphical representation:-

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Graph-3.3

Interpretation:-

The above table shows that selling factor in outlet and it is seen that 63% of the respondents are
brand name , 22% of the respondents are quality, 12% of the respondents are availability .it also
seen that 3% of respondents are price factor.

3.4) TYPE OF OUTLET

TYPE OF OUTLET NO OF OUTLET


BAR 14
RESTURANT 39
WINE SHOP 7
TABLE NO -4

Graphical representation:-

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Graph-3.4

Interpretation:-

The above table shows that type of outlet and it is seen that 65% of the respondents are
restaurant. it also seen that 23% of respondents are bar and remaining 12% are wine shop.

3.5) CONSUMER AGE

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TABLE NO -5

CATEGARY N O OF CONSUMER
18-25 28
25-35 20
35ABOVE 2
Graphical representation:-

Graph-3.5

Interpretation:-

The above table shows that age of consumer and it is seen that 56% of the respondents are 15-25
age group of consumer, it also seen that 40% of respondents are 25-35 and remaining 2% are 35
and above age group.

3.6) OCCUPATION

OCCUPATION NO. OF CONSUMER


BUSINESS 8
26
OTHER 13
SERVICE 5
STUDENT 25
TABLE NO – 6

Graphical representation:-

Graph-3.6

Interpretation:-

The above table shows that occupation of consumer and it is seen that 49% of the respondents
are student, 16% of the respondents are do business, it also seen that 10% of respondents are do
service and remaining 25% are other occupation above customer visit in outlet

3.7) BRANDS

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BRANDS NO. OF CUSTOMER
BUDWIESER 2
CANON-10000 6
FOSTER 6
HY-5000
DEMANDING BEER 6
NO. OF CUSTOMER
KANGARO 1
MILD 7
KINGFISHER 20
STRONG 44
KNOCKOUT 6
KHAJURAO 3
TABLE NO - 7

Graphical representation:-

Graph-3.7

Interpretation:-

The above table shows that brands of consumer and it is seen that 40% of the respondents are
kingfisher brand, it also seen that 12% of the respondents are HY-5000,knockout,foster. and
remaining 2-6% of respondents are khajurao, budwiser, kangaro.

3.8) DEMANDING BEER

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TABLE NO.-8

Graphical representation:-

Graph- 3.8

Interpretation:-

The above table shows that test of consumer and it is seen that 86% of the respondents are strong
brand, it also seen that only 14% of the respondents are mild brand.

3.9) FREQUENCY

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FREQUENTLY NO. OF CONSUMER
DAILY 9
WEEKLY 24
OCCASIONLY 15
MONTHLY 3

TABLE NO – 9

Graphical representation:-

Graph-3.9

Interpretation:-

The above table shows that Frequently of consumer and it is seen that 47% of the respondents
are weekly, 29% of the respondents are occasionally, it also seen that 18% of respondents are
daily and remaining 6% are monthly drink the beer.

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3.10) CAPACITY

CAPACITY ( Bottle) NO. OF CONSUMER


1 31
2 12
3 8

TABLE NO – 10

Graphical representation:-

Graph-3.10

Interpretation:-

The above table shows that Capacity of consumer and it is seen that 31 of consumer drink 1
bottle, it also seen that 12 of consumer drink 2 bottle and remaining 8 of consumer drink the 3
beer in at time.

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3.11) COLOUR OF BOTTLE

COLOUR OF BOTTLE NO. OF CONSUMER


ANY 22
BLACK 26
GREEN 3

TABLE NO – 11

Graphical representation:-

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Graph-3.11

Interpretation:-

The above table shows that Colour of bottle and it is seen that 51% of the respondents are black.
it also seen that 43% of respondents are any colour and remaining 6% are green colour like of
bottle to drink.

3.12) ANY ADVERTISEMENT WATCH

ADVERTISEMENT NO. OF CONSUMER


FOSTER 6
HY-5000 21
KHAJURAO 1
KINGFISHER 8
KNOCKOUT 1
NO 14
TABLE NO – 12

Graphical representation:-

Graph-3.12

Interpretation:-

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The above table shows that Any add watch of brands and it is seen that 41% of the respondents
are HY-5000., it also seen that 16% of the respondents are kingfisher brand,. and remaining 2-
12% of respondents are knockout, foster.

3.13) CUSTOMERS VISIT

CUSTOMERS VISIT NO. OF OUTLET


0-50 83
100-150 37
150 - 200 147
200 & ABOVE 94
50-100 79
TABLE NO – 13

Graphical representation:-

Graph-3.13

Interpretation:-

The above table shows that daily customer visit in outlet and it is seen that 33% of the
respondents are 150-200 customer visit in beer outlet, 18% of the respondents are 50-100, 19%

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of the respondents are 0-50, .it also seen that 10% of respondents are 150-200 and remaining
21% are 200 above customer visit in outlet.

DEMAND FOR BEER

Demand Estimated on following basis of DATA

Bhandara 1,92,222 96
Amaravati 10,09,268 502
Akola 7,07,467 352
Nagpur 29,61,705 1474
Sindhudurg 94,216 47
Total Number of Outlets 11600

For calculating demand for Beer there is need of number of outlets in each district. For that data
is available of only 4 districts i.e. Pune, Kolhapur, Nashik, Sangli. The distributor has given
information of outlets in 4 districts are 1530,700,847,450 respectively. According to available
data, except data of Pune district outlet remaining 3 districts are used for calculating outlets of
other district.

The numbers of outlet in each district is calculated from available data. The Urban population of
all districts is available from secondary data. The urban populations of these 3

District Urban Population Outlets


Kolhapur 12,08,062 700
Nashik 23,07,884 847
Sangli 7,10,481 450

According to above available data calculate the number of people comes under each outlet in
above 3 districts. No. of people under each outlet = Urban Population/ Outlets.

District Urban Population Outlet No. of people under each outlet


Kolhapur 12,08,062 700 1726
Nashik 23,07,884 847 2725
Sangli 7,10,481 450 1579

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The number of people comes under each outlet of 3 districts these data is available. According to
these data the average number of people comes under each outlet are

= (1726 + 2725 + 1579) / 3

= 2010

Therefore No. of people comes under each outlet = 2010

According to assumption, each districts urban population is divided by 2010 to get the number of
outlet in each district.

District Urban population Outlets


Pune 51,31,272 1530
Solapur 14,09,479 701
Ratnagiri 2,26,676 112
Satara 4,46,779 222
Ahmednagar 9,86,425 490
Thane 15,54,184 773
Raigad 6,86,341 340
Osmanabad 2,55,269 127
Aurangabad 13,27,890 660
Dhule 4,97,686 247
Jalgaon 11,57,555 575
Parbhani 5,60,947 279
Buldhana 5,23,159 260
Washim 1,99,216 99
Nanded 8,04,558 400
Latur 5,86,927 292
Jalana 3,55,870 177
Hingoli 1,79,890 89
Beed 4,21,420 209
Yavatmal 5,18,147 257
Wardha 3,48,580 173
Gondiya 1,50,842 75
Nandurbar 2,18,539 108
Gadchiroli 66,617 33
Chandrapur 7,72,706 306

DEMAND OF BEER:- According to Outlet

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The demand for beer is calculated by all district at Maharashtra are divided in 3 classes.

Class A : - Consumption should be 10 bottles/day/outlet

Class B :- Consumption should be 7 bottles/day/outlet

Class C :- Consumption should be 5 bottles/day/outlet

A Class Districts (Consumption 10 bottles / day/outlet)

Districts Outlets Bottles/day/outlet


Ahmednagar 490 4900
Amaravati 502 5020
Aurangabad 660 6600
Nagpur 1474 14740
Nashik 847 8470
Pune 1530 15300
Raigad 340 3400
Thane 773 7730
Total demand/day 66160
B Class Districts (Consumption 7 bottles/day/outlet)

Districts Outlets Bottles/day/outlet


Akola 352 2464
Buldhana 260 1820
Jalgaon 575 4025
Kolhapur 700 4900
Latur 292 2044
Nanded 400 2800
Parabhani 279 1953
Sangli 450 3150
Satara 222 1554
Solapur 701 4907
Yawatmal 257 1799
Total demand/day 31,416
C Class Districts (Consumption 5 bottles/day/outlet)

Districts Outlets Bottles/day/outlet


Bhandara 96 480
Beed 209 1045
Chandrapur 306 1530
Dhule 247 1235
Gadchiroli 33 165

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Hingoli 89 445
Jalna 177 885
Nandurbar 108 540
Osmanabad 127 635
Wardha 173 865
Washim 99 495
Gondiya 75 375
Sindhudurg 47 235
Ratnagiri 112 560
Total demand/day 9,490
According to above available data daily demand of each Carry & forward (C & F) was
calculated.

A. Daily demand of Pune Carry & Forward unit :-

District Bottles/day
Pune 15300
Kolhapur 4900
Sindhudurg 235
Satara 1554
Sangli 3150
Ratnagiri 560
Raigad 3400
Thane 7730
Nashik 8470
Ahmednagar 4900
Solapur 4907
Osmanabad 635
Total bottles/day 55,741

Pune C & F demand = 55,741 bottles/day

= 4645 Cases/day.

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B. Daily demand of Aurangabad Carry & Forward unit :-

District Bottles/day
Aurangabad 6600
Jalgaon 4025
Nandurbar 540
Buldhana 1820
Dhule 1235
Parbhani 1953
Jalna 885
Hingoli 445
Washim 495
Beed 1045
Latur 2044
Nanded 2800
Total bottles/day 23,887

Aurangabad C & F demand = 23,887 bottles/day

= 1991 cases/day.

C. Daily demand of Nagpur Carry & Forward unit :-

District Bottles/day
Nagpur 14740
Chandrapur 1530
Gondiya 375
Bhandara 480
Gadchiroli 165
Amaravati 5020
Wardha 865
Yawatmal 1799
Akola 2464
Total bottles/day 27,438

Nagpur C & F demand = 27,438 bottles/day

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= 2287 cases/day

Chapter – IV
Findings

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FINDING

1) In survey founding’s that main competitor is kingfisher strong brand .for new
introduction of beer .kingfisher graph the maximum market.

2) In outlet daily customer visit in outlet is mostly 0-50 consumer.

3) In outlet mostly selling factor is brand name and qulity.because customer prefers only
drink these beer brands are known very well.

4) Mostly customer refers the restaurant because they have permit room and also available
restaurant facilities.

5) Mostly restaurant owner keep the 5-9 brand, and wine shopkeeper keep almost all brand.
They take profitable brandied. Those brands have schemes.

6) The customer age group mostly young people i.e.15-25 in this age customer mostly refers
the beer.

7) Mostly main consumer is students because they think that beer is help for the health and
those people want to start drink they firstly try beer.

8) Mostly consumer drink these beer they have status .i.e. mostly student prefer.

9) Mostly consumer requires strong beer in taste .And they want stronger.

10) People mostly drink weekly or daily.

11) Mostly consumer drink in comfortable place that’s reason more customer prefer
bar and restaurant in Indian tradition people are not mostly drink in home.

12) Mostly consumer drink with friend .because they enjoy beer with friends and also in
party time they enjoy company of friend circle.

13) Colour is matter in drinking because they think black colour is help for more strong and
also lucky colour means green colour bottle have lucky champ as per customer view
because only one bottle available in box/case.

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14) Mostly those add came in TV. News paper, or show in shopkeeper board.

Chapter – V
Conclusion

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CONCULSION

FOR OUTLET

1) It observed that kingfisher capture more market means 40-50% then we capture
remaining market .and also try to 10-15% market capture of kingfisher brand.

2) For capture of market quality of product is must. Also product having different taste and
more strong and shape of bottle are slightly different.

3) It observed that selling of brand totally depend upon waiter and shopkeeper then firstly
target to him because mostly customer drinks these beers is available in bar. give waiter
scheme and also give free cases.

4) Mostly customer drink beer in bar and restaurant then target to bar and restaurant for
aggressive advertisement then they attract for purchase our brand.

5) In outlet owner keep these brand this having lots of benefit for the owner. There for target
to owner. Give free cases and also give owner scheme.

FOR CONSUMER

1) Mostly young people drink beer. Mostly in add target young and dashing people because
our brand name is fighter beer.

2) Create brand image in market by aggressive publicity or promotional activity because


customer prefer brand name.

3) Consumer having strong beer and different taste or something new, also attractive
packaging.

43
4) Mostly consumer drink in beer with friends in bar or restaurant in party or any reason.
Then target these place for add. And also in add give campaign about friendship or
explosive add.

5) Color of bottle should be black and shape of bottle different.

6) Give aggressive promotion activity.

Chapter – VI
Recommendations

44
RECOMMENDATION

STRATEGY FOR CAPTURING THE MARKET

1) For outlet give aggressive promotional activities like advertisement board i.e. flex
printing, flex back light, palmed. Also give deep freeze for regularly taken large amount
of beer.

2) In deep freeze make two season one is open for our brand and second is close for
competitor brand because every shopkeeper use one freeze and he keeping all brand in
one freehand those portion are open those are only made for our bottle .

3) For outlet owner give schemes like free cases i.e. when taken cases 100-then 12 cases
free offer. For waiter give scheme like jacket for 500 crowns of our beer bottle, 1crown is
1 rupee.

4) Aggressive add in peak season i.e. summer and give schemes in slack season.

5) Also in slack season big city give aggressive add and in small city give sachems.

6) For different identify give bottle shape different and structure like particles in bottle for
holding the bottle.

7) Take sponsorships of any sports like cricket, fashion show,

8) Mostly target to the shopkeeper and waiter because these are our salesman.

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STRATEGIC MANAGEMENT FOR SUPPLY CHAIN MANAGEMENT

1) For distribution of beer use own vehicle like container those have 25 tonnes
capacity.i.e.1600 cases at in one trip.

2) For long distance use big truck or container and hen he return that came with empty
bottle.

3) Fifo method use in C/F.

3.1 STRATEGIC MANAGEMENT FOR DISTRIBUTION OF BEER

FOR DISTRIBUTION OF BEER :-

There are 33 districts where beer has to be distributed. Therefore company has to plan 3 Carry &
Forward units. Under these 3 Carry & Forward units nearer districts are allotted. The districts
under each Carry & Forward unit are as follows.

Pune Carry & Forward unit


1) Pune
2) Kolhapur
3) Sindhudurg
4) Satara
5) Sangli
6) Ratnagiri
7) Raigad
8) Thane
9) Nasik
10) Ahmednagar

46
11) Solapur
12) Usmanabad

Aurangabad Carry & Forward unit


1) Aurangabad
2) Jalgaon
3) Nandurban
4) Buldhana
5) Dhule
6) Parbhani
7) Jalna
8) Hingoli
9) Washim
10) Beed
11) Latur
12) Nanded

Nagpur Carry & Forward unit


1) Nagpur
2) Chandrapur
3) Bhandara
4) Gondiya
5) Gadchiroli
6) Amaravati
7) Vardha
8) Yawatmal
9) Akola
According to these Carry & Forward units the Distributor’s are allotted as follows

Sr.No. Distributor Area under Distributor


1 Pune Pune City
2 Pune PCMC

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3 Pune Pune Rural
4 Kolhapur Kolhapur
Sindhudurg
5 Satara Satara
Sangli
Ratnagiri
6 Raigad Raigad
Thane
7 Nashik Nashik
8 Ahmednagar Ahmednagar
9 Solapur Solapur
Usmanabad
10 Aurangabad Aurangabad
11 Jalgaon Jalgaon
Nandurbar
Buldhana
Dhule
12 Parbhani Parbhani
Jalna
Hingoli
Washim
13 Beed Beed
Latur
Nanded
14 Nagpur Nagpur
15 Chandrapur Chandrapur
Bhandara
Gondiya
Gadchiroli
16 Amaravati Amaravati
Vardha
Yawatmal
Akola

48
3.2 STRATEGIC MANAGEMENT FOR TRANSPORTATION CHARGES

According to above daily demand in cases of each Carry & forward unit. Calculate transportation
cost the monthly demand of each Carry & forward unit is calculated. i.e.

Pune C & F demand = 16,72,230 bottles/Month

= 1,39,353 Cases/Month ……………………………1

Aurangabad C & F demand = 7,16,610 bottles/Month

= 59,717cases/Month………………………………..2

Nagpur C & F demand = 8,23,140 bottles/Month

= 68,595 cases/Month……………………………….3

The transportation of beer is going to do by truck directly to C & F. The truck having capacity of
25 tones i.e. 1600 cases of beer.

Therefore according to monthly demand how much trips of truck required fulfilling demand that
particular C & F is calculated. But Pune C & F is located near to the manufacturing unit that’s
why there is no need of transportation charges. It has requires the transportation charges only for
distribute the beer from C & F to Distributor

Aurangabad C & F :-

Trips required to fulfilling demand of Aurangabad C & F = 59,717/1600 = 37 trips

Transportation charges for 1 trip from Yawat to Aurangabad C & F = Rs. 15,000/-

Transportation charges for 37 trip from Yawat to Aurangabad C & F = Rs. 5,55,000/Month.

Nagpur C & F :-

Trips required to fulfilling demand of Nagpur C & F = 68,595 /1600 = 42 trips.

49
Transportation charges for 1 trip from Yawat to Nagpur C & F = Rs. 25,000/- Transportation
charges for 37 trip from Yawat to Nagpur C & F = Rs. 10,50,000/Month.

Transportation charges for distributing beer from each C & F to distributors under each C & F.

Transportation charges/Km.

Distance (Km) Transportation charges/Km


0-100 30
100-150 28
150-200 26
200 & above 24

Transportation charges from C&F to Distributor.

For Pune C & F (Yawat) :-

Distributor Demand Total Distance Charges/km Total


cases/Month trips (km) transportation
cost
Kolhapur 12,837 18 275 24 1,18,800
Pune 38,250 55 50 30 82,500
Satara 13,160 19 152 26 75,088
Nashik 21,175 30 250 24 1,80,000
Ahmednagar 12,250 18 160 26 74,880
Solapur 13,855 20 282 24 1,35,360
Raigad 27,825 40 183 26 1,90,320
Total Transportation Charges for Pune C & F to Distributor 8,56,948

For Aurangabad C & F :-

Distributor Demand Total Distance Charges/km Total


cases/Month trips (km) transportation cost

50
Aurangabad 16,500 24 20 30 14,400
Jalgaon 19,050 27 151 26 1,06,002
Parbhani 9,445 13 198 26 66,924
Beed 14,722 21 130 28 76,440
Total Transportation Charges for Aurangabad C & F to 2,63,766
Distributor

For Nagpur C & F :-

Distributor Demand Total Distance Charges/km Total


cases/Month trips (km) transportation cost
Nagpur 36,850 53 20 30 31.800
Chandrapur 6,375 9 152 26 35,568
Amaravati 25,370 36 155 26 1,45,080
Total Transportation Charges for Nagpur C & F to Distributor 2,12,448

• Total expenses required for transportation of beer in all 33 districts = (Total


transportation charges for manufacturing unit to C & F) + (Transportation charges
for C & F to Distributor )

= 16,05,000 + 13,33,162

Total Transportation Charges = Rs. 29,38,162

3.3 MARKETING STRATEGIC MANAGEMENT

FOR PROMOTIONAL ACTIVITIES

1) For Restaurant and Bar:- In restaurant and beer bar , waiter is service provider to
customer, that’s why for promotion concentration on waiter, by providing schemes like,

51
a. Cap scheme:- 1 Cap = Rs.1

Total production = 4,20,48,000 bottles/year

Assume 60% caps are returned = 2,52,28,000 caps/year

= Rs.2,52,28,000/-……………………………………1.

b. T- shirts:- One T- shirt for 100 caps.

Returned caps = 2,52,28,000

50% of caps come in batch of 100.

Therefore caps come for T-shirt = 1,26,14,400

1,26,14,400 / 100 = 1,26,144 T-Shirts.

One T-shirt = Rs.40

1,26,144* 40 = Rs.50,45,760/-………………………………………………………..2.

c. Freeze scheme:-

Freeze 165 litres.

350 units for first year.

350 * 3000 = Rs.10,05,000/-………………………………………………………….3.

2) Deep freezer :- Deep Freezer are provided to BEER SHOP and WINE SHOP, as

promotion for permanent marketing of BRAND.

a. Freeze scheme:-

Freeze 165 litres.

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350 units for first year.

350 * 3000 = Rs.10,05,000/-…………………………………………………………4.

b. For distributors 250 lit. deep freeze:-

16 units =50000/unit

50000*16=Rs. 8,00,000/-……………………………………………………………5.

c. Free water bottle- 5:1

=0.992/ bottle cost……………………………………………………………………6.

d. Free cases

100 cases=12 cases

=Rs 3.40/bottle cost…………………………………………………………………7.

FOR MASS MEDIA

A) Cost for Display Advertisement of board

1) Flex printing- Rs 6sq.ft(bulk) and Size-6 X 4=24sq.ft

24X6=Rs 144/ flex printing

.: for 5300 outlet=Rs 7,63,200/-………………………………………………8.

2) Flex back light@ Rs 18/sq.ft and Size-10 X 3=30 sq.ft

30X18=Rs540/ flex back light

.: for 6300 outlet=Rs.34,02,000/-……………………………………………9.

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3) Pamplets-Rs 0.80/pamlet

Total outlet=15374X150= 23,06,100

(2306100)X(0.80) =Rs 18,44,880/-…………………………………………10.

4) Display Advertisement of News Papers

Note – In whole Pune district Times of India has 2.38 lakhs insertions per day.

InsertionsOfNewsPapers
Timesof
India
33%
Sakaal
46%

Lokmat
21%
Graph No.3.14

Graphical Representation of insertions of Sakaal, Times of India & Lokmat news papers.

5) Advertisement of Radio Stations

54
Audians
1200000
1000000

800000

600000
Audians
400000

200000

0
RadioMirchi RadioOne
Graph No.3.15

Graphical Representation of number of audience of Radio Mirchi & Radio City radio stations.

6)Event Management:- For Targeting market of age ( above 20) ,go for various EVENTS
with celebraties like Mallika Sherawat, John Abrahem.

Arrange EVENT in Six big Cities like Mumbai, Pune , Nagpur, Kolhapur, Aurangabad, Jalgaon.

Cost of each event is 1.2 lakh= 1.2 X 6


Total Cost of Events= Rs7,20,000/-………………………………………………11.

7) Sponcer Sports :- For targeting generation X ,go for SPORT’s Sponcership like Cricket
Matches, Football Matches.

Sponcer Sports in almost 20 districts in December and January months.

Total cost of Sponcership= (20 X 15,000 per sport)

= Rs.3,00,000/-……………………………………………………12.

55
BIBLIOGRAPHY

6.1) BIBLIOGRAPHY

1) www.projectguide.com

2) www.kingfisher.com

3) www.karvycomtrade.com

56
4) www.bloomberg.com

5) www.sabmiller.com

6.2) Annexure

A) Questionnaire for Shopkeeper


Date:-
Type of Outlet:-______________________________________________________________
Name of outlet:- _____________________________________________________________
Address:-___________________________________________________________________
______________________________________________ Phone no.:-___________________
Q1. How Many brands of beers do you keep in your outlet?

57
Ans:
Q2. Which brand sales more?
Ans:_______________________________________________________________________
Q3. Which is the peak season?
Ans:_______________________________________________________________________
Q4. How many customers visit your outlet a day?
Ans: a)50-100 b)100-150 c)150-200 d)200 and above
Q5. Which factor plays important role while purchasing beer?
Ans: a) Prise b) Quality c)Brand name d) Availability
Q6. Which kind of beer has more demand out of the following?
Ans: a) Light b) Strong c) Draught
Q7. Which size is more convenient in storing and cooling?
Ans:- a) 300ml b)500ml c)750ml
Q8. Any special beers customer specially asking for and which is not available with you?
Ans: _____________________________________________________________________
Q9. Which is the special structure and schemes available for you ( By both Distributor and
Company)?

Signature of owner
B) Questionnaire for Consumers
Date:-
Name:-
_____________________________________________________________________
Personal information of the Consumer:-
Age: a) below15 b) 15-25 c)25-35 d) 35-45 e)45 and above.
Gender : Male b)Female
Occupation: a) Service b)Business c)Student d)Other
Q1. Do you consume beer?

58
Ans:- a) yes b) No
Q2. Which is the first brand that comes to your mind when you think of a beer?
Ans:- _____________________________________________
Q2.Which one you prefer? (Please tick one)
a)Strong b) Mild
Ans:-______________________________________________________________________
Q3. Which is your favourite brand?
Ans:- _____________________________________________________________________
Q4.Are you Vegetarian or Nonvegetarian?
Ans:a) Vegetarian b)Non – vegetarian
Q6.You like Drinking beer in a Bottle or Can/Tin?
Ans:- a)Tin b)Bottle
Q7. How frequently you drink beer?
Ans:-a)Daily b)Weekly c)Monthly d)Occasionally
Q8.How many bottles of beer you consume?
Ans:- a) 1 bottle b) 2 bottles c) 3 bottles d) more than that
Q10.Which Place you like to have your Beer the most?
Ans:- a) Home b) Bar c)Pubs d)Any other place
Q11. Do you like to drink beer alone or in company with friends?
Ans:- a) Alone b) With friends.
Q12. Preferable size of package?
Ans:- a)350ml b)500ml c)750ml

Q13. Do you prefer only Beer or Cocktail too?


Ans:- a) Only Beer b)Cocktail
Q14.Which colour of the bottle you prefer for having beer?
Ans:- ______________________________________________________________________
Q15.Which factor among the following you consider the most while purchasing a Beer?
Ans:- a)Price b) Quality c) Brand name d) Availability
Q16. Do you remember any Beer advertisement?
Ans:- a)Yes b)No

59
Q. 17. If yes then of which Brand ……………………………………….
Ans:-

C)Questionnaire For Distributors


Details :-Name:-____________________________________________________________
Company:-__________________________________________________________
Q1. Which brands you are distributing ( Company Ownership)?
Ans:_______________________________________________________________________
Q2. What terms & conditions provided by Company while giving Distribution ship?
Ans:-______________________________________________________________________
___________________________________________________________________________

60
Q3. How much market area is covered by you & how many shopkeepers are coming under you?
Ans:-______________________________________________________________________
Q4. What are the schemes and structure you are providing to your shopkeepers?
Ans:-______________________________________________________________________
Q5. What is your Cash and credit structure?
Ans:-______________________________________________________________________
___________________________________________________________________________
Q6. Role of distributor while launching new brand?
Ans:-______________________________________________________________________
___________________________________________________________________________
Q7.What type of promotional activities carried by you?
Ans:-______________________________________________________________________
___________________________________________________________________________
Q8.No.of Trips & quantity of Goods per week? i.e. Transportation cost & Vehicle mgmt.?
Ans:-______________________________________________________________________
___________________________________________________________________________
Q9.Margin structure for Distributor & Shopkeeper?
Ans:-______________________________________________________________________
___________________________________________________________________________
Q10. Govt.Policies & operation at different stages?
Ans:- 1) Company to C/F:______________________________________________________
2) C/F to Distributor:_____________________________________________________
3) Distributor to Outlet:___________________________________________________
Q11. Tax structure at every stage?
Ans:- 1) Company:___________________________________________________________
2) Distributor:__________________________________________________________
3) Outlet:______________________________________________________________
Q12.Distribution for non authorised outlets?
Ans:-______________________________________________________________________
 Complains:___________________________________________________________
 Suggestion to Company:_________________________________________________

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(Signature of Distributor with stamp)

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