BUDWEISER A LEADING BRAND IN THE INDIAN PREMIUM BEER SEGMENT ?

HOW TO MAKE

LOVISH DHAWAN

INTRODUCTION ABOUT COMPANY

The leading global brewer and one of the worlds top 5 consumer product companies. Revenue of 39 billion USD. Number one or two position in many of the worlds top beer markets. 6 operational Zones: North America, Latin America North, Latin America South, Western Europe, Central & Eastern Europe, and Asia Pacific. Well over 200 beer brands including three global brands

Budweiser,Stella Artois and Becks, Multi-country brands like Leffe and Hoegaarden STRONG LOCAL JEWELS such as Bud Light, Skol, Brahma, Antarctica, Quilmes, Michelob Ultra, Harbin, Sedrin, Klinskoye, Sibirskaya Korona, Chernigivske, Hasserder and Jupiler.

We employ approximately 116,000 people worldwide. We are committed to achieving a 99 percent recycle & reuse rate by 2012.

CATEGORIES OF BRANDS

OBJECTIVE OF THE STUDY

The objective of the project is to do the market research to know the perception of the CUSTOMER while purchasing a beer and how to make Budweiser a leader in Indian premium beer market. Primary Objective

To undertake study of primary data collected by questionnaires Understand the market position of Budweiser Define the brand Budweiser. 50 outlets were visited in New Delhi and Gurgaon. Bar Staff were asked to fill the questionnaire with their view and feedback. Customers were asked on their perception of premium beers. Bar Tenders were asked how we could improve Budweiser as a brand . Difference between a Domestic and a International Brand was sought.

RESEARCH METHODOLOGY

Primary data

Sources To Collect Data

Secondary data

DATA COLLECTION
Analysis pattern

To achieve the objectives, the primary as well as secondary source of data are used.
Primary source includes the outlets and consumers. Secondary source of data includes the past records of company .

SAMPLE SIZE

50 consumers from Ncr. And barstaff members.

CONTACT METHOD

Face to face questionnaires were filled .

The data were collected through the following methodical techniques in the present project work.

Structured questionnaire was APPROACH used.

OTHER BEERS PREFERED BY PUBLIC ARE

Analysis This analysis shows that Budweiser is more preferred by public.
25
20 15 10 5 0

IS THE PRICE REASONABLE?

Analysis Most people find the price reasonable.

35 30 25 20 15

10
5 0 yes no

IS THE PRODUCT EASILY AVAILABLE?

Analysis Mostly the product is easily available.

35 30 25 20 15

10
5 0 Yes No

DO YOU FIND THIS PRODUCT BETTER THAN OTHER PRODUCTS?

Mostly people find that Budweiser is better than better products.

40 35 30 25 20 15 10 5 0 Yes No

DO YOU PREFER A FOREIGN BRAND OVER DOMESTIC BRAND?

People prefer mostly foreign brand.

45 40 35 30 25

20
15 10 5 0 yes no

ANALYSIS & INTERPRETATION OF DATA

Most preferred premium beer is Budweiser racing its way ahead of Kingfisher. Majority of the beer consumers prefer a foreign brand over a domestic brand. Bartenders views and suggestions are highly influential in purchase of beer. Happy hours and offers help to boost sale in lean time .

FINDINGS

A gap is always felt between the demand and supply of Budweiser beer due to the shortage in supply. Less amount of PoC at outlets as per the outlet requirement . Bar tenders have a degree of influence on consumers. In the premium market consumers would consider a foreign brand .

LIMITATIONS OF THE STUDY

I had to visit a lot of places which is costly . It is time consuming .

RECOMMENDATIONS
Increase the supply of Budweiser so that there is never a shortfall in supply . Increase the visibility of brand at outlets by giving more POC material to the outlets Influence the bartenders to promote the sale of Budweiser by giving them some incentive in the form of merchandise or other benefits. Focus on the line American Lager and highlight it more to show off the foreignness of the brand .

CONCLUSION

Maintain exclusivity in allocating Budweiser among cities and within city. Define a maximum display for Budweiser at premium outlets. Promote offer schemes during soccer matches and lean seasons. Budweiser POC should be installed at all premium outlets. Insist outlet bar staff to promote Budweiser only to premium customers . Aggressively promote Budweiser among various events to retain customer loyalty. Special incentive to bar staff to promote the sale of Budweiser. Ensure the supply of Budweiser meets the demand as a lack of supply can change customer loyalty. Provide the bar tenders with merchandise . Built aura and attitude around Budweiser. Provide sponsorships aggressively to events covering premium crowd between age of 21-35.

FUTURE PROSPECTS

Future seems very bright for Budweiser as the premium beer market in India is growing. Budweiser needs to meet its demand requirements. All premium outlets should serve Budweiser. POC should be higher at most outlets. Some of the high end outlets don't serve Budweiser. Display should be of high standard. Availability of Budweiser in 5 star properties needs to be increased. G3 brands should be used to bargain for Budweiser

THANK YOU