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CHAPTER 1

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1.1 GENERAL INTRODUCTION ABOUT THE SECTOR

FOOD PROCESSING BEVERAGE SECTOR

The food processing sector is highly fragmented industry, it widely comprises of the Following sub-segments: fruits and vegetables, milk and milk products, beer and Alcoholic beverages, meat and poultry, marine products, grain processing, Packaged or convenience food and packaged drinks. A huge number of Entrepreneurs in this industry are small in terms of their production and operations, And are largely concentrated in the unorganized segment. This segment accounts For more than 70% of the output in terms of volume and 50% in terms of value. Though the organized sector seems comparatively small, it is growing at a much Faster pace.

Structure of the Indian Food Processing Industry

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INDUSTRY SUB-SEGMENTS FRUITS & VEGETABLES The installed capacity of fruits and vegetables processing industry has doubled from 1.1 mn tonnes in January 1993 to 2.1 mn tonnes in 2006. Presently, the processing of fruits and vegetables is estimated to be around 2.2% of the total production in the country. The major processed items in this segment are fruit pulps and juices, fruit based ready-to-serve beverages, canned fruits and vegetables, jams, squashes, pickles, chutneys and dehydrated vegetables. The new arrivals in this segment are vegetable curries in reportable pouches, canned mushroom and mushroom products, dried fruits and vegetables and fruit juice concentrates. The fruits and vegetable processing industry is rather fragmented. A large

Numbers of units are in household and small-scale sector, having low

Capacities of up to 250 tonnes per annum. From the year 2000 onwards the

Industry has seen a significant growth in ready-to-serve beverages, pulps and

Fruit juices, dehydrated and frozen fruits and vegetable products, pickles,

Processed mushrooms and curried vegetables, and units engaged in these

Segments are export oriented.

MILK AND MILK PRODUCTS India is with highest livestock populations in the world, it accounts 50% of the buffaloes and 20% of the world’s cattle population, most of which are milch cows

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and milch buffaloes. India’s dairy industry is considered as one of the most successful development industry in the post-Independence era. In 2005-06 total milk productions in the country was over 90 million tonnes with a per capita availability of 229 Gms per day. During 1993-2005, the dairy industry recorded an annual growth of 4%, which is almost 3 times the average growth rate of the dairy industry in the world. The total milk processing in India is around 35%, of which the organized dairy industry accounts for 13% while remaining is either consumed at farm level, or sold as fresh, non-pasteurized milk through unorganized channels. In an organized dairy industry, dairy cooperatives account for the major share of processed liquid milk marketed in India. Milk is processed and marketed by 170 Milk Producers’ Cooperative Unions, which federate into 15 State Cooperative Milk Marketing Federations. Over the years, several brands have been created by cooperatives like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras (Rajasthan). Nandini (Karnataka), Milma (Kerala) and Gokul (Kolhapur). The milk surplus states in India are Uttar Pradesh, Punjab, Haryana, Rajasthan, Gujarat, Maharashtra, Andhra Pradesh, Karnataka and Tamil Nadu. The manufacturing of milk products is very much concentrated in these states due to the availability of milk in huge quantity. According to the Ministry of Food Processing Industries, exports of dairy products have been growing at the rate of 25% per annum in terms of quantity and 28% in terms of value since 2001. Significant investment opportunities exist for the manufacturing of value-added milk products like milk powder, packaged milk, butter, ghee, cheese and ready-to-drink milk products. Meat & Poultry Since 1995, production of meat and its products has been significantly growing at a rate of 4% per annum. Presently the processing level of buffalo meat is estimated at 21%, poultry is estimated at 6% while marine products are estimated at 8%. But only about 1% of the total meat is converted into value added products like sausages, ham, bacon, kababs, meatballs, etc. Processing of meat is licensed Under the Meat Food Products Order, 1973. Presently the country has 3,600 slaughterhouses, 9 modern abattoirs and 171 meat-processing units licensed under the meat products order.

Poultry industry is also among the faster growing sectors rising at a rate of 8%

Per year. It is observed that the vertical integration of poultry production and

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Marketing has lowered costs of production, consumer prices of poultry meat

And marketing margins. There are eight integrated poultry processing units in

The country, which of course hold a significant share in the industry.

Meat export is largely driven by poultry, buffalo, sheep and goat meat, which is growing at close to 30% per annum in terms of quantity. It is considered that the growing number of fast food outlets in the country has and will have a notable impact on the meat processing industry. Marine Products India is the largest fish producing country in the world it is the third largest fish producer in the world while ranks second in inland fish production. Categorically India’s potential for fishes, from both inland and marine resources, is supplemented by the 8,000 km coastline, 3 mn hectares of reservoirs, 50,600 sq km of continental shelf area, 1.4 mn hectares of brackish water and 2.2 mn sq km of exclusive economic zone. Processing of marine produce into canned and frozen forms is carried out fully for the export market. With regards to infrastructure facilities for processing of marine products there are 372 freezing units with a daily processing capacity of 10,320 tonnes and 504 frozen storage facilities for safe storage with a capacity of 138,229.10 tonnes, besides there are 11 surimi units, 473 pre-processing centres and 236 other storages. Processed fish products for export include conventional block frozen products, individual quick frozen products (IQF), minced fish products like fish sausage, cakes, cutlets, pastes, surimi, texturised products and dry fish etc.

Exports of marine products have been inconsistent and on a declining trend which

Can be owed to the adverse market conditions prevailing in the European and

American markets. The anti-dumping procedure initiated by the US Government

Has affected India’s shrimp exports to the US.

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Grain Processing

Processing of grain includes milling of wheat, rice and pulses. In 1999-00, there Were more than 91,000 rice hullers and 2,60,000 small flourmills which were Engaged in primary milling. There are 43,000 modernized rice mills and huller- Cum-Sheller. Around 820 large flourmills in the country convert about 10.5 mn tonnes Of wheat into wheat products. Also there are 10,000 pulse mills milling About 75% of pulse production of 14 mn tonnes in the country. Primary milling of grains is the considered to be the important activity in the grain- Processing segment of the industry. However, primary milling adds little to shelf Life, wastage control and value addition. Around 65% of rice production is milled in Modern rice mills. However, the seller-cum-huller mills operating give low recovery. Wheat is processed for flour, refined wheat flour, semolina and grits. Apart from the 820 large flourmills, there are over 3 lakh small units operating in this segment in The unorganized sector. Dal milling is the third largest in the grain processing Industry, and have about 11,000 mechanized mills in the organized segment. Oilseed processing is another major segment, an activity largely concentrated in The cottage industry. According to estimates, there are approximately 2.5 lakh Ghanis and kolus, which are animal, operated oil expellers, 50,000 mechanical oil Expellers, 15,500 oil mills, 725 solvent extraction plants, 300 oil refineries and over 175 hydrogenated vegetable oil plants. Indian Basmati rice has gained international recognition, and is a premium export Product. Branded grains as well as grain processing is now gaining popularity due To hygienic packaging.

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Beer & Alcoholic Beverages When discussed on alcoholic beverages, India is considered to be the third largest Market for alcoholic beverages in the world. The domestic beer and alcoholic United Breweries, SAB Miller and Radico largely dominate beverage market Khaitan. The demand for beer and spirits is estimated to be around 373 million Cases per year. There are 12 joint venture companies having a licensed capacity Of 33,919 kilolitres per annum for production of grain based alcoholic beverages. Around 56 units are manufacturing beer under license from the Government of India. Country liquor and Indian Made Foreign Liquor are the two segments in liquor; Both cater to different sections of society. The former is very much consumed in Rural areas and by low-income groups, while the middle and high-income groups Consume the latter. Liquor license outlets in India figures approximately 23,000 with another 10,000 Outlets in the form of bars and restaurants. Regulations in this sector differ state- Wise in terms of excise and custom duty. In Tamil Nadu, Kerala and Andhra Pradesh, the state government controls the distribution, and any change XVIII in The ruling party has a direct impact on the availability of alcohol. The wine industry in India has come into prominence lately and has been receiving Support from the Government as well, to promote the industry .The market for this Industry has been estimated to be growing at around 25% annually. Maharashtra Has emerged as an important state for the manufacture of wines.

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Consumer Foods This segment comprises of packaged foods, aerated soft drinks, packaged drinking Water and alcoholic beverages. Packaged / Convenience Foods Consumer food industry mainly consists of ready-to-eat and ready-to-cook Products, salted snacks, chips, pasta products, cocoa based products, bakery Products, biscuits, soft drinks, etc. There are around 60,000 bakeries, several pasta food units and 20,000 traditional Food units and in India. The bakery industry is among the few processed food Segments whose production has been increasing consistently in the country in the Last few years. Products of bakery include bread, biscuits, pastries, cakes, buns, Rusk etc. This activity is mostly concentrated in the unorganized sector. Bread and Biscuits constitute the largest segment of consumer foods with an annual Production of around 4.00 million tonnes. Bread manufacturing is reserved for the Small-scale sector. Out of the total production of bread, 40% is produced in the Organized sector and remaining 60% in the unorganized sector, in the production Of biscuits the share of unorganized sector is about 80%. Cocoa Products Cocoa products like chocolates, drinking chocolate, cocoa butter substitutes, Cocoa based malted milk foods are highly in demand these days, 20 production Units are engaged in their manufacture with an annual production of about 34,000 Tonnes.

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Soft drinks After packed tea and packed biscuits the soft drink segment is considered to be the 3rd largest in the packaged foods industry. Over 100 plants are engaged in Aerated soft drinks industry and provide huge employment. It has obviously Attracted one of the highest FDI in the country. Strong forward and backward Linkages with glass, plastic, refrigeration, sugar and the transportation industry Further strengthen the position of the industry. Soft drink segment has a huge Potential in the Indian market, as a vast portion of the market is still to cover.

Constraints & Drivers of Growth Changing lifestyles, food habits, organized food retail and urbanization are the key factors for processed foods in India, these are post-liberalization trends and they give boost to the sector. There has been a notable change in consumption pattern in India. Unlike earlier, now the share and growth rates for fruits, vegetables, meats and dairy have gone higher compared to cereals and pulses. Such a shift implies a need to diversify the food production base to match the changing consumption preferences. Also in developed countries it has been observed that there has been a shift from Carbohydrate staple to animal sources and sugar. Going by this pattern, in future, There will be demand for prepared meals, snack foods and convenience foods and Further on the demand would shift towards functional, organic and diet foods.

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Some of the key constraints identified by the food processing industry Include: Poor infrastructure in terms of cold storage, warehousing, etc Inadequate quality control and testing infrastructure Inefficient supply chain and involvement of middlemen High transportation and inventory carrying cost Affordability, cultural and regional preference of fresh food High taxation

High packaging cost

1.2 INDUSTRY PROFILE

(A) ORIGIN AND DEVELOPMENT OF BEER INDUSTRY

Beer is one of the world's oldest beverages, with the history of beer dating back to the 6th millennium BC, and being recorded in the written history of Ancient Iraq. The earliest Sumerian writings contain references to beer. A prayer to the goddess Ninkasi known as "The Hymn to Ninkasi" serves as both a prayer as well as a method of remembering the recipe for beer in a culture with few literate people.

As almost any substance containing carbohydrates, mainly sugar or starch, can naturally undergo fermentation, it is likely that beer-like beverages were independently invented among various cultures throughout the world. The invention of bread and beer has been argued to be responsible for humanity's ability to develop technology and build civilization. The earliest known chemical evidence of beer dates to circa 3500–3100 BC from the site of Godin Tepe in the Zagros Mountains of western Iran.

Beer may have been known in Neolithic Europe as far back as 3000 BC, though was mainly brewed on a domestic scale.

Beer produced before the Industrial Revolution continued to be made and sold on

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a domestic scale, although by the 7th century AD beer was also being produced and sold by European monasteries. During the Industrial Revolution, the production of beer moved from artisanal manufacture to industrial manufacture, and domestic manufacture ceased to be significant by the end of the 19th century. The development of hydrometers and thermometers changed brewing by allowing the brewer more control of the process, and greater knowledge of the results.

Historical documentation shows that around 5,000 years ago, ancient Chinese civilizations were brewing a beer-like substance known as “Kui”. In fact, a clay tablet found in what was ancient Mesopotamia, indicated that brewing was a fairly well respected occupation during the time, and that the majority of brewers were women.

Early traces of beer and the brewing process have been found in ancient Babylonia as well. At the time, brewers were women as well, but also Priestesses. Some types of beers were used especially in religious ceremonies. In 2,100 BC, the Babylonian king Hammurabi included regulations governing tavern keepers in his law code for the kingdom.

Beer drinking accessories, such as mugs, have also been found in Israel, and date back to nearly 2,000 BC.

Beer was part of the daily diet of Egyptian Pharaohs over 5,000 years ago. Then, it was made from baked barley bread, and was also used as a sacrament in religious practices.

The role of beer in Egyptian society was far greater than just a drink. Often, beer was prescribed to treat various illnesses. Beer was considered to be the most proper gift to give to Egyptian Pharaohs, and it was also offered as a sacrifice to the gods.

Based on historical evidence, it appears that the Egyptians taught the Greeks the beer brewing process. The Greek writer Sophocles (450 BC) discussed the concept of moderation when it came to consuming beer in Greek culture, and believed that the best diet for Greeks consisted of bread, meats, various types of vegetables, and beer or zythos as they called it.

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The Greeks later taught the Roman civilization the process of brewing, who in turn later taught the early British/Anglo-Saxons tribes.

The process of brewing beer grew tremendously during the rise of Christianity. This was primarily because of the roles that monks had in the production of beer. Monasteries were some of the first organizations to brew beer as a trade. Monks built breweries as part of their efforts to provide food, shelter and drink to various travelers and pilgrims.

A large amount of Christian saints have relationships to brewing. Saint Augustine of Hippo, Saint Luke the Evangelist, and Saint Nicholas all are considered to be patrons of brewing.

Emperor Charlemagne, the ruler of the Christian kingdom around 770 AD considered beer to be an important part of living, and is often thought to have trained Christian brewers himself. Like in ancient times, women were the primary brewers during the medieval times.

Women took over brewing after the monasteries had really established the

Process.

(B) Growth and present status of beer industry The Indian Beer Industry The Indian beer industry has been witnessing steady growth of 10 - 17% per year Over the last ten years. The rate of growth has increased in recent years, with Volumes passing 170m cases during the 2008-2009 financial year. With the Average age of the population on the decrease and income levels on the increase, The popularity of beer in the country continues to rise. The Indian beer industry has witnessed a big change during the last five years. The industry was previously dominated by competition between the Vijay Mallya- Controlled United Breweries Group and the Manu Chabbria-controlled shaw

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Walles the scenario changed, however, with the entry of [SABMiller in India The international beer giant started by acquiring small breweries in the south but Then completely changed the landscape with the acquisition of Shaw Wallace’s Beer portfolio for a reported US$264m in 2003. This gave SABMiller ownership of Strong brands like Hayward’s 5000, along with its existing brands. After the Acquisition, SABMiller focused on spreading its footprint across India, including Opening new breweries in states where Shaw Wallace did not have a presence. The rate of growth has remained steady in recent years, with volumes passing 155 Million cases during the 2008 from mare 70 million cases in 2002. The Indian Beer market is dominated by strong beers (>5% alcohol by volume), which account For 70% of the total beer industry. The premium beer market is a mere 5% of the Total but this segment is rapidly expanding, touching a growth rate of between 35- 40%. With the global market experiencing low/stagnating growth in recent years, The focus is now on the Asia-Pacific region specially. For instance, the Chinese Beer market has grown at an astounding pace in recent years, spurred on by the Massive levels of foreign investment in the market, along with the rise in the Average levels of consumer spending and thanks to the economic reform policies Of the government. Total consumption of beer in China grew by 33.56% between 2000 and 2006 to reach a total market volume of 30.47 billion litters. With the per Capital consumption of 22 litters, China has now overtaken the US to become the Largest national beer market in the world. The brewing industry in China has been one of those quickest to modernize and Indian beer Industry should look to model themselves on their neighbors. India is predominantly a hard spirits market and beer is a minority preference for Those who consume Beverage Alcohol. Beer makes only 4% by revenue of the

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Total alcoholic market. It would be pertinent to mention that while per capita Consumption of spirits in India is 65% of global average, in the case of beer it is a Mere 3% of global average. Moreover, the Indian beer industry is plagued with myriad taxes & levies that vary From state to state. In fact no two states or UP have a same or even a similar Policy. The inconsistency in the state policies leads to fostering an environment of Mismanagement & lack of focused strategy to manage state finances. States Usually do not adopt policies based on scientific management or by considering The social aspects of managing this trade. The policies are generally short term in Their outlook, with little or no thought to long-term interests of all stakeholders, Including the general public. World over it has been identified that policy focus should not as much be on Controlling consumption but more importantly on reducing harm. Therefore, Beer and wine dominate the alcohol market in most countries. It is considered to Be common man’s drink and in many countries is even priced in parity with soft Drinks. But in India things are different in India. The per capita consumption of beer in India is just 1 liter per person per year as Compared to the world average of 22 liters. This is one of the lowest in the world.

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(C) Future of the beer industry This is the first time just-drinks have taken a look at the beer market in a specific Country. Just-drinks estimate that beer sales in India are forecast to grow at a compound Annual growth rate of 17.2% to 2011. So, with the Indian beer industry seeing Steady growth during the last decade, due to strong economic growth resulting in High disposable incomes, an increase in beer sales in the next two or three years Is expected. In addition to the increase in sales, the number of brands is expected to increase in The near future, with existing players like United Breweries and SABMiller Expanding their ranges, and new players like Anheuser-Busch, Carlsberg and InBev setting up production facilities. This is the first time just-drinks have taken a Look at the beer market in a specific country. 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

•Changing Age Profile

•Changing Lifestyle

•Reduction in Beer Prices

•India has predominantly a warm/hot climate

•The beer-drinkers in the country are much younger than the average beer-drinker

Elsewhere in the world. This makes them more likely to carry the brand with them

For a lifetime.

Increasing exposure to beer and wine drinking, mainly due to media and

Consumer mobility.

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CHAPTER 2

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2.1 Origin of the origination Anheuser-Busch InBev (AB InBev) is a publicly traded company, based in

Leuven, Belgium. It is the largest global brewer with nearly 25% global market

Share and one of the worlds top five consumer products companies by EBITA.

Anheuser-Busch InBev grew from the Den Hoorn brewery in Leuven, dating back to 1366, the Anheuser & Co brewery, established in 1860 in St. Louis, Missouri, USA and AmBev, created in 1999 with the merger of the two biggest Brazilian brewers, Antarctica (founded in 1882) and Brahma (founded in 1888). In 1987 the two largest breweries in Belgium merged: Artois, located in Leuven, and Piedboeuf, located in Jupille, forming Interbrew. In 2004 Interbrew and AmBev merged, creating the world's largest brewer.

In 2006, InBev acquired the Fujian Sedrin brewery in China, making InBev the No. 3 brewers in China - the world's largest beer market. In 2007, Labatt acquired Lakeport in Canada, and InBev increased its shareholding in Quinsa, strengthening the company’s foothold in Argentina, Bolivia, Chile, Paraguay and Uruguay. On 18 November 2008, the combination of InBev and Anheuser-Busch closed,

Creating Anheuser-Busch InBev, the leading global brewer and one of the top five

Consumer products companies in the world. Under the terms of the merger

Agreement, all shares of Anheuser-Busch will be acquired for 70 USD per share in

Cash, for an aggregate of 52 billion USD.

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2.2 Growth and development of organization.

Anheuser-Busch is the largest brewing company in the United States in volume with a 49.2% share of beer sales. It was the world's largest brewing company based on revenue, but third in brewing volume, before the proposed merger with InBev announced 13 July 2008. The division operates 12 breweries in the United States and 17 others overseas.

Anheuser-Busch's best known beers included brands such as Budweiser, the Busch (originally known as Busch Bavarian Beer) and Michelob families, and Natural Light and Ice. The company also produced a number of smaller-volume and specialty beers, nonalcoholic brews, malt liquors (King Cobra and the Hurricane family), and flavored malt beverages (e.g. the Bacardi Silver family and Tequiza). Anheuser-Busch was also one of the largest theme park operators in the United

States with ten parks throughout the United States. In October 2009, Anheuser-

Busch InBev announced the sale of its Busch Entertainment theme park division to

The Blackstone Group for $2.7 billion. The company had been investigating a sale

Of Busch Entertainment since the merger with Inbev.

InBev was the second largest brewery company in the world. While its core business is beer, the company also had a strong presence in the soft drink market in Latin America. It employed about 86,000 people and was headquartered in Leuven, Belgium, where Anheuser-Busch InBev will now be based.

Before the merger with AmBev, Interbrew was the third largest brewing company in the world by volume, Anheuser-Busch was the largest, followed by SABMiller in second place. Heineken International was in fourth place and AmBev was the world's fifth largest brewer.

InBev employed close to 89 000 people, running operations in over 30 countries across the Americas, Europe and Asia Pacific. In 2007, InBev realized 14.4 billion euro of revenue.

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2.3 Present status of the organization In 2008 we grew EBITDA* 4.6% in what was a tough year for us and for the

Industry as a whole, with overall volumes failing to meet forecasts in many markets

And rising commodity costs and inflation for much of the year.

Our EBITDA margin decreased 15 bps, closing the year at 33.1%. Consolidated

Volumes were flat with our own beer volumes decreasing 0.3% and soft drinks

Volume growing 4.9%.

Our top line grew 5.2% compared to the previous year driven to a great extent by

Price and revenue management initiatives combined with high quality marketing

And sales execution in the marketplace.

Our decision to focus on and invest in a smaller number of higher value, or focus

Brands has produced encouraging results this year with these brands delivering

Volume growth of 2.6%.

In November 2008 we closed the combination with Anheuser-Busch, creating

Anheuser-Busch InBev, a world-class consumer goods company with a pro-forma

EBITDA of approximately 8.2 billion euro in 2008. The combined business has four

Of the top ten selling beers in the world, and a number one or number two

Positions In over 20 markets.

Since closing the transaction on 18 November 2008 the integration process has

Progressed quickly delivering 250 million USD of synergies in 2008. We now feel

Confident enough to increase our synergy projection from the original 1.5 billion

USD to 2.25 billion USD, with approximately 1 billion USD of which can be

Captured in 2009 and the balance in the following two years.

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Anheuser-Busch InBev is a publicly traded company based in Leuven, Belgium. It Are the leading global brewer and one of the world’s top five consumer products Companies. True consumer-centric, sales driven company, Anheuser-Busch InBev manages a portfolio of nearly 300 brands that includes global flagship Brands Budweiser, Stella Artois and Beck’s, fast growing multi-country brands like Leffe and Hoegaarden, and strong ‘local jewels’ such as Bud Light, Skol, Brahma, Quilmes, Michelob, Harbin, Sedrin, Cass, Klinskoye, Sibirskaya, Korona, Chernigivske, and Jupiler, among others. In addition, the company owns a 50 Percent share in Grupo Modelo, Mexico’s leading brewer and owner of the global Corona brand. Anheuser-Busch InBev’s dedication to heritage and quality is Rooted in brewing traditions that originates from the Den Hoorn brewery in Leuven, Belgium, dating back to 1366 and the pioneering spirit of the Anheuser & Co Brewery, Established in 1860 in St. Louis, USA. Geographically diversified with a Balanced exposure to developed and developing markets, Anheuser-Busch InBev leverages the collective strengths of its 120 000 employees Based in operations in over 30 countries across the world. The Company strives to be the Best Beer Company in a Better World. On a pro- Forma basis for 2008, the combined company would have Generated revenue of 26.5 billion euro. The following management report should be read in conjunction with Anheuser- Busch InBev’s audited consolidated financial statements.

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A number of acquisitions, divestitures and joint ventures influenced Anheuser- Busch InBev’s profit and financial profile over the past two years. On 18 November 2008, InBev announced the completion of its acquisition of Anheuser-Busch, following approval from shareholders of both Companies. Anheuser-Busch’s results are included in Anheuser-Busch InBev’s Result as from this date. The combination creates the global Leader in beer and one of the worlds top five consumer products companies. InBev changed its name to Anheuser-Busch InBev to reflect the Heritage and traditions of Anheuser-Busch. Starting 20 November 2008, the Company trades under the new ticker symbol ABI on the Euro next Brussels stock exchange. Anheuser-Busch became a wholly owned subsidiary of Anheuser-Busch InBev and retained its headquarters in St. Louis, MO. St. Louis also became the North American headquarters for the Combined company. Further details on the acquisition of Anheuser-Busch and on the acquisitions and Disposals of other subsidiaries and on the purchase of minority Interests are disclosed respectively in note 6 Acquisitions and disposals of Subsidiaries and in note 14 Goodwill.

In the rest of this document we refer to Anheuser-Busch InBev as ‘AB InBev’ or

‘The company’.

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2.4 Functional Departments of the Organization STORE DEPARTMENT:

Functions:

1. Purchase of all items indented by user functions like spares

Consumables etc., other than plant and equipment.

2. Registration of suppliers and evaluation.

3. Maintenance of Stores.

4. Inventory control of stock items.

5. Co-ordination with finance department for timely payment to the

Suppliers.

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FINANCE DEPARTMENT

Functions:

• To comply with legal and other requirement.

• To provide information for stakeholders about financial

performance and viability

• To provide managers with information for decision-making

• To provide a structure to business activity based on the careful

processing of numerical data.

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MARKETING

DEPARTMENT

Functions:

The smooth functioning of the marketing, sales and delivery operation

Corrective actions on customer complaints

New initiatives taken for sales maximization of the company

Handling relationship with personal, communicating and reporting to the

management.

Developing sales programs and formulating and designing sales polices.

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PRODUCTION DEPARTMENT

Functions:

Production and planning

Purchasing

Stores

Design and technical supports

Works

Production cycle:

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MARKETING AND DISTRIBUTION:

Here, innovative, creative and aggressive marketing is complemented by a

strong distribution network. A management focused on building brand equity

on one hand and exploiting it to the hilt on the other. A concerted emphasis

on quality.

The company markets its products through qualified and trained field force. The

field force consists of sales representatives who are supervised by Sales Deputy

General Manager (DGM) MARKETING. DGM Marketing are qualified professionals

who guide the field force to promote, meet business targets and follow up for

collection.

HR Practices:

The company follows a competency-based approach. Career advancement is

planned using psychometric tests, gap analysis and the same is used for

leadership change and succession planning. The company also follows a KPI

based performance management system that leads to alignment of company’s

objectives and the individual objectives. There is also a monthly feedback system

that helps in job enrichment. The company also follows Standard safety and

environment friendly policies.

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Following functional modules has been adapted in the organization: a. Accounting. b. Sales & Distribution. c. Materials Management. d. Human Resource Management. e. Production Planning. f. Quality Control. g. Plant Maintenance. h. Marketing Department

i. Finance Department

j. Production Department

k. Engineering Department

l. R & D Department

m. Brew House

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2.5 ORGANIZATION CHART OF ABINBEV

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2.6 Products and service profile of the organizations competitors

Brand Strategy

At Anheuser-Busch InBev, our brands are the foundation of the company, the

Cornerstone of our relationships with consumers, and the key to our long-term

Success.

Focus Brands

We know focus works. This is why we have rigorously reinforced our focus brands

Strategy. Focus brands are those, in which we invest most of our marketing

Money, and to which we dedicate the greatest proportion of our share of mind. Out

Of nearly 300 brands, we are prioritizing a small group with greater growth

Potential Within each relevant consumer segments. These focus brands, include

Our three Global brands, key multi-country brands, and ‘local jewels’.

Values Based Brands

All of our brands must have clearly defined and consistently communicated values,

Making them ‘Values Based Brands’. The process of defining these values is a key

Discipline for all marketing activities in our business and is proving particularly

Powerful in renovating and innovating our premium brands around the real and

Changing habits and preferences of consumers.

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STELLA ARTOIS

STELLA ARTOIS was first brewed as a Christmas beer in Leuven. It was named

“Stella”, Latin for “star”, from the star of Christmas, and artois.

It is brewed to perfection using the original Stella Artois yeast and only the best

Ingredients including the celebrated Saaz hop. It's the optimum premium

Lager, with its full flavor and clean, crisp taste.

Stella Artois is still brewed using natural ingredients in the same processes of

Mixing and fermentation used in the old days. This guarantees that the beer is

Something we've been proud of and will always be proud of.

No matter where in the world, consumers can count on a great experience

When they drink Stella Artois. A brand of supreme worth and quality, it is the

Number 1 Belgian beer in the world and is distributed in over 80 countries

Worldwide.

The beautiful chalice is the perfect glass, particularly when combined with the

Stella Artois pouring ritual that allows the beer to flow, breathe and develop a

Pristine head. Not only does the beer taste great, it also looks wonderful.

Originating in 1997, the Stella Artois World Draught master Championship

Assembles the best bartenders from around the world to rate their tapping,

Bottle-pouring skills, and table-serving protocol.

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BECKS

Beck’s is renowned for its uncompromising quality.

True to its original recipe, it has been brewed in the same way using four keys

Natural ingredients for more than 125 years.

The hops used to brew Beck's today, still come from the Hallertau region in

Germany, and every bottle of Beck's is brewed according to the

Uncompromising German Reinheitsgebot (Purity law). With a strong and

Committed heritage, Beck's has had only 6 brew masters throughout a 125-

Year history.

Just as the brand has remained true to its heritage, The Beck's spirit inspires

Consumers to stay true to themselves, to make their own choices, and to

Embrace the freedom to live life according to their own ambitions.

Today, Beck's is Germany's number one export beer, present in more than 100

Countries worldwide. In 2008, Beck’s was revitalized with powerful new global

Packaging to add to its successful brand innovations such as Beck's Ice in

Germany and Beck’s Green Lemon. The innovations support the vibrancy of the

Brand, while retaining the superior quality standards for which Beck's is renowned.

BUDWEISER

The “Great American lager “. Each batch of Budweiser follows the same family

Recipe used by five generations of Busch family brew masters.

Budweiser was introduced in 1876 when Adolphus Busch set out to create the

United States’ first truly national beer brand - brewed to be universally popular

And transcend regional tastes. Each batch of Budweiser stays true to the

Original family recipe used by five generations of Busch family brew masters.

Budweiser, the ‘Great American Lager’ is a medium-bodied, flavorful, crisp and

- 32 -

Pure beer with blended layers of premium American and European hop

Aromas, brewed for the perfect balance of flavor and refreshment.

Budweiser is brewed with time-honored methods including “kraeusening” for

Natural carbonation and Beachwood aging, which results in unparalleled

Balance and character.

TENNENTS

Wellpark Brewery is a brewery at Duke Street in the East End of Glasgow, Scotland. It was founded in 1740 on the bank of the molendiar. Burn by Hugh and Robert Tennent. It is currently owned by C&C Group plc, that purchased it in late August 2009 from Tennent Caledonian Breweries, which is a wholly owned subsidiary of Belgian brewing company Anheuser-Busch InBev (formerly known as InBev). The company is most noted for the production of Tennent's Lager, Scotland's

Market leading brand of pale lager since it was first produced at the Wellpark

Brewery in 1885.

Tennent's Lager is Scotland's best-selling pale lager, with approximately 60% of

The Scottish lager market. The lager was first brewed in 1885 by Hugh Tennent,

The first brewer in the UK to do so, and in 1893 it won the highest award at the

Chigo world’s fair. It is described as a distinctive, well-balanced lager that’s sweet,

Malty flavors combine with a tangy happiness to create its crisp, refreshing

Character. Other Tennent Caledonian brands include; Tennent's Stout, a 6% ABV

Strong stout, Tennent's 1885, a stronger export lager, and Tennent's Super, which

Is a 9% ABV strong lager

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LEFFE

Leffe is a Belgian brand of Abbey beer. Leffe beers are marketed as premium ales.

They are now brewed in large quantities and are widely available.

The abbey Notre Dame de Leffe was founded in 1152 on the Meuse River in the province of Namur in southern Belgium. Like many monasteries across Europe, the Premonstratensian (Norbertine) canons of the abbey brewed ale. Using knowledge passed from generation to generation and ingredients found in the wild near the abbey, the canons developed unique ale, brewed only at the abbey.

COMPETITORS

Today’s world is the competition. In every filed there is competition and the

success of any company or product largely depends upon competition.

Competition provides a good quality of product to the customer. If a company has

to survive in the market, then it has to face throughout competition. In liquor

industry too the competition is there. The increasing awareness and exposure to

beer among consumers and the removal of quantitative restrictions gives big boost

to the beer industry. It saw the emergence of new companies like future wine and

spirit brand (P) Ltd (FWSB), set up recently by two Non-Resident Indians (NRI’s)

from USA. ‘BEER’ consumption in the country increased 7-9 % per year.

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1. SAB miller

• Haywards 5000

• Haywards 2000

• Haywards Black

• Royal Challenge

• Knock out

• Castle lager • Foster

• Indus Pride

2. UB group

• Kingfisher

• Kingfisher (Premium)

• San Mighen

• London Lilsnex

• UB Export

• Kingfisher (Strong)

• Kingfisher Ultra

3. COBRA

• Kind cobra

• Cobra bite

• Cobra 5% premium

• Cobra light

• Cobra 0%

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4. CARLSBERG

• CARLSBERG PILSNER • TUBORG CLASSIC

5. Mount Shivali

• Thunderbolt

• Strohs

• Bar Finder

1. SABMiller India

SABMiller India is a wholly owned subsidiary of SABMiller plc, the second largest

beer Company in the world over a hundred years of heritage.

SABMiller India sojourn began in 2000 and in just a few years, its has cornered

nearly on third of the India beer market with brands such as Haywards 5000.

Haywards 2000, Haywards Black, Knock Out, Royal Challenge. Castle Lager and

Fosters.

Based on consumer insights, SABMiller India has taken innovative measures to fill

up the packaging, pricing, occasion and product gaps. Expertise on a global level

has come in use to create many firsts in India including the use of one-way bottles,

flash pasteurization, establishing draught standard, and now Haywards Black-a

genuine stout beer.

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With ten world-class breweries strategically located across India. SABMiller is well

positioned to easily access and efficiently service the beer markets. The

Company’s to India and ethos of quality is reflected in the fact that it invested over

Rs. 125 crore in the last two years to upgrade breweries in line with global

standards.

SABMiller is a market facing and brand led organization that continuously

refreshes itself in pursuit of its mission of owning and nurturing local and

international beer brands which are the first choice of the consumer.

The company invests in bottles, which are returnable in nature are accounted for

as fixed assets in its books. The company pays to its customers/agents for

returning the empty bottles at the prevailing market prices. The company urges its

customer/agents to return the empty bottles to the company for which the company

will reimburse them at prevailing market prices.

2. UNITED BREWERIES LTD.

The UB group commenced its brewing operations as early as the 19th century

(1857) with fire small breweries in South India. In 1951, a Scotsman named

Thomas Leishman combined the five breweries to form United Breweries . The

company was taken over by Vijay Malaya in 1947. In 1952 the company shifted its

registered office Madras to Bangalore. In 1958 the name of the company was

changed from United Breweries Ltd. To UB Ltd. In 1989 as a measure of

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Diversification the company stated manufacturer of bulk drug, the pharmaceuticals

on a priority basis.

In 1992, 11 different breweries were and amalgamated with the parent company.

In 1994 the company launched its ‘Kalyani Premier Strong’ and started exporting

‘Kalyani Export Special’ to U.K The Company presently has 21 breweries under its

direct or indirect control. Recently the company has started implementing

restructuring excise unless which it has dedicated to split its business into two-the

core beer business and the group investment business. The company has

dedicated to focus on core business and to hive off non-core business.

United Breweries launched the countries premium ice beer to be introduced in

Mumbai and selected cities of Maharashtra.

The United Breweries Ltd. And its subsidiary Millennium Alcoveb Ltd. Have entered

into a contract agreement with Mohan Meakins to brew beer at the latter’s facilities

in Maharashtra, Uttar Pradesh, Andhra Pradesh and Daman.

Mr. Ravi Jians millennium alcoveb Ltd A subsidiary of united breweries is in

negotiations with an international beer company for an equity joint venture to

making a Super Premium Beer in India.

UB Ltd. Has carried out a reorganization of its business by hiring off fours

subsidiaries and making seven companies its fully owned aims apart from

acquiring the sorghums business in South Africa breweries ltd.

Relawant of San Michel and London Lilsnex, the new beer brands in it portfolio

United Breweries (Holiday), a wholly owned subsidiary of united Breweries has

entered into an agreement to acquire up to 75% of the paid of equity capital of

Mangalore Breweries and Distilleries Ltd.

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UB group has signed reseller and license agreement to market steel first faster

steaming media solutions Asia. UB Ltd. The largest beer manufacturer and

marketing company, has launched two more premium brands-London pilsner

Premium beer and London No. 1 Strong beer in Hyderabad

3 CARLSBERG

At the end of 2006, Carlsberg entered into a joint venture - called Carlsberg India

Private Limited - to build a green field brewery in the state of Rajasthan, India.

There is significant potential for growth in the Indian beer market. The annual beer

Consumption per person is among the lowest in Asia, at only 0.7 liters per year,

And the annual GDP growth rate is more than 9%. The total beer market in India is

Currently 8 million hl, however it is among the top three Asian markets in terms of

Expected growth rates.

4 Mount Shivalik

1972-1978 mount shivalik breweries ltd.(MSBL)was formally incorporated, headed

By Mr. B.D. Bali as the managing director.

1987-1993 In the year 1987, pub culture in north India invoked, by opening of pubs

In Chandigarh by the company. Group’s flagship brand “THUNDERBOLT Super

Strong” won the prestigious “monde selection gold medal” at Barcelona (1991) for

Its international quality.

THUNDERBOLT Super strong beer reached a landmark in the country by

achieving sales of 1.5 million doz. The brand become benchmark for other super

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strong beer in the country by setting higher standards of quality and excellent

packaging throughout the country.

1996-1998 Two new brands were launched mild and strong segments by the name

of: -GOLDEN PEACOCK

TORPEDO SUPER STORNG.

2.7MARKET PROFILE OF THE ORGANIZATION Anheuser-Busch InBev is the leading global brewer and one of the world’s top five

Consumer products companies. For 2008, the combined company would have

Generated revenues of 39 billion USD. With a dream to become The Best Beer

Company in a Better World, the company has a strong, balanced portfolio. With

Four of the top ten selling beers in the world, Anheuser-Busch InBev holds the

Number one or number two positions in over 20 key markets. It has a key presence

In both developed and developing markets.

Headquartered in Leuven, Belgium, Anheuser-Busch InBev leverages the

Collective strength of approximately 120 000 people in 25 countries worldwide. The

Company works through six operational Zones; North America, Latin America

North, Latin America South, Western Europe, Central & Eastern Europe, and Asia

Pacific, allowing our consumers around the world to enjoy our beers.

With operations and license agreements around the globe, Anheuser-Busch InBev

is a truly global brewer.

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CHAPTER 3

- 42 -

DISCUSSIONS ON TRAINING

3.1Student’s Work Profile: Role: As Management Trainee in the Organization. Responsibility:

To learn about the various operations in different departments in the organization

and to have a live experience of how the employees in the organization perform

the jobs so in the absence of the employee I should be able to perform that

particular task.

1. Maintain the stores indent and GRN register on computer.

2. Help to the financial manager in internal auditing.

3. Make the purchase order.

4. Make the purchase order register for purchase department.

5. Check the labeling and packaging of beer.

6. Help to purchase executive and go to market and meet to vendors.

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7. Visit the different location and know the status of brand in the market.

8. Visit our outlets and collect the sales data.

9. Make a sales report on excel sheet.

10. Survey to find out the reason of less sales of products.

11. Marketing of the products in the market.

12. Production Planning

13. Inventory Planning

14. Maintenance of filler, conveyor and compressor

.

3.2 Description of Live Experiences

I had a good experience in the company, the culture and communication in the

Organization was very fair. The manager in the company had a nice interaction

With the employees and they give a feedback, which can leads employees to

Improve and perform their fullest potentials.

I was involved with various departments. I know about the functions of each

Department. I get a good exposure there. There were no restrictions to enter in the

Department. I learn many activities there that I cannot learn anywhere. Our

General Manager Sir is very good. He has friendly nature; he gave me a full

freedom to learn the works In various departments.

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I have a good interactions and relationships with our managers. I know about beer

Making and packing of beer. Some times I was involved with marketing team so I

Learned that how we can advertise the beer.

Overall my experience in the company was very good. I get a good exposure

there. It was pleasure for me to work in a largest beer company.

- 45 -

CHAPTER 4

- 46 -

4. Statement of research problem

4.1 Problem Statement The principle cause behind this project is to know that to what

level customers are enjoying and aware of ABInbev beer offered

by the company and what further improvement can be done in

future in this area so as to get brand awareness.

BRAND AWARNESS

1.1 Concept of Brand

A Brand is defined as a name, term, symbol or design or

a combination of them which is intended to identify the goods

and services of one seller or a group of sellers and to

differentiate them those of competitors.

A Brand name is naturally a major selling tool and one

of the most important of the “Total Product Personality”.

A brand is essentially a seller’s promise to consistently

delivery a specific set of features, benefits and services to

the buyers. The best Brand conveys a warranty of quality.

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A brand can convey up to six levels of meaning:

• Attributes: A brand first brings to mind certain

attributes. The attribute serves as the positioning

platform for projecting other attributes of any product.

• Benefits: A brand is more than a set of attributes.

Hence, attributes need to be translated into functional

and emotional benefits.

• Values: The brand also says something about the

producer’s values, like, hike performance, prestige

etc.

• Culture: A brand may additionally represent a culture.

Thus Grunding electronics represent German culture:

organized, efficient, high quality.

• Personality: A brand can also project a certain

personality; Thus KING FISHER may represent a

well-known personality Vijay Mallaya.

• User: A brand suggests the kind of consumer who

buys or uses.

All this suggests that a brand is a complex symbol.

• Brand awareness makes it easy to identify goods and

services.

• Brand awareness creates satisfaction or standard of

quality in the minds of the customers.

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Features of a Deep Brand:

A deep brand is that brand which conveys all six

meanings, i.e. attributes, benefits, values, culture,

personality and user. The most enduring meanings of a

deep brand are its values, culture and personality. They

define the brand’s essence.

Feature

• A deep brand conveys all the six meanings

• A deep brand should be simple, short and easy to

pronounce and to remember.

• Easy to identify and recognize

• Should be distinctive and create a good image.

• Should be capable of being registered and protected

legally.

• A deep brand must have Brand Equity.

• Brand awareness helps shoppers in moving quickly

through super market or retail store and helps in

making quick decisions.

• Brand awareness makes it easy to identify good and

services.

• Brand awareness create satisfactory or standard of

quality in the minds of the customers.

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The most enduring meanings of brand are its values,

Culture and personality. They define the brands

Essence.

Brand awareness facilitates the introduction of a new product

under the same brand name and it makes easy to identify the

goods and services. Brand awareness gives seller the

opportunity to attract legal and profitable set of new

customers.

1.3 Importance of Brand Awareness Brand Awareness helps producers and sellers in

following ways:

• A Well-known brand name makes it easier for the

seller to process orders and tract down problems.

• Brand name provides legal protection of unique

product features.

• A well-known brand helps the seller in segmenting

the market.

• Brand loyalty gives seller some protection from

competitors and greater control planning.

• Good brand awareness helps in building the

corporate image.

• Brand awareness gives warranty of quality and

satisfaction in the mind of the customers.

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Brand Awareness helps buyers / consumers in following

Ways:

• Brand awareness helps shoppers in moving quickly

through super market or retail store and helps in

making quick decisions.

Positioning

In marketing, positioning has come to mean the process by

which marketers try to create an image or identity in the

minds of their target makers for its product, or

organization. It is the relative competitive comparison their

product occupies in a given market as perceived by the

target market.

Re-positioning involves changing the identity of a

product, relative to the identity of competing products, in the

collective minds of your own product, in the collective minds

of the target market.

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De-positioning involves attempting to change the

identity of competing products, relative to the identity of your

own product, in the collective minds of the target market.

The original work on positioning was consumer oriented,

and was not as much focused on the question relativity to

competitive products as much as it was focused on cutting

through the ambient “ noise” and establishing a moment of

real contact with the intended recipient. In the classic

example of Avis claiming “No 2, we try Harder”, the point was

to say something so shocking (it was by the standard of the

day) that it cleared space in your brain and made your forget

all about who was #1, and not to make some philosophical

point about being “hungry” for business.

The growth of high-tech marketing may have had much

to do with the shift in definition towards competitive

positioning.

- 52 -

Product Positioning Process

Generally, the product positioning progress involves:

1. Defining the market in which the product or brand will

complete (who the relevant buyers are)

2. Identifying the attributes (also called dimensions) that

define the product ‘space’

3. Collecting information from a sample of customers

about their perceptions of each product on the

relevant attributes.

4. Determine each product’s share of mind.

5. Determine each product’s current location in the

product space

6. Determine the target market’s preferred combination

of attributes (referred to as an ideal vector)

7. Examine the fit between:

• The position of your product

• The position of the ideal vector

The process is similar for positioning your company’s

services. Services, however, don’t have the physical

attributes of products – that is, we can’t feel them or touch

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Them or show nice product pictures. So you need to ask first

your customers and then yourself, what value do clients get

from my services? How are they better off from doing

business with me? Also ask: is there a characteristic that

makes my services different?

Write out the value customers derive and the attributes

your services offer to create the first draft of your

positioning. Test it on people who don’t really know what you

do or what you sell, watch their facial expressions and listen

for their response. When they want to know more because

you have piqued their interest and started a conversation,

you will know you are on the right track.

Communicating and Delivering the Chosen Position

Once Company has chosen a position, the company

must take strong steps to deliver and communicate the

desired position to target consumers. All the company’s

marketing mix efforts must support the positioning strategy.

Positioning the company calls for concrete action – it is not

just talk. If the company decides to build a position on better

quality and service, it must first delivery that position.

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Designing the marketing mix – product, price, place and

promotion – involves working out the tactical details of the

positioning strategy. Thus a firm that seizes upon a ‘high

quality position’ knows that it must produce high – quality

products, charge a high price, distribute through high –

quality dealers and advertise in high quality media. It must

hire and train roe service people, find retailers that have a

good reputation for service, and develop sales and

advertising messages that broadcast its supervisor service.

This is the only way to build a consistent and believable high

– quality, high service position.

Perceptual Mapping for Positioning

Perceptual Mapping helps map a product in terms of

consumer perceptions and desires, competition and other

company products. To create such a map, marketers need

the following information from potential customers.

1. Evaluation or prioritizing the important product

attributes.

2. Comparative ratings of the product attribute.

3. The degree to which an ideal brand would have these

attributes.

- 55 -

POSITIONING STRATEGY OPTIONS FOR COMPETITOR

As per AI Rise and Jack Trout, competitors have fol lowing posit ioning

options:

• Strengthen own current posit ioning

• Identify and occupy new unoccupied posit ion with

sufficient potential

• Displace competit ion-posit ioning platform by

questioning it or highlighting what it does not offer.

• Project self as part of the exclusive club of the top

brands or companies in the product category.

ERRORS IN POSITIONING

While posit ioning or identifying the right appeal for prospective

customer the marketer can commit the fol lowing errors which may

dilute the appeal:

• Under posit ioning: Where the benefit or USP being

created in not perceived as such by the target

customer.

• Over posit ioning: Too specif ic a posit ioning may, lead

to the prospective customers having a very narrow

image.

• Confused posit ioning: Too many claims or benefits

projected by the company may lead to confusing the

prospective consumer.

• Doubtful posit ioning: prospective consumer may find

that claims made by the company are unbelievable..

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The Marketing MIX: Ingredients for Success The marketing mix, earlier known as the 4 P’s,(but now has a few more),is a vital

part of any marketing strategy. This is a tool whereby the marketer takes decisions

on what and how a product should be, where it can be sold, how it should be

priced, how it will be promoted, how to equip the people who are responsible for

selling the product…and so on. Getting the marketing mix right is equally important

for the large corporation and the small business owner. One of the most critical

marketing management decisions is that decision of setting the marketing mix

values, and select in and employing strategy that periodically change that

marketing mixes in response to changing business environment.

Product

1. No.1 globally brand but not performing well in Indian market.

2. Good quality raw material is used to maintain the quality standards.

3. Consistency of product quality is very low. Initially Products perform very well after some time drastically it’s decreased.

4. Always tastes fresh due to good quality and very poor distribution network.

Place-

1. It is available in some states Karnataka, AP, Maharashtra, Goa, and New Delhi and in other states.

2. Company location plant Karnataka, AP, Haryana, Maharashtra.

3. Availability of products is very low in market.

4. Target only some area.

5. Poor distribution channel or network.

Price-

In both mild and strong beer Segments Company uses competitive price strategy

Tennents

650ml .RS 80.

330ml Rs 40

- 57 -

500ml (Can) Rs 35

Budweiser

650ml Rs 80

330ml Rs 45

Becks

650ml Rs 110

330ml Rs 60

. Price of the product is reasonable but retailer charges the extra money to the

Customer.

Some retailer is charging extra 5 to 8 Rs per bottle.

Promotion

Promotion includes advertising and other forms of sales presentations,

designed to encourage fast consumer or trade up-take of a product or service. The

form of any promotion depends on the product, the marketing plan and its

objectives, and on the imagination of the product management team. It can vary

from a simple in-store demonstration, or sampling, or a tie-in with on premises. A

range of promotional tools, techniques and activities are mixed and matched to

meet the needs of individual marketing campaigns.

- 58 -

SWOT Analysis of AB InBev

Strength • Globally leader no.

• More than 240 brands

• Premium Quality Product

• Experience Management team

• Available in key markets

Weakness • Low Advertising & Promotion Spends

• Less Manpower

• Products not available in markets

• Low Market Share

• Inefficient Distributors

• Less Market Visibility

• Not a aggressive marketing

• Opportunities

• Regional Expansions

• Production Volumes

• Higher Profits

• Increased Market share

- 59 -

Threats

• Competitors High Spends

• International Players

• Government Laws

• Taxes & Tariffs

• UB & Heineken deals

4.2. Objective

• To have an overview of ABinbev.

• To know the reputation of Abinbev’s beer in the market.

• How the consumer preference towards the brands of Abinbev.

• The main objective how to increase the reputation of

ABinbev brands in the market.

• To understand its competitors in business.

• How ABinbev wil l create a good image in the market.

• To understand the 4 Ps used by the Abinbev in business

• To increase sell the sales.

• To make the customer aware of the product.

• To persuade non-users to try it once.

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4.3 Research design and methodology Research Methodology

Research methodology is considered as the nerve of the project. Without a proper

well-organized research plan, it is impossible to complete the project and reach to

any conclusion. The project was based on the survey plan. The main objective of

survey was to collect appropriate data, which work as a base for drawing

conclusion and getting result.

Therefore, research methodology is the way to systematically solve the research

problem. Research methodology not only talks of the methods but also logic

behind the methods used in the context of a research study and it explains why a

particular method has been used in the preference of the other.

Research design:

Research design is important primarily because of the increased complexity in the

market as well as marketing approaches available to the researchers. In fact, it is

the key to the evolution of successful marketing strategies and programmers. It is

an important tool to study buyer’s behavior, consumption pattern, brand loyalty,

and focus market changes. A research design specifies the methods and

procedures for conducting a particular study. According to Kerlinger, “Research

Design is a plan, conceptual structure, and strategy of investigation conceived as

to obtain answers to research questions and to control variance.

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The General study was converged as a specific study for AB InBev. The study was

initiated to find out the consumer profile, brand perception and cross preference

between AB InBev and Competitor brands.

Our approach to the research design tasks went through the following tasks.

Information needed

?

Measurement and scaling Procedures

?

Appropriate Data collection

?

Sampling Process and sample size

?

Data Analysis plan

These issues are addressed as the following

◊ Research Type Descriptive Research

◊ Data Type Primary and Secondary data

◊ Research Tools Questionnaire

Observation

Enquiry

◊ Sampling Units customer/Dealers/ Retailers

◊ Sample Size Customer (100)/Dealers/ Retailers (50)

◊ Sampling Method Random Sampling Method

◊ Sample drawn from Bangalore

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Type

The data collection was done through

1. Secondary Data Analysis

2. Survey

Secondary data is obtained by contacting the retailer and dealers.

Scaling Techniques

We asked the customers to rank the various attributes on a scale of very important,

Important and not very important. To find-out the brand perception of various

brands, paired comparison between them is used.

Questionnaire Design

Questionnaire design was the critical issue as the questionnaire reflects the

survey purpose .The questionnaire was meticulously prepared by identifying the

various variables. The same scale of yes/no and very important, important and not

so important was used through out so as to make the respondent comfortable.

Firstly a questionnaire was prepared and few people were surveyed. After this

survey we realized the flaws in the questionnaire and then a modified

questionnaire was prepared and people were surveyed on this modified

questionnaire.

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Sampling Techniques

In the survey conducted, the sample was random in nature comprising of people

from different age groups and income stratus.

Data Collection

Data collection is the important step after the sample is selected on which the

survey is being conducted. With data that is available in the hard form we

converted that to electronic form, to analyze the data using the MS Excel

software’s. In the data collection customers were approached during the working

hours at retailer point, at home, at college campus point. . Purpose of the survey

was explained and was asked whether they are interested to take part in the

survey Later Questionnaire was handed over to them, and necessary instructions

were given to complete the questionnaire .The questionnaires were returned back

after filing up on their convince, While receiving the filled in questionnaire care was

taken to check whether there are any unfilled items in the questionnaire.

- 64 -

4.4 Analysis of data

The data of score of features and score of brand perception was fed into the excel

sheet. Separate Excel sheets were employed for analysis of each brand and also

to keep it concise and unambiguous. For data analysis I use many types of charts:

• Pie chart:

This is very useful diagram to represent data, which are divided into a number of

categories. This diagram consists of a circle of divided into a number of sectors,

which are proportional to the values they represent. The total value is represented

by the full create. The diagram bar chart can make comparison among the various

components or between a part and a whole of data.

• Bar chart:

This is another way of representing data graphically. As the name implies, it

consist of a number of whispered bar, which originate from a common base line

and are equal widths. The lengths of the bards are proportional to the value they

represent.

- 65 -

Figure-1

1- Once in a Week 2- Ocassionally

3- Every Day 4- 3-4 Times in a Week

Interpretation:

In India climate condition is hot /warmly, so that time consumers drink daily. India

has a large number of youth generations so they are following western culture and

drink beer most of the times.

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Figure-2

1. Strong

2. Mild

3. Both

Interpretation:

In India most of the customer drinks beer in summer season, so they prefer strong

beer. Most of Indian beer market is dominated by strong beer.

- 67 -

Figure-3

1. Tastes

2. Brand

3. Price

4. Status

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Figure-4

1. Poor

2. Satisfactory

3. Good

4. Equalient

Interpretation:

Brand awareness of the company products is very low in market. Brand name of

company product is difficult. In India there is some restriction on liquor marketing.

Company is newly entered in Indian market.

- 69 -

Figure-5

1. Brand loyal

2. Switcher

Interpretation:

Most of the customer is loyal towards brands. Our company has also brand loyal

customer. Product is not available in market then they switch to another products.

- 70 -

Figure-6

1. Not available

2. Available

- 71 -

Figure-7

1. Satisfy

2. Dissatisfy

Interpretation:

Company is very new in Indian market but they are trying to establish a strong

distribution networks. Due to some financial problem, now they don’t have strong

distribution networks.

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Figure-8

Interpretation:

A Budweiser product has more market share, because it is well known and

establishes products in all over world. Tennents is a regional product of Scott land

and now we are trying to make it globally brands. Other products of company are

imported in Indian market so price is high due to price factor other brands has low

market share.

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Figure-9

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LIMITATION

During the process of a research a person comes across certain restrictions certain

limitations. Some of these limitations are overcome while come have to be

overlooked for the smooth conducting of the research. Some of these restrictions

are:

Liquor is such a product that the wholesaler, retailers and consumer fear to

come out with information.

Due to the wide area of the markets, it was impossible to cover each and

every retail shop, hence only few shops were covered.

The such had to be completed in short of time, which is not enough time to

cover the market. So time was the major constraints in conducting the study.

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4.5 Summary of findings • . According to the survey I find that tastes and quality of products is very

Good.

• The customer of the products belongs to a high-class society. Mostly they

are students or working people.

• Marketing of products is not aggressive.

• Company is not giving any advertisement on electronics & print media.

• Brand awareness is very low.

• Products have a repeated customer.

• Availability of the products in market is very low. Due to this reason

customer are shifting to another products.

• Name of products is tough, so common people cannot drink.

• Company has very poor distribution networks so products are not available

in the markets.

• Due to financial problem they are not paying the rent on the time to retailers.

• Manpower problems in marketing departments.

• They are not able to compete the existing UB & SAB Miller brands.

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CHAPTER 5

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5. SUMMARY AND CONCLUSION

5.1 Summary of Learning Experience

During the project training in the market, I understand how it works

practically from start point to end point. Before that I have only

theoretically idea of marketing management.

It is great experience to see these entire things happen in front of eyes. It enhances my practical knowledge from one level to another level. My manager supported me in gaining sufficient knowledge about the

company and industry this help me complete the project

successfully.

I have learned about the ABINBEV products, which are sales in India

I have learned about sales procedure of company.

I have learned about the competitors of ABINBEV.

Apart from this entire thing it gives me real picture about supply

chain. I visited each department & it is good learn experience to me

when employees share their experience for the organization to

achieve the goal.

The training was informative & educative. It was a practically

exposure to me.

Observe different strategies adopted by company and its competitors.

(Low price, quick delivery, good service)

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The following are some of the learning tasks that are experienced in the company as a management trainee. 1. Good grip on the ms excel, due to making reports for stores and Purchase Departments. 2. Known the job profiles of different departments in the organization. 3. Experienced how to interact with the executives and managers in the Company. 4. Experienced the problems of balancing of work life and study life. 5. Learn to take responsibility. 6. Learn the functions of stores. 7. Help the finance manager in auditing. 8. Makes the purchase order for purchase departments. 9. Know the procedure of bottle washing. 10. Know the whole procedure of fill up the beer in bottle and can. 11. Get some knowledge about brew house. How we can make the beer. 12. Interact with some vendors. 13. Visit the on and off premises and collect the sales data of various beer. 14. Make the sales report of our brands. 15. Get some idea about brew house. And know about the make process of Beer. 16. Know how to operate filler and boiler.

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5.2 Conclusions and Recommendations

RECOMMENDATIONS AND SUGGESTIONS

1. ABINBEV should improve it’s after sale service because its hits badly

Abinbev s market share in Bangalore region.

2. More detailed customaries service is to be provided.

3. The training to in shop demonstration should be given at frequent time

interval and feedback should be considered positively.

4. ABInbev should try new dealer who have the potential. So they can target

more market.

5. As there is a bottleneck competition between UB GROUP and ABInbev, it is

necessary to take measure steps to overcome the area of downfall in

ABInbev with respect to UB Group.

6. The marketing managers should make better relations with dealers and

reputation of the company.

7. Customer considers quality as their first preference, so the company should

give more stress on this.

8. The product is well aware and it is on top of mind of customer. So company

should always improve services.

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CUSTOMER SURVEY FINDINGS

1. Secondary supports play an important role in the customers mind and create

awareness among the customers. The secondary support includes

Demonstration, Exhibition & Even Sponsors.

2. There was heavy rush on weekends so large numbers of ISD’s were

appointed that day. Also the live demo calls helps in selling. Discount offers

also generate sale.

3. Customers are also now very choosy in buying the product and it is

important for the company to make loyal customer of their brand..

4. The product is well aware and it is on top of mind of customer.

5. Customers are also now very choosy in buying the product and it is

important for the company to make loyal customer of their brand.

6. Spending on advertisement and publicity of less as compare to the

competitors. There is need to increase advertisement. Consumer prefers

electronic media for advertisement.

7. The qualities of ABInbev Brands are acceptable to the market. Consumer

and retailer both are satisfied with the quality of ABInbev Brand.

8. Consumers are mostly gets attracted by the price discount offered by

company.

9. SAB Miller and UB Group are competitors of ABInbev.

10. Consumers are aware about ABInbev Brands.

18. Customer perception about ABInbev Brands is good.

11. Advertising of ABInbev Brands is not striking as compare to the competitors

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• Exhibitions do not help to generate so much sells but they should be

conducted regularly. This helps in generating awareness regarding the

product in customers, which ultimately helps in sales.

• Also it is helps in advertising for the new products. Company should always

focus on service.

• Company should try to improve service. No doubt the company products

have technically edge over competitors but in long run it may hamper the

company’s profit.

• Company should concentrate more on its major drivers becks, black eagle ,

Budweiser . Branding and promotions should be done effectively as it

creates a long lasting image in the mind of customers.

• Company should also cater to the needs of sub dealers as some of the sub

dealers have potential of high sales.

During our research we found out that the brands of AB InBev India brewery

in the Beer Segment especially Budweiser and tennents (super strong) beer

is performing well. The demand of Budweiser and tennents (super strong)

beer in the market is good but not easily available every where. Company

has not got good image among the general public.

• Tennents beer is the undisputed leader in the strong beer segment but not

in India. Company is trying to start production of some other global brands in

India. So they can reduce the costs. Company is planning to release huge

funds for India in Jan 2010. In Bangalore plants they are facing financial

problem so they are changing the management team.

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1. Aggressive marketing

Company should use the aggressive marketing which forces the retailers

To display the products in their outlets.

2. Advertisement in print media & electronic media

Use the electronic and print media in an effective manner so as to increase

brand value so as to obtain goodwill to the company.

3. Surrogate marketing

Company should do the surrogate marketing. Company makes the other

products that have similar name and help of these products advertise of

beer brands.

Products like… drinking water, soda

4. Distribute free sample of products

Before launching a product in market, Company should distribute free bottle

of beer in market and spread brand awareness.

5. Create websites for Indian breweries

Company should create a website for Indian breweries and give a full

information about the products that are available in market. Products

indigents and price is also show on website.

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6. Road show

Companies organize a road show for upcoming brands in public places.

Company should follow rule and regulation and not target to people those

don’t have legal drinking age.

7. Marketing office in most of places

Company should know the importance of marketing department and have a

marketing office in most of places. Company should increase the manpower

in marketing departments.

8. Discount for retailer and customer

Company should give a attractive discount like (Mobile, Watches, price

discount, refrigerator etc…) to retailer. Company also provides free coupon,

snacks, free small bottle and price discount for the customers.

9. Improve distribution channel

Company should improve the distribution channel and make a good

relationship with retailer and give an extra margin to salesmen because

Sales of beer is depend on sales person. Pay the rent on time to retailer.

10. Increases the number of outlets

Company should increase the number of outlets and tie up with hotels,

restaurants, bars and pubs.

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QUESTIONNAIRE

(APPENDIX)

• My name is Deepak Sharma. I am pursuing my MBA in Ramaiah

institute of management studies Bangalore, as a part of my curriculum I am doing

my project in AB InBev India International pvt. Ltd.These is some of the survey

questionnaires on SALES PROMOTION; please take a few minutes to complete

this study.

QUESTIONNAIRE FOR CONSUMER

Ques.1- do you drink liquor?

a) Yes b) No

Ques. 2- you take liquor in form of...

a) Beer b) Whisky c) Rum

Ques. 3- your age is………

a) 15-25 yrs. b) 25-35yrs

c) 35-45yrs. d) 45 & above

Ques. 4- who introduced you to drink Beer?

a) Friends b) Advertising

Ques. 5- You consume Beer

a) Once a week b) 3-4 times in a week

c) Every day d) Occasionally

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Ques. 6- How often do you drink beer?

a) Occasionally b) Regularly

Ques. 7- which types of Beer do you prefers?

a) Mild b) Strong c) Both

Mild………………. Strong…………….

Ques. 8- How much quantity of Beer is consumed by you at one time?

a) 1 Bottle b) 2 Bottles c) > 2 Bottles

Ques. 9- You drink Beer usually at?

a) Home b) Restaurant c) Bar d) Open space

Ques. 10- What are the key factors that affect your purchasing decision?

a) Price b) Brand c) Taste d) Status

Ques. 11- How was it, as compared to other existing brands?

a) Good b) Poor c) Satisfactory d) Equivalent

Ques. 12- you feel after drink………

a) Relaxed b) Happy c) Tensed d) Angry

Ques. 13- Your preference for packaging?

a) Bottle b) Cane

Ques. 14- Are you brand loyal?

a) Loyal b) Switcher

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Ques. 15- Any suggestions for AB InBev beer company?

………………………………………………………………………

………………………………………………………………………

Personal information

Name-…………………………….

Address-...…………………………………………………………..

………………………………………………………………………

………………………………………………………………………

Gender-………………………………

Age-…………………………………..

Occupation-…………………………………………………………

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QUESTIONNAIRE FOR RETAILER

Ques.1- What different types of liquor are sold by you?

a) Beer b) Whisky c) Rum d) Other

Ques.2- which type of beer is mostly demanded?

a) Mild b) Strong c) Both

Ques.3- In beer, what are the different brands available with you?

a) Tennents b) Budweiser c) Haywards 5000

d) Kingfisher e) Any other………………

Ques.4- Which brand of AB InBev beer in mostly demanded?

a) Tennents b) Budweiser c) others

Ques.5- How much quantity of Tennents and Budweiser beer is sold daily?

a) 10 Cases b) 10-20 Cases c) > 20 Cases

Ques.6- Do you agree with advertising program of Beer?

a) Yes b) No

Ques.7-Are you satisfied with the distribution system of AB InBev?

a) Yes b) No

Ques.8- Do you think that sale can be increased by providing scheme to retailer

and consumers?

a) Yes b) No

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Ques.9- Who is the biggest competitor of AB InBev in the market?

…………………………………………………………

Ques.10- Would you like to give some suggestions to company for improvement?

………………………………………………………………………

………………………………………………………………………

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BIBLIOGRAPHY

Reference Books:

Marketing Concept: Philip Kotler

Data From: Internet

News Papers: The Economic Times & The Times of India

Magazine: Business Week

Research Methodology: C.R. Kothari

Marketing Research: G.C. Beri

Websites:

www.google.com

www.ab-inbev.com

www.wikipedia.com

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