PREFACE

It’s a thing of massive gratification for me to present this project report on the topic “Buying

behavior of beer ’’completed in an unrivaled organization.

I know that even this area in which I have a little knowledge, I do not know enough. There are

new task in these area for which tarn not yet equipped with tested, proven approaches and tools.

New area of challenge and new technology problems has arisen; where I have done some little

work so for and where I have so for only ignorance rather than even a modicum of knowledge.

This project attempts to identify and define areas related to consumer buying behavior of beer.

By this project I attempt to know about preferences of consumers of different beer brands. By

this practical training I am able to equip the manager with the understanding, the thinking, the

knowledge, and the skills for today and also for tomorrow’s market exigency.

Initially I was just having the bookish knowledge about all marketing policies, practices and

functions, but after joining this organization, I got most of practical knowledge. I have come to

know, what actually happens in the organizations.

Through it is not possible to have the information of all the spheres in the market, in such a very

short period , I tried to get more and more about all functions and practices applied in practical

working, I have particularly stresses on.

This project report has been painstakingly and thoroughly prepared to cover extensively various

facets both as well as the field of beer.

Since customers are the most important asset of any organization, there is increased emphasis on

the need for understanding people in a manner to satisfy them through quality of service. This

project is intended for a wide audience. It will be useful to not only the student of management

and preference of consumers, but also the people in any other field and management practitioners

who want to understand and enrich their understanding of consumer’s preferences.

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ACKNOWLEDGEMENT

Some works are so typical that are impossible for a person to complete it

alone. Summer Internship Project is one of them. I would not be able to complete my work

without the help of my respected Company Guide, Faculty Guide, my college and workplace

colleagues and my family members. So it is my obligation to thank all of them.

I have had the honour of having been associated & working under the able

& stimulating guidance of Mr. Rakesh Dhawan, Head of Sales & Marketing And Mr. Manoj

Bhardwaj (ARM),MANAV BREWERIES Pvt. Ltd. Dr. K. K. Garg (HOD) and Mr. Vivek

Shrivastava, Faculty of Marketing, GNIT-CM, The Project work was undertaken under their

keen supervision and the Project has been prepared by me. I express sincere feeling of gratitude

and respect for their inspiring help throughout the work. Without their steamed and valuable help

and guidance it would not have been possible for me to accomplish my job. I am gratefully

indebted to them.

Ms. Megha Shrivastava also deserves my thanks for typing this thesis.

And finally I would like to offer my heartiest prayer to the Goddes Gayatree, who has given me

mental and spiritual strength to complete this project work.

Name of Trainee

Deepak Kumar Kesharwani

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CONTENTS

Preface………………………………………………………………..…….1

Acknowledgemen…………………………………………………………..2

1. Executive summary ………………………………………………………..7

2. Introduction……………………………………………………………...…8

3. Theoretical Framework………………………………………………...9-10

4. Objectives of Study………………………………………………………..11

5. Research design ………………….………………………………….........12

6. Data collection method……………………………………………………13

7. Introduction of beer………………………………………………………14

1. What is beer?...........................................................................14

2. Different Strokes of Beer…………………………………...14-15

3. Why Beer better than Milk?..................................................16-17

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4. Top 10 Reasons Beer is good for your Health…............18-19

5. About other distilleries………………………….………...20

8. History of beer……………………………………………………………21

1. The liquor industry in India ………………………....22

2. Overview of Indian Beer Market……………….……..25

3. Market Segmentation I ……………………..…………26

4. Market Segmentation I I………………..……………...27

5. Determinants of growth of Indian Beer Market……..28-29

6. Future growth of beer industry ………………………29-31

8. Industry and Company profile………………………………………...32

1. History of company …………………………………....33

2. Other areas of company……………………………35-39

3. Happy hours of company……………………………....40

4. Company achievements………………………….….....40

9. Product profile…………………………………………………….…41-42

1. Types of beer…………………………………...……..….43-44

2. Beer Alcohol Content Table…………………………….....45

3. SWOT Analysis of MBPL…………………………..........46

4. Advertisement method……………………………....…..47

5. Process of making beer……………………………….....48

6. Competitors name and profile of Targrt bee..………...51-58

7. Consumer’s awareness about the companies…………..59

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8. What is responsibility of a beer company?..........................60

10. Data analysis and interpretation……………………..…………...61-73

1 .Name of Top 10 wholesalers ……………………....74

2. Name of brands and its market share……………..81

11. Findings………………………………………………………………...81

12. Recommendations……………………………………………………..82

13. Limitation……………………………………………………………...83

14. Bibliography…………………………………………………………...84

15. Appendix……………………………………………………………….85

1.Questionnaire………………………………………..85 2.Questions …………………………………………...86-88

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EXCUTIVE SUMMARY

The objective of the project is to know the consumers preferences for beer, to study the Market potential of available brand of beer and an introduction of Target beer which is re launched in all over Haryana, and policy adopted by the company for advertisement, sales, promotion and marketing. The company MANAV BREWERIES has interests in various sector and they provide consistent quality to meet requirement.

This report clearly mentions objective of the study and the research methodology utilized in which primary data. The data collection method used is structured questionnaire in which the type of question used is multiple choices.

The report contains a detailed view of the tasks, which have been undertaken to analyze of beer. Various sets of questionnaire have been prepared to know the preference of consumers about the beer. The research area is whole Haryana. The project reveals one of the important findings like more and more advertisement and to provide scheme of retailers to increase the sale in retail outlets and to provide competitive price to wholesaler for success the re-launch product.

A detailed survey of the wholesaler and retailer was carried to find out their preferences for BEER. The details of the methodology are stated below.

Area is Haryana, research design Exploratory and descriptive, sources of information is primary data. Data collection method structured non designed questionnaire.

Types of questions used open ended and close ended. Sampling method is Random Sampling.

In this study I found that most of the wholesaler and retailer prefer to sale those brand which are more demanded by the customer and the most important thing retailer can sale any brand in their outlets if company provide a better scheme.

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INTRODUCTION ABOUT TOPIC

Why do customers buy? What goes on inside a customer's mind before, during and after a

purchase? How do buyers choose? What are the hidden influences? How do buyers process

information? Unlocking these secrets opens the door to success.

In beer market distribution channel wants to purchase and sale those product which is running in

market, they don’t want to take risk with new brand. They also want to prefer low price with

other competitive product. In market no. of brands available and they are giving competitive

price with offers. Common sense observation also provides useful insights into the minds of

distribution channel.

Research helps find the real reasons why we buy what we buy. This requires time, money and

expertise. Surprisingly many other organizations don't really know exactly why their customers

buy or don't buy from them. Yet understanding customers is at the heart of marketing. Once the

reasons why people buy or don't buy are discovered, the marketing mix can be changed to suit

the buyer's needs and wants.

Buyer behavior involves both simple and complex mental processes. Marketers cannot capture

human nature in its entirety but we can learn a lot about customers through research, observation

and thinking. Here's Professor Theodore Levitt:

.

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THERORETICAL FRAMWORK

In the late 1820s Edward Dyer moved from England to set up the first brewery in India at

Kasauli (later incorporated as Dyer Breweries in 1855) in the Himalaya Mountains, near Shimla,

producing Asia's first beer called Lion. The brewery was soon shifted to nearby Solan (close to

the British summer capital Shimla), as there was an abundant supply of fresh spring water there.

The Kasauli brewery site was converted to a distillery which Mohan Meakin Ltd. still operates.

Dyer set up more breweries at Shimla, Murree, Rawalpindi and Mandalay.

Indian Liquor and beer industries share common characteristics arising form a

similar policy framework. Country liquor, Indian made Foreign Liquor (IMFL) and beer are state

subject, with each state controlling the duty structure and distribution. Incidence of import and

export duties result in high cost of interstate movements which has resulted in each state having

attributes of a separate market.

Beer is the world's oldest and most popular alcoholic beverage. Some of the earliest

known writings refer to the production and distribution of beer. It is produced by the

fermentation of sugars derived from starch-based material—the most common being malted

barley; however, wheat, corn, and rice are also widely used, usually in conjunction with barley.

Beer is one of the world's oldest beverages, possibly dating back to the 6 th millennium BC, and is

recorded in the written history of ancient Egypt and Mesopotamia. 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.

The main objective of this study is to find out the behavior of distribution channel

towards Bear Market. What is strategy adopted by the company to re-launch the product. The

design of research project is the plan that ties the data collected to questions or hypothesis posed,

thereby linking the data to the conclusions to be drawn. Marketing research projects are either

exploratory or conclusive in nature depending on the objectives. In this exploratory research has

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been conducted in finding the extent of acceptance of newly launched Genius Prestige whisky,

its strengths and weakness through customers and retailers.

The industry's representations for removing beer restrictions are straight

and simple: Beer is only an agrifood. Arguing that it has neither fat nor cholesterol the beer

manufacturers' body has told the government that an average bottle of beer gives four vital

minerals and five important constituents of vitamin B and proteins. Raw material for beer is

malt, the same as for health drinks Maltova and Horlicks.

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OBJECTIVES

OBJECTIVES OF THE STUDY

Main Objective

The main objective of this study is to find out the behavior of distribution channel towards Bear Market.

What is strategy adopted by the company to re-launch the product.

Sub Objective

To study consumers brand preference of beer in Haryana.

To study selling pattern of beer.

To study the factors affecting buying behavior of beer.

To study alternative ways of product promotion.

To know the sales scheme of the competitor product.

To know the market leader brand.

To know the consumption of beer in different district.

To do the marketing of beer in Haryana region

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RESEARCH DESIGN

The design of research project is the plan that ties the data collected to questions or hypothesis

posed, thereby linking the data to the conclusions to be drawn. Marketing research projects are

either exploratory or conclusive in nature depending on the objectives. In this exploratory

research has been conducted in finding the extent of acceptance of newly launched Genius

Prestige whisky, its strengths and weakness through customers and retailers.

DATA COLLECTION SOURCES

Gathering the data from primary as well as secondary sources has completed the data collection

process.

PRIMARY SOURCES

Primary data collection process was carried out by personally interviewing the targeted

distribution channel (Wholesaler & retailors).

SECONDARY SOURCES

The collection of secondary data on liquor is a very tedious. However, secondary data are

collected through following sources.

EXTERNAL SOURCES

Business Magazines (Business Today, Business India, Business World and A&M) Newspapers

(Economics Times, Business Standard, Business Line, Financial Express. The Observer of

Business and Politics, The Pioneer). Excise department

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DATA COLLECTION METHOD

Data collection has been done through a very useful & popular survey method. The survey was

conducted through personal interviews to record the consumer’s perception, attitude towards

beer.

To understand each individual response, the personal interview method is better than other

methods like telephonic interviews, mailing questionnaire etc. Because this method gives the

researcher enough flexibility to ask any other question which is relevant for research.

DATA COLLECTION INSTRUMENT:

The survey method was used for the research; the personal interviews were conducted with the

help of a structured questionnaire.

SAMPLING PLAN:

Place: Haryana

Target Respondents: wholesaler, Retailer

Sampling Procedure: Convenient sampling

Sample Size: 100 wholesalers, 500 retailers

ASSUMPTIONS OF THE PROJECT

1. The sample size of 150 is for representative of the population.

2. Respondents have no bias.

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INTRODUCTION

Beer

Beer is the world's oldest and most popular alcoholic beverage. Some of the earliest known

writings refer to the production and distribution of beer. It is produced by the fermentation of

sugars derived from starch-based material—the most common being malted barley; however,

wheat, corn, and rice are also widely used, usually in conjunction with barley.

The starch source is steeped in water. Enzymes in the malt

break down the starch molecules, producing a sugary liquid

known as worth, which is then flavored with hops, which

acts as a natural preservative. Other ingredients such as herbs

or fruit may be added. Yeast is then used to cause

fermentation, which produces alcohol and other waste

products from anaerobic respiration of the yeast as it

consumes the sugars. The process of beer production is

called brewing.

Beer uses many varying ingredients, production methods and traditions. Different types

of yeast and production methods may be used to classify beer as ale, lager or spontaneously

fermented beer. Some beer writers and organizations differentiate and categories beers by

various factors into beer styles. Alcoholic beverages fermented from non-starch sources such as

grape juice (wine) or honey (mead), as well as distilled beverages, is not classified as beer.

Different Strokes of Beer

LAGER

Brewed using bottom-fermenting yeast that ferments slowly at a low temperature to create a

smoother, mellow beer

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ALE

Uses top-fermenting yeast, is a more aromatic and fruity product

STOUT

Dark and heavy, with roasted unmalted barley and, often, caramel malt or sugar.

MILD BEER

Developed as a sweeter and cheaper alternative to dark ales.

BITTER

Highly hopped for a more dry and aromatic beer. It is pale in colour but strong.

DARK BEER

Barley is kilned for a longer period of time which creates richer flavours.

FRUIT BEER

Fruit, usually berries, is added either during primary fermentation or later.

WHEAT BEER

(WEIZEN)

Malted wheat and barley are used for this German style beer. A great many beers are brewed

across the globe. Local traditions will give beers different names, giving the impression of a

multitude of different styles. However, the basics of brewing beer are shared across national and

cultural boundaries.

“Beer is not a distillate like the drinks mentioned above but it is a beverage made by

fermentation of malt obtained from carbohydrate rich material barley. Hops are used to add

taste while yeast is used to ferment the beer.”

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Why Beer better than Milk

There is more protein in beer than in milk. What's more, beer has fewer calories than apple juice,

milk or cola and contains neither fat nor cholesterol. These claims have been made by the All

India Brewer's Association. The apex body representing 42 beer manufacturers, has urged the

food processing ministry to delink beer from the status of liquor and whisky, so that it can be

advertised and marketed like any other product. They have argued that liquor has an alcoholic

content of 42.8% while beer has only up to 7%. Beer is battling to get the status of milk. The all

India Brewer's Association (AIBA) has argued in a memorandum to the government that a glass

of beer contains more protein than does the same quantity of milk. Not just that. They have said

that the calorie content in beer is lesser than that of a bottle of apple juice, milk or any cola. So

do not club beer with hard liquor in computing tax, argues the industry. "It has been given the

status of a fast moving consumer good (FMCG) that can be traded over the counter at any

departmental store", says the Vice-President and President of Shaw Wallace. "Beer distribution

has to be made open as in Singapore." The industry's representation for removing beer

restrictions is straight and simple: Beer is only an agrifood. Arguing that it has neither fat nor

cholesterol, the beer manufacturers' body has told the government that an average bottle of beer

gives four vital minerals and five important constituents of vitamin B and proteins. Raw material

for beer is malt, the same as for health drinks Maltova and Horlicks. In their representation titled

'Indian Beer Industry - Needs Policy Support'. AIBA has pitched beer as a "mild and healthy

beverage", conforming to the tenets of "responsible" drinking. "Beer has to be taxed on the basis

of alcoholic strength keeping levels on alcohol content as bench mark", say many of the top

manufacturer's. Duties and tax account for 40% of the beer cost in India while it is of the order of

20% in US, France and Germany. They have said that the cost of one liter of beer taken as

percentage of daily income in the high selling states of Andhra, Karnataka and Maharashtra is

close to 28%. The comparable figures for US, France and Germany are less than 3%. And if

India attains this level of even 15% then the beer should cost around Rs. 30 per liter (Rs. 20 per

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bottle). "It is a highly capital intensive business. It is not feasible for the brewers to sustain the

current market pressure", says the top shots. "Brewing companies are increasingly being declared

sick", they add.

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Top 10 Reasons Beer is Good for your Health

Everyone is looking for a reason to drink beer. Right? It turns out that a lot of people are. So here

are 10 great reasons to drink more beer. Not only that, but they're all true. Beer really is good for

your health, so drink up!

Beer Reduces Stress

Alcohol in general has been shown to reduce stress. This one is obvious, and may be the best

reason beer is good for your health.

Beer is good for the Heart

A study was conducted from 1982 - 1996 on the elderly. It was found that those who drank at

least 1.5 per day had a 20-50 percent less chance of having heart failure.

Beer Improves Blood Circulation

Beer increases your "good" cholesterol, or HDL (high density lipoprotein) cholesterol. Its

basically a kind of blood fat, so it reduces blood's tendency to clot.

Beer is Chock Full o' Fiber

The fiber comes from the cell walls of the malted barley. A liter of beer can have as much as

60% of your daily recommended fiber. The extra fiber will keep you regular and can also lower

the risk of heart disease.

Beer as a Multi-vitamin

Beer is a significant source of magnesium, selenium, potassium, phosphorus, biotin, foliate,

vitamin B6 and vitamin B12

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Beer can Prevent Strokes

A study published in Stroke magazine in 2001 showed that alcohol drinkers have fewer strokes.

Because it thins the blood, it increases the circulation in the brain, thereby protecting from silent

strokes which are cause by tiny blood clots.

Beer keeps your Brain Young

A large study, published in the December 2001 issue of Alcoholism: Clinical & Experimental

Research, was conducted on elderly Italian men and women. It showed that moderate drinkers

had a 40% lower risk of mental impairment.

Beer is Good for your Liver

Alcohol expands the small blood vessels in the liver. This speeds up metabolism so it can help

clean all the toxins out of the liver. This is from Beer Net Publication, April 2001 Biological

Institute.

Beer Cures Insomnia

Lactoflavin and nicotinic acid, both present in beer, can promote sleep. Also hops are a natural

sedative.

Beer Fends off Gallstones

According to Professor Oliver James at the University of Newcastle, beer protects against

gallstones and kidney stones.

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OTHER DISTILLIERIES

1. WHISKY

Whisky is amongst the most popular distilled liquor known all over the world. It is made of malt

and molasses spirit, which is obtained by distillation of mash or cereal grains like maize, rice

barley malt. Better the malt better the whisky. Large quantities of IMFL are manufactured in

India and is the maximum sold alcohol. The content is whisky is 42.8%.

2. RUM

Rum is a distillate from the fermented juice of sugarcane of molasses. RUM is characterized with

its taste and aroma. Best rums are known to come from Jamaica, West Indies etc. The alcohol

content of Rum is 42.8%.

3. BRANDY

Brandy is generally obtained from fruits, thought the most commonly used fruit is grapes. The

best quality of brandy is cognac, which is made in France.

4. VODKA

Vodka is a sprit resulting out of distillation at very high proof. This result in virtual NPN

existence of flavor in the resulting sprit, which is neutral even after dilution required for

palpability. The traditional source of making vodka has been potatoes.

5. GIN

It is sweetened or unsweetened grain spirit flavored with essential oil juniper berries and some

other product including angelica roots, orange peel, cardamom, bitter almonds give it a kick and

taste.

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HISTORY OF BEER

General History:-

Beer is one of the world's oldest beverages, possibly dating back to the 6th millennium BC, and

is recorded in the written history of ancient Egypt and Mesopotamia. 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.

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. As almost any substance containing

carbohydrates, namely 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.

As for the close link between bread- and beer-making, women produced most beer prior

to the introduction of hops in the thirteenth century, selling the beverage from their homes as a

means of supplementing the family income. However, 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. Beer was also known by Slavic tribes in early 5th

century.

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THE LIQUOR INDUSTRY IN INDIA

The alcohol industry is very important for the government. It generates an estimated Rs. 16,000

crore per annum in spite of the fact that the per capita consumption of liquor in India is the

lowest in the world. The total liquor industry is worth Rs. 2,000 crore. IMFL accounts for only a

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third of the total liquor consumption in India. Most IMFLs are cheap and are priced below Rs.

200 per bottle. Alcohol sales proceeds account for 45% of the total revenue collection in the

country. Whiskey accounts for 60% of the liquor sales while rum; brandy any vodka account for

17% 18% and 6% respectively. MNC’s share is only 10% and they have been successful only in

the premium and super premium ranges. Post WTO the government may have opened India to

foreign distilleries, but the duty has been increased from 222% to 464-706%. This is due to the

fact that there is a 100% customs duty, 150% contravening duty, local taxes, distributor’s margin

and retailer’s margin and publicity charges. The cost is finally borne by the consumer. Through

the government claims that this is being done to protect the domestic liquor industry, the

domestic industry accounts for 99% of the market share. This protectionist policy could prove to

be counterproductive and lead to smuggling. As of now, only 45% of the sales are through legal

channels and only 25% of this is duty paid for. Within India itself, the policy of alcohol retail

differs form state to state. While some states like Maharashtra. Uttar Pradesh, and Tamil-Nadu

have a liberal policy, come states like Haryana and Andhra Pradesh have had very bitter

experience in trying to make these states dry and have eventually had to withdraw the policy.

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.

In modern times, beer began to be exported to India in the early days of the British

Empire — the early 1700s. The first modern brewery in India was set up in Kasauli, in the

Himalaya Mountains, near Shimla, in the late 1820s by the Englishman Edward Dyer. The

Indian beer industry has witnessed a big change during the last five years. The industry was

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previously dominated by competition between the Vijay Mallya-controlled United Breweries

Group and the Manu Chabbria-controlled Shaw Wallace. 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 Modern beer brewing began for

India in the early days of the British Empire — the mid-1700s. The demand for beer in the hot

climate of many parts of India by the British administrators and the troops was so great that it led

to the creation of a completely new style of beer by George Hodgson in his London brewery —

India Pale Ale also known as IPA. IPA is strong, highly hopped ale designed to survive the five

month ocean voyage to India without spoiling. India Pale Ale was shipped with every voyage for

over a century and became very popular in Britain and North America.

In the late 1820s Edward Dyer moved from England to set up the first brewery in India

at Kasauli (later incorporated as Dyer Breweries in 1855) in the Himalaya Mountains, near

Shimla, producing Asia's first beer called Lion. The brewery was soon shifted to nearby Solan

(close to the British summer capital Shimla), as there was an abundant supply of fresh spring

water there. The Kasauli brewery site was converted to a distillery which Mohan Meakin Ltd.

still operates. Dyer set up more breweries at Shimla, Murree, Rawalpindi and Mandalay.

Another entrepreneur, H G Meakin, moved to India and bought the old Shimla and Solan

Breweries from Edward Dyer and added more at Ranikhet, Dalhousie, Chakrata, Darjeeling and

Kirkee. In 1937, when Burma was separated from India, the company was restructured with its

Indian assets as Dyer Meakin Breweries, a public company on the London Stock Exchange.

Following independence, in 1949 N.N. Mohan took over management of the company and the

name was changed to Mohan Meakin Ltd. The company continues to produce beer across India

to this day and Lion is still available in northern India. Lion was changed from an IPA to a lager

in the 1960s, when due to East European influence, most brewers in India switched from

brewing Ales to brewing lagers.

Today no brewer in India makes India Pale Ale. All Indian beers are either lagers (5 %

alcohol — such as Australian lager) or strong lagers (8 % alcohol - such as the popular MAX

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super strong beer). International Breweries Pvt. Ltd. have recently announced an intention to

work with Mohan Meakin to produce and launch an India Pale Ale called Indian IPA from

India's first brewery at Solan. Kingfisher, Haywards, Kalyani Black Label, Soumitree, Jaguar,

Foster's, Castle Lager, Royal Challenge, Max, Kings and Belo are popular Indian beer brands.

In various parts of north-eastern India, traditional rice beer is quite popular. Several

festivals feature this nutritious, quite intoxicating, drink as part of the celebrations. The rice is

fermented in vats that are sometimes buried underground. Elephants are known to attack

villages, with the primary agenda of drinking from these vats. Following one such raid in north-

eastern India, a police officer in Dumka was quoted in the press as saying: "Tribals who love rice

beer brew the liquor at home. Elephants too are fond of this beer. Often it is found that, attracted

by the strong smell of the liquor, wild elephants tear down the tribal houses where the brew is

stored."

Overview of Indian Beer Market

Market Definition The beer market consists of ales, stouts & bitters, low/no alcohol beers, premium lager,

specialty beers and standard lager. The market is valued according to retail selling price (RSP)

and includes any applicable taxes. The Indian beer market delivered strong, stable growth over

the last five years. Looking forward, this trend is expected to persist through to 2011.

The Indian beer market generated total revenues of $874.2 million in 2006, this

representing a compound annual growth rate (CAGR) of 6.6% for the five-year period spanning

2002-2006. Standard lagers proved the most lucrative for the Indian beer market in 2006,

generating total revenues of $760.3 million, equivalent to 87% of the market's overall value. The

performance of the market is forecast to follow a similar pattern, with an anticipated CAGR of

6.8% for the five-year period 2006- 2011 expected to drive the market to a value of $1,213

million by the end of 2011.

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Industry Basics

Alcohol Market

1. Spirits –Whisky, Rum (Dark, White) Vodka, Brandy, Gin, Ready To Drink (RTD)

2. Beer – Mild, Strong

3. Wine & Champaign – Red Wine, White Wine, Champaign

4. Country Liquor

Location of consumption & Sale

ON PREMISE OFF PREMISE

Clubs Hyper Marts

Restaurants & Bar Super Marts

Permit Room Wine Shops

Modern on Trade (MOT): Pubs, Beer Shoppee

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Market Segmentation I

Sales of standard lager form the most lucrative sector of the Indian beer market, with an 87%

share of the market's value. In addition, sales of premium lager generate a further 6.2% of the

market's revenues.

Category % Share

Standard lager 87.00%

Premium lager 6.20%

Ales, stouts & bitters 3.20%

Low/no alcohol 2.90%

Specialty beer 0.70%

Total 100.0%

Market Segmentation II

India accounts for 1.3% of the Manav breweries market by value. In comparison, Japan

generates 45.5% of the market's revenues

Geography % Share

Japan 45.50%

China 36.40%

South Korea 9.50%

Rest of Asia-Pacific 7.30%

India 1.30%

Total 100.0%

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Determinants of growth of Indian Beer Market:-

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

Page | 28

of this trend is the increase in beer consumption among women. With increasing urbanization,

this acceptance is only going to rise.

In India the future of beer industry is very much optimistic because:

1. India has predominantly a warm/hot climate

2. 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.

3. Also, as the target audience becomes younger, a light beer is expected to attract first-time

drinkers, since it is much milder than any of the other beers in the country.

4. Increasing exposure to beer and wine drinking, mainly due to media and consumer mobility.

All these factors combined make the scenario very promising for beer

industry and are 'in sync' with their strategy for India

FUTURE GROWTH:-

In India the future of beer industry is very much optimistic because:

1. India has predominantly a warm/hot climate

2. 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.

3. Increasing exposure to beer and wine drinking, mainly due to media and consumer mobility.

All these factors combined make the scenario very promising for beer industry and are 'in sync'

with their strategy for India.

UB (United Breweries Ltd.) is the market leader in the Indian beer market with a 40%

market share. Its flagship Kingfisher brand alone commands 25% market share. The company

Page | 29

has however been focusing on strong beer, which has driven growth. The company introduced its

strong beer, Kingfisher Strong during the year 2000 in the selected market of Maharashtra and

Karnataka. The move came as a reactive move following increasing shift of consumers towards

strong beer, a trend started by Shaw Wallace. While the overall market grew marginally by 2%,

the strong beer market grew at 8-10% during the year at the expense of lager beer. The market is

now skewed towards strong beer with more than 60% of the market being strong beer market.

Beer mix today is approximately 60 percent lager beer and 40 percent strong beer. This

ratio was very different 4 years ago. Over the last four years strong beer has been the fastest

growing segment. This was completely usurped by Shaw Wallace. As of today while Shaw

Wallace has approximately 28 to 30 percent of the strong beer market, UB already has achieved

14 to 15 percent of that strong beer market and is growing very fast. It launched Kingfisher

Strong only in May of 2001. And once it is able to take Kingfisher Strong national, it will try to

match Shaw Wallace's market share over the next few years. Apart from Kingfisher, and Foster's

Beer, the other brands in the Indian market are Carling Black Label, Carlsberg, Tiger, Baron’s,

Heinekin, Budweiser, Corona, Dansberg, Golden Eagle, Guru, Maharaja Premium Lager, Haake

Beck, Haywards 2000 Beer, Haywards 5000, Haywards skol, Flying Horse Royal Lager, Taj

Mahal, Hi-Five, Ice, Kingfisher Diet, Kingfisher Strong, Kirin, KnockOut, Legend, London Diet,

London Draft, London Pilsner, Royal Challenge, San Miguel Lager, Sand Piper, Strohs and

Zingaro. The major brands which belong to large groups in the industry (apart from UB) are –

Shaw Wallace - Royal Challenge Premium Lager, Haywards 2000 Premium Lager, Haywards

5000 Super Strong, Hi-Five and Lal Toofan. South African Breweries India Ltd. - Knock-Out,

Continental and Three Lions, a new brand that was launched in the autumn of 2001 by SAB in

Uttar Pradesh, Chandigarh and Himachal Pradesh.

Other possible competition – Radico Khaitan and beer international Interbrew has

formed a joint venture to distribute Interbrew's Beck's brand of beer in India. The premium lager

beer segment in India will be targeted. Radico has also announced the launch of its international

Page | 30

division. A lot of new variants promise to gain prominence, but mainly in niche urban segments.

The sophisticated consumer who drinks beer for the experience and not to get drunk will lap up

ice beer or light beer. In urban centers, apart from first time users companies are also targeting

women, who as 'the times they are a changing, are entering the market for beer. Essentially,

women shy away from beer consumption because it is associated with calories, and has

traditionally been a buddy drink, associated with pot-bellied men sitting at bars and shooting

darts.

Page | 31

COMPANY PROFILE

ABOUT COMPANY

Type:- Breweries, Hotel ,Sugar mill , Distillery

Owner:- Mr. Jawahar lal Jaiswal

Founded:- In Chennai, Bifurcated from Indian Express and renamed 1999

Headquarters:- New Delhi

Regd.Office:

14 Community Center,

New Friends Colony,

New Delhi

Telfax: (011) 51628299, 51628205

Page | 32

HISTORY & COMPANY PROFILE

21 years ago it was a dream that twinkled in the eyes of Mr. Jawaharlal Lal Jaiswal, 21 years

later it is a multi crore reality. A dream that was embraced and nurtured under an able leadership,

a reality that has set benchmarks as christened the JHV group.

It is today's reality with a turn over of $ 120 million. JHV Group various businesses

include Hotel, Construction, Sugar, Brewery and Distillery.

Manav breweries that began over a century and a half ago continues on its path of service to the

world with dedication, courage and an unflinching commitment to quality. Over the years the

Company has embraced modernity and adapted to changing times. Yet, its basic values remain

the same-integrity, Craftsmanship, and tradition from Manav breweries Pvt. Ltd. where the

sanctity of ancient culture, technological development and craving for quality are artfully

blended into the products.

Backed with 25 years of experience in executing country liquor and foreign

liquor contracts for districts of Uttar Pradesh, Madhya Pradesh, Haryana and Rajasthan, the

group is very conversant with the intricacies of the liquor trade and hence decided to build beer

brands.

The Company has setup a brewery in Ghaziabad; Uttar Pradesh called Manav Breweries Pvt.

Ltd. It is a modern and a fully automated brewery with a capacity of 18,000 Bottles/Day.

Manav Breweries employ state of the art machineries and latest techniques in its production

facilities to offer premium quality beer to its customers. The company has successfully

completed its trial production in June, 2003. The finished product of the company has been very

well accepted in the market. Good amount of capital has been invested by the team of Manav

Breweries for value addition and quality in making a Premium and Strong beer to compete with

Page | 33

international brands. This is well achieved with the best of imported laboratory equipments

backed by the best R&D at Manav Breweries

The company to operate in India has divided it into 4 zones each:-

Zone covering some states:-

Zone 1: Jammu & Kashmir, Punjab

Zone 2: Himachal, Haryana, Uttarakhand

Zone 3: Chandigarh, Delhi, CSD

Zone 4: Jharkhand, Bihar, Orissa, West Bengal, etc

Page | 34

 

JHV Hotels, offer the comfort of your home while you are on the move.                    

 JHV Construction Company (P) Ltd., is building residential complexes, cineplexes, shoping malls etc.                    

 

JHV ventured into sugar production and set up a mill in village Gadaura, Distt. Maharajganj, Uttar Pradesh.                    

 Backed with 25 years of experience, the group is very conversant with the intricacies of the liquor trade.                    

 M/s. Welcome Distillery Private Limited is running a distillery with a capacity to manufacture 60 KL/ day of R.S (Rectified Spirit) and 25 KL/ day of E.N.A (Extra Neutral Alcohol) in Bilaspur situated in M.P.  & nb sp;           

Page | 35

Hotels

JHV is one of the leading hospitality companies in India. Starting the hospitality business, JHV

Hotels, offer the comfort of your home while you are on the move. The group has over 750

luxury rooms spread across three star to five star hotels in India.

As the JHV Hotels continue to grow, our vision is centered to provide serenity and efficiency

with special services for the guests, the chief mission being to create loyal and satisfied

customers because of our quality and value offerings.

Construction

JHV Construction Company (P) Ltd., which has interest in real estate business, is building

residential complexes, Cineplex’s, shopping malls etc. It is JHV's constant endeavor to provide

its customers safety and satisfaction.

Sugar mills

JHV ventured into sugar production and set up a mill in village Gadaura, Distt. Maharajganj,

Uttar Pradesh. This mill has a crushing capacity of 5000 TCD. A profitable business venture

shows a lot of promise and the group is in talks to take the venture further.

 

Brewery

Backed with 25 years of experience in executing country liquor and foreign liquor contracts for

districts of Uttar Pradesh, Madhya Pradesh, Haryana and Rajasthan, the group is very conversant

with the intricacies of the liquor trade and hence decided to build beer brands.

The Company has setup a brewery in Ghaziabad; Uttar Pradesh called Manav Breweries Pvt.

Page | 36

Ltd. It is a modern and a fully automated brewery with a capacity of 18,000 Bottles/Day. Manav

Breweries employ state of the art machineries and latest techniques in its production facilities to

offer premium quality beer to its customers. The company has successfully completed its trial

production in June, 2003. The finished product of the company has been very well accepted in

the market.

Good amount of capital has been invested by the team of Manav Breweries

for value addition and quality in making a Premium and Strong beer to compete with

international brands. This is well achieved with the best of imported laboratory equipments

backed by the best R&D at Manav Breweries.

Distillery

On a new high - With high spirits JHV spread its wings into the alcohol market. JHV group has

major stakes in liquor contract in India. M/s. Welcome Distillery Private Limited is running a

distillery with a capacity to manufacture 60 KL/ day of R.S (Rectified Spirit) and 25 KL/ day of

E.N.A (Extra Neutral Alcohol) in Bilaspur situated in M.P. The company has successfully

completed its trial production in Feb, 2003.

Page | 37

PARENT UNIT OF MANAV BREWERIES

BREWERY PVT. LTD.

The registered office of Manav breweries Private Limited is situated at in different states.

· Chirag International Gurgaon

· Manav Breweries Pvt. Ltd. New Delhi

·Manav Breweries SPIRIT BOTTLING & MANUFACTURING PLANT IN

GHAZIABAD.

(TAI-UP WITH UB GROUP IN U.P.)

Ghaziabad-based Manav Breweries Pvt. Ltd., one of the divisions of the $120 million JHV

Group, is planning to strengthen its marketing network in the northern region.

 

According to Amit Jaiswal, director of Manav Breweries, though the company’s products were

available in over 14 states, Uttar Pradesh and Delhi accounted for over 56 per cent and 14 per

cent, respectively, of the sales. The company sells its beer under the brand names Ikon and

Karma premium lager beers (in the mild segment) and Target (in the strong segment).

“We are looking at strengthening our presence in the northern states like Punjab, Haryana,

Rajasthan, Himachal Pradesh, Uttaranchal and Jammu and Kashmir,” Jaiswal said.

 

The company recently bagged the contract to supply beers to the armed forces through the CSD

(Canteen supply department). The company, which exports Karma, premium lager beer, to the

US and Australia, is planning to tap other markets as well.

 

“The company is set to bag big orders from the UK, Canada, Japan and beer-consuming

Page | 38

countries in the European Union as Manav products have been well accepted,” Jaiswal said.

 

“Though we have a 300,000-cases-a-month production capacity at our Ghaziabad plant, set up

two years ago, we are exploring the possibility of setting up new units. But that depends on the

market demand,” he said. In the next five years, the company aimed at a production capacity of

5 million cases a month, he added.

 

The company uses 60 per cent production capacity during April-June, considered to be a season

for beer sales, and the rest of the year 40-42 per cent capacity is utilized.

 

The JHV Group, headed by Jawaharlal Jaiswal, has set up a 5,000 TCD (tone crushed per day)

sugar mill at Gadaura in the Maharajganj district of Uttar Pradesh. It has taken over two non-

functioning sugar units in Padrauna in Uttar Pradesh and Mehrora in the Chhapra district of

Bihar. The company aims at revamping these units to increase production capacity.

 

In keeping with its north focus, the JHV group, which has over 750 luxury rooms spread across

three-star to five-star hotels in the country, has entered into a pact with the Cendent Hotels to

open a five-star property at Varanasi in UP. The hotel is likely to be inaugurated in January

2006.

 

Manav Breweries has proved to be one of the most successful operations, as the company has

managed to build great brands in a short span of time and has also gone ahead to get export

orders,” said senior Jaiswal.

Page | 39

HAPPY HOURS

The Ghaziabad-based company is one of the divisions of $120 mn JHV Group

It sells beer under the brand names Ikon, Karma and Target

Its products are available in over 14 states, but UP, Delhi account for most of its sales

Now it wants to boost sales in Punjab, Haryana, Rajasthan, HP, Uttaranchal, J&K

About company achievement

JHV Sugar acquires 2 Sugar Units

IKON gets a life time registration for supply in CSD

Manav exports KARMA(lager beer) to Australia and U.S.

Page | 40

PRODUCT PROFILE

MANAV BREWRIES industries Ltd. incorporated on 21th February. 2002-2003 Two new

brands were launched mild and strong segments by the name of:-TRAGET SUPER STRONG

BEER & ICON PRIMIUM BEER (mild).

TARGET Super strong beer reached a landmark in the country by achieving sales of 1.5 million

doz. The brand becomes benchmark for other super strong beer in the country by setting higher

standard of quality and excellent packaging through out the country.

Group achieved a land mark by selling 3.5 million doz. In over 18 states in the country

in the country in the year 2005.as part of diversification plans, the group has decided to set up

resorts having facilities of 30 room’s motels, a pub, beer garden, fast food restaurant, health care,

and recreational facilities.

Page | 41

Manav breweries entered into the USA & AUSTRELIA market, for sailing there brands

KARMA SUPER STRONG BEER.

In the year 2010 as part of expansion plans for IMFL, the company has received a letter of intent

from Government of Haryana, distillery for producing potable alcohol for its own IMFL brands

to be introduced shortly. Presently Mr. Rajiv Bali is working as managing directing of MBPL

(Bankerpur): Manav Breweries Ltd (MSBL), the makers of Golden Peacock and Target beer

brands, is now brewing a multi-pronged marketing strategy to reintroduce the American beer

brand Stroh in the Rs 1,500-crore domestic beer market.

A study conducted by the Haryana-based market research agency M&M in March 1999 in

the markets of North-East, North and West India, revealed that 78 per cent of the 4,000

respondents were aware of the Stroh brand and regarded it as a premium beer. The findings have

now spurred Manav Breweries into quickly activating the Stroh brand--with an integrated

marketing plan. Says MBPL head of Sales & Marketing, Mr. Rakesh Dhawan : had we given a

longer gap the brand would have suffered.''

M.B.P.L. now plans to launch new Mild and Strong Stroh beer between mid-June and September

in a phased manner: beginning with Haryana and progressing to2011-2012.

The market of Chandigarh, Punjab, West Bengal, and Haryana in the second phase, it will roll

out the beer in Delhi, Bihar, Daman, Orissa, Madhya Pradesh and the North-East states.

Page | 42

BEER

Beer is not a distillate like the drinks mentioned above but it is a beverage made by fermentation

of malt obtained from carbohydrate rich material barley. Hops are used to add taste while yeast is

used to ferment the beer.

Beer is to two types:

1. Pilsner or Lager

2. Draught

Lager Beer is the most common bottled Beer found in

almost all the retail shops in the country. This Beer is

served chilled and is of two types.

Mild beer alcohol content of 6.75%.

Strong beer alcohol content of 8.75%.

Draught Beer is served chilled in mugs and is generally

available in Pubs only. It can be stored for 72 hours only

and does not have any brand name. Mohan Meakins

supports Draught Beer.

Lager Beer is the most common bottled Beer found in almost all the retail shops in the country.

This Beer is served chilled and is of two types. Mild beer alcohol contents of 6.75%, Strong beer

alcohol content of 8.75%.

Page | 43

A COMPLETE BRAND PROFILE OF MBPL IS AS UNDER

Strong Beer Segment:

Target Super Strong

Karma Super Strong

(Among strong beer 8.25% two brands are available in market namely)

Mild Beer Segment:

Icon Premium Beer

(Among mild beer 5.25% two brands are available in market namely)

Page | 44

Beer Alcohol Content Table

Page | 45

Beer Type %ABV

Lager 4-5

Pilsner Lager 3-6

Wheat (Weiss bier) 4-5

Porter 4-5

Bitter (ESB) 3-7

IPA (India Pale Ale) 5-7

Stout 5-10

Double (Dubbel) 6.5-9

Tripel (Trippel, Triple) 7.5-9.5

Barleywine 8-12

SWOT Analysis of MBPL

Strength

• Production capacity

• Premium Quality Product

• Experience Management team

Weakness

• Low Advertising & Promotion Spends

• Less Manpower

• Products not available in Cans

• Low Market Share

• Inefficient Distributors

• Less Market Visibility

Opportunities

• Regional Expansions

• Production Volumes

• Higher Profits

• Increased Market share

Threats

• Competitors High Spends

• International Players

• Government Laws

• Taxes & Tariffs

Page | 46

ADVERTIESMENT METHODS

This is the most effective tool in marketing. In liquor industry advertising is not allowed by the

Indian Government therefore they are indulged in surrogate advertising Products with similar

brand name: - This is very common method used in the liquor industry, here companies

introduced a non-alcoholic product with similar brand name and advertise it in full swing.

Financially sound players use this.

“Kingfisher” brand of mineral water launched by UB group to promote the Kingfisher brand of

beer.

Similarly Mohan Meakins launched “Golden Eagle” brand of mineral water to promote the same

brand of beer.

“Genius” mineral water is launched by SOM Distilleries to promote “Genius” whisky.

“Signature” and “Mc Dowell” mineral water is launched by Mc Dowell Distilleries to promote.

“Signature” whisky.

Television

Print media

Hoarding

Glowsign Board

Wall Painting

POP’s

Window Display

Page | 47

PROCESS OF MAKING BEER

INGREDIENTS:

The basic ingredients of beer are water; fermentable starch source, such as malted barley; and

yeast. It is common for a flavoring to be added, the most popular being hops. A mixture of starch

sources my be used, with the secondary starch source, such as corn, rice and sugar, often being

termed an adjunct, especially when used as a lower cost substitute for malted barley.

WATER:

Beer is composed mostly of water, and water used to make beer nearly always comes from a

local source. The mineral components of water are important to beer because minerals in the

water influence the character of beer made from it. Different regions have water with different

mineral components. As a result, different regions are better suited to making certain types of

beer. For example, Dublin has hard water well-suited to making stout, such as Guinness, and

Pilzen has soft water well-suited to making pale lager, such as Pilsner Urquell. As a result, it is

argued that the mineral components of water have an influence on the character of regional

beers.

STARCH SOURCE:

The starch source in a beer provides the fermentable material in a beer and is a key determinant

to the character of the beer. The most common starch source sued in beer is malted grain. Grain

is malted by soaking it in water, allowing it to begin germination, and then drying the partially

germinated grain in a kiln. Malting grain produces enzymes that convert starches in the grain into

fermentable sugars. Different roasting times and temperatures are used to produce difference

flours of malt from the same grain. Darker malts will produce darker beers. Nearly all beer

includes barley malt as the majority of the starch. This is because of its fibrous husk, which is

important in the sparing stage of brewing, and high concentration of amylase, a digestive enzyme

which facilitates conversion of starch into sugars. Other malted and unmated grains (including

wheat, rice, oats and rye, and less frequently, corn and sorghum) may be used.

HOPS:

Page | 48

The flower of the hop vine is used as a flavoring and preservative agent in nearly all beer made

today. The flowers themselves are often called “hops.” Hops were used in beer by Jews in

Babylon around 400 BC, and by monastery breweries, such as Corvey in Westphalia, Germany,

from AD 822, though the date normally given for widespread cultivation of hops for use in beer

is the thirteenth century. Hops contain several characteristics that brewers desire in beer. Hops

contribute a bitterness that

Process of making beer

Page | 49

balances the sweetness of the malt; hops also contribute floral, citrus and herbal aromas and

flavors to beer; hops have an antibiotic effect that favors the activity of brewer’s yeast over less

desirable microorganisms; and the use of hops aids in “head retention”, the length of time that a

foamy head created by carbonation will last. The bitterness of beers is measured on the

International Bitterness Units scale. Beer is the sole major commercial use of hopes. In the past,

other plants have been used for similar purposes; for instance, Glechoma hederacea

Combinations of various aromatic herbs, berries, and even ingredients like wormwood would be

combined into a mixture know as gruit and used in the same way as hops are now used.

YEAST:

Yeast is the microorganism that is responsible for fermentation in beer. Yeast metabolizes the

sugars extracted from grains, which produces alcohol and carbon dioxide, and thereby turns over

into beer. In addition to fermenting the beer, yeast influences the character and flavor. The

dominant type of yeast used to make beer are ale yeast (Saccharomyces cerevisiae) and lager

yeast (Saccharomyces uvarum); their use distinguisher ale and lager. Brettanomyces ferments

lambics, and Torulaspor delbrueckii ferments Bavarian weissbier. Before the role of yeast in

fermentation was understood, fermentation involved wild or airborne yeast.

COMPETITORS

Page | 50

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.

Competitors name and profile of Targrt beer:-

1. SABMiller India

2. UNITED BREWERIES LTD.

3. COBRA BEER

4. Carlsberg

5. BUDWEISER

Page | 51

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 with 10 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.

Page | 52

The Mohan Meakins Ltd. & their main Products are:

SAB Miller

· Haywards 5000

· Haywards 2000

· Haywards Black

· Royal Challenge

· Knock out

· Castle lager

· Foster

Page | 53

2. UNITED BREWERIES LTD.

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

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 later’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 Mighel 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

DistilleriesLtd. 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.

Page | 54

UB Group. & their main Products are:

· Kingfisher

· Premium

· San Mighen

· London Lilsnex

3. COBRA BEER

Cobra Beer is a British beer company founded in 1989 by Karan Bilimoria. The company is

based in Fulham, southwest London. Originally brewed in Bangalore. India for export to the

United Kingdom, the company now has contract brewing operations in the UK (Charles Wells),

Poland, Belgium, the Netherlands and India. Cobra Beer was founded in 1989 by Arjun Reddy

and Karan Bilimoria, then aged 27 and £20,000 in debt. A Cambridge law graduate and qualified

Chartered Accountant, Bilimoria launched Cobra Beer after spotting a gap in the market for a

less gassy lager. The beer was originally planned to be named 'Panther', but the name 'Panther'

did not portray the picture of India and hence a more suitable and iconic name i.e. 'Cobra' was

chosen. By way of introduction by Arjun's uncle Keshow Reddy the two founders were

introduced to Mysore Breweries in India, who were the original brewers of Cobra beer. Cobra

was first brewed in Bangalore (now Bengaluru) in 1990 and imported to the UK for seven years.

In 1997 Cobra commenced brewing under licence with Charles Wells in the UK. A 125 year old,

family run brewery and the largest independent brewery in the UK, Charles Wells brew leading

international beer brands including Kirin from Japan and Red Stripe from Jamaica. The business

Page | 55

recently stopped brewing in Poland for cost saving

reasons and returned brewing to contract breweries in

the UK Cobra Beer has also partnered with Mount

Shivalik Group, the largest independent brewing

company in India, to brew Cobra under licence for

India’s rapidly growing domestic market. Currently,

Cobra presently produces five varieties of beer:

COBRA BEER & their main Products are:

· Kind cobra

· Cobra bite

· Cobra 5% premium

· Cobra light

· Cobra 0%

4. Carlsberg

Page | 56

The Carlsberg Group is a large brewing company founded in 1847 by J. C. Jacobsen

after the name of his son Carl (Carl Jacobsen). The headquarters are in Copenhagen, Denmark.

The company's main brand is Carlsberg Beer, but it also brews Tuborg as well as local beers.

After merging with the brewery assets of Norwegian conglomerate Orkla ASA in January 2001,

Carlsberg became the 5th largest brewery group in the world, employing around 31,000 people.

Carlsberg's tagline "Probably the best beer in the world" was created in 1973 by Saatchi

and Saatchi for the UK market. It began to appear in company corporate ads around the world

from the 1980s onwards.

Carlsberg operates in India through South Asia

Breweries Pvt Ltd, which manages the company's

businesses in the Asian region comprising India, Sri

Lanka and Thailand. South Asia Breweries Pvt. Ltd.

South Asia Breweries Pvt. Ltd., Plot 52, Sector 32,

Gurgaon, India is Foreign direct investment company

formed to brew, market Carlsberg brand beer in

India. Carlsberg beer from South Asia Breweries is

launched at various states in India, including Delhi /

NCR, Maharashtra, Punjab, W Bengal, U.P., Goa

with three operational breweries one in Rajasthan and

one at Maharashtra and one at Himachal Pradesh.

South Asia Breweries Pvt. Ltd. currently employ over

200 professions is and demonstrates strong market

presence in share of premium beer sector in India.

Carlsberg launched in Mumbai on 14th May 2008.

5. BUDWEISER

Page | 57

Budweiser was introduced in 1876 when company founder 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 follows the same family recipe used by five

generations of Busch family brewmasters. Samples of Budweiser are flown into St. Louis

everyday from each of A-B’s 12 regional breweries. There, in a special tasting room, the beer is

sampled and judged by our brewmasters to ensure its quality and consistency.

.

Anheuser-Busch International and Crown Beers have signed a

50:50 joint venture agreement to brew market and distribute

The King of Beers and other brands in India. Crown Beers

India Ltd. includes a new 500,000-hectoliter brewery in the

southern city of Hyderabad. Crown Beers India Ltd. will

collaborate on all local management, marketing and sales

decisions, according to a press release from the St Louis-based

beer major

``The Hyderabad brewery was designed to uphold

Anheuser-Busch's high standard of quality for brewing

Budweiser,'' said Mr Srikanth M. Reddy, Joint Managing

Director of Crown Breweries Ltd. An Anheuser-Busch

brewmaster will oversee local production of Budweiser at the

brewery, to assure the same crisp distinctive taste enjoyed by

consumers around the world. Budweiser is an American lager

brewed since 1876 using a blend of US and European hops,

and a combination of barley malts and rice, the release added.

Page | 58

ARE THE CONSUMERS AWARE OF THE COMPANY’S OF WHOSE

BRAND THEY DRINK?

In Haryana 76 % of consumer and retailers were aware of the company’s name but it had 62%

of the Beer drinkers, A considerable of people knew the company’s name thus it means that the

awareness of company and company’s image affects the consumers attitude. From the graph it

can seen that Manav Breweries Pvt. Ltd. awareness among the consumer drinking its brand is

15% hence the company will have to do something to improve it.

A Responsible Beer Company

Page | 59

As a responsible beer company, MBPL believes in contributing to the communities in which its

breweries operate. While the Manav Breweries Foundation has been fulfilling MBPL's

philanthropic commitment to society, MBPL's breweries have also demonstrated their dedication

to the society in which they are based. The breweries have each in their own ways, supported

causes in education, community welfare and the advocacy of responsible Alcohol Consumption.

The commitment of MBPL to environmental protection and worker safety extends

throughout the organization. Apart from seeking to continually improve its environmental

performance by operating more efficiently and reducing waste, MBPL also take responsibility of

providing a safe workplace very seriously. Our Environment and Safety Report provides an

overview of our activities, including how our performances measure up to the targets set.

Page | 60

DATA ANALYSIS

&

INTERPR ETATION

DATA ANALYSIS

Page | 61

In data analysis I covered 11 districts of Haryana and below presenting the share market of wholesaler according to area wise. There are number of wholesalers in Haryana and they have different market share. In Haryana market near about 20 brands of beer are available and Kingfisher, Hayward, Thunderbolt, Godfather are more preferable brand in Haryana market. Some where Black partridge is more preferable brand due to low price.

In Haryana district near about 500 retail outlets and 50 wholesalers whom I served and gathered data. In this data analysis I gave the name of top 10 wholesalers name and his market percentage. Here competition is tuff because of low price availability in Haryana beer market.

Percentage wise market share according to wholesaler:-Page | 62

1.

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Gurgaon. In Gurgaon market Bunty Wine 30% market share, Sohan Lal Singala and Gagan Wine

captured 24%and 14% market.

2.

Page | 63

24%

30%14%

12%

7%6%

5%2%

GURGAON

Sohan lal SinglaBunty WineGagan WineIndo SpiritSatyam EnterprisesGanpati WineHarish AnejaGanesh Wine

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Panipat. In Panipat market Prem Singala has 40% market share, Singh Drinks and Ashok

Wadia captured 33% and 27% market.

3.

Page | 64

33%

40%

27%

SONIPAT

SINGH DRINKSPREM SINGALAASHOK WADIA

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Panipat. In Panipat market Wine House has 63% market share, Panipat Wine and SK Wine captured 23% and 14% market.

4.

Page | 65

23%

63%

14%

PANIPAT

PANIPAT WINEWINE HOUSESK WINE

100%

JIND

RP NAIN WINES

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Jind. In Jind market RP Nain Wines captured all market.

5.Page | 66

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Kaithal. In Kaithal market Avinash Doda has 63% market share and RK Wine captured 37% market.

6.

Page | 67

63%

37%

KAITHAL

AVINASH DODARK WINE

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Kurukhetra. In Kurukhetra market Pipali Wine has 46% market share, BS Gupta and Takkal Sales captured 32% and 22% market.

7.

Page | 68

46%

32%

22%

KURUKSHATERA

PIPALI WINEBS GUPTATAKKAL SALES

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Karnal. In Karnal market Karnal Wine has 44% market share, Takkal Wine captured 41% market share.

8.

Page | 69

3454

3222

737512

KARNAL

KARNAL WINETAKKAL WINE AVINASH DODAMITTAL WINE

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Yamuna nagar. In Yamuna nagar market JD Wines has 61% market share, Ashok Wadia and Rana &Co. captured 18% and 17% market.

9.

Page | 70

61%18%

17% 4%

YAMUNA NAGAR

JD WINESASHOK WADIARANA &CO.GAGAN WINE

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Ambala. In Ambala market Prem Singala has 34% market share, Surya Wine has 21% market share and Gagan Wine and Sunny Wine captured 16% market.

10.

Page | 71

34%

21%16%

16%

13%

AMBALA

PREM SINGLA D.B. WINEGAAGN WINESUNNY WINEAMBALA WINE

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Panchkula. In panchlula market Om Prakash Singla Wine has 49% market share, Gagan Wine and AS Traders captured 28% and 23% market.

11.

Page | 72

49%

28%

23%

PANCHKULA

OM PRAKASH SINGLA WINEGAGAN WINE AS TRADERS

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Faridabad. In Faridabad

market Singala Wine has 21% market share, Surya Wine and Shubham Wine

captured 16% market.

Page | 73

21%

16%

15%16%

8%

8%

8%4% 2%

FARIDABAD

SINGLA WINESURYA WINEGAGAN WINESHUBHAM WINEUDIT ENTERPRISESBD MITTALJD WINESKALKA WINEASHOK WADIA

To 10 wholesalers in Haryana beer market:-

NO. NAME OF WHOLASALER

1. SINGLA WINE HOUSE

2. GAGAN WINE

3. ASHOK WADIYA

4. BUNTY WINE

5. TAKKAL SALE

6. INDO SPIRIT

7. AVINASH DODA

8. SINGH DRINKS

9. WINE HOUSE

10. HARISH ANEJA

Page | 74

Q.1 - Do you know the name of Target Beer brand?

1. YES

2. NO

Page | 75

30%

70%

TARGET BEER

YESNO

Q.2 - What is the offer which is provided by the companies for selling the beer?

1. Discount

2. Cloths

3. Crockery items

4. Other offers

Page | 76

14%

35%40%

11%

OFFERS

DISCOUNT

CLOTHS

CROCKERY

OTHER OFFERS

Q.3 - Are you satisfied with those offers?

1. Yes

2. No

Page | 77

30%

70%

OFFER SATISFACTION

YES

NO

Q.5 - How many male customers come in shop?

1. 70 %

2. 80 %

3. 90 %

4. 100 %

Q.6 - How many female customers come in shop?

1. 10 %

2. 20 %

3. 30 %

4. 40 %

Page | 78

20%

80%

CUSTOMER PARCENTAGE MALE & FEMALE IN HARIYAN BEER MARKET

FEMALE MALE

Q.8- Which size of beer is most preferred by the customer?

1. 330 ml

2. 500 ml (cane)

3. 650 ml

4. Or all three size

Page | 79

10%

30%

60%

SIZE OF BEER

330 ML

500ML

650 ML

Q.9 which type of beer customer more prefers?

1. Light

2. Strong

3. Both

Name of brands and its market sharePage | 80

LIGHT STRONG BOTH0

10

20

30

40

50

60

BOTHSTRONGLIGHT

Name of beer Market share

Kingfisher 35%

Thunder bolt 19%

Hayward 16%

God father 11%

Target 4%

Other beers 15%

RECOMMENDATION

Page | 81

BEER MARKET0

5

10

15

20

25

30

35

HARYANA BEER MARKET

KINGFISHER

THUNDERBOLT

HAYWARD

GODFATHER

TARGET

OTHER BEERS

Axis Title

From the survey of retailer and wholesaler it is clear that not only brand positioning, brand image

and consumer demands are the not only controlling factors of the sale of product of the company

but the wholesaler and the retailer also play a major role. Manav breweries should thus focus on

the following points.

AVAILABILITY

It is necessary for the company to maintain a regular supply of its products and brands. They

should fulfill the demand of the wholesaler so that product can be available in the retail market.

The consumer should get the brand he demands otherwise he shifts to other brands and frequent

shifting affect the sales of company and the consumer could even change the preference of his

brand.

PROFITABILITY

As we have seen form the wholesalers and retailers view that they sell those products which earn

them greater profit margins. Therefore the company should give the wholesaler greater profit.

Margins so that has more profit and in turn retailer also gets a greater profit margin.

EXTRA BENEFITS

Since only 4-5 firms operate in the market it is essential for the company to give extra benefits

and gift to the wholesaler and salesman at retail outlets to maintain good relation with them. The

company can offer them free gift like playing cards, Key-Rings, Wine glasses and T-Shirts. In

return the salesman at the retail outlet creates the demand of the company’s brand. The company

should send its marketing team into the market regularly so that the performance of the

company’s different brands could be studies and a follow through action plan be developed. This

will also help the company to maintain good relation with Beer & Hotels and the wholesalers and

retailers.

LIMITATION

Page | 82

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 8-10 weeks, which is not enough time to cover the market.

So time was the major constraints in conducting the study.

BIBLIOGRAPHY

Page | 83

BOOKS

Kotler ,Philip and Armstrong ,Graw –Principle Of Marketing , Pearson

Education ,New Delhi 2004.

Kotler , Philip –Marketing Management: Analysis , Planning , Implementations and

Control, Pearson Education , New Delhi2003,11th ed

Sharma J K – Business Statistics (Pearson Education)

Beri-Marketing Research (Tata McGraw-Hill),1993,2nd ed.

DAILYS&JOURNALS

Business &Economy

Business World

Business Today

The Economic Times

INTERNET

Page | 84

www.economics time.com

www.manavbreweries.com

www.google.com

www.yahoo.com

Wholesaler(L1)

Sales Person (L2)

Brand Available QuantityAvailable

MRP( Rs )

Types Of Beer Total Market Position

650ml

330ml

Strong Mild

Name Name KING FISHER 70

Page | 85

TUBERG 80

GOD FATHER 70

CARLS BERG 100

Address Address HAYWARD 70

THUNDER BOLT

70

BUD WISER 90

BACARDI BREEZAR

70

KOOL BACK 60

SUPERIOR 60

FOSTER 80

E-Mail Id E-Mail Id PALONE 60

CRONA EXTRA 100

STELLA ARTAIS

130

HEINEKEN 100

Contact No. Contact No. AMESTER 100

ASAI 60

TIGER 70

TEMPEST CIDER

60

BECKS 100

Daily Sales Report Name Of Surveyor …………………………. Date……

OTHER QUESTIONS WHICH IS ASKED FROM THE RETAILORS:-

Page | 86

Q.1 - Do you know the name of Target Beer brand?

1. Yes

2. No

Q.2 - What is the offer which is provided by the companies for selling the beer?

5. Discount

6. Towel

7. Crockery items

8. Other offers

Q.3 - Are you satisfied with those offers?

3. Yes

4. No

Q.4 -If, our company provides an attractive offer then you will sale our brand or not?

1. Yes

2. No

Q.5 - How many female customers come in shop?

5. 70 %

6. 80 %

7. 90 %

8. 100 %

Q.6 - How many male customers come in shop?

Page | 87

1. 10 %

2. 20 %

3. 30 %

4. 40 %

Q.7- How much case (12 bottle) sale in one day?

1. 200 bottles

2. 300 bottles

3. 400 bottles

4. More than 400

Q.8- Which size of beer is most preferred by the customer?

1. 330 ml

2. 500 ml (cane)

3. 650 ml

4. Or all three size

Q.9 Which type of brand customer more prefer?

1. Light

2. Strong

3. Both

Page | 88