Sei sulla pagina 1di 34

c

ccccccccccccccccccccccccccc   cccc


NAME:cc
 c

REG NO:c cc

WORKING TITLE:ccc cc!cc

OBJECTIVES / AIMS:
Gc Mcc"#c$cc %ccc$ ccc#cc cc!&c

Sub Objective

Gc Mc %c#c c'$#c$ccc'&c


Gc Mc %c#'c'c$c&c
Gc Mc %cc$#c$$#(c%(cc$c&c
Gc Mc %c)c%c$c' #c'&c

INTRODUCTION:
cccccccMc ccc#'cc!cc)'cc c ccc) cc#c
)c()%c'# cc(c# c%cc)c*&cc

Mc c cc#'cc( ))%c!(ccc)ccccc'')c


(c ccc&c

+()cc#)) cc'c#%c ccc# ccc#cc#&cMc


%cc'cc cc$(ccc#((c ccc#'c$ccc
+()c'c,cc(cc#))&c

METHODOLOGY OF RESEARCH:cccc-c.) ccc


ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc-c/c
c
c

DATA GATHERING ANALYSIS:cccMc c))cc#))# c$c$c $$c'c


&&c##cc(c 0c.(c'c$c+1c2'0c+#cc (0c3c'ccc
+(c c&cMc %c))c%cc  cc#))0c!(c0c% %c

c
c

#))(0c,c(c#&c)cc))cc) c c')c))cc


 cc  cc!c$c'c ccc+()&c
c
cc

LIMITATIONS:
 &c ))%c$c#))c (c!(c&c
&c !cc (c!c &c
c
CONCLUSION:
Mc %c))c$))%c'ccc#'c'c$ccc#%c$c+()&cMc
))c'c%cc%cc'c cccc#%c c)cc$ c ccc(c
$$c'')&c

BIBLIOGRAPHY:
Gc 6c4c+c#c#%-4c$#c!5c
Gc
 !cc'c cc4c($c$ c( c5c
c
c

c c

c
c

 %c+#c

c )#)c6!c
c & 'c76!%0cc4!0c65c8 !0c+ %0c20c %cMc!c4M5c

c&c+c7c6) 0c (c

c9&6c,c'(c7 c60c6c60c'(c

c:&c%c ;c

#c$c#'c,c )cc

c<6 <c ..c<6 <c

)c
%'c6c

c,c+c 'c6c

cc 6c 'c

6 ccM c46M5=c0cc +c ''c


c

c c

c
c

+c
c+ccc) >c) c cc'')c)#)#c(&c c$cc)c!c
(c$ccc' #c c c$c&ccc' # c%cc$c$c
(c  c$c#- c)?cc#c(c) c)%@c0c
0c#0c c#cc)c )%c 0c))%cc#"#cc)%&cc

Mc#c#cc' cc&c<A%ccc)c!c cc#c)#)0c


' #(cc(%c); c!cc0c#ccc$) cc'0c#c#ccc
)c'&cc( c#cccc$c%cc  &cccc cc
#c$0c#c' #c)#)c ccc' #c$c#c'c
$cc%ccc#cc(&cMc'#c$cc' #cc#)) c(&c

c+cc%c%(c( 0c' #c c c &c$$c%'c$c%c


 c' #c c%cc cc#)$%ccc)0c)(cc')%c$ c
&c ccc c(Ac $$c c#(cc%cc$#c
cc%)&c )#)#c(c$ c$c-#c#c#cc('c"#c
45cc%c4 50cc))cc )) c(0ccc#)$ cc&c

c c

c
c

$$c !c$c+c

c
2<c + c(c-$(c%cc$c))%ccc
)c'cc#cc0c))cc
<c c'-$(c%0cccc#c c$%c' #c

M Mc !c c%0cc c) c)%c 0c$0c#)c


)cc(c
6 c+<<c )' cccc c#'c)cc !c)c

+MM<c
()%c'' c$ccc %c c#c&ccc')cc#)c
c(c
 c+<<c +)%cc!) c$cc)(c' c$cc#c#c#c
$)c
. Mc+<<c .c0c))%c0cc  cc (c'%c$c
c)c
6
< Mc+<<c 6) cc c)%cc c$cc2c%)cc
46<B<5c

c(c%ccc c#cc()&c #)c c))c(cc $$c0c


((cc'c$cc) c$c $$c%)&c
0cc#c$c(ccc
 c#c)c c#))c &c

c c

c
c

)#)#c(c$c+c
c6)cc))c)ccc$c0c>cc)#)c#cc')c$cc (cc
c#&ccc)#)c#c$ccc!ccccc#)c)#&cMc
)#)c#c$ccc())%c  c%ccC'#c)#)c%c)C0ccDc +8&c
C#c)#)c%c(C0cDc +60c#) c)cc &c>c%cc#cc&c
+6cEc &FcGc +8&c+c(c$c)cc9Dc)#)c%c)c4 +85cc)c9 Dc
+8&c

cMc)#)c#c$ccc%c)#)c'##ccc%)&cMc')c)(ccc
#cc$)cc$))ccc(c$c:7HD0ccc%'#)cc

ccccccccccccccccccccccccccccccccc$ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccID&cc

C c)#)cC0c)c!ccC-)#)#cCc#c)cc Dc +8&cMc
(ccc ccc
c$cc(c+(c'%>c)%cc c
CC0c#ccDc +8&c

cMc)#)ccc#c')%c$cc)c$c(ccc' # c (c


$&cMc;%c$c$)c(cccc cc%c$c%c cc
$ccccc'%c$#cc ccc$c)#)ccc$)c&c
)c$)c(ccc  cc#c)#)c#0c cA%cc
$c  cccc$c#c%)c$cc4')%cC)(Cc5cc#cc
#')Jc#% c4#5cc$)c(&c )#)ccc%' #c$c%c
)c ccJ#ccc%@c%'#)c(c%c#ccc)#)c
##cc Dc%c)&c c'c cc))c$cc
#cc$$#c$c%0c c#;)%c #cc)#)c#&c

Mc%'c$cc')%cc)(c)ccc)#)c#&c6)c>ccJ#0c$c%c!cc
%'c$cc%c#c())%ccc#c)#)c%c))cc(&cMccc
'c!))cc&c.c#c$c%c(ccc'c c))c%c$ cc !(c')c)0c
 c%cc (c)%c@c$c%c%cc!'c'cc0c%c(cc!ccc
$cc'cc(c# &c

cMc$))(c#c))c)'ccc=cc

c c

c
c

+c )#)ccM)c

+cM%'c D +8c

(c :c7cIc

)c (c 9c7cHc

6c465c :c7cIc

c :c7cIc

+c4< +5c 9c7cc

 c4 c)c )5c Ic7cc

c Ic7c  c

)c4)5c H&Ic7cc

M')c4M'')0cM')5c &Ic-c&Ic

+)%c Fc7c c
c
c c

c
c

%c$cc

2)c%c
+ccc$cc) >c) c(0c')%c (c#!cccHc))c+0c c
c#  cccc%c$c#c<(%'c c6'&cMc)c c
(c#c$#cc&c c'%ccc( c!c!ccCMc
%cc
!Cccccc'%cc))ccc c$c(cc#'c$cccc
#)cc$c)c'')&c

cMc)c!c##)c #c$cc cc##c9I 79  c+c$ccc$c


2 cM'cccB(c6c$cc&c c)c%c#c#(c
#% 0c)%c(cc#0c#c))%c (c$0ccc)!)%cc-
)!c(cc ' )%c c(cc#)c(cc) &cMc
c$c c cccc( ccc')c$c%>c)%cc )'c
#)(%c c) c#)A&c

c c$cc#)c)!cc -c c-!(0cc' # ccc'ccc


 #c$c'cccc#%0c))(cc(c$cccccc
$c'')(cc$)%c#&c
0c%ccc#%c ccc)c(c
' # c c) c%c<'c&c(cc )c)0cc' #c$c
c c$c)c$#cc )c$#0c c #c$#c
# ccc($#c%cc c$cc c#%&cMc )'c$c% c c
c#( c(c%c))(cccc#)c$cc'#0c c(c
!) (c$cc)&c+cc)c!c%c )#ccc)%cIc#%&c

c
c

%c$c+cc c
cccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc
6 cc(c(c$c ccc)%c %c$cc+c<'c?cc -  &c
Mc  c$ccccc#)c$c%c'c$c c%cc+c c c
c'ccc(ccc) ccc#c$cc#'))%cc%)c$cc%c2(c

 (ccc  c%c?c c)c )c)c!cc &c cc(0c()%c


'' c)c ( cccc$cc#c%(cc cc')(&c c)c
)cc'' cc%c%(c$ccc#%c c#c%c'')cc+c c
c #&c

ccc)c F c<  c%c c$c<() ccc'cc$c%cc cc


)c4)c#' cc%c+cc FII5ccc
)%c60cc )0c
' #(c >c$cc#)) c &cMc%ccc$ cc%c )c4#)cc
c+cc#')c )50ccccc c'')%c$c$c'(cc&c
Mc)c%ccc# ccc ))%c#c6c6!c  &c))c'&c
%cc'cccc )0c60c)' c c6 )%&c

c c'0c
c2c6!0c cc c c(cc) c )c c )c
+c$c<  c%c c  ccc!0c)0c!0c")(c c
!&cc 90cc+cc' c$c 0cc#'%cc# ccc
 ccc%c6!c+0cc')#c#'%ccc  c #!c<J#(&c
.))(c ' #0cc :c&&c6c!cc(c$cc#'%c cc
cc#( cc6c6!c  &cMc#'%c#cc' #cc#c c
cc %c c cc))c))ccc &c cc#( c$cc ccc)(c
cc H 0cc cc<c<'c$)#0cccc c# c$c
(c )cc(c)(&c

cM %cccc c!c c)c )&c ))c cccc)(c4IcDc)#)c


?c#cc )c)(5cc(c)(c4FcDc)#)c-c#ccc'')c6 3c'c
(c5&c)c+c&c  &cc#)%c# cccc!cc
6c6!cc' #c c)#cc c)c )c#)) c c c$c >c$c
%cc )&c($0c
% 0c)%c+)#!c )0c 0c1(0c.>0c
)c (0c%)c))(0c6J0c(c c+)cc'')c cc &c

ccc'c$c-c 0c )c#ccc;c'')&c )c$)c


$cc0c;cJ#(0c !cc'c$cc#)&cMc#cc$ c
ccccc c ( &c<)'cc!cc#!c))(0ccc
'%c( c$c !(c$cc&c.))(cc#c cc-c 0cc
')#c$$#cc!cc; ccc'cc%(=cCM)cc)c#cccc
);cc&c<)'ccc$ c$cc&c$ccc$ c0c# c%cc(c
))c$cc);0c) c)'cc cc)cccccc &Kc

c
c

c$c c+c

c6!c6!c
c$cMcc!c#c$c)0cc,c0c)*c)#)c0c'c
)(0c'#)%cc c  c)(&cMc!cc) c## (cc)c))(c'#c
4 5c c#) c%c'')#)cJ&cMc cc!c ) c(0c)c(c
cc)c$c%&c !(c$ 0cc ccJ'# cc'c(cc   &cMc
 cc!c( c)cc$cLF:&c))cc H0cc'(cc
#' c)c(cc4 25c$cH&HDc$cc$-%c' c'(c - H&c
  c)(c' ccc)#c$cc cc!cc H0c((c)c
c$cLH &9c))0c;)ccFDc$cc!>c))c)&cMc'$#c$c
c!cc$#cc$))cc)c'0ccc#' c 2c$cH&FDc$cc$-
%c' c H-c   cJ'# cc cc!ccc)c$cL 0 9c))c%cc c$c
   &c

c6!c8)cccc=cc

c Lc))c c))c Dc2c


 c H&c &c c

 9c &Ic 9 &c H&H Dc

 :c H&:c 99&c H&I Dc


 Ic F &:c 9H& c H&I Dc
 Hc F:&c 9F&Hc H& Dc
 2c - Hc c c H&HDc
#=cc

c
c

6!c (cc
c )c$c  c)(c$ccc)#c#c$cc cc!0cccFDc
c$cc!>c)&cc 0c)c$c'c)(c(cc$cH&Dc$cc
!>cc&cc

#(%c D c

  c)(c F& Dc

c)(c H& Dc
)0cc,cc 9& Dc

*c)#)c & Dc

'#)%cc & Dc
M)c   & Dc

6!c (cc
c c##c$c &9Dc$cc -#$#c!c%c)&cc#'0c1'c(c
:I&IDc$cc!>ccc

2('%c Dc c
1'c :I&I Dc

c 9H&: Dc

cc &I Dc

c$c -#$#c &9 Dc

 c  &9 Dc

M)c   & Dc

6!c c

c
c

c
c  c+ccc) (c#'%ccc cc!0cccI &9Dcc$cc
!>c)&cc#'0c +c6))c##c$c9:&Dc$cc)c!>c)&c
6!ccc)cc

cc

'%c Dc c

+c :Dc

 c+c  c I &9 Dc

+c6))c c 9:& Dc

6c6!c   &  Dc

c I&9 Dc

M)c   & Dc

'c$c c,c c+c %c

c c+c %c

c
c

cMc cc %ccc(c %c(c$c-Dc'c%ccc)cc


%&cMcc$c(cc c %cc#c%0cc)c'(c  c#c
(cc I- Hc$#)c%&c6cc(c(c$cc'')ccc #c c
#c))ccc#0cc'')%c$cccc#%c#cc&cc

Mc cc!cc cccH&c))c#)c4)5cc - 9&c+c


#'ccc((c' )%ccc 2c4' c )c2c5c$cDcc
c)cc%0c)c(cc - 9cc  c'c#&c c(cc#'c$)%c
cc())cc %0c#c(c%cc&Hc'c#cc  - c 'c$c' (c
(c(@c c)c' c#c'$c(c ccc#)  cc$cc
 %&c

c c#'ccc c 0c$cJ')0c)ccccc!cc


! c%cc#'0cc)c')%c(c()A &c

cccccc: c0c$c#cc'c  c##c$c)%c:Ic'c#c$cc


!&cMcc) cc)c'$c(c$cccc')%&c

c#0cc'ccc')%cc c##c$ccIc'c#c$cc)cc c


 cc %c cc##cccc#) cccc$&cMc$$#c$cc
#) c#ccccc$#ccc'#cc c)%c(c ccc#'c
'c$cc' #cc c)#&ccc'0ccc'#cc(c 0cc
cc cccc)(c$c c%cc(ccc ()c$c
c4) (cc)c(c$cc c#)c'5&ccc#c
cc(ccc$cc$#cc$$# &cc

c#'c#'cc cc(c cc)%c c)c'c&cMc$(c


')cc($##c$cc#'cccc$cA#c')#cccc(c
'c#'c#&cc#'c#'cc #)%c) cccJ0c## (cc
c %c&c

c c+c %cc
Mc & &c(c %cc  c%cc$c7c -+#0c +-6))0c c
c7cc(c##c$ccF Dc$cc'&c -+#cccc
) (c$ccc %c%c%c#c I&c6))c" cc'ccc H0c$))(c
c #c$c c&cc#cc$cc'cccc Fc$cc
J'  c))%c c ')# c &c
0c 'cc(c))c$c %c

c
c

##0cc)c'#c$cccc)cc #)(c#c H9&cc#c%0cc
c$c!(c##cc$$# cc %c) 0c#) (c(c$cc
'ccc  Dc@cc #)c$c)c$c) (c'c c4+ 0c6))c
(c
$0c6))c2c$5@c#'c$cc' #c c!(c c4$) c
)c(0c #c'c$cc c5@c#'c$c'#)%-#$c@c
 c# c'c%c-'c('cc Acc %0c'#))%cc
(c c!(c'##&c

c$c(c$c c+c6!c
cMc cc!ccc((c' )%ccc)c  c%0c ccc'c
'#c$c ('#c c cJ'# c#(0c)!=c

c(c#c))=cc

 cccc)%c-Jc$cc())c'')c ccc$ccc#c
#c!ccc) c %&c8c#c cccccccc

c
c

#c))ccc #c'c$$#ccc#'&cMc)c#)c$c '') c


<##c#c4 <5c'"#c >c>%c#>0c>#(>c c>#)>c#)cc
(ccc 2c$c Ic'c#0c  c'c#c cc'c#c'#)%&c6cc(cc
#c))0c cc#'ccJ'# cc#c((0ccc%c0c
cc(cc ccc)c # &cc

((c(c'$)=c
c cc#;#c$cc(ccc')c)cc  0cc)(c''c$cc
 c'')cccc(c('c$c -9:c%&cMc(c('cccc'''c
(c$cc!&cMc'')c c))c(cc$cccc(c$cc
#'cc &6%c())c')%cc')(cccc cc#c c%c
)ccc''ccc)#)c')%cc'cc)cc##$)c'#cc
 ccccc$&c

cc

((c)$%)=c
c c '- c )c#)ccc)#)c#'cccc )c$c
$cc c#%&c
0ccc#c#ccJ' ccc)$%)0c
(cc)c cc 0cc c c)#)cc)J(&c #)ccc
 ((cc$ccJ c !cc#(cc'')&cMc(c #c
$cc ccc#ccc#'c(c&c6c#(c0c
c##'#cc)%c((cc&c

 #ccc'#=c
cMc c#c%'#))%c)cc)#)#c(cccc$cc>!#!>c$#c
cc'#&cMc$))(cc$#c$0c$$#cc!c$c&c.)%0ccc
c cccc $$)cJc#c ccc)#)c#0c(c&c

cc cc$c$cc %cc%c#c'#c#=cc


 &c cc' )%cc*c#)c

c
c

c&cMc- !ccc#%cc#c%(ccc(c-c !c)c


cc) &cMc!ccc)!)%cc#%cc ccc$cc)$&c

c9&c )0ccc(c #c#c%(0cc)(cccJ'# c#c$-c


!0c#ccc#c) cc%c$ccccc#%&c

:&c#(cJ'ccc cc !(0c)%c cc c c#c)%&c

c ))cc$#c# c!cc#c%c'(c$cc %c cc>c%#>c


cc(%c$c &c

c +c4  c+c  &5ccc!c) ccc cc!ccc: Dc!c


&cc$)('c($c c)c# cIDc!c&cMc#'%cc
cc$#(cc(c0c#cc c(&cMc#'%c # cc
(c0c($c (c (cc%c ccc)# c!c$c6c c
!&cMcc#ccc#cc$))(c#(c$c$c#c c
(c0cc c c%c c6))#&c6)cc))c!c(c())%c%cD0c
c(cc!c(ccF-  Dc (cc%cccJ'c$c)(c&cMc!cc
c! c c(cccccH Dc$cc!c(c(cc!&c

+cJc %cc''J)%cH c'#c)(cc c: c'#c(c&cMccc


%c $$c:c%c(&ccc)c$c%c(ccccc$c((c
(&cMcc#'))%c' c%c c6))#&c c$c %c)c c6))#cc
''J)%cFcc9 c'#c$cc(cc!0c +c) %cc# c :cc Ic
'#c$cc(cc!c cc((c%c$&cc)# c($c (c)%cc
6%c$c  &c  c#ccc)cc!c($c (c)0cc))c%cc#c c
6))#>c!ccccJc$c%&c

c 'c$c($0c c.>c+0ccc ccc c!cc)(c


+)#!c )0c)(0cM(0c+M0c
!0c+ 0c0c(0c2) c<()0c
20c6"cc (0c
!c+#!0c
% c c+0c
% cI 0c
% c
!)0c.)%(c
c%)c (0cM"c6)0c
-.0c#0c($c0c($c (0c
0c#!0c ( 0c  c0c  c$0c  c)0c%)c))(0c c
6()c (0c  c'0c c cB(&c

c
c

cMc"c c#c)(cc)(c('ccc %c4'c$c +5cc7c c


6))#c-c%)c))(cc (0c
% c cc (0c
% cI c
'c (0c
-.c c )cM$&c

c c $#c+c c  &c-c#!-0c)c cMc 0ccc cc


c)# cccc$c  c%c +cc c 0c (c c
#)c
 &c

cc')c#'c7c #cc cc)ccc$ cc"c


cc c>c+#!>c c$ccc &cMc'c)(cc(c
c c))cc( &c #cc)c# cc)#c$cc)c &c

c c)c$ccc'cc(c'#0cc)%cc#cc(&cMc
'# c#cc !cc$ccJ'#c ccc(c !c))c)'c'c#c
cc)(c&ccc#0c'c$c$ccc#'cc)c((c
0ccc>cc%ccc#((0>cc(cc!c$c&c<))%0c
c%c%c$cc#'c#ccc# cc#)0c cc
 ))%ccc %c !0c# cc'-)) cc(ccc c(c
&c

 c+(c %c
cM %0cc(c %ccc(c())c0c#(c$c)c c
))c#'c c%c c$c))c' #c((c$c'cc
()c&c6cc 99c))c)c49Ic))c())5cc) c'c%?' #(c
)c())cc$cL:&Ic))cc H&cc

+ccc)(c-' #(c#'%ccc) 0c$)) c%c +6))0c#c


#cc# -)(c(c#'%cc c $#c+c#; c6))c
+(cc &c -+#c) cc c'&c

c+cc6c
&c c$c+%c #c .#%c c c&c

 c # c+c,c Mc )c  90cMc -H 9c


))c Mc#!c c0c
-c)c 0c

c
c

*c c

c
 c+c,c &cMc *9-:0c6()c c
+)(c  &c  )c<ccc
9c +%c+cc ( c )c6- 0c60c -:  H9c
 )c c
:c c6c#!%c '(c ( c 6c6 0c')c  -H:H c
6c+c  &c
Ic c !)c+c ( c (0cM)c c - 9c

Hc !)c+c  c4 c c <- 0c6c )c c


$c(c  &5c <cc )c
4 ( c
c
c +* c#$#c ( )c c
-0c  0  0,c : -IH: c
+-
!5c  90c6c )c
c 0c6)"c
c
Fc c c ( c )cc -  0c6c : -II:c
0c6)"c
c .Mc c ( c 6-0c60c6)"c : -II:IH9c

  c )c+c ( c  - -c60c6)"c F : -III c


c

The Future

Recently, concern among citizens' groups over the excessive consumption of alcoholic
beverages by some individuals has initiated additional government regulation of beer. New
warnings have been added to labels, warning of impaired driving, hazards to pregnant
women, and other health ailments associated with alcohol consumption. Reduced tolerance
for drunk driving, for example, encouraged many brewing companies to advocate
responsible consumption. As a result, certain states have established laws to control the
alcoholic content of beer for sale within their jurisdiction. The beer industry will continue
to contend with these large social issues.
Much research is currently conducted in the area of plant engineering. Brewery
researchers are manipulating the genes of barley and other common grains to increase
their resistance to disease and to encourage helpful mutations. This genetic research also
extends to improving the yeast. Current research is aimed at producing yeast strains that
resist contamination and to making new varieties of yeast that can ferment carbohydrates,
which common yeasts cannot process.

c
c

The brewing industry is also making advances in the area of rapid testing for
contaminants. New technology such as DNA probes and protein and chromosome finger-
printing is being developed by brewers to detect microorganisms that can adversely affect
the brewing process. Some of this technology is already in use in medical science for drug
screening, AIDS testing, and pregnancy testing. Brewers are eager to adapt this cutting
edge research to the beer industry.

c
c

Conclusion

‡ In a massive (over 100 million cases), fast-growing and difficult beer market like India
where beer drinkers have strong brand affinities and where brands like Kingfisher are
almost ubiquitous, Tiger beer needs to establish its unique identity and consumer base by
focusing on a niche market (as it cannot spend / act like big beer brands with deep
marketing pockets)

‡ Tiger beer is a world beating, award winning, great tasting beer of very high quality.
Tiger beer has effectively been using the platforms of electronic music and contemporary
art to connect with its target consumers in the Indian market.

‡ Marketing spends are limited so we need a guerilla marketing strategy to win.

‡ Although beer consumers have strong loyalties, there are still needs which are not being
met by their current beer brands.

‡ Beer is largely perceived as a mass market product with no clearly defined target
consumer. Tiger beer needs to focus on a targeted niche market to differentiate itself and
position itself uniquely in the consumer¶s mindscape.

‡ Focus should be on the upwardly mobile beer drinker who enjoys drinking beer but still
has status & discernment needs which he would like to communicate through his brand
choices.

c
c

ü. SWOT ANALYSIS OF BANGALORE BEER MARKET


c

STRENGTHS WEAKNESSE

Gc #c(0c$c')%&c Gc #c;)%c$c&c
Gc 2cc'cc9 D&c Gc ccc&c
Gc ccc c'')c#(c Gc (c c(c
%c%&c (c)cc $$c
Jc#cc&c
Gc
(c#c c$c$(c
')%&c

OPPORTUNITIES THREATS

Gc (c #c!cc Gc c')%c(c!cc$c


#(c ')c#&c '#&c
Gc ')c#((c)$%)c Gc .(c')%c(ccc
##'(cc &c 'cc)#)c')%&c
Gc <J'c')ccc$cc Gc +c;)%&c
) &c
Gc 2(ccc &c

c
c

RESEARCH
c
c cc  cc( c)%c$cc c$ccc+()c!0cc%'#)cc
'cccc!cc %&c
c
#c0c.(c0c+#0c<c'ccccc#%cc!cc# c$c
c#c'#&c
c
Mc#c ccc'=c
c
cc$cc'=c
/)c#ccc$#c('cc# # &cMcc$# cc
  (cc ('%c$cc#ccc#%c cc#Mc'cc
&cMc' cc)# c(cc##c')(&c c c(c$c(c c
###c#)cc(&c
c
cc# c'=c
/)c#ccc$#c('cc# # &cMcc$# cc
  (cc(c cc)c c$$c) ccc)c cc'c
c&c
c
Mccc'c;c ( c$cc''&c
c ((cc#c$c;ccc$c$cc'#c#cc  =c
Gc 'c$ccc
Gc (c$cc
Gc .;#%c$c'#c
Gc Mcc%)c'$ c
c
Mc;cc)c ( ccccc  cc c cc$cc
#c cc')%cc( cc'cc&cMccc ccc
)c%c

c
c

ccccccccccccccccccccccccccccccccccccccccc/ < M <c


 c c%c !cNcc
cccccccccccccccccccccc4cc5cccccccccccccccccccccccccccccccccccccccc4cc5c
c
c
c$c c%c !Nc
#cc I %cccccccccccccccccccccc4cc5ccccccccccc#ccc!ccccc4cc5c
6cc#cc!ccccccc4cc5ccccccccccc##))%cccccccccc4cc5c
c
9c 6c c%c'$cc !cNc
cccc4cc5cccc c
ccc4cc5cccc cc$ cccc4cc5c

:c 6#cc%c$c Nc
ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc&c

Ic $cc ccc))cc%c# c##cccccccccccc


+ c$cc
cccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc&c

Hc c)!ccc
6) cccccccc4cc5cccccccc 'c(ccc4cc5cccccccc<Jc(ccc4cc5c

c c)!ccc
ccccccccc4cc5ccccccccc+)ccccccccc4cc5ccccccccc+cccccccc4cc5c

Fc c)!ccc
)) cccc4cc5cccccccccccccccccccccc6ccccccc4cc5c
c
c c)!cc c#c$c
#cccccccccc4cc5ccccccccccccccccccccccccMccccccccccc4cc5c
/)%cccccc4cc5cccccccccccccccccccccccc ))%c4cc5c

  c c cc'ccc c#c$c

c
c

#cccccccccc4cc5ccccccccccccccccccccccccMcccccccccc4cc5c
/)%cccccc4cc5cccccccccccccccccccccccc))%c4cc5c

  c 6) c%c)!cc#cc Nc


cccccccccccccccccccccc4cc5cccccccccccccccccccccccccccccccccccccccc4cc5c

 c $cOKcc%*c$cOKcc%Nc
#cccccccccc4cc5ccccccccccccccccccccccccMcccccccccc4cc5c
/)%cccccc4cc5cccccccccccccccccccccccc))%c4cc5c

 9c .#c$$#(c%(cc$ccc
#c4cc5cccccccccccccccccMc4cc5ccccccccccccccccccc/)%c4cc5ccc
(c4cc5cccccc#!((c4cc5ccccccccccc c4cc5c
))%c4cc5cccccc+ cc4cc5ccc

 :c 6c'c%ccc%c Nc
#c4cc5cccccccccccccccccMc4cc5ccccccccccccccccccc/)%c4cc5ccc
))%c4cc5cccccc c4cc5c
c
 Ic 6cc%cc#'%c)c%c#cNc
c4cc5cc. c4cc5cc))(c4cc5cc )c4cc5cc4cc5c
c
c

Demographic Profile of Respondent

Name ....................................Age.........

c
c

Sex...Male ( ) Female ( ) Others ( )


c
/)$#=c-ccc
#c4cc5ccccccccccc2 c4cc5ccccccccccc2c4cc5c
ccccccccccccccccccccccccccccc$)c4cc5cc
c
$=c-ccccccc #c4cc5ccccc+c4cc5ccccccc$)c4cc5c
cccccccccccc  c4cc5c
c
#=c-ccccccccccccc 'ccI0c c4cc5ccccI0c -c  0 c4cc5c
c c ccccccccccccc  0 -c 0 c4cc5ccc
c
c
M!cc

c
c

1.c MANAGEMENT QUESTIONNAIRE


c
ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc&c Jccccccccccc&c

)cccccccccccccccccccccccccccccccccccccccccccccccccc&cc$c<J'#ccc

cMarketing Strategy - Sales & Pricing

1. What are our business objectives over the next two

years? Be as specific as possible, and make sure to

address the following goals:

‡ Number of customers

‡ Revenue

‡ Profit

‡ Market share

2. What is the process for selling our services or

products (list the key milestones in the process)? Do

we use any of the following processes?

‡ Direct personal sale

‡ Direct online sale

‡ Indirect through channels

ü.How important is price in the purchase decision process?

4. What is our current pricing structure, including discounts, product options, rebates,
and so on?

c
c

>. Which of our competitors is considered the price leader? What does the price
leader charge for its offering?

6. What are our other competitors charging for their offerings?

7. What is the perceived value of our offering as compared to its price?

Competition

8. Which companies pose the greatest threat, and how do they differentiate themselves?

9. List the strengths and weaknesses of each of your competitors

10. Which competitors have the largest market share within our target market segments?

c
c

2.c SUMMARY OF BEER SALES


c
1.c COUCH

By Category:
Feb Mar Apr May Jun Jul
YTD
2010 2010 2010 2010 2010 2010 %
Bottles Bottles Bottles Bottles Bottles Bottles Bottles
K F Premier F  c  c HHIc FIc HF c 9c :I c HH&9 Dc
K F Ultra :c  9c c  c c  c :Hc &HDc
Heniken 9Ic : c IHc 9 Hc :  c 9H:c  Ic F&HDc

Corona  c :Hc 9c :c 9Ic :Ic FFc :&:Dc

TOTAL
 c   Hc :Hc   Fc   9c   I c HFHc   Dc

2.c FIRANGI PAANI

By Category:

Feb Mar Apr May Jun Jul


YTD
2010 2010 2010 2010 2010 2010 %

Bottles Bottles Bottles Bottles Bottles Bottles Bottles


KF
 9c  I:c F:c   9Hc  9c  IHc   Fc II&9Dc
Premier
K F Ultra  :c  9 c  :9c  Ic  H c   c   c &FDc

Heniken H c H:c I9c F9 c :Ic H :c 9F:c 9 &9FDc

Corona  Fc FIc  c  9Hc :c  9Hc F  c H&9Dc

TOTAL
:HIc   Hc  HHc I:c  9 c  c  HHFc   Dc

c
c

ü.c BEACH
By Category:
Feb Mar Apr May Jun Jul
YTD
2010 2010 2010 2010 2010 2010 %
Bottles Bottles Bottles Bottles Bottles Bottles Bottles
KF
  c  H:c  IFc  :c  9c Fc F99c HH&9Dc
Premier
K F Ultra Hc c c c 9c c c & Dc
Heniken Fc : c H9c c F9c 9c 99c &HDc
Corona  :c c Hc :c Fc c : c 9&HDc
TOTAL
HFc   c c  c 99c   c  IHc   Dc

4.c EXTREME SPORTS BAR

By Category:
Feb Mar Apr May Jun Jul
YTD
2010 2010 2010 2010 2010 2010 %
Bottles Bottles Bottles Bottles Bottles Bottles Bottles
KF   c Ic F c   Ic H c : c I c HH& IDc
Premier
K F Ultra :c c c c c c Hc &Dc
Heniken : c 9Ic Ic 9Hc 9 c  c   c &FDc
Corona :c 9c :c Hc 9c c : c I&FDc
TOTAL  FFc  9Ic  9Hc  :c :c Ic Ic   Dc

c
c

OVERALL SALES OF BEER IN ALL THE OUTLETS

c
9  c
à Ãà c

c
à ÃÃ
c
à Ãà c

c
à ÃÃ
c

à Ãà c

c
à ÃÃ
c

à Ãà c

c
à ÃÃ c
c
c  c
c       c

c
c

ü.c ANALYSIS AND RESULTS

For consumers:
c
 &c 6"%c$c#cccc(c('c20-40.

&c .c%c2 mencc#ccccü womencc#c&c


c
9&c +cc')%c(c%c#cccc4 lakhs per annum&c
c
:&c 6c#c)ccc cc !(c$cfriends and family, television
and books&cM0cc#) c' cc''%c$cc))cc'c)c
(c#c c(c;c!(c#'(&c
c
I&c cc)!)%c) c#cbeer at least once a week0ccc((c'c
cc! &c
c
H&c +%(c$cccc(cc# cc)%conce a month c$can occasion&c
c
&c 'c'ccctwo bottlesccc(&c
c
F&c cbelievec !(cccchealthy drink.c
c
&c 72%c$cc#cknow the ingredient used in making beer&c  ccc$cc
'')c#cc$c#)c c
c
  &c')c)!cc#cccc)#c70%c$cc'$cc#cccpubs
,c0cc#&c c'$c#(cc&cc
cc
  &ccc(c#c' c c >00 to 1,000cc&c
c
 &c6c$cc#c'$cK F Premier i.e. 60%, üü%c'$c
!cc c7%cc.c
)cc&c+c))cc#ccc')(c'$c#cc)%cc'#)c##&c
c
 9&c>7% $cc#c'$cdomestic beercc' c&c
c
c

c
c

c
 :&c.cc#'c$cc=c
>7%c$cc#c'$$ cdomestic beer.
c
 I&cc.c')#*#)c#'=c
6>%c$cc#c'$ cimported beer.
c
 H&c#c$cc$)#cc;)%c$c&c
c ccc2.87.
c
 &cMc#%cccc(cc'cc%(c&c
c cccü.>ü.
c
 F&c' ccccc;)%cc #c&c
c cccü.4.
c
 &c' cccc#)cc #c&c
c cccü.46.
c
 &cMc#%c$c(cc#c$)#c&c
c ccc2.4.
c
 &c%c$c(cc'c$c#)c#'&c
c cccü.

c
c

4.c ANALYSIS AND RESULTS

For management:
 &c cretail outletsc%c))cmorecc20 bottlesc ccrestaurantsc%c))clesscc
10 bottles&c
c
&c cc)c)c ccc#c'$cK F Premierc cc)c
c'$ ccc.c )&c
c
9&c c' c c >00 to 1,000, c$cc(cccc('c$c-c$)%c
cc' c c 1,>00 to 2,000&c
c
:&c 60%c$cc#c'$cIndian brandsc c40%c$cc#c'$c
international brand&c
c
I&c 7>% $cc#c!cccc%(cc$ccc !c c$c
'')cc(cccc($c))c;c)ccc&c
c
H&c Storage $ccccbig problemccc)c ccc c#)cc
c)ccccc'&c
&c
&c c)c)cchindrancecc))(coutside Karnataka brandccc'#c
$$#cc)ccc#ccccc Mcc#cc'c
()cc)ccc$ccc cc &c
c
6=c
4 #)c Ec $)%c$)0cEc')%c$)0c9E')%c0c:Ec $)%c5c
c
F&c #c$cc$)#cc;)%c$cc
$$c ccc2.üü&c
cc
&c Mc#%cccc(cc'cc#!(c$c&c
$$c cccü.67&c
c
  &c' ccccc;)%cc #c&c
$$c cccü.08&c
c
c
c
c

c
c

+)('%c,c6)('%c
c
c
cPc0c+cc 0c %c'$)&c
c
cPcMc+c c4c< 5&c
c
cPc)c#%c$c6!(c-c)c c
c
cPc6!(c6(c6))c< %c)'c)c
c
c &c'=**&!' &(*!*)=+c
c&c'=**&  &#*
)Q$)**+QcQQ)!&ccc
9&c'=**& !--&#*c
:&c&&#c
I&c& !(&c
H&c'=** &)('&#*c
&c'=**& )&#c