Summer Internship Project Presentation

Puneet Salunkhe, IIMP, Pune

Project : To study the consumer perception of Tuborg

Green in PMC area.
OBJECTIVES
To analyse consumers satisfaction regarding the attributes like taste,
quality of TBG as compared to those of the competition
To understand the brand preferences of mild beer consumers and
determine the key competitors
To gauge consumers brand switching possibilities towards TBG
To understand brand awareness of TBG among the consumers

Industry profile

Indian drinker consumes - 1.7 litres of beer a year . (Hong Kong22 litres, China- 37 litres, US-74 litres)

Beer's key consumers are youngters, adults and

professionals

aged18 to 40 years

Beer in metal cans is growing faster than beer in bottles .

The premium beer segment is currently growing at the rate of

49% and is the fastest growing segment within the Indian beer
market.

Types of beer
Ale: The other type of yeast rises to the top during fermentation. It also
ferments more rapidly and at a higher temperature, resulting in a more
aromatic and fruity product.
Amber: Malty, hoppy beers have a rich golden color. They can be ales
or lagers and tend to be fuller bodied due to the addition of specialty
grains.
Bitter: Highly hopped for a more dry and aromatic beer, bitter is pale
in color but strong in alcohol content. It's popular in British pubs.
Dark Beer: Beer becomes darker when the barley is kilned for a longer
period of time. This also creates richer, deeper flavors from the roasted
grain.
Wheat Beer (Weizen): Malted wheat, in addition to barley, is used for
this German style beer.

Fruit Beer: Fruit may be added either during the primary fermentation
or later. Fruit beer is usually made with berries, although other fruits
can be used.
India Pale Ale: The name is often shortened to IPA. This ale was
originally brewed in England for export to India. The large quantities of
hops added were intended as a preservative and to mask potential offflavors that might develop during the long voyage.
Mild Beer: Developed as a sweeter and cheaper alternative to dark ales
and porters. Mild beer was a popular beer in the mid-nineteenth century
but has all but disappeared in most pubs.
Pilsner: This is the term for the classic lager originally developed in
Czechoslovakia, a pale, golden-hued, light beer after which many
mass-produced American beers are modeled.
Stout: Very dark and heavy, with roasted unmalted barley and, often,
caramel malt or sugar, stout was invented by Guinness as a variation on
the traditional porter.

Oraganization Profile

2006: Carlsberg entered India by incorporating a company named

South Asia Breweries Pvt. Ltd.
2007: In June, production begins at an acquired brewery at Paonta
Sahib, Himachal Pradesh with the launch of Palone and Carlsberg
Green.
2008: The Brewery in Alwar becomes operational in March and in
Aurangabad in August.
2009 :The Company changes its name to Carlsberg India Private
Limited on 23rd February; Launch of Tuborg Mild in March;
Company expands its capacity by opening its Brewery in Hoogly
(near Kolkata) in September.
2010: Carlsberg India inaugurates its fifth Brewery at Sangareddy,
Andhra Pradesh in December; Tuborg Strong launched in May.
2011: Carlsberg Elephant and Palone 8 launched.
2013: Carlsberg India inaugurates its 6th Brewery in Dharuhera,
Haryana

Product Range

Carlsberg green

Carlsberg elephant

Palone 8

Turborg green

Tuborg stong

Tuborg booster

Competitiors
Budweiser Lite (Anheuser-Busch InBev)
Kingfisher Mild (UB group)
Heineken
Miller Lite
Fosters Mild (SABMiller India)
Corona

Data Collection
Type of data

- Primary data

The data collection method - Telephonic interviews

Sample size :

- 80

The respondent selection - Promotional activity carried out at select

retail outlets in the PMC area.
The consumers are provided with free
samples of Tuborg Green on a purchase of
mild beer of competing brand from the outlet.
Details as regards theri Names and
telephone number, the purchased brand were
noted. These respondents were called and
feedback regarding the product based on a
questionnaire was taken.

Name of outlet

Location

GHULE WINES
SUNNY BEER AND WINE
SHOPEE
CAPTOR BEER AND WINE
SHOPEE
S.M GHULE WINES
K.M BEER SHOPEE
SHRUSTI WINES
ARCHANA LIQUOR WORLD

BAVDHAN
HADAPSAR
VIMANNAGAR
DECAAN
VIMANAGAR
BANER
KONDHWA

SWOT Analysis of TBG

Strengths
Pricing better than Bud lite
Taste is mild comparatively
Packaging is better in a way to open easily without the
opener.
Quality at par with Bud lite, better than KF mild

Weaknesses
lack of brand awareness among the masses
lacks in kick element as compared to KF mild

Opportunities
Irregularity in supply of competitors brand (Bud lite) in
the market
growth in number of colleges, development of IT parks
in and around PCMC
The company must target areas where theres a
sizeable population of mild beer consumers (viz
students, young professionals)

Threats
loyalty of the masses towards brands like Budweiser,
KF mild
Consumption of mild beer in the country is declining
Perceived relation of good quality with price Heineken, etc
Taxation policies

Taste of TBG as compared to that of the

competition :

OK; 4; 5%
Similar; 11; 14%

Taste

Did not like; 14; 18%

Liked; 51; 64%

Liked
Did not like
Similar
OK

Most Preferred brand

28

Bud lite

41

KF mild
Fosters

Miller

Heineken

4
5

Any mild beer

0

10

15

20

Column2

25

30

35

40

45

Key factor driving the preference for a

particular brand:
AVAILABILITY 0
7

PRICE

PEER INFLUENCE

40

BRAND NAME
29

TASTE
0

10

15

20

25

30

35

40

Weekly Consumption
35
31

30

28

25
20
15
10
5
0

9
8

People likely to switch to TBG

Other ; 5
CAN'T SAY; 11

NO ; 19

YES; 45

TBG vs Bud
Advantages of TBG over BUD
Similar taste smooth
Similar quality
Lower price
Disadvantage
Perceived relation of higher price with better quality
Brand image/ brand name
Loyal consumer base of Bud

TBG vs KF mild
Advantages
Better taste / quality smoother
Same price
Disadvantages
Brand name
Loyal consumer base

Recommendations

Tuborg green is very well known and established in market.

Tuborg green should have different promotional scheme like

giving a merchandise free i.e glass, keychain,lighter etc.

Maximum no. of customers trials should done for brand

recognition.

Advertisement of Tuborg Green through surrogate selling should

be done.

Existing customers consuming tuborg green should be retained

through various schemes.

Tuborg green banners,posters should be displayed on various places

to create awareness of the brand.
Tuborg green stock should be available whenever needed at a

Learnings
While this promotional activity was carried out I got to learn how
people react and respond to you when u try to communicate with
them.
Certain customers dont even actually listen to you when you are
telling them about the activity because they are in a hurry.
Specific set of customers were happy listening to the scheme and
were easily ready to have sample of Tuborg Green.
Customers dont like to share their details like phone number as
they were of a view that they will receive various promotional calls
and messages everytime.
Certain customers were delighted that they got a full big bottle free.
Consumers who were contacted for feedback were very reluctant to

SALES TREND

Consumer Perception Questionnaire

1. What kind of Beer do you prefer?
a) Mild
b) Strong
2. Which is the most preferred Brand in Beer?
a)Carlsberg
b)Tuborg
d)Budweiser
e) Fosters
g) Heineken
h)Corona

c)Kingfisher
f) Miller
i) other

3. Most important attribute considered while choosing a beer to drink.

a)Brand name
b) Taste
c) price
d) Availability
e) peer influence
4. Do you like the taste of Tuborg Green ?
a) Yes
b) No
preffered brand

c) similar to

5. You drink beer primarily to.

a) quench thirst
b) kick
d) Complement food

c)socialize

6. What is your weekly consumption of beer?

a) 1-2
b) 3-5
d) more than 7
7. Will you switch to TBG in the future?
a) yes
b) No
c) Cant say
8. Any suggestions :

c)6-7

Thank you