Professional Documents
Culture Documents
KINGFISHER-BEER-Vasantha Naik .L
KINGFISHER-BEER-Vasantha Naik .L
CONTENTS
1. INTRODUCTION
2. RESEARCH DESIGN
3. A PRODUCT PROFILE
ANNEXURE
CONSUMER QUESTIONNAIRE
BIBILOGRAPHY.
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CHAPTER - 1
INTRODUCTION
• General introduction
• Specific introduction
• Scope of the project report
• Needs
• Aims and objectives
Limitations
CHAPTER – 2
RESEARCH DESIGN
• Research Methodology
• Research Design of the Study
• Formulation of Hypothesis
• Sources of data
• Tools for data collection
• Data processing and analysis plan
• Sampling plan
• Statement of problem
An over view of the report
CHAPTER – 3
A PRODUCT PROFILE
• History of Beer.
• Manufacturing of Beer.
• Economic Aspects.
• Breweries in India.
• Different Brands
Types of Beer
CHAPTER - 4
KINGFISHER IN INDIA- A PROFILE
• Introduction to Kingfisher
• The beginning of growth
Marketing shift
CHAPTER - 5
CHANNAMBIKA WINE STORE- A PROFILE
• Back ground
• Location
• Organisation structure
• Marketing mix
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CHAPTER - 6
SURVEY FINDINGS, ANALYSIS AND INTERPRETATION
• Introduction
• Consumers Survey
Dealers survey
CHAPTER - 7
SUGGESTION AND CONCLUSION
• Suggestions on problems
Conclusion
ANNEXURE
• Consumer questionnaire
Bibliography
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CHAPTER - 1
INTRODUCTION
GENERAL INTRODUCTION
SPECIFIC INTRODUCTION
NEEDS
LIMITATIONS
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GENERAL INTRODUCTION
wants.
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limited. More than 30% of our population have income below the
opportunities
illiterate and have weak bargaining power. The modern markets exploit
community. They are becoming more and more aware of the product,
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prices, quality and sellers. They are now showing keen interest in
For doing this marketers should have long and careful planning
and forecasting.
This project report attempts to bring out the details regarding the
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Shimoga has been taken a test market for the concerned analysis.
This survey has tried to analysis the marketing share of kingfisher beer
SPECIFIC INTRODUCTION
Europeans”.
government called the game over in the early 70’s by freezing the
existing units or build new ones. In swift reaction, the cash rich
possible could bring its tally up to 10. Many of these were small, sick
units going cheap. Given the government new anti-alcohol pasture. U.B
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was amongst the few willing act on the future of the beer business.
Rather than cost U.B.’s actual consideration was that they were located
in the north and east markets it wanted to gain access to (beer being
brewery). Although the south and west accounted for an over whelning
majority of sale. U.B. was confident other part would grow, some
U.B.’s brewing capacity was on par with that of its arch rival, muhan
meakin.
kingfisher.
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beer.
other aspects.
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5. It helps.
LIMITATIONS
One main limitation was the time factor. Since the survey was
questionnaire about the study cent percent answers were not obtained
different reasons. But as far as possible it has been tried the best level
to get the correct, exact and precise information towards the study.
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With all these limitations, this project report has been based on
actual figures and the approach to the report is based on the present
market.
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CHAPTER – 2
RESEARCH DESIGN
RESEARCH METHODOLOGY
RESEARCH DESIGN OF THE STUDY
FORMULATION OF HYPOTHESIS
SOURCES OF DATA
TOOLS FOR DATA COLLECTION
DATA PROCESSAING AND ANALYSIS PLAN
SAMPLING PLAN
STATEMENT OF PROBLEM
AN OVER VIEW OF THE REPORT
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RESEARCH METHODOLOGY
problems. Model building and fact finding for the purpose of improved
researcher in studying his research problems along with the logic them.
overlapping activities.
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Statement of hypothesis
Generation of interpretation
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observations.
1. Sample design.
problem.
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disprove anything.
HYPOTHETICAL STATEMENTS
1. Null Hypothesis
2. Alternative Hypothesis
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TYPES OF RESEARCH
a. Pure research.
b. Applied research.
c. Exploratory research.
d. Descriptive study.
e. Experimental research
f. Historical research.
SOURCES OF DATA
1. Primary Data
Primary data are collected directly from the field. They are the
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Extra care is taken to collect all the required data with the required
d. Method of questionnaire.
e. Method of schedule.
2. Secondary data
Secondary data are the data, which the investigator borrows from
others who have collected the data for some other purpose. Since the
data is collected for some other purpose, it may not contain all the
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1. Published sources
officers,etc.
2.Unpublished sources
company organization.
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questionnaire.
views and then tabulated in two different groups. Further, analysis was
done on the basis of the tabulated data. Suitable pie charts and bar
was in an unbiased form, so office editing was carried out, many of the
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edited.
relationship.
SHAPLING PLAN
information or data pertaining to the units of study from the field. The
make inferences.
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AIMS OF SAMPLING
to a population.
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generic types
4. Cluster sampling.
5. Area sampling.
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3. Quote sampling.
4. Snowball sampling.
STATEMENT OF PROBLEM
4. Sales force to the firm with minimum sales man working in the
firms
Chapter-1 Introduction
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specific introduction about the topic i.e. Kingfisher and also shows the
scope, needs and aims and objectives of survey with its limitations.
Chapter-2 Research
It covers all the different methods use to carry out the research
investments etc.
the product.
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behavior.
which are stated in chapter 2nd and also the chapter covered the
conclusion.
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CHAPTER – 3
A PRODUCT PROFILE
HISTORY OF BEER.
MANUFACTURING OF BEER.
ECONOMIC ASPECTS.
BREWERIES IN INDIA.
DIFFERENT BRANDS
TYPES OF BEER
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HISTORY OF BEER
learned to fit them in to his diet, bread and beer were two of the earliest
Mesopotamia 6000 years ago, beer was made with barley malt and
allowed to ferment. Beer also was used in ancient Egypt, Greece and
ninevch describe Noah’s alleged preparations for the food and indicate
that beer was among the provisions that were loaded on the ark.
commercial standing until about the 10th c. until then brewing was
cooking. In the middle ages brewing like many other arts was
its beerhouse and some of the monks were as famous for their beer as
are traipses for their cheese and Benedictines for their liquors. Beer, in
that period also was closely identified with many religious and social
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exploration of American
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ECONOMICS ASPECTS
breweries. The amount paid each year in federal state and local taxes
has been $9 per barrel. State taxes vary widely. The brewing industry
also has expenditures totaling well oversee and packing goods and for
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laws.
The barley corn consist largely of starch, which will not ferment and so
brought about by malting the barely. During the malting process the
“diastase” which will convert the starch into malt sugar. Which in turn
are then converted to alcohol by the yeast enzymes during the brewing.
After malting the barely is milled and then washed together with hot
into large copper vessels where it is boiled with hops and sugar. The
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hops act as a flavoring and as preservative. Next, the spent hops are
separated from the boiled wort, which is cooled and put into the
degree c (60) degree and fermentation takes form five to seven days.
These beers are top fermented, that is the type of used floats on the top
tanks where any residual yeast is removed and then stored for a time
Lager beers are bottom fermented, the yeast used setting at the
rocking ( the same lager is the word for store). During the maturation
period a second fermentation takes which clears the beer and improves
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now widely used as a general name for top fermented beer. The
amount of hops used depends upon the type of beer being produced. A
produced in the malting process. For example, the barely for a top
fermented beer may be germinated for 11 days and then dried at 107
degree c for 3 or 4 days, but barley for lager may only be for 7 or 8
beer such as brown ales and stouts are to be made, The barley is also
high roasted. The root lets sprout form the barely during germination
shrivel and drop off when it is dried, and they are usually collected and
1. Trends
complete switch form dark to light beers form drought to bottled and
canned beer. Drought beer accounted for more than 2/3 of all beer sold
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canned beer.
2. Types of beer:
Golden, light boiled , crispy fresh beverage that is drunks, chilled some
c ).
Bock beer
than regular beer. It is brewed in winter for use in the spring. Bock
beer day, the day on which it is first sold is planned to herald the arrival
Malt liquor
Some malk liquors are quite pale, others are rather dark. Some are
quite happy , others are only mildly so, their essential characteristics is
Lager
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Pilsner
been equaled.
• Ale:
with a slightly higher alcoholic contents than beer , all ales top
fermentation brews.
Stout
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Sake
content by refermentation.
BREWERIES IN INDIA:
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CHAPTER - 4
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government called the game over in the early 70’s by freezing the
expand existing units or build new ones. In swift reaction, the cash
small, sick units going cheap. Given the government new anti-
alcohol pasture. U.B was amongst the few willing act on the
consideration was that they were located in the north and east
majority of sale. U.B. was confident other part would grow, some
U.B.’s brewing capacity was on par with that of its arch rival,
muhan meakin
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The Challenger
brand, however, was still golden eagle from ‘MEAKIN’ but marketing
This call for an elaborate distribution systems, which has to tackle the
states have vastly differing duties and loss on beer, resulting in each
in the East, four in the south, one in the West and three in the North. It
meakin. The market of golden eagle, have seven and was considerably
weaker in the south with excluding distributors. U.B began pushing the
brand into as many retail outlets as deep into markets as it could. Also
it worked at bringing the cycle time (from brewery to out lets) down to
just two or three days for local markets and seven to ten for those in
other states. What’s more, the company could ensure consistency in the
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owned them all, in contrast to its rival which owned them all, in
contrast to its rival which owned just two (the other five being
TECCHNICAL CELL” to sample test beer from each plant for possible
In High Gear
despite the fact that it had always been priced higher than competing
brands in the most markets. But kingfisher flanks were kept guarded by
other U.b export and sun lager priced below. In the mid 80,s the
strong visual memoir, what the brand needed was greatly salience in
the targets mind and thus, needed him to catch sight of the logo often
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derbies. It deliberately stayed away from move popular sports like and
cricket and hockey, the sponsors of, which were lost in the cutter. By
association with them. The company had also kept the target consumer
in mind while making the choice. He is the young urban thrill seeker.
brings to mind cool sea breeze and foaming water, symbols associated
with freshness. As also with beer publicity for the rally dose additional
surrogate advertising for the brand. There is thrill in horse racing too.
The hereby a sport of the rich and influential gives the brand a premium
March on to Mumbai
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Around 1989, U.B’S flagship brand entered the city with a clear
brewery near Bombay. Also the market demanded that the beer be of
uniform quality. Releasing this U.B. decided to sources all beer from
just one brewery in Ludhiana, Punjab. But moving beer across the
country was expensive and K.F had to save at an average RS.2 more
than locally made brands. A year after the launch, import levies in to
the state were suddenly raised more that tenfold. This made K.F Rs.4.5
more expensive than others; sales nuse divided by 22%. But to the
brand’s relief the local competitors raised prices too, narrowing the gas
to roughly N 2 again.
Loyalty finishing
and mother” (o+m) hit upon an innovative campaign idea and decided
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India. The “bird series” campaign projects its vibrant, fun loving and
cheerful personality. Thus building a personality for the brand too, says
one add “ this little chap is like every one else. Quit and shy until he
gets high”. The thrilling chilled line runs around the border.
beer advertising and king fisher made the best of it. The brand’s
sailors, foaming sell waves and beer, the type has parted again in the
ground even in beer bar (as opposed to take home retail) sales, which
on consumer insistence.
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crore. A regional king pin was topped too. In Bombay’s 4.7 million
cases per annum market, kingfisher sells about 1.5 million cases today
MARKET SHIFT
new entrants are around the corner. In 1991, the government no new
far, rough 95 new licenses to make beer have been handed out and
foreign brands are heading this way India’s per capital beer drinking at
0.5 liters, is way below that abroad, and the enterants hope to expend
the market. Its better taste and western auva are cited to have confined
beer which target the lower budgeted drinking looking for a stronger
Keeping Momentum
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introducing brand varieties in the tiny (so far at 60% of total) Specially
beer segment, to keep the king fisher loyalist within its fold.
Bangalore diet in 1991, which claimed to certain 80% less colors than
the regular beer the diet beer hopes to find favor with weight watchers,
and inside pushes the argument that all to be sole in pubs. Made with
softer water, this beer is milder and has less bizz. Also, it is sold,
80% less colories than the regular beer. The diet hopes to find favor
with weight watchers, but fallows the famous American millerlites case
by waty of positioning and instead pushes the argument that always one
beer consumption in bars, which accounts for more then half the market
in cities of the south and west. Also beer sold in smaller units like
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the mild beer market. U.B first got the pub culture going in Bangalore
distinctly western ambience. Today 125 pubs in the city sell kingfisher
draught exclusively.
London draft form ABD which was launched earlier and already has
over 75 bars selling it. Kingfisher with less than a third hopes to top
that figure. At the moment however it is using out on both the fraternal
and the price. It is using out on both the fraternal and the price. It
takes its rivals advantages of local production and has to transport the
staff in chilled vans form goa, this extents lets the rival supply in
chilled vans form goa, this extense lets rivals supply draught cheaper to
bar owners, giving them higher margins estimated at RS. 2 per mug
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closed market. Its real test will come now, with international brands
CHAPTER - 5
BACK GROUND
LOCATION
ORGANISATION STRUCTURE
MARKETING MIX
PURCHASES AND SALES REVIEW
CONCLUSION
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BACK GROUND
concern and its proprietor being Sir. Nagesh G.R. The firm was
good scope for wine business. The proprietor has switched over to
present trading. Initially to commence the business he had sonk his own
wine business is not a crime. As in the case of any other product the
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In this city Shimoga, though there are many retail outlets of wine
shop, there was need to procure large quantities from Bangalore and
the products from the whole sailors and sold to the customers with a
customer that the products are very standard and sold at competitive
prices also.
LOCATION
The unit is located in busy Center and has an easy access. The
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ORGANISATION STRUCTURE
Owner
Manager
of wines. It is a wholesale shop under the shelter. The whole sale shop
under the shelter. The whole sale business and retail business is ably
are being paid with monthly emoluments ranging from Rs. 1500 to Rs.
Canara bank and dealing with their are satisfactory. The firm has a
reputed tax consultants and their tax obligation are promptly met.
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1. Product mix
2. Price mix
3. Promotion mix
4. Physical distribution mix
1. Production mix:
a. Product range
b. Service after sales
c. Brand
d. Package
ect,. Sri Channambika wine dealers are the dealer of wines of popular
brands. The wines that delt by Sri Channambika wine dealers are as
follows.
Price mix
competitive price for the product after taking into consideration the tax,
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transportation and so on. The following are prices of the product that
Promotion mix:
come across those advertisements and it they like that product they
come to purchase.
Distribution mix:
control.
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distributors the product at retail prices to the customers. They sell the
Channambika wine stores sell the king fisher at a retail units, i.e. they
sell the king fisher at RS. 50 where the real price is 40 here no credit is
BRANDS
Beer:
Kingfisher
Knockout
Golden Eagle
Cannon
London pilaster.
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Whisky:
Aristocrat premium
Aristocrat Malt
“A” Wards
Bagpiper
Captain martins
Officer’s choice
Democrat
Gem
Hayward
Mogul monarch.
Mysore Lancer
Nisha
Old Tavern
Peter Scott
Royal Challenge
Wellington
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Brandy:
Mansion house
Nisha
Raja
Sovereign
Rum:
J P XXX
Hercules XXX
Khoday”s XXX
Herazles 3 V Deluxe
Nisha XXX
Gin:
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Captain martin
Ramnou vodka.
Wine:
Golconda Ruby
Vinicola port.
YEAR Purchase
2006-2007 19,22,350
2007-2008 29,75,850
2008-2009 50,05,950
Total sales of last seven years
YEAR Sales
2006-2007 885315
2007-2008 2002445
2008-2009 4010150
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CHAPTER - 6
INTRODUCTION
CONSUMERS SURVEY
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INTRODUCTION
was done and interpretation was drawn on the basis of tabulated data.
(Many of the findings have also been represented in the form of pie-
charts)
All the data analyzed in this chapter is strictly on the basis of the
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follows.
CONSUMERS SURVEY
Others
21%
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beer.
Regularly
20%
Occasionally
40%
Weekly
24%
Monthly
16%
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Not Satisfied
16%
Better
50%
Satisfied
34%
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7.4 The following table shows the demand for different brands of beer
King fisher I
Knock out II
U.B. export III
Cannon IV
K.B.L V
Golden eagle VI
From the above table it is clear that the demand for King fisher
beer is very high when compared to others and it occupies first place.
At all Knock out, III U.B. export, IV Cannon, VI Golden egale and V
place Kalyani black lable. They have said that consumers look for
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7.5 Table graph show the consumer feelings about the price of
Kingfisher
15
25
30
Low Nominal High
reaction/ opinion about the price 36% of consumers are says that of is
high and 43% of consumers says it vend and 21% of consumers said
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7.6 Following table graph shows the number of women and included in
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60
50
40
30
20
10 3
0
Man Women
Graph and table shows that the not only men are drinking people
but also the women are drinking people but also the women are
drinking the beer secretly. There are 96% of men and 04% of women’s
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30
27
25
20
20
15
15
10 8
0
Upto-3000 5000-8000 8000-15000 Above-15000
7.8 The following table and graph shows the opinion of dealers about
King fisher.
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Good
10%
Better
15%
TOTAL
50%
Best
Bad 25%
0%
The dealers have said that the competing in the market is cancer,
knock out and U.B export. Some is depicted in the below shown
diagram.
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7.9 The following table and graph shows the number of dealers
satisfied by availability of Kingfisher.
Satisfied dealer
30%
Not-satisfied dealer
70%
The above shown diagram reveals that the 70% of dealers are not
satisfied with the distribution of King fisher and only 30% of them are
satisfied. So the distribution of King fisher should be improved so as to
meet the demand of the consumer.
7.10 The following table shows the number of dealers satisfied by the
advertisement of Kingfisher.
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satisfied with the advertisement of King fisher and other 80% of them
are not satisfied. They said that if it should also be shown in our Indian
shown diagram.
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7.11 The below shown table provides information’s about the number
The above table shows that the dealers buy their stock from
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CHAPTER - 7
SUGGESTIONS ON PROBLEMS
CONCLUSION
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could be given to the firm, company and the government so that the
market and the consumer behaviour. This more information will help
in knowing demands for brand of beer at that day and this will help to
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decreasing and now the same thing has happened to sale of wines also.
All these days price west high and sow it has reached its saturation and
now the consumers cannot afford so much and so they have started to
regret with this, it is not only harmful to the company, also to the nation
which will not have the income without sales of wines and so this is
Shimoga will get the product in time. Without proper sales force, there
are four persons cannot cover with area as a whole in lesser time. And
numbers to face the Compton and also some gifts or incentives should
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kingfisher.
possible not to make their problems grow, as the stock may not be
start to decrease.
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fair price. So proper the product easily and at fair price, so proper
get, inform.
should stick on the same brand slows i.e. should not be let to divert
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CONCLUSIONS
sales. It should maintain proper brand image. Ink this connection the
adopted
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fisher beer have to keep in mind the above factors whole marketing of
king fisher beer, they should also see that consumers are satisfied with
information system and efficient sales force to see that they have
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ANNEXURE
CONSUMER QUESTIONNAIRE
BIBILOGRAPHY
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CONSUMER QUESTIONNAIRE
Thanking you,
Yours faithfully
Vasantha Naik .L
1. Name
2. Address.
3. Age
a. 15-20 [ ]
b. 20-30 [ ]
c. 30-40 [ ]
d. 40-above [ ]
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4. Sex
a. Male [ ]
b. Female [ ]
5. Occupation
a. Services. [ ]
b. Business[ ]
c. Student. [ ]
d. Others [ ]
6. Annual income.
a. Up to 3000 [ ]
b. 3000-8000 [ ]
c. 8000-15,000 [ ]
d. 15,000-above [ ]
Yes ( ) No ( )
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Yes [ ] No [ ]
Yes [ ] No[ ]
brands.
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15. What are the reasons for consuming particular brand of beer ?
16.If you are consuming kingfisher, what is the reason for consuming
it?
Yes ( ) No ( )
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Yes [ ] No [ ]
_________________________________________________
Kingfisher.
Date :
Place : Signature
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BIBLIOGRAPHY
Birtannica - Encyclopedia.
Colliers - Encyclopedia.
Economic Times.`
website : google.com
www.kingfisher.com
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