KINGFISHER-BEER-Vasantha Naik .L

Yella OK …… Cool Drink YAAKE?

CONTENTS 1. INTRODUCTION 2. RESEARCH DESIGN 3. A PRODUCT PROFILE 4. KINGFISHER IN INDIA- A PROFILE 5. CHANNAMBIKA WINE STORES-A PROFILE 6. SURVEY FINDINGS, ANALYSIS AND INTERPRETATION 7. SUGGESTIONS AND CONCLUSION 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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Purchases and sales review Conclusion •

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 •

“Consumer attitude towards Kingfisher beer”, A case study of Channambika Wine Store, Savalanga Road, Shimoga.

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CHAPTER - 1 INTRODUCTION



GENERAL INTRODUCTION



SPECIFIC INTRODUCTION



SCOPE OF THE PROJECT REPORT



NEEDS



AIMS AND OBJECTIVES



LIMITATIONS

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GENERAL INTRODUCTION

Marketing is an important stage on the modernized productions and distribution. It has a special significance in the modern management of business and industry. It is one of the important management concepts, unless it is properly under stood and put into practice in the right use. Many of the business or industrial enterprise will collapse or prove failure. Marketing is so basic that it is not enough to have strong sales department and entrust marketing to it:

a) The business decision must be consumer oriented b) Marketing must increase profit c) Marketing must be dynamic in process

Marketing is nothing but human operation in market to actualize potential exchanges with an intention of satisfying human needs and wants.

The new concept of marketing assumes that consumer is omnipotent and a king who controls the business. All

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Marketing activities revolve around customers and his judgement and verdict is final.

Indian marketing environment is described as sellers market. We have chronic shortage and scarcities particularly inconvenience goods. Demand is invariable greater than supply . Purchase power of man is limited. More than 30% of our population have income below the poverty line. Many consumers are ignorant about product availability.

Product availability, prices and sellers. Bulk of our population resides in village and markets have yet to capitalize rural marketing opportunities

The Indian marketing scene is that the majority of consumers are illiterate and have weak bargaining power. The modern markets exploit the consumers. Most of our business enterprise is still having selling concept, which is product oriented. They have to discharge these social responsibilities towards consumers.

But a gradual and slow transition is taking place in the consumer 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 knowing the market situation. Marketers are called upon to anticipate changes in marketing environment. They are required to forecast the direction and intensity of these future marketing environment changes.

For doing this marketers should have long and careful planning and forecasting.

This project report attempts to bring out the details regarding the history of beer, advent of beer, marketing development of beer. Beverage industry in India and marketing constraints by markets attempts have also been made to suggest some guidelines to improve the marketing of beer.

This project report is related to marketing of kingfisher beer is particular. For the purpose of analysis of kingfisher beer marketing a case study has also been made on CHANNAMBIKA Wine Store. It also provides details regarding the progress in marketing of kingfisher beer manufactured by U.B. Bangalore. References have also been made to the marketing of other brands of beer and bring out a comparative analysis of kingfisher beer with other brands.

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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 in comparison with brands of beer. And the report also attempts to assess the present marketing performance of CHANNAMBIKA wine store their sales analysis, nature of organization, dealership undertaken by them for wines and their marketing mix strategies. SPECIFIC INTRODUCTION

“Beer is an alcoholic beverage produce by the fermentation of mated barely. Although the preparation of fermented beverages has been practiced in India since early times, the art of brewing of Europeans”.

There were 26 beer breweries in across India when the government called the game over in the early 70’s by freezing the industries production capacity. Nobody was permitted to either expand existing units or build new ones. In swift reaction, the cash rich Banglore based u. b group began buying up all the breweries if it 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 perishable product and transportation being a costly proposition, sales are usually combined to a radius to few hundred KM around the 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.

OBJECTIVES OF THE STUDY

To throw light on the history and srcin of beer. 1.

To know the manufacturing process of beer.

2.

To evaluate the development of beverage industry in India.

3.

To study the establishment, growth and progress of kingfisher industry, their production and sales and the market share of kingfisher.

4.

To evaluate the marketing performance of CHANNAMBIKA wine store in Shimoga and to analyses their sales.

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5.

To gather information from consumers about their opinion regarding various brands of beer and kingfisher in particular.

6.

To provide some information regarding the imp rovement of the beer.

NEEDS OF THE STUDY

1.

To study the current market trend to drinks.

2.

To study the customer preference towards drinks

3.

To study the current market potential of drink industry.

SCOPE OF THE STUDY

The scope of the study is not only to know about customer preference towards Kingfisher beer, but also to know about certain other aspects. 1.

To know what is the total market

2.

This stud y stand as complete information point not only about Kingfisher movement, but also as a data bank in order to cover up other related industry.

3.

To analyse company’s present positioning the market.

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4.

While conducting the survey for Kingfisher the company cave to know what is its present position in the market.

5.

It helps. a. To forecast the future development and target. b. To analyse its drawbacks and failures.

Combing these two, a definite line can be drawn in order to develop the company and extend its services.

LIMITATIONS

One main limitation was the time factor. Since the survey was conducted along with the academic studies.

When the consumer and dealers were contacted and requested for their opinion through personal interview and requested and questionnaire about the study cent percent answers were not obtained because some consumer showed their reactance to respond due to many 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

Marketing Research is a systematic analysis of the marketing problems. Model building and fact finding for the purpose of improved decision making and control in the marketing of goods and services. Research methodology may be understood as a “Science of studying how research is done scientifically’.

Here, we study the various steps that are generally adopted by a researcher in studying his research problems along with the logic them.

To plan a research project, it is necessary to anticipate all the steps, which must be undertaken it the project is to be completed successfully. These steps are referred collectively as “Research Procedure”. It consists of a number of inter-related frequency overlapping activities.

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STEPS INVOLVED IN RESEARCH PROCEDURE ARE

Statement of hypothesis

Defining Research problem

Extensive literature survey

Developing the Hypothesis

Determining sample dewan

Execute the project

Analysis the data

Generation of interpretation

Preparation of the report RESEARCH DESIGN OF THE STUDY

A research design is a logical and systematic plan prepared for directing a research study. It specifies the objectives of the study, the methodology and techniques to be adopted for achieving the activities.

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A research design is the programme that guides the investigator in the process of collecting, analyzing and interpreting the observations.

Different types of research design are possible depending on the nature of the research subject, availability of time, money and trained manpower, the overall research design is generally considered under the following sub heads.

1.

Sample design.

2.

The observation/ Survey design.

3.

The statistical design.

4.

The operational design.

FORMULATION OF THE HYPOTHESIS

Hypothesis is a conjectural statement of the relation between two or more variables. It is therefore the tentative answer to the research problem.

The first and foremost advantage of hypothesis is that it builds the researcher’s confidence in his results. The researcher who

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hypothesis a relation in advance gives the fact’s a chance to prove or disprove anything.

Secondly, A working hypothesis gives direction to enquiry. It aids in delivering and singing out pertinent facts and in determining which facts may be included and which may be omitted. The use of hypothesis thus, prevents a blind search and indiscriminate gathering heaps of data, which may later prove irrelevant to the problem understudy.

THE RESEARCH HAS KEPT THE FOLLOWING HYPOTHETICAL STATEMENTS

1.

Null Hypothesis

“Proportions of satisfied customers of kingfisher beer and other beer are same”.

2.

Alternative Hypothesis

“Proportions of satisfied customers of kingfisher beer are more than that the other beers”.

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TYPES OF RESEARCH

Research may be classified as follows a. Pure research. b. Applied research. c. Exploratory research. d. Descriptive study. e. Experimental research f. Historical research.

SOURCES OF DATA

The task of data collection begins after to research problems has been defined. Normally, the sources of data are classified in to Primary data & Secondary data. 1. Primary Data

Primary data are collected directly from the field. They are the first hand data.

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Since primary data are collected specially for a particular survey. Extra care is taken to collect all the required data with the required degree of accuracy. Primary data are reliable, complete and fresh.

Primary data are costly. Their collection consumer’s more time and labor than the collection of secondary data. Techniques of collecting primary data

a. Direct personal interview. b. Indirect personal interview. c. Information through correspondence. d. Method of questionnaire. e. Method of schedule. f. Telephone interview method. 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 required information. They are not as dependable as primary data. The collection of secondary data, which consumers less fund, time and labor than the collection of primary data.

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Sources of secondary data

1. Published sources

a. Reports and publications of international bodies. b. Reports and publications of government departments. c. Publication of banks, research institutions, Administrative officers,etc. d. Magazines and Newspapers.

2.Unpublished sources

a. Records maintained at Government offices and municipal offices. b. Records maintained at research institutions and research scholars.

TOOLS FOR DATA COLLECTION

For this project report, Questionnaire method was adapted to analyze the consumer’s preference/ behaviors and personal interview were conducted together information from the consumers/ clients and company organization.

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The primary data was collected by questionnaire format method and personal interview method. It helps to display in the form of tables, graphical charts etc.

The secondary data were collected from books magazines and from management of Sri CHANNAMBIKA Wine store.

DATA PROCESSING AND ANALYSIS PLANS

The data was processed and analyzed on the basis of the responses given by the customers of the kingfisher beer in the mail questionnaire.

The responses were first classified on the basis of similarity of views and then tabulated in two different groups. Further, analysis was done on the basis of the tabulated data. Suitable pie charts and bar charts were shown to represent the data graphically.

The information received through MAIL QUESTIONNAIRE was in an unbiased form, so office editing was carried out, many of the respondents did not stick to the questionnaire pattern and gave

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irrelevant, inconsistent, illegal or incomplete answers, which had to be edited.

COADING was used through which numbers were assigned to the answer so as to prepare them for tabulation. Percentages were used in comparing two or more series of data and also to describe the relationship.

SHAPLING PLAN

Empirical field study required collection of first hand information or data pertaining to the units of study from the field. The units of study may include geographical areas like districts, taluks, cities, or villages, which are covered by the study, institutions or households about which information is required, or persons from whom information is available. The aggregate of all the units pertaining to a study is called the population. Population is the target group to be studied. It is the total collection of elements about which we wish to make inferences.

“A part of the population is known as a sample, the process of drawing a sample from a larger population is called sampling”.

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AIMS OF SAMPLING The aims of sampling are

a. To make an inference about an unknown parameter from a measurable sample statistic. b. The second aim of sampling is to test a statistical hypothesis relating to a population.

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Sampling techniques or methods

Sampling techniques or methods may be classified into two generic types

a. Probability or Random sampling. b. Non-Probability or Non-Random sampling.

A. Probability sampling is of following types 1. Simple random sampling. 2. Statistical random sampling. 3. Systematic random sampling. 4. Cluster sampling. 5. Area sampling. 6. Multi stage and sub sampling. 7. Random sampling with probability proportional to size. 8. Double sampling and multiphase sampling. 9. Replicated or interpenetrating sampling. B. Non probability sampling may be classified into

1. Convince or accidental sampling. 2. Purposive [or judgment] sampling.

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3. Quote sampling. 4. Snowball sampling.

STATEMENT OF PROBLEM

1. Prices of beer are going to increase in the recent days. 2. Lack of marketing information. 3. Increasing the government taxes on the beer and other drinks. 4. Sales force to the firm with minimum sales man working in the firms 5. Lack of credit facility. 6. Lack of advertisement as effective. 7. Problem of safe transportation to warehouse to store. 8. Lack of sales promotional activities. 9. There is no proper channel of distribution.

AN OVER VIEW OF THE REPORT

A systematic and detailed study of the customer. Preference towards kingfisher beer was undertaken at Shimoga. The total study is divided into eight man chapters in the report. Chapter-1 Introduction

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It describes about the general introduction about the report and 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 work like research design, hypothesis, sampling plan data collection investments etc. Chapter-3 Product Profile

In this chapter laws discussed about the history of beer, manufacturing, economic aspects, brands, brands, types etc total about the product. Chapter-4 Company Profile

It covers simply the Introduction, growth and marketing mix of the company kingfisher. Chapter-5 Firm Profile

It shows the full informat ion about the firm i.e Sri CHANNAMBIKA wine Stores like background, location organization structure, market mix purchase sales review etc. Chapter-6 Consumer Behaviour

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In the chapter an shown the information about the consumer behavior. Chapter-7 Survey, Analysis, Interpretation

It covers the taste graphical representation of the consumer and dealers opinion about the product. Chapter-8 Suggestions And Conclusion

It included suggestion recommendation to solve the problem, which are stated in chapter 2 nd 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

Beer is an old as the science of agronomy. As soon as man learned to fit them in to his diet, bread and beer were two of the earliest utilization. Both baking and brewing followed similar processes up to a certain point during early civilization. Processes show that in Mesopotamia 6000 years ago, beer was made with barley malt and allowed to ferment. Beer also was used in ancient Egypt, Greece and Rome. Translation of uniform writings on a clay tablet found in ancient ninevch describe Noah’s alleged preparations for the food and indicate that beer was among the provisions that were loaded on the ark.

Respite its antiquity and general use, beer attained little commercial standing until about the 10

th

c. until then brewing was

largely followed as a domestic function like many as baking and cooking. In the middle ages brewing like many other arts was concentrated in the hands of churchmen. Almost every monastery had 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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festivals. Such as church asses for raising church funds.

During exploration

the of

era

American

continent beer was deemed an essential in the provisioning of ships. Water stagnated quickly on a longtime. While beer remained comparatively whole some and palatable. Moreover its diet properties although unidentified in those days helped ward off many of the diet deficiency ills to which passengers and crews on long voyages were subject. The dwindling supply of beer on the may. Flower was a factor in the pilgrim’s decision to seek harbor ahead of schedule.

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ECONOMICS ASPECTS Country

1965

1975

1985

U.S.A W. Germany

89783 108024 2619

157863 57471

Great Britain USSR Japan France

7 33960 15740 3453 10665

41282 27006 7093 1686

79628 55056 51131 33482 19017

9 Australia

8588

1065

Canada

5605

0 1154

Mexico Spain Poland Brazil

5615 1434 4406 6077

6 8732 8389 6592 5629

Czechoslovaki a

8939

16022

16481 18117 16509 14162 10952 14775 19066

The output has been divided among approximately 100 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 transportation , advertising and promotion.

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Although more beer is produced in U.S.A, than in any other country. The U.S.A. ranks well below west Germany, Luxembourg and other leading consumer nation in per capital consumption. In 1975 per capital consumption in the U.S.A. were about 31 gallons(1117 liter’s) annually. Patterns of consumption vary greatly within the U.S.A. and tend to be prohibition remain in effect through local option laws.

MANUFACTURING PROCESS OF BEER

Beer is manufactured usually form barley, hops, yeast and sugar. The barley corn consist largely of starch, which will not ferment and so it must first be converted into sugar, which ferments readily. This brought about by malting the barely. During the malting process the barely is soaked and then kept in a warm atmosphere so that it begins to germinate. As the barley germinate, it produces an enzyme called “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 water and sugar. The resulting liquidate , known as wrote is pumped 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 fermenting vessels. The yeast is now added, and fermentation begins.

British beer begins fermentation at a temperature of about 15.6 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 of the liquid. The beer after fermentation, is drawknife into setting tanks where any residual yeast is removed and then stored for a time ( from a few days to a few weeks, depending on the type of beer) at around o degree c (32 degree) to allow it mature before it ils rocked (filled) into bottles or cans.

Lager beers are bottom fermented, the yeast used setting at the bottom of the vessels during fermentation, which begins at a temperature of from 6 degree c to 10 degree c and takes about 8 days. Lager bears are matured for up to 3 months at 0 degree c before rocking ( the same lager is the word for store). During the maturation period a second fermentation takes which clears the beer and improves its flavor and strength.

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The term ‘ale’ srcinally applied to UN-hoped beers, but it is 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 strong to p-times the amount of hops used in malting a light lager.

Another factor which varies according to the type of beer being 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 days and then dried at a temperatures of bout 55 degree c. When dark 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 sold for use in animal foods.

1. Trends

Since the realization of beer in U.S. in 1933 there has been a 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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in draught beer most of the increase in packaged beers has been in canned beer.

2. Types of beer:

In the U.S. the name “Beer” is generally given to a bright, pale Golden, light boiled , crispy fresh beverage that is drunks, chilled some where between 44 degree f and 48 degree f (6.6 degree c and 9 degree c ).



Bock beer

It is a special, full bodied brew, some what darker and sweeter 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 of spring. The bock beer season lasts about six weeks.



Malt liquor

It is a special kind of beer that varies considerably among brands. Some malk liquors are quite pale, others are rather dark. Some are quite happy , others are only mildly so, their essential characteristics is a higher alcoholic content than in other beers. 

Lager

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It is generally understood to be a light bright and sparking beer, but today all malt beverages in the U.S. are laggard. 

Pilsner

It is a term after seen on beer labels around the world. The srcinal and the pilner beer is the pilsner urquell which has been brewed at platen in bohemia.

Czechoslovakia, for

some 800 years and has never been equaled.

•

Ale:

It is an aromatic, golden, fuller-bodied and bitter malt beverage with a slightly higher alcoholic contents than beer , all ales top fermentation brews.



Stout

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It is darker, fuller bodied ale yielding a rich, ceremony foam, strongly rousted most is used to give a richer body. It is sweeter and less happy than regular ale.



Sake

A Japanese brew made form rice, is given a high alcoholic content by refermentation.

BREWERIES IN INDIA:

Beer is an alcoholic beverage produce by the fermentation of maited barely. Although the preparation of fermented beverages has been practiced in India since early times, the art of brewing of Europeans. The first brewery was started in murre in 1860. Since then several others gave been established in different parts of the country. At present there are 4 Europeans managed firms who are controlling most of the important breweries in India Location Buyer meakin

Murre brewery company United Brewery company Bengal brewery company

Solon Lucknow Caravel Ranikhet Rawalpindi

Annual production capacity (1,000’s) 10.89

15.00

Bangalore Katie (Nilgiris) madras

15.92

calcutta

2.10

Total

43.91

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CHAPTER - 4

KINGFISHER IN INDIA- A PROFILE

•

INTROUDCTION TO KING FISHER

•

THE BEGNING OF GROWTH

•

MARKETING SHIFT

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INTROUDCTION TO KING FISHER

There were 26 beer breweries in across India when the government called the game over in the early 70’s by freezing the industries production capacity. Nobody was permitted to either expand existing units or build new ones. In swift reaction, the cash rich Banglore based u. b group began buying up all the breweries if it possible could bring its tally up to 10. Many of these were small, sick units going cheap. Given the government new antialcohol pasture. U.B 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 perishable product and transportation being a costly proposition, sales are usually combined to a radius to few hundred KM around the 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

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The Challenger

Kingfisher was U.BS best beer brand. India’s largest selling brand, however, was still golden eagle from ‘MEAKIN’ but marketing of beer is all about penetrating market and servicing them efficiently. This call for an elaborate distribution systems, which has to tackle the complexities caused by been being a state subject for registration. And states have vastly differing duties and loss on beer, resulting in each state having to be considered an entirely independent market. And here, thanks to foresighted expansion, U.B rensed an advantage. When two in the East, four in the south, one in the West and three in the North. It had a wider spread of breweries. And nine of them made kingfisher 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 quality of kingfisher beer made by different breweries, because it

41


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 associated suppliers. U.b went on to set up a “CENTRAL TECCHNICAL CELL” to sample test beer from each plant for possible variations in taste caused by the different water and production process.

In High Gear

Through the 80,s kingfisher sales grew dramatically. This, 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 company decided to go for a aggressive brand. ‘Most thrilling chilled’ and surrogate advertising reported to.

The colorful and clearly identified bird in the logo served as a 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 enough. Kingfisher took to high profile event sponsorship.

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The kingfisher started sponsoring sailing rallies and horse race derbies. It deliberately stayed away from move popular sports like and cricket and hockey, the sponsors of, which were lost in the cutter. By the prompting sophisticated sports, the brand could cause an image association with them. The company had also kept the target consumer in mind while making the choice. He is the young urban thrill seeker. To him water sports is refreshing and so is kingfisher. And sailing 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 rub-off as well. Adding to this, kingfisher brings out a monthly video magazine an horses called horse power.

March on to Mumbai

Although strong in GOA and other western region markets, kingfisher had a nominal presence in Mumbai. India’s largest single markets, which accounts for roughly 11% of sales in the country.

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Around 1989, U.B’S flagship brand entered the city with a clear resource to topple the leading brand. London pilsner from associated Breweries and distilleries (A B D).

K .F was up against several things. For one it did not had a 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

U.B believes in high visibility for king fisher has a means of staying foremost in the consumers mind. Advertising agency “oglivly and mother” (o+m) hit upon an innovative campaign idea and decided to advertise the very bird

itself. With large visuals, every

44


advertisement speaks to each of to 12 varieties of king fisher found in 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.

The coming of steatite T.V gave an unexpected lease of life to beer advertising and king fisher made the best of it. The brand’s commercial appear regularly on star T.V and BBC. It shows relaxed sailors, foaming sell waves and beer, the type has parted again in the form of markedly increased brand loyalty. Infact, king fisher gained ground even in beer bar (as opposed to take home retail) sales, which account for roughly 40% of the national market, where dealer influenced counts for much. The bar tender or waiter is given a commission by some marketers on each bottle cap of their brand, encouraging him to thrust it on to customers. king fisher claims it relies on

consumer insistence.

Finally in 1991, it dethroned golden eagle (which had slipped in to marketing coma, in comparison from the top spot. selling about 9

45


million cases (a case contains 12 bottles ) a year, king fisher today commands 21% share of the 43 million case market worth RS 1100 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 ahead of London pilsners 1 million.

MARKET SHIFT

Kingfisher leads, but the story is no quite over yet. Swarms of new entrants are around the corner. In 1991, the government no new license policy collapsed to coincide. With kingfisher as tendency. So 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 mild beer, to up market drinkers. The reality new segment of strong beer which target the lower budgeted drinking looking for a stronger kick is growing faster.

Keeping Momentum

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Kingfisher is prepared to defined its leadership position. It has taken the lead in fragmenting the mild beer market.

Further,

introducing brand varieties in the tiny (so far at 60% of total) Specially beer segment, to keep the king fisher loyalist within its fold.

In 1984 was launched kingfisher draught (an beer on top) in 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, but follow the famous American millerlites case by way of positioning 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, ‘fresh’ in late kingfisher came diet in 1997, which claims to contain 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 to drink much more.

By popularizing draught beer, kingfisher hopes to establish over 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 mugs, is Expected to induce trails among non-drinkers, thus expanding

47


the mild beer market. U.B first got the pub culture going in Bangalore targeting the yippee who found beer drinking at home not as fashionable (besides being cusnber some) as that in a beer bar with a distinctly western ambience. Today 125 pubs in the city sell kingfisher draught exclusively.

Draught was launched in Bombay and is up against the leader, 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 more than kingfisher.

But the company won’t last long. U.B’s eleventh brewery at Taloja near Bombay, is scheduled to start’s brewing by year-end. The

48


company plans to get draught beer rolling in other cities to and is hoping for relaxation of rules on public beer drinking.

The rise of kingfisher could be credited to poor competition in a closed market. Its real test will come now, with international brands about to top in by current performance, kingfisher should be able to hold its own.

CHAPTER - 5

CHANNAMBIKA WINE STORE- A PROFILE



BACK GROUND



LOCATION



ORGANISATION STRUCTURE



MARKETING MIX



PURCHASES AND SALES REVIEW



CONCLUSION

49


BACK GROUND

M/s CHANNAMBIKA wine dealers is a retail sale trading concern and its proprietor being Sir. Nagesh G.R . The firm was established in the year 2000. It deals in the sale of popular branch of Whisky, Brandy, Beer, and Rum etc.,

Sri. Nagesh G.R is an experienced businessman as there was good scope for wine business. The proprietor has switched over to present trading. Initially to commence the business he had sonk his own capital. Thought it was expanding his business to take up retail trade, he sought assistance of the local commercial banks. The businessman has been quite encouraging.

In a modern world where the habits are changing conducting a wine business is not a crime. As in the case of any other product the wine business has also an unlimited scope for business.

50


In this city Shimoga, though there are many retail outlets of wine shop, there was need to procure large quantities from Bangalore and distribute to the local retailers at competitive rates.

A CHANNAMBIKA wine dealer is a retail trade dealer. The boy the products from the whole sailors and sold to the customers with a maximum price. Aristocrat premium etc., it has been felt by his customer that the products are very standard and sold at competitive prices also.

LOCATION

The unlit is located in a most Near Shivamurthy Circle, Savalanga Road, Shimoga. The proprietors do not own the building. The unit is located in busy Center and has an easy access. The proprietor is assisted be able salesmen who are courteous to the customer. Their willing service, availability of stocks, Competitive rates are the reasons for the success of the unit.

51


ORGANISATION STRUCTURE

Owner

Manager

Salesman

Salesman

Salesman Salesman

Sri CHANNAMBIKA wine dealers is dealing in popular brands 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 cooked after by the proprietor by the proprietor Mr.S.L.Krishan kumar. He is being assisted in the business by four sales assistants. The staff are being paid with monthly emoluments ranging from Rs. 1500 to Rs. 2000. The stafare very courteous. The unit is financially supported by Canara bank and dealing with their are satisfactory. The firm has a reputed tax consultants and their tax obligation are promptly met.

Market mix strategy of Sri Channambika wine Dealers

Marketing mix refers to bending of the four controllable elements into a marketing plan or program by a firm. It is an effective

52


tool or technique for ensuring effective and successful marketing. The four controllable factors are; 1. Product mix 2. Price mix 3. Promotion mix 4. Physical distribution mix 1. Production mix: Product is the thing possessing utility. It has four components: a. Product range b. Service after sales c. Brand d. Package

It also covers the characteristics, Shape, design package labeling ect,. Sri Channamb ika wine dealers are the dealer of wines of popular brands. The wines that delt by Sri Channambika wine dealers are as follows.

Price mix

Price is the valuation placed upon the product by the offered. It has cover pricing, discounts, allowances and terms of credit. It deals with competitive price. The Sri Channambika wine dealers fix a competitive price for the product after taking into consideration the tax,

53


transportation and so on. The following are prices of the product that are dealt by Sri Channambika wine dealers.

Promotion mix:

Promotion is the pervasive communication about the product by the offered to the prospect. It covers advertising, personal selling, sales promotion, publicity etc, used in promotion largely it deals with non price competition. Frankly speaking Sri Channambika wine dealers or any promotional activities, because their task is make easier by the company, which takes through media like TV ,magazines, etc. people come across those advertisements and it they like that product they come to purchase.

Distribution mix:

Distribution is the delivery of the product and right to consume it. It includes channels of distribution, ware housing and inventory control.

Distribution Methods of Sri Channambika wine dealers:

Retail business is carried our by the Sri Channambika wine store. They purchase the products from the wholesalers in bulls.

54

And


distributors the product at retail prices to the customers. They sell the wines at retail price to those who purchase it in smaller quantities Sri 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 given for retail sale.

Different brands of beer, whisky, brandy rum, gin and wine which is distributed by the firm are as follows: -

BRANDS Beer:

U.B. Export lager Beer. Kingfisher Knockout Golden Eagle King Fisher Diet Charger super strong Cannon London pilaster.

55


Whisky:

Aristocrat premium Aristocrat Malt “A” Wards Bagpiper Captain martins Officer’s choice Democrat Gem Hayward No. 1. M.C. Dowells premium. Mogul monarch. M.C. Dowells single malt Mysore Lancer Nisha Old Tavern Peter Scott Royal Challenge Wellington

56


Brandy:

O.J. Mc. Dowells Mansion house Nisha Raja Sovereign

Rum:

Custain martins XXX J P XXX Hercules XXX Khoday”s XXX MC- Dowells Celebration white Herazles 3 V Deluxe Nisha XXX Old cask XXX

Gin:

Blue Ribband Dry

57


Captain martin Ramnou vodka. Wine:

Golconda Ruby Vinicola port.

PURCHASE AND SALES REVIEW

CHANNAMBIKA wine dealer is a Retail merchant, showing the total purchases of last seven years. YEAR 2006-2007 2007-2008 2008-2009 Total sales of last seven years

Purchase 19,22,350 29,75,850 50,05,950

YEAR 2006-2007 2007-2008 2008-2009

Sales 885315 2002445 4010150

Tables shows the clear improvements in sales and purchase.

58


CHAPTER - 6 SURVEY FINDINGS, ANALYSIS AND INTERPRETATION



INTRODUCTION



CONSUMERS SURVEY



DEALERS SURVEY (DIRECT INTERVIEW )

59


INTRODUCTION

On the basis of the response of seen in the mail questionnaire by the customers of kingfisher. A detailed and systematic analysis was done so as to have a complete introduction about their preferences. Every question was analyzed individually.

Firstly, the introduction was classified into different groups based in similarity, secondly, it was put in the form of tables, analysis was done and interpretation was drawn on the basis of tabulated data.

Most of analysis is done on the basis of “percentage method” most of the analysis is represented graphically in the form of bar charts (Many of the findings have also been represented in the form of piecharts)

All the data analyzed in this chapter is strictly on the basis of the information obtained from the customers of kingfisher beer through the mail questionnaire there has been total objectivity as well as dispassionate and unbiased devotion at the time of collection and

60


treatment of facts, no personal preconceptions and value judgments have been added in the “Dricussion on Findings”. The tabulation analysis and interpretation of the data is as follows.

CONSUMERS SURVEY

7.1 Table showing the number of respondent consuming Kingfisher. Total no. of respondents 70

King fisher consumer 55

Others 15

Percentage of king fisher 79%

Others

21%

Others 21%

King fisher co nsumer 79%

Conclusion for above Table & Graph The above table reveals that out of 70 respondents contacted, 55 of them buy K .F been and 15 respondents consume other. It was also found that there was no one who have never heard of K .F the same is depicted in the following diagram.

61


7.2 Table and graph showing the respondents incident of consuming beer.

Incidents of consuming

No. of respondents

Percentage.

Regularly Weekly

14 17

20% 24%

Monthly

11

15%

Occasionally

28

41%

beer

Regularly 20% Occasionally 40%

Weekly 24% Monthly 16%

Quality of K .F when compared to other brands

The study provided on opportunity to the respondents to give their comparative opinion regarding the quality of King Fisher. The result found is given in the following table.

62


7.3 Table showing respondent opinion that the quality of Kingfisher beer. Opinion Better

No.of respondents 35

Percentage 50%

Satisfied

24

35%

Not Satisfied

11

15%

Not Satisfied 16%

Better 50% Satisfied 34%

A glance at the above table shows that 50% of the respondents are of the opinion that the quality of K . F beer compared to other branch is better, 35% of the respondents are of the opinion that quality of the K . F beer is satisfactory and 15% of them are of the opinion that it is unsatisfactory when compared to other brands. Some of the consumer's have brand preference the consumer have satisfied themselves to particular brands and this is very important at this point. It should be noted that the people are made to stick on to their brands and are not let to migrate to other brands.

63


7.4 The following table shows the demand for different brands of beer (according to their sales). King fisher Knock out U.B. export Cannon K.B.L Golden eagle

I II III IV V VI

Conclusion for above table

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 quality and some others look for taste.

64


7.5 Table graph show the consumer feelings about the price of Kingfisher Feeling about price Low Nominal High

No. of Respondents 15 30 25

In percentage 21% 43% 36%

15 25

30 Low

Nominal

High

Conclusion for above graph and table

Above graph and table shows the Kingfishers consumers 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 that if Rs comfortable to them.

65


7.6 Following table graph shows the number of women and included in the to respondents who are consuming kingfisher. Sex Man Women

No. of respondents 67 03

In % are 96 04

70 67

60 50 40 30 20 10

3

0 Man

Women

Conclusion for above table & graph

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 are drinking beer.

7.7 Table showing Income based division of consumers of Kingfisher

66


Income range Upto-3000 5000-8000 8000-15000 Above-15000

No. of respondents 15 20 27 08

30

Percentage 21% 29% 39% 11%

27

25 20

20 15

15 10

8

5 0 Upto-3000

5000-8000

8000-15000

Above-15000

Conclusion for above table & graph

Above the income based direction of the consumers of Kingfisher. In the 100% there are 11% drinkers income as above 15000 and 39% incomes 8000-15000 and the 29% income is 3000-5000 and remaining 21% people income is up to 3000.

DEALERS SURVEY (DIRECT INTERVIEW)

7.8 The following table and graph shows the opinion of dealers about King fisher.

67


Factors Good Better Best Bad TOTAL

No. of Respondents Percentage 14 20% 21 30% 35 50% 0 0% 70 100%

Conclusion for the above table

From the above table it is clear that 50% of respondents are of the opinion that King fisher is the best when compare to others, 30% of them are of the opinion that King fisher is better and 20% of them are of the opinion that is good.

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.

68


7.9 The following table and graph shows the number of dealers satisfied by availability of Kingfisher. Factors Satisfieddealer Not-satisfieddealer

No. of respondent 3 7

Percentage 30% 70%

Satisfied dealer 30%

Not-satisfied dealer 70%

Conclusion for the above table

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. Factors

No. of respondents

69

Percentage


Satisfieddealers Not-satisfieddealers

2 8

20% 80%

Satisfied dealer 20%

Not-satisf ied d ealer 80% From the above table, it shows that only 20% of the dealers are

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 T.V, channels, magzines, newspapers. Some is depicted in the below shown diagram.

70


7.11 The below shown table provides information’s about the number of dealers buying stock from CHANNAMBIKA wine dealers.

CHANNAMBIKA wine dealers Others

10 5

100% 50%

The above table shows that the dealers buy their stock from CHANNAMBIKA wine dealers and also from other units. In the CHANNAMBIKA wine stores

71


CHAPTER - 7 SUGGESTION AND CONCLUSION



SUGGESTIONS ON PROBLEMS



CONCLUSION

72


SUGGESTION AND CONCLUSION

The following are the some of the important suggestions that could be given to the firm, company and the government so that the sale beer can be increased without letting it to come down further.

1. As the prices of beer are gong higher and higher

It is suggested to the firm to increase the capital, so that purchases can be made in accordance with the demand of the market. So as be able to meet their demands.

2. The firm must adopt good market information system

So as to get necessary information to take decision about 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 make orders according to the existing demand.

3. The Government should decrease the figure of tax because

73


Every product has it now the same form there it goes on 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 even harmful it. The government itself.

4. The salesman working in the firm are very few is number

The sales force may be increased so that every corner of 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 at proper time, so there is need for proper sales force.

5. Consumer is said to be the king in the market

So levelly now and then his shies should be fulfilled as for as possible. At times credit facility may recur to be extended in large numbers to face the Compton and also some gifts or incentives should

74


be given to make them happy. It must be so as to make them patronize kingfisher.

6. The advertising should be very much increased

This is very important because now a days the anti advertisement on wine is going in following sped that have been supporting it , In every magazines, daukues etc., So advertisement towards drinking wine should be make is full in the available path itself.

7. Problem of transportation form the warehouse of the firm is also one

Which has to be supposed. So efforts should be made as for as possible not to make their problems grow, as the stock may not be received in time for sale.

8. Lot of sales promotional activities should be under taken

It includes personal selling, advertising and publicity the sales start to decrease.

75


Stimulating consumers mind, displays, shows and exhibition etc., when there is natural that the sales start to decrease.

9. The firm should have a proper channel of distribution.

So that ultimate consumer must receive the product easily and at fair price. So proper the product easily and at fair price, so proper distribution channel is essential to increase the sale information

10.Adequate orders and supplier

Should be there and otherwise the downward flow of beer will get, inform.

11.Consumer preference should be made to become stable so that he should stick on the same brand slows i.e. should not be let to divert his attention towards smaller products.

76


CONCLUSIONS

For the purpose of increasing the sales and stabilizing increased sales. It should maintain proper brand image. Ink this connection the factor like product play important role. There fore a manufacturing concern should give attention towards goodwill of, increasing in quality and quantity and decrease in price, further a wide publicity by different methods should also be adopted

They will help in establishing brand image and the increasing competitive increasing adopted.

Kingfisher beer maintains a highest share, to maintain and to improve the standards.

They require correct customer preference

analysis, decrease in cost and increase in quality. Therefore the urgent need for kingfisher is to take up convincing for customer by proper publicity and decreasing price and also by motivating consumers by different methods. Kingfisher also reviser proper motivation of dealers to make then more involved in kingfisher sales.

77


CHANNAMBIKA wine dealers who are the dealers of king 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 proper services. Further at their level they should takes us proper motivation of retailers, so that sales are increased. It is necessary for them to maintain proper marketing information system and efficient sales force to see that they have maximum sales performance in the available opportunities.

This report may offer them required data and suggestions to change or modify their marketing strategy for achieving highest sales performance in future years.

78


ANNEXURE




BIBILOGRAPHY

79



I am Vasantha Naik .L the student of Final year BBM Govt. First Grade College, Shimoga. Conducting a study on “Consumer attitude towards Kingfisher beer”, A case study of Channambika Wine Store, Savalanga Road, Shimoga. I would be grateful if you spend some of your time in following up these questionnaires, because this information helps my project report.

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

[ ]

80


4. Sex a. Male

[]

b. F emale

[]

5. Occupation a. Services.

[ ]

b. Business[ ] c. Student. [ ] d. Others [ ] 6. Annual income. a. U p to 3000

[]

b. 3000-8000

[]

c. 8000-15,000

[]

d. 15,000-above [ ] 7. Do you consume beer? Yes

)(

No

)(

8. If yes, at what place do you prefer to drink at? a. Bar.

[ ]

b. Home [ ]

c. Any other (Specify) [ ]

81


9. Which brand, now are you using? a. Beer [ ]

b. Whisky [ ]

d. Rum [ ]e. Gin

[ ]

f. wine

c. Brandy [ ] [

]

10.Which beer are you presently consuming? a. U.B. Export c. Canon [ ] Kingfisher [ ]

[]

b. Knock out d. London pilaster [ ]

f. any other

[] e.

[]

11. Are you aware of the beer called kingfisher? Yes

[]

No

][

12.Are you consuming kingfishers or had tried earlier? Yes

[ ]

No[ ]

13.If Yes, please indicate how it is comparable to other popular brands. a. Knockout: Better [ ] Satisfied [ ] Not satisfied [ ] b. Cannon: Better [ ] Satisfied [ ] Not satisfied [ ] c. K.B.L: Better [ ] Satisfied [ ] Not satisfied [ ] d. Golden Eagle: Better [ ] Satisfied [ ] Not satisfied [ ]

82


e. Other (specify) Better [ ] satisfied [ ] not satisfied [ ] 14.What do you feel about the price charged by Kingfisher? a. Low [ ] b. Normal [ ] c. High [ ]

15. What are the reasons for consuming particular brand of beer ? a. Quality. [ ]

b. Price. [ ]

c. Flavour. [ ]

d. Taste. [ ]

e. Packing. [ ]

f. Other (Specify). [ ]

16.If you are consuming kingfisher, what is the reason for consuming it? a. Quality. ( ) b. Price.

()

c.Flavour ( )

d. Taste. ( ) e. Packing. ( )

f. Other

()

17.Based onyour experience, how satisfied are you? a. Very Satisfied [ ]

b. Whether satisfied [ ]

c. Quite Satisfied [ ]

d. rather dissatisfied [ ]

18.Based on your experience, would you recommend to your friends to consume the kingfisher? Yes

()

No

()

83


19.Based on your experience, would you recommend to your friends to consume the Kingfisher Yes ] [

No

] [

20.What is your suggestion to drinking people? _________________________________________________ 21.Please give some suggestions to improve the marketing of Kingfisher.

Date : Place:

Signature

84


BIBLIOGRAPHY

Birtannica

-

Encyclopedia.

Colliers

-

Encyclopedia.

Wealth of India.

_

Magazine

Advertising and marketing

-

Magazine

Marketing management

-

Sherlekar

Economic Times.` website

:

google.com

www.kingfisher.com

85

KINGFISHER-BEER-Vasantha Naik .L

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