kingfisher beer vasantha naik .l
TRANSCRIPT
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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 - 1INTRODUCTION
General introduction Specific introduction Scope of the project report Needs Aims and objectives Limitations
CHAPTER – 2RESEARCH 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 – 3A PRODUCT PROFILE
History of Beer. Manufacturing of Beer. Economic Aspects. Breweries in India. Different Brands Types of Beer
CHAPTER - 4KINGFISHER IN INDIA- A PROFILE
Introduction to Kingfisher The beginning of growth Marketing shift
CHAPTER - 5CHANNAMBIKA WINE STORE- A PROFILE
Back ground Location Organisation structure Marketing mix Purchases and sales review
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Conclusion
CHAPTER - 6SURVEY FINDINGS, ANALYSIS AND INTERPRETATION
Introduction Consumers Survey Dealers survey
CHAPTER - 7SUGGESTION 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,
prices, quality and sellers. They are now showing keen interest in
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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
was amongst the few willing act on the future of the beer business.
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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 origin 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.
5. To gather information from consumers about their opinion
regarding various brands of beer and kingfisher in particular.
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6. To provide some information regarding the improvement 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 study 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.
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.
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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.
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.
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.
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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.
Sources of secondary data
1. Published sources
a. Reports and publications of international bodies.
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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.
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.
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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
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.
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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”.
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.
3. Quote sampling.
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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 information 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 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
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 10th 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 the era
exploration of 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 89783 108024 157863
W. Germany 26197 57471 79628
Great Britain 33960 41282 55056
USSR 15740 27006 51131
Japan 3453 7093 33482
France 10665 16869 19017
Australia 8588 10650 16481
Canada 5605 11546 18117
Mexico 5615 8732 16509
Spain 1434 8389 14162
Poland 4406 6592 10952
Brazil 6077 5629 14775
Czechoslovaki
a
8939 16022 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’ originally 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
in draught beer most of the increase in packaged beers has been in
canned beer.
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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
It is generally understood to be a light bright and sparking beer,
but today all malt beverages in the U.S. are laggard.
Pilsner
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It is a term after seen on
beer labels around the world.
The original 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
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
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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 Annual production capacity (1,000’s)
Buyer meakin Solon LucknowCaravelRanikhet
10.89
Murre brewery company
Rawalpindi 15.00
United Brewery company
BangaloreKatie (Nilgiris)madras
15.92
Bengal brewery company
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 anti-alcohol 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
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
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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.
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
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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.
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).
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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
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
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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
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
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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
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.
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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
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.
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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
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.
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CHAPTER - 5
CHANNAMBIKA WINE STORE- A PROFILE
BACK GROUND
LOCATION
ORGANISATION STRUCTURE
MARKETING MIX
PURCHASES AND SALES REVIEW
CONCLUSION
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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.
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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
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.
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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
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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 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
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,
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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. And
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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.
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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
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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
Captain martin
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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 Purchase
2006-2007 19,22,350
2007-2008 29,75,850
2008-2009 50,05,950Total sales of last seven years
YEAR Sales
2006-2007 885315
2007-2008 2002445
2008-2009 4010150
Tables shows the clear improvements in sales and purchase.
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CHAPTER - 6
SURVEY FINDINGS, ANALYSIS AND INTERPRETATION
INTRODUCTION
CONSUMERS SURVEY
DEALERS SURVEY (DIRECT INTERVIEW )
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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 pie-
charts)
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
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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
King fisher consumer
Others Percentage of king fisher
Others
70 55 15 79% 21%
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Conclusion for above Table & GraphThe 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.
7.2 Table and graph showing the respondents incident of consuming
beer.
Incidents of consuming
beer
No. of respondents Percentage.
Regularly
Weekly
Monthly
Occasionally
14
17
11
28
20%
24%
15%
41%
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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.
7.3 Table showing respondent opinion that the quality of Kingfisher
beer.
Opinion No.of respondents Percentage
Better
Satisfied
Not Satisfied
35
24
11
50%
35%
15%
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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.
7.4 The following table shows the demand for different brands of beer
(according to their sales).
King fisher I
Knock out II
U.B. export III
Cannon IV
K.B.L V
Golden eagle 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.
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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.
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7.5 Table graph show the consumer feelings about the price of
Kingfisher
Feeling about price
No. of Respondents
In percentage
Low 15 21%Nominal 30 43%High 25 36%
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.
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7.6 Following table graph shows the number of women and included in
the to respondents who are consuming kingfisher.
Sex No. of respondents In % are
Man 67 96
Women 03 04
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.
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7.7 Table showing Income based division of consumers of Kingfisher
Income range No. of respondents Percentage
Upto-3000 15 21%
5000-8000 20 29%
8000-15000 27 39%
Above-15000 08 11%
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)
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7.8 The following table and graph shows the opinion of dealers about
King fisher.
Factors No. of Respondents PercentageGood 14 20%Better 21 30%Best 35 50%Bad 0 0%TOTAL 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.
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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.
7.9 The following table and graph shows the number of dealers
satisfied by availability of Kingfisher.
Factors No. of respondent Percentage
Satisfied dealer 3 30%
Not-satisfied dealer 7 70%
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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 Percentage
Satisfied dealers 2 20%
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Not-satisfied dealers 8 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.
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7.11 The below shown table provides information’s about the number
of dealers buying stock from CHANNAMBIKA wine dealers.
CHANNAMBIKA wine dealers 10 100%
Others 5 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
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CHAPTER - 7
SUGGESTION AND CONCLUSION
SUGGESTIONS ON PROBLEMS
CONCLUSION
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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
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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
be given to make them happy. It must be so as to make them patronize
kingfisher.
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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.
Stimulating consumers mind, displays, shows and exhibition etc., when
there is natural that the sales start to decrease.
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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.
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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.
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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.
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ANNEXURE
CONSUMER QUESTIONNAIRE
BIBILOGRAPHY
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CONSUMER QUESTIONNAIRE
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 [ ]
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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 [ ]
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) [ ]
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9. Which brand, now are you using?
a. Beer [ ] b. Whisky [ ] c. Brandy [ ]
d. Rum [ ]e. Gin [ ] f. wine [ ]
10.Which beer are you presently consuming?
a. U.B. Export [ ] b. Knock out [ ]
c. Canon [ ] d. London pilaster [ ] e.
Kingfisher [ ] f. any other [ ]
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 [ ]
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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 ( )
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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
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Yella OK …… Cool Drink YAAKE?
BIBLIOGRAPHY
Birtannica - Encyclopedia.
Colliers - Encyclopedia.
Wealth of India. _ Magazine
Advertising and marketing - Magazine
Marketing management - Sherlekar
Economic Times.`
website : google.com
www.kingfisher.com
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