kingfisher beer vasantha naik .l

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Yella OK …… Cool Drink 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. 1

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Page 1: Kingfisher Beer Vasantha Naik .l

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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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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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