ACKNOWLEDGEMENT

Some works are so typical that are impossible for a person to complete it
alone. Summer Internship Project is one of them. I would not be able to complete my work
without the help of my respected Company Guide, Faculty Guide, my college and workplace
colleagues and my family members. So it is my obligation to thank all of them.

I have had the honour of having been associated & working under the able & stimulating
guidance of Mr. Rakesh Dhawan (Head of Sales & Marketing) and Mr. Manoj Bhardwaj
(Area Sales Manager), MANAV BREWERIES Pvt. Ltd. for giving me an opportunity of
working and proving my worth in the corporate world.

I would like to thanks Ms. Rekha Saraswat Who not only played the role of my friend,
Philosopher and Guide at G.N.I.T. (Management Institute) but also mentored me at every stage
of my project work. I would like to extend my heartily thanks to entire Faculty of MBA
Department for their constant cooperation and support to take decision during the course of my
training. Indeed I shall remain ever grateful to them.

Also I would like to thanks the help and assistances rendered to me during the period of the
project by all those whose name could not be mentioned.

The experience I gained during this research report is of immense importance to me

academically and more so professionally. It helped me a lot in making a strong base in the field
of marketing.

And finally I would like to offer my heartiest prayer to the Goddes Gayatree, who has given me
mental and spiritual strength to complete this project work.

Indresh Kumar
MBA IIIrd
Semester
Roll No.-0927270045
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 PREFACE

It’s a thing of massive gratification for me to present this project report on the topic “Buying
behavior of distribution channel ’’completed in an unrivaled organization.

I know that even this area in which I have a little knowledge, I do not know enough. There are
new task in these area for which tarn not yet equipped with tested, proven approaches and tools.
New area of challenge and new technology problems has arisen; where I have done some little
work so for and where I have so for only ignorance rather than even a modicum of knowledge.

This project attempts to identify and define areas related to consumer buying behavior of hard
drinks. By this project I attempt to know about preferences of consumers of different hard drinks
brands. By this practical training I am able to equip the manager with the understanding, the
thinking, the knowledge, and the skills for today and also for tomorrow’s market exigency.

Initially I was just having the bookish knowledge about all marketing policies, practices and
functions, but after joining this organization, I got most of practical knowledge. I have come to
know, what actually happens in the organizations.

Through it is not possible to have the information of all the spheres in the market, in such a very
short period , I tried to get more and more about all functions and practices applied in practical
working, I have particularly stresses on.

This project report has been painstakingly and thoroughly prepared to cover extensively various
facets both as well as the field of hard drinks.

Since customers are the most important asset of any organization, there is increased emphasis on
the need for understanding people in a manner to satisfy them through quality of service. This
project is intended for a wide audience. It will be useful to not only the student of management
and preference of consumers, but also the people in any other field and management practitioners
who want to understand and enrich their understanding of consumer’s preferences.

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 CONTENTS

S. N. CONTENT PAGE No.

1. Acknowledgement 1
2. Preface 2
3. Executive Summary 5
4. Theoretical Framework 6-7
5. Introduction 8

• Hard Drink
• Process of Making Hard Drink
8-12
• History of Hard Drink
• Why Hard Drink better than Milk 13-19
• Top 10 Reasons Hard drink is good for your Health
20-21
• Other Distilleries
• The Liquor Industry in India 22-23
• Overview of Indian Hard Drink Market
24-25
• Market Segmentation
• Determinants of growth of Indian Hard drink Market 26
• Future Growth
27-29

29-30

31

32-33

33-35
6. Review of the Literature 36

• Buying Behavior and Types 36-37

• Buying Process
38-40
• Black Box Model
41

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7. Research Methodology 42-43
8. Data Collection Method 44
9. Objective and Scope of study 45-46

10. History and Company Profile 47

• Company Profile
• Product Profile
47-58
• Competitors
59-60

61-68

11. Marketing Strategy 69

12. Formulation of marketing Strategy 70

• Marketing Mix
• Sales Promotion
70-74
• Advertisement Method
• Distribution Channel 75
• Channel Oriented Behavior
76
• Factor Influencing Marketing Strategy
• Marketing Activity at MBPL 77

78

79-83

84

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 13. Data Analysis and Interpretation 85-104

• Top 10 Wholesaler in Haryana Hard Drink Market 97

14. Finding and Recommendation 105
15. SWOT Analysis of MBPL 106
16. Conclusion 107
17. Limitation 108
18. Bibliography 109
19. Annexure
Questionnaire
111-114

EXECUTIVE SUMMARY

The objective of the project is to know the consumers preferences for hard drinks, to study the
Market potential of available brand of hard drinks and an introduction of Target hard drinks
which is re launched in all over Haryana, and policy adopted by the company for advertisement,
sales, promotion and marketing. The company MANAV BREWERIES has interests in various
sector and they provide consistent quality to meet requirement.
This report clearly mentions objective of the study and the research methodology utilized in
which primary data. The data collection method used is structured questionnaire in which the
type of question used is multiple choices.
The report contains a detailed view of the tasks, which have been undertaken to analyze of hard
drinks. Various sets of questionnaire have been prepared to know the preference of consumers
about the hard drinks. The research area is whole Haryana. The project reveals one of the
important findings like more and more advertisement and to provide scheme of retailers to
increase the sale in retail outlets and to provide competitive price to wholesaler for success the
re-launch product.
A detailed survey of the wholesaler and retailer was carried to find out their preferences for
HARD DRINKS. The details of the methodology are stated below.
Area is Haryana, research design Exploratory and descriptive, sources of information is primary
data. Data collection method structured non designed questionnaire.

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Types of questions used open ended and close ended. Sampling method is Random Sampling.

In this study I found that most of the wholesaler and retailer prefer to sale those brand
which are more demanded by the customer and the most important thing retailer can sale any
brand in their outlets if company provide a better scheme.

THEORETICAL FRAMWORK

In the late 1820s Edward Dyer moved from England to set up the first brewery in India at
Kasauli (later incorporated as Dyer Breweries in 1855) in the Himalaya Mountains, near Shimla,
producing Asia's first hard drinks called Lion. The brewery was soon shifted to nearby Solan
(close to the British summer capital Shimla), as there was an abundant supply of fresh spring
water there. The Kasauli brewery site was converted to a distillery which Mohan Meakin Ltd.
still operates. Dyer set up more breweries at Shimla, Murree, Rawalpindi and Mandalay.
Indian Liquor and hard drinks industries share common characteristics arising form a
similar policy framework. Country liquor, Indian made Foreign Liquor (IMFL) and hard drinks
are state subject, with each state controlling the duty structure and distribution. Incidence of
import and export duties results in high cost of interstate movements which has resulted in each
state having attributes of a separate market.
Hard drink is the world's oldest and most popular alcoholic beverage. Some of the
earliest known writings refer to the production and distribution of hard drinks. It is produced by
the fermentation of sugars derived from starch-based material—the most common being malted
barley; however, wheat, corn, and rice are also widely used, usually in conjunction with barley.

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Hard drink is one of the world's oldest beverages, possibly dating back to the 6 th millennium BC,
and is recorded in the written history of ancient Egypt and Mesopotamia. The earliest Sumerian
writings contain references to hard drinks. A prayer to the goddess Ninkasi known as "The
Hymn to Ninkasi" serves as both a prayer as well as a method of remembering the recipe for
hard drinks in a culture with few literate people.
The main objective of this study is to find out the behavior of distribution channel
towards Bear Market. What is strategy adopted by the company to re-launch the product. The
design of research project is the plan that ties the data collected to questions or hypothesis posed,
thereby linking the data to the conclusions to be drawn. Marketing research projects are either
exploratory or conclusive in nature depending on the objectives. In this exploratory research has

been conducted in finding the extent of acceptance of newly launched Genius Prestige whisky,
its strengths and weakness through customers and retailers.

The industry's representations for removing hard drinks restrictions are

straight and simple: Hard drinks are only an agrifood. Arguing that it has neither fat nor
cholesterol the hard drinks manufacturers' body has told the government that an average bottle of
hard drinks gives four vital minerals and five important constituents of vitamin B and proteins.
Raw material for hard drinks is malt, the same as for health drinks Maltova and Horlicks.

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 INTRODUCTION

Hard drink

Hard drinks are the world's oldest and most popular alcoholic beverage. Some of the earliest
known writings refer to the production and distribution of hard drinks. It is produced by the
fermentation of sugars derived from starch-based material—the most common being malted
barley; however, wheat, corn, and rice are also widely used, usually in conjunction with barley.

The starch source is steeped in water. Enzymes in the malt

break down the starch molecules, producing a sugary liquid
known as worth, which is then flavored with hops, which
acts as a natural preservative. Other ingredients such as herbs
or fruit may be added. Yeast is then used to cause
fermentation, which produces alcohol and other waste
products from anaerobic respiration of the yeast as it
consumes the sugars. The process of hard drinks production
is called brewing.

Hard drinks use many varying ingredients, production methods and traditions. Different
types of yeast and production methods may be used to classify hard drinks as ale, lager or

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spontaneously fermented hard drinks. Some hard drinks writers and organizations differentiate
and categories hard drinks by various factors into hard drinks styles. Alcoholic beverages
fermented from non-starch sources such as grape juice (wine) or honey (mead), as well as
distilled beverages, is not classified as hard drinks.

Different Strokes of Hard drink:-

LAGER
Brewed using bottom-fermenting yeast that ferments slowly at a low temperature to create
smoother, mellow hard drinks

ALE
Uses top-fermenting yeast, is a more aromatic and fruity product

STOUT
Dark and heavy, with roasted unmated barley and, often, caramel malt or sugar.

MILD HARD DRINK

Developed as a sweeter and cheaper alternative to dark ales.

BITTER
Highly hopped for a more dry and aromatic hard drinks. It is pale in color but strong.

DARK HARD DRINK

Barley is kilned for a longer period of time which creates richer flavors.

FRUIT HARD DRINK

Fruit, usually berries, is added either during primary fermentation or later.

WHEAT HARD DRINK

(WEIZEN)
Malted wheat and barley are used for these German style hard drinks. A great many hard drinks
are brewed across the globe. Local traditions will give hard drinks different names, giving the

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impression of a multitude of different styles. However, the basics of brewing hard drinks are
shared across national and cultural boundaries.

“Hard drinks are not a distillate like the drinks mentioned above but it is a beverage made by
fermentation of malt obtained from carbohydrate rich material barley. Hops are used to add
taste while yeast is used to ferment the hard drinks.”

Hard drinks are not a distillate like the drinks mentioned above but it is a beverage made by
fermentation of malt obtained from carbohydrate rich material barley. Hops are used to add taste
while yeast is used to ferment the hard drinks.

Hard drinks are two types:

1. Pilsner or Lager

2. Draught

Lager Hard drinks is the most common bottled Hard drinks found in
almost all the retail shops in the country. This Hard drinks is
served chilled and is of two types.

Mild hard drinks alcohol content of 6.75%.

Strong hard drinks alcohol content of 8.75%.

Draught Hard drinks is served chilled in mugs and is generally

available in Pubs only. It can be stored for 72 hours only
and does not have any brand name. Mohan Meakins
supports Draught Hard drinks.

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Lager Hard drinks is the most common bottled Hard drinks found in almost all the retail shops in
the country. This Hard drink is served chilled and is of two types. Mild hard drinks alcohol
contents of 6.75%, Strong hard drinks alcohol content of 8.75%.

A COMPLETE BRAND PROFILE OF MBPL IS AS UNDER

Strong Hard drink Segment:

• Target Super Strong

• Karma Super Strong

(Among strong hard drinks 8.25% two brands are available in market namely)

Mild Hard drink Segment:

• Icon Premium Hard drink

(Among mild hard drinks 5.25% two brands are available in market namely)

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Hard drinks Alcohol Content Table

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Hard drink Type %ABV

Lager 4-5

Pilsner Lager 3-6

Wheat (Weiss bier) 4-5

Porter 4-5

Bitter (ESB) 3-7

IPA (India Pale Ale) 5-7

Stout 5-10

Double (Dubbel) 6.5-9

Tripel (Trippel, Triple) 7.5-9.5

Barley wine 8-12

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 PROCESS OF MAKING HARD DRINK

INGREDIENTS:
The basic ingredients of hard drinks are water; fermentable starch source, such as malted barley;
and yeast. It is common for a flavoring to be added, the most popular being hops. A mixture of
starch sources my be used, with the secondary starch source, such as corn, rice and sugar, often
being termed an adjunct, especially when used as a lower cost substitute for malted barley.

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WATER:
Hard drinks are composed mostly of water, and water used to make hard drinks nearly always
comes from a local source. The mineral components of water are important to hard drinks
because minerals in the water influence the character of hard drinks made from it. Different
regions have water with different mineral components. As a result, different regions are better
suited to making certain types of hard drinks. For example, Dublin has hard water well-suited to
making stout, such as Guinness, and Pilzen has soft water well-suited to making pale lager, such
as Pilsner Urquell. As a result, it is argued that the mineral components of water have an
influence on the character of regional hard drinkss.

STARCH SOURCE:
The starch source in a hard drink provides the fermentable material in a hard drink and is a key
determinant to the character of the hard drinks. The most common starch source sued in hard
drinks is malted grain. Grain is malted by soaking it in water, allowing it to begin germination,
and then drying the partially germinated grain in a kiln. Malting grain produces enzymes that
convert starches in the grain into fermentable sugars. Different roasting times and temperatures
are used to produce difference flours of malt from the same grain. Darker malts will produce
darker hard drinks. Nearly all hard drinks include barley malt as the majority of the starch. This
is because of its fibrous husk, which is important in the sparing stage of brewing and high
concentration of amylase, a digestive enzyme which facilitates conversion of starch into sugars
other malted and unmated grains (including wheat, rice, oats and rye, and less frequently, corn
and sorghum) may be used.

HOPS:
The flower of the hop vine is used as a flavoring and preservative agent in nearly all hard drinks
made today. The flowers themselves are often called “hops.” Hops were used in hard drinks by
Jews in Babylon around 400 BC, and by monastery breweries, such as Covey in Westphalia,
Germany, from AD 822, though the date normally given for widespread cultivation of hops for
use in hard drinks is the thirteenth century. Hops contain several characteristics that brewers
desire in hard drinks. Hops contribute a bitterness that

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 Process of making hard drinks

balances the sweetness of the malt; hops also contribute floral, citrus and herbal aromas and
flavors to hard drinks; hops have an antibiotic effect that favors the activity of brewer’s yeast
over less desirable microorganisms; and the use of hops aids in “head retention”, the length of
time that a foamy head created by carbonation will last. The bitterness of hard drinks is measured
on the International Bitterness Units scale. Hard drink is the sole major commercial use of hopes.
In the past, other plants have been used for similar purposes; for instance, Glechoma hederacea
Combinations of various aromatic herbs, berries, and even ingredients like wormwood would be
combined into a mixture know as grit and used in the same way as hops are now used.

YEAST:
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Yeast is the microorganism that is responsible for fermentation in hard drinks. Yeast metabolizes
the sugars extracted from grains, which produces alcohol and carbon dioxide, and thereby turns
over into hard drinks. In addition to fermenting the hard drinks, yeast influences the character
and flavor. The dominant type of yeast used to make hard drinks are ale yeast (Saccharomyces
cerevisiae) and lager yeast (Saccharomyces uvarum); their use distinguisher ale and lager.
Brettanomyces ferments lambics, and Torulaspor delbrueckii ferments Bavarian weissbier.
Before the role of yeast in fermentation was understood, fermentation involved wild or airborne
yeast.

Malt mal l - first, the malt is brought to the malt mall, each type of hard drinks requires a
different types of combinations of malted grains. Fermentation- this is the next step in the
brewing of hard drinks. The temperature in fermentation is initially kept here for 2-3 weeks,
lagers are actually kept longer.

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 THE WORK KATTLE WHIRLPOOL

WATTER COOLER

Filtration - after fermentation ,the next step in brewing, is filtration before the hard drinks is sent
to the serving tank where it is bottled Bottling-after filtration hard drinks is sent to the serving,
where it get bottled.

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Pasteurization - after the hard drinks is bottled, it is send for pasteurization; this is the last
process in the brewing of hard drinks.

Packaging-The hard drinks finally is ready for the market and it goes to packaging and labeling
house.

Packaging, as defined by Kotler and Keller, refers to ‘all the activities of designing and
producing the container for a product.’ Though the primary purpose of packaging is to serve

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against damage during the movement of the product, it is no longer the only purpose that it
serves. Packaging, and not the product, is the first touch-point that the customer comes into
contact with. A substandard product within a unique packaging might be easier to sell as against
a superior product Packaged in a substandard pack. Superior packaging would not ensure repeat
sales though. Packaging is an effective tool to make the product distinguishable in the clutter.

Packaging, the fifth and final stage of the brewing process, prepares the hard drinks for
distribution and consumption. During packaging, hard drinks is put into the vessel from which it
will be served: a keg, cask, can or bottle. Hard drinks is carbonated in its package, either by
forcing carbon dioxide into the hard drinks or by "natural carbonation".

Recycle - the company is committed towards clean environment by using recycled corrugated
boxes, light weight bottles and using the spend grains from brewing process as high protein for

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live stock feed. Besides this the company is also involved in the various environment friendly
programs such as wild life foundation, preserve the environment, sane the forests.

HISTORY OF HARD DRINK

Among the alcoholic drinks, Hard drink is quite common and popular in almost every Country of
the World. People of different countries take hard drink in varying much like a soft drink in
European countries it is just a substitute of water. The alcoholic contents and main source stuff
also keep varying according to the tests of the major part of population of the particular country
although it is a fashion to ask for hard drink of every origin in every country. Formulations of
hard drink manufacturing are done with the view of availability of the raw materials in that
particular part of the World where the brewery is proposed to be established. In most of the parts
of the world, barley is universal source of hard drink extraction. But, hard drinks are
manufactured from Chamomile flowers and powdered gingers etc. as well. The manufacturing
processes and quality control measure can make the hard drink nutrition, energy packed and
refreshing. Among all the alcoholic drinks hard drink has become so common. Hard drink in the
Western countries is the important constituent of daily food. The most important characteristic of
drink is to keep body warm and certain refresh mess throughout the body. Hard drink is the
dilute alcoholic product. Barley is extensively employed for manufacture of malt used in brewing

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and distilling of hard drink. If we categorize hard drink, we find four categories as fallows. 1.
Pale Hard drink Lagers, wheat Hard drink, Pale ales (Bitter Hard drink). 2. Dark Hard drink Dark
Lagers, Porter, Stout, Mils ales (Brown ale) 3. Strong Hard drinks Black Hard drink, Kafir Hard
drink, Iatric Hard drink. 4. Special Hard drink etc. All above categories are in General. A
particular manufacturer, uses, color and flavor of his choice. In handy bottles, it is sold in the
market. The hard drink shall be of the following two type Hard drink, strong Hard drink. Hard
drink is drunk primarily as a source of liquid and for its pleasant & refreshing taste, none the
less; its nutritional properties are of great importance. The calories content of hard drink is
significant but not special high. The calories are provided by the unfermented, residues and
alcohol. Alcohols also replace Carbohydrates, fats, proteins, so that there may be a gain in body
weight. Hard drink also contributes to mineral requirement of the body and supplies useful
quantities of Vitamin B complex. A special use of hard drink is for the control of sodium intake
in the treatment of disease e.g. congestive hearty failure, high blood pressure and certain kidney
and liver ailments. Hard drink is a popular beverage all over the world. Though an

alcoholic beverage hard drink is not considered a hot drink like rum or whiskey as it contains
alcohol ranging from only 8 to 9 percent. It is considered good for health in the sense that being
very less in alcoholic content, it is found effective in improving appetite. The market for hard
drink in India was about 65 mn cases of 12 bottles each and is slated to touch 10 mn cases in
200506, a growth of 23% in a year. There is very good demand for hard drink industry. There is
very bright good scope for new investment. Any entrepreneur can enter in this field.

Hard drinks is one of the world's oldest beverages, possibly dating back to the 6th millennium
BC, and is recorded in the written history of ancient Egypt and Mesopotamia. The earliest
Sumerian writings contain references to hard drinks. A prayer to the goddess Ninkasi known as
"The Hymn to Ninkasi" serves as both a prayer as well as a method of remembering the recipe
for hard drinks in a culture with few literate people.

The earliest known chemical evidence of hard drinks dates to circa 3500–3100 BC from
the site of Godin Tepe in the Zagros Mountains of western Iran. As almost any substance
containing carbohydrates, namely sugar or starch, can naturally undergo fermentation, it is likely
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that hard drinks-like beverages were independently invented among various cultures throughout
the world. The invention of bread and hard drinks has been argued to be responsible for
humanity's ability to develop technology and build civilization.

As for the close link between bread- and hard drinks-making, women produced most
hard drinks prior to the introduction of hops in the thirteenth century, selling the beverage from
their homes as a means of supplementing the family income. However, by the 7th century AD
hard drinks was also being produced and sold by European monasteries. During the Industrial
Revolution, the production of hard drinks moved from artisanal manufacture to industrial
manufacture, and domestic manufacture ceased to be significant by the end of the 19th century.
The development of hydrometers and thermometers changed brewing by allowing the brewer
more control of the process, and greater knowledge of the results. Hard drinks were also known
by Slavic tribes in early 5th century.

Why Hard drink better than Milk

There is more protein in hard drinks than in milk. What's more, hard drinks have fewer calories
than apple juice, milk or cola and contain neither fat nor cholesterol. These claims have been
made by the All India Brewer's Association. The apex body representing 42 hard drinks
manufacturers has urged the food processing ministry to delink hard drinks from the status of
liquor and whisky, so that it can be advertised and marketed like any other product. They have
argued that liquor has an alcoholic content of 42.8% while hard drinks have only up to 7%. Hard
drink is battling to get the status of milk. The all India Brewer's Association (AIBA) has argued
in a memorandum to the government that a glass of hard drinks contains more protein than does
the same quantity of milk. Not just that. They have said that the calorie content in hard drinks is
lesser than that of a bottle of apple juice, milk or any cola. So do not club hard drinks with hard
liquor in computing tax, argues the industry. "It has been given the status of a fast moving
consumer good (FMCG) that can be traded over the counter at any departmental store", says the
Vice-President and President of Shaw Wallace. "Hard drinks distribution has to be made open as
in Singapore." The industry's representation for removing hard drinks restrictions is straight and
simple: Hard drinks is only an agrifood. Arguing that it has neither fat nor cholesterol, the hard

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drink manufacturers' body has told the government that an average bottle of hard drinks gives
four vital minerals and five important constituents of vitamin B and proteins. Raw material for
hard drinks is malt, the same as for health drinks Maltova and Horlicks. In their representation
titled 'Indian Hard drinks Industry - Needs Policy Support'. AIBA has pitched hard drinks as a
"mild and healthy beverage", conforming to the tenets of "responsible" drinking. "Hard drinks
has to be taxed on the basis of alcoholic strength keeping levels on alcohol content as bench
mark", say many of the top manufacturer's. Duties and tax account for 40% of the hard drinks
cost in India while it is of the order of
20% in US, France and Germany. They have said that the cost of one liter of hard drinks taken as
percentage of daily income in the high selling states of Andhra, Karnataka and Maharashtra is
close to 28%. The comparable figures for US, France and Germany are less than 3%. And if
India attains this level of even 15% then the hard drinks should cost around Rs. 30 per liter

(Rs. 20 per bottle). "It is a highly capital intensive business. It is not feasible for the brewers to
sustain the current market pressure", says the top shots. "Brewing companies are increasingly
being declared sick", they add.

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 Top 10 Reasons Hard drink is Good for your Health

Everyone is looking for a reason to drink hard drinks. Right? It turns out that a lot of people are.
So here are 10 great reasons to drink more hard drinks. Not only that, but they're all true. Hard
drinks really are good for your health, so drink up!

Hard drinks Reduces Stress

Alcohol in general has been shown to reduce stress. This one is obvious, and may be the best
reason hard drinks is good for your health.

Hard drink is good for the Heart

A study was conducted from 1982 - 1996 on the elderly. It was found that those who drank at
least 1.5 per day had a 20-50 percent less chance of having heart failure.

Hard drinks Improves Blood Circulation

Hard drinks increase your "good" cholesterol, or HDL (high density lipoprotein) cholesterol. It’s
basically a kind of blood fat, so it reduces blood's tendency to clot.

Hard drinks is Chock Full o' Fiber

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The fiber comes from the cell walls of the malted barley. A liter of hard drinks can have as much
as 60% of your daily recommended fiber. The extra fiber will keep you regular and can also
lower the risk of heart disease.

Hard drinks as a Multi-vitamin

Hard drinks is a significant source of magnesium, selenium, potassium, phosphorus, biotin,
foliate, vitamin B6 and vitamin B12

Hard drinks can Prevent Strokes

A study published in Stroke magazine in 2001 showed that alcohol drinkers have fewer strokes.
Because it thins the blood, it increases the circulation in the brain, thereby protecting from silent
strokes which are cause by tiny blood clots.

Hard drinks keep your Brain Young

A large study, published in the December 2001 issue of Alcoholism: Clinical & Experimental
Research, was conducted on elderly Italian men and women. It showed that moderate drinkers
had a 40% lower risk of mental impairment.

Hard drinks is good for your Liver

Alcohol expands the small blood vessels in the liver. This speeds up metabolism so it can help
clean all the toxins out of the liver. This is from Hard drinks Net Publication, April 2001
Biological Institute.

Hard drinks Cures Insomnia

Lactoflavin and nicotinic acid, both present in hard drinks, can promote sleep. Also hops are a
natural sedative.

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Hard drinks Fends off Gallstones
According to Professor Oliver James at the University of Newcastle, hard drinks protects against
gallstones and kidney stones.

OTHER DISTILLERIES

1. WHISKY
Whisky is amongst the most popular distilled liquor known all over the world. It is made of malt
and molasses spirit, which is obtained by distillation of mash or cereal grains like maize, rice
barley malt. Better the malt better the whisky. Large quantities of IMFL are manufactured in
India and is the maximum sold alcohol. The content is whisky is 42.8%.

2. RUM
Rum is a distillate from the fermented juice of sugarcane of molasses. RUM is characterized with
its taste and aroma. Best rums are known to come from Jamaica, West Indies etc. The alcohol
content of Rum is 42.8%.

3. BRANDY
Brandy is generally obtained from fruits, thought the most commonly used fruit is grapes. The
best quality of brandy is cognac, which is made in France.

4. VODKA

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Vodka is a sprit resulting out of distillation at very high proof. This result in virtual NPN
existence of flavor in the resulting sprit, which is neutral even after dilution required for
palpability. The traditional source of making vodka has been potatoes.

5. GIN
It is sweetened or unsweetened grain spirit flavored with essential oil juniper berries and some
other product including angelica roots, orange peel, cardamom, bitter almonds give it a kick and
taste.

THE LIQUOR INDUSTRY IN INDIA

The alcohol industry is very important for the government. It generates an estimated Rs. 16,000
crore per annum in spite of the fact that the per capita consumption of liquor in India is the
lowest in the world. The total liquor industry is worth Rs. 2,000 crore. IMFL accounts for only a
third of the total liquor consumption in India. Most IMFLs are cheap and are priced below Rs.
200 per bottle. Alcohol sales proceeds account for 45% of the total revenue collection in the
country. Whiskey accounts for 60% of the liquor sales while rum; brandy any vodka account for
17% 18% and 6% respectively. MNC’s share is only 10% and they have been successful only in
the premium and super premium ranges. Post WTO the government may have opened India to
foreign distilleries, but the duty has been increased from 222% to 464-706%. This is due to the
fact that there is a 100% customs duty, 150% contravening duty, local taxes, distributor’s margin
and retailer’s margin and publicity charges. The cost is finally borne by the consumer. Through
the government claims that this is being done to protect the domestic liquor industry, the
domestic industry accounts for 99% of the market share. This protectionist policy could prove to
be counterproductive and lead to smuggling. As of now, only 45% of the sales are through legal
channels and only 25% of this is duty paid for. Within India itself, the policy of alcohol retail
differs form state to state. While some states like Maharashtra. Uttar Pradesh, and Tamil-Nadu
have a liberal policy, come states like Haryana and Andhra Pradesh have had very bitter
experience in trying to make these states dry and have eventually had to withdraw the policy.

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 The Indian hard drinks industry has been witnessing steady growth of 10 - 17% per year
over the last ten years. The rate of growth has increased in recent years, with volumes passing
170m cases during the 2008- 2009 financial year. With the average age of the population on the
decrease and income levels on the increase, the popularity of hard drinks in the country continues
to rise.

In modern times, hard drinks began to be exported to India in the early days of the British
Empire — the early 1700s. The first modern brewery in India was set up in Kasauli, in the
Himalaya Mountains, near Shimla, in the late 1820s by the Englishman Edward Dyer. The

Indian hard drinks industry has witnessed a big change during the last five years. The industry
was previously dominated by competition between the Vijay Mallya-controlled United
Breweries Group and the Manu Chabbria-controlled Shaw Wallace. The scenario changed,
however, with the entry of SABMiller in India. The international hard drinks giant started by
acquiring small breweries in the south but then completely changed the landscape with Modern
hard drinks brewing began for India in the early days of the British Empire — the mid-1700s.
The demand for hard drinks in the hot climate of many parts of India by the British
administrators and the troops was so great that it led to the creation of a completely new style of
hard drinks by George Hodgson in his London brewery — India Pale Ale also known as IPA.
IPA is strong, highly hopped ale designed to survive the five month ocean voyage to India
without spoiling. India Pale Ale was shipped with every voyage for over a century and became
very popular in Britain and North America.

In the late 1820s Edward Dyer moved from England to set up the first brewery in India
at Kasauli (later incorporated as Dyer Breweries in 1855) in the Himalaya Mountains, near
Shimla, producing Asia's first hard drinks called Lion. The brewery was soon shifted to nearby
Solan (close to the British summer capital Shimla), as there was an abundant supply of fresh
spring water there. The Kasauli brewery site was converted to a distillery which Mohan Meakin
Ltd. still operates. Dyer set up more breweries at Shimla, Murree, Rawalpindi and Mandalay.
Another entrepreneur, H G Meakin, moved to India and bought the old Shimla and Solan
Breweries from Edward Dyer and added more at Ranikhet, Dalhousie, Chakrata, Darjeeling and
Kirkee. In 1937, when Burma was separated from India, the company was restructured with its
Indian assets as Dyer Meakin Breweries, a public company on the London Stock Exchange.
Following independence, in 1949 N.N. Mohan took over management of the company and the
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name was changed to Mohan Meakin Ltd. The company continues to produce hard drinks across
India to this day and Lion is still available in northern India. Lion was changed from an IPA to a
lager in the 1960s, when due to East European influence, most brewers in India switched from
brewing Ales to brewing lagers.

Today no brewer in India makes India Pale Ale. All Indian hard drinkss are either lagers
(5 % alcohol — such as Australian lager) or strong lagers (8 % alcohol - such as the popular
MAX super strong hard drinks). International Breweries Pvt. Ltd. have recently announced an
intention to work with Mohan Meakin to produce and launch an India Pale Ale called Indian IPA
from India's first brewery at Solan. Kingfisher, Haywards, Kalyani Black Label, Soumitree,
Jaguar, Foster's, Castle Lager, Royal Challenge, Max, Kings and Belo are popular Indian hard
drinks brands.
In various parts of north-eastern India, traditional rice hard drinks is quite popular.
Several festivals feature this nutritious, quite intoxicating, drink as part of the celebrations. The
rice is fermented in vats that are sometimes buried underground. Elephants are known to attack
villages, with the primary agenda of drinking from these vats. Following one such raid in north-
eastern India, a police officer in Dumka was quoted in the press as saying: "Tribals who love rice
hard drinks brew the liquor at home. Elephants too are fond of this hard drink. Often it is found
that, attracted by the strong smell of the liquor, wild elephants tear down the tribal houses where
the brew is stored."

Overview of Indian Hard drinks Market

Market Definition
The hard drinks market consists of ales, stouts & bitters, low/no alcohol hard drinks,
premium lager, specialty hard drinks and standard lager. The market is valued according to retail
selling price (RSP) and includes any applicable taxes. The Indian hard drinks market delivered
strong, stable growth over the last five years. Looking forward, this trend is expected to persist
through to 2011.

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 The Indian hard drinks market generated total revenues of $874.2 million in 2006, this
representing a compound annual growth rate (CAGR) of 6.6% for the five-year period spanning
2002-2006. Standard lagers proved the most lucrative for the Indian hard drinks market in 2006,
generating total revenues of $760.3 million, equivalent to 87% of the market's overall value. The
performance of the market is forecast to follow a similar pattern, with an anticipated CAGR of

6.8% for the five-year period 2006- 2011 expected to drive the market to a value of $1,213
million by the end of 2011.

Industry Basics
Alcohol Market
1. Spirits –Whisky, Rum (Dark, White) Vodka, Brandy, Gin, Ready to Drink (RTD)
2. Hard drinks – Mild, Strong
3. Wine & Champaign – Red Wine, White Wine, Champaign
4. Country Liquor

Location of consumption & Sale

ON PREMISE OFF PREMISE

Clubs Hyper Marts

Restaurants & Bar Super Marts

Permit Room Wine Shops

Modern on Trade (MOT): Pubs, Hard drinks Shoppe

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Market Segmentation I
Sales of standard lager form the most lucrative sector of the Indian hard drinks market, with an
87% share of the market's value. In addition, sales of premium lager generate a further 6.2% of
the market's revenues.

Category % Share

Standard lager 87.00%

Premium lager 6.20%

Ales, stouts & bitters 3.20%

Low/no alcohol 2.90%

Specialty hard drinks 0.70%

Total 100.0%

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Market Segmentation II
India accounts for 1.3% of the Manav breweries market by value. In comparison, Japan
generates 45.5% of the market's revenues
Geography % Share

Japan 45.50%

China 36.40%

South Korea 9.50%

Rest of Asia-Pacific 7.30%

India 1.30%

Total 100.0%

Determinants of growth of Indian Hard drink Market:-

The Indian hard drinks market has been growing rapidly over the last 10 years, due to the
positive impact of demographic trends and expected changes, like:

Rising income levels:

India is home to nearly one-sixth of the global population and is one of the most attractive
consumer markets in the world today. Various research studies have shown that a rise in the
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income levels has a direct positive effect on hard drinks consumption. The National Council for
Applied Economic Research (NCAER) projects India's 'very rich', 'consuming' and 'climbers'
classes to grow at a CAGR of 15 per cent, 10 per cent and 2 per cent respectively. With this
growth in income levels, Indian hard drinks consumption is expected to continue growing, at the
very minimum, at the growth rates witnessed in the last decade.

Changing age profile:

As a consequence of the high birth rates prevalent until the 1990s, a large proportion of the
Indian population is in the age group of 20-34 years. This age group is the most appropriate
target for hard drinks marketers. This population trend will give a further boost to the growth of
hard drinks consumption in India. Many global players are planning to enter the Indian hard
drinks sector and they realize that a partnership with a local player is important to establish a
successful presence in India in a short time frame.

Changing lifestyles:
A deep-seated traditional social aversion to alcohol consumption has been a traditional feature of
the Indian society. However, as urban consumers become more exposed to western lifestyles,
through overseas travel and the media, their attitude towards alcohol is relaxing. Social habits are
undergoing a transformation as mixed drinks are becoming more popular. The greatest evidence
of this trend is the increase in hard drinks consumption among women. With increasing
urbanization, this acceptance is only going to rise.

Reduction in hard drink prices:

The Indian consumer typically values an alcoholic beverage on the basis of its 'kick' factor versus
its price. The following two factors therefore, affect the market for hard drink. Firstly, as most
states do not have a differential tax structure based on the alcohol content, strong hard drink.

In India the future of hard drinks industry is very much optimistic because:

1. India has predominantly a warm/hot climate

2. The hard drinks-drinkers in the country are much younger than the average hard drinks drinker
elsewhere in the world. This makes them more likely to carry the brand with them for a lifetime.

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3. Also, as the target audience becomes younger, a light hard drink is expected to attract first-
time drinkers, since it is much milder than any of the other hard drinks in the country.
4. Increasing exposure to hard drinks and wine drinking, mainly due to media and consumer
mobility.
All these factors combined make the scenario very promising for hard drinks industry and are 'in
sync' with their strategy for India
FUTURE GROWTH:-

In India the future of hard drinks industry is very much optimistic because:
1. India has predominantly a warm/hot climate
2. The hard drinks-drinkers in the country are much younger than the average hard drinks-
drinker elsewhere in the world. This makes them more likely to carry the brand with them for a
lifetime.
3. Increasing exposure to hard drinks and wine drinking, mainly due to media and consumer
mobility.
All these factors combined make the scenario very promising for hard drinks industry and are 'in
sync' with their strategy for India.
UB (United Breweries Ltd.) is the market leader in the Indian hard drinks market with a 40%
market share. Its flagship Kingfisher brand alone commands 25% market share. The company

has however been focusing on strong hard drinks, which has driven growth. The company
introduced its strong hard drinks, Kingfisher Strong during the year 2000 in the selected market
of Maharashtra and Karnataka. The move came as a reactive move following increasing shift of
consumers towards strong hard drinks, a trend started by Shaw Wallace. While the overall
market grew marginally by 2%, the strong hard drinks market grew at 8-10% during the year at
the expense of lager hard drinks. The market is now skewed towards strong hard drinks with
more than 60% of the market being strong hard drinks market.

Hard drinks mix today is approximately 60 percent lager hard drinks and 40 percent
strong hard drinks. This ratio was very different 4 years ago. Over the last four years strong hard
drinks has been the fastest growing segment. This was completely usurped by Shaw Wallace. As

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of today while Shaw Wallace has approximately 28 to 30 percent of the strong hard drinks
market, UB already has achieved 14 to 15 percent of that strong hard drinks market and is
growing very fast. It launched Kingfisher Strong only in May of 2001. And once it is able to take
Kingfisher Strong national, it will try to match Shaw Wallace's market share over the next few
years. Apart from Kingfisher, and Foster's Hard drinks, the other brands in the Indian market are
Carling Black Label, Carlsberg, Tiger, Baron’s, Heineken, Budweiser, Corona, Dansberg,
Golden Eagle, Guru, Maharaja Premium Lager, Haake Beck, Haywards 2000 Hard drinks,
Haywards 5000, Haywards skol, Flying Horse Royal Lager, Taj Mahal, Hi-Five, Ice, Kingfisher
Diet, Kingfisher Strong, Kirin, KnockOut, Legend, London Diet, London Draft, London Pilsner,
Royal Challenge, San Miguel Lager, Sand Piper, Strohs and Zingaro. The major brands which
belong to large groups in the industry (apart from UB) are – Shaw Wallace - Royal Challenge
Premium Lager, Haywards 2000 Premium Lager, Haywards 5000 Super Strong, Hi-Five and Lal
Toofan. South African Breweries India Ltd. - Knock-Out, Continental and Three Lions, a new
brand that was launched in the autumn of 2001 by SAB in Uttar Pradesh, Chandigarh and
Himachal Pradesh.

Other possible competition – Radico Khaitan and hard drinks international

Interbrew has formed a joint venture to distribute Interbrew's Beck's brand of hard drinks in
India. The premium lager hard drinks segment in India will be targeted. Radico has also
announced the launch of its international division. A lot of new variants promise to gain
prominence, but mainly in niche urban segments. The sophisticated consumer who drinks hard
drinks for the experience and not to get drunk will lap up ice hard drinks or light hard drinks. In
urban centers, apart from first time users companies are also targeting women, who as 'the times
they are a changing, are entering the market for hard drinks. Essentially, women shy away from
hard drinks consumption because it is associated with calories, and has traditionally been a
buddy drink, associated with pot-bellied men sitting at bars and shooting darts.

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 REVIEW OF THE LITERATURE

Definition of buying behavior:

“Buying Behavior is the decision processes and acts of people involved in buying and using
products.”

The aim of marketing is to meet and satisfy target customer needs and wants. The field of
Consumer behavior shows how individual, group and organizations select, buy, use and dispose
of goods, services, ideas or experience to satisfy their needs and desires.

To know consumer behavior and knowing customer is a complex thing. Ideology of customer is
that they may say one thing but do not another. They may behave in a certain way, influenced by
last minute change in their mind.

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Types of Buying Decision Behavior:

There are four types of consumer buying behavior as under:

1. Complex buying behavior

2. Reducing buying behavior
3. Habitual buying behavior
4. Variety securing buying behavior
High Involvement Low Involvement

Significance Difference
between Brands Complex buying behavior Variety securing buying
behavior
.
Few Differences between
Reducing buying behavior Habitual buying behavior
Brands

1. Complex buying behavior:

Complex buying behavior involves a three-step process. First, the buyer develops beliefs about
their product. Second, he or she develops attitude about their product. Third, he or she makes
thoughtful choice. Consumer engaged in complex buying behavior when they are highly in a
purchase and aware of significant differences among brands. This is usually the case when the
product is expensive. Example- Car, House, TV etc.

2. Reducing buying behavior:

After the purchase the customer might experience dissonance that stems from noticing features
or favorable things about other brands. So a marketer should provide supportive information
which buyer feels satisfied. Example- Paint, Cement etc.

3. Habitual buying behavior:

Many products are bought under condition of low involvement and the absence of significant
brands differences, Example- Detergent, Toothpaste, and Beer etc. Consumers have little
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involvement in this product category. They go to the store and reach to the brand, if they keep
reaching for some brands; it is out of habit, not strong brand loyalty. There is good evidence that
consumer have low involvement with low cost frequently purchase product.

4. Variety securing buying behavior:

Some buying situations are characterized by low consumer involvement but significant brand
differences. Here consumers often do a lot of brands switching, e.g. cookies. The consumer has
some belief cookies, choose brands of cookies without much evaluation and evaluate the product
during consumption. But next time the consumer may reach for other brands out of wish for a
sake variety rather than dissatisfaction. Example- Biscuit, Snacks etc.

Purchasing of Hard drink is a habitual buying behavior.

BUYING PROCESS

Buying process by which individuals search for, select, purchase, use, and dispose of goods and
services, in satisfaction of their needs and wants. See also consumer decision making

At the very beginning of strategizing, the market operations hard drinks manufactures should
perform in depth analysis of consumer behavior. This is one of most important factor as from this
analysis the target market for the hard drinks manufacturer should be cleared and as a
consequence, the market operations can be focused to the specific requirement of the consumers.

BUYING PROCESS

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Need Recognition
Purchase decision making process begins when a buyer becomes aware of an unsatisfied need or
problem. This is the vital stage in buying decision process, because without recognizing the need
or want, an individual would not seek to buy goods or service.
There are several situations that can cause problem recognition, these include:
➢ Depletion of stock
➢ Dissatisfaction with goods in stock
➢ Environmental Changes
➢ Change in Financial Situation
➢ Marketer Initiated Activities

Information Search
After the consumer has recognized the need, he / she will try to find the means to solve that need.
First he will recall how he used to solve such kind of a problem in the past, this is called nominal
decision making. Secondly, a consumer will try to solve the problem by asking a friend or goes
to the market to seek advice for which product will best serve his need, this is called limited
decision making.

Sources of information include:

➢ Personal sources
➢ Commercial Sources
➢ Public sources
➢ Personal experience

Alternatives evaluation
Consumers’ evaluates criteria refer to various dimension; features, characteristics and benefits
that a consumer desires to solve a certain problem. Product features and its benefit is what
influence consumer to prefer that particular product. The consumer will decide which product to
buy from a set of alternative products depending on each unique feature that the product offers
and the benefit he / she can get out of that feature.

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Purchase Action
This stage involves selection of brand and the retail outlet to purchase such a product. Retail
outlet image and its location are important. Consumer usually prefers a nearby retail outlet for
minor shopping and they can willingly go to a far away store when they purchase items which
are of higher values and which involve higher sensitive purchase decision. After selecting where
to buy and what to buy, the consumer completes the final step of transaction by either cash or
credit.

Post-purchase Actions
Consumer favorable post-purchase evaluation leads to satisfaction. Satisfaction with the
purchase is basically a function of the initial performance level expectation and perceived
performance relative to those expectations. Consumer tends to evaluate their wisdom on the
purchase of that particular product. This can result to consumer experiencing post purchase
dissatisfaction. If the consumer’s perceived performance level is below expectation and fail to
meet satisfaction this will eventually cause dissatisfaction, and so the brand and/ or the outlet
will not be considered by the consumer in the future purchases. This might cause the consumer
to initiate complaint behavior and spread negative word-of-mouth concerning that particular
product.

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Black box model

ENVIRONMENTAL FACTORS BUYER'S BLACK BOX

BUYER'S
Marketing Environmental Buyer
Decision Process RESPONSE
Stimuli Stimuli Characteristics
Economic Attitudes Problem recognition
Product choice
Product Technological Motivation Information search
Brand choice
Price Political Perceptions Alternative evaluation
Dealer choice
Place Cultural Personality Purchase decision
Purchase timing
Promotion Demographic Lifestyle Post-purchase
Purchase amount
Natural Knowledge behavior

The black box model shows the interaction of stimuli, consumer characteristics, decision process
and consumer responses. It can be distinguished between interpersonal stimuli (between people)
or intrapersonal stimuli (within people). The black box model is related to the black box theory
of behaviorism, where the focus is not set on the processes inside a consumer, but the relation
between the stimuli and the response of the consumer. The marketing stimuli are planned and
processed by the companies, whereas the environmental stimulus is given by social factors,
based on the economical, political and cultural circumstances of a society. The buyer’s black box
contains the buyer characteristics and the decision process, which determines the buyer’s
response.

RESEARCH METHODOLOGY

It would be difficult to comprehend the nature and scope of research without an appreciation of
method we designate as scientific. Research in common parlance refers to a search for
knowledge. In fact research is an art of scientific investigation. One can also define research as
“a scientific and systematic search for pertinent information on a topic.” The role of research in
several fields whether related to business, economy or science has greatly increased in modern
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times. The increasingly complex nature of business and government has focused attention on the
use of research in solving operational problems. Research provides the basis for nearly all
government policies in our economic system and has its special significance in planning the
business and industry.
In today’s modern world, where the mantra has shifted from customer satisfaction to customer
delight, it has become very important to know the tastes and preferences of the customers.
Keeping the above view in mind, I thought of carrying out a research on Consumer Behavior
with reference to the upcoming Retail shops in Gurgaon and to find out the viability of the Retail
shops in Gurgaon particularly the Gentry that would visit the retail shop and the facilities that are
important for one to visit the Retail shop. In the hindsight I also wanted to know about what kind
of products and brands would they prefer to buy from the Retail shop. In order to meet the above
objective the following research plan was used.

DATA COLLECTION SOURCES

Gathering the data from primary as well as secondary sources has completed the data collection
process.
PRIMARY SOURCES
Primary data collection process was carried out by personally interviewing the targeted
distribution channel (Wholesaler & retailers).

SECONDARY SOURCES
The collection of secondary data on liquor is a very tedious. However, secondary data are
collected through following sources.

• Annual report

• Files/ document

• Manual of the organization

• Books & Project reports

EXTERNAL SOURCES

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Business Magazines (Business Today, Business India, Business World and A&M) Newspapers
(Economics Times, Business Standard, Business Line, Financial Express. The Observer of
Business and Politics, the Pioneer). Excise department

For this research we have gone through three stages that are.

(1) Preliminary research

(2) Exploratory research

(3) Conclusive stage

In preliminary stage we define the problem clearly and identified relevant variables that are
related to the problem and brought together these variables and designed the questionnaire
regarding customers profile segment target and positioning strategy for detergents.

In exploratory stage, we made a precise investigation for discovering new ideas and gaining
deep inside in to the problem.

In later stage that is the conclusive stage, we draw out certain conclusion regarding the problem.

Here the research design selected is exploratory research design. Exploratory research design is
applied here to know about all the kith and kin about the problem.

DATA COLLECTION METHOD

Data collection has been done through a very useful & popular survey method. The survey was
conducted through personal interviews to record the consumer’s perception, attitude towards
hard drinks.
To understand each individual response, the personal interview method is better than other
methods like telephonic interviews, mailing questionnaire etc. Because this method gives the
researcher enough flexibility to ask any other question which is relevant for research.

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DATA COLLECTION INSTRUMENT:

The survey method was used for the research; the personal interviews were conducted with the
help of a structured questionnaire.

SAMPLING PLAN:

Type of sampling: - Probability

Total sample size: - 26 wholesaler, 500 retailers

Sample Area: - Haryana

Sample unit: - Wholesaler, Retailers

Sample collection technique: - survey Method, Personal interview.

Sample collection Duration: - 45 days

Sampling Procedure: - Convenient sampling

OBJECTIVES AND SCOPE OF THE STUDY

OBJECTIVES OF THE STUDY:-

Main Objective

• The primary objective of this study is to find out the behavior of distribution channel
towards Bear Market.

• To know the effectiveness of strategy adopted by the company to re-launch the products.

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Sub Objective

• To study consumers brand preference of hard drinks in Haryana.

• To study the factors affecting buying behavior of hard drinks.

• To study best ways of product promotion.

• To know the market leader brand.

• To know the consumption pattern of hard drinks in different district.

• What are the various schemes and strategies used by competitors to capture market

• To assess the brand awareness of the JHV Group in the hard drink Segment.

SCOPE OF THE STUDY:-

With increasing competition, wholesaler strives to ensure that their stores are appealing to their
target markets. As wholesaler is finding it increasingly difficult to create a differential advantage
on the basis of brands alone, the store itself plays an important role for market differentiation.

Completion of the project could help marketing term to develop marketing strategy as per the
market condition and demand. Also it will help to understand the current market scenario and
essence of marketing in stiff competition and this present scenario of customer acquisition and
retention. Being a student of management we can draw the relevant conclusion from the market
survey and give the appropriate suggestion to the organization.

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The company can take decision according to the suggestion and it will provide better experience
to the student for their bright career.

The scopes of my study are:-

➢ To identify prospective market for the company.

➢ To understand customer perception about the product and experience from the company.

➢ To identify the target market of the company.

➢ To carry out competitors analysis.

➢ To make recommendation to the company to increase sales and enhance brand image.

HISTORY & COMPANY PROFILE

COMPANY PROFILE

ABOUT COMPANY

Type: - Breweries, Hotel, Sugar mill, Distillery

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Owner: - Mr. Jawahar Lal Jaiswal

Founded: - In Chennai, Bifurcated from Indian Express and renamed 1999

Headquarters: - New Delhi

Regd. Office:
14 Community Center,
New Friends Colony,
New Delhi

Telfax: (011) 41628299, 41628205

21 years ago it was a dream that twinkled in the eyes of Mr. Jawaharlal Lal Jaiswal, 21 years
later it is a multi crore reality. A dream that was embraced and nurtured under an able leadership,
a reality that has set benchmarks as christened the JHV group.

It is today's reality with a turn over of $ 120 million. JHV Group various businesses
include Hotel, Construction, Sugar, Brewery and Distillery.

Manav breweries that began over a century and a half ago continue on its path of service to the
world with dedication, courage and an unflinching commitment to quality. Over the years the
Company has embraced modernity and adapted to changing times. Yet, its basic values remain
the same-integrity, Craftsmanship, and tradition from Manav breweries Pvt. Ltd. where the
sanctity of ancient culture, technological development and craving for quality are artfully
blended into the products.

Backed with 25 years of experience in executing country liquor and foreign

liquor contracts for districts of Uttar Pradesh, Madhya Pradesh, Haryana and Rajasthan, the
group is very conversant with the intricacies of the liquor trade and hence decided to build hard
drinks brands.
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The Company has setup a brewery in Ghaziabad; Uttar Pradesh called Manav Breweries Pvt.
Ltd. It is a modern and a fully automated brewery with a capacity of 18,000 Bottles/Day.

Manav Breweries employ state of the art machineries and latest techniques in its production
facilities to offer premium quality hard drinks to its customers. The company has successfully
completed its trial production in June, 2003. The finished product of the company has been very
well accepted in the market. Good amount of capital has been invested by the team of Manav
Breweries for value addition and quality in making a Premium and Strong hard drinks to
compete with international brands. This is well achieved with the best of imported laboratory
equipments backed by the best R&D at Manav Breweries

The company to operate in India has divided it into 4 zones each:-

Zone covering some states:-

Zone 1: Jammu & Kashmir, Punjab

Zone 2: Himachal Pradesh, Haryana, Uttarakhand

Zone 3: Chandigarh, Delhi, CSD

Zone 4: Jharkhand, Bihar, Orissa, West Bengal, etc

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JHV Hotels, offer the comfort of your home while you are JHV Construction Company (P) Ltd., is building residential
on the move. complexes, cineplexes, shoping malls etc.

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 JHV ventured into sugar production and set up a mill in Backed with 25 years of experience, the group is very
village Gadaura, conversant with the intricacies of the liquor trade.
Distt. Maharajganj, Uttar Pradesh.

M/s. Welcome Distillery Private Limited is running a distillery with a capacity to manufacture 60 KL/ day of R.S (Rectified
Spirit) and 25 KL/ day of E.N.A (Extra Neutral Alcohol) in Bilaspur situated in M.P. & nb sp;

Hotels

JHV is one of the leading hospitality companies in India. Starting the hospitality business, JHV
Hotels, offer the comfort of your home while you are on the move. The group has over 750
luxury rooms spread across three star to five star hotels in India.

As the JHV Hotels continue to grow, our vision is centered to provide serenity and efficiency
with special services for the guests, the chief mission being to create loyal and satisfied
customers because of our quality and value offerings.

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Construction

JHV Construction Company (P) Ltd., which has interest in real estate business, is building
residential complexes, Cineplex’s, shopping malls etc. It is JHV's constant endeavor to provide
its customers safety and satisfaction.

Sugar mills

JHV ventured into sugar production and set up a mill in village Gadaura, Distt. Maharajganj,
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Uttar Pradesh. This mill has a crushing capacity of 5000 TCD. A profitable business venture
shows a lot of promise and the group is in talks to take the venture further.

Brewery
Backed with 25 years of experience in executing country liquor and foreign liquor contracts for
districts of Uttar Pradesh, Madhya Pradesh, Haryana and Rajasthan, the group is very conversant
with the intricacies of the liquor trade and hence decided to build hard drinks brands.

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The Company has setup a brewery in Ghaziabad; Uttar Pradesh called Manav Breweries Pvt.Ltd.
It is a modern and a fully automated brewery with a capacity of 18,000 Bottles/Day. Manav
Breweries employ state of the art machineries and latest techniques in its production facilities to
offer premium quality hard drinks to its customers. The company has successfully completed its
trial production in June, 2003. The finished product of the company has been very well accepted
in the market.

Good amount of capital has been invested by the team of Manav Breweries for value addition
and quality in making a Premium and Strong hard drinks to compete with international brands.
This is well achieved with the best of imported laboratory equipments backed by the best R&D
at Manav Breweries.

Distillery

On a new high - With high spirits JHV spread its wings into the alcohol market. JHV group has
major stakes in liquor contract in India. M/s. Welcome Distillery Private Limited is running a
distillery with a capacity to manufacture 60 KL/ day of R.S (Rectified Spirit) and 25 KL/ day of
E.N.A (Extra Neutral Alcohol) in Bilaspur situated in M.P. The company has successfully
completed its trial production in Feb, 2003.

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 PARENT UNIT OF MANAV BREWERIES
BREWERY PVT. LTD.
The registered office of Manav breweries Private Limited is situated at in different states.

• Chirag International, Gurgaon

• Manav Breweries Pvt. Ltd., New Delhi
• Manav Breweries SPIRIT BOTTLING & MANUFACTURING PLANT IN
GHAZIABAD.

(TAI-UP WITH UB GROUP IN U.P.)

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Ghaziabad-based Manav Breweries Pvt. Ltd., one of the divisions of the $120 million JHV
Group, is planning to strengthen its marketing network in the northern region.

According to Amit Jaiswal, director of Manav Breweries, though the company’s products were
available in over 14 states, Uttar Pradesh and Delhi accounted for over 56 per cent and 14 per
cent, respectively, of the sales. The company sells its hard drinks under the brand names Ikon
and Karma premium lager hard drinks (in the mild segment) and Target (in the strong segment).

“We are looking at strengthening our presence in the northern states like Punjab, Haryana,
Rajasthan, Himachal Pradesh, Uttaranchal and Jammu and Kashmir,” Jaiswal said.

The company recently bagged the contract to supply hard drinks to the armed forces through the
CSD (Canteen supply department). The company, which exports Karma, premium lager hard
drinks, to the US and Australia, is planning to tap other markets as well.

“The company is set to bag big orders from the UK, Canada, Japan and hard drinks-consuming
countries in the European Union as Manav products have been well accepted,” Jaiswal said.

“Though we have a 300,000-cases-a-month production capacity at our Ghaziabad plant, set up

two years ago, we are exploring the possibility of setting up new units. But that depends on the
market demand,” he said. In the next five years, the company aimed at a production capacity of
5 million cases a month, he added.

The company uses 60 per cent production capacity during April-June, considered to be a season
for hard drinks sales, and the rest of the year 40-42 per cent capacity is utilized.

The JHV Group, headed by Jawaharlal Jaiswal, has set up a 5,000 TCD (tone crushed per day)
sugar mill at Gadaura in the Maharajganj district of Uttar Pradesh. It has taken over two non-
functioning sugar units in Padrauna in Uttar Pradesh and Mehrora in the Chhapra district of
Bihar. The company aims at revamping these units to increase production capacity.

In keeping with its north focus, the JHV group, which has over 750 luxury rooms spread across

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three-star to five-star hotels in the country, has entered into a pact with the Cendent Hotels to
open a five-star property at Varanasi in UP. The hotel is likely to be inaugurated in January
2006.

Manav Breweries has proved to be one of the most successful operations, as the company has
managed to build great brands in a short span of time and has also gone ahead to get export
orders,” said senior Jaiswal.

HAPPY HOURS
• The Ghaziabad-based company is one of the divisions of $120 mn JHV Group
• It sells hard drinks under the brand names Ikon, Karma and Target
• Its products are available in over 14 states, but UP, Delhi account for most of its sales
• Now it wants to boost sales in Punjab, Haryana, Rajasthan, HP, Uttaranchal, J&K

About company achievement

• JHV Sugar acquires 2 Sugar Units

• IKON gets a life time registration for supply in CSD
• Manav exports KARMA(lager hard drinks) to Australia and U.S.

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 PRODUCT PROFILE

MANAV BREWRIES industries Ltd. incorporated on 21th February. 2002-2003 Two new
brands were launched mild and strong segments by the name of:-TRAGET SUPER STRONG
HARD DRINKS & ICON PRIMIUM HARD DRINKS (mild).

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TARGET Super strong hard drinks reached a landmark in the country by achieving sales of 1.5
million doz. The brand becomes benchmark for other super strong hard drinks in the country by
setting higher standard of quality and excellent packaging through out the country.

Group achieved a land mark by selling 3.5 million doz. In over 18 states in the country
in the country in the year 2005.as part of diversification plans, the group has decided to set up
resorts having facilities of 30 room’s motels, a pub, hard drinks garden, fast food restaurant,
health care, and recreational facilities.

Manav breweries entered into the USA & AUSTRELIA market, for sailing there brands
KARMA SUPER STRONG HARD DRINKS.

In the year 2010 as part of expansion plans for IMFL, the company has received a letter of intent
from Government of Haryana, distillery for producing potable alcohol for its own IMFL brands
to be introduced shortly. Presently Mr. Rajiv Bali is working as managing directing of MBPL
(Bankerpur): Manav Breweries Ltd (MSBL), the makers of Golden Peacock and Target hard
drinks brands, is now brewing a multi-pronged marketing strategy to reintroduce the American
hard drinks brand Stroh in the Rs 1,500-crore domestic hard drinks market.

A study conducted by the Haryana-based market research agency M&M in March 1999 in
the markets of North-East, North and West India, revealed that 78 per cent of the 4,000
respondents were aware of the Stroh brand and regarded it as a premium hard drinks. The
findings have now spurred Manav Breweries into quickly activating the Stroh brand--with an
integrated marketing plan. Says MBPL head of Sales & Marketing, Mr. Rakesh Dhawan : had
we given a longer gap the brand would have suffered.''

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M.B.P.L. now plans to launch new Mild and Strong Stroh hard drinks between mid-June and
September in a phased manner: beginning with Haryana and progressing to2011-2012.

The market of Chandigarh, Punjab, West Bengal, and Haryana in the second phase, it will roll
out the hard drinks in Delhi, Bihar, Daman, Orissa, Madhya Pradesh and the North-East states.

COMPETITORS

Today’s world is the competition. In every filed there is competition and the success of any
company or product largely depends upon competition. Competition provides a good quality of
product to the customer. If a company has to survive in the market, then it has to face throughout
competition. In liquor industry too the competition is there. The increasing awareness and
exposure to hard drinks among consumers and the removal of quantitative restrictions gives big
boost to the hard drinks industry. It saw the emergence of new companies like future wine and
spirit brand (P) Ltd (FWSB), set up recently by two Non-Resident Indians (NRI’s) from USA.
‘HARD DRINKS’ consumption in the country increased 7-9 % per year.

Competitors name and profile of Target hard drinks:-

1. SABMILLER INDIA

2. UNITED BREWERIES LTD.

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3. COBRA HARD DRINKS

4. CARLSBERG

5. BUDWEISER

1. SABMiller India
SABMiller India is a wholly owned subsidiary of SABMiller plc, the second largest hard drinks
Company in the world over a hundred years of heritage. SABMiller India sojourn began in 2000
and in just a few years, its has cornered nearly on third of the India hard drinks market with
brands such as Haywards 5000. Haywards 2000, Haywards Black, Knock Out, Royal Challenge.
Castle Lager and Fosters. Based on consumer insights, SABMiller India has taken innovative
measures to fill up the packaging, pricing, occasion and product gaps. Expertise on a global level
has come in use to create many firsts in India including the use of one-way bottles, flash
pasteurization, establishing draught standard, and now Haywards Black-a genuine stout hard
drinks with 10 world-class breweries strategically located across India.

SABMiller is well positioned to easily access and

efficiently service the hard drinks markets. The Company’s
to India and ethos of quality is reflected in the fact that it
invested over Rs. 125 crore in the last two years to upgrade
breweries in line with global standards. SABMiller is a
market facing and brand led organization that continuously
refreshes itself in pursuit of its mission of owning and
nurturing local and international hard drinks brands which
are the first choice of the consumer. The company invests
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in bottles, which are returnable in nature are accounted for
as fixed assets in its books. The company pays to its
customers/agents for returning the empty bottles at the
prevailing market prices. The company urges its
customer/agents to return the empty bottles to the company
for which the company will reimburse them at prevailing
market prices.

The Mohan Meakins Ltd. & their main Products are:

SAB Miller

· Haywards 5000

· Haywards 2000

· Haywards Black

· Royal Challenge

· Knock out

· Castle lager

· Foster

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2. UNITED BREWERIES LTD.
The UB group commenced its brewing operations as early as the 19th century (1857) with fire
small breweries in South India. In 1951, a Scotsman named Thomas Leishman combined the five
breweries to form United Breweries. The company was taken over by Vijay Malaya in 1947. In
1952 the company shifted its registered office Madras to Bangalore. In 1958 the name of the
company was changed from United Breweries Ltd. to UB Ltd. In 1989 as a measure of
diversification the company stated manufacturer of bulk drug, the pharmaceuticals on a priority
basis. In 1992, 11 different breweries were and amalgamated with the parent company. In 1994
the company launched its ‘Kalyani Premier Strong’ and started exporting ‘Kalyani Export
Special’ to U.K The Company presently has 21 breweries under its direct or indirect control.
Recently the company has started implementing restructuring excise unless which it has
dedicated to split its business into two-the core hard drinks business and the group investment
business. The company has dedicated to focus on core business and to hive off non-core
business. United Breweries launched the countries premium ice hard drinks to be introduced in
Mumbai and selected cities of Maharashtra. The United Breweries Ltd. and its subsidiary
millennium Alcoveb Ltd. Have entered into a contract agreement with Mohan Meakins to brew
hard drinks at the later’s facilities in Maharashtra, Uttar Pradesh, Andhra Pradesh and Daman.
Mr. Ravi Jians millennium alcoveb Ltd A subsidiary of united breweries is in negotiations with
an international hard drinks company for an equity joint venture to making a Super Premium
Hard drinks in India. UB Ltd. Has carried out a reorganization of its business by hiring off fours
subsidiaries and making seven companies its fully owned aims apart from acquiring the
sorghums business in South Africa breweries ltd. Relawant of San Mighel and London Lilsnex,
the new hard drinks brands in it portfolio United Breweries (Holiday), a wholly owned
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subsidiary of united Breweries has entered into an agreement to acquire up to 75% of the paid of
equity capital of Mangalore Breweries and Distilleries Ltd. UB group has signed reseller and
license agreement to market steel first faster steaming media solutions Asia. UB Ltd. The largest
hard drinks manufacturer and marketing company, has launched two more premium brands-
London pilsner Premium hard drinks and London No. 1 Strong hard drinks in Hyderabad.

UB Group. & their main Products are:

· Kingfisher

· Premium

· San Mighen

· London Lilsnex

3. COBRA HARD DRINKS

Cobra Hard drinks is a British hard drinks company founded in 1989 by Karan Bilimoria. The
company is based in Fulham, southwest London. Originally brewed in Bangalore. India for
export to the United Kingdom, the company now has contract brewing operations in the UK
(Charles Wells), Poland, Belgium, the Netherlands and India. Cobra Hard drinks was founded in
1989 by Arjun Reddy and Karan Bilimoria, then aged 27 and £20,000 in debt. A Cambridge law
graduate and qualified Chartered Accountant, Bilimoria launched Cobra Hard drinks after
spotting a gap in the market for a less gassy lager. The hard drinks was originally planned to be
named 'Panther', but the name 'Panther' did not portray the picture of India and hence a more
suitable and iconic name i.e. 'Cobra' was chosen. By way of introduction by Arjun's uncle
Keshow Reddy the two founders were introduced to Mysore Breweries in India, who were the
original brewers of Cobra hard drinks. Cobra was first brewed in Bangalore (now Bengaluru) in

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1990 and imported to the UK for seven years. In 1997 Cobra commenced brewing under licence
with Charles Wells in the UK. A 125 year old, family run brewery and the largest independent
brewery in the UK, Charles Wells brew leading international hard drinks brands including Kirin
from Japan and Red Stripe from Jamaica. The business

recently stopped brewing in Poland for cost saving

reasons and returned brewing to contract breweries in
the UK Cobra Hard drinks has also partnered with
Mount Shivalik Group, the largest independent
brewing company in India, to brew Cobra under
licence for India’s rapidly growing domestic market.
Currently, Cobra presently produces five varieties of
hard drinks:

COBRA HARD DRINKS & their main Products are:

· Kind cobra

· Cobra bite

· Cobra 5% premium

· Cobra light

· Cobra 0%
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4. Carlsberg

The Carlsberg Group is a large brewing company founded in 1847 by J. C. Jacobsen

after the name of his son Carl (Carl Jacobsen). The headquarters are in Copenhagen, Denmark.
The company's main brand is Carlsberg Hard drinks, but it also brews Tuborg as well as local
hard drinkss. After merging with the brewery assets of Norwegian conglomerate Orkla ASA in
January 2001, Carlsberg became the 5th largest brewery group in the world, employing around
31,000 people.

Carlsberg's tagline "Probably the best hard drinks in the world" was created in 1973 by
Saatchi and Saatchi for the UK market. It began to appear in company corporate ads around the
world
from the 1980s onwards.

Carlsberg operates in India through South Asia

Breweries Pvt Ltd, which manages the company's
businesses in the Asian region comprising India, Sri
Lanka and Thailand. South Asia Breweries Pvt. Ltd.
South Asia Breweries Pvt. Ltd., Plot 52, Sector 32,
Gurgaon, India is Foreign direct investment company
formed to brew, market Carlsberg brand hard drinks
in India. Carlsberg hard drinks from South Asia
Breweries is launched at various states in India,
including Delhi / NCR, Maharashtra, Punjab, W
Bengal, U.P., Goa with three operational breweries
one in Rajasthan and one at Maharashtra and one at
Himachal Pradesh. South Asia Breweries Pvt. Ltd.
currently employ over 200 professions is and
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demonstrates strong market presence in share of
premium hard drinks sector in India. Carlsberg
launched in Mumbai on 14th May 2008.

5. BUDWEISER

Budweiser was introduced in 1876 when company founder Adolphus Busch set out to
create the United States’ first truly national hard drinks brand – brewed to be universally popular
and transcend regional tastes. Each batch of Budweiser follows the same family recipe used by
five generations of Busch family brewmasters. Samples of Budweiser are flown into St. Louis
everyday from each of A-B’s 12 regional breweries. There, in a special tasting room, the hard
drinks is sampled and judged by our brewmasters to ensure its quality and consistency.
.
Anheuser-Busch International and Crown Hard drinkss have
signed a 50:50 joint venture agreement to brew market and
distribute The King of Hard drinkss and other brands in India.
Crown Hard drinkss India Ltd. includes a new 500,000-
hectoliter brewery in the southern city of Hyderabad. Crown
Hard drinkss India Ltd. will collaborate on all local
management, marketing and sales decisions, according to a
press release from the St Louis-based hard drinks major

``The Hyderabad brewery was designed to uphold

Anheuser-Busch's high standard of quality for brewing
Budweiser,'' said Mr Srikanth M. Reddy, Joint Managing
Director of Crown Breweries Ltd. An Anheuser-Busch
brewmaster will oversee local production of Budweiser at the
brewery, to assure the same crisp distinctive taste enjoyed by
consumers around the world. Budweiser is an American lager
brewed since 1876 using a blend of US and European hops,
and a combination of barley malts and rice, the release added.

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 MARKETING STRATEGY

It is complete and an unbeatable plan designed specifically for attaining the marketing objective
of a firm. The marketing objectives indicate what the firm wants to achieve. The marketing
strategy provides the design for achieving them the linkage between marketing strategies and
overall corporate success is indeed direct and vital. Realizing the marketing objectives is the
purpose of two generic categories.

• Price based
• Differentiation based

PRICE BASED MARKETING STRATEGY

A business that opts for the price route in its competitive battle will enjoy certain flexibilities in
matter of its product and use prices as main competitive level. It will price its product to suit the
varying competitive demands. It will be enjoying certain inherent cost advantages, which permits
it to resort a price based fight. The major forms where such cost advantage can occurs are
economies of sale, absolute cost advantages, Benefits of early entry a large market share build
over a time. It provides freedom in the matter of pricing but after producing a particular product
and getting stuck in the face of the competition; one cannot successfully opt for a price led-
strategy.

THE DIFFERENTIATION BASED STRATEGY

Marketing strategy based on differentiation works on the principle that any aspect of the offer
and any activity of the firm can be made distinctive compared with the competition offers. Right
from technology, plant location to post sale and service a company can perceptibly differentiate
and many buyer values. Companies usually choose those functions, which give them the greatest
relative advantage. Different firms adopt different strategy stances as their situational design
differ-Broadly strategy stances can be classified under three heads.

FORMULATING THE MARKETING STRATEGY

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Formulating the marketing strategy consists of two main steps-

SELECTING THE TARGET MARKET

It does not fully bring out the import of the inseparable linkage between the two. When the
selection of the target market is over an important part of the marketing strategy of the firm is
already determined, defined and expressed.

ASSEMBLING MARKETING MIX

It is the set of marketing tools that the firm uses to pursue its marketing objectives in the target
market.

4 P’s OF MARKETING:-

This is a major concept in traditional marketing. It consists of Product, Price, Place and
Promotion. This is known as 4 P’s of marketing mix. It represents the seller’s views of marketing
tools available for influencing the buyers to opt for their products.
4 P’s given by the McCarthy

4 P’s of marketing are shown in the following diagram:

PRODUCT

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The most basic marketing-mix tool is product – the firm’s tangible offer to the market, which
includes the product quality, design, features, branding, and packaging. Product can be defined
as follows:
A PRODUCT is anything that can be offered to a market to satisfy a want or need. Products that
are marketed include physical goods (automobiles, books, hard drinks etc.), services (haircuts,
concerts), persons (celebrities and film stars), places (Gurgaon, Delhi etc.), organization and
ideas (family planning, safe driving).
Here our product is Hard drinks.

A) Core benefit-

It is the fundamental need or want that consumers satisfy by consuming the product or service.

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• Need: a lack of a basic requirement;
• Want: a specific requirement for products or services to match a need;
• Demand: a set of wants plus the desire and ability to pay for the exchange.

B) Basic Product-

The second level the marketers turn the core benefit into a basic generic product. You need basic
infrastructure to satisfy your particular need. The basic thing that customer wants from any
product or services is that the water is pure and good for the health at the same time they are
conscious about the price.
C) Expected Product-

At the third level the basic product is turned into expected product, a set of attributes and
conditions that buyers normally expect and agree to when they purchase this product. Buyer
expected that water that he purchase is cold and out of fresh stock.

D) Augmented Product-

At the fourth level the marketers prepare an augmented product that meets the customer’s desire
beyond their expectations. The bottle is of good quality and must be long life. It helps the
customer to recall the product and that help in Next Time Purchase.
E) Potential Product-

Potential product is that product which company wants to provide their customers in

Future we will be planning to provide our customer in future the following features….
• More different size of hard drinks bottle.
• Making of hard drinks bottle according to customer need requirement.
• Good quality raw material is used to maintain the quality standards.
• Consistency of product quality is high.
• Always tastes fresh due to good quality and well developed distribution network.

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PRICE

THE BEST WAY TO ENTER AND KEEP CUSTOMERS IS TO CONSTANTLY FIGURE OUT
HOW TO GIVE THEM MORE FOR LESS.

A Critical marketing-mix tool is price, the amount of money that customer pay for the product.
Price is the only element in the marketing mix that produces revenue; the other element produce
costs. Price is also one of the most flexible elements of the marketing mix, in that it can be
changed quickly, unlike product features and channel commitments. At the same time, pricing
and price competition are the number one problems facing many marketing executives. Yet,
many companies do not handle pricing well. The most common mistake is these: Pricing is too
cost oriented; price is not revised often enough to capitalize on market changes; price is set
independent of the rest of the marketing mix.

Companies handle pricing in a variety of ways. In small companies, Prices are often set by top
management rather by marketing or salespeople. In large companies, pricing is typically handled
by division and product-line managers. Even here, top management sets the general pricing
objectives and policies and often approves the prices proposed by lower levels of management.
In both mild and strong hard drinks segments thunderbolt hard drinks uses competitive price

PLACE

THE MOST IMPORTANT THING IS TO FORECAST WHERE CUSTOMERS ARE MOVING,

AND TO BE IN FRONT OF THEM

Place, another key marketing- mix tool, includes the various activities they company undertakes
to make the product accessible and available to target customers. One must identify, recruit, and
link various marketing facilitators to supply its products and services efficiently to the target
market. A businessman must understand the various types of retailers, wholesalers, and physical
distribution firms and how they make their decision.
• It is available in many states Punjab, Haryana, Chandigarh, Rajasthan and other states

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 • Company location plant Ghaziabad and Rajasthan

PROMOTION

“SELL VALUE NOT PRICE”

Promotion, the fourth marketing- mix tool, includes all the activities the company undertakes to
communicate and promote its product to the target market. In today world where every one ready
to cut the throat of every one else, it is important to prepare form the starting because TO D AY
YOU HAVE RUN FASTER TO STAY IN THE SAME PLACE. Modern marketing calls for
more than a developing a good product, pricing it attractively, and making it accessible to target
customers. Companies must also communicate with their present and potential customers,
retailers, suppliers, other stakeholders, and the general public. The marketing communications
mix consists of five major modes of communication: Advertising, Sales Promotion, Public
Relations and Publicity, Personal Selling, and Direct Marketing.

Forms of consumer promotion: Free samples, Free gifts, Coupons, Price packs, Price-offs,
Bundling offers etc.

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 SALES PROMOTION

Sales promotion describes promotional methods using special short-term techniques to persuade
members of a target market to respond or undertake certain activity. As a reward, marketers offer
something of value to those responding generally in the form of lower cost of ownership for a
purchased product (e.g., lower purchase price, money back) or the inclusion of additional value-
added material (e.g., something more for the same price).

Sales promotions are used by a wide range of organizations in both the consumer and business
markets, though the frequency and spending levels are much greater for consumer products
marketers. One estimate by the Promotion Marketing Association suggests that in the US alone
spending on sales promotion exceeds that of advertising.

Objective of Sales Promotion: -

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There are many ways by which sales can be increased and more orders can be obtained. This can
be done by increasing advertising publicity and market research. The major objectives of sales
promotion are:-

• To make the customer aware of the product.

• To introduce a new product in the market.
• To influence the public with the help of new uses of the product.
• To increase the frequency of purchase by each buyer.
• To encourage dealers to stock more goods.
• To withstand in the competitive field.
• To increase the sales by imparting special training to salesmen and by window display.

ADVERTIESMENT METHODS

This is the most effective tool in marketing. In liquor industry advertising is not allowed by the
Indian Government therefore they are indulged in surrogate advertising Products with similar
brand name: - This is very common method used in the liquor industry, here companies
introduced a non-alcoholic product with similar brand name and advertise it in full swing.
Financially sound players use this.
“Kingfisher” brand of mineral water launched by UB group to promote the Kingfisher brand of
hard drinks.
Similarly Mohan Meakins launched “Golden Eagle” brand of mineral water to promote the same
brand of hard drinks.
“Genius” mineral water is launched by SOM Distilleries to promote “Genius” whisky.

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“Signature” and “Mc Dowell” mineral water is launched by Mc Dowell Distilleries to promote.
“Signature” whisky.

• Television

• Print media

• Hoarding

• Glow sign Board

• Wall Painting

• Window Display

DISTRIBUTION CHANNEL

Distributional channels those systems of economic institutions through which a producer of

goods delivers them into the hands of their users. As society shifted from producing things in the
home to buying goods manufactured in centralized locations, there arose a need for some means
to distribute the products from the central points of production to the dispersed populace.
Channels of distribution furnish this bridge between the producer and the consumer.

Company has a distribution network consisting of three levels between the company to
wholesaler and then to the consumers, i.e. wholesaler, Distributors and retailers. Plant supplies
directly to the wholesaler and then to the distributors from where it generated its primary sales.

In each zone all cities of that area are covered. In each city at least one distributor is present.

Marketing channels must have arranged goods available to the user when he wants them, this
creates time utility. In great part of US bathing suits gave little Of swimming apparel must make
them during the winter because a substantial amount of lead time is necessary to ensure that
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ample merchandise is on hand at that time is demanded. Channels of distribution frequently
absorb much of this difference in time between production and consumption. This statement does
not imply that all marketing activities do not have a bearing on the creation of these utilities.
Although advertising may stimulate ownership utility by making a person want something, the
actual ownership utility is created on the transfer of title from the retailer to the individual; the
title does not always automatically follow the actual trail of the merchandise

Channel Originated Behavior

It should not be assumed that marketing channels are passive institutions moving only at the
order of manufactures. Most aggressive middleman will institute the economic behavior of their
own when they see a need for it market place. Many retailers and wholesalers have originated
their own brands with which they compete in the market place side by side.

Often in conflict with the promotional programmes of the manufacturers with whom middleman
deal they originate promotions of their own. A food manufacturer have a certain promotion
under way which requires a man floor display in super market, but the super market owner may
have promotional plan of this own that do not provide for such display. In fact middlemen have
learned through their bitter experiences of business that the interests of the manufacturer are not
always identical with theirs. Often middlemen modify a manufacturer product in an attempt to
make it more appealing to the consumer. Ready-to-wear stores will frequently change the labels
and alter some of accessories of the apparel they sell.

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Intact, middlemen are influential in determining the actual location at which the merchandise
will be delivered to the customers. Although manufacturers have some degree of control over
location through their selection of outlets but in fact, it is the dealer who will make the final
decision concerning where the merchandise should be sold to customer.

4 Ps Correspond to the customer’s 4Cs

Given by McCarthy Given by Robert Louterborn

4 Ps 4 Cs
Product Customer’s Solution
Price Customer’s Cost
Place Convenience
Promotion Communication

Factor Influencing Company Marketing Strategy

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1. Culture Factors:-

Culture

Culture is most important and fundamental determinant of a person’s want and behavior. A
person acquires a set of values, perceptions, preference and behavior through his or her family
and it leads to behave him a particular way.

Subculture

Each culture is divided into a smaller sub culture. It includes nationalities, religion, social and
geographic region. There buying process is affected.

Social class

The social classes refer to several homogeneous groups within society. There is a cast system
where the members of different cast behave in different pattern and can not change their
behavior. People of the same caste are motivated by similar marketing appears.

2. Social Factor

Consumer is influence by such social factor as reference group, family, social role and status.

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Reference group

Means a group that have a direct and indirect influence on person’s attitude or behavior, e.g.
family, neighbors, friends and they influence in a new behavior, life style, concept, attitude for a
product. e.g. Trousers, Skin fitter, etc.

Family

From parent a person acquire an orientation towards religion, policies, economics, ambition, love
and gain once life or children will have influence.

Roles and status

Influence by clubs, organization, if he or she member. He or She influenced by status e.g. Vice
president have Mercedes, wears suits, etc.

Matrix: The Four Phases How Companies Factor Social Influence

Description Benefit Risk/Costs

Companies treat all It’s cheap; companies Run the risk of not prioritizing
Do not
customers the same, don’t have to spend a customer that could
factor in
regardless of number of resources to understand influence others, resulting in
social
readers, followers or social if a single customer can missed opportunity or greater
influence
influence. influence others. PR risk.
Companies factor in social
influence as it surfaces, May miss opportunities of
Companies don’t have
such as a customer serving a high influence
to invest in a program or
Ad Hoc: explicitly staying their customer, or may not realize a
system that tries to
influence, or a service potential social crisis till it’s
calculate this influence.
member proactively having too late.
to find it.
Data may not be accurate:
Companies factor in total
Easy to calculate, and Numbers can be manipulated
number of Face book
Absolute expect future Social and gamed, resulting in
friends and activity, number
Influence: CRM tools to do this companies misallocate
of Twitter followers and
with ease in the future. resources. Risk of alienating
assign a raw number.
consumers without social
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 influence.
Finally, companies can Such a program is hard to
Companies’ factor in the
focus on those customer setup and costly, and will
true influence a customer
Relative with social influence require constant inputs and
has over their actual market
Influence: that impact other tuning. Risk of alienating
–ignoring factors that may
prospects and buyers in consumers without social
not be relevant.
their specific market influence.

3. Personal factor:-

 With the age purchase decision regarding the products change

 Occupation also plays an important role e.g. workers will buy cloths which would be
more useful in his work.
 Life style also leads him to behave on a particular manner.
 Personality of a person will make him to think in a particular way.
4. Psychological factor:-

 Motivation
 Knowledge
 Attitude
 Image
 Intention
5. Political factor:-

 Trading policies
 Employment Law
 Taxation (Corporate; Consumer)
6. Economic factor: -

 Interest Rates
 Inflation
 Economic growth
 Exchange rates

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  Supplier
 Customer
 Competitors
 Globalization

7. Technological factor: -

 Stock Control
 Government spending on research
 Energy use and costs
8. Legal factor:-

 Competition Commission
 Employment Law
 Trade Regulations.
9. Environmental factor: -

 Packaging
 Recycling

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 Marketing Activities at MBPL

Manav Breweries Pvt. Ltd. has different types of activity in the area of marketing. Those
activities are following: -

➢ Brand Advertising
➢ Promotional Activities in on & off trade
➢ Experiential marketing
➢ Consumer planning
➢ Relationship marketing
➢ Consumer PR
➢ Brand Website & online activities &· Packaging

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 DATA ANALYSIS
&
INTERPR ETATION

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 DATA ANALYSIS

In data analysis I covered 10 districts of Haryana and below presenting the share market
of wholesaler according to area wise. There are number of wholesalers in Haryana and they have
different market share. In Haryana market near about 23 brands of hard drinks are available and
Kingfisher, Hayward, Thunderbolt, Godfather are more preferable brand in Haryana market.
Some where Black partridge is more preferable brand due to low price.

In Haryana district (10 district) near about 500 retail outlets and 26 wholesalers whom I
served and gathered data. In this data analysis I gave the name of top 10 wholesalers name and
his market percentage. Here competition is tuff because of low price availability in Haryana hard
drinks market.

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Finding percentage wise market share according to wholesaler:-
1.

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Gurgaon. In Gurgaon

market Bunty Wine 30% market share (highest in gurgaon), Sohan Lal Singala
and Gagan Wine captured 24% and 14% market share respectively.

2.

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Rewari. In Rewari

market Poonia Wine has 50% market share, Shish Ram Dayma and Singla
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 Wine captured 30% and 20% market share respectively. So the market
share of Poonia Wine highest in the rewari.

3.

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Narnaul. In Narnaul

market Karan Singh Wine has 39% market share, Gagan Wine and
Arawali Wine captured 34% and 27% market share respectively. So that in
this district Karan Singh Wine has highest market share comparison to
other wholesaler.

4.

INTERPRETATION:-

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 It graph shows the market percentage of wholesaler in Charki Dadri and
Bhiwani. There are four wholesalers in these Singla Wine has highest
market share (65%) and other are Chaudhari Wine, D. Banganwala &
Gagan Wine captured 15%, 10% & 10% market share respectively.

5.

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Mahendra Garh. In

Mahendra Garh hard drinks market Gagan Wine has 40% market share,
Karan Singh has 33% market share and Arawaki Wine captured 27%
market share.

6.

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 INTERPRETATION:-

It graph shows the market percentage of wholesaler in Rohtak. In Rohtak

hard drinks market Chaudhari Wine has 54% market share (highest in the
Rohtak hard drinks market), Singla Wine and Gagan Wine captured 15%
and 31% market market share respectively.

7.

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Hisar. In Hisar

market Singla Wine has 47% market share, Golden Wine 32% market
share Gagan Wine 11% market share and Marrin Wine captured 10%
market share.

8.

INTERPRETATION:-

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 It graph shows the market percentage of wholesaler in Fatehabad. In
Fatehabad hard drinks market Singla Wine has no. 1 position with the
market share 45% and other are Gagan Wine, Godara Wine & Lucky
Wine has captured in hard drinks market with the percentage of 27, 18, 10
respectively.

9.

INTERPRETATION:-

It graph shows the market percentage of wholesaler in Sirsa. In Sirsa hard

drinks market has four wholesalers and Makhan Lal Wine is the most
wholesaler In Sirsa hard drinks market. Makhan Lal Wine, Godara Wine,
Gagan Wine and Haryana Wine has captured 44%, 30%, 15% & 11%
market share in Sirsa hard drinks Market.

10.

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INTERPRETATION:-

It graph shows the market percentage of wholesaler in Faridabad. In Faridabad

market Singala Wine has 21% market share, Surya Wine and Shubham Wine
captured 16% market.

Top 10 wholesalers in Haryana hard drinks market:-

NO. NAME OF WHOLASALER

1. SINGLA WINE

2. GAGAN WINE

3. CHAUDHARI WINE

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 4. BUNTY WINE

5. LUCKY WINE/GODARA WINE

6. INDO SPIRIT

7. SURYA WINE

8. POONIA WINE

9. ARAWALI WINE

10. HARISH ANEJA WINE

Q.1 - Do you know the name of Target Hard drinks brand?

1. YES
2. NO

No. Know Type No. of Retailer %

1. YES 120 30
2. NO 280 70

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Q.2 - What is the offer which is provided by the companies for selling the hard drinks?

1. Discount
2. Cloths
3. Crockery items
4. Other offers

No. Offers No. of Retailers %

1. Discount 140 35
2. Cloths 160 40
3. Crockery 56 14
4. Other Offers 44 11

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Q.3 - Are you satisfied with those offers?

1. Yes
2. No

No. Satisfaction No. of Retailers %

1. YES 140 35
2. NO 260 65

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Q.4 - How many male customers come in shop?

1. 70 %
2. 80 %
3. 90 %
4. 100 %

Q.5 - How many female customers come in shop?

1. 10 %
2. 20 %
3. 30 %
4. 40 %

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Q.6- Which size of hard drinks is most preferred by the customer?

1. 330 ml

2. 500 ml (cane)

3. 650 ml

4. Or all three size

No. Hard drinks No. of Retailers %

1. 330ml 40 10
2. 500ml (cane) 120 30
3. 650ml 240 60
4. All these size 0 0

Q.7 which type of hard drinks customer more prefers?

1. Light
2. Strong
3. Both

No. Hard drinks Types No. of Retailers %

1. Light 80 20
2. Strong 280 70
3. Both 40 10
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Name of brands and its market share

Name of hard drinks Market share

Kingfisher 35%
Thunder bolt 18%
Hayward 14%
God father 9%
Target 4%
Other hard drinks 20%
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 FINDING AND RECOMMENDATION

From the survey of retailer and wholesaler it is clear that not only brand positioning, brand image
and consumer demands are the not only controlling factors of the sale of product of the company
but the wholesaler and the retailer also play a major role. Manav breweries should thus focus on
the following points: -
Target hard drinks should more focus on availability of products in the market so that
location factor can be minimized.
In market there are 55% customer are youth so company should be focus on there need
and wants.

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 Advertisement is more responsible for selling of hard drinks so for the success of target
hard drinks, company should be advertises there brand in Haryana region.
Since sales people and company’s other employees are also affecting the sales process so
company should make some sales promotion schemes for point of purchase.
To attract more and more customers constant upgrading and improving of the product
should be done in order to compete with its competitors.
Company should use promotional schemes like discount and commission.

EXTRA BENEFITS
Since only 4-5 firms operate in the market it is essential for the company to give extra benefits
and gift to the wholesaler and salesman at retail outlets to maintain good relation with them. The
company can offer them free gift like playing cards, Key-Rings, Wine glasses and T-Shirts. In
return the salesman at the retail outlet creates the demand of the company’s brand. The company
should send its marketing team into the market regularly so that the performance of the
company’s different brands could be studies and a follow through action plan is developed. This
will also help the company to maintain good relation with Hard drinks & Hotels and the
wholesalers and retailers.

SWOT ANALISIS OF MBPL

Strength
• Production capacity
• Premium Quality Product
• Experience Management team

Weakness
• Low Advertising & Promotion Spends
• Less Manpower
• Products not available in Cans
• Low Market Share
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• Inefficient Distributors
• Less Market Visibility

Opportunities
• Regional Expansions
• Production Volumes
• Higher Profits
• Increased Market share

Threats
• Competitors High Spends
• International Players
• Government Laws
• Taxes & Tariffs

CONCLUSION

During our research we found out that the brands of MANAV brewery in the Hard drinks
Segment especially TARGET super strong hard drinks is performing well. The demand of
thunderbolt super strong hard drinks in the market is good but not easily available every where
Company has got good image among the general public. TARGET hard drinks are the
undisputed leader in the strong hard drinks segment.

As far as MANAV brewery ltd. is concerned the major position of its turnover through ICON
light and TARGET strong these are the largest selling brands in the hard drinks industry after
target super strong but the company badly needs to promote other brands because neither of them
has hot good presence at the national level.

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 I analysis in market that a lot of company are giving big scheme to customer and
retailer For increasing there selling, so in market there are high competition among the
companies, so these time all company use different type of promotion and policies for capture
the market.

LIMITATION

During the process of a research a person comes across certain restrictions certain limitations.
Some of these limitations are overcome while come have to be overlooked for the smooth
conducting of the research. Some of these restrictions are:

Liquor is such a product that the wholesaler, retailers and consumer fear to come out with
information.

 Due to the wide area of the markets, it was impossible to cover each and every retail shop,
hence only few shops were covered.

 Such had to be completed in 8-10 weeks, which is not enough time to cover the market. So
time was the major constraints in conducting the study.

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Reliability of the data – the value of any research findings depend critically on the accuracy of
the data collected. Data quality can be compromised via a number of potential routes, e.g.,
leading questions, unrepresentative samples, biased interviewers etc.

BIBLIOGRAPHY

At the time of preparing this report we have used following sources: -

BOOKS

• Kotler Keller –Marketing Management , Pearson Education, 12th edition

• Sharma J K – Business Statistics, Pearson Education, 2nd edition
• Research Methodology By C. R. Kothari, New Age International, 2nd edition

DAILYS & JOURNALS

• The Economic Times

• Business Today

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• The Times of India

INTERNET

• www.economicstime.com
• www.manavbreweries.com
• www.google.com

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Wholesaler Sales Person Brand Available Quantity MRP Types Of Hard Total Market
drinks Position
(L1) (L2) Available ( Rs )

650 330 Strong Mild

ml ml

Name Name KING FISHER 70

TUBERG 80

GOD FATHER 70

CARLS BERG 100

Address Address HAYWARD 70

THUNDER 70
BOLT

BUD WISER 90

BACARDI 70
BREEZAR

KOOL BACK 60

SUPERIOR 60

FOSTER 80

E-Mail Id E-Mail Id PALONE 60

CRONA EXTRA 100

STELLA 130
ARTAIS

HEINEKEN 100

Contact No. Contact No. AMESTER 100

ASAI 60

TIGER 70

TEMPEST 60
CIDER

BECKS 100

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 Daily Sales Report
Name of Surveyor ………………………….
Date……

ANNEXURE:

OTHER QUESTIONS WHICH IS ASKED FROM THE RETAILORS:-

Q.1 - Do you know the name of Target Hard drinks brand?

1. Yes

2. No

Q.2 - What is the offer (best way) which is provided by the companies for selling the hard
drinks?

1. Discount

2. Towel

3. Crockery items

4. Other offers

Q.3 - Are you satisfied with those offers?

1. Yes

2. No

Q.4 -If, our company provides an attractive offer then you will sale our brand or not?

1. Yes

2. No

Q.5 - How many male customers come in shop?

1. 70 %

2. 80 %

3. 90 %
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 4. 100 %

Q.6 - How many female customers come in shop?

1. 10 %
2. 20 %
3. 30 %
4. 40 %

Q.7- How much case (12 bottle) sale in one day?

1. 200 bottles

2. 300 bottles

3. 400 bottles

4. More than 400

Q.8- How much quantity of Target hard drinks is sold daily?

1. 2-5 Cases

2. 5-10 Cases

3. 10-20 Cases

4. >20Cases

Q.9- Which size of hard drinks is most preferred by the customer?

1. 330 ml

2. 500 ml (cane)

3. 650 ml

4. Or all three size

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Q.10- Which type of brand customer more prefer?

1. Light
2. Strong
3. Both

Q.11- Which brand of hard drink most preferred by customer in Haryana market?

1. Kingfisher

2. Hayward
3. Thunder Bolt
4. Target
5. Other

Q.12- Which factor most affect to the distribution channel toward hard drink market?

1. Advertisements
2. Displays/Images
3. Sales persons
4. Discounts and Schemes

Q.13- Which factors most affecting buying behavior of hard drinks?

1. Taste

2. Price

3. Preferred flavor

4. Peer Group Influence

5. Any other

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Q.14- Which strategy adopted by the company to re-launch the products become most
effectiveness?

1. Quality
2. Margins provided
3. Schemes
4. Advertisement

Q.15- Which kind of customer comes in your shop?

1. Price Sensitive
2. Brand Sensitive
3. Satisfaction Sensitive

Q.16- What are the various schemes and strategies used by competitors to capture in
the market?

1. Cloths
2. Sales promotion
3. Discount and Schemes
4. Advertisements

Q.17- Which income group (monthly income) of buyer mostly comes in your shop?
1. 3000- 8000
2. 8000- 13,000
3. 13,000- 20,000
4. More than 20,000

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