A PROJECT REPORT ON POTENSIAL MAPPING OR SCOPE OF DRAUGHT OR DRAFT BEER IN M.P.

( IN CONTEXT OF SABMILLER) FOR SAB-MILLER INDIA

-: SUMBITTED :TO UNIVERSITY OF PUNE IN PARTIAL FULFILLMENT OF 2 YEARS FULL TIME COURSE MASTER IN MARKETING MANAGEMENT (BATCH 2010-11) -:SUMBITTED BY:MAYUR BATHAM UNDER THE GUIDANCE OF PROF. Dr .ASHOK TIWARI

SINHGAD BUSINESS SCHOOL 19/15,ERANDWANE, OFF KARVE ROAD, PUNE-411004

OBJECTIVE & SCOPE OF THE PROJECT

Title of the project:Potensial mapping of Draught beer (In context Of Sab Miller)

Objective of the Project1.To do perceptual mapping for the draught beer. 2. To study the market potential of draught beer. 3. To study the customer perceptions 4. Comparative analysis of various brands. 5. Scope of Draught beer in future.

Purpose of the Project :Pune University has introduced Summer Project as a compulsory activity for students of MMM. Practical knowledgeis an important milestone in developing the skills of management. Thus,at the end of first year, the student are required to undergo a summer project of a span of 60 Days. The purpose behind the project work can be summerarized as follows:1) It gives the students their first exposure to a organization set up. 2) It provide an opportunity of observing a business activity. 3) It enables the students to use the theoretical concepts in the actual business environment. 4) It is the best opportunity to communities with the people working at different level in the organization and to get acquainted with their authorities and responsibilities. 5) It create awareness in student about the real organizational problems and challenges faced by business. 6) It gives an idea about career oppurtunities available in future for students. 7) It gives the chance for students to apply logic in practically solving the recurring problem in business unit. 8) A project work always has a social relevance.

The main objective of this project is to find out retailers and consumers suggestion and opinion about the DRUGHT or DRAFT BEER. it will also help to find out retailers and consumers preferences for Draught beer. It will also find out What is the scope of draught beer in the market and What are the peoples know about draught beer and How draught beer is differ from bottled beer. It will also find out what is the perception of peoples about draught beer. The other main objective of this project to gain maximum knowledge abot draught or draft beer and if the SAB Miller Launch draught beer in the Market then it is Beneficial for them or not.

Scope of the study :

The project is limited in four major major cities of Madhya Pradesh. These cities are Gwalior, Bhopal, Indore and Jabalpur. Which indicate market position of draught beer in Madhya Pradesh . So geographical scope of this project is limited to only Madhya Pradesh. This project will sugest company various information and knowledge about draught beer. This will also help to understand what is the retailers and customer perception about Draught beer. This will also help company to understand the market potential of draught beer and Launching of draught beer is beneficial for company or not.

COMPANY PROFILE

Name of the company -. SAB MILLER INDIA and SKOL Breweries ltd. Logo of the company-

Location of the plantSAB Miller-SKOL Breweries Limited Tripti Alcobrew Ltd. Mahatoli, Banmore , Dist: Morena Pin: 474444 Madhya Pradesh, India Phone : 07532-240311 Sales Office :SKOL Breweries Limited E-3/2, Nupur Kunj Arera Colony, Bhopal-462016 Madhya Pradesh ,india

Vision and Mission of the Organisation Our vision is to be amongst the 3 most admired beverage companies in India. Our mission is to own and nurture local and international beer brands that are the first choice of the consumer.

Company History:SAB Miller-South African Breweries The Company was founded in South Africa in 1895 as South African Breweries (SAB): the business operations were mainly limited to southern Africa, where it had established a dominant position in the market, until 1990 when it began investing in Europe.[4] After listing on the London Stock Exchange in 1999[4] to raise capital for acquisitions, the group purchased the Miller Brewing Company in North America from the Altria Group in 2002, and changed its name to SABMiller.[4] Following this, the groups next major acquisition was of a major interest in Bavaria S.A., South Americas second largest brewer and owner of the Aguila and Club Colombia brands in 2005.

Operations:SABMiller has grown from its original South African base into a global company with operations in both developed markets and in emerging economies such as Eastern Europe, China and India. It is one of the worlds largest brewers, with brewing interests and distribution agreements across six continents. Its worldwide portfolio of brands includes premium international beers such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch along with leading local brands such as Aguila, Castle, Miller Lite, Snow, and Tyskie.

South Africa This is the groups most established market to date. Local subsidiary SAB Ltds soft drink division is also the countrys largest producer of products for the CocaCola Company. Brands include: Castle Lager, Grolsch, Castle Milk Stout, Hansa Marzen Gold, Hansa Pilsener, Carling Black Label, Castle Lite, Redds, Skelters, Brutal Fruit, Blakes & Doyle and Sarita. Africa and Asia SABMillers brewing operations in Africa span 31 countries. In China, the groups national brand in that country, Snow, is produced in partnership with China Resources Enterprise Limited, is the leading brand by volume in China. SABMiller is the second-largest brewer in India and has joint ventures in Vietnam and Australia. SABMiller acquired the Foster's brand for the Indian and Vietnamese markets. Brands include: N'gola, 2M, Castle Lager, Castle Milk Stout, Eagle, Fosters, Kilimanjaro, Haywards 5000, Royal Challenge, Knock out, Indus Pride, Snow and Zorok. Europe SABMillers entry into the European market began in 1995 with the acquisition of Dreher in Hungary. The groups European operations are mostly centred in the fast developing consumer markets in Central and Eastern Europe (Hungary, Romania, Poland, Czech Republic and Russia), although there are operations in Italy, France, UK, Spain and Germany where it imports its international brands. On 19 November 2007, the board of Royal Grolsch NV accepted a 816 million offer for the company by SABMiller. The takeover was completed with the delisting of Grolsch's shares on 20 March 2008. Latin America SABMiller first entered the Latin American Market with the acquisition of Cerveceria Hondurea in Honduras, making the company the first international brewer to enter Central America. Since then, the group has expanded its Latin

American operations into six countries, including Colombia, El Salvador, Ecuador, Panama and Peru. Lager brands include: Aguila, Club Colombia, Costea, Poker, Pilsen (Colombia), Cristal, Pilsen Callao, Pilsen Trujillo, Cusquea, Arequipea (Peru), Pilsener, Club (Ecuador), Pilsener (El Salvador), Golden Light, Port Royal, Salva Vida, Imperial (Honduras), Atlas (Panama) and Balboa (Panama). North America On 9 October 2007, SABMiller and Molson Coors Brewing Company announced a joint venture to be known as MillerCoors. U.S. antitrust regulators approved the joint venture on 5 June 2008. The merger was completed on 30 June 2008 and MillerCoors began operation as a combined entity on 1 July 2008. The combined venture will be headquartered in Chicago, IL. Pete Coors has been named as chairman of the new company, and Molson Coors Chief Executive Leo Kiely will be the new CEO of the joint venture. Tom Long, CEO of Miller, will be appointed president and chief commercial officer. Brands include: Miller Lite, Miller Genuine Draft, Olde English 800, Milwaukees Best, Miller Chill, and Leinenkugel.

SABMILLER IN INDIA:SABMiller entered the Indian market in the year 2000 by acquiring Narang breweries and has since acquired several breweries and brands, the most notable being its acquisition, in June 2001, of Mysore Breweries (with its Knock Out brand) and in May 2003 of Shaw Wallaces beer brands (Royal Challenge & Haywards). Year 2001 -2002 Entered in July 2000 with JV and later acquisition of Narang Breweries (UP). Year 2002: Launched Castle in Delhi from Him neel Breweries (contract brewery). Acquired Mysore Breweries (MBL) with 2 breweries in west and south. Rolled out Knock Out nationally.

Year 2003 Acquired Rochees Breweries in February. Formed JV with Shaw Wallace, later acquired. Year 2006 Acquired Fosters India.

SABMiller India Operations Total Breweries: 10 (Owned), 3 (Contract) Total Market Share: 35 percent investment: Since arriving in India in 2000, SABMiller has invested over USD 500 Million. Capacity: With 10 high quality breweries located strategically across 9 states in India. SABMiller India has a market capacity of 5.7 Million HL. The companys brewery in Andhra Pradesh is Indias first brewery to have a capacity of 1.5 Million HL, which is twice the size of the second largest brewery in India. Workforce: SABMiller India is well placed to service the markets quickly and efficiently with a dedicated workforce of over 3800 people. Market Position: In a span of just 10 years SABMiller India has been able to corner one-third share of the Indian beer market. It has performed remarkably well in strong beer segment with Haywards 5000 and Knock Out. Together they constitute 31% market share of the strong beer market in India. Royal Challenge and Fosters are also very popular in the mainstream mild segment and together constitute a market share of 28%. Innovations: SABMiller India offers the widest range of pack sizes for beer in

India, which includes 650 ml bottle, 330 ml bottle, 500 ml can, 330 ml can, 50 litre draught and 30 litre draught. SABMiller has also used its global expertise to create many firsts in India including the use of one-way bottles, flash pasteurized draught standards, and Haywards Black a genuine stout beer. Social commitment: SABMiller India has undertaken a range of citizenship initiatives. With the objective to improve the barley supply chain, SABMiller India initiated a Malt Barley Development Programme, called Saanjhi Unnati (Progress through Partnership) in Rajasthan in the 2005. This project assists the farmers and local community in maximizing land use and securing good income. It has now grown to 15 Centres in 4 districts of Rajasthan with membership of over 8000 farmers. SABMiller India, as a company recognizes HIV/AIDS is a major threat to the world of work. In 2007 it started its HIV/AIDS internal workplace programme jointly with International Labour Organization (ILO). The programme has been extended to supply chain (truckers) and trade (liquor retail outlets) Water is one of SABMiller Indias top Sustainable Development priorities. This is reflected in the 5R water management strategy which has internal measures to Reduce, Recycle, Reuse and external measures to Replenish and Redistribute.

Achievement :SABMiller Plc The Parent Company

One of the worlds largest brewers, SABMiller has brewing interests and distribution agreements across six continents. SABMiller has wide portfolio of brands includes premium international beers such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch along with market-leading local brands such as Aguila, Miller Lite, Snow and Tyskie.

Six of its brands a re among the top 50 in the world. SABMiller plc is one of the largest bottlers of Coca-Cola products in the world. SABMiller plc is listed on the London and Johannesburg stock exchanges. Over the past 21 years it has grown rapidly from our original South African base into a global operation, developing a balanced and attractive portfolio of businesses. Our markets range from developed economies such as North America to fast growing developing markets such as China and India. SABMillers history is also one of exceptional growth and returns to shareholders. In the year ended 31 March 2009, the group revenue was US$25302 million and EBITA was US$ 4129 million. This success is equally attributable to the way SABMiller conducts its business, with respect for partners and employees and a desire to do the best for its local communities. BEER INDUSTRIES PROFILE IN INDIA:The Indian beer market was estimated to be 6.7 million hectoliters (hl) in 2002-03. As seen in figure 1, beer consumption has been growing rapidly at a CAGR (Compound Annual Growth Rate) of 7 per cent over the last 9 years, while growth in 2002-03 was 11 per cent. Indian growth rates compare favorably with the global beer industry, which grew by about 2.6 per cent in 2001-02 Apart from providing strong growth, India also provides attractive profit margins due to the consolidated nature of the industry a comparison between China and India, for example, reveals that the Chinese beer market is marked by intense competition, with several players being marginalized. In China there are about 400 brewers, of which the top 10 account for only 45 per cent of the market. This has resulted in low profit margins for the Chinese beer players. In contrast, the top two beer players in India account for about 75 per cent of beer sales in India and the industry stands a chance to see more consolidation in the near future. The effect of this consolidation can be seen in the fact that beer prices in India rarely go down with the competitive pressures of new product or brand launches. In the past, whenever beer prices have gone down, it has been due to either the lowering of duties by the government or the deregulation of distribution (leading to lower margins for the distribution channel partners). In neither scenario have the margins or revenues of beer manufacturers been affected.

Per capita consumption in India is hovering around a measly 0.5 litres per annum. These figures pale into insignificance if one compares them with those of Czech Republic that has the highest per capita consumption of 156.9 litres per annum (see box) Per capita consumption is directly related to the taxation, according to an industry observer. For instance, in Maharashtra there is a direct 100% excise duty on Beer. An equivalent 650 ml bottle is available for approximately Rs 8 in China. Which is why the per capita consumption in China is a high 16 litres per annum. The Indian beer 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 income levels has a direct positive effect on beer 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 beer 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 beer marketers. This population trend will give a further boost to the growth of beer consumption in India. Many global players are planning to enter the Indian beer sector and they realise 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 beer consumption among women. More and more women are consuming beer the penetration in metropolitan areas is almost twice as high as the penetration in other large cities implying that the greater tolerance towards alcohol consumption in metropolitan areas facilitates the

consumption of beer. With increasing urbanisation, this acceptance is only going to rise. Reduction in beer 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 beer. Firstly, as most states do not have a differential tax structure based on the alcohol content, strong beer... As far as the Light beer segment goes, there is no existing competition in the market. However, a number of well-established brands, especially lagers, have a significant market presence. Chiefly Kingfisher - India's celebrated malty draught lager since 1857; voted 'The World's Best Lager' in Stockholm and Chicago. In India the future of beer industry is very much optimistic because: 1. India has predominantly a warm/hot climate 2. The beer-drinkers in the country are much younger than the average beer-drinker elsewhere in the world. This makes them more likely to carry the brand with them for a lifetime. 3. Increasing exposure to beer and wine drinking, mainly due to media and consumer mobility. All these factors combined make the scenario very promising for beer industry and are 'in sync' with their strategy for India. UB (United Breweries Ltd.) is the market leader in the Indian beer market with a 40% market share. Its flagship Kingfisher brand alone commands 25% market share. The company has however been focussing on strong beer, which has driven growth. The company introduced its strong beer, 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 beer, a trend started by Shaw Wallace. While the overall market grew marginally by 2%, the strong beer market grew at 8-10% during the year at the expense of lager beer. The market is now skewed towards strong beer with more than 60% of the market being strong beer market. Beer mix today is approximately 60 percent lager beer and 40 percent strong beer. This ratio was very different 4 years ago. Over the last four years strong beer has been the fastest growing segment. This was completely usurped by Shaw Wallace.

As of today while Shaw Wallace has approximately 28 to 30 percent of the strong beer market, UB already has achieved 14 to 15 percent of that strong beer 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 Beer, the other brands in the Indian market are Carling Black Label, Carlsberg, Dansberg, Golden Eagle, Guru, Maharaja Premium Lager, Haake Beck, Haywards 2000 Beer, Haywards 5000, Haywards skol, Flying Horse Royal Lager, Taj Mahal, Heinekin, 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 beer international Interbrew have formed a joint venture to distribute Interbrew's Beck's brand of beer in India. The premium lager beer segment in India will be targeted. Radico has also announced the launch of its international division. The beer-drinkers in the country are much younger than the average beer-drinker elsewhere in the world. This makes them more likely to carry the brand with them for a lifetime. Also, as the target audience becomes younger, a light beer is expected to attract first-time drinkers, since it is much milder than any of the other beers in the country.

BREWING PROCESS
Tripti Alco Brew was incorporated on 26th March 1993 and promoted by SKOL Beweries Limited. The ultra modern brewery cum IMFL manufacturing unit is at village Mahatoli, Baanmore, which is about16 kms from Gwalior. This plant is among the largest of its type in the state with an annual capicity of 36,00,000 cases. Technical features - Technological know-how: SKODA OF CZECHOSLOVAKIA. - Installed and commissioned by: ALFA LAVAL LTD., INDIA. - Finished goods storage capacity: 5,00,000 - Ample space for additional bottling arrangement. Unique features First brewery in India wherein the brew house is operated through a MIMIC PANEL which in totally controlled by a PLC (Programmed Logic Control). UNITANK TECHNOLOGY wherein fermentation and maturation of the brew is carried out in the same tank. (Special candle filters) BOTTLING LINE: High speed with a capacity of 12,000 bottles per hour. Capacity LICENSED CAPACITY 2,92,000 Hectoliters / A turn is cases. (I)

INSTALLED CAPACITY 1,92,000 Hectoliters / A. Organisational structure:Paolo Lanzarotti Managing Director

Shalabh Seth Director - Supply Chain

Martin Lehmacher Director - Technical

Hari Krishna Director - Human Resources

Shalabh Seth Director Strategic Initiatives-->

T. J. Venkateshwaran Director- Sales

Derek Jones Director- Marketing

Paul Aloysius DSilva Finance Director SABMiller India

Current status of the organisation. SABMiller is one of the worlds leading brewers, with more than 200 beer brands and some 70,000 employees in over 75 countries. We are also one of the worlds largest bottlers of Coca-Cola products. In India Sab Miller is the second Largest Brewers Consume By Indian Peoples After Budweiser.

Different product profiles of the company :1) Hawards 5000

Haywards 5000 is India's largest selling strong beer brand, which perfectly combines strength with quality credentials that meet the high expectations of todays demanding consumers . 2) Hawards 2000

Brewed especially to suit the modern palate, Haywards 2000 H2K uses a fine selection and careful blending of malts to ensure a rich, golden look and clean crisp flavour. The cold-filtered brewing process lends it a well appreciated flavour, body and aroma.

3) Hawards Black-

Haywards Black Indias first genuine stout beer , is handcrafted from a rich blend of the world famous Caledon valley dark roasted barley malt along with a blend of imported and locally produced pale malts. New Zealands super alpha hops give Haywards Black a unique and pleasantly bitter taste with a hop like aroma.

4) Foster-

Foster's Lager is a uniquely Australian beer, brewed with the finest sundried malted barley, the purest water, and Foster's own specially bred 'Pride of Ringwood' hops imported directly from Australia to give the beer an authentic flavor. Foster's Lager Beer has always been at the forefront of brewing technology and the Foster's Lager brewed today is the result of over a century of attention of the brewing art. Quality has been the strength of Foster's since its earliest days and remains a paramount concern at every stage of the beer's journey from brewery to consumer.

4) Indus Pride-

EXPERIENCE THE TRULY 100 % MALT INDIAN BEER. The taste of 100% malt cannot be explained. It has to be experienced. Indus Pride, a 100% malt beer, is made using aroma hops and the finest malt, giving it a rich and vibrant taste suited to the Indian palate. Indus Pride is not just about great taste. Its about living life to the fullest and enjoying the best life has to offer you.

5) Peroni

Peroni Nastro Azzurro is an intensely crisp and refreshing lager, with an unmistakable touch of Italian style, brewed in Italy to the original recipe, since 1963. Today,
Peroni Nastro Azzurro has become highly representative of classic Italian style and culture. This premium beer is 5.1% alcohol by volume and expertly brewed using only the finest quality and variety of spring barley, maize, malts and hops and by following a meticulous production process.

6) Royal Challenge- the Award winning Premium Lager

Launched in the year 1993, Royal Challenge Premium Lager is the second largest selling mild beer in India. Royal Challenge is brewed with the choicest 6 malt barley. Its long brew duration provides it with a distinct, smooth taste and rich flavour. It has all the hall marks of a great beer - Color that is golden honey, taste that is smooth and crisp, lace that sticks to the wall of the glass. Royal Challenge Premium Lager is the beer for the discerning who have the confidence to make their choices based on their superior taste and knowledge rather than follow the crowd. 7) Knock Out-

Ever since its launch in 1984, Knock Out has grown from strength to strength to establish itself as one of the largest selling strong beers brands in the country. Today there are millions of consumers in the states of Karnataka, Maharashtra, AP, and some parts of the northern India for whom the brand has come to acquire an iconic status.

Competitors
1.Kingfisher (U.B. Group) :* Kingfisher Ultra * Kingfisher Strong * Kingfisher Red * Kingfisher lager * Kingfisher Blue * Zingaro * Sand Piper

2. Anheuser Busch:* Budweiser 3. Som Distilleries :-

* Hunter extra strong beer * Black fort beer * Power 5000 beer * legend lager beer * Power 5000 strong beer * Woodpecker beer * Sunny Beaches beer

4. Carlsberg Group:* Kronenbourg 1664 * Baltika no. 3 * Baltika no. 7 * Holsten * Kronenbourg * Ringnes Pilsener * Carlsberg 2.7 * Carls Porter

Some other Competitiors of Sabmiller In Madhya Pradesh:-

 Godfather Fox-10000 Right choice Vasco, Vosco-50000 Tunder Bolt President-5000 Khajurao

MARKET CONCEPTS

To understand what marketing means is, we must first understand the above concepts. NEEDS WANTS :- These are the basic requirement. :- Need become wants when they are directed to specific object that might satisfy the need . DEMAND :- These are wants specific object that Might satisfy the need. PRODUCT :- These are satisfying entity. OR

Every thing that we come across in Our daily life. EXCHANGE :- It is the process of obtaining a desired Product someone by offering. TRANSATION :- it is trade of values between two more parties . MARKET :- It is the place where buyers and And sellers meet with each other. MARKETING :- It is the art of selling product.

THEORETICAL BACKGROUND

DRAUGHT OR DRAFT BEER Meaning of Draught beer:A general name for alcoholic beverages made by fermenting a cereal (or mixture of cereals) flavored with hops which is drawn from a key.

*Hops-Hops are flowers used as ingredient for flavoring beverages. * Key-Barrel or container.

About Draught Beer Draught Beer or Tap Beer is brewed and stored in the traditional way, maturing naturally in the container and served unpasteurized form the pressurized container.

Draft beer is a recognized form of fresh and flavorful beer on tap from a kegerator system. In most cases , this form of beer is served at bars or restaurants as a flavorful and inexpensive beer. The word draft is comes from the English for the word draught which means to pull from a cask with a hand pump. Draught beer often refers to beer on tap.

KEY OF BEER A keg is a cylindrical container used to dispense Beer, usually constructed of aluminum, steel or wood. It is commonly used to store, transport , and serve beer. Liquid in the container are generally kept under pressure. A keg has a single opening on one end. when tapped it allows gas (usually carbon dioxide) to drive the beer out of the keg.

STEEL KEY

draught equipment and system configuration. There are mainly nine component to make Draught beer :Refrigeration/Cooling Keg Coupler Beer Line Faucet Gas Source Regulator Gas Line Tailpieces and Connectors Refrigeration/CoolingConsistent and controlled beer dispense requires that the beer traveling from keg to glass be maintained at a temperature of 34 to 38F. While temporary service may employ ice for cooling, most permanent installations employ refrigeration systems.

Key
Kegs enable beer transport and dispense while maintaining its quality and integrity. Their design protects beer from both air and light while enabling easy and rapid dispense. Most brewers use kegs made of stainless steel, but you also see rubber-coated, aluminum, steeland recently plastic kegs in the marketplace.

Coupler Gas flows in and beer flows out of a keg through the coupler. While this device has many casual names in beer cellars around the country, the industry adopted the term coupler as the standard term for the device.

Beer LineBetween coupler and faucet, beer travels through beer line selected to fi t the needs of the specific draught application. Options range from vinyl to specilised barrier tubing and even stainless steel.

FaucetFaucets dispense beer to the glass. They also hold the tap marker to identify the type of beer being dispensed. The most common faucets are generally suitable for dispensing both ales and lagers. The most common or standard US faucet is rear-sealing and has vent holes that need to be carefully cleaned and inspected during routine cleanings. Ventless, or forward-sealing faucets, are easy to clean and are only available in stainless steel.

Gas Source
Draught systems depend on gas pressure to push beer from the keg to the faucets. To achieve this, keg should be pressurized with carbon dioxide, or a carbon dioxide and nitrogen mix.

Regulator
A regulator adjusts and controls the fl ow of gas from any source. Each regulator typically has at least one and often two pressure gauges that help in setting pressures and monitoring gas levels. Valves and an adjustment screw control the actual flow of gas from source to destination.

Gas Line
Gas line should be selected to withstand the pressures expected in the draught system. We saw that Systems that use compressed air as a dispense gas expose

beer to oxygen, which produces stale paper- or cardboard-like aromas and flavors in the beer. Brewers go to great lengths to keep oxygen out of beer.

Tail Pieces and Connectors

Tail pieces connect couplers, wall bracket, shanks or any other piece of equipment to vinyl tubing or other types of beer line. Chromed brass and stainless steel tail pieces come in several sizes steel tail pieces come in several sizes to match common tubing diameters. They are held in place with a nut and sealing washer. A clamp secures the tubing to the tailpiece on the barbed side. A nut and sealing washer attach the tailpiece to the coupler or other equipment on its flat side Chromed brass and stainless steel tail pieces come in several sizes steel tail pieces come in several sizes to match common tubing diameters. They are held in place with a nut and sealing washer. A clamp secures the tubing to the tailpiece on the barbed side. A nut and sealing washer attach the tailpiece to the coupler or other equipment on its flat side .

Tail Piece

Wing Nut

Difference between Draught beer and Bottled beer

Draft or Draught beer
1)

Bottled/can beer Can and bottle are the same, Just , different packaging. Can beer is in a can, bottled beer is in bottle. Bottled or can beer taste is Differ than draft beer. Bottled or can beer is pasteurized Bottled or can beer are not Fresh. Bottled or can beer are less

Draught has a different manufacturing Process. draught or draft beer is in a barrel,keg. Draft beer taste is better than Bottled or Can beer. draught beer is not pasteurized.

2)

3)

4)

5) Draught beer is fresh beer. Draft beers are more flavorful and

6)

pleasantly aromatic.
7)

Pleasantly aromatic. Bottle beers are more Portable. The time-period of can / bottled beer is long (max. 6 month). Bottled beer are the beers that are contained inside Bottles or are drunk from The bottles.

Draft beer are less portable than bottled beer.

8) The Time-period of draft beer is very Less (max. 3 Days) 9) Draft beer are the alcoholic beer beverages That comes from or poured down from a Tap into a glass.

BENEFITS OF DRAUGHT BEER

1) Draught beer is sunlight vulnerability- good amount of protection against light in barrels of key. 2) Draft beer are more flavourful to serve because the beverage is poured into the glass making its aroma stand out for a while. 3) Draught beer retains most of the flavor that it had when brewed. 4) Draught beer is un-pasteurized so it is fresh and tasty. 5) The chance of acidity is less in case of draught beer.
6)

Reduce your risk of Heart disease.

7)

Draught Beer contains vitamins B and B2 (as well as B6) and essential minerals like calcium, potassium, and phosphorus.

8) Drinking of Draught beer avoid kidney stone.

9)

In studies show that xanthohumol , a compound found in hopes which prevent the cancer.

10) Draught beer help us to improve our memory ,it acts as a Memory Booster. 11) Beer can help to reduce blood pressure and levels of insulin in the blood. 12) It improves Blood circulation.

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Research :-

Definition:Research is defind as a careful, systematic, patient, diligent inquiry or examination in some field of knowledge undertaken to establish facts or principles-WEBSTERS DICTIONARY. A method of studying, analyzing and conceptualizing social life in order to extend, modify, correct or verify knowledge, whether that knowledge aids in construction of theory or in practice of art . P.V.YOUNG, Research is common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. Methodology is basically the set of rules, procedures, tools and techniques used by the researcher for realization of research objectives. The process of designing research study involves many interrelated decisions. The most significant decisions is the choice of research approach. This determines how the information will be obtained. SOURCES OF DATA :PRIMARY DATAThe data a researcher collects to address the specific problem at hand-the research questions. It consisits of original information gathered for a specific purpose for hand. This is the data generated out of the research undertaken in case of descriptive study this data is obtained through observation, interview, questionnaires e .t.c. Method of collecting primary dataA. Observation methods

B. Interview methods C. Questionnaire method The method uses by me for collecting primary data are interview method And questionnaire method.

SECONDARY DATA:Secondary data means a data that is already available in various reports, diaries, letter, books, periodicals etc. Secondary data which has been used previously for any research and is now in use for the second time. It consists of information that already exists that were being collected in the past for some other purposes. Sources of secondary data are : Books, magazines, journals, newspapers, booklets, prospectus. Technical or trade journal. Various publications of central and state governments. Encyclopedias, Bibliography, indexes..

The data collected in this study was from both primary and secondary sources. the primary data was collected through the medium of a Questionnaire and Interview. The secondary data was acquired from the Booklet of Draught beer and websites of sab-miller and books. The secondary data helped in deciding the Design of the Questionnaire. RESEARCH TOOLS :The tools used were a questionnaire. The questionnaire consisted of a blend of open ended; close ended, multiple choice and dichotomous questions,

such a variety was very necessary to draw conclusive conclusions. The questionnaire was drafted in tandem with the objectives and consultation of the management. Following were the points taken into consideration while designing the questionnaire. 1. The research problem under study. 2. Questions were kept simple and were constructed with a view to form a logical part of a well thought out plan. 3. Rough draft was prepared giving a thought to the appropriate sequences of questions. 4. Questionnaire contained simple but straight forward questions so that the respondents may not find any difficulty in answering questions.

RESEARCH DESIGN:A research design is the arrangement of conditions for collections and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. 1) Exploratory Research design:The word exploratory is releated to exploration. The exploration means to investigate systematically, search into and examine for the purpose of discovering something new.

2) Descriptive Research design :-

Descriptive design means research design in case of descriptive studies which is concern with describing the characteristics of particular individuals or of a group. 3) Experimental research:The experimental research is used to study the effect of set factors on the response of variable system of study. Marketing research is the systematic and objective investigation analysis of information to the identification and soluation of any problem in the field of marketing, very proudly the function of marketing research includes description and explanation, prediction and evaluation of more narrowly the function of marketing research with a company is to provide the information and analytical inputs necessary for effective working. In this study, Descriptive research design has been used as it describes data and characteristics about the population or phenomenon being studied. Descriptive research answer the questions who, what, where, when and how . In short descriptive research deals with everything that can be counted and studied. The research design is appropriate for my study as is describes the preferences of readers towards time group various magazines. The description techniques that are put into practice are bar diagrams, pie-charts and frequency distribution tables.

SAMPLEING DESIGN
A sample as the name implies, is a smaller representation of a larger whole . a sample is composed of some fraction or part of the total number of elements or units defind in a population. Sampling. Therefore, is a method of selecting of some fraction of a population. The sampling procedures which are commonly used may be broadly classified under 2 categories. 1. probability sampling 2. Non-probability sampling

Sampling size: A sample of 100 respondent was chosen and te research was carried out over a period of two months.The data was collected through a questionnaire. The reason for selecting a sample size of 100 was to have a more accurate analysis greater the sample size the more it is representative of the whole market.

Sample size Sample method Sample area Target Respondent

30 Retailers & 100 Customers Area sampling Gwalior, Bhopal, Indore & Jabalpur Customers ,Retailers & Hotels

Sampling Technique : The technique that was employed was Simple random sampling Technique which is also known as unrestricted random sampling. the technique is based on probability sampling method are those methods which clearly specific the probability or likelihood of inclusion of each individual element. It states that probability of selection of each element is the same. Selection of one element does not affect the other. Need for sampling

Sampling saves times and money.

Sampling may enable more accurate measurement for a sample study is generally conducted by trained and experienced investigators. Sampling remains the only option when population contains infinitely many members. The systematic , controlled ,commercial and critical investigation of hypothetical prepositions about the presumed releations among natural phenomenon is called Research.

Market research

The objective of the present study can be accomplished by a conducting a systematic market research. Market research is a systematic design collection, analysis and reporting of data and finding that relevant to different marketing situations facing the company. The marketing research thatll adopt in the present study consists of the following1) Defining the problem and research objective :The research objective states what information is needed to solve the problem. The objective of research was to drive the opinion of retailers and customers. 2) Developing the research plan :Once the problem is identified the next step is to prepare a plan for getting the information needed for the research. The present study will adopt the exploratory approaches where in there is a need to gather large amount o f information before making the conclusion. If required the descriptive and causal approaches may used. 3) Collection and sources of data:Market research require two types of data i.e. primary data and secondary data. well structured questionnaire is prepared for retailers and customers. Data is collected by personal interviews, surveys of the retailers, hotels and customers. 4) Analyze the collected information:This involves conversion of raw data into use-full information. It involves tabulation of data, using statistical measures on hem for developing frequency distribution and calculating the average and dispersion. 5) Report research finding:The phase will mark culmination of the marketing research effort. The report with the research finding is a formal written document.

DATA ANALYSIS AND INTERPRETATION

Data analysis and

Interpretation for retailers

1) Why do you choice to sell Draught beer in your outlet?

Attributes
Demand Price Taste Other

Respondent 12 1 15 2

% 39 6 47 8

Interpretation:Out of 30 Retailers surveyed, 39 % retailers said the demand is the factor to his choice of draught beer, 47 % retailers said taste is the main cause to take or choose Draught beer in his stores, 6 % think price is the factor and 8 % think other factor. 2) What is the Customer Choice ?

Attributes Bottled beer Can beer Draught beer

Retailers 17 2 11

% 57 07 36

Interpretation:Retailers said :- 57 % Bottled beer are purchase by the customer, 36 % Draught beer and 07 % can beer.

3) What is the demand of a customer of draught beer for a specific brand or not?

Attributes Yes No

Retailers 01 29

% 03 97

Interpretation:About 97 % retailers agree customers are not prefer any particular brand of draught beer.

4) If specific Brand are not present in the outlet, than the customer are move to the outlet?

Attributes Yes No

Retailers 4 26

% 13 87

Interpretation:87 % Retailer says that customers are not move out to his outlet if specific brand of draught beer is not present in their shop and only 3 % retailer says customer are moved out if particular brand are not present.

5) Is draught beer is beneficial for you?

Attributes Yes No

Retailers 30 0

% 100 0

Interpretation:Out of 30 retailers, all says draught beer is beneficial for them and retailers earn profit.

6) What are the different factor you think of the customer prefer Draught beer? Attributes Taste Price Freshness Easily available Other Retailers 19 12 25 9 8 % 63 40 83 30 27

Interpretation:-

83 % retailers says that Freshness of draught beer influence customer choice decision while 63 % says that taste is influence customer choice decision. And 40 % says price is the factor to choice draught beer to the customer .It suggest that Freshness of the draught beer mostly on the customer decision in retailers point of view.

7) In what season do you think sale of draught beer is maximum?

Name of the season Summer Rainy Winter

Retailers 28 2 0

% 93 6 1

Interpretation:According to retailers,93 % customers take Draught beer in summer season mostly while 6 % customer take draught beer in rainy season and only 1%customer take draught beer in winter season. It suggests that maximum number of customer take draught beer in summer season. It also indicate that sale of draught beer is maximum in summer season.

8) Do you think Promotional activities Increase the sale of draught beer? Attributes Yes No Retailers 26 4 % 87 13

Interpretation:87 % retailers says promotional activities increase the sale of draught beer while 13 % says that they dont use promotional activities. It is clearly indicate that most number of retailers use promotional activities in their outlets.

9) Which tools do you use to promote sale of draught beer? Attributes Retailers %

Free testing Board and banners Tent cards Take away bags Discount On selling

16 20 12 15 12

53 67 40 50 40

Interpretation:53% retailers use free tasting for promoting sale of wine while 67 %retailers use boards and banners , 50 % retailers use tent card, 50% retailers use take away bags and 40% retailers use discount on sale , for promoting sale of draught beer. It suggest that maximum number of retailers use board & Banners for promoting sale of Draught beer.

10) In your point of view, is the scope or potential mapping or future of draught beer is good or bright in M.P.?

Attributes Yes No

Retailers 30 0

% 100 0

Interpretation:In this question, the all 30 retailers of draught beer says that there are huge scope of draft beer because the customer want or consume draft beer more compare to beer & can beer. And the retailers is earn profit.

Data analysis and

Interpretation for customer

1) What is your preference drink? Attributes Beer Whisky Wine Vodka Other Respondent 67 17 6 6 4 % 67 17 6 6 4

Interpretation:In the customer perception, 67% customer prefer to drink Beer, while 17% customer prefer whiskey, 6% drink wine, 6 % prefer vodka as a drink & 4 % people prefer other type drink.

2) If you drinking beer, than what is your preferable range of beer? Attributes Strong Medium Lager Respondent 61 24 15 % 61 24 15

Interpration:About 61% customer says that they prefer strong range beer in his taste, 24% says they prefer medium range beer and 15 % says they prefer lager beer

3) In which season do you take beer mostly? Name of season. Summer Rainy winter Respondent 91 8 1 % 91 8 1

Interpretation:91% customer take beer in summer season mostly while 8% customer take beer in rainy season and only 1% customers take wine in winter season. it shows that number of customer use to take beer in summer season. It can be indirectly concluded that sale of beer is maximum in summer season.

4) What is the different factor to do you prefer beer?

Attributes Brand name Price Taste Easily available Other factor

Respondent 36 22 28 10 4

% 36 22 28 10 4

Interpretaion:36 % customer prefer brand name to prefer or choose beer, 22% customer prefer price, 28% prefer taste to drink beer, 10% customer prefer easily availableness of beer & 4 % customer prefer other factor to drinking beer.

5) Have you heard or know about different brands of beer?

Attributes Yes

Respondent 100

% 100

No

Interpretation:All 100% people says, they know about different brands of beer.

6) Which brand of beer you prefer mostly? Name of the brand Respondent %

Haywards Foster Kingfisher Hunter Budweiser Other

84 71 82 81 73 40

84 71 82 81 73 40

Interpretation:84% customer prefer hawards while 71% preference is given foster. 82 % prefer kingfisher, 81 % customer prefer hunter beer, 73 % prefer Budweiser & 40% customer prefer other brands of beer.

7) when or what reason you change your beer brand? Attributes Brand name Price Respondent 67 78 % 67 78

Availability Quality & taste Suggested by other Other reason

48 66 64 43

48 66 64 43

Interpretation:About 67% customers says that brand name is the reason change the beer of a brand. 78% customer prefer Price is the main factor to change his beer brand while 48% customer says easily availability of beer is the other factor while 66% customer says quality &taste is the factor to change the brand of beer. 64% peoples says they change their brand due to suggested by the other persons and 43% customer responsible some other factor to change their beer brand.

8) Have you heard or know about draught or draft beer? Attributes Yes No Respondent 97 3 % 97 3

Interpreation:97% customer says they know about draught beer & only 3 % customer or person says they dont know about draught or draft beer ?

9) Have you Drink Draught or draft beer? Attributes Yes No Respondent 92 8 % 92 8

Interpretation:92% customer says they drink draught or draft beer and only 8% customer says they dont drink draft beer.

10) After drunken draught beer, do you retain draught or draft beer? Attributes Yes No Respondent 100 0 % 100 0

Interpretation:100 % customer says they retaining the draught beer.

11) Draught beer taste is better than bottled beer? Attributes Yes No Respondents 98 00 % 98 00

Interpretation:98% customer says draught beer taste is better than bottled or can beer.

12) Which factor or why do you prefer draught or draft beer?

Attributes Taste Price Easily available Freshness

Respondent 78 67 44 75

% 78 67 44 75

other

34

34

90 80 70 60 50 40 30 20 10 0 taste price easily available fressness other preferance

Interpretation:78 % customer says taste is the factor to prefer draft beer, 67 % customer says taste is the factor to prefer draught beer, 44 % says easily available of draft beer,75% customer says freshness of draught beer is the preferencable factor & 34 % says other factor.

14) do you recommend or suggest Draught or draft beer to other person? Attributes Yes No Respondent 89 11 % 89 11

Interpretation:89% customer says they suggest other person to drink draught beer while 11% not suggest or recommend draft beer.

15) rate your overall satisfaction with draught or draft beer?

Attributes
Highly Satisfactory Satisfactory

Respondent 30 32

% 30 32

Average Dissatisfactory Highly Dissatisfactory

22 8 8

22 8 8

Interpraetion:30 % customer are highly satisfied with draught beer, 32% customer are satisfied, 22% customer have average rated to draught beer , 8% customer are dissatisfied and 8% customer are highly dissatisfied with the draught beer.

Findings

Observations & findings

From the research I found out that The scope or future of draught or draft beer is bright and very good. All 30 retailers of draught beer in M.P. agree the future or potential mapping of draft beer is good and they earn profit to sell draught or draft beer.

In the overall research the customer choice or prefer beer mostly specially in summer season.

It is an great opportunity to the any liquor company or industry to launch his own draught beer brand in Madhya Pradesh . In research report i find that the customer are move out rapidly to the draught beer and their first prefer draught beer mostly.

I find that the customer like the taste, quality & freshness of draught beer.

98% peoples said they prefer draught or draft beer over bottled or can beer due to its quality, taste & freshness.

100% peoples retain draught beer.

61% peoples said they prefer strong range beer. Price is one of the key factor in the sale of draught beer. Draught beer machines and glasses & mugs also plays role in influencing buying decision of customers. 30% customer are highly satisfied with the draft beer & 32 % are satisfied with the draft beer which indicate good sign.

It is find that if company do sales promotional activies ( fress testing, boars & banners, tent card, take away bags, discount on selling) increase the sale of draught beer.

SUGGESTIONS

In M.P. only SOM distilleries ( Hunter beer ) make draught beer. So, it is

better opportunity to SAB-Miller launch his draught or draft beer in the market because the customer consume draught beer most.

The companies do promotional activities to increase the sale of draught beer.

Marketing strategies must be redefined regarding draft beer.

Company must organize regular customer surveys

LIMITATION

The survey was restricted to four major cities of Madhya Pradesh i.e, Gwalior, Bhopal, Indore & Jabalpur. Secrecy must be mentioned in case of official data. So it is difficult to get relevant data from the office. During surveys it is found that some people (Outlet owners) refused in answering first of all because they had no interest in such sort of work what consumed their precious time or some other reason, but after being convinced or motivated by me they were ready to give answer.

The data analysis is based on responses given by the respondent. It cannot be assured that data has high degree of precision and accuracy. The time period of research was very short and specific.

Conclusion
Sale of draught beer is fair in Madhya Pradesh.

 Most of the people says that Draught beer is having best quality & taste. Market position of draught beer is good because of quality maintenance. Consumer takes draught or draft beer in summer mostly. Texture and shape of glasses does not influence consumer decision for taking draught beer. Sales promotional activities increases the sale of draught beer.

The future scope of draught beer is high.

BIBLIOGRAPHY

Bibliography

Marketing management by Philip Kotler and Kelvin lane keller 12th edition, published by prentice hall of india pvt. Ltd.

Research methodology by C.R.Kothari.

Marketing research by Donald Cooper & Pamela Schindler.

WEBLOGRAPHY www.google.com www.sabmiller.com www.wikipedia.com www.sabmillerind.com