Summer Project On Beer Industry

A name synonymous with Beer in India - Kingfisher
stands for excitement, youth and camaraderie.
The Beer brands manufactured and marketed by United

Breweries Ltd. have always been recognized for their
international quality. That's Beer at its best for the
discerning consumer!
The largest selling Beer in India
Commanding a 29% market share in the country
One out of every 4 bottles of beer sold every second in India
Available in 52 countries across the globe
The first among Indian brands to launch its own range of designer
wear
Introduction
The world of today is changing fast. India is no exception. Especially after the
opening up of the economy, the pace of change that India and its people are
experiencing in their socio-cultural milieu is mind-boggling. India, with its wide
diversity, offers a fascinating scope to study the host of changes which
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developmental activities have brought about in its social and economic fabric 1.
While it is possible to get any accurate measure of the subjective experiences that
precede, accompany or follow such changes. However, the fact remains that the
profile of the Indian market is vastly different from what it was five years ago.
Although these changes are difficult to measure at the micro level, nevertheless,
they have been of great significance to markets. Any market is keen to closely
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monitor the changes in terms of numbers and specially to keep regular track of the
changing pattern of consumers aspirations and competitive actions.
Fast Moving Consumer Goods usually refer to non-durable products. Examples

include soft drinks, toiletries, grocery items, etc. A customer usually spends a
minimum of effort to procure them. However, much of astute marketing activities
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have evolved from this class of products, where consumers show low involvement,
put wider choice and allured by a host of inducements.
Kingfisher stands for excitement, youth and camaraderie. The beer brands
manufactured and marketed by United Breweries Ltd have always been recognized
for their international quality. Kingfisher isThe largest selling beer in India
4

wear
commanding a 29% market share in the country. One out of every 4 bottles of beer
sold every second in India Available in 52 countries across the globe.
The first among Indian brands to launch its own range of designer wear
,Kingfisher, the bird is known for its keen instinct, and perfect aim. It zeros on its
target with unfaltering focus. It is a very vibrantly colored bird. All of its colors
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represent energy, youthfulness, enthusiasm, freedom with a touch of formality and

discipline. No wonder, that this bird with an eye for right focus and an aim for
succeeding in its attempt became the mascot for The Kingfisher brand of Beer
from the stables of UB group. United Breweries Sales of the United Spirits Ltd. are
expected to exceed 60 million cases during the fiscal year 2005-06 making the
Group the third largest manufacturer of Spirits products in the world [, only after
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Diageo PLC and Pernod Ricard. In addition, UBL is one of only three in the world
to own seven millionaire brands and at least five brands rated by Drinks
International, UK, to be amongst the ten fastest growing brands in the world in
their respective categories.
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The market share of the Spirits Division in India is currently 60% and exports to
the Middle East, Africa and Asian countries are growing rapidly. Its flagship brand
'Kingfisher', has achieved international recognition consistently, and has won many
awards in International Beer Festivals. Kingfisher Premium Lager beer is currently
available in 52 countries outside India and leads the way amongst Indian beers in
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the International market. It has been ranked amongst the top 10 fastest growing
brands in the UK.
United Breweries made its initial impact by manufacturing bulk beer for the British
troops, which was transported in huge barrels or "Hogsheads". Kingfisher, the
Group's most visible and profitable brand, made a modest entry in the sixties.
During the 1950's and 60's, the company expanded greatly by acquiring other
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breweries. First was the addition of McDowell as one of the Group subsidiaries, a
move which helped United Breweries to extend its portfolio to wines and spirits
business. Strategically, the Group moved into agro-based industries and medicines
when Malaya acquired Kissan Products and formed a long-term relationship with
Hoechst AG of Germany to create the Indian pharmaceutical company now known
as Aventis Pharma , the Indian subsidiary of the global pharma major Sanofi-
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Aventis. It all began with 5 breweries in South India. The oldest of which, Castle
Breweries, dated back to 1857. United Breweries, as these breweries were named
in 1915 has come a very long way.
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COMPANY PROFILE
United Breweries Group or UB Group, based in Bangalore is a conglomerate of

different companies with a major focus on the brewery (beer) and alcoholic
beverages industry. The company markets most of its beer under the Kingfisher
brand and has also launched Kingfisher12Airlines, an airline service in India, with

wear
History:-
The UB Group was founded by a Scotsman, Thomas Leishman in 1857. The Group
took its initial lessons in manufacturing beer from South Indian based British
breweries. At the age of 22, Vittal Mallya was elected as the company's first Indian
director in 1947. After a year, he replaced R G N Price as the chairman of the
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Soon afterwards, the sight of bullock carts carrying huge barrels or 'Hog's heads'
containing beer became a household sight. These carts wheeled their way to the
customers, including British troops, living in and around Madras, Bangalore and
the Nilgiris. Almost immediately, the brew from UB became a favourite, especially
with the British troops. So began the history of Beer in India. And the history of
Beer Division of United Breweries!The15company was bought by late Mr. Vittal

wear
The UB Groups Brewing Enity - called United Breweries Limited (UBL) - has
also assumed undisputed market leadership with a national market share in excess
of 50%. Through a process of aggressive acquisition and market penetration, The
UB Group today controls 60% of the total manufacturing capacity for Beer in India.
The flagship brand, Kingfisher is now sold in over 52 countries worldwide having
received many accolades for its quality.
16With plans to becoming a global player
ORGANISATION:-
Millennium Alcove Pvt Ltd., (MABL), is the Joint Venture Company in which UB
along with its subsidiary and Scottish & Newcastle of the UK have equal stake of
50%.
United Breweries Limited, the flagship company of the UB Group, has an
A the
association with name synonymous
brewing with
dating back Beer
over fiveindecades,
India - Kingfisher
starting with 5
stands
breweries in South forinexcitement,
India 1915. From youth
bullockand camaraderie.
cart-loaded barrels or 'hogheads'
of frothing ale,The
the Beer
Beerbusiness
brands has gone on to become
manufactured the undisputed
and marketed 'king' in
by United
the Indian beerBreweries
market. Ltd. have always been recognized for their
discerning
Here, innovative, creative consumer!
and aggressive marketing is complemented by a strong
distribution network.
The largest A management
selling Beer in India focused on building brand equity on one
hand and exploiting it to the hilt on the other. A concerted emphasis on
quality.UBL today boasts an impressive spread of own and contract
manufacturing facilities throughout the Country
Quality
Oneand
outhygiene
of everyare
4 the key elements
bottles of the
of beer sold United
every Breweries'
second manufacturing
in India
philosophy. To this end, the Central Scientific Laboratory (CSL), headquartered at
Bangalore sets standards for all its breweries. Quality Management Systems laid
out along the lines of ISO 9000 are strictly adhered to, controlling quality at every
stage of production, from raw materials to the end product. Also, besides
The firstthe
controlling among Indianprocess,
production brandsthe
to launch its ownthe
CSL analyses range of designer
Company's beer taken
wear shelves all over the Country, the competition's beers and beers across
off market
the world. These beers are tested as per the standards laid down by the European
Brewery Convention on 40 different
ONE TWO THREE
parameters. By these standards, United
CHILLE CHILLE CHILLE
Breweries' beers don't just equal, but
R R R
even
CHILLER PROVIDED BY NOT PROVIDED BY THE
THE COMPANY(IN COMPANY (IN NUMBER)
13 32
17 31
NUMBER)
35 41
Its flagship brand 'Kingfisher', has achieved international recognition
consistently, and has won many awards in International Beer Festivals. Kingfisher
Premium Lager beer is currently available in 52 countries outside India and leads
the way amongst Indian beers in the International market. It has been ranked
amongst the top 10 fastest growing brands in the UK. In addition, UBL has also
A name synonymous
entered into mutli-faceted strategic with Beerwith
alliance in India - Kingfisher
Scottish & NewCastle Plc
(S&N), an international brewery major, with $6 billion in revenue and a market
The
capitalization of Beer
$5.4 brands
billion. Thismanufactured
alliance, apartand marketed
from having a by United
joint venture in
Breweries
India, will allow Ltd. have
S&N to market always been
it International recognized
brands for their in India,
like Kronenbourg
while UBL will utilize S&N's
discerning global network to further globalization Its
consumer!
Kingfisher.
THE KINGFISHER BRAND-:-

A name synonymous with Beer in India Kingfisher stands for excitement, youth
wear
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FIGURE-:
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17%
41%
ONE CHILLER TWO CHILLER THREE CHILLER

42%
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FINDING:-Most of the outlets have more than one chiller.
Q-3.WHAT IS THE PURITY STATUS OF CHILLER IN SHOP ?
TABLE:-
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FIGURE:-
24


ONLY U.B ONLY SAB OTHERS
PROUDCT
Available in 52MILLER
countries across(MIX)
the globe
S PROUDCT
22first among Indian
The 14 brands to launch
40 its own range of designer
wear
ONLY UB PRODUCTS ONLY SAPRODUCTS MIX
29%
53%
18%
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FINDING:-Most of the chillers are impure in status
Q-4.WHAT IS THE CAPACITY OF CHILLER IN A SHOP?
TABLE:-
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4-5 5-9 CASES 9-15 CASES 15 ABOVE

CASES CASES
3 5 39 35
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FIGURE
FIGURE:-
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Capacity of chiller
4-5 CASES 5-9 CASES 9-15 CASES 15 ABOVE CASES
4%
6%
43%
48%
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FINDING:-9-15 Cases chillers are available in most of the outlets.
Q-5..HOW MANY CHILLER OWNED BY THE RETAILER?
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Table:-
SELF OWNED NOT OWNED
CHILLERS
69 7
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Figure:-
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SELF OWNED CHILLERS NOT OWNED
9%
91%
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FINDING:-Most of the retailers have purchaged their own chiller.
Q:-6.WHERE IS YOUR CHILLER PLACED ?
Table:-
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FRONTSIDE BACKSIDE
51 25
Figure:-
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BACK PLACEMENT; 33%
FRONT PLACEMENT; 67%
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FINDING:-Most of the chiller placed at front side of the shop

.
Q:-7.HOW MANY TIMES REFILL YOUR CHILLER IN A DAY?
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Table:-
ONCE TWICE THRICE

42 21 13
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Figure:-
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ONCE TWICE THRICE
17%
55%
28%
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FINDING:-Most of the outlets refill their chiller once in a day
Q:-8.HOW MANY TIMES REFILLING STATUS OF OUTLETS IN WEEK

ENDS?
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Table:-
TWICE THRICE MORE
THAN
THRICE
5 29 42
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Figure:-
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TWICE THRICE MORE THAN THRICE
7%
38%
55%
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Finding:-Most of the outlets refill more than thrice in the week-end.
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Q:-9.WHAT IS THE SHARE OF CANS & BOTTLES IN A SHOP?
Table:-
CANS BOTTLES
28% 72%
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Figure:-
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Share of cans & bottles

CANS BOTTLES
28%
53
72%

wear
Table:-
GLOWSIGN FLEX VINGIL WALL

BOARD PESTING/POP PAINTING
MATERIAL
28 16 10 8
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Figure:-
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Brand advertisement
GLOWSIGNBOARDS FLEX
VINGIL PESTING/POP MATERIAL WALL PAINTING
13%
16% 56 45%
26%

wear
13 21 1
Figure:-
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UB SAB DANGEN
3%
37%
60%
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61

Summer Project On Beer Industry

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A name synonymous with Beer in India - Kingfisher

stands for excitement, youth and camaraderie.

The Beer brands manufactured and marketed by United

The largest selling Beer in India

Commanding a 29% market share in the country

One out of every 4 bottles of beer sold every second in India

Available in 52 countries across the globe

The Beer brands manufactured and marketed by United

The largest selling Beer in India

Commanding a 29% market share in the country

One out of every 4 bottles of beer sold every second in India

Available in 52 countries across the globe

The Beer brands manufactured and marketed by United

The largest selling Beer in India

Commanding a 29% market share in the country

One out of every 4 bottles of beer sold every second in India

Available in 52 countries across the globe

Fast Moving Consumer Goods usually refer to non-durable products. Examples

The Beer brands manufactured and marketed by United

The largest selling Beer in India

Commanding a 29% market share in the country

One out of every 4 bottles of beer sold every second in India

Available in 52 countries across the globe

The Beer brands manufactured and marketed by United

The largest selling Beer in India

Commanding a 29% market share in the country

One out of every 4 bottles of beer sold every second in India

Available in 52 countries across the globe

The Beer brands manufactured and marketed by United

The largest selling Beer in India

Commanding a 29% market share in the country

One out of every 4 bottles of beer sold every second in India

Available in 52 countries across the globe

represent energy, youthfulness, enthusiasm, freedom with a touch of formality and

The Beer brands manufactured and marketed by United

The largest selling Beer in India

Commanding a 29% market share in the country

One out of every 4 bottles of beer sold every second in India

Available in 52 countries across the globe

The Beer brands manufactured and marketed by United

The largest selling Beer in India

Commanding a 29% market share in the country

One out of every 4 bottles of beer sold every second in India

Available in 52 countries across the globe

The Beer brands manufactured and marketed by United

The largest selling Beer in India

Commanding a 29% market share in the country

One out of every 4 bottles of beer sold every second in India

Available in 52 countries across the globe

The Beer brands manufactured and marketed by United

The largest selling Beer in India

Commanding a 29% market share in the country

One out of every 4 bottles of beer sold every second in India

Available in 52 countries across the globe

The Beer brands manufactured and marketed by United

The largest selling Beer in India

Commanding a 29% market share in the country

One out of every 4 bottles of beer sold every second in India

Available in 52 countries across the globe

The Beer brands manufactured and marketed by United

The largest selling Beer in India

Commanding a 29% market share in the country

One out of every 4 bottles of beer sold every second in India