Murree Brewery

Submitted To:
MR. NAZIK HUSSAIN

In-Charge Internship and Placement
Submitted By:
ABU BAKAR AHMAD S/o M. MANSOOR
ROLL #: 03, BBA 6th (Morning), Session (2007-2011)
Department of Management Sciences

The Islamia University of Bahawalpur, Pakistan
Internship Report On Murree Brewerry Company Limited. Submitted By: Abu Bakar Ahmad
Preface
Its a thing of massive gratification for me to present this internship report on the Murree Brewerry
Company .Although I have a little knowledge in this area, I dont know enough. 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.
The purpose of this internship was to analyze the Murree Brewery Company Ltd., its performance
of the management, planning, leading and control of the company.
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 stressed on. This project report has been painstakingly and thoroughly
prepared to cover extensively various facets both as well as the field of beer.
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 consumers preferences.
Abu Bakar Ahmad

Roll No 03
BBA 6th Morning
Session 2007-2011
The Department of Management Sciences Page 1

Acknowledgement
In the first place I would like to thank whole-heartedly to ALLAH, The Almighty, who gave us
courage, knowledge and confidence to carry on this project and to complete this project report. I am
also very thankful to our course teacher. Sir Taimur who gave me useful information and guidance
to complete this internship report..Am also very thank ful to HR Manager Tanveer H. Kazmiwho
guide us in a righ way of doing this internship.I alos want to be thank ful of employee Kashif,who
realy give us great knowledge of the different departments of the Murree Brewerry Company
Limited In the end, I would like to thank my Parents, who are always the confidence, which helps
me in every walk of my life and allow me to go away from the home to do this Internship ,without
their permission and support ,this internship would not be possible
Abu Bakar Ahmad

Roll No 03
BBA 6th Morning
Session 2007-2011

Dedication
I want to dedicate this Internship report to the Flood victims
of my country Pakistan, who are really going through a
very crucial time of their lives.,

Contents Page No.
Preface 1
Acknowledgement 2
Dedication 3
Executive Summary 5
Introduction Of Organization 7
Mission, Vision And Objectives Of Organization 14
Corporate, Business And Departmental Level Strategies 16
Organizational Structure 23
Working of various divisions/departments 28
Financial Analysis 48
SWOT Analysis 76
Suggestions And Recommendations 79
Conclusion 81
Annexure 90

Executive Summary:

Executive Summary:
In BBA the internship program is very compulsory for
regular students and without the internship program the
degree is not complete and the concepts that I learn during
the study it is very important for me to learn all the
concepts practically associated with any organization and
learn the practical concept. I selected Murree Brewery
Company Limited and decide to do internship in this
Company.
This report is brief Financial, Marketing analysis of Murre

brewery company limited and my research objectives is to share my practical experience of
professional life which I got during the internship period. This research is based on our findings
which I gather during the period and personnel observation the primary source is interview survey
and personnel observation during the internship. This report is brief description and summary of my
work which I perform during one month in Murree Brewery Company limited at Rawalpindi .The
internship program provides me the great opportunity of being exposed to actual business dealing
and opportunity of professional insight which help me in future. It was a great experience for me to
work in this organization .My theoretical knowledge about my subjects became potent and string
with the help of practical implication.
When I work in different departments of MBG co ltd I see that what is done in different
departments and how the work is done in departments during the internship I collect data about the
financial data and more I see how the marketing is done in the Murree brewery company ltd and see
the segmentation strategy what is the target market of the Murree brewery company ltd, positioning
strategy, promotional strategy and other strategies. I also collect data about the function of sale
department and see how the sale department is work I also collect the data about the different
department level strategies.

Introduction of organization

Introduction of organization
History
Consequent to the British annexation of the Punjab in 1849
from Sikh rule, and more so after 1857 when the British
Crown formally extended its sovereignty over India, a
structured administration commenced in the Punjab.
To meet the beer requirements of British personnel (mainly

army), the Murree Brewery was established in 1860 and
incorporated a year later at Ghora Galli, located in the Pir
Punjal range of the Western Himalayas at an elevation of
6000' above sea level, near the resort town of Murree.
Between 1885 & 1890 the Company established Breweries in Rawalpindi & Quetta & acquired an
interest in the Oticumand (South India) & Norailiya (Ceylon) breweries. A distillery was also
established in the above period in Rawalpindi next to the Brewery.
The Murree Brewery at Ghora Galli was therefore among the first modern beer breweries
established in Asia. Murree Beer proved to be very popular among the British troopers who were
largely barracked in the 'Galis' of these hills.
The virtues of beer brewed from barley malt & hops

as a light alcoholic beverage were not lost on the
local population who rapidly became avid consumers.
By the turn of the 20 century, the name "Murree" was

famous for its beer in keg and bottle in the bars, beer
halls and army messes of British India. Murree Beer
was first awarded a medal for product excellence at
the Philadelphia Exhibition in 1876, followed by
numerous awards over the past 140 years.
In 1935, a massive earthquake totally demolished the Quetta brewery as well as substantial part of
Quetta town, killing thousands of persons, including a number of our employees. At Ghora Galli

(Murree), the scarcity of water became an emerging problem. By the 1920s, brewing was mostly
transferred to the Rawalpindi brewery but malting continued at Ghora Galli till the 1940s, when this
property was sold. This historic brewery built in Gothic style architecture was burnt during the
partition riots of 1947/48
Park Lodge a handsome residential property was

purchased by the company from Mrs. H. Whymper
in 1888. It was the principal residence and head
office of the company till 1959, when it was taken
over by the Government of Pakistan to house the
office of the President of Pakistan. It remains an
office of the Head of State of Pakistan from 1960 till
the present day.
Two English families were closely connected with the founding of the original brewery. Edward
Dyer was the first General Manager of the company. He was also the founder of Dyer Meaken
breweries, Simla hills. Edward Whymper, a member of this family was the first person to climb
Matterhorn Mountain in 1865.
The Rawalpindi brewery is blessed with deep

aquifers of good water. A railway siding was
extended to the premises in the 19th century, which
is now derelict.
Under the present prohibition law, only non-

Muslims and foreigners are permitted to consume
alcohol. Notwithstanding the consequent reduction in demand, the Company decided as policy to
concentrate on product excellence. It was decided to modernize the plants.
A Ziemann (German) brew house was installed in 1967, 'Saladin' Box Maltings in 1971. Also in the
late sixties, it was decided to embark on an ambitious long-term program to mature Malt Whiskies.
Over the past four decades white oak casks and vats have been procured from North America,
Australia and Spain

Our two underground cellars now hold over half a million liters of Malt Whisky for varying periods
of maturation up to 12 years under controlled temperature conditions.
Another wave of modernization was undertaken in the 1990s. New beer canning and modern bottle
filling facility from Holstein and Kappert (Germany) was installed. Two units of alcohol
rectification columns for producing extra neutral grade of potable alcohol from Molasses were
procured from France and Italy, respectively, to give our Vodkas and Gins a qualitative edge.
Also in this period, the beer fermentation capacities were renewed. It is pertinent to point out that
our basic beer fermentation system installed in the 1930s was then at the cutting edge of this
technology. Known at the time as the Nathan system, it incorporates fermentation and the lagering
of beer in a single double jacketed vessel. A variation of this system is now in extensive use
worldwide.
Tops Food and Beverages a division of the Company was established in 1969. It processes fruits
and markets fruit juices and allied food products. Two manufacturing units are located in
Rawalpindi and Hattar (NWFP) respectively.
A Tetra Pak packaging facility was added in 2001.
The Hattar plant was installed in 1992.
The plant is based on a Recuperative Melter and two Emhart I.S. container manufacturing machines
and has the latest quality control equipment for online inspection of containers.
The Murree Brewery is one of the oldest public companies of the sub-continent. Their shares were
traded on the Calcutta Stock Exchange as early as 1902, and is now the oldest continuing industrial
enterprise of Pakistan.
In 1997-1998 and 1998-1999, we were judged among the top 25 performing public companies by
the Karachi Stock Exchange.

Ruins of Murree Brewery

Murree Brewery
The Murree Brewery Company Ltd., owned by the
Bhandara Family, was established in 1860 to meet the
beer requirements of British personnel under the
British Raj at Ghora Gali near the resort place of
Murree. In the 1880s the company established further
breweries in Rawalpindi and Quetta and a distillery
was also established in Rawalpindi. Due to scarcity of
water in Murree in the 1920s, brewing was mostly
transferred to Rawalpindi but malting continued at
Ghora Gali until the 1940s, when this property was sold. This brewery, built in the Gothic style of
architecture, was burnt during the partition riots of 1947/48, while the brewery in Quetta was
destroyed in the 1935 Balochistan earthquake.
In the 1960s oak casks were imported from North America, Australia and Spain and the
underground cellars now hold over half a million litres of Malt Whisky for varying periods of
maturation up to 12 years. Murree brewery produces a generally excellent world class Single malt
whisky. New beer canning and modern bottle filling facility were installed in the 1990s, imported
from Germany
malt whisky. New beer canning and modern bottle filling facility were installed in the 1990s,
imported from Germany
Introduction
The Murree Brewer Company Limited was incorporated under the repealed Indian Companies Act
(Now Companies ordinance1984) in February 1861 as public limited company in Pakistan.
Murree Brewery Company Limited is a Pakistan-based company. The Company is principally

engaged in the manufacturing of Pakistan made foreign liquor (PMFL) including alcoholic beer,
non-alcoholic beer (NAB), non-alcoholic products (NAP), which includes juices in tetra packs in
Rawalpindi and food products, juices, glass bottles and jars in Hattar. Murree Brewery Company
Limited operates in three divisions: liquor division, which includes PMFL, alcoholic beer, NAB,
Big Apple, Lemonade, Cindy and Malt -79; tops division, which includes food products and juices,
and glass division, which includes glass bottles and jars.
The shares of the company are listed on the Karachi, Lahore and Islamabad Stock Exchanges. The
registrated office of the company is located in Rawalpindi . The Company is principally engaged in
the manufacturing of alcoholic beer, non alcoholic beer, Pakistan Made foreign liquor (PMFL),
juices in Tetra packs in Rawalpindi and food products, juices glass bottles and jars in Hattar.
The company is now operating three divisions to carry out its principal activities namely Liquor
Division, tops Devision and Glass Division.
In 1977 the Murree Brewery suffered a significant setback when Zulfiqar Ali Bhutto imposed a
total prohibition in Pakistan, to appease Islamic elements of the electorate. Subsequently the
government of General Zia-ul-Haq amended this law, requiring anyone wishing to consume alcohol
to present credentials demonstrating that they were non-Muslim. The small Christian, Hindu and
Parsi communities were not large enough to support the enterprise, and production had to be scaled
back.
However, gradual relaxation of the prohibition laws has allowed Murree to introduce variations of
Murree beer, vodka, gin and whisky. Today, all Murree products are readily available in legal liquor
shops that operate openly in Karachi in places like Zamzama and Defence. It is also available in the
interior of Sindh. Although the consumption of alcohol in public is still nominally banned, it is
becoming increasingly available in clubs and high-class restaurants. Murree Beer was initially being
produced in Austria for European markets and was available in various Pakistani and Indian
restaurants, an enterprise which has since ceased since 2004.
The Murree Brewery is one of the oldest public companies of the sub-continent. Its shares were
traded on the Calcutta Stock Exchange as early as 1902, and is now the oldest continuing industrial
enterprise of Pakistan and among the top 25 performing public companies by the Karachi Stock
Exchange.
Murree's biggest competitor is the Quetta Distillery, and its products have to increasingly vie with
smuggled brands from the West and India.

MURREE BREWERY COMPANY LIMITED.

Management
Mr. M.P. Bhandara Late

Chief Executive
Mr. Isphanyar Bhandara

Chief Executive
Phone :+92 051-5567041-7
Fax :+92 051-5584420,5565461,5563873
Email: murbr@isb.paknet.com.pk
Mr. Muhammad Javed

General Manager (Brewery Division)
Phone :+92 051-5567041-7
Fax :+92 051-5584420,5565461,5563873
Major (R) Sabih-ur-Rehman

Special Assistant to Chief Executive
Phone :+92 051-5567041-7
Fax :+92 051-5584420,5565461,5563873
Senior Coordinator (Murree Glass Division)

Phone :+92 051-5567041-7
Fax :+92 051-5584420,5565461,5563873

Mission, Vision and Motto of the Murree Brewer Company Ltd.

Mission, Vision and Motto of the Murree Brewer Company Ltd.
VISION STATEMENT
To fulfill customer requirements & expectations through CARE
MISSION STATEMENT
We the people of Murree Brewery Co. make personal commitment to first

Understand our customers requirement then to meet & exceed their expectations,
by performing the correct tasks on time and every time through:
Continuous improvement
Alignment of our Mission & goals
Responsibility and respect of our jobs and each other
Educating one another
Motto
We respect our past.we are the industry leader in paresent
and accepts the challenges of the future.

Corporate Divisional and Departmental Level Strategies

Corporate Divisional and Departmental Level Strategies

The marketing department studies the market and the target customers, decides the best way to
reach these customers, and works with the rest of the company to help determine the new product
needs of the market
MARKETING STRATEGIES OF THE COMPANY:

Marketing strategy of the company is based on the following points
FIRST come into know about the who are our customers and what are their requirements
What do we really know about their needs preferences behavior and their life styles?
What can we offer them.at a price.that other companies do not?
How do we perform in comparison to our competitors?
How are we currently performing for our customers?
Where are the gaps, the weak points the fudges and the point of excellence he USPs unique selling
points?
How are we different?
Why are we different?
How can we better delight?
How do we change?
What do we change?
How clever are we with our market intelligence?
How well is our market research working?
Consider groups who share a similar need and who will respond in a similar way.
Design a Marketing Strategy

To achieve a specific marketing objectives based e.g. on the Marketing mix.
Set Tactical Plans Budgets Programs
Assign individual responsibilities to achieve the objectives
Monitor Progress

Product strategy
Murre brewery is aimed to have a good quality of products and it is providing different types of
liquids to upper class middle class and low class people. The company believes that whatever we
provide to the customers should be the best for them. they should get the maximum satisfaction in
this product.
Murre brewer has launched a new product Big apple which is now being used at a large scale in the
whole country . The company provides Beers to the upper class that has the authority to do so .
They have Malt drinks and soft drinks
PRICING STRATEGY
Company has 15 different types of juices, which come into jars bottles and packs The have to
maintain a price which is affordable to the customers and which is profitable to them, it appears that
they have position their product pricing in such a way that their main focus in middle and upper
middle class.
However, they have some selected range for upper class as well . Produce wise price list enclosed in
appendix for reference.
Promotion strategy
They believe that print media and out door activity help them to reach to their target customer. Due
to satellite transmission and having multi channels it does not pay one unless you have very huge
budget to spend on this media .On promotion ,their spending is more on putting banners on the
roads on bridges and some times on the news papers. Since it pays them and there is direct
relationship between sales and consumer.
Distribution Strategy
Tops has nationwide users so they have to arrange dealers in the every city .They have their branch
offices in Karachi Lahore Islamabad Faislabad and all the major
cities of Pakistan so that one can get easy delivery of their product easily in every city of village of
country, provide quick and timely delivery to their dealers they have got big warehouse located in
almost all big cities and towns. Whenever they get order from the dealer they try to provide supplies

to their dealer from closest warehouse. They believe that .timely delivery of their product to the
dealer is one of an important element in their success in Pakistan .
Product Life cycle

It is one of their mission to provide quality product to their customers. Therefore they ensure that
every product which is delivered from their factory must go through rigorous quality check .So that
only perfect product ,Free from any defect is delivered to their customers
So, when it is delivered to the customer ,it must meet customers expectations
Advertisement promotional activities and demand creation

The marketing and promotional activites of fruit juice and related commodity groups are crucial in
increasing the demand for fruite juices. The activities include but are not limited to promotion
advertising new product development and packaging innovations .Marketers adopt their strategies
in accordance with specified consumer wants and needs .they also create product image and
influence consumer purchases. Often consumer demands for processed food like juices are difficult
to categorize. Consumers tend to purchase products and services that cover a broad spectrum of
price and value combinations .servicing the educated nutritionally aware consumer who dwell in
the localities I .e E & F Sectors of Islamabad blue area etc. and same type of consumer category in
Lahore and other metro cities is a complex role which marketers strive to master. In these types of
areas people use to have a pure fruit juice at least once a day with an imported or prime local fruit
juice. similarly this market could be catered through intensive marketing and promotion campaign
on television or other sophisticated media.
New product developments in conjunction with technological advancements have Improved the
marketing of fruit juices like many other food items .relatively recent innovations appearing on
supermarket shelves are single serving aseptically packaged fruit juices fruit roll ups and fruit juice
blends. Marketing infrastructure which includes refrigerated transportation facilities and the
compositions if retail and wholesale markets, is correlated to the consumer demand for high quality
produce. Equipment that transports from the field to the supermarket field wrapping machines
improved cooling techniques and temperature controlled distribution centers have been developed
to ensure the delivery of quality produce to retail outlets.

It is also important to ensure that the product has a meaningful point of difference I e sophisticated
and healthy attractive packaging less use of preservatives and clearly mentioning of purity of the
juice etc. Most new products fail in the market because they are me_too products with no unique
benefit or attraction for the consumer .generally for the fruit juice business advertising budget is
around 5% of the total revenue but for a small or medium scale unit it may vary on the higher side.
Billboards television Radio F.M channels and Newspapers are the conventional mediums which
have been powerfully used for the promotion of fruite juice products.
MANAGEMENT TECHNIQUE

Problems
People face a major problem of bad smell of waste material and rotten fruits thrown by the
company in residential area which affects all the which causes different disease.
repared purely by fruits flavors are also added for chilling taste
Health and Safety

As concerns over food safety and transparency continue to grow in the minds of consumers, you are
required to improve the processes you have in place that monitor quality and track material through
the facility. At each critical control point of the production process, systems are being installed to
monitor operations in order to verify that operations have been properly executed. Systems are
being implemented to track all raw and in-process material through the entire facility to meet
regulations and provide information if a product recall is required.
You may be looking at the vulnerability of the networks, automation and information systems and
implementing changes to protect your systems from intruders
Environment
The environment has always been ignored by most of the industries over many decades but because
of the serious consequences it made now it is taken as a serious issue and now annual reports are
prepared on every companys environmental risks.
The environmental risks include the following: energy use, emission of greenhouse gases, water use
and waste water generation, organic residues and packaging residues.
Most of the manufacturers in the beverage industry do not produce their raw materials, so they do
not contribute to the protection of the natural resources. Basically the safety and the quality of the
manufactured beverages greatly depend on the quality of various natural resources, so the
preservation of environment is very important to the industry. This preservation can be defined in
terms of the returned water to the environment that can be via municipal treatment plants. Another
important issue is of the solid wastes; according to an estimation 1kg of produced beverages
generates residues between 5kg to 50 kg. Organic residues are a significant part of the solid organic
residues in the beverage industry.
The other major environmental issue is the emission of green house gases (GHGs). They basically
come from the combustion operation of the plant i.e. the fossil fuel combustion which releases
gases like (CO2, CH4 and N2O). Other gaseous emission comes from the processes themselves
which contains particulate matter, volatile organic compounds, solvents, ammonia and halogens.
The production of these green house gases directly depend on the consumption of the energy in the
respective plant i.e. both are directly related to each other. A GHG emission intensity indicator is
used to find out the total amount of GHGs emitted per unit of production. By the use of these
indicators we can see that by using electrical power production the GHGs emissions can be reduced
Water plays a very important role in the manufacturing and processing of the beverages. The
beverage industry could not function if it didnt have water for processes like cooling,
condensation, steam production and the disposal of certain wastes.
Some groundwater problems can arise because most of the beverage industries use groundwater as
a source of water they need for the production of their drinks. For example several years ago it was
Because of a bottling plant that the surroundings did not had any safe water supply for drinking
purpose.
The groundwater in any case has to be treated by the industry before its usage and this is done by
several other processing units.
Groundwater is not the only problem, some beverage industries offload their waste sludge as a free
fertilizer which is contaminated with high levels of lead, chromium and cadmium. Other solid waste
includes the organic waste of the industries which are actually the residual materials and are of no
use to the industry. An organic residue intensity indicator estimates the amount of unsold organic
matter per physical unit of manufactured product. This provides an indication of the effectiveness of
the process in terms of minimizing the amount of residues generated. Recycling, if possible, can
also produce a differential change in the quantities of these solid wastes.

Another type of waste is the packaging wastes which are basically produced by their consumption.
Basically packaging wastes include glass, metal, plastic, paper, cardboard, and to a lesser extent
textiles and wood, these are basically the packaging materials themselves.
The packaging wastes are being reduced by using plastics instead of metal and glass and as we
know that plastics can be recycled and are lighter in weight, so they are of great use.
The centre for science and environment (CSE) says that it tested 57 carbonated beverages made by
Coca-Cola and Pepsi at 24 bottling plants and found a cocktail of between three to five different
pesticides in all samples.
Generally the research founds that beverage industries affects the water suppliance, but the other
environmental issues such as greenhouse gas emissions and the wastes like the chemical additives
and other organic residues, all are discussed above.
Beverage industries are taking comprehensive steps to protect the environment while giving its
Consumers a convenient, high quality product.
Contribution of the company
They provided area to Govt. of Pakistan in Zia-Ul-Haq era.

Also provided place for Govt. Bandhara
High School.
Place for Golf Club.
Dispensary for employees.
Provide renovation facilities
Post office for the area people.
Benefit to their employees

Provident fund
Pension
Medical facilities
Insurance

Organizational Structure

Organizational Structure

MURREE BREWERY COMPANY LIMITED.

CORPORATE INFORMATION
BOARD OF DIRECTORS
Chairman Mr. Khurram Muzaffar
Chief Executive Mr. Isphanyar M. Bhandara
Mr. M. M. Shahbaz
Mr. Asadullah Khawaja
Ch. Mueen Afzal
Mr. Aamir H. Sherazi
Mrs. Goshi M. Bhandara
PRINCIPAL OFFICERS
Company Secretary Mr. M. Zaffar Iqbal
Chief Financial Officer Kh. Mushtaq Ahmed, FCA
General Manager (Brewery Division) Mr. Mohammad Javed
Director (Glass Division) Mr. M. M. Shahbaz
Acting General Manager (Tops) Major Sabih-ur-Rehman
AUDIT COMMITTEE Mr. Khurram Muzaffar (Chairman)
Ch. Mueen Afzal (Member)
Mrs. Goshi M. Bhandara (Member)
AUDITORS PRINCIPAL BANKERS

M/s KPMG Taseer Hadi & Co. Bank Alfalah Ltd, Rawalpindi
Chartered Accountants. Standard Chartered Bank, Rawalpindi/Lahore
th
6 Floor, State Life Bldg, Askari Commercial Bank Ltd, Rawalpindi
Jinnah Avenue, Islamabad. National Bank of Pakistan, Rawalpindi/Hattar
The Bank of Khyber, Hattar.
Allied Bank Ltd, Lahore / Gujranwala.

LEGAL ADVISORS
Hamid Law Associates,

409-410, Alfalah Building,
Shahrah-e-Quaid-e-Azam,
Lahore. Tel: 042-6301801)
AJURIS, Advocates & Corporate Counsel

51-A, St. 63, F-8/4, Islamabad.
Tel: 2852067-2852087
rd
Tanveer & Associates, 3 Floor,
Baig Plaza, Canning Road, Saddar, Rawalpindi.
M/s Azam Chaudhry Law Associates

5-St. No. 9, F-8/3, Islamabad

Working of Various Divisions/Departments

Working of Various Divisions/Departments

Products
The Murree Brewery produces a wide variety of Beer's, Liquor's and non alcoholic products. Our
Premium products include Murree's Millennium Beer, Murree's Classic Beer, Lite Export Pils,
Eight and Twelve years old Single Malt Whiskies, Vintage with a blend of a Scotch Grain Whisky,
Silver Top Gin, Bolskaya Vodka and Doctor's Brandy
Murree Beer:
An all time favorite since 1860. Alc. contents 4.5% v/v. Brewed from
local six row barley, malts and Bavarian hop products. Has a
distinctive taste and flavor
Murree's Classic Lager
Premium beer, inputs identical to the millennium Beer. Alc 5.5% v/v. A
real Classic. Smooth on the plate. Taste and flavour close to Classic
European lagers

Murree's Millennium
Our flagship beer 8% alc. v/v. Brewed from highest grade Australian malt and Hallertau a German
Hop products. The millennium is celebration brew for special occasion
Lite Export Pils

Lite Export Pils is brewed from Continental malts and hops. A light beer Alc. 3.5% v/v.
Corresponds in flavour and quality to the famous beer brewed in Pilsen, Czech Republic. An ideal
summer drink
Murree's Premium Malt whiskies are brewed from a

Barley Malt mash,distilled on traditional pot stills and
matured in imported oak wood casks & vats for
guaranteed periods specified on respective packaging.
Jim Murray, one of England's best known writers on

Scotch Whiskies comments on Murree's 8 years old
Classic Malt Whiksy at Page 202 in his "Complete
book of Whisky" (1997) as follows:

"Not only does Murree's 8 years old Single Matured Malts compare favourably, it is much better
than a lesser Scotch malt, which comes nowhere near matching this Whiksy's crisp and delicate
maltiness".
Compares in maltiness, character & crispness to any reputed Scottish Malt Whiksy of equal age
BOLSKAYA VODKA & SILVER TOP GIN
Produced under arrangement with Bols International B. V.

Netherlands. Distilled from extra neutral grade alcohol under
arrangement with Bols International BV, Netherlands world
famous distillers of fine liquors
MURREE GINS
Tower of London Gin is rich in juniper flavor extracted from the

juniper berries of the world famous Ziarat juniper forest near
Quetta.
London Dry Gin is a typical English s\dry gin with a delicate

flavor, balanced aromatics and botanicals. lemo Lime & Citrus
Gins convey the flavor of citrus fruits
Under the laws of Pakistan Muslims are prohibited from consuming alcoholic drinks. Non-Muslims
and foreigners require consumption permit issued by Provincial Governments and Islamabad
(Capital Territory). However in most cases a Liquor retailer will assist you in obtaining a permit.

Malt 79 & Cindy Non Alcoholic Barley Malt Drinks:
Malt 79 & Cindy malt drinks are brewed from golden barley malt
and hops. Ideal thirst quenching summer drinks. Once you get the
taste of real grain beverages rich in natural sugars, you will never
look back to synthetic colas. Non alcoholic malt drinks are
recommended by Doctors for a variety of ailments. our non
alcoholic Malt drinks Our genuine earth drinks. Say no to smoking,
junk foods and Color Colas

Fizzy Drinks:
BIGG ORANGE
Is an all time Favourite, all seasons's drink

BIGG APPLE
Pakistan's first carbonated drink. A delight for every Pakistani house hold
BIGG LEMON
Our lemonades are the best in Pakistan

Malts:
Peach Malt

Lemon Malt
Stawberry Malt

Apple Malt

Quality Policy of Tops
Prepare the best quality products believing that quality is first priority and
take all steps to encpurage quality conciousness
Meet all applicable regulatery requirements ad system standarads
To recognize that our work force is our strength
To satsfy the coustemer
Continusly improve the skills system and business of th e

organisation ...
Distribution sales strategy
Door to door sales strategy ..

Still House Department

Still House Department
In the start I first visited to Frilli Distillation unit plant where the fermentation and distilation
process are done.This process is get start with the molasses where it is diluted at 4-4.5 ph
maintained
This dillution process have two steps.First one is the bubs medium which is low gravity feed and
second one is the Fermenters which is done on the maximum gravity.After this fermenter wash
process starts in the plant ,this process is known as Distillation in which three cylinders are fixed
The first column of the cylender is known as c10 the feed column second cloumn is known as c50
the impurity column and the last column is known as c40 the ratification column. In ratification
column there are three grades A grade b Grade and c grade. Agrade is for the Humain consumption
which is also known as ENA extra neutral alchol The Bgrade is for the the chiller plant while the c
grade includes fusel oil 20% and it converts in to B grade Bith B and C grades are impurities uses
for amonia charge and blind under compressor and produce brine and temperature is set as -3c B
grade , c grade NH3 plant +redistillation),this plany is also know as Italian plant established in
1992
After the still house department i visited to the the Alcholic products sales department ,they dont
have theor open marketing of theor alcholic drinks and they sales theor products to those who have
permits from the government for example Pearl continentol hotels Serina hotel and islamabad club .
Top's Production Department
Here in this department i met with the production manager of tops Mr javed .he brief me about the
production of the tops juices
Production is start from the chemical room where ingredients of juices are store.then the blending
sector where the juice blended and ingredients are added in the juices.then the soft water is added
with the help of soft mine plant in which impurities are removed from water.
then the pasterizing plant in which bacteria are removed from the blended juices and the
temperature at which bacteria removed is 90 to 105 c after this its cool down to 30 c

Then the filling machine in which filling of juices in the packing material take place the packing
material stablized each pack contain 250 ml and also the expiry information is coded on the
pack.then the straw application where straw attached to the juice pack with help of glue.
Then the shrink wrap where the wraping of juice take place in high temperature and the carate of 27
juices are ready as a fial product for sale.
BREW HOUSE (Malt House)

Screening process:
In this process we divide brew in A B and C grade Barley.after that the steeping process starts
Steeping Process
To increase moisture level upto 40% in the barley
Germination Process
The word germination starts from germinate which means to grow,when barley sgeregate then it
goes to steaping plant where moisture of teh barley increase from 4% to 50%
In germination there is a germinating box in which steap barley goes then it spread in the box the
germination process is of one week and temperature of box is 18 to 20 c
In germnatin boc we measure the size of seed root this length tell us that how much enzymes are
generated in the barley seed. The germination is a key process and back bone of the brew plant.
After this when the yeast act on the seed then it is known as process of fermentation.
Killin Process
Killlin process starts after germination process.The barley come to killil in which the barley is
roasted with the help of hot water and air and barley again come to his hard form. Where we met
the barley.
For the activation of the exzymes in the barley because without it the bber formation is immpossible
Then barley goes to the grinders from whoch breewing process starts

Breewing process
\In this process forst we prepare mash it is in mash tank where we take specific liquid in the mash
tank and temperature in mash tank rises upto 78c from 45c then it comes to filltration tank where it
boils to 100c for a hour and the liquid that produced called wort and this wort goes to fermentation
plant.
Fermentation process:
In this plant vessels are used in which yeast added from bottom it clean the wort and then fill in to
the fermenter and fermentation process starts at the temperature of 90 c to 10 c and it is of one
week
After fermentation give two day rest and temperature is set to 0 c then it goes to bottling hall for
final product.
The difference between the alcholic and non alcholic product is only of the yeast if yeast added to
the wort then it produce alcholic product while yeast is not added then it produce non alcholic
product.
BREWERY:
Seeger's Saladin malt box for germinating barley

The brewing process begins when the barley grain is soaked in water, thereby facilitating
germination, and then drying and curing the grain through kilning. The barley has now turned into
barley malt.
The mill uses steel rollers to crack the grain open before it enters the mash tun. After the mixture of
malts are cracked open by the mill they are mixed with warm waters in the German built mash tun.
The mash is then pumped sparged (sprayed) with hot water; this helps extract all the sugars from
the malt as possible
New Brew House 1967

The base of beer, or "wort", is then pumped into the brew kettle where it is boiled, concentrated and
clarified
An inside view of barley house

The wort is now cooled before it is moved to a fermentation cellar where it will become beer. In
order to speed the cooling process it is passed through a heat exchanger (Whirl pool).

Beer fermentation Room

After the wort is cooled it is pumped into a fermentation tank located in the tun room, where
specially cultured yeast, Saccharomyces cerevisiac, is added to induce fermentation at 20-21 C
over the next 48 to 56 hours.
After the beer has been cold cellared and matured in the fermenter it is passed through a filter.
Murree Brewery's bottling line is made up of serveral components. At the heart of the system is a
counter-pressured filler which is capable of filling 500 bottles per hour. Filled bottles then enter into
a pasteurizor, where hot water is sprayed on them. This ensures elimination of microorganisms, if
any, in the beer. A Modern packaging machine, SAMOVI, packs the beer bottles automatically in
specific beer cartons. Beer is then shipped out to the final consumer through proper channel by the
sales department of Murree Brewery Co. Ltd
Distillery:
The barley is first soaked in water, then spread inside the germination box allowing it to germinate.
The germination produces Sugar and thus converts the barley into malt. As the germination releases
heat, the barley has to be turned regularly, and the temperature need to be controlled. The malt is
then transferred to the kiln, spread over a mesh and dried over a fire.
The malt is coarsely ground by roller. In the mash tun it is mixed with hot water at specified
temperatures, in which the malt sugars are dissolved. The resulting sweet solution is called wort.

Wort is cooled, and yeast is added, while the solid residue of the malt is sold as cattle feed. The
fermentation is done in vats till a beer, with around 7-8% alcohol, is formed.
Distillation takes place in onion-shaped pot still made from copper. In the first distillation, which
takes place in the wash stills, the alcohol fraction is raised to somewhat over 20 percent. The
product, called low wines, then is distilled a second time in spirit stills, which results in a spirit with
over 60% alcohol. In distillation process, the first and the last fractions are recycled back for Re-
distillation process, while only the middle cut via the spirit safe goes to the spirit store to be filled
into barrels. The spirit safe is locked by the Excisemen.
By law, the spirit can only be called whisky after at least three years of maturation. Usually no
new casks are used, but rather the casks are charred before use, which Helps to release vanilla from
the wood.
Once matured, the whisky is bottled. To achieve a more uniform taste, usually many Casks are
blended. Whisky may also be filtered at low temperatures ( about +5 to -5 Celsius) to remove fat
particles. And finally it is colored with caramel to achieve a Uniform Color.

Bio gas plant

Bio gas plant
Biogas is a gas mixture which is generated when organic compounds are fermented in the absence
of air (anaerobic fermentation). This gas mixture is mainly made of carbon dioxide (CO2) and
methane (CH4). Methane is a combustible gas, which means it can be burned. It can be used as a
fuel for cooking and lighting.
The Biological Gas Plant

A plant to collect biological gas has five components: the inlet, the fermentation chamber, the gas,
the gas storage bag or tank, and the outlet and the exit pipe through which the gas is removed.
Organic matter such as manure (human or animal), duckweed or rice straw is brought into the
fermentation chamber (through the inlet). The process of anaerobic fermentation will take place
here to generate biological gas (biogas). It will also produce a substrate rich in nutrients which can
be used as organic fertilizer or fish feed.
The processing of manure, organic rubbish and wastewater in the plant helps to keep the
environment clean. There is no longer any bad smell from sewage or livestock manure. Cooking by
biogas is much cleaner than cooking over a wood fire, and there is no smoke to cause lung problems
and eye diseases.
The Technology
Begin by loading the fermentation chamber with the materials to be fermented (manure or other
wastes). You should begin with an initial load of 300 - 500 kg of materials for each cubic meter of
the fermentation chamber.
This needs to be supplemented by an additional 8- 10 kg each day for each cubic meter of the
fermentation chamber. The gas output will be 250 - 400 liters for each cubic meter of the chamber.
Expressed another way, 1 kg of manure will have a gas yield of 30 - 60 liters/day, for several days.
The gas yield from 1 kg of water hyacinth will be 40 - 50 liters/day, for several days.
One cubic meter of gas (= 1000 liters) is enough to cook the day's food for a 6 - 7 member family,
or provide lighting for 4 - 5 hours. It could replace one liter of petrol to operate a 400W electric
generator for two hours.
The Precautions
The plant must be tested to make sure it is water-tight and gas-tight.
Enough fresh material must be added before it is used every day.
There must be a water source to provide enough water to clean the livestock pens regularly,
to provide fresh material for the fermentation chamber system. (Each liter of manure needs 1 - 3
liters of water).
The plant must be equipped with a safety valve or U-shaped barometer.
Chemicals such as detergents or pesticides must not be put into the fermentation chamber.
After fresh manure and water is added to the fermentation chamber, the valve should be
opened so the gas can escape. At this stage, the gas is mainly carbon dioxide. This should be
done once or twice, before the biogas plant comes into use for biogas production.
The gas from the fermentation chamber is not used directly, but is stored in an auxiliary gas
tank protected by a safety valve. It is this auxiliary gas tank, not the main gas tank, which is
connected to any domestic appliances

Financial Analysis

Financial Analysis
Current Ratio:
Current Ratio = . Current assets .
Current liabilities
year 2006 2007 2008 2009

Current Ratio 2.167 2.544 2.546 2.794
Interpretation:
The current ratio is the best known ratio of financial analysis. It presents in relative terms what net
working capital measures in absolute terms. A current ratio may have different meanings depending
on the point of view of an analyst. It has a liquidating meaning - the ability to make all necessary
payments today - which gives a measure of protection or cushion for lenders. But, lenders are not
interested in receiving inventory in lieu of their claims, and they may look at the ratio as an
indication that the firm is able to generate funds to make all needed payments in the future; thus, the
ratio indicates whether the firm is likely to be a going concern. The current ratio is definitely a
convenient and mostly reliable tool measuring a company's level of liquidity. A current ratio is a
static measure based on balance sheet amounts. A general rule of thumb suggests that the current
ratio should be close to 2

The Murree Brewerry company Ltd statistics suggest that the improvement in liquidity is correlated
with a position of strength in the industry.There is a increase in the trend as we can see in the above
chart ,which show the improvement in the liquidity .
Current ratio determinants and limitations
Among the reasons the current ratio cannot be used as a single number is that the current ratio is
affected by a combination of several factors, such as
- outside events affecting demand for the product (e.g. changes in customers' tastes)
- firm's strategies in sales, accounts receivable, inventories, production and purchasing
- managerial efficiency in implementing strategies
- financial strategy

Debt Ratio.
Debt Ratio = . Total assets .
Total liabilities
year 2006 2007 2008 2009
Debt Ratio 3.534 3.724 7.708 7.746
Interpretation
A ratio that indicates what proportion of debt a company has relative to its assets. The measure
gives an idea to the leverage of the company along with the potential risks the company faces in
terms of its debt-load.
A debt ratio of greater than 1 indicates that a company has more debt than assets, meanwhile, a debt
ratio of less than 1 indicates that a company has more assets than debt. Used in conjunction with
other measures of financial health, the debt ratio can help investors determine a company's level of
risk

Debt Equity Ration:.
Debt Equity Ratio = . Long term debt .
Total capitalization
year 2006 2007 2008 2009

Debt-equity Ratio% 9.74 8.02 3.41 4.36
Interpretation
A high debt/equity ratio generally means that a company has been aggressive in financing its
growth with debt. This can result in volatile earnings as a result of the additional interest expense.
If a lot of debt is used to finance increased operations (high debt to equity), the company could
potentially generate more earnings than it would have without this outside financing. If this were to
increase earnings by a greater amount than the debt cost (interest), then the shareholders benefit
as more earnings are being spread among the same amount of shareholders. However, the cost of
this debt financing may outweigh the return that the company generates on the debt through
investment and business activities and become too much for the company to handle. This can lead
to bankruptcy, which would leave shareholders with nothing.

The debt/equity ratio also depends on the industry in which the company operates. For example,
capital-intensive industries such as auto manufacturing tend to have a debt/equity ratio above 2,
while personal computer companies have a debt/equity of under 0.5.
Time Interest Earned Ratio:

.Time intrest earned Ratio = . EBIT .
I
year 2006 2007 2008 2009

Time intrestearned Ratio 124.99 334.16 400.84 79.81
450
400
350
2006
300
2007
250
2008
200
2009
150
100
50
0
Time intrestearned Ratio
Interpretation
It is usually quoted as a ratio and indicates how many times a company can cover its interest
charges on a pretax basis. Failing to meet these obligations could force a company into bankruptcy.
Also referred to as "interest coverage ratio" and "fixed-charged coverage.
Ensuring interest payments to debt holders and preventing bankruptcy depends mainly on a
company's ability to sustain earnings. However, a high ratio can indicate that a company has an
undesirable lack of debt or is paying down too much debt with earnings that could be used for other
projects. The rationale is that a company would yield greater returns by investing its earnings into
other projects and borrowing at a lower cost of capital than what it is currently paying to meet its
debt obligations. The larger the time interest earned, the more capable the company is at paying the
interest on its debt.

Average Collection Period:
Avg collection period = . Number of days in a year .
Accounts receivable turnover
Year 2006 2007 2008 2009

Avg collection period% 0.67 0.34 0.31 0.35
Interpretation
The approximate amount of time that it takes for a business to receive payments owed, in terms of
receivables, from its customers and clients
Due to the size of transactions, most businesses allow customers to purchase goods or services via
credit, but one of the problems with extending credit is not knowing when the customer will make
cash payments. Therefore, possessing a lower average collection period is seen as optimal, because
this means that it does not take a company very long to turn its receivables into cash. Ultimately,
every business needs cash to pay off its own expenses (such as operating and administrative
expenses).

Accounts payable turnover:
Accounts payable turnover = . CGS .
Avg accounts payable
Year 2007 2008 2009

Accpunts payable turnover 4.019 4.046 5.1
Interpretation
A short-term liquidity measure used to quantify the rate at which a company pays off its suppliers.
The measure shows investors how many times per period the company pays its average payable
amount.

Average Payement Period:

.Aavearge payment period = . No Of days in a year .
Accounts payable turnover
years 2007 2008 2009

Avearage payment period 88.983 90.212 71.56
The number of days a company takes to pay off credit purchases

Total assets Turnover:
Total assets turnover = . Annual sales .
Avg total assets
year 2007 2008 2009

Total assets turnover 1.008 0.6212 0.553
Interpretation
The total asset turnover ratio measures the ability of a company to use its assets to generate sales.
The total asset turnover ratio considers all assets including fixed assets, like plant and equipment, as
well as inventory and accounts receivable. The lower the total asset turnover ratio, as compared to
historical data for the firm and industry data, the more sluggish the firm's sales. This may indicate a
problem with one or more of the asset categories composing total assets - inventory, receivables, or
fixed assets

Fixed Assets Turn over:
Fixed assests turnover = . Annual sales .
Total fixed assets
Year 2006 2007 2008 2009

Fixed assests turnover times 1.497 2.056 0.5884 0.7533
Interpretation:
The fixed-asset turnover ratio measures a company's ability to generate net sales from fixed-asset
investments - specifically property, plant and equipment (PP&E) - net of depreciation. A higher
fixed-asset turnover ratio shows that the company has been more effective in using the investment
in fixed assets to generate revenues.
This ratio is often used as a measure in manufacturing industries, where major purchases are made
for PP&E to help increase output. When companies make these large purchases, prudent investors
watch this ratio in following years to see how effective the investment in the fixed assets was.
.

Gross Profit Margin:
Gross profit margin = . gross profit _.
Sales *100
Year 2006 2007 2008 2009

Gross profit margin 26.158 26.71 29.571 28.341
Interpretation
The Gross Profit Margin illustrates the profit a company makes after paying off its Cost of Goods
sold (cost of inventory). Gross Profit Margin illustrates to us how efficient the management is in
using its labour and raw materials in the process of production.
Firms that have a high gross profit margin are more liquid and thus have more cash flow to spend
on research & development expenses, marketing or investing. Avoid investing in firms that have a
declining Gross Profit Margin over a time period, example over 5 years

Operating Profit margin
operating profit margin = . Operating profit .
Sales *100
Year 2006 2007 2008 2009

Operating profit margin % 14.411 14.599 16.53 16.05
Interpretation
The operating profit margin ratio indicates how much profit a company makes after paying for
variable costs of production such as wages, raw materials, etc. It is expressed as a percentage of
sales and shows the efficiency of a company controlling the costs and expenses associated with
business operations. Phrased more simply, it is the return achieved from standard operations and
does not include unique or one time transactions. Terms used to describe operating profit margin
ratios this include operating margin, operating income margin, operating profit margin or return on
sales (ROS).

Net profit Margin:
Net profit margin = . Net profit
Sales *100
Year 2006 2007 2008 2009

Net profit margin% 12.67 12.16 11.42 9.71
Interpretation
The net profit margin, also known as net margin, indicates how much net income a coicient at
converting sales into actual profit. Net profit margin analysis is not the same as gross profit margin.
Under gross profit, fixed costs are excluded from calculation. With net profit margin ratio all costs
are included to find the final benefit of the income of a business. Similar terms used to describe net
profit margins include net margin, net profit, net profit ratio, net profit margin percentage, and
more. To calculate net profit margin and provide net profit margin ratio analysis requires skills
ranging from those of a small business owner to an experienced CFO. This depends on the size and
complexity of the company

Earning per share:
Earning per share = . Earning available for common share holders
No . of common share outstanding
Year 2006 2007 2008 2009

Earning per share RS 13.65 17.31 14.93 16.45
Interpretation
The most widely used ratio, it tells how much profit was generated on a per share basis.
Things to remember
Diluted EPS means that the outstanding shares includes any
convertible's or warrants outstanding.
If the company issues more shares then EPS are much harder to
compare to previous years.
The earnings per share ratio is mainly useful for companies with publicly traded shares. Most
companies will quote the earnings per share in their financial statements saving you from having to
calculate it yourself. By itself, EPS doesn't really tell you a whole lot. But if you compare it to the
EPS from a previous quarter or year it indicates the rate of growth a companies earnings are
growing (on a per share basis).

Price Earning Ratio:
Price earning ratio = . Market price per share .
Earning per share
Year 2006 2007 2008 2009

Price earning ratio Rs 6.47 5.10 5.919 5.37
Interpretation
A valuation ratio of a company's current share price compared to its per-share earnings In general, a
high P/E suggests that investors are expecting higher earnings growth in the future compared to
companies with a lower P/E. However, the P/E ratio doesn't tell us the whole story by itself. It's
usually more useful to compare the P/E ratios of one company to other companies in the same
industry, to the market in general or against the company's own historical P/E. It would not be
useful for investors using the P/E ratio as a basis for their investment to compare the P/E of a
technology company (high P/E) to a utility company (low P/E) as each industry has much different
growth prospects
The P/E is sometimes referred to as the "multiple", because it shows how much investors are
willing to pay per dollar of earnings. If a company were currently trading at a multiple (P/E) of 20,
the interpretation is that an investor is willing to pay $20 for $1 of current earnings.

It is important that investors note an important problem that arises with the P/E measure, and to
avoid basing a decision on this measure alone. The denominator (earnings) is based on an
accounting measure of earnings that is susceptible to forms of manipulation, making the quality of
the P/E only as good as the quality of the underlying earnings number.
Dividend pay out ratio:

Dividend pay out Ratio = . Dividend per share .
Earning per share
Year 2009
Dividend pay out Ratio% 30
Interpretation:
Indicates the proportion of earnings that are used to pay dividends to shareholders.
Things to remember
A reduction in dividends paid is looked poorly upon by investors, and
the stock price usually depreciates as investors seek other dividend
paying stocks.
A stable dividend payout ratio indicates a solid dividend policy by the
company's board of directors.

Earning yield:
Earning yield = . Earnig per share current assets .
Market price per share
Year 2006 2007 2008 2009

Earning yeild ratio 0.154 0.195 0.168 0.98
Interpretation
The earnings yield (which is the inverse of the P/E ratio) shows the percentage of each dollar
invested in the stock that was earned by the company.
The earnings yield is used by many investment managers to determine optimal asset allocations.
Money managers often compare the earnings yield of a broad market index (such as the S&P 500)
to prevailing interest rates, such as the current 10-year Treasury yield. If the earnings yield is less
than the rate of the 10-year Treasury yield, stocks as a whole may be considered overvalued. If the
earnings yield is higher, stocks may considered undervalued relative to bonds.
Economic theory suggests that investors in equities should demand an extra risk premium of several
percentage points above prevailing risk-free rates (such as T-bills) in their earnings yield to
compensate them for the higher risk of owning stocks over bonds and other asset classes.

Return On Equity:
Return on equity = . Earning before dividend .
Owners equity
year 2006 2007 2008 2009

Return on equity 14.25 15.9 5.7 6.7
Interpretation:
The amount of net income returned as a percentage of shareholders equity. Return on
equity measures a corporation's profitability by revealing how much profit a company
generates with the money shareholders have invested.
ROE is expressed as a percentage

Net income is for the full fiscal year (before dividends paid to common stock holders but after
dividends to preferred stock.) Shareholder's equity does not include preferred shares.
Also known as "return on net worth" (RONW).

The ROE is useful for comparing the profitability of a company to that of other firms in the same
industry

Return On investment :
Return on investment = . Net income .
LTD +equity *100
Year 2006 2007 2008 2009

Return on investment% 12.987 14.75 5.56 5.84
Interpretation
Performance measure used to evaluate the efficiency of an investment or to compare the efficiency
of a number of different investments.
Return on investment is a very popular metric because of its versatility and simplicity. That is, if
an investment does not have a positive ROI, or if there are other opportunities with a higher ROI,
then the investment should be not be undertaken.

Balance Sheet 2009

Balance Sheet 2008

Profit and Loss 2009

Profit and Loss Account 2008

Cash Flow 2009

Cash Flow 2008

Statement of Change in
Equity 2009

Statement of Change in
Equity 2008

SWOT Analysis

SWOT Analysis
The SWOT analysis is an extremely useful tool for understanding and decision-making for all sorts
of situations in business and organizations. SWOT is an acronym for Strengths ,Weaknesses,
Opportunities, Threats. The SWOT analysis headings provide a good framework for reviewing
strategy, position and direction of a company or business proposition, or any other idea .Completing
a SWOT analysis is very simple, and is a good subject for workshop sessions .SWOT analysis also
works well in brainstorming meetings. Use SWOT analysis for business planning, strategic
planning, competitor evaluation, marketing, business and product development and research reports
swot analysis of Murree Brewery company
Strength
Company has a lot of products (Malt whisky,non alcholic and alcholic brevages,beers and
juices)
Company has set up a good monopoly in the market
Company has very large area for further development
Company have very good relation ship with the government
Smooth relation with employee.
Good working environment.
Rich experience of the management.
Good brand equity
Giving the very good return from inception
Well combination of new energetic and experienced employees.
Have very large area for the production
Production capacity
Premium Quality Product
Experience Management team

Weakness:
There is lack of proper control in the organization
Using too old machines for production . ..
Not all employees have his/her cabin.
Not very popular in rural area
Low Advertising & Promotion Spends
Less Manpower
Products not available in Cans
o Low Market Share
o Inefficient Distributors
o Less Market Visibility
Less providing chiller to the market
Have very slow motion of the supply of the products
Opportunities:
Company exist in very financial products (lLiquor division,glass division) it provide a better
opportunity to the company.
Company has power to lead their competitor
Company has options for the choice customer
Stability through increased brand awareness, market penetration and
Service offerings
Regional Expansions
Production Volumes
Higher Profits
Increased Market share
Threats;
Competition from local and multinational players.
Company has lack of proper control in the origination .
A lot of company has enter in this field
Rising inflation could reduce savings and investments
Competitors High Spends
Government Laws
Taxes & Tariffs

Suggestions and Recommendations

Suggestions and Recommendations

They should adopt monitory policy to overcome the problem of delivery complexion as many of the
distributors and intermediaries have problem that their delivery system is not quiet efficient .they
must hire professionals for this purpose to enable the timely delivery of their products to
distributors.
A problem concerning marketing area is that MBG is not much intended to market its new products
before launching.MBG must take into count that without creating awareness about product they
cant sell their product at high volume.
As far as religious problem of Murree brewery company is considered they should start a campaign
like lays stated to show Junaid Jamshed in their advertisement t make a sense in people that they
can use lay as its not Haram , so they can show some of the Islamic scholars in their advertisement
to make a sense in peoples mind that using product produced by MBG isnt prohibited in Islam
There are many producers of fruit juices who are selling juices at lower price than tops .Tops must
consider and reconsider its pricing policy to force to push back these low budgeting
producers.MBG can lower its price by reducing its production cost.
MBG is not currently running any type of promotional strategy MBG must open its outlets at
different easy accessible place within the cities and in the areas where information doesnt reach
easily and medium of communication is very complex
Being a leader Nestle always tries to keep its market share up to the MBG share .MBG must try to
enhance its market share by specific challenging strategies
Being market challenger MBG should chose specific attack strategy that gives buyers more choice
to choose among variety of products.
MBG should enhance its advertisement channels as they are currently advertising through TV
channels and often they advertise their products on radio or newspaper .MBG must increase the
advertising channels to make it sure that their product is known by each and every individual in
country.
Conclusion

Conclusion :
After going through the whole period of internship as an internee I have observed so
many professional activities and learnt as well. This report contain explanation of the
activities I have observed and learnt from the MBG. MBG is a professional
organization with very cooperative staff which really helps the internees and newly
entered employees to make them aware about the organization.
As I mentioned earlier in this report about departments where I have done my

internship and staff with whose kind cooperation I have seen the practical
implementation of the bookish knowledge. I also learn that how to perform the duties
in the meaningful ways bye accomplishing my assignments given by the concerning
departments heads and their executives. they were also there to guide me in the
ambiguities.
the Murree Brewery was established in 1860 and incorporated a year later at Ghora
Galli, located in the Pir Punjal range of the Western Himalayas at an elevation of
6000' above sea level, near the resort town of Murree.
Between 1885 & 1890 the Company established Breweries in Rawalpindi & Quetta
& acquired an interest in the Oticumand (South India) & Norailiya (Ceylon)
breweries. A distillery was also established in the above period in Rawalpindi next to
the Brewery
Murree Beer proved to be very popular among the British troopers who were largely
barracked in the 'Galis' of these hills.

The Murree Brewer Company Limited was incorporated under the repealed Indian
Companies Act (Now Companies ordinance1984) in February 1861 as public limited
company in Pakistan.
Murree Brewery Company Limited is a Pakistan-based company. The Company is

principally engaged in the manufacturing of Pakistan made foreign liquor (PMFL)
including alcoholic beer, non-alcoholic beer (NAB), non-alcoholic products (NAP),
which includes juices in tetra packs in Rawalpindi and food products, juices, glass
bottles and jars in Hattar. Murree Brewery Company Limited operates in three
divisions: liquor division, which includes PMFL, alcoholic beer, NAB, Big Apple,
Lemonade, Cindy and Malt -79; tops division, which includes food products and
juices, and glass division, which includes glass bottles and jars.
In 1977 the Murree Brewery suffered a significant setback when Zulfiqar Ali Bhutto
imposed a total prohibition in Pakistan, to appease Islamic elements of the electorate.
Subsequently the government of General Zia-ul-Haq amended this law, requiring
anyone wishing to consume alcohol to present credentials demonstrating that they
were non-Muslim. The small Christian, Hindu and Parsi communities were not large
enough to support the enterprise, and production had to be scaled back.
However, gradual relaxation of the prohibition laws has allowed Murree to introduce
variations of Murree beer, vodka, gin and whisky. Today, all Murree products are
readily available in legal liquor shops that operate openly in Karachi in places like
Zamzama and Defence. It is also available in the interior of Sindh. Although the
consumption of alcohol in public is still nominally banned, it is becoming
increasingly available in clubs and high-class restaurants. Murree Beer was initially
being produced in Austria for European markets and was available in various
Pakistani and Indian restaurants, an enterprise which has since ceased since 2004.

Murree's biggest competitor is the Quetta Distillery, and its products have to
increasingly vie with smuggled brands from the West and India
The marketing department studies the market and the target customers, decides the
best way to reach these customers, and works with the rest of the company to help
determine the new product needs of the market
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.
Murree breweries should thus focus on the following points.
AVAILABILITY
It is necessary for the company to maintain a regular supply of its products and
brands. They should fulfill the demand of the wholesaler so that product can be
available in the retail market. The consumer should get the brand he demands
otherwise he shifts to other brands and frequentshifting affect the sales of company
and the consumer could even change the preference of his brand.
PROFITABILITY
As we have seen form the wholesalers and retailers view that they sell those products
which give them greater profit margins. Therefore the company should give the
wholesaler greater profit .Margins so that has more profit and in turn retailer also gets
a greater profit margin.
EXTRA BENEFITS
Since only 2-3 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 companys brand. The company should send its marketing team
into the market regularly so that the performance of the companys different brands
could be studies and a follow through action plan be developed. This will also help
the company to maintain good relation with Beer & Hotels and the wholesalers and
retailers
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.
The 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
They have a good quality of products and it is providing different types of liquids to
upper class middle class and low class people. The company believes that whatever
we provide to the customers should be the best for them . they should get the
maximum satisfaction in this product.
Company has 15 different types of juices, which come into jars bottles and packs The
have to maintain a price which is affordable to the customers and which is profitable
to them, it appears that they have position their product pricing in such a way that
their main focus in middle and upper middle class.

They believe that print media and out door activity help them to reach to their target
customer. Due to satellite transmission and having multi channels it does not pay one
unless you have very huge budget to spend on this media .On promotion ,their
spending is more on putting banners on the roads on bridges and some times on the
news papers. Since it pays them and there is direct relationship between sales and
consumer
Tops has nationwide users so they have to arrange dealers in th every city .They have
their branch offices in karachi Lahore Islamabad Faislabad and all the major cities
of Pakistan so that one can get easy delivery of their product easily in every city of
village of country ,provide quick and timely delivery to their dealers they have got
big warehouse located in almost all big cities and towns. When ever they get order
from the dealer they try to provide supplies to their dealer from closest warehouse.
They believe that .timely delivery of their product to the dealer is one of an important
element in their success in Pakistan
It is one of their mission to provide quality product to their customers. Therefore they
ensure that every product which is delivered from their factory must go through
rigorous quality check.So that only perfect product, Free from any defect is delivered
to their customers
The marketing and promotional activities of fruit juice and related commodity
groups are crucial in increasing the demand for fruit juices. The activities include but
are not limited to promotion advertising new product development and packaging
innovations .

Marketers adopt their strategies in accordance with specified consumer wants and
needs .they also create product image and influence consumer purchases. often
consumer demands for processed food like juices are difficult to categorize.
Consumers tend to purchase products and services that cover a broad spectrum of
price and value combinations .servicing the educated nutritionally aware consumer
who dwell in the localities I .e E& F sectors of Islamabad blue area etc. and same
type of consumer category in Lahore and other metro cities is a complex role which
marketers strive to master. In these types of areas people use to have a pure fruit juice
at least once a day, with an imported or prime local fruit juice. similarly this market
could be catered through intensive marketing and promotion campaign on television
or other sophisticated media.
New product developments in conjunction with technological advancements have

Improved the marketing of fruit juices like many other food items .relatively recent
innovations appearing on supermarket shelves are single serving aseptically packaged
fruit juices fruit roll ups and fruit juice blends. Marketing infrastructure which
includes refrigerated transportation facilities and the compositions if retail and
wholesale markets ,is correlated to the consumer demand for high quality produce.
It is also important to ensure that the product has a meaningful point of difference I e
sophisticated and healthy attractive packaging less use of preservatives and clearly
mentioning of purity of the juice etc
People face a major problem of bad smell of waste material and rotten fruits thrown
by the company in residential area which affects all the which causes different
disease

As concerns over food safety and transparency continue to grow in the minds of
consumers, you are required to improve the processes you have in place that monitor
quality and track material through the facility. At each critical control point of the
production process, systems are being installed to monitor operations in order to
verify that operations have been properly executed. Systems are being implemented
to track all raw and in-process material through the entire facility to meet regulations
and provide information if a product recall is required
The packaging wastes are being reduced by using plastics instead of metal and glass
and as we know that plastics can be recycled and are lighter in weight, so they are of
great use.
There are many producers of fruit juices who are selling juices at lower price than
tops .Tops must consider and reconsider its pricing policy to force to push back these
low budgeting producers.MBG can lower its price by reducing its production cost.
MBG is not currently running any type of promotional strategy MBG must open its
outlets at different easy accessible place within the cities and in the areas where
information doesnt reach easily and medium of communication is very complex
They should adopt monitory policy to overcome the problem of delivery complexion
as many of the distributors and intermediaries have problem that their delivery
system is not quiet efficient .they must hire professionals for this purpose to enable
the timely delivery of their products to distributors.
A problem concerning marketing area is that MBG is not much intended to market its
new products before launching.MBG must take into count that without creating
awareness about product they cant sell their product at high volume

Being market challenger MBG should chose specific attack strategy that gives buyers
more choice to choose among variety of products.
MBG should enhance its advertisement channels as they are currently advertising
through TV channels and often they advertise their products on radio or newspaper
.MBG must increase the advertising channels to make it sure that their product is
known by each and every individual in country
Over all I am very satisfied with my internship In Murre Brewerry Company Because
now I really have some knowledge about the practical field and experience as well.

Annexure

Murree Brewery

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Murree Brewery

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Submitted To:

MR. NAZIK HUSSAIN

ABU BAKAR AHMAD S/o M. MANSOOR

ROLL #: 03, BBA 6th (Morning), Session (2007-2011)

Department of Management Sciences

Abu Bakar Ahmad

The Department of Management Sciences Page 1

Abu Bakar Ahmad

The Department of Management Sciences Page 2

The Department of Management Sciences Page 3

Contents Page No.

Mission, Vision And Objectives Of Organization 14

Corporate, Business And Departmental Level Strategies 16

Working of various divisions/departments 28

Suggestions And Recommendations 79

The Department of Management Sciences Page 4

The Department of Management Sciences Page 5

This report is brief Financial, Marketing analysis of Murre

The Department of Management Sciences Page 6

The Department of Management Sciences Page 7

To meet the beer requirements of British personnel (mainly

The virtues of beer brewed from barley malt & hops

By the turn of the 20 century, the name "Murree" was

The Department of Management Sciences Page 8

Park Lodge a handsome residential property was

The Rawalpindi brewery is blessed with deep

Under the present prohibition law, only non-

The Department of Management Sciences Page 9

A Tetra Pak packaging facility was added in 2001.

The Hattar plant was installed in 1992.

The Department of Management Sciences Page 10

Ruins of Murree Brewery

Murree Brewery Company Limited is a Pakistan-based company. The Company is principally

The Department of Management Sciences Page 12

MURREE BREWERY COMPANY LIMITED.

Mr. M.P. Bhandara Late

Mr. Isphanyar Bhandara

Mr. Muhammad Javed

Major (R) Sabih-ur-Rehman

Senior Coordinator (Murree Glass Division)

The Department of Management Sciences Page 13

The Department of Management Sciences Page 14

Mission, Vision and Motto of the Murree Brewer Company Ltd.

To fulfill customer requirements & expectations through CARE

We the people of Murree Brewery Co. make personal commitment to first

The Department of Management Sciences Page 15

Corporate Divisional and Departmental Level Strategies

The Department of Management Sciences Page 16

Corporate Divisional and Departmental Level Strategies

MARKETING STRATEGIES OF THE COMPANY:

Design a Marketing Strategy

The Department of Management Sciences Page 17

The Department of Management Sciences Page 18

Product Life cycle

Advertisement promotional activities and demand creation

The Department of Management Sciences Page 19

The Department of Management Sciences Page 20

Health and Safety

The Department of Management Sciences Page 22

Contribution of the company

They provided area to Govt. of Pakistan in Zia-Ul-Haq era.

Benefit to their employees

The Department of Management Sciences Page 23

The Department of Management Sciences Page 24