SUMMER INTERNSHIP PROJECT ON

“MARKETING STRATEGY AND BRAND PROMOTION IN GENERAL TRADE ”

WITH

COOLBERG BEVERAGES PRIVATE LIMITED

 

 
SUBMITTED BY:
PRADIP MODAK

Batch: SUMMER BATCH 11

Enrollment No: KS111921046
Introduction to the Industry
 Non-alcoholic or low alcohol beer was introduced by Brewing Company
in United States in 1919

 Alcohol-free segment accounted for over 55% of the total industry share
in 2016

 Budweiser launch the first Non-alcoholic beer in India

Introduction to the Company
 Coolberg is a Indian beverage company founded in 2016, By Mr. Pankaj
Aswani

 Available in more than 50 cities in India across 18 states

 Serves non-alcohol flavoured beer ( Bottle- 300ml, Can – 250ml)

 Vision of the company is to serve a new category of drink that is modern,

trendy and aspirational to every age group
Competitor of Coolberg
 Other Non Alcoholic Beer companies (Budweiser, Heineken, Tuborg )

 Energy drink companies (String, Redbull )

 Other soft drinks companies ( Coke, Pepsi)

Objectives of the project
 Create awareness about zero alcohol beer

 Promoting the brand

 Relationship buildup

 Capture new market

 Increase sales volume

Survey Design and Sample Size
 Survey design: A data sheet has been prepared for recording the customer’s
name, contact details, order details (if any) and their review about the
product

 Sample size: 90 outlets

 Research period: 5 weeks

 Area of the Study: Lake Town, Bangur, Prafullakanan, Sreebhumi,

Maniktala – Sealdah, Bidhannaggar
Data Analysis
      Awareness About Zero Alcohol
Beer

 
Sl Area Name Total Shop Aware Not Aware
Awareness About Zero Alcohol Beer
No Visited    
1 Lake Town 17 15 2
 
2 Bangur 16 9 7
 
17%
Prafullakanan Aware
3 19 17 2 Not Aware
 
4 Sreebhumi 10 10 0
  83%
5 Maniktala - 13 9 4
Sealdah

6 Bidhannagar 15 15 0
 
  Total 90 75 15
      Awareness About Coolberg

Sl Area Name Total Shop Aware Not Aware

No Visited    

1 Lake Town 17 2 15
 
Awareness about Coolberg
2 Bangur 16 0 16
 

3 Prafullakanan 19 5 12
18%
  Known
Unknown
4 Sreebhumi 10 4 6
 

5 Maniktala - 13 0 13 82%
Sealdah

6 Bidhannaggar 15 5 10
 

  Total 90 16 72
      Customer Status

Sl Area Name Total Shop Existing New

No Visited    

1 Lake Town 17 2 15
  Customer Status
2 Bangur 16 0 16
 
9%
3 Prafullakanan 19 0 19 Existing
  New

4 Sreebhumi 10 2 8
 
91%
5 Maniktala - 13 0 13
Sealdah

 
6 Bidhannaggar 15 4 11
 

  Total 90 8 82
      Feedback

Sl Area Name Total Shop Interested Not Interested

No Visited    

1 Lake Town 17 11 6
 

2 Bangur 16 9 7 Feedback (Overall)

 

3 Prafullakanan 19 13 6
Interested
 
36% Not Interested
4 Sreebhumi 10 10 0
  64%

5 Maniktala - 13 7 6
Sealdah

6 Bidhannagar 15 8 7
 

  Total 90 58 32
      Order Status

Sl Area Name Total Shop Success Unsuccess

No Visited    

1 Lake Town 17 6 11
 

2 Bangur 16 6 10 Order Status

 

3 Prafullakanan 19 2 17
Sucess
 
39% Unsucess
4 Sreebhumi 10 5 5
61%
 

5 Maniktala - Sealdah 13 7 6
 

6 Bidhannagar 15 6 9
 

  Total 90 32 58
      Reason of Not placing an ordering

Deals with
Total Deals with Higher
Sl soft/Energy Seasonal Storage is not
Area Name Shop another beer margin is
No drinks reason available
Visited company needed
company

Reason of Not Showing Interest about the

1 Lake Town 17 1 0 7 0 3 product (Overall)
2 Bangur 16 0 3 2 0 5

Deals with another beer

3% company
3 Prafullakanan 19 0 5 10 0 2 14% Deals with another
Soft/Energy drinks company
40% Seasonal Reason
Higher margin is needed
4 Sreebhumi 10 0 0 2 0 3 Storage is not available

41%
2%
Maniktala -
5 13 1 0 1 0 4
Sealdah

6 Bidhannagar 15 0 0 2 1 6

  Total 90 2 8 24 1 23
 Demand for different flavours
Flavors Quantity
Malt 182
Ginger 42
Mint 80
Strawberry 32
Cranberry 96
Peach 22
Total 454

Demand for different flavours

5% Malt
Ginger
21% Mint
40% Strawberry
Cranberry
7% Peach

18% 9%
Findings
 Low awareness ( about 18% of the sample size)

 Storage problem and Seasonal reason

 Tough competition from Soft drinks and Energy drinks company

 Disappoint with credit selling policy

 Long lead time

Recommendation
 More advertisements

 Improve the credit policy

 Focus on distribution channel

 Try to solve the storage issue

Limitations of the study
 Short time period

 Seasonal impact

 Small sample size

 Lack of cooperation
Learnings from the study
 Help to understand people mindset

 Gain knowledge about marketing strategies and promotional activities

 Comfortable to talk with new people

THANK YOU