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Summer Internship Project PresentationPuneet Salunkhe, IIMP, Pune

Project : To study the consumer perception of Tuborg Green in PMC area.

OBJECTIVES

To analyse consumers satisfaction regarding the attributes like taste, quality of TBG as compared to those of the competition

To understand the brand preferences of mild beer consumers and determine the key competitors

To gauge consumers brand switching possibilities towards TBG

To understand brand awareness of TBG among the consumers

Industry profile Indian drinker consumes - 1.7 litres of beer a year . (Hong Kong- 22 litres, China- 37 litres, US-74 litres) Beer's key consumers are youngters, adults and professionals aged18 to 40 years Beer in metal cans is growing faster than beer in bottles . The premium beer segment is currently growing at the rate of 49% and is the fastest growing segment within the Indian beer market.

Types of beerAle: The other type of yeast rises to the top during fermentation. It also ferments more rapidly and at a higher temperature, resulting in a more aromatic and fruity product. Amber: Malty, hoppy beers have a rich golden color. They can be ales or lagers and tend to be fuller bodied due to the addition of specialty grains.Bitter: Highly hopped for a more dry and aromatic beer, bitter is pale in color but strong in alcohol content. It's popular in British pubs.

Dark Beer: Beer becomes darker when the barley is kilned for a longer period of time. This also creates richer, deeper flavors from the roasted grain.

Wheat Beer (Weizen): Malted wheat, in addition to barley, is used for this German style beer.

Fruit Beer: Fruit may be added either during the primary fermentation or later. Fruit beer is usually made with berries, although other fruits can be used.India Pale Ale: The name is often shortened to IPA. This ale was originally brewed in England for export to India. The large quantities of hops added were intended as a preservative and to mask potential off-flavors that might develop during the long voyage.Mild Beer: Developed as a sweeter and cheaper alternative to dark ales and porters. Mild beer was a popular beer in the mid-nineteenth century but has all but disappeared in most pubs.Pilsner: This is the term for the classic lager originally developed in Czechoslovakia, a pale, golden-hued, light beer after which many mass-produced American beers are modeled. Stout: Very dark and heavy, with roasted unmalted barley and, often, caramel malt or sugar, stout was invented by Guinness as a variation on the traditional porter.

Oraganization Profile2006: Carlsberg entered India by incorporating a company named South Asia Breweries Pvt. Ltd. 2007: In June, production begins at an acquired brewery at Paonta Sahib, Himachal Pradesh with the launch of Palone and Carlsberg Green.2008: The Brewery in Alwar becomes operational in March and in Aurangabad in August.2009:The Company changes its name to Carlsberg India Private Limited on 23rd February; Launch of Tuborg Mild in March; Company expands its capacity by opening its Brewery in Hoogly (near Kolkata) in September. 2010: Carlsberg India inaugurates its fifth Brewery at Sangareddy, Andhra Pradeshin December; TuborgStrong launched in May.2011:Carlsberg Elephant and Palone 8 launched.2013: Carlsberg India inaugurates its 6th Brewery in Dharuhera, Haryana

Product Range

Carlsberg green Carlsberg elephant Palone 8 Turborg green Tuborg stong Tuborg booster

CompetitiorsBudweiser Lite (Anheuser-Busch InBev)

Kingfisher Mild (UB group)

Heineken

Miller Lite

Fosters Mild (SABMiller India)

Corona

Data CollectionType of data - Primary data

The data collection method - Telephonic interviews

Sample size : - 80

The respondent selection - Promotional activity carried out at select retail outlets in the PMC area.

The consumers are provided with free samples of Tuborg Green on a purchase of mild beer of competing brand from the outlet. Details as regards theri Names and telephone number, the purchased brand were noted. These respondents were called and feedback regarding the product based on a questionnaire was taken.

Name of outlet Location

GHULE WINES BAVDHAN SUNNY BEER AND WINE HADAPSAR SHOPEE CAPTOR BEER AND WINE VIMANNAGAR SHOPEE S.M GHULE WINES DECAAN K.M BEER SHOPEE VIMANAGAR SHRUSTI WINES BANER ARCHANA LIQUOR WORLD KONDHWA

SWOT Analysis of TBGStrengths

Pricing better than Bud liteTaste is mild comparativelyPackaging is better in a way to open easily without the opener.Quality at par with Bud lite, better than KF mild

Weaknesses

lack of brand awareness among the masseslacks in kick element as compared to KF mild

OpportunitiesIrregularity in supply of competitors brand (Bud lite) in the market

growth in number of colleges, development of IT parks in and around PCMC The company must target areas where theres a sizeable population of mild beer consumers (viz students, young professionals)

Threatsloyalty of the masses towards brands like Budweiser, KF mild

Consumption of mild beer in the country is declining

Perceived relation of good quality with price - Heineken, etc

Taxation policies

Taste of TBG as compared to that of the competition :

Most Preferred brand

Key factor driving the preference for a particular brand:

Weekly Consumption

People likely to switch to TBG

TBG vs BudAdvantages of TBG over BUDSimilar taste smoothSimilar qualityLower price

DisadvantagePerceived relation of higher price with better qualityBrand image/ brand nameLoyal consumer base of Bud

TBG vs KF mildAdvantagesBetter taste / quality smootherSame price

DisadvantagesBrand name Loyal consumer base

Recommendations Tuborg green is very well known and established in market. Tuborg green should have different promotional scheme like giving a merchandise free i.e glass, keychain,lighter etc. Maximum no. of customers trials should done for brand recognition. Advertisement of Tuborg Green through surrogate selling should be done. Existing customers consuming tuborg green should be retained through various schemes.Tuborg green banners,posters should be displayed on various places to create awareness of the brand.Tuborg green stock should be available whenever needed at a particular off trade outlet.

LearningsWhile this promotional activity was carried out I got to learn how people react and respond to you when u try to communicate with them.Certain customers dont even actually listen to you when you are telling them about the activity because they are in a hurry.Specific set of customers were happy listening to the scheme and were easily ready to have sample of Tuborg Green.Customers dont like to share their details like phone number as they were of a view that they will receive various promotional calls and messages everytime.Certain customers were delighted that they got a full big bottle free.Consumers who were contacted for feedback were very reluctant to share their views and give the feedback.

SALES TREND

Consumer Perception Questionnaire

1. What kind of Beer do you prefer? a) Mild b) Strong 2. Which is the most preferred Brand in Beer? a)Carlsberg b)Tuborg c)Kingfisher d)Budweiser e) Fosters f) Miller g) Heineken h)Corona i) other 3. Most important attribute considered while choosing a beer to drink. a)Brand name b) Taste c) price d) Availability e) peer influence

4. Do you like the taste of Tuborg Green ? a) Yes b) No c) similar to preffered brand

5. You drink beer primarily to. a) quench thirst b) kick c)socialize d) Complement food 6. What is your weekly consumption of beer? a) 1-2 b) 3-5 c)6-7 d) more than 7

7. Will you switch to TBG in the future?a) yesb) Noc) Cant say

8. Any suggestions :

Thank you