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Research Proposal

The document discusses conducting marketing research on Kingfisher Beer in India. It provides background on the Indian liquor industry, characteristics including high taxes and regulations leading to low pricing flexibility. It outlines that beer consumption in India has grown steadily 10-17% annually over 10 years. Kingfisher is currently the market leader with 47.5% share. The proposed research would target youth aged 18-30 consuming alcohol in Pune through a sample size of 60 respondents.

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Deepak Kataria
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265 views3 pages

Research Proposal

The document discusses conducting marketing research on Kingfisher Beer in India. It provides background on the Indian liquor industry, characteristics including high taxes and regulations leading to low pricing flexibility. It outlines that beer consumption in India has grown steadily 10-17% annually over 10 years. Kingfisher is currently the market leader with 47.5% share. The proposed research would target youth aged 18-30 consuming alcohol in Pune through a sample size of 60 respondents.

Uploaded by

Deepak Kataria
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Marketing Research Proposal:- On Kingfisher Beer. submitted by group no.

8
Group members:Parag Patodi Deepak Kataria Lovelesh Joshi Gaurav Singh Avnit Dhiman

Liquor Industry Analysis:- The Indian liquor industry is a high-risk industry, primarily on account of the high taxes and innumerable regulations governing it. As a result, liquor companies suffer from low pricing flexibility and have inefficient capacities, which, in turn, have led to low margins and weak financial profiles. Moreover, even though the two large liquor groups in the country enjoy a majority market share, the price-sensitive nature of the industry has ensured a high degree of competition, which is exacerbated by the low export potential. Hence, while several strong brands have come up and the industry has exhibited healthy volume growth over the last few years (for instance, the Indian-made foreign liquor (IMFL) segment has registered a 8-10% compounded annual aggregate growth rate (CAGR) over the last three-four years), its high-risk profile continues to the industry.

Characteristics of liquor Industry:High level of risk on account of regulatory environment. Healthy growth in overall volumes despite high price elasticity of demand.

Beer Market in India:Beer is the worlds most consumed alcoholic beverage and the third most popular drink overall after water and tea. It is produced by the brewing and fermentation of starches, mainly derived from cereal grainsmost commonly malted barley, although wheat, maize (corn), and rice are widely used. Most beer is flavoured with hops, which add bitterness and act as a natural preservative, though other flavorings such as herbs or fruit may occasionally be included. The Indian beer industry has been witnessing steady growth of 10 -17% per year over the last ten years.

The Indian beer market has seen huge growth since the liberalization of economy in the 1990s. due to the flow of western culture through media and workforce, the culturally existing intolerance towards alcohol has relaxed

significantly and the new generation in the age group of 18-35, which is around 65% of the countries population, have become the ideal market for the industry. Given below are some features of the current scenario of the Indian beerindustry: BRAND LAUNCHES 2009 was highly dynamic in terms of new brand launches, with United Breweries Ltd and Carlsberg India Pvt. Ltd. expanding their domestic premium lager portfolios by launching Kingfisher Ultra and Tuborg, respectively . VOLUME GROWTH 2011 total volume growth was two percentage points lower than the total volume CAGR recorded over the review period. The domestic production of beer is on the rise, with official statistics reporting an 11% increase in domestic beer production in 2011, which is in line with the 12% growth in volume sales of domestic lager in 2011. The UB Group was founded by a Scotsman, Thomas Leishmanin 1857. The Group took its initial lessons in manufacturing beer from South Indian based British breweries. United Breweries made its initial impact by manufacturing bulk beer for the British troops, which was transported in huge barrelsor "Hogsheads". At the age of 22, Vittal Mallyawas elected as the company's first Indian director in1947. After a year, he replaced R G N Prices the chairman of the company. Kingfisher, the Group's most visible and profitable brand, made a modest entry in the sixties.With currently into business of Spirits (United Spirits Ltd.), Wine, Beer (United breweries Ltd.), Engineering (UB Engineering Limited), Fertilizers (Mangalore Chemicals and Fertilizers) company has made its mark and presence in each sector it is in.United Breweries Limited (UBL) -has assumed undisputed market leadership with a national market share in excess of 50%. The UB Group today controls 60% of the total manufacturing capacity for Beer in India. Brand Kingfisher is now sold in over 52 countries worldwide having low pricing flexibility United Breweries is the market leader with a 47.5% market share. Reasons to select kingfisher Beer:Indian liquor industry is high risk industry because of high taxes n Government interventions . Capacities, which, in turn, have led to low margins and weak financial profiles. Low differentiation of the product, therefore brand plays a vital role and kingfisher is market leader in this segment. Target Market:FC (Pune) Target population:Youth consuming alcohol (beer) age between 18-30. Sampling Size:Total Sample Size 60 (10*6)

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