BEER INDUSTRY IN INDIA
Presented by Group 2
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Beer be bega gan n to be ex expo port rted ed to In Indi dia a in da days ys of th the e ea earl rly y 17 1700 00s s.
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Led Le d to cr crea eati tio on of a ne new w styl style e of be beer er by Ge Geor orge ge Ho Hodg dgso son n in his hi s Lo Londo ndon n br brewe ewery ry — “In also so kn know own n as IPA . Indi dia a Pa Pale le Al Ale e ” al
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Firs Fi rst t mo mode dern rn br brew ewer ery y in In Indi dia a wa was s se set t up in Ka Kasa saul uli i
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Toda To day y no br brew ewe er in In Indi dia a ma make kes s In Ind dia Pa Pale le Al Ale e . Al All l In Indi dian an Be Beer ers s are ar e ei eithe ther r: ü Lagers (4.3% alcohol) ü Str Stron ong g la lage gers rs (15 % alc alcoh ohol ol ) ü
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Indi In dian an be beer er ma mark rket et wa was s es esti tima mate ted d to be 6.7 milli million on hect hectolite oliters rs
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Beer Be er con consu sump mpti tion on is gro growi wing ng ra rapi pidl dly y at a CAGR of 7% over
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Indian Indi an be beer er ma mark rket et is valued at INR 35 bn with wi th vo volu lume me sa sale les s of 172 mn cases for FY 2008-09 The Th e ma mark rket et is ex expe pect cted ed to grow gr ow at an an annu nual al ra rate te of 17.2% till 2011 Forei For eign gn br brew ewer ers s ar are e eyein ey eing g th the e In Indi dian an be beer er marke ma rket t wh which ich is la larg rgel ely y untap un tappe ped d and ha has s gro growt wth h potential
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– Hug Huge e mark market et pote potenti ntial al – Ris Rising ing inco income me lev levels els – Ent Entry ry of int interna ernatio tional nal bran brands ds
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With With curr current ent duo duopol poly y situa si tuati tion on an and d ent entry ry of forei fo reign gn player players s , bee beer r indus in dustr try y in In India dia wi will ll quickly quic kly witn witness ess consolidation Premi Pre mium um be beer er se segme gment nt is outpaci outp acing ng the mainstr main stream eam bee beer r mar market ket touch to uchin ing g a gr grow owth th ra rate te of 40-50% Emerg Eme rging ing new su sub bcateg ca tegor orie ies s of bee beer r wi with th consu co nsume mers rs in In Indi dia a op open en for experim experimenting enting Growi Gro wing ng de dema mand nd for ba barle rley y and evo evolvin lving g cont contract ract farming
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More th than 80 80% of th the marke ma rket t is co cont ntrol rolled led by two tw o ma majo jor r pl play ayers ers United Unit ed Brew Breweri eries es
India In dian n co consu nsume mers rs pref prefer er st stro rong ng la lage gers rs wh whic ich h ha has s hi high gher er alcohol alc oholic ic cont content ent Lager Ale
Brewed us Brewed using ing bot bottom tom-ferm ferment enting ing yea yeast st tha that t fer fermen ments ts slow sl owly ly at a lo low w te temp mper erat atur ure e to cr crea eate te a sm smoo ooth ther er , me mell llow ow beer Uses Us es to top p- fer ferme ment ntin ing g ye yeas ast t , is a mo more re ar arom omat atic ic an and d fr frui uity ty product
Stout
Dark an Dark and d he heav avy y, wi with th ro roas aste ted d un unma malt lted ed ba barl rley ey an and d , of ofte ten n carame car amel l mal malt t or sug sugar ar
Mild Mil d Bee Beer r
Develo Deve lope ped d as a sw swee eete ter r an and d ch chea eape per r al alte tern rnat ativ ive e to da dark rk ales High Hi ghly ly ho hopp pped ed fo for r a mo more re dr dry y an and d ar arom omat atic ic be beer er . It is pale pa le in co colo lor r bu but t st stro rong ng
Bitter Dark Dar k Bee Beer r
Barley Barl ey is ki kiln lned ed fo for r a lo long ng pe peri riod od of ti time me wh whic ich h cr crea eate tes s richer rich er flav flavors ors
Fruit Fru it Be Beer er
Fruit Frui t, us usua uall lly y be berr rrie ies s , is ad adde ded d ei eith ther er du duri ring ng pr prim imar ary y fermenta ferm entation tion or late later r
Wheat Wheat Beer Weizen ( )
Malted Malt ed wh whea eat t an and d ba barl rley ey ar are e us used ed fo for r th this is Ge Germ rman an st styl yle e beer
Indi In dian an be beer er ma mark rket et is do domi mina nate ted d by La Lage ger r an and d it its s va vari riou ous s sh shad ades es
HISTORY
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OVERVIEW
1) Market Mark et le lead ader er in th the e In Indi dian an beer be er ma mark rket et wi with th a 47.5 % mark ma rket et sh shar are e . It Its s fl flag agsh ship ip Kingfish King fisher er bra brand nd alo alone ne com omm man and ds 25 25 % mark rke et sha shar re
38.3% market share; has 10 breweries located loca ted stra strateg tegical ically ly acr across oss Indi In dia a to se serv rve e th the e be beer er markets efficie efficiently ntly 3)
- At the end of 2006 ,
Carlsbe Carls berg rg ent enter ered ed in into to a joint join t ven venture ture called Carlsberg India Pri riv vat ate e Li Limi mit ted - to bu buil ild d a gree gr een n fi fiel eld d br brew ewer ery y in th the e stat st ate e of Ra Raja jast stha han n , In Indi dia a.
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Base Ba sed d in Ba Bang ngal alor ore e, is a co cong nglo lome mera rate te of di diff ffer eren ent t co comp mpan anie ies s wi with th a ma major focu cus s on on th the bre brew wer ery y ( be beer er) & al alc coh ohol oli ic be beve vera rag ges industry. Ind ndi ia' a's s lar large ges st pro produ duce cer r of bee beer r - ma mar rke ket t sha share of of 48% by volu volume me; head he aded ed by Dr. Vi Vija jay y Ma Mall llya ya UB Gr Grou oup p to toda day y co cont ntro rols ls 60% of th the e to tota tal l ma manu nuf fac actu turi ring ng ca capa paci city ty for fo r Be Beer er in In Indi dia a. Brands: Kingfish King fisher er Blue Kingfish King fisher er Stro Strong ng Kingfisher Kingfishe r Premium Kingfish King fisher er ultr ultra a Zingaro Sand San d Pi Piper per UB Pr Prem emiu ium m Ic Ice e Kalyan Kal yani i Bla Black ck Lab Label el Pre Premiu mium m Kingfisher Kingfishe r Draught King Ki ngfi fish sher er, mo most st vi visi sibl ble e an and d pr prof ofit itab able le br bran and d, ma made de a mo mode dest st en entr try y in th the e si sixt xtie ies s. – – – – – – – – –
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Mode Mo del l de deve velo lope ped d by Mi Mich chae ael l Po Port rter er , th this is mo mode del l an anal alyz yzes es th the e natu na ture re an and d in inten tensi sity ty of com compet petit itio ion n
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In an in indu dust stry ry th thro roug ugh h fi five ve force forces s (ri riva valr lry y , cu cust stom omer ers s, supp su ppli lier er, ne new w entra entrant nts s, an and d subs substi tit tut utes es). The hese se five five forc fo rces es ar are e ex expl plai aine ned d as be belo low w –
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Wit With h in incr crea easi sing ng co cost st of ra raw w ma mate teri rial al an and d decre de creas asing ing co cost st of bar barle ley y suppliers barga ba rgain ining ing po powe wer r was high Shif Sh ifti ting ng th thei eir r pr prod oduc ucti tion on of be beer er on ma malt lt comp co mpan any y ha has s ac achi hie eve ved d a ho hold ld on it its s ra raw w mater ma teria ial l an and d co cons nside iderab rable le red reduce uced d th the e supplie sup plier r str streng ength th and dep depende endency ncy
Means thr Means throu ough gh wh whic ich h comp co mpet etit itor ors s fi figh ght t fo for r po posi siti tion on by us usin ing g ta tact ctic ics s su such ch as pri price ce, co comp mpet etit itio ion n, ad adve vert rtis isem emen ent t ba batt ttle les s, an and d ne new w pr prod oduc uct t intr in trod oduc ucti tion on, to lo lowe wer r th the e pr prof ofit its s of co comp mpet etit itor ors s in th the e industry . •
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CAG R o f 11 % is ex pected f or bee r in t he next 5 years
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Curr Cu rrent ently ly the ma major jor ri riva valry lry fo for r ki kingf ngfis isher her pr premi emium um is Budw Bu dwei eise ser r, Ca Carl rlsb sber erg g , Fo Fost ster er an and d Ti Tige ger r an and d fo for r king ki ngfi fish sher er st stro rong ng it’s Ha Hayw ywar ard d 20 2000 00 , Ha Hayw ywar ard d 50 5000 00 , Palone .
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SABM SA BMil ille ler r’s wh who o ca came me to In Indi dia a by ac acqu quir irin ing g sm smal all l brew br ewer erie ies s an and d ma made de it its s ho hold ld as Be Best st -se sell llin ing g st stro rong ng beer bee r br bran and d
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Stil St ill l ki king ngfis fishe her r be being ing la large rgest st -sell sellin ing g str stron ong g beer beer bran br and d (29%ma mark rket et shar share e ) is cu curr rren entl tly y be bei ing supp suppli lied ed in 55 co coun untr try y.
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Ther Th ere e ar are e al also so so some me sm smal all l loca local l pl play ayer ers s th that at ar are e in the th e ma mark rket et bu but t do does es no not t pr prov ovid ide e mu much ch th thre reat at to kingfisher
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CAG AGR R of 11%; su sur re mak makes at attra ract cti ive fo for the the new new pla player ers s . But strong str ong br brand ands s lik like e kin kingfi gfishe sher r and hay haywar wards ds whi which ch alr alrea eady dy have hav e the their ir bra brand nd rec recal all l and ex exten tensiv sive e adv advert ertis iseme ement nt , new entran ent rants ts are exp expect ected ed to str strug uggle gle to exp expand and th their eir con consum sumer er base ba se as th they ey tr try y to pe pene netr trat ate e th the e be beer er ma mark rket et in In Indi dia a
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Several inte Several internat rnationa ional l brew brewers ers have curr currentl ently y buil built t bran brand d associ ass ociati ations ons and are mar market keting ing th their eir bra brands nds ag aggre gressi ssive vely ly through thro ugh vari various ous poin point t -of-sale prom promotio otions ns thro througho ughout ut thei their r distribution distribut ion networks.
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But Bu t wi with th st stro rong ng pl play ayer ers s in th the e ma mark rket et th the e ne new w en entr tran ant t wi will ll face fac e pro proble blems ms as fol follo lowin wing g: a) Ec Econ onom omie ies s of sc scal ale e Fo For r ex exam ampl ple e be bene nefi fit t as asso soci ciat ated ed wi with th bulk bul k pur purcha chases ses an and d sal sales es b) Co Cost st of en entr try y Fo For r ex exam ampl ple e in inve vest stme ment nt in te tech chno nolo logy gy c) Di Dist stri ribu buti tion on ch chan anne nel l Fo For r ex exam ampl ple e ea ease se of ac acce cess ss fo for r competitors d) Gov Govern ernmen ment t Leg Legisl islati ations ons int introd roduct uction ion of new laws mig might ht weaken weak en comp companie anies s posi position tion e) Dif Differ ferent entiat iation ion For example example cer certa tain in bra brand nds s tha that t can cannot not be cop copied ied f) Sup Suppli plier er pow power er Po Possi ssibil bilit ity y of for forwar ward d int integr egrati ation on by supplier
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It is th the e ex exte tent nt to wh whic ich h cu cust stom omer ers s ar are e su succ cces essf sful ul in forc fo rcin ing g pr pric ices es do down wn, or se secu curi ring ng hi high gh qu qual alit ity y or mo more re serv se rvic ice e at th the e sa same me pr pric ice e Cust Cu stom omer ers s te tend nd to be po powe werf rful ul wh when en th the e qu quan anti titi ties es th they ey purc pu rcha hase se fo form rm a la larg rge e po port rtio ion n of th the e se sell ller er's 's to tota tal l sales. Buye Bu yer r do no not t un unde ders rsta tand nd th the e qu qual alit ity y of th the e be beve vera rage ges s and an d as th ther ere e ar are e no not t ma many ny pl play ayer ers s in th the e ma mark rket et th the e custo cus tomer mers s has les less s com comma mand nd ove over r pr price ice.
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Indi In dia a is pr pred edom omin inan antl tly y a sp spir irit its s ma mark rket et an and d be beer er is a minor min ority ity pre prefe feren rence ce for tho those se who con consu sume me be bever verage age alco al coho hol l. So su subs bsti titu tute te is bi bigg gges est t th thre reat at as prefe pre feren rence ce for bee beer r amo among ng bev bever erage age dri drinke nker r is les less s But Bu t th the e lo low w pe pene netr trat atio ion n in be beer er co cons nsum umpt ptio ion n in compa com paris rison on to int inter ernat natio ional nal lev levels els off offers ers th the e expec exp ectat tation ion of sub substa stanti ntial al and sus sustai taina nable ble gr growt owth h in dema de mand nd fo for r be beer er in ye year ars s to co come me, pa part rtic icul ular arly ly gi give ven n the th e yo yout uthf hful ul ag age e of In Indi dia a’ s po popu pula lati tion on.
WEAKNESS High h Con Concen centra tratio tion n on Str Strong ong Bee Beer r Stronges Strongest t Worldwid Worldwide e Distribu Distribution tion Hig Market System Too much diversif diversified ied Huge Hu ge Fin Finan ances ces bac backin king g fro from m UB Group Olde des st & La Larg rges est t Pl Play ayer er In In Indi dia a Worldwi Worldwide de known known Brand Brand
Beer consumpt consumption ion is increasi increasing ng Per Pe r cap capita ita be beer er co consu nsumpt mptio ion n in Indi In dia a -0.5 li litr tres es wh whic ich h is ve very ry lo low w Brand Brand Extensio Extension n Benefits Benefits Changing Changing lifestyl lifestyles es of middle middle class Increase Increase in disposab disposable le income income
Hig igh h Tax axe es & Re Regu gula lati tion ons s Prohibit Prohibition ion on Advertis Advertising ing Indi In dian an Cu Cult ltur ure e is a Ma Majo jor r Hindrance Negative Negative percepti perceptions ons about about alcoholi alcoholic c beverage beverages s widely widely prevalent Many Internat Internationa ional l Player Player Enteri Ent ering ng In In India dia This Th is is a ‘re regu gula late ted d’ in indu dust stry ry
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Professional Managed Professional Seasoned Seas oned Prof Professi essional onals s with Sign Signific ificant ant Indu Industry stry Experience
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Least Le ast Vul Vulner nerabl able e to Pol Policy icy Vol Volati atilit lity y due to La Large rge Spr Spread ead
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Largest Manu Largest Manufact facturin uring g Spac Space e Maximum Maxi mum Capi Capital tal Util Utilizat ization ion
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Value Chai Value Chain n Owne Ownershi rship p Initiati Init iatives ves Plan Planned ned for Inte Integrat grating ing into Reta Retailin iling g
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Stron St rong g bra brand nd im image age wit with h co conti ntinu nuous ous inn innova ovatio tion n and technolo tech nology gy alon along g with wi th go good od mar marke ketin ting g and di distr strib ibuti ution on ch chann annel el ar are e the co core re streng str ength th of th the e com compan pany y
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Dani Da nish sh br brew ewin ing g co comp mpan any y fo foun unde ded d in 18 1847 47 by J. C. Ja Jaco cobs bsen en
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Ent nter ere ed In Ind dia ian n mar arke ket t in 200 006 6 & ope per rat ates es her here th thro roug ugh h a joint joi nt ven ventur ture e nam named ed Sou South th Asi Asia a Bre Brewer weries ies. Pos Positi ition oned ed its itself elf as a pr prem emiu ium m mi mild ld be beer er. Wi With th th the e la laun unch ch of it its s fl flag agsh ship ip bran br and d, the co comp mpan any y is tr tryi ying ng to cr crea eate te a pr prem emiu ium m, al all l- ma malt lt beer cate category gory.
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In 2009 2009 Ca Carl rlsb sber erg g is th the e 4t 4th h la larg rges est t br brew ewer ery y gr grou oup p in th the e worl wo rld d. Pro rodu duct cts s ar are e so sold ld in mo more re th than an 15 150 0 ma mark rket ets s. In 20 2008 08 the th e Gr Grou oup p so sold ld mo more re th than an 12 120 0 mi mill llio ion n he hect ctol olit itre res s of be beer er, near ne arly ly 10 100 0 mi mill llio ion n bo bott ttle les s of be beer er a da day y.
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Carl Ca rlsb sber erg g In Indi dia a Pv Pvt t. Lt Ltd d. he head adqu quar arte tere red d in Gurgao Gurgaon n, Na Nati tion onal al Capi Ca pita tal l Re Regi gion on, In Indi dia a is a Fo Fore reig ign n di dire rect ct in inve vest stme ment nt comp co mpan any y fo form rmed ed to br brew ew an and d ma mark rket et Ca Carl rlsb sber erg g be beer er in In Indi dia a.
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Brou Br ough ght t Tu Tubo borg rg an and d Pa Palo lone ne br bran ands ds in into to In Indi dia a. Pa Palo lone ne is so sold ld as a 'str tron ong g' be bee er wi with th 7. 5% alc lco oho hol l by vol olum ume e. Str tron ong g beer be ers s do domi mina nate te th the e In Indi dian an ma mark rket et, es esti tima mate ted d in 20 2008 08 to total tot al app approx roxima imate tely ly 17 mil millio lion n hec hectol tolitr itres es wit with h ove over r a 72% share.
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Internati Intern ationa onal l bee beer r com compa panie nies s hav have e a go good od en enoug ough h reas re ason on to ta tap p ma mark rket ets s li like ke In Indi dia a. Th That at th thei eir r ma main in ma mark rket ets s, Nort No rth h Am Amer eric ica a an and d Eu Euro rope pe, ar are e ei eith ther er fl fla at or in a st stat ate e of decl de clin ine e is no se secr cret et.
Carlsberg Carlsb erg ha has s seg segmen mented ted the Ind Indian ian ma marke rket t in followin foll owing g ways: •
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Major con Major consum sumer er for alc alcoho oholic lic be bever verag ages es is Southern Sout hern Indi India a. Cons Co nsci ciou ousl sly y ch chos osen en th the e no nort rth h, ea east st an and d we west st regions of the country to set up its breweries Stra St rate tegy gy ad adop opte ted d by Ca Carl rlsb sber erg g is to conc co ncen entr trat ate e on to th the e un unta tapp pped ed ma mark rket et of nort no rth h an and d we west st In Indi dia a in th the e in init itia ial l st stag age e of th the e pr prod oduc ucti tion on. Mo More reov over er, si sinc nce e it ha has s posi po siti tion oned ed it itse self lf as a pr prem emiu ium m pr prod oduc uct t, it is ly teri te ring ng to th ba ci citi ti of
India Indi a is be beco comi ming ng yo youn unge ger r . Po Popu pula lati tion on of yo yout uth h is high hi gh in In Indi dia a. Wi With th it its s in inte tern rnat atio iona nal l im imag age e as th the e spon sp onso sor r of a fo foot otba ball ll te team am, it ha has s cr crea eate ted d an impr im pres essi sion on in yo youn ung g on ones es’ mi mind nd. Rise Ri se in di disp spos osab able le in inco come me of th the e ur urba ban n mi midd ddle le cl clas ass s - Th The e cu cult ltur ure e, th the e li life fest styl yle e , th the e pe pers rson onal alit ity y of an In Indi dian an is ch chan angi ging ng wh whic ich h is go good od fo for r in inte tern rnat atio iona nal l brands bran ds like Carl Carlsber sberg g •
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Urba Ur ban n ci citi ties es ; It may not not be calle called d a ni nich che e ma mark rket etin ing g be beca caus use e of th the e na natu ture re of th the e pr prod oduc uct t bu but t ye yes s th the e pr prod oduc uct t is pl plac aced ed at a hi high gher er pr pric ice e be beca caus use e of th the e im imag age e of th the e br bran and d it want wa nts s to ca cash sh on.
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Carl Ca rlsb sber erg g ha has s po posi siti tion oned ed it itse self lf as a pr prem emiu ium m be beer er in th the e Indi In dian an ma mark rket et. Mo Most st ex expe pens nsiv ive e be beer er co comp mpar ared ed wi with th it its s compe co mpetit titor ors s Bud Budwei weiser ser, the UB Gr Group oup's 's Ki Kingf ngfis isher her and Tig Tiger er beer be er by As Asia ia Pac Pacif ific ic Bre Brewe werie ries s Bett Be ttin ing g on th the e sh shif ift t in ur urba ban n co cons nsum umer ers s to sp spen end d on qu qual alit ity y. Unde Un der r th the e pr proc oces ess s of te test st-mar marke keti ting ng it its s st stro rong ng be beer er br bran and d Okoc Ok ocim im Pa Palo lone ne fr from om Po Pola land nd. As it its s lo long ng -te term rm st stra rate tegy gy fo for r th In Indi di rket rk et it pl to de depl pl rtfo rt foli li
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Diff Di ffere erent nt sta state tes s ha have ve di diff ffere erent nt ru rules les fo for r liqu li quor or. So Some me st stat ates es li like ke Gu Gujr jrat at ar are e Dr Dry y stat st ates es wh wher ere e th the e sa sale les s of li liqu quor or ar are e comp co mple lete tely ly ba bann nned ed. So Some me st stat ates es ha have ve ti time me lim imi its i.e., afte ter r 9 th the e sales of liq iqu uor are proh prohibit ibited ed.
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Even Ev en th the e ag age e lim imit it fo for r dr drin inki king ng in In Indi dia a is und nde er discus uss sion . Righ ght t now it is 25 , so Carl Ca rlsb sber erg g ha has s to be ve very ry sp spec ecif ific ic wh when en targetin targ eting g its cons consume umer r.
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As the the ad adve vert rtis isem emen ent t of li liqu quor or is ba bann nned ed in Indi In dia a, Ca Carl rlsb sber erg g ha has s ca cash shed ed it its s inte in tern rnat atio iona nal l im imag age e to bo boos ost t it its s sa sale les s in the th e do dome mest stic ic ma mark rket et. Th They ey ha have ve ta targ rget eted ed the pub publi lic c ho hous uses es an and d di disco scoth theq eques ues fo for r thei th ei otio ot io wh whic ich h is t
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Disposab Dispos able le in incom come e of pe peopl ople e spe specia cially lly liv living ing in urb urban an citi ci ties es is al also so in incr crea easi sing ng ra rapi pidl dly y. Th The e Ca Carl rlsb sber erg g grou gr oup p ha has s re real aliz ized ed th this is po pote tent ntia ial l an and d th thus us ha has s targ ta rget eted ed on only ly th the e ur urba ban n ci citi ties es of In Indi dia a in th thei eir r earl ea rly y st stag age e to pe pene netr trat ate e th the e ma mark rket et. Ac Acco cord rdin ing g to th the e MD of th the e Ca Carl rlsb sber erg g Gr Grou oup p, Mr. Gi Gidw dwan ani i, Ca Carl rlsb sber erg g ha has s aimed to gr grab a market sha share of ap approx. 10 % by nex next 2 ye year ars s, on once ce that that ta targ rget et is ac achi hiev eved ed, th they ey will will expand their base to other cities and the rest of the coun country try.
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Per Pe r ca capi pita ta in inco come me is ri risi sing ng, bu but t at th the e sa same me ti time me th the e gap ga p be betw twee een n th the e ha have ves s an and d ha have ve- no nots ts is al also so wi wide deni ning ng. Thou Th ough gh we ho hope pe th that at th this is ga gap p wi will ll be na narr rrow owin ing g in the th e ne near ar fu futu ture re, bu but t th the e sc scen enar ario io is a bi bit t bi bitt tter er righ ri ght t no now w. Th Ther ere e is a sc scho hool ol of th thou ough ght t ag agai ains nst t th the e so ca call lled ed pu pub b cu cult ltur ure e an and d th then en th ther ere e ar are e re rest st, bu but t as they th ey sa say y ch chan ange ge is in inev evit itab able le th that at’ s wh why y Th The e Carl Ca rlsb sber erg g Gr Grou oup p is re rely lyin ing g on th the e ch chan ange ge an and d has targ ta rget eted ed th the e ne new w In Indi dian an wh who o is op open en to ch chan ange ge.
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Importin Import ing g bee beer r att attrac racted ted he heavy avy tax taxes es fro from m the gover go vernme nment nt re resul sulti ting ng in hi highe gher r pri prices ces of the sam same e. Ther Th eref efor ore e to in incr crea ease se th the e ba base se in th the e In Indi dian an ma mark rket et , it wa was s ad advi visa sabl ble e to se set t up pl plan ant t in In Indi dia a it itse self lf . Carl Ca rlsb sber erg g ha has s se set t up fo four ur br brew ewer erie ies s in Ra Raja jast stha han n, Maha Ma hara rash shtr tra a, Hi Hima mach chal al Prad Prades esh h &We West st Beng Bengal al to redu reduce ce the th e co cost st. Ac Acco cord rdin ing g to th the e co comp mpan any y so sour urce ces s , it is usin us ing g an ad adva vanc nced ed te tech chno nolo logy gy to en ensu sure re th that at th the e be beer er that th at ge gets ts ou out t is of be bett tter er qu qual alit ity y an and d gr grea eat t ta tast ste e.
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Environm Enviro nment ental al fa facto ctors rs in inclu clude de th the e wea weathe ther r and cl clima imate te chan ch ange ge. As th the e cl clim imat ate e he here re is ge gene nera rall lly y wa warm rm , Carlsber Carl sberg g incr increase eases s the prom promotio otions ns duri during ng summ summer er time. As the com compa pany ny is ne new w , we yet have have to se see e its effec ef fect t on env enviro ironm nment ent and vic vice e ver versa sa .
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Agai Ag ain n Th The e Ca Carl rlsb sber erg g Gr Grou oup p is ve very ry ca care refu ful l ab abou out t th the e steps st eps it tak takes es bec becaus ause e of the pol politi itical cal en envir vironm onmen ent t whic wh ich h co coul uld d la land nd it in tr trou oubl ble e . As th the e la laws ws ar are e diffe di fferen rent t for dif differ ferent ent st state ates s , Car Carls lsber berg g Ind India ia has playe pl ayed d sma smart rt in ma makin king g a soc social ial ne netwo tworki rking ng we websi bsite te so th that at it its s pu purp rpos ose e of ma mark rket etin ing g is al also so so solv lved ed an and d it di didn dn’t cr cros oss s th the e li line ne of la law w as we well ll.
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India' Ind ia's s 've 'very ry ri rich' ch', 'co 'consu nsumin ming' g' and 'cl 'clim imber bers' s' cla classe sses s to grow at a CAGR of 15%, 10% & 2% respectively. Larg La rge e pr prop opor orti tion on of th the e Indi Indian an po popu pula lati tion on is in th the e ag age e grou gr oup p of 20- 34 yea years - mos ost t app approp opri ria ate tar targ get fo f or beer mark marketer eters s. As urba urban n co cons nsum umer ers s be beco come me mo more re ex expo pose sed d to we west ster ern n life li fest styl yles es, th thro roug ugh h over overse seas as tra trave vel l & me medi dia a, th thei eir r attit att itude ude tow toward ards s alc alcoh ohol ol is re relax laxin ing g. Soc Socia ial l hab habits its are ar e un unde derg rgoi oing ng a tr tran ansf sfor orma mati tion on as mi mixe xed d dr drin inks ks ar are e becom bec oming ing mor more e pop popula ular r. More Mo re and and mo more re wome women n ar are e co cons nsum umin ing g be beer er – th the e penet penetra rati tion on in me metr trop opol olit itan an ar area eas s is al almo most st tw twic ice e as hi high gh as th the e pene pe netr trat atio ion n in othe other r la larg rge e ci citi ties es – im impl plyi ying ng that that the the great gre ater er to toler leranc ance e tow toward ards s alc alcoho ohol l con consum sumpti ption on in metro met ropol polit itan an are areas as fac facili ilitat tates es the con consu sumpt mption ion of beer.
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Indian Ind ian con consum sumer er ty typic pical ally ly va value lues s an al alcoh coholi olic c bev bevera erage ge on the th e ba basi sis s of it its s 'k 'kic ick' k' fa fact ctor or ve vers rsus us it its s pr pric ice e. Most Mo st st stat ates es do no not t ha have ve a di diff ffer eren enti tial al ta tax x st stru ruct ctur ure e ba base sed d on th the e al alco coho hol l co cont nten ent t. As fa far r as th the e Li Ligh ght t be beer er segm se gmen ent t go goes es, th ther ere e is no ex exis isti ting ng co comp mpet etit itio ion n in th the e mark ma rket et. Ho Howe weve ver r, a nu numb mber er of we well ll- es esta tabl blis ishe hed d br bran ands ds, espec esp ecial ially ly lag lagers ers, ha have ve a sig signif nifica icant nt ma marke rket t pre presen sence ce.
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India has pre India predo domin minan antly tly a warm/ hot cli climat mate e. The Th e be beer er- dr drin inke kers rs in th the e co coun untr try y ar are e mu much ch yo youn unge ger r th than an th the e aver av erag age e be beer er- dr drin inke ker r el else sewh wher ere e in th the e wo worl rld d. Th This is ma make kes s them more likely to carry the brand with them for a lifetime. Incr In crea easi sing ng ex expo posu sure re to be beer er an and d wi wine ne dr drin inki king ng, ma main inly ly du due e to med media ia and con consum sumer er mo mobil bilit ity y.
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Pooja Pooj a Ch Chau auha han n (838) Krit Kr itik ika a Pande Pande (827) Abhi Ab hish shek ek Arya Arya (802) Ashi As hish sh Khur Khuran ana a (81 811 1) Nik ikh hil Syal (83 835 5) Stut St uti i Kh Khul ulla lar r (859) Hima Hi mani ni Prad Pradha han n (81 819 9) Rajat Raja t Bud Budhira hiraja ja (874) Vine Vi neet et Shar Sharma ma (867) Sah ahi il Joo Joon (851)
