PRESENTED

BY

NITHIN ROY

1321229

SUMMER INTERNSHIP PROJECT REPORT ON

“TO DEVELOP THE SALES AND GROWTH OF CARLSBERG IN

TOP TWO SYDEICATE /GROUPS IN BANGALORE THROUGH

DRIVING TERITARY SALES AND STRATEGY TO PUSH CAN

SALES IN TOP TWO CAN SELLING OUTLETS”

INDIAN BEER MARKET GROWING: WILL REACH 5.8 BILLION LITRES BY

2016. GROW CAGR OF 16.4 % AND 14.57 % IN

TERMS OF REVENUE AND VOLUME PERIOD

2013-2018

STRONG BEERS ARE THE PREFERED ONE.80%

MAJOR DRIVERS FOR GROWTH:INCREASE

DISPOSIBLE INCOME,GROWING YOUTH

POPULATION

MAJOR PLAYERS :UB GROUP

(HENIKIEN),SABMILLER,CARLSBERG,AB-INBEV

MARKET SHARE

DISTRIBUTION

CARLSBERG INDIA PRIVATE

LIMITED

4 PRODUCTS UNDER THE FLAGSHIP BRAND

7 BREWERIES

UNIQUE PULL OF CAP AND 3G BOTTLES

TUBORG STRONG IS THE HIGHEST SELLING

BRAND.

Sales process

Problem statement :To double the tertiary

sales of Carlsberg

Objectives of the study:

1. Enhance the sales of Carlsberg products in

liquor mart and maruthi liquor outlets in

Bangalore

2. Enhance innovative merchandising and

visibility in the outlets

3. Ensure availability of all sku of all Carlsberg

products in the outlets

METHODS

stage 1• Going to the assign syndicate by the company by 1.00 pm which is located in different parts of Bangalore and

Check the past sales data of beer sales of Carlsberg product s in the previous day and also competitors sales

stage 2• Make sure that sku of all our products are available in the outlets and if there is any shortage calls are

made to the sales executive assigned to the respective outlet about the shortage of that product

• Make sure that all the activity execution promotions are in proper place or executed

stage 3

• Interact with walk in customers who comes to the beer area and identify there needs and exceceptions

• warm customers are identified from the interactions made

stage 4

• Assessing the need of the customer and Positioning of the product in tune with the customer requirement

• Further talks are carried out till the customer promises to avail the carlsbers offer

stage 5

• Customers who comes to purchase two beers are converted into three so that they can avail and be aware of the offer

stage 6

• Proceed them till the bill counter to ensure that they have a great experience with carlsberg and obtain there customer database

stage 7

• Make sure that minimum 2 cases of each product are there in the refigiration system because of the policy cold is sold

ACTIVATION

WITHIN 10 SECONDS CUSTOMER MUST

KNOWS

CARLSBERG GLASS OFFER

:BANNERS,POSTERS ,GLASS DISPLAY NEAR

REFIGIRATION SPACE

BOOSTER OFFER:POSTERS,TABLE ON TOP

KRONENBOURG BEERS:PLANOGRAM

DISPLAY,POSTERS

DIRECT CUSTOMER INTERACTION

TERTIARY SALES=OPENING STOCK –SALES OF

THE DAY FOR CARLSBERG PRODUCTS.

SALES TARGET

TARGET SET: 200 CASES

ACHIEVEMENTS

SOLD 277 CASES OF CARLSEBERG

PRODUCTS.

TOTAL SALES TO THE COMPANY =4,21,103

FINDINGS COLD IS SOLD :REFIGIRATION SHARE IS TOO LOW

STOCK OUT PROBLEMS

TUBORG 500 ML CANS SALES ARE LOW

NO COMPANY PROMOTERS

BOMB DISFORT FOR KRONENBOURG BEERS

KF AND BUDWEISER WERE USING IPL AND FIFA

WORLD CUP TO PROMOTE THEIR PRODUCT.

ACTIVITY EXECUTION WITHOUT COMPANY

STANDARDS

CUSTOMER DOSENT WANT TO GIVE THEIR

MOBILE NUMBERS

KF HIGH SALES:HOME BASED BRAND

SUGGESTIONS MUST SET DOUBLE DOOR REFIGIRATION :32 CASES

:INCREASE VISIBILTY :SIDE WALL AND CANOPY BRANDING METHODS

CHANNEL MANAGEMENT TO OVERCOME STOCK OUT.

MUST USE CARLSBERG ENGLISH PREMIER LEAUGE TO PROMOTE THEIR PRODUCTS:SWEET SPOT

COMPANY HAS TO COME UP WITH LIVE PROJECT CONCEPT TO APPOINT PROMOTERS

COMPANY HAS TO LINK 3+1 OFFERS WITH CUSTOMERS MOBILE NUMBER.

KRONENBOURG BEERS MUST SHELF ACCORDING TO PLANOGRAM DISPLAY

USE GENERIC PORTERS ADVERTISEMENT STRATEGY ON RATIONAL AND EMOTIONAL APPROACH TO TAKE ON KF WITH LOCAL LANGUAGE POSTERS AND DISPLAY

EVEN TUBORG CAN IS PRICE LESS ITS SALES ARE LESS SO DETAIL RESEARCH HAS TO TAKE PLACE

PROBLEM STATEMENT :TUBORG CANS COMES IN TWO VARIANTS PREMIUM AND STRONG.EVEN THEY ARE PRICE LOWEST IN MARKET THERE SALES ARE LESS

RESEARCH OBJECTIVES: CONSUMER AWARENESS ABOUT TUBORG CANS

CONSUMER PERCEPTION TOWARDS TUBORG CANS

MOST PREFERED BRAND

UNDERSTAND KEY DRIVERS IN BEER PURCHASING DECISION

CONSUMERS PERCEPTION TOWARDS PROMOTIONAL OFFERS

SATISFACTION LEVEL OF TUBORG CONSUMERS

RESEARCH METHODOLOGY

SAMPLE SIZE :

60 CONSUMERS (QUESTIONAIRE)

30 REATILERS :TOP 30 CAN SELLING OUTLETS

UNDER HONGASANDRA,CHEEMSANDRA AND

WHITEFIELD.

RANDOM SAMPLING

TIME DURATION:15 DAYS

TOOLS USED EXCEL FREQUENCY

DISTRIBUTION .

FINDINGS KF STRONG MOST PREFERED BEER AMONG

CONSUMERS

53% DOSENT WANT TO SWITCH TO TUBORG

CANS

53% KNOWS ABOUT TUBOR CANS AND MOST

OF THEM CAME TO KNOW THROUGH FRIENDS

• 59% OF THE CONSUMERS WANT 3+1 OFFER

TO CHANGE THEIR BRAND.

KEY DRIVERS FOR PURCHASE OF BEER :

56.6% SAYS PRICE IS AN FACTOR,

BRAND IMAGE 63.3 IS AN FACTOR,

66.6 % PROMOTIONAL OFFER IS AN FACTOR,

77% CHILLING IS AN FACTOR,

73.4 %AVILABILTY IS AN FACTOR .

RESPONDENT ATTRIBUTES

TOWARDS TUBORG CANS.

PRICE :ONLY 55 % ARE SATISFIED WITH THE

PRICE OF TUBORG CANS.

BRAND IMAGE: 76.6% ARE SATISFIED WITH THE

BRAND IMAGE.

PROMOTIONAL OFFER:28.4% ARE SATISFIED

WITH PROMOTIONAL OFFER

TASTE : 72% ARE SATISFIED WITH THE TASTE

OF TUBORG BEER

CHILLING :ONLY 38.7% ARE SATISFIED WITH

THE CHILLING OF TUBORG BEERS

AVAILABILITY : ONLY 24 % ARE SATISFIED

WITH THE AVAILABILITY OF TUBORG CANS

KSBCL CHEEMASANDRA :

ONLY 4 OUTLETS OWN REFEGIRATION SYSTEM AND STOCK OUT IN 7 OUTLETS.

NO PROMOTION

SALES EXECUTIVE VISIT :2 TIMES A MONTH

KSBCL HONGASANDRA :

ONLY 4 OUTLETS OWN CIPL REFIGIRATION SYSTEM AND 7 OUTLETS FACES STOCK OUT PROBLEM.

NO PROMOTION.

SALES EXECUTIVE VISIT:3 TIMES A MONTH

KSBCL –WHITEFIELD

8 OUTLETS DOSENT OWN CIPL

REFIGIRATION SYSTEM AND STOCK OUT IN 5

OUTLETS

NO PROMOTIONS FOR TUBORG CANS

SALES EXECUTIVE VISIT : ONCE IN A MONTH

SUGGESTIONS SEPRATE POSTER REGARDING PRICE OF CANS

USING GENRIC PORTERS ADVERTISEMENT STRATEGY

POINT OF SALE MATERIAL CAN BE USED TO PROMOTE:BANNERS, NEONS NEAR CASH COUNTERS.

COMPANY CAN COME UP WITH 3+1 OFFER FOR TUBORG CANS AND LEADS TO FASTER ROTATION STRATEGY

7% ALLOCATED SPACE HAS TO BE INCREASED TO ACCOMADATE CHILLING AND AVAILABILTY OF CANS.

SPECIAL ALLOWANCES TO THE EMPLOYEES OF THE OUTLETS.

INCREASE DISTRIBUTION BY OFFERING INCENTIVES TO THE SALES REP. .

TUBORG PARTY CONCEPT TO PROMOTE CANS.