A PROJECT REPORT ON DESIGNING &IMPLEMENTING MARKETING STRATEGIC PLAN FOR KINGFISHERPWD & RC COLA IN JAIPUR CITY 45 Days Summer

Training Project With KINGFISHER LIMITED

Submitted byAnil Kumar Pareek MBA- 3 rd Semester Poornima Institute of Engineering & Technology ISI- 2, RICOO Institutional Area, Goner Road, Sitapura, jaipur

Page 2 Poornima Institute of Engineering & Technology ISI- 2, RICOO Institutional Area, Goner Road, Sitapura, jaipur

CERTIFICATE Poornima Institute of Engineering & TechnologyISI- 2, RICOO Institutional Area, Goner Road, Sitapura, jaipur Summer Project /Training During June-July.2010This is Certified That Mr.Anil Kumar Pareek Student of Master of Business Administration 3 rd Semester Has Submitted his report on DESIGNING &IMPLEMENTING MARKETING STRATEGIC PLAN FORKINGFISHER PWD & RC COLA IN JAIPUR CITY. After Successfully Completing the PracticalTrainingAt KINGFISHER LTD. From June 17 th to August 1 st ,towards fulfillment of the syllabus requirement prescribed by Rajasthan Technical University, Kota for MBA 3 rd Semester paper 2 Page 3

ACKNOWLEDGEMENT Some Says Managers are born and some says managers are made. I was also in somedilemmabefore commencing my summer internship. But after the successful completion of mysummer internship I came to know that managers are made if they are guided properly and aremotivatedto work willingly towards fulfillment of specificgoal.It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of well -wisherswho have in some way or other contributed in their own special ways to the successandcompletion of thisproject.First of all, I would like to thankMr. Mayur Tiwari ( RSM JAIPUR ) Jaipur , from the bottomof my heart, without his help it would have been a dream only to carry out the project work. Heisthe only person who takes all decisions by considering everyones view. He is the personwhotakes care of the sales of Kingfisher of Rajasthan state and always motivates people toincreasesales. He also makes new strategies time and again to give Kingfisher some edgeover competitors. One can say he is the one-man army of Kingfisher, Jaipur branch.My profound sense of obligation goes to Mr. Pushkar Dwivedi (ASMJaipur) who takes careof the supply of 20 liters jar of packaged drinking water. He also gives proper guidance toallmanagement trainees andstaff.All the sales officers of ICE BERG FOODS LTD. JAIPUR who have helped me a lot duringthecourse of my project. They were of great help to me in ever y aspect and enlivened us to wintheproblem head that I faced during thisproject.At last I convey my sincere thanks to KINGFISHER, JAIPUR for their helping hand thatIalways found extended to me whenever I needed

With Sincere thanks Anil Kumar Pareek

Page 4 PROJECT PROPOSAL SHEET Project Title:Designing & Implementing the market strategy plan for PWD , soda &RC cola of KINGFISHER in Jaipur market. Name Of The Organization:UNITED BREWERIES GROUP (UB GROUP) Name Of The Company:KINGFISHER LIMITED Manufactured & Marketed By:ICEBERG FOODS LIMITED Project Head & Supervisor:Mr. Mayur Tiwari (Regional Sales Manager)

Project Duration:45 Days 17 th June 2010 to 1 st August 201

TABELS OF CONTENTS:S . N O . C O N T E N T S Pg.no. 1 . I n d u s t r i a l p r o f i l e 082. Introduction about project 173 . C o m p a n y p r o f i l e 18 4 . N e w p r o d u c t ( R C C o l a ) 2 1 5 . R e s e a r c h m e t h o d o l o g y 2 3 6 . M a r k e t a n a l y s i s 3 0 7 . A n a l y s i s & f i n d i n g s 4 4 8 . S W O T A n a l y s i s 4 5 9. Recommendation & suggestions 4810. Planning marketing programmers (strategies) 501 1 . Q u e s t i o n n a i r e s 6 5 1 2 . E x h i b i t 6 7 1 3

. B b l i g r a h y 7 UNITED BREWERIES GROUP (UB GROUP

i o p 0

United Breweries Group :based in Bangalore, is the world's 2nd largest brewer and the largest in India. The companymarkets most of its beer under the Kingfisher brand and has also launched Kingfisher Airlines, adomestic airline service in India.The group is headed by Dr. Vijay Mallya who is also a member of the Indian Parliament. UnitedBreweries now has a near-monopoly over the Indian brewing market, thanks to its recenttakeover of the rival Shaw-Wallace company. The group owns the Mendocino BrewingCompany in the United State

HISTORY:The UB Group was founded by a Scotsman, Thomas Leishman in 1857. The Group took itsinitial lessons in manufacturing beer from South Indian based British breweries. At the age of 29,Vittal Mallya was elected as the company's first Indian director in 1947. After a year, he replacedR G N Price as the chairman of the company.United Breweries made its initial impact by manufacturing bulk beer for the British troops,which was transported in huge barrels or "Hogsheads". Kingfisher, the Group's most visible and profitable brand, made a modest entry in the sixties.During the 1950's and 60's, the company8 expanded greatly by acquiring other breweries. First was the addition of McDowell as one of theGroup subsidiaries, a move which helped United Breweries to extend its portfolio to wines andspirits business. Strategically, the Group moved into agro-based industries and medicines whenMallya acquired Kissan Products and for med a long-term relationship with Hoechst AG of Germany to create the Indian pharmaceutical company now known as Aventis Pharma , theIndian subsidiary of the global Pharma major Sanofi-Aventis.

THE LOGO:The Pegasus, which is the symbol of the United Breweries, first found its place as the Grouplogo in 1940. Then, the Helladic horse associated with beer and nectar in Greek mythology-carried a beer cask between the wings, ostensibly because beer formed the core operations of theGroup. Later, the beer cask was removed to represent the Groups multifaceted operations. Now,it is just the Pegasus

PRESENT HISTROY:Sales of the United Spirits Ltd. are expected to exceed 60 million cases during the fiscal year 2005-06 making the Group the third largest manufacturer of Spirits products in the world. Inaddition, USL is one of only three in the world to own seven millionaire brands and at least five brands rated by Drinks International, UK, to be amongst the ten fastest growing brands in theworld in their respective categories. The market share of the Spirits Division in India is currently60% and exports to the Middle East, Africa and Asian countries are growing rapidly.The UB Groups Brewing Entity - called United Breweries Limited (UBL) - has also assumedundisputed market leadership with a national market share in excess of 50%. Through a processof aggressive acquisition and market penetration,

The UB Group today controls 60% of the total

manufacturing capacity for Beer in India. The

flagship brand, Kingfisher is now sold in over 52countries worldwide having received many accolades for its quality.With plans to becoming a global player United Spirits Ltd. (USL), the flagship of the UB group, purchased the Scottish distiller Whyte and Mackay in May 2007 for 595 million (Rs. 4,800crore)[1]. This would bring the brands of W&M like The Dalmore, Isle of Jura, Glayva, Fetter cairn, Vladivar Vodka, and Whyte & Mackay Scotch under its portfolio.The UB group is also into manufacture of Fertilizers. The group company Mangalore Chemicalsand Fertilizers Limited ( MCF )has factor y at Panambur in Dakshina Kannada district of Karnataka

KINGFISHER LIMITED:The King of Good Times is Indias best-selling beer, and from Mumbai to Delhi, the localsguzzle through millions of bottles annually. But although the brand commands up to 25% of itsdomestic market, unless youve visited India or are a part-time connoisseur of curries, you maynot have recognized Kingfisher s qualities as the perfect accompaniment to a chicken Vindaloo.However, all that could change in the future as Kingfisher s owners, United Breweries, havedelivered their premium brand to the web in an effort to incr ease global awareness of their coveted flagship product.The Kingfisher homepage is everything you would expect from the Indian-based brand. It iscolorful and noisy (although the score sounds more Caribbean than Indian) and theres plenty of animation to enhance the viewing experience. Areas of the site that are well worth a visit includethe Fun n Beersection, where you can send E-cards to your friends or have a chuckle at the Beer Joke s; theFoodsection, which is a must for lovers of Indian cuisine; and theWorldsection,which contains information about the history of United Breweries and the Kingfisher branditself. Unfortunately, the facility to order Kingfisher beer and apparel online only exists for residents of Bangalore at present, so from an E-tail perspective, the site is limited to a fraction of its own indigenous market.This feeling of constraint is also extended to other site areas and there are several sections withinKingfisher.com that are weak in terms of content and will need substantial embellishment if United Breweries are to make full use of the web as a marketing tool. TheSportspages are agood example of this as they simply contain a handful of paragraphs on Kingfishers sponsorshipof past sporting events, rather than evangelizing what associates the emotional aspects of theKingfisher brand with its chosen recreational partners

ICEBERG FOODS LIMITED

About Company:We are quality pet performs manufacturers in india with state of the art technology huskyinjection molding system. We can offer preforms in 28 mm pco in 24,27.7,42& 48 GM. All perfor ms are approved by pepsi. We use 100 % virgin material(pepsi approved).We can sign long ter m contract and have a manufacturing facility at present of 300,000 prefor ms/day. Company Profile

Company Name:Iceberg Foods Pvt. Ltd., Country/Territor:India Address:1006, Raheja Centre, Nariman Point,, Mumbai,Maharashtra, IndiaWe offer international quality(pepsi approved) pet preforms in 28 mm pco neck in 24,27.7,42& 48 GM Products/Services We Offer:processed on husky injection molding system. Canmanufacture 300,000 preforms/day Business Type:Manufacturer Packaging Product Stocks , Packaging Related Industry Focus:Machinery , Packaging, Printing Projects , Geographic Markets:Worldwide No. of Employees:11 - 50 People Annual Sales Range (USD):US$1 Million - US$2.5 Million Year Established:1998 Legal Representative/CEO:Bharat Shah

Iceberg Foods Ltd. is a seven years old company in this industry and we are one of the leading company having all India rights for manufacturing & marketing packaged Drinking water with a brand name Kingfisher trademark owned by famous UB group & RC Cola trademark owned by Royal Crown Cola which third largest selling soft drink brand in the world with a presence in almost all the countries of the world .Our clients are spread all over the country. We are one of those few brands that have got ISI certification in Rajasthan and we are committed to supply pure and hygienic water. Our packaged drinking water is manufactured under perfect hygienic conditions as per ISI Standard sand we have been consistent in supplying Quality product to all our customers. We have one of the best distribution infrastructures in the business to provide timely services to all our vendors. We have around 110 distributors all over the Rajasthan who are further supplying our stocks to thousands of retailers than to our end users .Our product comes in a wide range of packages like 200ml, 250ml, 500 ml, 1ltr, 2 ltr, 5 ltrs, 20ltrs & 600ml & 1.5 ltr Soda .

Our packaged drinking water is bottled in fully automatic plant with reverse osmosis ,ozonization & ultra filtration process. Along with latest pesticides removal system through activated carbon filtration process as per EU norms. It is understood that throughout India 90% of the stress related diseases are caused due to consumption of contaminated food & water. We process water at our plant with the most modern ,high tech equipment sodium filtration resulting in not only healthy but also sweeter packaged drinking water .Our packaged drinking water is processed and packed in a sophisticated and chemical free plant to maintain highest level of hygiene. Our packaged drinking water is manufactured under a very strict in house quality control system, ensuring that what you drink is what nature intended

(A). Distribution augmentation, Organization Data and MarketingInputs : 1. E X I S T I N G D I S T R I B U T I O N S Y S T E M .i. Distribution network We have a distribution network consisting of three levels between the company to C&F and thento the consumers, i.e. Distributors and retailers

.Plant supplies directly to the C&f and then to the distributors from where it generated its primary sales. We have 108 Distributors that are scattered all over Rajasthan .Rajasthan is divided into 5 zones: Rajasthan Jaipur ajmer jodhpur bikaner udaipur

In each zone all cities of that area are covered. In each city at least one distributor is present.Zone wise distributors are given below (Each city name signifies one distributor)

Jaipur Zone: In Jaipur zone the distribution network is divided in two segm ents. One isthe distribution in the city and the other is distribution in the connecting routes i.e Jaipurupcountry. We have different distributors for different routes.

SALES DEPARTMENT:We have following sales staff in Rajasthan sales team : Sales Manager One Area Sales Manager Two Sales Officers - Ten

Kingfishers Sales department along with the names and duties of each staff member is given below

MANAGER-S ALESM r . M a y u r TiwariASMMr.R.S.RathoreSalesSalesSalesOfficer SalesOffice r Officer Officer Mr.ASMMr.Pushkar DwivediSalesOfficer SalesOfficer SalesOfficer SalesOfficer SalesOf ficer SalesOfficer Mr.KamalMr.PrashantMr.KirtiM r . V i n o d M r . A r v i n d M r . B h a g w a

introduction about project:

The study has to be made to improve the Kingfishers market potential in the Jaipur market inretail segment, and for this you have to undertake the project title: Designing &Implementing the marketing strategy plan for PWD and RC Cola of Kingfisher in Jaipur Market The project will be carried on in Jaipur city and will try to assess sales of different brands and atthe same time promote sales of Kingfisher packaged drinking water & soda sales in retail & bulk pack segment in Jaipur region

COMPANY- A PROFILE

It all began with 5 breweries in South India. The oldest of which, Castle Breweries, dated back to1857. United Breweries, as these breweries were named in 1915 has come a very long way.Soon afterwards, the sight of bullock carts carrying huge barrels or 'hogsheads' containing beer became a household sight. These carts wheeled their way to the customers, including Britishtroops, living in and around Madras, Bangalore and the Nilgiris.Almost immediately, the brew from UB became a favorite, especially with the British troops. So began the history of Beer in India. And the histor y of Beer Division of UnitedBreweries!The company was brought over by late Mr. Vijay Malaya in 1947, and since than has never looked back. Today every one of the 32,000 Beer outlets in India sells one brand or the other from United Breweries

MISSION The group Mission Statement embodies these objectives :18 To assess the companys image in view of retails, booking counter agent, and consumer.-

- To list competitors operating in the market.- To be the preferred employer wherever we operate.-To recognize the value of our human assets.- To be the partner of choice for customers, suppliers, and other creators of innovative concepts-To greater information about competing companys performance and marketing Efforts in Jaipur city.Make recommendation about marketing efforts for promoting sales KingfisherPackaged drinking water & soda in retail & bulk segment in Jaipur city.

MANUFACTURING PROCESS Purification ProcessPurity and safety are two major factors taken care in sourcing and processing of Kingfisher water. Underground spring is carefully selected based on its portability and pathogen free water.Great care goes in tapping this source. Only water below 25 meters is tapped. This is to avoidany surface contamination to percolate and mix with underground water source. Areasurrounding the water collection tube at the surface is protected and kept clean.

Processing and Quality Assurance:

The casing tube itself is protected with stainless steel mesh to give a preliminary filtration to thewater. Ultra filtration gives water reduction in turbidity and adds sparkle activated carbon purifier to remove color and odour in water Reverse osmosis membrane has porosity of less than 0.01 micron the process renders water freeo microorganisms and also reduces dissolved solids To ensure Kingfisher packaged drinking water is held safe free from contaminations, ultraviolettreatment and ozonisation process is carried out. Ozone is unstable trivalent oxygen, a very powerful bactericide with no side effect, as it disintegr ates into oxygen within couple of hours. Sterilization effect of ozonised water continues even after water is packaged, thereby ensuringsafety of Kingfisher up to its final packing. To ensure high quality of packing materials,components like caps and bottles are manufactured in-house from resins of quality suppliers. Good Manufacturing Practices are stringently followed at all times. Processing is religiouslymonitored at every stage. Testing source water, processing parameters, microbial quality, packaging material integrity and finally, shelf life studies, forms an integral part of quality andsafety assurance plan.Quality checking: Quality is checked by sampling method as a batched test at every stage of beer manufacturing even quality of bottle is also checked before actually using . Production: 70,000 to 80,000 bottles per day.

ROYAL CROWN COLA EVOLUTION OF THE PRODUCT:20

In 1933Claude Hatcher, still president, died and H.R. Mott who had been with the company for thirteen years took over as chief executive. One of the first tasks that Mott undertook was thedevelopment of a new cola drink. Rufus Kamm, chief chemist, developed the syrup for what wasto be called Royal Crown Cola, named after Hatchers original ginger ale.

During the dark days of the depression Royal Crown Cola, shortened by the consumer to RCCola was selling in the 12 ounce bottle for just 5c a bottle. In1940, Mott moved to Chairman of the Board and the title of President was passed to C.C. Colbert

.For the collector of Royal Crown cities bottles, two basic label variations are noted

.The first variation is the "pyramid" bottle, one of the most dynamic and colorful bottle labels.This label was produced from the mid1930'sto the mid1950's. All bottles contained 12 ounces and were either aqua or clear glass. The value range for cities collectors is from $12.00 to$18.00.

The second group of bottles has the same red/yellow color combination but without the pyramids. All of these bottles were produced from the early to late1950's. The size range was 8,10, and 12 ounces, and only aqua glass color has been noted. The value range is from $4.00 to$8.00 to brand and cities collectors.

Cobert retained the presidency until1955 and directed the company through a period of rapidgrowth.By the end of 1940, the company's products were marketed in 47 states, and nationwideadvertising campaigns featuredmany of the Hollywood celebrities