Study of the strong beer segment in Maharashtra; United Breweries Ltd.

Abstract

United Breweries, the flagship company of the Rs 2100 cr UB group, has a product line of ten beer brands. In the fast growing strong beer segment, they have three brands, Kalyani black label strong, Bullet and Charger. Charger was introduced in the Northern Market around a year and half ago and has been doing well there since then. Then Charger was introduced in the Maharashtra market, one of the biggest and fast growing markets in the west, about one year back. | Despite a competitive promotional strategy, sales have failed to pick up in this market. The problem seems to be lying with Chargers attributes i.e. there not matching with the consumers tastes. This study was therefore commissioned to study the beer market, the consumers and retailers preferences and attitudes towards strong beers and Charger in Particular. The purpose of the study was therefore to identify the problems facing Charger and to give a Marketing plan to overcome these.