A survey of the beer market of Calcutta: With special focus on price sensitivity; The united breweries limited.

Abstract

The United Breweries is the foundation of the US Group. a multidivisional conglomerate operating in 20 countries around the globe with a turnover exceeding US $900 million. With a portfolio of 10 brands spread across all the market segments. the United Breweries command a 38% share of the Indian beer market. Under the new excise structure announced by the Govt. of West Bengal in March 1993, the beer prices in the state shot up tremendously. The beer sales in the state, especially in Calcutta, nose-dived. This study was commissioned to determine the linkage between the price and the consumption patterns of the Calcutta market. At the same time, the scope of the study was enlarged to find answers to some other questions facing the United Breweries Limited regarding the performance of Kalyani Black Label. Kingfisher, Sun and Bullet, and the impact of the introduction of Kalyani Black Label Strong.