A study on brand promotion and impact on sales at ABInBev
Student name: Mr Bhavesh Jha
Guide: Dr Sanpa Narula
Year of completion: 2011
Host Organisation: AB InBev India
Supervisor (Host Organisation): Mr Gokul C. Luwang
Abstract: A live project has been carried out to assess competition in the beer industry oriented towards branding,
competition, strategy, supply chain in the target premises in Haryana.
The project has been chalked out through the promotional activities of Anhauser Busch Inbev and day to day
tracking of sales, which has been taken to check the impact on the consumers and customers. The data has been
taken on a regular basis to get the relative sales and market share for all the products in the mild category. The
project shows the strategies for supply chain availability, visibility i.e. brand communication & quality of our
products at the premises. The activities carried out during the project fulfill the ABInBev global norms for retail
outlets.
Here the availability consists of supply chain availability, proper stocks movements; Visibility is something
through which any company makes communication with the end consumers for encouraging and persuading to
influence the consumer mindset. Quality is the most necessary and prime factor to compete in the market. For
brewers, quality should be the main focus and as per the norms. Marketing managers should also create value
on the basis of quality and then only we can have a lead over other players in the market.
Timely feedbacks and timely interactions with retail shop managers and consumers are very necessary. As per
the activities it is seen that relationship marketing is very necessary and stakeholders’ satisfaction should be the
playing factor to compete in the market.
The objectives of the study have been:
• To study the brand promotion activities carried by the organization & effectiveness of
AVQ(Availability, Visibility, Quality) norms fulfillment for consumers as well as customers
• To interpret the relationship marketing with the target customer segment with the increase in
sales through daily sales trackings
The promotional activities have been through putting Posters, Dangler, Bunting, Bottle sticker, Shelf wobblers,
Shelf sticker, Standee, Rate List in about all the premises for better visibility of our offerings.As per the
involvement with the customers, it has been interpreted that besides all the promotional activities, building
relationship with the retail dealers also plays a major role to increase our touch points with consumers.
The project has been carried out for 8 retail outlets.The sample size has been taken on the basis of target set by
the company. These are in the vicinity of Gurgaon, Haryana. Their names have been given in annexure.
