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MURREE BREWERY

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Table of contents Acknowledgement…………………………………………...……02 Dedication……………………………………………...……...….03 History of Organization……………………………….……….….05 The beginning………….……….…………………………………05 Between 1885&1890…………………………………….…….….05 20 Century………………………………………………...........….06 Park Lodge……………………………………………………...…06 Matured Whiskies…………………………………………...…….07 Murree Brewery…………………………………………………...08 Mission, Vision & Core Values………………………………...…10 Organizational structure…………………………………………...11 Brands…………………………………………………………...…13 Products…………………………………………………………....15 Competitors………………………………………………………..26 Microenvironment…………………………………………………26 Macro Environment…………………………………………..........27 BCG Matrix………………………………………………………...29 SWOT Analysis…………………………………………………….30 Segmentation……………………………………………………….32 Targeting……………………………………………………………33 Positioning…………………………………………………….........33 Marketing Mix……………………………………………………...34 Critical Analysis……………………………………………………35 References…………………………………………………………..36

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THE BEGINNING Consequent to the British annexation of Punjab in 1849 from a Sikh rule, a lot of therefore once 1857 when a people Crown formally extended its sovereignty over India, a structured administration commenced within Punjab. To meet the brewage necessities of British personnel (mainly army), the Murree Brewery was established in 1860 and incorporated a year later at Ghora Galli, placed within the Pir Punjab vary of the Western Himalayas at an elevation of 6000' above sea level, close to the resort city of Murree. Between 1885 & 1890 the corporate established Breweries in Rawalpindi & Quetta & nonheritable an interest within the Oticumand (South India) & Norailiya (Ceylon) breweries. A distillery was also established within the above period in Rawalpindi next to the brewery. The Murree Brewery at Ghora Galli was therefore among the first modern beer breweries established in Asia. Murree Beer proved to be very popular among the British troopers who were barracked mainly in the 'Galis' of these hills. The virtues of beer brewed from barley malt & hops as a lightly alcoholic beverage were not lost on the local population who rapidly became avid consumers.

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By the turn of the 20th century, the name "Murree" was famous for its beer in keg and bottle in the bars, beer halls, and army messes of British India. Murree Beer was first awarded a medal for product excellence at the Philadelphia Exhibition in 1876, followed by numerous awards over the past 140 years. In 1935, an enormous earthquake all razed the Quetta still moreover as substantial a part of Quetta town, killing thousands of persons and a variety of employees. At Ghora Galli (Murree), the deficiency of water became an associate degree rising problem. By the 1920s, production was primarily transferred to the Rawalpindi still however malting continued at Ghora Galli until the 1940s, once this property was sold. This historic still inbuilt Gothic vogue design was burnt throughout the partition riots of 1947/48.

Park Lodge The Company purchased park Lodge, a beautiful residential property from Mrs H. Whimper in 1888. It was the Company's principal residence and head office till 1959 when it was taken over by the Government of Pakistan to house the President of Pakistan's office. Two English families were closely connected with the founding of the original brewery. Edward Dyer was the first General Manager of the Company. He was also the founder of 4

Dyer Meakin breweries, Simla hills. Edward Whimper, a member of this family, was the first person to climb Matterhorn Mountain in 1865. The Rawalpindi distillery is endued with deep aquifers of excellent water. A railway siding was extended to the premises within the nineteenth century, which is currently derelict. Under the current prohibition law, solely non-Muslims and foreigners can consume alcohol. Still, the resultant reduction in demand, the corporate setting as the policy to concentrate on product excellence. It was set to modernize the plants.

MATURED WHISKIES A Ziemann (German) brewhouse was put in 1967, 'Saladin' Box Maltings in 1971. In the late sixties, it was decided to embark on an ambitious long-term program to mature Malt Whiskies. Over the past four decades, oak casks and vats are procured from North America, Australia, and the European nation. Our two underground cellars currently hold one million Malt whiskey litters for variable periods of maturation up to twelve years beneath controlled temperature conditions. Another wave of the fashionable nation was undertaken within the 1990s. New brewage canning and modern bottle filling facility from dairy cattle and Kappert (Germany) were installed. 2 units of alcohol rectification columns for manufacturing different neutral grade of potable alcohol from sirup were procured from France and Italy, respectively, to convey our Vodkas and Gins a qualitative edge. Also, during this period, the brewage fermentation capacities were renewed. It is pertinent to illustrate that our basic brewage fermentation system within the Nineteen Thirties was then at the leading edge of this technology. It is noted that 5

the Nathan system incorporates fermentation and the laagering of brewage in an exceedingly single double jacketed vessel. A variation of this method is currently in-depth use worldwide. Tops Food and Beverages, a division of the corporate was established in 1969. It processes fruits and markets fruit juices and allied food products. 2 producing units are placed in Rawalpindi and Hattar (NWFP). A Tetra Pak packaging facility was adscititious in 2001. The Hattar plant was put in in 1992. The plant is based on a Recuperative Melter and 2 Emhart I.S. instrumentation producing machines and has the most recent internal control instrumentation for on-line review of containers. The Murree still is one in every of the oldest public firms of the sub-continent. Their shares were traded on the Kolkata securities market as early as 1902 and are currently the oldest continued industrial enterprise of Pakistan. In 1997-1998 and 1998-1999, we tend to be judged among the highest twenty-five performing public arts firms by the Karachi Stock Exchange.

Murree Brewery The Murree Brewery Company Ltd., owned by the Bhandara Family, was established in 1860 to meet British personnel's beer requirements under the British Raj at Ghora Gali near the resort place of Murree. In the 1880s the Company established different breweries in Rawalpindi and Quetta, and a distillery was also established in Rawalpindi. Due to the scarcity of water in Murree in the 1920s, brewing was mostly transferred to Rawalpindi, but malting continued at Ghora Gali until the 1940s when this property was sold. This brewery, built in the Gothic style of architecture, was burnt during the partition riots of 1947/48, while the brewery in Quetta was destroyed in the 1935 Baluchistan earthquake.

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In the 1960s oak casks were imported from North America, Australia, and Spain. The underground cellars now hold over half a million Malt Whisky litters for varying periods of maturation up to 12 years. Murree brewery produces a generally excellent world-class Single malt whisky. New beer canning and modern bottle filling facilities were installed in the 1990s, imported from Germany malt whiskey. New beer canning and modern bottle filling facility were installed in the 1990s, imported from Germany. The Murree Brewery Company restricted was incorporated underneath the repealed Indian firms Act (Now firms ordinance1984) in Gregorian calendar month 1861 as public Ld. in Pakistan. Murree still Company restricted could be a Pakistan-based company. The corporate is in the main engaged within the producing of Pakistan made foreign liquor (PMFL) together with alcoholic beer, non-alcoholic brewage (NAB), nonalcoholic products (NAP), which has juices in characin fish packs in Rawalpindi, and food products, juices, glass bottles and jars in Hattar. Murree still Company restricted operates in 3 divisions: liquor division, PMFL, alcoholic Beer, NAB, Big Apple, Lemonade, Cindy and Malt -79; crack division, which has food merchandise and juices, and glass division, which has glass bottles and jars. The shares of the corporate are listed on the Karachi, Lahore, and Islamabad Stock Exchanges. The registered office of the corporate is in Rawalpindi. The corporate is mainly engaged in producing alcoholic Beer, non-alcoholic Beer, Pakistan made foreign liquor (PMFL), juices in tetra packs in Rawalpindi and food products, juices glass bottles and jars in Hattar. The Company is currently operating three divisions to hold out its principal activities, particularly Liquor Division, the crack Division, and Glass Division. In 1977 the Murree still suffered a significant happening once Zulfiqar Ali Bhutto obligatory a total prohibition in Pakistan, to appease monotheism parts of the electorate. Afterwards, the Government of General Zia-ul-Haqq amended this law, requiring anyone who desires to consume alcohol to gift credentials demonstrating that they were non-Muslim. The tiny Christian, Hindu, and Parsi communities were not giant enough to support the enterprise, and production had to be scaled back. 7

However, the prohibition laws' gradual relaxation has allowed Murree to introduce variations of Murree beer, vodka, gin, and whiskey. Today, all Murree merchandise is promptly on the market in legal liquor shops that operate brazenly in Karachi in places like Zamzama and Defence. It is conjointly on the market within the interior of Sindh. Though alcohol consumption publicly remains nominally banned, it's becoming progressively on the market in clubs and elegant restaurants. Murree brewage was abinitio produced in the European nation for European markets and was on the market in varied Pakistani and Indian restaurants. This enterprise has since ceased since 2004. The Murree still is one of the oldest public firms of the sub-continent. Its shares were traded on the urban centre exchange as early as 1902 and are currently the oldest continued industrial enterprise of Pakistan and among the highest twentyfive performing arts public firms by the Karachi Stock Exchange. Murree's biggest competition is that the Quetta Distillery and its merchandise should progressively compete with smuggled brands from the West and Asian nation.

Mission, Vision, and Motto of the Murree Brewery Company Ltd. VISION STATEMENT To fulfil customer requirements & expectations through CARE. MISSION STATEMENT We the people of Murree Brewery Co. make a personal commitment to first understand our customer's requirement then to meet & exceed their expectations, by performing the correct tasks on time and every time through:    

Continuous improvement Alignment of our Mission & goals Responsibility and respect for our jobs and each other Educating one another

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Motto “We respect our past. we are the industry leader in the present and accept the challenges of the future.”

ORGANIZATIONAL STRUCTURE:

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BOARD OF DIRECTORS Chairman Mr Khurram Muzaffar Chief Executive Mr Isphanyar 10

M. Bhandara Ch. Mueen Afzal Mr Aamir H. Sherazi Mrs Goshi M. Bhandara Lt. Gen. ® Zarrar Azim Mr Usman Khalid Waheed

PRINCIPAL OFFICERS Company Secretary Mr M. Zaffar Iqbal Chief Financial Officer Mr Ejaz Muhammad General Manager (Brewery Division) Mr Mohammad Javed Business Manager (Murree Glass) Mr A. W. K. Sherwani Acting General Manager (Tops Food & Beverages) Mr Talat Yaqoob Awan

AUDIT COMMITTEE Mr Khurram Muzaffar (Chairman) Ch. Mueen Afzal (Member) Mrs Goshi M. Bhandara (Member)

AUDITORS PRINCIPAL BANKERS M/s KPMG Taseer Hadi & Co. Bank Alfalah Ltd, Rawalpindi Chartered Accountants. Standard Chartered Bank, Rawalpindi/Lahore/Karachi 6th Floor, State Life Bldg., Askari Commercial Bank Ltd, Rawalpindi Jinnah Avenue, Islamabad. National Bank of Pakistan, Rawalpindi/Hattar 11

The Bank of Khyber, Hattar. Allied Bank Ltd, Lahore / Gujranwala

MURREE BREWERY BRANDS:        

MURREE’S BEERS MURREE’S VODKAS MURREE’S GINS MURREE’S WHISKIES MURRE’S RUM MURREE’S BRANDY BIGG FAMILY MURREE BREWERY MALT

The Murree Brewery produces a wide variety of beer’s, liquors, and non-alcoholic products. Their premium products include Murree’s Millennium Beer, Murree’s Classic Beer, Lite Export Pills, Eight and twelve years old single Malt Whiskies, Vintage with a blend of a Scotch Grain Whisky, Silver Top Gin, Bos kaya Vodka, And Doctor’s Brandy.

Beers: 1)Murree Beer An all-time favourite since 1860. Alc. Contents 4.5% v/v. Brewed from local sixrow barley, malts, and Bavarian hop products. Has a distinctive taste and flavor. Murree’s Classic Lagger Premium beer, inputs identical to the Millennium Beer. Alco 5.5% v/v. A real classic. Smooth on the plate. Taste and flavor close to classic European lagers. 2)Murree’s Millennium

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Our flagship beer 8% Alc. v/v. Brewed from highest grade Australian malt and Hallertau a German Hop products. The millennium is a celebration brew for a special occasion 3)Lite Export Pills It Is brewed from continental Malts and Hops. A light beer Alc. 3.5% v/v. Correspond in flavor and quality to the famous beer brewed in Pilsen, Czech Republic, An ideal summer drink.

BOLSKAYA VODKA & SILVER TOP GIN

Produce under arrangement with Bolls International B.V. Netherlands Distilled from extra neutral grade alcohol under arrangement with Bolls International BV, Netherlands world-famous distillers of fine liquors.

4)MURREE GINS Tower of London Gin is rich in juniper flavor extracted from the juniper berries of the world-famous Ziarat juniper forest near Quetta. London Dry Gin is a typical English s\dry gin with a delicate flavor, balanced aromatics, and botanicals. Lemon-lime & citrus Gins Convey the flavor of citrus fruits.

Non-Alcoholic Beers (NAB) Malt 79 & Cindy malt drinks are brewed from golden barley malt and hops. Ideal thirst-quenching summer drinks. Once you get the taste of real grain beverages rich 13

in natural sugars, you will never look back to synthetic colas. Doctors recommend Non-alcoholic malt drinks for a variety of elements. Our non-alcoholic malt drinks are genuine earth drinks. It also includes these products:           

 FRUITY MALTS SOFT DRINKS TETRA PACK 250ML SQUASH 3 LITRE PET BOTTLES NR JUICE 5 LITRE PET BOTTLES SAUCES WATER VINEGAR BEERS LIQUORS

FRUITY MALTS: APPLE MALT LEMON MALT PEACH MALT STRAWBERRY MALT

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PINEAPPLE MALT CINDY

MALT79

Lemon Malt

Malt79

MALT79 CAN

CINDY MALT

CINDY

Malt can

GUAVA MALT

Peach Malt Lemon

LYCHEE MALT

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SOFT DRINKS

BIGG APPLE BIGG ICE CREAM SODA BIGG PEACH BIGG LYCHE

BLITZ

LYCHEE

MOJITO

BLITZ

BIGG APPLE

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TOPS TETRA PACK 250 ML

GRAPE

MANGO

APPLE

PULPY APPLE

MANGO PEACH

MANGO/ORANGE XOTICA MANGO

FRESH PINEAPPLE MULTI FRUIT PUNCH XOTICA APPLE PEACH

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GUAVA

TOMATO KETCHUP FROOTOPIA

JAMS& MARMALADE

MIX FRUIT JAM PINEAPPLE JAM

GUAVA JAM

APPLE JAM

TANGY APPLE

SQUASH

MANGO JAM

TANGY LEMO PANI 18

TANGAY MANGO LYCHEE

TANGY ORANGE CARROT

TANGY TANGAY ORANGE MANGO

SQUASH

ORANGE

MANGO

LEMON

3Litre PET Bottle

LYCHEE PINEAPPLE

MANGO 19

NR JUICE

ANAAR

MANGO

RED GRAPE

PINEAPPLE

LYCHEE

FRUIT PUNCH

STRAWBERRY 20

5 LITRE PET BOTTLE

LYCHEE

PINEAPPLE

MANGO

SAUCES

CHILLI GARLIC HOT CHILLI

SOYA SAUCE

GREEN CHILLI

WATER

SPARKLETTS 19 L

SPARKLETTS 6 L

SPARKLETTS 1.5 L 21

SPARKLETTS 0.5L

GLASS BOTTLE

VINEGAR

BEERS

PEACH& LEMON BEER

MURREE BEER

CLASSIC LAGER

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MILLENNIUM BREW

CLASSIC LAGER

MILLENNIUM BREW

SPECIAL STRONG

STRONG BREW

STOUT BEER

MURREE’S VODKA

WHEAT BEER

LIQUORS 23

RAREST

MALT WHISKY CLASSIC MURRE’S SAPPHIRE

MILLENNIUM RESERVE

CITRUS GIN

BLENDED LIGHT

LEMO LIME GIN

VAT NO 1

BOLSKAYA

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SILVER TOP

ISLAY

IRISH CREAM

GREEN APPLE VODKA

Competitors: Quetta Distillery is the biggest competitor of Murree Brewery. Its products must compete rapidly with brands smuggled from the West and India. In a local market, Murree Brewery enjoys the monopoly in alcoholic drinks; however, for nonalcoholic drinks, there is a lot of competition. Like Qarshi industries etc.

MICRO &MACRO ENVIRONMENT: Microenvironment the actors close to the Company affect its ability to serve its customers—the Company, Suppliers, Marketing Intermediaries, Customer markets, Competitors, and publics. Macroenvironment the largest societal forces affect the microenvironment— Demographic, Economic, Natural, Technological, Political, and Cultural forces. Company: Murree brewery's top management like Mr Isphanyar Bhandara Chief Executive, Chief Financial officer Mazhar Iqbal, and other top management members set the Murree Brewery's mission, Objectives, broad strategies, and policies. So, all the marketing managers decide within the strategies and plan made by top management. All these interrelated groups from the internal environment. 25

Suppliers: It has established a relationship with many suppliers. They do not have any specific suppliers. Moreover, it includes different and many suppliers for obtaining raw materials. Only Murree Brewery raw material from the open market. Marketing managers always up to date with their information about supply availability and cost etc. Marketing intermediaries: As we know, marketing intermediaries help the Company promote, sell, and distribute its products to final buyers. Murree brewery some products are available in local shops like their juices, vinegar, ketchup, etc. all these products delivers to local vendors via private container. They also use advertising like commercials etc. to increase their sales. Competitors: Every Company tries to provide more excellent value and satisfaction than its competitor does. The main competitor of the Murree brewery's biggest competitor is Quetta Distillery. (its products must increasingly vie with smuggled brands from the West and India) they are both competitors of each other. But Murree Brewery also focused on their products and increased its product line according to customer's interests. Public: Murre Brewery focuses most on the youngster of the public. Murree Brewery produces its products according to the general public's needs like their soft drinks, water, and ketchup, etc. Customers:  Consumer markets are essential for all organizations from a marketing perspective, but for it, Muree Brewery is too crucial because  It is related to the beverage industry.  Murree Brewery is looking to break into Britain through a distribution deal with a Czech brewery.  Not only large but also dynamic 26

 Entirely focusing on changing behaviour  The fictitious product will also have a consumer market. Macroenvironment factors: Demographic: Murree Brewery products...