Business plan of

Casino Royale
2010

Breweries Pvt. Ltd.

Planned & Submitted by:

Ravish Prakash
Roll no.-40
TH
PGDM (BFM) 4 Semester

Planned & Submitted by: Ravish Prakash

Page 1
 2010

Contents:
Chapter no. Title Page no.

Executive summary 3

1. Business description 4

2. Market strategies 5

3. Competitive analysis 6

4. Design and development plan 7

5. Operations and management plan 8

6. Financial factors 9

Planned & Submitted by: Ravish Prakash

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 Executive Summary:
2010

Casino Royale breweries Pvt. Ltd. is a company

with the freshness not only in taste but also it
has all attitudes to make it different from others.
As the focused slogan says “piyo royal, jiyo
royal,”.
The power of living in royal style is the unique
idea in the field of beer industry. Beer is never
before considering as so much luxurious
brewery item. This is an effort to change beer
industry with a new face and to promote beer as
drink of youth. We hope that it will work as this
project contains lot of hard work and research
by our dedicated business research &
development team.
Let’s welcome the start of a new era in the field
of beer industry with the start of this
magnificent project.

Planned & Submitted by: Ravish Prakash

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 2010
Chapter 1

1.1 Business description:

1.1.1 Entity name:

Casino Royale Breweries Pvt. Ltd.

1.1.2 Production location:

Tupudana, Ranchi, Jharkhand

1.1.3 Product:
Beer

1.1.4 Operation type:

Manufacturing

1.1.5 Product line specification:

Super strong/mild –
 650ml. Bottle,
 400ml. Bottle,
 500ml cane,
 350ml cane.

1.1.6 Business partners:

 Mr. Ravish Prakash (Business research & Development head)
 Mr. Tara Prakash Kumar (Legal Consultant & Administrative
head)
 Mr. Birendra Prasad (Promotion & Marketing head)

1.1.7 Project cost:

 Rs. 1,50,00,000/-

1.1.8 Slogan:
 “Piyo royale, jiyo royal”

Planned & Submitted by: Ravish Prakash

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 2010

Chapter 2

2.1 Market strategies:

2.1.1 Market overview:
 Per capita consumption of beer in the targeted market- 25 litres
 Market growth rate per annum– 40 to 45%
 Existing competitors – Kingfisher, Thunderbolt, Spencer,
Haywards5000.

2.1.2 Target market:

Local market consists of urban areas of districts of Jharkhand.

2.1.3 Target customer segment:

Youth & middle age group.

2.1.4 Target segment size:

10 lakh

2.1.5 Pricing:
Competitive price.

2.1.6 Promotional strategy:

To develop the CR brand as the epitome of beer by aggressive
promotion with various schemes, offers, and discount on bulk
purchases. e.g. - “Jito dhakkan khol ke”

2.1.7 Expected growth of the brand:

40% in the introducing year than 40-50% onwards.

2.1.8 Distribution channel:

Direct selling to retailers through self developed & operated selling &
distribution channel e.g.-
 Collaboration with bars & restaurants, dhabas, retailers etc.

2.1.9 Youth orientation:

Planned & Submitted by: Ravish Prakash

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 New stylish canes & small bottle with modern style graphics for trendy
& funky look.
2010

Chapter 3

3.1 Competitive analysis:

3.1.1 Strengths & opportunities:

 Focused & youth orientated strategy:

It attracts the attention of youths as they will like trendy look of

canes of beer. It will make the style statement.

 Direct channel marketing:

It will reduce the expenses & maximize the revenue as well.

 Fast growing market:

With the growth rate of 40% it is a huge potential containing area.

3.1.2 Threats:

 From the existing players.

 Changing youth behaviour.

 From local goons for extortion.

3.1.3 Existing competitors in the market:

Planned & Submitted by: Ravish Prakash

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  Kingfisher

 Thunderbolt
2010

 Spencer

 Hayward’s 5000

3.1.4 Competitor’s advantages:

 Brand strength.

 Customer loyalty.

 Experience of several years in the business.

Chapter 4

4.1 Design and development plan

It includes these stages:

4.1.1 Procurement of resources which includes:

 Fund/finance
 Land acquisition
 Building, Plant & machinery
 Raw materials
 Human resource selection & allocation
 Logistic acquisition

4.1.3 Function of each task in relation to the generation of revenue

within the company:

 Finance required for –

o Set up of plant & machinery
o Procurement of raw material

Planned & Submitted by: Ravish Prakash

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 o Production line
o Marketing tasks
o Inbound & outbound logistical integration
2010

 Revenue generation from-

o Sale

4.1.4 Future prospects:

 After Profit generation expansion will be the next agenda to develop.

Under which new places like neighbouring states market will be
covered.

Chapter 5

5.1 Operations and management plan:

5.1.1 Operations of the whole system according to work prescribed

includes-

o Supply & set up of plant & machinery.

o Procurement of raw material (barley, chemicals etc.) from Kolkata

market.

o Inventory management (raw material/finished goods).

o Production line arrangement with the requirement of skilled human

resource.

o Financial requirements & data collection/recording.

Planned & Submitted by: Ravish Prakash

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 o Legal environment analysis.

o Marketing tasks includes- promotional activities, sales order 2010

procurement, customer relations.

o Delivery to the market with the help of logistic support.

o Inbound & outbound logistical integration.

5.1.2 Management of the system:

 Organize these tasks into departments that produce an efficient line of

communications between staff and management with the help of skilled
Human Resource team consist of highly qualified management graduates.

Chapter 6

6.1 Financial factors:

6.1.1 Fund raising from:

 Fund raised from the bank loan under Credit Guarantee scheme of
“Credit Guarantee Fund Trust for Micro & Small Enterprises”

Planned & Submitted by: Ravish Prakash

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 (CGTMSE) & “Deposit Insurance & Credit Guarantee Corporation
(DICGC): Rs. 1 crore. Features of this scheme are-
o Loan tenure- 5-7 years
2010
o Credit Guaranteed- above Rs. 1 crore is 100% on first Rs. 50 lakh
and 50% on the incremental amount i.e. Total credit
guaranteed-Rs. 75 lakh.
o Collateral/third party guarantee free loan upto Rs. 1 crore.

 Own fund / Fund raised from other sources- Rs. 50,00,000/-, which will
include-
o Partner’s stake- Rs. 30,00,000/- (Rs.10,00,000/- from each)
o From the investors, relatives & other resources as debt is Rs.
20,00,000/-
 Total fund raised-Rs.1,50,00,000/-

6.1.2 Application of fund:

Cost of various acquisitions & operations:

 Cost of land acquisition- Rs.50,00,000/-

 Cost of capital goods (building, plant & machinery)- Rs. 30,00,000/-
 Cost to complete legal requirement- Rs. 20,00,000/-
 Cost for fulfilment of operations & management like (raw material,
working capital requirements, office/plant operating expenses, salaries
etc.)- Rs. 30,00,000/-
 Cost of vehicle for supply & delivery- Rs.20,00,000/-

6.1.3 Revenue projection:

 Expected revenue growth rate of 40% per annum.

 Estimated gestation period of 4 years.
 Breakeven point will achieve in 2nd year of operation.

Planned & Submitted by: Ravish Prakash

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