Assignment On Aspects of Contract and Negligence for Business Essay

Introduction: A business organization has to face many criteria to conduct business in the worldwide business arena. Different domestic and international rules and regulations help to expand business and sometimes create barrier to the business. The law has an incredible effect over the business organization and others social working groups of the organization. Law helps to determine what is right or what is wrong for conducting a business organization. Contract is a part of the business transaction. Contract is an agreement between two or more parties each of whom has the intention to create a legal relation to have a lawful object between them. Contract is regulated by law that is enforceable by the court and legal jurisdictions. Contract is more used in the partnership business where each party has a common goal, trust one another and a specific time period. Q1.1: What are the essential elements of forming a valid contract? Explain the importance of each element by providing relevant legal principles derived from decided cases: An agreement that can be enforced by law is considered as a contract (Jones v.Daniel 1894). An agreement is enforceable by law when it fills up certain conditions that are regarded as essential element of valid contract. Essential elements are: Offer and Acceptance, Lawful Consideration, Intention to create Legal Relationship, Certainty: Offer Offer is crucial element for a contract, is very important that the offeror  to intend to for a term as an expression of willingness to enter in to a contract, contract which will became lawful upon acceptance. (Gibson V Manchester City Council (1979)1 WLR 294 HL) Acceptance An acceptance is a willingness that the offeree agree to all the terms of the offeror has made. Also the acceptance must be ‘mirror image’ of the offer. (Day Morris Associates v Voyce 2003 EWCA civ 189). If the offeree try to set up new terms on the offer, this normally is a counter offer which will kill the original offer. (Hyde v Wrench 1840). Lawful Consideration: Consideration is defined as an acts or a promise of a payment or charge or value which is called ‘Consideration’ made from promisor to the promise or both. (Currie v Misra 1875) An agreement should be based on the ‘freedom of contact theory’ of all parties. Free consent is hampered when coercion, mistake, fraud and misrepresentation are made. (Chappell & Co. v Nestle 1960 AC). Intention to create Legal Relationship: A legal relation is created through the agreement that is intended. An agreement to sell or buy a product is agreement intended to make legal relationship and is therefore contract. A contact may not be valid if the participants they are not intending to create legal relation. (Balfour v Balfour 1919). Domestic and Social contracts are not considered to be a legal relation. (Jones v Padavatton 1966). Also commercial agreements is normally considered that is made in a business context and automatically is an intention to create legal relation. (Case: Esso petroleum v Commissioner of customs and Excise 1976). Family agreements can be enforceable if there is a clearly made in to a ‘business contect’(Snelling v John G Snelling ltd 1973). Certancy As a contract to be valid it must contain terms of the contract and if a important term is hidden that contract will not be lawfull. Q1.2: Describe different types of contract usually undergone in business context. Critically analyze the legal impact of distance selling contract. Sales contracts, Employment contracts, Marketing contracts, Licensing Sales contracts are made between companies to companies and to private person to a  private persons, can be goods or services. Employment contracts is an agreement from employer to employee with terms of payments, benefits, period of time, rights and obligations. Marketing contracts are normally made from business to business or from persons to business to promote products and services to the general public or to business. Licensing contract is used normally to transfer rights to an individual to be able to licensee goods and services in regime of trade mark. Distance selling contract regulations: sellers give certain basic information to customer, deliver goods within 30 days, and provide customers a right to cancel their order. All business must comply with the ‘Sale of Goods Act’ Q1.3: Analyze the contrasting aspects of different kind of terms generally used in a commercial contract. 200 words The lawfulness of commercial contract based on different kind of terms. These terms are considered as implied and express terms. Four categories of implied terms (Porter v Tottenham U.D.C1915) are: Terms Implied by fact: Under this term court believe that both parties of the contract know about the fact. Terms implied in law: Under this term court indicate a specific law of defined type in the contract. That law protects the weaker party in the contract. Terms implied by custom: In this term, local custom is applied on the contract. Terms implied by trade usage: Terms regularly used in contracts within a particular business can be im plied on other such contract. Express terms are: a) Oral contract b) Written contract c) Parole evidence role d) Collateral contract There are three types of contractual terms: a) Condition: Major term of contract. Serious consequence occurs when it is broken. (Poussard v Spiers and pond 1876) b) Warranties: Under this term an affected party can sue for damage when it is breached but cannot terminate the contract. c) In nominate term: If this type of term is breached serious or negligible result can occur depending on the particular fact. ‘Implied terms are more sensitive to deal with than express terms in a business contract’ – how far would you agree with this comment? In contract implied terms refers to terms that are not directly written in the contract but are introduced into contract by the court or by statute. Express terms are conditions that are directly written and agreed by both parties at the time of contract made. As the terms are not mentioned in the contract, it is more sensible to deal with during conflict than express terms. Task 2: Application of Contracts in Business Situations Q2.1: (a) Green Pharma put an advertisement in a trade journal stating: ‘for the wholesale buyers only, our ‘new moisturizing creams’ are now at a special low price of  £10 per dozen.’ Mr Khan, one of Green Pharma’s trusted vendors, rushed to one of your show room and wanted to place a large order. Meanwhile the company made a new decision not to sell the creams any more. Mr Khan became cross and he wished to pursue a legal action against the company. Advice Green Pharma about the possible legal consequence. Justify your comments with reference to similar case precedents. In the given business scenario Green put an advertisement to sell its new moisturizing cream at a special low price Green Pharma was making only an invitation to treat. ((Partridge v Crittenden (1968) 1 WLR 1204). As a result Mr. Khan one of the trusted vendors rushed to one of the show room and wanted to place a large order but he was refused to give order. As a result he wished to pursue a legal action against the company. Mr. Khan wanted to make an offer to Green Pharma to buy the goods but was no acceptance from the company therefore was not valid contract, in event of seeking legal action from Mr Khan will not affect Green Pharma in any way legally. (b) You work into the night to complete ‘an important report’ for your immediate boss, Tania. Tania is very pleased with the report and says ‘I know you have worked very hard on this, I will make sure there’s an extra  £200 in your pay at the end of the month. Can you enforce this promise? 100 words In the given situation you can’t make lawsuit against Tania although it is a oral promise that is done with spoken words. Tania makes a statement or promise which we can call consideration but that consideration was completed before Tania has made her promise. We called this situation past consideration so it can be a lawfull consideration (Re McArdle 1951). (c) Joe works in the purchase department of Green Pharma. He lives near to you. By an agreement he provides you with a lift to work in return for a contribution towards the petrol. Would this contract be legally enforceable? Justify your answer with legal arguments. In the above situation Joe can’t be enforced in this contract legally due to lack of intention to create legal relation, furthermore the agreement was done in a social context, if in event to seek legal action the court will not enforce this agreement (Balfour b Balfour 1919) Q2.2: Alban is the business development manager of Green Pharma. Four months ago he bought a ‘Landmaster’ car from Brenda’s Garage Ltd for use in his business activities. He paid  £12,500 for the car and was given a written guarantee in the following terms. ‘Brenda’s Garage Ltd guarantees that, for three months from the date of purchase, it will put right free of charge any defects in the vehicle which cannot be discovered on proper examination at the time of purchase. Thereafter all work and materials will be charged to the customer.’ The sales manager recommended to Alban that he should take out the ‘special extended warranty’ under which, for payment of  £350, the car would have been guaranteed in respect of all defects for a further two years, but Alban declined. Last week the engine and gearbox seized up. The repairs will cost  £2,000. Advise Alban. Would your answer differ if he bought the car only for his personal use? In the given scenario I think there would be difference between contracts whether it is made with personally or commercially. All contracts are made up with the essential elements. When Alban purchases a Landmaster car from Brenda’s Garage ltd for use in business activities, he made a legal contract through offer and acceptance, and a written agreement. It also includes the  consideration in the contract that defines each party to the agreement gets something. There was the existence of the certainty element of the contract through which Brenda indicates for three month from the date of purchase they will provide warranty service of the car. If Alban purchase the car for personal use he would make a contract with the seller of the by maintaining the element of the valid contract. Alban can not make a claim for compensation of the car if want it to do that because was outside of the warranty was given. Although if Alban would buy the car for personal use he has the right to l awsuit against the Brenda’ to recover the cost repair due to Sale Goods Act implied terms of satisfactory quality. Q2.3: Explain the effects of the following in the running of a Pharmaceutical company such as Green Pharma: a) Breach of conditions, and, innominate terms Breach of condition: Condition is the basic term of contract we also can call it hart of the contract. When condition is breached, the affected party can sue as well as end the contract and claim for damages. Warranty: Warranties as a secondary condition can be a specific kind of terms representation of fact that the law can enforce against the warrantors. If a warranty is breached the victim party can only demand for compensation but cannot end the contract, therefore Green Pharma offer replacements which will conduct to damages only. Innominate terms: As a result of such breach the innocent party is deprived of the whole benefit of the contract. The inexperience vendors will be entitled to repudiate the contract and to get compensations (Hong kong fir shipping co. ltd v Kawasaki kisen kaisha ltd (1962) b) Legality of exemption clauses. Please include relevant examples to explain different aspects of the terms. 200 words An exemption clause is a term in the contract made by one party to protect them from lawsuit done by other party for damage,loss,negligence or non-performance etc. It is done usually by the party who draft the agreement. For example, a digital camera shop use exemption clause in their selling document where they accept no liability for any damaged camera after selling it to customer. Thecourt generally describes exemption clauses narrowly to see if it is logical in specific perspective. An exemption clause can be included and bound into a contract if it is written in a signed contractual document; it does not fact whether  the party understands it. Task 3: Principles of Liability in Business Negligence Q3.1: In what aspects, liabilities in tort are different from contractual liabilities? Give examples of ‘duty of care’ in the context of someday- to- day situations. Explain the concept of ‘causation’ and ‘remoteness’ in the tort of negligence. 220 words Tortuous liability is more imposed in nature whereas Contractual liability is freedom. Contractual liability holds more privacy than liabilities in tort (Fleming, 1984). Sole proprietorship and Partner in partnership are responsible for the tort committed by them and torts committed by the business. In the contractual liability parties are engaged with one another by mutual consent which is conducted by the contract. On the other hand, the relationship in the tortuous liability is imposed by the law, the defendant must responsible the claimant a duty of care. The basic contrast between the contractual liability and the liability in tort is that the first is the result of agreement whereas the second is the result of law. Day to day examples of duty of care: a) Keepers of dangerous pets will hold a duty of care to people who will be likely to be affected. b) Lorry drivers owes a duty of care to his goods that it’s delivering. According to the law, duty of care is a legal responsibility that is applied on an individual requiring maintains a reasonable care during completing a specific task to overtake any acts that make jeopardize others. Duty of care is done by a employer to his employees, by a traffic police to the pedestrian, by a supplier to the manufacturer for the quality of the raw materials etc. Causation defines and determines the extension of liability. Causation is the indicator through which one party proves that another party makes loss to them that is considered before damages. It may be difficult to prove when there is more than one cause. Remoteness determines how much a defendant is responsible for his wrongful doings. A defendant must make up the damages or loss if it is within the reasonable consideration. Q3.2: Explain the nature of liability in negligence by giving reference to  different scenarios. Negligence is not intentional tort but accidental. Negligence liability holds that defendant know about the probable risk that can occur damage largely to the injured party. Here the injured party does not know about the risk before it happens. Negligence liability also assumes that the defendant has control power over the probable risk of harms that caused the plaintiff injury. (Lewis, R., Morris, A. and Oliphant, K.2006).For example, negligence liability occurs when a landlord sell a portion of his property to a customer although knowing about the legality problem in the property documents that may cause serious damage in future if any legal issues increases. In this situation the buyer of the property will know about the problem and damages after the occurrence happens. Another example, negligence liability occurs when a nurse does not mention the medicine to the patient who has no knowledge about the medicine causing the patient take wrong medicine. Q3.3: Explain the legal requirements to hold employers vicariously liable for the torts committed by their employees. Vicarious liability in English law is a doctrine that applies rigorous liability on the employers for the wrongdoing of their employees (CRC-Evans Canada Ltd. v. Pettifer1997). In this perspective, the person who is vicariously liable is free from blame although the person is legally responsible. An employer is vicariously responsible for doing the conduct of employees or a group of employees, agents, supervisors or managers, a person deployed by the firm disturbing a member, workplace participant etc. The provision of the vicarious liability refers to the to the legislation that applies if the person was an employee and not from a contractor or agency. (Mersey Docks & Harbour Board v Coggins and Griffiths Ltd 1947). We can consider tort of an employee if occurs to connection with the person’s employment. Without taking all responsibilities the employers may be held liable for the actions of the employees. (Limpus v London General Omnibus Co 1862) Also we may have another situation where the driver of a bus company is not in his course of employment where is injures passengers it can not be responsible for the accident. (Beard v London General Omnibus Co 1900) Courts attribute to the employer where the employers’ objectives do not reach in the absence of the employee’s serious risk which has committed. So,  there are some close connection between the tortuous act of the employee and the circumstances of his employment to establish a vicarious liability. Examples of vicarious liability are: employees seize the goods of the firm. Task 4: Application of Principles of Liability in Business Situations Q4.1: By applying the relevant legal principles answer the following: (a) what is the level of duty of care to be shown by (1) a learner driver (2) a Chinese herbal doctor working in England and (3) Junior doctor in a hospital? The duty of care refers to the principle that the duty to take responsible care to avoid foreseeable injury to a neighbor. A learner driver Must know the rules and regulations of the traffic and level of care is not been different from all other drivers. (Nettleship v Weston 1971). Understand the possible magnitude of the probable harm or injury occurred on roads. Know the importance of the social value of this activity. Chinese herbal doctor A doctor must mention reasonable harm and can not be considered a full doctor therefore is not grade of comparison. (Shakoor v Situ 2004). The relationship between the defendant and the claimant about proximate cause. A junior doctor To practice under the supervision of senior doctor (Bolam v Friern Hospital Management Committee 1957). Maintain reasonable standard of the profession. Avoid negligence actions for medical malpractices. Know the bad effect of malpractice that causes harm or injury. (b) Green Pharma engages Mr Ken, a local electrician, to rewire its office. Two weeks later Leo, a visitor, is electrocuted. Discuss Green Pharma’s liability in tort. Would your answer differ if Green Pharma put the following notice at the entrance: ‘Persons entering these premises do so at their own risk’? 125 words A tort liability is the legal obligation of a party which causes to suffer or loss someone as a result of a civil wrong or injury. Green Pharma has experience in defending clients, variety of personal injury. In this scenario it is found that one of the visitors has attacked by the electrocuted. There was a rule to set up a notice for awareness. But due to  negligence of the employee the notice was not hung. As a result, the Green Pharma is responsible for the accident of the visitors. The visitors can sue for getting the compensation of the damage. If there was the rule in the entrance: ‘Persons entering these premises do so at their own risk’. In this perspective the visitor should follow the notice in the entrance. If not follow Green Pharma will not responsible for the accident. The visitor cannot sue against the company for getting the compensation for the damage. Q4.2: (a) John is a van driver employed by Green pharma. While on his rounds, he stops to collect his own television from a repair shop. He parks his van carelessly and it moves off, injuring Kelly, a pedestrian. Is Green Pharma vicariously liable? Vicarious liability indicates a situation where someone is liable for the acts of another person. In this business scenario John is van driver employed by Green Pharma who use the van for his personal use to carry a television from a repair shop. As he parks the van carelessly that resulting injured Kelly a pedestrian, the pedestrian can sue against the Green Pharma because the owner of the van is the Green Pharma who not is vicariously liable for the injury of the pedestrian. Beard v London General Omnibus Co 1900 (b) Robert, who is a security guard in Green Pharma’s head office, has been encouraged by the company to keep order by force – if necessary. One night he grabbed one MrMattis on suspicion and stabbed him in the back. Discuss the potential vicarious liability of Green Pharma. 100 words Here Green Pharma plays the role of the employer and Robert is the employee of this. Green Pharma is vicariously liable for the act of the Robert because he has done the action encouraged by the company to protect his job. Seemingly, Green Pharma is free from the blame but it is legally liable for the negligence of the employee. As a result Mr.Mattis affected by stabbing can demand for the compensation that must be paid by the company. Many employers are not aware that they can be liable for a range of actions done by their employee in the course of their employment. Conclusion: To regulate and expand the business the importance of law is increasing day by day. The capacities and culture of the different organization and nations are not same. Law provides the fundamental understanding of the negotiation  deals that is required in the business. Legitimate contract helps to debate settlement of the business organization in the court by legal jurisdictions. Top management of a organization should know the reasonable information about the various elements of the agreement to understand and get important point in the business arena. References: 1. Burrows, A. (1995), ‘Solving the Problem of Concurrent Liability’ Current Legal Problems 103. 2. Fleming, J. (1984), ‘Comparative Law of Torts’ 4 OJLS 235. 3. Lewis, R., Morris, A. and Oliphant, K. (2006), ‘Tort Personal Injury Claims Statistics: Is There a Compensation Culture in the United Kingdom?’ 2 JPIL 87. 4. Markesinis, B. S. (1987), ‘An Expanding Tort Law – The Price of a Rigid Contract Law’ 103 LQR 354. 5. Stapleton, J. (1985), ‘Compensating Victims of Diseases’ 5 OJLS 248. 6. Whittaker, D.H. (1990) Managing Innovation: A Study of British and Japanese Factories, Cambridge: Cambridge University Press. 7. Wedderburn, Lord (1986) The Worker and the Law, 3rd edn, London: Penguin. 8. Waddington, J. (1992) Trade union membership in Britain, 1980–1987: unemployment and restructuring, British Journal of Industrial Relations, 30(2): 7–15. 9. Simpson, B. (1986) Trade union immunities. In Lewis, R. (ed.) (1986) Labour Law in Britain, 10. Oxford: Blackwell. 11. CRC-Evans Canada Ltd. v. Pettifer(1997) 12. Porter v TottenhamU.D.C(1915) Jones v.Daniel (1894) 2 Ch. 332].

Cross-Price Elasticity of Demand

Cross-Price Elasticity of Demand Cross-Price Elasticity of Demand (sometimes called simply Cross Elasticity of Demand) is an expression of the degree to which the demand for one product lets call this Product A changes when the price of Product B changes. Stated in the abstract, this might seem a little difficult to grasp, but an example or two  makes the concept clear its not difficult.   Examples of Cross-Price Elasticity of Demand Assume for a moment youve been lucky enough to get in on the ground floor of the Greek Yogurt craze. Your Greek yogurt product B, is immensely popular, allowing you to increase the single cup price from around $0.90 a cup to $1.50 a cup. Now, in fact, you may continue to do well, but at least some persons will revert back to the good old non-Greek yogurt (Product A) at the $.090/cup price. By changing the price of Product B youve increased the demand for Product A, even though theyre not highly similar products. In fact, they can be quite similar or quite different the essential point is that there will often be some correlation, strong, weak or even negative between the demand for one product when the price of another one changes. At other times, there may be no correlation. Substitute Goods The aspirin example shows what happens to the demand for good B when the price of good A increases. Manufacturer As price has increased, demand for its aspirin product (for which there are many substitute goods)  decreases. Since aspirin is so widely available, there probably wont be a great increase in each of these many other brands; however, in instances where there are only a few substitutes, or perhaps only one, the demand increase may be marked. Gasoline vs. electric automobiles is an interesting instance of this. In practice, there really are only a few automobile alternatives: gasoline automobiles, diesel, and electrics. Gasoline and diesel  prices, as youll remember, have been extremely volatile since the late 1980s. As U.S. gasoline prices reached $5/gallon in some West Coast cities, the demand for electric cars increased. However, since 2014 gasoline prices have fallen. With that, demand for electrics fell with them, putting automobile manufacturers in a peculiar bind. They needed to sell electrics to keep their fleet mileage averages down, but consumers began buying gasoline trucks and larger gasoline autos again. This forced manufacturers Fiat/Dodge  is a case in point to lower the price of electrics below their actual production cost in order to keep selling gasoline-powered trucks and muscle cars without triggering a federal government penalty.   Complimentary Goods A local Seattle band has a breakthrough hit millions and millions of streams, many, many downloads and a  hundred thousand albums sold, all in a few weeks. The band begins touring and in response to demand, ticket prices begin climbing. But now something interesting happens: as the ticket prices increase, the audience becomes smaller no problem so far because whats happening essentially is that the band is playing smaller venues but at greatly increased ticket prices still a win. But then, the bands management sees a problem. As the audience grows smaller, so do the sales of all those high mark-up collectibles band T-shirts, coffee mugs, photo albums and so on: the  merch. Our Seattle band has more than doubled the ticket price at $60.00 and is still selling about half as many tickets at each venue.  So far so good: 500 tickets times $60.00 is more money than 1,000 tickets times $25.00. However, the band had enjoyed robust merch sales averaging $35 a head. Now the equation looks a little different: 500 tix x $(60.00 $35.00) is less than 1,000 tix x ($25.0035). The drop in ticket sales at a higher price created a proportionate drop in merch sales. The two products are complementary. As the price increases for band tickets, the demand for band merch drops.   The Formula You can calculate the Cross Price Elasticity of Demand (CPoD) as follows: CPEoD (% Change in Quantity Demand for Good A)  Ãƒ · (% Change in Price for Good A)

Sympathy Quotes to Help You Express Regret

Sympathy Quotes to Help You Express Regret Grief is a heavy burden. Families that are grieving for their dear ones who departed, or for a missing member, find it difficult to hold back their tears. At such a time, words of solace can provide a healing touch. Offering Condolence at Funerals When a dear one has departed, you can extend your condolences with kind words. You may feel that words are hollow and dont do much to alleviate sorrow. However, your support can help the grieving family gain strength. If words seem empty, back them up with generous acts. Perhaps you could offer some assistance to the family. Or maybe they would appreciate your involvement in the funeral arrangements. You could even stay back after the ceremony to help the family get back to routine life. Sympathy for a Dear One Who Has Gone Missing If your friend or relative has gone missing, do every bit to help find them. Offer to talk to the local police, or help trace friends who last met the missing person. At the same time, express words of hope and encouragement. You could also help the grieving family get on with their lives to bring some normalcy. Dont speak of negative outcomes, even if you feel they are likely. Miracles happen, especially if you have faith. If you find the grieving family despairing, help them stay optimistic. Dont back out on promises. Even if you are not in a position to help the family, you can always send encouraging quotes about life. Let them know how you feel for their sorrow. If you are religious, you can also say a special prayer, asking God to help your loved ones through their difficult times. Offer Words of Support to a Heartbroken Loved One Heartbreak can be very depressing. If your friend is going through a bad patch in her love life, you can be the pillar of support. Your friend may need more than just a shoulder to cry on. If you find your friend slipping into a vortex of self-pity and depression, help her overcome the grief. Use these breakup quotes to brighten her mood. Or you can cheer her up with funny breakup quotes. Brooding often causes a person to despair. Take your friend to a mall, or a funny movie, to cheer her up. You could even help a friend whos suffering from chronic depression by allowing her to break some chinaware. It can be a great release to fling the china pots and plates on the ground and watch them break into smithereens.When you feel that your friend has overcome her sadness, help her rebound by introducing her to new people. She may find new friends a refreshing change, and who knows she may be ready to date again. Sympathy Quotes Offer Solace to the Grief Stricken Words may seem empty, but sometimes they are the best balm for the grieving soul. These sympathy quotes offer stability, hope, and strength. They remind us that life is good, and we are blessed. There is a silver lining to every grey cloud. Happiness and sadness are integral to life; they make us resilient, compassionate, and humble. Use these sympathy quotes in funeral speeches, obituaries, or in condolence messages. Express your grief eloquently; teach others how to stand tall during tough times. Stay dignified in moments of crisis. Corrie Ten BoomWorry does not empty tomorrow of its sorrow. It empties today of its strength. Marcel ProustMemory nourishes the heart, and grief abates. Jane Welsh CarlyleNever does one feel oneself so utterly helpless as in trying to speak comfort for great bereavement. I will not try it. Time is the only comforter for the loss of a mother. Thomas MooreWith what a deep devotedness of woeI wept thy absence - oer and oer againThinking of thee, still thee, till thought grew pain,And memory, like a drop that, night and day,Falls cold and ceaseless, wore my heart away! Oscar WildeIf there was less sympathy in the world, there would be less trouble in the world. Edmund BurkeNext to love, sympathy is the divinest passion of the human heart. Kahlil GibranOh heart, if one should say to you that the soul perishes like the body, answer that the flower withers, but the seed remains. Dr. Charles Henry ParkhurstSympathy is two hearts tugging at one load. Antoine de Saint-ExuperyHe who has gone, so we but cherish his memory, abides with us, more potent, nay, more present than the living man. John GalsworthyWhen Man evolved Pity, he did a queer thing deprived himself of the power of living life as it is without wishing it to become something different. Marcus Tullius CiceroThe rule of friendship means there should be mutual sympathy between them, each supplying what the other lacks and trying to benefit the other, always using friendly and sincere words. William JamesThe community stagnates without the impulse of the individual. The impulse dies away without the sympathy of the community. William ShakespeareWhen sorrows come, they come not single spies, but in battalions. Robert Louis StevensonLike a bird singing in the rain, let grateful memories survive in time of sorrow. Julie BurchillTears are sometimes an inappropriate response to death. When a life has been lived completely honestly, completely successfully, or just completely, the correct response to deaths perfect punctuation mark is a smile. Leo BuscagliaI know for certain that we never lose the people we love, even to death. They continue to participate in every act, thought and decision we make. Their love leaves an indelible imprint in our memories. We find comfort in knowing that our lives have been enriched by having shared their love. Thomas AquinasSorrow can be alleviated by good sleep, a bath and a glass of wine. Victor HugoSorrow is a fruit. God does not make it grow on limbs too weak to bear it. Alfred Lord TennysonA sorrows crown of sorrow is remembering happier times. Laura Ingalls WilderRemember me with smiles and laughter, for that is how I will remember you all. If you can only remember me with tears, then dont remember me at all. Ann LandersPeople who drink to drown their sorrow should be told that sorrow knows how to swim. Johann Wolfgang von GoetheOnly by joy and sorrow does a person know anything about themselves and their destiny. They learn what to do and what to avoid. VoltaireTears are the silent language of grief.

Marketing Mangement - T.J Maxx's money saving aspect Case Study

Marketing Mangement - T.J Maxx's money saving aspect - Case Study Example The other main thing that T.J Maxx is highlighting in its advertisement to affect consumer perceptions is the claim that these products are branded and hence they are no quality issues with these products as they are endorsed by famous brands. This will make many consumers think that since these products are being supplied to T.J Maxx by some well-known brands, they can trust these products without fearing that they are of inferior quality. They will also think that maybe T.J Maxx is buying in large quantities from these brands and hence it is able to supply these products at a cheaper price than T.J Maxx's competitors. Hence, T.J Maxx's advertisements are hitting the two aspects of consumer's perceptions that product may be offered at lower prices but all the same that it is being endorsed by brands, so consumer can expect no quality issues with the products. Price: The price charged is lower than other competitive firm's and hence it may lead to negative perceptions.

EDU 508 Family Chapter Presentations Assignment Example | Topics and Well Written Essays - 250 words

EDU 508 Family Chapter Presentations - Assignment Example The transition helps the child when leaving secondary school life and prepares him for adult life. One of the greatest challenges is faced in the transition period. During this period, parents and facilitators must engage in substantive dialogue about the child. In most cases, families from diverse backgrounds get upset or confused. The issue behind this setback is culture. I would employ an intercultural communication approach so that the parents who play key role in development of IEP appreciate their culture rather than feel upset or confused. The assessment done on the students revealed that the student is disabled and must be accommodated in the learning atmosphere. The criterion used by the team is satisfactory to help the needy child. It has identified some ways to accommodate the students with disability in a future classroom and as shown in the film and the lessons learnt from the

Is Hip Hop a Culture Essay Example | Topics and Well Written Essays - 1750 words

Is Hip Hop a Culture - Essay Example It started with house parties at the home of Clive Campbell, or DJ Kool Herc, as he is known, a figure that is widely associated as "the father of Hip Hop" (Hess, 2007). Overtime, the parties became more frequent, attendance grew and the movement spread across the borough. The pioneering stage of Hip Hop was developing at these parties, with Jamaican-inspired events such as impromptu toasting or loud, boastful poetry reading about current events and hardships the main highlights of the soirees. The location of the inception of Hip Hop, and the period in modern American history in which this happened are not a coincidence. The 1970s were a time where social classes were further being cemented in urban cities across America, and the Black youth was feeling resentful towards their dismal standards of living. Furthermore, street gangs were aplenty in the streets of South Bronx at the time, as they still are today, a sign of the struggle with poverty of the region. Due to the competitiven ess of the gangs, Hip Hop evolved further as it became a lot about the gangs beating each other in the form of graffiti, or rap, or breakdancing, as opposed to beating each other up (Rose, 2008). And so, it was recognized that the kids of the Bronx and other such beaten down neighborhoods could shape their violent urges into creative ones, and crews focusing on dance, graffiti, rap music began cropping up in the form of Zulu Nation (Rahn, 2002). Over time, the movement gained enough attention to garner dedicated articles and documentaries. Therefore, Hip Hop came to be. While it is true that Hip Hop may have been the result of the united creativity of some poor American kids, what it has grown into is something much bigger. Many argue that it is now one of the most important modern cultures of all time, having an effect on teenagers and the young worldwide (Price, 2006). The incentive behind these frequent get-togethers was to let troubled teenagers stay out of trouble, out of the s treets and to give them an outlet for their frustrations without any physical danger to them or anyone else. There are, of course, many critics weighing in on how valuable Hip Hop has been to American kids and the society in general (Lewis, 2009). Many people around the United States of America, and the world, too, argue that Hip Hop has been a negative influence on the youth. It is widely known and acknowledged that Hip Hop came into existence as a distraction for the economically depressed youth of the Bronx. Many of the active players in this movement were Black teenagers, mostly boys that were also in gangs. Over time, this image of Hip Hop has not changed much and instead, has been propagated by music videos that glorify sex, drugs and weapons. Many argue that Hip Hop is an art belonging to the hooligans of society. Moreover, many music videos frequently portray rich Black men visiting clubs and bars, dancing with barely dressed women rapping about money and sex. In fact, many a time, Hip Hop dancers and rappers are frequently associated with criminal tendencies, and do not always harbor a stellar reputation among the more conservative and orthodox members of society. Many experts had recommended that Hip Hop be given official

Analysis of Sports Bar Businesses in India for Opportunities

Analysis of Sports Bar Businesses in India for Opportunities Sports Bar Business in India from a Cultural and Branding Perspective INTRODUCTION Post liberalization the Indian economy has grown exponentially. The fall out of this is the increase in disposable income of the consumers, emergence of credit card culture and the decreasing size of households. The change in the economic status is the catalyst to the change in the social and cultural trends that have caused the change in the way a consumer views everyday food and beverages. The consumer today has very different preferences. Consumers today are more aware about different things in the world due to extensive travel and foreign media. These are some of the social and economic reasons behind the consumer moving towards fine dining, imported spirits and wine as opposed to conventional beverages. Due to this paradigm shift coffee shops, restaurants, fast food joints and bars have become successful. India is relatively new to the concept of a bar. In India bars are located mostly in the metros like Delhi, Mumbai, Bangalore, Hyderabad etc. Sports bars in particular are very new to our country and are growing at a very rapid rate. The advent of IPL and the increase in craze for club football and F1 has only boosted its prospects. LITERATURE REVIEW The Indian economy is booming and the living standards and the lifestyles in the urban areas are fast changing. Entertainment as an industry is growing exponentially over the past decade. From the turn of the 21st century more and more avenues of entertainment have opened up in our country. Eating out as a form of entertainment has been catching up over the last decade. More and more families are going out for dinner or lunch on a regular basis and this is a form of entertainment for them. Changing Indian Economy Consumer Preferences: As of 2007 the median age of India is 24. Due to the abundant job opportunities and the surge in the economy the amount spent by a consumer on alcohol has increased significantly. The number of women working has increased by a large percentage and due to this the double income households have more disposable income. They can afford give their children more pocket money and they are spending a far greater amount socializing in restaurants and bars. The expenditure of consumers on alcohol drinks has increased by 650% from 1995-2007. (Consumer Lifestyles india, 2008) The rise in income is leading to overall growth in consumption by an average Indian. Eating out on a regular basis has now come to become a cool habit. Eating outside is becoming more and more popular. According to a research conducted by Federation Of Hotel and restaurant Association of India (www.fhari.com 2005) there are 10 million households in India with an average income of Rs 46,000/month and 2 million households with average income of 115,000/month. Due to the change in their economic strata, eating out has become a trend within these elite groups. There are 100 million 17-21 year old in India, and six out of 10 households have a child that was born in the post liberalization and has been brought up with no guilt of consumption. It is estimated that as of 2005 there are 5,00,000 restaurants in the organised sector and this will only increase in the future. According to a survey conducted by The Economic Times, 1.7 percent of Indians dine out more than once a week, 2.5 percent do so once a week and around 2.1 percent dine outside once a fortnight. About 5.5 percent eat out of home once a month on an average and 5.4 percent eat out once every 2-3 months. Around 8 percent say eating out is relegated only to festivals. For 69.6 percent eating out is a rather rare occasion. (Ref: The Economic Times, 21 May,2005). The consumers in the urban areas are more aware of the international brands due to their exposure from offshore travel and media and do not hesitate to pay for premium goods. According to National Council for Applied Economic Research (NCAER) there are five classes of consumer households and the greatest growth is in the upper strata. Upper strata are defined as households with income in excess of Rs 215,000. More than 80% of the top earning households in India are located in the top seven cities of our country. Due to this most of the disposable income in the country is located in these areas. This is the reason behind the growth rate of restaurants, coffee shops, fast food joints and bars in these cities. Another major factor influencing the growth in the food and beverage industry in India is the fact that more than 70% of the countrys population is under the age of 40. This explains the rise of expenditure on leisure products and entertainment. (Sarin, 2005) Indian Theme Restaurants: However, eating out as a concept is also fast changing. People want to break away from the monotony of eating in the same food joints and are looking for more experiential and new avenues to hang out and spend time with their family and friends. Themed restaurants and bars are the flavour of the season. More and more themed bars and restaurants are mushrooming in various metros like across India. A number of theme restaurants have been successful in India. Some of the successful and well know theme restaurants are Mercurries in Delhi Theme, Solar system Orient Express at the Taj Palace New Delhi Theme, Railway carriage of yore Village in Mumbai Theme, Indian village Gufaa Ohris in Hyderabad Theme, Dungeon etc. Serengeti Ohris in Hyderabad Theme, Jungle (Roy, 2008) Each of these theme based restaurants has been successful as the people are looking for a lot more than just eating at the food joints. The time they spend at the restaurant is made more enjoyable interactive and memorable because of the different concepts of these restaurants. This theme based format has been inspired from the success stories of the west. Indian Theme Bars/Sports Bars: Another popular retail format which is just picking up in the Indian market is the bars. Bars in India have mostly mushroomed around metros and other urban areas. There are very few bars in other parts of the country. Traditionally consumers bought the liquor at wine shops and consumed them at home. However, now with the advent of Restaurant/Bars, Bars and clubs, the consumption habits are changing. Bars in India are of various types. Some are social bars where people get together to socialise drink, eat and have fun. Some of these bars are theme based like the Hard Rock Cafe and TGIF. Then there are the shady bars where only men go. Bars with a big enough dance floor are termed as nightclubs. Sports bars are another kind of bars which have just made their way into the Indian market. Sports bars are bars where sports fans find an authentic sporting ambience with large LCD screens for watching live feeds of important international matches, pool tables, basketball courts and video games. Today there are close to 30 sports bars in India across various metros. The biggest player in the Indian market currently is Future Groups subsidiary Galaxy Entertainment Corporation Ltd. It has two brands under it, â€Å"The Sports Bar† and â€Å"Sports Express.† Sports Express offers a wide variety of entertainment activities ranging from Television Programmes, Cricket, Soccer, Pool, Basket-Ball area, Darts and certain places also have a Cricket Pitch. They also serve various Indian and imported brands of liquor along with pan Indian cuisine. It has seven outlets in various cities and another four outlets in the pipeline. â€Å"The Sports Bar† another brand of Galaxy Entertainment Corporation Ltd is located in Mumbai. It is a complete sports bar complimented with an unrivalled ambience. It has a giant screen, multiple LCD TVs, basketball court, pool tables, punching bags and dart boards. It is a favourite destination for many professionals who just wish to unwind after a hard days work. Xtreme Sports Bar is another chain of sports bars; it has seven outlets across Hyderabad, Bangalore and Gurgaon. They also have similar offerings as the other sports bars. However, they are looking to expand further and are looking for suitable people to take up the franchise. Other popular sports bars in India are, Champions, Delhi Starstruck, Kolkata Super stars, Kolkata (Roy, 2008) Other theme bars in India are, Hard Rock Cafe one of the biggest retail brands in the world has opened its shops in various locations like Delhi, Hyderabad, Mumbai, Bangalore etc. TGIF (Thank God Its Friday) is another example of an international retail format opening up in India and doing well. 21 Fahrenheit Condom bar Chandigarh There are a number of factors due to which these theme based bars and restaurants are successful. One important factor which is attractive to people to come to these places is the authenticity they have in decor and food. All these theme based food retail outlets are true to their name and provide a unique experience in line with their theme. The moment you step into these places you are transformed to a fantasy world and the food they serve is very authentic and apt to their name. Even in the case of sports the whole ambience created in the place is so electrifying during any international sporting event. The decor and the buzz in a sports bar are beyond words. With the flags hung in every corner of the place and the giant screen to watch the watch on with a drink in your hand is an experience a lot of the consumers have come to love. Some have argued that the concept of having theme bars and restaurants are just a fad, but it has been proved otherwise. Knowledge Gap Most of the academic articles that I came across were written in the global perspective. There is little literature or data available about bars in the Indian context. In particular when it comes to Sports Bars in India the only information available is about some of the sports bars in India in brief and about the themed restaurants in India. There is no clear information available about the consumer profile of the people who frequent the Sports Bars in India. Also, there is no information available about the consumption pattern of Sports Bar as entertainment/leisure in the Indian context. The articles I have found have no information what so ever on the branding opportunities Sports Bars have. The Socio-Cultural changes that have impacted the average consumers outlook towards a bar are also an important factor that is missing in the literature available. The reasons behind the bar being perceived as a socially acceptable and sophisticated socializing place today is also not covered in the information Available. Problem Definition Research problem To study the sports bar business in India and identify the opportunities these bars have as a business in India. Also to understand the changing customer behaviour towards sports bars. Research Objectives To study the evolution of sports bars in India and understand their system of operation To study the growth of sports bars in India and also understand the consumer behaviour related to sports bars RESEARCH DESIGN Exploratory research in 3 areas: Study the evolution of the sports bars in India Attitude of consumers towards sports bars Patterns and reason for visiting sports bars RESEARCH METHODOLOGY Data Collection Method: PHASE I: Secondary Research Studying the different retail formats of bars in India and their evolution by gathering information from different articles and journals published both globally and locally. PHASE II: Primary Research Primary research involved mostly qualitative research. 1. 5-6 In-depth interviews with industry stake holders like bar owners and bar managers; Ravi K Malpuri owner Hall Of Fame Sports Bar, jubilee hills, Hyderabad Eddie Richards manager Hall of Fame Sports Bar, jubilee hills, Hyderabad Arjun Yelluri owner of Xtreme Sports Bar, Banjara Hills, Hyderabad Santosh Nath bar manager, Xtreme Sports Bar, Banjara Hills, Hyderabad Pramod Reddy owner Live Sports Bar, Nubilee Hills, Hyderabad 2. In-depth interviews with consumers (10-15) 3 Male (21-30 age group), 3 Male (31-45 age group) 3 Female (21-30 age group), 3 Female (31-45 age group) The findings of these interviews will be used to generate a questionnaire. The purpose of the questionnaire is to validate the findings from the In-Depth interviews. 3. Type of research: Qualitative/Quantitative Number of respondents 150 Age group 21-45 Questionnaire administered to consumers and non consumers of bars/sports bars. The In-depth interviews with the industry stake holders will give me a better idea about the target audience and their profiles. The questionnaire was designed from the inputs gathered after the In-depth interviews with industry stake holders and consumers. The questionnaire was administered online due to the absence of bars in the state of Gujarat. The questionnaire is attached in the appendix. The information and data collected through the In-depth Interviews and Questionnaire would be analyzed to come up with research findings for the Sports Bar Industry. Sampling Universe: Anybody living in cities like Mumbai, Hyderabad, within the age group of 21-45. The person could either have visited or not visited sports bars. Sampling Technique: Random Sampling SCOPE: Hyderabad, Mumbai, Bangalore Evolution of Sports Bars Introduction Bars have been around in India for decades. Mostly they were dance bars and some bar upscale bars in the metros. Since the beginning of the 21st century more and more upscale bars and theme bars have been proliferating in India starting with the major metros like Delhi and Mumbai to now cities like Hyderabad, Bangalore, Pune, Gurgaon etc. As the income levels of an average Indian in the cities is increasing, they are looking for different avenues to spend their leisure time and hang out with friends and colleagues. Western Influence The Indian businessmen have always looked to the west for success stories to start their endeavours in India. The bars/restaurants is an example of that. Serving alcohol in a restaurant was a thing of the star hotels only initially. Today hundreds of restaurants have a bar and serve a variety of foreign/Indian liquor and a wide range of cocktails and mocktails. Then came the concept of having gaming areas like pool and bowling. This business model did not take off in India as the Indian government did not give permission to this kind of gaming zones to serve liquor and they retired to becoming just gaming zones and entertained youth and families. After this during the late 90s and early 2000s theme restaurants started opening in India. These restaurants charged a premium for the experience they provide to their customers. The decoration in these restaurants was exquisite. Places like the Oriental Express and The Village restaurant are examples of this. Evolving Indian Market Consumer The Indian customer is ever evolving and adapts to the western trends very easily. The cumulative impact of increasing disposable income, foreign exposure and western media has changed the requirements and consumption habits of young Indians. Hanging out in bars has become a casual thing and a way to unwind for us. Thanks to these upscale bars and clubs, it is not a taboo anymore to go and have a drink in a bar in India. As the consumption of bars has increased also came in a number of clubs starting in major cities like Mumbai Delhi and Bangalore. Initially only hotels had in-house clubs, but over the years a lot of independent clubs have emerged. Sports Bars are popular hang outs in Europe and America. The first ever sports bar was opened way back in 1894. â€Å"Nuf Ced† McGreevy opened his â€Å"3rd Base Saloon† in Boston. The number of local tournaments that happen in these countries is much larger. Due to this a large number of local fans flock to these sports bar to form a community of sorts to support their teams. Apart from these general sports bars there are a large number of bars which promote and support a particular sports club. Most of these bars are in collaboration with the sporting club itself. The telecast all live matches of the club, sell merchandize and have fan interactions at a regular basis at these bars. There was little or no real differentiating factor between bars in India. The need to differentiate gave way to different theme bars and restaurants across India. The first sports bar in India was opened in Goa. It was the perfect place to open the first sports bar as it has a rich culture of football and has a number of spectacular local football clubs like Salgaocar, Dempo, Churchill Brothers, Vasco Sports Club. The fans here have been known to travel to different venues to support their teams. Today there are a number of clubs and bars in all major cities in India. Due to this there is not much differentiation between these places. Sports Bars have always been very popular in the western countries where it has become a culture of a sort where friends go to a particular sports bar to watch every local teams match. This popular successful and well tested format of bar was introduced in India only a few years back. Today there are more than 40 sports bars in India. Impact OF IPL The recent surge in the number of sports bars in India can be attributed to the success of IPL (Indian Premier League). Cricket has always been like a religion in India. The only problem was it was not short like a football match. Now with the advent of 20-20 cricket it has become easier for the audience to consume this sport. Due to the fast nature of this format of cricket IPL has become a huge success and this has helped sports bars in India flourish in leaps and bounds. As most of the major cities have their own IPL teams it has increased the local audiences involvement in the sport. This has been the major factor which has influenced the proliferation of sports bars in the recent years across cities in India. Sports bars are filled to capacity on a match day. The most popular sports in Indian sports bars apart from cricket are football and F1. Some sports bars have tie-ups with local sporting teams and sell their merchandize and promote those teams. Branding Opportunity For example, Xtreme sports bar in Hyderabad has a tie-up with Deccan Chargers which is the cities cricket team in the IPL. They have different offers and promotional events during the IPL season and in particular during a Deccan Chargers match. Deccan chargers in turn use this bar as a platform to promote and interact with the local fans. The team players make appearances during the IPL season and interact with the fans, also, they have other promotional activities like having the official team cheerleaders come and perform at the bar. Recently Manchester United Food Beverage (Asia) Pte Ltd and Billionaire Sports Pvt Ltd in collaboration have announced that they will open the first ever offshore club sports bar in India in the city of Delhi. The first ever Manchester United Restaurant and Bar will set the precedence for other clubs to setup their sports in the country where the love and fan following for English Football is rapidly increasing. Local clubs like the Deccan Chargers, Delhi Daredevils and Rajasthan Royals have announced their intentions to launch their own sports bar to promote their clubs and entertain their loyal fan base. This would give them an avenue to brand their sporting clubs and also sell their wide variety of merchandize. Xtreme Sports Bar, Banjara Hills, Hyderabad Manufacturers of sports equipment could use sports bars as a platform to indulge the customers through subliminal branding. The branding at the bars can be done very subtly. As there is already a lot of player merchandize available, sports manufacturers like Nike can promote their brands by hanging only Nike sponsored player jerseys and memorabilia. Apart from this the manufacturers merchandize can be sold at these bars. For ex: Puma the official sponsor of Deccan Chargers can choose to sell their merchandize in these bars where the involvement of the customer is very high as most of the customers are sports fans. Xtreme Sports Bar, Jubilee Hills, Hyderabad SuryaRay Elixirs Pvt. Ltd.the parent company Xtreme Sports Bar has the largest chain of sports bars in India. The annual revenue of this chain is already in excess of Rs. 25cr within just 2 years of launching. They have 7 outlets across India in cities like Hyderabad, Bangalore and Gurgaon. They plan to expand further in the next couple of years and target revenue of Rs. 160 in a couple of years. Apart from the large number of high definition TVs and a few large projection screens Xtreme Sports bar also offers Foos Ball, Golf Simulators, Dart Board Games, Console Gaming, Lan Gaming and Pool tables for the entertainment of their customers during non match days. Live Sports Bar, Jubilee Hills, Hyderabad Hall of Fame is the new sports bar that has opened in Hyderabad located in Jubilee hills. This bar boasts of eighteen 42 inch televisions and two large projection screens to provide the ultimate match viewing experience to their customers. Licence of sports like NBA etc have been taken by the bar to telecast uninterrupted matches over broadband. The menu itself consists of 12 different types of chicken wings which are the most popular among the match watching crowd apart from other continental dishes. The raw materials for the food are directly imported from the US in order to provide the highest quality of food to their customers. They call themselves a sports grill and not just a sports bar as they give a lot of importance to their expertise in the food services they provide. Hall of Fame plans to expand its branches into cities like Mumbai and Bangalore later this year. Focus On High-End Decor Quality Of Service: In order to compete in the clustered bars and restaurants segment sports bars have carved a niche for themselves. The food service industry is very competitive and in order to compete in them sports bars are redefining this segment and investing a lot in high end decorations and facilities. These bars have a large number of high resolution plasma TVs, and large projection screens and comfortable seating arrangements equipped with class bean bags, sofas and comfortable booths as opposed to the normal seating arrangements available in other bars and restaurants. To keep up the upscale image most of these bars serve a variety of cuisines and employ well trained chefs. The menus are exquisite and offer a large variety. Both Indian and foreign liquors are served in these bars ranging from beer, wine, whisky, scotch, cocktails, mocktails and other in-house specialities. The menu is quite often named after the local club players and sports stars to increase the involvement of the customers. To add to the ambience and the experience player jerseys and flags of different players and sports teams are displayed in the bar. Autographed photos of players, jerseys and other sports memorabilia are hung on the walls. These bars partner with sports teams and liquor companies. As most people come here to watch live matches and have a drink while doing so, the menu focus is mostly on starters and appetizers as people would like to have something to munch on while drinking and watching the matches. One of the unique attractions of these bars is the private cabins they offer. A customer can call and book the private cabins which have a seating capacity of 8-12 people and are equipped with comfortable sofas and bean bags along with a plasma TV. Customers can enjoy the match, sports bar ambience whilst having their privacy. Regular customers are given preference for the cabin and also these bars offer a variety of offers when a local teams match is being telecast. This encourages more customers to come in to watch the local teams matches. These bars try to focus more on the experience and not merely on telecasting the matches. As not all customers who come into these bars are sports oriented, they give equal importance to the level of service and offering they have apart from the viewing experience itself. The key elements of a sports bar Sports based themes—the sports bar should focus on themes that have mass appeal in India. So the focus should be primarily on cricket and other popular sports like football and F1. Distinctive design features and decor— Every bar should have its own characteristic and the main attraction is the visual appeal of the design and layout of these bars. The large collection of sports memorabilia that is displayed at the bars is a big attraction and adds great value to the place. The more authentic the memorabilia the better. Even Hard Rock Cafe does the same with musicians memorabilia displayed all around the place. The location of the sports itself is very important. The bar should be located at a high profile location. The bar should be located at a location which is close to both high profile residential area and also offices. It is also important to take into account the traffic conditions in this area and the income levels of residential areas near to the intended location of the bar. Getting in celebrities and sportsmen into the bars is an important promotional activity. A sports bar get into a tie-up with celebs and athletes as these events would give them enough media coverage during their appearances at these bars. The waiters and bartenders uniform is also designed to fit the mood and decor of these bars. They all wear uniform which look like sports jerseys with the company logo their number and name written at the back ala sportsmen. Some of these bars sell merchandize of the sporting clubs they are involved with. Some stores which have garnered a fan following of sorts can also sell their own bars merchandize to their loyal customers. Apart from providing liquor and telecasting live matches on high resolution televisions and screens, a sports bar also has to focus on providing a wide variety of cuisines The pricing should be reasonable and affordable and each bar should have its own signature dish In order to improve the experience of the customers all sports bars should maintain a high ratio of personnel to customers. This would mean that the customers are tended to quickly. Also the training given to the service personnel and the bartenders should be of the highest order to keep up the high class image of these bars. Having private cabins in your offering is beneficial. Though a large number of people come to sports bars to get immersed in the match along with a large crowd and get a live match feeling, a certain group of customers still would like to have their privacy. This where the private cabins come in handy. Changing Indian Consumption Habits Among Indians eating out is a popular activity. Every year Indians spend over INR 350 billion on eating out in restaurants, fast food joints, bars etc. Eating out is a very popular activity while attending other functions. It is estimated that Indians spend INR 350 billion eating out annually. Of this organized establishments account for only INR 20 billion. International fast food chains such as Subway, McDonalds and Pizza Hut are found in shopping malls and near cinema theatres. The well-off† in urban areas are increasingly eating out in coffee shops, malls or retail stores. Lounge bars are the latest trend in urban areas and are frequented by young professionals, successful executives and single women in their late 20s. This trend began in Mumbai, Bangalore, Delhi and Kolkata and will no doubt spread to other urban areas. Among the affluent, clubs are becoming popular. In addition to many recreational Facilities they are upgrading their food facilities and can compete with s ome of the finest restaurants or hotels of India. The new in thing are the sports bars which are mushrooming in different corners of the country. People who are interested in sports or like to be associated with sports go to these places. These bars are frequented by students, young professionals and executives most often. Table 1 Number of On-trade Establishments by Type 2004-2008 2004 2005 2006 2007 2008 Bars/pubs 22,411 23,942 25,100 26,211 27,154 Source: Trade interviews, Euromonitor International estimates MARKET INDICATORS Table 13 RetailConsumerExpenditure on Alcoholic Drinks 2004-2009 Rs bn 2004 2005 2006 2007 2008 2009 Total 125.4 137.5 149.7 167.9 185.8 183.7 Source: Euromonitor InternationalNote: 2009 data is forecast Sports Bars Target Segment: The customers who visit sports bars are segments into five different groups, Students Young Professionals Successful executives Sports Enthusiast/Fan Families Young Adults Men and women between the age of 21-25 who are either studying or unemployed fall under this segment. This segment of customers come to a sports bar just to hang out with their friends, enjoy the ambience and enjoy the food and liquor services provided by the bar. This customer comes into sports bars with a group of friends both male and female, and all within the same age group. These people get pocket money from their parents and hence are not spendthrifts. However, portions of this group come from very affluent families, and have no limit on their expenditure. This target segments are very trendy and are very seldom loyal. They are attracted to special offers and discounts and look for these offers availability before going to a place. Offers like happy hours of buy one get one free attract this segment of people. They are generally seen before the peak hours as discounted prices are available at this time. Working Professionals These people are in the age group of 24-30. They have a decent amount of disposable income and like to indulge in activities which help them distress after work. They often come in after work to unwind. They come in either with their colleagues or other friends. These groups can have people from different age groups. They come in to watch the matches as well as to just sit and chat with their friends or colleagues. Successful Executives The people in this segment generally fall under the age group of 30-45. They have already arrived in life and belong to a high income segment. These people often come in just for a drink to catch-up with their friends over a few drinks or with their colleagues to discuss business offline. These people often consume foreign liquor and generally have time to watch only important matches. Sports Enthusiasts This target group accounts for a third of the revenue generated by the sports bars. They are big sports fans and follow their favourite sports passionately. They belong to different age groups and can be students, young professionals or successful executives. This group of sports enthusiast t Analysis of Sports Bar Businesses in India for Opportunities Analysis of Sports Bar Businesses in India for Opportunities Sports Bar Business in India from a Cultural and Branding Perspective INTRODUCTION Post liberalization the Indian economy has grown exponentially. The fall out of this is the increase in disposable income of the consumers, emergence of credit card culture and the decreasing size of households. The change in the economic status is the catalyst to the change in the social and cultural trends that have caused the change in the way a consumer views everyday food and beverages. The consumer today has very different preferences. Consumers today are more aware about different things in the world due to extensive travel and foreign media. These are some of the social and economic reasons behind the consumer moving towards fine dining, imported spirits and wine as opposed to conventional beverages. Due to this paradigm shift coffee shops, restaurants, fast food joints and bars have become successful. India is relatively new to the concept of a bar. In India bars are located mostly in the metros like Delhi, Mumbai, Bangalore, Hyderabad etc. Sports bars in particular are very new to our country and are growing at a very rapid rate. The advent of IPL and the increase in craze for club football and F1 has only boosted its prospects. LITERATURE REVIEW The Indian economy is booming and the living standards and the lifestyles in the urban areas are fast changing. Entertainment as an industry is growing exponentially over the past decade. From the turn of the 21st century more and more avenues of entertainment have opened up in our country. Eating out as a form of entertainment has been catching up over the last decade. More and more families are going out for dinner or lunch on a regular basis and this is a form of entertainment for them. Changing Indian Economy Consumer Preferences: As of 2007 the median age of India is 24. Due to the abundant job opportunities and the surge in the economy the amount spent by a consumer on alcohol has increased significantly. The number of women working has increased by a large percentage and due to this the double income households have more disposable income. They can afford give their children more pocket money and they are spending a far greater amount socializing in restaurants and bars. The expenditure of consumers on alcohol drinks has increased by 650% from 1995-2007. (Consumer Lifestyles india, 2008) The rise in income is leading to overall growth in consumption by an average Indian. Eating out on a regular basis has now come to become a cool habit. Eating outside is becoming more and more popular. According to a research conducted by Federation Of Hotel and restaurant Association of India (www.fhari.com 2005) there are 10 million households in India with an average income of Rs 46,000/month and 2 million households with average income of 115,000/month. Due to the change in their economic strata, eating out has become a trend within these elite groups. There are 100 million 17-21 year old in India, and six out of 10 households have a child that was born in the post liberalization and has been brought up with no guilt of consumption. It is estimated that as of 2005 there are 5,00,000 restaurants in the organised sector and this will only increase in the future. According to a survey conducted by The Economic Times, 1.7 percent of Indians dine out more than once a week, 2.5 percent do so once a week and around 2.1 percent dine outside once a fortnight. About 5.5 percent eat out of home once a month on an average and 5.4 percent eat out once every 2-3 months. Around 8 percent say eating out is relegated only to festivals. For 69.6 percent eating out is a rather rare occasion. (Ref: The Economic Times, 21 May,2005). The consumers in the urban areas are more aware of the international brands due to their exposure from offshore travel and media and do not hesitate to pay for premium goods. According to National Council for Applied Economic Research (NCAER) there are five classes of consumer households and the greatest growth is in the upper strata. Upper strata are defined as households with income in excess of Rs 215,000. More than 80% of the top earning households in India are located in the top seven cities of our country. Due to this most of the disposable income in the country is located in these areas. This is the reason behind the growth rate of restaurants, coffee shops, fast food joints and bars in these cities. Another major factor influencing the growth in the food and beverage industry in India is the fact that more than 70% of the countrys population is under the age of 40. This explains the rise of expenditure on leisure products and entertainment. (Sarin, 2005) Indian Theme Restaurants: However, eating out as a concept is also fast changing. People want to break away from the monotony of eating in the same food joints and are looking for more experiential and new avenues to hang out and spend time with their family and friends. Themed restaurants and bars are the flavour of the season. More and more themed bars and restaurants are mushrooming in various metros like across India. A number of theme restaurants have been successful in India. Some of the successful and well know theme restaurants are Mercurries in Delhi Theme, Solar system Orient Express at the Taj Palace New Delhi Theme, Railway carriage of yore Village in Mumbai Theme, Indian village Gufaa Ohris in Hyderabad Theme, Dungeon etc. Serengeti Ohris in Hyderabad Theme, Jungle (Roy, 2008) Each of these theme based restaurants has been successful as the people are looking for a lot more than just eating at the food joints. The time they spend at the restaurant is made more enjoyable interactive and memorable because of the different concepts of these restaurants. This theme based format has been inspired from the success stories of the west. Indian Theme Bars/Sports Bars: Another popular retail format which is just picking up in the Indian market is the bars. Bars in India have mostly mushroomed around metros and other urban areas. There are very few bars in other parts of the country. Traditionally consumers bought the liquor at wine shops and consumed them at home. However, now with the advent of Restaurant/Bars, Bars and clubs, the consumption habits are changing. Bars in India are of various types. Some are social bars where people get together to socialise drink, eat and have fun. Some of these bars are theme based like the Hard Rock Cafe and TGIF. Then there are the shady bars where only men go. Bars with a big enough dance floor are termed as nightclubs. Sports bars are another kind of bars which have just made their way into the Indian market. Sports bars are bars where sports fans find an authentic sporting ambience with large LCD screens for watching live feeds of important international matches, pool tables, basketball courts and video games. Today there are close to 30 sports bars in India across various metros. The biggest player in the Indian market currently is Future Groups subsidiary Galaxy Entertainment Corporation Ltd. It has two brands under it, â€Å"The Sports Bar† and â€Å"Sports Express.† Sports Express offers a wide variety of entertainment activities ranging from Television Programmes, Cricket, Soccer, Pool, Basket-Ball area, Darts and certain places also have a Cricket Pitch. They also serve various Indian and imported brands of liquor along with pan Indian cuisine. It has seven outlets in various cities and another four outlets in the pipeline. â€Å"The Sports Bar† another brand of Galaxy Entertainment Corporation Ltd is located in Mumbai. It is a complete sports bar complimented with an unrivalled ambience. It has a giant screen, multiple LCD TVs, basketball court, pool tables, punching bags and dart boards. It is a favourite destination for many professionals who just wish to unwind after a hard days work. Xtreme Sports Bar is another chain of sports bars; it has seven outlets across Hyderabad, Bangalore and Gurgaon. They also have similar offerings as the other sports bars. However, they are looking to expand further and are looking for suitable people to take up the franchise. Other popular sports bars in India are, Champions, Delhi Starstruck, Kolkata Super stars, Kolkata (Roy, 2008) Other theme bars in India are, Hard Rock Cafe one of the biggest retail brands in the world has opened its shops in various locations like Delhi, Hyderabad, Mumbai, Bangalore etc. TGIF (Thank God Its Friday) is another example of an international retail format opening up in India and doing well. 21 Fahrenheit Condom bar Chandigarh There are a number of factors due to which these theme based bars and restaurants are successful. One important factor which is attractive to people to come to these places is the authenticity they have in decor and food. All these theme based food retail outlets are true to their name and provide a unique experience in line with their theme. The moment you step into these places you are transformed to a fantasy world and the food they serve is very authentic and apt to their name. Even in the case of sports the whole ambience created in the place is so electrifying during any international sporting event. The decor and the buzz in a sports bar are beyond words. With the flags hung in every corner of the place and the giant screen to watch the watch on with a drink in your hand is an experience a lot of the consumers have come to love. Some have argued that the concept of having theme bars and restaurants are just a fad, but it has been proved otherwise. Knowledge Gap Most of the academic articles that I came across were written in the global perspective. There is little literature or data available about bars in the Indian context. In particular when it comes to Sports Bars in India the only information available is about some of the sports bars in India in brief and about the themed restaurants in India. There is no clear information available about the consumer profile of the people who frequent the Sports Bars in India. Also, there is no information available about the consumption pattern of Sports Bar as entertainment/leisure in the Indian context. The articles I have found have no information what so ever on the branding opportunities Sports Bars have. The Socio-Cultural changes that have impacted the average consumers outlook towards a bar are also an important factor that is missing in the literature available. The reasons behind the bar being perceived as a socially acceptable and sophisticated socializing place today is also not covered in the information Available. Problem Definition Research problem To study the sports bar business in India and identify the opportunities these bars have as a business in India. Also to understand the changing customer behaviour towards sports bars. Research Objectives To study the evolution of sports bars in India and understand their system of operation To study the growth of sports bars in India and also understand the consumer behaviour related to sports bars RESEARCH DESIGN Exploratory research in 3 areas: Study the evolution of the sports bars in India Attitude of consumers towards sports bars Patterns and reason for visiting sports bars RESEARCH METHODOLOGY Data Collection Method: PHASE I: Secondary Research Studying the different retail formats of bars in India and their evolution by gathering information from different articles and journals published both globally and locally. PHASE II: Primary Research Primary research involved mostly qualitative research. 1. 5-6 In-depth interviews with industry stake holders like bar owners and bar managers; Ravi K Malpuri owner Hall Of Fame Sports Bar, jubilee hills, Hyderabad Eddie Richards manager Hall of Fame Sports Bar, jubilee hills, Hyderabad Arjun Yelluri owner of Xtreme Sports Bar, Banjara Hills, Hyderabad Santosh Nath bar manager, Xtreme Sports Bar, Banjara Hills, Hyderabad Pramod Reddy owner Live Sports Bar, Nubilee Hills, Hyderabad 2. In-depth interviews with consumers (10-15) 3 Male (21-30 age group), 3 Male (31-45 age group) 3 Female (21-30 age group), 3 Female (31-45 age group) The findings of these interviews will be used to generate a questionnaire. The purpose of the questionnaire is to validate the findings from the In-Depth interviews. 3. Type of research: Qualitative/Quantitative Number of respondents 150 Age group 21-45 Questionnaire administered to consumers and non consumers of bars/sports bars. The In-depth interviews with the industry stake holders will give me a better idea about the target audience and their profiles. The questionnaire was designed from the inputs gathered after the In-depth interviews with industry stake holders and consumers. The questionnaire was administered online due to the absence of bars in the state of Gujarat. The questionnaire is attached in the appendix. The information and data collected through the In-depth Interviews and Questionnaire would be analyzed to come up with research findings for the Sports Bar Industry. Sampling Universe: Anybody living in cities like Mumbai, Hyderabad, within the age group of 21-45. The person could either have visited or not visited sports bars. Sampling Technique: Random Sampling SCOPE: Hyderabad, Mumbai, Bangalore Evolution of Sports Bars Introduction Bars have been around in India for decades. Mostly they were dance bars and some bar upscale bars in the metros. Since the beginning of the 21st century more and more upscale bars and theme bars have been proliferating in India starting with the major metros like Delhi and Mumbai to now cities like Hyderabad, Bangalore, Pune, Gurgaon etc. As the income levels of an average Indian in the cities is increasing, they are looking for different avenues to spend their leisure time and hang out with friends and colleagues. Western Influence The Indian businessmen have always looked to the west for success stories to start their endeavours in India. The bars/restaurants is an example of that. Serving alcohol in a restaurant was a thing of the star hotels only initially. Today hundreds of restaurants have a bar and serve a variety of foreign/Indian liquor and a wide range of cocktails and mocktails. Then came the concept of having gaming areas like pool and bowling. This business model did not take off in India as the Indian government did not give permission to this kind of gaming zones to serve liquor and they retired to becoming just gaming zones and entertained youth and families. After this during the late 90s and early 2000s theme restaurants started opening in India. These restaurants charged a premium for the experience they provide to their customers. The decoration in these restaurants was exquisite. Places like the Oriental Express and The Village restaurant are examples of this. Evolving Indian Market Consumer The Indian customer is ever evolving and adapts to the western trends very easily. The cumulative impact of increasing disposable income, foreign exposure and western media has changed the requirements and consumption habits of young Indians. Hanging out in bars has become a casual thing and a way to unwind for us. Thanks to these upscale bars and clubs, it is not a taboo anymore to go and have a drink in a bar in India. As the consumption of bars has increased also came in a number of clubs starting in major cities like Mumbai Delhi and Bangalore. Initially only hotels had in-house clubs, but over the years a lot of independent clubs have emerged. Sports Bars are popular hang outs in Europe and America. The first ever sports bar was opened way back in 1894. â€Å"Nuf Ced† McGreevy opened his â€Å"3rd Base Saloon† in Boston. The number of local tournaments that happen in these countries is much larger. Due to this a large number of local fans flock to these sports bar to form a community of sorts to support their teams. Apart from these general sports bars there are a large number of bars which promote and support a particular sports club. Most of these bars are in collaboration with the sporting club itself. The telecast all live matches of the club, sell merchandize and have fan interactions at a regular basis at these bars. There was little or no real differentiating factor between bars in India. The need to differentiate gave way to different theme bars and restaurants across India. The first sports bar in India was opened in Goa. It was the perfect place to open the first sports bar as it has a rich culture of football and has a number of spectacular local football clubs like Salgaocar, Dempo, Churchill Brothers, Vasco Sports Club. The fans here have been known to travel to different venues to support their teams. Today there are a number of clubs and bars in all major cities in India. Due to this there is not much differentiation between these places. Sports Bars have always been very popular in the western countries where it has become a culture of a sort where friends go to a particular sports bar to watch every local teams match. This popular successful and well tested format of bar was introduced in India only a few years back. Today there are more than 40 sports bars in India. Impact OF IPL The recent surge in the number of sports bars in India can be attributed to the success of IPL (Indian Premier League). Cricket has always been like a religion in India. The only problem was it was not short like a football match. Now with the advent of 20-20 cricket it has become easier for the audience to consume this sport. Due to the fast nature of this format of cricket IPL has become a huge success and this has helped sports bars in India flourish in leaps and bounds. As most of the major cities have their own IPL teams it has increased the local audiences involvement in the sport. This has been the major factor which has influenced the proliferation of sports bars in the recent years across cities in India. Sports bars are filled to capacity on a match day. The most popular sports in Indian sports bars apart from cricket are football and F1. Some sports bars have tie-ups with local sporting teams and sell their merchandize and promote those teams. Branding Opportunity For example, Xtreme sports bar in Hyderabad has a tie-up with Deccan Chargers which is the cities cricket team in the IPL. They have different offers and promotional events during the IPL season and in particular during a Deccan Chargers match. Deccan chargers in turn use this bar as a platform to promote and interact with the local fans. The team players make appearances during the IPL season and interact with the fans, also, they have other promotional activities like having the official team cheerleaders come and perform at the bar. Recently Manchester United Food Beverage (Asia) Pte Ltd and Billionaire Sports Pvt Ltd in collaboration have announced that they will open the first ever offshore club sports bar in India in the city of Delhi. The first ever Manchester United Restaurant and Bar will set the precedence for other clubs to setup their sports in the country where the love and fan following for English Football is rapidly increasing. Local clubs like the Deccan Chargers, Delhi Daredevils and Rajasthan Royals have announced their intentions to launch their own sports bar to promote their clubs and entertain their loyal fan base. This would give them an avenue to brand their sporting clubs and also sell their wide variety of merchandize. Xtreme Sports Bar, Banjara Hills, Hyderabad Manufacturers of sports equipment could use sports bars as a platform to indulge the customers through subliminal branding. The branding at the bars can be done very subtly. As there is already a lot of player merchandize available, sports manufacturers like Nike can promote their brands by hanging only Nike sponsored player jerseys and memorabilia. Apart from this the manufacturers merchandize can be sold at these bars. For ex: Puma the official sponsor of Deccan Chargers can choose to sell their merchandize in these bars where the involvement of the customer is very high as most of the customers are sports fans. Xtreme Sports Bar, Jubilee Hills, Hyderabad SuryaRay Elixirs Pvt. Ltd.the parent company Xtreme Sports Bar has the largest chain of sports bars in India. The annual revenue of this chain is already in excess of Rs. 25cr within just 2 years of launching. They have 7 outlets across India in cities like Hyderabad, Bangalore and Gurgaon. They plan to expand further in the next couple of years and target revenue of Rs. 160 in a couple of years. Apart from the large number of high definition TVs and a few large projection screens Xtreme Sports bar also offers Foos Ball, Golf Simulators, Dart Board Games, Console Gaming, Lan Gaming and Pool tables for the entertainment of their customers during non match days. Live Sports Bar, Jubilee Hills, Hyderabad Hall of Fame is the new sports bar that has opened in Hyderabad located in Jubilee hills. This bar boasts of eighteen 42 inch televisions and two large projection screens to provide the ultimate match viewing experience to their customers. Licence of sports like NBA etc have been taken by the bar to telecast uninterrupted matches over broadband. The menu itself consists of 12 different types of chicken wings which are the most popular among the match watching crowd apart from other continental dishes. The raw materials for the food are directly imported from the US in order to provide the highest quality of food to their customers. They call themselves a sports grill and not just a sports bar as they give a lot of importance to their expertise in the food services they provide. Hall of Fame plans to expand its branches into cities like Mumbai and Bangalore later this year. Focus On High-End Decor Quality Of Service: In order to compete in the clustered bars and restaurants segment sports bars have carved a niche for themselves. The food service industry is very competitive and in order to compete in them sports bars are redefining this segment and investing a lot in high end decorations and facilities. These bars have a large number of high resolution plasma TVs, and large projection screens and comfortable seating arrangements equipped with class bean bags, sofas and comfortable booths as opposed to the normal seating arrangements available in other bars and restaurants. To keep up the upscale image most of these bars serve a variety of cuisines and employ well trained chefs. The menus are exquisite and offer a large variety. Both Indian and foreign liquors are served in these bars ranging from beer, wine, whisky, scotch, cocktails, mocktails and other in-house specialities. The menu is quite often named after the local club players and sports stars to increase the involvement of the customers. To add to the ambience and the experience player jerseys and flags of different players and sports teams are displayed in the bar. Autographed photos of players, jerseys and other sports memorabilia are hung on the walls. These bars partner with sports teams and liquor companies. As most people come here to watch live matches and have a drink while doing so, the menu focus is mostly on starters and appetizers as people would like to have something to munch on while drinking and watching the matches. One of the unique attractions of these bars is the private cabins they offer. A customer can call and book the private cabins which have a seating capacity of 8-12 people and are equipped with comfortable sofas and bean bags along with a plasma TV. Customers can enjoy the match, sports bar ambience whilst having their privacy. Regular customers are given preference for the cabin and also these bars offer a variety of offers when a local teams match is being telecast. This encourages more customers to come in to watch the local teams matches. These bars try to focus more on the experience and not merely on telecasting the matches. As not all customers who come into these bars are sports oriented, they give equal importance to the level of service and offering they have apart from the viewing experience itself. The key elements of a sports bar Sports based themes—the sports bar should focus on themes that have mass appeal in India. So the focus should be primarily on cricket and other popular sports like football and F1. Distinctive design features and decor— Every bar should have its own characteristic and the main attraction is the visual appeal of the design and layout of these bars. The large collection of sports memorabilia that is displayed at the bars is a big attraction and adds great value to the place. The more authentic the memorabilia the better. Even Hard Rock Cafe does the same with musicians memorabilia displayed all around the place. The location of the sports itself is very important. The bar should be located at a high profile location. The bar should be located at a location which is close to both high profile residential area and also offices. It is also important to take into account the traffic conditions in this area and the income levels of residential areas near to the intended location of the bar. Getting in celebrities and sportsmen into the bars is an important promotional activity. A sports bar get into a tie-up with celebs and athletes as these events would give them enough media coverage during their appearances at these bars. The waiters and bartenders uniform is also designed to fit the mood and decor of these bars. They all wear uniform which look like sports jerseys with the company logo their number and name written at the back ala sportsmen. Some of these bars sell merchandize of the sporting clubs they are involved with. Some stores which have garnered a fan following of sorts can also sell their own bars merchandize to their loyal customers. Apart from providing liquor and telecasting live matches on high resolution televisions and screens, a sports bar also has to focus on providing a wide variety of cuisines The pricing should be reasonable and affordable and each bar should have its own signature dish In order to improve the experience of the customers all sports bars should maintain a high ratio of personnel to customers. This would mean that the customers are tended to quickly. Also the training given to the service personnel and the bartenders should be of the highest order to keep up the high class image of these bars. Having private cabins in your offering is beneficial. Though a large number of people come to sports bars to get immersed in the match along with a large crowd and get a live match feeling, a certain group of customers still would like to have their privacy. This where the private cabins come in handy. Changing Indian Consumption Habits Among Indians eating out is a popular activity. Every year Indians spend over INR 350 billion on eating out in restaurants, fast food joints, bars etc. Eating out is a very popular activity while attending other functions. It is estimated that Indians spend INR 350 billion eating out annually. Of this organized establishments account for only INR 20 billion. International fast food chains such as Subway, McDonalds and Pizza Hut are found in shopping malls and near cinema theatres. The well-off† in urban areas are increasingly eating out in coffee shops, malls or retail stores. Lounge bars are the latest trend in urban areas and are frequented by young professionals, successful executives and single women in their late 20s. This trend began in Mumbai, Bangalore, Delhi and Kolkata and will no doubt spread to other urban areas. Among the affluent, clubs are becoming popular. In addition to many recreational Facilities they are upgrading their food facilities and can compete with s ome of the finest restaurants or hotels of India. The new in thing are the sports bars which are mushrooming in different corners of the country. People who are interested in sports or like to be associated with sports go to these places. These bars are frequented by students, young professionals and executives most often. Table 1 Number of On-trade Establishments by Type 2004-2008 2004 2005 2006 2007 2008 Bars/pubs 22,411 23,942 25,100 26,211 27,154 Source: Trade interviews, Euromonitor International estimates MARKET INDICATORS Table 13 RetailConsumerExpenditure on Alcoholic Drinks 2004-2009 Rs bn 2004 2005 2006 2007 2008 2009 Total 125.4 137.5 149.7 167.9 185.8 183.7 Source: Euromonitor InternationalNote: 2009 data is forecast Sports Bars Target Segment: The customers who visit sports bars are segments into five different groups, Students Young Professionals Successful executives Sports Enthusiast/Fan Families Young Adults Men and women between the age of 21-25 who are either studying or unemployed fall under this segment. This segment of customers come to a sports bar just to hang out with their friends, enjoy the ambience and enjoy the food and liquor services provided by the bar. This customer comes into sports bars with a group of friends both male and female, and all within the same age group. These people get pocket money from their parents and hence are not spendthrifts. However, portions of this group come from very affluent families, and have no limit on their expenditure. This target segments are very trendy and are very seldom loyal. They are attracted to special offers and discounts and look for these offers availability before going to a place. Offers like happy hours of buy one get one free attract this segment of people. They are generally seen before the peak hours as discounted prices are available at this time. Working Professionals These people are in the age group of 24-30. They have a decent amount of disposable income and like to indulge in activities which help them distress after work. They often come in after work to unwind. They come in either with their colleagues or other friends. These groups can have people from different age groups. They come in to watch the matches as well as to just sit and chat with their friends or colleagues. Successful Executives The people in this segment generally fall under the age group of 30-45. They have already arrived in life and belong to a high income segment. These people often come in just for a drink to catch-up with their friends over a few drinks or with their colleagues to discuss business offline. These people often consume foreign liquor and generally have time to watch only important matches. Sports Enthusiasts This target group accounts for a third of the revenue generated by the sports bars. They are big sports fans and follow their favourite sports passionately. They belong to different age groups and can be students, young professionals or successful executives. This group of sports enthusiast t