MARKETING STRATEGIES & ACCOUNTING OPERATIONS OF RADICO KHAITAN LTD.

RADICO KHAITAN LIMITED Submitted in partial fulfillment of the requirement for the a!ard of the De"ree of #a$helor of #u ine Admini tration %#an&in" ' In uran$e( Affiliated to )uru )obind Sin"h Indrapra tha *ni+er it,- Delhi )uide. Mr/ H/C/0o hi Submitted b,. Anoop Kumar 12223312415

Delhi College of Adva !ed S"#die$ Ne% Delhi&''((') *a"!h +,((-&,(',.

Ce/"ifi!a"e
I- Mr/ Anoop Kumar- Roll No/ 12223312415 Certif, that the Summer Trainin" Report %24627( entitled 0Ma/1e"i g S"/a"egie$ & A!!o# "i g O2e/a"io $ of Radi!o Khai"a L"d.3 I done b, me and it i an authenti$ !or& $arried out b, me at Radi$o Khaitan Limited/ The matter embodied in thi ha not been ubmitted earlier for the a!ard of an, de"ree or diploma to the be t of m, &no!led"e ' belief/

Date. Au"u t 36- 3122

Certified that the Summer Trainin" Report %24627( entitled 0Ma/1e"i g S"/a"egie$ & A!!o# "i g O2e/a"io $ of Radi!o Khai"a L"d.3 done b, Mr/ Anoop Kumar- Roll no/ 12223312415- i $ompleted under m, "uidan$e/

Date. Au"u t 36- 3122 Mr/ H/C/ 0o hi %8a$ult, of DCAS( Counter i"ned 9rof/ %Dr/( 0/ 9/ :ar hne, Dire$tor

Ta4le of Co "e "$

S. N. 2/ 2/2 2/3 2/6 2/; 2/7 2/< 2/= 2/4 3/ 6/ ;/ 7/ </ To2i! Introdu$tion of the Compan, Con umer #eha+ior 9roblem in Liquor Mar&etin" Mar&etin" Setup Sale 9romotional Repre entati+e Trade 9rofile Liquor Mar&etin" Limitation )o+ernment "i+e the follo!in" 7 t,pe of Li$en e Anal, i ' Interpretation 8indin" > Complaint Con$lu ion Re$ommendation ' Su""e tion #iblio"raph, > Referen$e Page o.

A!1 o%ledge5e "

A "reat man, people are preparin" their report but I !ould li&e to e?pre

m, deep en e

of "ratitude to Radi$o Khaitan Ltd/ for their +aluable Contribution to under"o ummer trainin" in thi pre ti"iou or"ani@ation !hi$h i a part of $urri$ulum of ##A ummer trainin" proAe$t/ I am "rateful to m, internal "uide Mr/ Kamal Ki hore 0ai !al !ho i a deput, "eneral mana"er North @one/ Bho ha been a $on tant our$e of in piration for the intelle$tual timulation ' "uidan$e/ Hi timel, ad+i$e ' +er, illuminatin" di $our e on the ubAe$t of thi report ' related area made thi report po ible/ I o!n m, profound re pe$t to Mr/ H/C/ 0o hi- m, proAe$t "uide and dire$tor Mr/ 0/9/ :ar han, and e?pre m, deep en e of "ratitude and indebtedne for their in piration -

+aluable and $holarl, "uidan$e- imperati+e u""e tion and per onal attention at ea$h ta"e of the !or&/ Their "amut of &no!led"e dedi$ation to!ard re ear$h- e?emplar, de+otion and tru t to!ard me ha been unique and i the prime &e, behind the u$$e of

thi proAe$t/ Thi per onalit, to !or& !ith him- a I !ill fore+er $heri h the deep intera$tion I had !ith him/ M, famil, ha al o pla, an important role in $ompletion of thi proAe$t report/ I am al o appre$iati+e b, m, fatherC help ma&in" ' for bearin" !ith me durin" trouble ome period for preparation of thi report/

P/efa!e
9ra$ti$al trainin" i an inte"ral part of mana"ement tudie / One $annot merel, rel, upon the theoreti$al &no!led"e/ It i to be a$$ompanied b, pra$ti$al &no!led"e for it to be fruitful/ Ho!e+er $la le$ture mu t be $orrelated !ith pra$ti$al trainin" in the $ompan, mana"ement/ To de+elop

ha a i"nifi$ant role to pla, in the ubAe$t in bu ine

mana"erial and admini trati+e &ill in future mana"er ha+e to enhan$e their anal,ti$al &ill - it i ne$e ar, that the, $ombine their $la room learnin" !ith the &no!led"e of real bu ine en+ironment/

I $on ider m, elf lu$&, to "et m, ummer trainin" in RADICO KHAITAN LTD/ I under!ent ;1 da, of trainin"/ It helped me to "et a pra$ti$al in i"ht into the a$tual bu ine en+ironment and pro+ided me an opportunit, to ma&e m, mana"ement $on$ept

$learer/ It i diffi$ult to elaborate e+er,thin"- !hi$h I learned durin" the trainin" ho!e+er- I ha+e endea+ored too man,- $omprehen i+e pi$ture of detail about !or&in" in the follo!in" pa"e / I ha+e a$$umulated the de ired information throu"h per onal ob er+ation - tud, of do$ument and di $u ion /

Co52a 6 2/ofile
Radi$o Khaitan i one of IndiaC olde t and lar"e t liquor manufa$turer / 8ormerl, &no!n a Rampur Di tiller,- !hi$h !a e tabli hed in 25;6/ It !a onl, in 2555- that Radi$o de$ided to laun$h and mar&et it o!n brand - thereb, embar&in" on a period of phenomenal "ro!th/ To further boo t it produ$tion $apa$it, of bottled and branded produ$t - the $ompan, ha tied up !ith bottlin" unit in +ariou part of the $ountr,/

The */a d S"o/6

Radi$o Khaitan Ltd toda, ha three millionaire brand in it portfolio/ Radi$oC fla" hip brand- 4 9M Bhi &,- laun$hed in 2555- !a a runa!a, u$$e / In the fir t ,ear alone- it old one million $a e D a re$ord for an, Indian or forei"n brand operatin" in India/ Thi al o made it the fir t brand in the liquor indu tr, to ma&e it to the Lim$a #oo& of Re$ord / The other millionaire brand are. Conte a Rum ha !on the pre ti"iou Monde Sele$tion a!ard for it o+erall qualit, for the pa t three e?e$uti+e ,ear / It ha a lar"e mar&et hare in the defen e mar&et/ Old Admiral #rand, ha al o !on the Monde Sele$tion a!ard for it o+erall qualit, in 3114/ Toda,- Radi$o Khaitan ha brand that traddle almo t e+er, mar&et e"ment D !hi &,- rum- brand,- +od&a ' "in D and pri$e $ate"or,/ Our fine blend - $on i tent qualit,- di tin$ti+e pa$&a"in" and uperior +alue ha+e re onated !ith $u tomer /

Diageo7 Radi!o 89
Dia"eo- the !orldC leadin" premium Drin& Compan, !ith i$oni$ brand u$h a

0ohnnie Bal&er and Smirnoff in it portfolio- and Radi$o Khaitan Ltd- the e$ond lar"e t drin& $ompan, in India ha+e rea$hed an a"reement to form a 71.71 Aoint +enture to e?ploit the lar"e and de+elopin" Indian made forei"n liquor %IM8L( e"ment/

S"/o g Fi a !ial$
Radi$o Khaitan i not Au t a $ompan, of "reat brand E it i a $ompan, of "reat finan$ial / The equit, hare of the $ompan, are quoted on the Mumbai and National Sto$& E?$han"e - and the $ompan, ha more than 67-111 hareholder / It i the mo t profitable $ompan, in the dome ti$ liquor indu tr,/

Ma age5e "
D/. Lali" Khai"a Chai/5a & Ma agi g Di/e!"o/ Radi!o Khai"a L"d. A +eteran of the Indian liquor indu tr, %o+er ;7 ,ear (- Dr/ Khaitan o+er ee the entire bu ine of Radi$o Khaitan/ He ha been in trumental in impro+in" qualit, tandard and

ee&in" and a$hie+in" $u tomer ati fa$tion- leadin" to ub tantial "ro!th in ale and re+enue - and in$rea ed mar&et hare / In the pro$e - he ha u$$eeded in tran formin"

Radi$o Khaitan from a mall- behindDtheD $ene pla,er to one of the mo t profitable in it e$tor- and a ou"htDafter partner b, leadin" international liquor brand the Indian mar&et/ ee&in" to enter

Hi unique mana"ement t,le ha helped maintain Radi$o a an open- ethi$al and tran parent or"ani@ation/ Dr/ Khaitan ha been !idel, re$o"ni@ed for hi $ontribution to the liquor indu tr,/ He ha been a o$iated !ith a number of de+elopmental proAe$t - ha repre ented India !ith e+eral international dele"ation - and i in+ol+ed in o$ial ' edu$ational a$ti+itie a$ro India/ He i $urrentl,. Chai/5a : U.P. Co55i""ee of PHD Cha54e/ of Co55e/!e a d I d#$"/6 Me54e/:Ma agi gCo55i""ee:ASSOCHAMMe54e/: Ma agi g Co55i""ee: All I dia Di$"ille/$ A$$o!ia"io .

M/. A4hi$he1 Khai"a Ma agi g Di/e!"o/ :Radi!o Khai"a L"d. Mr/ Abhi he& Khaitan i a #a$helor of En"ineerin" %Indu trial 9rodu$tion( from

#an"alore- and ha done a Mana"erial 8inan$e ' Mana"erial a$$ountin" $our e at Har+ard- *SA/ He Aoined Radi$o Khaitan in 255=- and uper+i ed the e tabli hment of the $ompan,C Mar&etin" Di+i ion in the ame ,ear/ The fir t brand to be laun$hed b, the di+i ion- 4 9M Bhi &,- !a a runa!a, u$$e / In the fir t ,ear alone- it old one million $a e D a re$ord for an, Indian or forei"n brand operatin" in India/ Thi al o made it the fir t brand in the liquor indu tr, to ma&e it to the Lim$a #oo& of Re$ord / *nder Abhi he& KhaitanC leader hip- Radi$o KhaitanC brand portfolio i !ide and deep!ith brand that traddle almo t e+er, mar&et e"ment- ta te preferen$e and pri$e $ate"or,/

To re$o"ni@e Mr/Abhi he& KhaitanC

$ontribution to Indian Indu tr,- E$onomi$

De+elopment ' Re ear$h A o$iation be to!ed the #harti,a *d,o" Ratan A!ard on him/ The Borld E$onomi$ 9ro"re E?$ellen$e A!ard/ So$iet, ha honored him !ith the National Indu trial

Divi$io
M/. R.K. Meh/o"/a +E;e!#"ive P/e$ide "&Fi a !e. Mr/ Mehrotra o+er ee the finan$ial affair of Radi$o Khaitan/ He ha been a o$iated !ith the $ompan, in$e 2552/ A Chartered A$$ountant b, profe ion- Mr/ Mehrotra ha a +a t and ri$h $areer pannin" more than ;1 ,ear / He i a member of the All India Mana"ement A o$iation/

M/. KP Si gh +Di/e!"o/ < P/od#!"io . Mr/ Sin"h- !hole time Dire$tor- o+er ee Radi$o KhaitanC operation - and head it C di tiller, unit at Rampur/ He ha been a o$iated !ith the $ompan, for o+er a de$ade/ Mr/ Sin"h i a qualified te$hno$rat !ith o+er 61 ,ear of e?perien$e in the liquor indu tr, M/. Ra=# 9a>i/a e6 +Chief O2e/a"i g Offi!e/ fo/ "he Do5e$"i! *#$i e$$.

Mr/ :a@irane, o+er ee Radi$o KhaitanC Ci+il Mar&etin" and Defen e Mar&etin" #rand Di+i ion - he al o handle the $ountr, liquor brand of the $ompan,/

Mr/ :a@irane, ha a Ma ter de"ree in E$onomi$ - and Diploma in Sale ' Mar&etin" in Corporate La!- and #u ine ale in the liquor indu tr,/ M/. K.S. Ra=# + P/e$ide " fo/ Ma #fa!"#/i g. Mr/ RaAu o+er ee the operation of all of Radi$o KhaitanC trate"i$ tieDup bottlin" unit Mana"ement/ He ha about 27 ,ear of e?perien$e in

and Radi$oC o!n bottlin" unit / Mr/ RaAu ha a Ma ter de"ree in Commer$e from Andhra *ni+er it,- and he al o ha a Ma ter of #u ine Admini tration de"ree in

Mar&etin" Mana"ement from the Adam Smith *ni+er it, of Ameri$a/ He ha o+er 32 ,ear of e?perien$e in the liquor indu tr,/

*oa/d of Di/e!"o/$
D/.Lali" Khai"a Chairman ' Mana"in" Dire$torRadi$o Khaitan Ltd

An eminent indu triali t- Dr/ Khaitan ha been at the helm of affair of the Compan, for more than 37 ,ear / He i on the Mana"in" Committee of a number of a o$iation in$ludin" the 9HD Chamber of Commer$e ' Indu tr,- ASSOCHAM- All India Di tiller A o$iation- */9/ Di tiller A o$iation and Confederation of Indian Indu tr,/ Durin" hi illu triou $areer Dr/ Khaitan ha !on e+eral a!ard in re$o"nition of hi

er+i$e / The e in$lude. F CIndira )andhi National *nit, A!ardC- in tituted b, All India National *nit, Conferen$e-pre ented b, the E?D9re ident of India- )iani Gail Sin"h F C:iAa, Ratna A!ardC- in tituted b, the International 8riend hip So$iet, of India- pre ented

b, the then 9rime Mini ter of India- Shri Chandra Se&har F CNational #uilder of Eminen$e in the Ninetee C a!ard- in tituted b, the International #u ine Coun$il/

M/.A4hi$he1Khai"a Ma agi g Di/e!"o/: Radi!o Khai"a L"d. Mr/ Khaitan ha a #a$helor De"ree in En"ineerin" in Indu trial 9rodu$tion and qualifi$ation in Mana"erial 8inan$e and Mana"erial A$$ountin" an alumnu of Har+ard *ni+er it,- */S/A/ He i a ,oun" and talented indu triali t- and ha been re pon ible for the e?ponential "ro!th of the Compan,/ M/. Ka/ a Si gh Meh"a Di/e!"o/: Radi!o Khai"a L"d. Mana"in" 9artner- S/S/ Kothari ' Co/ %a leadin" firm of Chartered A$$ountant ( Mr/ Mehta i a leadin" Chartered A$$ountant- !ith +a t and ri$h e?perien$e in the field of 8inan$e and A$$ountin"/ He i on the #oard of Dire$tor of a number of leadin" Indian $ompanie / He i al o a Member of the mana"in" $ommittee of e+eral

a o$iation - in$ludin" 9HD Chamber of Commer$e ' Indu tr,- 8ICCI- A o$ham- and CII/

M/. A$h#"o$h Pa"/a Di/e!"o/: Radi!o Khai"a L"d. Ma agi g Pa/" e/: O.P. Khai"a & Co. +a leadi g la% fi/5. Mr/ 9atra ha o+er 37 ,ear of e?perien$e in the le"al field/ He i an eminent Supreme Court la!,er and a leadin" le"al e?pert/

M/.K.P.Si gh Bhole Time Dire$tor de i"nated a 9re ident %Operation (- Radi$o Khaitan Ltd/ Mr/ Sin"h- a qualified te$hno$rat- ha o+er 61 ,ear of e?perien$e in the liquor indu tr, and ha been a o$iated !ith Radi$o Khaitan Ltd/ for o+er a de$ade/ He o+er ee the operation of the Compan,- and head it Di tiller, *nit at Rampur/

Sha/e Holde/ Pa""e/ of Radi!o Khai"a L"d.

Radi!o Co/e 9al#e$

Radi$oC Core :alue are aimed at de+elopin" a $u tomerDfo$u ed- hi"hDperforman$e or"ani ation- !hi$h $reate +alue for all it ta&eholder /

Fo!#$ O C#$"o5e/ At Radi$o Khaitan !e belie+e that $u tomer fo$u i +er, important/ Be "i+e importan$e to deli+er both +alue ' qualit, to the $u tomer/ E;!elle !e

Radi$o !ill tri+e for e?$ellen$e in !hate+er !e do/ Be !ill ta&e the ri"ht path to do !hate+er !e do and e?$el in the ame/

Re$2e!" fo/ Peo2le

Be !ill +alue differen$e in indi+idual per pe$ti+e / Be !ant indi+idual to dream$reate and e?periment in pur uit of opportunitie team!or& I ova"io and a$hie+e leader hip throu"h

Be !ill $on tantl, inno+ate and tri+e to better our pro$e e - produ$t - er+i$e and mana"ement pra$ti$e

Co/2o/a"e Gove/ a !e Corporate )o+ernan$e at Radi$o mean t he frame!or& to en$oura"e the effi$ient u e of re our$e and equall, to require a$$ountabilit, for the te!ard hip of tho e re our$e / The aim i to ali"n a nearl, a po ible the intere t of indi+idual - $orporation and o$iet,

Ern t ' Houn" are the internal auditor and trate"i$ ad+i or and help to impro+e it operational effi$ien$ie and $ontrol pro$edure

#oard of Dire$tor $on i tin" of eminent independent profe ional Stri$t adheren$e to the a$$ountin" tandard laid do!n b, the In titute of Chartered A$$ountant of India

Spe$ial attention bein" paid to the in+e tor relation / Re"ular $ommuni$ation to the in+e tor about the bu ine operation de+elopment and important e+ent impa$tin" the

Stri$t $omplian$e !ith the requirement of Sto$& E?$han"e - Se$uritie and E?$han"e #oard of India and other tatutor, authoritie

Liberal di $lo ure in the balan$e heet o+er and abo+e tho e required b, the re"ulator, authoritie

Co/2o/a"e So!ial Re$2o $i4ili"6 P/og/a55e

HUNAR

In a$$ordan$e !ith Radi$oC mi ion to !or& to!ard the upDliftment of lo$al arti an and to promote the *9 handi$raft- Gardo@i and Chi&an !or& it had laun$hed CRadi$oD Chi&an&ari Aur Gardo@i 9rati,o"itaC in a o$iation !ith the Indian A$adem, of Art ' Culture- */9/ The $ompetition !a or"ani@ed to brin" out the $reati+it, of the arti an and to loo& for ,oun" talent in the field of Chi&an&ari ' Gardo@i/ The e+ent !a promoted throu"h

mobile +an - pamphlet di tribution in the area !here the arti an li+e/ There !ere t!o le+el of Aud"in" eminent per onalitie from Lu$&no! Aud"ed the fir t le+el and in the e$ond le+el Mr / 0a,a 9rada- Mr /Kiran Khaitan- Mr / Su$heta Merh ' Mr/ S!apan both de i"ner from Kol&ata Aud"ed the fir t three !inner / The arti an !ere a!arded !ith $a h pri@e / The arti an ha+e been empaneled b, Radi$o Khaitan Ltd to form a "roup $alledF H* NA RF/ To "et emplo,ment for the arti an i the $au e to!ard !hi$h the "roup Hunar i !or&in"/

E vi/o 5e " F/ie dl6

Radi$o Khaitan Ltd i an en+ironment friendl, $ompan, and follo! all the norm for it produ$tion fa$ilit, at Rampur/ It ha al o been a!arded the ISO 5112 $ertifi$ation for the Rampur di tiller,

RAMPUR DISTTILLER?

Rampur Di tiller, !a e tabli hed in the ,ear 25;6 ' i one of the leadin" manufa$turer of $ountr, liquor- E/N/A/ %E?tra Neutral Al$ohol( ' Re$tified pirit ' hi"h qualit, liquor/ It i al o one of the lar"e t di tillerie in India- Radi$o Khaitan ha three bottlin"/ One pet bottle manufa$turin" unit ' al o tie up !ith 31 bottlin" unit in +ariou part of the $ountr,/ Rampur Di tiller, %a unit of Radi$o Khaitan Ltd/( i al o holdin" the $ertifi$ate of ISO 5112. 3111from 9et Nor &e :ERITAS of Netherland/ Thi Certifi$ate i +alid for de+elopment- manufa$ture ' uppl, of E/N/A/ re$tified pirit- denatured pirit ' potable liquor/ It i the fir t 2S1.5112.3111 holdin" $ompan, in the $ountr,/

Radi$o Khaitan fla" hip brand 4D9M ' Spe$ial Appointment !hi &ie are the fine t in the upper ' re"ular e"ment / 4D9M al o entered in Lim$a #oo& of Re$ord b, $ro in" ale of one millionth $a e in it operation of the fir t ,ear/ The $ompan, i fun$tionin" !ith late t $omputeri@ed te$hnique L/A/N/ %Lo$al Area Net!or&( ' utili@in" S/A/9/ %S, tem Appli$ation 9rodu$t(- a mea ure to!ard E/R/9/ %Enterpri e Re our$e 9rodu$t( the be t re our$e a+ailable in the mar&et/ Rampur Di tiller, pro+ide a health, ' $on"enial atmo phere to it emplo,ee ' belie+e in a$ti+e parti$ipation from all of it fello! member / The mana"ement of thi $ompan, al!a, belie+e in $ontinual impro+ement in pro$e e er+i$e - profe ional !or& en+ironment- po iti+e !or& $ulture '- deli"ht their +aluable ' re pe$ted $u tomer/ Effl#e " T/ea"5e " Pla " The effluent Treatment 8a$ilit, in Rampur Di tiller, i unique in nature !hen $ompared amon" and in the Indu tr,/ The Di tiller, $omplie !ith Gero Di $har"e $on$ept et up b, C9C#/ The treatment ha +aried b, produ$t - !hi$h not onl, impro+e operational tabilit, of the plant but al o add on to $ompan,C profitabilit,/ 9rimar, Treatment of the Effluent ,ield #io )a - !hi$h i u ed a fuel in Co"ent #oiler to "enerate team and then 9o!er throu"h a ba$&pre ure Turbine/ The ba$&pre ure team i u ed a"ain in the Di tillation 9lant to produ$e E?tra Neutral Al$ohol and Re$tified Spirit/

E vi/o 5e "all6 F/ie dl6 Meetin" out 211I 9ollution Control norm - the Treated Effluent i not di $har"ed out ide and in turn i mi?ed and $ured !ith or"ani$ ma li&e 9re Mud of Su"ar Mill

and uitable or"ani$ manure to manufa$ture #io Manure or #io Compo t- a bio fertili@er u ed u$$e full, in "ro!in" the $rop of u"ar $ane et$/ Coge e/a"io Pla " The $o"eneration plant of Rampur Di tiller, $on i t of 3< MT $apa$it, IndiaC fir t tand alone #io )a fired team boiler and 3 MB Turbine )enerator in tandem to ma&e Radi$o Khaitan elf reliant on it requirement for po!er for it normal operation/

*a!1%a/d I "eg/a"io The +er, fir t ba$&!ard inte"ration proAe$t ha $ome in the form of ettin" up a full, automati$ =71 ml Kidne, hape 9ET bottle manufa$turin" plant in lo! $o t and ta? benefited area li&e *ttran$hal/ The unit tarted !ith produ$tion rate of 47 la$& bottle per ,ear in O$tober 311; and i no! "eared up to produ$e 377 la$& 9ET bottle to $ater Radi$oC o!n $apti+e $on umption of appro?/ 271 la$& bottle per ,ear and re t i bein" old to out ide $lient in imilar bu ine e / The unit ha not onl, eliminated the pre ure of 9ET bottle upplier but ha al o pro+ided a &ind of di+er ified manufa$turin" ba e for future bu ine e?ploration/

Co/2o/a"e Se/vi!e$
Ma/1e"i g In the hort pan of time- Radi$o Khaitan ha been able to ma&e the tran ition from bein" a manufa$turer of E?tra Neutral Al$ohol to bein" a $ompan, !ith a portfolio of hu"el, u$$e ful brand / Our under tandin" of mar&et demand and abilit, to ati f, $on umer need ha been re pon ible for thi / Con i tentl, uperior qualit,- a !ide ran"e of produ$t - inno+ati+e pa$&a"in"- pri$in" to uit all po$&et - a nationD!ide di tribution net!or& that $o+er 57I of retail point - $lub and bar in the $ountr,- effe$ti+e ad+erti in"- and popular e+ent and promotion / All the e element "o to ma&in" up Radi$o KhaitanC !innin" mar&etin" mi?/ P/od#!"io The 9rodu$tion Department i re pon ible for operation in Radi$o KhaitanC o!n ' trate"i$ bottlin" unit / It !or& to!ard the mooth produ$tion and deli+er, of all the Radi$o Khaitan brand a per mar&et need /

Sale$ Radi$o KhaitanJ ,oun" and enthu ia ti$ ale for$e er+i$e retail outlet a$ro the

$ountr,- under tandin" requirement and fulfillin" them- thereb, de+elopin" endurin" relation hip / The Sale team $ompri e profe ional !ith +a t domain e?perti e- ,ear of e?perien$e in the liquor indu tr, and a deep under tandin" of +aried mar&et /

H#5a Re$o#/!e Radi$o Khaitan belie+e that the "ro!th of a $ompan, depend on the $olle$ti+e effort of it emplo,ee / The Human Re our$e Department ee& to $reate an en+ironment that fo ter the emer"en$e of empo!ered leader / Be hire people !ho ha+e the fire to "ro!the potential to lead and the @eal to e?$el/ All ne! hire under"o a =Dda, indu$tion and familiari@ation pro"ram/ Fi a !e a d A!!o# " Radi$o Khaitan Ltd ha been $ontinuou l, ho!in" "ro!th o+er pre+iou ,ear and re"i terin" health, profit / Thi ha been made po ible throu"h the tep ta&en b, the 8inan$e department li&e brin"in" do!n the $o t of borro!in" ub tantiall,/ The Effort

of the finan$e department ha made Radi$o one of the be t pro pe$t for timel, repa,ment of debt and pro+idin" the hi"he t afet, of fund for lender / The department al o ha e?$ellent finan$ial mana"ement !ith tron" fundamental in the hort and medium term/

O% *o""li g U i"$
Rampur Di tiller, ha 2; tateDofDtheDart bottlin" line - in$ludin" tho e imported from Ital,- equipped !ith tunnel bottle !a hin"- fillin"- ealin" and labelin" ma$hine !ith a $apa$it, to produ$e 2711 $a e %2 $a e K 23 bottle of =71 ml ea$h( of liquor in a in"le hift of operation/ Line $apa$itie +ar, from =71 $a e to 6-111 $a e in a hift/ To &eep pa$e !ith the "ro!in" demand- Radi$o Khaitan ha i"nifi$antl, in$rea ed it bottlin"

$apa$it, b, a$quirin"> ettin" up bottlin" plant in the tate of RaAa than- *ttaran$hal and Andhra 9rade h/ 2/ Rampur Di tiller,- Rampur %*ttar 9rade h( 3/ Radi$o Khaitan Limited L Malt pirit 9lant- Rampur/ 6/ Radi$o Khaitan Ltd/- #aApur %*ttaran$hal (

;/ Radi$o Khaitan Ltd/- Reen"u %RaAa than(/ 7/ Radi$o Khaitan Limited L )rain Spirit 9lant/ </ Radi$o Khaitan Ltd/- H,derabad % Andhra 9rade h(

@#ali"6 Poli!6 BE ARE COMMITTED TO DELI)HT O*R C*STOMERS THRO*H CONTI*AL IM9RO:EMENT IN 9ROCESSES SHSTEMS ' SER:ICES 8OR CONSISTENT M*ALITH 9ROD*CTS M*ALITH @#ali"6 FMualit, i $ommuni$ated b, $hoo in" tho e ph, i$al i"n ' $ue that people normall, u e for Aud"e qualit,F FMualit, of the produ$t i affe$ted b, the pa$&a"in"- di tribution- ad+erti in" '

9romotion ' o on !hi$h $an $ommuni$ate ' upport the brand ima"e-F FMualit, i the totalit, of feature ' $hara$teri ti$ of produ$t or er+i$e that bear on it abilit, to ati f, tated or implied need F/

FMualit, refer to the le+el at !hi$h the produ$t primar, $hara$teri ti$ operate/F FMualit, i the de"ree to !hi$h the produ$tC de i"n ' operatin" $hara$ter i $ome $lo e to the tar"et tandard/F FMualit, i our be t a uran$e of $u tomer alle"ian$e our tron"e t defen e a"ain t forei"n $ompetition ' the onl, path to u tained "ro!th ' earnin" / Tradition- Craft man hip ' Inte"rit, are the three pillar in !hi$h the !ide edifi$e of Radi$o Khaitan Ltd/ i BITH ECONOMHF Meanin" of taff ' team for Radi$o Khaitan famil, S7 Si !e/i"6 T7 Ta!" A7 A%a/e e$$ F7 Fa!" F7 Fig#/e$ T7 Toge"he/ E7 E "h#$ia$5 A7 A4$ol#"e Lo6al"6 M7 Mo"iva"io tandin" ' Compan, !or& for a in"le motto/ FENCELLENCE

Ma #fa!"#/i g P/o!e$$
8ollo!in" are different operation for pro$e Fe/5e "a"io 7& The our$e material li&e )rain - Cererial et$/ are $oo&ed ' ma hed to redu$e tar$h into "lu$o e- to thi a ma ub tan$e &no!n a -$atal, t !hi$h i normall, added. in to i e?po ed to atmo phere ' $hemi$al rea$tion ta&e pla$e/ of ma&in" al$ohol/

en@,me / The relu$tant pro$e Thi pro$e

&no!n a fermentation ' re ult i the $on+er ion of "lu$o e into al$ohol/

C',H,,O'' AH,O ,CBH',OB SUCROSE CATER GLUCOSE CBH',OB A,C,H,OH A ,COB ALCOHOL Slo!l, the u"ar $ontent "et depleted ' al$oholi$ $on$entration in$rea e/ The re ult !a found $ontain a mi?ture of al$ohol $ertain b, produ$tion mall qualitie &no!n a $on"ener e/"/ Bater- unfermented matter- dead ,ea t $ell / 8ermentation of t!o t,pe %I( Mola e %II( Malt 8ermentation i u"ar ba ed- either of malt or mola e / 8ermentation ha t!o ta"e

aD De+elopment of ,ea t 4D 9rodu$tion of Al$ohol %Dependin" upon the qualit, of ,ea t( 8ollo!in" thin" are ne$e ar, for ma&in" "ood ,ea t .D

2D To en ure that the un!anted mi$roDor"ani m hould not $ome in $onta$t !ith ,ea t/ 3D 9roper nutrition i "i+en to e+er, ta"e b, "i+in" adequate do e of u"ar

%Mola e ( pho phate/ Nitro"en %Ammonium Sulphate ' DiDAmmonium Sulphate( 6D Maintainin" proper temperature %63OC( So that ,ea t doe not die/ ENTRA NE*TRAL ALCOHOL %ENA(. The Spirit i obtained in a $ontinuou pro$e / It i "enerall, &no!n a ENA/ Thi i u ed for normall, blendin" !ith malt > "rape / ENA i u ed for manufa$turin" imitation t,pe of !hi &ie - #randie - Rum- )in ' :od&a/ ENA i al o !idel, u ed in the manufa$turin" of toiletr, produ$t the after ha+e lotion $olo"ne ' hair dre in"/ ilent pirit or

Ma"#/a"io DAgi g7& Maturation i pro$e a$tual pro$e of &eepin" the pirit in pe$ial tan& made of oa& !ood- !hile the

of Maturation of Bhi &, i the quite ob $ure/ There are +ariou $hemi$al

$han"e !hi$h ta&e pla$e/ Air enter throu"h the born membrane of !ood ' o?idi@e ome of the $on tituent / Net re ult i an impro+ement of the pirit in term of #ouquet ' 9alatabilit,/ The !ooden $a e are tilted on fortni"htl, or monthl, ba i to pro+ide O?,"en to the pirit for better Maturation/ *le di g7D In blendin" pirit- of different a"e ' qualit, are me ed to "i+e the de ire ta te ' aromaat the time $aramel i added for $olorin" ' e en$e are added to "i+e a ne! hape/ *o""li g7& E+er, one &no! that liquor i in form of liquid- o for thi !e ha+e to &ept liquor in the deep $,lindri$al bottle- !hi$h ma&e $alabilit, to tore/ #ottlin" ha follo!in" ta"e .

2D 8ir tl,- the bottle are $leaned properl, !ith !ater to remo+e du t or inde?ed thin" 3D 8illin" i done b, +olume b, +olume pro$e / 6D 8illed bottle are $reened properl, to dire$t pre en$e of an, element or brea&a"e from top/ ;D Labelin" of bottle i mu t/ 7D After bein" labeled- bottle are pa$&ed in the $arton pa$&a"e /

Al!oholi! D/i 1 i I dia

Al$oholi$ drin& i a "roup $ombination of al$ohol- pirit !ater ' in"redient in the indu tr, a $on"ener / Con umable al$oholi$ > !ater ha+e no fla+or- onl, $areful ele$tion of the $on"ener i/e/- all ub tan$e that are "enerated durin" the formation of al$ohol in the fermentation pro$e ' al o in $our e of maturation lead to palatable produ$t /

Therefore al$oholi$ drin& offered the !orld o+er the blended to pro+ide uniform blend bouquet ' palatabilit,/ The al$oholi$ drin& ha+e $ome to be &no!n in their pre ent form ' nomen$lature o!in" to the #riti h rule ' tradition/ Durin" the #riti h time al$oholi$ be+era"e !ere di+ided into +ariou "roup !hi$h are a under/ 2/ Countr, Made 3/ I/M/8/L/ 6/ 8orei"n Liquor ;/ 8ermented Liquor 2/ Countr, Made.D It i that t,pe of liquor !hi$h i made in the $ountr, b, hi o!n/

3/ I/M/8/L/.D ID Indian M DMade 8D 8orei"n L DLiquor Li&e Bhi &,- Rum- )in- :od&a- #eer/ 6/ 8orei"n Liquor. D I that t,pe of liquor !hi$h i onl, made in forei"n but al o old in India/ ;/ 8ermented Liquor. D I quite apparent- thi t,pe of $la ifi$ation i made to impro+e the qualit, of drin& thi i dul, fermented liquor o a to &eep it more di tilled liquor in the liquor in the mar&et/

Cha

el$ of Di$"/i4#"io

Channel of di tribution are the $hain throu"h !hi$h the produ$t !hi$h i produ$ed b, the $ompan, "oe to the end u er throu"h a $hain $on i tin" of +ariou people o a en ure the timel, a+ailabilit, of the produ$t to the end u er / Radi$o Khaitan Ltd/ i a +er, lar"e or"ani@ation ' ha a !ide ran"e of produ$t / The our$e of Radi$o Khaitan Ltd/ $lo el, related to it Compan, i tora"e $hannel of the di tribution/

ellin" their produ$t in +ariou part of the $ountr,/ Therefore the $ompan,

adAu ted thi nonDinte"rated indire$t t,pe of di tribution $hannel be$au e of eparate bu ine identit, ee&in" to ma?imi@e it o!n profit/

Al$oholi$ produ$t i e?$i able item ' $ontrolled b, the )o+t/ Channel / Member !ho $on tantl, monitor the ituation ' implement the )o+t/ rule ' re"ulation re"ardin" the di tribution of the produ$t of the $ompan,/ It i +er, ne$e ar, ' $ompul or, for e+er, $hannel member to ta&e the li$en e from the )o+t/ to perform their fun$tion / Cha el$ of Di$"/i4#"io of Radi!o Khai"a Ma #fa!"#/e/ +*/e%e/6. Chole$ale/

Deale/

Re"aile/

Co $#5e/ Channel of di tribution of the Radi$o Khaitan ltd throu"h !hi$h it "oe to the end u er of the $ompan, o a to ma&e ure the timel, a+ailabilit, of the produ$t !hi$h $an ati f, the $u tomer/

Diffe/e " Ki d$ of al!oholi! P/od#!"$ Different &ind of al$oholi$ produ$t are there in the mar&et li&e.D 2/ Bhi &, 3/ #rand, 6/ Rum ;/ )in 7/ :od&a '. Chi$167& Bhi &, i the mo t popular di tilled liquor &no!n all o+er the !orld/ The produ$tion of !hi &, i a lon" ' tediou pro$e / The ba e of Indian !hi &, i ENA/ The other in"redient u ed are Matured Indian Malt- S$ot$h !hi &, $on$entrate- added fla+or $aramel ' DM!ater/ Thi entire in"redient ar$ not added at a time but at different ta"e / :ariou brand of !hi &ie are Semi 9remium Ap/ App/ Bhi &, 4 9M Ro,ale Bhi &,

Bhite 8ield Bhi &, Radi$o )old Supreme Bhi &, Radi$o )old Bhi &, Conte a Delu?e Bhi &, Rampur No/ 2 Bhi &,

Sin$e it laun$h in 2555- ba$&ed b, fine produ$t qualit,- uperior pa$&a"in" and hi"hD re$all ad+erti in"- it ha been a runa!a, u$$e / In the fir t ,ear alone- it old one million $a e D a re$ord for an, Indian or forei"n brand operatin" in India/ Thi al o made it the fir t brand in the liquor indu tr, to ma&e it to the Lim$a #oo& of Re$ord / Our fla" hip brand 49M ha been laun$hed a Ne! 4 9M !ith a uperior brand e?perien$e/ Made of qualit, "rain - Ne! 4 9M e?tended it elf to brin" la+i hne and enAo,ment/ All

thi ha led the brand to e?plore different dimen ion of it $ore promi eD PthaathJ/ True to it promi e- Malli&a Shera!at- the ne! fa$e of the $ampai"n add "lamour and ,et ,mboli@e the rea$h of a man to the dream !orld/ Ma ter tro&e Delu?e Bhi &, i a uniquel, tailored blend !hi$h in$lude the mooth #lair Ethanol Sin"le Malt S$ot$h !hi &,/ It ha been mello!ed to perfe$tion to $reate a di tin$t ta te that meet the demand of the ne! "eneration of Indian !hi &, drin&er / Ma ter tro&e ha been $reated b, Mr/ 9eter 0/ Barren- the Ma ter Di tiller from S$otland/

Ma ter tro&e Delu?e Bhi &, i a+ailable in three i@e Muart %=71ml(-9int %6=7ml( and Nip %241ml( D in all mar&et a$ro ,. */a d67& #rand, i a Dut$h !ord mean FA #urnt BineF/ #rand, in India i made b, blendin" E/N/A/- matured "rape pirit- added fla+orin" / :ariou #rand, are Old Admiral #rand,Bhite 8ield #rand,- 49M E?$ellen$, #rand,- Conte a #rand,/ The phenomenall, u$$e ful Old Admiral #rand, i our third millionD$a e brand/ In pite of India bein" a predominantl, !hi &,Ddrin&in" $ountr,- Old Admiral #rand, ha re$ei+ed an o+er!helmin" re pon e from trade $hannel and $on umer ali&e- to re$ord e?ponential "ro!th- ,earDonD,ear/ The brand ha re$ei+ed the Monde Sele$tion A!ard 3114 for o+erall qualit,/ Si@e a+ailable %international( =71 ml- 6=7 ml- 241 ml Old Admiral #rand, ha !on a il+er medal at Monde Sele$tion 3114 %#el"ium( for o+erall qualit,/ E. R#57& Rum i a di tilled liquor made from fermented 0ui$e of u"ar$ane produ$t - $ane Aui$e pirit alon" !ith ENA ba e ' fla+our / #e t Rum $ome from Be t Indie - Cuba- 8iAiIndia- Mauri$io / In India- Rum i Au t emer"in" a mo t popular of all the di tilled liquor/ Rum i bein" produ$ed at almo t all part of our $ountr,/ In ome pla$e fermented "ur i al o u ed to the $ountr,/

produ$e Rum/ )ur "i+e a lime qualit, of pirit ' i in$rea in"l, bein" u ed in the produ$tion of Rum/ :ariou brand of Rum are a under i"ned.D Conte a Rum Lar"e t Rum

4 9M #ermuda

#la$& Cat Rum

Rampur No/ 2

#i" Hit Rum

Conte a Bhite Rum

4 9M #ermuda Rum i an e?ten ion of our fla" hip !hi &, brand- 4 9M- into the rum e"ment/ 4 9M i &no!n for deli+erin" qualit, and +alue- and the e brand +alue find e?pre ion in 4 9M #ermuda Rum too/ A the name u""e t - 4 9M #ermuda Rum i a Caribbean rum- !arm- fullDbodied and dar&- blended to perfe$tion and matured in old oa& $a & / 4 9M #ermuda Rum deli+er the $la i$ Caribbean e?perien$e in e+er, lei urel, ip/ It re$entl, !on the il+er medal at the pre ti"iou Monde ele$tion a!ard Si@e a+ailable %dome ti$( 2111 ml- =71 ml- 711 ml- 6=7 ml- 241 ml Si@e %international( =71 ml- 6=7 ml- 241 ml/ a+ailable

F. Gi 7& )in i al$oholi$ liquor obtained b, di tillin" "rain ma h or redi tillin" pirit !ith botani$al $ardamom/ Different )in are there in the mar&et li&eE Conte a )in #i" Hit )in u$h a Auniper- an"eli$a lemon- oran"e peel - $a ia #ur&- $oriander '

Ma"i$ Moment )in

Ma"i$ Moment )in- i an e?tra dr, "in- a+ailable in plain- lemon and oran"e fla+our / Ma"i$ Moment )in i Au t !hat ,ou need to $elebrate the FMa"i$ Moment of LifeF/

G. 9od1a7& Ma"i$ Moment :od&a !a $ommended in the Bhite Spirit Cate"or, at the

International Spirit Challen"e311=heldat*/KMa"i$ Moment :od&a !a re!arded !ith Sil+er %#e t in Cla ( medal at the International Bine ' Spirit Competition 311= held at */K Ma"i$ Moment :od&a ha been laun$hed a another mar& of purit, from the Radi$o $a &/ The ne! :od&a from the Radi$o $a & i made from the fine t- natural "rain

e?tra$t DD International qualit, "rain +od&a that ma&e ,ou enAo, the pirit of e+er, e+enin" and let ,ou $reate ,our ma"i$/ The brand me a"e of Ma"i$ Moment :od&a i CCreate Hour Ma"i$C/ Ma"i$ Moment :od&a ha !on a "old medal at Monde Sele$tion 3114 %#el"ium( for o+erall qualit,

O4=e!"ive$ of "he $"#d6

Main ObAe$ti+e of the tud, i ba ed on in+e ti"ation/ o All it be$ame important that primar, ' e$ondar, data i pre$i el, tated/ M, re ear$h obAe$ti+e !ere ba ed on Mar&et Sur+e, of IM8LJS impa$t on Radi$o Khaitan Limited/ So for tud, of the e obAe$ti+e there !ere man, obAe$ti+e !hi$h are to be $on idered a follo!in".D To tud, the mar&etin" pro$e e of Radi$o Khaitan Limited/ To tud, the beha+ior of $on umer of al$oholi$ drin&/

To tud, the retailer J $hoi$e- and tud, the ellin" pro$e e of I/M/8/L/

To find the relation hip bet!een +ariou in$ome le+el ' different preferen$e attribute li&e brand name- pri$e- pa$&a"in"- qualit, et$/

Ne?t aim i

to &no! that ho! frequentl, the liquor i

$on umed/

<D To ima"ine the ratio at !hat a"e the liquor !a fir t $on umed/ F Thi obAe$ti+e i one of the mo t important aim that i ho! $on umer preferen$e pattern for maAor brand of the !hi &ie /

Ne?t aim i to find out the popularit, pattern of Radi$o Khaitan Ltd/ ran"e of !hi &ie li&e 4 9M- Conte a- Spe$ial Appointment- Rampur No/D2 et$/

8inall, the ta te ' preferen$e of the !hi &ie i to be anal,@ed/ QCR Re ear$h Methodolo",.D aD Con umer #eha+ior bD 9roblem in Liquor Mar&etin" $D Mue tionnaire dD Mar&etin" Setup eD Sale 9romotional Repre entati+e fD Trade 9rofile "D Liquor Mar&etin" hD Limitation iD 9ri$e Li t of 8LD7 %Different IM8L( AD )o+ernment "i+e the follo!in" 7 t,pe of Li$en e

Re$ea/!h Me"hodolog6
Het another important a pe$t in report !ritin" i the methodolo", of !ritin"/ The methodolo", i to be adopted ma, +er, from report to a$hie+e the obAe$t of report !ritin"/ It hould "i+e the e?a$t meanin" of +ariou $on$ept ' term u ed/ In ome tudie if it i not po ible to tud, the !hole uni+er e then ample method i adopted/ Bith the help of data $olle$tion- amplin" ' ur+e, ma&e re ear$h ea ,/

DATA COLLECTION Data $an be $olle$ted in t!o form / 2. P/i5a/6 Da"a7& 9rimar, data are tho e !hi$h are $olle$ted afre h for the fir t time and thu happen to be ori"inal in $hara$ter/ Se+eral method of $olle$tin" primar, data are.D I/ II/ III/ I:/ Ob er+ation Method Inter+ie! Method Throu"h S$hedule Other

a( Barrant, $ard b( Di tributor Audit $( 9antr, Audit d( Con umer 9anel e( Me$hani$al De+i$e f( 9roAe$ti+e Te$hnique

"( Depth Inter+ie! h( Content Anal, i

,. Se!o da/6 Da"a7& Se$ondar, data are tho e !hi$h ha+e alread, been $olle$ted b, ome el e ' !hi$h ha+e alread, been pa ed throu"h the tati ti$al pro$e / Sour$e of e$ondar, data are QAR 9ubli hed data Q#R *npubli hed Data

S#/ve6 Me"hod Thi i al o &no!n a que tionnaire method/ Mue tionnaire i quite popular- ba i$all, in $a e of enquire to $olle$t primar, data/ In thi method que tionnaire i "i+en to a re ear$her and he a & quer, for other !ith a reque t to an !er the que tion ' return the que tionnaire/ It $on i t of number of que tion printed ' t,ped in a definite order on a form or a lot of form / Mue tionnaire i "i+en to re pondent !ho are e?pe$ted to read ' under tand the que tion ' !rite do!n the repl, in the pa$e pro+ided/ E+er, report !ritin" ha it o!n methodolo",- !hi$h ma, be under tood a tho e method ' te$hnique that are adopted for $olle$tin" data to prepare a report/ Therefore the methodolo", i to be follo!ed in report !ritin"/ So the methodolo", i +er, important a far a the report i $on$erned be$au e it i the ba e of report !ritin"/ Co $#5e/ *ehavio#/ In earlier da, - mar&eter $ould arri+e at an under tandin" of the $on umer throu"h the dail, e?perien$e of ellin"/ #ut the "ro!th in the i@e of the firm ' mar&et ha remo+ed man mar&etin" de$i ion ma&er from the $u tomer / In$rea in"l,- mana"er ha+e to turn to mar&et re ear$h/ The, are pendin" more ' more to tud, $on umer beha+ior li&e D Bho bu, S Ho! do the, bu,S

Bhere do the, bu,S

Bhen do the, bu,S

The $ompan, that reall, under tand ho! $on umer !ill re pond to different produ$t feature - pri$e- ad+erti in" appeal and o on- !ill ha+e a enormou ad+anta"e o+er it $ompetitor / 8a$tor !hi$h influen$e the $on umer beha+ior are.

C#l"#/al Fa!"o/$7& Cultural fa$tor e?ert the band- $o t ' deepe t influen$e on the $on umerC beha+ior. The $ultural fa$tor QaR Cultural QbR Sub $ultural Q$R So$ial fa$tor A $on umerC beha+ior i al o influen$ed b, o$ial fa$tor - u$h a the $on umerC referen$e "roup- famil,- o$ial role and tatu Pe/$o al Fa!"o/$.D A bu,er de$i ion i al o influen$ed b, hi or her per onal $hara$teri ti$ notabl, the bu,erC life $,$le ta"e- o$$upation- e$onomi$D$ir$um tan$e - life t,le- per onalit, and elfCD$on$ept/ P$6!hologi!al Fa!"o/$.D A per onC bu,in" $hoi$e i al o influen$ed b, four maAor 9 ,$holo"i$al fa$tor /

QaR Moti+ation QbR 9er$eption Q$R Learnin" QdR #elie+e ' Altitude

The e are maAor fa$tor - !hi$h influen$e the $on umer beha+ior/ Thu a mana"er ha to ta&e the e fa$tor into a$$ount o a to ta&e the ad+anta"e o+er their $ompetitor and be a tron" $ompetitor in the mar&et/

P/o4le5$ i LiH#o/ Ma/1e"i g +I I dia Co "e;".

Be all are +er, !ell a$quainted !ith the fa$t that !e t i mu$h different from the ea t/ The belief- the norm- the attitude- the per$eption- the !a, of life- !hi$h the, $ulti+ate far from that of u / Thi happen in $a e of liquor $on umption al o/ Liquor drin&in" i not $on idered a un o$ial in the !e t o$iet, but in India mo&in" ' drin&in" i not $on idered a o$iall, $orre$t ' $alled o$ial unethi$al/ In pre ent da, liquor i

manufa$tured in e+er, part of $ountr,/ #ut ad+erti ement $annot be dire$tl, done for the produ$t ma&e it all a different "ame/ So due to thi rea on mo t of the liquor ad+erti in" i done indire$tl, for the brand name rather than the produ$t/ A +er, $ommon pra$ti$e i to do ad+erti in" for the oda or mineral !ater/ Thi i $alled urro"ate ad+erti in" of the produ$t a it retail outlet/

Time i $han"in" fa tE $han"in" the life t,le- the !a, of thin&in" !ith the in+a ion of the $able the mar&etin" of liquor produ$t ha "ot a fillip/ No! $ompanie are adoptin" the idea of open ad+erti in" of their produ$t in +ariou $able $hannel - A a re ult the !ant ' need of the people are $han"in" !ith u$h fa$tor a fa hion attitude - pattern et$/ Bith the influ? of man, pri+ate $hannel !e t ha no! be$ome more a$$e ible to u and in thi atmo phere a udden tran a$tion from an a"oDold +alue to the ne! et of norm ha been ob er+ed/ Liquor toda, i part of the ho! bu ine ' ,outh $ra@e !ith

thi $han"e in o$ial +alue drin&in" i a$$eptable no! a da, to da, e+en amon" t the teena"er and the $olle"e "oin" tudent/ Althou"h thi i an unhealth, thin" ' hould be di $oura"ed- but the $han"e repre ent the ur"en$, of ne! e"ment %2;D31(/ Companie hould tr, to $apitali@e thi ituation b, brin"in" ne! e"ment of produ$t !hi$h ha+e

lo!er al$oholi$ $ontent' $ould allure thi ne! e"ment/ Ho!e+er re ear$h indi$ate that the lo!er in$ome "roup are pri$e en iti+e ' the, do not $are about the brand name- !hile the hi"h in$ome "roup "oe for premium brand ' pri$e reall, doe not matter and botherC them/

@#e$"io

ai/e

Mue tionnaire are !idel, u ed to $olle$t primar, data for m, re ear$h pro"ram- In thi proAe$t report que tionnaire method i u ed to $olle$t information/ In thi method the que tionnaire i imilar a inter+ie! $hedule i "rafted/ Thi que tionnaire i then ta&en

to the in+e ti"ator on the ame ba i a in $a e $hedule method /

Mue tionnaire i the $olle$tion of man, que tion that i to be an !ered b, the re pondent / Mue tionnaire method i u ed more $ommonl, in m, re ear$h report o a to $olle$t data re"ardin" !hat $on umer thin& about $ompan, produ$t and al o !hat dealer thin& about $ompan, produ$t/ Throu"h thi I tried to &no! about the $on umer pattern of $on umin" liquor/

Sa52li g Pla '. Sa52li g U i".D Bho i to be ur+e,edS The mar&etin" re ear$h mu t define the tar"et population that !ill be ta&en a ample u$h a report the dealer ' $on umer are ur+e,ed for thi

re ear$h/ The, are number of $u tomer and al o man, dealer are there tho e $on tituted the entire population/ I ha+e dra!n the ample on the random ample ba ed/ ,. Sa52le Si>e7& Ho! man, people hould be ur+e,ed- thi $on titute the ample i@e/ A the population !a +er, mu$h o I ha+e ele$ted the ample randoml,/ In thi 23 dealer ' 213 $on umer are ur+e,ed/ A it i to "et free from bia e than 211/ aid that the ample i@e hould be more than 211 o a

o that the ample i@e of thi proAe$t report ha been ta&en more

Ma/1e"i g Se"#2
The mar&etin" department ha been et up b, all the maAor $ompanie to 8a$ilitate di tribution ale of their produ$t/ It i +er, important to et up the mar&etin" department in order to ell their produ$ed produ$t and ati fied the $on umer / Mar&etin" department i u uall, headed b, )eneral Mana"er %Mar&etin"( !ho i re pon ible for the produ$t in !hole of Indian mar&et/ He ha to operate !hole Mar&etin" , tem of the $ompan, !ith $han"in" pattern in o$iet,- $on umer demand- and $ompetiti+e $ompanie / *nder )eneral Mana"er e+eral area ale mana"er !or& !ho are re pon ible for the ale of the produ$t in their re"ion/ The, uper+i e field operation in their re"ion ' $on tantl, &eep )eneral Mana"er informed about mar&et po ition/ 8rom the e informationJ "eneral mana"er ma&e the poli$ie re"ardin" in$rea in" the ale of the $ompan,- in$rea in" the mar&et hare of $ompan,- in$rea in" the brand lo,alt, and al o &eepin" $u tomer inta$t !ith $ompan,/ Sale$ P/o5o"io al Re2/e$e "a"ive$ The dutie of the ea$h per onnel in their po ition are !ell defined/ The ladder , tem fun$tion in the ,n$hroni@ed manner to a$hie+e the be t po ible output/ The authorit,dutie - re pon ibilit, ' remuneration- in$rea e a one mo+e up!ard/ After independen$e total prohibition !a enfor$ed on e?perimental ba i in Mahara htra)uAarat- Mi@oram- Tamil Nadu and 9artiall, in the other tate a !ell/ The end !a the ame- a !itne ed in *SA a !here prohibition !a totall, un u$$e ful be ide the lo of re+enue to the )o+t/ Thu it !a lifted from all the tate barrin" )uAarat/

The liquor indu tr, de pite bein" one of the lar"e t our$e of the re+enue for the tate )o+t/ ha o for ne"le$ted e$tor- primaril, be$au e liquor $on umption i $on idered

unethi$al in India/ The )o+t/ poli$, re"ardin" li$en in" of the di tiller, alon" !ith the ta? tru$ture differ from tate to tate/ There are e?orbitant dutie +ar,in" be ide other ta?e - thu in$rea in" pri$e phenomenall, latel, a trend ha been tarted b, +ariou tate to le+,

fee in order to norm re+enue ' prote$t the intere t of the lo$al di tillerie / A$$ordin"l, e?port fee i le+ied b, tate ha+in" plent, of bre!erie / 8ollo!in" are +ariou t,pe of li$en e i ued/ 2D Manufa$turin" !hole ale dut, paid- retail- permit room- bar '- $lub li$en e/ 3D In addition to thi it i important to tal& li$en e for ale in different tate eparatel,

tran fer of liquid from one tate to another i li&e tradin" bet!een t!o $ountrie / Ea$h time liquor $on i"nment enter or lea+e in a tate an importDe?port dut, ha to be paid Au t li&e that it i an international trade/

T/ade P/ofile LiH#o/$ i"$ Role & #$e$

Liquor add to the mirth or the fe ti+al / Man, people find that liquor ma&e heart "lad ' thu ma&e mood li"hter/ Some u e it Moreo+er a an effe$ti+e o$ial lubri$ant in o$ial mi?in"/ LiH#o/$&i"$ Role & I"$ U$e7&

9eople u e liquor a a medium to add in fe terin"/ Man, people find that liquor ma&e heart "lad/ Be u e it more o+er a a $on+enient ' effe$ti+e o$ial lubri$ant to o$ial mi?in"/ Mo t of the people $an te tif, to the +alue of al$ohol a an add to CMa&in" the part, "oJ/ Al$ohol i a popular $on$ei+ed a a timulant- in a fa$tual- the e impre ion or brou"ht about it ane theti$ effe$t upon the ner+ou , tem and parti$ular upon the $orte? of the

brain b, depre in" a$tion on $erebral $orte?/ Al$ohol redu$e in prohibition and Aud"ment a a re ult a per on mi?e more ea il, and pa, le attention to the fru tratin"

element in the en+ironment- the puri t maintain that it i un!or&able to define !hi &,oda ' I$e/ dieDhard are ho$&ed that !hi &, $an be mi?ed !ith an,thin"/ E+er,one ha different t,pe of drin&in" !hi$h i an e?ten ion of one per onalit,/ 9lea ure and $on olation ha been found in al$ohol throu"h out the hi tor, and e+er !ide ran"e of $ultural a$hie+ement form the tomb of E",pt the !ine !a made in India e+en at that time/ It $lo e relation !ith reli"ion ho! it importan$e in earl, da, / Durin" tho e da, !ine u ed to be a part of reli"iou $eremon,/ In ome of the an$ient )ree& empire reli"iou $eremon, !ine u ed to be a part of it/ The pa$e of $urrent $i+ili@ation pla$e impo ible burden of adAu tment be$ome omnipre ent rea on for the rela?ation pro+ided b, the al$oholi$ be+era"e/ E+er it i $lini$all, pro+en that a mall pe" of !hi &, in a !ee& $ontribute to health of the per on/

LiH#o/ Ma/1e"i g

)ood produ$t ha +alue in them el+e - it i onl, !hen the, a+ailable to $on umer !ho !ant them ' !illin" to b, them- that a ume an, +alue/ Mar&etin" of liquor i all to"ether a different ball "ame/ Liquor mar&eter are fa$ed !ith e+eral re tri$tion / '. No o#" doo/ 2#4li!i"67 Ad+erti ement i limited to puttin" up banner ' po ter in retail hop onl,- One maAor re tri$tion throttlin" the indu tr, i the re tri$tion on ad+erti in"/ Some tate ha+e banned e+en urro"ate ad+erti in" of- a, oda and lemonade / Bith none of the tate run T: and net!or& a$$eptin" liquor ad+erti ement- ad+erti in" i done throu"h pri+ate T: $hannel / Other media ha pon or hip of upport e+ent and $onte t / Re$entl,

ad+erti in" on pri+ate>$able T: $hannel ha al o been banned/

,. Li5i"ed o#"le"$7 Retail ' !hole ale outlet are $ontrolled or o!ned b, the )o+t/ There are tri$tl, limited areaD!i e/ The di tribution of liquor i $ontrolled man, tate - e?$ept Mahara htra- Be t #en"al and A am- !here $ompanie $an ell their produ$t freel, in the open mar&et/ Di tribution $ontrol ta&e +ariou form li&e au$tion - open mar&et , tem- "o+t/

$ontrolled mar&et and arm, $anteen department / South India i the lar"e t $on umer in the Indian liquor mar&et !ith Andhra 9rade h ho!in" the hi"her $on umption at 27 million $a e and a "ro!th rate of 211I/ In Kerala too- the $on umption of liquor i hi"h/ Con umption in South India ha been "ro!in" at a +er, hi"h rate- $ompared to North India !hi$h "re! at 6I la t ,ear/ E. P/i!e Re$"/i!"io $I

The )o+t/ $ontrol pri$e/ Thi re tri$tion the option of lo!erin" pri$e in a bid to in$rea e ale / A"ain pri$e re tri$tion an, lead to a fall in liquor a the manufa$turin" $o t of retainin" qualit, ma, e?$eed the ellin" pri$e/

F. No Di/e!" Ma/1e"i g7 No door to door ellin" $an be ta&en up in liquor li&e other $on umer produ$t /

G. Re!e " T/e d$ Of the fe! indu trie that ha+e een a noDhold Dbarred entr, of MNCC - the al$oholi$ be+era"e indu tr, perhap top the li t/ )lobal liquor maAor ha+e et hop in India o+er the pa t fe! ,ear and ha+e a$ti+el, pur ued mar&et opportunitie - de pite debilitatin" $on traint / Thi i be$au e the liquor indu tr,- !itne in" a de$linin" trend !orld!ideha ho!n robu t "ro!th in India- bu$&in" the re$e nar, trend in the e$onom, and the

antiD "ro!th liquor indu tr, poli$,/ Another ad+anta"e i that India offer enou"h ra! material li&e Mola e - #arle,- Mai@e- 9otatoe - )rape - Hea t and Hope / The BTO mandated remo+al of import re tri$tion no! permit ea , a+ailabilit, of premium brand - further- $u tom dutie on al$oholi$ be+era"e ha+e $ome do!n rapidl, in la t fe! ,ear - from ;;11D361I/ A per the BTO $ommitment - dutie ha+e to be pha ed out to 271 I b, 3116/ Thi li&el, to open the flood "ate for al$oholi$ be+era"e /

In the li"ht of the abo+e $on traint - Liquor trate"ie onl,D

ale $an be promote throu"h the follo!in"

a( Ad+erti ement brand name throu"h dealer related produ$t li&e oda- lime- Aui$e et$/ b( #anner ' po ter di pla,ed at outlet $ould be made for e,e $at$hin"/ $( Sale promotion $ould be ma&e more effe$ti+e b, "i+in" more e,e $at$hin" in$enti+e / d( 8requent +i it of ale per onal to retail outlet $ould al o help in$rea e ale / Complain if an, $an be re$tified fa ter ' earl, a e ment of the produ$t mar&etin" po ition $an be made- thi $ould be help in the remed, in the tate of affair before it i too late/

LiH#o/ Ma/1e"i g i I dia LiH#o/ i I dia7 Co52e"i"io & Co52a ie$

Liquor mar&et i one of the $omple? mar&et toda,/ The mar&et i optimall, aturated b, the lar"e number of $ompanie pourin" in the mar&et- leadin" to $u tomerC li&e di li&e ' other $reatin" $ompetition amon" the brand of a parti$ular rea on/ The bu,er in liquor mar&et ha $on iderable re pon ibilitie / He ha to tr, re$on$ilin" ' +a t ran"in" of $ompanie ' $u tomer need / Inte"rit, ' tren"th of $hara$ter are e ential in addition to the bu,er &ill - e?perien$e '/ Kno!led"e of the brand he bu, /

It i pre umed that Indian mar&et demand i about 6 %three( $rore $a e e+er, ,earho!e+er e?a$t data i not a+ailable/ The liquor made in India i &no!n a IM8L/ #e ide it $ountr, liquor mar&et i al o operatin" in !hi$h ra! i old for the poor ' ba$&!ard

$ommunitie / )o+t/ Control the e mar&et upon ome e?tend ' the retailer re pon ibilitie /

hare of the

There i no e+ident $ompletion ' parti$ular $ompanie in $ountr, liquor mar&et/ The )o+t/ fi?e the rate ' it i old at fi?ed pri$e onl,/

The mar&et ha +er, hi"h dale beer- !hi$h ha it ma?imum ale in ummer/ There are a number of bre!erie ma&in" beer/ The al$ohol $ontent +arie !ith different beer/ Mo t tiff $ompletion amon" the maAor $ompanie i re$orded in IM8L/ There are about i? maAor $ompanie - !hi$h are uppl,in" their produ$t in all India mar&etin"/ The

$ompletion ' a$ti+itie ' mainl, are $on$erned amon" t the e $ompanie ' mainl, are $on$erned amon" t the e $ompanie ' their produ$t / The maAor Companie are.D *NITED #RE:ERA)ES HER#ESSTION LTD/

KHODAHS DISTILLERIES

SHAB BALLACE

0A)0IT IND*STRIES

MOHAN MEAKINS LTD/

RAD2CO KHAITAN LTD/

Li5i"a"io $ 2/ Liquor $on umption no! a da, i not o un$ommon in India- but ome people feel that $on umption of liquor i unethi$al/ A a re ult people feel un$omfortable in di $u in" their drin&in" habit freel,/ So- I fa$ed ome problem !hile "ettin" information from re pondent / 3/ Due to la$& of time a ample of onl, 211 !hi &, drin&er $ould be $o+ered for a more a$$urate anal, i lar"e ample i@e $ould ha+e been $o+ered/ 6/ A !e &no! in all u$h ur+e,- amplin" error are bound to happen/ ;/ Some time the $orre$t information i not re+ealed b, the $on umer o bia e $ome/ 7/ Some people had no idea about the brand- !hile the, ha+e liquor/ </ Some people "et problem in ratin" the fa$tor that $on idered before pur$ha in" the brand of !hi &,/ =/ Rampur i a di tri$t o $are ha been ta&en to $o+er all the area of the $it, but rural area $ould not be $o+ered/ 4/ Some people al o que tioned about !h, the ur+e, ha been $ondu$ted and !ere u pi$iou about "i+in" the information/ Gove/ 5e " Give "he Follo%i g Five T62e$ Of

Li!e $e
8LD2. I "i+en to !hole eller 8LD3. I "i+en to emi !hole eller or di tributor 8LD6. I "i+en to the produ$ti+e unit 8LD;. I "i+en to retailer 8L i a li$en e !hi$h i "i+en to $ate"or, of forei"n liquor !hi$h in$ubation !hi &,Rum- )in- :od&a and #rand,/ The di tribution $hannel i adopted b, the $ompan, i 8LD6////////////////////// 8LD2TTTTT//8LD3/TT////////// 8LD;////////////////////// Manufa$ture D Bhole ellerDdealerDretailerD$on umer/

Thi i the 8ir t tep of di tribution $hannel b, !hi$h the $ompan, rea$he the $u tomer/ Channel of di tribution i +er, important from the point of +ie! of $u tomer and $ompan, be$au e it pro+ide ea ine to both to a$hie+e there "oal $omfortable/

In thi $hannel of the di tribution- manufa$turin" unit !hi$h ha+e 8LD6 li$en e upplie the produ$t to the ne?t $hannel member i/e/ !hole aler or depot/ Compan, rea$he it $u tomer b, thi method/ Thi method i u$h that are different depot !hi$h !or&in"

a$$ordin" to o!n !ill !ithout an, interferen$e from the $ompan,/ The, ha+e their o!n a"ent !ho loo& ' fulfill the other ne?t $hannel memberJ demand/ The ne?t part of the $hannel are the dealer !ho are ba ed in di tri$t / The, po e the 8LD3 Li$en e/ The,

ha+e to !or& in the fi?ed territor,/ Dealer ta&e the produ$t from the pre$edin" $hannel

member in till a bi""er tore a bi" a !hole aler ' $arrie on the $hannel of di tribution/

Retailer hold 8LD; li$en e/ The, ell the produ$t to the ultimate $u tomer' pla, +er, +ital role in ale / The, are the people !ho are dire$tl, re pon ible for the ale of the produ$t/ If !e !ant to in$rea e the ale of produ$t then !e ha+e to Audi$iou l, $ut do!n e?penditure on ad+erti in" ' "i+e thi portion to the retailer be$au e the, are the lin&er !ho $an manipulate brand per$eption/

A al6$i$ a d I "e/2/e"a"io

2/ 8requen$, of liquor $on umption of $u tomer 3/ Con umer A!arene

6/

about the $ompan,J #rand

Are ,ou ati fied !ith the qualit, of Radi$o produ$t S

;/ Are ,ou brand Con $iou S

Fi di g$

The mo t +ital problem of the Radi$o Khaitan Ltd/ ran"e of !hi &, i that a lar"e Mar&et e"ment i una!are !ith their produ$t ' ome people e+en donJt &no! that a parti$ular brand e?i t in the mar&et or not e/"/ In $a e of !hite field !hi &, more than ;=I of the mar&et i una!are of it/ So- the fir t ' foremo t tep to in$rea e the mar&et hare i to ma&e the people a!are of Radi$o Khaitan Ltd/ ran" of !hi &ie / The mea ure that $an be done to ma&e the people a!are of brand name are. D 9romote the brand name

throu"h +ariou media our$e li&e Satellite Tele+i ion- Ma"a@ine - and No+el et$/ Throu"h ad+erti ement the people $an a!are of Radi$o Khaitan Ltd produ$t ran"e/ The mo t important !a, of promotion i the di pla, of the po terJ ' dan"le of the Radi$o Khaitan Ltd at the retail hop/ The di pla, mu t be e,eD$at$hin" a it i the 8inal !a, to attra$t a $on umer to!ard the $ompan, produ$t/ The e promotional $heme !ill definitel, help the $ompan, to in$rea e the mar&et hare/ After ma&in" people a!are about the Radi$o Khaitan Ltd Ran"e of Bhi &ie / The ne?t tep i to ma&e the qualit, of Bhi &, up to the requirement of the $on umer/ In Radi$o Khaitan LtdJS produ$t people $on ider that it ta te i poor and al o the mell of prit i found +er, often/

Co !l#$io
On the ba i of anal, i ' interpretation "i+en a per the pre+iou $hapter the

in+e ti"ation i in a po ition to dra! $on$lu ion that a!arene

of the $on umer $an be

in$rea ed b, u in" "ood mar&etin" trate", u$h a u in" ad+erti ement- ale promotion $heme/ On the ba i of abo+e anal, i !e $an dra! that $on umer hould be made a!are about the produ$t o a to in$rea e the ale of produ$t and in$rea e the mar&et hare/

The repre ent $on$lu ion ha been e"mented the form of brand preferen$e- a!arene ratin" rea on for ele$tion the parti$ular brand- the mar&etin" of produ$t - retailer $ommi ion - $heme throu"h the ale promotion in$rea e - qualitati+e ' qualitati+e anal, i attitude of $on umer- pri$e en iti+it, ati fa$tion re$ord ' in$ome preferen$e / All the retailer e?$ept <1I of all are ati fied !ith the $ompan,/ <1I retailer are not ati fied be$au e the, do not "et an, $heme tho e are pro+ided b, the $ompan,/ In tead of Radi$o Khaitan Ltd other $ompanie "i+e more in$enti+e to promote their ale / It mean that Radio Khaitan Ltd need more ale men and if Radi$o Khaitan Ltd need more ale the, need to pro+ide more $heme ' ad+erti ement/ Radi$o need to ma&e $on umer a!are about the produ$t be$au e a lar"e number of $u tomer are una!are of the produ$t/

Re!o55e da"io & S#gge$"io $

Bhile re$ommendin" or u""e tin" the Radi$o Khaitan Ltd/ I !ant to a, that 2/ 9ri$e of the produ$t pla, an Important Role/ 3/ There mu t be an a$ti+e parti$ipation of di tributor/ 6/ Mualit, a!arene of the produ$t i mu t/

;/ Attitude of the dealer !ith their $u tomer i "ood in handlin"/

7/ Time to Time +i it hould be done b, enior e?e$uti+e- o that the problem in mar&et $an be ol+ed effe$ti+el,/ </ Barm ' $old mer$handi in" trainin" hould be pro+ided to ale man o that the, $an ma&e the brand more +i ible to $u tomer/ =/ In Radi$o Khaitan produ$t Conte a ha+e tron" brand a!arene ' a+ailabilit, but #/9 ' A/C it elf ha a tron" a+ailabilit, in $ompari on to it $ompetitor / So the $ompan, hould tr, to ma&e Conte a !idel, a+ailable in the mar&et/ 4/ Throu"h time to time lu$rati+e $heme hould be pro+ided/

*i4liog/a2h6 D Refe/e !e$

U Marketing Management b, 9hilip Kotler b, C/ R/ Kothari 'N/K/ Malhotra

U Marketing Research / Research Methodology U Internet

!!!/radi$&haitan/$om '!!!/radi$o/$o/in