DECLARATION

I hereby certify that the work which is being presented in the project entitled, “Study of marketing strategy of USL and increasing the market share of McDowell’s No-1 Platinum” in partial fulfillment of the requirements for the award degree of MASTER OF BUSINESS ADMINISTRATION at AMITY BUSINESS SCHOOL, LUCKNOW, is an authentic record of my own work carried out under the supervision of Dr. Nimish Gupta.

The matter presented in the Project Report has not been submitted by me for the award of any other degree of this or any other university.

Arjit Shukla Student

Dr. Nimish Gupta Faculty Guide

Professor R.P. Singh Director, ABS

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Table of Contents
Certificate from Faculty Guide Certificate from Industry Guide Acknowledgement CHAPTER I Introduction of the topic Significance of present study Scope and objective of study Area and period of study CHAPTER II Organizational Profile of the Company USL at a glance The Name USL Corporate Background Mission Statement Business interest of UB Group Organizational Structure Our Distillers Contract and Associate Units Brands Promotional activities McDowell’s No.-1 Platinum Competitors Profile USL Market Share USL Sales share Promotion Techniques Adopted by Breweries Companies Promotion Of McDowell’s No-1 Platinum Whisky SWOT Analysis Impressions Achievements Financial Prospects of USL Balance sheet Share holding CHAPTER III Presentation and Data Analysis Page 13 Page 14 Page 15 Page 16 Page 17 Page 19 Page 23 Page 24 Page 25 Page 46 Page 54 Page 57 Page 58 Page 59 Page 62 Page 63 Page 65 Page 66 Page 68 Page 71 Page 73 Page 8 Page 8 Page 8 Page 11 Page 4 Page 5 Page 6

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Methodology The Statement of the problem Understanding the nature of the problem. Collection of Data Analysis of Data Target of USL CHAPTER IV Findings, Conclusion And Suggestions Findings Comparative study of Market share of McDowell’s No.-1 Platinum v/s Royal Stag whisky Market Analysis Market Share Of Different Products Age Group Of Consumer Consuming Liquor Criteria of preference of brand Comparison of different companies Conclusions Recommendations & Suggestions Questionnaire for Customers Bibliography

Page 76 Page 76 Page 77 Page 77 Page 78 Page 79

Page 81 Page 85 Page 86 Page 87 Page 88 Page 89 Page 90 Page 91 Page 92 Page 95 Page 97

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CERTIFICATE FROM FACULTY GUIDE Certified that this report is prepared based on the summer internship project undertaken by ARJIT SHUKLA. 2010 to 15th JUNE. Date: (Dr. Nimish Gupta) Faculty Guide 4 . Kanpur from 3rd MAY. 2010 under my guidance in partial fulfillment of the requirement for award of degree of Master Of Business Administration from Amity University. Uttar Pradesh. a student of MBA (G) Section-A. in UNITED SPIRITS LIMITED.

Vishal Tyagi) Industry Guide 5 . 2010 under my guidance in partial fulfillment of the requirement for award of degree of Master Of Business Administration from Amity University. in UNITED SPIRITS LIMITED.CERTIFICATE FROM INDUSTRY GUIDE Certified that this report is prepared based on the summer internship project undertaken by ARJIT SHUKLA. Date: (Mr. a student of MBA (G) Section-A. 2010 to 15th JUNE. Uttar Pradesh. Kanpur from 3rd MAY.

S. or how much one must rely upon one’s self less efforts and goodwill of others. There were many people who helped during the course of this endeavor. The competitive atmosphere. he realizes how massive an effort it really is. I am really thankful to Mr.) Mr. the enthusiasm of interacting with newer people and gaining vast practical and theoretical knowledge is what a student goes through during his work in the organization. It helps the student to understand how an organization works.E). My project has enhanced my managerial skills and made me opt to face all the hurdles in my future.ACKNOWLEDGEMENT It is only when one undertakes a project. the ups and downs in the cycle of the organization. Summer internship report is an integral part of MBA curriculum.S. The vast knowledge that I have gained from this project. Mr. Ritesh Bhasin (Sen. It helps the student to undergo a simulation test of what the student is going to face in his future job sphere and a taste of practicality. I have tried to put them down in this project report. 6 . Vishal Tyagi (T. Rajesh Fanda (G.M Sales). My project in United Spirits Limited is an experience worth sharing. T.E. Nimish Gupta (Faculty ABS) for guiding me to make this project a success. under whose auspicious leadership and constant mentoring of Dr.

CHAPTER I INTRODUCTION OF THE TOPIC 7 .

It also helps to understand the importance and need of marketing in corporate world. properties. Scope and objective of study Marketing people are involved in marketing 10 types of entities: goods. information. In developing nations. services. from eggs to steel to hair dryers. 8 . events. clothing. Goods.-1 Platinum. organizations. as it gives a unique chance to study and know the different strategies adopted by the organization to increase its market share and overcome its rivals. commodities. and ideas. places. The United States produces and markets billions of physical goods. Physical goods constitute the bulk of most countries’ production and marketing effort. and housing—are the mainstay of the economy. persons. experiences. Significance of present study The topic is very significant. goods—particularly food.Introduction of the topic To study the marketing strategy and to increase the market share of McDowell’s No.

Celebrity marketing has become a major business. musicians. engineers. commercial banks. Persons. Walt Disney World’s Magic Kingdom is an experience. and other professionalsdraw help from celebrity marketers. physicians.S. and new residents. Places. lawyers. Experiences. and artistic performances. hotels. By orchestrating several services and goods. sports events. The U. CEOs. Marketers promote time-based events. states. stage. real estate agents.Services. regions. and advertising and public relations agencies. and market experiences. trade shows. and doctors. a growing proportion of their activities are focused on the production of services. economy today consists of a 70–30 services-to-goods mix. 9 . Artists. factories. company headquarters. so is the Hard Rock Cafe. and nations compete to attract tourists. Cities. Events. such as the Olympics. one can create. local business associations. as well as professionals such as accountants. high-profile lawyers and financiers. As economies advance. Many market offerings consist of a variable mix of goods and services. and maintenance and repair people.5 Place marketers include economic development specialists. Services include airlines.

Philips. nonfiction books. Every market offering has a basic idea at its core. Organizations. The production. Organizations actively work to build a strong. Universities. 10 . and specialized magazines. makers of CDs. and distribution of information is one of society’s major industries. Information.Properties.6 Among the marketers of information are schools and universities.” The Body Shop and Ben & Jerry’s also gain attention by promoting social causes. “Let’s Make Things Better. museums. favorable image in the mind of their publics. Properties are bought and sold. and Internet Web sites. advertises with the tag line. the Dutch electronics company. and this occasions a marketing effort by real estate agents (for real estate) and investment companies and banks (for securities). Ideas. publishers of encyclopedias. In essence. packaging. andperforming arts organizations boost their public images to compete more successfully for audiences and funds. Properties are intangible rights of ownership of either real property (real estate) or financial property (stocks and bonds). products and services are platforms for delivering some idea or benefit to satisfy a core need.

Area and period of study The main area of study is the marketing segment of the organization. The period of study is of one and half months i. from 3rd May 2010 to 15th May 2010. 11 .e. As the market area of the organization is very vast so it was a great learning experience.

CHAPTER II ORGANIZATIONAL PROFILE OF THE COMPANY 12 .

George in Madras (now Chennai). Under the able guidance of the founder of the UB Group.USL at a glance Angus Mcdowell Fig. Angus McDowell set out from the scenic Northern lands of Gaelic Britannica. In 1951. The purpose was to make available the products of the industrial revolution to thousands of expatriate Britons serving the Empire in various parts of the globe. Vitthal Mallya the company became the first to 13 . Late Mr. Vitthal Mallya Fig. It had its origins in a warehouse near Fort St. which in those days were a major trading centre of the British empire. It was this spirit of adventure that launched McDowell & Company in India. McDowell became the prime acquisition of the United Breweries Group. 1 Mr. 2 In the late Nineteenth Century.

after whose name McDowell and Company Limited came into being. Which was marketing the finer products of the Industrial Revolution to the Britons staying in various corners of the empire. The Name The name ‘McDowell’ originally came from the Gaelic word ‘Macdougall’. A new term . In India. Since then. McDowell has its warehouses situated about a mile to the north of the Fort St. possibly to distinguish the dark haired Danes from the fair haired Norwegians. George in Chennai. Angus McDowell. He started a firm. on the northern islands of Gaelic Britannica. 14 .McDowell. was a squire of the Dougall ancestary. ‘Dubh gall’. McDowell has been the indisputable market leader as one of the largest fast moving consumer goods companies in the country. meaning dark stranger. From being one of the first names to be associated with the import of wines and spirits into India as early as in 1898. McDowell has now grown to become the country’s undisputed leader in spirits market.IMFL (Indian Made Foreign Liquor) was coined.manufacture Indian substitutes to foreign liquor.

Besides Whyte and Mackay and Bouvet Ladubay being 100 % subsidiaries of USL. USL has a global footprint with exports to over 18 countries. United Spirits Limited. 15 . the company has a portfolio of more than 104 brands. the first Tetra pack in the spirits industry in India. ranging from The Mondial to International Wine and Spirit Competition (IWSC) to International Taste and Quality Institute (ITQI). United Spirits’ brands have won the most prestigious of awards across flavors. Limited. a total of 84 awards and certificates (as of December 2007). of which 16 are millionaire brands* (selling more than a million cases a year) and enjoys a strong 59% market share for its first line brands in India. It has manufacturing and Bottling units in 67 locations across the country and in Nepal and supported by a robust Distribution network to deliver its products to customers located anywhere in India. USL represents the merged entities of erstwhile McDowell & Co. first single malt manufactured in Asia and the first diet versions of luxury whisky and vodka in India. The Company is known to be an innovator in the industry and has several firsts to its credit such as the first premixed gin.USL CORPORATE BACKGROUND United Spirits Limited (USL) – the INR 4000 crore (USD 1 billion) spirits arm of the UB Group – is India’s largest and world’s third largest spirits company. USL has a committed 6000 strong workforce spread across its offices and distilleries in the country. USL was earlier McDowell and Company Limited. Herbertsons Limited. Phipson Distillery Limited.

MISSION STATEMENT Fig. United Spirits is and will continue to be responsible towards its stakeholders and the society” 16 . driven by highly motivated employees and supported by best-in-class processes and continued innovations. 3 -“To be the most admired global leader in the spirits industry by creating unique high quality brands for consumers.

McDowell’s No. 17 .Business interest of UB Group Beverage Alcohol: The UB group is 2nd largest spirits marketer in the world. Media: The UB group also has a share holding in Asian Age Holdings Ltd. with overall sales of 90 million cases. It has a manufacturing capacity of 2. the company that owns and manages daily newspapers. Some of the famous brands of UB group are bagpiper whisky.1 Brandy and McDowell’s celebration rum. director special whisky. The company offers 140 brands at varying price points. McDowell’s No. spirits.1 whisky. . It develops and markets branded prescription drugs and vaccines. Pharmaceuticals: The group’s company Aventis Pharma Ltd is the second largest pharmaceutical multinational in India. The Asian Age.000 MT of urea.700 MT of ammonia and 4. Fertilizers: Mangalore chemicals & fertilizers ltd is under UB group management.30. leather footwear and processed food the company also exports pharmaceutical products and customized perfumes. International trading: the group’s company UB group global ltd is recognized export house engaged in the export of beer.23.

Govt. Kingfisher Airline has captured an impressive Niche identity for itself. Market Share and has established a 18 . of India.Research and development: Vijay Mallaya Scientific Research Foundation (VMSRF) was established in 1987 with the objective of developing newer and novel technologies that will have substantial application in industry and health care. Council for Scientific and Industrial Research (CSIR) and the Ministry of Finance. Aviation: UB group entered Aviation sector in 2005 with launch of Kingfisher Airlines Ltd. The foundation is recognized by the departments of Scientific & Industrial Research (DSIR) Department of Biotechnology (DPT).

. Mallya took over the Reins of the United Breweries Group in 1983. 52 year-old Dr. 4 Dr. Vijay Mallya (Chairman) Fig.ORGANIZATIONAL STRUCTURE Dr... Vijay Mallya is the face of the $2 billion UB Group. 19 ..

Subhash Raghunath Gupte . R. aged 68 years. is a Chartered Accountant.S. Mr. Gupta (Vice Chairman) Fig. Gupte has worked with Caltex India Limited for 5 ½ years. 20 . 5 Mr.

21 . D. Rekhi is the President and Managing Director of United Spirits Limited.Mr. Vijay K. 6 Mr.) Fig. India's Largest and the world's third largest alcohol beverage company. Rekhi (President & M. Vijay K.

holding a B. M. degree.L. 22 . aged 66 Years is a Graduate in Commerce and a Chartered Accountant. Iyenger Fig. R. D. R. 7 Mr.M. Doraiswamy Iyengar. He is also a post Graduate in Law.

BHOPAL UNITED SPIRITS LIMITED. KHURDA UNITED SPIRITS LIMITED. HATHIDAH UNITED SPIRITS LIMITED. ASANSOL UNITED SPIRITS LIMITED. NACHARAM. CHERTALA UNITED SPIRITS LIMITED. UDAIPUR UNITED SPIRITS LIMITED. BARAMATI UNITED SPIRITS LIMITED. PALWAL UNITED SPIRITS LIMITED. SERAMPORE UNITED SPIRITS LIMITED.HYDERABAD 23 . ALWAR UNITED SPIRITS LIMITED. BHADRAKALI UNITED SPIRITS LIMITED. MALKAJGIRI. NASIK UNITED SPIRITS LIMITED. PATHANKOT UNITED SPIRITS LIMITED. BADDI UNITED SPIRITS LIMITED.HYDERABAD UNITED SPIRITS LIMITED.Our Distillers UNITED SPIRITS LIMITED. BETHORA-PONDA UNITED SPIRITS LIMITED. AURANGABAD UNITED SPIRITS LIMITED. NARAYANPUR UNITED SPIRITS LIMITED. MEERUT UNITED SPIRITS LIMITED. ROSA UNITED SPIRITS LIMITED.

Contract and Associate Units  Chandigarh Distillers & Bottles Ltd  Batra Breweries & Distilleries Pvt Ltd  Saraya Industries Ltd  Sir Shadilal Distillery & Chemical Works  A B Sugars Ltd  Trishul Bottlers  Gemini Distilleries (Tripura) Pvt Ltd  North East Distilleries Pvt Ltd  Ajantha Bottlers & Blenders Pvt Ltd  Centenary Distilleries Pvt Ltd  M T M Wines & Bottlers Pvt Ltd  Milestone Beverages (P) Ltd  Surma Distillery Pvt Ltd  Mount Distillery – Sikkim  Himalayan Distillery Pvt Ltd  Salson Liquors Pvt Ltd  Ambient Liquors Pvt Ltd  Chitwan Blenders & Bottlers Pvt Ltd  Aegis Beverages (P) Ltd – Bilaspur 24 .

BRANDS Fig. 8 USL BRANDS Whisky  Whyte and Mackay  Dalmore  Jura  Black Dog  Antiquity  Signature  Royal Challenge  McDowell’s No-1  Director’s Special 25 .

 Bagpiper  McDowell’s No-1 Platinum  Green Lable Vodka  Pinky  Red Romanov  Premium Romanov  White Mischief Rum  McDowell’s No-1 Celebration Rum  Old Cask Rum 26 .

United Spirits acquired Glasgow based Whyte and Mackay and ramped up its premium scotch and single malts portfolio significantly. Cluny and Claymore to name a few. Vladivar vodka and the eponymous Whyte & Mackay blended Scotch. Whyte & Mackay is a leading distiller of Scotch whisky owning brands including The Dalmore. Isle of Jura. Glayva.Whyte and Mackay-Refined to richness . The Company also owns several other Scotch whisky brands such as Mackinlays. John Barr.Excelled to last Fig.Whisky 1. Whyte & Mackay also owns four malt whisky distilleries in Scotland and a state of the art bottling facility in Grangemouth with a capacity 27 . 9 In 2007. Fettercairn.

United Spirits recorded sales of 66 million cases for the year ended on March 31. At a time when global demand for Scotch whisky is showing strong growth and prices are increasing rapidly. 2007. With this acquisition.of producing 12 million cases per annum. United Spirits will have consolidated sales of 75 million cases per annum. Whyte & Mackay’s bulk scotch inventory of 115 million litres are not only very valuable but provide United Spirits the opportunity to meet their own growing requirements in India. 28 . Whyte & Mackay recorded sales of 9 million cases and case equivalents in the last 12 months.

the distillery has produced malts of great character and distinction. prestigious awards and is recognized as being one of the finest distilleries in the world. along with the years and the climate. Each is matured in a wooden cask selected from a choice which includes sherry wood and American white oak which.2-Dalmor - Fig. The malts which make up this collection. the twenty-one years old. From Norse and Gaelic. Pure in taste For over 160 years. The Dalmore Single Highland Malt Whisky Collection has won numerous. 10 e -Rich in perfection. on the opposite shore of the Cromarty Fifth from the distillery. Dalmore means “the big meadowland” referring to the rich and fertile Black Isle. contributes to the flavor of each malt. The 29 . the twenty-one years old and the cigar malt have been maturing under the careful eye and expertise of Scottie and his colleagues at the Dalmore distillery.

30 .pure waters of the River Alness are used to produce The Dalmore. The Dalmore undergoes subtle transformation as it matures to 12 years old. As it ages the aromas and tastes alter and you will detect orange. aromas. heather. To find more you simply have to follow your nose and taste with help of Richard Paterson’s tasting notes. and often surprising. spice and subtle hints of smoke. producing some of Scotland’s very finest single Highland Malt whiskies Chocolate and spice are just two of the more unusual and unexpected “notes” among the multitude of flavors and aromas that can be discovered in The Dalmore. In this superb. 21 years old. award winning single malt it is possible to detect around 26 distinctly different.

Coming by car from Glasgow takes about the same amount of time. who came here to write 1984.3-Jura-A sense of inspiration. a ferry. and the best part of a day. The fastest method from London involves two planes. George Orwell. and that is to visit its distillery. JURA’s single malts have won numerous awards and are distinguished for their subtle flavors which are dramatically different to the 31 . a blend of heritage Fig. Established in 1810.” Things haven’t changed a great deal since then . described it as “an extremely un-getable place. But for true whisky enthusiasts there is one over-riding reason to come to Jura. 11 There is no quick way of getting to the island of Jura.Which is partly what makes this Hebridean Island – producer of the award-winning JURA single malt – such a magical destination.

During the ageing process. but as those who’ve been there will testify. the finest single malts quite literally offer a taste of their location. are significant factors contributing to JURA’s smooth. 32 . Jura’s exceptionally mild climate and gentle breezes. the whisky not only absorbs the flavors of the wood. but the island’s atmosphere and sea breezes as they pass over the porous walls of the barrels.peaty whiskies from the neighboring island of Islay. Often the smallest of factors can affect the balance of flavors in whisky. it’s a place that’s even harder to leave. Although much of a whisky’s character is decided by the type of barrel it is aged in. Jura may be hard to get to. warm flavors. starting with the water that is used to the local weather and atmospheric conditions. together with the local spring water.

BLACK DOG . a little art. Speyside. & a snifterful of magic. an intricate fusion of delicate tones and soft aromas. 12 Year Old Deluxe Scotch whisky and 8 Year Old Centenary Scotch whisky. The masterful whisky is available in two enchanting blends. Islay and lowland regions of Scotland. Black Dog captures the essence of Scotland with its distinctive taste and flavor. 12 Black Dog is a 100% genuine Scotch whisky distilled. Fig. robust yet smooth. On the misty shores of Scotland.A little science. matured and blended in Scotland. his exploration finally yielded an impeccable blend.4. Created by James 33 . A blend of many elegant whiskies drawn from Highland.

A timeless packaging that's earned global recognition.Antiquity Blue and Antiquity Rare. Thus was born a great whisky. while establishing itself as the finest – of all. 5-ANTIQUITY-The spirit of luxury. Antiquity succeeds in consolidating brand values of "exclusivity and luxury". bagging prominent awards like WordStar.McKinley. fine Indian malts and alcohol and it do not contain any artificial flavors. Antiquities captured the fascination of whisky and scotch drinkers and made its presence felt in the major metros and big cities in 34 . Black Dog remains faithful to its original blend. the brand is known for its indomitable spirit and superior taste. Every ingredient and every time-honored process has been retained the same way as James McKinley intended them. Available in two distinct blends . the art of perfection Fig.13 Antiquity Premium Whisky has been created with great care to minutest detail on quality of various ingredients. of the second generations of the Leith Scotch Whisky blending family. this exquisite blend was christened by Millard Black Dog. Asia-star and India-star. Antiquity Premium Whisky is a unique blend of exclusive Scotch. Grown from strength to strength. After more than 120 years later.

known only to our Master Blender. the popularity of Antiquity has gained new heights owing to the powerful campaign unleashed by USL. An exceptional creation. Antiquity became a part of United Spirited Limited in 2005. Needless to say.the 80s. 35 . the blend composition was arrived at after numerous experiments and till today the composition is a closely guarded secret. when UB Group acquired Shaw Wallace. Quality of the product is maintained using strict quality control norms including fingerprinting using the sophisticated Gas Chromatographic technique. it challenges the connoisseurs to explore its complex inner details. In past two years.

the flourish with which the band name is inscribed and the green and golf color combination.6. Fig. aspiration and exclusive imagery for it. Considered commonly as a "Scotch like Experience". 14 The genuine occasion One of the fastest growing spirit brands in the country. The physical identity of brand Signature has played an instrumental role in creating a premium. Signature has always stood out for its unique packaging.The genuine flavor. identified chiefly by its octagonal green bottle and mono carton.SIGNATURE. McDowell's 36 .

could not be served by bootlegger. But by the turn of the century a new roadmap for McDowell's Signature was unfolded as the brand became more accessible to a larger audience by redirecting its focus towards the premium whisky drinker who was younger. well-exposed and on-the-way-tothe-top. modern. 37 . stylish and for the discerning.Signature is clearly young.the New Sign of Success. a Scotch/ expensive whisky connoisseur stocked his bar largely from trips abroad or the bootlegger. McDowell & Company launched a prized blend of Imported Scotch and impeccable Indian malts and called it McDowell's Signature. With the latter. Thus was born the New Signature . the risk of getting 'non-original' stock was ever present. In the late 80s and early 90s. To cater to this need in 1991. bulk purchase requirements of corporate partners. priced at a 5-10% premium over the leading premium whisky brand of the time Royal Challenge. Also.' The going was great with McDowell's Signature expanding its consumer franchise and growing strong. well-heeled. It was created to be not just a 'good Indian whisky' but the 'Best Indian Whisky. Brand Sales have been growing year on year and today it commands a healthy national market share of 25% and is steadily growing at 30%.

15 Royal Challenge is the largest selling premium whisky in India. Cherished by connoisseurs of spirits all around the world. is the sole millionaire brand to inhabit the premium whisky segment.ROYAL CHALLENGE.7. this flagship brand of United Spirits Ltd. Royal Challenge was the whisky that proved to be a trailblazer from the time it was launched in the 80s.A master of excellence. It swept from the North and won the hearts of whisky drinkers across South India and became so popular by the mid 80s that not many were even aware that RC stood for 38 . Royal Challenge is a 24 years old blend with a rich heritage of innovation and unsurpassable quality. A true personification of the spirit and energy of today's achievers. A masterpiece of style Fig.

To create this unique blend. Thus was born Royal Challenge. 39 . the secret of its velvet-like texture lies in the use of leisurely matured malt spirit. Royal challenge exudes a vibrant and youthful image. RC became a part of USL's proud legacy. the 'Right' casks were chosen for maturation of the malt spirit used in Royal Challenge after extensive research.Royal Challenge. Eventually. enormous time was spent by the Master Blender in studying the properties of various oak wood casks. As the UB Group acquired Shaw Wallace in 2005. It is a true market leader not just because of its high market share but also because of the imagery it lends to its consumers. An amazingly smooth whisky.

8.McDowell’s No. The proof of its quality and appeal is that it has not only survived the Scotch invasion. world's first diet whisky.1. Fig. marketing and promotions. created specially for the fitness conscious drinkers. one of the flagship brand of United Spirits Limited. 1 Reserve Whisky.Diet Mate Whisky. packaging. 16 McDowell's No.A blend – in a league of its own. Its unbroken monopoly of leadership in the Prestige segment lies in the constant innovations in product. McDowell has another variant under its label .1 Whisky. 40 . but is on its way to becoming one of the biggest whisky brands in the world even beating pure Scotch! Apart from the popular McDowell's No. is the world's fifth largest selling whisky.

At present.McDowell. However. both literally and laterally. Quite evidently so. 'a rocking one'. over the years. the print campaigns that conveyed the ideas. The cheer finger has been the trademark of the brand.1 Whisky. 'a wild one' etc have seen an overwhelming response from the masses.the central concept of the advertisements being that all celebrations in life begin with McDowell.1' attached to it. it has evolved and transformed from an "icon" to a brand character. The brand has reinvented itself in all possible ways and has looked at greater accomplishments over the years. In the beginning. The 'cheer finger' has always stood for McDowell's No. the drink has always been positioned as the No. it has been a rage with connoisseurs of liquor. The brand's uncanny ability to change itself constantly and remain connected to the ever -changing customer aspirations is the key to its success. 41 . it had the tag 'Mera No. 'a playful one'.1 drink in its category.

9- DIRECTOR’S SPECIAL

Fig. 17

With an established reputation as being the best blend in the prestige whisky segment, DSP is aiming to re-launch itself in terms of a new pack and communication campaign. The

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black and white packaging has been changed to gold to reflect a premium and contemporary image, which has been received well in the market. DSP is well perched on its flight path of success – it sold 4.32 million cases in calendar year 2005, a growth of 11% over 2004. It crossed the “half a million cases” mark in 2004-05, for the first time since its launch in 1998. The success of the brand could be attributed to the excellent marketing initiatives of the brand in FY05, which includes “War of the DJ’s” – the best DJ Event in the nation, Colonial Cousins Musical Night in Bangalore and the Radio Mirchi RJ Hunt in Mumbai.

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10- BAGPIPER-Keep walking, Bagpiper

Fig. 18

Bagpiper whisky has become India’s largest selling IMFL brand. Continuing its historic success run, Bagpiper registered a 44% growth over last year. In 2004, with sales of 7.34 million cases, it was already India’s most favored whisky. It has further consolidated it

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position this year. with a whopping sale of 10.54 million cases. 11. 19 45 .McDowell’s No. Bagpipers all India market share is more than double of its closest competitor.-1 Platinum Fig.

-1 Platinum 1 free Peg would be served to the customers as a complimentary gift in bars.e. the scratch card had a special code which they had to SMS “PLAT” to 9215392153. It was blended by world’s best blender from Scotland i.  Scratch card was also given to the customers. the lucky ones would get a chance to have dinner with Shahrukh Khan on Star Cruise & all kind of expenses of the customers would be barred by UB Group. Pint and Quards come in packaging. McDowell’s No-1 Platinum comes with a tag-line which says “PURE GRAIN PURE PLEASURE” Promotional activities McDowell’s No. HOTELS etc. Platinum is 100% grain whisky. The Promotional Activities comprised of the following:-  The Promotional Scheme was valid in institutions only i. 46 .e.-1 Platinum has been recently launched in kanpur i.e. United Spirits launched a new phase in whisky and it was McDowells No-1 Platinum. Nip.e. MODEL SHOPS.On April 3 2010. Mr. BARS.-1 Platinum As McDowell’s No.  The scheme contained that with every 2 Pegs of McDowell’s No. It has a black coloured cover and is the only whisky of its range whose all three sizes i. and also there were lots of other gifts like T-shirts. Robert Peterson. caps etc. The packaging of Platinum is eye-catching. CLUBS. on 3rd April 2010 hence a strong promotional activity was launched by USL for its promotion in the city.Its BLEND is very smooth and AROMA is brilliant.

Popularly called "Whisky among rums".-1 Platinum also sponsored various parties.6 million cases p. blend. McDowell’s No. The reason to cheer. Celebration Rum has won numerous awards for superior taste. RUM 1-McDowell’s No.  Customers enjoyed & loved the newly introduced 100% grain whisky. rock bands at various hotels. & hence responded very positively. bars & clubs as a promotional tactic so as to penetrate into the market. 20 The reason for celebration.1 Celebration Rum Fig.a. 1 Celebration Rum is the 4th largest rum in the world with sales of 6. 47 . aroma. A unique blend that is widely accepted and a part of the legendary McDowell's lineage. McDowell's No. and a market leader in India with 51% market share.

both of which are matured. No.1 Celebration Rum and No. 48 .Old Cask Rum Old cask's blend is a perfect combination of strength and smoothness.1 Celebration Rum Dry & White.The brand has 2 variants. distilled and blended with exceptional finesse. It has a unique barrel shaped bottle.6 million cases reach markets across 12 countries making it the 4th largest selling rum in the world today. 2. Celebration Rum was created by our expert master blender. Regarded as the "Connoisseurs delight. The blend has been carefully created by our master blenders to ensure its appeal to the connoisseurs of fine rum. Launched in 1990." McDowell's No. before creating this superb blend. 6. Although a hundred thousand cases was a modest beginning. 1 Celebration Rum captures the true tradition of rum making. who has carefully studied the age-old art of rum making.

tickled pink Fig.VODKA 1. 21 49 .PINKY-Flirty flavored.

hand blended into the vodka after distillation for maximum flavor. Pinky owes its elegance and distinctive “pink” taste to a bouquet of violets. 50 . Pinky Vodka offers a shot of sheer feminity. rose petals. It’s redolent of flowers and fruit. Pinky comes in an oversize perfume-like bottle. And in its chic perfume style bottle. Created in Sweden by champion wine tasters.It’s pink. Tickle your lady love pink this season with the world’s most beautiful vodka. it could live on a vanity table. wild strawberries and other botanicals. with the brand name printed in metallic silver on a black label and a mono carton accentuating its sensual appeal. The brand’s unusual typeface adorned with rose thorns suggests its beauty while alluding to its ingredients.

2-WHITE MISCHIEF-The spirit… with a twist of mischief Fig. 22 Distilled from the finest spirit and filtered to the highest levels of purity to ensure a high quality vodka blend. it is one of the most preferred brands of this age. The frosty and smooth look of the bottle and the shades of royal blue and white on the vial stand for the stylish youth of today. No wonder. 51 . White Mischief embodies the pure enthusiasm and flamboyant spirit of youth – its core essence being "flirtatious mischief".

Keeping in step with the changing times. The fastest growing vodka in the country. 23 Seductive and magical. The clean and dry Extra Neutral Alcohol is blended in close supervision and strict quality control parameters to ensure a high quality vodka blend. Romanov is introducing a first-of-its-kind offering .PREMIUM ROMANOV VODKA.Romanov 52 . Romanov is all enticing beauty with the zing. White Mischief is the market leader today with 46% market share. A stylish pack that screams attitude and attractive labels make Romanov Vodka a premium offering. White Mischief is triple-distilled from the finest spirit and systematically carbon filtered to the highest levels of clarity and purity. Romanov is at the forefront of innovations.Fastest growing vodka in the country. A pint of charm Fig. 3.A glint of glamour.

Romanov gets its name from the last czar of Russia and true to its calling remains committed to the finest vodka making. 4-RED ROMANOV-CHASE RED Fig.24 Romanov Red Vodka is multigrain. Romanov is also available in two peppy flavors namely Green Apple and Tropical Thrill. Romanov then not only delivers an international youthful imagery but also provides the consumer vodka that is truly superior. Besides.triple.distilled Vodka. inspired by the traditional manner in which the Russians 53 . the way Russians traditionally made their vodkas. The fine grain alcohols are then immaculately purified through a multi-distillation process.Diet Mate Vodka. Romanov Red is made from carefully selected multiple grains.

engages in the spirits business in India. Ltd. group Pernod Ricard acquired part of Seagram’s worldwide. Ltd. Seagram’s India has shown an average growth rate of 69% per annum since 95-96 and is today the most profitable company in the spirits business in India. The high quality spirit is then put through an intensive filtration so you can experience an internationally superior. after the divestment of the spirits and wine business by Vivendi Universal.prepared their Vodka. making group Pernod Ricard. Competitors Profile SEAGRAMS INDIA Seagram India Pvt. gin. smooth blend. India. In the 2001. The acquired part of the Seagram’s business catapulted group Pernod Ricard into the top three of the global wine & spirits players. 54 . wines. the biggest MNC in the spirits business in India. Seagram India Pvt. The acquisition also brought Seagram’s India into its fold. is a subsidiary of Pernod-Ricard SA. headquartered in Paris. and brandy. It offers Scotch whiskey. The company was founded in 1994 and is headquartered in Gurgaon.

BRANDS OF SEAGRAMS • • • 100 PIPERS SCOTCH BLENDERS PRIDE WHISKY ROYAL STAG WHISKY IMPERIAL BLUE WHISKY FUEL VODKA • • RADICO KHAITAN Radico Khaitan is one of India's oldest and largest liquor manufacturers. The 55 .The main competitor during this study to be targeted is Seagrams India. It was only in 1999. and the product to be targeted is Royal Stag Whisky. This also made it the first brand in the liquor industry to make it to the Limca Book of Records. launched in 1999. Radico's flagship brand. that Radico decided to launch and market its own brands. was a runaway success In the first year alone. Formerly known as Rampur Distillery which was established in 1943.a record for any Indian or foreign brand operating in India. the company has tied up with bottling units in various parts of the country. Radico Khaitan Ltd today has three millionaire brands in its portfolio. it sold one million cases . 8 PM Whisky. To further boost its production capacity of bottled and branded products. thereby embarking on a period of phenomenal growth.

rum. and Radico Khaitan Ltd.and price category. the second largest drinks company in India BRANDS OF RADICO • • • • 8 PM WHISKY MAGIC MOMENT VODKA CONTESSA RUM MAGIC MOMENT DRY GIN 56 . It has a large market share in the defense market. Today. Radico Khaitan has brands that straddle almost every market segment . the world's leading premium Drinks Company with iconic brands such as Johnnie Walker and Smirnoff in its portfolio.other millionaire brands are: Contessa Rum has won the prestigious Monde Selection award for its overall quality for the past three executive years. vodka & gin .whisky. The company has form a 50:50 joint venture with Diageo to exploit the large and developing Indian made foreign liquor (IMFL) segment. brandy. Diageo.

USL Market Share 57 .

26 USL Sales share 58 .in the year 2008-2009 Fig. 25 In the year 2008-2009 Fig.

27 in the year 2008-2009 Fig.in the year 2008-2009 Fig. 28 PROMOTION TECHNIQUES ADOPTED BY BREWERIES COMPANIES DISPLAY OF PRODUCT AT OUTLETS 59 .

Product should always be displayed at Eye level 60 . 29 1.Fig.5 unit display generates … a sales volume of 10 units! 4.3 unit display generates …a sales volume of 5 units! 3.The benefit of display of product is that it makes the product eye catching as the display is done in the front portion of the outlets. 2.

GLODEN LINE While arranging shop display. To OPERATE! This point is the GOLDEN LINE 2) PROMOTION PARTIES a) People come in the party in mass to enjoy the party and aware about the company’s product b) Arranging DANCE COMPETITION and distributing gifts to the winners c) Arranging the ARTIFICIAL rain dance parties d) Arranging ALBUM release parties In all these parties only the target product is available at special prices so each 61 . To FEEL. therefore 20 degree below the eye level is the most convenient point To LOOK at. To SEE. the base line is just below average customer height. To TOUCH.

And on other hand company also try to attract various customers through various schemes. 3) PROMOTION AT CLUBS AND BARS Companies always try to attract regular customers in bars and club members by giving some attractive offers on the drinks example one peg free on every two pegs of a drink or they offer some free snacks with every three pegs of drink a customer take. McDowell’s No-1 Platinum was launched with an attractive packaging. Its blend is very smooth and its 100% grain whisky. its packaging. 62 . The main purpose of this promotion was to make consumers aware about the new blend. PROMOTION OF McDOWELL’S NO-1 PLATINUM WHISKY The first project assigned to me was the promotion of McDowell’s No-1 Platinum whisky.and every guest enjoy and have taste of it. and its new aroma. Previously USL didn’t had a competitive whisky with Seagram’s Royal Stag Whisky hence McDowell’s No-1 Platinum was launched. 4) GIVING INCENTIVES TO THE RETAILERS AND CUSTOMERS There is always a big hand in increasing the sale of a product by the salesman therefore different companies always try to keep every retailer in their favor by offering them various incentives regularly.

Gifts were given on the basis of purchase.e. Bar promotion at GANGES Club and KANHA CONTINENTAL is a big success. These gifts included a pen. a lighter cum torch and a wallet. This gave a good response and McDowell’s No-1 Platinum whisky became a success story over Seagram’s Royal Stag Whisky. the terms are self-explanatory with the key difference being strengths and weaknesses are internal attributes and opportunities and threats are looking at external factors that could change the success of the firm. Record of each day’s sales of McDowell’s No-1 Platinum whisky in a specific format which was provided to me by the company. This offer was displayed on the TAN-CARDS. i. SWOT ANALYSIS Every company SWOT analysis will differ even among the same industry. 63 . on purchase of every Pint a lighter cum torch and on purchase of every Quards of McDowell’s No-1 Platinum whisky a wallet was gifted.Strategy Adopted The company adopted distributing gifts as a promotional strategy. Basically. STRENGTH:• UB Group grabed around 60% of market share. Under this project I was told to visit a retail shop where I had to do spot selling of McDowell’s No-1 Platinum whisky and give above mentioned gifts. on purchase of every Nipe a pen. There an offer was displayed for the customers that read “BUY 2 PEGS GET 1 PEG FREE”.

64 . • Since Shaw Wallace is now a part of UB GROUP so we expect that it acquire more liquor companies.• 100% availability of our products. • Further scope of Conglomerate Diversification. • Market competitive prices of products. OPPORTUNITY:• High demand of Whisky in India. THREATS:• Tough competition in Vodka segment. • Strong product base of 30 products. • Experienced management team and other key personnel. • Aggressive Acquisition and Market Penetration. WEAKNESS:• Indirect promotional schemes.

was established. • • • • In 1951. was acquired by the United Spirits Limited Herbertsons Ltd. In 1973. Vittal Mallya. with a 100-year-old history continues to be India’s no. became a part of the group. a company established in 1936. 65 . Phipson & Co. 1 spirits company. Ltd.. Ltd. is India’s third largest spirits company today. Carew & Co. late Mr. The company. founder of the UB Group acquired McDowell.• Competitive market strategies of other companies are very strong. Ltd. Impressions • 1898. Herbertsons Ltd. In 1958. In 1961. was acquired. McDowell & Co.

in 1995. manufacturing and marketing strategies. with 60% market share  66 . was started in 1987. Increasing the holdings in Herbertsons Ltd (HL) (February 2005). Acquiring Shaw Wallace and Company Ltd (SWC). Achievements  Four of our brands. the current Chairman of the UB Group took over in 1983. all under the McDowell’s No.• Mr. • • • Acquiring Triumph Distillers & Vintners (TDV) (December 2002). the Spirits Division has earned a reputation for innovation in product development.  McDowell’s No. have made it to the top 100 global alcobev brands by retail value. Carew Phipson Ltd. • • Consolidated Distilleries Ltd. the second largest player in Indian Spirits market (June 2005). were merged with McDowell & Co. 1 Brandy.1 Whisky. McDowell’s No. and Consolidated Distilleries Ltd.1 Celebration Rum.  The largest spirits company in India. Vijay Mallya. Ltd. 1 umbrella and Bagpiper  Whisky from the Herbert sons stable.  These include McDowell’s No. Since then.

Black Dog (1994)  First to launch ready-to-drink low alcoholic beverages . Tango  First to launch 12 Year Old Deluxe Scotch whisky . Lifestyle Products. Herbert sons Ltd & Shaw Wallace   There are over 140 brands out of which 15 are millionaire brands. Triumph Distillers & Vintners. Football and Tennis)  First to deal in international brands of Spirits.e. 67 . Beer. Derby. Wines. The 3rd largest spirits group in the world* selling over 60 million cases through McDowell.Gin .Blue Riband Duet. Perfumes and Cigars  First to launch a single malt whisky (McDowell's Single Malt in 1992)  Pioneers of pre-mixed drinks.McDowell's Mixed Doubles (1999)  The Chairman of the organization is now the owner of the IPL’s one of the most expensive team i. Royal Challenger Banglore. And it has tied up with all other teams of IPL as a promoter.  11 group distilleries have been awarded ISO 9002 certification.  First to sponsor and promote brands through event marketing (Grand Prix.  Manufacturing Network of 75 manufacturing locations include market leaders in all flavors’ and categories.

2009 68 .Financial Prospects of USL Price Waterhouse Chartered Accountants Place: Bangalore Date: July 29.

2001-02. 200015. 2002-03 Assessing Officer 2003-04 Income Tax 2003-04.756 Joint Commissioner 01. 2003-04.1987-88. 1995-96. 1991-93.1991 -92.1998-99.1996-97. 2003-04. 1992-93. 1999-00. 2004-05.749 Appellate Tribunal 96.1997-00. 2000-01 1984-85. 2005-06 Appellate Tribunal Commissioner of 1992-93. 2000-01 1984-85. 2002-03. 2004-05.1992-93.892 Assessing Officer 1993-94. 2002-03. 1997-01. 2006High Court 07 1986-90. Million) dispute is pending The Income-Tax Commissioner of 1993-94. 1994-95.[Referred to in paragraph 9(b) of the Annexure to the Auditors' report of even date to the members of United Spirits Limited on the financial statements for the year ended March 31. 2008-09 of 1999-00.1996-97.291 Sales Tax Assistant 1. 2004-05. Name of the Amount* Forum where Year To Which The Amount Relates Statute (Rs. 1997-98.1987-88. 199588. 1999-00. 1997-98.825 Income Tax -Appeals Supreme Court 1996-06 1982-83.1995-96. 1994-95. 1997-98.471 Sales Tax Acts 56.1991-92. 2007-08 Deputy 8 848 Commissioner Commissioner 0.476 The Wealth-Tax Act.203 Act.1985-86.995 Commissioner 7.1996-97.1986-87.1984-86.1992-93. 1994-95. 1957 Central and Respective State 199.1990-91. 2006-07. 2002126.1985-86.1996-97 69 . 2004-05 Appellate and 1993-94.620 140. 2009]. 2005-06 1974-76. 2005-06 Revisional board Additional 115.1995-96. 1988-89.431 Commissioner 2002-03. 1961 Income-Tax Appeals 03 to 2005-06 3.1999-00.183 0. 2000-01. 1989-96.

198317. 2003-04.2002-03. 1979Respective Excise Acts State 4. 1998-99. 1981-84 1994-95 1986-87. 1998265. 1995-96 1974-81. 1991-96. 1978-79. 2004-05. 199380.1989-90.1 70 .1992-93.1997-98. 2004-05 of 1995-96.1983-84. 1988-91. 1981-09 1963-64. 2002. 1988-89.701 and Collector Chinsurah 12. 1985-86. 1986-87.1982-83.1972- Table.170 Hooghly Additional 8. 2000-01. 2001-02 92.1999-00. 1991Excise 193.1997-98.1972-73. 1985-87.2001-09. 1986-87.885 High Court 01.785 Supreme Court 74.1977-78. 1991-92.03. 1987-89.1998-99. 1993-94. Excise 1.1992-99.1971 -72.1984-85.1987-88.311 Magistrate 0.1992-93.82.1981-82. 2005-06. 1999-00. 1983-85.363 Central excise Assistant Commissioner 1995-96 High Court Commissioner 1989-97. 2003-04 Supreme Court Collector 1994-95 District 1993-94 Court. 1944 25.081 The Central Excise 6. 1996-97. 1990-91.000 Act. 1995-96.1980-81. 1985-86.1995-98.464 Appellate Tribunal 84. 1980-81.593 Superintendent District Magistrate 1. 2001-02.1973-74.1984-85. 1981.1996-97.635 2.1984-85.1995-00.1993-94.185 Commissioner 96.

79 1.287.80 2.16 94.73 505.40 2.44 2.26 2.79 60.337.30 552.15 1001.60 702.48 1.41 150.71 4.01 750.20 71 .46 290.76 793.16 7.29 380.71 330.81 215.52 1.360.99 592.050.004.263.47 68.171.106.74 3.428.98 67.16 586.21 132.07 160.45 112.61 662.90 605.04 1.239.306.809.82 209.80 2.75 3.42 Notes: Book value of unquoted investments Market value of quoted investments Contingent liabilities Number of equity shares outstanding 2.44 517.63 28.67 616.46 563.42 977.87 51.032.36 231.87 2.Balance sheet Mar ' 09 Mar ' 08 Mar ' 07 Mar ' 06 Mar ' 05 Sources of funds Owner's fund Equity share capital Share application money Preference share capital Reserves & surplus 100.30 861.001.47 41.786.62 194.294.34 453.33 5.27 5.70 2.26 527.24 492.56 2.72 103.64 861.985.86 2.37 55.62 482.45 1.29 3.54 282.76 Loan funds Secured loans Unsecured loans Total 1.428.40 2.70 3. loans & advances Less : current liabilities & provisions Total net current assets Miscellaneous expenses not written Total 3.171.82 261.032.17 4.809.27 282.34 519.48 7.74 948.051.48 653.84 36.909.87 10.75 1.84 459.12 1001.16 1.08 800.12 657.09 2.72 235.63 171.32 Net current assets Current assets.42 Uses of funds Fixed assets Gross block Less : revaluation reserve Less : accumulated depreciation Net block Capital work-in-progress Investments 787.86 604.014.682.48 944.79 101.34 179.63 169.94 100.638.

00 10.45 4.Share holding Share holding pattern as on : 30/06/2010 31/03/2010 31/12/2009 Face value 10.16 29. 7521 Others 1766417 Sub total 11008793 General public 11880726 Grand total 125578875 Holding Shares 29.77 0.25 9.28 52.00 No.09 8.76 0. Of % No.04 223798 59004854 67414440 0.46 99.16 36628260 36628260 0.01 0.00 10. Of % Shares Promoter's holding Indian Promoters 36628260 Sub total 36628260 Non promoter's holding Institutional investors Banks Fin.60 4.60 169157 58132523 66615398 0.98 99.41 8.16 29.77 9.01 1.40 4. and 141307 Insurance FII's 59378193 Sub total 66061096 Other investors Private Corporate 3270622 Bodies NRI's / OCB's / 5979687 Foreign Others Govt.68 2.98 53.11 47.98 72 .16 29.01 1.54 99.29 53.78 0.99 4331428 6006748 7521 1186697 11500998 10019235 125562933 3.94 9.13 46.16 7.16 36628260 36628260 No. Of % Holding 29. Inst.99 3013503 5986267 7521 1366241 10358078 11977139 125578875 2.18 46.16 Holding Shares 29.

Table.3 73 .

The technique for the purpose involves the undertaking of the steps generally one after the other:• Statement of the problem. • Surveying the available literature. • Developing the ideas through discussions. • Sample Size • Collection of Data.CHAPTER III PRESENTATION AND DATA ANALYSIS METHODOLOGY The problem should be defined in a systematic manner. giving due weightage to all related points. • Understanding the nature of the problem. 74 .

brand image and segment wise placement of United Spirits Limited in Kanpur City. While analyzing the situation in the market I came across certain points that helped me during the survey. market penetration. Understanding the nature of the problem. 75 . • Quality • Low Awareness • Not a proper distribution Developing the ideas through literature.• Analysis of Data The Statement of the problem The Statement of the problem is market share.

It involved tabulation of data and Using statistical measures on them for developing frequency distributions and calculating the Averages and compiling them in graphs. PRIMARY DATA: Questionnaire method was chosen for fulfillment of basic objective. The primary sources were dealers and customers in Kanpur city. SECONDARY DATA: • Internet • Magazine and Newspapers. • Dealer price with other companies Analysis of Data This involved converting raw data into useful information.• Discussion with Company Guide • Discussion in Market with salesmen’s and customers • Discussion with dealers & distributors • Faculty Guide and friends Collection of Data The sources of information for my report were both primary and secondary data. 76 .

Target of USL Fig.30 77 .

As the GDP will increase then the investment capacity in the market will also increase.The target of USL is to capture the majority of Indian Spirit market by 2015. CHAPTER IV 78 . as by 2015 the GDP of India would be around 1400 US$ in BRIC Estimate. and this will increase the demand in the market.

FINDINGS. CONCLUSION AND SUGGESTIONS Findings BENEFITS OF DISPLAY: Display at retail outlets 79 .

 In today’s competition display helps a product to be distinct from its competitors.  When the customers look at the display they become curious to ask that which brand of display is this. It helps to increase the sale of that product.  With the help of display Royal Challenge and McDowell got a good start-up and also gave a healthy  Competition to its main competitor that is Blender’s Pride and Royal Stag. 80 .31  The Main benefit of display of product is that it makes the product Eye Catching as the display is done in the front portion of the outlets.Fig.  Display enhances the image of the company as well as image of the product.

BENEFITS OF PROMOTION PARTIES:  People came in the party in mass to enjoy the party and aware about our New McDowell’s No. Based on the topic “Market penetration and promotion of UB products” I have done a market survey for our product in which I have checked the availability of our premium brands in the retail shops.-1 Platinum Whisky is available so each and every guest enjoys and tasted the drink.  For the drink only McDowell’s No.  We arrange a DANCE COMPTETION there and distribute lots of gifts to the winners and also arrange the artificial rain for the guests.  After the promotional parties we found that sale of our McDowell’s No. I have checked the availability of the new product and helped in increasing the availability of the product by making the sales person and the retailers aware of this product and by putting some promotional schemes in Bars and Clubs and retail stores.-1 Platinum  Whisky is increased from before and each and every customer who comes to buy the drinks knows about our product.-1 Platinum whisky. There are 105 retail shops in 81 . My research is based on the primary data which I have collected during my survey.

stock availability chart was prepared to check the availability of the products of our company.” For promoting its product company launched it with a scheme of gifts through scratch coupons on every unit the customer purchased which was a coffee mug. 82 .-1 Platinum was facing stiff competition from the Royal Stag I tried to find out the reasons for demand shift which were as follows: 1) Rise in price of McDowell’s products. table clock. In the first phase of my training I was asked to promote Royal Challenge Whisky on retail shops as it was re-launched with new blend and with a new name of “McDowell’s No. the promotion was carried out at 23 outlets for one month which resulted in increase in sales of the product from 400 cases to 600 cases.Kanpur.-1 Platinum. salt pepper shaker and a soda bottle. As McDowell’s No. The main target for the promotion were the customer who bought Blenders Pride (Seagram’s product) to be converted in to Royal Challenge Gold. 3) Lack of aggressive promotion of McDowell’s. 2) Promotional schemes offered by major competitor Seagram's. Their information was taken by visiting the retail shops personally.

-1 Platinum v/s Royal Stag whisky 83 .4) 3 D attack on McDowell i.e. its market share was taken away by Royal Stag. Imperial Blue (both Seagram’s product) and Bagpiper its own brand (observed increase in market share) 5) Complaint of customers for duplicity of the product. Comparative study of Market share of McDowell’s No.

33 Decreasing market share of Royal Stag Market Analysis 84 .32 Increasing market share of McDowell’s No-1 Platinum Fig.Fig.

MARKET SHARE OF DIFFERENT PRODUCTS 85 . 2) 100% availability of our products in all variety. 3) Strong Brand Base of 30 products.Fig. 4) Seagram’s has only around 13% market share.34 1) UB Group grabbed around 60% of market share among all Spirit Companies.

35 1) According to my survey Whisky is more saleable than other products. 2) The demand of Vodka and Scotch is also increasing at rapid rate. AGE GROUP OF CONSUMER CONSUMING LIQUOR 86 .Fig.

36 The above data is prepared according to the age group of consumers. Criteria of preference of brand 87 .Fig.

Fig.36 Above data is tabulated according to the preferences of the customers based upon taste, price, availability etc.

Comparison of different companies

88

Fig.37

1) UB group are more focused on taste, appearance and other preference criteria. 2) It provides glow sign board, hoardings and well symmetric manner to its brand in each shop. 3) Posters and danglers have played an important role for maximum awareness of their products.

CONCLUSIONS

89

To be number 1 is not a difficult task the most difficult one is to sustain at that position in long run and UB Group is proved itself in the field of Whisky also. Its whisky products like McDowell’s No-1; Signature is already a success story. But UB Group is just not alone in the field there are also players like Royal Stag and Blender’s Pride which has very large market coverage in the field. UB Group is adopting good marketing and promotional strategies these days to encourage its new product launching. UB Group is already having a brand image in the market and now its promotional displays are all around in the market. McDowell’s No-1 Platinum is going to be a successful brand in coming days as customers prefer this because of its smooth taste, no smell and no hangover. Many of the Promotional programmes like Spot selling is going on in different cities. It also organized Promotional parties that were success. Now McDowell’s No-1 Platinum is not only the demand of some people but now it is demand of all people who like to enjoy their precious moments with it. But after achieving all the success the company should look into certain points so that its product acquires great heights. • Communication and Distribution channel should be strong. • Proper Display of products in Retail Outlets, Bars and Clubs. • UB Group should concentrate on those areas where the sale of liquor area is very low. • Should target Corporate Personnel.

Recommendations & Suggestions

90

As per my survey and company’s sales report the market share of USL products is about 60%. Moreover the company should adopt three simultaneous Promotional strategies for Retailers.T. group is enjoying the top most position in the SPIRITS market of India. To increase this share my suggestions and recommendations on the basis of the findings are as follows -:  There should be better co-ordination between retailers and company executives.I. Decorative Lights etc so that their products become more attractive.U. Danglers. Bars and Clubs respectively-: FOR RETAILERS: 91 . Sparkling Sheets.  Need to advertise more in remote areas where there are hardly any neon sign or glow sign boards such as Mall Road v/s C. etc.B.  They should put more emphasis on displaying their product in the Retail Outlets through Pop’s.

they can offer RS.  Cash discounts can be other alternative. etc. Give free gifts on bulk purchases  We can also give gifts occasionally like Seagram gives at least twice a year. holiday packages on lucky draw basis. RS. 2 on Pints.  Club Programmes can be sponsored by the company.  UB group should try to give incentives to the salespersons in terms of money i.e. so there should be schemes like free  Passes for Programmes. 92 . This in return will motivate the salespersons to sell the product at large FOR BARS  Free snacks can be given with the drinks  We can also provide T-shirt or cap to bar tenders for brand promotion. RS. FOR CLUBS  In clubs generally high class society people are seen. 5 on every unit they sell. 1 on Nips.

 Regular feedbacks should be taken from the customers in order to keep a check on the quality of the product.  Live shows are very much effective so the company should organize live shows regularly. 93 .  UB group should try to sponsor Corporate parties at large because they can be good prospects.

3.5.4.1. What do you do for recreation? (a) Family (b) Movie (c) Shopping (d) Others Q. Where do you consume Hard Drink? (a) Home (b) Model Shop (c) Bar (d) Others Q. Do you like to consume Hard Drink? (a) Yes (b) No Q.7. How do you consume Hard Drink? 94 .Questionnaire for Customers Q. What quantity do you prefer? (a) Quartz (b) Pint (c) Nip Q.6.2. What is your frequency of drinking? (a) Occasionally (b) Daily (c) Shopping (d) Others Q. What do you like in Hard Drink? (a) Rum (b) Beer (c) Wine (d) Whisky (e) Vodka Q.

8. Do you like McDowell’s No-1 Platinum or Royal Stag? Why? (a) Taste (b) Smoothness (c) Smell (d) Brand Loyalty Thank you for giving your valuable time to us! 95 .9. Which brand of Whisky do you like most? (a) Platinum (b) Blender’s Pride (c) Royal Challenge (d) Royal Stag Q. Have you ever tasted McDowell’s No-1 Platinum? (a) Yes (b) No Q.(a) Water (b) Soda (c) Cold Drink (d) Neat Q.10.

COM 6. MARKETING MANAGEMENT by PHILP KOTLER.COM 7. WWW. 2. MARKETING WAR-FARE by AL RIES and JACK TROUT 4.GOOGLE. RESEARCH METHODOLOGY by C.SUN TZU 5.R.BIBLIOGRAPHY 1. WWW. THE ART OF WAR .MCDOWELL.UNITEDSPIRITS.KOTHARI 3.COM 96 . WWW.

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