1

EXUCATIVE SUMMARY

Objectives of Project Study:-

• To get feedback by retailers & consumers about McDowell’s No.1
Platinum Whisky during the Post Launch survey in Nasik City.
• To create awareness about McDowell’s No.1 Platinum Whisky among
retailers & consumers
• T identify the effectiveness of advertising and sales promotion
schemes of the company.

Scope for Project Study:-

The scope of the project study is only limited to survey of various liquor
products available in the market along with McDowell’s No.1 Platinum.
The project study includes interaction with the retail shopkeeper and
customer only & not with the staff of USL, Govt. offices, apprentices etc.

Limitations of the study:-

It was not possible to interviews all the retail shopkeeper.

Many of the retailers do not able to give quantitative information.

The data which is confidential is not disclosed.

People were not responding well.

People feared to face an interview.

Findings:-
1) It is observed that majority of the respondents are aware of the company
name McDowell’s No.1 But 60% of the respondents not known.
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2) Majority of the respondents come to know about McDowell’s No.1 by

Television media. Like Star cricket, ten sport, Hoardings, Outlet display
for advertisement.
3) It is observed that majority of the respondents prefer competitor brands
like Royal Stag, Imperial blue.
4) It is observe that majority of the respondents don’t want to change their
brand by keeping McDowell’s No.1 Platinum. The reasons are retailer’s
wants to keep that brand which customer demands. Also they more focus on
quality, regular supply, and right time delivery.
5) Majority of the consumers doesn’t want to change their brand because of
the fear of hangover problem.

Suggestions:-
There are some recommendations I would like to make after surveying the
market & customers I had moved through sales person distributor customer
to find out the real problem in the market.
1) For increasing the selling, the company should have to pay more
attention on advertisement
2) For promotion of the product, company has to increase the selling
beyond the local market..
3) The company should continue with the margins provided to the
retailers for the sales promotion & advertisement of the product.
4) Delivery of stock on time is crucial failing which many customers will
be lost to the competitors.
5) The company should promot brands by offering attractive gifts to the
consumer.
6) Hiring display windows in wine shops should be more effective to
create consumer about brand.
7) Different schemes for retailer like 1 case free on purchasing of 3-4
case of platinum.
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1. INTRODUCTION

The project under taken in summer training was the post launch survey of
McDowell’s No.1 Platinum whisky in Nashik city by United Spirits Lmited
Nashik Division. It included Nashik Road, Panchavati, Satpur, Mumbai
Naka, Gangapur road, C.B.S. area of Nashik city. Since the product falls
under the category of FMCG (Fast Moving Consumer’s Good) product it
was an interesting topic as well as challenging too. The project was
completed with the help of questionnaires which were put to retailers like
Wine shops & permit room & beer bar. The questionnaire was neither too
lengthy nor too short. The total number of the respondents was 150 and
geographical limit of the project was Nashik city. The project was completed
in sixty days, in midsummer people shown their interest in filling the
questionnaire. The whole project was completed through the Random &
convenience selection of the questionnaire. The questionnaire was supplied
to the retailers by visiting retail shop and the respondents are requiring
filling up the questionnaire and giving it back. The respondents were given
ample of time to respond to the answers to the questions. I enjoyed the
project and did my hard and smart work to complete the project with full
sincerity and honesty at my level.
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2. INDUSTRY PROFILE

Indian Dairy Industry

Dairy is a place where handling of milk and milk products is done and
technology refers to the application of scientific knowledge for practical
purposes. Dairy technology has been defined as that branch of dairy science,
which deals with the processing of milk and the manufacture of milk
products on an industrial scale. In developed dairying countries such as the
U.S.A., the year 1850 is seen as the dividing line between farm and factory-
scale production. Various factors contributed to this change in these
countries, viz. concentration of population in cities where jobs were
plentiful, rapid industrialization, improvement of transportation facilities,
development of machines, etc. whereas the rural areas were identified for
milk production, the urban centres were selected for the location of milk
processing plants and product manufacturing factories. These plants and
factories were rapidly expanded and modernized with improved machinery
and equipment to secure the various advantages of large-scale production.
Nearly all the milk in the U.S.A. before 1900 was delivered as raw (natural)
milk. Once pasteurization was introduced, it developed rapidly. Mechanical
refrigeration helped in the rapid development of the factory system of
market milk distribution.

In India, dairying has been practiced as a rural cottage industry since the
remote past. Semi-commercial dairying started with the establishment of
military dairy farms and co-operative milk unions throughout the country
towards the end of the nineteenth century.
 5

During the earlier years, each household in those countries maintained its
‘family cow’ or secured milk from its neighbor who supplied those living
close by. As the urban population increased, fewer households could keep a
cow for private use. The high cost of milk production, problems of sanitation
etc., restricted the practice; and gradually the family cow in the city was
eliminated and city cattle were all sent back to the rural areas. Gradually
farmers within easy driving distance began delivering milk over regular
routes in the cities. This was the beginning of the fluid milk-sheds which
surround the large cities of today. Prior to the 1850s most milk was
necessarily produced within a short distance of the place of consumption
because of lack of suitable means of transportation and refrigeration. The
Indian Dairy Industry has made rapid progress since Independence. A large
number of modern milk plants and product factories have since been
established. These organized dairies have been successfully engaged in the
routine commercial production of pasteurized bottled milk and various
Western and Indian dairy products. With modern knowledge of the
protection of milk during transportation, it became possible to locate dairies
where land was less expensive and crops could be grown more
economically.

In India, the market milk technology may be considered to have commenced

in 1950, with the functioning of the Central Dairy of Aarey Milk Colony,
and milk product technology in 1956 with the establishment of AMUL
Dairy, Anand. The industry is still in its infancy and barely 10% of our total
milk production under goes organized handling.

History of Indian Market Milk Industry

Beginning in organized milk handling was made in India with the

establishment of Military Dairy Farms.

• Handling of milk in Co-operative Milk Unions established all over the

country on a small scale in the early stages.

• Long distance refrigerated rail-transport of milk from Anand to

Bombay since 1945
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• Pasteurization and bottling of milk on a large scale for organized

distribution was started at Aarey (1950), Calcutta (Haringhata, 1959),
Delhi (1959), Worli (1961), Madras (1963) etc.

• Establishment of Milk Plants under the Five-Year Plans for Dairy

Development all over India. These were taken up with the dual object
of increasing the national level of milk consumption and ensuing
better returns to the primary milk producer. Their main aim was to
produce more, better and cheaper milk.

Indian Dairy Products

• The term Indian Dairy Products refers to those milk products, which
originated in undivided India.
• Flow chart of conversion of milk into traditional Indian dairy products

MILK

Cultured Condensed Acid Precipitation

1. Shrikhand 1.Mishti dol 1.Paneer

2. Ghee 2.Rabri 2.Sandesh

3. Lassi 3.Kheer 3.Rasgoola

4. Kadbi 4.Khoa 6.Rasmalai

Burfi Pedha Kalakand Gulabjamun

 7

3. COMPANY PROFILE
USL AT GLANCE

United Spirits Limited (USL) is the largest spirits company in India and second
largest spirit company in the world.

Besides Whyte & Mackay and Bouvet Ladubay being 100% subsidiaries of USL, the
company has 20 millionaire brands (selling more than a million cases a year) in its
portfolio and enjoys a strong 59% market share for its first line brands in India.
United Spirits' brands have won the most prestigious awards for flavors, ranging from
Mondial to International Wine and Spirit Competition (IWSC) to International Taste
& Quality Institute (ITQI); more than 108 awards & certificates.

The Company is known to be an innovator in the industry and has several firsts to its
credit like the first pre-mixed gin, the first Tetrapack in the spirits industry in India,
first single malt manufactured in Asia and the first diet versions of whisky and vodka
in India.

USL has a global footprint with exports to over 37 countries. It has a sizeable
presence in India with distilleries and sales offices all across the country, and a
committed team of over 7500 people dedicated to the fulfillment of the company's
mission. It has established manufacturing and bottling plants in every state of India. In
addition, to deliver its products to customers located anywhere in India, USL has
established a robust distribution network covering the whole country.
 8

United Spirits Limited (USL) - the INR 5700 crore spirits arm of the UB Group – is
India’s largest and the world’s 2nd largest spirits company. USL was earlier McDowell
and Company Limited. USL has a portfolio of more than 140 brands, of which 19 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. United Spirits recorded global sales of 90
million cases for the fiscal year that ended on March 31, 2009.

United Spirits’ brands have won the most prestigious of awards across flavors, ranging
from the Mondial to International Wine and Spirit Competition (IWSC) to International
Taste and Quality Institute (ITQI); a total of 108 awards and certificates (as of June
2009). The company is known to be an innovator in the industry and has several firsts to
its credit such as the first pre-mixed gin, the first Tetrapack in the spirits industry in India,
the first single malt manufactured in Asia and the first diet whisky in the world.
United Spirits has a global footprint with exports to over 37 countries. It has 79
manufacturing and bottling units across the country and in Nepal and is supported by a
robust distribution network to deliver its products to customers located across India. USL
has a committed 7500-strong workforce spread across its offices and distilleries in the
country.

United Spirits represents the merged entities of the erstwhile McDowell & Co. Limited,
Phipson Distillery Limited, United Spirits Limited, Herbertsons Limited, Triumph
Distillers and Vintners Private Limited, Baramati Grape Industries Limited, United
Distillers India Limited, McDowell International Brands Limited and Shaw Wallace
Distilleries Limited. The erstwhile McDowell & Co. Limited was first established as a
proprietary business in 1826.

USL acquired Balaji Distilleries Limited in 2008. This acquisition gave the company the
strategic advantage to consolidate the Group’s leadership position in a critical, large and
growing State like Tamil Nadu. Currently, the procedural formalities are underway for
the acquisition which will take retrospective effect from April 1, 2009. United Spirits
acquired Andhra Pradesh (AP)–based, Tern Distilleries, in 2009, in a bid to augment its
primary distillation capacity. This is the third manufacturing unit in the region given that
one fifth of USL’s sales volumes come from AP. The current capacity of Tern is 40 Kilo
Litres which will be enhanced to 120 Kilo Litres in 24-36 months, subject to Government
approvals.

Particulars Total Number Comments

19 of these are millionaire brands and there are
Brands 140
about 151 brand variants
SKUs 2992 Distillery-State-Brand-Pack combinations
Distilleries / Bottling 30 Owned Manufacturing facilities;49 contract
79
Units manufacturing units
Depots 48 Break-bulk points for finished goods
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distribution
Retail Outlets 64000 Inclusive of both on and off premise outlets

Mission Statement

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

Heritage & History

United Spirits Limited (USL) is the largest spirits company in India and second largest
spirit company in the world with a slew of brands that are increasingly making their
presence felt, especially in emerging markets across the globe.

Its history arcs through the space-time-continuum, leaping backwards to the British Raj
of the 19th Century, trotting through the license Raj of an Independent and Socialist India
- through the 50s, 60s, 70s and 80s, coming into its own at the cusp of the new
millennium and now in the Info Age, galloping towards the goal of Numero Uno.

Management
Challenge-driven, enthusiastic and forever aiming for higher goals, our management is
the motivating force behind our success. It is through their guidance and sheer passion to
excel that United Spirits Limited has reached the pinnacle and will continue to be a
leader.

Board Of Directors

Dr. Vijay Mallya

Chairman
 10

Dr. Vijay Mallya is the face of the $2 billion UB Group. 52 year-old Dr. Mallya took
over the reins of the United Breweries Group in 1983 at the tender age of 28 and
has, since then, steered the UB Group to a multinational conglomerate.

Instrumental in shaping the Kingfisher brand as one of the most popular beers
across the globe, Dr. Mallya has received several awards both in India and
overseas. He was conferred a Doctorate in Philosophy in Business Administration
(honoris causa) by the University of Southern California and nominated as a
Global Leader for Tomorrow by the Geneva-based World Economic Forum (WEF).

In recognition of Dr. Vijay Mallya's contribution to the development of Trade and

Industry in Karnataka, the Federation of Karnataka Chambers of Commerce and
Industry conferred upon him "Sir M. Visvesvaraya Memorial Award" for the year
2001.

Dr. Mallya is a Member of Parliament and on the board of several public

companies in India and abroad.

Mr. S. R. Gupte
Vice Chairman

Mr. Subhash Raghunath Gupte (Mr. Gupte), aged 68 years, is a Chartered

Accountant. Mr. Gupte has worked with Caltex India Limited for 5 ½ years in
various capacities. Mr. Gupte has also worked with Air India for 24 years and took
over as Acting Chairman and Managing Director from July 17, 1990. He was also
Chairman of Hotel Corporation of India till November, 1991. Mr. Gupte has been
with the UB Group for the last 15 years.

Mr. Gupte has varied experience in financial, administration and personnel fields
as he was heading these fields in Air India.

Mr. Vijay K. Rekhi

President and Managing Director
 11

Mr. Vijay K. Rekhi is the President and Managing Director of United Spirits
Limited, India's largest and the world's second largest alcohol beverage company.
In short, he manages a INR 65 billion (USD 1.4 billion) business with a market
capitalization of INR 158 billion (USD 3.5 billion). Mr. Rekhi is a leading figure in
the alcohol beverages industry with an experience spanning 40 years out of which
20 years have been spent at top management levels and over 25 years in
marketing and sales for branded FMCG in India and abroad. Presently he is
guiding United Spirits for strategic direction. The company comprising 7,500
employees spread over 6 operating regions, 36 offices, 30 manufacturing
locations, has 6 COOs reporting to him. Today Mr. Rekhi is a member of the UB
Group's Executive Committee which is the Apex Body reviewing all Group
decisions.

Mr. Rekhi's role extends beyond United Spirits with company directorships of
leading global companies like Whyte & Mackay Ltd. - Glasgow, McDowell's Nepal
Limited, Nepal; Bouvet Ladubay - France and Four Seasons Wines Limited - India.
He also holds honorary positions in various trade associations. While he is the
Chairman of both Confederation of Indian Beverage Companies (CIABC) and the
Society for Alcohol-Related Social Policy Initiatives (SASPI), he is also a member
of the Association of Distillers, Brewers & Vintners of India (ADBVI) and the
Center for International Trade in Agriculture and Agro-based Industries (CITA).

Mr. Rekhi began his career as a Sales Executive for Cable Marketing Co. Limited.
India in 1967. Making a quick headway through various marketing and sales
positions he rose to Sales Manager with Polson Limited in 1968. In 1972 he saw
himself rising to the top-level functional position- Director of Marketing and Sales
in Herbertsons Limited. He was soon appointed CEO of Carew Phipson Limited in
1986. As CEO, Mr Rekhi was involved in strategic and long-term planning in
consonance with company policies and also became a member of The UB Group's
Operating Committee. In 1989 he became Regional Director - North America &
Caribbean, Jenson & Nicholson Limited (later UB International), leading to his
current position as President and Managing Director of United Spirits Limited
(earlier McDowell & Co Limited).

Mr Rekhi obtained a Master in Business Administration in 1967 from the Indian

Institute of Management, Ahmedabad. He holds a master's degree in Economics
from the Delhi School of Economics. He topped in his Bachelor of Arts (Hons)
degree in Economics from the Shriram College of Commerce & Economics in Delhi
in 1964. He has since acted as visiting faculty at the Thesis Guide Inst. of
Management at Mumbai University. He has attended several programs at Harvard
and Wharton.

Mr. Rekhi's life has definitely not been all work and no play. In fact, he professes
to be a Sunday painter. A fitness conscious individual, not only is he a badminton
player, but also has a great fondness for Golf and Cricket.
 12

Mr. M. R. D. Iyengar

Mr. M. R. Doraiswamy Iyengar. aged 66 Years is a Graduate in Commerce and a

Chartered Accountant. He is also a post Graduate in Law, holding a B.L. degree.
Mr Iyengar has served as Chief Accountant and Secretary of a few Companies for
6 years and joined M/s. K. V.Narasimhan & Co., a firm of Chartered Accountants
as partner in 1970. Mr. Iyengar was a senior Partner in the firm till 28-3-2000
and has since retired from the said firm presently, Mr. Iyengar is a Consultant
and advisor to the said firm.

Mr. Doraiswamy Iyengar has over 30 years experience in auditing and accounts
of both Public and Private Sector Companies and large sized firms, specialized in
taxation of all categories of assesses both under Direct Tax laws & also State
Sales Tax law and has carried investigations for Companies. Presently Mr. Iyengar
is appearing before all Appellate authorities in Tax cases.

Mr. Doraiswamy Iyengar was appointed as an additional Director on April 19,

2001.

Mr. Sreedhara Menon

Mr. Sreedhara Menon, aged 70 years, is currently Chairman of the Board and
Strategic Advisor of VITEOS Capital Market Services Limited, a Business Process
Outsourcing Company in India with a branch located at Somerset, New Jersey,
USA. Mr. Menon has previously held senior positions as Deputy President and
Member of the Board of Directors of American Express Bank Limited, Chairman of
the Board of Directors of American Express Bank International, Managing
Director, Emerging Markets Group at Lehman Brothers Inc., New York and
General Partner and Vice Chairman of RRE Ventures, LLC. Mr. Menon has served
as a Member of the Board of Directors of U.S.-India Business Council, Asean-U.S.
Business Council, President of India-America Chamber of Commerce in New York,
etc. Mr. Menon holds Masters Degree in Economics from Maharaja's College of the
University of Kerala, India. He resides in Short Hills, New Jersey, U.S.A.
 13

Mr. Menon is Director in Viteos Capital Markets Services Limited.

Mr. B.M. Labroo

Mr. B. M. Labroo, aged 75 years, is an Industrialist and has wide experience in

marketing, finance and corporate governance. Mr. Labroo is an M.A. in Political
Science from Punjab University and is the promoter and Chairman of Asahi India
Glass Ltd.

Mr. B M Labroo is a member of the Audit Committee, Shareholders/Investors

Grievance Committee, and Chairman of Compensation Committee.

Mr. S.K. Khanna

Mr. Sudhindar Krishan Khanna (Mr. Khanna), aged 54, is a qualified Chartered
Accountant. He ranked 3rd in the UK in the Intermediate Examination of the
Institute of Chartered Accountants in England & Wales and 1st in the Finals with
the prize of the best paper in Law. Mr. Khanna joined Accenture, London as a
Senior Consultant in the year 1977 and promoted to Partner in 1986.

Mr. Khanna possesses a very large range of experience in advising clients in

strategy, reengineering and technology across a range of industries at the
Chairman/CEO level in approximately 20 countries. Mr. Khanna was responsible
for setting up all of Accenture business in India which today is approximately
40,000 people, and is the largest geography for Accenture. He recently retired
from Accenture after 30 years - his last position being Global Managing Partner
Outsourcing, based in London.

Mr. Khanna also speaks at a variety of global conferences and interacts with the
media globally. Mr. Khanna is a Charter Member of TIE which is a Global
Technology Networking/ Mentoring Organization. He is also on the Board of IBPN
(Indo British Partnership) and on the Board of the India Advisory Group, which
 14

advise the UK and Indian Government on strengthening India - British economic

ties.

Mr. Khanna was appointed as additional Director of the Company on June 01,
2007 and will hold office as Director up to this Annual General Meeting.

Mr. Khanna does not hold any share in the Company.

Enjoy Responsibly: -

Life is a celebration. A reason enough to raise a toast and party! So sipping your
drink and getting high on life is great indeed, as long as you drink and enjoy
responsibly!

USL defines responsible drinking as legal, considerate and conscious.

United Spirits has a strong commitment towards spreading the message of

enjoying and drinking responsibly. Over the years, United Spirits has led several
campaigns and undertaken a variety of activities to popularize the message:

At USL, we ensure that our marketing and communication strategies are responsible and
informative, aimed at creating awareness in our consumers.

We abide by all the guidelines and codes as specified by the law.

We constantly endeavor to create awareness about responsible drinking through our

advertising campaigns.

We support and spread the “ No drunken driving ” message through all points of
purchase material, packaging and other promotional avenues available to reach the
customers.

Responsible Communication

In the year 2006, United Spirits Limited (USL) in collaboration with Confederation of Indian
Beverage & Alcohol Companies (CIBAC), embarked on a campaign, as a part of the 'Enjoy
Responsibly' awareness program, which featured essential messages such as: 'No
drunken driving', 'No excessive drinking' or 'Counting your drinks', 'No underage
drinking'. The same message was also implemented in the TVC and Radio campaigns.
The message "Don't drink and drive" was aired repeatedly followed by an SMS number
3636. In a unique strategy to prevent drunk driving, the SMS number was provided for
people to avail cab services if drunk, in all the 6 major metros.
 15

Party Responsibly

To make your party a rocking success, here are some Do's and Don'ts that make for
Drinking and Enjoying Responsibly.

Prepare yourself
If you are sure that you will be drinking a lot, hydrate your body by drinking fresh juice
before leaving for the party.

Eat drink & make sense

Don't go on a drinking spree. Eat before and while drinking. This slows down alcohol
absorption.

Count your drinks

Be the master of your mind and don't be enslaved by any addictions. Set your limits.
Count your drinks and stop when you reach your limit.

Drink but don't get drunk

Getting drunk at a party smells cheap. Drunken behavior can damage your reputation and
affect your life socially, personally and also professionally.

Party real
A party is not just about drinking and eating. It's about socializing and meeting people.
Interact with people, laugh, joke and sing.

4. PRODUCT PROFILE
USL Millionaire Brands (Those that sell more than a million cases per annum)
 16

Whisky Brandy Rum Vodka & Gin

• Bagpiper • McDowell’s No.1 • Celebration Rum • White Mischief

• McDowell’s No.1 • Honey Bee • Old Cask Rum • Romanov
• Director’s Special • John Ex-Shaw • Old Adventurer • Blue Riband
• Old Tavern Rum
• Haywards
• McDowell’s Green
Label
• Gold Riband
• Royal Challenge
• DSP Black
• Signature

With over 160 years of existence in the art of whisky-making, Dalmore’s

Highland malt whisky is recognized as one of the finest distilleries in the
world. To enrich the rich taste of Dalmore, the malts used for brewing the
fine liquor are fermented in oak wooden casks for as long as 21 long
years. With subtle transformation, the malt tends to emit an orange,
healthier aroma with subtle hints of smoke. To find more you simply have
to follow your nose and taste it with the help of Richard Paterson’s tasting
notes. The pure water of River Alness is used to produce the Dalmore and
it’s because of the wholesomeness of the river many other Highland malt
whiskies of Scotland have set up their production lines along the banks.

From Norse to Gaelic, Dalmore means ‘the big meadowland’ referring the
fertile Black Isle located on the opposite side of the distillery. The Dalmore offers 26
unusually distinct aromas with a choice of flavor from chocolate and spice. Each of
these exceptional malts has its own unique character and has bagged numerous
prestigious awards.
 17

Established in 1810, the name of JURA’s single malts is inspired from the
‘Island of JURA’ described as one of the most ‘un-getable places’ by
English writer George Orwell because of its distant location in London. The
serenity of the location contributes to the unique blending process where
whisky not only absorbs the flavors of the wood, but also the island’s sea
breeze passing over the porous walls of barrels. Often the smallest of
factors can affect the balance of flavors in whisky. Jura, as they say is an
island rich in history, myths and superstitions and thelegacy dates back to
8000 years ago where the pre-historic graveyard at Kilearnadil was said to
be the resting place of a saint.

For true whisky enthusiasts a visit to the distillery is the major attraction.
The island of Jura may be hard to get to, but those who have been there will find it
even harder to leave. The fastest route from London involves changing a couple of
flights and then a ferry. After winning numerous awards in its category JURA’s single
malt is distinguished for its subtle flavors world over.
 18

Established on the docks of Glasgow in 1844, the brand was named

after two founders, James Whyte and Charles Mackay. The finest
whiskey Whyte and Mackay is proud of its Glasgow roots to produce
the rich flavor by combining the best of 35 selected malts in Scotland.
The brand has always believed in the philosophy of good things comes
to those who wait, and that’s how Whyte and Mackay had been known
for using the unique ‘double marriage process’ in blending their whisky
which not only guarantees a smooth, mellow and distinctive character
but ensures every drop of Whyte & Mackay tasting as good as the first.
There is an old saying which goes something like this “You Can’t Hurry
Love.” The simple meaning of the saying signifies the double marriage
process.

At 12 years old, when other producers bottle their aged blends, Whyte &
MacKay’s Master Blender brings together the finest malt whiskies, then returns
them to sherry casks to marry for another year of loving union. At 13 years old,
the second marriage takes place, when the finest grain whiskies are introduced to
this blend of malts to create the masterpiece that is THE THIRTEEN.

There are 3 different variants of scotch whiskey based on the period of

maturation, viz.

• Whyte and Mackay ‘The Thirteen’ (13 year old blended scotch whiskey)

• Whyte and Mackay 19 Years Old Blend (19 year old blended ‘premium’
scotch whiskey)

• Whyte and Mackay 22 Years Old (‘Rare’ edition blended scotch

whiskey)

The birth of the great whisky took place almost 125 years ago when James
McKinley from the second generations of the Leith Scotch-whisky blending
family launched the masterful whisky by the name of Millard Black Dog. It
is said that in the year 1883 Walter Millard, a Scot from British East India
company came searching for the perfect Scotch and eventually discovered
the great taste of whisky in these misty shores of Scotland. Today Black
Dog is considered as a 100% genuine Scotch-whisky distilled, matured
and blended in the lowland regions of Scotland. After more than 125 years
every time-honored process is followed the same way to produce the
impeccable blend of robust, yet smooth Scotch-whisky which is relished as
an intricate fusion of delicate tones and soft aromas. Available in 2 enchanting
blends - 12 Year Old Deluxe Scotch-whisky and 8 Year Old Centenary Scotch-whisky.

For 12 Year Old Deluxe Scotch-whisky, the Master blender guarantees a lavish
 19

finishing with a touch of cream. On the other hand the 8 Year Old Centenary Scotch-
whisky comes with a promise of giving a balanced, long and intense finishing.

It was during the era of sizzling 80’s, Antiquity captured the fascination of
whisky and scotch drinkers with its exceptional creation. It is a unique
blend of exclusive Scotch, fine Indian malts and alcohol with zero artificial
flavors. Needless to say the blend composition was derived after numerous
experiments and till date the composition is a closely guarded secret,
known only to the Master Blender. Quality of the product is maintained
using strict quality control norms including finger-printing using the
sophisticated Gas Chromatographic technique. A timeless packaging that's
earned global recognition, bagging prominent awards like World-star, Asia-
star and India-star. Available in two distinct blends - Antiquity Blue and
Antiquity Rare, the brand is known for its indomitable spirit and superior taste.

Both variants come in colors of Antique Gold with fantastically long and smooth
finishing. As far as the aroma goes Antiquity Blue gives a whiff of peat as the
delicate spice is married beautifully with honey, vanilla and tropical fruits double the
excitement. On the other hand its sibling Antiquity Rare couples the delicate balance
of malt and wood with a rare touch of heather
 20

In the late 80s and early 90s, finding a Scotch or expensive whisky was a
tough task. Every connoisseur stocked his bar largely from the bootlegger
or trips abroad. With bootlegger, the risk of getting original stock always
remained a question mark and secondly bulk purchase requirements of
corporate partners could not be met. That saw the birth of Signature
Whisky. That’s how in 1991, McDowell & Company launched this prized
blend of imported Scotch having impeccable Indian malts and called it
McDowell's Signature which soon started expanding its consumer
franchisee to become the ‘Best Indian Whisky’ of all time.
The full-bodied Signature blend with a well-rounded bouquet of peated malts and a
generous infusion of Scotch, adds to its superior value delivery. The physical identity
of brand Signature played an instrumental role in creating a premium, aspirational
and exclusive imagery for it. As it stepped into the new millennium, the focus shifted
towards premium whisky drinkers who were younger, well-heeled, well-exposed and
on-the-way-to-the-top. Thus was born the New Signature, known commonly for its
rich "Scotch like Taste," McDowell's Signature is clearly young, modern, and stylish
for the discerning
 21

Royal Challenge is the largest selling premium whisky in India with a rich
heritage of innovation and unsurpassable quality. Blended for 24 years,
Royal Challenge has won the hearts of whisky drinkers across the nation
since its inception in the 80s. It is said that the Master Blender spent a lot
of time in studying the properties of various oak wood casks to select the
right procedure for maturation. The kind of imagery it lends to its
customers goes in to prove its leadership in the market. As the UB Group
acquired Shaw Wallace in 2005, Royal Challenge commonly referred as
‘RC’ amongst whisky drinkers became a part of USL's proud legacy.

An amazingly smooth whisky, the secret of its velvet-like texture lies in

the use of leisurely matured malt spirit. With its rare texture of antique gold, the
finishing gets long, smooth, deep and yet so delicate
 22

McDowell’s No.1 has undoubtedly been the top-of-the-line whiskey both

literally and laterally. Over the years the brand has reinvented itself in all
possible ways and has looked at greater accomplishments in product,
packaging, marketing and promotions. In the beginning, it had the tag
'Mera No.1' attached to it. However, over the years, 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. With the simple proposition of
“celebrations in life begin with McDowell,” the trademark cheer finger has
quite evidently made an impression. The proof of its quality and appeal is
that it has not only survived the Scotch invasion, 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. 1 Reserve Whisky, McDowell has another variant under its label -
DietMate Whisky, world's first diet whisky, created especially for the fitness
conscious drinkers. The brand's ability to change itself constantly and remain
connected to the ever - changing customer aspirations is the key to its success.

Its aroma has a subtle vanilla-like sweetness and no wonder which gives it a light,
smooth and warm finishing
 23

Bagpiper is one of the flagship brands of United Spirits Limited and the
world’s largest selling whisky. The brand sold more than 16 million million
cases in 2009-10. The 33 year old flagship brand of USL is the market
leader with 27% market share.

Bagpiper Whisky was launched in 1976 by Herbertsons which was acquired

by the UB Group in 1973. With a distinct style and blend, Bagpiper is been
promoted as the whisky of the cinestars, endorsed by the reigning macho
heartthrob. Bagpiper has many firsts to its credit including the guala caps
and tetra packs. Bagpiper is exported to 22 countries. The brand’s promise
of “Khoob Jamega Rang jab mil baithenge teen yaar... Aap, Mein Aur
Bagpiper” is synonymous with the Bollywood glamor.

Bagpiper Whisky is known for its strong blend and light malt-like aroma with a hint
of woody/earthy character at the background. The malt spirits used in the blend are
chosen from malts matured in pre-identified American oak casks. These malt spirits,
when blended in certain proportions, give a smooth woody aroma to the whisky
 24

Mc Dowell’s Celebration Rum is the 2nd largest rum in the world and a
market leader in India. Available in 2 variants - No.1 Celebration Rum and
No.1 Celebration Rum Dry & White, both of which are matured, distilled
and blended with exceptional finesse. It captures the traditional roots of
rum making and full credit to the Master Blender who did a rigorous study
before creating this superior blend. Its chocolate brown texture makes it
full-bodied rum with richness of toffee and caramel in its aroma. Take a
sneak peek at the residential bar of any defense personnel – you can be
doubly sure to find atleast one bottle of Celebration Rum.
 25

Romanov gets its name from the last czar of Russia and true to its
calling remains committed to the finest vodka making, the way
Russians traditionally made their vodkas. A premium offering for the
fastest growing vodka consumers in the country, Romanov is at the
forefront of all innovations. The finest grains from different harvest
seasons are fermented with utmost care to retain all the natural
characters. With multi-distillation and multi-filtration techniques, a never
before blend of Romanov Red is finally blended to perfection with a
rigorous 7 step manufacturing process. Keeping in step with the
changing times Romanov offers 2 peppy flavors namely Green Apple and
Tropical Thrill, orange,lemon. A World class triple-distilled blend with a tinge of de-
mineralized water, Romanov induces a sense of refreshing energy, and its piquancy
leaves you craving for more.
 26

White Mischief is triple-distilled vodka filtered to the highest

flirtatious mischief.’ The clean and dry Extra Neutral Alcohol is
blended in close supervision and strict quality control
parameters to ensure a high quality vodka blend. The frosty and
smooth look of the bottle with shades of royal blue and white on
the vial stand for the stylish youth of today. White Mischief is
the market leader today with 46% market share.

Mcdowell’s No.1 Platinum Whisky

100% Premium Grain whisky produced from a mash of premium golden grain
and combination of malted and unmalted barley. With a light yet potent to
entice even the most mature palate.

Hers’s to a blend that has stood the test of time.

Global Master Blender

From the hands of Richard Paterson. the global Master blender. Whose vast
experience, expertise and exposure to blends from around the world surpass
even the best.

From the hands that are responsible for the creation of some of the finest
blends like Whyte & Mackay & the legendary 18-year-old Black Dog Whisky.

HERITAGE

From a family that has over a century old tradition of making some of the
finest blends known to man. With a premium whisky making tradition that
has stood the test of time. Here comes a premium blend that is bound to stir
your senses.
 27

5.RESEARCH METHODOLOGY

What is research?
Research is the systematic process of collecting and analyzing information
to increase our understanding of the phenomenon under study. It is the
function of the researcher to contribute to the understanding of the
phenomenon and to communicate that understanding to others. “Research is
the manipulation of things, concepts or symbols for purpose of generalizing
to extend, correct or verify knowledge , whether that knowledge aids in
construction of theory or in the practice of an art”
-D. Slesinger and M.
Stephenson

Marketing Research
“Marketing research is systematic problem analysis, model building and fact
finding for the purpose of decision-making and control in the marketing of
goods and services.”
 28

- Philip
Kotler.
“Marketing research is the systematic gathering, recording and analysis of
data about problems relating to the marketing of goods and services.”
- American Marketing
Association.
(AMA)

Methodology of the study

Marketing research is the systematic design, collection, analysis and
reporting of data and findings relevant to specific marketing situation facing
the company”. Most large companies have their own marketing departments
which play crucial roles within organization.

Why research?
The theoretical part can be understood while studying any subject but to
have an intense depth, research and development is highly required. It
ensures valid information and in depth analysis of the subject we study. A
research department has the access to the various dimensions of knowledge,
expertise and skills of that
department, also the facility of modern research equipment. Research helps
in explaining things with a practical vision and the study is completed faster.
To determine the best, independent view on an object is highly appreciated.
Consumer choices are influenced by the various researches practiced. It
summarizes the valuable information for effective understanding. It entails
an organized review and assessment to avoid future conflicts. Lastly, it can
be said that prior research on any given subject is necessary for imparting
knowledge.

What is research methodology?

The system of collecting data for research projects is known as research
methodology. Formulating of research questions along with sampling
weather probable or non probable is followed by measurement that includes
 29

surveys and scaling. This is followed by research design, which may be

either experimental or quasi-experimental. The last two stages are data
analysis and finally writing the research paper, which is organized carefully
into graphs and tables so that only important relevant data is shown. Once
done findings and conclusions are drawn based on which recommendations
are given.

Primary Data:
Primary data is a data collected directly from the source or field. To gather
primary data generally a questionnaire is prepared. It also means that data is
collected directly from the sampling unit at very first time.

Secondary Data:
Secondary source is a document or recording that relates or discusses
information originally presented elsewhere. A secondary source contrasts
with a primary source which is an original source of the information being
discussed. Secondary sources involve generalization, analysis, synthesis,
interpretation, or evaluation of the original information.

Methodology for the Project

 30

Type of research Descriptive

Research approach Observations and Survey

Data Sources Primary and secondary

Research Instrument Questionnaire

Type of universe(population) Customers & Retailers

Unit Area Nashik City

Sample Size 150

Contact Method Personal Interview

Type of sampling Convenience sampling

Type of questionnaire Structured

Population Size 1000 to 1500

Objectives of Project Study:

 31

• To get feedback by retailers & consumers about McDowell’s No.1

Platinum Whisky during the Post Launch survey in Nasik City.
• To create awareness about McDowell’s No.1 Platinum Whisky among
retailers & consumers

Research Design:
Every research project conducted scientifically has a specified framework
for controlling .This framework is called research design. The research
design in the project was ‘survey’ in nature. For successful and efficient
marketing research implementation, the researcher must be familiar with the
nature of the data as well as the data collection method. Data collection
requires considerable effort, time and resources. A marketing researcher
should be well trained in locating the various sources from where the
particular information can be made available.

Data Sources:
The various sources of information can be broadly classified in two
categories namely primary & secondary. Information obtained from various
sources should be examined critically to ensure that it fits into the needs of
the researchers. The nature of the study was of primary nature.

Primary Sources:
Primary data was the information collected in the form of facts and figures
by the researcher as the first hand information. Primary data comes into
existence with the efforts of the researcher. For the collection of primary
data QUESTIONNAIRE method was used in which CONVENIENT
RANDOM SAMPLING METHOD was used.

Secondary Sources:
The data which was collected for the purpose of research study was
classified as primary data. Hence primary data later become secondary data
for another person. The secondary data may either published data or
unpublished data. The researcher collected secondary data from company’s
websites, product broacher and library books.
 32

Population:
Population means the aggregate of the elements from which a sample is to
be drawn. Here, population was 1 thousand to 2 thousand.

Area Covered:
The survey was conducted from Nashik road, Satpur, Cidco, C.B.S.,
Panchavati and Dwarka area of Nashik City.

Sample Size:
The sample size for the areas covered in regions of Nashik was 150.

Tools Use:
Various tools used are as follows

Questionnaire:
Questionnaire consists of set of question presented to respondents. Because
of its flexibility it is the most common element to collect primary data.
Closed ended of questions were asked by researcher to collect primary data.

Graphs & Charts:

To analyze the data it was tabulated and then respective graphs were drawn
so as to know the Statistical significance of the data. Based on the
observation of the charts and graphs conclusion is arrived at and finally
recommendation is given.
 33

6. DATA ANALYSIS &

INTERPRETATION

Q1.Do you keep milk packets?

NUMBER PERCENTAGE
Yes 84 80%
No 21 20%
Total 105 100%
 34

1 Milk Packet Keeper

INTERPRETATION:
1) Out of 100 respondents, 80% of respondents are keeping milk packet.
2) 20% of respondents not keep milk packet.
Q2) How much total quantity of milk do you keep daily?

NUMBERPERCENTAGEa) 0-10 Lit4654.76%b) 10-20 Lit2732.14%