“DETERMINE THE FUTURE OF PREMIUM SEGMENT OF WHISKY IN DELHI: A COMPARATIVE STUDY ON ROYAL CHALLENGE & BLENDERS PRIDE”

Submitted By: Manas Mishra Enrolment No.: 79 PGDM Semester III (Marketing & Finance)

• OBJECTIVE

• •

To determine the future of USL in premium segment in Delhi market.
To find out the market leader in semi premium range of whisky. To understand the actual market size of the industry specially in the particular segment and growth factor. To know the major marketing efforts including the operation along with 4p’s strategy i.e. Product, price, place and promotion.

Research Methodology
VARIOUS PARAMETER USED IN RESEARCH
Research Design Descriptive

Data Source -

Primary & Secondary data

Research Instrument Types of Questionnaire -

Questionnaire Structure and non-disguised

Sample Extent Sample Size -

DELHI (west) 84

Sampling method-

personal survey method through questionnaire.

United Spirits Ltd (USL)
Vijay Mallya-owned United Spirits Ltd (USL), is among the top three spirits companies in the world. United Spirits Ltd (United Spirits) was established in 1898 as McDowell & Co Ltd. . Later in 1995, Mcdowell & Co Ltd merged with Carew Phipson Ltd and Consolidated Distilleries Ltd. 2005, it acquired Shaw Wallace and Co Ltd. United Spirit’s products include whisky, brandy, rum, gin, and vodka. United Spirits' brands have won the most prestigious of national and international awards across flavors, ranging from the Mondial to International Wine and Spirit Competition (IWSC) to International Taste and Quality Institute (ITQI). 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 Tetra pack in the spirits industry in India, first single malt manufactured in Asia and the first diet versions of whisky and vodka in India.

The company recently acquired Tern Distilleries in Andhra Pradesh and set up a Greenfield malt spirit plant in Nasik in Maharashtra. These are the various companies which are coming under UB group.

Seagram Company
The Seagram Company Ltd. was a large corporation headquartered in Montreal Quebec, Canada that was the largest distiller of alcoholic beverages in the world. It was founded in Waterloo, Ontario. Joseph E. Seagram became a partner in 1869 and sole owner in 1883, and the company became known as Joseph E. Seagram & Sons. In 1928, a few years after the death of Joseph E. Seagram (1919), the Distillers Corporation acquired Joseph E. Seagram & Sons, and took over the Seagram name. In 1981, cash rich and wanting to diversify, Seagram Company Ltd. engineered a takeover of Conoco Inc., a major American oil and gas producing company.

Review of Literature

Premium Segment Introduction• Product of United spirits Ltd. in premium segment: Generally the spirits product in the premium segment are the perfect blend of aged scotch whiskies. These are popular among its customers for there finest Blend of rare scotches and selected grains. • The products which are floating in the premium segment spirits are as follows: • • Antiquity Blue • Antiquity Rare • Royal Challenge • Signature Rare • Black & White • Blenders pride

Whisky
The drinking of Scotch whisky was introduced into India during the nineteenth century, during the period of the British Raj. Scotch style whisky is the most popular sort of distilled alcoholic beverage in India, though India has traditionally been thought to lack a domestic drinking culture. Whisky, however, has become fashionable for wealthier Indians, and as such the market for whisky among affluent Indians is one of the largest in the world.

Indian Whisky Brands • McDowell’s No.1, Signature, Bagpiper, Seagram’s Blender's Pride, Royal Stag, Imperial Blue, Royal Challenge, Black Knight, Red Knight, Green Label etc.

Data Analysis and Results

• IS THE PRICE OF THE PREMIUM SEGMENT AFFORDABLE OR NOT
Price range No. of customers low 12 medium 58 high 14

NO. OF CUSTOMERS 70 60 50 40 30 20 10 0

58

NO. OF CUSTOMERS 12 14

LOW

MEDIUM

HIGH

• WHAT INFLUENCE A CUSTOMER TO DRINK A PARTICULAR BRAND

INFLUENCING FACTORS NO. OF CUSTOMERS

FRIEND 9

ADVERTISMENT 16

TASTE 36

STATUS SYMBOL 6

PRICE 17

NO. OF CUSTOMERS 40 35 30 25 20 15 10 5 0 9 16 6 17 NO. OF CUSTOMERS 36

N T

ST E

N D S

O L

TA

M

FR IE

YM

TI S

ER

A

S

TA TU

D V

S

S

P

R IC E

E

B

What factors should be encountered.
REASONABLE FACTOR NO. OF CUSTOMERS ENVIRONMENT 46 OCCASION 12 PURCHASING POWER 7 ENJOYMENT 19

NO. OF CUSTOMERS 50 45 40 35 30 25 20 15 10 5 0
EN T CA SI O N O NM PO W ER EN JO YM EN T

NO. OF CUSTOMERS

O C

EN VI R

PU RC

HA S

IN

G

the consumption frequency of the customer to the whiskies.
CONSUMPTION FRQUENCY ONCE A WEEK NO. OF CUSTOMERS 9 3 TO 4 TIMES IN A WEEK 63 EVERYDAY/FREQUENTLY 12

NO. OF CUSTOMERS

12

9

ONCE A WEEK 3 TO 4 TIMES/ WEEK EVERYDAY/FREQUE NTLY

63

whether they agree with advertising programme and promotion affects the sale or not?
AD PROGRAMME CONVENTION NO.OF CUSTOMER YES 65 NO 19

NO.OF CUSTOMER

16%

YES NO

84%

Findings, conclusion and recommendations

CONCLUSION/ FINDINGS
• On the basis of research data and the personal interview of the respondents, the following Conclusions have been drawn: -

• Brand loyalty of regular liquor users is high when compared with occasional drinkers. Hence brand loyalty is strongest for heavy users.
• Taste and Price are the two important attributes.

• Brand loyalty is affected by the consumer expenditure, which in turn affects his choice of quantity of liquor.
• Brand loyalty has a direct relationship with the availability of brand. The respondent tends to shift if they don’t find their regular brand

• Advertisement has the minimum influence on purchase decision of the respondent in purchase of liquor

RECOMMENDATIONS
    AVAILABILITY BUILDING RELATIONSHIP WITH CUSTOMERS & RETAILERS EXTRA BENEFITS INVESTMENT IN R&D.

BIBILIOGRAPHY

Marketing Concept Data From

: :

Philip Kotler Internet Sites www.google.com www.vikipedia.com www.economicwatch.com www.reportliker.com www.usl.com www.segramsindia.com

THANKYOU