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MARKET POTENTIAL OF PREMIUM WHISKY OF

UNITED SPIRITS LIMITED IN LUCKNOW

SUBMITTED TO:- SUBMITTED BY:-

MR. SANAY MANCHANDA VISHAL KUMAR GAURAV

(AREA SALES MANAGER) RS1002A09

MBA

(SUMMER INTERNSHIP REPORT IN PARTIAL FULFILMENTOF THE AWARD OF

FULL TIME MBA 2010-2012)

LOVELY PROFESSIONAL UNIVERSITY

JALANDHAR, PUNJAB

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TABLE OF CONTENTS

1. EXECUTIVE SUMMARY2. INDUSTRY INFORMATION3. SCOPE AND OBJECTIVE OF THE REPORT4. INTRODUCTION5. USL AT A GLANCE6. MISSION7. UB GROUP STRATEGY8. BRAND PORTFOLIO9. PROMOTION TECHNIQUES10.MARKET ANALYSIS11.FINDINGS AND CONCLUSION12.RECOMMENDATION13.BIBLOGRAPHY

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EXECUTIVE SUMMARY

Market potential of premium whisky of USL Brands in lucknow

The goal of this report is to analyze different factors which directly or indirectly affect the consumer

behavior during buying of liquor and to analyze different promotional tools adopted by UB group and

different breweries companies that are prevailing in India also to understand the level of competition

that is prevailing in India among the different brewery industries. It Is not so difficult to be the no. 1

company. but it is so difficult to retain that position. Since UB group is no. 1 in liquor market. No

doubt it has done such a wonderful job. Whether it is the matter of innovation or brand or customers

satisfaction, it has consistently find out news ways and means to be the global leader.

The project starts with an overview of UB group and its products in which it is dealing. There is only

five whisky which comes in premium whisky. Ie. Antiquity blue, antiquity Rare, Signature, Royal

challenge, Blenders pride. Out of these brands only blenders pride is the competitor. The strategy of

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the company is always to offer a wide range of product against competitive brand. Earlier when

Blenders pride was similar in the form of price of signature, The company had 2 brands Signature &

Royal challenge. Now price of the Blenders pride has been increased, and the company has again 2

brands Antiquity blue & Rare. The Blenders pride is still preferable by the consumers. If we see the

data USL brands has covered more than 80 % of market share in the premium whisky segment. But it

is the group performance by 4 brands. And blenders pride has alone 20 % of market share. Unlike

FMCG companies, here is also cut throat competition. But the company managed it very well. The

promotion strategies used by the company is customer oriented. They use to give daily use product in

the form of promotion. It is not an easy task to switch a customer, usually they do not prefer to

change their taste & preferences. But due to promotion at least they come to know about the product.

A flaw of any department can cause a lot of problem and hence we have to be very cautious about the

same. Usually it is said that it is better to retain an old customer, rather than making 10 new customer.

During the project, there was exposure to theoretical as well as practical learning.

At last some suggestions were given to the company that would increase the market share by

understanding consumers behavior and to adopt different sales promotion tools. Promotion helps

companies to establish their brand in the mind of consumers. As there is so many customer who can

switch to another brand if the company gives promotion or gifts to them .The conclusion has drawn

with the help of questionnaire as well as observations.

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CHAPTER I

INTRODUCTION

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INDUSTRY INFORMATION

Products of the alcoholic beverages industry fall into the categories of beer, INDIAN MADE

FOREIGN LIQUOR (IMFL), COUNTRY LIQUOR, WINE AND BOTTLED IN ORGIN (BIO)

BOTTLED IN INDIA (BII) spirits. Of these industry segments United breweries currently operates

only in the IMFL space. The Indian IMFL industry is estimated to be in the region of 121 million

cases of 9 bulk liters (BL) each. The segment has an historical CAGR of more than 10%.

Contrary to international trends, brown spirits accounts for 95% of the Indian industry. Whisky

dominates the industry at 54%, followed by the rum at 25% and brandy at 16 %. White spirits

comprising gin, white rum and vodka account for the residual 5% of the industry.

The country liquor segment of the alcoholic beverages industry is unorganized and therefore accurate

statistic of its size is not available. In our estimate the country liquor market would in the region of

200225 million cases of 9 BL each.

The market size in India is expected to expand in the next five years as consuming population is

expected to increase by 100 million. This is due to rapid development of growth factors like changes

in lifestyle, higher disposable income, and shift in expenditure pattern in favor of personal

consumption items such as food, drinks and entertainment to the global trends.

SCOPE AND OBJECTIVE OF PRESENT STUDY

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The main objective of the project is to tell where we are and where we have to go. If the objective is

clearly stated and understood, then half of the problem is solved.

Keeping the same view in mind the main objective of the report is as follows:

To understand the market size. To know the market leader To know the perception of consumer towards premium whisky?

To know the promotional techniques applied by other companies?

How the consumers come to know about the brands of liquor? To know the other techniques applied to push its sales? How much sales promotion techniques adopted by companies are effective in the market?

INTRODUCTION

The use of alcohol as a drink is an old aged story in India as it appears that the techniques for

fermentation and distillation were available in Vedic times. It was then called SOMA RASA and

was used not only for invigorating effect but also in worship. Today not only has the consumption of

alcohol been continued but also it is an integral part of the ayurvedic system of medicine.

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The distillery industry today consists broadly of two parts, one potable liquor and industrial liquor.

The potable distillery producing Indian made foreign liquor and country liquor has a steady but

limited demand with a growth rate of about 8% per annum. The industrial alcohol distilleries are

showing a declining trend because of high prices of Molasses which is used as substrate for

production alcohol. The alcohol produced is being used in the ratio of approximately 52% for potable

and the balance 48% for the industrial use. Over the year the potable liquor industry has shown

remarkable results in the production of quality spirits.

Sales promotion is key ingredients in market campaigns. It consists of diverse collection of incentive

tools, mostly short term design to stimulate quicker and greater purchase of particular products or

services by consumers or the trade.

There advertising offers a reason to buy; sales promotion offers an incentive to buy.

CHAPTER II

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ORGANIZATIONAL PROFILE OF THE COMPANY

USL AT A GLANCE

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In the late Nineteenth Century, Angus McDowell set

out from the scenic Northern lands of Gaelic

Britannica. 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. It was this spirit of adventure that

launched McDowell & Company in India.

It had its origins in a warehouse near Fort St.George in Madras (now Chennai), which in

those days was a major trading centre of the British empire.

In 1951, McDowell became the prime acquisition of the United Breweries Group. Under the able

guidance of the founder of the UB Group, Late Mr. Vittal Mallya the company became the first to

manufacture Indian substitutes to foreign liquor.

A new term - IMFL (Indian Made Foreign Liquor) was coined.

Since then, McDowell has been the indisputable market leader as

one of the largest fast moving consumer goods companies in the

country.

The Name

MR. VITTHAL MALLYA

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The name McDowell originally came from the Gaelic word Macdougall. Dubh gall means dark

stranger, possibly to distinguish the dark haired Danes from the fair-haired Norwegians. Angus

McDowell, after whose name McDowell & Company Limited came into being, was a squire of the

Dougall ancestry.

He started a firm - McDowell, in the northern islands of Gaelic Britannica, which was marketing the

finer products of the Industrial Revolution to the Britons staying in various corners of the empire.

In India, McDowell had its warehouses situated about a mile to the north of Fort St.George in

Madras.

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 countrys undisputed leader in the spirits

market.

USL CORPORATE BACKGROUND

United Spirits Limited (USL)the INR 4000 crore (USD 1 billion) spirits arm of the UB

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Groupis Indias largest and worlds third largest spirits company. USL was earlier

McDowell and Company Limited. Besides Whyte and Mackay and Bouvet Ladubay being 100 %

subsidiaries of USL, the company has a portfolio of more than 104 brands, 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.

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 84 awards and certificates (as of December 2007).

The Company is known to be an innovator in the industry and has several firsts to its credit such as

the first premixed gin, the first Tetra pack in the spirits industry in India, first single malt

manufactured in Asia and the first diet versions of luxury whisky and vodka in India. USL has a

global footprint with exports to over 18 countries. 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 has a committed 6000 strong workforce

spread across its offices and distilleries in the country.

USL represents the merged entities of erstwhile McDowell & Co. Limited, Phipson Distillery

Limited, United Spirits Limited, Herbertsons Limited.

MISSION STATEMENT

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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.

STRATEGIC OBJECTIVES AND CHALLENGES OF UB GROUP

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OPERATIONAL AND DISTRIBUTION STRATEGY

Innovation intothe Premium

Segment

Premiumpositioningthrough

Acquisition

International

Expansion corepart of growth

Strategy

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BRAND STRATEGY

unrivalled distribution

network in the Indianmarket

Mutual distributionagreements

comprehensive portfolio

of production sites

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USL SALES SHARE (2007- 2008)

Increasedmarketing

Focus

Spirits portfolioof mainly local

brands

Moving from thelower end of the

market to awider positioning

rangeIntensified

productdevelopment

activities

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For The year 2007-2008

USL MARKET SHARE (2007- 2008)

For The year 2007-2008

USL SALES SHARE (2008-2009)

Sales

USL

INDUSTRY

Overall Volume in Mio

cases

71.9

190.4

MARKET SHARE

USL

OTHERS

38%

62

%

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FOR THE YEAR 2008-2009

USL MARKET SHARE (2008-2009)

FOR THE YEAR 2008-2009

Sales

INDUSTRY

USL

Sales

USL

OTHERS

39.70%

60.30

%

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BRAND PORTFOLIO

A luxurious whisky, made from thefinest grain, choicest malts, distilled in copper

pot stills, matured and mellowed in imported

white oak casks & blended with super Premium

imported Scotch.

Rs.730

The Antiquity rare premium whisky hasbeen developed after decades of untiring efforts by

our team of distillers and blenders, using choicest

malts, distilled in traditional copper pot stills.

Rs.670

It is blended for an extended

period of time to ensure that the essence of

various scotches, each adding its distinct flavor

is present in every sip. The blend contains

highest quantity of scotch per drop among the

premium Indian whisky. Rs. 560

A blend of rare scotch and selected

grain matured in imported white oak casks, the

new RC promises a smoother and richer palate

experience. The carefully matured blend is an

inviting, rich antiquity gold in color, complimented

with aroma of sweet and delicate malt. Rs. 555

Antiquity Blue Antiquity rare

SignatureRoyal Challenge

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DESCRIPTION OF MAJOR PRODUCTS OF UB GROUP

In the premium segment there is only 5 whisky. Ie. Antiquity blue, antiquity rare, signature,

Royal challenge & Blenders pride.

Out of these only blenders pride is the competitor.

Brand Highlights

Finest & most expensive Indian whisky with the market share of 23% in premium whisky.

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Won several blend awards including Gold at World Beverage Competition, USA (2007), incategory for Scotches (Single Malt/Blended/Specialist)

Several International awards for superior packaging including Worldstar 2006 & bronze atWorld Beverage Competition, USA (2007)

Ultra-premium variant of Antiquity Rare, has established itself as the new benchmark in thesuper premium whisky segment growing at over 61%

Blend

Made from choicest malts, mellowed in imported white-oak casks and distilled in traditionalcopper stills

Has a rare touch of HEATHER & PEAT, and is smooth with a velvety feel on the tongueUSP: Finest Indian whisky with world-class credentialsSpecially imported blue bottle in line with

brand s super-premium image.

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.

Brand Highlights

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The only whisky in its class Won the ITQI Taste award at Brussels in 2006 Won the Gold Medal at Monde Selection, Brussels in 2006

Blend

Double distilled in special copper pot-stills, matured in imported white-oak casks Blended with choicest, imported vatted malt spirit from Scotland, in proportions which is a

well guarded proprietary secret

USP:

Blend of International standards

Brand Highlights

Synonymous with the finest Indian Whisky

Largest selling Premium whisky of India

24-year Heritage brand with sales of over 1.2 million cases per

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annum

Has a Market share of 13%

Won awards at ITQI, Brussels and World Beverage Competition, USA.

Blend

Full-bodied blend of imported scotch & select Indian malts Carefully matured in imported white oak casks to attain the unique blend which makes Royal

Challenge a connoisseurs delight

USP:Finest Indian Whisky Widely accepted for over 2 decades

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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. Exquisite whiskies

from Scotland are combined perfectly with

the finest aged Indian malts and blended for

an extended period of time to ensure the

essence of various scotches, each adding its

distinct flavor, is present in every sip. The

highest quantity of scotch per drop among all

the premium Indian whisky brands results in

an unforgettable scotch-like experience

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%.

Blends

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Exquisite whiskies from Scotland have been combined perfectly with the finest aged Indianmalts

These are blended for an extended periodof time to ensure that the essence of variousscotches, each adding its distinct flavor, is present in every sip

Highest quantity of scotch per dropamong all the premium Indian whisky brands resulting inan unforgettable scotch-like experience

USP:

World-class blend, Attractive & Unique packaging, Sharply positioned on Success is Goodfun

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SALES PROMOTION ON PREMIUM WHISKY

Sales promotion describes promotional methods using special short-term techniques to persuade

members of a target market to respond or undertake certain activity. As a reward, marketers offer

something of value to those responding generally in the form of lower cost of ownership for a

purchased product (e.g., lower purchase price, money back) or the inclusion of additional value-added

material (e.g., something more for the same price).

Objectives of Sales Promotion

Sales promotion is a tool used to achieve most of the five major promotional objectives discussed in

the Promotion Decisions tutorial:

Building Product Awareness Several sales promotion techniques are highly effective inexposing customers to products for the first time and can serve as key promotional

components in the early stages of new product introduction. Additionally, as part of the effort

to build product awareness, several sales promotion techniques possess the added advantage

of capturing customer information at the time of exposure to the promotion. In this way sales

promotion can act as an effective customer information gathering tool (i.e., sales lead

generation), which can then be used as part of follow-up marketing efforts.

http://www.knowthis.com/principles-of-marketing-tutorials/promotion-decisions/http://www.knowthis.com/principles-of-marketing-tutorials/promotion-decisions/

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Creating Interest Marketers find that sales promotions are very effective in creatinginterest in a product. In fact, creating interest is often considered the most important use of

sales promotion. In the retail industry an appealing sales promotions can significantly increase

customer traffic to retail outlets. Internet marketers can use similar approaches to bolster the

number of website visitors. Another important way to create interest is to move customers to

experience a product. Several sales promotion techniques offer the opportunity for customers

to try products for free or at low cost.

Providing Information Generally sales promotion techniques are designed to movecustomers to some action and are rarely simply informational in nature. However, some sales

promotions do offer customers access to product information. For instance, a promotion may

allow customers to try a fee-based online service for free for several days. This free access

may include receiving product information via email.

Stimulating DemandNext to building initial product awareness, the most important use ofsales promotion is to build demand by convincing customers to make a purchase. Special

promotions, especially those that lower the cost of ownership to the customer (e.g., price

reduction); can be employed to stimulate sales.

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Reinforcing the BrandOnce customers have made a purchase sales promotion can be usedto both encourage additional purchasing and also as a reward for purchase loyalty (see loyalty

programs below). Many companies, including airlines and retail stores, reward good or

preferred customers with special promotions, such as email special deals and surprise

price reductions at the cash register.

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PROMOTION TECHNIQUES ADOPTED BY BREWERIES COMPANIES

DISPLAY OF PRODUCT AT OUTLETS

1) The benefit of display of product is that it makes the product eye catching as the display isdone in the front portion of the outlets.

3 unit display generates a sales volume of5 units!

5 unit display generates a sales volume of10 units!

Product should always be displayed at Eyelevel

GLODEN LINE

While arranging shop display, the base line is just below average customer height, therefore 20

degree below the eye level is the most convenient point

To LOOK at, To TOUCH, To SEE, To FEEL, To OPERATE!

This point is the GOLDEN LINE

2) PROMOTION PARTIES

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a) People come in the party in mass to enjoy the party and aware about the companiesproduct

b) Arranging DANCE COMPETITION and distributing gifts to the winnersc) Arranging the ARTIFICIAL rain dance partiesd) Arranging ALBUM release parties

In all these parties only the target product is available at special prices so each and every guest enjoy

and have taste of it.

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.

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. And on other hand company also try to attract various customers through various schemes.

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CHAPTER III

PRESENTATION OF DATA AND ANALYSIS

METHODOLOGY

The problem should be defined in a systematic manner, giving due weightage to all related Points.

The technique for the purpose involves the undertaking of the steps generally one after the other:-

Statement of the problem. Understanding the nature of the problem. Surveying the available literature. Developing the ideas through discussions. Sample Size

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Collection of Data. Analysis of Data.

The Statement of the problem

The Statement of the problem is market share, market penetration, brand image and segment wise

placement of U.B GROUP in Lucknow City.

Understanding the nature of the problem.

While analyzing the situation in the market I came across certain points that helped me during the

survey.

Quality

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Low Awareness Not a proper distribution

Developing the ideas through literature.

Discussion with Company Guide Discussion in Market with salesmens 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.

PRIMARY DATA:

Questionnaire method was chosen for fulfillment of basic objective. The primary sources

were dealers and customers in Lucknow city.

SECONDARY DATA:

Internet Magazine and Newspapers. Dealer price with other companies

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Analysis of Data.

This involved converting raw data into useful information. It involved tabulation of data and Using

statistical measures on them for developing frequency distributions and calculating the Averages and

dispersions.

CHAPTER IV

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Findings Conclusions Recommendations

MARKET ANALYSIS

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1) UB Group grabbed around 60% of market share among all Spirit Companies.2) 100% availability of our products in all variety.3) Strong Brand Base of 30 products.4) Seagrams has only around 13% market share.

Sales

UB

SEAGRAMS

RADICO

OTHERS

60%

14%

13%

13%

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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

AGE %age

18-25 37.68

25-40 32.98

40-60 22.6

60-above 6.74

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Implementation: It has been seen that maximum people consuming alcohol are in the age group of

18 yrs to 45 yrs. Because they are young

CRITERIA OF PREFERENCE OF THE BRANDS

Criteria %age

Taste and Quality 48.98

Price 16.31

Brand 24.43

Others 10.28

%

0

10

20

30

40

18-3030-45

45-6060 and

above

Age group

18-30

30-45

45-60

60 and above

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It is observed that the customers are not so much price sensitive. Taste matters for them.

FREQUENCY OF CONSUMPTION OF CONSUMERS

Frequency %age

Daily 54.27

Weekly 29.67

Monthly 12.66

occasionally 3.4

%

0

20

40

60

criteria for preference

price

taste

brand

promotional offers

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Most of the customers use to drink everyday

Preference for premium whisky

Brand %

Antiquity blue 22.32

Antiquity rare 6.54

Signature 16.47

Royal challenge 12.56

Blenders Pride 42.11

54%30%

13%

3%

frequency

Daily weekly monthly ocassionally

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Blenders pride is the market leader Rest others has captured more than 55 % of market share

Customers preference to drink (place)

Preference for drink %

Home 8.28

Model shop 24.46

Bar 62.57

Others 4.69

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Most of the customers prefers bar for drink Few customers also prefers model shops

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CONCLUSION

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 Royal Challenge,

McDowell and Signature is already a success story. But UB Group is just not alone in the field there

are also players like Seagrams, Radico which has a very large market coverage in the field of

Whisky.. 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. Antiquity Blue and Antiquity Rare 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 swore success. Now premium whisky 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

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.

UB Group should concentrate on those areas where the sale ofliquor area is very low.

Should target Corporate Personnel especially Youth where Whisky is quite demanding

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RECOMMENDATIONS & SUGGESTIONS

UB group is the market leader in liquor industry. The company is running with good promotion

offers. The company can increase the market share. Here are some suggestions, which are based on

observations during my summer training.

1. The gifts which are given by the company as a part of promotion are old, there should beinnovation. Customers do not want to take glass, pens, music CDs.

2. Company can arrange a surprise party or gift for the customers occasionally.3. Some incentive should be given to the barmen as commission on sales.4. There should be strong friends and family network.5. The company can open a bar in city, which will deal mostly with USL brands.6. Some corporate parties or event can be sponsored so as to promote the brand.7. Sales promoters are very important, so they should be encouraged.

FOR RETAILERS:

There can be free gifts or cases on bulk purchase. We can also give gifts occasionally like Seagram gives at least twice a year. Cash discounts can be other alternative.

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FOR BARS

We can give schemes like buy two peg get 1one free. Free snacks can be given with the drinks We can also provide T-shirt or cap to bar tenders for brand promotion.

FOR CLUBS

In clubs generally high class society people are seen, so there should beSchemes like free Passes for Programmes, holiday packages on lucky draw

basis, etc.

Club Programmes can be sponsored by the company

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ANNEXURE

1. Questionnaire for Customers

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QUESTIONNAIRE FOR CONSUMER

GENERAL INFORMATION: To be used only for the purpose of analysis

Name - Age - ..

Income Range -

1- Who influenced you to drink Whisky?

a) Friends b) Advertising c) others.

2- Your frequency of consumption of Whisky is

a) Weekly b) Monthly c) Frequently d) occasionally

3. Where do you usually prefer to drink?

i) Home ii) Model shops iii) Bar iv) Others (specify).

4. Which premium Whisky do you prefer most?

a)Antiquity Blue b) Antiquity Rare c) signature

d) Royal challenge e) Blenders pride

5. Why do you prefer this brand over others?

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6. Will you switch to other brands if your choice is not available?

(i)Yes (specify which brand) (ii)No (iii) May be

7. Where do you usually prefer to drink?

i) Home ii) Model shops iii) Bar iv) Others (specify).

8. What attracts you while making the purchase decision?

a) Price b) Brand c) Taste d) Offers

9.Rate the underlined brands as per the following from 1 to 5( 1=highest and 5 = lowest)

Brands Taste Value for

money

Smell Hang-Over

problem.

Antiquity Blue

Antiquity Rare

Signature

Royal Challenge

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Blender Pride

10. Any suggestions for improvement?

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