PROJECT TITLE: SWITCH

(To influence the buying behavior of the consumers to switch over the new brand MACDOWELL NO.1 PLATIMUM through suggestive selling)
SIP project report submitted in partial fulfillment of the requirements for the PGDM Program. BY SUSHIL KUMAR (2009291) SUPERVISORS: 1) COMPANY GUIDE: AMIT MANJUL (TRADE & MARKETING MANAGER, USL) 2) PTOJECT GUIDE: PROF. S MAHESHWARAN (IMT, NAGPUR)

Institute Of Management Technology (2009-2011) 1

ACKNOWLEDGEMENTS

I am grateful to United Spirits Limited for giving me the opportunity to do my summer training with the organization on a challenging project. I would like to extend our gratitude to various people who provided their continuous support during these two months of my Project. I would like to thank my project guide, Mr. Amit Manjul (Trade & Marketing Manager, USL) for giving me the flexibility and freedom to understand the scope of the project. I thank him for his support and patience with us, despite being hard pressed for time. His continuous guidance and support is deeply appreciated. I greatly value the constant encouragement and direction shown by him during my internship. His views enabled me to gain practical insights about the subject matter of this project and the liquor industry in general.

My special thanks to Mr. Sachin Goel (Sr. Executive- Information Sysytem, USL) for his valuable and productive guidance for this project. This acknowledgement would be incomplete without a due mention of my faculty guide, Prof. S Maheshwaran who acted as a guiding beacon with their reviews and ever encouraging demeanor.

At last I will like to thank my friends and family for supporting me for completing the project and Almighty for his blessings.

TABLE OF CONTENTS

Executive Summary..4 Introduction.5 Objectives Of The Study..........6 Introduction About liquor Industry 7-11 Liquor Industry In India.7 Different Segments Of Industry.8 Liquor Industry Constrained..9 Regulatory Scenario..10 Different Alcoholic Drinks..11 Introduction About Company. Vision..12 About United Spirits Limited (USL).12 Key Highlights..14 USL Merged Entity..15 Millionaire Brands16 USLS Strength.17 Method For Promoting McDowellsNo.1 PLATINUM.19-24 Opportunity for the brand19 Sales Promotion..23 Objective Of The Sales Promotion.23 Sales Promotion Activity24 Competitor..29-30 Limitation.31 Recommendation.32 Bibliography.33

EXECUTIVE SUMMARY 3

The most important and distinctive skills of a professional marketers is their ability to create, maintain, protect and enhance brands. Brand promotion is the art of the marketing. We can define the brand as a name, term, sign, symbol, design, intended to identify the goods of one seller and to differentiate them from those of customers. In the liquor industry the difference between the brands from its unbranded commodity counterparts is the consumers perception and feelings about the product attribute and how they perform. United Spirits limited as a professional marketers always enhanced and add new brands of alcoholic beverages in their portfolio. In addition to its portfolio they have launched a new brand of whisky McDowells No.1 Platinum. The project undertaken by me is how to influence the customer by suggestive selling at the point of sale. But before coming to the sale of any new brand we need to make people aware of it. To positioned the brand in the better way they used various marketing tools and tactics such as name, logos, colors and symbols. Launch of a new brand is a promise by the marketers to give a specific taste. So the marketer must establish the mission for the brand and a vision what the brand must be and do. Ultimately, a brand resides in the mind of the customer. In the liquor industry brands are not building by the advertising but by the brand experience. For giving the brand experience they have organized the trials of the McDowell No.1 Platinum on premise and off premise. In on premise promotion they give free coupon on purchase, promoter led knowledge decimation with free peg. Brand nodding occurs when customers experience the company as delivering what its promised. Brands are needed to be marketed properly to get the fair amount of brand awareness and acceptability by the consumers. To make the brand equity of the McDowell No.1 Platinum it has to be marketed properly. Brand equity results in customers showing a preference for one product over another when they are basically identical. A brand needs to be carefully managed a so that its equity does not depreciate. This requires maintaining or improving brand awareness, perceived quality and functionality, and positive associations. These tasks require continuous skillful advertising and excellent trade and consumer services.

INTRODUCTION

Now days, market has turned from sellers market to buyers market. To survive in this kind of market United Spirits Limited launched a new brand of whisky McDowells No.1 Platinum. The marketing goal of this brand is to gain disproportionate share of new entrants with a world class offering. The company is aspiring to achieve the 5% of the market share within the first year of the launch. Every market plan depends upon the nature and size of the market. McDowells No.1 Platinum is launched in the luxurious segment of the whisky; it is trying to target the mass market. Strategy of marketing depends upon the nature of products, consumers, views and awareness and existence of middleman. Liquor industry has to face so many restrictions regarding the marketing of the product, because of the so many restrictions a new product cannot be promoted by door to door selling, through media like T.V. or through advertisements. For the sales and marketing of the McDowell no. 1 platinum a new team is formed including trade & marketing manager, area sales executive, team sales executive and promoters. To achieve the goal of McDowells No.1 Platinum the proper marketing strategy is followed. A successful strategy man oeuvre for obtaining specific goals can be possible by building a high committed and motivated sales team. For the sales team, company is doing various internal activities like recognition program for TSE and promoter. Under this program the top performer will get gift from the company. There are many other things which pave the way for promoting sales. Good contacts in corporate sectors, knowledge of controlling activities up to grass-root level, interacting with concerned departments and sales regulatory authorities are also required for a successful marketing of the liquor brand. Four Ps namely product, price, place and promotion are the most vital areas of marketing management. Fifth P added is pace. Without these the marketing objectives of organization cannot be fulfilled.

OBJECTIVES

The study has been done by undertaking following objective: To make a strategy for developing a new liquor brand. Methods for promoting a new brand: Promotional strategy. Sales promotion Tools of advertising liquor. Factors Influencing Company Marketing Strategy To influence the customer at the point of sale by suggestive selling. To provide suggestion to overcome the adversity

Now as the objective of the study is clear now, let us talk about the finding and conclusion of the project. But first go through the whole study and understand different product in liquor and the industry type.

INDUSTRY OVERVIEW
THE LIQUOR INDUSTRY IN INDIA

In India, drinking has remained a bad word, clubbed with the other vices. While the liquor market continues to grow at an impressive rate even against and economic recession, the social stigma remains in place, which manifests itself in antigrowth state policies. Liquor industry has been growing at an impressive rate. In sharp contrast to the trend the world over, beer is losing ground to hard liquor in India. Amidst beers, the current trend is that lager beer is giving way to strong beer. Even as the liquor manufacturers could hope to garner the people who are shifting from beer to liquor, there is a vast country liquor market and a sizable grey market to contend with. United Breweries (UB), Shaw Wallace and McDowell (part of the UB Group) presently dominate the liquor market. The market on its part is set to undergo a sea change with the arrival of MNCs. The removal of quantitative restrictions (QRs) on the import of bottled alcoholic beverages only makes the competition tougher. The MNCs looked forward to good business after the removal of QRs but the Government nullified it by slapping new taxes. The foreign bottle, therefore, remains as costly as ever. To survive in the highly competitive environment, the MNCs as well as the domestic majors are coming up with various strategies. Acquisitions and alliances appear to be the order of the day. Several such deals are already underway while more are in the offing. The domestic majors are also reorganizing their operations so that they can forge a deal with an MNC if the need arises. What plagues the industry most is a very complicated set of laws and taxes. Each state has a different excise duty structure, import and export levies and other regulations regarding licensing fees and sales of new brands. This puts tremendous pressure on the industry players. They cannot transport their products from a market that has excess capacity to one where there is a short supply. Amidst all the competition and tough laws, the industry sees vast potential in the market. Consumption is set to rise with higher disposable incomes and standard of living.

The Indian liquor industry can be analyzed by segmenting into three Parts:
1. Country Spirit 2. Indian Made foreign liquor 3. Foreign Liquor

1. COUNTRY SPIRIT: This is the unorganized sector occupying about 60% of the liquor market. Country spirits are distilled spirits mixed or unmixed with spices or other ingredients in small quantities to import taste and aroma. This spirit is most common among the lower class; it is manufactured by local methods and has local names the most common being Tharra.

2. INDIAN MADE FOREIGN LIQUOR: This liquor is not the contemporary Indian liquor. In these category products like whisky, rum, brandy and vodka are there. Britishs had brought in this liquor to India later they set up distilleries and brewery to manufacturer it in India. In post independence period there were 28 distilleries and 5-6 breweries. Today there are 233 distilleries and 75 breweries in India. This shows the tremendous growth and acceptance of IMFL brands in India.

3. FOREIGN LIQUOR: This is the imported liquor includes Beer and IMFL brands but the most common is scotch. Imported scotch is in great demand in India but the Indian. Govt. bans the import of bottled scotch whisky, though a limited quantity can be brought in for duty free shops, five stars hotels and in bulk for local bottling by joint ventures.

The liquor industry in India is constrained by a multitude of factors:

Capacity Restrictions: The industry is not allowed to expand without the prior approval of the Central government, as it among the few industries still under the licensing policy.

State governments have a part to play as well, since companies have to get their approval too before commissioning a unit.

High Duty Structure: The States earn a significant portion of the revenues from liquor. In some States, the duty is as high as 200%.The duty structure varies so much with each State that for a company operating at the national level, it is like dealing with 28 countries. Ban on Advertising: One major restriction throttling the industry is the ban on advertising. The Black Market: In any industry where there are restrictions, prohibitions and controls, a black market thrives. So too, in the liquor business.

Fragmented Structure: One fallout of the various restrictions is that, except for a few brands, the liquor market is fragmented. Nearly 40% of it is serviced largely by regional players Retailers' Grip: Retailers have a major role in popularizing and making available a brand, as they have a virtual monopoly over the distribution of liquor in each State. The absence of self-service counters also limits customer choice. There are also restrictions on the business hours of these outlets as also their location vis--vis schools, colleges and so on, apart from where they can procure their requirements. There are restrictions in selling through restaurants and hotels too.

Regulatory Scenario
Regulatory hurdles spanning production and distribution are an entry barrier to the industry. There is also ban on advertising.

 Each state has its own excise & tax structures, levies & regulations regarding licensing fees and labelling requirements restricting free inter state trade.

More than 60%of the price is captured by government taxes. This is the major source of state government revenue.

Alcohol distribution in majority of the states, accounting for nearly 70% of sales is in government monopoly control. Share of Country Liquor has fallen from approximately 70% some years back to about 60% today.

Health hazards posed by Country Liquor, combined with greater aspiration and higher spending power is reducing the share of Country liquor. Retail universe very limited .Has grown from 40,000 about 6 years a go to 67,000 now, while industry volumes have increased by about 117%. .

DIFFERENT ALCOHOLIC DRINKS

1. WHISKY: Whisky is amongst the most popular distilled liquor

known all over the world. It is made of malt and molasses spirit, which is obtained by distillation of mash or cereal grains like maize, rice barley malt. Better the malt better the whisky. Large quantities of IMFL

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are manufactured in India and is the maximum sold alcohol. The alcohol content in whisky is 42.8%.

2. RUM: Rum is a distillate from the fermented juice of sugarcane of

molasses. RUM is characterized with its taste and aroma. The alcohol content of Rum is 42.8%.

3. BRANDY: Brandy is generally obtained from fruits, thought the

most commonly used fruit is grapes. The best quality of brandy is cognac, which is made in France.

4. VODKA: Vodka is a sprit resulting out of distillation at very high

proof. This is neutral, even after dilution required for palpability. The traditional source of making vodka has been potatoes.

5. BEER: Beer is not a distillate like the drinks mentioned above but
it is a beverage made by fermentation of malt obtained form carbohydrate rich material barley. Hops are used to add taste while yeast is used to ferment the beer. Beer is to two types: 1. Pilsner or Lager 2. Draught Lager Beer is the most common bottled Beer found in almost all the retail shops in the country. This Beer is served chilled and is of two types. Mild Beer alcohol content 6.75%. Strong Beer alcohol content 8.75%. Draught Beer is served chilled in mugs and is generally available in Pubs only. It can be stored for 72 hours only and does not have any brand name.

6. GIN: It is sweetened or unsweetened grain spirit flavored with

essential oil juniper berries and some other product including angelica roots, orange peel, cardamom, bitter almonds give it a kick and taste.

Company introduction UB GROUPS: - United Spirits Limited (USL)

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VISION
To be the most admired global leader in the spirits industry by creating unique highquality brands for consumer, 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

UB GROUPS: - United Spirits Limited (USL) - the INR 6500

crore (fy 09) spirits arm of the UB Group is Indias largest and the worlds second largest spirits company. USL was earlier McDowell and Company Limited. USL has a portfolio of more than 140 brands, of which 20 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 flavours, 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. USL has constantly revamped itself and its brands to keep pace with the changing business dynamics and global competition. The company's ultimate objective of becoming the largest spirits company in the world received a major shot in the arm during 2007 with the acquisition of internationally renowned brands (companies) such as Whyte & Mackay, Bouvet Ladubay and PinkyVodka.

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Left to Right - Mr Vijay K Rekhi, President & Managing Director, United Spirits Limited, Dr. Vijay Mallya, Chairman, The UB Group & Mr Kalyan Ganguli, President & Managing Director, United Breweries Limited addressing the press conference to announce the 100 million cases sales

Commenting on USL catapulting to the number 2 position globally, Dr. Vijay Mallya, Chairman, The UB Group said, We have done extremely well, despite the economic slowdown this year. This has been made possible through our sheer dedication and commitment to the vision of becoming the best in the business. It wasnt long ago that we were merely a 3 million case company. We have created a new history in the world of beverage alcohol by selling 740 million cases in about a quarter of a century. The Indian spirits industry today is pegged at 236 million cases and USL has a 59% market share in India in the segments it operates in. We are certain that our additional sales in the next financial year will take us to the No. 1 position globally. And yes. with such a head start, the excitement continues as USL is geared for an action-packed year, which will drive it further closer to becoming the No. 1 spirits company in the world. 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.

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Key highlights:

The retail sales value of the spirits portfolio sales of United Spirits for the 100 million cases sold is Rs.30,000 Crores USLs 100 million cases contributed Government revenue of Rs.18,000 Crores through excise and other levies USL has dominant market share and the fastest growing brands in most key segments. USL has outperformed global competitors with USL brands growing 14% while the worlds top 100 spirits brands collectively grew only 1% and this when 18 of the top 25 global premium brands lost ground In the last 25 years, USL has sold a total of 740 million cases United Spirits launched Black Dog 18 YO in the super premium Bottled InIndia (BII) scotch category to further ramp up its market share The company upped the ante in the premium IMFL segment with the introduction of 100% pure grain-based McDowells Platinum whisky

USL has a global footprint with exports to over 18 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. United Spirits is aggressively moving up the value chain for premium spirits consumption. The company is upbeat about the economy and increase in consumer demand over the next few years. With more than 100 million potential consumers entering the legal drinking age in the next 5 years, the opportunity for growth for it is tremendous. To this end, United Spirits has undertaken a massive capacity augmentation through a robust capital investment plan of over Rs 650 crores. The company recently acquired Tern Distilleries in AP and set up a Greenfield malt spirit plant in Nasik in Maharashtra.

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USL <= Merged Entity

USL represents the merged entities of erstwhile McDowell & Co. Ltd.(1951) Phipson Distillery Limited(1963-national presence) Herbertson Limited(1973) Triumph Distilleries Vinters Private Limited Baramati Grape Industries Limited United Distillers India Limited McDowell International brands Limited Liquidity Inc. (Specially Vodaks- Pinky Vodkas) In 2007, USL announced the all-cash acquisition of Scotch whisky maker Whyte &Mackay For approximately 600 crore. Shaw Wallace Distilleries Limited (2007-secure supply and reduce cost along with improving the margins significantly) Bouvet Ladubay (2006- wine business entry which is France based co.

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19 Millionaire Brands

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USLS STRENGTH:

USLS dominance of Whisky (59%) / Rum(56%) gives it a significant advantage to secure disproportionate share of Industry Growth: Sources of growth; First Timers large youth population comes of drinking age 90% of first timers choosing spirits choose a brown spirit (whisky/rum)

USLS Scale, existing distribution and trade relationship puts it in the best position to execute actions to drive growth Brand awareness is at best a retention tool/ word of mouth plays a significant part in advertising

Only Indian company with a full line portfolio that covers all flavors and price points Best position to gain from upgrades as cheap whisky/ rum vanish from the market on account of cost push. Best position to mitigate any adverse impact as a result of down-trading in a recessionary environment.

USL in the best position to continue to invest behind its brands in a recessionary environment Strong innovation calendar lined on current brands in the next 2 years.

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Methods for the sales and promotion of the new launch brand: McDowells No.1 Platinum

McDowells No.1 PLATINUM whisky is made from high quality grain spirit and matured in charred oaks to give it a distinct character and rounded feel. It has a unique malty, woody and peaty flavour.

OPPORTUNITY FOR THE McDowells No.1 PLATINUM 18

Demographic dividend

Indian spirits industry is large and growing rapidly. About 6oo millions Indian are currently below legal drinking age and 100 million will come of that age over next three to four years. India is projected to enjoy a significant demographic dividend with close to the half the population less than 21 years of age. As we see from the above pie chart 470 millions potential consumers are below drinking age (drinking age in India varies state to state between 18-25 years).

From the above pie-chart we can infer that among the new consumer hard liquor is more preferable over the other drinks. Fastest growing segments in this segment include premium vodka, super premium whisky and premium scotch.

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Alco-Bev Industry Composition

Consumption of spirits in India is very high in the comparison of world market. In India brown drink is more likeable than the white spirits. In India market share of spirits is almost 50 %, which gives tremendous opportunity to the India Manufacture Foreign liquor (IMFL) to grow.

Per Capita Consumption

In India per capita consumption of spirits is low in compare to the other countries, but it has huge potential in it as with in five years 100 million potential consumers will enter the market. So if the per capita consumption of spirits is increased by a little number that will result into the huge number of new consumer in the market. This will also expand the market size of Indian Made Foreign Liquor (IMFL).

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In India 58% of the consumer consume whiskey where as in the world only 25% consumer prefers whiskey. It shows that India has a bright future for the brown drinks. So any new brand is also having the plenty of space to breathe.

Source: India Industry data, USL estimates

As in India 58%of consumers consume whiskey, out of that 22% of them lies in the prestige segment of whisky. Prestige segment of whisky have a bright future as its sale is expected to increase by 3%. There is one more trend which is evident from the above table is the decrease in the consumption of the regular brands. Due to the growth in the

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GDP of the country, per capita income of the population has also increased. So the regular customer is switching over the prestige brands. From the above analysis we see that there is enough opportunity and space for the McDowells No.1 PLATINIUM in the Indian market. McDowells No.1 PLATINUM is launched in the prestige segment of whisky and expected to target the under penetrated market of India.

SALES & PROMOTION STRATEGY: McDowells No.1 PLATINUM

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There are number of brands available in the deluxe segment of whisky, so for the newly launched brand McDowells No.1 PLATINUM company have to work extensively in forming its sales & marketing strategy. There are various modes of sales and promotion technique is used by the company for promoting McDowells No.1 PLATINUM.

SALES PROMOTION:
Sales promotion of the brand is the marketing activity; it does not include advertising or publicity of the brand. It includes those activities which influence the consumer buying behaviour and dealer effectiveness. Such activities are displays demonstrations and many other non routine selling efforts like spot selling. Sales promotion tries to complement the other means of promotion. All kinds of promotion play the role of communication channels between the marketer and the consumer. The three broad objectives of the promotion of any brand are to spread the information about the product, to persuade the customer to buy that product and third is to regularly remind the consumers about the product to repurchase it. The overall objective of promotion is, of course, influencing the buyer behaviour and his predispositions (needs, attitudes, goals, beliefs, values and preferences).

OBJECTIVE OF THE SALES PROMOTION:

There are many ways by which sales can be increased. This can be done by increasing advertising, publicity and market research. The major objectives of sales promotion are: To sell the new product. To make the customer aware of the product. To increase the sales To persuade the non-users to try it once.

Sales Promotion activities for McDowells no.1 PLATINUM

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The company did the 360 launch for the McDowells No.1 PLATINUM. The company divide the sales strategy into three parts: 1) 2) 3) Trade activation Internal activation Consumer activation

Trade activation:
The trade activity of the McDowellsNo.1 PLATNIUM is sub divided into two parts: On Premise Off premise

On Premise: 24

Company has planned to do the on premise promotion in two phases. In phase one the company organises various project such as project taste and project window. In project taste company organise various events in the prestige clubs, in those events only McDowells No.1 PLATINUM is served and the promoters which are recruited by the company spread the information about the product and influence the consumer to taste the product. Promoters also give the consumers knowledge about the product with the free peg as a sample of the product. Under the product window company has include its drink with the food combo in the prestige clubs as a complementary drink. Through this the consumers have the brand experience of McDowells No.1 PLATINUM. Company also give free coupons of trial on the purchase of McDowells No.1 PLATINUM as this will result into the knowledge transfer of the product. In second phase company target the consumer which are consuming the competitors brand in the clubs and try to influence them to taste the McDowells No.1 PLATINUM and also give them free sample bottles.

Off Premise
For the off premise sales promotion company appoint a promoter in very retail outlet. These promoters influence the customer to buy the McDowells No.1 Platinum through suggestive selling. As the McDowellsNo.1 Platinum holds the name of a millionaire brand MC Dowells No.1 whisky, this will also help the promoter in convincing the consumer.

Internal activation
Company also organises the various internal recognition program. Under this program the top three promoters on the basis of their sales get awarded by the company on the weekly basis. Company also run the recognition program for the TSE, under which top performer on the basis of sales will be given incentive by the company on the monthly basis.

Consumer Activation
Under the consumer promotional activity, company has planned for some projects such as project window and project switch.

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Under the project window company has a tie-up with prestige clubs. These clubs introduce the brands in their menu cards and PLATINUM tent cards. Tent card is use to mention offer of the day available in the club.

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The menu cards design must follow the following principle such as: First page must signal the offers of the month such as food combos, branded cocktails, discount available through coupon, opportunity to win invites to any brand promotional events. Menu card must include the brand visuals and brand stories. It must include the suggested cocktails with the McDowells No.1 PLATINUM

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The idea of the project switch is to create a system to drive range trials across a large cross section of off premise. To build the brand equity of McDowells No.1 PLATINUM it has to be tried by the consumer because only after having the brand experience they will repurchase it. Promoters also try to convince the buyer of its competitor to switch over the PLATINUM by establishing its superiority over other brands. There are many other promotional led activities which include 100% data capture. Every promoter standing on every outlet track the daily sales of McDowells No.1 PLATINUM and its competitor report it back to the office. Through this marketing manager are able to know the market potential and their brand are performing in the market. Managers also do the tele-call verification of the data given by the promoters. The state sales team also have an eye on the promoters and look after the trial its working or not.

Competitor: 28

In the prestige segment of liquor Royal Stag is the market leader.McDowellsNo.1 PLATINUM is launched in the competition of the Royal stag. Royal Stag is an Indian-made foreign liquor. It is a blended whisky and is a blend of imported Scotch Malts and selected Indian Grain Sprits. Seagrams markets it in India. It is produced in several distilleries, some are company-owned and others bottler-owned. One of the key reasons for the brands success is its quality that is always same. Seagram has launched this brand especially for Indian market and its a big hit.

The Product
The Royal Stag (RS) is one of the species of deer that is famous for its antlers soaring over all other species of deer. Like the deer this blended whiskey has emerged as one of the major players in Indian alcoholic beverage market. It is a blend of the best scotches malts from Scotland and Indian grain spirits. ROYAL STAG Deluxe whisky is a full-bodied whisky. I like Royal Stags exceptional smoothness, taste and its malty-flavor. As per their advertisement they do not use any artificial colour and flavour. Market Scenario

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Royal Stag is the leading whisky in the Indian market. It is placed in prestige category and priced to target the common man. As per their website it enjoys 35% of Indian market. Reasons behind its fast growth are Price and Quality. It is a Herculean task to match its price and quality. It seems to be the fastest growing brand in Indian market. Annual sales of Seagrams Royal Stag whisky have crossed over one million cases. Royal Stag is the only second brand from a multinational liquor house, after Green Label whisky, to achieve the `Millionaire status in Indian market for whiskey. It has made rapid progress in the Indian market in the last five years and pulled up its sales from around four lakh cases in 1997 to the present Millionaire status. I do not have the exact numbers but seems to be near two million cases per year.

LIMITATIONS: During the process of research a person comes across certain restrictions certain limitations. Some of these limitations are overcome while come have to be overlooked for the smooth conducting of the research. Some of these restrictions are:

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As the McDowells No. 1 PLATINUM is a new brand which is launched in Uttar Pradesh, Punjab, Haryana, Chandigarh, and in the last week of my training it is also launched in Rajasthan. The head office of this city is in New Delhi and the product is not yet launched in Delhi. So Due to the wide area of the markets, it was impossible to cover each and every retail shop, hence only few shops were covered. Liquor is such a product that the wholesaler, retailers and consumer fear to come out with information. In this study it is not possible to collect the opinion of all promoters owing to personal constraints. The project has to be completed in 8 weeks, which is not enough time to cover the market. So time was the major constraints in conducting the study. The study needs to complete within a specified time and in restricted areas. So the findings cannot be generalized as a whole

RECOMMENDATION:

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Brand positioning, brand image and consumer demands are not the only controlling factors of the sale of a product of the company but to the retailer also play the major role. USL should thus focus on the following points. AVAILABILITY It is necessary for the company to maintain a regular supply of its products and brands. They should fulfill the demand of the retailer so that product can be available in the retail market. The consumer should get the brand he demands otherwise he shifts to other brands and frequent shifting affect the sales of company and the consumer could even change the preference of his brand. PROFITABILITY As we have seen form the wholesalers and retailers view that they sell those products which earn them greater profit margins. Therefore the company should give the retailer greater profit. Margins so that has more profit and in turn retailer also gets a greater profit margin.

EXTRA BENEFITS Since there are many firms operate in the market it is essential for the company to give extra benefits and gift to the retailer and salesman at retail outlets to maintain good relation with them. The company can offer them free gift like playing cards, Key-Rings, pens, glasses and T-Shrits. In return the salesman at the retail outlet creates the demand of the companys brand. The company should send its marketing team into the market regularly so that the performance of the companys brand and its competitor could be studied and a follow through action plan be developed. This will also help the company to maintain good relation with Bar & Hotels and retailers.

BIBLIOGRAPHY:

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TEXTBOOKS REFERRED Marketing Management, Philip Kotler

WEBSITES REFERRED

www.google.com www.wikipedia.com www.seagramsindia.com www.scribd.com www.usl.com

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