Beruflich Dokumente
Kultur Dokumente
Presented by: Anjali Bhargav (6) Jinal Pethad (16) Meenu (26) Preeti Nair (36) Rushil Khanna (46) Swapna Dalvi (56)
Background
Origin of "liquor" and its close relative "liquid" was the Latin verb liquere, meaning "to be fluid Earliest reference to alcohol ( Somras & Sura) traced to year 2000B.C
Background
First Indian brewery set up (1805) in Kanpur IMFL by Carew & Co.Ltd. Excise Committee (1905) to control rise in consumption Alcohol Advertisement -Surrogative ads Industry faced criticism for targeting young people
Market Size
70 million cases market Growth rate :- 10-12 % per annum Major market zone:- South and West account for bulk (> 75 %) of this market Major beer consuming centers :- Maharashtra (Mumbai),Karnataka (Bangalore), Tamilnadu (Chennai)
Major Brands
Major beer brands (manufacturers) King Fisher Kalyani Black Label (UB Group) Golden Eagle (Mohan Meakins) Haywards (Shaw Wallace) London Pilsner(Associated Breweries and Distilleries) Foreign brands Strohs Fosters
Company
Brands
8 17 9 Over3
Bagpiper McDowell no.1, Diplomat Directors Special Green Label, Smirn Off
Bacardi
Seagram
0.1
0.8
Bacardi Rum
Royal Stag
Other Players
Ace Continental Exports - Manufacturer of beer
8. Liquors India - Manufacturer of liquor ND Wines - Red, white and appetizer wines producer Radico Khaitan, Rampur - Liquor manufacturer
BCG Matrix
Consists of four quadrants namely: STAR CASH COW QUESTION MARK DOG
STAR
Stars are high-growth, high-share businesses. Eg. TAJMAHAL BEER:-It has a distinct aroma and unique taste. The demand of this beer is mainly in abroad (Australia, France, USA) as it is premium priced and has bitter taste which is not liked much in India though it is served in some premier hotels in India. The demand outside is very good and it accounts for good market share in the exported beer in India.
KINGFISHER STRONG:-spectacular growth of 36% (against a market growth of 16%)was witnessed. Kingfisher Strong has now achieved the number one position in the strong beer segment.
CASH COW
Cash cows are low-growth and high-share businesses. Eg. KINGFISHER LAGER BEER:-it has witnessed a market growth of 13% in comparison to the lager beer industry growth of 9.4%.In the lager beer segment, UBL is the market leader in all the 10 largest states of the Country. UBL commands a market share of around 40% with 67% of the market share in the lager beer segment.
QUESTION MARK
Question marks are low-share business units, in a high-growth market. Eg. LONDON PILSNER:-it has witnessed a market growth of more than 20% and targeting a market share of 15% .
DOG
Dogs are low-growth and low-share businesses. Eg. KALYANI BLACK LABLE:-one of the oldest brand launched in 1969. It has low market share as it is only popular in east India and it is assumed to be economical . The market growth for this brand is not good as people are shifting towards other beers such as London pilsner which is also an economical brand.
Ethical Ways Can Be:Writing on the bottles that liquor is harmful for health. Sometimes it is important to use in medical purpose. Sponsorship of sports, social and cultural events that is surrogate advertising. Uniform Federal Excise Policy Strategic tie up with global players
Unethical Ways Can Be: On one hand, govt. says, put a label saying liquor is harmful to health" to people on the other side of the fence it may sound unethical but to manufacturers or brand owners it is a necessity because any business which is allowed under the law has a right to advertise and market their product. By denying them that right, we are transgressing the law.
Indirect Advertising
Teachers whiskey has launched the Teachers achievement Awards. Other sponsored awards and events include: Smirnoff international fashion award. Lakme India Fashion Week was sponsored by Seagrams Blenders pride.
Magic Moments Remix Vodka Launched in Six New Flavors in FY 09. Chocolate Green Apple Raspberry Lemon Grass & Ginger Lemon Orange
M2- Remix
Case Lets
Explaining that those women are tortured to intolerable limits by the abuse and beatings of drunk husbands and the hunger and poverty in which their children grow and die, women have taken up the step. It was reported that the women were beaten with rods, sticks, boots and rifle butts by the liquor contractors' henchmen as well as the police force. Nonbailable cases were filed against agitators who were then imprisoned. There were even reports that many women activists were raped and murdered. These events became a matter of national debate and eventually led to the then Congress government of Andhra Pradesh announcing a statewide ban on the sale of liquor from October 1993.
The AP government lost $ 362 million in annual revenues after the prohibition. Despite new taxes on vehicles and consumer goods, the state's budget deficit rose to $ 242 million. Prohibition continued in the state till 1997. In the same year, the new CM Chandrababu Naidu lifted the ban on liquor, claiming that he was forced to do so because of the state's financial problems. This move met with unprecedented criticism in the media. Critics claimed that the state could have easily avoided unnecessary expenditure on many other fronts, such as salaries and various subsidies.
Unethical Behavior
* Abuse of inmate * Inappropriate relationships with inmates
* On-duty misconduct
* Off-duty misconduct * Introduction of contraband
Thank you..!