Beruflich Dokumente
Kultur Dokumente
1
Team Members
o Kiran Ambekar o Keyul Joshi o Asiha Gujar o Ashwin Satra o Shraddha Rawool
Industry-Distillery
Market size
Market : 58 million cases Past growth 15 % CAGR per annum Brown spirits - particularly whisky, rum & brandy account for over 75 % of this market South and North share 60% of market
Segment
Beverage and Distilled (US $ 1907 million)
IMFL (US $ 1395 million) Brown
Spirits
Country Liquor
White Spirits
Licensed
Alchohol produced by distilleries and sold to state govt. marketed as licensed country liquor
Illicit
Whisky
Gin
Brandy
Vodka
Rum
Growth Rate
Key Players
Company Herbert sons McDowell & Co. Shaw Wallace UDV Bacardi Seagram
Brands Bagpiper McDowell no.1, Diplomat Directors Special Green Label, Smirn Off Bacardi Rum Royal Stag
Value Chain
Competitors Analysis
Source : www.moneycontrol.com
Personal
Psychological
Social
Entry Barriers
Exit Barriers
Supplier Analysis
Introduction
UNITED SPIRITS LTD
Introduction
Corporate Structure
Marketing Aspects
Brand Building Community
Tying up with large department stores like Food world for retailing its spirits. In association with number of Very Classy, Up market & Stylish bars & lounges. Aggressive Advertising at Outlets & Pubs. Better Retailing outlets to be opened under United Spirits Brand. Venturing into other Business with same Brand name, hence increasing Brand Name & Publicity.
Marketing Aspects
Fighting Competition
Presently distributing brands of spirits in India. 1. Bacardi Limited 2. Diageo plc 3. Pernod Ricard SA 4. Republic Tequila
Marketing Aspects
4 P s of Marketing
Product No.1 selling product in its segment. Good quality raw material is used to maintain the quality standards. Consistency of product quality is high. Always tastes fresh due to good quality and well developed distribution network.
Place It is available throughout India, and is dominant particularly in south and west India. United Spirits also has a presence in 60 countries. It has some sixteen hundred shops apart from pubs and bars. Better retailing outlets are also to be opened under the Kingfisher Brand.
Marketing Aspects
4 P s of Marketing
Price UNITED SPIRITS LTD Golden Grape Brandy Honey Bee Brandy No.1 Mc Dowell Brandy Bagpiper Whisky No.1 Mc Dowell Whisky 750 ml 250 285 285 295 295 375 ml 125 145 145 150 150 180 ml 65 75 75 75 75
Marketing Aspects
4 P s of Marketing
Promotion Brand Ambassador MS Dhoni, Ajay Devgan, Farhan Akthar etc Celebration come alive at Pizza hut with Four Seasons Wine. Swimsuit Calendar. Organizing various sports.
PRODUCTS
McDowell s No. 1
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4th largest selling Whisky in the world. Market leader with 60% market share. USP: India s favorite whisky. Constant innovations in packaging, marketing, promotions and consumer events has helped maintain leadership. McDowell's No 1 Platinum sells 30 million bottles in first year of launch Sets a new world record in the spirits industry.
Signature
One of the fastest growing in USL portfolio. Exquisite whiskies from Scotland have been combined perfectly with the finest age million malts. USP: World-class blend, Attractive & unique packaging, Sharply positioned on Success is Good Fun.
PRODUCTS
Bagpiper
Worlds largest whisky. Market leader with 25% market share. USP: Popular, widely accepted, trustworthy, strong blend, Bollywood connection.
McDowell's Brandy
Worlds largest selling Brandy. With 40% market share. USP: Popular and widely accepted, Mcdowell s lineage, Consistent Quality.
PRODUCTS
Royal Challenge
Largest selling premium Whisky of India. 24 year heritage. Market leader with 33% market share. USP: Finest Indian Whisky, widely accepted over 2 decades.
PRODUCTS
White Mischief
Market leader. Fastest growing vodka. 5 year CGAR of 34% USP: Brand name, Frosted bottle, Blue and White colour, sharp and edgy communication. Excellent for preparation of cocktails.
Romanov Re-launched the new blend in brandnew contemporary packaging. USP: World class Triple- distilled blend, Spanking new International Packaging
PRODUCTS
Blue Riband Gin
Market leader Has been delighting consumers for 45 years. Recently launched in new and contemporary packaging USP Blend, heritage, wide acceptability and brand loyalty.
SWOT Analysis
STRENGHTS Huge Finances backing from UB Group Strongest Worldwide Distribution System Oldest & Largest Player In India Worldwide known Brand WEAKNESSES Different Brands under Same Company. High Concentration on Strong Beer Market.
SWOT
OPPORTUNITIES Spirits consumption is increasing Reduction in Taxes Brand Extension Benefits THREATS High Taxes & Regulations Prohibition on Advertising Indian Culture is a Major Hindrance Many International Player Entering In India
Age Group
(45 60) 23% whisky (16 - 30) 36% vodka
16 30 45 60
30 45 60 above
Segmentation
Geographical Segmentation
India
Manufacturing, purchasing and selling of beverages. Including tie-up units /brand franchises within India.
Outside India
Manufacturing, purchasing and selling of beverages. Including tie-up units /brand franchises outside India.
Targeting
WHYTE AND MACKEY This premium scotch interprets well for consumers who are swiftly evolving from premium Indian whiskies to scotch and looking for the traditional values and rich taste of a true scotch. United Spirits is targeting a 20% market share of the bottled-in-India market through Whyte & Mackay alone in the next 3 years. The launch of Whyte and Mackay Special marks an important milestone in further strengthening USL s presence in the blended scotch market which is pegged at 700,000 cases per annum, 600,000 lakh cases of which are locally bottled. Whyte & Mackay Special was made available at all premium retail outlets and on premise outlets across Maharashtra at Rs 1200 for a 750 ml bottle. The scotch was bottled at United Spirits facility in Nashik and post the Maharashtra launch would be launched across the country in a phased manner.
Targeting
WHYTE AND MACKEY - 4TH LARGEST WHISKY PORDUCER IN THE WORLD CONSUMER BUYING BEHAVIOUR 1. 2. 3. 4. 5. Growing disposable income. Increasing spending sizeable capacity of income on lifestyle experiences. International exposure. Desire to make lifestyle statement. Retail revolution
For United Spirits, The luxury brands are going to be the leading edge of the sword in increasing the consumer share. It is one of the largest selling scotches in Scotland, and one of the fastest growing scotches in the UK. The acquisition of Whyte & Mackay signaled the entry of United Spirits into the super premium spirits market in India in line with its premiumization strategy.
Targeting
PREMIUM AND SUPER PREMIUM BRANDS The spirits industry in India is at a point of vertical take off. Brown spirits consumers are increasingly moving towards premium brands. Main Target Consumers Youth Major growth segment Entry of unique flavours and blends in the Indian market place of both white and brown spirits. Innovative packaging, Innovative blends Compelling and unique way of communication. Most importantly a vast range to choose from.
Positioning
PREMIUM AND SUPER PREMIUM BRANDS USL strategically positioned themselves mostly in the premium brand category and prices such as to gain maximum share in the market growing at almost 16%. USL has a portfolio that is difficult to replicate where advertising of beverage alcohol is banned. USL has a portfolio of Over 145 brands and 80 distilleries 30 of its own and 50 contract units, The growth has been driven by 1. Careful positioning and aggressive marketing strategies. 2. Brand refurbishment and innovation 3. Huge distribution network. The idea is to associate each brand as an extension of consumers lives.
Positioning
PREMIUM AND SUPER PREMIUM BRANDS McDowell s No.1 whisky - friendship and bonding. McDowell s No. 1 Rum - the macho platform and sponsors hiking and motorcycling events. Royal Challenge whisky - was into golf before it became a part of cricket IPL team from Bangalore. Signature whisky - fashion platform. White Mischief vodka - Indian Premier League cheerleaders. Romanov Red - positioned on the music platform. Black Dog, its premium scotch whisky - used jazz events. The promotion has helped key brands like Black Dog whisky grow by 45 per cent this year followed by brands like Celebration Rum at 36 per cent and Director s Special and Romanov Vodka at 25 per cent. through the
Positioning
PREMIUM AND SUPER PREMIUM BRANDS UNITED SPIRIT is the 2nd largest in the world after DIAGEO. Aim to position themselves in the numero Uno slot. Acquisition of Whyte and Mackay has got USL closer to number one position in global spirits industry. USL is growing at 20 % annually ahead of the Industry average of 18 %. With a strong research and development center its helps in continuously refining products. Acquisition being an integral part of USL s business strategy it will lead to emergence of new segments and new opportunities. The group is also getting into the business of importing wines form all over the world to give the consumer a wider choice to create sustained interest in the product category. USL is committed to give Indian consumers quality wines at affordable prices which has not happened in the Indian wine market
Operations
Financial Analysis