UB Main Project

Chapter 1

INTRODUCTION

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INTRODUCTION

As an integral part of the curriculum of M.M.M., under University of Pune all students are required to undergo summer training from a reputed organization, everybody is required to submit a report on the work done and knowledge gained during the period. The report constitutes a part of M.M.M. Examination to be evaluated. In pursuance of said requirement, I underwent my summer training for two months period. The topic of my project was “The comprehensive analysis & Consumer Survey for Products of United Spirit Ltd. Nasik.”United Spirits Ltd. is the largest F.M.C.G-Liquor Company manufacturing Indian Made Foreign Liquor. The company has many promotional schemes & Positioning Strategies for the Retailers, wholesalers and customers.So, I was asked to gather data that will help company to know their effectiveness as well as their awareness to all the channel members, and to know the market potential for the same.I am already working with USL as Activation & Promotion Executive, for the project I approached Mr. Pankaj Aher (T.S.E. USL, Nasik.).He is also my boss & project guide. He suggested this topic to me, which will help the company to find out the effectiveness of Brand Positioning Strategies. I was asked to do a market survey of different ‘Off Premises’ in Nasik City, which include in C.B.S., Gangapur Road, Mumbai Naka, CDCO, Nasik RoadThe project is based on the comparative analysis of brand according to new trends of market for United Spirits Limited in Nasik territory.

RELATED THEORY

Consumer Behavior

Buying behavior involves a complicated series of stimulus and response reaction to many motives. This motive may be expressed or unexpressed and upon deep-seated needs or more often felt wants. Consumers are the central points and all the marketing activities revolve around him. Manufacturers, produces what the consumer wants. As the consumer behavior differ from person to person customer purchase an article as consequences of certain metal and economic forces, creating desires and the articles offered for purchase can satisfy wants, which they understand. Thus producer should identify the motive, which promotes him to purchase so that he can offer a complete article, which satisfies their needs. The study of consumer behavior is the study of how individuals makes decisions to spent their available resources i.e. money time and efforts on the consumptions related items. It includes the study of what they buy, why they buy, how they buy and when they buy. Consumer behavior research takes place at every phase of the competition process, before the purchase, during the purchase and after the purchase.

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The two types of consumers are:

1. Regular consumer: are the consumers who buy goods and services for their own use or for household use.

2. Bulk Consumer: is the consumer who buys the product in order to run their organization, which may be operated for profit.

SIGNIFICANCE OF CONSUMER BEHAVIOR

The study of consumer behavior holds great interest for us as consumer, as student, as researcher, as marketer and as customer. We need to know about their related decisions, that what, how, why and when they buy. Consumer behavior makes us aware of the sub style influences that persuade us to make the product or service choice.

IMPORTANCE OF THE STUDY OF CONSUMER BEHAVIOR: For determination of production policy. For determination of price policy. For decision regarding channel of distribution. For decisions regarding sales promotion.

By the study of the consumer behavior the producer can get information about consumer’s choice preferences, habits, interest and demand for the product. It will be highly useful for any producer to determine price, production, channel of distributions and various strategies. To have comparative studies in different brands it is very necessary to know about the consumer’s behavior. To do the survey it requires, knowing the consumers details in advance.

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Chapter 2

INDUSTRY PROFILE

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INDUSTRY PROFILE

ALCOHOLIC BEVERAGE INDUSTRY

The Indian alcoholic beverage industry is classified into beer, wine, country liquor; Indian made foreign liquor and the imported spirits segments. Under the constitution of India, the beverage alcohol industry is a state subject. The industry is highly regulated by the union and the state governments. While licensing Greenfield units or sanctioning capacities for production of alcohol is the central government’s domain, the authority to impose taxes, regulate distribution, storage and marketing lies with the state’s 65% of the industry is directly controlled by the state governments. With 29 states and union territories framing their own regulations and tax policies, which often change dramatically from year to year, the industry is often at a loss in planning for growth and investment. In the recent times the beverage alcohol industry has been characterized by continuous down trading by consumers in the face of inexorably raising prices, driven by ever increasing levels of tax. This industry’s profitability is highly dependent on government regulations. Changing cultural attitudes towards consumption of beverage alcohol combined with tangible increase in per capita disposable income and most importantly willingness of young consumer to spend, all point to the healthy growth prospects for the industry.

The industry has also to cope with a ban on advertising thus depriving it one of the most potent forms of communication and brand building.

IMFL (Indian Made Foreign Liquor)

The IMFL industry in India is growing at about 14% per annum. Imported brands account for about 1.5% of the total consumption.

Consumption is predominately towards whisky, which accounts for nearly 60% of the market. High –end consumer price, due to high taxation has caused downward shift towards cheaper products in many categories.

Low per capita consumption, the high volume in the unorganized segment of the spirits business with likely transition into the organized sector, the changing consumer perception of the alcohol and the progressive regulatory changes are the key drivers to the growth of the IMFL industry.

The irrigational policies adopted by the various governments towards the IMFL industry have been a growth in the cheaper brands to the detriment of consumers.

The production and distribution of alcohol can be done only if they got the license for it from the state government.

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DISTILLERY INDUSTRY

In a distillery, the basic function is distillation and it is carried out with the help of highly sophisticated distillation plant filled with automation equipment to produce high quality alcohol, which is an integral part of the product. Molasses, which is waste product of sugar industry, is being used for producing alcohol after fermentation. Continuous fermentation techniques are used in distillery for maximum efficiency in producing alcohol. Every one (1) ton of molasses yields around 250 liters of alcohol. From this, it is given that only about 60% of the molasses is used for the production of alcohol and remaining 40% of the molasses is considered as waste product or put to unproductive uses.

Indian Made Foreign Liquor Products

Whisky RUM Vodka Gin Brandy

MAJOR MARKET PLAYERS IN THE INDUSTRY

There are numerous producers small & big across India. But the major competitors of the USL & their major brands available in the market are listed below.

1)Seagram’s 4)Bacardi Martin

Whisky Vodka Whisky Vodka

1) 100 Pipers

Fuel

Dewar’s White Label 1)Eristoff

2) Blenders Pride RUM Tequila

3) Royal Stag 1)Bacardi White

Rum

Camino Real

4) Imperial Blue a) Razz

2)DIAGEO b) Limon

Whisky Vodka c) Gold

1) Black Label 1) Smirnoff 5)Radico

2) Red Label a) Orange Flavor Whisky Vodka

3) Blue Label b) Green Apple 1) 8 PM 1) Magic Moment

4) Black & White c) Smirnoff Black a) Orange

Flavor3)Allied Blenders & Distilleries b) Green

Apple Whisky Vodka 6)Mohan Meakin Ltd.

1) Officers

Choice

1) Class RUM

2) OC Blue 2) Gorbatschow 1) Old Monk

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Chapter 3

COMPANY PROFILE

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COMPANY PROFILE

HISTORY OF ORGANIZATION

Angus McDowell, after whose name McDowell’s and company limited came into being, was a squire of the Dougall ancestry. In India, McDowell had its warehouse situated about a mile to the north of Fort St. George in Chennai, which on those days was a major trading center of the British Empire. From the being one of the first names to be associated with the import of wines and spirits into India as early as in 1898, McDowell now has grown to become the country’s undisputed leader in the spirit market. In 1951, McDowell became the prime acquisition of the United Breweries Group. Under the liable 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 liquor company. With many firsts to its credit, the company became known for its innovativeness in the fields of product development and marketing strategy. Also, through various acquisitions and mergers, the company has seen exponential growth.

In 1958, Phipson & Co. Ltd. was acquired. In 1961, Carew & Co. Ltd. became a part of the group. In 1973, Herbertsons Ltd., a company established in 1936, was acquired by the

UB Group. Herbert sons Ltd. is India’s third largest spirits company today.

Mr. Vijay Mallya, the current Chairman of the UB Group took over in 1983. Since then, the Spirits Division has earned a reputation for innovation in product development, manufacturing and marketing strategies.

In 1987 Consolidated Distilleries Ltd. was started. In 1995 Carew Phipson Ltd. and Consolidated

Distilleries Ltd. were merged with McDowell & Co. Ltd.

Acquiring Triumph Distillers & Vintners (TDV) (December 2002). Increasing the holdings in Herbert sons Ltd (HL) (February 2005). Acquiring Shaw Wallace and Company Ltd (SWC), the second largest player

in Indian Spirits market (June 2005).

USL AT GLANCE:-

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United Spirits Limited (USL) is the largest spirits company in India and second largest spirit company in the world. Besides Whyte & Mackay and Bouvet Ladubay being 100% subsidiaries of USL, the company has 20 millionaire brands (selling more than a million cases a year) in its portfolio and enjoys a strong 59% market share for its first line brands in India. United Spirits' brands have won the most prestigious awards for flavors, ranging from Mondial to International Wine and Spirit Competition (IWSC) to International Taste & Quality Institute (ITQI); more than 108 awards & certificates.

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 Tetrapack in the spirits industry in India, first single malt manufactured in Asia and the first diet versions of whisky and vodka in India.USL has a global footprint with exports to over 37 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.

MISSION STATEMENT

"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."

SLOGAN:- “Enjoy Responsibly”

At USL, we ensure that our marketing and communication strategies are responsible and informative, aimed at creating awareness in our consumers.

We abide by all the guidelines and codes as specified by the law. We constantly endeavor to create awareness about responsible drinking

through our advertising campaigns. We support and spread the “No drunken driving” message through all points

of purchase material, packaging and other promotional avenues available to reach the customers.

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ORGANIZATION CHART

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Board of Director

Chairman

MANAGING

Director

PERSONNEL

MANAGER

FINANCE

MANAGER

FACTORY

MANAGER

PURCHASE

MANAGER

QUALITY

MANAGER

MARKETING

MANAGER

AREA SALES

MANAGER

Territory

Sales Exe.

Territory

Sales Exe.

Territory

Sales Exe.

PRODUCT PROFILE

THE WORLD OF WHISKIES

1. BLACK DOG WHISKY –

“One rich heritage two distinctive blends”Black Dog Scotch Whisky is distilled, blended and matured in Scotland. It’s the only Scotch made by an Indian Company. It’s matured for 12 long years.

Pack size: 90ml, 180ml, 375ml, 750ml, 1 Lit and 2 Lit.

2. MCDOWELL’S NO.1 RESERVE WHISKY -

“Cheers to life” It has been launched in early 70’s.The leader in the prestige and

semi-premium segment.Pack size: 60ml, 90ml, 180ml, 375ml, 750ml, 1 Lit and 2 Lit.

3. MCDOWELL’S NO.1 DIET MATE WHISKY -

“No Diet No Mate”This is first diet Mate whisky in the world. An ultimate blend which enables consumers to enjoy their drink, without worrying about gaining weight. Pack size: 90ml, 180ml, 375ml, and 750ml.

4. DIRECTOR SPECIAL BLACK WHISKY -

“Make it black”Drawing inspiration from its lineage, Director's Special Black Deluxe Whisky, with a superbly balanced blend of aged Indian malts with a subtle oaken hint, has captured the fancy of some of the most discerning whisky drinkers.Pack size: 90ml, 180ml, 375ml, 750ml and 1 Lit.

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5. BAGPIPER -

“Khoob jamega rang…”

Bagpiper is 30 year old flagship brand of the USL. It is popular, widely accepted and with the strong blend. Pack size: 60ml, 90ml, 150 ml, 180ml, 360ml, 750ml, and 1 Lit.

RUM

1. McDowell’s no 1 Celebration Rum -

“Dil se Jiyo”

Popularly called Celebration Rum and known to be the "Whisky among rums". Celebration Rum has the characteristics of Jamaican rum aroma with a spicy note at the background.

Pack size: 90ml, 180ml, 375ml, 750ml, 1 Lit.

VODKA

1. ROMANOV VODKA -

“Vonamor”

Romanov’s new triple distilled blend is in the line with the international standards of vodka manufacturing. Pack size: 90ml, 180ml, 375ml, and 750ml.

2. WHITE MISCHIEF VODKA –

“I’m in the mood for mischief”

White Mischief is the market leader in the prestige Vodka category. Pack size: 90ml, 180ml, 375ml, and 750ml.

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Chapter 4

RESEARCH

METHODOLOGY

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OBJECTIVES

To study brand awareness among retailer and consumers.

To measure the customer satisfaction for products of United Spirit Limited.

To identify difficulties faced by retailers of USL in the context of distribution,

product packaging and anytime service.

To study promotional activities of USL.

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SCOPE

1. With the help of this project we were able to know about FMCG’s-Liquor

market i.e. the sales, market share of brands and segments.

2. This project is also helpful to know the product differentiation, segmentation

of the brands with the quality and price, consumer tastes and preference for the

brands, and overall growth of brands & growth of company in the market.

3. The project is helpful for the company also on many of the sides which will

give knowledge about the performance and development of brands in the

market.

4. The part of graphical representation will show the availability, advertisement

and mind share of brands in the consumers regarding the brands.

5. As everything is conducted on the basis of survey of Nasik territory

conclusion will give the total blue print of brands sales, positioning,

packaging, prices, distribution channel and grabbing the market share.

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LIMITATIONS

1. The geographical area of the study was very limited therefore the accuracy of

the results varies as per the area.

2. Since direct liquor advertising is not permitted as per the laws, surrogate,

advertising and promotion methods were used in survey which restricts the

quality and quantity of responses.

3. Limitation of availability of time with the customers also did not let to interact

more with them because of which the sample size could be increased.

4. Many of the retailers do not ready to give quantitative information.

5. The data which is confidential is not disclosed.

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RESEARCH DESIGN:-

RESEARCH TYPE-

Research design is nothing but the master plan for the actual research it is a

framework for carrying out of series of prior decisions.

This is a descriptive type of research.

DATA SOURCES-

1) Primary Data:

Primary data was the information collected in the form of facts and figures as the

first hand information. Primary data obtained from consumers & retailers selling

USL’s product.

2) Secondary Data:

Primary data later become secondary data for another person. The secondary data

may either published data or unpublished data. I have collected secondary data

from company’s websites, product broacher, Order Books, Sales Reports and

library books.

RESEARCH APPROACH-

For this project my research approach is Observation & Survey.

RESEARCH INSTRUMENT-

Questionnaire- It consists of set of question presented to respondents. Because of

its flexibility it is the most common element to collect primary data. Closed ended

questions were asked to collect primary data.

CONTACT METHOD-

I have taken personal interview & telephonic interview as contact method for my

research study.

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SAMPLING UNIT-

Sampling unit indicates the people or subject that is selected for particular

research. For the purpose of this project sampling unit is consumers & customers

of liquor in Nasik City.

SAMPLING SIZE-

The sample size for the areas covered in regions of Nasik was 200 Consumers &

30 Retailers.

SAMPLING METHOD-

Convenience Random Sampling- No sampling technique was employed in

arriving at a sample size. It is convenience sampling suiting to use for descriptive

research type.

TYPE OF QUESTIONNAIRE-

For the research study, two types of structured questionnaire used, one for the

consumers & one for retailers to collect the primary data.

TYPES OF QUESTIONS-

Close ended & open ended questions asked to the respondents.

SCALING TECHNIQUES/ANALYTICAL TOOLS-

Likert’s Summated Scale used for scaling purpose.

Graphs & Charts-To analyze the data it was tabulated and then respective

graphs were drawn so as to know the Statistical significance of the data.

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Chapter 5

DATA ANALYSIS

&

INTERPRETATION

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DATA ANALYSIS & INTERPRETAION

1. Age Wise Distribution of Consumer

AGE 21 – 30 31 - 40 41 –50 50 &above Total

NO. OF

CONSUMER

46 72 44 38 200

PERCENTAGE 23% 36% 22% 19% 100%

Graph No.1- Age Wise Distribution of Consumer

21 – 30 31 - 40 41 –50 50 &above0%

5%

10%

15%

20%

25%

30%

35%

40%

23%

36%

22%

19%Column1

Source- Primary Data

Interpretation:-

From the above graph we came to know that the age group of 31 - 40 yrs. consume

more liquor as compare to Young i.e.(21-30) & Old age group i.e.(50 and above)

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2. Customer Product Preference

Product

category

Whisky Rum Vodka Gin Total

No, of

consumers

86 28 64 22 200

percentage 43% 14% 32% 11% 100%

Graph No.2- Customer Product Preference

43%

14%

32%

5%

WhiskyRumVodkaGin


Interpretation:-

As from the above figure it is noting that most prefer product is whisky. i.e. 86

cunsumers (43%), and close to it is Vodka. i.e. 64 consumers (32%).

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3. Brand Preference

BRAND NAME USL Seagram Diageo Radico ABD Total

No. of consumer 110 46 20 10 14 200

PERCENTAGE 55% 23% 10% 5% 7% 100

Graph No.3- Brand Preference

USL Seagram Diageo Radico ABD0%

10%

20%

30%

40%

50%

60% 55%

23%

10%

5%7%

USLSeagramDiageoRadicoABD

Source- Primary Data & Secondary Data

Interpretation:-

As from the above column chart, we come to know that maximum brand preference is

acquired by USL i.e. 110 consumers(55%), as compared to others.

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4. Critical Factor Influencing Brand Preference of Consumer

Graph No.4- Factors Influencing Brand Preference of Consumer

37%

21%

26%

16%

QualityPriceVarietyAvailability


Interpretation:-

From the above pie chart we come to know that 37% consumer gives more preference

to quality & 26% consumer gives preference to variety, followed by price &

availability for purchase of USL’s brand.

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PREFERENCE Quality Price Variety Availability

NO. OF

CONSUMER

37 21 26 16

PERCENTAGE 37% 21% 26% 16%

5. Brand Awareness

Graph No.5- Brand Preference

Aware Not Aware0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

87%

13%

Aware


Interpretation:-

From the above graph, we come to know that maximum percentage of consumers are

aware about USL Brands. (i.e. 87%).

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Awareness Aware Not aware

NO.OF

CONSUMER

174 26

PERCENTAGE 87% 13%

6. Media of Information

Source POP Hoardings T.V Advt. Print

Media

Total

No. of consumer 52 66 36 46 200

PERCENTAGE 26% 33% 18% 23% 100

Graph No.6- Media of Information

POP Hoardings T.V Advt. Print Media0%

5%

10%

15%

20%

25%

30%

35%

26%

33%

18%

23%


Interpretation:-

From the above graph, we come to know that most of the people are attracted from

advertising through Hoardings. i.e.66 consumers ( 33%) followed by point of

purchase i.e. 52 cosumers (26%) and print media 46 consumers i.e, 23%, and Tv

advertisement 18%.

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7. Most Satisfactory Brand

BRAND BP RS McD.No.1 White

Mischief

Other Total

No. of consumer 54 46 42 24 34 500

PRENCENTAGE 27% 23% 21% 12% 17% 100

Graph No.7- Most of Satisfactory Brand

27%

23%21%

12%

17%

BPRSMcD.No.1White MischiefOther

Note: - *BP: Bagpiper *McDno1: McDowell’s No 1 *RS: Royal Stag


Interpretation:-

As from the above figure, we come to know that Bagpiper (BP), is the most

satisfactory brand i.e.54 consumers (27%) followed by Royal Stag (RS). i.e. 46

(23%), Mc Dowells No.1.i.e, 42 consumers (21%), and White Mischief i.e.24

consumers (12%), and other brands i.e,34 consumers (17%)

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8. Opinion About USL Brand

No. of Consumer No. of Consumers in percentage.

Suitable Good Better Best Suitable Good Better Best

Quality 18 60 66 56 Quality 09% 30% 33% 28%

Price 64 60 36 40 Price 32% 30% 18% 20%

Taste 24 56 58 62 Taste 12% 28% 29% 31%

Packin

g

12 56 56 76 Packing 06% 28% 28% 38%

Graph No.8- Opinion about USL Brand

Quality Price Taste Packing0%

5%

10%

15%

20%

25%

30%

35%

40%

SuitableGoodBetterBest


Interpretation:-

From the above graph we come to know that USL is providing a good product in all

the aspects i.e. Quality, price, taste and packaging.

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RETAILER SURVEY

9. Highest selling Brand

BRAND BP RS McD.No1 CLR

Rum

Other Total

PERCENTAGE 31% 23% 21% 14% 11% 100%

Graph No.9- Highest Selling Brand

BP RS McD.No1 CLR Rum Other0%

5%

10%

15%

20%

25%

30%

35%31%

23%21%

14%11% Series 1

Note: - BP: Bagpiper McDno1: McDowell’s No 1

RS: Royal Stag CLR Rum: Celebration Rum


Interpretation:-

From the above graph we come to know that Bagpiper is the largest selling brand (i.e.

31%) followed by Royal Stag 23%, Mc Dowell’s No.1 21%, and CLR Rum 14% and

other brands 11%.

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10.Satisfaction on schemes of USL

Graph No.10- Satisfaction on Schemes of USL

59%

38%

3%

SatisfiedPartially SatisfiedNot Satisfied


Interpretation:-

From the above figure, we come to know that most of the retailers were satisfied by

USL i.e. 59%, and still 3 % are not satisfied.

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MESUREMENT Satisfied Partially

Satisfied

Not

Satisfied

Total

PERCENTAGE 59% 38% 03% 100%

11.Availability of Pack Size

BRAND USL Seagram’s Diageo Radico ABD Total

PERCENTAGE 37% 28% 9% 14% 12% 100%

Graph No.11- Availability of Pack Size

USL Seagrams Diageo Radico ABD0%

5%

10%

15%

20%

25%

30%

35%

40%37%

28%

9%

14%12%

Series 1

Note:- USL:United Spirit Limited BDA:Bharat Distilleries Limited

Diageo: Diageo Distilleries Radico: Radico Distilleries

Seagrams:Seagram’s India limited.


Interpretation:-

From the above analysis we come to know that 37% retailers are satisfied with the

availability of different pack size of USL. 9% of retailers are satisfied with

availability of DIAGEO’s pack size.

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12.Problems with Packing In Bottles

Graph No.12- Problems with Packing In Bottles

Mostly Partly Not at all0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

0%

15%

85%

Series 1

Source- Primary Data.

Interpretation:-

From the above analysis we come to know that 85% of retailers are satisfied and has

no complaint from the customer also about packing of bottles.

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MESUREMENT Mostly Partly Not at all Total

PERCENTAGE 0% 15% 85% 100%

13.Credit Facility of USL

Graph No.13- Credit Facility of USL

Satisfied Partially Satisfied Not Satisfied0%

10%

20%

30%

40%

50%

60%

70%

80%

69%

28%

3%

Series 1


Interpretation:-

From the above graph we came to know that the distributers and retailers are highly

satisfied with the company’s credit facility. This is because it’s main objective is to

maintain good public relation with its customer.

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Satisfied

Not

Satisfied

Total

PERCENTAGE 69% 28% 3% 100%

14.Company Service

Graph No.14- Company Service


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%87%

11%2%

Series 1


Interpretation: -

From the above analysis, it is observed that the satisfactory service is provided by the

USL .i.e. 87%.

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Satisfied

Not

Satisfied

Total

PERCENTAGE 87% 11% 2% 100%

15.Profit Margin With Respect to Discount & Scheme

BRAND USL Seagram’

s

Diageo Radico ABD Total

PERCENTAGE 36% 24% 9% 17% 14% 100%

Graph No.15-Profit Margin With Respect to Discount & Schemes

USL Seagrams Diageo Radico ABD0%

5%

10%

15%

20%

25%

30%

35%

40%36%

24%

9%

17%14% Series 1

Note:- USL:United Spirit Limited BDA:Bharat Distilleries Limited

Diageo: Diageo Distilleries Radico: Radico Distilleries

Seagrams:Seagram’s India limited.


Interpretation:-

From the above figure, we come to know that maximum i.e. 36% of retailers are

satisfied with profit margin and discount scheme of USL as compared to others.

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16.Promotional Activity of USL

Graph No.16- Promotional Activity of USL


10%

20%

30%

40%

50%

60%

70%

80%70%

28%

2%

Series 1


Interpretation: -

From the above analysis we come to know that maximum i.e. 70% of retailer is

satisfied with promotional activity of USL.

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Satisfied

Not

Satisfied

Total

PERCENTAGE 70% 28% 2% 100

Chapter 6

FINDINGS

36

FINDINGS

1. Maximum percentage of consumers are aware about USL Brands. (i.e. 87%) & the age group of 31 - 40 yrs. consume more liquor as compare to Young i.e.(21-30) & Old age group i.e.(50 & above).

2. Large part of consumer (43%) preferred to have whisky and close to it is Vodka (32%). It is come to know that maximum brand preference is acquired by USL (55%), as compared to others.

3. From the analysis it is found that 37% consumer gives more preference to quality & 26% consumer gives preference to variety, followed by price & availability for purchase of USL’s brand.

4. From the above graph, we come to know that most of the people are attracted from advertising through Hoardings (33%) followed by point of purchase (26%) and print 23%, and Tv advertisement 18%.

5. Bagpiper (BP), is the most satisfactory brand of USL as 27% consumers prefer it. Next to it Royal Stag (RS) (23%), & McDowell’s No.1 (21%).

6. USL is providing maximum satisfaction in all aspects such as price, quality, quantity & availability.

7. Bagpiper is also the largest selling brand according to 31% retailers sales information.

8. After comparison we came to know that USL has huge range of varieties in different products & their segments such as whisky, rum, & vodka.

9. USL provide different pack size available in all the brands as compare to other companies.

10. The satisfaction level is high because company is providing different schemes such as discount on purchasing of different brands, free gift articles like glasses, ash tray, lighter & also good services

11. Different promotional activities are being performed such as 30ml. pack free of McDowell’s No.1 on purchase of 1 Nip Bottle to the customer who is ordering for Royal Stag, under & over cap schemes for customer &waiter.70% of retailer is satisfied with promotional activity of USL.

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Chapter 7

SUGGESTIONS

38

SUGGESTIONS

1. Company should provide more innovative schemes to the retailer such as

credit facilities, discount, etc. for flexibility of business.

2. More aggressive marketing should be done to promote sales activities.

3. Regular feedback should be taken from the consumer & retailer to make good

understanding with the company which will help to make future’s strategies

more effective.

4. New promotional scheme should be launched during some festivals and

vacations.

5. More celebrities can be used for marketing of different products available to

create Brand image.

6. Spot Selling should be done by company to attract the customers.

7. Company may launch schemes for retailers so that the retailers are interested

in selling our products. In these schemes the retailers will get some benefits

from the company. Like 1 Case of Product Free with Purchasing of 3 or 4

cases.

8. Company may provide sufficient margin to distributors so that they are also

interested in selling our products.

39

Chapter 8

CONCLUSION

40

CONCLUSION

1. As United Spirits Ltd. is India’s No.1 & World’s No.2 liquor manufacturing

company it is boosting their Brand through different strategies &promotional

activities.

2. Customer has change their attitude towards liquor as it has became more of

style & attitude rather than habit.

3. Large part of consumer preferred to have whisky which is followed by Vodka

& Rum.

4. USL is providing maximum satisfaction in all aspects such as price, quality,

quantity & availability.

5. Consumers are well aware of different brands because of advertisement &

promotional activities such as hoardings, pop, pen, pocket diary, etc.

6. The suggestion given by customer to USL is to provide gifts on purchase of

Brands such as pen, pocket diary, etc.

7. The satisfaction level is high because company is providing different schemes

such as discount on purchasing of different brands, free gift articles like

glasses , ash tray, lighter & also good services.

8. In largest selling brand Seagram’s Royal Stag is a slight ahead of USL’s

McDowell’s No.1 giving tough competition in prestige segment.

41

UB Main Project

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