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Transcript of liquor industry
LIQUOR INDUSTRYSubmitted by-• Ajay (2901)• Ashish (2832)• Jatin • Pradeep (2921)• Mayank (2849)• Shubhkaran (2920)
Submitted to-Prof. Asha Sharma(Eco. Env. Of Buss.)
CONTENT
Introduction.
List of major players of the sector.
Macro environment.
SWOT analysis of liquor industry.
SWOT analysis of a Major Brand.
INTRODUCTION Indian Liquor Industry is divided into 2 broad
categories Indian Made Foreign Liquor (IMFL) Country Made Liquor
INDUSTRY STRUCTURE
Alcoholic beverages (8500 Crore)
IMFLRs 6150 Crore
Country Liquor Rs 2350 Crore
Licensed IllicitBrown Spirits White Spirits Whisky
Brandy
Rum
Vodka
Gin
MAJOR COMPETITORS
Manufacturer BrandsUnited Breweries (UB) Group( Bangalore)
King Fisher, Kalyani Black Label, Signature, Blue Riband
Shaw Wallace (Calcutta) Haywards
Jagajit Industries (Kapurthala, Punjab) Aristocrat
Mohan Meakins (Solan, Himachal Pradesh)
Golden Eagle
Associated Breweries & Distilleries (Mumbai)
London Pilsner, Smirnoff, Gilbeys Green Label, Malibu, Archer’s Peach Schnapps
Major Competitors
MACROENVIRONMENT
Legal
Social
Economic
LEGAL ENVIRONMENT
Ban on direct advertising Excise regulations and Licenses Subject to licensing under Industrial (Development and
Regulation) Act, 1956 Cap on licensed capacity; special license for expansion
SOCIAL ENVIRONMENT Increase in disposable income Western culture influence Changing Trends – Youngsters, Parties and Celebrations Minimum age Beer - from 18 to 21 Hard liquor - from 21 to 25
In India 40-50 % of all males and 1% of all females consumed alcohol last yr.
62% drinkers classified as light, 29% as moderate drinkers and 9% as hard drinker.
ECONOMIC ENVIRONMENT
It is a well developed - Rs 8,200- 8500 Crores industry in India
Past growth 12 % CAGR per annum Brown spirits - particularly whisky, rum & brandy
account for over 75 % of this market South and North share 60% of market Market size – 20 million cases in 1999 to 84
million cases in 2011.
SWOT Analysis
of
Liquor Industry
STRENGTHS
Recession Proof Industry India- An Attractive Market for Spirits Favorable Demographics
WEAKNESS
Multiplicity of Taxes Ban on Advertising Inter State Transfer Fees on Molasses Limited SKU (stock keeping unit) Result in
Slower Distribution Expansion
OPPORTUNITIES
Low Per Capita Consumption of Alcohol in India -Room for Growth
Rising Middle Class Increase in Disposable Income and Discretionary
Spending
THREATS
Religious Influence Increasing Competition Increasing Raw Material Costs Inappropriate and Delay in Government Policies
ABOUT ONE OF THE MARKET PLAYER
INTRODUCTION• Johnnie walker is a brand of Scotch
whisky owned by Diageo that originated in Kilmarnock, Ayrshire, Scotland.
• The most widely distributed brand of blended Scotch whisky in the world, with annual sales of over 130 million bottles.
• It basically targets on Businessmen and executive professionals.
SWOTA
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STRENGTH:- • Strong customer and brand loyalty.• Unique packaging that customer could recall.• Popularity and following among the high
income group and its intended use for special occasions.
• “Keep walking” slogan and logo are extremely well recognized world over.
WEAKNESS:-• Brand protection costs are high as product
replicas affect image and sales• Penetration in the market is low no easy
availability
OPPORTUNITY:-• Increased consumption of scotch on
special occasion• Spending power for such premium
products amongst the consumer is increasing
• More global penetration
THREATS:-
• Comparatively low prices of competitors• Use of champagne for special occasions• Local blended scotch and their high
penetration in the market
CHEERS..!!!THANK YOU