project on UB group with respect to sales and promotion

7/29/2019 project on UB group with respect to sales and promotion

1/55

A PROJECT REPORT

ON

SALES AND PROMOTION-PROS AND CONS WITH REFERENCE TO UNITED

SPIRITS LTD.

PROJECT WORK SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENTS

FOR THE AWARD OF THE DEGREE OF

MASTER OF MANAGEMENT STUDIES

IN

INFORMATION SYSTEM

SUBMITTED BY

MR.NITISH GANESH SALUNKE

UNDER THE GUIDANCE OF PROF.ARUNA SONAWANE

Alamuri Ratnamala

Institute of Engineering & Technology

Affiliated to

UNIVERSITY OF MUMBAI

Department of Master of Management Studies

Academic Year20122014


2/55

DEPARTMENT OF MANAGEMENT

CERTIFICATE

This is to certify that the project entitled Study of SALES AND PROMOTION-

PROS AND CONS WITH REFERENCE TO UNITED SPIRITS LTD. submitted by Ms.

NITISH GANESH SALUNKE bearing Pin No. ARMIET/MMS 12 SN 44 on this ___ day of

August 2013 in partial fulfillment of the requirements for the award of the Degree of Master of

Management Studies of University of Mumbai is a bonafide work to the best of my knowledge

and may be placed before the Examination Board for their consideration.

_____________________ ____________________

Mr. / Mrs. _______________ Mr. / Mrs. _______________

I nternal Examiner External Examiner

___________________ ____________________

Mr. Nishant Kaushik Mr. Ajay Shrivastava

Dean-Academics Director


3/55

Certificate of Undertaking

I, NITISH GANESH SALUNKE hereby declare that project entitled SALES AND

PROMOTION-PROS AND CONS WITH REFERENCE TO UNITED SPIRITS LTDUndertaken at Alamuri Ratnamala Institute of Engineering and Technology by NITISH G.

SALUNKE Seat No. ARMIET/MMS 12 SN 44 partial fulfillment of MMS (Management)

degree (Semester III) Examination, is my original work and the Project has nor formed the basis

for the award of any degree, associate ship, fellowship or any other similar titles, either in

Mumbai University or any other University of India.

NITISH G. SALUNKE


4/55

ACKNOWLEDGEMENT

First of all I would like to take this opportunity to thank the Mumbai University for

having projects as a part of the MMS curriculum.

I express my sincere thanks to my project guide of prof. Aruna sonawane at

ARMIET COLLEGE for M.M.S section who has been guiding Force to my project SALES

AND PROMOTION-PROS AND CONS WITH REFERENCE TO UNITED SPIRITS LTD.I

am also thankful to my all professors to their Support and encouragement in finding out the

appropriate data for this Project report, without their thankless support and efforts, making this

support would have been impossible for me.

I would also thanks the whole respondent who provide me the best knowledge and for

their help and cooperation throughout the project.


5/55

PREFACE

In this age of globalization hyper competition has become a regular feature. Today themarkets are no less then battlegrounds and one has to strive very hard for survival and growth.

Due to very rapid industrialization all over the world the demand for the managerialpersonnel and the administrative personnel has increased. The perfect study of Managementinvolves both the theoretical as well as practical aspects. To survive in this highly competitivemarket Practical Knowledge is as relevant as the Theoretical.

The significance of MBA Degree is that the Theoretical aspects, which a student learnsthroughout the year in the class sessions, can be practically applied through different projects,which one undertakes. Keeping in tune with this doctrine, we have tried to apply theoreticalaspects through out the project, which we learned under the course of management.

In this project more emphasize given to the various tools of sales promotion and its impact on

consumers buying decisions. Actually in recent trend to some extent this technique also becomevictim of clutter, even though it can be eliminated by generating innovative and more attractivetools to lure the customers.

Now a day most of the FMCG companies considering sales promotion as an important part oftheir marketing strategy. From the analysis of survey it becomes clear that consumers doresponse to the sales promotion campaign, but there are customers who strongly prefer to stick tobrand name.


6/55

INDEX

Sr.No. TOPICS PageNo.

1. Objectives 6

2. Methodology 8

3. Sales and Promotion 10

4. Advertising 24

5. Types Of Advertising 29

6. Branding 30

7. About Company 61

8. Advantages and Disadvantages Of Sales and Promotion 63

9. Methods Of Sales and Promotion 65

10. Tools Of Promotion 66

11. Steps To Effective Sales Promotion 67

12. Why Sales Promotion 68

13. Scenario Of company before and after Sales and Promotion 69

12. Pros and Cons of these Strategic Implementaions

13. Suggestions

14. Conclusion

15. Bibliography


7/55

OBJECTIVE

1. To make a study on the most preferably used Marketing Strategy opted by the companies.

(internal/external) whether is it in case of junior, middle or senior level.

2. To study the Whisky related products of the company.

3. To identify the key factors in the marketing process conducted by the companies.

4. To take into consideration the different types of competency based practices conducted by the

companies.

5. To understand the policies and schemes run by the companies.

6. To study the importance of the factors that influences the recruitment policy.

7. To analyze the challenges the countered by the Marketing Team of such companies.

8. To make a study on the important factors that contribute towards sale.

9. To assess the conditions responsible for the Need of Advertising and Sales

Promotion.

10. To know the Marketing Process and Strategy followed by the company.

11. To know whether induction is carried on by the company.

12. To assess the importance of both Advertising and Sales Promotion.


8/55

METHODOLOGY

Source of Information:

Primary:

The primary information is collected through Face to Face Interview, Observations and by active

participation in the Sales and Promotion procedure of the company.

Secondary:

The Secondary Information is collected through website, Journals, Books and some other

relevant sources.

Both Primary and Secondary Data sources are used to generate this report.

Primary Data sources are Scheduled survey, informal discussion with professionals and

observations while working.

The secondary Data sources are different published website of revolve and other books which are

referred.


9/55

SALES PROMOTION

Sales promotion is one level or type of marketing aimed either at the consumer or at the

distribution channel (in the form of sales-incentives). It is used to introduce new product, clear out

inventories, attract traffic, and to lift sales temporarily. It is more closely associated with the

marketing of products than of services. The American Marketing Association (AMA), in its Web-

based "Dictionary of Marketing Terms," defines sales promotion as "media and nonmedia

marketing pressure applied for a predetermined, limited period of time in order to stimulate trial,

increase consumer demand, or improve product availability." Business pundits and academic

students of business have developed almost fancifully sophisticated views of sales promotion. In

down-to-earth terms it is a way of lifting sales temporarily by appealing to economic motives and

impulse-buying behavior. The chief tools of sales promotion are discounts ("sales"), distribution of

samples and coupons, the holding of sweepstakes and contests, special store displays, and offering

premiums and rebates. All of these techniques require some kind of communication. Thus sales

promotion and advertising are difficult to distinguish.

The need for promotion arises from the intensity of competition. Sellers must somehow attract

customers' attention. In the open markets of old (and farmers markets of today), sellers did and do

this by shouting, joking with customers, and sometimes by holding up a squealing piglet for

everyone to see. Priya Raghubir and his coauthors, writing in California Management Review,

identify "three faces" of consumer promotions: these are information, economic incentive, and

emotional appeal. Information may take the form of advertising the availability of something,

incentives are offered in the form of discounts, and emotional appeals are made by displays and, of

course, by the low price itself.

Precisely because sales promotions must provide incentiveswhether to the distribution channel,

the company's own sales people, or to the consumerthey cost money by definition and must

produce additional volume to pay for the expenditures. A grand sale that clears out the inventory

but, with added advertising costs factored in, reduces margin too isa failure. Sales promotions

therefore must be carefully calibrated to achieve the purpose. Holding promotions too frequently

will habituate customers to buy only when promotions are in effect. Avoiding promotions

altogether will let competitors draw customers away. Alas, business never fails but to challenge the

participant'.


10/55

GROWTH OF SALES PROMOTION

Craig Endicott and Kenneth Wylie, writing forAdvertising Age in the magazine's 62nd annual

Agency Report, indicate a continued shift of revenues in advertising from traditional to new forms

of media. They label the new forms as "marketing services" and comment as follows: "Marketingservicesidentified as all forms of interactive, sales promotion and direct marketing in this

reportgrew 11.3% to $7.66 billion in revenue in the U.S. [in 2005]; traditional advertising and its

media component advanced to $12.02 billion, a 5.1% advance that was slightly stronger than last

year." The growth of sales promotion, a significant portion of total marketing services

expenditures, is no doubt in part due to the proliferation of media channels by cable, the

availability of the Internet to channel direct marketing messages, and simply the fact that

advertising has become so ubiquitous it has become less effective: people tune (or mute) it out.

CONSUMER PROMOTIONS

Consumer sales promotions are steered toward the ultimate product userstypically individual

shoppers in the local marketbut the same techniques can be used to promote products sold by

one business to another, such as computer systems, cleaning supplies, and machinery. In contrast,

trade sales promotions target resellerswholesalers and retailerswho carry the marketer's

product. Following are some of the key techniques used in consumer-oriented sales promotions.

Price Deals

A consumer price deal saves the buyer money when a product is purchased. The main types of

price deals include discounts, bonus pack deals, refunds or rebates, and coupons. Price deals are

usually intended to encourage trial use of a new product or line extension, to recruit new buyers for

a mature product, or to convince existing customers to increase their purchases, accelerate their

use, or purchase multiple units. Price deals work most effectively when price is the consumer's

foremost criterion or when brand loyalty is low.

Buyers may learn about price discounts either at the point of sale or through advertising. At the

point of sale, price reductions may be posted on the package, on signs near the product, or in

storefront windows. Many types of advertisements can be used to notify consumers of upcoming

discounts, including fliers and newspaper and television ads. Price discounts are especially

common in the food industry, where local supermarkets run weekly specials. Price discounts may

be initiated by the manufacturer, the retailer, or the distributor. For instance, a manufacturer may

"pre-price" a product and then convince the retailer to participate in this short-term discount

through extra incentives. For price reduction strategies to be effective, they must have the support

of all distributors in the channel. Existing customers perceive discounts as rewards and often


11/55

respond by buying in larger quantities. Price discounts alone, however, usually do not induce first-

time buyers.

Another type of price deal is the bonus pack or banded pack. When a bonus pack is offered, an

extra amount of the product is free when a standard size of the product is bought at the regularprice. This technique is routinely used in the marketing of cleaning products, food, and health and

beauty aids to introduce a new or larger size. A bonus pack rewards present users but may have

little appeal to users of competitive brands. A banded pack offer is when two or more units of a

product are sold at a reduction of the regular single-unit price. Sometimes the products are

physically banded together, such as in toothbrush and toothpaste offers.

A refund or rebate promotion is an offer by a marketer to return a certain amount of money when

the product is purchased alone or in combination with other products. Refunds aim to increase the

quantity or frequency of purchase, to encourage customers to "load up" on the product. Thisstrategy dampens competition by temporarily taking consumers out of the market, stimulates the

purchase of postponable goods such as major appliances, and creates on-shelf excitement by

encouraging special displays. Refunds and rebates are generally viewed as a reward for purchase,

and they appear to build brand loyalty rather than diminish it.

Coupons are legal certificates offered by manufacturers and retailers. They grant specified savings

on selected products when presented for redemption at the point of purchase. Manufacturers

sustain the cost of advertising and distributing their coupons, redeeming their face values, and

paying retailers a handling fee. Retailers who offer double or triple the amount of the couponshoulder the extra cost. Retailers who offer their own coupons incur the total cost, including paying

the face value. In this way, retail coupons are equivalent to a cents-off deal.

Manufacturers disseminate coupons in many ways. They may be delivered directly by mail,

dropped door to door, or distributed through a central location such as a shopping mall. Coupons

may also be distributed through the mediamagazines, newspapers, Sunday supplements, or free-

standing inserts (FSI) in newspapers. Coupons can be inserted into, attached to, or printed on a

package, or they may be distributed by a retailer who uses them to generate store traffic or to tie in

with a manufacturer's promotional tactic. Retailer-sponsored coupons are typically distributed

through print advertising or at the point of sale. Sometimes, though, specialty retailers or newly

opened retailers will distribute coupons door to door or through direct mail.

Contests/Sweepstakes

The main difference between contests and sweepstakes is that contests require entrants to perform

a task or demonstrate a skill that is judged in order to be deemed a winner, while sweepstakes


12/55

involve a random drawing or chance contest that may or may not have an entry requirement. At

one time, contests were more commonly used as sales promotions, mostly due to legal restrictions

on gambling that many marketers feared might apply to sweepstakes. But the use of sweepstakes

as a promotional tactic has grown dramatically in recent decades, partly because of legal changes

and partly because of their lower cost. Administering a contest once cost about $350 per thousand

entries, compared to just $2.75 to $3.75 per thousand entries in a sweepstakes. Furthermore,

participation in contests is very low compared to sweepstakes, since they require some sort of skill

or ability.

Special Events

According to the consulting firm International Events Group (IEG), businesses spend over $2

billion annually to link their products with everything from jazz festivals to golf tournaments to

stock car races. In fact, large companies like RJR Nabisco and Anheuser-Busch have special

divisions that handle only special events. Special events marketing offers a number of advantages.First, events tend to attract a homogeneous audience that is very appreciative of the sponsors.

Therefore, if a product fits well with the event and its audience, the impact of the sales promotion

will be high. Second, event sponsorship often builds support among employeeswho may receive

acknowledgment for their participationand within the trade. Finally, compared to producing a

series of ads, event management is relatively simple. Many elements of event sponsorship are

prepackaged and reusable, such as booths, displays, and ads. Special events marketing is available

to small businesses, as well, through sponsorship of events on the community level.

PremiumA premium is tangible compensation that is given as an incentive for performing a particular actusually buying a product. The premium may be given for free, or may be offered to consumers fora significantly reduced price. Some examples of premiums include receiving a prize in a cereal boxor a free garden tool for visiting the grand opening of a hardware store. Incentives that are givenfor free at the time of purchase are called direct premiums. These offers provide instantgratification, plus there is no confusion about returning coupons or box tops, or saving bar codes orproofs of purchase.

Other types of direct premiums include traffic builders, door openers, and referral premiums. The

garden tool is an example of a traffic-builder premiuman incentive to lure a prospective buyer to

a store. A door-opener premium is directed to customers at home or to business people in theiroffices. For example, a homeowner may receive a free clock radio for allowing an insurance agent

to enter their home and listening to his sales pitch. Similarly, an electronics manufacturer might

offer free software to an office manager who agrees to an on-site demonstration. The final category

of direct premiums, referral premiums, reward the purchaser for referring the seller to other

possible customers.


13/55

Mail premiums, unlike direct premiums, require the customer to perform some act in order to

obtain a premium through return mail. An example might be a limited edition toy car offered by a

marketer in exchange for one or more proofs-of-purchase and a payment covering the cost of the

item plus handling. The premium is still valuable to the consumer because he or she cannot readily

buy the item for the same amount.

Continuity Programs

Continuity programs retain brand users over a long time period by offering ongoing motivation or

incentives. Continuity programs demand that consumers keep buying the product in order to get

the premium in the future. Trading stamps, popularized in the 1950s and 1960s, are prime

examples. Consumers usually received one stamp for every dime spent at a participating store. The

stamp company provided redemption centers where the stamps were traded for merchandise. A

catalog listing the quantity of stamps required for each item was available at the participating

stores. Today, airlines' frequent-flyer clubs, hotels' frequent-traveler plans, retailers' frequent-shopper programs, and bonus-paying credit cards are common continuity programs. When

competing brands have reached parity in terms of price and service, continuity programs

sometimes prove a deciding factor among those competitors. By rewarding long-standing

customers for their loyalty, continuity programs also reduce the threat of new competitors entering

a market.

Sampling

A sign of a successful marketer is getting the product into the hands of the consumer. Sometimes,

particularly when a product is new or is not a market leader, an effective strategy is giving asample product to the consumer, either free or for a small fee. But in order for sampling to change

people's future purchase decisions, the product must have benefits or features that will be obvious

during the trial.

There are several means of disseminating samples to consumers. The most popular has been

through the mail, but increases in postage costs and packaging requirements have made this

method less attractive. An alternative is door-to-door distribution, particularly when the items are

bulky and when reputable distribution organizations exist. This method permits selective sampling

of neighborhoods, dwellings, or even people. Another method is distributing samples inconjunction with advertising. An ad may include a coupon that the consumer can mail in for the

product, or it may include an address or phone number for ordering. Direct sampling can be

achieved through prime media using scratch-and-sniff cards and slim foil pouches, or through

retailers using special displays or a person hired to hand out samples to passing customers. Though


14/55

this last technique may build goodwill for the retailer, some retailers resent the inconvenience and

require high payments for their cooperation.

A final form of sample distribution deals with specialty types of sampling. For instance, some

companies specialize in packing samples together for delivery to homogeneous consumer groups,such as newlyweds, new parents, students, or tourists. Such packages may be delivered at

hospitals, hotels, or dormitories and include a number of different types of products.

TRADE PROMOTIONS

A trade sales promotion is targeted at resellerswholesalers and retailerswho distribute

manufacturers' products to the ultimate consumers. The objectives of sales promotions aimed at the

trade are different from those directed at consumers. In general, trade sales promotions hope to

accomplish four goals: 1) Develop in-store merchandising support, as strong support at the retail

store level is the key to closing the loop between the customer and the sale. 2) Control inventory by

increasing or depleting inventory levels, thus helping to eliminate seasonal peaks and valleys. 3)

Expand or improve distribution by opening up new sales areas (trade promotions are also

sometimes used to distribute a new size of the product). 4) Generate excitement about the product

among those responsible for selling it. Some of the more common forms of trade promotions

profiled belowinclude point-of-purchase displays, trade shows, sales meetings, sales contests,

push money, deal loaders, and promotional allowances.

Point-of-Purchase (POP) Displays

Manufacturers provide point-of-purchase (POP) display units free to retailers in order to promote a

particular brand or group of products. The forms of POP displays include special racks, display

cartons, banners, signs, price cards, and mechanical product dispensers. Probably the most

effective way to ensure that a reseller will use a POP display is to design it so that it will generate

sales for the retailer. High product visibility is the basic goal of POP displays. In industries such as

the grocery field where a shopper spends about three-tenths of a second viewing a product,

anything increasing product visibility is valuable. POP displays also provide or remind consumers

about important decision information, such as the product's name, appearance, and sizes. The

theme of the POP display should coordinate with the theme used in ads and by salespeople.

Trade Shows

Thousands of manufacturers display their wares and take orders at trade shows. In fact, companies

spend over $9 billion yearly on these shows. Trade shows provide a major opportunity to write

orders for products. They also provide a chance to demonstrate products, disseminate information,

answer questions, and be compared directly to competitors. Related to trade shows, but on a


15/55

smaller scale, are sales meetings sponsored by manufacturers or wholesalers. Whereas trade shows

are open to all potential customers, sales meetings are targeted toward the company's sales force

and/or independent sales agents. These meetings are usually conducted regionally and directed by

sales managers. The meetings may be used to motivate sales agents, to explain the product or the

promotional campaign, or simply to answer questions. For resellers and salespeople, sales contests

can also be an effective motivation. Typically, a prize is awarded to the organization or person who

exceeds a quota by the largest percentage.

Push Money

Similarly, push money (PM)also known as spiffsis an extra payment given to salespeople for

meeting a specified sales goal. For example, a manufacturer of refrigerators might pay a $30 bonus

for each unit of model A, and a $20 bonus for each unit of model B, sold between March 1 and

September 1. At the end of that period, the salesperson would send evidence of these sales to the

manufacturer and receive a check in return. Although some people see push money as akin tobribery, many manufacturers offer it.

Deal Loaders

A deal loader is a premium given by a manufacturer to a retailer for ordering a certain quantity of

product. Two types of deal loaders are most typical. The first is a buying loader, which is a gift

given for making a specified order size. The second is a display loader, which means the display is

given to the retailer after the campaign. For instance, General Electric may have a display

containing appliances as part of a special program. When the program is over, the retailer receives

all the appliances on the display if a specified order size was achieved.

Trade Deals

Trade deals are special price concessions superseding, for a limited time, the normal purchasing

discounts given to the trade. Trade deals include a group of tactics having a common themeto

encourage sellers to specially promote a product. The marketer might receive special displays,

larger-than-usual orders, superior in-store locations, or greater advertising effort. In exchange, the

retailer might receive special allowances, discounts, goods, or money. In many industries, trade

deals are the primary expectation for retail support, and the marketing funds spent in this area are

considerable. There are two main types of trade deals: buying allowances and advertising/displayallowances.

Buying Allowances

A buying allowance is a bonus paid by a manufacturer to a reseller when a certain amount of

product is purchased during a specific time period. For example, a reseller who purchases at least

15 cases of product might receive a buying allowance of $6.00 off per case, while a purchase of at


16/55

least 20 cases would result in $7.00 off per case, and so forth. The payment may take the form of a

check or a reduction in the face value of an invoice. In order to take advantage of a buying

allowance, some retailers engage in "forward buying." In essence, they order more merchandise

than is needed during the deal period, then store the extra merchandise to sell later at regular prices.

This assumes that the savings gained through the buying allowance is greater than the cost of

warehousing and transporting the extra merchandise. Some marketers try to discourage forward

buying, since it reduces profit margins and tends to create cyclical peaks and troughs in demand for

the product.

The slotting allowance is a controversial form of buying allowance. Slotting allowances are fees

retailers charge manufacturers for each space or slot on the shelf or in the warehouse that new

products will occupy. The controversy stems from the fact that in many instances this allowance

amounts to little more than paying a bribe to the retailer to convince him or her to carry your

company's products. But many marketers are willing to pay extra to bring their products to the

attention of consumers who are pressed for time in the store. Slotting allowances sometimes buy

marketers prime spaces on retail shelves, at eye level or near the end of aisles.

The final type of buying allowance is a free goods allowance. In this case, the manufacturer offers

a certain amount of product to wholesalers or retailers at no cost if they purchase a stated amount

of the same or a different product. The allowance takes the form of free merchandise rather than

money.

Advertising AllowancesAn advertising allowance is a dividend paid by a marketer to a reseller for advertising its product.

The money can only be used to purchase advertisingfor example, to print flyers or run ads in a

local newspaper. But some resellers take advantage of the system, so many manufacturers require

verification. A display allowance is the final form of trade promotional allowance. Some

manufacturers pay retailers extra to highlight their display from the many available every week.

The payment can take the form of cash or goods. Retailers must furnish written certification of

compliance with the terms of the contract before they are paid. Retailers are most likely to select

displays that yield high volume and are easy to assemble.


17/55

ADVERTISING

Advertising or advertizing is a form ofcommunication formarketing and used to encourage, persuade, or

manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take

some new action. Most commonly, the desired result is to drive consumer behavior with respect to a

commercial offering, although political and ideological advertising is also common. This type of workbelongs to a category called affective labor.

In Latin, ad vertere means "to turn toward.".The purpose of advertising may also be to reassure

employees or shareholders that a company is viable or successful. Advertising messages are usually

paid for by sponsors and viewed via various traditional media; including mass mediasuch

as newspaper, magazines, television commercial, radio advertisement, outdoor advertising ordirect mail;

ornew media such as blogs, websitesortext messages.

Commercial advertisers often seek to generate increased consumption of

theirproducts orservices through "branding," which involves associating a product name or image with

certain qualities in the minds ofconsumers. Non-commercial advertisers who spend money to advertise

items other than a consumer product or service include political parties, interest groups, religiousorganizations and governmental agencies. Nonprofit organizations may rely on free modes ofpersuasion,

such as a public service announcement (PSA).

TYPES OF ADVERTISING

Radio advertising

Radio advertising is a form of advertising via the medium ofradio. Radio advertisements

are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a

receiving device. Airtime is purchased from a station ornetwork in exchange for airing the

commercials. While radio has the limitation of being restricted to sound, proponents of

radio advertising often cite this as an advantage. Radio is an expanding medium that can

be found not only on air, but also online. According to Arbitron, radio has approximately

241.6 million weekly listeners, or more than 93 percent of the U.S. population.

Online advertising

Online advertising is a form ofpromotion that uses the Internet and World Wide Web for

the expressed purpose of delivering marketing messages to attract customers. Online ads

are delivered by an ad server. Examples of online advertising include contextual ads that

appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social

network advertising, online classified advertising, advertising networks and e-mail

marketing, including e-mail spam.

New media

Technological development and economic globalization favors the emergence of new and

new communication channels and new techniques of commercial messaging.
http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Persuadehttp://en.wikipedia.org/wiki/Affective_laborhttp://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/Traditional_mediahttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Television_commercialhttp://en.wikipedia.org/wiki/Radio_advertisementhttp://en.wikipedia.org/wiki/Outdoor_advertisinghttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/New_mediahttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Non-commercialhttp://en.wikipedia.org/wiki/Nonprofit_organizationshttp://en.wikipedia.org/wiki/Persuasionhttp://en.wikipedia.org/wiki/Public_service_announcementhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radio_stationhttp://en.wikipedia.org/wiki/Radio_networkhttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/Search_engine_results_pagehttp://en.wikipedia.org/wiki/Banner_adhttp://en.wikipedia.org/wiki/Pay_per_clickhttp://en.wikipedia.org/wiki/Rich_Mediahttp://en.wikipedia.org/wiki/Social_network_advertisinghttp://en.wikipedia.org/wiki/Social_network_advertisinghttp://en.wikipedia.org/wiki/Online_classified_advertisinghttp://en.wikipedia.org/wiki/Advertising_networkhttp://en.wikipedia.org/wiki/E-mail_marketinghttp://en.wikipedia.org/wiki/E-mail_marketinghttp://en.wikipedia.org/wiki/E-mail_spamhttp://en.wikipedia.org/wiki/E-mail_spamhttp://en.wikipedia.org/wiki/E-mail_marketinghttp://en.wikipedia.org/wiki/E-mail_marketinghttp://en.wikipedia.org/wiki/Advertising_networkhttp://en.wikipedia.org/wiki/Online_classified_advertisinghttp://en.wikipedia.org/wiki/Social_network_advertisinghttp://en.wikipedia.org/wiki/Social_network_advertisinghttp://en.wikipedia.org/wiki/Rich_Mediahttp://en.wikipedia.org/wiki/Pay_per_clickhttp://en.wikipedia.org/wiki/Banner_adhttp://en.wikipedia.org/wiki/Search_engine_results_pagehttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Radio_networkhttp://en.wikipedia.org/wiki/Radio_stationhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Public_service_announcementhttp://en.wikipedia.org/wiki/Persuasionhttp://en.wikipedia.org/wiki/Nonprofit_organizationshttp://en.wikipedia.org/wiki/Non-commercialhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/New_mediahttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Outdoor_advertisinghttp://en.wikipedia.org/wiki/Radio_advertisementhttp://en.wikipedia.org/wiki/Television_commercialhttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Traditional_mediahttp://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/Affective_laborhttp://en.wikipedia.org/wiki/Persuadehttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Communication


18/55

Product placements

Covert advertising, is when a product or brand is embedded in entertainment and media.

For example, in a film, the main character can use an item or other of a definite brand, as

in the movieMinor i ty Report, where Tom Cruise's character John Anderton owns a phone

with theNokialogo clearly written in the top corner, or his watch engraved with

theBulgar ilogo. Another example of advertising in film is inI , Robo t, where main

character played by Will Smith mentions hisConverseshoes several times, calling them

"classics," because the film is set far in the future. I , Robo tandSpacebal lsalso showcase

futuristic cars with theAud iandMercedes-Benzlogos clearly displayed on the front of the

vehicles. Cadillacchose to advertise in the movieThe Matrix Reloaded, which as a result

contained many scenes in which Cadillac cars were used. Similarly, product placement

forOmega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James

Bond films, most notablyCasino Royale. In "Fantastic Four: Rise of the Silver Surfer", the

main transport vehicle shows a large Dodge logo on the front.Blade Runnerincludes

some of the most obvious product placement; the whole film stops to show a Coca-

Cola billboard.

Press advertising

Press advertising describes advertising in a printed medium such as a

newspaper, magazine, or trade journal. This encompasses everything from media with a

very broad readership base, such as a major national newspaper or magazine, to more

narrowly targeted media such as local newspapers and trade journals on very specialized

topics. A form of press advertising is classified advertising, which allows private

individuals or companies to purchase a small, narrowly targeted ad for a low fee

advertising a product or service. Another form of press advertising is the Display Ad,

which is a larger ad (can include art) that typically run in an article section of a newspaper.

Billboard advertising

Billboards are large structures located in public places which display advertisements to

passing pedestrians and motorists. Most often, they are located on main roads with a

large amount of passing motor and pedestrian traffic; however, they can be placed in any

location with large amounts of viewers, such as on mass transit vehicles and in stations,

in shopping malls or office buildings, and in stadiums.

Mobile billboard advertising

Mobile billboards are generally vehicle mounted billboards or digital screens. These can

be on dedicated vehicles built solely for carrying advertisements along routes preselected

by clients, they can also be specially equipped cargo trucks or, in some cases, large

banners strewn from planes. The billboards are often lighted; some being backlit, and
http://en.wikipedia.org/wiki/Minority_Report_(film)http://en.wikipedia.org/wiki/Minority_Report_(film)http://en.wikipedia.org/wiki/Minority_Report_(film)http://en.wikipedia.org/wiki/Tom_Cruisehttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/I,_Robot_(film)http://en.wikipedia.org/wiki/I,_Robot_(film)http://en.wikipedia.org/wiki/I,_Robot_(film)http://en.wikipedia.org/wiki/Will_Smithhttp://en.wikipedia.org/wiki/Converse_(shoe_company)http://en.wikipedia.org/wiki/Converse_(shoe_company)http://en.wikipedia.org/wiki/Converse_(shoe_company)http://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Cadillachttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/Omega_SAhttp://en.wikipedia.org/wiki/Ford_Motor_Companyhttp://en.wikipedia.org/wiki/VAIOhttp://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/Aston_Martinhttp://en.wikipedia.org/wiki/James_Bondhttp://en.wikipedia.org/wiki/James_Bondhttp://en.wikipedia.org/wiki/Casino_Royale_(2006_film)http://en.wikipedia.org/wiki/Casino_Royale_(2006_film)http://en.wikipedia.org/wiki/Casino_Royale_(2006_film)http://en.wikipedia.org/wiki/Fantastic_Four:_Rise_of_the_Silver_Surferhttp://en.wikipedia.org/wiki/Dodgehttp://en.wikipedia.org/wiki/Blade_Runnerhttp://en.wikipedia.org/wiki/Blade_Runnerhttp://en.wikipedia.org/wiki/Blade_Runnerhttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Magazinehttp://en.wikipedia.org/wiki/Classified_advertisinghttp://en.wikipedia.org/wiki/Billboardhttp://en.wikipedia.org/wiki/Mobile_billboardhttp://en.wikipedia.org/wiki/Billboardhttp://en.wikipedia.org/wiki/Backlighthttp://en.wikipedia.org/wiki/Backlighthttp://en.wikipedia.org/wiki/Billboardhttp://en.wikipedia.org/wiki/Mobile_billboardhttp://en.wikipedia.org/wiki/Billboardhttp://en.wikipedia.org/wiki/Classified_advertisinghttp://en.wikipedia.org/wiki/Magazinehttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Blade_Runnerhttp://en.wikipedia.org/wiki/Dodgehttp://en.wikipedia.org/wiki/Fantastic_Four:_Rise_of_the_Silver_Surferhttp://en.wikipedia.org/wiki/Casino_Royale_(2006_film)http://en.wikipedia.org/wiki/James_Bondhttp://en.wikipedia.org/wiki/James_Bondhttp://en.wikipedia.org/wiki/Aston_Martinhttp://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/VAIOhttp://en.wikipedia.org/wiki/Ford_Motor_Companyhttp://en.wikipedia.org/wiki/Omega_SAhttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/Cadillachttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Converse_(shoe_company)http://en.wikipedia.org/wiki/Will_Smithhttp://en.wikipedia.org/wiki/I,_Robot_(film)http://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Tom_Cruisehttp://en.wikipedia.org/wiki/Minority_Report_(film)


19/55

others employing spotlights. Some billboard displays are static, while others change; for

example, continuously or periodically rotating among a set of advertisements. Mobile

displays are used for various situations in metropolitan areas throughout the world,

including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting

events, Store openings and similar promotional events, and Big advertisements from

smaller companies.

In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes placement of a

product in visible locations in a store, such as at eye level, at the ends of aisles and near

checkout counters (aka POP Point of Purchase display), eye-catching displays

promoting a specific product, and advertisements in such places as shopping carts and

in-store video displays.

Coffee cup advertising

Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed

out of an office, caf, or drive-through coffee shop. This form of advertising was first

popularized in Australia, and has begun growing in popularity in the United States, India,

and parts of the Middle East.[ci tat ion needed]

Street advertising

This type of advertising first came to prominence in the UK by Street Advertising Services

to create outdoor advertising on street furniture and pavements. Working with products

such as Reverse Graffiti, air dancers and 3D pavement advertising, the media became an

affordable and effective tool for getting brand messages out into public spaces.[ci tat ion needed]

Sheltered Outdoor Advertising

This type of advertising opens the possibility of combining outdoor with indoor

advertisement by placing large mobile, structures (tents) in public places on temporary

bases. The large outer advertising space exerts a strong pull on the observer, the product

is promoted indoor, where the creative decor can intensify the impression.

Celebrity branding

This type of advertising focuses upon using celebrity power, fame, money, popularity to

gain recognition for their products and promote specific stores or products. Advertisers

often advertise their products, for example, when celebrities share their favorite products

or wear clothes by specific brands or designers. Celebrities are often involved in

advertising campaigns such as television or print adverts to advertise specific or general

products. The use of celebrities to endorse a brand can have its downsides, however. One

mistake by a celebrity can be detrimental to the public relations of a brand. For example,

following his performance of eight gold medals at the 2008 Olympic Games in Beijing,
http://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Reverse_Graffitihttp://en.wikipedia.org/wiki/Air_dancerhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Tentshttp://en.wikipedia.org/wiki/Celebrity_brandinghttp://en.wikipedia.org/wiki/Celebrity_brandinghttp://en.wikipedia.org/wiki/Tentshttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Air_dancerhttp://en.wikipedia.org/wiki/Reverse_Graffitihttp://en.wikipedia.org/wiki/Wikipedia:Citation_needed


20/55

China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did

not want to associate with him after he was photographed smoking marijuana. Celebrities

such as Britney Spears have advertised for multiple products including Pepsi, Candies

from Kohl's, Twister, NASCAR, Toyota and many more.

Consumer-generated advertising

This involves getting consumers to generate advertising through blogs, websites, wikis

and forums, for some kind of payment.

Aerial advertising

Using aircraft, balloons orairships to create or display advertising media. Skywriting is a

notable example.
http://en.wikipedia.org/wiki/Britney_Spearshttp://en.wikipedia.org/wiki/Consumer-generated_advertisinghttp://en.wikipedia.org/wiki/Aerial_advertisinghttp://en.wikipedia.org/wiki/Aircrafthttp://en.wikipedia.org/wiki/Balloon_(aircraft)http://en.wikipedia.org/wiki/Airshiphttp://en.wikipedia.org/wiki/Skywritinghttp://en.wikipedia.org/wiki/Skywritinghttp://en.wikipedia.org/wiki/Airshiphttp://en.wikipedia.org/wiki/Balloon_(aircraft)http://en.wikipedia.org/wiki/Aircrafthttp://en.wikipedia.org/wiki/Aerial_advertisinghttp://en.wikipedia.org/wiki/Consumer-generated_advertisinghttp://en.wikipedia.org/wiki/Britney_Spears


21/55

BRANDING

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or

design, or a combination of them intended to identify the goods and services of one seller orgroup of sellers and to differentiate them from those of other sellers.

Therefore it makes sense to understand that branding is not about getting your target market to

choose you over the competition, but it is about getting your prospects to see you as the only one

that provides a solution to their problem.

The objectives that a good brand will achieve include:

Delivers the message clearly

Confirms your credibility

Connects your target prospects emotionally

Motivates the buyer

Concretes User Loyalty

To succeed in branding you must understand the needs and wants of your customers and

prospects. You do this by integrating your brand strategies through your company at every pointof public contact.

Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum

total of their experiences and perceptions, some of which you can influence, and some that you

cannot.

A strong brand is invaluable as the battle for customers intensifies day by day. It's important tospend time investing in researching, defining, and building your brand. After all your brand is the

source of a promise to your consumer. It's a foundational piece in your marketing

communication and one you do not want to be without.


22/55

ABOUT COMPANY

BUSINESS OVERVIEW

THE LOGO


23/55

The Pegasus, which is the symbol of the United Breweries, first found its place as the

Group logo in 1940. Then, the Helladic horse associated with beer and nectar in

Greek mythology- carried a beer cask between the wings, ostensibly because beer

formed the core operations of the Group. Later, the beer cask was removed to

represent the Groups multifaceted operations . Now, it is just the Pegasus.


24/55

BUSINESS INTERESTS OF UB GROUP

Beverage Alcohol:

The UB Group is 3rd largest spirits marketer in the world, with overall sales of 60

million cases. The company offers 140 brands at varying price points. Some of the

famous brands of the UB Group are: Bagpiper Whisky, McDowell's No.1 Whisky,

Director's Special Whisky, McDowell's No.1 Brandy and McDowell's Celebration Rum.

Pharmaceuticals:

The group's company Aventis Pharma Limited is the second largest pharmaceutical

multinational in India. It develops and markets branded prescription drugs and

vaccines.

Media:

The UB Group also has a shareholding in Asian Age Holdings Ltd, the company that

owns and manages daily newspaper, The Asian Age.

International Trading:

The Group's company UB Global Limited is a recognized export house engaged in the

export of Beer, Spirits, Leather Footwear and Processed Foods. The Company also

exports Pharmaceutical Products and customized perfumeries.

Research & Development:

Vittal Mallya Scientific Research Foundation (VMSRF) was established in 1987 with the

objective of developing newer and novel technologies that will have substantial

application in industry and health care. The foundation is it is recognized by the

Departments of Scientific & Industrial Research (DSIR), Dept. of Biotechnology (DBT),

Council for Scientific and Industrial Research (CSIR) and the Ministry of Finance, Govt.

of India.


25/55

Aviation:

UB Group entered aviation sector in 2005 with the launch of Kingfisher Airlines

Limited. Kingfisher Airlines has captured an impressive market share and has

established a niche identity for itself. The airlines recently acquired 25% stake in

Deccan Airlines.

Fertilizer:

Mangalore Chemicals & Fertilizers Limited is under UB Group's management. It has a

manufacturing capacity of 217800 MT of Ammonia and 380000 MT of Urea.


26/55

COMPANIES UNDER THE UB GROUP

1. United Breweries Holdings Limited2. United Spirits Limited- Spirits and Wines Branch

3. United Breweries Limited- Beer Branch

4. Kingfisher Airlines

5. Mangalore Chemicals and Fertilizers Limited

6. UB Engineering


27/55

1. PRODUCTS MANUFACTURED :-


28/55

Ever since its inception during the 19th Century, United Spirits Limited (USL) - earlier

known as the McDowell & Co. Ltd. and the flagship company of the UB Group - has

been the metaphor for the finest spirits produced across the world. With more than 140

brands across different flavours such as Scotch, Whisky, Vodka, Rum, Brandy and

imported Wines, USL has the most sought-after brand portfolio in the industry. The fact

that 21 out of the 140 brands are "Millionaire Brands" (those that sell more than a million

cases per annum) is a definite indication to the reach and popularity of USL's brands.

Not only that, United Spirit's brands have won the most prestigious of national and

international awards across flavors, ranging from the Mondial to International Wine and

Spirit Competition (IWSC) to International Taste and Quality Institute (ITQI); a total of

99 awards and certificates (as of December 2007) - which again is a true reflection of the

company's commitment towards maintaining quality and finesse across all its offerings.

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 second 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 Pinky Vodka.

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.

Dalmore

With over 160 years of existence in the art of whisky-making, Dalmores Highland malt

whisky is recognized as one of the finest distilleries in the world. To enrich the rich taste of
http://__dopostback%28%27brandleft1%24lbtndalmore%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtndalmore%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtndalmore%27%2C%27%27%29/


29/55

Dalmore, the malts used for brewing the fine liquor are fermented in oak wooden casks for as

long as 21 long years. With subtle transformation, the malt tends to emit an orange, healthier

aroma with subtle hints of smoke. To find more you simply have to follow your nose and

taste it with the help of Richard Patersons tasting notes. The pure water of River Alness is

used to produce the Dalmore and its because of the wholesomeness of the river many other

Highland malt whiskies of Scotland have set up their production lines along the banks.

From Norse to Gaelic, Dalmore means the big meadowland referring the fertile Black Isle

located on the opposite side of the distillery. The Dalmore offers 26 unusually distinct aromas

with a choice of flavor from chocolate and spice. Each of these exceptional malts has its own

unique character and has bagged numerous prestigious awards.

Jura

Established in 1810, the name of JURAs single malts is inspired from the Island of JURA

described as one of the most un-getable places by English writer George Orwell because of

its distant location in London. The serenity of the location contributes to the unique blending

process where whisky not only absorbs the flavors of the wood, but also the islands sea

breeze passing over the porous walls of barrels. Often the smallest of factors can affect the

balance of flavors in whisky. Jura, as they say is an island rich in history, myths and

superstitions and thelegacy dates back to 8000 years ago where the pre-historic graveyard at

Kilearnadil was said to be the resting place of a saint.

For true whisky enthusiasts a visit to the distillery is the major attraction. The island of Jura

may be hard to get to, but those who have been there will find it even harder to leave. The

fastest route from London involves changing a couple of flights and then a ferry. After

winning numerous awards in its category JURAs single malt is distinguished for its subtle

flavors world over.

Whyte & Mackay
http://__dopostback%28%27brandleft1%24lbtnjura%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnjura%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnmackay%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnmackay%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnmackay%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnjura%27%2C%27%27%29/


30/55

Established on the docks of Glasgow in 1844, the brand was named after two founders, James

Whyte and Charles Mackay. The finest whiskey Whyte and Mackay is proud of its Glasgow

roots to produce the rich flavor by combining the best of 35 selected malts in Scotland. The

brand has always believed in the philosophy of good things comes to those who wait, and

thats how Whyte and Mackay had been known for using the unique double marriage

process in blending their whisky which not only guarantees a smooth, mellow and distinctive

character but ensures every drop of Whyte & Mackay tasting as good as the first. There is an

old saying which goes something like this You Cant Hurry Love. The simple meaning of

the saying signifies the double marriage process.

At 12 years old, when other producers bottle their aged blends, Whyte & MacKays Master

Blender brings together the finest malt whiskies, then returns them to sherry casks to marry

for another year of loving union. At 13 years old, the second marriage takes place, when the

finest grain whiskies are introduced to this blend of malts to create the masterpiece that is

THE THIRTEEN.

There are 3 different variants of scotch whiskey based on the period of maturation, viz.

Whyte and Mackay The Thirteen (13 year old blended scotch whiskey)

Whyte and Mackay 19 Years Old Blend (19 year old blended premium scotch

whiskey)

Whyte and Mackay 22 Years Old (Rare edition blended scotch whiskey)

Black Dog

The birth of the great whisky took place almost 125 years ago when James McKinley from
http://__dopostback%28%27brandleft1%24lbtnblack%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnblack%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnblack%27%2C%27%27%29/


31/55

the second generations of the Leith Scotch-whisky blending family launched the masterful

whisky by the name of Millard Black Dog. It is said that in the year 1883 Walter Millard, a

Scot from British East India company came searching for the perfect Scotch and eventually

discovered the great taste of whisky in these misty shores of Scotland. Today Black Dog is

considered as a 100% genuine Scotch-whisky distilled, matured and blended in the lowland

regions of Scotland. After more than 125 years every time-honored process is followed the

same way to produce the impeccable blend of robust, yet smooth Scotch-whisky which is

relished as an intricate fusion of delicate tones and soft aromas. Available in 2 enchanting

blends - 12 Year Old Deluxe Scotch-whisky and 8 Year Old Centenary Scotch-whisky.

For 12 Year Old Deluxe Scotch-whisky, the Master blender guarantees a lavish finishing with

a touch of cream. On the other hand the 8 Year Old Centenary Scotch-whisky comes with a

promise of giving a balanced, long and intense finishing.

Antiquity

It was during the era of sizzling 80s, Antiquity captured the fascination of whisky and scotch

drinkers with its exceptional creation. It is a unique blend of exclusive Scotch, fine Indian

malts and alcohol with zero artificial flavors. Needless to say the blend composition was

derived after numerous experiments and till date the composition is a closely guarded secret,

known only to the Master Blender. Quality of the product is maintained using strict quality

control norms including finger-printing using the sophisticated Gas Chromatographic

technique. A timeless packaging that's earned global recognition, bagging prominent awards

like World-star, Asia-star and India-star. Available in two distinct blends - Antiquity Blue and

Antiquity Rare, the brand is known for its indomitable spirit and superior taste.

Both variants come in colors of Antique Gold with fantastically long and smooth finishing.

As far as the aroma goes Antiquity Blue gives a whiff of peat as the delicate spice is married

beautifully with honey, vanilla and tropical fruits double the excitement. On the other hand its

sibling Antiquity Rare couples the delicate balance of malt and wood with a rare touch of

heather.
http://__dopostback%28%27brandleft1%24lbtnantiquiy%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnantiquiy%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnantiquiy%27%2C%27%27%29/


32/55

Signature

In the late 80s and early 90s, finding a Scotch or expensive whisky was a tough task. Every

connoisseur stocked his bar largely from the bootlegger or trips abroad. With bootlegger, the

risk of getting original stock always remained a question mark and secondly bulk purchase

requirements of corporate partners could not be met. That saw the birth of Signature Whisky.

Thats how in 1991, McDowell & Company launched this prized blend of imported Scotch

having impeccable Indian malts and called it McDowell's Signature which soon started

expanding its consumer franchisee to become the Best Indian Whisky of all time.

The full-bodied Signature blend with a well-rounded bouquet of peated malts and a generous

infusion of Scotch, adds to its superior value delivery. The physical identity of brand

Signature played an instrumental role in creating a premium, aspirational and exclusive

imagery for it. As it stepped into the new millennium, the focus shifted towards premium

whisky drinkers who were younger, well-heeled, well-exposed and on-the-way-to-the-top.

Thus was born the New Signature, known commonly for its rich "Scotch like Taste,"

McDowell's Signature is clearly young, modern, and stylish for the discerning.

Royal Challenge

Royal Challenge is the largest selling premium whisky in India with a rich heritage of

innovation and unsurpassable quality. Blended for 24 years, Royal Challenge has won the

hearts of whisky drinkers across the nation since its inception in the 80s. It is said that the

Master Blender spent a lot of time in studying the properties of various oak wood casks to

select the right procedure for maturation. The kind of imagery it lends to its customers goes in

to prove its leadership in the market. As the UB Group acquired Shaw Wallace in 2005,

Royal Challenge commonly referred as RC amongst whisky drinkers became a part of

USL's proud legacy.

An amazingly smooth whisky, the secret of its velvet-like texture lies in the use of leisurely
http://__dopostback%28%27brandleft1%24lbtnsignature%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnsignature%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnroyal%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnroyal%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnroyal%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnsignature%27%2C%27%27%29/


33/55

matured malt spirit. With its rare texture of antique gold, the finishing gets long, smooth, deep

and yet so delicate.

McDowell's No.1

McDowells No.1 has undoubtedly been the top-of-the-line whiskey both literally and

laterally. Over the years the brand has reinvented itself in all possible ways and has looked at

greater accomplishments in product, packaging, marketing and promotions. In the beginning,

it had the tag 'Mera No.1' attached to it. However, over the years, it has evolved and

transformed from an "icon" to a brand character. The brand has reinvented itself in all

possible ways and has looked at greater accomplishments over the years. With the simple

proposition of celebrations in life begin with McDowell, the trademark cheer finger has

quite evidently made an impression. The proof of its quality and appeal is that it has not only

survived the Scotch invasion, but is on its way to becoming one of the biggest

whisky brands in the world even beating pure Scotch! Apart from the popular McDowell's

No. 1 Reserve Whisky, McDowell has another variant under its label - DietMate Whisky,

world's first diet whisky, created especially for the fitness conscious drinkers. The brand's

ability to change itself constantly and remain connected to the ever - changing customer

aspirations is the key to its success.

Its aroma has a subtle vanilla-like sweetness and no wonder which gives it a light, smooth and

warm finishing.

McDowell's No.1 Platinum

The No.1 spirit of leadership.

A true leader is he who thinks, and acts unconventionally. Bearing testimony to this belief is

McDowells No.1 Platinum - A brand that celebrates real leaders. As drinking whiskey is

perceived as a sign of achievement among todays youth, McDowells No.1 Platinum serves

as an inspiration to the young leaders of tomorrow to dream big and work towards achieving

it. Based on the insight, in todays world successful leader is he who makes unconventionality
http://__dopostback%28%27brandleft1%24lbtnmcdowel%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnmcdowel%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnmcdowell_platinum%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnmcdowell_platinum%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnmcdowell_platinum%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnmcdowel%27%2C%27%27%29/


34/55

a way of his life, the brand reaches out across different media to awaken the leader in each

one of us.

A leader in his own right.

It is said, the task of a leader is to get his people from where they are, to where they have not

been. Case in point is MS Dhoni having led the Indian team to victory in the World Cup

2011. Gifted with leadership qualities that have inspired millions, it is no surprise that MS

Dhoni fits the bill to be the brand ambassador for Mc Dowells No. 1 Platinum. Undoubtedly

one of the best captains of all time, MS Dhoni embodies the brands ethos - Think and lead

differently. And this platinum partnership certainly is a great unison of two iconic brands that

synergize each other in an immaculate manner.

Defining leadership.

In its endeavor to emphasize the true essence of unconventional leadership, McDowells

Platinum No.1 recently shot a television commercial (TVC) starring MS Dhoni. The authentic

plot of the TVC revolves around the thoughtSuccessful leaders think differently. And takes

us to the last over of the final T20 match in September 2007, where Dhoni, being the epitome

of unconventional leadership, led India to a glorious win. This inspiring TVC, features a

stirring narration by the captain himself. Further, its also a visual treat that offers a grand mix

of stunning visuals and mind-blowing graphics. Currently on air in all leading TV channels

and out-of-home media, it aims at reinforcing in the consumers minds the brands philosophy

The No.1 Spirit of Leadership.

Bagpiper

Bagpiper is one of the flagship brands of United Spirits Limited and the worlds largest

selling whisky. The brand sold more than 16 million million cases in 2009-10. The 33 year
http://__dopostback%28%27brandleft1%24lnkbagpiper%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lnkbagpiper%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lnkbagpiper%27%2C%27%27%29/


35/55

old flagship brand of USL is the market leader with 27% market share.

Bagpiper Whisky was launched in 1976 by Herbertsons which was acquired by the UB Group

in 1973. With a distinct style and blend, Bagpiper is been promoted as the whisky of the

cinestars, endorsed by the reigning macho heartthrob. Bagpiper has many firsts to its credit

including the guala caps and tetra packs. Bagpiper is exported to 22 countries. The brands

promise of Khoob Jamega Rang jab mil baithenge teen yaar... Aap, Mein Aur Bagpiper is

synonymous with the Bollywood glamor.

Bagpiper Whisky is known for its strong blend and light malt-like aroma with a hint of

woody/earthy character at the background. The malt spirits used in the blend are chosen from

malts matured in pre-identified American oak casks. These malt spirits, when blended in

certain proportions, give a smooth woody aroma to the whisky.

Celebration Rum

Mc Dowells Celebration Rum is the 2nd largest rum in the world and a market leader in

India. Available in 2 variants - No.1 Celebration Rum and No.1 Celebration Rum Dry &

White, both of which are matured, distilled and blended with exceptional finesse. It captures

the traditional roots of rum making and full credit to the Master Blender who did a rigorous

study before creating this superior blend. Its chocolate brown texture makes it full-bodied rum

with richness of toffee and caramel in its aroma. Take a sneak peek at the residential bar of

any defense personnelyou can be doubly sure to find atleast one bottle of Celebration Rum.

Bouvet Ladubay

With the acquisition of BOUVET-LADUBAY in July 2006, the UB Group has made a

strategic entry into the wines category. BOUVET-LADUBAY based in Saumur in the Loire

Valley region in France, has a heritage of over 160 years. BOUVET-LADUBAY has won

many International Awards and Recognition for the longstanding quality of its fine Sparkling

Wines. (360 Medals, 100 Gold Medals until today). BOUVET-LADUBAY considers Wine as

Lifestyle Art the French "Art de Vivre" & has always been partnering with Arts :

Contemporary Art through its Art Center, Theatre through its 19th Century Theatre, Cinema
http://__dopostback%28%27brandleft1%24lbtnrum%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnrum%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnbouvet%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnbouvet%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnbouvet%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnrum%27%2C%27%27%29/


36/55

through numerous events during each year Cannes Film Festival for instance for over 15

years. The Company currently produces 5.5 Million bottles per annum and has a 8 Million

bottles production capacity through its new Winery BOUVET-LADUBAY Full Metal

inaugurated in December 2008 by Dr Vijay Mallya, Mr Ravi Nedungadi and his Excellency

Ranjan Mathai, Indian Ambassador to France.

Pinky

Its pink with an exotic combination of flowers and fruit. Packaged in its chic perfumed styled

bottle, Pinky offers a shot of sheer feminity. Created in Sweden by champion wine tasters,

Pinky owes its elegance and distinctive pink taste to a bouquet of violets, rose petals, wild

strawberries and other botanical herbs hand blended into the vodka after distillation for

maximum flavor. To accentuate its sensuous appeal the brand name is printed in metallic

silver on a black layered mono carton. The brands unusual typeface adorned with rose thorns

suggests its beauty while alluding to its ingredients.

Romanov

Romanov gets its name from the last czar of Russia and true to its calling remains committed

to the finest vodka making, the way Russians traditionally made their vodkas. A premium

offering for the fastest growing vodka consumers in the country, Romanov is at the forefront

of all innovations. The finest grains from different harvest seasons are fermented with utmost

care to retain all the natural characters. With multi-distillation and multi-filtration techniques,

a never before blend of Romanov Red is finally blended to perfection with a rigorous 7 step

manufacturing process. Keeping in step with the changing times Romanov offers 2 peppy

flavors namely Green Apple and Tropical Thrill, orange,lemon. A World class triple-distilled

blend with a tinge of de-mineralized water, Romanov induces a sense of refreshing energy,

and its piquancy leaves you craving for more.

White Mischief
http://__dopostback%28%27brandleft1%24lbtnpinky%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnpinky%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnromanov%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnromanov%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnwhite%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnwhite%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnwhite%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnromanov%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnpinky%27%2C%27%27%29/


37/55

White Mischief is triple-distilled vodka filtered to the highest levels of purity to ensure the

flamboyant spirit of youth - its core essence being flirtatious mischief. The clean and dry

Extra Neutral Alcohol is blended in close supervision and strict quality control parameters to

ensure a high quality vodka blend. The frosty and smooth look of the bottle with shades of

royal blue and white on the vial stand for the stylish youth of today. White Mischief is the

market leader today with 46% market share.

Four Seasons

Four Seasons range of premium wines is a delight for every season. Be it sprightliness of a fresh

spring morning, the joyous warmth of a glorious summer afternoon the tingling nip of a crisp

autumn twilight or the biting chill of an icy winter night, it offers wines in 6 distinct flavors -

Sauvignon Blanc, Chenin Blanc, Blush, Cabernet Sauvignon, Shiraz and Zinfandel. Four

Seasons uses fine French varieties of wine grapes cultivated in the Western Ghats of Maharashtra

to produce wines at the state-of-the-art winery in Baramati. The lush rolling Western Ghats

which occupies almost 1000 acres of Nasik and Sahyadri ranges offer not just a breathtaking

landscape of beauty but are endowed with the perfect natural conditions to nurture the grapes.

All thanks to Mr. Abhay Kewadkar the Cheif Winemaker and Business Head for the UB Group

who seamlessly used his expertise in setting up its wine business.

BOARD OF DIRECTORS

Dr. Vijay Mallya

Chairman

Dr. Vijay Mallya is the face of the $2 billion UB Group. 52 year-old Dr. Mallya took over the

reins of the United Breweries Group in 1983 at the tender age of 28 and has, since then, steeredthe UB Group to a multinational conglomerate.

Instrumental in shaping the Kingfisher brand as one of the most popular beers across the globe,

Dr. Mallya has received several awards both in India and overseas. He was conferred a Doctorate

in Philosophy in Business Administration (honoris causa) by the University of Southern
http://__dopostback%28%27brandleft1%24lbtnfourseasons%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnfourseasons%27%2C%27%27%29/http://__dopostback%28%27brandleft1%24lbtnfourseasons%27%2C%27%27%29/


38/55

California and nominated as a Global Leader for Tomorrow by the Geneva-based World

Economic Forum (WEF).

In recognition of Dr. Vijay Mallya's contribution to the development of Trade and Industry in

Karnataka, the Federation of Karnataka Chambers of Commerce and Industry conferred upon

him "Sir M. Visvesvaraya Memorial Award" for the year 2001.

Dr. Mallya is a Member of Parliament and on the board of several public companies in India and

abroad.

Mr. S. R. Gupte

Vice Chairman

Mr. Subhash Raghunath Gupte (Mr. Gupte), aged 68 years, is a Chartered Accountant. Mr.

Gupte has worked with Caltex India Limited for 5 years in various capacities. Mr. Gupte has

also worked with Air India for 24 years and took over as Acting Chairman and Managing

Director from July 17, 1990. He was also Chairman of Hotel Corporation of India till November,

1991. Mr. Gupte has been with the UB Group for the last 15 years.

Mr. Gupte has varied experience in financial, administration and personnel fields as he was

heading these fields in Air India.

Mr. Ashok Capoor

President and Managing Director

Mr. Ashok Capoor is the President and Managing Director of United Spirits Limited, the worlds

largest alco bev company by volume and the USD 2 billion spirits arm of the UB Group.

Mr. Capoor has over 35 years of experience across companies and various functions with major

specialization and experience in sales & marketing. He has led several brands to their global

iconic status despite operating in highly regulated business environments.


39/55

Mr. Capoor started his career with the National Tobacco Company in 1976. He then took up an

assignment with Godfrey Phillips India Ltd. as Branch Manager in 1978. He rose to the position

of Regional ManagerSales, Northern Region in April 1982 and then to the position of

Marketing Manager in 1988. He later joined the erstwhile Herbertsons Limited as Divisional

Vice President in 1992, looking after PAN India Sales and Marketing operations. He later took

over as Chief Operating Officer (West) in United Spirits Ltd. (USL) in June 2001. During his

tenure, USL took giant strides in the Western region and gained significant market share across

brands, setting a performance benchmark for other regional profit centers within the USL fold.

Mr. Capoor donned the mantle of the Deputy President of United Spirits in 2007, directly

overseeing the sales and marketing function across the country. During his tenure, USLs growth

outpaced the industry, consistently achieving over 1213% volume growth and a 16% value

growth year on year. Under his visionary leadership, USL reached the global No 1 mark with 21

brands in its portfolio selling over a million cases every year.

Mr. Capoor is known for his market driven management style backed with teams that remain

continuously motivated to beat their own benchmarks and deliver shareholder value. His charter

is to lead United Spirits to the 200 million cases mark in the next five to six years.

Mr. Ashok Capoor was born on the 5th of July, 1953. He completed his schooling from Mayo

College, Ajmer. He is an alumnus of Sri Ram College of Commerce, Delhi where he secured a

degree in B.A. Economics (Hons). He has also secured a masters degree in Business

Administration (Marketing) from Faculty of Management Studies, Delhi. He successfully

completed an Advanced Management Programme from Harvard University, Boston.

Mr. M. R. D. Iyengar

Mr. M. R. Doraiswamy Iyengar. aged 66 Years is a Graduate in Commerce and a Chartered

Accountant. He is also a post Graduate in Law, holding a B.L. degree. Mr Iyengar has served as

Chief Accountant and Secretary of a few Companies for 6 years and joined M/s. K. V.

Narasimhan & Co., a firm of Chartered Accountants as partner in 1970. Mr. Iyengar was a senior


40/55

Partner in the firm till 28-3-2000 and has since retired from the said firm presently, Mr. Iyengar

is a Consultant and advisor to the said firm.

Mr. Doraiswamy Iyengar has over 30 years experience in auditing and accounts of both Public

and Private Sector Companies and large sized firms, specialized in taxation of all categories of

assesses both under Direct Tax laws & also State Sales Tax law and has carried investigations for

Companies. Presently Mr. Iyengar is appearing before all Appellate authorities in Tax cases.

Mr. Doraiswamy Iyengar was appointed as an additional Director on April 19, 2001.

Mr. Sreedhara Menon

Mr. Sreedhara Menon, aged 70 years, is currently Chairman of the Board and Strategic Advisor

of VITEOS Capital Market Services Limited, a Business Process Outsourcing Company in India

with a branch located at Somerset, New Jersey, USA. Mr. Menon has previously held senior

positions as Deputy President and Member of the Board of Directors of American Express Bank

Limited, Chairman of the Board of Directors of American Express Bank International, Managing

Director, Emerging Markets Group at Lehman Brothers Inc., New York and General Partner and

Vice Chairman of RRE Ventures, LLC. Mr. Menon has served as a Member of the Board of

Directors of U.S.-India Business Council, Asean-U.S. Business Council, President of India-

America Chamber of Commerce in New York, etc. Mr. Menon holds Masters Degree in

Economics from Maharaja's College of the University of Kerala, India. He resides in Short Hills,

New Jersey, U.S.A.

Mr. Menon is Director in Viteos Capital Markets Services Limited.

Mr. B.M. Labroo

Mr. B. M. Labroo, aged 75 years, is an Industrialist and has wide experience in marketing,

finance and corporate governance. Mr. Labroo is an M.A. in Political Science from Punjab

University and is the promoter and Chairman of Asahi India Glass Ltd.


41/55

Mr. B M Labroo is a member of the Audit Committee, Shareholders/Investors Grievance

Committee, and Chairman of Compensation Committee.

Mr. S.K. Khanna

Mr. Sudhindar Krishan Khanna (Mr. Khanna), aged 54, is a qualified Chartered Accountant. He

ranked 3rd in the UK in the Intermediate Examination of the Institute of Chartered Accountants

in England & Wales and 1st in the Finals with the prize of the best paper in Law. Mr. Khanna

joined Accenture, London as a Senior Consultant in the year 1977 and promoted to Partner in

1986.

Mr. Khanna possesses a very large range of experience in advising clients in strategy,

reengineering and technology across a range of industries at the Chairman/CEO level in

approximately 20 countries. Mr. Khanna was responsible for setting up all of Accenture business

in India which today is approximately 40,000 people, and is the largest geography for Accenture.

He recently retired from Accenture after 30 years - his last position being Global Managing

Partner Outsourcing, based in London.

Mr. Khanna also speaks at a variety of global conferences and interacts with the media globally.

Mr. Khanna is a Charter Member of TIE which is a Global Technology Networking/ Mentoring

Organization. He is also on the Board of IBPN (Indo British Partnership) and on the Board of the

India Advisory Group, which advise the UK and Indian Government on strengthening India -

British economic ties.

Mr. Khanna was appointed as additional Director of the Company on June 01, 2007 and will

hold office as Director up to this Annual General Meeting.

Mr. Khanna does not hold any share in the Company.

MARKET SHARE


42/55

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.Indias Largest Beverage Alcohol Group and The Largest in the World.

Total worth of its spirits division brands is over $ 5 billion US Dollars.

Market Leader with over 59% market share of India Spirits Business.

114 million cases in the year 2010-11.

Portfolio comprises of a wide range of Brands including 21 Millionaire Brands.

USL has dominant market share & the fastest growing brands in most key segments

category USL Market Share(%)

Brand Ranking

BII Scotch

Premium

Scotch

44% Black Dog 12 Yr (Rank # 1,

Fastest Growing Premium Scotch)

Regular

Scotch

6% Black Dog 8 Yr (Fastest Growing

Regular Scotch)

Whiskey

Premium 60% Royal Challenge (# 2), Signature (#

3),

Antiquity (# 4, Fastest Growing

Premium Whisky)

Prestige 61% Mc Dowell's No 1 (#1), DSP Black

(#3, Fastest Growing Prestige

Whisky)

Regular 55% Bagpiper (#1), OTW (# 3, Fastest

Growing Regular Whisky)

Vodka

Premium -- -

Prestige 7% Red Romanov (#2)


43/55

Regular 83% White Mischief (#1), Romanov

(#2)

Regular Rum 56% McDowells Celebration (#1), Old

project on UB group with respect to sales and promotion

Documents

Transcript of project on UB group with respect to sales and promotion