The comprehensive analysis & Consumer Survey for United

Spirit Ltd. Aurangabad.

The research conducted was exploratory in nature. Aurangabad region

was surveyed to attain certain results. The survey was conducted to find out

the brand effectiveness of United Spirit Ltd. The retailers and consumer

awareness and satisfaction as well as brand loyalty to find out the factors

which would influence buying decision of customers and about the

functioning of existing retailers and consumers.

Random sampling was used as mode of collecting the sample. The

sample size for customer survey was – 500 and retailer survey was -100. After

the survey completion the data was first sorted and then analysed on chosen

parameters .This analyzed data was later converted into forms of graphs such

as pie charts, bar graphs etc, this was done to make results easily

comprehensible by anyone going through the report. This also made easy to

draw conclusion based on research and provide a presentable format of the

customers as well as retailers perception about brand effectiveness of united

spirit Ltd.

Consumer Behavior

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IntroductionIntroduction

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 wants which they understand can be satisfied by the articles offered for purchase. Thus producer should identify the motive which promotes him to purchase so that he can offer a complete article which satisfy 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.

The two types of consumers are: Regular consumer: are the consumers who buy goods and

services for their own use or for household use.

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

Model of Consumer behavior● Appropriate model for consumer behavior for USL productEngel Blackwell and Miniard Model (EBM)

EBM MODEL

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This Model explain variable affecting consumer behavior which

directly or indirectly affects the process of buying behavior.

So this Model is most appropriate for United Spirit Ltd. products.

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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:1. For determination of production policy.2. For determination of price policy.3. For decision regarding channel of distribution.4. 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.

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

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Company ProfileCompany Profile

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 able 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 fast moving consumer goods companies in the country.

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.

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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 Herbertsons Ltd (HL) (February 2005).Acquiring Shaw Wallace and Company Ltd (SWC), the second largest player in Indian Spirits market (June 2005).

INTRODUCTION TO THE COMPANY

United Spirits Limited currently ranked the 2nd largest distiller in the World by sales volume (FY 2005).

The second position is because the company has acquired the Whyte & Mackey (Scotch whisky) outside India in may2007.

United Spirits Limited Has 13 millionaire brands in its portfolio

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United Spirits Limited focus on profitable sales results in – 60% national market share in first line brands (P Y – 57%)

Dominant across regions flavoured and price segments.

Owns 145 brands (including 13 Millionaire brands) – focus on 40 national brands

Manufactured across 69 manufacturing units (down from 85 LE with plans to rationalise further to ~ 60).

Revenue growth of focus brands at 16% - significantly in excess of industry

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The World of Whiskies Black Dog Whisky“One rich heritage two distinctive blends”Black Dog Scotch Whisky is distilled, blended and maturedin Scotland. It’s the only Scotch made by an IndianCompany. It’s matured for 12 long years.Packsize:90ml,180ml,360ml,750ml

Single Malt WhiskyMalt Whisky is whisky made from 100% malted barley and it is distilled in an onion shaped pot still. It is only one of its kinds in Asia. McDowell's Single Malt Whiskyis one of the very few single malt whiskies produced outside Scotland. Packsize: 360ml,750ml Antiquity Blue whisky “Indulge in blue”Antiquity, the true blue of the whiskies in India is the undisputed leader in the super premium whisky segment.Packsize:360ml,750ml

Antiquity Rare Whisky Antiquity shines brightest on the alcobev landscape ofIndia as an icon of sophistication, class, style, panacheand excellence. It is widely considered as the true blueof Indian Whiskies.Packsize: 360ml,750ml

Signature whisky “Success is a good fun” McDowell's Signature Rare Whisky is one of the finestblended whiskies produced in the Asian sub-continent.Packsize: Packsize:30ml,180ml,360ml,750ml

Royal Challenge Whisk “Game for life”Royal Challenge is the biggest and the best sellingpremium whisky in the country today.

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Packsize:180ml,360ml,750ml

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.Packsize:90ml,180ml,360ml,750ml

McDowell’s No.1 Diet Mate Whisky “No Diet No Mate”This is first diet Mate whisky in the world. An ultimateblend which enables consumers to enjoy their drink,without worrying about gaining weight.Packsize:90ml,180ml,360ml,750ml

Royal Mist Whisky “India’s first 100% premium grain whisky”A uniquely crafted blend made from 100 percent pure, premium grain and scotch spirit of outstanding qualities. Packsize:90ml,180ml,360ml,750ml

Derby Special Whisky The perfect harmony of Scotch and Indian malts thatlends a special character to its blend in a world-classpackaging.Packsize:90ml,180ml,360ml,750ml

Director Special Black Whisky “Make it black”Drawing inspiration from its lineage, Director's SpecialBlack Deluxe Whisky, with a superbly balanced blend of aged Indian malts with a subtle oaken hint, has capturedthe fancy of some of the most discerning whisky drinkers.Packsize:90ml,180ml,360ml,750ml

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Bagpiper “Khoob jamega rang…”Bagpiper is 30 year old flagship brand of the USL. It is popular, widely accepted and with the strong blend. Packsize:90ml,180ml,360ml,750ml

Green Label Whisky “Kuch paana hai, kuch kar dikhana hai”At the heart of the new campaign for Gilbey’s Green Labellies the optimism to triumph over all odds. Packsize:90ml,180ml,360ml,750ml

RUM

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 noteat the background. Packsize:90ml,180ml,360ml,750ml

BRANDY McDowell’s Honey Bee Brandy The Honey Bee logotype was refined and set againsta burgundy coloured background to better cue theproduct experience. Packsize:90ml,180ml,360ml,750ml

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VODKA

Romanov vodka “Vonamor”Romanov’s new triple distilled blend is in the line with the international standards of vodka manufacturing. Packsize:90ml,180ml,360ml,750ml

White Mischief Vodka “I’m in the mood for mischief”White Mischief is the market leader in the prestige Vodkacategory. Packsize:90ml,180ml,360ml,750ml

GIN

Blue Riband Gin“Peene mein cool.Style mein extra cool..”Blue Riband is known for its distinctive flavour and clarity of taste, Launched in 1959. Made from ExtraNeutral Alcohol and Botanical Extras, Blue Riband Gin isrenowned for its distinctive flavour and clarity of taste.Packsize:90ml,180ml,360ml,750ml

Research Methodology Definition: “Research methodology is the way to systematically solve the research problems” it is understood as a science of studying how research is done scientifically.

Methodology: Every marketing research acts, as an aid of decision marking by providing valuable information provided by the research should justify the time and money, which the organization invests in the research activity, research design

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Research MethodologyResearch Methodology

plays an important role in collecting useful information in cost effective manner.

INTRODUCTION: The research conducted was exploratory in nature Aurangabad segment was surveyed to obtain certain results. The survey was conducted to study of customer potential and consumer buying behavior as well as to find out the factors which would influence the buying decision of the customers. With these objectives in mind a survey, was conducted in an around Aurangabad region. Random sampling was the techniques use for above survey, with all the regions being given equal wattage and the sample size being suitable divided among various regions also. It was assured that people of any kind and demographics were considered to eliminate and biases. A sample size 500 was taken for this purpose the research conducted was exploratory in nature for customers and 100 samples are taken in case of retailer’s survey responds chosen for the survey belonged to diversified background.

Role of market research:- “Market research is defined as the systematic and objective search for analysis of information relevant to the identifications and solution of any problem in field of marketing.”

Market Research Process:- Market research may take forms but systematic enquiry is features common to all such forms. Being a systematic enquiry, it require careful planning of the orderly investigation process through, it is an over simplification to assumes that all research processes would necessary follow a given sequence, market research often follows a generalized pattern which can be broken down and studied sequentially. Stages in the market research process :-In the planning and designing a specific research project, it is necessary to anticipate all the steps that must be undertaken if the project is to be successful in collecting valid and reliable information.

Market Survey:

Marketing survey is the systematic gathering and analysis of the data, about the problems relating to the marketing of good and services. An extensive market survey was conducted to obtain opinions of consumers and retailers for study of consumer behavior. That helps marketing management to get products more efficiently into the hands of the consumers. Marketing research finds application in a wide variety of business activates. It helps the firm to identify and satisfy consumer needs. It provides information

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for marketing decision-making and also serves as an important tool for marketing information system.

STAGES IN MARKET RESEARCH PROCESS

Defining the problem

Statement of the research objective

Planning a research design

Planning a sample

Collecting the data

Analyzing the data

Formulation of conclusion

Prepare and present the report.

Planning a sample: Although the sampling plans included in the research design, the actual sampling is as separate and important stages in the research process. Sampling involving procedure that uses a small No. of items or parts of the population to make conclusion regarding the whole population. Sample was taken for both survey and data analysis – for retailers 100 and customers 500.

Research design: Research design is nothing but the master plan for the actual research it is a framework for carrying out of series of prior decisions. The research design for this project is exploratory research design.

Data collection: The technique used for data collection was as follows : Field survey Personal interview

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Analyzing the data: Data processing begins with the editing of the data and coding process, tabulation and drawing statically inferences. Editing involves inspecting the data collection forms for omission, legibility and consistency in classification analysis represents the application of logic to the understanding of the data collected about the subject in the simplest forms, analysis.

Formulation of conclusion, preparing and presenting the report –

The final stage in the research process is that of interpreting the information and drawing conclusion for use of managerial decision. The research report should effectively communicate the research findings and need not necessarily include complicated statement about the technical aspects of the study and research methods.

Data analysis was done by percentile methods and drafting the charts of the results and further interpretation of the situations. METHODOLOGY OF THE STUDY:

RESERCH METHODOLOGY TABLE

Sampling plan for project :- Random samplingGeographical area :- Aurangabad citySampling unit :- Shop selling USL products

For retailers surveySample size :- Customer 200

Retailers 50Primary data collection tool :- Questionnaire Secondary data collection tool :- Books, magazines, website

Sampling Design: In the particular research study considered the six region’s population of the Aurangabad city – Paithangate road, Chelipura, Jalgoan Road, Cidco N.6, and Hudko. Sampling unit:

The sampling unit is Aurangabad city.

Sampling elements:

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The consumers who replied were the normal customers varying in age, sex, monthly income and buying attributes.

Primary and secondary data collection.

Primary Data: For primary data collection two types of questionnaire was used first one for the consumers and the other for the retailers. This questionnaire has two types of question techniques. 1. Fixed Answer.2. Open Ended Question.In fixed answer the respondent has to give answer out of the given fixed options and in open ended question respondent is free to give their views and suggestions. Secondary data:- Books, magzines.web sites.

AREA WISE DISTRIBUTION OF SAMPLES FOR

CUSTOMER SURVEY

Introduction: An exploratory research was conducted for assessing brand awareness, customer satisfaction, brand preference and to find out potential customers for the product of UB group. To support above research a customer survey was undertaken in Aurangabad city. In the following suburbs i.e, Chelipura, Railway Station Road, Jalgaon Road, CIDCO N 6, HUDCO. Sample size consider for customer survey is 500 and which were equally divided in areas. Simple random sampling was utilized. Questionnaires were used for registering responses of samples.

City Suburbs Approx. population

Average Sample Size

Sub area interest

Area wise

Monthly income/family

(Retail store offering USL Product)

Interest in percentage

Yes No Yes No.

Aurang                

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abad Chelipura 7000 8000 100 63 37 63 37

Railway Station Road

8000 15000 100 65 35 65 35

Jalgaon Road

10000 11000 100 64 36 64 36

CIDCO N 6

14000 10000 100 88 12 88 12

HUDCO 12000 15000 100 86 14 86 14

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Area wise distribution of samples for retailer survey

City SUBURBS Approx. population

Average Sample Size

Sub area interest

Area wise

Monthly income/ family

(Retail store offering USL Product)

Interest in percentage

Aurangabad Chelipura 7000 8000 25 18 7 72 28

Railway Station Road

8000 15000 15 12 3 80 20

Jalgaon Road

10000 11000 20 14 6 70 30

CIDCO N 6

14000 10000 30 26 4 87 13

HUDCO 12000 15000 10 8 2 80 20

Introduction: An exploratory research was conducted for assessing brand awareness, difficulties faced by retailers in context of distribution, product packaging and anytime service and promotional activities and schemes given in market for the product of UB group. To support above research a customer survey was undertaken in Aurangabad city. In the following suburbs i.e, Chelipura, Railway Station Road, Jalgaon Road, CIDCO N 6, HUDCO. Sample size consider for 100 and which were equally divided in areas. Simple random sampling was utilized. Questionnaires were used for registering responses of samples.

OBJECTIVES:-

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PRIMARY OBJECTIVE:To study preference for different brands of United Spirit Limited and to allocate comparative rating to each brand category.

SECONDARY OBJECTIVES: To study brand awareness amongst retailer and consumers. To measure the customer satisfaction for products of United Spirit

Limited. To understand & identify difficulties faced by retailers of USL in the

context of distribution, product packaging and anytime service. To study promotional activities and schemes given in the market by

USL..

HYPOTHESIS:-

Hypothesis is usually considered as the principal instrument in

research. Its main function is to suggest new experiments and

observations. In fact, many experiments are carried out with the

deliberate object of testing hypothesis .decision makers often face

situations wherein they are interested in testing hypothesis on the basis

of available information and then take decisions on the basis of such

testing.

Characteristics of hypothesis:

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Hypothesis should be clear and precise. If the hypothesis is not clear

and precise, the inferences drawn on its basis cannot be taken reliable.

Hypothesis should state relationship between variables, if it happens to

be a relational hypothesis.

Hypothesis should be limited in scope and must be specific.

Hypothesis should be consistent with most known facts.

There are two types of the hypothesis:

Null hypothesis.

Alternative hypothesis.

Basic concept concerning testing of hypothesis.

In the context of statistical analysis, we often talk about null hypothesis and

alternative hypothesis.

If we are comparing method A with method B about its superiority and if we

proceed on the assumption that both methods are equally good, then this

assumption is termed as the null hypothesis.

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As against this, we may think that the method A is superior or the method B is

inferior, we are then stating what is termed as alternative hypothesis.

The null hypothesis is generally symbolized as H0 and the alternative

hypothesis as Ha

Hypothesis statements

1. H1 = Consumers prefer products of united spirit limited as compared to

other brands.

2. H2 = Consumers rate products of united spirit limited high in terms of

Brand awareness, sales promotion and customer satisfaction.

The researcher has used percentage method of hypothesis testing. The

hypothesis were taken to serve justification of scope of the proposed study and

to fulfill objectives undertaken by the researcher.

The project is based on the analysis the brand comparative analysis of according to new trends of market for United Spirits Limited in Aurangabad territory. With the help of this project we were able to know the about FMCG’s-Liquor market i.e. the sales, market share of brands and segments, promotional activities performed in the market, distribution channel, about transport pass which plays an important role for delivery of brands, schemes rolled out in the market, role of executives, margins obtained by the retailers and distributors, product differentiation, segmentation of the brands with the quality and price, consumer tastes and preference for the brands, way of sale of liquor in Aurangabad Territory and overall growth of brands & growth of company’s in the market.

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Scope of StudyScope of Study

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. The part of graphical representation will show the availability, advertisement and mind share of brands in the consumers regarding the brands. With the help of observations and findings will show the status and positioning of the brands in the market.As everything is conducted on the basis of survey of Aurangabad territory conclusion will give the total blue print of brands sales, positioning, packaging, prices, distribution channel and grabbing the market share.On the basis of overall study few suggestions should be taken into consideration from our study of two months.

Every marketing research acts as an aid to decision making by providing valuable information. The information provided by the research should justify the time and money which organization puts in the research activity, research design plays an important role in collecting useful information in cost effective manner.

For study of consumer behavior marketing research is a must, for this purpose questionnaire is prepared for getting information from consumer and retailer.

Philip Kotler the father of modern Marketing define marketing Research as :

“Marketing research is a systematic design, collection, analysis, reporting of the data and finding relevant to the specific marketing situation facing by the company.”

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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 ad 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 .

Introduction: The sample size for customer survey was – 500. After the survey

completion the data was first sorted and then analysed on chosen parameters .This analyzed data was later converted into forms of graphs such as pie charts, bar graphs etc, this was done to make results easily comprehensible by anyone going through the report. Analysis of data was done to study following factors for potential customer.

Consumer analysis: Age wise distribution of consumer Critical factor influencing brand preference of consumer Brand awareness to consumer Product preference to consumer Brand preference to consumers Source of product information to the consumer Most satisfactory brand to the consumer

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Data Analysis & InterpretationData Analysis & Interpretation

Limitations of StudyLimitations of Study

Opinion of consumer about USL brands

Age Wise Distribution of ConsumerTable no.

AGE 21 – 30 31 - 40 1 –50 50&above Total

NO. OF CONSUMER

115 180 110 95 500

PERCENTAGE 23 36 22 19 100

Interpretation:- From the above graph we came to know that the age group of 31 - 40 yrs. i.e. consume more liquor as compare to Young i.e.(21-30) & Old age group i.e.(50 and above) Implication: - Since it is notice that in age group 31-40 i.e, 180 consumers there is maximum consumption of liquor. So the company should provide brands which satisfy them efficiently

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Critical Factor influencing brand preference of consumer

Interpretation:- From the above pie chart we come to know that consumer gives more preference to quality & variety, followed by price & availability for purchase of USL’s brand. Because quality provide good taste and variety in different range according to their preference.Implication:- Since 37% i.e, 185 consumer prefer quality which means retain of taste. so the company pay attention to retain taste offered by them and should maintain it to influence quality preferred consumer.

Brand Awareness

Awareness Aware Not aware

NO.OF CONSUMER

435 65

PERCENTAGE 87 13

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PREFERENCE Quality Price Variety Availability

NO. OF CONSUMER

185 105 130 80

PERCENTAGE 37 21 26 16

Interpretation:- From the above graph, we come to know that maximum percentage of consumers are aware about USL Brands. (i.e. 87%).Implication:- Since 87% consumer are aware of USL group and it is noticed that people who do not it are consuming USL products. So the company focus on proper advertising media to enable and influence and consumer who are not aware of it.

Customer Product Preference

Product category

Whisky Rum Vodka Gin Total

No, of consumers

215 70 135 25 500

percentage 43 14 27 05 100

Interpretation:- As from the above figure it is noting that most prefer product is whisky. i.e. 215 cunsumers (43%), and close to it is Vodka. i.e. 135 consumers (31%).Implication:- Since it is found that large part of consumer are intersed in consuming whisky and after whisky the most preferable product is Vodka. So the company should focus on whisky which is mainly

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consume by mostly age group (41-50 & 50& above), and young consumer age group (i.e. 21-30, 31 to 40) consume Vodka. So the company should focus from both age group to maximise sale whisky and vodka.

Brand Preference

BRAND NAME USL Seagram Diageo Radico BDA Total

No.of consumer 180 140 35 60 85 500

PERCENTAGE 36 28 07 12 17 100

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

Seagrams:Seagram’s India limited.Interpretation:- As from the above pie chart, we come to know that maximum brand preference is acquired by USL i.e. 180 consumers(37%), as compared to others. Implication:- since most of the people purchase USL’s brand because of different varities of liquor available in different products and their segments such as whisky Vodka, Rum, Gin & Scotch. Segrams is also one of the popular brand and giving healthy competition in different segments and products followed by BDA Radico and Diageo. So the company should try to introduced new flavour or segment to the changing modernized population to maximise percentage of brand preference and increase monopoly in market.

Source of Information

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Source Pop Hoardings T.V Advt. Print Media

Total

No.of consumer 130 165 90 115 500

PERCENTAGE 26 33 18 23 100

Interpretation:- From the above graph, we come to know that most of the people are attracted from advertising through Hoardings. i.e.165 consumers ( 33%) followed by point of purchase i.e. 130 cosumers (26%) and print media 115 consumers i.e, 23%, and Tv advertisement 18%.Implication:- Since 33% of information is provided by Hoardings and as direct advertisement of liquor is prohibited in India. The company should concentrate and hoardings and P.O.P. and print media to provide information and advertise it products.

Most Satisfactory Brand

BRAND BP RS McD.No.1 White M. Other Total

No.of consumer 135 115 105 60 85 500

PRENCENTAGE 27 23 21 12 17 100

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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 largest selling brand i.e.135 consumers (27%) followed by Royal Stag (RS). i.e. 135 (23%), Mc Dowells No.1.i.e, 105 consumers (21%), and White Mischief i.e.60 consumers (12%), and other brands i.e,85 consumers (17%) Implication:- since the brand which satisfies the consumer in all aspects i.e quality, taste, price, packing, availability is Bagpiper which is the largest selling brand.Seagram’s Royal Stag is also providing maximum satisfication followed by McDowell’s No1. Which all are whiskies so the company should maintain its quality, taste, price, packaging and availability and should concentrate on production of whisky and all three largest selling brands are whiskies.

Opinion about USL BrandNo. of Consumers

Suitable Good Better Best

Quality 45 150 165 140Price 160 150 110 130Taste 60 140 145 155Packing 30 140 140 190

No. of Consumers in percentage.Suitable Good Better Best

Quality 09 30 33 28

Price 32 30 22 26

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Taste 12 28 29 31

Packing 06 28 28 38

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.Implication: since the company have all the quality, taste, price and packaging in well and better aspects to the consumer and appreciated. So the company should maintain it and come up with new innovation and schemes to satisfy consumers.

Introduction:

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Retailer SurveyRetailer Survey

The sample size for retailer survey was – 100. After the survey completion the data was first sorted and then analyzed on chosen parameters .This analyzed data was later converted into forms of graphs such as pie charts, bar graphs etc, this was done to make results easily comprehensible by anyone going through the report. Analysis of data was done to study following factors for potential retailers. Retailer’s analysis:

Highest selling brand Satisfaction on schemes of USL Problems with packing in bottles faced by retailer Credit facility provided to retailer by USL Company services Profit margin with respect to discount and scheme provided to

retailer by USL Promotional activities provided by USL to retailers

Highest selling BrandBRAND BP RS McD.No1 CLR

RumOther Total

PERCENTAGE 31 23 21 14 11 100

Note :- BP:Bagpiper McDno1: McDowell;s No 1 RS:Royal Stag CLR Rum: Celebration Rum

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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%, CLR Rum 14% and other brands 11%.Implication:- Since Bagpiper is the highest selling brand the company should focus on better distribution network, efficient service, more credit margins, launch of various schemes and concentration, launch of advertisement in the target market. This activity will enable further positive influence on sales.

Satisfaction on schemes of USL

MESUREMENT Satisfied Partially Satisfied

Not Satisfied

Total

PERCENTAGE 59 38 03 100

Interpretation:- From the above figure, we come to know that most of the retailer were satisfied by USL. i.e. 59%, and those who are not satisfied, USL is trying to solve their problem to provide maximum satisfaction. Implication:- Since maximum retailers are satisfied (i.e. 59%), and 38% are partially satisfied. Company should focus to convert partially satisfied and not satisfied into satisfied group by providing credit facility, promotional activity, and discount scheme on cash, credit or bulk purchase.

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Availability of Pack Size

BRAND USL Seagrams Diageo Radico BDA Total

PERCENTAGE 37 28 9 14 12 100

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 most of the retailer were satisfied by USL .i.e. 37% And those who are not satisfied, USL is trying to solve their problem to provide maximum satisfaction.

Implication:- Since most of retailers are satisfied by USL still it percentage in market is 37%. The company should provide schemes, promotional activities,and make a survey how it could acquire more percentage in market for it company should take selective steps and set a research team how it can raise percentage of satisfaction of retailers.

Problems with Packing In Bottles

MESUREMENT Mostly Partly Not at all Total

PERCENTAGE 0 15 85 100

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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.Implication: - Since maximum percentage i.e. 85% does not have any problem with packing of bottles but 15% do have problem about cap of the bottle which slips sometime. It happened mostly with Mc Dowell’s No.1 . so the company should use proper and quality material for seal or cap of bottles which will provide comfort while opening.

Credit Facility of USL

MESUREMENT Satisfied Partially Satisfied

Not Satisfied

Total

PERCENTAGE 69 28 3 100

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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.

Implication:- Since 69% of retailers are satisfied but 28% are partially

satisfied because company has reduce its policy of credit from 45 days to 30

days. So company should maintain its policy providing maximum credit

scheme to influence more retailers.

Company Service

MESUREMENT Satisfied Partially Satisfied

Not Satisfied

Total

PERCENTAGE 87 11 2 100

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Interpretation: - From the above analysis, it is observed that the satisfactory

service is provided by the USL .i.e. 87%.

Implication:- Since maximum customer are satisfied by company service i.e.

87% the company should try to satisfy remaining by providing quick

availability i.e. transport without delay. To increase the number of satisfied

retailers.

Profit Margin With Respect to Discount & Scheme

BRAND USL Seagrams Diageo Radico BDA Total

PERCENTAGE 36 24 9 17 14 100

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

Seagrams:Seagram’s India limited.

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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.

Implication:- Since profit margin of the distributers and retailers is high in

USL because there are various brands available and on those, different

discount and schemes are provided to them. The company should at to its

scheme more discount scheme during festival and vacations to have monopoly

in market as compared to others.

Promotional Activity of USL

MESUREMENT Satisfied Partially Satisfied

Not Satisfied

Total

PERCENTAGE 72 28 0 100

Interpretation: - From the above analysis we come to know that maximum

i.e. 72% of retailer is satisfied with promotional activity of USL.

Implication:- Since maximum number i.e. 72% of retailers are satisfied with

different promotional activity is being performed by the USL some of which

are providing gift articles to the retailer such as bottle opener, ash tray, lighter,

36

napkin holder etc. It also gives cap scheme for waiter and consumer due to

which satisfaction level is high. The company should more of these schemes

to maximize the satisfied percentage in sense of promotional activities by

providing more discount scheme and free and surprise gifts in packaging to

retailers.

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

style & attitude rather than habit.

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

Vodka & Rum.

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

quantity & availability.

4. Consumer are well aware of different brands because of advertisement &

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

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

Brands such as pen, pocket diary, etc.

1. After comparison we came to know that USL has huge range of varieties

in different products & their segments such as Whisky, Vodka, Rum, and Gin.

2. 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.

3. Different promotional activities is 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.

4. USL provide different pack size available in all the brands as compare to

other companies.

37

ObservationsObservations

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 well 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.

38

ConclusionsConclusions

Recommendations and Suggestions Recommendations and Suggestions

Conclusion of Consumer Survey:

1. Change of Attitude:- Customer has change their attitude towards liquor as

it has became more of style & attitude rather than habit.

2. Preference:- Large part of consumer preferred to have whisky which is

followed by Vodka & Rum.

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

quantity & availability.

4. Consumer are well aware of different brands because of advertisement &

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

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

Brands such as pen, pocket diary, etc.

1. After comparison we came to know that USL has huge range of

varieties in different products & their segments such as Whisky,

Vodka, Rum, and Gin.

2. 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.

3. Different promotional activities is being performed such as 30ml. pack

free of McDowell’s No.1 on purchase of 1 Nip Bottle to the customer

39

Conclusion of Retailer SurveyConclusion of Retailer Survey

who is ordering for Royal Stag, Under & over cap schemes for

customer &waiter.

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

USL’s McDowell’s No.1 an giving tough competition in prestige

segment.

5. USL provide different pack size available in all the brands as compare

to other companies.

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. It is putting more stress on satisfaction of the consumer by providing

different range in the products such Whisky, Vodka, Rum, and Gin

according to class of people. i.e. High, Middle, & Low class.

3. The USL is market leader but very tough competition with Seagram’s

India Ltd, Diageo distillers Ltd, Radico Khaitan Ltd, BDA distilleries

Ltd. The impacts of international listings indicate that USL brands are

not only some to the most popular brands in the world but are also

highly valued. (McDowell’s No1 Whisky, Bagpiper Whisky, Director,

Special Whisky & McDowell’s Celebration Rum)

40

General conclusionsGeneral conclusions

Customer QuestionnaireQ..1. In which age group do you exist?

1. 21 - 30 2. 31 - 40 3. 41 - 50 4. 50 & above

Q.2 Which factor influence you to purchase USL’s brand & others?1. Quality 2. Price 3. Variety 4. Availability

Q.3 Do you know USL? 1. Yes 2. No Q.4 What you preferred to drink mostly?

1. Whisky 2. Rum 3. Scotch 4. Vodka 5. Gin Q.5 Which brand do you purchase?

1. USL 2. Seagram’s 3.Diageo 4. Radico 5. BDA Q.6 Source from where you come to know about USL’s Brands?

1. Pop 2. Hoardings 3.TV Advertisement 4.Print Media

Q.7 Does there is any need to change in the product of USL Brands?1. Quality 2. Price 3. Taste 4. Packing

Q.8. Which Brand satisfies you in all aspects?1. BP 2. RS 3. McD. No.1 4. White Mischief

41

AnnexureAnnexure

5. Other Q.9 Your opinion about USL Brand’s?

Suitable Good BetterBest1. Quality

2. Price

3. Taste

4. Packaging

Q.10. Are you satisfied with the quantity according to the price of USL as compared to another?1.Satisfied 2. Not Satisfied

Retailer Questionnaire Q.1 Which is your running brand? 1. BP 2. RS 3. McD. No.1 4. CLR Rum

5. Other Q.2 Are you satisfied with the schemes given by USL compared to other ?

1. Satisfied 2. Partially Satisfied 3. Not Satisfied Q.3 How is the availability of pack size of USL as compared to others?

1. . USL 2. Seagram’s 3.Diageo 4. Radico 5. BDA

Q.4 Do you face any problem with the packing of the bottles?1. Mostly 2. Partly 3.Not at all

Q.5 Which is the first word comes in your mind when you think of the following?Whisky ………………………………………Vodka ……………………………………… Rum ………………………………………Gin ………………………………………

Q.6 Are you satisfied with the credit facilities provided to you by USL as

compared to others?

1. Satisfied 2. Partially Satisfied 3. Not Satisfied Q.7 Are you satisfied with the company service ?

1. Satisfied 2. Partially Satisfied 3. Not Satisfied

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Q.8 Which company provide you more profit margin with respect to discount & schemes?1. USL 2. Seagrams 3. Diageo 4. Radico 5. BDA

Q9 Are you satisfied with promotional activityof USL compare to other? 1. Satisfied 2. Partially Satisfied 3. Not Satisfied Q.10 Which is the largest selling brand of USL & other in the following

segment of Whisky?Scotch ………………………………………Super Premium …………………………….Premium ……………………………………Prestige ……………………………………..Regular Plus ………………………………..Regular …………………………………….

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management._12th ed._, New Delhi , Prentice Hall of India.

2. Ramaswamy, V.S. & Namakumari, S., (2005)., Marketing

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Webliography Webliography