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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
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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
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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
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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.
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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.
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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
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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.
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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.
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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'.
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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
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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
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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.
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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
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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
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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
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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.
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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.
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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
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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,
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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.
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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.
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ABOUT COMPANY
BUSINESS OVERVIEW
THE LOGO
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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.
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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.
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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.
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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
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1. PRODUCTS MANUFACTURED :-
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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
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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
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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
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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.
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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
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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
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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
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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
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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
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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
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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.
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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
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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.
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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
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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)
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Regular 83% White Mischief (#1), Romanov
(#2)
Regular Rum 56% McDowells Celebration (#1), Old
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