TO DETERMINE THE FUTURE OF USL IN SEMI PREMIUM SEGMENT OF WHISKY IN ORISSA
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projectsofme
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12-10-2010, 12:02 PM



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This article is presented by:
RUPJYOTI BORTHAKUR ( PGDM 2009-10)
International School of Business Management,
Bhubaneswar
TO DETERMINE THE FUTURE OF USL IN SEMI PREMIUM SEGMENT OF WHISKY IN ORISSA


SUMMARY


Perhaps the most distinctive skill of professional marketers is their ability to create, Maintain, protect, and enhance brands. Branding is the art and cornerstone of Marketing. The American Marketing Association defines a brand as: a name, term, Sign, symbol, or design, or a combination of them, intended to identify the goods or Services of one seller or group of sellers and to differentiate them from those of Competitors. Thus a brand denitrifies the seller or maker.

A brand is much more than a name, logo, colors, a tagline, or symbol. These are Marketing tools tactics. A brand is essentially a marketer’s promise to deliver a Specific set of feature, benefits and services consistently to the buyers. The Marketer must establish a mission for the brand and a vision of what the brand must be and do.

A brand needs to be carefully managed so that its equity does not depreciate. This requires maintaining or improving brand awareness, perceived quality and Functionality and positive associations. These tasks require continuous R& D Investment, skillful advertising, and excellent trade and consumer service.

INTRODUCTION

This modern era of liberalization and globalization has opened a broad scope for conducting marketing of products in business. To -day; marketing management has become more challenging and exciting than ever before.
Every market plan depends upon the nature and size of the market. The word marketing means the act of selling and buying in the market. Marketing involves Meeting traders, merchants, dealer’s retailers and many a time the consumers directly Through media. But it all depends upon the factors, conditions, characteristic of the Producer’s product, middlemen and the consumers. Hence, the marketing manager and sales executives are also required to be more and more consumer oriented. Today, profit rather than sales volume is given priority.
Strategy of marketing depends upon the nature of products, quantity of production, consumers, views and awareness overall demand, capacity of product circulation and existence of middleman.
For successful marketing of its products, a company may have sales persons, area sales manager, regional sales manager, zonal sales manager marketing professionals, depot communication manager, product manager media assistant, public relation officer and managing director depending upon the size of the company.
INTRODUCTION TO LIQUOR INDUSTRY



THE LIQUOR INDUSTRY IN INDIA

In India, ‘drinking’ has remained a bad word, clubbed with the other vices. While the beer and liquor market continues to grow at an impressive rate even against an economic recession, the social stigma remains in place, which manifests itself in antigrowth state policies.
Domestic Industry

However, the Rs. 70.0 Billion organized beer and liquor industry has been growing at an impressive rate. In sharp contrast to the trend the world over, beer is losing ground to hard liquor in India. Amidst beers, the current trend is that lager beer is giving way to strong beer. Even as the liquor manufacturers could hope to garner the people who are shifting from beer to liquor, there is a vast country liquor market and a sizable grey market to contend with.
United Breweries (UB), Shaw Wallace and McDowell (part of the UB Group) presently dominate the liquor and beer market. The market on its part is set to undergo a sea change with the arrival of MNCs. The removal of quantitative restrictions (QRs) on the import of bottled alcoholic beverages only makes the competition tougher.
LatestTrends
To survive in the highly competitive environment, the MNCs as well as the domestic majors are coming up with various strategies. Acquisitions and alliances appear to be the order of the day. Several such deals are already underway while more are in the offing. The domestic majors are also reorganizing their operations so that they can forge a deal with an MNC if the need arises.
Problem Areas

What plagues the industry most is a very complicated set of laws and taxes. Each state has a different excise duty structure, import and export levies and other regulations regarding licensing fees and sales of new brands. This puts tremendous pressure on the industry players. They cannot transport their products from a market that has excess capacity to one where there is a short supply. The taxes on alcoholic beverages are some of the highest in the world. In some states it works out to as high as 200%.

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