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liquor industry


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about liquor industry in India and other factors affecting like micro and macro factors and other external and internal factors affecting the scenario of the liquor industry.

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liquor industry

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