The document discusses the Indian alcohol beverage industry and United Spirits Ltd. It provides details on: - India being the 3rd largest market for branded alcohol globally - United Spirits Ltd being the largest spirits company in India with a 59% domestic market share - United Spirits Ltd's portfolio including popular brands like Bagpiper, McDowell's whisky, Honey Bee brandy, and Romanov vodka - Competition from global leader Diageo which owns popular brands like Johnnie Walker, Smirnoff, and Captain Morgan

1. RATAN KUMAR T
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2.  STATUTORY WARNING - Consumption of Liquor is
injurious to health
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3. INDUSTRY
 India is currently 3rd largest market for Branded Alcohol Beverages in
the world
 Indian Spirits Industry accounted for an estimated 13% of the global
spirits volumes in calendar year 2011
 Industry life cycle (growing market)
 Whisky, Rum and Brandy being a dominant 95% of the market
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4. 4/44

5. 5/44

6. PRODUCTS
 Vodka & Gin
 Wine
 Rum
 Whisky
 Scotch
 Brandy
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7. PRICE
 Vodka & Gin - 200 - 1500
 Wine - 100 - 4000
 Rum – 800- 3000
 Whisky – 100 - 3000
 Scotch- 500 - 4000
 Brandy- 800 - 3000
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8. PROMOTION
 F1
 Entertainment
 Sponsoring Fashion events
 Go Green Initiatives
 Offers
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9. PHYSICAL EVIDENCE
 For expensive level people prefer going to five star hotels
and pubs
 For medium level – bars
 Manufacturing Units
 Local Shops
 Outlets
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10. UNITED SPIRITS LTD
 Company Mission -Driven by the passion to be the
most admired global leader in the spirits industry
 Proud owners of 22 million liquor brands.
 USL has a global footprint with exports to over 37
countries
 Market leaders with 122.75 million cases in a year.
 5 year growth rate 12% - 13%
 Besides Whyte & Mackay and Bouvet Ladubay being
100% subsidiaries of USL
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11. Products
SCOTCH WHISKY WHISKY
 Black Dog Reserve Scotch Whisky
 Black Dog Deluxe Scotch Whisky
 Black Dog Centenary Scotch Whisky
BAGPIPER WHISKY
 Bagpiper gold
 Director’s special
 Haywards 5000
 McDowell’s Green Label
 McDowell's No.1
 Signature Premier
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12. Products
BRANDY GIN VODKA
• Honey Bee • Blue • Romanov
• John Exshaw ribbon • White
• Mr Shah Mischief
Brandy
• Vladivar
vodka
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13. Place
 Madhuloka retail outlets
 Total Spiritz
 Local wine shops
 Malls
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14. Promote
 Sports Promotion
 Entertainment Industry
 Internet
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15. People
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16. Process
 Green Initiatives
 Royal Challengers Bangalore
 Service Delivery
 Sustainability
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17. Physical Evidence
 UB city ( corporate office)
 For expensive level people prefer
going to five star hotels and pubs
 For medium level – bars
 Youth prefers going for pubs
 Outlets ( e.g. madhuloka, Spirits,
Total mall )
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18. Financial Performance
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19. 19/44

20. 20/44

21. SWOT
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22. Strength
 Largest Spirit company By volumes sales
 59% Market Share In local Market
• Market leader
• Strong Sponsorship
• Distribution proficiency
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23. WEAKNESS
 Less differentiation, too many players
 Not on too many routes as compared to competitors
 Still has to establish itself on international
destinations
 Collateral
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24. Opportunities
 Expand by rising per capita consumption
 Premium sing its product segment
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25. THREAT
• Operating business internationally opens them to the
possibilities of currency value fluctuations that can
lead to losses.
• Managing the financial conditions in today’s economy
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26. Competitors
 Diageo
 Sab Millers
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27. DIAGEO
 Diageo plc is a British multinational alcoholic beverages
company headquartered in London, United Kingdom.
 It is the world's largest producer of spirits and a major producer
of beer and wine
 Diageo was formed in 1997 from the merger of Guinness and
Grand Metropolitan.
 Diageo owned Pillsbury until 2000 when it was sold to General
Mills.
 In February 2011 Diageo agreed to acquire the Turkish liquor
company Mey Icki for US$2.1 billion.
 In November 2012 Diageo agreed to acquire a 53.4% stake in the
Indian spirits company United Spirits for £1.28 billion.
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28. Products
 Scotch Whisky
 Vodka
 Rum
 Wine & Champagne
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29. Place
 North America
 Latin America
 Europe
 Asia
 Africa
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30. Promotion
 F1 (Mc Laren)
 Entertainment
 Sponsoring Fashion events
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31. Price
Products UB Pricing Diageo Pricing
Vodka 374 775
Whisky J&B 1150 1483
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32. People
 Dr. Franz Humer Chairman,
Diageo
 Paul Wash CEO
 Deirdre Mahlan CFO
 Ivan Menezes COO
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33. Process
 TQM
 Cost related campaigns & Initiatives
 Community Involvement & environment
 Trust
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34. 34/44

35. Diageo Revenue
13.54%
33.26%
North
America
27.58% Latin America
Asia
11.58% Europe
14.04% Africa
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36. 36/44

37. CUSTOMERS (7 P)
 Price
 Place
 Promotion
 Physical evidence
 Process
 Product
 People
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38. PLACE
 UB City (head office)
 Madhuloka
 Malls
 Pubs & bars
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39. Products
SCOTCH WHISKY WHISKY
 Black Dog Reserve Scotch Whisky
 Black Dog Deluxe Scotch Whisky
 Black Dog Centenary Scotch Whisky
BAGPIPER WHISKY
 Bagpiper gold
 Director’s special
 Haywards 5000
 McDowell’s Green Label
 McDowell's No.1
 Signature Premier
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40. Products
BRANDY GIN VODKA
• Honey Bee • Blue • Romanov
• John Exshaw ribbon • White
• Mr Shah Mischief
Brandy
• Vladivar
vodka
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41. PRICE
Bagpiper Whisky
 Bagpiper Gold - 500
 Director’s Special -400
 Gold Riband - 1000
 Haywards - 2000
 Green Label - 800
 Honey Bee - 600
 John Exshaw - 1000
 Mr Shah Brandy - 1200
Gin
 Blue Ribbon - 1500
Vodka
 Romanov -1200
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42. PROMOTION
 Offers
 Parties
 Advertisement in pubs
 Brand ambassador
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43. PHYSICAL EVIDENCE
 For expensive level people
prefer going to five star
hotels and pubs
 For medium level – bars
 Local shops
 Outlets ( e.g.
madhuloka, Spirits, )
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44. PEOPLE
 Employees
 Supply chain member
 Brand ambassador
 Researcher
 Customers
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45. PROCESS
 Go green issues
 Cycling rally for players
 Bangalore royal challengers
 Arranging BMTC buses for match commuters
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46. Merger between USL & Diageo
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