Officer's Choice is one of the largest exported Indian spirits brands, present in over 18 countries. It is made from grain, unlike many Indian whiskies which are made from molasses. Officer's Choice targets the mass whisky market, especially rural populations and young, modern consumers. It positions itself as an affordable brand with class. While very popular in rural India, it has a slightly smaller market share in urban and semi-urban areas. The brand's strengths include its experience, brand name, packaging and pricing. It uses strategies like IPL team sponsorships and consumer programs to increase visibility and incentives for trade. Recommendations include continuing its aspirational positioning, expanding into untapped markets, and launching premium variants to target

1. Support
of phar
candida
to
the pat
success
rates a
cost.
group 1
Shivangi shekhar
Chaitanya
Chaudhry
Lakshay guglani
Shubham sharma
Shagun sharma
Sonali Jindal
Twinkle mittal

2. . OUR
PRODUCT
 Launched in 1988
 One of the largest
exported spirits brand
with a presence in over 18
countries.
 A smooth whiskey with a
finely balanced malt
blend.
Variants:
• Officer’s Choice
• Officer’s Choice Blue
• Officer’s Choice Black
• Officer’s choice star

3. FEATURES OF OC
• Compared to the other Indian
whiskies which are mainly made
from molasses (therefore
technically making them rums), OC
is made from grain, making it an
ENA (Extra Neutral Alcohol).
• Also, made it to the HARVARD
CASE STUDY list.
3 out of every 5 whiskey’s in
the world sold are officer’s
choice packs.

4. ABOUT COMPANY01
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Allied Blenders & Distillers (ABD) is a leading IMFL company engaged
in manufacturing, marketing and sale of alcoholic beverages in India
ABD possesses a strong sales and distribution network that includes
43 manufacturing/bottling units. It has 14 sales offices in 22 states
across the country
ABD now has a share of 10% of the IMFL industry.
From being a single brand company a little over 8 years ago, today
ABD is a multi-brand company having presence in almost all
categories within the spirits industry
ABD’s flagship brand, Officer’s Choice is the largest selling whisky
brand in the world* and is one of the largest spirits brand exported
out of India, selling in 30 countries across the globe
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5. STP
GENDER
INCOME
LIFESTYLE
BEHAVIOUR
AFFORDIBILITY WITH CLASS
RIGHTEOUSNESS
BRAND NAME
TAGLINES “CHALLENGE YOURSELF” and
“AWAKEN THE OFFICER IN YOU”
MASS WHISKY MARKET
RURAL POPULATION
YOUNG, MODERN & PROGRESSIVE
CONSUMERS
SEGMENTATION TARGETING POSITIONING

6. -OFFICER’S CHOICE
-OFFICER’S CHOICE BLUE
-OFFICER’S CHOICE BLACK
-OFFICER’S CHOICE STAR
-Low price
- Rs 280- Rs 350
Pressure due to high taxes, kept pricing
under check
Ensured that they never priced
themselves that the competition
Strong advertisements baseline
channels
“jagaiye apne andar ka officer”
“challenge yourself”
Preferred choice of naval officers made
the brand heroic but didn’t work.
Also celebrity sponsors, MSD, SRH
Off-trade channels
Retail outlets
Super market
Convenience stores
Mini-markets
Wines and spirits shops
etc
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FOUR
P’S

7. STRENGTH
1. Experience Management
2. Brand name
3. Packaging
4. Pricing
5. Focus brand
WEAKNESS
1. Untapped market size
2. Technological
competence
3. Mature Product
OPPORTUNITY
1. MARKET SIZE
2. INNOVATION IN TERMS OF
PRODUCTIVITY TO REMOVE
ONE BRAND TAG
THREAT
1. COMPETITION
2. GOVERNMENT POLICIES

8. Competitor’s Analysis
IB BP MD DS RS BP HF
Men will be men
Imperial Blue
Good taste stays with you
Blenders Pride Director’s special black
Khoob jamega rang, jab mil
baithenge teen yaar, aap
main or bagpiper
Bagpipers
Yeh NO.1 yaari hai
McDowells No.1
Its your life make it large
Royal Stag Haywards Fine
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9. Market share
7%
25.7%
16.1%
IMPERIAL BLUE
ROYAL STAG
ROYAL CHALLENGE
OFFICERS CHOICE
McDowell’s No1
DIRECTOR’S SPECIAL BLACK
HAYWARDS FINE
BAGPIPPER

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Visibility
strategy
Association with IPL
Teams- mi, dd and srh. Special seasonal offers with
discounts and freebies,
lucky draw promotions,
scratch card offers, tactical
events and road shows..
Consumer activations
Programs at retail and
permit rooms include
special schemes on lifting,
on conversion, gifting
during festivals and trade
bonding.
Trade Incentivisation
Advertisement
Campaigns, ”Example:
“Challenge Yourself”
and “Awaken The
Officer in you”
Ground Visibility in the
form of glow sign boards
and in shop branding
activities like occupying
maximum shelf space to
increase visibility.
.
Title Sponsors of IFA
Calcutta football league
and involved in various
music and sports
initiatives.
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11. DISTRIBUTION CHANNELS- OFF TRADE
MANUFACTURING L1- Warehouse
,
L2- Retailers
,
Customers
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12. BUYING BEHAVIOUR OF
CONSUMERS…
After interacting with the customers and enquiring about their preferences for
the various liquor brands, we inferred that most people in urban and semi-
urban areas preferred whisky as their choice of alcoholic drink and that too of
brands like Royal Stag because of its affordability and social status. However we
also inferred that many daily wage earners and other low income group people
went with Officer’s choice as their first preference.
Also the brand is quite popular in rural parts of the country and along with its
good packaging it is at a premium with the existing mainstream brands and
targets customers with medium to low income and positions its product as
something which has affordability with class.
Hence, we realized that officer’s choice is a mass seller in the rural market and a
slightly less strong in the urban and semi-urban areas.

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Recommendations
.The company should continue
its successful positioning
strategy as its USP of
aspirational brand name.
They should try and get into
untapped markets and
increase its presence in urban
and semi urban population.
Differentiated premium
variants should be launched in
order to increase its customer
base in urban areas as they
are losing a big market size.
Pricing is where OC holds an
edge among other
competitors. In an industry
that is often under pressure
due to high taxes, it is
important for the company to
keep pricing under check and
to not price themselves more
than its competitors