The document provides information about United Spirits Limited (USL), which is India's largest spirits company and one of the top three spirits companies worldwide. It discusses USL's founders, mission, brands, marketing strategies, technology, distribution network and achievements. Specifically, it notes that USL was formed through mergers and acquisitions, has 140 brands including 19 "millionaire brands", a network of 74 distilleries and bottling units, 48 depots, and reaches over 64,000 retail outlets through its distribution. It also highlights USL's focus on innovation, quality and marketing to achieve sales of over 90 million cases in 2008-2009.

2. 1. Gaurav Patel (65)
2. Tushar Patil (66)
3. Kunal Banthia (75)
4. Rakesh DhalBisoi (90)
5. Mangesh Gade (23)
6. Shravan Bhumkar (100)
7. Kishore Gulhane (74)
Group No. 6
Team Members

3. Presentation Flow
 About Founder
 Mission of USL
 About USL
 Brands of USL
 Marketing Strategy
 Technology
 Distribution
 Achievements
 Conclusion

4. About Founder
 Vittal Mallya (1925 – 1983) was an Indian entrepreneur best known as the
former Chairman of the India-based United Breweries Group.
 Mallya slowly and steadily built the UB Empire and diversified into a host
of allied businesses. His business acumen was evident when he defied all
odds to acquire a host of breweries during the heady days of prohibition of
the Janata Party regime of Morarji Desai.
 In the early '80s, Mallya started handing over the mantle of control -
primarily beer and spirits - of the large UB Empire to his son Vijay.

5.  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, steered the UB Group to a
multinational conglomerate.
 He was conferred a Doctorate in Philosophy in Business Administration
(honoris causa) by the University of Southern California and nominated as a
Global Leader for Tomorrow.
 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.
About Founder

6. About Founder
 Dr. Vijay Mallya is a Member of Parliament and on the board of several
public companies in India and abroad.
 His personnel interest :
 Business
o Breweries
o Airlines
 Association with sports
o Formula One
o Football
o Cricket
o Horse racing
 Political career
 Auction purchases
 Achievements

7. Mission
 "To be the most admired global leader in the spirits industry by creating unique
high-quality brands for consumers, driven by highly motivated employees and
supported by best-in-class processes and continued innovations. United Spirits is
and will continue to be responsible towards its stakeholders and the society.“

8. United Spirits
 United spirits Ltd., the Rs. 5500 spirits arm of multi-billion dollar UB
Group.
 United Spirits Limited (USL) is the largest Spirits Company in India and
among the top three spirits companies in the world.
 USL has done India proud by crossing 90 million cases for year 2008-
2009 in terms of volume inspite of the economic meltdown.
 USL has global footprint with exports to over 18 countries.
 USL has a committed 7500 strong workforce spread across its offices
and distilleries in the country.
 The Company is known to be an innovator in the industry and has
several firsts to its credit such as the first premixed gin, the first
Tetrapack in the spirits industry in India and the first single malt
manufactured in Asia.
 USL was earlier McDowell and Company Limited.

9. USL <= Merged Entity
 USL represents the merged entities of erstwhile
• McDowell & Co. Ltd.(1951)
• Phipson Distillery Limited (1963 – national presence)
• Herbertsons limited (1973)
• Triumph Distilleries
• Vinters Private limited
• Baramati Grape industries Limited
• United Distillers India Limited
• McDowell International Brands Limited
• Liquidity Inc. (Specialty vodkas – Pinky vodkas)
• In 2007, USL announced the all-cash acquisition of scotch whisky maker
Whyte & Mackay for approximately Rs 6000 Crore
• Shaw Wallace Distilleries Limited (2007 – secure supply and reduce cost
along with improving the margins significantly)
• Bouvet Ladubay (2006 – wine business entry which is France based co.)

10. Facts & Figures
Particulars Total numbers Comments
Brands 140 19 of these are Millionaire
brands.
SKUs 2992 Distillery-state-Brand-Pack
combination
Distilleries/Bottling
units
74 27 owned manf.,40 contract unit
Depots 48 Break-bulk points for finished
goods distribution
Retail outlets 64000 Inc. both on and off premise
outlets.

11. 19 Millionaire Brands
 USL Millionaire Brands
(Those that sell more than a million cases per annum)
Whisky Brandy Rum Vodka & Gin
 Bagpiper
 McDowell‟s No.1
 Director‟s Special
 Old Tavern
 Haywards
 McDowell‟s Green
Label
 Gold Riband
 Royal Challenge
 DSP Black
 Signature
 McDowell‟s No.1
 Honey Bee
 John Ex-Shaw
 Celebration Rum
 Old Cask Rum
 Old Adventurer
Rum
 White Mischief
 Romanov
 Blue Riband

12. Products Continue …
Black Dog
 Largest selling Premium Scotch with 45%
market share
 USP: 123 year Brand heritage Authenticity
Consistent quality
Antiquity Blue Rare Premium Whisky
 Finest & most expensive Indian whisky
 Won several blend awards
 Several International awards for superior
packaging including
 Ultra-premium variant of Antiquity Rare, has
established itself as the new benchmark in the
super premium whisky segment
 USP : Finest Indian whisky with world-class
Credentials, Specially imported blue bottle in
line with brand ‟s super-premium image

13. McDowell`s No. 1
 4th largest selling Whisky in the world
 Market leader with 60% market share
 Smart Pack won a Silver at the 2005 Flexible
Packaging Achievement Awards and also got special
Citations at 18th DuPont Awards for Innovation in
Packaging
 USP: India‟s favorite whisky, Constant innovations in
packaging, marketing, promotions and consumer
events has helped maintain leadership
Signature
 One of the fastest growing brands in the USL portfolio
 Exquisite whiskies from Scotland have been combined
perfectly with the finest aged Indian malts
 USP: World-class blend, Attractive & Unique
packaging, Sharply positioned on „Success is Good
Fun‟
Products Continue …

14. Bagpiper
 World‟s largest Whisky
 Market leader with 29% market share
 30-year-old flagship brand of USL
 USP : Popular and widely accepted, Trustworthy,
Strong blend, Bollywood connection
McDowell`s Brandy
 World‟s largest selling Brandy
 With 40% market share in India
 USP : Popular and widely accepted, McDowell‟s
lineage, Consistent quality
Products Continue …

15. Royal Challenge
 Largest selling Premium whisky of India
 24-year Heritage
 Market leader with 33% market share
 USP : Finest Indian Whisky, Widely accepted
for over 2 decades
Director`s Special Whisky
 Second largest selling Regular Whisky
 With 7% market share
 USP : Blend, Heritage, Wide acceptability
Products Continue …

16. White Mischief
 Market leader
 Fastest growing vodka
 5 year CAGR of 34%
 USP: Brand name, Frosted bottle, Blue and white
color, Sharp and edgy communication, Excellent
for preparation of cocktails
Romanov
 Re-launched the new blend in brand new
contemporary packaging
 USP: World class Triple-distilled blend, Spanking
new International packaging
Products Continue …

17. Product
Blue Riband Gin
 Market leader
 Has been delighting consumers for 47 years
 Recently launched in new and contemporary
packaging
 USP : Blend, Heritage, Wide acceptability and
brand loyalty
McDowell`s No. 1 Celebration RUM
 4th largest rum in the world
 Market leader
 USP: Unique blend that is widely accepted,
McDowell‟s lineage

18. Marketing Strategy
 Marketing Strategies
− New Product Development
− Brand Positioning
− Packaging and Labeling
− Ads and promotions
− Representing brands through sponsorships
− Innovative ideas for bottling

19. New Product Development
 Romanov Red - a prestige vodka - 85,417 cases in year of
launch
 Whyte & Mackay Special - Scotch whisky
 Pinky Vodka - a premium vodka
 Four Seasons Wines in 6 varietals

20. Bottling

21. Packaging

22. Brand Ambassadors

23. Technology
Technology has helped USL to consolidate 140 products as well
as operations and sales force.
 Every teams are equipped with PDAs and riding on a SAP
enabled network providing real-time data, enabling smooth
workflow in production, distribution and marketing.
 Latest technology pertaining to production process,
formulation, packaging option etc. which company ensures
that in future production capabilities keep pace not only with
sales forecasts but also other innovative production and
packaging options to satisfaction of consumers.

24. Distribution
 USL products are distributed across 64000 retail outlets in
India.
 USL also launches “Spiritz & More” co. retail outlets, this
model outlet is designed by a reputed retail design house
“Foley Designs". These stores provide several opportunities for
consumer interaction from Spirits Advisors for knowledgeable
shopping decisions, to whisky guides and also retailing of other
brands and services of UB group.
 Co. partners with other retailers to modify their stores with
latest model designs stores.

25. Outlets

26. Achievements
90 Million cases in sales in the year 2008-09
 USL - 88.30 million
 W&M - 1.68 million
 Bouvet - 0.36 million
 Pinky - 0.01 million
 USL - 90.35 million cases

27. Q-1 Results (09-10)

28. Conclusion
 Value for Money
 Quality
 Innovation
 Planning
 Technology
 Marketing of Product
 Mergers & acquisitions
 Distribution
“to Accomplish great things we must Act, but also
Dream not only Plan, but also Believe”
- Dr. Vijay Mallya

29. Thank You !!!