Executive Summary
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A DISSERTATION REPORT ON “TO DETERMINE THE FUTURE OF PREMIUM SEGMENT OF WHISKY IN ORISSA: A COMPARATIVE STUDY ON ROYAL CHALLENGE & BLENDERS PRIDE” BY BISWARANJAN BHOI (MBA 2008-10) ACADEMY OF MANAGEMENT STUDIES, BHUBANESWAR Submitted for partial fulfillment of the requirement of MBA Programme Under the guidance Of Rajesh Kumar Satpathy Asst. Prof. Marketing Academy of Management Studies (ISO 9001: 2000 Certified Institution) Approved by AICTE, New Delhi and Affiliated to BPUT, Orissa) Accredited by NAAC Prasanti vihar, pubasasan, kausalya Ganga, Bhubaneswar – 751 002 Ph: (0674) 2465128/2465570, Fax: (0674) 2465701, E-mail: [email protected]/visit us: www.amskrupajal.org Date: CERTIFICATE This is to certify that this report work entitled “To Determine the Future of Premium Segment of Whisky in Orissa: A Comparative Study on Royal Challenge & Blenders Pride” is submitted by Mr. Biswaranjan Bhoi bearing Reg.No.0806272091 under my guidance. The report has reached the standard of fulfilling the requirement for the award of Master in Business Administration. I also certify that the matter embodied in this project is original and has not been submitted before for the award of any other degree. I wish his all success in future endeavor. Prof. Rajesh Satpathy Faculty-cum-guide (Marketing) DECLARATION I hereby declare that this Report “To determine the Future of USL in Premium Segment of whisky in Orissa: A comparative Study on Royal Challenge & Blenders Pride.” Is an original work carried out by me under the direct supervision and guidance of Prof. Rajesh Satpathy faculty at Academy of Management studies, Bhubaneswar. This Dissertation report has been submitted to Biju Patnaik University of Technology as a part of partial fulfillment for the award of the degree of Master of Business Administration. I also declare that no part of this presentation had ever been published or submitted as a project representation for any degree of Academy of Management Studies. BISWARANJAN BHOI MBA, 2ND YEAR, 6TH TRIMESTER REGD. NO-0806272110 ACADEMY OF MANAGEMNT STUDIES. ACKNOWLEGEMENT First of all I would like to express my gratitude to all those who gave me the possibilities to complete the report. I would like to thank United Spirits ltd., which provided me a great opportunity of to have the exposure from such a prestigious organization. Then I would like to Thank Mr. P.K Panigrahi (General Manager) United Spirits Ltd, Orissa. I would also like to thank Mr. Gora Mukherjee (Regional Manager) EAST ZONE. I would also like to thank Mr. Lawrence Daniel Michael & Mr. Kunal Patnaik (Territory sales Executive) for their constant Guide & support. I would also like to thank Mr. Rajesh Satpathy (Asst. Prof. Marketing) for his guidance & support. BISWARANJAN BHOI PREFACE Indian Liquor and spirits industries are common characteristics arising form a similar policy framework. Country liquor, Indian made Foreign Liquor (IMFL) and beer are state subject, with each state controlling the duty structure and distribution. Incidence of import and export duties result in high cost of interstate movements which has resulted in each state having attributes of a separate market.. This Market research has been done for United Spirits Ltd. For the study” To determine the Future of USL In Premium Segment of whisky in Orissa: A comparative Study on Royal Challenge & Blenders Pride.” For this purpose market of Bhubaneswar, Cuttack & Puri has been covered. For differentiating the behavior of consumers in this market a survey has been conducted through questionnaires and responses of consumers and retailers have been recorded. The results may not be in accordance to the actual situation in the market because of small sample size and the limitation of area, but serious efforts have been put into get the best results. EXECUTIVE 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. “What distinguished a brand from its unbranded commodity counterparts is the consumer’s perceptions and feelings about the product’s commodity counterparts is the consumer’s perceptions and feelings about the product’s attributed and how they perform. Ultimately, a brand resides in the minds of consumers. A brand can be better positioned by a associating its name with desirable benefits. 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. Brand nodding occurs when customers experience the company as delivering on its benefit promise. The fact is that brands are not built by advertising but by the brand experience. Brands vary in the amount of power and value they have in the marketplace. At one extreme are brands that are not known buy must buyers then there are brands for which buyers have a fairly high degree of brand awareness. Beyond this are brands with a high degree of brand acceptability. We define brand equity as the positive differential effect that knowing the brand name has on customer response to the product or service. Brand equity results in customers showing a preference for one product over another when they are basically identical. The extent to which customers are willing to pay more for the particular brand is measure of brand equity. A brand needs to be carefully managed a 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 and D investment, skillful advertising, 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. Generally a group customer who heavily shares a common a group of customers who heavily share a common need constitute the market. Now days, market has turned from seller’s market to buyer’s market. 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. To achieve goal the proper marketing strategy is needed. A successful strategy man oeuvre for obtaining specific goals can be possible ply by building a high committed and motivated sales team of area managers, sales officers, dealers and officers. 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. A new product may have to be promoted by door to door selling, selling shops and through media like T.V. or through advertisements. If a product is to be exported, the marketing has to be done within the framework of policies and procedures set up by the govt. The middlemen under strict price and control policy of the Ministry of Home Affairs especially Food and Civil Supply Department. 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. For the successful career in marketing a person must have certain basic skills like a degree in an area of thrust related to the type of company, ability to formulate and implement sales, distributional sales, distributional and promotional strategies and exceptional skills to motivate and effectively manage the sales force. In addition, the attitude and talent for innovation, good knowledge of designing and preparing various inputs including visual aid folder is needed. Besides this, involvement in marketing research for launching new products and in training sales force is must for a successful marketing manager. The above qualifications are must because the role of marketing manager in the organization has also changed with requirement of the hour. Today, marketing manager has become the integral part of business and involves all the activities that take place in an enterprise. As a good marketing manager one has to train the staff. Therefore the sound knowledge of marketing activities, marketing strategies and legal aspects is needed. Not only this, there many other things which pave the way for promoting sales. Good contacts in corporate sectors, knowledge of controlling activities up to grass-root level, interacting with concerned departments and sales regulatory authorities are also required for a successful marketing manager. Four Ps namely product, price, place and promotion are the most vital areas of marketing management. Fifth P added is pace. Without these the marketing objectives of organization cannot be fulfilled. Channel distribution system may get affected by the product factor, market factor and institutional or organizational factors and the vital decisions has to be taken with regard to internal sales promotion in the light of channels of distribution. The marketing division should see that brand identification is must for the producers to exercise maximum control over the demand for its products.