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Introduction

Indias largest beveragealcohol group; 2nd in theworld

Spirit divisionworth = US$ 5 billion

100 million cases a

year

Market leader with59%

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United Breweries Holding Ltd

Beverage Alcohol

Aviation Engineering

Fertilizers

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Since 1988, UB group has made 10

acquisitions, has stakes in 9 companies.

Acquisition of Shaw Wallace in 2005

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WHISKY BRANDY RUM VODKA GIN

Bagpiper McDowell's No.1 Celebration White Mischief Blue Riband

Royal Challenge Honey Bee Old Cask Romanov

Signature John ExShaw Olde Adventure

DSP Black Bagpiper

Director's Special

Green Label

Gold Ribbon

Old Tavern

Hayward's

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Malting

Grinding

Brewing Fermentation

Distillation

Aging

Bottling

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Malting

GrindingBrewing

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FermentationDistilling

Aging

Bottling

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Product Characteristics

Aroma: Sweet malt, unique

hazelnut with honey

Color: Antique Gold

Taste: Burst of malt, oakwood and vanilla.

Finish: Smooth, intenseyet delicate

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Packaging

Created by Claessens International

Design

BOTTLE IS SHORTER, BOLDER AND MOREMASCULINE

Clear black = classy look.

Streaking gray = reaching new horizons

Splash of red = spirit of challenge

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Pricing

Factors for pricing

Fixed and variable costs

Competition

Proposed positioning strategies

Target group and willingness to pay

Other factors for Liquor Excise duty norms

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Royal Challenge

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Current Trends

Plan of uniform tax on liqour

Prices went up by 10-20%Quantity Factory/CSD(in Rs) Cost after taxes(in

Rs)

Wholesale Rate (in

Rs)

Maximum Retail

Price(in Rs)

750 ml 170 285 463 560

375 ml 86.5 142.5 285

180 ml 43.75 68.4 140

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Competitors Pricing

Brand/Quantit

y

Signature Peter Scott Blenders Pride Antiquity

750 ml Rs. 500 Rs. 520 Rs. 500 Rs. 600

375 ml Rs. 250 Rs. 275 Rs. 250 Rs. 310

180 ml Rs. 130 N/A Rs. 130 Rs. 150

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Distribution

Right product

Right People

Right Place

Right Time

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Retail Market

Open Market

Auction Market

Government regulated market

CSD

No market

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Strategy

Spiritz and

More co.

CoPartnering

64000retails

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Presence of many intermediaries.

Supply has to take place on daily basis.

Hybrid marketing channel not present.

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Licensing

L-1 = Wholesalers

L-2 = Retailers

L-3 and L-5 = Restaurants and Bars L-4 = Small Restaurants

L-19 = Clubs and Societies

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Direct advertising of liquor is banned in

India

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Surrogate advertising

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Brands philosophy REALWINNERS LOVE REAL

CHALLENGES

RC consumer Game for Life

Real winners take challenges no

matter how big they are RC gives consumer a feeling of being

real winner

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RC Gold Bat Challenge (DLF IPL2010)

RC Face ofChallenge (CLT 2009)

Game forChallenge (DLF IPL 2009)

Fanatic fans Challenge official

Blogger, photographer, videographerand podcaster of the RCB team.

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Google Youtube channel for IPL

Fashion Website StyleKandy.com

Restaurants and Bars

Other Promotion Techniques

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32%

20%

32%

8%

8%

Tough choice b/w RC and BP

Royal Challenge

Signature

Blenders Pride

Antiquity

Peter Scot

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60%

40%

Price kam karo!!!

YES

NO

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68%

32%

We advertise....did you know?!!!

YES

NO

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YES

32%

NO

68%

Packing changed???

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16%

76%

8%

Theke pe chalo!!!

Bar

Retail

CSD

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Change of packaging ineffective, mostly going

unnoticed

Customers preference going more with

Blenders Pride

No free giveaways for the purchase of bottlesof Royal Challenge

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