a project on abd's marketing)

8/8/2019 A Project on ABD's Marketing)

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A PROJECT REPORT ONCustomer satisfaction" survey of

SUBMITTED BY

AMIT MEHTAREG.0906276086

2009-2011

Under the guidance of:

Mr. s.k. Das U.c. pujaria.s.m (ABD) faculty of marketing

Bhubaneswar brmimit

A summer project Submitted in partial fulfillment of the requirement for

award of degree in Master of Business Administration

BRM INSTITUTE OF MANAGEMENT & INFORMATION TECHNOLOGY

BPUT,ROURKELA


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ACKNOWLEDGEMENT

A work is never a work of an individual. I owe a sense of gratitude to the

intelligence and co-operation of those people who had

been so easy to let me understand what I needed from time to time for

completion of this project.I want to express my gratitude towards Mr. S.K Das, area sales manager atAllied Blenders &Distillers to give me an opportunity to do this project.

I would also like to forward my gratitude to Mr .U.C pujari to give thevaluable time for making my project &other faculty members who always

endured me and stood by me and without whom I could not have envisaged

the completion of my project.


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PREFACE

To start any business the success entirely depends on themarketing research done about the particular and the consumerattitude towards the product. Marketing research plays a vital role in

a business to make it success.I have tried to put my best effort tocomplete this task on the basis of skill that I have achieved duringmy studiesin the institute. I have tried to put my maximum effort to get theaccurate statistical data.

DECLARATION


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I AMIT MEHTA students of BRMIMIT BHUBANESWAR [Semester

III] hereby declare that I have completed my project, titledCONSUMER SATISFACTION.The information submitted here in is true and original to the best of

my knowledge.

Signature of StudentAMIT MEHTA


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CERTIFICATEThis is to certify that the present report of summer training in ALLIED

BLENDERS & DISTILLERS is a result of genuine field survey carried

out by Amit mehta of (MBA) under my guidance and supervision.This report is an outcome of extensive study on the Subject is

for partial fulfillment of the master in business administration .No part

of this book has been submitted for our other curriculum or published in

any other form.

Mr. U.C Pujari

Faculty of Marketing

BRMIMIT


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CONTENTS

S. L no. Particulars

1. INTRODUCTION

2. COMPANY PROFILE

3. PRODUCT PROFILE

4. CUSTOMER PROFILE

5. DEFINE PROBLEM

6. METHODOLOGY

7. DATA ANALYSIS

8. FINDING OF SYUDY9. CONCLUSIONS

10. BIBLIOGRAPHY


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Introduction

INTRODUCTION

In the modern urban culture consumption of alcohol particularly among younger generation

has become very popular. Alcohol in various forms like whisky ,rum, vodka, wine, gin etc are

widely consumed by urbane population at various occasions like dinner parties, marriages, get

together, birthday calibration etc.


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With the growing consumption of alcohol, the technology of its production, preservation,

transportation and or marketing in the recent years has witnessed phenomenal changes.

The so-called competition for this product in the market is from different other brands. Mass

media, particularly the emergence of television, has contributed to a large extent of the ever

growing demand for alcohol.

It is expected that with the sort of mass advertising, reaching almost the entire country and

offering various varieties annual demand for the product is expected to rise sharply in the

times to come.In any marketing situation, the behavioral / environmental variables relating to

consumers, competition andenvironment are constantly influx. The competitors in a given

industry may be making many tactical maneuvers in market all the time. The may introduce or

initiate an aggressive promotion campaign or announce a price reduction. The marketing man

of the firm has to meet all these maneuver and care of competitive position of his firm and his

brand in the market. The only route open to him for achieving this is the manipulation of his

marketing tactics.

In todays highly competitive market place, mainly two players has dominated

the Indian industry UNITED BREWERS and SEAGRAMS


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Alcohol Industry In India

Indian Spirits Sector - Overview

Indian Liquor Industry with estimated market value of INR 340 bn is growing at 12 -15% overthe last two years. The industry is estimated to have sold 115 mn cases of IMFL last year. The

sector is expected to maintain its CAGR of ~15% while the premium segment Wine and Vodka

is expected to grow at a higher rate. With consolidation and foreign acquisitions gaining steamthe sector is about to witness next phase with realization rising in line with that of their foreign

counterparts.

There are 325 distilleries in India, with an installed capacity of about 3.58 billion litres of liquor.

However, production rate is about 40% of total licensed capacity as total requ irement of liquorstands at 1.3 billion liters.

Major National Players

United spirits with about 60 % of market share in IMFL is the undisputed leader. Radico Khaitan

who entered the IMFL space some 8 years back has already cornered 12 % market share andgaining. Other players include Mohan Meakin (9%), Jagatjit (8.5%), etc.

International playersThe major international players are Pernod Richard, Remy Cointreau, and Diageo (Diageo has

tied up with Radico for entering Indian markets in brown spirits)

Investment RationaleInherent Potential, Deregulation, western cultural influence and high entry barriers has helped

the industry in notching up higher sales growth. Alcohol sale is driven by the high GDP growthand more people entering the drinking club with newly obtained prosperity or from up trading

from the existing brand.

Inherent Potential:Since liberalization, the economy has been growing at steady pace with per capita income rising

from INR 23,222 in 2005 to INR 6,012 in 1991.

Shift from country liquor to IMFL is expected with rising per capita income and limiting the saleof country liquor by states due to hygiene factor.

Industry has one of the lowest per capita consumption of both Liquor and Beer and also since the

margins are amongst the lowest...


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NEW DELHI:The total consumption of alcoholic beverages in India is expected to touch 217.1 million

cases in 2010, marking a growth of 8 per cent from the previous year, according to a report.

According to a report published by market research firm International Wine and Spirit Record (IWSR) ,

the total consumption of spirits in the country stood at 200 million cases in 2009. A case has 12

bottles, totaling nine litres.

The Indian market for alcohol mostly spirits and beer, as well as wine totaled $14 billion lastyear, and was one of the fastest-growing alcohol markets in the world. Imports account for only a tiny

fraction of that, but with India booming while demand elsewhere stalls, no international beverage

company can afford to ignore it. Over the next five years , the Indian market for alcohol is projected to

grow at 10% a year more than in China , the U.S. and Europe combined, according to an estimate

by KPMG India.

Drinking patterns in India are unlike those of any other major market. Hard liquor is far more popular

than beer and wine, with spirits accounting for about 70% of the market.

The Indian alcoholic beverages market is dominated by whisky, which accounts for more than half ofthe total spirits consumed in the country.

The total consumption of whisky is estimated to be around 131 million cases in the current year, a

rise of 10 per cent from 119 million cases in 2009.

After whisky, rum is the most popular alcoholic beverage in India and the total consumption is

estimated to be at 42.4 million cases in the current year, a rise of 8.7 per cent from 39 million cases in

2009.

According to the IWSR report, consumption of beer counted as a separate category

is likely to grow by 7 per cent to 195.5 million cases of 7.8 litres each (1.52 crore Hecto Litres) in

the current year, as compared to 181.5 cases (1.41 crore Hecto Litres) in 2009.

IWSR is a London-headquartered market research firm that focuses exclusively on the global alcoholic

beverage market.

The Indian alcoholic beverage market is currently dominated by local brands such as McDowell, XXX,

Bagpiper, 8PM and Officer's Choice, collectively known as the semi-premium segment.

The Vijay Mallya-promoted United Spirits, which has brands like McDowell and Bagpiper under its portfolio, is

the largest player in the segment with sales of over 100 million cases per annum.

Diageo, the largest spirits maker globally, is the second-largest player in the country with brands like Johnnie

Walker under its portfolio.

Among domestic companies, Radico Khaitan with brands like 8PM and Magic Moments is the second-

largest firm after United Spirits in the country.

The Indian market for alcohol mostly spirits and beer, as well as wine totaled $14 billion last year, and

was one of the fastest-growing alcohol markets in the world. Imports account for only a tiny fraction of that, but

with India booming while demand elsewhere stalls, no international beverage company can afford to ignore it.


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Over the next five years, the Indian market for alcohol is projected to grow at 10% a year more than in

China, the U.S. and Europe combined, according to an estimate by KPMG India.

Liquor Companies in India

y Ace Continental Exports - Manufacturer of beery Amrut Distilleries - Supplier of dark rum, brandy and whiskyy Champagne Indage - Producers of still & sparkling winey Chateau Indage - Sparkling wines manufacturery Cobra - Beer manufacturery Dajeeba Vineyards - Red and white wine manufacturery Kem Liquors - Rum and brandy bottling servicesy Liquors India - Manufacturer of liquory ND Wines - Red, white and appetizer wines producery Radico Khaitan, Rampur - Liquor manufacturer


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y Shaw Wallace - Producers of spirits and beery United Breweries - Kingfisher - A leading brand of Indian beer

from the UB groupy Vinbros & Co - Manufacturer of whisky, vodka, brandy, rum &

gin

Subject background of the topic

Customer satisfactionCustomer satisfaction is an organizations ability to supply their customers

wants and needs. Customer satisfaction depend on the product perceived

performance relating to buyer expectation .if the product performance falls

short of expectation, the customer is dissatisfied. If performances matchs

the expectation the customer is highly satisfied or delighted.

As we concern ABD products:

y Officers choice (whisky).

y Jolly Roger (rum).

y Wodka Gorbatschow (premium vodka).

y Class vodka (vodka).

If I left out the officers choice, all the product of ABD is

new in the market. It need push and promotion on sale.A

company can always increased customer satisfaction by lowering itsprice or increasing its service, but this may result in lower profits. For

the scope of improvement of ABD group, should have diversify their

product line and range.

.


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Good customer service is the life blood of any bussiness. Although new

customers are important and good customer service will help generate

loyality and repeat bussiness. With each satisfied customer bussiness is

likely to win many more customers through recommendations and

remember, if we are not taking care of our own customer, our customer will

decrase. A customer satisfaction survey will help us not only identifyproblem areas but will also demonstrate to our customer that you care and

are proactive in looking for ways to improve the service that you provide.

Company profile


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Allied Blenders and Distillers Pvt. Ltd. (ABD), a

company promoted by industry stalwart Mr. Kishore Chhabria. Acclaimed as a veteran

in the spirits industry, he has been spearheading the business for over 20 years.

Leveraging on his expertise and leadership, ABD has successfully added an array of

exquisite brands of Indian Made Foreign Liquor to his credit.

At ABD, their highly experienced and passionate management team ensures that they

keep pace with the changing business dynamics and global competition. Which is why,

ABD have strategically located their sales offices in 14 cities across four zones to

ensure a pan-India presence. Today, they are proud to be associated with some of the

most popular brands in the country and are poised to become the most admired liquor

company.

Manufacturing units across India.


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ABD have 31 distillery units across India, three of which in Gurgaon, Aurangabad and

Bangalore are owned by the company, while the rest are contract units.

Gurgaon, Hisar, Bareilly, Patiala (3) Solan, Alwar, Chandigarh, Jaipur, Guwahati, Meghalaya,

Sambalpur, Patna, Ranchi, Tripura, Hooghly, Arunachal Pradesh, Howrah, Aurangabad, Gwalior,

Pune (2) Raipur, Nira, Gaganpahad (2) Vishakapatnam, Mahababunagar, Bangalore and

Kancheepuram

Export Division:

Their flagship brand Officer's Choice not only has a strong equity base in India but also

amongst Indians in various international markets. Keeping that in mind, their export


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strategy for overseas markets was to make their brands available in countries with a

sizeable Indian population. Thus, they aimed at focusing on countries like UAE,

Sultanate of Oman, Bahrain, Qatar and Malaysia.

At ABD, they've devised a unique packaging technique to help Officer's Choice create

its own brand identity overseas. In the IMFL segment across UAE - the biggest liquor

market in the Middle East - Officer's Choice is currently ranked as the second largest

Indian brand.

Exports have been continuously growing on a year on year basis. ABD export volumes

have grown from 89000 cases in 2006-07, 260000 cases in 2007-08, 470000 cases in

2008-09. 647565 cases in 2009-10. And in the current year, they aim to grow by

another 50% and hope to cross 1 million cases mark. Apart from strengthening existing

markets, the African markets across East and West Africa too provide for exciting

growth opportunities

EXPORT


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Vision

At ABD their vision, values and philosophy are at the heart of

everything they do. These are not just the foundation but also a

testament to their success.

0

100000

200000

300000

400000

500000

600000

700000

89000

260,000

470,000

647565


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Their Vision is:

To be the most admired spirits company recognised by

their:Shareholders for the value we createConsumersfor the quality and unique proposition of our brandsCustomersfor our fair business practices and the value that wederive from selling and promoting our brands

Employees for our work ethics, environment and the opportunitiesfor growthand learningSuppliersfor our transparent and win-win buying policiesRegulators for operating within the framework of law and timelypaying their dues to the exchequers

100% quality. 100% satisfaction.

Indian Made Foreign Liquor (IMFL) is an alcoholic beverage created using internationalmethods of manufacturing and tradition. We at Allied Blenders and Distillers Pvt. Ltd.(ABD) have a tradition to produce the finest quality of IMFL that is enjoyed by millions

of consumers in India and abroad. Our company manufactures IMFL using ExtraNeutral Alcohol (ENA) distilled using modern technology and flavoring spirits like MaltSpirit, Grape Spirit, Cane Spirit etc. to achieve authentic standards of manufacturing

Whisky, Brandy, Rum and Vodka etc. We emphasize on processes with moderntechniques of fermentation and distillation to accomplish desired output. Other inputs

used in the IMFL manufacturing are high quality nature identical essences, flavors andcoloring materials. Our packaging standards are extremely stringent in terms of

accepting right quality of bottles, seals, labels, mono cartons and mother cartons. Toprovide additional security to our product, we use non refillable closures and shrink


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sleeves on closures to make it tamper proof. At ABD, it has been our constantendeavor to follow best manufacturing practices and continual improvement in our

quality systems.

Our strength is our highly experienced manufacturing and technical professionals. Ithas been our constant effort to continuously increase our knowledge capital by

nurturing the skill base of our existing technical team and also adding expertise from

the outside world.

Multi-step quality control measures include:

y Proper selection and procurement of right quality raw material i.e. ENA, MaltSpirit, Grape Spirit etc.

y Production of high quality De Mineralized Watery Focusing on process of maturation and blending

y Proper filtration, ensuring high levels of clarity in our productsy Analysis and measurement of product quality and finally bottling of packaging

standards


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Networks of ABD


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North:Allied Blenders and

Distillers Pvt. Ltd.J 8/19, DLF Phase II,

1st Floor,

Gurgaon 122 001. India

Tel: +91-0124-4210061/62

Fax: +91-0124-4210063

Other Sales Offices inLudhiana,

Jaipur, Chandigarh &

Lucknow

Chandigarh

Tel: +91-0172 - 4678 779

Ludhiana

Tel: +91-0161 - 4649 725

Jaipur

Tel: +91-0141 - 2703 316

Lucknow

Tel: +91-0522 - 2789 793

East:Allied Blenders and

Distillers Pvt. Ltd.

10/1/H, 1st Floor,

Diamond Harbour

Road,

Kolkata 700 027.

India

Tel: +91-033-2448

9895/96/97Fax: +91-033-2448

9894

Other Sales Offices in

Guwahati,

Bhubaneswar & Patna

Guwahati

Tel: +91-0361-2460

223

Bhubaneswar

Tel: +91-0674-2546726

Patna

Tel: +91-0612-2570

352

South:Allied Blenders

and Distillers

Pvt. Ltd.

H. No. 8-2-684 /

4 / 13 / 1

Plot No. : 18,

Road No. : 12,

Banjara Hills

Hyderabad 500

034. India

Tel: +91-040-

2339 1850

Other Sales

Offices in

Bangalore &

Chennai

Bangalore

Tel: +91-080-

2227 9378

Chennai

Tel: +91-044-

6549 4788

West:Allied Blenders and Distille

Pvt. Ltd.

12, 1st Floor,

Evergreen Industrial Estate

Shakti Mills Lane,

Off Haines Road, Mahalaxm

Mumbai 400 011. India

Tel: +91-022-6754 4000

Fax: +91-022-6754 4099

Other Sales Office in Bhopa

Bhopal

Tel: +91-0755-2761 562


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Officer's Choice


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Product Description

OFFICERS CHOICE - THE WORLDS CHOICE

10th largest spirits brand in the world among all categories

3rd largest Indian whisky brand in the world among all categories

4th largest whisky brand in the world (among worlds top 30 whiskies)

4th fastest growing Indian whisky brand (among worlds top 30whiskies)

Source - Millionaires Magazine 2010 published by Drinks International,UK

Officer's Choice, is the 2nd largest brand in the prestige whisky segment in India.In FY 2009-10, Officer's Choice clocked a sale of 11.82 million cases i.e. astaggering growth of 27% over the previous year. This year the brand is poisedto cross the 15.5 million cases mark.Officer's Choice whisky popularly known as 'OC' among its connoisseurs isrespected and trusted by millions. A favourite amongst its patrons; its now exportedto more than 7 countries across the globe.Officers Choice enjoys a high status amongst its current users and the brand namesymbolizes status, class, respectability & a sense of control. The fastest growingIndian whisky brand is strongly identified and known by its unique "Appellate".The brand is now positioned on the "Righteousness" platform with a baseline

"Jagaiye Apne Andar Ka Officer". The new campaign fuels the needs andaspirations of a common man (central to the idea) to constantly do good and makethe right choices in life.

Sale


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Product competitors

2008-20092009-2010

2010-2011

9.307

11.82

15.5

cases(mllio.)


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y Senatey Aristocraty DSP Blacky Director's Specialy Blender's Pridey Bagpipery Mc dowels No.1y Green label

Manufacturers of Indian whisky


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y United Spirits, a division ofUnited Breweriesy Amrut Distilleriesy Shaw Wallacey Mohan Meakinsy Jagatjit Industriesy Som Distilleryy Khodayy Premier Distilleries

y Allied Blenders and Distillers Ltd.


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CLASS

Product Description


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Launched in Nov '06; Class Grain vodka was launched as the Indians first

grain vodka in the regular segment.

Apart from the premium grain spirit; the charcoal filtration process used,

makes the blend smooth and pure. Class Grain vodka was ranked no. 1 in

Smoothness in blind tests conducted along with other premium vodka

blends.

Most neutral of all spirits Vodka is a perfect mixer and that's why is used in

making cocktails. CLASS logo lives true to its character with the Inverted A

in CLASS looking like a martini glass and stirrer & olive therein, symbolizing

a vodka cocktail.

Targeted at the younger generation Class Grain vodka is positioned as Your

ticket to the A-CLASS life; the brand is gaining immense popularity across

India.

Sale


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Product competitors

yMagic moment

yWhite mischief

0

0.5

1

1.5

2

2.5

3

2008-2009

2009-2010

2010-2011

cases(lak.)


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yVolga


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Jolly Roger

Product Description

With the launch of Jolly Roger Dark Rum, ABD has added yet another

premium brand to its impressive portfolio. Smooth rum blended with original

matured Jamaican Pot Still rum and natural spices; Jolly Roger is perfect for


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all occasions. With its superior quality and international flavor, the rum offers

its patrons a unique blend at an affordable price. Satisfying the status needs

of its consumers by offering them a premium brand, Jolly Roger aims to

successfully create a new segment amongst rum drinkers.

Launched in select markets with a distinctive, stylish family shaped pack

and a special tamper proof cap across SKUs, Jolly Roger is sure to set thepulse racing of today's uber cool generation.

Jolly Roger is positioned as the Spirit Of Jamaica. The campaign "Get High

On Life Man" brings alive the Jamaican spirit and their Zest for life,

creating the desired imagery for Jolly Roger - fun, smooth, flirty yet

sensuous and 100% passionate.An authentic dark rum for all occasions, Jolly Roger has a rich aroma and a wellbalanced, rounded taste that comes from a rare composition of original matured Jamaican pot still rum and natural spices.

Product competitors

yMc Dowels xxx

yCelebration

yOld cask


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WODKA GORBATSCHOW


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Product Description

Wodka Gorbatschow was recently launched in India through a joint venture between

ABD Pvt. Ltd. and Henkell & Company, Germany under the name of Henkell &

Company India Pvt. Ltd.


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Wodka Gorbatschow, a renowned premium vodka is being produced in Berlin since

1921 and is growing from strength to strength internationally. With a market share of

over 20%, it is Germanys leading brand of vodka and at the same time the third

strongest performing spirits brand in Germany. Wodka Gorbatschow is one of the top

15 premium vodkas in the world, and with 1.4 million cases sold it is a member of the

Club of Millionaires. In 2006, Wodka Gorbatschow was awarded the Monde Slection

Gold Medal.Wodka Gorbatschow is the first brand marking the Henkell - ABD alliance in India. The

mutual goal is to exploit the large and developing Indian IMFL market and to establish

Wodka Gorbatschow as a leading premium vodka brand. Henkell & Co brings to this

venture its immense international expertise and production know-how and provides

marketing synergies and financial support for the brand in India. We at ABD , on the

other hand, provide Wodka Gorbatschow with domestic expertise in the field of

production and excellent distribution network in the country.

The brand Wodka Gorbatschow is highly superior to the other Vodka brands availablebecause of its special triple-chilled filtration process - a technical innovation brought by

Henkell to India.

This unique filtration process, conducted at minus 12C, after which the vodka is

painstakingly double-filtered over charcoal, makes the product extremely smooth and

exceptionally pure.

Since its launch in July, 2008, Wodka Gorbatschow has shown enormous potential andpromise and has grown from strength to strength. The brand has sold 47,475 cases in

FY 2009-10 recording a staggering growth of 252% and achieving a market share of

10% in its segment. This year the brand is poised to cross 1.25 lakh cases


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Product competitors

yFuelyRomanov

ySmirnoff


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CustomerProfile: The customer mainly who require the

above job done are as follows:

yStudents

yBeetle shops

yPaint contractors

yAuto drivers, Bus drivers

yDhaba


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yPrivate job holders

Objective of the studyTo understand the customer and their need in a givensegment.

To build new customer through offering better products.

To know whether their is any problem in the existing products..To analyze the market share of the company.To study the consumer preference about ABDs products.To find out the market plan of the company over the competitors.


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Scope of the studyThe study is limited to the customer of alcohol products only.

This study was conducted to analyze the customer satisfaction

towards ABD products.

To find out how much an average customer is dissatisfied with

the products of ABD.

To know the market share of ABD products.


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Research methodologyResearch design:

The formidable problem that follows the task of defining theresearch problem is the preparation of design of the research project

reputedly known as the research design a research design Is the

arrangement of condition for collection and analysis of data in a manner that

aim to combine relevance to the blue print for the collection measurement

and analysis of data. The purpose of research is to get the feedback from

the customer to its customer satisfaction. It also help to know the problem

facing Allied blenders & Distillers and provide necessary steps to overcome.

Type of research

The type of research used hears are exploratory and descriptive

research. Structured and unstructured close ended and open

ended questionnaire was used.

Sampling method


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Random sampling method is used.

Field work

The area of field work is Bhubaneswar.

Methods of analysis:

Simple statistical and mathematical tool used for analysis. First

data was classified and tabulated,

percentage has been calculatedfor better appreciation and interpretation of data collected then

inference were drawn and graphical representation was used.


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Data analysis

DATA COLLECTION METHOD

PRIMARY SECONDARY


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Direct personal Interview

Indirect personal Interview

Information from correspondents

Question filled by enumerators.

Questionnaire

(Market survey-Customer satisfaction and scope of improvement)

SHOP DETAILS

SIZE STOCK SALE

750ml

Shop license name

Published Unpublished Sources


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375ml180ml

90ml

ABD

SIZE STOCK SALEOfficerchoice

Jolly roger Class Wodkagorbatschow

Officerchoice

Jolly roger Class Wodkagorbatschow

750ml

375ml

180ml

90ml

Segment sale

Premium Average Lower

Offer Advertisement

Most saleable brands


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Consumer details

Occupation Income

Beverages consumption

Whisky Rum Vodka Beer

Quantity &frequency of consumption

Product specification Influential reasonTaste Flavour Strength Smoothness Brand Availability Affordable Friends

Reason of not using ABD

Product specification Influential reasonTaste Flavour Strength Harsh Brand Availability Expensive Not

used

Source of ad awareness

Television Newspaper Internet Magazine Hoardings

Feedback

Market share of ABD in Bhubaneswar


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Share of ABDS brand in total sales of ABD

91.85

8.15

00

Market share(%)

Other sale

ABD sale

0

5000

10000

15000

20000

25000

90 ml 180ml 375 ml 750 ml

Total sales

ABD sales


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1.8

12.6

18.89

66.68

Sale of ABD's brands in (%)

Wodka Gorbatschow

Jolly Roger

Class vodka

Officer choice


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Findingsy Whisky is the most salable product in the product line

y There is absence of enough product line & product range in

ABD.

y There is no premium or regular range whisky to attract youth.

y There was lack of stock of vodka class and jolly roger at

various shops though having good sales.

y Jolly roger is getting customer as customer likes it.

y There is quality problem in vodka class.

Suggestion


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y There should be a premium brand of whisky to attract specially

youths.

y Aggressive promotion of officers choice is required to retain the

existent consumer and to make new consumers.

y As wodka gorbatschow is of premium range vodka so it need

special promotion through magazines, sports and English news

channels.

y Frequent visit of shop should be done to maintain the stocks.

BIBLIOGRAPHY

1. Marketing management by Philip kotler.

2. Research methodology by C.R Kothari.3. www.abdindia.com

4. www.officerchoice.com

5. www.jollyrojer.com

6. www.classvodka.com

7. www.wodkagorbatschow.com


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a project on abd's marketing)

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