Retail Liqour Final

8/8/2019 Retail Liqour Final

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PRESENTATION ON RETAIL

MANAGEMENTRETAIL SHOP OF LIQUOR

(TURDE WINE SHOP, NERUL)

PRESENTED BY

SHRIKANT KOTHAWALE (16)

ANUJ DESHMUKH (66)


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1) This is a regulated industry - movement, prices of intermediategoods (molasses, alcohol) tightly controlled - state governments

exert considerable influence .

2) Yet this is well developed 8200 corer (us $ 1907 million) industry

in India.

3) Major players in the alcoholic beverages market - United Breweries

(UB) Group( Bangalore), Shaw Wallace (Calcutta), Jagajit Industries

(Kapurthala, Punjab), Mohan Meakins(Sloan, Himachal Pradesh),

Associated Breweries & Distilleries (Mumbai) .

4) Per capita Liquor consumption in India 1.3 liters'; as against 20

liters' in China, 100 liters each in USA & Germany , annually

The alcoholic beverage market

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THE ALCOHOLIC BEVERAGE MARKET OF

INDIA

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BEER MARKET: SIZE AND STRUCTURE

Market Size:

1) Market growing at 10-12 % per annum.

2) South and west zones account for bulk (> 75 %) of this market.

3) Major beer consuming centers - Maharashtra (Mumbai) .

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STRUCTURE OF BEER MARKET:-

1) Minimum economic size : 5000 kilo litres; 15000 kilo liters for NRI

proposals.

2) Around 40 units in organised sector, mostly regional players .

3) Four large breweries have 84% of the market share.

4) Major beer brands (manufacturers) - King Fisher, Kalyani Black Label

(UB group), Golden Eagle (Mohan Meakins), Haywards (Shaw

Wallace),

London Pilsner (Associated Breweries and Distilleries).

5) Foreign brands - Strohs, Fosters ,Tuborg, Casberg.

6) Licensing required except for smaller units employing under 50

persons or not using power.11/1/2010 5


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THE BEER MARKET:- FEATURES TRADE AND

REGULATIONS

Market Characteristics

1) Beer packed in 650,750 & 1000 ml glass bottles; usage of

(330 ml) cans minimal.

2) Preference in the Indian market for strong beer .

3) Promotions and sponsorships (sports, musical events) to

promote brands.

Trade :-

1) States prohibition policies govern trade sales for beer.

2) Multi layer trade channel structure .

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LIQUOR MARKET :- SIZE AND STRUCTURE

SIZE:-

1) Past growth 15 % CAGR per annum

Brown spirits - particularly whisky, rum & brandy

account for over 75 % of this market

South and North share 60% of marketINDUSTRY STRUCTURE

1) Major brands (manufacturers) : Signature, Blue Riband (UB

Group), Aristocrat (Jagajit Industries), Smirnoff, Gilbeys Green

Label, Malibu, Archers Peach Schnapps(International

Distilleries India), Passport (Seagrams), VAT 69, Black & White,

Black Dog (United Distillers India).

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2)There are over 22000 liquor retail outlets spread across the

country .3)In states of MAHRASHTRA,GOA,JAMMU AND KASHMIR and

ORRISA the trade is operational in open market.

4) In states of PUNJAB, BIHAR,UTTAR PRADESH,MADHYA

PRADESH

and RAJASTHAN ,the trade is operational in auction market.

5)The trade is under strict government control in states of TAMIL

NADU, KERALA, KARNATAKA AND DELHI.

6)The trade of liquor is prohibited in the states of

GUJRAT,MIZORUM, NAGALAND and MANIPUR.

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CHARACTERISTICS OF LIQUOR MARKET IN INDIA:-

1) Preference for brown spirits (molasses flavor) in Indian market .

2) Liquor is packed in 180, 375, 500, 750 and 1000 ML bottles - glass

and plastic bottles. 180 ML and 750 ML are fast moving .

3) Guala caps is put on bottles to prevent bootlegging .

4) Brand building very important for this market.

5) Yet avenues limited as advertising of liquor banned in most

medias so

promotions, sponsorships and surrogate advertising (sometimes)

done to build brands11/1/2010 9


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PLACE(DISRIBUTION)

Home delivery..butcharge some extraamount.

Contract withvarious party organizer.

95% distributionthrough shop it self.


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PROMOTION

Locationof shop it self play good role of

promotion.

Sponsor for cricketmatches innerul.

1glass free with1 khambba (750ml).

Lucky draw, free opener with beer,

coupons.


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PHYSICAL EVIDENCE

Normal physical evidence.


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QUESTIONNAIRE

How did you know aboutthe Shop?

Are youhappy withthe locationofthe liquor

shop?

What influenced your purchasing at Liquor shop?

On what basis do you selectthe Liquor shop?

Whichcategory of products do you prefer to buy?

Who accompanies you for the purchase?

How frequently do youvisit Liquor shop ?

Are you satisfied with services provided by the

shopkeeper?


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AGE

21-25

16%

26-3544%

36-45

28%

45-

Retail Liqour Final

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