Activation and Penetration of newly launched Brands

Vladivar vodka and Signature Premier Whisky

7/12/2012 United Spirits ltd. Rohit Ainapur

(Amity University)

Project Objective: 1. Availability and listing of Signature premier Whisky and Vladivar vodka. 2. Check Activations and Promotions of these Brands. 3. Make our company brand available there.

Industrial Guide: Name: Mr. Vineeth Wadhwa

Designation: Dy.General Manager-Key accounts

Mentor: Name: Mr. Bharat Dogra

Designation:

SUMMARY
There were in total of 48 POP outlets that had been assigned for the activation and penetration of Signature Premier Whisky and Vladivar Vodka. Signature Premier: A unique Premium grain Whisky blended with 8year old scotch & selected Indian Malts. Created by world renowned Master blender Richard Patterson. First time in India-a premium whisky based on the aged proposition. Vladivar: Vladivar is made from 100% pure grain, triple distilled using 7 columns and is charcoal filtered to give pure, clean, crisp Vodka. One of our main objectives was to penetrate and survey the market for these both premium brands. So, in order to that; with the help of our mentor and industrial guide ; we had introduced some one time promotional schemes which could be offered to the respective outlets and these brands can be made available and listed. Before the start of this internship tenure , according to the data presented there were approximately 40% availability and listing of these brands In outlets across Noida, Gr.noida, Ghaziabad. But, with the help of our mentor we had been able to deal with outlets and increase our penetration to approx. 70% in the market. Remarks: One of the major concerns we had to face from outlets was there availability problem regarding the brands of USL. Although there were guaranteed approach from our side, there has been a lot of confusion regarding these matters which were not as clear as possible and thus, our assurance could not give the respective personnel in the outlets to believe us. The second major concern we had to face was the reimbursement of the money. There were many outlets that did not follow hands down approach and were not really interested because, there were still some past dues which were not cleared. Experience: It has been one of the most memorable experience to work for such a reputed company under such brilliant supervision and warm hearted employees in the whole of marketing team who have taken a step forward always to help us out. My sincere Thanks and Warm Wishes to the Whole of Marketing team and specially Mr. Bharat Dogra who has been one of the best mentor.

Promotion
During the period of internship, I was chosen to handle promotion at Sector 15a club. The promotion gave me an insight opinion of how the consumer reacts to different products and his choices in our brands. One of the most Favorite brands with an average consumer was Black dog and Vladivar Vodka in premium vodka. The promotion was as follows: If the consumer buys 2 large pegs of vladivar/Signature premier/McDowells platinum/antiquity blue/black dog/royal challenge he would be entitled to a coupon which would be put in a lucky draw, where every day after the last order, the lucky winner would get a bottle free. Remarks: The promotion was not as popular with the consumers due to the fact that they thought there chances of winning were less. The insight was that although this was the case, there were approx. 40% consumers who actually showed interest and would come back everyday for the promotion. The major concern here was that the tent cards that were used to show the consumer of the offer running were not clear enough in there words, there were many hidden conditions i.e. 1. If there are less than 15 coupons, there would be no lucky draw. 2. If the consumer wins he would only get a bottle of Signature Premier or Vladivar Vodka which was not imprinted on those cards. There were 12 bottles given out during this course and future promotions like these would not be benefitial, instead 2+1 or free glasses on some pegs would be more benefitial.

Some of the remarks given by the consumers were given really well towards high premium IMFL brands like black dog 8 YO and 12Yo Whisky. When there was a shortage of bottles to be given in the M coupon code promotional event,