Promotion Of Liquor In Gujarat

PROMOTING LIQUOR IN GUJARAT “ETHICALLY” PRESENTED BY: ABHISHEK KACHARIA AJAY SINGH RAJAWAT AVIJIT SINGH HAPPY AGARWAL RAKESH JAIN SUMITA A PILLAI 1

Flow Alcohol STP

industry- brief introduction

analysis

Promotional

mix

Summary

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Liquor classification  Indian

Made Foreign Liquor (IMFL) –Whisky, Rum, Brandy, Gin & Vodka

 Beer  Wine  Country

Liquor

All India Distillers’ Association 3

segmentation Geographic :  

high end brands in tier I & II cities middle & lower brands in industrial areas

Age: 21 & above

Income: Middle & Upper Class

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targeting People  College

students  Army Personnel  High profile clients  NRIs

Places Daman

& Diu Mount Abu 5

pricing  Marginally

lesser than the price in other parts

of country  Price

would be lesser than what bootleggers

offer  Prices

would be stable throughout the year unlike smuggled liquors

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Promotion mix

Set of eight ideas

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Idea 1

Organizing corporate parties and serving alcohol there

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Idea 2 Promoting Brandy and Whisky as

“medication”

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Idea 3

“liquor to be available in SEZs” - Mr Narendra Modi

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Idea 4

Using Duty free shops at Airports to attract tourists, mainly Foreigners and NRIs

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Idea 5

Hosting Garba nights

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Idea 6

Surrogate advertising using “Liquor Chocolates”

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Idea 7

Using blogs to help consumers to acquire permits for drinking

India Guide Gujarat – google book search

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Idea 8

Use Google map pinups & balloons to highlight permit shops

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summary  STP

analysis

 New

avenues like SEZs

 Using

blogs & Google for promotion

 Promoting  Hosting

medical benefits of alcohol

events like corporate parties & Garba

nights 16

CHEERS !! .. 17