Description
it include 3 companies of liquor bacardi, kingfisher and absolute vodka. Introduction, SWOT, marketing strategy of these companies is included in it. I hope u ppl like this ppt...
STRATEGIC MANAGEMENT
Introduction.
1.Largest 2.Headquarters 3.Varieties 4.Stamped seal 5.Best service.
Headquarters.
MISSION.
VISION “ONE Bacardi”
Company Objectives
? Dominate all of the competitor?s brands. ? World-wide recognition. ? Advertisements ? Develop a low-calorie option. ? Increase in market share.
Swot Analysis.
Strength
• • • • • Public image (great drinks and great parties) Well established and vast product line. Affordable pricing. Available everywhere Commercials, ties with clubs and parties
Weakness
? Taste preference ? Losing appeal. ? Promotion limited (not as much advertising as before)
Opportunities.
? Newer ways of distilling (research and development). ? Low calorie. ? Improve distribution. ? Sponsor events (parties).
Threats
? Inflation (rising cost of goods and services). ? Brand rejection.
Competitors
? Captain Morgan?s
? Diageo PLC
? Pernod Ricard
Target market
Target consumers ? Both males and females, ? Age: 18-25, ? Earnings: more than 10000, ? Lifestyle: social drinkers, modern society at relaxing and inviting atmosphere ? Love night life.
STRATEGY.
? Online strategy. ? Acquisitions and Buyouts ? Market Penetration ? Product Development
Corporate Social Responsibility
? Prevent wastage of water. ? Recycling of water. ? Optimum and efficient utilization of energy. ? Reduction of non-hazardous and hazardous waste ? Sustainable packaging.
Introduction
1. UBG stands for United Breweries Group
2.Founded by Scotsman, Thomas Leishman,
in 1857. 3.It manufactured and sold bulk beer for troops of both World Wars. 4.It was later bought by Late Mr. Vittal Mallya in 1947, who became the Director of the Company.
HISTORY OF THE COMPANY
? United Breweries Limited (UBL) was founded on March 15, 1915, in Madras by Thomas Leishman, a Scotsman, also its first Managing Director. ? It all began with 5 breweries in South India , sold in bullock carts. ? UB Group is the 3rd largest SPIRIT marketer in the World.
LOGO and DESCRIPTION.
COMPANY PROFILE
? The company's principal activity is to produce, purchase and market beer. ? The product of company includes beer made from malt. ? It has 23 distilleries in India and 52 around the world. ? In India they have at Hyderabad, Palakkad, Mangalore, Nelamangala,Ludhiana and Kalyani .
Vittal Mallya
Vijay Mallya
MISSION STATEMENT
? To focus on leadership in all our target markets. ? To be the most preferred employer wherever we operate. ? Continually increase the long-term value of our company for the benefit of their shareholders. ? To operate as a decentralized organization and allow each business to develop within our stated values. ? Will be a major contributor to the Indian Economy.
HEAD QUARTERS
Target Market
? It mainly targets the enthusiastic, youthful consumers, with a touch of professionalism. ? An analysis of their consumer profile will tell us that it appeals more to Easy going, chilled out person who's always willing to take a break and party with the friends. But are also very professional and successful .
Marketing Strategy
? New Product Development. ? Brand Positioning. ? Packaging and Labelling. ? Ads and promotions. ? Representing brands through sponsorships. ? Innovative ideas for bottling.
Corporate Social Responsibility.
? Set up „super specialty hospital?- Mallya Hospital at Bangalore ? Vittal Mallya scientific research foundation. ? Set up „Mallya Aditi International School? in the northern outskirts of B?lore. ? Provided drinking water scheme in Srinivasapura village. ? Installation of Rain Water Harvesting structures at their Palakkad brewery thereby providing drinking water to Ganeshpuram village, Palakkad. ? Rebuilt and renovated the Cubbon Park Police Station.
Introduction
? It was introduced by Lars Olsson Smith ? The first country to which it was exported to, was the USA in 1979. ? Currently it is the world?s third largest premium spirits brand ? It?s head office is located in Stockholm ? The Absolut Company is a part of Pernod Ricard.
Lars Olsson Smith.
Chief Executive Officer.
Pierre Pringuet
HEADQUARTER
MISSION
VISION
OBJECTIVES
1.Financial Objectives • Increase volume sales growth rate to 16 - 18% year-on-year with constant sale price • Maintain and attempt to increase gross profit margin above 50% and net profit margin above 20%
2.Marketing objectives
• Increase consumer demand for ABSOLUT vodka via creating an "ABSOLUT" culture • Increase on-trade sales for ABSOLUT vodka • Increase market share to 2.92% by 2010 and become the top 7 selling spirit brand in Australia.
Analysis of the Absolut Strategy
The Absolut Advertising Strategy and media plan:
The media widely used are: 1.Print media 2. Magazines 3. Billboards 4.Sponsorships 5. Advertising campaigns 6. Television 7. A Vodka Movie 8. Absolut Tracks 9. Internet.
SIGNIFICANT MARKETING STRATEGIES
? Brand Extensions ? Mass Marketing Mediums ? Sponsorship of Lifestyle Events
Target Market
Target Market for 2010
Target market
As per the analysis, there are 2 target market: 1. A target consumer market 2. A target business market.
Target Consumer Market.
This target market is the largest market segment of consumers that consumes ABSOLUT vodka: 1.Age: 18 - 30 2.Gender: Male and Female 3.Income: High income, approximately AU$80,000 per year or above. 4.Marital Status: Single 5.Lifestyle & Interests: Socialistic, Music, Fashion and Arts 6.Target cities: Sydney and Melbourne 7.This target market would tend to consume vodka at bars and clubs in the form of pre-mixed bottled drinks, cocktails and shots. 8.Increase socialize among friends 9.Value seeking customer.
Swot Analysis.
Strength
• • • • • High brand recall and recognition. Distinct bottle shape. Effective advertisement. Reinvented the brand. Has established strong identification.
Weakness
? Nooks in the bottle designed. ? Swedish people never preferred consuming vodka. ? Difficulty for bartenders.
Opportunities
? New flavors launched. ? Technological and market development. ? Government policies, population profiles, lifestyle changes etc.. ? Demand for more sophisticated products in the market.
Threats.
? Maintain the exclusivity and avoid dilution. ? Continuous increase in the prices. ? Introducing and campaigning new flavors wouldn?t fit with the high profile image of absolut.
COMPETITORS
Vodka: 1.Smirnoff 2.Grey Goose 3.Belvedere
Bacardi Rum Johnnie Walker
Corporate Social Responsibility
1.An ABSOLUT Approach to the Climate Crisis. 2.The ABSOLUT Global Cooling(TM) charities include: ? A. The Environmental Media Association. ? B. The Fruit Tree Planting Foundation. ? C. The Ocean Foundation.
doc_154495665.pptx
it include 3 companies of liquor bacardi, kingfisher and absolute vodka. Introduction, SWOT, marketing strategy of these companies is included in it. I hope u ppl like this ppt...
STRATEGIC MANAGEMENT
Introduction.
1.Largest 2.Headquarters 3.Varieties 4.Stamped seal 5.Best service.
Headquarters.
MISSION.
VISION “ONE Bacardi”
Company Objectives
? Dominate all of the competitor?s brands. ? World-wide recognition. ? Advertisements ? Develop a low-calorie option. ? Increase in market share.
Swot Analysis.
Strength
• • • • • Public image (great drinks and great parties) Well established and vast product line. Affordable pricing. Available everywhere Commercials, ties with clubs and parties
Weakness
? Taste preference ? Losing appeal. ? Promotion limited (not as much advertising as before)
Opportunities.
? Newer ways of distilling (research and development). ? Low calorie. ? Improve distribution. ? Sponsor events (parties).
Threats
? Inflation (rising cost of goods and services). ? Brand rejection.
Competitors
? Captain Morgan?s
? Diageo PLC
? Pernod Ricard
Target market
Target consumers ? Both males and females, ? Age: 18-25, ? Earnings: more than 10000, ? Lifestyle: social drinkers, modern society at relaxing and inviting atmosphere ? Love night life.
STRATEGY.
? Online strategy. ? Acquisitions and Buyouts ? Market Penetration ? Product Development
Corporate Social Responsibility
? Prevent wastage of water. ? Recycling of water. ? Optimum and efficient utilization of energy. ? Reduction of non-hazardous and hazardous waste ? Sustainable packaging.
Introduction
1. UBG stands for United Breweries Group
2.Founded by Scotsman, Thomas Leishman,
in 1857. 3.It manufactured and sold bulk beer for troops of both World Wars. 4.It was later bought by Late Mr. Vittal Mallya in 1947, who became the Director of the Company.
HISTORY OF THE COMPANY
? United Breweries Limited (UBL) was founded on March 15, 1915, in Madras by Thomas Leishman, a Scotsman, also its first Managing Director. ? It all began with 5 breweries in South India , sold in bullock carts. ? UB Group is the 3rd largest SPIRIT marketer in the World.
LOGO and DESCRIPTION.
COMPANY PROFILE
? The company's principal activity is to produce, purchase and market beer. ? The product of company includes beer made from malt. ? It has 23 distilleries in India and 52 around the world. ? In India they have at Hyderabad, Palakkad, Mangalore, Nelamangala,Ludhiana and Kalyani .
Vittal Mallya
Vijay Mallya
MISSION STATEMENT
? To focus on leadership in all our target markets. ? To be the most preferred employer wherever we operate. ? Continually increase the long-term value of our company for the benefit of their shareholders. ? To operate as a decentralized organization and allow each business to develop within our stated values. ? Will be a major contributor to the Indian Economy.
HEAD QUARTERS
Target Market
? It mainly targets the enthusiastic, youthful consumers, with a touch of professionalism. ? An analysis of their consumer profile will tell us that it appeals more to Easy going, chilled out person who's always willing to take a break and party with the friends. But are also very professional and successful .
Marketing Strategy
? New Product Development. ? Brand Positioning. ? Packaging and Labelling. ? Ads and promotions. ? Representing brands through sponsorships. ? Innovative ideas for bottling.
Corporate Social Responsibility.
? Set up „super specialty hospital?- Mallya Hospital at Bangalore ? Vittal Mallya scientific research foundation. ? Set up „Mallya Aditi International School? in the northern outskirts of B?lore. ? Provided drinking water scheme in Srinivasapura village. ? Installation of Rain Water Harvesting structures at their Palakkad brewery thereby providing drinking water to Ganeshpuram village, Palakkad. ? Rebuilt and renovated the Cubbon Park Police Station.
Introduction
? It was introduced by Lars Olsson Smith ? The first country to which it was exported to, was the USA in 1979. ? Currently it is the world?s third largest premium spirits brand ? It?s head office is located in Stockholm ? The Absolut Company is a part of Pernod Ricard.
Lars Olsson Smith.
Chief Executive Officer.
Pierre Pringuet
HEADQUARTER
MISSION
VISION
OBJECTIVES
1.Financial Objectives • Increase volume sales growth rate to 16 - 18% year-on-year with constant sale price • Maintain and attempt to increase gross profit margin above 50% and net profit margin above 20%
2.Marketing objectives
• Increase consumer demand for ABSOLUT vodka via creating an "ABSOLUT" culture • Increase on-trade sales for ABSOLUT vodka • Increase market share to 2.92% by 2010 and become the top 7 selling spirit brand in Australia.
Analysis of the Absolut Strategy
The Absolut Advertising Strategy and media plan:
The media widely used are: 1.Print media 2. Magazines 3. Billboards 4.Sponsorships 5. Advertising campaigns 6. Television 7. A Vodka Movie 8. Absolut Tracks 9. Internet.
SIGNIFICANT MARKETING STRATEGIES
? Brand Extensions ? Mass Marketing Mediums ? Sponsorship of Lifestyle Events
Target Market
Target Market for 2010
Target market
As per the analysis, there are 2 target market: 1. A target consumer market 2. A target business market.
Target Consumer Market.
This target market is the largest market segment of consumers that consumes ABSOLUT vodka: 1.Age: 18 - 30 2.Gender: Male and Female 3.Income: High income, approximately AU$80,000 per year or above. 4.Marital Status: Single 5.Lifestyle & Interests: Socialistic, Music, Fashion and Arts 6.Target cities: Sydney and Melbourne 7.This target market would tend to consume vodka at bars and clubs in the form of pre-mixed bottled drinks, cocktails and shots. 8.Increase socialize among friends 9.Value seeking customer.
Swot Analysis.
Strength
• • • • • High brand recall and recognition. Distinct bottle shape. Effective advertisement. Reinvented the brand. Has established strong identification.
Weakness
? Nooks in the bottle designed. ? Swedish people never preferred consuming vodka. ? Difficulty for bartenders.
Opportunities
? New flavors launched. ? Technological and market development. ? Government policies, population profiles, lifestyle changes etc.. ? Demand for more sophisticated products in the market.
Threats.
? Maintain the exclusivity and avoid dilution. ? Continuous increase in the prices. ? Introducing and campaigning new flavors wouldn?t fit with the high profile image of absolut.
COMPETITORS
Vodka: 1.Smirnoff 2.Grey Goose 3.Belvedere
Bacardi Rum Johnnie Walker
Corporate Social Responsibility
1.An ABSOLUT Approach to the Climate Crisis. 2.The ABSOLUT Global Cooling(TM) charities include: ? A. The Environmental Media Association. ? B. The Fruit Tree Planting Foundation. ? C. The Ocean Foundation.
doc_154495665.pptx