Summer Internship Project Report On Investigate the Relevance of Rising BTL Shares in the Brand Plans of the Liquor

Industry By Anuj Kumar Handa A0102212043 MBA M&S class of 2014 Under the supervision of

Dr. Anupama R. Assistant Professor Department of IT

In Partial Fulfillment of the Requirements of the Degree of Master of Business Administration M&S at

AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH SECTOR 125, NOIDA 201301, UTTAR PRADESH, INDIA 2013

DECLARATION

Title of the Project Report Investigate the Relevance of Rising BTL Shares in the Brand Plans of the Liquor Industry. I Declare (a) That the work presented for assessment in this Summer Internship Report is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged. (b)That the work conforms to the guidelines for presentation and style set out in the relevant documentation.

Date :

Anuj Kumar Handa A0102212043 MBA (M&S) Class of 2014

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CERTIFICATE I Dr. Anupama R. hereby certify that Anuj Kumar Handa student of Masters of Business Administration M&S at Amity Business School, Amity University Uttar Pradesh has completed the Project Report on Investigate the Relevance of Rising BTL Shares in the Brand Plans of the Liquor Industry. .

Dr. Anupama R. Assistant Professor Department of IT

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ACKNOWLEDGEMENT
Its a great pleasure to present this report of internship in Brand Kraft Marketing Group. in partial fulfillment of MBA under Amity Business School affiliated to Amity University, Noida.

At the outset, I would like to express my immense gratitude to my Industry guide Mr. Chirag Kumar Gupta for guiding me right from the inception till the successful completion of the training. I am falling short of words for expressing my feelings of gratitude towards him for extending his valuable guidance about my topic.

I want to thanks my program guide Dr. Anupama R for providing me moral support and valuable time. I would like to thanks my institute ABS, my parents, my friends and all my group members for their help and cooperation throughout the training.

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TABLE OF CONTENT

CHAPTER 1: INTRODUCTION .1-18 Context of the Study ...1-5. Significance of the Study 6-7 Theoretical Framework. 8-14 Summary15 Purpose of the Study.16-18

CHAPTER 2: REVIEW OF LITERATURE ..19-28 CHAPTER 3: RESEARCH METHODS AND PROCEDURES ... 29-32 Purpose of the Study .29 Research Design ... 29 Research Questions ...30 Sample Size ...31 Data Collection ......31 Instruments Used .......32 Limitations 32

CHAPTER 4: DATA ANALYSIS ............33-45 Review of Methodology33 Result of research questions33-45

CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS 46-55 Summary of Findings .......46 SWOT Analysis...47-51 Discussion of research question...51-53 Recommendations 53 Limitations... 54 References.54

BIBLOGRAPHY ....55 APPENDIX .....57

TABLE OF FIGURE CHAPTER 1: INTRODUCTION Figure 1(Source: Tom 2010)2 Figure 2(Source: Ipsos 2012).11

CHAPTER 2: REVIEW OF LITERATURE . Figure 3 (Source: Ratina june 2012)..25 Figure 4 (Source:Ratina June 2012)..26 Figure 5 (Source:Kingfisher Richards 2010)................26 Figure 6 (Source:Radico Khaitan).26 Figure 7 (Source: Johnny Walker )27 Figure 8 (Source:Seagrams)...27 Figure 9 (Source:seagrams)...28 Figure 10(Source: Seagrams).28

CHAPTER 4: DATA ANALYSIS ................ Figure 4.1(BTL spending pattern in liquor industry-beer market)...33 Figure 4.2(BTL spending pattern in liquor industry-Whisky market)..34 Figure 4.3(BTL spending pattern in liquor industry-white drink)....34 Figure 4.4(Have you encountered with liquor promotion)...35 Figure 4.5(Which brand have you seen most)..35 Figure 4.6(Which way of promotion attracts you)36 Figure 4.7(Does any type of BTL promotion affect your brand pref.).....37 Figure 4.8(What kind of BTL activity have you encountered most)37 Figure 4.9(Do you take participation in BTL promotion).38 Figure 4.10(Do you think BTL activity play vital role in brand)..39 Figure 4.11(Does BTL promotion help you in differentiating product)...39 Figure 4.12(Have you encountered free sample of liquor)...40 Figure 4.13(If yes, which brand have you seen most)..41 Figure 4.14(Bacardi overall expenditure).42 Figure 4.15(Pernod Ricard overall expenditure)...43 Figure 4.16(NV distilleries overall expenditure)..43 Figure 4.17(Carlsberg overall expenditure)..44 Figure 4.18(Radicao Khaitan overall expenditure)...45

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ABSTRACT
Project Title Investigate the Relevance of Rising BTL Shares in the Brand Plans of the Liquor Industry. This study will highlight the attributes associated with the below the line advertising by knowing the consumer attitude and their perception about it. This would help them chose which medium has a better ability to convey a message effectively and yet able to attract more customers/consumers, as marketing is all about selling their product and make new loyal customers and retain them. As every business is trying to attract more and more customers and competition is becoming more and tougher.

The rising BTL share in the Brand Plans of Liquor Industry will be relevant if the insights about the benefits of BTL Promotions are reflected in the state of the target group participating in the promotional activity. The research carried out was Descriptive in nature.This research has targeted a sample of 500 respondents (male and female) selected from various On-Trade & Off-Trade locations in Delhi (NCR), who were participating in the on-going brand promotions and activations for Bacardi, PernodRicard and NV Global (Sobieski).

The sample was selected considering the Geographic and legal aspects of the consumer market. Our aim was to include the maximum number of consumers across the markets. We segregated the Liquor sector into 3 sub-categories namely Beer, Whisky & Scotch, White Drinks (Rum & Vodka).

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