Exploring & identifying new

ways to increase the market

share of
mc. Dowell's no.1 platinum

By:-
Sandeep Kumar Mehta
 OBJECTIVES
 To get an idea about the market size of the liquor in the city and
to analyse the sales figure in each category of consumption.
 To analyse the market share and target market capture by the
Mc Dowell’s No.1 Platinum.
 To identifying & exploring new ways to increase market share
of Mc Dowell’s No. 1 Platinum whisky.
 To analyse the consumer behaviour towards Mc Dowell’s No. 1
Platinum whisky.
 LIMITATIONS OF THE
STUDY
 Low interest of salesmen.
 Low interest of consumers.
 Lack of authority given.
 Time constraints.
 Unauthentication of data collected.
 Distance criterion was one of the constraints.
 RESEARCH
METHODOLOGY

RESEARCH TYPE • DESCRIPTIVE

SAMPLE Convenience
TYPE Sampling

50 Sales SAMPLE
Person & 50 SIZE
Consumers
 Questionnaire
Primary Observation
Data Informal Interviews

Data
collection
techniques
Secondary Company literature
Data Internet
Stock report
 Tools Of Data
Interpretation
(Bar graphs,
Pie- charts)
Analysis
Tool
(Ms-Excel)
 Organizational profile
 UB Group is an Indian conglomerate company based in
Bangalore, India.
 United Breweries limited founded in 1857 by Thomas Leishman.
 In the year 1946-1947 Late Mr. Vittal Mallya started acquiring
the shares of United Breweries Limited, and became the
Chairman.
 In 1951, McDowell became the prime acquisition of the
United Breweries Group, led UB group to enter in wine and
spirit business as USL.
 In the year 1983 Dr. Vijay Mallya takes over as Chairman of the
UB Group and McDowell's.
 USL offers more than 140 liquor brands and sku’s
 VISION
Leading the market and exceeding expectations with
continued innovations.

MISSION
To be the most admired global leader in the spirits industry
by creating unique high-quality brands for consumers, driven
by highly motivated employees and supported by best-in-class
processes and continued innovations. United Spirits is and will
continue to be responsible towards its stakeholders and the
society.
MC DOWELL’S NO.1
PLATINUM
 The brand was launched in 2010.
 McDowell’s No.1 Platinum serves as an
inspiration to the young leaders of
tomorrow.
 Mc Dowell’s No.1 Platinum changed the
Indian paradigm with premium offering at
extremely compelling prices.
 Tag line:- The No.1 spirit of leadership
 Brand ambassador :- M.S. Dhooni.
DATA ANALYSIS
MARKET SHARE OF DIFFERENT
ORGANISATIONS
MARKET SHARE OF DIFFERENT
PRODUCT OF USL
 AGE WISE CLASSIFICATION OF
CONSUMERS

12.00%
38.00%
20.00%

18 - 30
30 - 45
45 - 60
>60

30.00%
EVER TRIED Mc. DOWELL’S NO.1
PLATINUM WHISKY

24.00%

YES
NO

76.00%
 PREFERED BRAND OF WHISKY

Consumer preference of whisky brand

12.00%
Mc. Dowell's No.1
48.00% Platinum
R.S.
Other
40.00%
CRITERIA OF PREFERENCE OF THE
PRODUCT
POINTS OF PURCHASE METHOD
OF CONSUMERS
SATISFIED WITH THE PRICES OF
THE PRODUCT
20.00%

YES
NO

80.00%
CONSUMER ACCEPTIBILITY IF
OFFERS ARE PROVIDED
24.00%

YES
NO

76.00%
MOSTLY PURCHASED QUANTITY
OF WHISKY
24.00%
8.00%

90ml
36.00%
180ml
375ml
750ml

32.00%
MARKET SHARE OF PINT SEGMENT OF MC DOWELL’S
PLATINUM & ROYAL STAGE
MARKET SHARE OF NIP SEGMENT OF MC DOWELL’S
PLATINUM & ROYAL STAGE
 LOYALTY OF CONSUMERS
TOWARDS THE PRODUCT

38.00%

YES
NO
62.00%
 WOULD LIKE TO RECOMMEND
THE PRODUCT TO OTHER????

18.00%

16.00% YES
NO
CAN'T SAY
66.00%
SALES PERSON’S PECEPTION TOWARDS
PROMOTIONAL STRATEGIES

12.00%
32.00%
4.00%

HIGHLY AGR.
AGREED
DISSAGREE
HIGHLY DISAGR.

52.00%
WILLINGNESS OF SALES PERSON FOR
THE TARGET SALES

24.00%

YES
NO

76.00%
 FINDINGS

 The market share captured by UB group in Noida and Greater Noida region
is more than 50 % shows a great marketing covering.
 Among all the products whisky is capturing maximum market share under
which Mc Dowell’s capture the highest market share.
 Mc Dowell’s No.1 Platinum targets the youth population more and hence sale
among that sector is highest.
 Promotional techniques adopted for Mc Dowell’s No.1 Platinum whisky are
pretty good adopting:-
Display at retail outlet
Brand promotion through parties
Endorses by M.S. Dhoni a youth leader energize the product.
Using the techniques of DV, Jugalbandi, Windows, Cheers, Switch.
 SUGGESTIONS
The company needs to advertise its product more in
remote areas through neo signs and sign boards
UB group should try to run schemes for salespersons
parallel to customers
Target sale should be offer to salesman.
 Spot selling should be increased for the sales
persons
The product should be provided in Discos and Night
clubs with different offers.
The company should adopt the promotional
strategies for Retailers, Bars and Clubs respectively