Financial Daily from THE HINDU group of publications
Friday, Oct 25, 2002
Financial Daily from THE HINDU group of publications Friday, Oct 25, 2002 |
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Marketing
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Promotions & Offers UB tees up plans to push Signature Rare whisky Our Bureau
KOLKATA, Oct. 24 THE UB Group has firmed up plans to spend Rs 8 crore during the current fiscal on promotion of McDowell's Signature Rare whisky brand. The initiative is expected to translate into a higher market share for the premium whisky — to 23 per cent by March 2003 from 18 per cent at present. Stating this at a news conference held here, Mr Aditya Gupta, General Manager (Marketing) of the UB Group's Spirits Division, said that of the amount earmarked for promotion of the brand, Rs 2 crore would be spent on the first-ever National Championship for Golf Clubs. Slated to begin in Kolkata from tomorrow, the championship will witness the participation of 1,796 golfers drawn from across 12 top golf clubs - three from each region - located nationwide. Mr Gupta said, following the inter-club regional finals, the finals between the four regional winners would be played in the Bombay Presidency Golf Club, Mumbai, on November 9. The winning team will get an all-expenses-paid trip to Malaysia. The McDowell's Signature Rare whisky belongs to the premium whisky segment, the market size of which is stated to be about one million cases per annum. In this segment, Royal Challenge from the Shaw Wallace stable is a clear market leader with a 60 per cent share of the market. McDowell's Signature Rare whisky has an 18 per cent market share while Blenders Pride has a market share of about seven per cent, according to Mr Gupta. The market for spirits has lately being stagnant on account of a variety of factors, including the general economic slowdown. McDowell's Signature Rare was initially launched in 1994 in the super premium segment and was priced at between the domestic whiskeys and Scotch brands. However, with the introduction of Sotch-bottled-in-India in the late 1990s, McDowell's initiated a price reduction and re-positioned the product as a premium whisky. In keeping with its target customer profile in the 28-40 age group, McDowell's Signature Rare whisky has been promoting lifestyle events such as tennis, polo, golf and the Derby in India, among others. A ramp-up of such events in the years ahead was being planned, Mr Gupta said.
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