Business Daily from THE HINDU group of publications
Wednesday, Mar 12, 2008
ePaper | Mobile/PDA Version
Business Daily from THE HINDU group of publications Wednesday, Mar 12, 2008 ePaper | Mobile/PDA Version |
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Marketing
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Strategy Corporate - Outlook United Spirits to increase focus on premium brands
“The segment shift has been happening rapidly and we want to have a first mover advantage in that segment,” says United Spirits marketing head, Mr Amrit Thomas. K. Giriprakash Bangalore, March 11 The largest liquor company in India, United Spirits is now increasing its focus on premium brands as it aims to take a shot at the 100 million cases’ mark in another two years. United Spirits’ marketing head, Mr Amrit Thomas, told Business Line that the profile of the consumers was changing rapidly in the country with the upper end of the income group becoming more pronounced. “The segment shift has been happening rapidly and we want to have a first mover advantage in that segment,” Mr Thomas said. United Spirits will however not abandon other segments but will continue to push brands in these segments as well. Mr Thomas said the main strategy behind the push was to look at brand extensions. “We have already started leveraging the variants optimally,” he said. In the case of Black Dog, which is a blended Scotch whisky, it has recently launched an 8-year old with the 12-year-old already a leader in its segment with about 40 per cent market share. “Our strategy would be to segregate and separate the variants with event platforms,” Mr Thomas said. In the case of 12-year-old, United Spirits will have separate but unique events for its customers like organising jazz concerts and for the customers of 8-year olds, there would be events based on themes. “The customers of 8-year olds are those who are little younger but are successful. There would be very sharp positioning of brands,” he said. Even in the case of Whyte & Mackay brands, Dalmore would be for the rich and famous and hence there would be events which would be tailored for such customers. According to official figures, United Spirits has grown at CAGR of 12 per cent over the last three years. United Spirits is also strengthening as well as expanding its distilleries. It plans to acquire three more distilleries and also enter into third part contracts with six others. It currently operates out of 68 distilleries which includes 20 which are owned by the company while 24 others are on contract and 14 are associates. During FY 07, the company crossed the 66- million case mark and is expected to cross the 75-million case mark in FY08. More Stories on : Strategy | Outlook | Breweries | Brands
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