Home » Business & Economy » Case Studies Case Study 3 By ldjohnson | Feb. 2013 Zoom In Zoom Out Page 1 of 3 November 28‚ 2012 MAR 4156- 12Fall_0001 Case Study #3 Case 13-2: Scotch Whisky in China: A Taste of the Good Life 1. Why are Diageo‚ Pernod Ricard‚ and other marketers of global spirits brands localizing advertising campaigns in emerging markets? Diageo‚ Ricard‚ and other marketers of global spirits brands are localizing their
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fermentation is stopped before it is completed to limit the alcohol content. The alcohol so produced is called beer. It contains 4 to 8 percent of alcohol. Whisky is made by distilling the fermented juice of cereal grains such as corn‚ rye or barley. Scotch whisky was originally made in Scotland. The word "Scotch" has become almost synonymous with whisky of good quality. Rum is a distilled beverage made from fermented molasses or sugarcane juice and is aged for at least three years. Caramel is sometimes
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INTRODUCTION INDUSTRY PROFILE: Alcohol Industry In India Indian Liquor Industry with estimated market value of INR 340 billion is growing at 12-15% over the last two years. The industry is estimated to have sold 115 million cases of IMFL last year. The sector is expected to maintain its CAGR of ~15% while the premium segment Wine and Vodka is expected to grow at a higher rate. With consolidation and foreign acquisitions gaining steam the sector is about to witness next phase with realization
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rocks i. mixed beverage j. Other 5 What factors do you take in consideration when purchasing a whisky? 4. How would you rate the following brands of whisky? k. Chivas Real l. Johnny Walker m. J&B n. Jack Daniels o. xxxx 5. Do you consider yourself a knowledgeable person in alcoholic beverages and specifically in whisky? Y/N 6. Where do you consume whiskey? p. At home q. At a party/celebration r. At a bar/club
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Sturcture 19 True n false questions (1 point each) 18 Multiple choices (1 point each) 8 Short answers 4 Questions for 5 points each 3 Questions for 6 points each 2. True and false Gin‚ Tequila & Rum Cognac/ Armagnac & Whisky (T) The base ingredients for whisky‚ gin and vodka are grains. (T) The base ingredient for rum is sugar cane (F) The base ingredient for brandy such as the French Cognac or the French Armagnac is not grape (T) Calvados is a French dark spirit made from apple (T)
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In 1839 Don Facundo Bacardi y Massó immigrated to Santiago de Cuba from Spain. After years of experimentation he perfected a lighter and milder rum than the rough and unrefined traditional rums of the time. Taking the image of the fruit bats that lived in the rafters of his tin-roofed distillery‚ he created a brand that became know the world over as BACARDI Rum. The company grew steadily‚ aided by a stream of Americans visiting Cuba during prohibition in the 1920’s. Bacardi began opening distilleries
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sometimes even to come out ahead of the game. Duddy takes a job waiting tables at a hotel‚ it・s there he meets Linda and Irwin‚ after Linda asks Duddy about roulette Duddy pretends to be an expert on the game and agree・s to finance some a game for her. Duddy is devistated to learn that Linda and Irwin
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Introduction Consumer behavior is the study of individuals‚ groups‚ or organizations and the processes they use to select‚ secure‚ and dispose of products‚ services‚ experiences‚ or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology‚ sociology‚ social anthropology and economics. It attempts to understand the decision-making processes of buyers‚ both individually and in groups. It studies characteristics of individual
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TABLE OF CONTENTS SR No. CONTENTS PAGE NO. 1 Industry Overview 6 2 Product Segments 19 3 Beer 4 Wine 24 5 IMFL 28 6 Company – United Spirits 36 7 Financials 47 8 Conclusion 50 9 Bibliography 51 EXECUTIVE SUMMARY The alcoholic beverages industry in India is at an inflexion point. Given the favorable demographics‚ higher bargaining power following industry consolidation and favorable change in operating environment‚ the party has just begun. Robust volume growth is
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Dewar’s Brand Repositioning Dewar’s was faced with a declining market among traditional Scotch whisky consumers. In addition‚ long-term consumption trends indicated that drinking preferences had shifted from distilled spirits to lighter‚ lower alcohol beverages. Though Dewar’s had a favorable brand image and growing market share‚ repositioning Dewar’s to younger adults was very necessary for the brand to remain competitive in the long term. Dewar’s must take an appropriate repositioning strategy
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