The Role of Communication and Loyalty Marketing, Impacting Alcohol Consumption in India
THE ROLE OF COMMUNICATION AND LOYALTY MARKETING, IMPACTING ALCOHOL CONSUMPTION IN INDIA
A dissertation submitted in partial fulfilment of the requirements for the degree of
Master of Business Administration (International Business)
In the University of East London
29th August, 2012
Abstract
In this research I have chosen to identify the impact of communication and loyalty marketing in the Indian liquor industry. As in the Indian market, no direct advertisements are allowed, companies use surrogate ads and promotional events to lure and retain their customers. During this research I also analysed what influences alcohol consumption, at what age people are introduced to alcohol and where do the consumers get the information on alcoholic products.
I have used the quantitative approach in this research by distributing questionnaires and gathering necessary information. I have also read various journal articles, online gateways and databases, online journals, Government and other regulatory body publications, books in the context of the alcohol industry and reference texts.
From all the knowledge and data that I have gathered during this research I have noticed that there has been steady growth in the alcohol industry in India. All the restrictions, taxations, media restrictions and policies introduced by the government have still not been able to hinder the growth of this industry.
At the end of this paper, I have been able to suggest a few recommendations on how the Indian government can reduce the exposure of youth to alcoholic products and also some means to control the impact of advertising by the liquor Industry.
Table of Contents
Introduction……………………………………………………………….……1
History of liquor in colonial India………………………………………………3
The Indian liquor industry prohibition story………………………………..…4
Indian breweries…………………………………………………………..…….6
Review of
A dissertation submitted in partial fulfilment of the requirements for the degree of
Master of Business Administration (International Business)
In the University of East London
29th August, 2012
Abstract
In this research I have chosen to identify the impact of communication and loyalty marketing in the Indian liquor industry. As in the Indian market, no direct advertisements are allowed, companies use surrogate ads and promotional events to lure and retain their customers. During this research I also analysed what influences alcohol consumption, at what age people are introduced to alcohol and where do the consumers get the information on alcoholic products.
I have used the quantitative approach in this research by distributing questionnaires and gathering necessary information. I have also read various journal articles, online gateways and databases, online journals, Government and other regulatory body publications, books in the context of the alcohol industry and reference texts.
From all the knowledge and data that I have gathered during this research I have noticed that there has been steady growth in the alcohol industry in India. All the restrictions, taxations, media restrictions and policies introduced by the government have still not been able to hinder the growth of this industry.
At the end of this paper, I have been able to suggest a few recommendations on how the Indian government can reduce the exposure of youth to alcoholic products and also some means to control the impact of advertising by the liquor Industry.
Table of Contents
Introduction……………………………………………………………….……1
History of liquor in colonial India………………………………………………3
The Indian liquor industry prohibition story………………………………..…4
Indian breweries…………………………………………………………..…….6
Review of
Bibliography: Table 1 India spirits market value: $million, 2006-10……………………2 Table 2 India spirits market share: Percentage share by volume, Figure 1 India spirits market value: $million, 2006-10 (Growth rate)……………………………………………………………..…………………2 Figure 2 Structure of the Indian Liquor Industry………..…………………….3 Figure 3 India spirits market share: Percentage share by volume, 2010……………………………………………………………………………….8 Table 1: India spirits market value: $million, 2006-10 Fig 1: India spirits market value: $ million, 2006-10 (Growth rate) ALCOHOL INDUSTRY IN INDIA Table 2 India spirits market share: Percentage share by volume, 2010 Fig 3: India spirits market share: Percentage share by volume, 2010