MOSP Group 1: Abhinav Aggarwal Abhinav Mondal Dhruv Gupta Hareesh R Nair Himani Gupta Saumya Gupta

MOSP Group 1
Abhinav Aggarwal Abhinav Mondal Dhruv Gupta Hareesh R Nair Himani Gupta Saumya Gupta
170101002 170101003 170101115 170101028 170101032 170101072

5 C Analysis
Competitors
Direct - Diageo, Beam Sundry,
Bacardi, Radico Khaitan
Indirect – Non Alcoholic
Beverages
Customers Collaborators
Channel partners & end Distilleries, Distributors,
consumers Wholesalers, Retailers
Company Context
PRI is the second largest alco-bev
IMFL products growing by volume
company in the country
BIO products CAGR improving
13% market share in India after
Wine segment huge potential
Diageo
Business Structure
PRODUCT
Whiskey
CORPORATE
Scotch
Pernod Ricard
Vodka
India Pvt. Ltd.
Wine
GROUP SBU BRAND

Pernod Ricard Wine Blender’s Pride
Indian Made Foreign Chivas
Liquor Absolut
Bottled In Origin Jacob’s Creek…
Bottled In India
The highest top of mind
Entrepreneurial Spirit awareness & unaided brand
Mutual Trust recall, have a high brand recall
Market Share more than 50%
Strong sense of ethics like BP
MISSION
“Let’s live together, better”
VISION
“Make a new friend every day”
Every occasion should be

Establishing relationships based on celebrated with brands of PRI.
mutual trust guided by the core Brands should become
values synonymous to the alco-bev
industry
Strategic Model
Strategic Positioning Trade Offs Activity Fit

 Variety Based Positioning • No price reduction PRI creates the conditions for
• No day to day reporting mutual enrichment, a vital
Four Essential Fundamentals of direct employees factor in personal and collective
1.Operational Excellence • Imposing brand premium- commitment.
2.Talent development ness irrespective of price This percolates to,
3.Sustainability & and category of the ● Multiple roles
Responsibility product ● Highly ethical functioning
4.Route to market • No beer brands ● 100% customer centricity
Four Growth Accelerators

1.Portfolio Management
2.Digital Acceleration
3.Innovation
4.Premiumisation & Luxury
GE Matrix PRI
 Allocation of budgets
based on GE-McKinsey
Matrix has been done
proportionally:
IMFL Rs. 583 cr

BIO Rs. 528 cr
BII Rs. 521 cr
WINE Rs. 368 cr
TOTAL Rs. 2000 cr
Bottled In Origin
OTSW Analysis
O T
1. Increase in imports of 1. Increasing competition
Scotch Whiskey from other premium
2. Reduction in Import brands
Tariffs 2. Govt. Policies and
3. Fastest Growing Market Regulations
4. Increase in number of 3. Increasing Condemnation
Pubs of alcohol consumption
• Premium Alcohol Buyers

are generally loyal – T1,
S W • Internal Competition and
Cannibalization – T1, O2,
O2, O3 O/T O/T O3
• Low differentiation in
• Good Top of Mind
product - T1, O2, O3
Awareness – O2,O3, T1, T3
• Bottles act as POD-
Branding – O4
Wine
OTSW Analysis
1. Rise in supermarkets are 1. Advertising for alcoholic

supporting wine beverages is banned
distribution 2. Domestic wine
2. Domestic market with
increasing disposable
income
3. Growing tourism
industry
O T production is coddled by
state governments
• Indian wine consumption • Wine remains an elite

has grown 25-30% annually
over a 5 year period – O2,
O3, T1
S W taste
• Wine is difficult to store
in India due to lack of
• Good climate for grape
growing in India
O/T O/T cellars and refrigeration –
T2
• Increasing Urban population • Less than 50 percent of
and brand recall – O2 the population is legally
• Women & Youth are craving old enough to drink
an alternative to hard • 400 million persons are
liquors and developing a 18 years old or younger
more refined taste – O2, O3, • Poor awareness of wine
T1 and infrastructure – T1
Industry Analysis:
Porter’s 5 Forces
3.05 3.07
Scotch Vodka
Only Threat from Substitutes and Entry and Exit Barriers have a Detail Score of
Rivalry among Competitors have a less than 3. The suppliers of Scotch are limited
Detail Score of less than 3 signifying in the world and the expertise required Scotch
them as areas of considerable threat. Market is very niche so there is high entry and
exit barriers.
Recommendations
MARKET PENETRATION
Manned promotional activities for longer period
of times at outlets exclusive for lower priced
brands
PRODUCT DEVELOPMENT
Introduction of BEER, as the beer market is
growing at a high rate
SPARKLING WINES, higher incomes and

tastes in affluent Indians

MOSP Group 1: Abhinav Aggarwal Abhinav Mondal Dhruv Gupta Hareesh R Nair Himani Gupta Saumya Gupta

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MOSP Group 1: Abhinav Aggarwal Abhinav Mondal Dhruv Gupta Hareesh R Nair Himani Gupta Saumya Gupta

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MOSP Group 1

170101002 170101003 170101115 170101028 170101032 170101072

GROUP SBU BRAND

Every occasion should be

Strategic Positioning Trade Offs Activity Fit

Four Growth Accelerators

IMFL Rs. 583 cr

• Premium Alcohol Buyers

1. Rise in supermarkets are 1. Advertising for alcoholic

• Indian wine consumption • Wine remains an elite

SPARKLING WINES, higher incomes and

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