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Liquor Industry

In: Social Issues

Submitted By praveerg
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Pages 19
RESEARCH PAPER

A Comparative Study of BTL in Building up the Brand
In Indian Spirit Market In Case Of Royal Challenge against Royal Stag Whisky

Praveer Gupta

The main objective of the working paper is to understand the performance of Royal Challenge Whisky since its inception and to measure the potential of Royal Challenge brand as a premium segment whisky. This also explains the role of BTL strategies carried out so far and a few consumer insights about the market so as to forecast its position.

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RESEARCH PAPER

Abstract
Royal Challenge Whisky brand was launched in 1886 by Shaw Wallace & company. The brand had a healthy growth of about 10 percent till 2005 when the company was bought by the country’s largest spirit maker United Spirits Limited. RC had sales above one million cases in the year 2003-04 with a market share of 56 percent in the premium segment whisky which had grown to 65 percent at the end of December 2003 in competition with UB Spirits Division’s
Signature Whisky and Seagram’s Blenders Pride. Over the year, UB kept working on the brand to bring up the same position by various marketing activities like linking the brand with IPL cricket
Team (Royal Challengers Bangalore) and an associate sponsor of India's first Formula 1 team Force India etc.
In 2014, Diageo bought majority stake in USL and came up with pricing strategy to decrease the prices in order to retain the market share, while other companies such as Pernod Ricard were constantly increasing their prices. Currently, Royal Challenge lies in the Premium Whisky segment in competition with Royal Stag which lies in the prestige Whisky segment. In 2015, USL re-launched Royal Challenge Whisky with the complete new packaging and new blend.

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RESEARCH PAPER

I. Introduction
Royal Challenge Whisky which had a sky rocketed sales till 2004 against

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