For Allied Blenders & Distillers

Usage Study Of Vodka Consumers

INTRODUCTION ABOUT COMPANY Allied Blenders & Distillers India Pvt. Ltd.

Honing the art of business and a few exquisite blends along the way

Originally a part of the Shaw Wallace group, and Chhabria Marketing Ltd. joined forces in 2006.

To be the most admired liquor company

THE BRANDS AVAILABLE AT ABD INDIA Pvt. Ltd.Officer's ChoiceWodka GorbatschowClass Vodka

OBJECTIVES

Assess the consumption pattern of vodka consumers.

Analyze the factors affecting their consumption.

Understand the frequency in consumption.

Analyze the purchase pattern of vodka consumers.

To understand the triggers and barriers to a specific brand preference.

The time span available for research was very less i.e. 15 days for survey.

The candidates were not very serious about answering the questions so they may not be genuine.

The sample size was very small for coming to a strong conclusion i.e. 300.

The survey was restricted to only male members.

The sample had to be a vodka drinker i.e. must have had vodka at least once in a month.

The survey was restricted to only Mumbai city so the rural opinion was not sought for.

LIMITATIONS

RESEARCH METHODOLOGY

Primary Data.

Sample size of 300 men between age group of 21-31.

Quantitative research.

Survey / Questionnaire method.

Close ended and Open ended Questions.

OUTLINE

1. OVERALL BEVERAGES CONSUMPTION PATTERN.

2. VODKA CONSUMPTION PATTERN.

3. VODKA BRAND AWARENESS & BRAND PURCHASE PATTERN.

4. MEDIA CONSUMPTION HABITS.

Section 1

Overall Beverages Consumption Pattern

Beverages Ever Consumed

• Vodka consumers also consume a lot of Beer, Whiskey & Cigarettes

0

50

100

150

200

250

300

Aerated Drinks

Beer Whiskey/ scotch

Rum & Gin Cigarettes

Consumers

Consumers

99%

40%

96%

57% 55%

0

50

100

150

200

250

300

Aerated drinks Beer Whiskey/Scotch Rum&Gin Cigarettes

Consumers98%

42% 33%

3%

36%

• We can use Cigarettes during our promotional camps to promote products.• We can also promote our brand that it also tastes better with Beer.

Last One Month Consumption

Conclusions

It can be seen that Vodka consumers consume a lot of Beer , Whiskey and a good deal of Cigarettes.

We must make use of this fact in formulating promotion strategies.

Promotion strategies at the end

Section 2:

Vodka Consumption Pattern.

Consumption Frequency of Vodka & Favorite SKU

Vodka Consumersdaily (2)

4 to 6 times in a week (4)

2 to 3 times in a week (20)

Once a week (109)

2 to 3 times in a month (10)

Once a month (155)

51% 36%

•The majority (51%) of Vodka consumers consume Vodka only once a month.•A good number (36%) of Vodka consumers consume Vodka at least once a week.

Frequency in consumption

Peg (30ml)

Miniature (60ml)

Miniature (90ml)

Nip (180ml)

Pint (375ml)

Quart (750ml)

58%

16%18%

•It can be noted that the favorite pack size consumed is NIP(180ml).•The average no. of bottles consumed on one occasion is a little more than one •The average consumption is about 246 ml. Determined by (Pack size consumed*No. of bottles consumed on an occasion /No. of people surveyed)

Consumption Frequency of Vodka & Favorite SKU

Favorite SKU

Places For Consuming Vodka

050

100150200250300

Own House (With Family

Around)

Own House (With No Family

Around)

Other's House ( With that

person's Family)

Other's House (Without that

person's family)

PlacePlace86%

37%

Majority of home consumption is done at others house when no family member is present.

Home

Places For Consuming Vodka

• Maximum consumers consume vodka in the bar, dhaba, hotels & restaurants .• This shows that for a Vodka drinker it doesn’t matter at which which place he drinks

Outside home

0100200300400500

KEY ACCOUNTS

BAR / DHABA OTHERS

PlaceNOTE:

Key Accounts includePubs, Discotheques, Hotels, Restaurants.Others include Seashore, Beache,FarmHouse, Marriages.

46% 45%

9%

Vodka Consumed Accompanied With & Influence

050

100150200250300

Alone With Friend With Relative

Colleagues

Consumer

100%

14%

45%

8%

•Vodka drinkers like company while drinking.•Vodka is more a social drink.•Consumers in the Vodka segment have vodka along with colleagues as well.

Accompanied With

Apart from individual decision making& influence on the brand consumed, friends and colleagues also play a vital role in influencing brand buying decision.

020406080

100120140160

Decision Influencer

Decision Maker

Vodka Consumed Accompanied With & Influence

Influence

Conclusions

About 36% of consumers consume vodka at least once a week.

All consumers like to consume vodka outside their houses.

Bars & Hotels, Restaurants are the favorite place for consuming vodka followed by pubs and discotheques. This shows that it doesn’t matter where he drinks Vodka.

Drinking along with office colleagues is common among vodka drinkers.

Promotion strategies at the end

SECTION 3:

VODKA BRAND AWARENESS & PURCHASE PATTERN

TOM & MOUB

White Mischief

Alcazar

Romanov

Fuel

Shark Tooth

Smirnoff

50% 32%

8% 6%

•Smirnoff is the TOM for 50% Vodka consumers.•The most remembered brand in the vodka segment is Smirnoff followed by Romanov.

TOM

•The MOUB is Romanov which is the second in TOM•The TOM brand is not the MOUB brand.

TOM & MOUB

Brand Used

White Mischief (24)

Alcazar (27)

Romanov (110)

Fuel (14)

Shark Tooth (24)

Smirnoff (101)

37%8%

8%9%

5%

33%

MOUB

Reasons Behind MOUB

0

50

100

150

200

Smooth Taste Flavours Strong

58%

29%

11% 7%

Product Specific Reasons

•Product specific reasons are the main factors driving a consumer demand•For generating demand concentrate on influential factors like pricing strategy, availability.

02468

101214

Influential Reasons

4.5%4% 3.5%

1%

Willing To Recommend & Will Not Consider Buying

Willing To RecommendWhite Mischief

Alcazar

Romanov

Shark Tooth

Fuel

Wodka Gorbatschow

Smirnoff

32%

7%5%

6%8%8%

43%

Smirnoff is the most recommended brand to others.

• Most of the consumers of Vodka will not consider buying Alcazar due to harsh taste and poor brand name i.e. about 89% of the 147 consumers .•The reason for 17% consumers not buying Smirnoff is that it is expensive or not affordable

Will Not Consider BuyingWhite Mischief

Alcazar

Romanov

Class

Shark Tooth

Fuel

Magic Moments

Smirnoff

49%

17%

14%

8%

5%

Willing To Recommend & Will Not Consider Buying

Reasons For Not Buying a Brand

0102030405060

Influential Reasons

18%

7%3%

0

20

40

60

80

100

120

Product specific Reasons

35%

21%

10%7%

2%

•Product specific reasons are the main factors driving a consumer demand•For generating demand concentrate on influential factors like price .

Conclusion

The TOM need not always be considered as the MOUB.

We can see that price is the main factor driving TOM into MOUB.

The main reason behind buying or not buying a brand is more Product specific, We need to concentrate on the blend of the drink.

Even price regulation strategy can only help effect 4%-5% of market demand but the demand will not be sustainable.

Smirnoff is most known and most recommended brand but not the MOUB,17% will not consider buying Smirnoff.

The most disliked brand is Alcazar due to Harsh & Bad Taste.

SECTION 4:

MEDIA EXPOSURE

First Vodka Advt. Remembered (TOM AD)

White Mischief

Alcazar

Romanov

Fuel

Smirnoff

38%

37%

20%

•The TOM AD is White Mischief.•Knowing a brand by its advt. does not make a customer buy a brand often.

Source Of Ad Awareness & Influence on Buying

050

100150200250300

Television Radio Newspaper Internet Magazine

Ad Awareness98%

34%

About 98% of people watch the Advt. on the Television.

Majority of the buying decision is induced by the television.

0

50

100

150

200

250

300

See Regularly

Refer While Buying

97%95%

57%

1%

92%

14%

65%

43%

1%1%

Source Of Ad Awareness & Influence on Buying

Influence On Buying

Conclusion

Maximum exposure for advt. is through television ads.

A consumers final buying decision is mainly influenced by a television advertisement i.e. about 97% of consumers who watch TV.

92% of vodka consumers read a newspaper of which 14% refer to the ads on the news paper to make a buying decision

Strategies at the end

:::Thank you:::