Term Paper on ‘Signature Whisky’
Term Paper on ‘Signature Whisky’
Abstract
The term paper on ‘Signature Whisky’ presents information regarding the brand Signature Whisky , its history, development, success story and how it repositioned itself in the market to gain the brand equity. The brand is associated with some of the premium lifestyle events of the country like McDowell Signature Indian Derby, racing event in the country, IPL Signature Fashion Tour and various other events in the country. All this has resulted into a great brand equity established by the brand which in turn has resulted into huge chunk of market share in the existing premium quality whiskies in India. The paper investigates these various initiatives and their impact on the consumers.
Introduction
In India ,drinking has remained a bad word, clubbed with other vices .Though this is the only mark which continues to grow at an impressive rate even against an economic recession. The drinking of scotch whisky was introduced in India during the 19th century during the period of British Raj has been continuing its grip in the world market. This is something which is becoming a fashion and which was once considered a bad thing is now having its presence in almost all the houses.
• The various uses of drinking as perceived by the masses are:-
• Pleasure
• Standard of living
• Health Purpose
• Release stress
Life of a whisky is 12 years or above and the unit price ranges from 110 Rs to around 1000 Rs (per quarter)
The Certification required for liquor are
• ISO 9001:2000 for Quality Management System
• 14001:2004 for Environment Management System
• HACCP for food safety
Talking in terms of whisky they can be divided into different kinds viz Malt Whisky and Grain whisky the premium segment Whisky’s in India are:-
• McDowell’s Single Malt Whisky
• Antiquity Blue
• Antiquity Rare
• McDowell’s Signature
• Blender’s pride
• Royal Challenge
Out of these premium segment whisky’s one which
Abstract
The term paper on ‘Signature Whisky’ presents information regarding the brand Signature Whisky , its history, development, success story and how it repositioned itself in the market to gain the brand equity. The brand is associated with some of the premium lifestyle events of the country like McDowell Signature Indian Derby, racing event in the country, IPL Signature Fashion Tour and various other events in the country. All this has resulted into a great brand equity established by the brand which in turn has resulted into huge chunk of market share in the existing premium quality whiskies in India. The paper investigates these various initiatives and their impact on the consumers.
Introduction
In India ,drinking has remained a bad word, clubbed with other vices .Though this is the only mark which continues to grow at an impressive rate even against an economic recession. The drinking of scotch whisky was introduced in India during the 19th century during the period of British Raj has been continuing its grip in the world market. This is something which is becoming a fashion and which was once considered a bad thing is now having its presence in almost all the houses.
• The various uses of drinking as perceived by the masses are:-
• Pleasure
• Standard of living
• Health Purpose
• Release stress
Life of a whisky is 12 years or above and the unit price ranges from 110 Rs to around 1000 Rs (per quarter)
The Certification required for liquor are
• ISO 9001:2000 for Quality Management System
• 14001:2004 for Environment Management System
• HACCP for food safety
Talking in terms of whisky they can be divided into different kinds viz Malt Whisky and Grain whisky the premium segment Whisky’s in India are:-
• McDowell’s Single Malt Whisky
• Antiquity Blue
• Antiquity Rare
• McDowell’s Signature
• Blender’s pride
• Royal Challenge
Out of these premium segment whisky’s one which