Royal stag

Marketing Management MKT503

Submitted by – Naureen Shabnam
11907578
Submitted to- Dr. Arvind Kumar
 Royal stag

Course Code: MKT506 Course Title: Marketing

Management

Course Instructor: Dr. Arvind Kumar

Academic Task No: 03 Academic Task Title:

Royal Stag

Date of Allotment: 06/08/2019 Date of

submission:19/09/2019

Student’s Roll no: RQ1943B39 Student’s Reg. no:11907578

Evaluation Parameters:

Learning Outcomes:

We came to know about the company their pas operations and the different marketing strategies
they are using and their current operation in the market.

Declaration:

I declare that this Assignment is my individual work. I have not copied it from any other
student’s work or from any other source except where due acknowledgement is made explicitly
in the text, nor has any part been written for me by any other person.

Student’s Signature:

Evaluator’s comments (For Instructor’s use only)

General Observations Suggestions for Improvement Best part of assignment

Evaluator’s Signature and Date:

 Royal stag

LOVELY PROFESSIONAL UNIVERSITY

ACADEMIC TASK - Assignment
Mittal School of Business (MSOB)
Faculty of Marketing

Course Code: MKT503 Name of the faculty member: Dr. Arvind Kumar
Course Title: Marketing Management
Class: MBA Term ID: 119201 Section: Q1943
(Group2)
Max. Marks: 30 Date of Allotment: 06 August 2019 Date of Submission: 19.09.2019

S. Roll No Objectives Guidelines Evaluation Expected

No of Parameters Outcomes
. Academic
Activity
1 Individual To test the As this academic Evaluation Increasing
conceptual task is broken into parameters: market
and the two parts of 15 knowledge,
analytical marks each – 15 Introduction to course
skills of for this written the company: knowledge,
the assignment and 15 2.5 marks, confidence
students for simulation and writing
game. Past analysis of skills in the
the company: students.
In this part of 2.5 marks,
assignment,
students will be Analysis of
given a sector and current
one company in situation using
that sector. The marketing
students will concepts: 7.5
study all the marks and
products/brands
that given Comparison
company are with
selling. The competitor: 2.5
students will marks
gather the data of
the company
related to the
concepts given by In second part
the instructor as of the
taught in the class. assignment
Students also students will be
 Royal stag

compare the evaluated on

company with its the basis of
big competitor simulation
and submit the exercise and the
analysis in the rubrics and
form of a parameters will
written report. be disclosed by
the course
instructor.
Marks 15
 Royal stag

Introduction about the company

Royal Stag, also known as Seagram’s Royal Stag, is a brand of Indian whisky, owned by
Pernod Ricard, and launched in 1995. It is Pernod Ricard India’s leading brand and the
Group’s largest by volume of sales.

So far, Royal Stag was associates with mass driven activities

like cricket, movies and music which have built an immediate
connect with the Indian audiences. They have used known
Indian ambassadors like Saif Ali Khan, Shahrukh Khan,
Mahendra Singh Dhoni, Harbhajan singh, Gautam Gambir,
Yuvraj Singh Robin Uthappa, Shankar Ehsan Loy trio and
Prikrama group for their campaign. Social Media is one
platform where users always tend to incline towards activities
that are simple, yet innovative. Royal stag has a very active
digital presence considering some of the leading campaigns
created by the brand. Royal stag has created a simple and
innovative video for the campaign.

Past Analysis of the company

The Indian liquor industry is a highly competitive industry

with strong brands, diversified portfolios and large operations to achieve market leadership
positions. The key success factors for the leading players are the need to have operations
across various states and also brand salience. While whiskey demand has been gradually
declining in the western markets, the demand is rising in India and Asian countries. As per
preliminary estimates from International Wine and Spirits Record, the sale of premium
whisky has grown to 19.5% in 2010, beating the overall growth of the domestic liquor
market by over 3%. This coupled with rising disposable income in the region has made India
and other Asian countries an attractive. It has made rapid progress in the Indian market in the
last five years and pulled up its sales from around four lakh cases in 1997 to the present
‘Millionaire’ status. It is commonly available in 1 L, 750 ml, 375 ml and 180 ml bottles and
also available in 90 ml and 60 ml bottles. The brand is named after a species of deer famous
for its antlers, that is also featured in its logo. It is produced in several company-owned as
well as bottler-owned distilleries. It was the first whisky brand launched in India that did not
use any artificial flavours.
 Royal stag

Pernod Ricard has identified Royal Stag along with Seagram's Imperial Blue, Seagram's
Blenders Pride, Chivas Regal and Seagram's 100 Pipers as the company's five core brands to
build its spirits business in India. Royal Stag sold 12.3 million cases in 2011,
toppling Absolut Vodka, to become Pernod Ricard's biggest selling brand in its
global portfolio of alcoholic beverages. Royal Stag sold 18 million cases in 2016.

Analysis of current situation using marketing strategies

Royal Stag aims to reach its target group with a twist. Main objective is to spread awareness
about the product and position the product as the rebel of the alcohol drink category. The
core aim of campaign is to enhance branding. Every time Royal stag executes a campaign,
there is a strong branding element in place. With this campaign the branding has been taken
to a whole new level. Large Short Films aims to become the ultimate destination for such
short films, to extend the platform and attract quality content and inspire young directors to
be original. Through the perfect break-up scene, the film tries to convey directors to ‘Keep
Perfecting’ their art as only the most original short films make it large. Told in a quirky way,
the film captures the little nuances towards perfect film making. A perfect scene begins by
getting rid of clichés, or doing away with what’s been seen and heard a million times before.
It’s only when you keep perfecting, you end up with an original one.

Royal Stag is placed in the deluxe segment of the Indian whisky market and is priced to
target the upper middle class aged 25–40 years. Royal stag is Indian made liquor.
Advertising alcoholic beverages is banned in India as per the Cable Television Network
(Regulation) Amendment Bill, which came into effect on 8 September 2000. The brand often
uses cricketers and Bollywood stars in its advertising. The brand's slogan is: "It's your life,
make it large". In 2006, a Royal Stag advert featuring Harbhajan Singh without his turban,
with his hair tumbling down over his shoulders, outraged orthodox Sikhs, who
burnt effigies in the city of Amritsar. Offensive representation which has hurt the feelings of
Sikhs. And Harbhajan Singh later apologised.

Royal Stag’s Success in India-

• Launched in India with a product promise ‘No artificial flavor’ and thus carved
 Royal stag

a niche for itself in the minds of the Indian whisky connoisseur

• It was blended with imported Scotch malts and select Indian grain spirits,

while the competition were offering a molasses based product.

• Highlighted the fact that molasses is ideal for preparing rum not whiskey, thus

creating a unique identity and a superior product than its competition

The current marketing strategy of the company is depicted by this news-

French spirits company Pernod Ricard claims to have increased its marketing spend by 25%
in FY20 for its brand whisky brand Seagram’s Royal Stag, Kartik Mohindra, chief marketing
officer, Pernod Ricard India, said. The company on Friday roped in Jasprit Bumrah as its
new brand ambassador. The company claims that TV, print, out-of-home (OOH), and digital
will account for 50% of the overall ad spends, while the remaining will be spent on events
and sponsorships. Further, the company plans to shoot the TV commercial for Royal Stag
featuring Bumrah in October. It aims to release the TVC in November.
 Royal stag

Infrastructure set up in India-

• Pernod Ricard set up 22 bottling plants in India

• Two grain spirit distilleries at Nasik (Maharashtra) and Behror (Rajasthan),

and a winery at Nasik

• Both the distilleries and the bottling units are as per the ISO standards

• The Nasik unit is one of its kinds with integrated risk management and zero

pollution state of the art facility.

Comparison with compititors

The top brands of whiskey are Bagpiper, McDowell No.1, Officer's Choice, Original Choice,
Royal Stag, Old Tavern, Johnnie Walker, Jack Daniel's, Ballentine's and Jim Beam.
As of Dec 2010, Bagpiper topped the whiskey ranking with over 16.5 million cases.
The current standing is as follows 1. Bagpiper whisky – 16.5 Million cases 2. Officers
Choice – Above 15 million cases. (36% growth rate from last year) 3. USL’s Mc Dowells –
14.3 million cases 4. Royal Stag – Above 10.6 million cases (30% growth rate from last
year)
However although it is still on top, Bagpiper whisky has lost some business in states such as
Andhra Pradesh and others. It is soon speculated to be challenged by its followers such as
Officers Choice and Royal Stag.
Spirit sales recorded 13% year-on-year growth for the quarter ended, March 2018. For the
period 2018-19, spirits sales grew 8% to 361 million cases with popular whisky brands such
as Royal Stag, McDowell’s and Officer’s Choice accounting for more than three-fourths of
the market.

References

https://www.business-standard.com/article/news-ani/seagram-s-royal-stag-gets-modern-new-
look-118101600295_1.html
 Royal stag

https://brandequity.economictimes.indiatimes.com/news/marketing/royal-stag-ups-its-
marketing-spend-by-25-ropes-in-jasprit-bumrah-as-brand-ambassador/71114559

https://economictimes.indiatimes.com/