INTRODUCTION

INTRODUCTION
The Indian liquor industry is divided into two broad segments Indian Made Foreign Liquor (IMFL) and country-made liquor. IMFL comprises alcoholic beverages that were developed abroad but are being made in India (whisky, rum, vodka, beer, gin and wine), while country-made liquor comprises alcoholic beverages made by local breweries. While many Indian and MNC players were present in the IMFL segment, the unorganized sector accounted for almost 100% of the country-made liquor segment... the unorganized sector accounted for almost 100% of the country made liquor segment. Indian Liquor Industry is an ever growing industry. The industry has changed from being the seller's market to the buyer's market. Brand and proliferations information boom and easy asses to wide variety of brands, have all and a significant impact on the buying behaviors of consumers, who over "price". In many ways this reflects branding of the commodities. Market which was dominated by heritage brands.

OBJECTIVES OF THE STUDY

To have the general awareness of the functioning and the management of the organization... To develop an understanding on the management practice followed in various areas. To understanding the extent to which management practice followed in various areas. To understand the extent to which management theory matches with actual practices seen. To do the sow analysis of the organization.

SCOPE OF THE STUDY

The scope of the study includes gathering the firsthand knowledge of the various departments in SDF Industry Ltd. to understand the information regarding the different departments, their functioning, and the comparison of various management practices with the actual practice. So that, suggestions for improvement could be provided. But the scope is limited to the head office only as there are no other branches for SDF Industry Ltd.

METHODOLOGY

TOOLS OF DATA COLLECTION

The information collected for this project from two type of data known as primary data and secondary data. Secondary data: secondary data are data not gathered for the immediate study at hand. But for some other purpose. The use of secondary data has certain advantages over primary data. By using this, a lot of time and energy could be saved. It saves time and money in going into field and preparing a questionnaire. The researcher usually goes to a library; locate the appropriate source of data. The secondary source from which data has been collected for this project is company brochures, catalogues, websites, magazines. Primary data: primary data are those data which are collected by researcher himself. For obtaining the primary data, communication and observation are two basic methods. In this study communication is done through the questioning or respondents to secure information using a data collection instrument called questionnaire. Observation does not involve questioning. Rather it means that the situation in interest is checked and observes and collected the relevant facts, actions or behaviors recorded. For collecting the primary data, direct discussion was taken with executives, operators, workers and helpers.

EXTERNAL ENVIORNMENT ANALYSIS

INDUSTRY PROFILE
Indian Liquor Industry with estimated market value of INR 340 bn is growing at 12-15% over the last two years. The industry is estimated to have sold 115 mn cases of IMFL last year. The sector is expected to maintain its CAGR of ~15% while the premium segment Wine and Vodka is expected to grow at a higher rate. With consolidation and foreign acquisitions gaining steam the sector is about to witness next phase with realization rising in line with that of their foreign counterparts. There are 325 distilleries in India, with an installed capacity of about 3.58 billion litres of liquor. However, production rate is about 40% of total licensed capacity as total requirement of liquor stands at 1.3 billion liters. SDF Industry is a leading IMFL manufacturing unit. The IMFL industry in India growing at 8% per annum. Today the consumers have number of options in terms of brand and segments. A past emerging change is in terms of flavors, substitutions depending upon consumption occasion. Earlier an average consumer would stick to a preferred flavors, say a whiskey or o rum. But now the flavor basket has many more like whites, wines etc. Marketers need to understand the trigger for such switches and evolve the marketing initiative. Liquor industry in India divided into three IMFL, beer, and wine. The industry does not have many entry barriers and with the opening up of the economy there multiple ways of market entry; it could be bottled in India (BII), bottled in origins (BOI) or bulk import or locally bottled. While this will enable world class quality brands entering to India. There is a fear that the stagnating markets overseas may trigger dumping of cheep liquor in to the Indian market. This will not be a healthy trend for both the Indian consumers as will as the foreign liquor players. marketers todays need to look at the industry with new lenses and break away from the traditional price value equation and start creating value for which the consumer to pay the right price, this will considerably enhance profitability also.

COMPETITORS
For the success of the every company they want to face competition. main compititors of SDF Industry are as follows * Mc Dowell & Com Ltd * Amrut Distilleries, Bangalore * John Distilleries, Goa * Radico Khaitan, Rajasthan

MARKET SHARE OF THE COMPETITORS

Mc Dowell & Com Ltd................................................. Amrut Distilleries, Bangalore....................................... John Distilleries, Goa.................................................... Radico Khaitan, Rajasthan............................................

KEY SUCCESS FACTORS

Quality is the key success of the company. The industry could survive after the non- functioning of the distillery unit only because of the quality of the products. With the effective marketing research the company understood the pulse of the customers that they need a brand which will give them maximum satisfaction at the same time with no smell. Another very important thing is that the company produce there on product knows as GMVS. The company is sure about the success of the brand.

SLEPT ANALYSIS

SOCIAL ENVIORNMENT
The factory is situated in the SDF Complex, Pampadi, Thiruvilwmala. As the factory belongs to IMFL Industry many people around this locality gets employment opportunities. From this industry, this also helps to develop the living standerd as well as the development of the society.

LEGAL ENVIORNMENT
The company is under "Excise and Abkary Law". The company follows Industrial Disputes Act, 1926 to settle disputes or problems relating to trade union. So far two cases were reported against the company. The first case was in1999. One of the ENA storage tank was burst and 20000 liters of ENA was destroyed. The excise department demanded the compensation of rupees 93 lakhs. Company went to court and the court order came in favor of the company not to pay the compensation. Second case was in 2004. Praj Industries was the major supplier of machinery to the company. When it started as distillery in 1996, as the distillery production was stopped, the company could not repay the money. They filled a case against the company. The court verdict has not yet come.

ECONOMIC ENVIORNMENT
Now days, economic conditions of the firm are not in an advisable situation. The firm is incurring losses for the past few years. But it is optimistic towards to the development of the new product, herbal product - Malabaricus, launched in May 2006. The new product was a big success and the company earned profit on these days.

POLITICAL ENVIORNMENT
The political environment prevailing around the company is very favorable, except that there is some problems with CITU and AITUC last some years. Some members of these trade unions where dismissed because of misconduct.

TECHNOLOGICAL ENVIORNMENT
IMFL manufacturing needs high performance machines in order to compete with other brands. This is applicable for bottling and labeling. Bottling is done by high performance machines imported from Germany. Initially, labeling was done by machines from Coimbatore. But it gives a less productive capacity. Now the labeling works are done by machines from Noida.

INTERNAL ENVIORNMENT

COMPANY PROFILE
The Company was incorporated on 19th April, 1990 as a Public Limited Company to carry on business of manufacturers, compound, rectifiers and brewers, importers, exporters and dealers of all kinds of spirit, liquor and alcoholic substances like arrack, brandy, whisky, wine, vodka, gin, rum, fenny and all other alcoholic substances derived form tapioca as well as other non-molasses raw materials like corns, coconut and palm trees, cashew fruits and generally to undertake, perform and carry out all or any of the operations ordinarily undertaken by distillery proprietors. The plant was commissioned in1996 with investment of more than 15 corers in plants and machines alone. So the SDF Industry is technically collaborated with PRAJ INDIA LTD and the company had setup a unit for producing 25KLPD of spirit from the non-molasses base. This unit is situated in a serene and pollution free atmosphere on the bank of the Baratha Puzha with natural background of foothills and greeneries of Thiruvilwmala's gods own abode in kerala. The plant has 15 acres of land area with proper compound walls, lavish administrative block, and spacious IMFL bounded area of 30000 sq feet, large storage space of 36000 sq feet and a good DM (DE MINERALISED) plant capable of producing sufficient DM water for the day to day IMFL production. The whole area is well developed with plants and trees and also connected with roads and rails with a bridge over the river. Due to increase in price of the raw materials for producing non-molasses base spirit on much cheaper rate that also in plenty. The company had no other alternative but to abandon there distillery operation due to economical reasons in the year 1996 itself. Then the company decided to carry on with IMFL production, in order to survive as a unit as well as to case out to increasing financial burdens. The company started with

single line of production in 1996. Extending to there production in three lines in 1998. Fourth line was added in 2001 and the fifth line came up in 2004 with the company aim of increasing the production capacity to 1, 25,000 cases per month. Along with the company also got over blending capacity enhanced from 60000 to 120000 BL during this period. SDF had also taken up with Excise Commissioner for the sanction of the following additional facilities-: Conversion of tapioca godown (16000 sq feet area) into another IMFL bonded area with five bottling lines with the blending capacity of 160000 BL (4*30000 BL, 2*20000 BL tanks) To increase the present IMFL storage capacity of 45000 cases (6600 sq feet) to 75000 cases (10000 sq feet ) by adding 4,400 sq feet area lying adjacent. Also for installing three more blending tanks of 20000 BL to enhance the blending capacity from 120000 BL to 180000 BL for the present IMFL bond wed area. With the conversion of tapioca godown and also be increasing the blending capacity, the production capacity of that plant will go up to 200,000 cases per month easily Even if the company does not revive the distillery operations for the non-molasses base spirit, the plant has the capacity to undertake the re-distillation rectified spirit to the tune of 20 KLPD which should be enough to cater the average production of 125000 cases per month. However under the emerging scenario where in international oil is also at higher rate. It has become economical profitable and essential to produce alcohol out of non-molasses way. Hence the company with its entire infrastructure intact wills immensely benefit under this scenario. It is estimated that the best route of production of alcohol is through tuber based raw materials. While the company drawing up the plans for enhancement of IMFL production capacity. The company also working in the modalities of starting the re-distillation activates in a hopeful way.

VISION
To become the leader in the IMFL in India by 2020

MISSION
To profitably dominate the Indian spirit industry in each product category across segments and markets and delivery value of stake holders by: Investing in the core brands to meet ever changing consumer expectations. Offering quality product and value for money to consumers. Constantly controlling costs to be the lowest cost producer. Participating with the government in policy formulation. Creating an organization that is responsive positive and driven by business and social needs.

BOARD OF DIRECTORS
Mr. K.V. Mohan Menon.............. Chairman Dr. G.S. Keshavamurthy Mr. RanjitRamjee Mr. M.P. Gopalakrishnan Mr. K.V. Pradeep Menon Mr. N. Krishnan Nair.................. Nominee of SBT

MANAGEMENT
Mr. K. Chandrabhanu................. General Manager (Commercial & Productivity) Mr. A. Gopikrishnan.................... Manager (Admn & Corp. Affairs) Maj. P.G.Nair (Retd.)...................Advisor

DIRECTORS PROFILE
(1) Mr.K.V. Mohan Menon.....................chairman MIM (London), FICMI, British Institute of Management (London), FICFA (USA), FAE (Princeton-USA) Ex- investment banker, former member, consultive Committee (NRI), ministry of finance Govt: of Kerala Other directorships: Solar group, London, Dubai. Gomovious impex (p) Ltd, Coimbatore Puma Tours and Travels (p) Ltd, Chennai (2) Mr.Ranjith Taunk..............................Director, B.Com Expertise: Other Directorships: Partner in M/S.Garibdasji Distributors, Coimbatore Dealers in Grasim brand cotton stapes fiber, Synthetic fiber yarn and commission agents. Garibdasji (p) Ltd, Coimbatore. Garibdasji Distributors (p) Ltd, Coimbatore. Expertise:-

(3) Mr.M.P.Gopalakrishnan....................Director, BCom, FCA Expertise: Other Directorships: Practicing Chartered Accountant in Coimbatore. Ishwarya lakshmi (p) Ltd, Coimbatore. M.A.P chit funds, Coimbatore. Chairman, CMS Higher Secondary School, Coimbatore. Chairman, CMS College of Science and Commerce, Chairman, CMS Educational and charitable Trust, Coimbatore.

(4) Dr. D.S. Kesshavamurthy...................Director B.S, BSc (Tech), DISU (UK), C Engg, FIE, FIICHE, FIMA-technocrat

Expertise: .Other Directorship: -

More than 40 years experience in large chemical and Man made fiber industry. Arya Vaidhya Pharmacy, Coimbatore, United hospital (p) Ltd, Coimbatore, Travancore Rayons, Cochin, Tampi - Board of studies, manipal

(5) Mr.N.Krishnan Nair..........................Director BA, LLB, CAIIB Expertice:Other Directorship: Banking Expert Nil

PRODUCT RANGE
The products from SDF Industries are as follows: 1. 2. 3. 4. 5. 6. 7. 8. Le Rhum de Malabaricus-xxx Special Reserve Rum Malabaricus Ultra Premium Brandy Rumaica Superior White Rum Old Mascot xxx Rum Old Mascot Brandy Rumaica Smooth Dark Rum Old Brooke, Select Grape Brandy Royal Bloom Luxury French Brandy

ORGANIZATION CHART

FUNCTIONAL AREA

MARKETING DEPARTMENT

SDF Industry Ltd sells all its products to KSBC. So the company makes an agreement with KSBC every year that is April to march which is known as Excise year. Beverage Corporation allows supplying nine brands in a year. On the basis the company is taking label approved and brands registration from Kerala Excise department. KSBC giving initial order for sale of IMFL/Beer 11 thousand cases for all new companies and existing companies and have there own eligibility on the basic of 3 months sales average. Beverage Corporation has 16 warehouses (FL9 shops). The KSBC have IMFL retail outlets. 350 shops (FL1 shops) in all districts. Consumer federations have 50 shops in Kerala. Near about 600 Bars in Kerala. All the above outlets are purchased IMFL/Beer from Beverages Corporation.

MARKETS
SDF industries Ltd presently supplies four of its products (1345) to kerala state beverage corporation and going to launch three more soon. Even the production per month is based on the requirement of KSBC. So the products of SDF Industry have a market covering the whole of kerala. It is the KSBC who supplies the products to different Bars, consumer fed shops and KSBC shops SDF Industry also exports the product to UAE, African countries and muddle east. They are also planning to export to USA at the end of last august. In India they are

also supplying to Pondichery, Goa and Mahe. They are on the process of expanding there market to Karnataka, Andra Pradesh and Tamil Nadu. There are market personnel in SDF Industries to know about the trend in selling the products of SDF through out kerala.

MARKET ANALYSIS
SDF Industry has a sales officer throughout Kerala market research conducted by them. They go to the prominent bars. KSBC shops and consumer fed shop in each district. Thus they can know about the trends in buying behavior of people. The market research conducted by a team from a period of one year from November 2004 to November 2005 has a resulted in the production of the new product Le Rhum de Malabaricus.

MARKET SITUATION
The Indian government has made many rules for entering into the IMFL production easier. This has resulted in the formation of new brands. Moreover, many foreign companies have entered the market. This has spread into the market the fear of dumping of low quality brands to market.

DISTRIBUTION NETWORK
The product of the company is sold directly to KSBC. It is the KSBC who decide the distribution of the products to different districts. The distribution of products is based on the previous 3 months sales. The sales officers have to closely monitor the route of the products.

SALES FORECASTING
The company can produce the quantity as prescribed by the KSBC based on certain criteria. The quantity produced by the company is given by the KSBC.

ADVERTISEMENT
The government not allows the advertisement.

MARKET SHARE
SDF Industry has a market share of 3.2% in kerala market.

STRUCTURE OF MARKETING DEPARTMENT

General Manager

Sales Manager

Business development officer

Business Analysis

Area Sales Executive South

Area Sales Executive Central Sales Executive 5

Area Sales Executive North Sales Executive 5

Sales Executive 5

PURCHASE DEPARTMENT

Purchase department purchase the materials based on the production plan. The production department is working on the behalf of the marketing department. After consider the market condition of KSBC. The production department issued the details of production to the purchase department. So the purchase department is responsible for the procurement of the materials which are required for the production purpose. The purchase department evaluated the suppliers suitable for the supply of the various materials of the company. If the suppliers have fulfilled the criteria fixed by the company, The department keeps the records, vendors and evaluates them, once in a three months on the basis of there performance. In the cases of spares purchase order shall be prefers as per the requisition from the maintenance. The purchase department can produce materials at the right time in aright quantity and price. For petty purchases the purchase department responsibility is based on the intent on or requisition from the stores. Stores, maintenance or administration departments. This department also prepares annual budgets on the basis of sales forecast which it gets from the marketing department. The payment of purchase on credit as well as advance payment. For the procurement advance payment is required.

STORE DEPARTMENT
Purchase is done by the purchase department. After purchase, the materials are stored in the main store room. The main function of the company's store is to receipts and issue of materials for the production purpose. The main material which is stored in the main store is bottles, labels and caps. The store manager is the person who is control the store as per the needs of the production. The purchase manager will give order for the materials and receiving the materials. Production will taken place only on the basis of market of the product. So the company has a general body in order to analyze the market and particular products. In this they also consider the store department. On the time of production, the production department informs the store department, and then the store department will check whole details about the materials like caps, labels and bottles. They receive the materials and stored in separate section because the company tie-up with many outside companies. In store department they check the materials with the help of the computer software. This software which is introduced by HIGH END BUSINESS SOFTWARE SOLUTION. With the help of this software they can easily check the inflow and outflow of the materials. SDF Industry is tie-up with many companies like ugar, amrth etc,. So the store department can able to check the accounts of material in each company. The software contains the details of the item's name, quantity, size, receipts, issue and closing stock. So this software plays an important role in the organization. The company not only uses the computer software but also create the account by manual. The company produces there on products, for this they make there on ledgers for the receipts and issue of materials. And also maintain ledger for all materials like electric items, bottles, labels, chemicals and maintenance. The company produces different brands and quantity of product. The purchase department purchase different types of bottles. The bottle is categorized on the base of volume like 375ml, 500ml, 750ml and 1ltr. After receiving the bottles the store keeper verify and arrange it in proper manner which is easily understandable. If there is any damages the department will inform to the head of the company. On the time of production the store keepers issue the bottles as per the needs of the production and maintain the account. Another important roll of the store dept is the LABELS. Label is very important it contains the brand name, batch no:, item, size, MRP,content, address and caution (ALCOHOL CUNSUMPTION IS INJURIUS TO HEALTH). Each brand has different batch number. So the store department check the whole these things. Any mistakes will occur relating to the labels that may be leads to cancellation of license. Another material is cap. The main store keeps a large number of caps. Each bag contains around twenty thousand caps. On the top of the each cap we can see the label. The store keeper arranges the caps according to the labels. The company collected the materials from different companies like Jayaganesh Polymers, Amrth, and K.M plastic, G.M.V.S, Ugar, and Quality Polymer. Every month the auditor will check the store. In earlier times the checking will occurred in every six months or every financial year. But now, this checking is done in every month. This will help to avoid mistakes and help to smooth running of the production.

PROCEDURE FOR THE PROCUREMENT OF ENA (Extra Natural Alcohol)

The first step is to get NOC (No Objection Certificate) from the commissioner of Excise Trivandrum. The NOC application should be routed through the circle inspector of excise, who is in charge of the Excise bonded manufacturing unit of SDF Industries through the Deputy Commissioner Cochin. The application is forwarded to the Commissioner where the NOC is issued. Based on this NOC, a permit application is made address to the Assistant Excise commissioner Thrissur routed to proper channel. Assistant Commissioner of Excise will issue the ENA. Import permit with validity date (maximum 30 days). SDF Industries has to send the import permit to the concerned distillery, where the procurement is made. The concerned supplier will take an export permit and supply is made effective within the validity date and time as mentioned in the import permit. THE FUNCTIONS OF PURCHASE DEPARTMEN. Material procurement Vendor development Petty purchase

Return follow up Preparation of purchase budget

PRODUCTION DEPARTMENT

SDF Industry has made tie ups with some other manufactures. SDF industries do there bottling for them. Some of the tie up companies is as follows. Keasar Enterprises, Mumbai Amrut Distillers, Bangalore. Gomovius Impex (p) Ltd, Coimbatore. K.S.Distillers, Kannur. Ugar Sugar Works, Karnataka. Portrivit Distillery, Goa.

So there are two types of operation in SDF Industry that is own production and tie up works. The most important step for the production of IMFL is the procurement of ENA. This is the multi-staged process. The plant is under the Joint Custody of Excise Department and the management. Excisable items (ENA and finished goods) have joint responsibility.

PRODUCTION PROCESS
Based on the production requirement (KSBC eligibility condition), production planning for a particular month is done and hence the purchase of the raw materials. ENA stored in the tank is pumped into the blending tank, mixed with DM (De Mineralized) water, essence, flavours and colour.

The process of making 96% concentrated ENA to 42.8% is called as reduction process. The 42.8% ENA is stored in oak wood tanks for maturation. After 24 hours of maturation, the mixture is bottled.

QUALITY MANAGEMENT
Once blended, three samples are taken from the mixture viz A, B, C. as per Excise rule. The samples taken are sent to the Regional Chemical Lab, Ernakulam. They will issue Fit for Human Consumption label. Bottling can be done only after this process.

PRODUCTIVITY
The productivity of the company is 120000 cases per month. The capacity is utilized only up to 116000 per month. This is utilized to full extend from May onwards within the commencement of the production of Malbaricus.

STRUCTURE OF PRODUCTION DEPARTMENT

Exe.EDP

Production Manager

Exe.Logistics

Exe.IMFL

Warehouse

Production Executive

Technical
executive

Executive Chemist

IMFL
Warehouse Asst.

L.Sup.L1

L.Sup.L2

L.Sup.L3

L.Sup.L4

L.Sup.L5

Bottling

Asst.

DM Plant
Operator

PERSONAL DEPARTMEMT

PERSONAL DEPARTMENT

Personal management is a set of activities intended to influence the effectiveness of human recourses and organization. Main functions of personal department are: Industrial peace. High productivity. Better quality of working life of employees. Obtain and sustain competitive advantage. The company had a labors problem as 36 of the employees demanded a hike in the salary which was not at all possible in any angle. They restrained from work. They become violent and attacked the personal manager. There was no way other than the dismissal of 32 employees. Rest of them was retained in the company after warning.

SECURITY SET UP OF THE ORGANISATION

Security officer -1 Head guards -2 Security guards -11 Lady guard -1 Total 15 The service of lady guard is not available at night. RECRUITMENT Majority of the workers are from the local area of the organization. So no special recruitment process is done for selecting the workers. However the employees must have qualifications as per laid down in the rules of the organization. The employees at management cadre are selected through written tests and interviews.

PERFORMANCE APPERAISAL
Performance appraisal has not been implemented yet. But they are mainly evaluating the employees according to there group achievements. Supervisors have also given freedom to evaluate the employees performance.

LEAVE RULLES
There are three types of leave provided for the employees. They are: Earned/privilege leave Sick leave Casual leave

TRAVEL RULES

Reimbursement of the money for travel purposes to employees is given when they produce suitable evidences. Money is given only when they travel for company purpose.

MEDICAL PURPOSE
For medical purpose, Rs.3000/-per annum is given to every staffs

BONUS POLICES
Bonus is given to employees during onam, seasons, etc.

PERFORMANCE BONUS
Performance bonus, increments, awards, etc based on performance is given to employees every year.

INSURANCE FASILITY
Every permanent employees of the company Is insured and it varies from minimum 1 lakh to maximum of Rs.4 lakhs. The insurance amount varies according to the cadre of the employee. The plant is insured against fire and burglary. Vehicles owned by the company, furniture and fixtures of the company, money insurance, etc are also there.

FINANCE DEPARTMEMT

Finance department is headed by the finance manager. Belo the finance manager, there are two accountants, clerk and the typist.

STRUCTURE OF FINANCE DEPARTMENT

Finance manager

Accountant

Factory accountant

Clerk

Clerk

BUDGET
Three staged monthly budget is prepared in the company. Once the budget is approved, the finance department can control the expenditure strictly as per the appropriation in the budget. Any variation in the budget is refferred to the general manager.

INVESTMENT
The company rarely depends on financial institutions. The money for investment is managed from the profit of the company. Investment avenues are analyses through forecasting and planning. Most of the loans are from state bank of tavancore. Other bankers are the Federal Bank Ltd, The Catholic Syrian Bank Ltd and The Union Bank of India.

REPORTS
Monthly reports like debtors and creditors statements, sales statements, stock statements, production statements, etc are prepared by the concerned department and sent to the finance department for their approval. The finance department also prepares monthly profit and loss account. This monthly reports must revised during the management meeting and quarterly reports are published in leading daily newspaper. Every year after auditing, the annual general meeting is conducted for reviewing the annual reports published.

SWOT ANALYSIS

SWOT ANALYSIS STRENGTHS

Company has good infrastructure to present and future development in the field of production. Innovation formula for IMFL production. Committed employees are an asset. Motivation efforts have succeeded in winning dedicated employees. The products maintain specified quality. Good quality assurance is made at all levels of production.

WEAKNESS
The company has not utilized its full potential. Corporate governance polices are not implemented properly. Recruitment procedure is to be made systematically. Brand building was done at a very later stage.

OPPERTUNITIES
As an age of energy crisis, the distillery operations can be renewed at later stage. Through the new product, it can make the losses into profit. Goodwill can be built by the exporting of the new brand.

THREATS
Major players are coming up with new brands. The ever changing government policies are a serious threat. Direct advertisement is restricted in the field of IMFL. The entry of foreign players into the domestic market is the most recent threat.

CONCLUSION

CONCLUSION
SDF Industry Ltd is one of the firms having high growth prospects in India. Only things is that they have to utilize there capacity to the maximum. Even though there are many companies are visible in the market, it does not affect SDFs demand. This has been archived through the continuous quality improvement and customer satisfaction. With the production of Le Rhum de Malabaricus, xxx special reserve rum, the company is sure to enable a considerable market share.