Usage Study Of Vodka
Consumers
For Allied Blenders & Distillers
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 Choice
Wodka Gorbatschow
Class 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.
LIMITATIONS
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.
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
99% 96% Consumers
300
250 57% 55%
200 Consumers
40%
150
100
50
0
Aerated Beer Whiskey/ Rum & Gin Cigarettes
Drinks scotch
• Vodka consumers also consume a lot of Beer, Whiskey & Cigarettes
Last One Month Consumption
Consumers
98%
300
250
200 42% 33% 36%
150
100
50 3%
0
Aerated drinks Beer Whiskey/Scotch Rum&Gin Cigarettes
• We can use Cigarettes during our promotional camps to promote products.
• We can also promote our brand that it also tastes better with Beer.
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
Frequency in consumption Vodka Consumers
daily (2)
4 to 6 times in a week (4)
2 to 3 times in a week (20)
51% 36%
Once a week (109)
2 to 3 times in a month (10)
Once a month (155)
•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.
Consumption Frequency of Vodka & Favorite SKU
Peg (30ml)
18% 16%
Miniature (60ml)
Miniature (90ml)
58%
Nip (180ml)
Pint (375ml)
Quart (750ml)
Favorite SKU
•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)
Places For Consuming Vodka
Home
Place
Place
86%
300
250 37%
200
150
100
50
0
Own House Own House Other's House Other's House
(With Family (With No ( With that (Without that
Around) Family person's person's
Around) Family) family)
Majority of home consumption is done at others house when no family member is present.
Places For Consuming Vodka
Outside home
NOTE:
46% 45% Place
500 Key Accounts
400 include
Pubs,
300 Discotheques,
200 9% Hotels,
Restaurants.
100 Others include
0 Seashore, Beache,
KEY BAR / DHABA OTHERS FarmHouse,
ACCOUNTS Marriages.
• 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
Vodka Consumed Accompanied With & Influence
Accompanied With
100%
300
250
200 45%
150
14% Consumer
100
8%
50
0
Alone With Friend With Colleagues
Relative
•Vodka drinkers like company while drinking.
•Vodka is more a social drink.
•Consumers in the Vodka segment have vodka along with colleagues as well.
Vodka Consumed Accompanied With & Influence
160 Influence
140
120
100
80
60 Decision Influencer
40 Decision Maker
20
0
Apart from individual decision making& influence on the brand consumed, friends
and colleagues also play a vital role in influencing brand buying decision.
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
TOM 8% 6% White Mischief
Alcazar
50% 32%
Romanov
Fuel
Shark Tooth
Smirnoff
•Smirnoff is the TOM for 50% Vodka consumers.
•The most remembered brand in the vodka segment is Smirnoff followed by Romanov.
TOM & MOUB
Brand Used
MOUB
8% White Mischief (24)
33% 9%
Alcazar (27)
Romanov (110)
37%
8% Fuel (14)
5%
Shark Tooth (24)
Smirnoff (101)
•The MOUB is Romanov which is the second in TOM
•The TOM brand is not the MOUB brand.
Reasons Behind MOUB
Product Specific Reasons Influential Reasons
4.5%
200 58% 14 4%
3.5%
12
150 10
29% 8
100 1%
6
11% 4
50 7% 2
0
0
Smooth Taste Flavours Strong
•Product specific reasons are the main factors driving a consumer demand
•For generating demand concentrate on influential factors like pricing strategy,
availability.
Willing To Recommend & Will Not Consider Buying
Willing To Recommend
8% White Mischief
8%
6% Alcazar
43% Romanov
32% Shark Tooth
Fuel
5% 7%
Wodka Gorbatschow
Smirnoff
Smirnoff is the most recommended brand to others.
Willing To Recommend & Will Not Consider Buying
Will Not Consider Buying
White Mischief
5% Alcazar
17%
Romanov
14% 49% Class
Shark Tooth
8%
Fuel
Magic Moments
Smirnoff
• 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
Reasons For Not Buying a Brand
Product specific Reasons Influential Reasons
120 35% 18%
60
100 50
40 7%
80 21% 30 3%
60 20
10% 10
40 7% 0
2%
20
0
•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
20%
38% Alcazar
Romanov
37%
Fuel
Smirnoff
•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
Ad Awareness
98%
300
250
200
150 34%
100
50
0
Television Radio Newspaper Internet Magazine
About 98% of people watch the Advt. on the Television.
Source Of Ad Awareness & Influence on Buying
Influence On Buying
97% 92%
300 95%
250 65%
200 57%
43% See Regularly
150
100
14% Refer While
50 1% Buying
1% 1%
0
Majority of the buying decision is induced by the television .
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:::
