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Then followed a fresh ‘concentrated heavy-duty marketing’ approach to selling its products – like the Famous Grouse whisky, Contessa Rum et al – and within just 7-8 years, it became the 2nd largest player in the domestic liquor industry. So what does the man behind all this have to say about his sparkling success? Modesty remains strong inspite of all this as Khaitan says, “UB group by far remains the biggest in the country and we are the 2nd largest in terms of volume. We however continue to target the younger generation with the 5Ps of marketing which we want to maintain strongly. During the last 7 years, we’ve created a huge distribution network. We treated all 28 states of India as different countries. Our strongest point remains the absolute world-class spirit – the heart of any alcoholic product!”
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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