By:- Akash Ahuja Akash Verma(Summer Intern) ISB&M Gurgaon

SCOPE…

TO UNDERSTAND & ANALYSE THE OPPORTUNITIES OF USL PORTFOLIO in NON-LICENSED BANQUETS AND FARMHOUSES.

AREA COVERED… 1) North Delhi 2) West Delhi 3) East Delhi 4) South Delhi 5) Central Delhi 6) Ghaziabad 7) Noida 8) Greater Noida 9) Faridabad10) Gurgaon

Number of outlets in different region1) Delhi – 2082) Noida / G.Noida – 123) Ghaziabad – 354) Faridabad – 215) Gurgaon - 25

TYPE OF OUTLETS…Banquet Hall

Lawn

Farmhouse

Type of outlet

Delhi Gurgaon Faridabad Ghaziabad Noida,G.Noida

Whole

Banquet63.28% 51.42% 40% 24% 25% 55.51%

Banquet + Lawn

19.80% 5.71% 5% 8% 50% 17.39%Farmhouse

14.49% 42.85% 55% 68% 16.66% 25.08%Lawn

2.41% 8.33% 2.00%

TASK UNDERTAKEN… Preparation of Pre Journey Plan (PJP).

Market visit to collect the data from the key person of non licensed places (banquet, resorts, farmhouses & lawns) and understand their working.

Explained the USL portfolio to the key person of the outlets.

Observed the things that attract the key person.

Tried to make good relation with the key person so as to get business in future.

Observed the branding opportunities for USL.

Analysis of the data to find out :- i) Sales opportunities. ii) Branding opportunities. iii) Tie-up opportunities.

Liquor pouring events are done on the basis of per day license.

License fees cost Rs.15000 (from 1st April).

License can also be provided by the outlet.

Liquor can be purchased by the customer as well as provided by the outlet

DELHILICENSE STRUCTURE IN DELHI NCR…

LICENSE STRUCTURE IN DELHI NCR…GHAZIABAD

Price of license fees Rs.5000.

License issued from the court.

Name of the liquor shop is mentioned in the license.

Customer purchase liquor from the shop mentioned in the license.

Outlets do not provide liquor to the customer.

LICENSE STRUCTURE IN DELHI NCR…NOIDA & GREATER NOIDA

Price of license fees - Rs.4000.

License can also be provided by the outlet.

Customers bring their own liquor .

Outlets do not take interest in purchasing liquor.

LICENSE STRUCTURED IN DELHI NCR…FARIDABAD

Price of license fees - Rs.2500.

Most of the outlets have permanent license for liquor.

Liquor is also purchased by the outlets in the number of bottles rather than cases.

e.g. :- 5 Black Dog , 6 signature , 4 antiquity etc.

Most of the outlets purchase liquor from the wholesale shop , Name ‘L1’.

LICENSE STRUCTURED IN DELHI NCR…GURGAON

License not issued , to many outlets covered under ‘Restricted Area of Air Force Station’.

The outlets which do not lie under the ‘Restricted Area of Air Force Station’ have the permanent license for the liquor.

OBSERVATIONS…

Key Person of the outlet purchase the liquor on the basis of discount offered.

Most demanding brands are:- i) Blenders pride ii) 100 Pipers iii) Teachers Key Person demand for the sample and glasses.

High Branding opportunities. e.g. :- decoration of bar, light board.

ANALYSIS…West Delhi

Cherish C-94,Ring Road Wazirpur

StriplexB-9, Industrial Area, Near Britania Chowk, Lawrence Road, Delhi

Shanti RoyalB-4, G.T. Karnal Road, Industrial Area, Near Shakti Nagar Tel Exchange

Richi Rich A-7, Wazirpur Ring Road, Opp Shalimar bagh

Mohan Leela A8/3, Wazirpur Industrial Area

Valantine Resort GT Karnal Road, Alipur

B2 Party Place B2, Lawrance Road Industrial Area, Main Ring Road

Carnival GT Karnal Road, Alipur

Golden Pettel GT Karnal Road, Alipur

LE Garden GT Karnal Road, Alipur

In the given outlets we analyze that the sales opportunities is high because of high number

of functions in a year with high liquor pouring events.

ANALYSIS…East Delhi

Number of functions in a year(west)SK East End Star City Mall , Mayur Vihar Phase 1 , New Delhi

SK Mohit Palace B-17 , Jhilmil Ind. Area , behind Jhilmil metro station, ND

Lajwaab G-78 , Preet Vihar , Vikas Marg , New Delhi

Raj Mahal2nd Floor , Aggarwal Fun city Mall , Nr. CBD Ground , New Delhi

Lajwaab G-78 , Preet Vihar , Vikas Marg , New Delhi

Raj Mahal2nd Floor , Aggarwal Fun city Mall , Nr. CBD Ground , New Delhi

SK Mohit Palace B-17 , Jhilmil Ind. Area , behind Jhilmil metro station, ND

Orchid Karkardooma Metro Station , New Delhi

Jolly Aditya Mega Mall , CBD Ground , New Delhi

In the given outlets we analyze that the sales opportunities is high because of high number

of functions in a year with high liquor pouring events.

ANALYSIS…North Delhi

In the given outlets we analyze that the sales opportunities is high because of high number

of functions in a year with high liquor pouring events.

Cherish C-94,Ring Road Wazirpur

StriplexB-9, Industrial Area, Near Britania Chowk, Lawrence Road, Delhi

Shanti RoyalB-4, G.T. Karnal Road, Industrial Area, Near Shakti Nagar Tel Exchange

Richi Rich A-7, Wazirpur Ring Road, Opp Shalimar bagh

Mohan Leela A8/3, Wazirpur Industrial Area

Valantine Resort GT Karnal Road, Alipur

B2 Party Place B2, Lawrance Road Industrial Area, Main Ring Road

Carnival GT Karnal Road, Alipur

Golden Pettel GT Karnal Road, Alipur

LE Garden GT Karnal Road, Alipur

ANALYSIS…South Delhi

Golden Tulip242-245 , Fatehpur Beri , Asola , Chattarpur Temple Road , Chattarpur

Sylvan Chef farms & Banquets

1768/1 , Central School Road, Behind Indian Spinal Injuries Hospital, Vasant Kunj, Delhi

Essex Farms 4, Aurobindo Marg , ND

Paradice Banquet Aruna Asaf Ali Road, opp. Checrolet Showroom Vasant Kunj

Paradise Banquet Aruna Asaf Ali Road, opp. Checrolet Showroom Vasant Kunj

The ICON MG Road , Ghitorni Metro Station , New Delhi

The Trillion Chattarpur Road

Classic A-38 , Classic House , Mohan Co-op , Indstl estate , Mathura Rd , ND

The Ocean Retreat Main Rd, Chattarpur, Delhi

Mallu Farms Main Rd, Chattarpur, Delhi

The Uppal Nh-8 , Near IGI Airport , ND

New Vasu Farm Main Rd, Chattarpur, Delhi

Mapple Exotica Chattarpur Road , Nr. IIPM

F&B Farms 128 , Chattarpur Road , Asola , Nr. PNB Bank , Chattarpur

In the given outlets we analyze that the sales opportunities is high because of high number

of functions in a year with high liquor pouring events.

ANALYSIS…Noida & Greater Noida

Tivoli Habitat CentreR-1,Sec-20,Recreational Area, Opp Alpha-II,Nr City Park, Greater Noida,NCR

AWADH GREENSR-1,Sec-20,Recreational Area, Opp Alpha-II,Nr City Park, Greater Noida,NCR

Gardens Golf Course Road , Sec.51 , Noida

Yu turn Celebrations R-1,Sec-20,Nr City Park, Greater Noida,NCR

Crescent Banquets Kirtimaan Plaza, Sec-30 Market , Noida

Anandee Home C-4, Opp Kendriya Vihar, Noida Sector-51, Noida

Great India CelebrationPlot No. A-2, Behind Great India Place Mall,Sec. 38 A, Near Sec-18 Metro Station, Noida 

Lovely Banquet Vill Sadarpur , Sec 45, Noida Sector-45, Noida

Royal Vachhil Villa(RV2) B-1, Near Satish Chowk Petrol Pump & Golf Club,Sec 46,Noida

RajMahalC-3, Opp. Kendriya Vihar , Gate No. 2 , Nr. Noida City Centre Metro Station , Sec.51 , Noida

Reshma Mahal D-188-189, Near Park Plaza Hotel, Noida Sector-55, Noida

Olive Gardens Plot No. 401, Golf Course Road, Sec-52, Noida

In the given outlets we analyze that the sales opportunities is high because of high number

of functions in a year with high liquor pouring events.

ANALYSIS…Ghaziabad

S.k. Raj Mahal Indl. Area, Pandav Nagar, Near New Era Collage, Gaziabad

S.K. Diamond D-20 & E-170, Kavi Nagar, Industrial Area, Gaziabad

Hotel West View 106, Near Navrang Cinema, Gt Road, Model Town Ghaziabad

ShivamPrehlad Gadi, opp kohinoor palace, Link Road, Kaushambi, Gaziabaad

Darshan Banquet NH-24, Gaziabad

Clouds 9 Nh-58, Nr DPS,Opposite Uttam Tyota, Meerut Rd, Ghaziabad

Tanushree alace NH-24,Lucknow Stone 474 K.M,Gaziabad

Galaxy Banquet Ambedhkar Road, Gaziabad

In the given outlets we analyze that the sales opportunities is high because of high number

of functions in a year with high liquor pouring events.

ANALYSIS…Faridabad

Hotel Delite Neelam Bata Road , Faridabad

Mahalakshmi 68 , Neelam Bata Road , Faridabad

Raj Mahal Neelam Bata Road , Faridabad

Hotel Akash 12 , Neelam Bata Road , Faridabad

Eros Farms Main Mathura Road , Faridabad

Ronald Inn 64, Neelam Bata Road , Faridabad

Anupam B.K chowk , Faridabad

Eden Gardens Suraj Kund Badkhal Lake Rd , Faridabad

In the given outlets we analyze that the sales opportunities is high because of high number

of functions in a year with high liquor pouring events.

ANALYSIS…Gurgaon

Vatika Grand Sec-29 , Leisure Valley , Gurgaon

Great India Celebration Ansal Plaza Mall , Palam Vihar Gurgaon

The Woods H-Block , Greenwood City , Sec-46, Gurgaon

Nitesh Kunj Nh-8 Highway

Emarald The Banquet Global Foyer , Folf Course Rd, Sec-43 , Gurgaon

Gola Sizzler SCO-39 , Sec-29 , Gurgaon

Grand Notting Hills Old Delhi Rd , Nr. Atul Kataria Chowk , Gurgaon (Hr.)

Natraj Greens Old Delhi Rd , Nr. Atul Kataria Chowk , Gurgaon (Hr.)

Jashan Old Delhi Rd , Nr. Atul Kataria Chowk , Gurgaon (Hr.)

In the given outlets we analyze that the sales opportunities is high because of high number

of functions in a year with high liquor pouring events.

MOST DEMANDING BRANDS…

Most demanding brands – 1) Blenders Pride2) Teachers Highland3) 100 Pipers

Brand for competition – 1) Antiquity Blue2) Royal Challenge3) Black Dog 8 Y.O

STATEMENTS QUOTED BY CUSTOMERS…

You give us discount , we will give you business.

Bad experience with United Spirits – No one picks the call for placing the order.

Getting descent discount from the wholesaler rather than the company.

Interested in the offers of United Spirits.

Company should focus on new schemes for the outlets.

Customers need sample for testing.

ANALYSIS…City / Region Number of outlets

West Delhi 10

North Delhi 10

South Delhi 14

East Delhi 9

Faridabad 8

Ghaziabad 8

Gurgaon 9

Noida / Greater Noida 12

With the help of the table we can analyze that number of functions in a year and liquor pouring events are more in South Delhi and East Delhi, so we should focus first on these two region and more number of outlets.

In NCR region sales opportunities are more in Faridabad because of high number of functions in a year and high liquor pouring events.

HOW TO CONTACT THE CONSUMER

Idea : -

Tie up with Just Dial.com will help us to get the details of the consumer , who are looking for the outlets.

Implementation :-

We can make a backend team and register a number with justdial so as to get the details of customer as well as consumer.

Number of people required in a team – 3 (including sales team)

LIST OF OUTLETS INTERESTED FOR BRANDING…Rain Tree Grill A-8,kailash Park, kirti nagar

City Palace 40-B,555 soap factory, Rama Road

Kanishka GardenMetro Pillar 439, more Kamrudin Nagar, NH-10, Nangloi

Seven Pearls Banquet Rz-7, Old Pankha Road, Opp A1 Block, Janakpuri, Delhi

Abbi Farm Nr. Arjangarh Metro Station , MG road , ND

S.K. Diamond D-20 & E-170, Kavi Nagar, Industrial Area, Gaziabad

S.K. Diamond D-20 & E-170, Kavi Nagar, Industrial Area, Gaziabad

The Woods H-Block , Greenwood City , Sec-46, Gurgaon

Regency Banquet Sec-29 , Gurgaon

Ronald Inn 64, Neelam Bata Road , Faridabad

With the help of graph shown we figured out top outlets where we can have good branding opportunities .

Outlets interested for Tie ups are:- Regency Banquets, The Woods, Ronald Inn

BRANDING OPPORTUNITIES…

LIGHT BOARD

T-shirt

Cap

BRANDING OPPORTUNITIES…

Bar

THANK YOU