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IMRB International has carried out extensive studies to identify key characteristics of the Indian liquor market.

Indian liquor market is characterized by varying market structure across states:

• Auction Market - E.g. Rajasthan
  1. Trade holds a disproportionately higher control over brand choice
  2. Monopolistic trade
  3. Lower availability and higher ECP
• Free Market - E.g. Maharashtra
  1. Consumer is the king
  2. Larger brand choice
  3. Largely ATL driven, but only surrogate advertising is possible (mineral water, soda, music & CDs, game accessories like golf equipment, etc.)
• Government wholesale or retail - E.g. Tamil Nadu or Andhra Pradesh
  1. Lesser choice to consumers
  2. Largely ATL led
  3. Protection to existing brands
  4. Company's selling price determined by Government
• Government wholesale and retail - E.g. Kerala
  1. Higher control over brand choice
  2. Huge restrictions for entry of new brands
  3. Lower availability and higher ECP

Market Trends

• Growth not uniform across segments -segments like wine and white spirits growing though limited for flavors like brandy and premium whisky
• Presence and share of international players and brands on the rise

Category Conventions for marketing and communication

• Consumption is important but cannot show bottle/product on TV communication
• User imagery and lifestyle key drivers

Future Threats

• World Trade Organization obligations
• BIO and value Scotches
• International players using acquisitions route to fuel inorganic growth

IMRB has carried out studies on almost all flavors comprising of:

Studies have been undertaken across the country covering the regions below:

• North (Delhi, Ghaziabad, Chandigarh, Lucknow etc.)
• South (Nellore, Bangalore, Chennai, Hyderabad etc.)
• East (Calcutta, Patna Guwahati etc)
• West (Pune, Mumbai, Ahmedabad, Baroda, Nagpur etc.)

Our Studies

Types of Studies Undertaken till date: Tactical & Strategic

Consumer

• Usage and Attitude
• Segmentation
• Brand Equity
• Profiling of consumers

Product

• Product tests (monadic, sequential monadic & paired comparison)
• Flavor profiling studies
• Triggers for adoption and lapsing
• Packaging studies

Communication

• Ad pre testing
• Post ad dipsticks
• Evaluation of alternative creative routes
• Brand and Ad Tracking studies

Brand Activation

• Impact of specific activations – on premise & off premise
• Impact of new media for generating awareness

Our Clients