AbstractSeagram, India 's largest multinational player in the spirits business, had been operating across the entire wine and spirits spectrum in India since 1995. It had generated consumer pull through effective advertising. With India's entry into the World Trade Organization in 2001, the decision to open up the sector for imports and the subsequent restructuring in 2002–03 led to intensification of competition in the industry. This battle at the marketplace was further fueled by the anticipation of a steep fall in sales due to the ban on liquor advertising.In November 2004, Seagram India was revisiting its marketing communications plans. With the aim of achieving greater market presence, it was developing its marketing communications strategy to achieve differentiation and competitive edge in the market. The company was exploring the emphasis on sales promotion rather than advertising to achieve that end.
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Bibliographic InfoArticle provided by World Scientific Publishing Co. Pte. Ltd. in its journal Asian Case Research Journal.
Volume (Year): 10 (2006)
Issue (Month): 02 ()
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Web page: http://www.worldscinet.com/acrj/acrj.shtml
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