Advanced Search
MyIDEAS: Login

Seagram India

Contents:

Author Info

  • Y. Malini Reddy

    ()
    (18A, Road Number 2, Jubili Hills, Hyderabad – 500035, Andhra Pradesh, India)

Registered author(s):

    Abstract

    Seagram, 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.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.worldscinet.com/cgi-bin/details.cgi?type=pdf&id=pii:S021892750600079X
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: http://www.worldscinet.com/cgi-bin/details.cgi?type=html&id=pii:S021892750600079X
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Bibliographic Info

    Article provided by World Scientific Publishing Co. Pte. Ltd. in its journal Asian Case Research Journal.

    Volume (Year): 10 (2006)
    Issue (Month): 02 ()
    Pages: 161-192

    as in new window
    Handle: RePEc:wsi:acrjxx:v:10:y:2006:i:02:p:161-192

    Contact details of provider:
    Web page: http://www.worldscinet.com/acrj/acrj.shtml

    Order Information:
    Email:

    Related research

    Keywords:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:wsi:acrjxx:v:10:y:2006:i:02:p:161-192. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Tai Tone Lim).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.