IDEAS home Printed from https://ideas.repec.org/a/wsi/acrjxx/v10y2006i02ns021892750600079x.html
   My bibliography  Save this article

Seagram India

Author

Listed:
  • Y. Malini Reddy

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

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.

Suggested Citation

  • Y. Malini Reddy, 2006. "Seagram India," Asian Case Research Journal (ACRJ), World Scientific Publishing Co. Pte. Ltd., vol. 10(02), pages 161-192.
    • Handle: RePEc:wsi:acrjxx:v:10:y:2006:i:02:n:s021892750600079x
    DOI: 10.1142/S021892750600079X
    as

    Download full text from publisher

    File URL: http://www.worldscientific.com/doi/abs/10.1142/S021892750600079X
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1142/S021892750600079X?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:acrjxx:v:10:y:2006:i:02:n:s021892750600079x. See general information about how to correct material in RePEc.

    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.

    We have no bibliographic references for this item. You can help adding them by using 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscinet.com/acrj/acrj.shtml .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.