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Summer Internship Project ReportOn Investigate the Relevance of Rising BTL Shares in the Brand Plans of the Liquor IndustryByAnuj Kumar HandaA0102212043MBA M&S class of 2014Under the supervision ofDr. Anupama R.Assistant ProfessorDepartment of ITIn Partial Fulfillment of the Requirements of the Degree ofMaster of Business Administration M&SatAMITY BUSINESS SCHOOLAMITY UNIVERSITY UTTAR PRADESHSECTOR 125, NOIDA 201301, UTTAR PRADESH, INDIA2013DECLARATIONTitle of the Project Report Investigate the Relevance of Rising BTL Shares in the Brand Plans of the Liquor Industry.I Declare(a) That the work presented for assessment in this Summer Internship Report is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged.(b)That the work conforms to the guidelines for presentation and style set out in the relevant documentation. Date : Anuj Kumar HandaA0102212043MBA (M&S) Class of 2014CERTIFICATEI Dr. Anupama R. hereby certify that Anuj Kumar Handa student of Masters of Business Administration M&S at Amity Business School, Amity University Uttar Pradesh has completed the Project Report on Investigate the Relevance of Rising BTL Shares in the Brand Plans of the Liquor Industry.. Dr. Anupama R.Assistant Professor Department of ITACKNOWLEDGEMENT Its a great pleasure to present this report of internship in Brand Kraft Marketing Group. in partial fulfillment of MBA under Amity Business School affiliated to Amity University, Noida. At the outset, I would like to express my immense gratitude to my Industry guide Mr. Chirag Kumar Gupta for guiding me right from the inception till the successful completion of the training. I am falling short of words for expressing my feelings of gratitude towards him for extending his valuable guidance about my topic.I want to thanks my program guide Dr. Anupama R for providing me moral support and valuable time. I would like to thanks my institute ABS, my parents, my friends and all my group members for their help and cooperation throughout the training.TABLE OF CONTENTCHAPTER 1: INTRODUCTION ..Purpose of the StudyContext of the Study ..Significance of the Study Background of the Research .... Introduction about BTL &ATL ......Purpose of the Study.CHAPTER 2: REVIEW OF LITERATURE CHAPTER 3: RESEARCH METHODS AND PROCEDURES .. Purpose of the Study Research Design ..Research Questions ..Sample Size ..Data Collection .....Instruments Used ......Limitations CHAPTER 4: DATA ANALYSIS ................Findings of Research Questions .. CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS ..Summary of Findings .......Conclusion Recommendations . BIBLOGRAPHY ... APPENDIX .CHAPTER 1: INTRODUCTION1.1 Context of the StudyOrigin of the LINE The legend about BTL (below-the-line) origin is as following. In the middle of previous century one of the managers of Procter & Gamble made up the estimate of would-be expenditures for marketing purposes. He included standard elements such as advertisement in papers and magazines, TV and radio, PR, new package creation etc. He counted the expenses, underlined the above-written figures but suddenly remembered that he had not included the distribution of free product samples, expenditures for city feast organization where people could try the products produced by his company. Having counted all extra expenses, he made up the final estimate adding these extra expenses to the list below the line. So thus the

BTL term appeared, that is to say everything located below the line.4A brief about ATL (Above the line) & BTL (Below the line) marketing:Promotion can be loosely classified as "above-the-line" and "below-the-line" promotion. The promotional activities carried out through mass media like television, radio, newspaper, web and Internet banner etc, are above-the-line promotion. The terms 'below-the-line' promotion refers to forms of non-media advertising. Below-the-line promotions are becoming increasingly important within the communications mix of many companies. They may offer less exposure, but these Behind the scene campaigns are gaining momentum in companies both big and small. Some of the ways by which companies do BTL (below-the-line) promotions are by Mall Activation, Road Shows, Corporate Activity, RWA Promotions, Contact Programs, Sampling and Demonstrations, Retail and Trade Audits, Mystery Shopper Program. Exhibitions, Sponsorship Activities, and Sales Promotions, like giving freebies with goods, trade discounts given to dealers and customers, reduced price offers on products, giving coupons which can be redeemed later, etc. BTL is usually opposed/contrasted to ATL (above the line) advertising in its traditional distribution channels: press, TV, radio, outdoor, movie, Internet. The annals of Marketing Management have witnessed a tug of war between advertising and sales promotion since inception. But in the early phase of twenty first century this war has taken a new avatar in form of Above - The- Line and Below - The- Line activities, widening both scope and intensity of this war. Above-the-line propagated traditional marketing channels that strive to reach a mass audience with messages that reinforce a brand communicate general product information or inspire and emotional response.Below-the-line initiatives, by comparison, acts like traditional direct marketing efforts they aspire to establish targeted relationships between marketers and individual consumers, and offer comparable ease in measurability.**SOURCE-Ref 1In a nutshell, while ATL communications use media that are broadcast and published to mass audiences, BTL communications use media that are more niche focused. Both ATL and BTL communications can be used to either build brand awareness or drive sales through specific offers (promotions), it is BTL communication, however, that gives the marketer the ability to tailor their messaging in a more personal manner to the audience. ATL promotions are also difficult to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment. These insights can then be used to inform the next BTL communication to the audience and tailor the messaging based on the feedback received.All micro promotions, in which a narrow group is targeted, do not qualify as BTL marketing. BTL focuses on a two-way nature of the process. BTL is about ensuring interaction. You need to define new consumers and do activities where there is an experience of interaction. BTL, by definition, has to be a long interaction and it has to be told. You need to tell the consumer something and the consumer needs to experience it and respond to the same at the same time.Channels of BTL MarketingEvent Marketing: It involves a strategic-based face-to-face contact designed to impact a brand's perception among its constituents. It is set of promotional activities involving an event such as a sporting or social event, designed to bring a product to the attention of the public.Promotional Marketing: It is a personal promotional effort that is designed to have an immediate impact on sales. Sales promotion is media and non-media marketing communications employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include: Coupons Discounts and sales Contests Point of purchase displays Rebates Free samples (in the case of food items) Gifts and incentive items Free travel, such as free flights Sales promotions can be directed at the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions.Social media marketing: It consists of the attempt to use social media to persuade consumers that one's company, products and/or services are worthwhile. It is the methodical use of marketing with other technological concepts and techniques to achieve specific goals for a company. In simple terms social marketing, means building a business through many different media, like viral videos and blogs, because these give your company exposure.Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach.Digital Marketing: It is the practice of promoting products and services using digital distribution channels, reaching targeted consumers, building iterative relationship with those consumers, and having the ability to produce measurable results. Digital Marketing must be targeted, it must be measurable, and it must involve building strong relationships. . The key objective is to promote brands through various forms of digital media.Digital marketing extends beyond internet marketing to include channels that do not require the use of the internet. It includes mobile phones (both SMS and MMS), social media marketing, display advertising, search engine marketing, and any other form of digital media.Guerrilla Marketing: It is an advertising strategy that focuses on low-cost unconventional marketing

tactics that yield maximum results.The original term was coined by Jay Conrad Levinson in his 1984 book Guerrilla Advertising. The term guerrilla marketing was inspired by guerrilla warfare which is a form of irregular warfare and relates to the small tactic strategies used by armed civilians. Many of these tactics includes ambushes, sabotage, raids and elements of surprise. Much like guerrilla warfare, guerrilla marketing uses the same sort of tactics in the marketing industry. It is a marketing tactic in which a company uses surprise and/or unconventional interactions in order to promote a product or service.9Visual Merchandising: It is the art of displaying merchandise in a manner that is appealing to the eyes of the customer. It sets the context of the merchandise in an aesthetically pleasing fashion, presenting them in a way that would convert the window shoppers into prospects and ultimately buyers of the product.Retail Promotions & Exhibitions: Retail Promotions are designed to promote the goods and services offered in the business district and to directly generate retail sales. Retail promotions should be used as part of a broader promotional strategy, which also can include special events and image-building promotions. Retail promotions can either be discount-oriented sales events or targeted non-sale promotional events.Exhibitions are an organized presentation and display of a selection of items. In practice, exhibitions usually occur within and exhibition halls, and World's Fairs, Trade Shows etc.Current phase of BTL share in the industry : The phase of the BTL industry is increasing every year. The economic downturn has increased focus on cost cutting measures and one area which companies are taking a relook in their marketing investments. They are evaluating and attempting to optimize their return on marketing investments. In tough times, marketers feel the need to create the urgency to buy a need fulfilled by tactical advertising. Therefore, the emphasis on new marketing models that look beyond the traditional media and television commercials like digital, mobile and point of sale(pos) initiatives. It is expected that there will be a shift in investments from above the line and below the line during the slowdown, partly because in absolute terms, the investments in BTL are lower and flexibility to adjust the scale is higher. Roles brand managers are playing in the organization for their brand: with organization questioning the role of marketers its important to understand the role of marketer what do they actually do? Marketing is not just a promotional activity. In world class organization where customer is at the centre of the business model marketing as a discipline is responsible for defining and understanding markets, for segmenting them for developing value propositions to meet the researched need of the customer in those segments , for getting buy in from all those in the organization responsible for delivering that value, for playing their own part in delivering it and for monitoring whether the own value is being delivered.1.2 Significance of the study:This topic is selected for my research because of its importance nowadays as market is becoming more and more saturated day by day plus new small level businesses are also entering the market so it is also becoming difficult for businesses to retain their customers as customer preferences can also change if the company fails to identify their needs and focus on them through their effective advertisements. This topic is selected because companies not only make customers utilizing the above the line advertising but instead it also use below the line advertising which is a very expensive marketing strategy and the company use newspapers, hand outs and bill boards in order to convince the target market to buy their products. India is a very rich market for the companies and their marketing strategy is such which is cost effective for them. This study will highlight the attributes associated with the below the line advertising by knowing the consumer attitude and their perception about it. This would help them chose which medium has a better ability to convey a message effectively and yet able to attract more customers/consumers, as marketing is all about selling their product and make new loyal customers and retain them. As every business is trying to attract more and more customers and competition is becoming more and tougher. This study will help in revealing more significant aspects of marketing design. The study is important because nowadays there is very tough competition as the market is becoming more globalize giving space for international businesses here in India. Therefore the local companies need to cut down their expenses and yet be able to attract more customers, retain their markets and increase their buying behavior. The study will also reveal the important aspects attached with below the line advertising and give proper direction for the marketing department to utilize it properly in order to attract customers from their target market. It will find the result and effectiveness of the below the line advertising which is beneficial for the firm when it comes to cost and benefit analysisBTL promotion includes events, exhibitions, sponsorships, public relations and sales promotions. Point of purchase products or displays are a part of sales promotions. Few of the visible trends in BTL promotion includes . Creation of experience zones for increasing customer engagement is developing slowly in india. product sampling at specific locations creates such zones and allows consumer to relish the experience. Brand Managers have taking cues from shopper insights to understand shopper behavior and guide them to design and further implement promotions and maximize their return on investment.Most of the buying decisions are taken at the last 3 feet inside the outlet. Brand managers have started insisting on

creativity in desigining of point of purchase products in order to differentiate and increase brands visibility amidst a number of competitive brands vying to grab the share of space inside the outlet. Usage of lenticular and electroluminescence technologies in displays and VM products in India to grab consumer attention is still building stage.To investigate the relevance of below the line activities to current marketing communication practices.In a market rapidly adapting to changes in technology, available information and heightened consumer demand traditional brand-oriented advertising is no longer the primary driver of customer behavior. Whether its reflected in dwindling print newspaper circulation or the stagnant market for network television commercials, significant evidence suggests that the marketing landscape has fundamentally shifted from an above-the-line focus on reaching a broad population with emotionally-oriented appeals, to a below-the-line approach that stresses targeted, customer-centric communications, measurable results and concrete return-on-investment.The metaphorical line separating marketing is reflected in three key qualities that separate todays emerging promotional methods from the top-down advertising monologue of the past. Acting in concert, they embody the universal elements of successful below-the-line marketing efforts: Perception The extent to which a consumer feels that he or she is engaged as an active participant in a marketing dialogue, rather than a target of an aggressive direct sales or branding effort. Interaction The extent to which consumers are empowered to respond to marketing communications via preferred channels that are both convenient and accessible.Measurability The extent to which a marketer can track the results of an individual initiative, determine commensurate return-on-investment and adjust future campaigns to provide for an enhanced chance of success.1.3 Theoretical FrameworkThe Indian market is witnessing some major changes. More consumers, more buying power and more media reach. Then there is the rise of digital media, the fragmentation of mass media, the growing power of young consumers and the growing BTL activities.Marketers acknowledge that advertising is just one variable that impacts sales among other including pricing, distributions etc. Products and services that are promotion elastic tend to be highly impacted by price-offs and discounts which increase the likelihood of consumer buying the same. In comparison, products and services that are advertising elastic see higher sales with increased advertising. Many successful categories and brands in KUT are price sensitive and hence promotion elastic. Marketers then choose to divert advertising budgets to on-ground promotions (including BTL and activation) that show a direct impact. In comparison, premium brands that have a greater uptake in metros (given higher purchasing power) tend to be advertising elastic which means that the more they are advertised, the higher is the likelihood of sales.According to Winterberry Group research, "Tracking the Trends: A Comparison of Above-the-Line & Below-the-Line Expenditures," historical and forecasted spending from 2003 to 2007 pegs below-the-line marketing spending as growing 7.8 percent annually versus above-the-line at only 5.5 percent. By the end of 2008 BTL marketing had grown by about 20% and As far as budgets go, the average ratio of television versus other media, including BTL, was 70:30. However, this also depended on the product category. Categories such as liquor, for instance, allot as much as 60 per cent to BTL. With the focus shifting away from television, it was estimated that in 2009, this ratio inched ahead of the midpoint. After the global crisis hit all markets, brand managers and marketers are more careful with their budget allocations. BTL tools and channels proved that effectiveness is not simply budget dependent, due to low budgets, but relevant and creative, tailor-made activity can bring measurable results whereas in ATL the channel and platform costs of media is pretty much given and it does not support consumer dialogues. BTL is not a driver because it is cost effective but BTL is a driver because it allows brands to truly interact with their target audience and allows diversifying messaging. Over the years not only have brands gotten smarter but consumers have gotten more educated to avoid the so-called advertising trap.ATL channels could hardly avoid such traps and overcome the issue of having consumers being less reactive to direct advertising. Consumers tend to be more avoidance-oriented since with ATL they know beforehand where a print or TV ad is being placed so they can simple skip it. Similar effects can be seen in online advertising having more and more people banner blind avoiding direct advertising messaging.So BTL has the highest hopes to trigger techniques and tactics to engage consumers and make them more accepting of brand messaging as stated by Tom J Hidgevi.According to AshishPherwani, Associate Director, Advisory Services, Ernst& Young. Events or, Below the Line activities form a small percentage of the marketing budget of marketers in India; it surely isnt a sector one can miss out on. Events industry today stands at Rs 6000 crore in India spread across organized and unorganized players, with organized players forming 40 per cent of the market doing business worth Rs 2300 crore. The numbers are impressive but there is a long way to go for the BTL industry in India.A study titled Indian Marketers Continue Their Consumer Focus, prepared by Ipsos Asia Pacfic Marketers Outlook 2012, throws light on the fact that building greater consumer loyalty for their brands with enhanced focus on ROI and Digital media would be top priority for Indian marketers in 2012.The response from the Indian marketers from

the study conducted by Ipsos in 2012 said that their share of BTL Promotions and Events is expected to rise to 63% of their total marketing budget in the coming 3 years, which will include shopper marketing, events, social media marketing, out of home marketing and other games and contests.*SOURCE-ET 1Expenditure estimates say a lot about where sophisticated marketers are focusing their efforts, but they dont address the more fundamental question of why. After so many years of success with above-the-line methods what is the reason that marketers are finally changing their approach to reach customers and foster profitable relationships and why do customers appear so willing to accept this new communications philosophy?Insights about the following trends were gained from internet articles and journals and also in discussions with the brand managers of various companies for the factors, both external and internal, that are contributing to this emerging marketing emphasis. The findings are as follows :Changing consumer demographics decrease the influence of traditional mass media (i.e. "one-size-fits-all) marketing messages.India has over one billion people and even though they might have similar income, they are very different its not possible to have 1 billion people with same preferences. The preferences of the people differ because of the huge diversity of religions, locations, cultures and per capita income. And these differences, will only become bigger and bigger as India evolves.Growing consumer sophistication heightens the demand for channel-agnostic communications.Advances in marketing and communications havent just served to benefit marketers, consumers, too have learned to exploit technology, information and available media channels for their benefit. Among other capabilities, the sophisticated modern consumer is adept at: Using the Internet to compare product prices Screening out unwanted outbound telemarketing calls (or telemarketing calls altogether through participation on the National Do-Not-Call list) Skipping past television commercials the lifeblood of above-the-line marketing with digital video recording technologies Bypassing traditional print advertisements through online newspaper subscriptions and opt-in headlines e-mails that provide a selected snapshot of relevant news with only a fraction of the advertising interference.Widespread marketing clutter diminishes the impact of commercial messages that dont address specific and individually relevant consumer needs.Rapid advances in the quality of available marketing media have had at least one deleterious effect: a saturated media consumption landscape, plus a resultant consumer backlash against advertising messages that are perceived as intrusive or otherwise irrelevant. Sophisticated consumers for example TataSky+ users, who tune out commercial advertisements in a move to do away with the clutter now pose the most significant threat to traditional television advertising and other ATL methods.Forrester and the Cable television Advertising Bureau note that in 2004, 11 billion U.S. DVR (Similar to TataSky+ or other Live TV recording technology) users skipped between 68 and 78 percent of commercial advertisements, effectively accounting for approximately $2-3 billion in wasted advertising spending.Enhanced information availability empowers both marketers and consumers with insight that allows for precise customer targeting and intelligent purchase decisions.Heightened client pressure to deliver quantifiable value forces marketing service providers especially agencies to re-evaluate services platforms.Growing effectiveness of multichannel campaigns (those that cross multiple media) reinforces demand for tactics that establish one-to-one relationships between marketers and consumers.Rapid technological advances allow for consumer/marketer interactions that are more frequent, easier and more relevant than previously possible.In an unstructured interview with one of the brand managers of a leading FMCG company the following came upIn the last few years the BTL industry has been gaining importance, although this industry has been around for a very long time, its just that now there is a little more recognition that what was earlier very fragmented, now is actually a fairly structured BTL business. Traditionally brand managers have been spending money on three broad areas - one is ATL, second is marketing services or BTL and the third being PR. Earlier, rather than it being a structured as marketing services, people used to look at it as promotions being done separately, shop-front activities being done differently, product placements, etc. been done differently, etc. Now more and more brand managers are clubbing it into a single BTL format and they want an agency that can possibly give a solution for all thatThe increasing presence of BTL is not only felt for the niche products used in B2B businesses, the trend has been visible in the Liquor Industry on a vast scale. Earlier what was happening was that Liquor Industry in terms of percentage was not spending as high a percentage as what they are doing now on BTL. For an example of Beer, this is not niche product as everyone uses it. If BTL spend on beer was to reduced, any trade-outlet promotion activities were not to be taken up, it will lead to reduced focus on sales.The share of BTL has been constantly rising over the past few years. In India current estimate is on an average about 45% of the promotional spends on BTL .The difference with ATL is that the vehicles of delivery are fairly very well established. For e.g., a great idea and great strategy can be used to create a great Television Commercial and it can be given to any established television channels to run it on their vehicles, and nothing can go wrong there. But when it comes to BTL, there is still a need to have a great strategy and a great creative idea and there is also a need to

implement it on ground, do the promotions, road shows, and a need to do one-on-one interaction with the target group. And if it is not implemented well, the possibility of a BTL campaign backfiring is very high. If the person interacting with the consumer doesnt do a great job, that particular campaign will fall flat on its face. So the moments of truth on a BTL are too many. Still the ROI on these campaigns is very much measurable. In case of ATL, ROI is only talked in terms of brand recall, but for BTL you can have hard numbers in terms of revenue increase. It is a hard money-to-money comparison but there is sometimes also need to build the brand and do a lot of ATL along with that campaignIn summary, BTL also has the following benefits for the consumer point of view which makes the rise in its share of the marketing budgets worthwhile.Unlike conventional advertising, below-the-line promotions try to give consumers a first-hand experience of products and services through road shows, events and product samplings.Targeting specific audience, hence effective utilization of resources.Customized, consumer centric exchange of information to answer to their queries.Establishment of a direct relationship between the customer and the brand.Brand activation can elicit customer emotions as people interact with the brand.Interaction: consumers want to feel empowered and connected, andInfluence consumer behaviorIncreased Brand RecallDistortion is minimal in this case.It increases your brand salience.Helps in revitalizing a brand.1.4 SummaryThe Indian market is witnessing some major changes. More consumers, more buying power and more media reach. Then there is the rise of digital media, the fragmentation of mass media, the growing power of young consumers and the growing BTL activities. Marketers acknowledge that advertising is just one variable that impacts sales among other including pricing, distributions etc. Products and services that are promotion elastic end to be highly impacted by price-offs and discounts which increase the likelihood of consumer buying the same. In comparison, products and services that are advertising elastic see higher sales with increased advertising. Many successful categories and brands in Key Urban Towns (KUT) are price sensitive and hence promotion elastic. Marketers then choose to divert advertising budgets to on-ground promotions (including BTL and activation) that show a direct impact. In comparison, premium brands that have a greater uptake in metros (given higher purchasing power) tend to be advertising elastic which means that the more they are advertised, the higher is the likelihood of sales. For marketers, the decision to enter a new market is dependent on a number of factors which help them select and prioritize markets. As shared by some of the leading Indian marketers, the key factors impacting their decisions for gauging market potential and allocating marketing spends are listed below.Exhibit 1 Factors impacting choice of market(s) Once the market is selected then the marketer is faced with the decision to select the choice of medium for advertising. The factors are listed below:Market share of the company in the market.Revenue share of the company in the market.Penetration of the company in the market.Share of new acquisitions in the market.Lifecycle of the product / services offering in the market.Presence of decision makers in the market.During the course of the research we met some of Indias largest marketing spenders and brand managers liquor companies amongst others and domain experts such as media planning and buying agencies and advertising agencies besides relying on available published data and in house media experts. One of the new directions taken by marketers allocating ad spends that could be indicative of changes that can be expected in the future is a growing share of BTL in the total market spend . activations can be strategically or tactical in nature depend upon the type of activations.BTL activations are most commonly used for sales promotions, branding, product launch, channel partners appeasement , channel expansion ,lead generation. Marketers have different objective for different activities. Some of the most common strategies are customer retention, customer acquisition, brand visibility etc. This research report explores the current developments and trends in below the line (BTL) marketing spend among the liquor brands.Purpose of the Study1.5.1To understand the BTL ( below the line ) promotion and activation strategies in the liquor industry and also to understand the market strategy behind those activations and promotions. Promotion is the communication methods used to achieved the firms promotional objective. The methods of communication used will be determined by the promotional objectives. The possible objectives include: To create the awareness about the product.To provide the information about the product.To generate enquiries about the product.To overcome prejudice / perception.To remind people of a products USP.This refers to a promotional communication method used by a firm. Promotional is usually classed as either Above the Line or Below the Line.Above the line promotion gives less control over the recipients as it aims at mass markets through independent media such as TV, Print, Radio, Outdoor Hoarding etc.Below the line promotion gives greater control over the recipients allowing them to target particular groups for example through the use of Direct Personal (face-to-face) interaction.1.5.2To find out the trends and creating strategic execution plans for Below theLine marketing and Consumer Promotion for multiple brands in the respective industry.Below the Linepromotion refers to form of non-conventional communication or advertising. Such promotion targets specific individuals and engage them. It focuses on direct means of communication which are expected to

induce transactions or lead to increase in Brand Awareness, Recognition, Positioning and ultimately the salience. BTL promotions includes activities such as direct mails, exhibitions, events, road shows, mall activations, promotions, sponsorship activities,public relations and sales promotions. Sale promotions are short term incentives, largely aimed at consumers. Such sales promotion includes price promotions, coupons, gift with purchase etc.1.5.3To find out the seasonality of activations in those sectors.Here the purpose of study is to find out which category of product in the liquor industry fits best with the particular seasons. As, this seasonal trend of the product consumption decided upon the BTL spending trend of the particular Brand.1.5.4To investigate the relevance of Below the Line marketing activities to current marketing communication practices.For liquor industry it is very relevant to choose the correct marketing techniques, as in India this is the most legally restricted industry, when it comes to public marketing or, direct communication.CHAPTER 2: REVIEW OF LITERATUREFor studying the history of advertisements students can consult different books available which reveal the history of advertisements and its origin. From most of the books, students would come to know that advertising is as old as mankind. Some researches show that advertisements are as old as the existence of mankind. And some researches show that this concept developed about three thousand years ago (Mandell and Maurice, 1974).Researchers have shown that advertisements have had an impact on societies and cultures (Johnson and Douglas, 1978).The previous works done on this topic suggest that below the line advertisement existed since humans lived in caves. Inferred by the above work done on this topic, the concept is developing day by day with modernization taking place in marketing concept but its roots are born in the ancient world. Further, many of the examples were not advertisements; rather they were some simple on-the-spot identifying signs. It is human nature says Kleppner that humans when they try to show something to be genuine they say its as old as mankind (Kleppner, 1979). It is very interesting to find out that even in the Soviet Union advertising was practiced. One would think why such an economic structure would need to advertise, this shows the importance as how important advertising is, even for the communists (Wright and John, 1977)(BIB-5). The explanation given above is very concise to make it to a beginner or an amateur student to understand the fundamental distinction between capitalism and communism, as he has but only known about capitalism.*BIB-Biblography Marketers have for a great deal of time analyzed the strategic tools and approaches that they have been using to advertise the goods and services to their target consumers. Advertising has also brought a great deal of change in the relationships that exist in mass communications (Sandage, 1979). With exception to those who reject advertisements a publisher has changed from seller of a product to consumers of the product to the one who gathers consumers for advertisers. The roles of his employees have changed too; first they had a selling approach in mind, now they try finding good advertisements to publish (below the line advertisements) which could earn them money. A television "celebrity" is for the most part a salesman, not an entertainer, and reporters discover that some stories are better left unreported. Gossage and Howard say that the role of the reader has also changed from independent consumer to the bait of the advertiser (Gossage and Howard, 1965). Advertising also, to a greater extent, affect both the allocation of resources and the distribution of wealth. Without a doubt, it is well understood that advertising in the identical packaged goods sector of the economy, has proved to be an institution performing the task of the allocation of resources and distribution of wealth. If we understand clearly this phenomena and the historical importance of national advertising we come to know of the theory of capitalism. Extensive research has been carried out by researchers on the consumer market i.e. how marketers advertise their goods and services; but it is astonishing that there has not been any research carried out on business-to-business exploration of how marketing related organizations in fact market to marketers. There are a great deal of services that marketers consume, let it be advertising services, marketing research, strategy services, promotional activities or consultancy services.There has been a series of persistent and varied criticisms on advertising over the ears. The criticisms made have included accusations that advertising is often distasteful, insulting and offensive (Eric, Merry and Josephson, 1962). Advertising as according Feldman and Lawrence has also been accused that it manipulates people into making unneeded and some-times undesirable purchases. People end up making purchases of products that are not necessary and useless to them (Feldman and Lawrence, 1980). A study by Preston and Ivan (1975) state that advertising is deceptive i.e. it deceives the consumers and mislead them by making them in a state where they have no option in mind but to buy the product which is being offered (Preston and Ivan, 1975). Noticeable flow have been more in the vociferousness by which these and other criticisms have been expressed and in the attention they have received rather than in the substance of the criticisms themselves.The definition of billboards was defined as those outdoor motionless structures upon which advertisements of different companies and public announcements were posted. This definition also included elevated signs and signs that were attached to the sides of buildings, and did not include the advertisements on the sides and at the back of buses, highway

department signs, banners, posters, advertisements painted on the sides of buildings, and the advertisements we come to see on bus shelters. This definition match to the types of billboards those were most likely to be restricted under the terms and conditions of legislation being considered in 1998. An agreement was made between the tobacco industry in the US and various state attorney generals. As a result of the agreement, all outdoor billboard advertising of tobacco products was removed. This shows a cycle of change in the tobacco advertising where tobacco advertising was banned to be put on billboards in the year 2000 whereas the restriction on the advertisements of tobacco products on television was implemented nearly 30 years ago(BIB-3). Outdoor advertising was agreed to be banned in public health and political arenas by nearly everyone, yet it is astonishing to see that there is very little data on how billboards have been used to sell tobacco products in the US and the countries outside (Luke and Esmundo, 2000).Looking through the brand scope discussing the effectiveness of various BTL tools Mr. KuldeepPawar (national marketing manager spice mobility) noted that west reacts the most well on returns. The approach for west needs to be completely different from that of upcountry towns. For e.g. malls and college activations usually gets a positive response and returns in the cities. While channel meets and van activation works well in the upcountry locations.Pawar believes that while retail management works well overall irrespective of any markets. The north primarily reacts to retail engagement programs and returns are on high such drives. He further added that BTL in south is a task in itself. The return is fairly low and leaves marketer thinking if one has left a mark. One would not see a sudden spur or reaction to the activity immediately in the southern markets through it helps to be buzzing in the long run. Pawar added that gearing up to the new platforms in market today. It has become vey important to have ATL support along with digital tagged for BTL returns in tier 1 cities. However BTL still continues to be the only medium to connect with the upcountry markets. Accelerated with the global crises and the marketing budget cuts BTL tools and channels prove that effectiveness is not simply budget dependent, but relevant and creative, tailor-made activity can bring measurable results whereas in ATL the channel and platform costs of media is pretty much given and it does not support consumer dialogues rather gives them a chance to skip over the ATL communication. For every company out there it has become necessary to treat BTL as equally important with ATL. In an ideal world there will be no more main ATL creative and complimentary BTL solutions but well constructed 360 consumer engagement plans was concluded Tom J Hidgevi(BIB-4).According to Roberts and Stengel traditional, brand-oriented advertising is no longer the primary driver of customer behavior. Whether its reflected in dwindling print newspaper circulation or the stagnant market for network television commercials, significant evidence suggests that the marketing landscape has fundamentally shifted from an above-the-line focus on reaching a broad population with emotionally-oriented appeals, to a below the-line approach that stresses targeted, customer-centric communications, measurable results and concrete return-on-investment.According to recent Winterberry Group research, "Tracking the Trends: A Comparison of Above-the-Line & Below-the-Line Expenditures," historical and forecasted spending from 2003 to 2007 pegs below-the-line marketing spending as growing 7.8 percent annually versus above-the-line at only 5.5 percent(BIB-4).According to AshishPherwani, Associate Director, Advisory Services, Ernst& Young. Events or Below The Line activities form a small percentage of the marketing budget of marketers in India, it surely isnt a sector one can miss out on. Events industry today stands at Rs 6000 crore in India spread across organized and unorganized players, with organized players forming 40 per cent of the market doing business worth Rs 2300 crore(BIB-3&5). The numbers are impressive but there is a long way to go for the events industry in India.A study titled Indian Marketers Continue Their Consumer Focus, prepared by Ipsos Asia Pacfic Marketers Outlook 2012, throws light on the fact that building greater consumer loyalty for their brands with enhanced focus on ROI and Digital media would be top priority for Indian marketers in 2012. The study conducted by Ipsos in 2012 said that their share of BTL Promotions and Events is expected to rise to 63% of their total marketing budget in the coming 3 years, which will include shopper marketing, events, social media marketing, out of home marketing and other games and contests(BIB-7).As concluded by Tarana Khan by the end of 2008 BTL marketing had grown by about 20% and As far as budgets go, the average ratio of television versus other media, including BTL, was 70:30. However, this also depended on the product category. Categories such as telecom, for instance, allot as much as 50 per cent to BTL. With the focus shifting away from television, it was estimated that in 2009, this ratio inched towards the midpoint(BIB-8). Ratna et.al reported that 60% of LG Indias marketing budget is going towards BTL activities as compared to 35-40% three years ago, and companies like PepsiCo, Cadburys, HUL are following the same path and looking beyond conventional advertising to market their products(BIB-6). The Issue of Surrogate in Liquor Industry:It is unfortunate that things like these are happening out there and we will be taking up the issue with the Information and Broadcasting ministry. But then yesterday the Supreme Court has not taken any cognisance as well DrAnbumani Ramadoss, Former Union Minister, Ministry of

Health & Family Welfare on 28April 2008 said when asked by reporters what the Minister thought about the IPL allegedly promoting surrogate marketing. The Minister criticised IPL when the Bangalore based IPL Cricket team named as Royal Challengers. Dr.VijayMallya, chairman of UB group, owned the IPL Bangalore cricket team and named as Bangalore Royal Challengers. The alcohol product namely Royal Challenge is the product of United Beverages group. The Union Minister made an objection that UB Group was attempting Surrogate Marketing Practice where the Banned-to-Promote product (Royal Challenge) is surrogated as IPL cricket team (Royal Challengers).The Govt. of India has banned product advertising for Liquor and Cigarette companies from 1995 under the Cable Television Network (Regulation) Act 1995.There is also a mention in the Law that prohibits any direct or indirect promotion of such items in the public domain (Rule 7 of the Cable Television Rules, 1999).The purpose of banning theses products is to discourage the citizens of India to smoke and drink. On one hand Liquor Industry in India is very huge ( records saysthat more than 100 million cases in India)(BIB-1). Huge market attracts many players. Huge market definitely needs huge promotion. Along with the domestic players the Liquor Industry attracts the MNCs also. Liquor and Cigarette sales are the biggest revenue generators in terms of taxes and duties on these items. Thats why an overt acceptance of the marketing in these sectors is not legally acceptable. On other hand, the Govt. cannot allow public advertising of liquor companies. Butironically, this has led to one of the biggest ironies of the country Sales of these items are not banned, yet advertising on the same has strictly been prohibited!A lot of Innovative ways are found to promote the Banned-to-Promote products. Surrogate Marketing is one of those. The companies are promoting the brandsusing the same brand name but different product. Literally Branding is a process of promoting the products with the sense of differentiation among all productsin the same market. Here, A Brand can be a name, logo, symbol, image etc. But in Surrogate Marketing, the branding is used to recall different product that ofwhat is promoted. Different media are selected for advertising the products. The companies perform more branding building process than selling process topromote the sales of the original product and building the brand of marketed process. This double-faced attitute of companies testing the patence levels of theGoverning Bodies. So The Banned Surrogate Advertising is repracticed as brand-new Brand Extension Advertising.BRAND EXTENSION ADVERTISING PRACTICESSurrogate marketing is used in two contexts: The first is when a company "farms out" the entire marketing function and the group providing the service is calleda "surrogate marketing department." The second is duplicating the brand image of one product extensively to promote another product of the same brandthrough Broadcasting Media, Print Media, Internet Media and Out-of-door Advertising. The sponsoring of sports/cultural/leisure events and activities using aliquor brand name also falls in the category of surrogate advertising.Some practices(1) Haywards 5000 alcohol as Darting Kits.(2) Bagpiper Whiskey as Bagpiper Club Soda.(3) Kingfisher Beer as Minaral Water.(4) Royal Stag Wine as Music CDs.(5) Royal Challenge Whiskey as Golf Accessories.(6) Charms Cigarette as Audiocassettes and CDs.(7) Smirnoff Vodka as Fruit Juices.(8) Royal Challenge as IPL Cricket Team Royal Challengers Banglore.(9) McDowell alcohol as No.1 Soda(10) Wills cigarette as Sports Gear.*Exhibit 1-10-Radico khaitanRADICO KHAITAN MAGIC MOMENTS VERVE*Verve-Radico KhaitanIntroducing VERVEVerve will compete with some of the leading premium vodka brands like Smirnoff, Gorbatschow, Ersitoff and Vladivar. These brands are sold at a price ranging between Rs 550 and Rs 700, depending on the duty structure of the states."We are expecting to have a significant presence, say 30% of the premium vodka segment, in another two years. We will launch it first in North India and soon all over India," said Abhishek Khaitan, managing director of Radico Khaitan. These days, the idea of premium vodka has really caught on since premium brands are earning higher profits. For instance, Pernod Ricard India, maker of Royal Stag and Blender's Pride whisky, made more profits with only 7 to 8 % market share in the 270 million cases spirits industry than USL which controls nearly 55% of the market.Verve is going to be the high-end extension of Radico's Magic Moments vodka, which has a 25% market share in the country's vodka market that may cross 10 million cases by December 2012. The premium vodka market in India is about 700,000 cases, and Radico plans to have a significant presence in this segment. The huge success of the brand - launched in 2005 - spurred the company to introduce a premium version of the brand that can earn a larger profit-per-bottle than semi-premium or regular segment brands."India may be a traditional brown spirits market and the largest whisky-drinking nation, but more than half of its population below 25 years prefers vodka which has led to the boom. Currently, the vodka market is growing at a much faster rate than brown spirits.CHAPTER 3: RESEARCH METHODS AND PROCEDURES3.1 PURPOSE OF THE STUDYThe Purpose if the study is To Investigate the Relevance of Rising BTL Shares in the Brand Plans of the Liquor Industry.The main objectives of conducting this research are to study To Understand the BTL (Below The - Line) Promotion and Activation strategies in Liquor , Tobacco and Exhibition industries to understand the marketers strategy behind those Activation and Promotions.To study the effectiveness of the BTL Promotions in this industry.To find out the

changing trends and creating strategic execution plans for effective below the line marketing and consumer promotion for multiple brands in the respective industries.To investigate the relevance of Below -The- Line activities to current marketing communication practices.3.2 RESEARCH DESIGNThe Research Methodology adopted to meet the objectives of this study are:First we got ourselves acquainted with the top 5 Liquor Brands to gain knowledge regarding spends on ATL and BTL respectively. Then we zeroed down to the target sample for our project. The data relating to the sample included data of percentage spend by various companies in the BTL (which we got from primary and secondary resources both).Taking our hypothesis for the study as spends on BTL, we initiated our research.We created a two kinds of questionnaire; one was aimed at end consumers and; another was aimed towards the Marketing/Brand team of liquor companies in finding out the effect on their Brand recognition and purchase through the marketing activities of BTL comparing to that of ATL, as done by various liquor companies in India and the strategies alignment for the same.Insights about the following trends were gained from internet articles and journals and also in discussions with the brand managers of various companies for the factors, both external and internal those are contributing to this emerging marketing emphasis.Gaining insights from the valuable inputs by the secondary research carried out and the unstructured interviews with the brand managers of a few companies a questionnaire was designed strictly adhering to the factors as discussed and carried on with the Descriptive Research Design.3.3 RESEARCH QUESTIONSThe Purpose of the study is To Investigate the Relevance of Rising BTL Shares in the Brand Plans of the Liquor Industry.The rising BTL share in the Brand Plans of Liquor Industry will be relevant if the insights about the benefits of BTL Promotions are reflected in the state of the target group participating in the promotional activity.EXPERIMENTAL HYPOTHESIS:H1: The benefits of below-the-line promotions are reflected in the state of target audience participating in the promotional activity.NULL HYPOTHESIS:H0: The benefits of below-the-line promotions are not reflected in the state of the target audience participating in the promotional activity.3.4 SAMPLE SIZEThis research has targeted a sample of 500 respondents (male and female) selected from various On-Trade & Off-Trade locations in Delhi (NCR), who were participating in the on-going brand promotions and activations for Bacardi, PernodRicard and NV Global (Sobieski).The sample was selected considering the Geographic and legal aspects of the consumer market. Our aim was to include the maximum number of consumers across the markets. We segregated the Liquor sector into 3 sub-categories namely Beer, Whisky & Scotch, White Drinks (Rum & Vodka).Keeping in mind the companies that were leaders in the sub-categories we approached them to gain more primary information over their BTL marketing strategies.Under this research report, the sample has been selected on the basis of judgmental sampling technique. Each person participating or engaged in the ongoing promotions was selected and which represents an important element to the target population. It is a form of non-probability sampling and is convenient and quick.Also, the personal interaction with the brand and Marketing team of various well known liquor companies have been done, through which we could be able to get the valuable information about the BTL spending patterns for the promotion of their various liquor brands in India. 3.5 DATA COLLECTIONThe 500 respondents who were selected on the basis judgmental sampling technique were given a printed questionnaire and were explained about the purpose and nature of the study and informed consent was obtained from all the subjects on one to one basis. The respondents filled the questionnaire and any queries regarding the questions were solved on the spot.3.6 INSTRUMENTS USEDQuestionnaire: a schedule or measuring instrument for obtaining information from the respondents. The questionnaire consists of few demographic details and some questions pertaining to the benefits of BTL promotions that can help in collecting the information from respondents answers in order to investigate its relevance. In order to reduce the response error the questionnaire has been designed in such a way that the time required to fill it does not exceed 2 minutes, as the respondent when available at the ON-Trade and Off-trade outlet, does not like to talk or spend much time for such research activities. Further in order to reduce questionnaire error such as (avoiding biasness in mind of respondent) questions have been worded carefully. The research does not consist of any unstructured questions (open-ended).(A sample questionnaire has been attached at the end).3.7 LIMITATIONSLess number of players in the Market in Liquor IndustryData availability constraint due to data confidentiality.Legal & Social RestrictionsThe sample may not give a true representation of the whole population.The responses from the respondents could be biased, as the response differs with the geographical locations of the country in Liquor Industry.Sample size was limited to Delhi only.Time constraint was there.This research has a wide scope hence, only the industry overview has been taken, further research is possible on the same topic.CHAPTER 4: DATA ANALYSIS AND FINDINGS4.1 Review of MethodologyIt is said that liquor industry is totally season centric. Different categories of products in this industry have a higher / lesser sales pattern in certain specific seasons. And so the investment pattern of liquor companies in BTL marketing practices. Hence, the methodology adopted for collecting the data is questionnaire and personal

interview with the target consumers of various category of liquor (at On-Trade and Off Trade outlets) and marketing team of liquor companies.4.2 Results of Research QuestionsFollowing are graphical representations of the Results of Research questions;717550168275When we observe the beer market in the country, we analyze that its maximum consumption happens in the summer season which is March till July. In the same manner Beer companies spend huge amount of money in BTL marketing practices from the month of March till July. On the other hand the BTL expenditure of beer companies goes down drastically in the winter season which is October to January. While observing the product category of Whisky & Scotch, we analyze that that although it is a evergreen product, but its maximum consumption happens in the winter season and a slight decreased consumption in other months of the year. In the same way, the BTL expenditure moves.With the white drink product like Vodka, Gin & Rum, we see somewhat similar trend of its consumption and BTL expenditure. Its maximum consumption happens in the winter season and a slight decreased consumption in other months of the year. In the same way, the BTL expenditure moves.We also interviewed direct consumers of the product and analyzed their responses toward the BTL marketing promotion they encounter in their everydays life for the specific kind of the product (liquor).When the question posed to the direct consumer Have you ever encountered with a liquor promotion while sitting in a pub/ bar ?, majority of them gave a positive nod.With a positive nod to the previous one, when it was asked that which brand visibility was most with BTL mechanism, really amazing results came in front.With so many different techniques of BTL promotion available, when it was asked to the direct consumer that which approach they like most, then majority of them supported the tool of Sales Offer Schemes.Ultimately, is it worth doing any kind of BTL promotion for the liquor products? When it was asked 58% of the respondents voted in favor of the BTL mechanism. As compared to other , FMCG products are the leaders in BTL promotion activities.Majority of the people were aware about FMCG BTL promotions.While research we came to know People do have a positive perception towards BTL promotions and they do participate willingly towards them.Majority of the people agrees that BTL promotion plays a vital role in brand awreness and creating an identity in compared to other brand competitors.People do believe that BTL promotion plays a vital role in differentiating the product from competitors.Mostly all people have encountered free sample of liquor in BTL activities in pubs/bars.Compare to other brands Kingfisher tops in this segment.We also interviewed the Brand/Marketing teams/managers of various liquor companies and analyzed their responses toward the BTL marketing promotion they plan/strategies for their respective liquor brand.Following are their responses when it comes to the qualitative aspect they determine while formulating the BTL strategies;1.Changing consumer demographics decrease the influence of traditional mass-media (i.e. one-size-fits-all) marketing messages.2.Growing consumer sophistication heightens the demand for channel-agnostic communications.3.Widespread marketing clutter diminishes the impact of commercial messages that dont address specific and individually relevant consumer needs.4.Enhanced information availability empowers both marketers and consumers with insight that allows for precise customer targeting and intelligent purchase decisions.5.Heightened client pressure to deliver quantifiable value by evaluation of ROI of the marketing initiatives , forces marketing service providers especially agencies to re-evaluate services platforms.6.Growing effectiveness ofmulti channel campaigns(those that crossmultiplemedia) reinforces demand for tactics that establish one-to-one relationships between marketers and consumers.7.Rapid technological advances allow for consumer/marketer interactions that are frequent, easier and more relevant than previously possible.It is not just the competition among different liquor companies that happen in BTL promotions and events; but this competition also exists among different brands of the same liquor company. In the following graphical representations, these comparisons of brands have been shown.The Bacardi Superior (White Rum) takes most of the BTL expenditure share, although newly launched product RTD and Others category like Dewars, 42 Below, Grey Goose etc. has the second high BTL expenditure. Smirnoff Vodka is the most highly spent product when it comes to the share of expenditure in BTL in PernodRicard. The brand Smirnoff spend most of the marketing budget in youth parties PAN India. NV Distilleries is one of the well known distillery and brewery in India. They are also the Indian marketers of Polish Vodka brand Sobieski. Moreover, their own product Blue Moon vodka has the highest share in BTL spending.From the house of Carlsberg Group, the most of the BTL expenditure goes to the account of Tuborg. Recently, the company has launched Tuborg Zero, a non-alcoholic beverage in the same type and colour of the bottle. The main purpose of the same is to use Tuborg Zero as a surrogate of Tuborg. Its main utilization will be in BTL marketing.Radicokhaitan% expenditure on BTL,annuallyMagic mot.Othererere8pmMagic Moments vodka the market leader in White drink category is the most focused brand of RadicoKhaitan.Chapter 5: Conclusions and Recommendations5.1 Summary Of FindingsCompanies are giving a lot of importance to their channel partners. In some cases they are treated equally to customers. A new direction taken by marketers in allocating funds that has been highlighted through our research is the

significant jump in the investments going into below-the-line (BTL) marketing. Across the board, marketers are spending anywhere between 10-50 % of their total budgets on direct marketing, events, activation and other BTL activities depending on the nature of the product / service and market of choice. The average BTL spends across marketers met during the course of the research was closer to 40 % against about15 %, just three years earlier. One reason of course is mass media fragmentation and therefore less bang for the above-the-line (ATL) buck. The other more important reason however is the pressure on brand managers for a better return on marketing investments made. In the metros, BTL is used because the clutter in mass media is too high and getting audience attention is difficult.Expenditure estimates say a lot about where sophisticated marketers are focusing their efforts, but they dont address the more fundamental question of why. Why, after so many years of success with above-the-line methods, are marketers And why do customers appear so willing to accept this new communications philosophy? The following seven trends explore the factors, both external and internal, that are contributing to this emerging marketing emphasis. Specifically, it identifies seven key trends that are directly impacting the allocation of marketing budgets for both ATL and BTL campaigns. They include:5.1.1 SWOT analysis of BTL industry in Liquor segmentSTRENGTHSBELOW THE LINE CAMPAIGNS ARE INTELLIGENTAll sales and marketing efforts are based on sound market and audience intelligence. Market research and segmentation activities allow organizations to understand and accurately target audiences with relevant campaigns and messaging. Market forces, demographics, social perceptions and economic needs will differ from audience to audience and country to country and since BTL promotions to able to deliver a customized message to the target audience they are given more importance both by the brand managers and the customers as seen above.BELOW THE LINE CAMPAIGNS ALLOW YOU TO ENGAGE DIRECTLY WITH CUSTOMERSIn an era where competition is tough and customer loyalty is essential, being able to directly address existing or potential customers is the key. These BTL Promotional activities are designed and created to be very attractive so as to create a buzz in the target audience, in order to attract them and engage them in the activity ensuring the participation of the consumers in the brand building exercise, and getting their feedback. Also, among the customers it gives rise to a desire to know more about the product, or desire to own such a product.BELOW THE LINE CAMPAIGNS HAVE A SHORT TURNAROUNDAbove the line campaigns rely on mass reach and constant repetition to resonate. The direct nature of below the line activities means that campaigns are set with a target and delivery date usually no longer than six months.BELOW THE LINE CAMPAIGNS ARE FLEXIBLEBTL campaigns offer flexible time, cost and messaging components that make them more attractive than large media campaigns. Unlike multi-media campaigns where budget is committed to messaging and media for a fixed time in advance, below the line campaigns allow businesses to test the efficacy of a method before deploying full budget.BELOW THE LINE CAMPAIGNS ARE MORE TRACKABLEBelow the line campaigns allow for easy tracking of campaign success and ROI. They also allow the consumers to connect to the marketers through a multi channel medium.BELOW THE LINE CAMPAIGNS ARE COST EFFECTIVEBelow the line campaigns are easily designed around available budget. BTL Promotion can be customized and specifically targeted towards its main Target Group, hence saving on resources and also generating effective return on investment, not only in terms of brand recall but in actual money terms.WEAKNESSComplexity: Unlike ATL when it comes to BTL, there is still a need to have a great strategy and a great creative idea and there is also a need to implement it on ground, do the promotions, road shows, and a need to do one-on-one interaction with the target group. And if it is not implemented well, the possibility of a BTL campaign backfiring is very high. If the person interacting with the consumer doesnt do a great job, that particular campaign will fall flat on its face.Unorganized and fragmented industry: The BTL industry in India is highly fragmented and unorganized, with the presence of very few national players. Some estimates put the organized sector at just 30 per cent of the total industry. It consists of many players that focus on a certain aspect of the value chain such as loyalty and trade marketing or relationship marketing. It consists of players operating in specific geographies or industry verticals. As such, there is a need to recognize the sector as a separate industry and make it more organized.Implementation: Execution and logistical constraints prevent the maintenance of uniformity in brand experience across towns and cities, particularly rural locations.Taxation: Entertainment, being a state subject, is exposed to different rules and taxes across states. Various permissions are required to conduct even the most minor activities.People: Skilled professionals who can creatively and execute quality are scarce in the country. The industry is composed primarily of young people with tremendous drive but mentoring, developing focus on quality, and improving client servicing is the need of the hour.Transparency: BTL companies have long since been plagued by a bad reputation with regard to margins earned. A few event companies have defined operating procedures, operating policies, or a satisfactory audit in the context of event costing and client invoicing. The need is to implement robust processes and MIS and instill a culture of transparency.Competition: An unhealthy level of competition is

making the managed events business increasingly commoditized in terms of event management fees.OPPURTUNITYToday the marketers are apprehensive of the global economic recession. They are being asked to justify ad spends for every penny spent on advertising. In a way, BTL emerges as just the right approach at this time. The overall economic conditions have prompted brands to look at more result-oriented marketing techniques. BTL marketing is precise, measurable and result driven. Hence, brands have focused more on this. Compared to other forms of marketing, the impact of BTL activities can have a direct bearing on sales. BTL provides immediate returns on the money that has been spent on activations and the data that is collated post activations help in closures through tele-calling.For the year ahead, one of the key expectations is the emergence of strategic agencies for brand activation. Strategic agencies for brand activation are the need of the hour. Brands are seeking BTL marketing agencies and are looking to engage them as strategic partners in the business process rather than perceiving them as tactical executors.Another expectation is the growing importance of customer retention program in an environment where customer preferences change easily. The focus will be on existing and loyal customers who are already in the fold and need to be pampered. The hunt for new customers will slow down because the cost of acquiring a new customer is much higher than retaining and gaining share.Its time for marketers to look beyond the usual. In India, brands have mostly played safe with only conventional forms of BTL, like events and road shows, exhibitions, conferences and sampling. However, BTL opportunities extend to many other forms, such as word of mouth, viral marketing, consumer generated media, field marketing, contests, as well as innovations within the conventional media.Clearly, the BTL industry is set for interesting times ahead, not just in terms of a greater share of the budget, but also in terms of more experimentation from marketers and advertisers will continue to look toward the BTL medium. It is for the industry to capitalize on the growth potential of the medium.THREATSAt the moment the only foreseeable threat posed on BTL Industry is the increasing competition in India, as:-Increasing number of agencies venturing into BTL services: Gauging the growing importance of the activation and BTL business existing ad agencies are either launching or acquiring separate BTL units, as brands are hiring niche agencies to oversee their BTL marketing efforts. Radio companies launching BTL divisions:Many radio companies have also ventured into the BTL and activations space, since radio works well with the BTL business by promoting both the clients brand and the radio stations connect with its audience. Red FM has an activation division called Red Active, which offers event management, celebrity management, brand communication and other services.Digital media and technology spurring the growth of BTL media: With the growing penetration of the internet and the mobile platforms, marketers across industries and verticals are focusing on the digital media to drive brand engagement, and hence the digital marketing firms are also entering this field.5.2 Discussion of Research Questions5.2.1 Through the Questionnaire and Interaction with the target consumers;From the findings of the survey, it was seen that a majority of the consumers favored and reflected the benefits of the BTL Promotions, and hence our experimental hypothesis that The benefits of below-the-line promotions are reflected in the state of target audience participating in the promotional activity proves to be true.5.2.2 Through the Personal Interview with Brand/Marketing Teams;1.Changing consumer demographics decrease the influence of traditional mass-media (i.e. "one-size-fits-all) marketing messages.Understanding the conventions of culture as well as the individual cultural differences and similarities of target locales empowers marketing professionals to realize that one universal messagewhether verbal or visual, can never reach a global audience. One global culture comprised of people with identical values does not existnot even within the confines of our own country as the recent elections illustrate. Differences in learning and thinking patterns influence the way people process information, as demonstrated in their innate responses to marketing communications. Audiences differ in the way they perceive and value concepts of time, space, money, relationships, power, risk, and even the protocols of gender roles. It is important to note that when attempting to customize communications with cultural differences in mind, it is just as important to recognize the cultural similarities. As much as localization vendors like to overemphasize "extreme customization", cultural similarities do exist, and are deeply imbedded in the core values of your products and service offerings.2.Growing consumer sophistication heightens the demand for channel-agnosticcommunications.Advances in marketing and communications havent just served to benefit marketers consumers, too, have learned to exploit technology, information and available media channels for their benefit. Among other capabilities, the sophisticated modern consumer isadept at: Using the Internet to compare product prices Screening out unwanted outbound telemarketing calls (or telemarketing calls altogether through participation on the National Do-Not-Call list) Skipping past television commercials the lifeblood of above-the-line marketing with TiVo They demand marketing responses that are concise, relevant and universal across all media so thatconsumers who choose to interact via multiple channels (say, researching available products online and then completing the purchase in-store) are exposed to a consistent

fundamental buying experience.3. Widespread marketing clutter diminishes the impact of commercial messagesthat dont address specific and individually relevant consumer needs.Rapid advances in the quality of available marketing media have had at least onedeleterious effect: a saturated media consumption landscape, plus a resultant consumer backlash against advertising messages that are perceived as intrusive or otherwiseirrelevant.4. Enhanced information availability empowers both marketers and consumers withinsight that allows for precise customer targeting and intelligent purchase decisions.Significant advances in database marketing, analytics and customer relationshipmanagement (CRM) platforms have spawned an informational avalanche, allowing marketers the opportunity to build a comprehensive, 360-degree view of the customer and their transaction history.. Web sites reinforce the movements obtain information and apply it through stricter scrutiny of the available market.5. Heightened client pressure to deliver quantifiable value forces marketing serviceproviders especially agencies to re-evaluate services platforms.Among traditional advertising agencies, average client tenure now stands at less than18months per account. In a timeframe shorter than many ad campaigns themselves, marketers are increasingly deciding that these trusted strategic advisers once thought of as the standard-bearers of marketing strategy, conception and delivery can easily be replaced by others whose strategic, creative and, most notably, financial objectives better align with their own.While shoddy creative work is often cited as the reason, more often, the actual fuel for thisrapid agency turnover is a lack of concrete delivery. In the face of alternative below-the-line media that offer the benefits of personalization and measurable return-on-investment,the vast investment required to sustain solo ATL campaigns (as well as the agencies fromwhich they originate) is increasingly seen as excessive in the eyes of bottom-line focusedexecutives.6. Growing effectiveness of multichannel campaigns (those that cross multiplemedia) reinforces demand for tactics that establish one-to-one relationships betweenmarketers and consumers.Given the proper tools, consumers prefer to engage with marketers through a combination of available media (including retail stores, the Internet, catalogs, direct mail and direct response television) thus relegating single-channel categorizations such as catalog buyer and online shopper to the business archive. But these customers offer more than just a challenge to marketing strategists they also offer greater profit potential. According to the Internet Advertising Bureau, well executed multichannel marketing campaigns generate a sales lift ranging from 7 to 34 percent. Viewed from another perspective, that spells trouble for single- channel marketers (such as those hoping that traditionaltelevision advertisements will fuel visits to retail stores).7. Rapid technological advances allow for consumer/marketer interactions that aremore frequent, easier and more relevant than previously possible.Long ago cited as the most significant factor inhibiting the growth of BTL marketing, there cent proliferation of appropriate, cost-effective technologies for both marketers and consumers has finally reached the critical mass necessary to fuel campaigns that cross multiple media and stand out from the mass oriented messages proffered by traditional advertising .The scope of technological advance spans all media, but perhaps the most significant advance involves the widespread adoption of high-speed, broadband Internet connections allowing consumers to surf the Internet effortlessly and manage rich,5.3 RecommendationsWe recommend that what more can be done by the liquor companies to promote their brands through BTL marketing . In this scenario, BTL agencies and also Brand Companies marketing team needs to focus more on that how they can retain their target consumers or how they can engage the public into different activities by doing BTL promotions.Liquor companies should create more awareness about their product through their surrogates. So that customer can easily recognize the brand or product.Liquor companies needs to launch some responsible campaigns and should also take care of the legal rules and laws.Spending for promoting the product must be increase in BTL marketing.Last but not the least, the work on innovation in terms of campaigns, media should always be there going on.5.4LimitationsThis research has a wide scope hence, only the industry overview has been taken, further research is possible on the same topic.The sample may not give a true representation of the whole population.The responses from the respondents could be biased.Sample size was limited to Delhi NCR only.Survey was only limited to Liquor Industry.BIBLIOGRAPHYTom j (H) (2010), Topic: ATL or BTL retrieved from: http://brandtom.com/2011/01/atl-or-btl-strategie-2010/Winterberry (2006), Topic: Tracking the Trends:A Comparison of Above-the-Line & Below-the-Line retrieved from: http://myadpsyche.files.wordpress.com/2010/04/report-on-btl-marketing1.pdfRoberts and Stengel (2006),Topic: Tracking the Trends:A Comparison of Above-the-Line & Below-the-Line Expenditure Trends(Page3) retrieved from http://myadpsyche.files.wordpress.com/2010/04/report-on-btl-marketing1.pdfInternational Journal In Research in Commerce and Management (Issue 4th April), 2011.Deepika B (June 2012), Topic: Transparency to trigger investment in BTL retrieved from http://www.exchange4media.com/46615_transparency-to-trigger-investment-in-btl.htmlRuchika k (May 2012), Topic: Indian marketers optimistic about business outlook retrieved from

http://pitchonnet.com/blog/2012/05/03/indian-marketers-optimistic-about-business-outlook-2012-ipsos/Ipsos (2012), Topic: Indian Marketers Continue Their Consumer Focus. Retrieved from http://consumeric.wordpress.com/2012/05/04/indian-marketers-optimistic-about-2012-business/Tarana K (January 2009).Topic: Whats ahead of BTL Marketing?. retrieved from http://www.afaqs.com/news/story/23023_Whats-ahead-for-BTL-marketingJay Conrad L (1984),Topic:Guerrilla Advertising. Retrieved from http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/Ratina (June 2012) Topic: Companies like PepsiCo, LG, Cadbury's, HUL look beyond conventional advertising to market products. Retrieved from http://economictimes.indiatimes.com/news/news-by-company/corporate-trends/companies-like-pepsico-lg-cadb urys-hul-look-beyond-conventional-advertising-to-market-products/articleshow/14421617.cmsRichards (2010).Topic:The line is the wrong way round. Retrieved from http://holycow.typepad.com//holycow/2008/05/the-line-is-the.htmlANNEXURESQuestionnaireThis questionnaire is for academic research purpose only. Kindly give your responses for the following questions:Name: __________________________________ Age: Gender: Male FemaleQ1. Have you ever encountered with a liquor promotion while sitting in a pub/ bar ? Yes NoQ2. If Yes, for which Brand you have seen most? Kingfisher Bacardi PernodRicard OthersQ3. Which way of promotion attracts you most? Branded Material Manpower Based Sales Scheme OtherQ4. Does any type of BTL promotion affects your Brand preference? Yes No May BeQ5. What kind of BTL category have you encountered the most? Liquor industryFMCG Apparels OthersQ6. Do you take participation in BTL promotion activity? Yes No May BeQ7. Do you think BTL activity plays a vital role in brand awareness? Yes No May BeQ8. Does BTL promotion help you in differentiating the product from its competitors? Yes No May BeQ9. Have you encountered free sample of liquor in any BTL activities in pubs/bar? Yes NoQ10. If Yes, for which Brand you have seen most? Kingfisher Bacardi PernodRicard RadicoKhaitanAbout Dalmia ContinentalDalmia Continental Pvt. Ltd. (DCPL) is the flagship company of VN Dalmia, son of pioneer industrialist RamkrishnaDalmia, founder of the Dalmia-Jain Group. In 2003, DCPL launched Leonardo Olive Oil and has, since then, grown at 120% a year compounded annual growth. Today, Leonardo is the leading brand in its product segment and a pioneer in establishing the popularity, image and use of olive oil in India.Leonardo Olive Oil is a brand owned by DCPL and, therefore, the first Indian brand of olive oil. The oil is manufactured for DCPL according to the highest quality standards by M/s Nicola Pantaleo in the Puglia province of Italy. Leonardo Olive Oil is available in 4 grades. Leonardo Gold and Leonardo Extra Virgin Olive Oil are highest-grade oils with perfect aroma and flavor.They are best suited for dressing, flavouring and condiments. Leonardo Olive Oil is the intermediate grade oil most suitable for western cuisine and body massage. Leonardo Olive Pomace Oil is the main cooking grade oil and, since it is flavourless, the one most suited for Indian cuisine.DCPL launched Leonardo Olive Oil with a view to develop the olive oil industry in India by promoting the use of olive oil for Indian cuisine as well as by making it increasingly affordable and by educating the consumer about olive oil. As the owners of a brand and not simply importers, DCPL invests, educates, promotes, distributes and sells. DCPL also pioneered product segmentation in the olive oil market and undertook to educate its consumers about the different varieties and usages of olive oil.In September 2007, DCPL launched Hudson Canola Oil, a heart-healthy edible oil, which is manufactured for DCPL in the prairie regions of western Canada. The Canola plant was first discovered in this region of Canada in the 1970s. Already, 50% of the vegetable oil consumed in Canada is Canola. In the US and Australia as well, Canola is the second most preferred oil. Canola is ideal for Indian cooking since it is a standard edible grade oil with neutral taste and flavour. It is also extremely healthy, with the lowest content of saturated fats amongst all oils, high levels of monounsaturated fats, antioxidants and Omega-3. Moreover, Canola is the lowest priced oil amongst heart-healthy oils.In April 2009, DCPL launched Leonardo Olives, a range of green and black table olives in five different varieties: Queen Pitted, Queen Pimiento Stuffed, Hojiblanca Black Sliced, Hojiblanca Black Pitted and Hojiblanca Pimiento Stuffed. Leonardo Olives are produced in Spain, the largest olive-growing country in the world. As always, DCPL was a trend-setter in launching Leonardo Olives, which is produced according to the most stringent quality standards. The packaging clearly states the type and size of the olives, which is a first for the Indian market.DCPL also owns Leonardo Pasta, a range of 5 premium Italian pastas made with durum wheat semolina and 2 whole wheat pasta shapes. Produced in one of Italys finest and largest pasta factories, the Leonardo range includes Spaghetti Ristoranti, Penne Rigate, PennoniRigati, SpiraliGrandi and MezziGomiti. The Leonardo Organic Whole Wheat offerings are Spaghetti Ristoranti and PennoniRigati.In addition, DCPL is the exclusive importer and marketer in India for Clausthaler Non-Alcoholic Beer from Germany. A brand owned by the RadebergerGruppe, the No.1 brewery in the highly competitive German beer market, Clausthaler is the worlds most awarded and highest selling non-alcoholic beer.Recently, DCPL launched Leonardo Premium Pickles made in Olive PomaceOil, a delicious range of authentic Indian

pickles made healthier with the Leonardo touch, and has a slew of other premium, wellness foods in its pipeline.