Swot Analysis Of Royal Strag
Royal Stag, also known as Seagram's Royal Stag, is a brand of Indian whisky, owned by Pernod Ricard India, and launched in 1995. It is Pernod Ricard's best selling brand. It is a blend of Indian grain spirits and imported Scotch malts. It is commonly available in 1 L, 750 ml, 375 ml and 180 ml bottles and also available in 90 ml and 60 ml bottles. The brand is named after a species of deer famous for its antlers, that is also featured in its logo. It is produced in several company-owned as well as bottler-owned distilleries. It is the first Indian whisky brand to not use any artificial flavour.
Pernod Ricard has identified Royal Stag along with Imperial Blue, Blenders Pride, Chivas Regal and 100 Pipers as the company's five core brands to
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General manager of Marketing Raja Banerjee said that "We firmly believe that the dynamic duo represents the dreams of this country and therefore would reinforce our brand positioning". While they maintained that Shah Rukh Khan will continue to promote the brand.[38]
Sponsorship
The Royal Stag brand often sponsors various music and sporting events. Royal Stag has been associated with Sahara Cup matches in Toronto, Canada from 1996 up to 1999.[30] Under the name "Seagram's Royal Stag Mega Music", the brand sponsored a multi-city music tour featuring Strings, along with Saif Ali Khan (then brand ambassador) and Indian Rock n Roll band Parikrama in January 2008. Royal Stag is the title sponsor of the Mirchi Music Awards.[39]
Sales
In 2002, Seagrams Imperial Blue and Royal Stag were emerged as fasted growing brands in domestic market. Royal Stag saw 53% rise in its sale from 1.12 million cases in 2001 to 1.75 million case in 2002.[10] In 2010, Royal Stag first time crossed the mark of 10 million cases and Pernod Ricard became the first multinational company to cross this mark in India.[40] In 2013 calendar month, Royal Stag first time crossed retail sale worth more than $1 billion. It had a total of $1.3 billion in retail sale.[41] Royal Stag sold 16.1 million cases in 2014 and remained 3rd largest selling whisky in India from 2011 behind Officer's Choice and McDowell's
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