Brand Evaluation Essay

1332 words - 5 pages

White Mischief VodkaAbout Vodka:White Mischief is a brand of vodka and hence it is necessary that we know something about vodka before we proceed any further in this report. Vodka has its origins in Russia, but it is being made in Poland for a long time as well. Vodka can be made from anything that contains starch or sugar including potatoes, corn and grapes.The name Vodka is derived from the Russian phrase "zhiznennia voda", meaning water of life. The word Vodka is an affectionate nickname meaning "little water". Vodka does not have strong flavour or any strong smell. It is considered to be one of the purest spirits, so it is unlikely to give you any hangover. Vodka does not contain any residual flavouring elements to be processed by the digestive system.History of the Beverage industry in India:India does not have not much of a history when it comes to alcoholic beverages. This is mainly because majority of the population were either Hindus or Muslims. However, India can claim credit to at least one alcoholic beverage which is Punch. Punch probably derives its name from the Sanskrit word Pancham. Alcoholic beverages were introduced to Indians to a small extent by the Moghuls and largely by the British when they colonized India.About Shaw-Wallace:Shaw-Wallace and co. is the organization that manufactures and distributes White Mischief Vodka. Shaw-Wallace and co. is constantly creating and unveiling new brands. In spite of this, Shaw-Wallace has never ignored its old and trusted brands.In India, Shaw-Wallace is one of the few liquor companies that sell 11 bottles of alcoholic beverages every second. Even though Shaw-Wallace is firmly entrenched as the leading liquor company in India, with a significant international presence, Shaw-Wallace is constantly adopting new strategies to maintain its stronghold.Due to increasing consumer demand, Shaw-Wallace has re-launched many of its old products such as Antiquity, Royal Challenge, Directors Special (DSP), DSP black and Old Tavern Whisky. White Mischief and London lime Gin have also been given a revamp as regards their strategy and positioning.Internationally, Shaw-Wallace, in association with Kyndal, has unveiled a plethora of new products which are being introduced for the first time in India. These include Findlaters, one of the most popular brands of Scotch in Scotland, Vladivar vodka, Veba, UK's fastest growing ready to drink low strength alcohol beverage among others. Shaw-Wallace has also entered the Wine market and has introduced different categories of wines at low prices keeping in mind the budget conscious Indian consumer. http://www.shawwallace.com/brands.htmHistory:Established in 1886 in Calcutta (now Kolkatta), Shaw-Wallace has a legacy that is full of the spirit of India for the last 117 years. This company came into existence, when India was in the thick of its freedom struggle. It was an era of change, which was powered by the social, cultural and economic ideologies which would in turn...

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