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A Day In The Life Of A Liquor Marketer:

In Conversation With Samar Singh
Sheikhawat

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By Divyani Rattanpal (http://www.mensxp.com/author/190-divyanirattanpal.html),
Thursday, 11 Sep 2014

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Samar Singh Sheikhawat may perhaps be one of the most high profile
marketers in the country today. Sheikhawat, Senior Vice-President Marketing, United Breweries Ltd, adds the chutzpah to brand Kingfisher.
Impeccably well-spoken and self-assured, Samar gives us a lowdown on
keterhis job of marketing liquor in a country full of rigid alcohol restrictions.

ersation-

MXP: Your everyday revolves around what the rest of the populace
eagerly awaits at weekends. What is a day in the life of a liquor marketer
khawat.html)
like?
SSS: A complex one, I'd say. Liquor in India
(http://www.mensxp.com/special-features/today/10765-5-localliquors-from-around-the-world-p1.html) is a regulated business. Each
state has different regulations, which make each one of them a different
market to tap. Almost 60 per cent of the business is handled by the
government. But our experience helps us sail through these processes
with relative ease. We are five decades old in this business, and have
been able to create an effective system of logistics and competitive

costing, which has helped us launch products across different price

points. Our liquor is most suited for Indian climate, palette, etc. We
ultimately want to bring the customer unique experiences that money
can't buy.
MXP: What killer marketing campaigns have worked for the UB group?
SSS: About our marketing (http://www.mensxp.com/work-life/businessskills/23720-5-crazy-and-inexpensive-marketing-tactics-that-actuallyworked.html), I'd like to say that we have our feet on the ground and head
in the clouds. Kingfisher wants to give a premium alcohol experience to
its brands across all price points. We are proud to be Indian and
cosmopolitan in the same breath. Our signature events like the Indian
Premier League, Formula 1, Kingfisher Calendar, and Kingfisher World
Derby are definitive guides to the KF world. The Derby, for instance has
been running for 27 years. We have been partners to the East Bengal
Football Club for 14 years. For us, I'd say what has worked is being highly
selective about the kind of events and partnerships that we do - but
staying committed to them , and ensuring that they become a true
embodiment of our brand.

MXP: Heineken, in collaboration with UB group has recently launched its

Star Can, a modern and progressive design, in India. Who would you say
is the Heineken drinker?
SSS: The Heineken drinker is young, urban, discerning and affluent, who's
looking for a great full bodied beer in India and willing to pay a premium
for it.

MXP: Tell us more about your background?

SSS: I am a consumer product marketing professional with a little over
25 years of experience. I have handled marketing for FMCG, retail,
beverages' industries etc. Having worked with Hindustan Unilever,
PepsiCo, Cadbury, Spencer's Retail, and Dabur, I moved to the United
Breweries group as Vice President- Marketing.

MXP: How has your previous experience helped you in cementing your
position as a liquor marketer?
SSS: The great thing is that I have worked for the beverage market
before, starting with my summer internship at Tata Tea, where I even
worked at a tea estate. Later, I went on to work for brands like Aquafina,
Tropicana, Pepsi, etc. Except, as mature people generally do, I, too, have
moved on to beer and wine. Thus, being exposed to the beverage market
in terms of seasonality, market channels, and consumer segments has
helped provide me with some insightful and translatable learning, that I
have tried to apply in my role here.
MXP: How is the work culture of the UB group?
SSS: It is like working (http://www.mensxp.com/work-life/officelife/6290-how-to-inculcate-good-work-culture-in-your-company.html)
in any other family. There is a strong focus on meritocracy. Besides that,
the atmosphere is friendly. People are cooperative. And the office
comprises dynamic, hard-working people with a zest to succeed.

MXP: How is it like working with the grand daddy of the UB group, Mr
Vijay Mallya?
SSS: As chairman of the board, Mr Mallya is an exceptional man with
great work ethics. He has real passion for marketing, and deep
knowledge of the breadth of marketing. What you read about him in the
papers is a small part of his life. In reality, he is an astute and hardworking business man. Despite living his life king size, he has his feet on
the ground. Another great thing about Mr Mallya is that he knows his
customers very well.
MXP: What not to say at a UB marketing job interview?
SSS: The word No! Once you are at the job, know that we value attitude
more than aptitude. You should have a point of view, and be willing to
work hard. You should be able to take the ball and run with it, and be
willing to learn on the job.
MXP: Let's hear it from a veteran: how best should you have your beer?
SSS: (Laughs) Well you are asking a teetotaler! But, of course, the best
way to have your beer is cold and fresh!

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