PRINCIPLES OF MARKETING PROJECT CORPORATE LEADER-VIJAY MALLYA

SUBMITTED BY:
ANIRUDH SINGH SHEKHAWAT (10BBLO48) RAJU SEJWANI (10BBL046) PRAMOD SHARMA(10BBL047)

TO:
BINDIA SONI FACULTY-PRICIPLE OF MANAGEMENT

BCOM,LLB,(SECTION-C)

INTRODUCTION

INDIAN BILLIONAIRE AND LIQUOR TYCOON , VIJAY MALLYA HAS ALWAYS BEEN KNOWN FOR HIS CHARISMATIC PERSONALITY, FLAMBOYANCE AND LAVISH LIFESTYLE.THE STYLISH MAN IS KNOWN FOR HIS SPORTING DIAMOND EAR STUDS . MALLYA DOES NOT THINK TWICE BEFORE FLAUNTING HIS WEALTH. VIJAY MALLYA WAS BORN ON DECEMBER 18 ,YEAR 1955. HE STUDIED AT LA MARTINIERE SCHOOL IN KOLKATA. MALLYA WENT TO ST XAVIERS COLLEGE, UNIVERSITY OF CALCUTTA FOR HIS BACHELORS DEGREE. HE STARTED WORKING WHILE HE WAS IN COLLEGE. HE WORKED FOR HIS COMPANY FOR RS 400 PER MONTH. LATER, MALLYA WENT TO THE US AND WORKED FOR AMERICAN HOECHST CORPORATION. VIJAY MALLYA HOLDS AN HONORARY DOCTORATE OF PHILOSOPHY IN BUSINESS . ADMINISTRATION,CONFERRED BY UNIVERSITY OF CALIFORNIA ,

IRVINE. MR. MALLYA LIKES TO TAKE ON NEW CHALLENGES AND LIVE LIFE TO THE FULLEST.

ACHIEVEMENTS

VIJAY MALLYA BECAME THE CHAIRMAN OF THE UB GROUP AT AGE 28 IN THE YEAR 1983, AFTER HIS FATHER VITTAL MALLYA PASSED AWAY. SINCE THAT TIME HE HAS LED THE GROUP AND TURNED IT INTO A MULTIBILLION DOLLAR BUSINESS. TODAY THE COMPANY HAS ANNUAL SALES OF MORE THAN US$ 4 BILLION SINCE THEN, THE GROUP HAS GROWN INTO A MULTI-NATIONAL CONGLOMERATE OF OVER SIXTY COMPANIES, WITH AN ANNUAL TURNOVER WHICH INCREASED BY 63.9% OVER 15 YEARS TO US$11.2 BILLION IN 19981999 . THE FOCAL BUSINESS AREAS OF THE GROUP ENCOMPASS ALCOHOLIC BEVERAGES, LIFE SCIENCES, ENGINEERING, AGRICULTURE, CHEMICALS, INFORMATION TECHNOLOGY, AVIATION AND LEISURE. IN MAY 2007, UNITED BREWERIES GROUP ANNOUNCED THE ALLCASH ACQUISITION OF SCOTCH WHISKY MAKER WHYTE & MACKAY FOR 595 MILLION (APPROXIMATELY RS 6000 CRORE). IN 2005 HE TOOK OVER MILLENNIUM BREWERIES LTD (FORMERLY

KNOWN AS INERTIA INDUSTRIES LTD), WHICH OWNED THE TWO PREMIUM BEER BRANDS NAMED SANDPIPER AND ZINGARO. ACCORDING TO FORBES 2008, HIS NET WORTH IS US $ 1.2 BILLION UNITED BREWERIES IS THE SECOND LARGEST SPRITS GROUP IN THE WORLD. THE UB GROUP HAS A MARKET CAPITALIZATION OF AROUND US$ 12 BILLION

AVIATION SECTOR

VIJAY MALLYA ENTERED INTO THE AVIATION SECTOR WHEN HE LAUNCHED KINGFISHER AIRLINES IN 2005. IN JUST ABOUT 5 YEARS KINGFISHER HAS BECOME ONE OF THE LEADING AIRLINES IN INDIA. MALLYA OWNS 46 PER CENT STAKE IN LOW COST AIRLINE AIR DECCAN. HIS COMPANY APPOINTED ACCENTURE TO LOOK AT THE POSSIBILITY OF INTEGRATING THE OPERATIONS OF KINGFISHER AND AIR DECCAN. ACCENTURE RECOMMENDED THE MERGER OF THE TWO AIRLINES. WITH THIS MERGER KINGFISHER WILL BE ABLE TO FLY ON INTERNATIONAL ROUTES SINCE AIR DECCAN BECAME ELIGIBLE TO FLY ABROAD IN 2008.KINGFISHER STARTED INTERNATIONAL OPERATIONS BY AUGUST 2008. KINGFISHER GIVES COMPETITION TO NARESH GOYALS JET AIRWAYS. NARESH GOYAL AND VIJAY MALLYA WERE IN THE FORBES BATTLING BILLIONAIRES LIST SINCE BOTH OF THEM

HAVE AMBITIOUS PLANS FOR THEIR AIRLINES. BILLIONAIRE NARESH GOYAL HAS A NET WORTH OF $1.4 BILLION.

SPORTS
CRICKET

VIJAY MALLYA IS THE OWNER OF THE BANGALORE ROYAL CHALLENGERS TEAM OF THE IPL. MALLYA PAID RS 464.3 CRORE FOR THE TEAM. THE TEAM HAS PLAYERS SUCH AS RAHUL DRAVID, ZAHEER KHAN, ANIL KUMBLE, PRAVEEN KUMAR, MARK BOUCHER, VIRAT KOHLI AND JACQUES KALLIS.

FORMULA ONE

MALLYA AND DUTCH BUSINESSMAN MICHIEL MOL ARE THE OWNERS OF A FORMULA ONE TEAM , FORCE INDIA. FORCE INDIA

WAS EARLIER CALLED SPYKER. THEY BOUGHT THE TEAM FOR 88 MILLION EUROS. THE TEAM CHANGED ITS NAME TO FORCE INDIA F1 FROM THE 2008 SEASON. TEAM'S CAR VJM-01 WAS NAMED AFTER ITS OWNERS VIJAY MALLYA, JAN MOL AND MICHIEL MOL.

VITANTONIO LIUZZI DRIVING FOR MALLYA'S FORMULA ONE TEAM, FORCE INDIA, AT THE 2009 JAPANESE GRAND PRIX. MALLYA ALSO REPRESENTS INDIA IN THE FIA WORLD MOTOR SPORT COUNCIL, WHERE HE HAS A SEAT FROM 2009 TO 2013. FOOTBALL

MALLYA'S UNITED BREWERIES SPONSORS THE EAST BENGAL AND MOHUN BAGAN FOOTBALL CLUBS IN KOLKATA. HE ALSO WAS PART OF THE CONSORTIUM THAT ACQUIRED QUEENS PARK RANGERS FC, AS PART OF THE BERNIE ECCLESTONE, FLAVIO BRIATORE AND LAKSHMI MITTAL. VIJAY MALLYA HAS RECENTLY INDICATED ITS INTENTION TO BUY AS BARI, A FOOTBALL TEAM WHICH PLAYS IN THE ITALIAN SERIE A.

POLITICAL CAREER
MALLYA ENTERED POLITICS IN 2000 AND REPLACED SUBRAMANIAN SWAMY AS THE PRESIDENT OF THE JANATA PARTY, A BREAKAWAY FACTION OF THE ORIGINAL JANATA DAL PARTY. HIS PARTY CONTESTED ALMOST ALL OF THE 224 SEATS DURING THE KARNATAKA STATE LEGISLATIVE ELECTION. HE CAMPAIGNED VIGOROUSLY THROUGH THE MEDIA. HE IS BEEN EVEN VIEWED AS FUTURE CHIEF MINISTER OF THE STATE.

AUCTION PURCHASES

VIJAY MALLYA IS NOTED FOR HIS SUCCESSFUL BIDDING IN AUCTION OF ITEMS THAT ARE CONSIDERED OF GREAT CULTURAL VALUE TO INDIA. IN 2004, HE PLACED THE WINNING BID OF 175,000 FOR THE SWORD OF TIPU SULTAN AT AN AUCTION IN LONDON, AND BROUGHT IT BACK TO INDIA IN MARCH 2009, MALLYA SUCCESSFULLY BID FOR THE BELONGINGS OF MAHATMA

GANDHI AT US$1.8 MILLION, IN A NEW YORK AUCTION THAT INITIALLY CAUSED AN UPROAR IN INDIA AND ITS GOVERNMENT TRIED AND FAILED TO PREVENT IT FROM GOING UNDER THE HAMMER. TODAY MALLYA OWNS YACHTS,PRIVATE JETS,A CUSTOMIZED BOEING 727,AROUND 250 VINTAGE CARS AND A STUD FARM WITH 200 HORSES.MALLYAS INDIAN EMPRESS IS A RS 450 CRORE, 311 FEET YACHT. KALIZMA IS A 165 FEET YACHT, THIS WAS OWNED BY ACTOR RICHARD BURTON AT ONE TIME.

SOCIAL WORKS

VIJAY MALLYA IS A PERSONALITY WHO BELIEVES A LOT IN HELPING THE SOCIETY. HE HELPED INTHE ESTABLISHMENT OF MALLYA HOSPITAL IN BANGALORE. THE HOSPITAL IS LOCATED IN VITTAL MALLYA ROAD, NAMED AFTER HIS FATHER. HE ALSO HELPED TO FUND THE MALLYA ADITI INTERNATIONAL SCHOOL , A PRIVATE SCHOOL IN BANGALORE. THESE ARE SOME HIS MAJOR ACHIEVEMENTS.

LEARNINGS FROM THIS GREAT LEADER:

HARDWORK: DESPITE HAVING HIS FATHERS OWN COMPANY HE WORKED THERE FOR JUST RS.400 AT THE INITIAL LEVEL. THIS SHOWS THE HARD WORK AND DEDICATION FROM THIS INDIVIDUAL. LEADERSHIP SKILLS:AFTER HIS FATHERS DEATH HE TOOK THE CHARGE OF UB GROUP AT AN EARLY AGE OF 28. HE TURNED HIS FATHERS 50 CRORE COMPANY INTO 5000 CRORE UNIT. PASSIONATE:IT WAS HIS OWN PASSION AND INTEREST WHICH HE TURNED INTO BUSINESS UNITS. HE TURNS HIS PASSION INTO HIS BUSINESS. IT WAS HIS PASSION WHICH LED HIM TO PURCHASE RCB OF IPL AND FORCE INDIA A FORMULA ONE TEAM. MAMMOTH: OUT OF ALL THE LIQUOR CONSUMPTION THROUGH OUT THE WORLD 9% IS FROM THE UB WHICH SHOWS THE MAMMOTH CONTRIBUTION OF THIS GROUP.

LIVE LIFE KING SIZE -VIJAY MALLYA