PRINCIPLES OF MARKETING PROJECT

CORPORATE LEADER-VIJAY MALLYA

SUBMITTED BY: TO:

ANIRUDH SINGH SHEKHAWAT (10BBLO48) BINDIA SONI

RAJU SEJWANI (10BBL046) FACULTY-

PRICIPLE

PRAMOD SHARMA(10BBL047) 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 XAVIER’S COLLEGE, UNIVERSITY OF CALCUTTA FOR HIS
BACHELOR’S 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 1998-
1999 . 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 ALL-
CASH 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 GOYAL’S 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.MALLYA’S 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 FATHER’S 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 FATHER’S DEATH HE TOOK
THE CHARGE OF UB GROUP AT AN EARLY AGE OF 28. HE TURNED HIS
FATHER’S 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”

-VIJ
AY MALLYA