Apple brandy marketing and production in Tukuche village, Mustang district, Nepal | |
| Author | Pradhan, Ashesh Kumar |
| Call Number | AIT Internship Report no.AB-23-01 |
| Subject(s) | Internet marketing--Nepal Apples--Nepal--Marketing |
| Note | An internship report submitted in partial fulfillment of the requirements for the degree of Master of Agribusiness Management in Agribusiness Management |
| Publisher | Asian Institute of Technology |
| Abstract | This internship report provides an overview and a comprehensive guide for the marketing and production activities of Tukuche Distillery Pvt Ltd and its signature apple brandy. In terms of marketing significant work was done with the team to perform a SWOT and market analysis of the company. The purpose was to create a brand presence and ultimately increase sales. The SWOT analysis revealed that Tukuche Distillery had a strong brand recognition and reputation with highly experienced distillers catering to a niche market but lacked severely in digital marketing. The analysis discovered opportunities to expand to new market, experiment with product innovation, collaborations, and capitalize on online sales. A market survey conducted revealed consumer preference for smaller bottles (180 to 380ml) was high as compared to larger bottles (750ml). The survey further revealed insight on competitors and brand’s market position. Thus, based on the research findings a comprehensive digital marketing plan was designed to launch the brand’s online presence. A product line extension plan for 180ml bottle was developed to cater to consumer demand and increase sales. Lastly, a proposal for a distillery tour to expand brand awareness and increase cash flow was initiated.In terms of production, the author was involved in the step-to-step process of apple brandy production. The process involved harvesting and sorting of apples, grinding, fermentation, distilling the brandy, and finally, bottling and labelling the finished product. An analysis of the production process identified shortcomings in harvesting/sorting of apples, fermentation, and distillation. Possible solutions included: Firstly, for a guaranteed supply of top-grade apples during harvest, a plan to acquire an orchard was recommended. Secondly, to control heat during distillation, gas burners were suggested. Thirdly, to control temperature in the fermentation chamber installing air conditioners was proposed. Lastly, aging in oak barrels to enhance the overall quality of the brandy was advised. Overall, this internship report was documented to provide valuable insights and recommendations into apple brandy production in the Mustang, Nepal, and the marketing of such premium alcohol to the domestic and international markets. |
| Year | 2023 |
| Type | Internship Report |
| School | School of Environment, Resources, and Development |
| Department | Department of Food, Agriculture and Natural Resources (Former title: Department of Food Agriculture, and BioResources (DFAB)) |
| Academic Program/FoS | Agribusiness Management (AB) |
| Chairperson(s) | Zulfiqar, Farhad; |
| Examination Committee(s) | Datta, Avishek;Himanshu, Sushil Kumar; |
| Scholarship Donor(s) | AIT Scholarships; |
| Degree | Internship report (M. Am.) - Asian Institute of Technology, 2023 |