BRAND MANAGEMENT

AT MOHAN MEAKIN LTD.-Prepared by group “Sunil Bharti

Mittal”

Objective

“To know about the Brand Management at Mohan Meakins Ltd.”

• What is Brand Management?

“Brand management is the application of marketing techniques to a specific product, product line, or brand.”

• Why do companies go for Brand Management?

“To create a powerful and lasting emotional connection with customers.”

Aspects of Brand Management

• Brand attributes

• Brand positioning

• Brand identity

• Brand awareness

Contd..

• Brand equity

• Brand orientation

• Brand implementation

COMPANY’S PROFILE Founded in 1855 at Kausauli by Edward Dyer. During the 20th century it joined hands with

Meakin ltd. and named as Dyer Meakin & co. ltd. But after world war II it was known as Mohan

Meakin Limited. Its three main divisions are

Brewery divison Spirit division Food division

SWOT Analysis

Strengths:• The Mohanmeakn Company is the largest

service providers and using best technology available in the market.

• Company operates in major cities of India and also provides inanity service.

• It holds good market share.• It has large market share in all group of

society.

Weaknesses:• They do not have market share in the under

graduate segment.• People are not aware about its all products.• High cost for label and monitoring item.

Opportunities:• Through improvement and meeting customer

problem promptly company can gain.• Superiority in field of liquor market.• Fast response of complaint and product

development.

Threats:• Increase competition from MNC.• Company is facing its main threats from

government rules and regulation.

Competitors

Its main competitors are SAB Miller U B Group COBRA

DESCRIPTION

Interview with the regional marketing manager of ghaziabad was scheduled at 1:30 p.m. on 18th Feb 2012.

A questionnaire was compiled beforehand.

A lot of information regarding the company and how do they manage their brand.

Then we did an online survey via monkeysurvey.com

FINDING & ANALYSIS

Findings based on Interview with company personnel

• States with maximum sale of Mohanmeakin Ltd Brand:-

• Tamilnadu• Karnataka• Maharashtra• Andhra Pradesh

Findings based on questionnaire designed for consumers

Consumer awareness about brand

• According to consumers it is a renowned company.

• Apart from its alcoholic product consumers are also aware about other products like:- juices, cornflakes, etc

• Among all these products 60.9% consumers are consuming apple juices.

• So we can easily conclude that consumers are aware about mohanmeakin , its alcoholic products, & other diversified products.

Findings based on analysis of data collection

• Sale of Mohan Meakin SODA are fine in this market.

• Old Monk Brand of mohanmeakin is very popular

among consumers. • There is fine sale of the soda of Mohan Meakin

Ltd in this market area.

• The main competition of Old monk came from UB Group’s Kingfisher.

• There is less effort by the company in the field

of advertisements to increase the sale of soda. • The research said that the home company is

only emphasizing in its some particulars brands as Old Monk Rum not for all of the brands.

• Customers normally are not satisfied with this brands of MohanMeakin’s . They prefer to take other brand of soda.

• Only the Rum is the most demanding during the winter season. Since 50% of consumers know about the whole brands of Mohan Meakins products. It means that there is some little problem in the advertising strategy of company. As it’s the era of completion and technology the company must come up wth some innovations and new strategies.

RECOMMENDATIONS

Price of the brand should be reduced by Rs. 5-2. Emphasis on easy availability of all brands in the

market. Sponsor some of the programmes on youth

channels like “MTV” and “channel V”. Use of advertisng media like electronic media,

print media to increase the sale of soda. And should also create awareness about its non

alcoholic products so that alteast customer are more aware about the company.

Limitations

• Time duration was short.

• A large sample could not be taken and systematic probability was not conducted due to lake of time.

• During the course of survey some

unfavourable errors are faced such as no response, inaccuracy in response etc.

CONCLUSION

• Company is successful in positioning some of its brands like old monk, golden eagle ,etc

• Different brand name for different product line.

• Has not used name of the company with alcoholic product line but has with the non alcoholic product line.

• Should go for innovation in their marketing strategies.