PROJECT REPORT

ON

CONSUMER BEHAVIOR TOWARDS

MOHAN MEAKIN BEER

Submitted under partial fulfillment of the Requirements for two year full time “Master of Business Administration”

Session 2009-11

Project Guide Submitted By

Mr. S.A. Chaudhary Alok Arya

(Marketing Department) MBA – Finance (III Sem.)

DEPARTMENT OF BUSINESS ADMINISTRATION

UNIVERSITY OF LUCKNOW

1

ACKNOWLEDGEMENT

A work without the blessing and the guidance of an experienced is always half

done and unsatisfactory. The task of completing this project needs knowledge,

experience and guidance of the prominent person as mentioned in the subject line.

My abundant and most sincere thanks go to the honorable guide for providing me

with the necessary facilities to carry out the project successfully.

I would also like to thank my project guide Mr. S. A. Chaudhary (Marketing and

Sales Manager) who provided me his expert advice, inspiration and moral support

in spite of his busy schedule. Also thankful to the staff member of Mohan Meakin

learned so many things about marketing and other things related to liquor industry.

It has been a great experiences for me to work with them, with this once again, I

would like to thank and give my best wishes to everyone in Mohan Meakins

Limited.(Lucknow)

ALOK ARYA

MBA (3RD SEM)

2

PREFACE

The summer training project work has an objective to make management student

familiar with real life business situations and give an opportunity to the student to

understand the theoretical concept of marketing in practical way.

As the liquor market in India is growing at the rate of 30% approximate. The

competition is getting tougher day by day. This situation of tough competition and

entry of foreign liquor companies in India promoted me to do the project work on

this restricted trade of Liquor.

The project work was a great challenge for me. It gave me an opportunity together

to analyze the entire situation.

In the project work I have drawn zonal break up. It includes the preface given by

the retailers regarding sales. I also analyzed the selling, packaging and

consumption of Liquor and their perception towards "MOHAN MEAKIN

LIMITED" products.

3

CONTENTS

Sr. no. Topic Page No.

1 Executive summary 6

2 Liquor-Its role and use 7

3 The liquor industry of

India

9

4 Different alcoholic drinks 11

5 Company profile 14

6 Joint Venture 19

5 Technical collaboration

of Mohan Meakin Ltd

with different

organization

20

6 Organization overview 21

7 Present scenario of the

company

25

8 Organizational structure

of the Board of Directors

26

9 Organization structure 28

10 Working definition at

Mohan Meakin Ltd

29

11 Products of the company 30

12 Liquor in India-

Competition and

34

4

companies

13 Liquor-A brief outline 45

14 Liquor Marketing 50

15 Distribution-System and

Licensing Policy

52

16 Distribution network 54

17 Marketing Setup 55

18 Problem in Liquor

marketing

57

19 Research Methodology 59

20 Various parameters used

in research

65

21 Conclusion 69

22 Recommendations 70

23 Extra benefits 71

24 Limitations 72

25 Questionnaire for

consumer

73

26 Questionnaire for

Retailers

76

27 Bibliography 78

EXECUTIVE SUMMARY

5

Project report on consumer behavior towards Mohan Meakin beer is a detailed and

comprehensive study of the distinct consumer and their role and attitude towards

the product of the company.

In this report, I have tried to discuss the various topics regarding the consumer

perception on the basis of survey in a clear and understandable manner.

The decline in sales of Mohan Meakin's celebrated (regular) range beer has

prompted me to take up celebrated (regular) beer range and suggested remedies to

increase the market share.

The respondents acted positively to me and all of them helped me to fill the

questionnaire with their best efforts.

I have taken a sample of 220 consumers of Lucknow city, who drink beer.

Although this sample is very small to represent the whole market but there is no

choice because of time constraints. Yet I have tried to take consumers from every

age group, every income group, and every occupation group. I have also taken

responses from approximately all the areas of Lucknow in order to minimize any

biasing.

I have demonstrated the data gathered through various bar charts and pie charts. I

have also done the variety analysis in order to show interdependence of two

variables if it is there. Some suggestions and recommendation have also been

written.

LIQUOR - ITS ROLE AND USE

6

People use Liquors as an addition to festival joy. Many people find that liquor does

indeed makes the person glad. We use it moreover as a convenient and effective

lubricant to social mixing. Most of the people can testify to the values of alcohol as

an add to make the party go, now and again a person uses it to distract from

difficult situations for some moments or to soften for a moment the realities of the

world.

Alcohol is popularly conceived as a stimulant, in fact all these impressions or

brought about its anesthetics effects upon the nerves system and in particular upon

the cortex of the brain by its depressant action on the cerebral cortex. Alcohol

reduces inhibition and judgment as a result a person mixes easily and pay less

attention to the frustrating elements in the environment.

The purist maintains that it is unforgivable to define whisky and soda and rice.

Each person involves his/her own style of drinking which is but an extension of

that individual's personality. Pleasure and consolation has been found in alcohol

throughout history and over wide range of culture achievement from the most

primitive to the most advanced 2004 years B.C. There is reference in the literature

of India to the use of alcohol is drinks carvings in the tombs of Egypt. Man seem

almost everywhere to have produced and consumed alcohol in one form or the

other.

The discovery of alcohol originated is not historical recorded, but most likely

grape, grain or honey serviced as the precursor. Evidence exist that alcohol has a

played a role in man's social development for many years.

One of the earliest uses of alcohol was in religious practices and ritualizes. In the

presence of the unknown into a comprehensive frame of references religion makes

it possible for a man to feet some security. Anxiety is diminished and it becomes

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easier to live with one's feeling. Alcohol like religion serves man in the sense that

it pharmacological change its perspective and others temporary relief.

The pace of current civilization crease impossible burdens of adjustment which

become omnipresent reason for obtaining the relaxation provided by alcoholic

beverages. Alcohol in general is rationalized into an antidote for any kind of stress.

Alcoholic beverages besides their pharmacological action have acquired a

symbolic meaning. As have other basic fluids such as water milk and blood.

The taxes on alcohol, liquors are one of the most important revenue of the state

treasury. These taxes have reached surprisingly high figures; the amount of taxes

thus desired is very great.

THE LIQUOR INDUSTRY IN INDIA

8

The alcohol industry is very important for the government. It generates an

estimated Rs. 16,000 crore per annum in spite of the fact that the per capita

consumption of liquor in India is the lowest in the world. The total liquor industry

is worth Rs. 2,000 crore. IMFL accounts for only a third of the total liquor

consumption in India. Most IMFLs are cheap and are priced below Rs. 200 per

bottle. Alcohol sales proceeds account for 45% of the total revenue collection in

the country. Whiskey accounts for 60% of the liquor sales while rum; brandy any

vodka account for 17%, 18% and 6% respectively. MNC’s share is only 10% and

they have been successful only in the premium and super premium ranges. Post

WTO the govouernment may have opened India to foreign distilleries, but the duty

has been increased from 222% to 464-706%. This is due to the fact that there is a

100% customs duty, 150% contravening duty, local taxes, distributor’s margin,

retailers margin and publicity charges. The cost is finally borne by the consumer.

Though the government claims that this is being done to protect the domestic

liquor industry, the domestic industry accounts for 99% of the market share. This

protectionist policy could prove to be counterproductive and lead to smuggling. As

of now, only 45% of the sales are through legal channels and only 25% of this is

duty paid for.

Within India itself, the policy of alcohol retail differs from state to state. While

some states like Maharashtra. Uttar Pradesh, and Tamil-Nadu have a liberal policy,

9

states like Haryana and Andhra Pradesh have had very bitter experience in trying

to make these states dry and have eventually had to withdraw the policy.

DIFFERENT ALCOHOLIC DRINKS

WHISKY

10

Whisky is amongst the most popular distilled liquor known all over the world. It is

made of malt and molasses spirit, which is obtained by distillation of mash or

cereal grains like maize, rice barley malt. Better the malt better the whisky. Large

quantities of IMFL are manufactured in India and is the maximum sold alcohol.

The content is whisky is 42.8%.

RUM

Rum is a distillate from the fermented juice of sugarcane of molasses. RUM is

characterized with its taste and aroma. Best rums are known to come from Jamaica,

West Indies etc. The alcohol content of Rum is 42.8%.

BRANDY

Brandy is generally obtained from fruits, thought the most commonly used fruit is

grapes. The best quality of brandy is cognac, which is made in France.

VODKA

11

Vodka is a sprit resulting out of distillation at very high proof. This result in virtual

NPN existence of flavor in the resulting spirit which is neutral, even after dilution

required for palpability. The traditional source of making vodka has been potatoes.

BEER

Beer is not a distillate like the drinks mentioned above but it is a beverage made by

fermentation of malt obtained from carbohydrate rich material barley. Hops are

used to add taste while yeast is used to ferment the beer.

Beer is to two types:

1. Pilsner or Lager

2. Draught

Lager Beer is the most common bottled Beer found in almost all the retail

shops in the country. This Beer is served chilled and is of two types.

Mild Beer alcohol content is 6.75%.

Strong Beer alcohol content is 8.75%.

Draught Beer is served chilled in mugs and is generally available in Pubs only. It

can be stored for 72 hours only and does not have any brand name. Mohan Meakin

supports Draught Beer.

12

6. GIN

It is sweetened or unsweetened grain spirit flavored with essential oil juniper

berries and some other product including angelica roots, orange peel, cardamom,

bitter almonds give it a kick and taste.

13

COMPANY PROFILE

Mohan Meakin is a large group of companies started with Asia's first brewery

incorporated in 1855 (but established much earlier) by Edward Dyer at Kasauli in

the Himalayan Mountains in India under the name Dyer Breweries.

History

In the late 1820s, Edward Dyer moved from England to set up the first brewery in

India (later incorporated as Dyer Breweries in 1855) at Kasauli in the Himalayan

Mountains. The Kasauli brewery launched India's and indeed Asia's first beer,

Lion, which was in great demand by the thirsty British administrators and troops

stationed in the sweltering heat of India. Lion was much appreciated as a beer, and

one famous poster featured a satisfied British Tommy declaring, "as good as back

home”

The brewery was soon shifted to nearby Solan (close to the British summer capital

Shimla), as there was an abundant supply of fresh spring water there. The Kasauli

brewery site was converted to a distillery, which Mohan Meakin Limited still

operates. Dyer set up more breweries at Shimla, Murree (Murree Brewery),

14

Rawalpindi, Mandalay, Quetta and acquired interests in the Ootacamund Brewery

(South India).

Another entrepreneur, H G Meakin, moved to India and bought the old Shimla and

Solan Breweries from Edward Dyer and added more at Ranikhet, Dalhousie,

Chakrata, Darjeeling, Kirkee and Nuwara Eliya (Ceylon). After the First World

War, the Meakin and Dyer breweries merged and in 1937, when Burma was

separated from India, the company was restructured with its Indian assets as Dyer

Meakin Breweries, a public company on the London Stock Exchange.

Following independence, N.N. Mohan raised funds and travelled to London where

he acquired a majority stake in Dyer Meakin Breweries. He took over management

of the company in 1949 and built new breweries at Lucknow, Ghaziabad and

Khopoli (near Bombay). The company name was changed to Mohan Meakin

Breweries in 1967 (the word "Breweries" was dropped in the eighties as the

company diversified into other industries).

On the death of N.N. Mohan in 1969, his eldest son Colonel V.R. Mohan took over

as Managing Director. He introduced a number of new products that are brand

leaders today but died in 1973, soon after taking the helm. In the 1970s the

manufacturing activities of the company were diversified into other fields

including breakfast cereals, fruit juices and mineral water under the leadership of

15

Brigadier(Dr.)Kapil Mohan V.S.M link title (Col. V.R. Mohan's brother).

Subsequently the word brewery was dropped from the company name in 1982 to

remove the impression that the company was engaged only in beer making. New

breweries were built during the seventies and eighties at Chandigarh, Madras,

Nepal and Kakinada near Hyderabad.

Today, Mohan Meakin’s principal brands are Old Monk rum and Golden Eagle

beer. Its other products include Diplomat Deluxe, Colonel's Special, Black Knight,

Meakin 10,000, Summer Hall and Solan No 1 whiskies, London Dry and Big Ben

gins, and Kaplanski vodka. Asia’s original beer, Lion, is still sold in northern

India.

16

Beer

Lion Beer is the main brand first sold by Dyer Breweries in the 1840s. Lion was

originally an IPA (India Pale Ale - which makes it the oldest IPA brand still in

existence) but the beer style was changed in the 1960's to a lager. Lion remained

the number one beer in India for over a century from the 1840s until the 1960s.

After this another Mohan Meakin brand, "Golden Eagle", took the number one spot

until the 1980s, when Kingfisher became number one. By 2001, Lion sales had

declined substantially and Lion was only available to the Indian Army through the

CSD (Canteen Services Department). Mohan Meakin then entrusted the marketing

of their original beer to International Breweries Private Limited. The brand has

since been re launched in the north Indian market. With a new label design and

marketing campaign, Lion has established itself once more in the civilian market

and is now expanding into markets across India.

Lion earns a place in history as Asia's first beer brand. Lion's popularity with the

British during the heyday of the Empire led to the start-up of other Lion beers

around the world, in New Zealand, South Africa and elsewhere. Lion remains the

number one brand in neighboring Sri Lanka where Mohan Meakin had introduced

it in the 1880s through their Ceylon brewery.

17

Rum

Old Monk is a vatted Indian Rum, blended and aged for 7 years (though there is

also more expensive, 12 year old version). It is dark, with an alcohol content of

42.8%. It is produced by Mohan Meakin, based in Mohan Nagar, Ghaziabad,

UttarPradesh.

It is available in all parts of India. Old Monk is also the third largest selling Rum in

the world. Old Monk has been the biggest Indian Made Foreign Liquor (IMFL)

brand for many years. It is sold in four size variants 180 ml (quarter), 350 ml

(half), 750 ml (commonly referred to as a "full bottle"), and a 1 liter bottle.

18

JOINT VENTURE

Mohan Meakin Limited has done joint ventures with various companies in order to

promote its products in the country and abroad. Some of the ventures till date are

with:

(1)Mc Donald and Muir Limited, Edinburgh, Scotland (U.K.)

A separate joint venture company has incorporated under the name of Mc Donald

Mohan Distilleries Limited with head office Delhi.

In the 1994 HLGHLAND QUEEN, 5 year old Scotch whisky was launched.

(2) M/S Bizard and Rogers international (world largest liquor manufacturers)

under the brand name Marie Bizard, for the purpose of bottling and marketing of

various liquors.

(3) Larsen S.A. (one of the world's top five cognac and fresh brandy

manufacturers) located in finance for the purpose of bottling distribution and

marketing of Larsen Cognac.

In pursuant to the economic liberalization policy, Mohan Meakin has explored

other strategic tie-ups with international alcoholic Breweries manufacturers, for the

purpose of not only introducing international brands in the Indian market but also

to export product through their distribution network internally.

19

TECHNICAL COLLABORATION OF MOHAN MEAKIN

LIMITED WITH DIFFERENT ORGANIZATION

- Breweries Limited.

- Maharashtra Distilleries

- Mohan Gold Water Breweries Limited.

- Mount Shivalik Breweries Limited.

- Vorion Chemical and Distilleries Limited.

- Chittoor Co-op Sugar Private Limited.

- Golden Drinks Private Limited.

- Mohan Breweries and Distilleries Limited.

-Merry drink

- Thona and Kstyal Private Limited.

Outside India:

-Himalayan Breweries Limited Nepal

-Mohan Meakin Kenya Limited Kenya

-RiJal Tashi Industries, Nepal

-Army Welfare Project, Bhutan

-Galat Industries Corp. Kenya

-Zupack Genetischaft, Germany

20

ORGANIZATION OVERVIEW

Historical background of MOHAN MEAKIN LIMITED.

The company traces its history back to the year 1885, when a brewery was set up at

KASAULI, Mr. EDWARD DYER and MESSRO DYER and co. during the same

century another contemporizing gentlemen named H.G. Meakins, who came from

a well known brewing family at Burton -on-Trent founded Meakin and co. . He

bought the Shimla and Kasauli Breweries and Dalhousie's, Ranikhet, Chakarata,

and Darjeeling and built other at Kirkee. Both the firms E. DYERS AND

CO.MEAKING AND CO. continued their activities separately until, under the

second decade of the 20th century when the two firms joined hands and a new firm

was formed under the name DYER-MEAKIN and CO in 1935. When BURMA

separated from India, the company was reformed with its INDIAN associates

under the name and style of DYER MEAKINS BREWERIES LIMITED.

The company changed hands in 1950 when its control and management were taken

over by the "PADAM SHREE" Winner N.N.MOHAN as its MANAGING

DIRECTOR who set its nomenclature from the name of its founder late" PADAM

21

SHREE" winner N.N.Molhan to mark the contribution of Mohan Meakin

Breweries co. Limited in 1967.

On the passing away of N.N.Mohan in 1969, his eldest son," PADM BHUSHAN"

Colonel V.R.Mohan took over as Managing Director of company. He introduced a

number of new products that are brand leads ever today. During his

entrepreneurship, he promoted Mohan Gold water Breweries at Lucknow Mount

Shivalik Breweries Limited at Chandigarh and Mohan Rocky spring water

Breweries Limited at Khopoli Col. V.R.Mohan was the Mayor of LUCKNOW.

City, he was elected as member of Rajya Sabah in 1972.

In the Seventies, the manufacturing activities if the co. were diversified into other

fields into under the dynamic leadership of Brig. Kapil Mohan the (VSM)., Who

become the managing director of the co. in1973after the tragic death of the elder

brother Col. V.R.Mohan, Brig. Kapil Mohan promoted projects of breweries

distilleries and glass factories in Nepal, Bhutan and Kenya provided technical

expertise to several breweries and distilleries in India. He with his spiritual power

supports the cause of workers welfare and workers participation in the

management of the Company. In the year 1982 the work "Breweries" was dropped

from the name of the company to remove the impression that the company is

engaged only in beer making.

22

Lucknow distillery is one of the manufacturing units of Mohan Meakins Limited. It

was set up by Dyer Meakin and Co. in the historic city of Lucknow on the

perennial river "Gomti". The distillery is housed in the building built about four

hundred years back by the Nawab of Awadh.

It is worth mentioning that Mohan Meakins has provided technical expertise to-

(1) The Mohan gold water Breweries Limited, Lucknow.

(2) Mohan Rocky spring water Breweries Limited, Maharashtra.

(3) Mount Shivalik Breweries Limited, Punjab.

(4) Artos Breweries Limited, Andhra Pradesh.

(5) Nagaland Distilleries Limited, Nagaland.

(6) Mohan Breweries and Distilleries Limited, Madras.

(7) Shivalik Kinema private Limited, Patna

(8) Golden Drinks Private Limited, Gwalior

(9) Maharashtra Distilleries, Nagpur.

23

Other Areas of Production

Besides spirit Mohan Meakins Limited diversified its product range, which is

noted below—

Fruit juice --- Gold coin apple juice

Breakfast food --Mohan's Corn flakes

Mineral Water -- Golden Eagle Mineral water

Vinegar -- Mohan Synthetic Vinegar

The company is also expert in leather goods, textiles and garment besides whisky,

rum and beer.

24

PRESENT SCENARIO OF THE COMPANY

Mohan Meakin is Rs. 1000 Crores groups with an annual turn over 305 Crores

approx in the year 2009-2010. The company is well established and is known

through the country for some of its finest brands. Though the sales of the company

has been declining for the last two years, but still the company’s hold and impact

is more in Northern India compared to other parts of India the company has

divided it into five Zones each one covering some states.

Zone l- J&K, Punjab, Chandigarh.

Zone 2- Uttar Pradesh, Delhi, Rajasthan.

Zone 3- Bihar, Orissa, M.P.

Zone 4- West Bengal, North East State.

Zone 5- Maharashtra, Goa.

25

ORGANIZATIONAL STRUCTURE OF THE

BOARD OF DIRECTORS

Managing Director Auditors

Brig. Kapil Mohan A.F.Fergusons and Charted

VSM (Rtd.) PhD. Accountants, New Delhi

Dy.Managing Director Bankers

Mr. Hemant Mohan Punjab National Bank

Ex. Director Solicitors

Mr. Rakesh Mohan J.B. Dada Chanji and co.

New Delhi

Financial Director Registrar and Transfer Agent

Mr. P.D. Goswami M/s Beetal Financial and Computer

F.C.A.,F.C.S. Services (P) Limited.

26

S 21-s Chirag, New Delhi

Near Shahed Bhagat Singh

College, 110017

Directors

Mr. Vinay Mohan

Mr. L.K.Malhotra

Mr. J.K. Jain

Secretary Registered Office

Mr.Honda Solan

Brewery P.O. (Shimla Hills) H.P. 173214

B.Com. F.C.A., F.C.S.'

A.M.C.I.A. (London)

27

ORGANISATION STRUCTURE

BOARD OF DIRECTOR

Ex. Dir. Fin. Dir. Dir. Dir Dir. Dir.

Secretary

Chief Executive

Administration Manager Labor Officer Material and Packaging Manager

Sales Manager Store Manager Production Manager

Sales supervisor

Sales personnel

28

WORKING DEFINITIONS AT MOHAN MEAKIN LIMITED .

AIM

"Excellence with Economy"

STAFF

S-> Sincerity and Loyalty

T-> Tact

A-> Awareness

F-> Fact and Figure

F-> Fidelity

TEAM

T-> Togetherness and Trust

E-> Enthusiasm

A-> Absolute

M-> Motivation

4 D of Mohan Meakin Limited

D1 - Determination

D2 - Discipline

D3 - Drills

D4 – Dedication

29

PRODUCTS OF THE COMPANY

1) BEER :

Meakins 10000

Golden eagle

Golden Eagle Deluxe Premium

Black Knight Super Strong

Solan No. 1 Extra Strong

Solan No. Super Strong

Gymkhana

Golden Eagle Strong Beer

Asia 72 Mild Beer

2) WHISKY:

Solan No. 1 Malt Whisky

Summer Hall

Colonel’s Special Malt Whisky

Golden Eagle

Diplomat Deluxe Malt Whisky

Black Knight Malt Whisky

King Castle

30

Celaar 117

M.M.B. Whisky

3) RUMS:

Old Monk Supreme

Old Monk Gold Reserve

Old Monk White Rum

Black Beauty

Old Monk XXX Rum

4) BRANDIES:

Triple Crown

Golden Eagle

Doctor’s Reserve No. 1

M.M.B

5) GINS:

Big Ben London

M.M.B

6) JUICE:

31

Mohan’s Gold Coin Apple Juice

Gold Reserve Mixed Fruit Juice

7) VODKA:

Kaplan sky Vodka

8) MINERAL WATER:

Golden Eagle Mineral Water

Mohan’s Mineral Water

9) BREAKFAST FOODS:

Mohan’s New Life Corn Flakes

Mohan’s Wheat Porridge

10) VINEGARS:

Mohan’s Pure Malt Vinegar

Mohan’s Synthetic Vinegar

11) EXTRACT:

Malt’s Extract

12) EXPORT PRODCUT:

Beer

32

Rum

Whisky

Brandy

LIQUOR IN INDIA: COMPETITION AND

COMPANIES :

33

Liquor market is one of the competitive markets today. The market is optimally

saturated by large number of companies pouring there in market, leading to

customer likes and dislikes and in turn creating competition among the brand of a

particular range.

The buyer in liquor market has considerable responsibilities. He has to try to

reconcile with vast range of companies and customer tastes, integrity and strength

of character are essential attributes in addition to the buyer's skill, experience and

knowledge of the brands he buys. It is presumed that Indian market demand about

3 crore cases of liquor made in India is known as Indian made foreign liquor

(IMFL) besides it country liquor market is also operating in which raw wine is sold

for the poor backward communities.

Government controls these markets up to some extent and the retailer's share rest

of the responsibilities.

There is no evident competition and particular companies in country liquor market.

The rates are fixed by the government and it is sold on these fixed prices only.

The market has a very high sale of beer, which has its maximum sale in summer.

There are a number of breweries making beer, including one most famous

company Mohan Gold Water Limited and Haryana Breweries.

The alcoholic contents of different beer are,

CATEGORIES ALCOHOLIC CONTENTS

Lager Beer 3-5%

34

Extra 5-8%

Super Strong 8-10%

More stiff competition among the major companies is recorded in IMFL brand.

There are about six major companies, which are supplying their products in all

India market. The competition and activities are mainly concerned among these

companies and their products. The major companies are:

Jagatjit Industries Limited. New Delhi

U.B. No. I (Mc Dowell and Co.) Madras

Shaw Wallace and Co. Calcutta

Mohan Meakin Limited. Mohan Nagar

Khoday's Distilleries Bangalore

Herbeston's Limited. Bombay

The companies are manufacturing IMFL liquor and enjoying good reputation and

sales. Besides the companies the wholesale owners having their own retail shop are

also seeking fight with that of other companies thus creating imperfect market

situation in most of the places. The effect of the competing company's age from

better scheme salesman's incentives, better distribution, more stocking of the

product to better credit facilities and good relation with the retailers. Each

company tries to be better in all regards so that its sales may become optimum. The

competition in difference ranges among satisfactory selling brands may be

analyzed.

35

Prestigious Brands:

Peter Scot Whisky -- Khoday's Distillery

Mc Dowell (P) -- United Breweries

Royal Challenge Whisky -- Shaw Wallace and co.

Highland Queen -- Mohan Meakin Limited.

Mc Dowell No. I -- United Breweries

The brand selling maximum is Mc Dowell No. I and a reason for this is its price in

comparison to other brands.

Semi Prestigious Brands:

Aristrocrat Whisky Jagatjit Industries Limited.

Diplomat U.B.No. I

Bagpiper Herbertson's and co.

Director Special Shaw Wallace andco.

Democrat Khoday's Distillery

Colonel Special Mohan Meakin Limited.

Cheap Range:

36

Due to difference in excise duty and sales tax in difference states, the prices of

liquor vary a great deal. The liquor considered to be of cheap range segment may

go up to the rates of middle range in another segment and so this range is

sometimes divides as Upper cheap range- Bennie range, Imperial, Middle cheap

range - Shatranj, Baba, Lower cheap range - Mistress, Victor, Duke etc. The sale

within these ranges varies from market to market.

Middle Range:

The sale of this range is quite high in some parts of country; this range is cheaper

than semi prestigious and costlier than lower middle class mainly. The brands

available are BONNIE SCOT WHISKY: Old inn whisky -Jagatjit Industries

Limited. Hayward's fine whisky - Shaw Wallace and co. Red knight whisky

Khoday"s Distillery GIN: Almost all major companies in different ranges

manufacturer Gin in semi prestigious range. Aristocrat Gin is sold maximum in

cheaper range and the market is flooded with different brands. In the cheaper range

any Gin can be sold in the market, since that particular range customers hardly ask

for a name. However, position of the Bennie's Gin is exceptionally good.

RUM:

37

There are a good percentage of consumers who have a large appetite for RUM. The

market is full of different brands supplied by different companies in different

ranges. Old Monk Rum- Mohan Meakin Limited, Hercules XXX Rum- Khoday's

Distillery, Capt. Henry Rum- Jagatjit Industries Limited.

BRANDY:

Brandy is either consumed for medical purpose or liked by a few selected

consumers.

There are many markets where Brandy is sold almost in negligible amounts.

A few main brandies available in market are:

Aristocrat Brandy Jagatjit Industries

Golconds Brandy Shaw Wallace and co.

Honey Bee BrandyU.B.No. I

The major competitors of Mohan Meakins Limited and their main Products

are :

1. SAB miller

Haywards 5000

38

Haywards 2000

Haywards Black

Royal Challenge

Knock out

Castle lager

Foster

2. UB group

Kingfisher

Premium

San Mighen

London Lilsnex

3. COBRA

King cobra

Cobra bite

Cobra 5% premium

39

Cobra light

Cobra 0%

1. SABMiller India

SABMiller India is a wholly owned subsidiary of SABMiller plc, the second

largest beer Company in the world over a hundred years of heritage.

SABMiller India journey began in 2000 and in just a few years it has cornered

nearly one third of the India beer market with brands such as Haywards 5000.

Haywards 2000, Haywards Black, Knock Out, Royal Challenge, Castle Lager and

Fosters.

Based on consumer insights, SABMiller India has taken innovative measures to fill

up the packaging, pricing, occasion and product gaps. Expertise on a global level

has come in use to create many firsts in India including the use of one-way bottles,

flash pasteurization, establishing draught standard, and now Haywards Black-a

genuine stout beer.

With ten world class breweries strategically located across India, SABMiller is

well positioned to easily access and efficiently service the beer markets. The

Company’s to India and ethos of quality is reflected in the fact that it invested over

Rs. 125 crore in the last two years to upgrade breweries in line with global

standards.

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SABMiller is a market facing and brand led organization that continuously

refreshes itself in pursuit of its mission of owning and nurturing local and

international beer brands which are the first choice of the consumer.

The company invests in bottles, which are returnable in nature are accounted for as

fixed assets in its books. The company pays to its customers/agents for returning

the empty bottles at the prevailing market prices. The company urges its

customer/agents to return the empty bottles to the company for which the company

will reimburse them at prevailing market prices.

2. UNITED BREWERIES LIMITED.

The UB group commenced its brewing operations as early as the 19 th century

(1857) with fire small breweries in South India. In 1951, a Scotsman named

Thomas Leishmanin combined the five breweries to form United Breweries. The

company was taken over by Vijay Malaya in 1947. In 1952 the company shifted its

registered office from Madras to Bangalore. In 1958 the name of the company was

changed from United Breweries Limited to UB Limited. In 1989 as a measure of

diversification the company started manufacturing of bulk drugs and

pharmaceuticals on a priority basis.

In 1992, 11 different breweries were and amalgamated with the parent company. In

1994 the company launched its ‘Kalyani Premier Strong’ and started exporting

41

‘Kalyani Export Special’ to U.K. The company presently has 21 breweries under

its direct or indirect control. Recently the company has started implementing

restructuring excise unless which it has dedicated to split its business into two-the

core beer business and the group investment business. The company has dedicated

to focus on core business and to hive off non-core business.

United Breweries launched the countries premium ice beer to be introduced in

Mumbai and selected cities of Maharashtra.

The United Breweries Limited and its subsidiary Millennium Alcoveb Limited

have entered into a contract agreement with Mohan Meakins to brew beer at the

latter’s facilities in Maharashtra, Uttar Pradesh, Andhra Pradesh and Daman.

Mr. Ravi Jain of Millennium Alcoveb Limited a subsidiary of united breweries is

in negotiations with an international beer company for an equity joint venture to

making a Super Premium Beer in India.

UB Limited has carried out a reorganization of its business by hiring of four

subsidiaries and making seven companies its fully owned aims apart from

acquiring the sorghums business in South Africa breweries Limited.

Relawant of San Mighel and London Lilsnex, the new beer brands in its portfolio

United Breweries (Holiday), a wholly owned subsidiary of united Breweries has

entered into an agreement to acquire up to 75% of the paid of equity capital of

Mangalore Breweries and Distilleries Limited.

42

UB group has signed reseller and license agreement to market steel first faster

steaming media solutions Asia.

UB Limited. The largest beer manufacturer and marketing company, has launched

two more premium brands-London pilsner Premium beer and London No. 1 Strong

beer in Hyderabad

3. COBRA BEER

Cobra Beer is a British beer company founded in 1989 by Karan Bilimoria. The

company is based in Fulham, southwest London. Originally brewed in Bangalore,

India (now Bengaluru), for export to the United Kingdom, the company now has

contract brewing operations in the UK (Charles Wells), Poland, Belgium, the

Netherlands and India. Cobra Beer was founded in 1989 by Arjun Reddy and

Karan Bilimoria, then aged 27 and £20,000 in debt. A Cambridge law graduate and

qualified Chartered Accountant, Bilimoria launched Cobra Beer after spotting a

gap in the market for a less gassy lager. The beer was originally planned to be

named 'Panther', but the name 'Panther' did not portray the picture of India and

hence a more suitable and iconic name i.e. 'Cobra' was chosen.

By way of introduction by Arjun's uncle Keshow Reddy the two founders were

introduced to Mysore Breweries in India, who were the original brewers of Cobra

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beer. Cobra was first brewed in Bangalore (now Bengaluru) in 1990 and imported

to the UK for seven years. In 1997 Cobra commenced brewing under license with

Charles Wells in the UK. A 125 year old, family run brewery and the largest

independent brewery in the UK, Charles Wells brew leading international beer

brands including Kirin from Japan and Red Stripe from Jamaica. The business

recently stopped brewing in Poland for cost saving reasons and returned brewing to

contract breweries in the UK Cobra Beer has also partnered with Mount Shivalik

Group, the largest independent brewing company in India, to brew Cobra under

license for India’s rapidly growing domestic market.

Currently, Cobra presently produces five varieties of beer:

Cobra 5.0% Premium

Cobra Zero %

Cobra Light

LIQUORS- A BRIEF OUTLINE

Manufacturing Process

The general process of making alcohol involves following operations-

Fermentation:

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The source material like grains, cereals etc. are cooked and mashed to reduce

starch into glucose. To this mass a substance known as catalyst is aided which are

normally enzymes. The resultant product is exposed to atmosphere and chemical

reaction take place. This process is known as fermentation and results into

conversion of glucose into alcohol.

C12H22011 + H20 = 2C12 06

Sucrose + Water = Glucose

C6H12O6 = 2C2H5OH +2CO2

Glucose = Alcohol +Carbon Dioxide

Slowly the sugar contents get depleted and alcoholic concentration

increase. The result was found contains a mixture of alcohol; certain by production

small qualities known as congener, e.g. water, informed matter dead yeast cells.

Fermentation is of two types.

Fermentation is of sugar, either of malt or molasses. At times, apples and grapes

are also taken into fermentation has two stages.

(a) Development of yeast

(b) Production of alcohol depends upon the quality of yeast.

45

The quality of alcohol depends upon the quality of yeast. To develop good quality

of years following things are necessary.

o To ensure that unwanted microorganism should not come in contact with

yeast. Sterilizing with steam at every stage does this.

o Proper nutrition is given at every stage by giving adequate doses of sugar

(Molasses), Phosphate, Nitrogen (Ammonium Sulphate, Diamonium

sulphate).

o Maintenance of proper temperature controls (320.C) so that yeast does not

die.

o Maintenance of pH, that is 4.5 pH (Hydrogen conc.).

DISTILLATION:

It is an art separating from the body of grocer matter of fermented liquid miscible

constituents by using difference in their holding temperature. This art is utilized to

separate ethyl alcohol from the wash obtain after fermentation is over.

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The distillation is carried out in specially designed distillation of towers or

commonly known as 'stills' there is two types of stills one, which is of continuous

nature, and the other which takes distillation of batches.

The batch distillation is carried out in copper pots. Which are connected to a

receiver copper tube in the shape of a worm? Which runs through a tube of water?

This method of distillation helps to keep the intrinsic properties and characteristics

as well as typical bouquet to the source of alcohol in the final product.

In contact to recent and more commonly used method of distillation is continuous.

In this process the distillation takes place in towers where a continuous in flow of

fermented wash leads to a continuous production of spirit. The product of this

process hardly contains bouquet or flavor, which has characteristics of the source

of alcohol used. Gin and vodka are manufactured in continuous process.

MALT/ GRAPE/ RUM /SPIRIT:

Depending upon the source the resultant alcohol obtained in batch distillation is

used for making of whiskies, brandies and rum. If the source of alcohol is grain,

the resultant product known as grain spirit is used for whiskies. From fruits the

resultant product is used for brandies and from sugarcane for rums.

EXTRA NEUTRAL ALCOHOL (ENA):

The spirit obtained in a continuous process. It is a generally known as silent or

ENA. This is normally used for blending with malt/ grape/ rum spirit to make what

are commonly known as blended products. ENA is also used for manufacturing

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limitation type of whiskies, brandies rums besides gin and vodka. There is an also

a wide use of ENA in the manufacturing of toiletry products like after shave lotion,

cologne and hair dressing.

MATURATION

Malt/ Grape rum spirits as manufactured in the batch distillation process are harsh

and not palatable. These are generally maturation is a process of keeping spirits in

special tanks made of oak wood. While the actual process of maturation of whisky

is quite obscure, there are chemical changes, which take place. Air enters through

the born membranes of the wood and oxidizes some of the constituents. The net

result is an improvement of the spirit in terms of bouquet and palatability.

This then is the final spirit used as it in case of product of blended with spirit from

continuous process known as ENA to produce commercial products to know as

blended products. The wooden casks keep are titled on fortnight or monthly basis

to provide oxygen to the spirit for better maturation.

BLENDING

In blending spirit of different ages and quality are mixed to give the desired tastes

and aroma. At time caramel is added for coloring and essences are added. Blending

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is an art, which determines the quality of final product. The positive aspects of

products are final blending.

BOTTLING

Bottling has the following stages.

(1) First the bottles are cleaned properly with water to remove foreign element.

(2) Filling is done by volume-by-volume process.

(3) Filled bottles are screened properly to direct presence of any foreign element,

breakages of bottles from top.

(4) Labeling of bottles is done.

(5) Packed in the carton package.

LIQUOR MARKETING

Marketing normally provides functions for the satisfaction of consumer needs and

wants, the other providing an outlet for production.

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Goods produced have no value in themselves, it is only when they are available to

consumers who want them and are willing to buy them that they assume any value.

Marketing of liquor is altogether a different ball game. Liquor marketers are faced

with several restrictions:

(I)NO OUT DOOR PUBLICITY:

Advertisement is limited to putting up banners and posters in retail shop only.

(2) LIMITED OUTLETS:

Retail and wholesale outlets are controlled or owned by the government. They are

strictly area wise.

(3) PRICE RESTRICTIONS:

The government controls the price. This restricts the option of lowering prices in a

bid to increase sales. Again price restrictions may lead to a fall in quality as the

manufacturing cost of retailing. Quality may exceed the selling price.

(4) NO DIRECT MARKETING:

No door-to-door selling can be taken up in liquor like other consumer products.

In the light of the above constraints, liquor sales can be prompted through the

following strategies only.

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(a) Advertising brands names through other related products like soda, lime, juice

etc.

(b) Banners and posters displayed at outlets could be made more eyes catching.

(c) Sales promotion could be effected giving incentives to retailers like distributing

free gifts or giving large profit margins in starts where the government does own

retail outlets.

(d) Frequents visit of sales personals to retails outlets could also help increase

sales. Complaints if any can be made; this could help in remedying the state of

affairs before it is too late.

DISTRIBUTION SYSTEM AND LICENSING POLICY

The manufacturing workers from a factory, the wholesalers from a warehouse and

the retailers usually from a shop, each of these traders is a customer of previous

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one and final customer is known as consumer. The company from its

manufacturing units supplies the demanded to the wholesalers selected by the

company.

After production it is necessary for the company to take license to sale in different

state separately. If the liquor is produced in a state and sold in another state then

the company has to take license first from the choice state and from a stock go

down in such state under control of excise department, here company keeps only

the units to sale. A distribution of whole seller first pay excise duty in the area

excise office and obtain the necessary permits and then places order. These are also

in fixed number license holder these are called FI-2.

To fix the excise duty, demand order is necessary to convert in alcohol litter FI-2.

State it to retailers and bars. The stock of Fl-2 applies to the retailers or bars; excise

charge is taken as went free to release it to retailers. These retailers are called FI-

5rn wholesaler supply in bars also, which excise department license.

Retailers are auctioned shop, which are licensed on the auction base. There is not

permanent shop these are only year. The retailers have to pay auction value within

a year in different installments.

Retailers in turn measure their daily weekly requirements and purchase the product

from the distributor. A constant and regular supply is maintained from the

company to the distributor and in turn from them to retailers. The sale force in the

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concerned area looks after interest and supply position at wholesaler as well as

retailers and facilities a smooth supply.

DISTRIBUTION NETWORK

The channel of distribution of the company

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Manufacturer's producer

Retailers Bars

Consumer

MARKETING SETUP

The marketing department has been set up by ask the major companies to facilitate

distribution and sale of their products.

Marketing departments are usually headed by General Manager (marketing) who is

responsible for sale of the product in whole of the India market. He has to operate

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whole marketing system of the company with changing pattern in society,

consumer demand and competitive co.

The manager is assisted by the required Sales Manager who is responsible for a

particular region.

Area Sales Manager co-ordinates and instructs the field staff and they report about

market position. Market share, sales of different products, and consumers need and

wants competitiveness activities and also give sales promotion activities for the

market.

The General organization chart is a follows -

- The General Manager

- Regional Sales Manager

- Area Sales Manager

- Sales Supervisor- Field officer

- Sales Promotion Representatives

The duties of each marketing personal in its position in its position are well

defined. The ladder system functions in a synchronized manner to achieve the best

possible results. The authority increase is one moves upward and so also duties,

responsibilities and remuneration.

The liquor policy in India can be viewed in the background of the pre

independence political sense. In 1930, the congress had declared prohibition as one

its policies if voted to power. After independence total prohibition was enforced on

experiments basis in the state of Maharashtrta, Gujarat, Mijoram, Tamilnadu and

55

Pandicheri restricted to other states. The end result was the same as witnessed in

the U.S.A. where prohibition was totally unsuccessful besides loss of revenue to

government it was thus lifted from all states barring Gujarat.

The liquor industries despite being one of the largest sources of revenue for the

state government has so far been a neglected sector, primarily because liquor

consumption is considered unethical in India.

'The government policies regarding licensing of distilleries, breweries along with

the tax structure are unclear varying state to state. There are exorbitant excise

duties besides other taxes, thus excavating prices phenomenally.

Lately a friend has been started by various states to levy import free in order to

earn norm revenue and project the interest of the local distilleries. According

export fee is levied by states having plenty of breweries.

Following are various types of license issued-

Manufacturing, wholesale duty paid, retail, permit room, bar and club license. In

addition it is imperative to take license for sale in different states separately.

Transfer of liquor from one state to another is like trading between two countries,

each time liquor assignments enter or leave a state an import/export duty has to be

paid.

PROBLEMS IN LIQUOR MARKETING,

(IN INDIAN CONTEXT)

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We all are very well acquainted with the fact that the west is much different from

the east. The beliefs, the norm, the attitude, the way of life which they cultivate are

far different from that of us and this happen in case of liquor consumption also.

Liquor drinking is not considered as unsociable and unethical. In present days

liquor is manufactured and sold all most in every part of India, which adds large

revenue to the government and the people themselves have a direct impact on the

marketing and advertisement of alcoholic products.

Direct advertising of alcoholic products through media (i.e. newspaper, television,

and radio) or public display of any type that would encourage liquor consumption.

Due to this reason most of the liquor advertisings is done indirectly i.e. advertising

the brand name by advertising their product name itself. In advertising some other

product of the particulars company like soda, Mineral water etc. this is called

surrogate advertisement of the product and it is also one of the important methods

frequently used by the companies.

Time is changing fast, changing of lifestyles, the way of thinking and with the

invention of the cable the marketing of liquor product has got a fillip. Now

companies are adopting the idea of open advertising of their product in various

cable channels like ZEE TV, SONY TV, STAR TV and as a result the wants and

needs of people are changing such as fashion, attitudes, patterns etc.

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With the influx of many private channels west now become more accessible to us

and this sudden transition form over age-old values to a new set of norms has been

observed. Liquor today is part of show business and youth craze with this change

in social drinking is accepted now days even among teenagers and college going

students. Although this is unhealthy and should be discouraged, but this change

represent the emergence of a new segment (16-22 years) and the companies are

capitalizing on this segment.

However research indicates that the lower income group are price sensitive and

they don't care about the brand name, while the high income droop for premium

brand and price really does not bother them.

RESEARCH METHDOLOGY

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Research – Research is common parlance refers to a search for knowledge. The

Advanced Learner’s Dictionary of Current English lays down the meaning of

research as “A careful investigation or inquiry specially through search for

new facts in any branch of knowledge” According to Redman and Mory “A

systematized effort to gain new knowledge.”

Research Methodology- Research Methodology is a way to systematically solve

the research problem. It may be understood as a science of studying how research

is done scientifically in it we study the various steps that are generally adopted by a

researcher in studying his research problem along with the logic behind them it is

necessary for the researcher to know not only the research methods but also the

methodology.

It is necessary for the researcher to design his methodology for his problem as the

same may differ from problem to problem.

Researcher also need to understand the assumptions underlying various techniques

and they need to know the criteria by which they can decide that certain techniques

and procedures will be applicable to certain problems and others will not.

RESEARCH DESIGN

A research design is simply the framework or plan for a study that is used as a

guide in collecting and analyzing the data. It is blueprint that is followed in

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completing a study. It is the arrangement of conditions for collection and analysis

of data in a manner that aims to combine relevance to the research purpose with

economy in procedure.

Types of research Design:-

1. Descriptive Research Design – Descriptive research studies are those

studies which are concerned with describing the characteristics of a

particular individual, or of a group.

2. Hypothesis Research Design – Hypothesis testing research studies

(generally known as experimental studies) are those where researcher tests

the hypotheses of causal relationship between variables.

3. Exploratory Research Design - Exploratory research study is also termed

as formulative Research study. The main purpose of such study is that of

formulating a problem for more precise investigation or of developing the

working hypothesis from and operational point of view. The major emphasis

in such studies is on the discovery of idea and insights. As such the research

design appropriate for such studies must be flexible enough to provide

opportunity for considering different aspects of problem under studies.

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SAMPLING- Sampling may be defined as the selection of some part of an

aggregate or totality on the basis of which a judgment about the aggregate is

made. In other words, process of obtaining information about an entire

population by examining only a part of it.

Types of sampling:-

1. Systematic Sampling- The most practical way of sampling is to select every

ith item on a list. This kind of sampling known as systematic sampling.

2. Stratified Sampling- If a population from which a sample is to be drawn

does not constitute a homogeneous group, stratified sampling technique is

applied in order to obtain representative sample.

3. Cluster Sampling- If the total area of interest happens to be big one, a

convenient way in which is sample can be taken is to be divided into smaller

non-overlapping areas called cluster known as cluster sampling.

4. Non probability sampling- In case of non probability sampling it is

considered appropriate to use a random selection process where the

probability of each cluster being included in the sample is proportional to

size of the cluster.

The research design used in the project is Exploratory Research

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EXPLORATORY RESEARCH -

Exploratory research studies are also termed as formulative research

study. The main purpose of such studies is that of formulating a problem for more

precise investigation or of developing the working hypotheses from an operational

point of view.

An exploratory study is generally based on the secondary data that are readily

available. It does not have a formal and rigid design as the researcher may have to

change his focus or direction, depending on the availability of new ideas and

relationship among variables. An exploratory study is in the nature of a preliminary

investigation wherein the researcher himself is not sufficiently knowledge and is,

therefore unable to frame detailed research questions.

Objectives of Exploratory Research -

1– Precise formulation of the problem

2 – Provide more knowledge to the researcher

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3 –Establishes priorities for further research

4 – To design appropriate information collection procedure

5 – To determine nature of relationship between various factors

6 – Gathering information on the problems

Data collection:-

The data collection is from two sources:

Primary data:-

Primary data may be described as those data that have been observed and recorded

by the researcher for the first time to their knowledge.

Primary data can be collected through

(1) Survey methods

(2) Direct observation

(3) Experimental techniques.

SECONDARY DATA:-

Secondary data are those data which have been already collected and analyzed by

some earlier agency for its own use and later the same data are used by a different

agency.

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Secondary data can be collected through internet, various books, newspapers and

company literature.

VARIOUS PARAMETER USED IN RESEARCH

Research Design Exploratory

Data Source - Primary and Secondary data

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Research Instrument Questionnaire

Types of Questionnaire Structure and non-disguised

Sample Plan - Lucknow

Sample Size - 220

Sampling Procedure - Non Probability sampling

(Judgment sampling)

Sampling method - Personal survey method

through preparation of

questionnaire

ARE THE CONSUMERS AWARE OF THE

COMPANY’S OF WHOSE BRAND THEY DRINK?

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In Lucknow 98% of consumer were aware of the company’s name but it

had 72% of the Beer drinkers, A considerable of people knew the company’s

name thus it means that the awareness of the company and company’s image

affects the consumers attitude. From the graph it can seen that Mohan

Meakin’s awareness among the consumer drinking its brand is 22% hence

the company will have to do something to improve it.

UB MML SABmiller OTHER0%

10%

20%

30%

40%

50%

60%

CONSUMER AWARENESS TOWRADS DIFFRENT BRANDS.

OPTIONS FOR OTHER BRAND WHEN

PREFERRD BRAND IS NOT AVAILABLE

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From the survey it was obvious that the consumer once in a mood to drink went for

some other brand if his preferred brand was not available.

As from the response for question two in the questionnaire in U.P.

Kingfisher lager, Kingfisher Strong, Meakins 10000 is the first

preference of most of the customers and Golden Eagle, Royal Challenge,

are secondary choice that is Beer are demanded when the consumer does

not find first preference brand. In Lucknow Golden Eagle and Meakins

1000 Beer are the maximum selling brands hence it is important for the

company to maintain its regular supply. The company should ensure that

the supply of its brands which are in maximum demanded in Lucknow is

regular so that consumer gets what the demanded and doesn’t switch over

to other brands.

WHOLESELLERS AND RETAILERS VIEW ABOUT THE COMPANY AND ITS BRAND

In the survey when different retail shops and wholesaler were covered the views

that they gave about Mohan Meakins were as follows:

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The Company has good image in the market and its brands are in

demand.

Mohan Meakin golden eagle beer is their best product and hence the most

demanded, but not easily available everywhere.

Company should also improve and bring new packaging techniques.

Attractive packing with more of shelf display can definitely influence the

buying behavior of the consumers.

Giving free gifts to the people who can boost up the sales to great extent

should encourage the counter salesman.

CONCLUSION

During my research I found out that the brands of Mohan Meakins in the Beer

Segment specially Meakins 10,000 and Golden eagle beer is performing well. The

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demand of Golden eagle beer in the market is good but not easily available

everywhere Company has got good image among the general public. Other brands

like kingfisher, Haywards 5000 have also got good presence in Lucknow.

HAYWARDS 5000 is the undisputed leader in the strong beer segment. Other

brands like King Fisher, Cobra, Royal Challenge and Thunderbolt is also

performing well in their segment.

Some international brands like foster have got very good presence in the beer

segments in Indian market.

As far as Mohan Meakins is concerned the major position of its turnover through

meakin 10,000 and Golden Eagles these are the largest selling brands in the beer

industry after Haywards 5000 but the company badly needs to promote other

brands because neither of them has got good presence at the national level. The

company needs to adopt aggressive marketing strategy and brand promotional

schemes in order to compete with the increasing influence of UB group and

SABMiller.

RECOMMENDATION

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From the survey of retailer and wholesaler it is clear that not only brand

positioning, brand image and consumer demands are the only controlling factors of

the sale of product of the company but the wholesaler and the retailer also play a

major role. Mohan Meakins should thus focus on the following points.

AVAILABILITY

It is necessary for the company to maintain a regular supply of its products and

brands; they should fulfill the demand of the wholesaler so that product can be

available in the retail market. The consumer should get the brand he demands

otherwise he shifts to other brands and frequent shifting affect the sales of

company and the consumer could even change the preference of his brand.

PROFITABILITY

As we have seen from the wholesalers and retailers view that they sell those

products which earn them greater profit margins. Therefore the company should

give the wholesaler greater profit margins so that has more profit and in turn

retailer also gets a greater profit margin.

EXTRA BENEFITS

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Since only 4-5 firms operate in the market it is essential for the company to give

extra benefits and gift to the wholesaler and salesman at retail outlets to maintain

good relation with them.

The company can offer them free gift like playing cards, Key-Rings, Wine, glasses

and T-Shirts. In return the salesman at the retail outlet creates the demand of the

company’s brand. The company should send its marketing team into the market

regularly so that the performance of the company’s different brands could be

studies and a follow through action plan can be developed. This will also help the

company to maintain good relation with Bars and Hotels and the wholesalers and

retailers.

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LIMITATION

During the process of a research a person comes across certain restrictions certain

limitations. Some of these limitations are overcome while come have to be

overlooked for the smooth conducting of the research. Some of these restrictions

are:

Liquor is such a product that the wholesaler, retailers and consumer fear to

come out with information.

Due to the wide area of the markets, it was impossible to cover each and

every retail shop, hence only few shops were covered.

The research had to be completed in 6-7 weeks, which is not enough time to

cover the market. So time was the major constraints in conducting the study.

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QUESTIONNAIRE FOR CONSUMER

Ques.1- Do you drink liquor?

a) Yes b) No

Ques. 2- You take liquor in form of...

a) Beer b) Whisky c) Rum

Ques. 3- Your age is………

a) 15-25 yrs. b) 25-35yrs.

c) 35-45yrs. d) 45 and above

Ques. 4- Who introduced you to drink Beer?

a) Friends b) Advertising

Ques. 5- You consume Beer…….

a) Once a week b) 3-4 times in a week

c) Every day d) Occasionally

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Ques. 6- Which type of Beer do you prefer?

a) Mild b) Strong c) Both

Mild………………. Strong…………….

Ques. 7- How much quantity of Beer is consumed by you at one time?

a) 1 Bottle b) 2 Bottles c) > 2 Bottles

Ques. 8- You drink Beer usually at?

a) Home b) Restaurant c) Bar d) Open space

Ques. 9- What are the key factors that affect your purchasing decision?

a) Price b) Brand c) Taste d) Status

Ques. 10- How was it, as compared to other existing brands?

a) Good b) Poor c) Satisfactory d) Equivalent

Ques. 11- You feel after drinking………

a) Relaxed b) Happy c) Tensed d) Angry

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Ques. 12 - Your preference of packaging?

a) Bottle b) Can

Ques. 13- Are you brand loyal?

a) Loyal b) Switcher

Any suggestions for Mohan Meakin’s beer?

………………………………………………………………………

………………………………………………………………………

Personal information

Name-…………………………….

Address-...…………………………………………………………..

………………………………………………………………………

………………………………………………………………………

Gender-………………………………

Age-…………………………………..

Occupation-…………………………………………………………

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QUESTIONNAIRE FOR RETAILER

Ques.1- What different types of liquor are sold by you?

a) Beer b) Whisky c) Rum d) Other

Ques.2- Which type of beer is mostly demanded?

a) Mild b) Strong c) Both

Ques.3- In beer, what are the different brands available with you?

a) Golden eagle b) Maeakins 10000 c) Haywards 5000

d) Kingfisher e)Any other………………

Ques.4- Which brand of MML beer in mostly demanded?

a) Golden eagle b) Meakins 10000 c) Golden eagle deluxe prem.

Ques.5- How much quantity of MML beer is sold daily?

a) 10 Cases b) 10-20 Cases c) > 20 Cases

Ques.6- Do you agree with advertising program of Beer?

a) Yes b) No

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Ques.7-Are you satisfied with the distribution system of MML?

a) Yes b) No

Ques.8- Do you think that sale can be increased by providing scheme to retailer

and consumers?

a) Yes b) No

Ques.9- Who is the biggest competitor of MML in the market?

…………………………………………………………

Ques.10- Would you like to give some suggestions to MML for improvement?

………………………………………………………………………

………………………………………………………………………

Personal information

Name-………………………………………..

Name of the shop-…………………………………………………….

…………………………………………………………………………

Address of retailing-…………………………………………………..

…………………………………………………………………………

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BIBLOGRAPHY

The readings which rendered all possible help and guidance in finalizing the

marketing are:-

Marketing Concept : Philip Kotler

Data From : Internet and Floro and Fauna

Housing and Land Dev. (P) Limited.

News Papers : The Economic Times and

Times of India

Magazine : Business Week

Research Methodology : C.R. Kothari

Marketing Research : G.C. Beri

Website www.mohanmeakins.co.in

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