Mc Report Project

8/3/2019 Mc Report Project

http://slidepdf.com/reader/full/mc-report-project 1/47

PROJECT REPORT ON:BRAND MANAGEMENT AT

MOHAN MEAKINS LTD.

Submitted to:Submitted by:Prof. Soumen Mukherjee Team-Sunil Bharti Mittal

Faculty GuideDhiraj BisenIMS, GhaziabadDibyajyoti Sarangi Divya Aggarwal Divya Arora

Divya Katheria Ekta Varshney Fatima Zeenat Garima Aggarwal Garima Chauhan

Gaurav Rastogi Gaurav Sharma



INSTITUTE OFMANAGEMENT STUDIES

1



PREFACE

Mohan Meakin is the oldest liquor making company. Mohan

Meakin Ltd. is producing Indian made foreign liquor (IMFL) as well

as country made liquor.

Liquor sales are largely driven by brand awareness and brand

popularity. To build brand popula rity comp anies firs tly

should have to get retailers to recommend the branded-

u s e r a n d p o s i t i o n t h e r e b r a n d i n c o n s u m e r ’ s m i n d .

T h e b r a n d p l a y s a c r i t i c a l r o l e i n b u i l d i n g

t h e f o r t u n e s o f a company. Given that consumption patterns are

more or less static. Companies need to make just few changes to hook

a customer. But once hooked to its product volume are likely to be

steady. Therefore adopting a, ‘brand-push’ strategy may be a

key success factor. The strength and penetration of the retailing

network are the key success fac tor s.

As there are curves on advertising l iquor through other

m e d i a , t h e c o m p a n i e s d e p e n d a l m o s t c o m p l e t e l y o n

r e t a i l e r s a n d o t h e r agen ts . Consumer has their own choice;

they prefer those brands by which they get satisfaction. In fact the

customer continuously shows different buying behavior depending on

what they are buying, with whom, when, where, and why they are

buying. Presently they supply more of the Tamil Nadu,

Karnataka, Maharashtra, and some region of Eastern and

Western part of India.

1



The market of Indian made foreign liquor is very hard and vast and

also full of competition. All the firms engaged in this industry want to

increase the sales of their brands.

This report is all about MOHAN MEAKIN BRAND

MAINTENANCE STRATEGIES. We planned a report to provide a

brief description about its branding techniques & its major

competitors in world. We also tried to get consumers’ preferences

about which brand they would like to buy and what are the attributes

that contribute to buying decision of beverages. We all have tried our

level best to fulfill all the requirements mentioned to you.

2



ACKNOWLEGEMENT

While team Sunil Bharti Mittal of Manegerial communication is solely

responsible for the content in this project report. I would like to thank several

people for their assistance. This includes first Mr. Soumen Mukherjee () under

whose guidance we are able to complete our report project and who gave us

such a privilege to visit the company and enhance our knowledge. Then I would

like to thank MOHAN MEAKIN LIMITED, which provided us a great

opportunity to successfully undergo our project in such a

prestigious organization. Then I would like to Thank Mr B.N. Varma

(Regional Marketing Manager, Mohan Meakin Ltd) in whose re gi on

w e h av e d on e o ur p ro je ct . I a m e sp ec ia ll y t ha nk fu l t o Mr

L .R.Mehta(Human Resource Manager ,Mohan Meakin Ltd) who

p r o v i de d u s v e r y h e l p f u l a nd f r i en d l y a t m os ph er e a t

M o h a n M e a k i n . It is always said that if family does not support there

children then they will be unable to walk even a single step. Same is the casewith us. We are unable to move without the help of our faculty members(IMS

Ghaziabad) and Director General IMS Ghaziabad.So we consider our work

incomplete until we record our gratitude to them. Last but not least this project

has become possible because of co-ordination between each and every member

of our team.

2



Objective of the study

T he p re se nt s tu dy i s a n a tt em pt t o k no w a bo ut t he Brand

M a na g em en t a t M o ha n M ea k in s L t d. Mohan Meakin is the

oldest liquor making company, producing Indian made foreign liquor

(IMFL) aswell as country made liquor. The market of Indian made foreign

liquor is very hard and vast and also full of competition. All the firm engaged in

this industry want to increase the sales of their brands.

Consumer has its own choice they prefer those brands by which they get

satisfaction. In fact the customer continuously displaced different buying

behavior depending on what he is buying, with whom, when, where, and whyhe

is buying.

Today customer knows exactly what they want and does not stick to particular

brand, if they get a better product. Customer is more value conscious these daysthe factors that drive the consumer behavior today can be very different

tomorrow. So as to keeptrack of their demand behavior has to be

consistently monitored.

Therefore, today if a company wants to be in the market it has to keep in touch

with customer and consistently try to come to the expectations of

2



consumer by launching the new and modifying products and by maintaining

their brand image, i.e. Brand Management.

TABLE OF CONTENTS

2



1

Preface 2

Acknowledgement 4Objective 5

Abstract 7

Summary 8

Description 9Research

Methodology

30

Finding and Analysis 33

Recommendations 37

Questionnaire 39

Bibliography 42



ABSTRACT

This report is concerned about brand maintenance strategies by

MohanMeakin. Ltd. In this report we also studied about weather the

company is in a right direction or not, what is the product line, whoare there competitors, who is winner of market and who is the loser.

This report analyse from successful positioning of some of its brands

in customers’ mind like Old Monk and Golden Eagle. In this report

we have also analysed that company has not given its name to its

alcoholic product but to the other products like cereals, juices, etc

has name of MohanMeakin as product name.

2



SUMMARY

This report is concerned about brand maintenance strategies by

MohanMeakin. Ltd. In this report we also studied about weather the

company is in a right direction or not, what is the product line, whoare there competitors, who is winner of market and who is the loser.

We can easily analyse from this report that the company is successful

in positioning some of its brands in customers’ mind like Old Monk

and Golden Eagle. Even after successful positioning consumers’ are

purchasing more of brands like McDowells and kingfisher. Brand

name is also different for different product line. Company has not

given its name to alcoholic product but other products like cereals,

juices, etc has name of MohanMeakin as product name.

At present company is not facing any financial setback. Everything is

going smoothly. But as competition is at its peak in the market and

competitors are making use of new technologies and taking help of

media . MohanMeakin should innovate their marketing strategies.

2



DESCRIPTION

Historical and Corporate BackgroundOn tracing the history back to the establishment of a Brewery at Kasauli by

Edward Dyer in 1855. He was the India’s brewing pioneer who brought to this

sun-drenched land of ours the bliss of a real thirst quencher – the modern beer,

to refresh and pep up a people hanging over in sweltering clime that is so

peculiar to this part of the World. He realized for the first time that there were a

few spots on earth where a really good drink was more welcome.

But, in his flush of enthusiasm he had set before himself such a big task of

quenching the thirst of a nation as obviously could not be expected to reach

fulfillment by his one, howsoever efficiently working brewery at Kasauli.

Consequently, with ardourous zeal he scaled the whole width of this

subcontinent and established breweries and distilleries at Simla, Solan,

Lucknow and Mandalay (Burma).

During the same century, another enterprising man, named H.G. Meakin,

coming from a well known brewing family of Burton-on-Trent where he was

trained, came forward with enviable enthusiasm and founded Meakin & Co.

Ltd. He bought the old Simla and Kasauli Breweries and built others at

Dalhousie, Ranikhet, Chakrarta, Darjeeling and Kirkee.

2



Both these firms E. Dyer & Co., and Meakin & Co. Ltd., continued doing

business separately up till after the second decade of the 20th century. During

the first World War (1914-18), when it was a big job to import beer, the twofirms quenched the hugely increased thirst of India with superb beer at a rock-

bottom price. Vast quantities of Malted Barley were sent to Egypt, to help keep

soldiers’ beer at a reasonable price.

Following these successes, the two firms joined hands and started a new joint

stock venture under the style of Dyer Meakin & Co.Ltd. Brewing was

suspended at the Kasauli Brewery and a latest brewing and bottling plant was

installed at conveniently placed Solan. Extensive malting at Kasauli were,

however, continued in operation. There are few places on earth where the water

is ideally suited to brewing. Solan is one. Those who fancy the hill-climb would

like to see our famous springs high up on Karol Mountain, far from everything,

a lovely lookout, with the source of crystal clear spring water that drew our

pioneer to Solan.

With the times, as modern scientific progress made it possible to augment

production several times with the latest machinery, the unproductive centres

were closed down one by one retaining distilleries at Kasauli and Lucknow and

brewery at Solan (Simla Hills) ; all the three centres enormously expanded to

meet any expected demand.

During the World War II, Solan Beer played its valuable part by keeping the

soldiers of the allied nations in perfect pep and cheer. After the War, all

manufacturing plants at Solan, Kasauli and Lucknow were replaced by the new

latest automatic ones.

With these improvements in production plans we invite our patrons to compare

our products with the best of their imported counterparts and choose the better

– Dyer Meakin’s. You see these are now nation’s own.

2



In 1935 when Burma was dismembered from India the name of the Company

with Indian assets and liabilities was changed to Dyer Meakin Breweries Ltd.,

from Dyer Meakin & Co. Ltd., and the assets and liabilities of Burma Breweryin Burma were separated. Thereafter the Company’s name was changed from

Dyer Meakin Breweries Ltd., to Mohan Meakin Breweries Ltd., w.e.f.

1.11.1966 and from 24.4.1980 the name was further changed to Mohan Meakin

Ltd., and as such the Company is now known as Mohan Meakin Limited.

All types of beer and prestigious brands of Indian made foreign spirit (IMFS)

besides blended malt whiskies, rum, gin and vodka are manufactured and

marketed. In addition to these, the company manufactures juices and canned

products, corn flakes, wheat porridge, malt extract, glass bottles, mineral water,

castings and other products.

Vision and Mission Statement

MOTTO OF THE MOHAN MEAKIN LIMITED Tradition Crafts manship and

Integrity are the three pillars in which t he wi de ed if ic e of Mo ha n

Meakin Ltd. i s s tanding. Company works wi th a single motto:

“EXCELLENCE WITH ECONOMY” M o h a n M e a k i n l t d . h a s

s e t a d e f i n i t e m e a n i n g o f s o m e w o r d s f o r i t s

employees. Employees are needed to follow the indication of these

words as this represent the better and progressive work and work

environment. Alsoc o m p a n y h a s g i v e n a s a y i n g s h o w i n g t h e

v al u e n e s s of t im e . T h e y h av e described the word STAFF and

TEAM which guide the working of employees.

Meaning of STAFF from the view point of Mohan Meakin ltd.

2



STAFF

S – Sincerity

T – Tact

A - Awareness

F – Fact

F – Figure

Meaning of TEAM from the view point of Mohan Meakin ltd. to work

together by taking help from each other and by helping each other. The work

which canbe done by team effort can hardly be achieved with such accuracy by

personalefforts.

TEAM

T – together

E – enthusiasm

A - absolute loyalty

M – motivation

They have provided their employees a key for success. In their view success is

no far if we all move with dedication, discipline, determination. They

move with keeping in mind the five D’s which guide their path and

them to make a healthy an progressive work environment for a better future.

D1- Determination

D2 - Dedication

D3 – Discipline

D4 – Dress

1



D5 – Drill

Mohan Meakin shows its employees the importance of time. As they say that

time has equal importance as the money had and wastage of time is more the

wastage of money, because if money has been lost it can be earned future but

once if time has been wasted it will never return at any cost. So for

optimum utilization of t ime Mohan Meakin ltd. always make its

employees remember that:

“Yesterday is a cancelled cheque. Tomorrow is a promissory note. Today is

ready cash, use it.”

According to Mohan Meakin product manufactured by them should be of such

quality that is customer can derive maximum satisfaction of it. For this a great

skill level and other necessary precautions are taken into consideration while

manufacturing products. Mohan Meakin ltd .sell its products with this saying:

“Our products are made with skill,Sold with pride, and Consume with

satisfaction.”

Main Divisions of the Company

From a modest brewry to a premier liquor company has been inspiring voyage

for the company. Today, 6 distilleries and 5 breweries from the vanguards of

the house, with 6 more units on the drawing board. The three main division of

Mohan Meakins are The brewery Division, The spirits division and the food

division.

2



The Brewery Division

The soul of the beer lies in the brewing process. And from careful selection of

hops to germination of wheat, the same age-old tradition is maintained. Its

priceless wealth is justifiably its heritage.Pioneers of beer in India, Mohan

Meakin are masters in the art of brewing.The brewery units sprawling over

numerous locations, are indeed a sight to marvel.The technology and stringent

quality control synonyms with concern of customer satisfaction.

On par with global brands Mohan Meakin labels heralds rich aroma and taste.As extremely invigorating beverages, they are highly favoured by connoisseurs

and occasional drinkers alike.

The Spirit Division

Mohan Meakin has favourably converted its glorious legacy into valuable

experience as a base. Amply reflected in its status as the nation’s premier liquor

company. With multi location units, impressive integration process and skilledworkforce, it has grown with tremendous strength. A good beginning is a job

half done. Mohan Meakin spirits and blends have withstood the test of time.

Secure as leaders, the group’s commitment to excel ensures quality and

importantly customer satisfaction. Spirits are extracted, even today, through the

acclaimed Scottish Pot-Still method. Left to mature in Oakwood casks, some of

many years, the spirits when retrieved are exceptional in both character and

bouquet.

The R&D section oversees the upkeep of the high technological standards of

the company manned by highly qualified and experienced technical personal

Mohan Meakin’s craftsmanship has no parallel in India.

1



The Food Division

The food division is one of the success stories of the group. The vast range of

its produce satisfies myriad tastes, and has indeed carved a niche in million

Indian homes for generations. Stringently processed to capture the essence and

flavour, together with rigid quality control, they are highly flavoured and

indispensable the world over.

As a matter of fact, certain products like Mohan’s Cornflakes and Mohan’s

gold coin apple juice are generic to their category.

Product Line

The Mohan Meakin ltd has a very wide line. It mainly producers alcoholic

p r o d u c t s l i k e b e e r , w h i s k e y , r u m , g i n , s c o t c h , a n d v o d k a

e t c . i n t h e s e categories it produces different flavours and brands.

The above alcoholic cum under the category of foreign liquor and are known as

Indian made foreign liquor. Beside foreign liquor the company also produces

country liquor. In country liquor its most popular is Kohinoor this

brand has made a faster growth in terms of sales and market penetration.

Also it produces non-alcoholic products such a juice, vinegar, mineral water

extract, cornflex, etc. in different shapes and size.

Alcoholic Products

Whiskies Beers

1.Summer

Hall

1.Golden

Eagle Lager

1



2.Colonel's

Special

3.Golden

Eagle

4.Top Brass

5.Diplomat

Deluxe

6.Black

Knight

7.Solan

No.1

8.Cellar 117

9.MMB

10.Blue

Bull

Brandies

1.Triple

Crown

2.Doctor's

Reserve

No.1

3.D.M.

4.MMB

Gins

1.Big Ben

London

(Export

2.Golden

Eagle

Deluxe

Premium

Lager

3.Gold

Lager Beer

(Herbal

Beer)

4.Golden

Eagle Super

Strong Beer

5.Gymkhan

a Premium

Lager

6.Asia 72

Extra Strong

Lager

7.Black

Knight

Super

Strong8.Solan

No.1

Premium

Beer

9.I Q Beer

2



Quality) 10.Lion

Beer

11.Meakins

10000 Super

Strong

12.Old

Monk Super

Strong

Rums1.Old Monk

Supreme

Rum

2.Old Monk

Gold

Reserve

Rum

3.Old Monk

XXX Rum

4.Old Monk

Deluxe

XXX Rum

5.Old Monk

White Rum

N on-Alcoholic Products

Juices

1.Mohun's

Mineral

Water

3



Gold Coin

Apple Juice

Vinegars

1.Mohun's

Brewed

Vinegar

2.Mohun's

Non-Fruit

Vinegar

1.Golden

Eagle

Mineral

Water

2.Mohun's

Mineral

Water

Breakfast

Foods1.Mohun's

New Life

Corn Flakes

2.Mohun's

Wheat

Porridge

3.Mohun's

Wheat

Flakes

4.Mohun's

Wheat Dalia

SWOT Analysis

Strengths:

1. The Mohan Meakin Company is the largest service providers and using best

technology available in the market.

4



2 . C o m pa n y o p e r a t e s i n m a j o r c i t i e s o f I n d i a a n d a l s o

p r o v id es in a n i t y service.

3 . I t holds good market share .4. It has large market share in all group of society.

5. Most of people think positively about it.

6. Company holds a high percentage of brand loyalty.

7 . I t has wel l qual i f ied s taf f which proper a t tent ion towards the

need of consumer.

8 . Dedicated and wel l t ra ined work force.

9. Constantly striving to explore new overseas market.

10. Comprehensive research and development programme which help

in productive improvement.

11. Extensive market research through research agencies.

12. Long-lasting goodwill of the company.

Weaknesses:

1. They do not have market share in the under graduate segment.

2. People are not aware about its all products.

3. High cost for label and monitoring item.

Opportunities:

1 . T h r o u g h i m p r o v e m e n t a n d m e e t i n g c u s t o m e r

p r o b l e m p r o m p t l y company can gain.

2 . Superior i ty in f ie ld of l iquor market .

3. Fast response of complaint and product development.

2



Threats:

1. Increase compet i t ion f rom MNC.

2. Company is facing its main threats from government rules and

regulation.

COMPETITORS

Today’s world is the competition. In every field there is competition

a n d t h e s u c c e s s o f a n y c o m p a n y o r p r o d u c t l a r g e l y

d e p e n d s u p o n competition. Competition provides a good quality of

product to the customer. If a comp an y h as to su rv iv e in th e

market , then i t has to face throughout compet i t ion.

I n l i q u o r i n d u s t r y t o o t h e c o m p e t i t i o n i s t h e r e .

T h e increasing awareness and exposure to beer among consumers and

the removal of quantitative restrictions gives big boost to the beer industry. It

saw the emergence of new companies l ike future wine and

sp ir it brand (P) Ltd (FWSB), set up recently by two Non-Resident

Indians(NRI’s) from USA. ‘BEER’ consumption in the country increased 7-

9% per year.

1



The major compet i tors o f Mohan Meakins Ltd . & the ir mainProducts are :

1 . S A B m i l l e r•

Hayward 5000•

Hayward 2000•

Hayward Black •

Royal Challenge•

Knock out•

Castle lager •

Foster

2 . U B g r o u p

•

Kingfisher •

Premium•

San Meghan•

London Lilsnex

3 . C O B R A

•

Kind cobra•

Cobra bite•

Cobra 5% premium•

Cobra light

2



BRAND MANAGEMENTBrand management is the application of marketing techniques to

a specific product, product line, or brand.

Brands are different from products in a way that brands are “what theconsumers buy”, while products are “what concern/companiesmake”. Brand is an accumulation of emotional and functionalassociations. Brand is a promise that the product will perform as per

customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them fromuse by others. A brand gives particular information about theorganization, good or service, differentiating it from others inmarketplace. Brand carries an assurance about the characteristics thatmake the product or service unique. A strong brand is a means of making people aware of what the company represents and what areit’s offerings.

To a consumer, brand means and signifies:

Source of product

Delegating responsibility to the manufacturer of product

Lower risk

Less search cost

Quality symbol

Deal or pact with the product manufacturer Symbolic device

Brands simplify consumers purchase decision. Over a period of time,

consumers discover the brands which satisfy their need. If the

consumers recognize a particular brand and have knowledge about it,

they make quick purchase decision and save lot of time. Also, they

save search costs for product. Consumers remain committed and loyal

2



to a brand as long as they believe and have an implicit understanding

that the brand will continue meeting their expectations and perform in

the desired manner consistently. As long as the consumers get

benefits and satisfaction from consumption of the product, they will

more likely continue to buy that brand. Brands also play a crucial role

in signifying certain product features to consumers.

To a seller, brand means and signifies:

• Basis of competitive advantage

• Way of bestowing products with unique associations• Way of identification to easy handling

• Way of legal protection of products’ unique traits/features

• Sign of quality to satisfied customer

• Means of financial returns

A brand, in short, can be defined as a seller’s promise to provideconsistently a unique set of characteristics, advantages, and services

to the buyers/consumers. It is a name, term, sign, symbol or a

combination of all these planned to differentiate the goods/services of

one seller or group of sellers from those of competitors. Some

examples of well known brands are Mc Donald’s’, Mercedes-Benz,

Sony, Coca Cola, Kingfisher, etc.

A brand connects the four crucial elements of an enterprise-customers, employees, management and shareholders. Brand is

nothing but an assortment of memories in customers mind. Brand

represents values, ideas and even personality. It is a set of functional,

emotional and rational associations and benefits which have occupied

target market’s mind. Associations are nothing but the images and

symbols associated with the brand or brand benefit.

2



Brand Attributes:-

Brand Attributes portray a company’s brand characteristics. They

signify the basic nature of brand. Brand attributes are a bundle of features that highlight the physical and personality aspects of the

brand. Attributes are developed through images, actions, or

presumptions. Brand attributes help in creating brand identity.

A strong brand must have following attributes:

• Relevancy- A strong brand must be relevant. It must meet

people’s expectations and should perform the way they want itto. A good job must be done to persuade consumers to buy the

product; else inspite of your product being unique, people will

not buy it.Consistency- A consistent brand signifies what the

brand stands for and builds customers trust in brand. A

consistent brand is where the company communicates message

in a way that does not deviate from the core brand proposition.

• Proper positioning- A strong brand should be positioned so

that it makes a place in target audience mind and they prefer it

over other brands.

• Sustainable- A strong brand makes a business competitive. A

sustainable brand drives an organization towards innovation and

success

• Credibility- A strong brand should do what it promises. The

way you communicate your brand to the audience/ customers

should be realistic. It should not fail to deliver what it promises.Do not exaggerate as customers want to believe in the promises

you make to them.

• Inspirational- A strong brand should transcend/ inspire the

category it is famous for. For example- Nike transcendent

Jersey Polo Shirt.

1



• Uniqueness- A strong brand should be different and unique. It

should set you apart from other competitors in market.

• Appealing- A strong brand should be attractive. Customers

should be attracted by the promise you make and by the value

you deliver.

Brand Positioning:-

Brand positioning refers to “target consumer’s” reason to buy your

brand in preference to others. It is ensures that all brand activity has a

common aim; is guided, directed and delivered by the brand’s

benefits/reasons to buy; and it focusses at all points of contact withthe consumer.

Brand Positioning can be defined as an activity of creating a brand

offer in such a manner that it occupies a distinctive place and value in

the target customer’s mind. For instance-Kotak Mahindra positions

itself in the customer’s mind as one entity- “Kotak ”- which can

provide customized and one-stop solution for all their financial

services needs. It has an unaided top of mind recall. It intends to stay

with the proposition of “Think Investments, Think Kotak”. The

positioning you choose for your brand will be influenced by the

competitive stance you want to adopt.

Brand Positioning involves identifying and determining points of

similarity and difference to ascertain the right brand identity and to

create a proper brand image. Brand Positioning is the key of

marketing strategy. A strong brand positioning directs marketing

strategy by explaining the brand details, the uniqueness of brand and

it’s similarity with the competitive brands, as well as the reasons for

buying and using that specific brand. Positioning is the base for

developing and increasing the required knowledge and perceptions of

the customers. It is the single feature that sets your service apart from

1



your competitors. For instance- Kingfisher stands for youth and

excitement. It represents brand in full flight.

There are various positioning errors, such as:-

• Under positioning- This is a scenario in which the customer’s

have a blurred and unclear idea of the brand.

• Over positioning- This is a scenario in which the customers

have too limited a awareness of the brand.

• Confused positioning- This is a scenario in which the

customers have a confused opinion of the brand.

• Double Positioning- This is a scenario in which customers donot accept the claims of a brand.

Brand Identity:-

Brand identity is a bundle of mental and functional associations with

the brand. Associations are not “reasons-to-buy” but provide

familiarity and differentiation that’s not replicable getting it. These

associations can include signature tune (for example - Britannia“ting-ting-ta-ding”), trademark colours (for example - Blue colour

with Pepsi), logo (for example - Nike), tagline (for example - Apple’s

tagline is “Think different”),etc.

Brand identity is the total proposal/promise that an organization

makes to consumers. The brand can be perceived as a product, a

personality, a set of values, and a position it occupies in consumer’s

minds. Brand identity is all that an organization wants the brand to beconsidered as. It is a feature linked with a specific company, product,

service or individual. It is a way of externally expressing a brand to

the world.

Brand identity is the noticeable elements of a brand (for instance -

Trademark colour, logo, name, and symbol) that identify and

2



differentiates a brand in target audience mind. It is a crucial means to

grow your company’s brand.

Brand identity is the aggregation of what all you (i.e. an organization)do. It is an organization’s mission, personality, promise to the

consumers and competitive advantages. It includes the thinking,

feelings and expectations of the target market/consumers. It is a

means of identifying and distinguishing an organization from another.

An organization having unique brand identity have improved brand

awareness, motivated team of employees who feel proud working in a

well branded organization, active buyers, and corporate style. Brandidentity leads to brand loyalty, brand preference, high credibility,

good prices and good financial returns. It helps the organization to

express to the customers and the target market the kind of

organization it is. It assures the customers again that you are who you

say you are. It establishes an immediate connection between the

organization and consumers. Brand identity should be sustainable. It

is crucial so that the consumers instantly correlate with your

product/service.

Brand identity should be futuristic, i.e, it should reveal the

associations aspired for the brand. It should reflect the durable

qualities of a brand. Brand identity is a basic means of consumer

recognition and represents the brand’s distinction from it’s

competitors.

• SYMBOLS- Symbols help customers memorize organization’s products and services. They help us correlate positive attributes

that bring us closer and make it convenient for us to purchase

those products and services. Symbols emphasize our brand

expectations and shape corporate images. Symbols become a

key component of brand equity and help in differentiating the

brand characteristics. Symbols are easier to memorize than the

2



brand names as they are visual images. These can include logos,

people, geometric shapes, cartoon images, anything. For

instance, Marlboro has its famous cowboy, Pillsbury has its

Poppin’s Fresh doughboy, Duracell has its bunny rabbit, Mc

Donald has Ronald, Fed Ex has an arrow, and Nike’s swoosh.

All these symbols help us remember the brands associated with

them.

• Brand symbols are strong means to attract attention and enhance

brand personalities by making customers like them. It is feasible

to learn the relationship between symbol and brand if the

symbol is reflective/representative of the brand. For instance,the symbol of LG symbolizes the world, future, youth,

humanity, and technology. Also, it represents LG’s efforts to

keep close relationships with their customers.

• LOGOS- A logo is a unique graphic or symbol that represents a

company, product, service, or other entity. It represents an

organization very well and makes the customers well-

acquainted with the company. It is due to logo that customersform an image for the product/service in mind. Adidas’s “Three

Stripes” is a famous brand identified by it’s corporate logo.

The elements of a logo are:

✔ Logotype - It can be a simple or expanded name. Examples of

logotypes including only the name are Kellogg’s, Hyatt, etc.

✔ Icon - It is a name or visual symbol that communicates a market

position. For example-LIC ’hands’, UTI ’kalash’.

✔ Slogan - It is best way of conveying company’s message to the

consumers. For instance- Nike’s slogan “Just Do It”.

✔ TRADEMARKS- Trademark is a unique symbol, design, or

any form of identification that helps people recognize a brand.

2



A renowned brand has a popular trademark and that helps

consumers purchase quality products.

Brand Awareness:-

Brand awareness is the probability that consumers are familiar about

the life and availability of the product. It is the degree to which

consumers precisely associate the brand with the specific product. It

is measured as ratio of niche market that has former knowledge of

brand. Brand awareness includes both brand recognition as well as

brand recall. Brand recognition is the ability of consumer to

recognize prior knowledge of brand when they are asked questionsabout that brand or when they are shown that specific brand, i.e., the

consumers can clearly differentiate the brand as having being earlier

noticed or heard. While brand recall is the potential of customer to

recover a brand from his memory when given the product

class/category, needs satisfied by that category or buying scenario as

a signal. In other words, it refers that consumers should correctly

recover brand from the memory when given a clue or he can recallthe specific brand when the product category is mentioned. It is

generally easier to recognize a brand rather than recall it from the

memory.

Brand awareness is improved to the extent to which brand names are

selected that is simple and easy to pronounce or spell; known and

expressive; and unique as well as distinct. For instance - Coca Cola

has come to be known as Coke.

There are two types of brand awareness:

• Aided awareness- This means that on mentioning the product

category, the customers recognize your brand from the lists of

brands shown.

2



• Top of mind awareness (Immediate brand recall) - This

means that on mentioning the product category, the first brand

that customer recalls from his mind is your brand.

Building brand awareness is essential for building brand equity. It

includes use of various renowned channels of promotion such as

advertising, word of mouth publicity, social media like blogs,

sponsorships, launching events, etc. To create brand awareness, it is

important to create reliable brand image, slogans and taglines. The

brand message to be communicated should also be consistent. Strong

brand awareness leads to high sales and high market share. Brandawareness can be regarded as a means through which consumers

become acquainted and familiar with a brand and recognize that

brand.

Brand Equity:-

Brand Equity is the value and strength of the Brand that decides itsworth. It can also be defined as the differential impact of brand

knowledge on consumers response to the Brand Marketing. Brand

Equity exists as a function of consumer choice in the market place.

The concept of Brand Equity comes into existence when consumer

makes a choice of a product or a service. It occurs when the consumer

is familiar with the brand and holds some favourable positive strong

and distinctive brand associations in the memory.

Brand orientation:-

Brand orientation is a deliberate approach to working with brands,

both internally and externally. A product’s superiority is in itself no

longer sufficient to guarantee its success. Brand orientation refers to

1



"the degree to which the organization values brands and its practices

are oriented towards building brand capabilities”.

Brand implementation:-

Brand implementation refers to the physical representation and

consistent application of brand identity across visual and verbal

identity carriers. Brand implementation encompasses facets of

architecture, product design, industrial design, quantity surveying,

engineering, procurement, project management and retail design.

Brand implementation means the continuous and consistentapplication of the brand's image in all business units, all

communication channels and all media - thus adapting to the ongoing

changes within markets, stakeholders, technologies and socio cultural

environments.

This refers to marketing and branding as a unified whole. In that

respect, brand implementation must be seen as a continuous process,

one which will require controlling the brand's image and presence inthe face of changing requirements from the markets or one's own

company structure.

RESEARCH METHDOLOGY

2



R e s e a r c h i s c o m m o n p a r l a n c e r e f e r sto a se ar ch fo r knowledge. The Advanced Learner ’s

Dict ionary of Current English la ys do wn th e m ea ni ngo f r e s e a r c h a s “ A careful investigation or inquiryespecially through search for new facts in any branchof knowledge”.

Research Methodology-I t i s the 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 stepsthat are genera lly a dopted by a re search er in studyi ng hisresearch problem along with the logic behind them.

Types of research Design:-1. Descriptive Research Design – Descriptive research

studiesaret h o s e s t u d i e s w h i c h a r e c o n c e r n e d w i t h de s c r i b i n g t h e characteristics of a particular individual, or

of a group.

2. H y p o t h e s i s R e s e a r c h D e s i g n – H y p o t h e s i ste s t in g re se ar ch s tudies (genera lly known asexperimental studies)arethosewhere researcher teststhe hypotheses of causal relationship between

variables.

3. Exploratory Research Design - Itis also termed as formulative Research studies. The main purpose of such studies is that of formulating a problemfor more precise investigation or of developing the workinghypothesis from and operational point of view the major emphasis in such studies is on the discovery of idea andinsights. As such the research design appropriate for suchstudies m u s t b e f l e x i

3



b le enough to provide opportuni ty for consider ingdifferent aspects of problem under studies.

Sampling-Sampling may be defined as the selection of some part of anaggregate or totality on the basis of which a judgement abouth e a g g r e g a t e i s m a d e . I n o t h e r w o r d s ,process of obtaininginformation about an entire population by examining onlyapart of it.In most of the research.

Types of sampling:-• Systematic Sampling- The most practical way of

sa mpling is to select every ith item on a list. This kindof sampling known as systematic sampling.

• Stratif ied Sampling- If a population from which asa mple is to be drawn does not constitute a

homogeneous group, stratified sampling technique isapplied in order to obtain representative sample.

• Cluster Sampling- If the total area of interesthappens to be big one, a convenient way in which issample can be taken is to bed i v i d e d i n t o s m a l l e r n o nov e r l ap pi ng ar e as ca l l ed cl us te r known as cluster

sampling.

• Non probabili ty sampling- In case of non probability sampling it is considered appropriate to usea random selection process wher e the pro babi lit y of eac h c lus ter being inc lude d i n t he sample is proportional to size of the cluster.

2



FINDINGS & ANALYSIS

Findings based on interview with company personnel

Marketing Strategy:- Mohan meakin follows the principle of direct

marketing. Direct marketing is a channel-agnostic form

of advertising that allows businesses and nonprofits to communicate

straight to the customer, with advertising techniques such as mobile

messaging, email, interactive consumer websites, online display ads,

fliers, catalogue distribution, promotional letters, and outdoor

advertising. Direct marketing is attractive to many marketers because

its positive results can be measured directly.

Promotions are done in the form of Point - of – purchase,Sponsorships to various events like cricket tournaments, and

organising events like World spirits 2012. POP updates theindustry helping them explore brand communication options at retail.It covers the in-store activities of brands, retail promotions, review of POP products, consumer behaviour and various resources relating tovendor contact details and new products. It provides a commoncommunication platform that encourages knowledge transactions between the various interest groups such as Brand marketers,Retailers, Producers and design agencies in the Indian POP industry.

As we know that the entire distribution network of the potablealcohol industry is either partiallyor fully controlled by the government. Under the openma rk et system, l icense are permanently sold for annual renewalfee. The rum manufacture company are not allowed to advertise also.Therefore Mohan meakin does not take help of any electronic and print media.

3



Distribution Channel:-Alcoholic product is excisable items controlled by thegovernment channel. Member of dis tri bu tion of thecompany also work under the rules regulation of government. It is necessary and compulsory for channel member totake the license from the government to perform their functions.Government give following type of licenses:-

FL-I is the manufacture wholesale license.FL-II is the semi whole seller or distributor license.FL-III is the bottling license given to the production unit.FL-V is given to the production unit.B-I is the brewery license.FI-VII is given to the bars.Here FL refers to the foreign liquor.B refers to the Brewery.

Above mentioned l icenses are for UP only. In Delhimarket of liquor is controlled by government, market exciseis supreme government invitees tender from different parties for thedistribution of liquor.Mohanmeakin follows the local distribution pattern like each statecovers there part by own. With the help of such type of channel thecompany is able to control cost because there will be notransportation charges in such channels.

States with maximum sale of MML Brand:-• Tamil nadu• Karnataka• Maharashtra• Andhra Pradesh

3



• The research said that the home company is only emphasizing inits 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 brandsof Mohan Meakins products. It means that there is somelittle problem in the advertising strategy of company. As it’s

the era of completion and technology the company must comeup wth some innovations and new strategies.

1



Recommendations

On the basis of findings and current market scenario on the behalf of my side there may be following recommendation, which

may be favourable to the soda industry and specifically to the Mohanmeakin company in all terms:

• Educate the customers about the awareness of all brands of MohanMeakin’s and the alcoholic content in it. It really help inachieving good amount of market share, if only the awarenesslevel is increased.

• Price of brand should be reduced by 2 to 5 Rs. As compared toother competitors brand.

• Emphasis should be given to the easy availability of all brandsin this market.

• Company should also concentrate on Bars and Restaurants.

• Company should sponsor some of the programs onchannel like “MTV” and “channel V” because the youthgenerally watch programs on these channels.

• Use advertising media like electronic media , print media andother media to increase the sale of soda.

2



LIMITATIONS

•

Time duration was short.

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

• During the course of survey some unfavourable errors are facedsuch as no response, inaccuracy in response etc.

3



INTERVIEW QUESTIONS

1. What is the core product of company?2. Acc. To you who are the competitors of mohanmeakin?

3. What differentiate your brand name with other brands i.e. the core

competency?

4. What is the target market for your product?

5. What about the other products of company.? Are they doing well in the

market?

6. How do you manage your brand?

7. What are the strategies used by your company for maintaining brand?

8. How important it is for the company to manage the brand?

9. How do customers perceive your brand?

10.Do company have hardcore loyal customers or not?

11. Is company also planning for any other product?

12.What are the key efforts being taken to build and position your brand

name?

13.According to you, how much effective is your brand?

14.Are you satisfied with this brand? If no, then do you think to rebuild the

brand name of your product?

15.Is there any tagline for your product?

3



16. It has been said that customers buy brands and not products, so what are

the core values and benefits that a customer gets from your brand?

17.How branding changes every thing?18.Do your company has taken the help of any type of promotion for your

products? Yes or No. Give reason.

QUESTIONNAIRE FOR CONSUMERS

Q1. Gender

a)Male

b)Female

Q2 Which category below your agea)17 or above

b)18-29

c)30-39

d)40 or above

Q3 Do you know about mohan meakina) Yes

b) No

Q4 Do you drink liquor

a) Yes

1



b) No

Q5 You take liquor in the form of

a)Beer

b)Whisky

c)Rum

d)Wine

Q6 Which brand do u prefer

a)Golden eagle

b)Old monk

c)Black knight

d)Red label

e)Others

Q7 How often do u consume

a)Once in a week

b)3-4 times

c)Everyday

d)Occasionally

Q8 Competitor of mohan’s

a)United breweries

b)SAB millers

c)Cobra

1



Q9 What other than beer, do u consume

a)Apple juice

b)Cornflakes

c)Porridge

d)Vinegar

BIBLIOGRAPHY:

Dr. D.D. Sharma , Marketing research.

Rajendra Nargundkar:-Marketing research.

Dr. Elhanse Research Methodology

Leon, Leslie Lazer Consumer Behavior

Marketing Concept:- Philip Kotler

www.google.com/mohan meakin

www.surveymonkey.com

3

http://www.google.com/mohanmeakin

http://www.surveymonkey.com/

http://www.surveymonkey.com/

http://www.google.com/mohanmeakin

Mc Report Project

Documents

Transcript of Mc Report Project