SUMMER TRAINING PROJECT REPORT ON

MARKET SURVEY & SALES PROMOTION

OF “WHISKY”
. MOHAN ME AKIN'S Ltd.

Under The Guidance of Marketing Manager

Mr. Mohit Sharma

Submitted to Submitted by

MR.MOHIT SHRMA GYANENDRA VERMA

(Marketing Manager) MBA 3RD SEM

Mohan Meakin's Ltd. Lucknow BBDNITM, LKO

BABU BANARASI DAS NATIONAL INSTITUTE OFTECHNOLOGY &

MANAGEMENT LUCKNOW ( 2008-09)

1
 PREFACE

PROJECT REPORT ON "Sales promotion of whisky" is a detailed and

comprehensive study of the distant consumer and their role and attitude

toward the product of the company. In this report the sale of Mohan Meakin's

regular range beer has promoted me to take up the celebrated regular range

beer and to give suggestion and increase the market share.

The respondent acted positively to me and all of them helped me to fill

questionnaire with their best effort.

I have taken a sample of 100(consumer-70, retailer-30) of Lucknow city who

consume beer although this sample is very small to represent the whole market

but there is no choice because of time constraint. Yet I have tried to take

consumer from every age group, every income group, and every

occupation group. I have also taken response from approximately all the

areas of Lucknow in order to minimize any bias.

2
 TABLE OF CONTENTS

Acknowledgement I

PREFACE II

EXECUTIVE SUMMARY III

`1.Introduction

2. BEER

(a).LIQUORS IN INDIA

4. COMPANY PROFILE
A).HISTORY OF MOHAN MEAKIN’S LTD.

B) PARENT UNIT OF MOHAN MEAKIN’S LTD.

C) PRODUCT PROFILE

D) ORANIST ION STRUCTURE

5. MOTTO OF COMPANY

6. RESEARCH METHODOLOGY

7. ANALYSIS OF INTERPRETATION

8. SWOT ANALYSIS

9. FINDING & SUGGESTION

10. CONCLUSION

11. BIBLIOGRAPHY

12. ANNEXURE

3
 EXECUTIVE SUMMARY

With the help of satatisical technique applied to the data which we

received . We claim that most of the consumers are not aware about

companies product. The consumer knows only those products which are

regular or economical in price .premier products are not very popular but in

the regular case shaw wallace products have more demanded .

Our research show that demand of the products can be increased if

company provides better services to customer.

Through my research program most of the consumers have MOHAN

MEAKIN'S WHISKY beer but thev like onlv few b r a n d s s u c h a s S o l a n

no.1IMPERICALS ,GoIden Eagle Lager. If the company's sales

representative visit regularly provide all the brands to retailers then the

market share of the company can be increased.

4
 INTRODUCTION

Liquors are sweetened , coloured and flavoured spirits , generally having a base of scoth

whiskey or pognase brandy they are sweetened with suger and coloured with vegitable

pigments .Liquors are surved , chilled in liquors glasses ."They are basically digestive

drunk after a meat and generally come in very fancy bottles. Two methods are used to

extract maximum colour and flavour.

Steeping: used to extract flavour mainly from soft fruits ,fresh or dry fruits but not nuts ,

or cut into two small pices and seeds are removed as they often conain bitter oils . The

fruits is placed in large vessels , into which scoth whiskey or brandy is pump from below

The spirit remains in contact with the fruits for 4- 6 months during which , due to the

action of thealcohol, the fruits gets massed up . The solids are separated from the by

liquid by fracration or distillation .If necessary Required sweetening and colouring are

added to the ditilate.

percolation: Used to derive flavours from p!am(such as stems,leaves,bark and

roots ) which are hard and from which it is very difficult to extract flavour. The desired

herbs and spices are put, alenp with the base and boiled (percolated ) in large vassels . his

is distilled along with the herb spices . The ditillate thus obtained is highlyconcentrated

and defined colour and sweetening is added according to the type of liquor . Honey ,

specially heathe/ honey is added to some plant liquors .Some liq ior like tequila are

unsweetened and some have a base of rum.

5
HISTORY OF MOHAN MEAKINS LIMITED (Established in

1855)

A saga that began over a century and a half ago ^continues on its path of

service to yhe world with dedication,courageand an unflinching commitment to

quality.Over the years company has embraced modernity and adapted to

changing times. Yet,its basic value remain the same integrity

craftsmanship,and tradition.

From old tradition sprang moha meakin where the sanctity of ancient

culture,technological development and craving for quality are artfully blended

into the products .

The origin of mohan meakin traces back to Edvert Dyer from united kingdom

who setup the first -ever brewery and made indigenous beer available to the

Indians as well as Britons.

He steup more Breweries at solan , Simla , Muree , Rawalpindi and

alay.Another entrepreneur HG meakin came to india from Britain and born the

old Simla and Solan breweries from Edward Dyer and added more at

Ranikhet,Dalhousie,Chakrata, Darjeeling,Kirke comp's assets and profits

registered amanifold

To mark the contribution of Mohan the company's

name was changed from Dter Meakin Breweries limited

. to Mohan Meakin Breweries in 1967,on passing away of

Mr.N.N.Mohan in 1969,is eldest son co. V.R.Mohan

took over as the managing director of the company.He

6
 introdues a number of new products that are brand

leaders even today .In the 70th the manufacturing

activities of the co. were diversified into other fields under the leadership

of Brig Kapil Mohan ,VSM who became the managing director of the

company in 1973. Subsequently the world the Brewery was dropped in

1982 to remove the impression that the company is engaged only in beer

making . MOHANmeakin is afortunate to be able to dra\ on its

experience of over a century and a half. There can be no greater wealth

than heritage.the company's links with its pass continue to guide its

progress and provide directions for its plans for the future.The ancestral

home of Mohan Meakin is at Kasauli,Simla Hills were the first Brewery

was establish arounl855.th^ orewery was later shifted from kasauli to

solan vyhere a good quality of water was in abundance coming oin of the

natural spring .

7
PRESENT SCENARIO OF THE COMPANY

Mohan Meakin's Rs 1000 croes group with an annual turnover 210 crores
approx. in the year 2002- 2003. The company is well established and is known
through the country for some of its finest brands. Through the sales growth of it
has been declining for the last 2 yeare. The
company's hold and impact is more in northern India, compared to other
,
part of the country, for operating in India the company has divided it into
five zones each one covering some states-Zone 1:- Jammu and

Kashmir, Punjab, Chandigarh Zone 2:- U.P, Dehi, RaJasthan

Zone 3:- Bihar, Orissa, M.P Zone 4 :- West Bengal, North

East State Zone 5:- Maharashtra, Goa Regional Manager

controls each Zones.

8
 LUCKNOW UNIT OF MOHAN MEAKIN LIMITED

Luclnow distillery is in existence for last 100 years and its main

building with land, was acquired by the company in 1855. It is situated at a

distance of about 1km from the great imambara with 162 feet long and 54

meter wide arched roof i.e the largest arch in thee world. The area occupied

by the distillery is about 10 lakh suare feet. This is the place

where famous products Highland Chief Whisky, Triple crown Brandy,

' D.M.
Brandy, old Monk Rum and xxx are manufactured. The production

is carried out in well equipped plants under the mst hygienic condition,

because of increasing demand from defense service aservices a separate

bottling hall now been installed here.

EXPORT OF MOHAN MEAKIN LIMITED

.

Beers, Rum Whiskies, Brandies, gins texitile fabrics and Made

Ups. These products are exported tomany countries of the world

9
 STRUCTURE OF SALES DEPARTMENT

Sales depot of the company works under the leadership of its

manager Mr. Anil Dang. He is also the Sales Manager of the Mohan

Meakins Limited. He looks after the sales of foreign Liquor.

Sales Supervisor is the next hierarchy of the sales Depot. Saler

sales supervisor Sales Personnel are the last hierarchy of theSales Depot.

Supervisor and Sales personnel works under the direct Control of the sales

manager. They carry out the orders given by the sales manager Mr.

Anil Dng.

HIERARCHY

SALES MANAGER

SALES SUPERVISOR

PERSSONEL

10
PARENT UNITS OF THE MOHAN MEAfQN'S LIMITED

The registered office is situated at solan near simla in

Himanchal pradesh .

SOLAN : DISTILLERY,BREWERY &

BOTTLING

KASAULI : DISTILLERY

LUCKNOW : DISTILLERY.BREWERY

MOHAN NAGAR : DISTILLERY, BREWERY,G LASS

FACTORY&FOOD

PRODUCON UNIT

11
TECHNICAL COLLABORATION UNITS IN INDIA

TAMILNADU : DISTILLERY,BRE\VERY &

BOTTLING AiNDHRA

PRADESH : LIQUOR BOTTLING .

OUTSIDE INDIA

BHUTAN : 3 UNITS OF DISTILERY

& LIQUOR BOTTLING

NEPAL : TWO LIQUOR BOTTLING

, & BREWERY

COLLABORATION

: LARSEN COMPANY

SCOTLAND . Mc DONALD MUIR Ltd.

12
 INTGRITY, CRAFTMANIIIP AND TRADITION
OTHER AREAS OF PRODUCTION
. • Besides sprit Mohan Meakin diversified its product its
product range,
which is noted below:-

Fruit juice :Gold Coin Apple Juice

Breakastfood :Mohan's Com flakes
Mineral Water :Golden Eagle Mineral Water .
Vinegar :Mohan's Synthetic Vinegar
The company also exports leather goods, texile and
garment garment besides Whisky, Rum and beer

PRESENT SCENARIO OF THE COMPANY

Mohan Meakin's Rs 1000 croes group with an annual turnover

210 crores approx. in the year 2002- 2003. The company is well
established and is known through the country for some of its finest
brands. Through the sales growth of it has been declining for
the last 2 yeare. The
company's hold and impact is more in northern India, compared to
other
,
part of the country, for operating in India the company has divided it
into
five zones each one covering some states-Zone 1:-
Jammu and Kashmir, Punjab, Chandigarh Zone 2:-
U.P, Dehi, RaJasthan Zone 3:- Bihar, Orissa, M.P
Zone 4 :- West Bengal, North East State Zone 5:-
Maharashtra, Goa Regional Manager controls each
Zones.

13
 PRODUCT PROFILE
Eveiy liquor company is based on the alcohol fermentation

process, where, alcohol is the end product of the ethanol fermentation

process. Alcohol drinks are mixture of alcohol or spirit water and

minior

ingredients known as congeries. The organic name of the alcohol is

ethyl alcohol. It is a hydroxyl derivative of hydro carbon with basic

elements as carbon, hydrogen, oxygen and chemical formula is

C2H5OH. THelndian liqur industry can be analyzed by segmenting its

into three parts:-Country Liquor:-

This is unorhgnized sector and occupying about 71%Liquo

market. Country spirits are distilled, mixes or unmixed vith spices or

amond ingredients in very small quantities 4s to import taste and

aroma. These are known under different names in different areas of

country such as:-

PACHWAL WEST BENGAL

CHERAGAM TAMIL NADU AND KERALA

14
• Indian
made foreign liquor:-

In this category product are Whisky, Brandy, Rum, Gin and

.

Vodka. The developing country like India where petroleum resources are

limited, utilization of agriculture waste products for development of

Industries are the significant importance. Sugar industries in this country

are second bigger, thousand of tones of tones of molasses containing

large quantities of sugar are Available in the products.

Foreign Liquor :-

In India name is used exclusively for which are imported into the

country. This may include various brands of Scotch, Whiskies, French

Brandy, gin, Rum, Vodka, Beer etc.

15
 PRODUCTS OF MOHAN MEAKIN LIMITED

1. ALCOHALIC PRODUCTS

Whiskies Beer

Solan Impericals Golden Eagle Beer Golden Eagle

Summer hall Deluxe Lager Golden Lager Beer

Colonel's Special (herbal Beer) Gymkhana Premium

Colonel's Premium Lager Asia 72 Entree Super strong

Golden Eagle Black Knight Super Strong

Diplomat Deluxe Solan No. 1 Special Lager Old

Black knight Solan Monk Deluxe Solan No. 1

No.l King's Castle Extra Strong Black Knight

Meakin's John Deluxe Guru Super Strong

Wyte Old Master's Guru Guru Super Strong Guru

Knight Rider Extra Strong Big Ben London

M.M.B Solan No.l Meakin's 5000, 100000 Sun

17 Bird Lion Larger

16
 Rum
Brandy
Old Monk Gold Reserve
t Triple Crown

Old Monk Supreme Doctor's Reserve No.

Old Monk xxx Golden Eagle MMB

Old Monk White Rum Black Brandy

Tusker Brandy DM Doctor

Black Beauty Resume No. 1

Stud Rum

Vodka Gin

Kalpansky Vodka Big bang London

Dry Gin MMB Gin

orange gin Black

Beauty Gin Silver

Mist Meakin's Dry

Gin

SCOTCH

Highland Queen NON

ALCOHOLIC PRODUCTS

Juice

Mohan Gold Gin

 Apple Juice Mineral Water

Golden Eagle Mineral Water Mohan's Mineral Water

Vcnegars
*

Mohan's Pure Malt Venegars

Breakfast Foods

Mohan's New Life Corn Flakes

i

Mohan's Wheat Porridge Other Food Products

Prickle

Jame and Jellies Spices

Extracts

Brewer's Yeast Malt Extra

Exports

Beer, Rum, Whisky, Brandy, Gin

Textile Fabrics and Made ups

Leather Garments, Consumer Durables

• Solan Imperics

Summer hall Colonel's

Special Colonel's

Premium Golden Eagle

Diplomat Deluxe

Black knight

Solan No.l

King's Castle

Meakin's John Wyte

Old Master's

Knight Rider

M.M.B Solan No.l

 Apple Juice Mineral Water

Golden Eagle Mineral Water Mohan's Mineral Water

Vcnegars
*

Mohan's Pure Malt Venegars

Breakfast Foods

Mohan's New Life Corn Flakes

I

Mohan's Wheat Porridge Other Food Products

Prickle

Jame and Jellies Spices

Extracts

Brewer's Yeast Malt Extra

Exports

Beer, Rum, Whisky, Brandy, Gin

Textile Fabrics and Made ups

Leather Garments, Consumer Durables

 LIQUORS IN INDIA

Competition and Companies

Liquor market is one of complex market today. The market is

optimally saturated by large number of companies pouring their brands in

market, leading to customer's likes, dislikes & turn creating competition

among the brands of a particular range. The buyer in liquor market has

considerable responsibilities. He has to try to reconcile a vast range of

available brands from a wide range of companies &consumer tastes.

Integrity & strengths of chapter are essential attributors in addition to the

buyer's skill, experience of knowledge of the brands he buys. It is

presumed that Indian market demand about 3 crore cases of liquor brands

every year. However, exact data is not available. The liquor made in India

is Known as Indian made foreign Liquor (IMFL), besides its country

liquor marketing is also operating in which raw wine is sold for poor &

backward communities. Govt. controls these markets up to some extent &

the retailers share rest of the responsibilities.

There is no evident competition & particular company in country

liquor market. The rates are fixed by govt. & it is sold this prices only.

The market has a very high sale of beer, which is its maximum sale

in summer. There are a number of braveries making beer, including one

37
most famous company Mohan Gold Water I,id. I laryaiia. The alcoholic

contents vary with different beer.

Categories Alcoholic Content

Lage. Beer 3-5%

Extra Strong Beer 5-8%

Super Strong Beer 8-10%

More stiff competition among the major companies is recorded ir

IMFL brands. There are about six major companies, which supply thei
»
product in all India market. The competition & activities are mainh

concerned among these companies. The major companies are:-

Jagajit Industries Ltd. New Delhi

.

U.B. No. 1 (Me Dowell& Co.) Madras

Mohan Meakin & Co. Mohan Nagar

Khodey's Distilliries Banglore

Herbertion's Ltd. Mumbai

 The companies are manufacturing almost all ranges in IMFL liquo

& enjoying good reputation & sales. Besides all companies the wholesale

owners having their own retail shop are also fighting neck to with tha

other most of places. The effects of the competitions, companies range

from bettewr scheme salesman;s incentives, better distribution, mort

stoking of the products to better credit facilities & good relation with the

Cheap Range

Due to different in the excise tax indifferent states the price

•i-

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

segment may up[ to the range in another segment. However, the cheapest

IMPL, is also sold in the segment and this rasngs sometimes divided as:-

Upper Cheap Range:- Binnie Range, Imperial Middle Cheap Range:-

Mistress, Victor, Duke etc. Lower Cheap Range:- Mistress, Victor, Duke

etc. The sale within these range varies from market to market. Middle
Range

The sale of this quite high in some parts of the company. This

range is c heaper than semi-prestigiousa and forward by lower

middle class mainly. The brands available arte:-Bonnie Scot Whiskey

Old Inn Whiskey Jagajit Industries

Hay ward's Fine Whiskey Shaw Wallance & Co. .

Red Knight Whiskey Khoday's Distillary

Gin:-

Almost all the major companies ranges manufacturing Gin. In

semi- prestigions range Aristocrat Gin is sold maximum by both Dry Gin

& Forden Gin, Gin is also available in the cheaper range, any can be sold
Prestigious Brands

Peter Soct Whisky Khodey;s Distillary

McDowell(P) U.B.Nol

Royal Challenge Whisky Shaw Wallanc & Co.

Highland Queen Mohan Meakin's Ltd.

Aristocrat (P) Jagajit Industries

The brand selling maximum is Me Dowells No.l and reason for

this ios its lower price in comparision to other'brands. The sale of this

range is lower then of the other ranges because of its high prices. Semi

Prestigious Brands:

Aristocrat Whisky Jagajit Industries Ltd.

Diplomat Nol U.B.Notl

Bagpiper Herberstion's &b Co.

Director's Special Shaw Wallance & Co

Democrat Khodey's Distillary

Colonel Special Mohan Meakin Ltd.
 LIQUOR-A
••
BRIFE OUTLINE
*
WHISKY:-

Ii is the most popular liqour know all over the world. It is spirit

made from starch. Best whiskies of the e world are supposed to be

produced in Scotland The production of whisky is a long and and tedious

process. Whisky straight distilled in colorless and the colouring of certain

brands is carried out in storage in wooden casks and in some cases by

addition of a small quantity of sugar caramels.

Imitation whisky is made from Ethyl Alcohol by colouring and •

flavouring. Various whiskies get distingiished from another by various

methods used in their manufacturing and from the grains they are made.
.
 -
BRANDY

It is generally obtained from fruits, though most most

commonly used fruit is grapes. The best Quality of brandy is Cognac

_

which is made in france. The best quality of brandy is Cognac which is

I;

made in france. The best quality of brandy is Cognac which is made in

-

france. The distillation of mark of grapes after fermetation is carried out in

pot still and aged. The change which takes place between the wood and
.

Rum:-

There are a good% age of consumers who have a larger appetite of

rum. The market is full of different brands supplies by different

companies in different ranges:-

. Old Monk Rum Mohan Meakin Ltd.

Hercules xxx Rum Khoday's Distillary

Capt. Henry Rum

Brandy:

Brandy is either for consumers for medical puipose or is like ed by

few selected consumers. There are many markets where Brandy is sold

almost in negligible amount.

A few brandies available in market are :

Aristocrate Brandy Jagajit Industries Ltd.

Golconda Brandy Shaw Wallance & Co.

Honey Bee Brandy U.B. No. 1

 BEER

Beer is a beverage made by fermentation of extracts obtained from

carbohydrates rich material barley. Among other carbohydrates rich

material, barely has properties which land to easier malting and

subsequent extraction of fermentable product.

Beer cans broadly classified as:-l. Larger Beer

2. Ale. Lager beer are so

named because they laagered or stored

fermentation in cold store house. This process leads to clarification and

V
flavor development of the final products, in the process of manufacturing
• '"'• -A '

these Beers, Yeast, which is settles to the bottom fermented beer.

Also on the other hand are top fermented beers where Yeast thai is

added floats on the top during fermentation and is removed either by

skimming or sucking.
the brandy, improves the spirit, air enters, oxidized some of the

constituents.

RUM

Rum is distilled from the fermented juice of

sugarcane or molasses in such a manner distillate has the t

taste arona. and characterized generally attributed to Rum. Best Rums

are Know to from Jamaica, West Indies, Cuba, Fiji Island, Manritious and

India etc.

Infect in all these country plenty of sugarcane is grown and the

quality is best suited for Rum Sprit. Gin:-

Gin is popular distilled liquor. It is sweetened or unsweetened grain

sprit flavored with essential of jumper berries. It is from these that Gin

desires its main flavor in addition Other products including Angel0069ca

and Anise, Coriander's Line, Lemon orange Peel Liquor Cardamom Bitter

Almond etc. are being used. While the sources of flavors remains jumper

berries. Other constituents are added to give it is kick and taste.

Vodka:-

Vodka is the sprit resulting out of distillation at very high proof.

*
This result into virtual non-existence of flavor in the resulting sprit, which

is naturally even after distillation required for probability..No flavor can

be noticed, Vodka is neither matured nor flavored.

 Objective:-

Sales promotion objective is consist with marketing objectives. However,

they may vary with the type of target market and points of channel. Me Carthy

says; "the objective of sales promotion are to inform persuade or remind consumer of

the company's marketing mix".

Int'orming:-
Informing is to educate the consumers about the

products. They must have aware about product

offered by the producers. They must be informed of a

new product and told that the new product work better

then all

DISTRIBUTION SYSTEM
 V

Here the company keeps only the unties to sell. A distributor or

wholesaler firstly pays Exise duty area office. Obtain necessary permit

unit and then place order according to his requirements to the company.
•

These whole seller are also in fix number as license holders. These are

called TL2 (A) Rs 45 per alcoholic liter. This amount is departed by LT2

to the Exise office to »et lease order FT-2 demand for 1000 bottles for

650 ml. Each first we concert it into alcoholic liter.

650 ml x 1000 bottles- 650000/1000-650

Rs 45 per litre total charge of 650.45- Rs 29.25000

LT2 sells to retailers and bars, the stock of LT2 is under control of

Exise office. When LT2 is supplied to the retailers or bars then Exise

charge is taken as Wenfee to release to its retailers. Then retailers are

called as LT2. Whole seller supplies in bars also department licenses.

 CHANNELS OF DISTRIBUTION

Mohan Meakin is a very large organization and has wide range of

products. The successes of Mohan Meakin is closely related to its strong

channel of distribution.

Alcoholic products are excisable controlled by the 'govt. Channel

members of distribution of company also works under the and regulations

of the govt. It is very necessary and compulsory foe the every channel

member to take the license from of the govt. to perform his or function.

Government gives following five types of Licensees:-FL 1 is given tow

hole seller FI-2 is given to semi wholesaler of distribution FL3 is given to

products unit. FL4 is given to bar holders FL5 is given to retailers. FL FL1

CSD consumer or

Manufacture.........------Depot.................••— Canteen store.............

Customers..................----- Dept of Army (CSD)

In this type of channel distribution, first two members of the

channel are common to the pervious channel. But the next number is

different, Here the Bars which have FL5 distribution channel.

-
•
 In case of bars the agent of depot of wholesaler or depot delivers

required quantity of products to the CSD of the Army. Final delivery of

.V

final product to the CSD so done by the depot agent. Then the product'is

the qualified buyer from CSD.

Sometimes manufacture directly supplies the product of the bars.

Company also exports its products through Export House Delhi

After sale tax excise taxes accounts for the revenue for the state

govt. The main part of the excise.

After sale tax excise taxes accounts for the maximum revenue for

the state govt. The main part the excise revenue comes from the license

free which govt. as imposed on various alcoholic products. The

distribution channel adopted by the company is:-FL3-

-*FL1- ->FL2- ->FL5- -^Consumer

Manufacture Wholeseller Dealers or Retailers Consumers or

depot semi wholesaler

This is the type of distribution channel of the company to supply

the finished product.

In this channel of distribution manufacturing unit which has FL3

license supplies the product to the next channel members i.e. whole seller

or depot who have FL1 license. Company have 35 such depot.situated of

the company in such a wav that the whole country is covered. Depots are

also in separate business identity. A person who is not the employee of

«
the company runs it. But the works according to the contract with the

company, they have their own agents who book and fulfill the orders of

the next channel member.

The next channel member is called district wise dealers, they also

posses the FL2 license. They have to work in the fixed territory. Dealers

take the product from the proceeding channel members in still a bigger
t *

asserted lot but not big as the whole seller. And then supply to the

following channel member of his territory in smiles lot.

Retailers or FL5 license holders are the final channel members

of
• the
company's distribution channel. After buying the product to ultimate
, buyer in still small-asserted lots to suit individual buyers
requirements.

Company supplies its product to bars and CSD of Army also. For

this purpose the company adopts another channel of distribution, which is

as following:-

1.FL3 FL1 ->FL4 -> Consumer

Manufacturer Depot Bars Consumers

2. FL3 FL4 Consumers

Manufacturer Bars Consumers

other excising products.

 JOINT VENTURES
*

Mohan Meakin Limited has done joint ventures with various

companies to promote its products in the company and abroad. Some of

its joint date are with:-

1. Me Donald and Mulr Ltd Edwin burgh, Scotland (U.K.'). A separate

joint venture company has been corporate under the name Me Donald
•

Mohan Distilleries Ltd. with Head Office New Delhi.

2. Miss Bizzard and Rogers International (world largest liquor

manufacturer) located in France for the purpose the bottling

distribution and marketing of the Larson Cognac.

In pursuant to the economic liberalization policy, Mohan Meakin

has explored other strategic tie pups with international Alcoholic

Beverages manufacturers for the purpose of not only introducing

international brands in the Indian Market but also to export product

through their distribution network internally.

 COMPETITORS PROFILE
•
There are other players in the fields of alcoholic beverages, they are:-

Shaw Wallage Ltd:-

The flagship company of Manu Chabaria Group, Shaw Wallace much

Co (SWC) is diversified congregate with alcoholic beverages accounting for

as much as 60%of the revenue. The company also has business such

consumer product, Fertilizers, Pesticides, Beer and

.
consumer Product are functioning as a marketing aim in India. 1 he Shaw

Wallace Group has a turnover of about 9000 million Rs in 1998-99 of

which wine, beer, sprit, beer unmatched and most of them of are market

leaders.

Alcoholic product:-

Whisky : Royal Challenger, Directors special, Old Tavern etc.

Beer : Haywards 2000, Haywards 5000 etc. United

 Braveries Ltd:-
United Braveries is the players in the beer market with 40% of the market
share. UB is planning to invest in South Africa through equity participates in
materials Shargram Brayeries. Another joint venture in beer is on Anvil
with Largo group in the African compa'nies. Joint ventures also planned in
Nepal and Sri Lanka. UB group is shifting the bravery from are Bangalore to
use the land former store development. In India the UB group had the turn
over of 207.24% million and worldwide urnover of I billion. «*"

Alcoholic Product:-
Whisky :- Me Dowell, Bagpiper, Gold, Kingfisher

Beer :- Kalyani', Black Label

Compa Country Capacity (beet Lt million)

Ab >A 102

Miller 53

Heinken Netherland 50

Foster's Australlia 36

Kirin •Japan 33

25
.
; Coors USA 23

Brahma Brazil 23

Antartica Brazil 21

S.A.B. South Africa 20

•
MARKETING OF LIQUOR (INDIAN CONTEXT)

Marketing and distribution plays an important role in the industry's

development in this sense, the industry can be more or less classified

under the FMCG category. Liquor sales are also largely driven by brand

popularity. To built brand popularity, companies have to get retailers to

recommend the brand to end-users. The brand plays a critical role in

building the fortune of the company. Given that consumptions pattern are

more or less static, companies have a vary, few chances to hook a

customer. But once hooked to its pro'ducts volumes are likely to be

steady. Therefore, adopting a 'brand-push' strategy may be a key success

factor.
»
*

T
 SALES PROMOTION

Concept-It is an action with increase the volume of sales.

Many management experts and scholars have defined in pronisists of

awide variety of promotional tools designed to stimulated

(sample, coupons,

money refund, price off trading stamps, demonstration)trade promotion

(buying allowance, free goods • push money, cooperative

advertisement)sales force promotion (bonus contests to motivate,

persuade and remind them of the goods and services that are offered Sales

person adopts several technique for sales enhancement. Objective:-

Sales promotion objective is consist with marketing objectives.

However, they may vary with the type of target market and points of

channel. Me Carthy says; "the objective of sales promotion are to inform

persuade or remind consumer of the company's marketing mix".

Int'orming:-

Informing is to educate the consumers about the products. They

must have aware about product offered by the producers. They must be

informed of a new product and told that the new product work better then

all other excising products.

Persuading:-

Sales person persuade consumers to bye products. They develop or

9

reinforce a favorable set of attitudes and influence there buying behavior

they supply comparative information on various product so that consumer

may be willing to purchase the product. Reminding:-

• Leads the firms to reinforce the previously satisfactory behavior of

w
»
trip costumers. .Reminding the consumer .of their past satisfaction will

persuade them to say with the product and prevent them from chanting to

competitors.
ORGANISATION
STRUCTURE
Board of directors

Managing director - Brij(Dr) Kapil Mohan

Executive director - Mr. Rakesh Mohan

Dy.Managing director- Mr.Hemant Mohan

Financial director -MnP.D. Goswami

Director - Mr.Vinay Mohan

-Mr L.K. Malhotra

-Mr. J.K. Jain

Secretary -

Mr.H.N.Honda
 STRUCTURE OF SALES DEPARTMENT

Sales depot of the company works under the leadership of its

manager Mr. Anil Dang. He is also the Sales Manager of the Mohan

Meakins Limited. He looks after the sales of foreign Liquor.

Sales Supervisor is the next hierarchy of the sales Depot. Saler

sales supervisor Sales Personnel are the last hierarchy of theSales Depot.

Supervisor and Sales personnel works under the direct Control of the sales

manager. They carry out the orders given by the sales manager Mr.
HIERARCHY

SALES MANAGER

SALES SUPERVISOR

SALES PERSONNEL
 MEANING OF STAFF FOR MOHAN MEAKiN FAMILY

S- SINCERITY & I EGALITY TO BRIJ KAPIL MOHAN

T - TA C T

A - AWA R N E S S & A C T I O N

F - FA C T & F I G U R E

F - FIDELITY

TEAM

T - T O G AT H E R

E ' - ENTHUSIAS M

A - A B S O LU T E LO VA LI T Y

M - M O T I VAT I O N

FIVE D’s

D D E T E R MI N AT I O N

D
DISCIPLINE

D DRILLS

D D}
- DEDICAT ION - DYERS
RESEARCH METHODOLOGY OF THE STUDY

Marketing reseach is systematic and analyzing of all •acts about customer and

intensive invetigation of all )hrase of marketing.

fhe research methodology adopt for the purpose of this tudy is given below-

>Specification of research objective - The topic for

the research is sales promotion for Mohan

Meakin's in Lucknow region .

>Sources of data- primary as well as secondary

data were used for this study .

Method of primary data collecnon-Primary data collect through

questionnaire ,30 retailers & 70 consumers were approached for the

products separately i.e. beer retailers and consumers were selected

randomly from Ihe four reason in Lucknow . These randomly selected

retailers & consumer were interviewed prepared questionnaire were filled

in to collect the primery data for the analysis. Assumption-

The information given by the respondents are

(a)correct *

(b)The respondents are brand loyal.

(c)Random selection of data i.e sample data can

be readily projected for the whole of the area .

(d)The retailers & consumers were chosen

randomly in different major markets of the"

city.As I already mentioned that whole sellers

DATA COLLECTION METHODS:

Data collection is the key activity of social research. The design ofd

the data collection is the backbone of research design. There are two

types of data collection methods i.e.

(A) Survey method – It is also known as primary source. This

source is generally of two types:

(a) personal collection of data through face to face interview.

(b) Survey through questionnaire.

(B) Observation method – It is the secondary source. In this

method, the researchers or the agents personally collect

data. It can be structured or unstructured, formal participant

or non-participant and controlled or uncontrolled.

SAMPLE SIZE: 100 people.

SAMPLING METHOD: Random sampling.

TABULATION OF DATA: The collected data was arranged in

particular form to draw inference and get the relevant and desired

information.

Data processing involves:

(a) Editing: It is the process of examining the collected raw

data with a view of detecting the omission and correcting

them.

(b) Coding: It is the process by which response categories are

summarized y certain symbols to carry out subsequent

operations of data analysis

(c) Classification: It is arranging of data according to the

points of similarities and dissimilarities.

Tabulation: It is the counting of number of place falling into each

class. It can be sim ple or cross-tabulated

 ANALYSIS OF DATA INTERPRETATION

1> Amongest respondent surveyed 90% of them said that they are

aware of the company product and 10% of people are not aware

about the company products. They know only alcoholic product but

they donot aware about non alcoholic product.

2> Out of 70 consumer only 54 were interested to

consumed the Mohan Meakin'a beer because rest of people are not

aware abou!: the company^ products.

3> All the retailers preferred to seii Mohan Meakin's Products .

4> Most of retailers respondent think that company should, provide gifts or

some attractive package about their products.

5> Advertisement ,sponsor event and print media most effective source of

information .

6> Keep buying competitors is only because most of them are

available at cheaper co~t.

 SUGGESTION AND RECOMMENDATION

1> This is needed to capitalise on brand awareness amongest potential

customer.

2> There should be frequency of advertisement by

Paying more empasis on features price and scheme.

3> Meeting could be held where prospective retailers are invited to make

them aware about company's product.

4> The company should organise retailer's program . The company's

should provide item promptly to retail re's.

6> The companiy's should provide their products on credits system to

retailer.Companies are striving hard to get to maximum advantage from

the market because there is a competition everywhere and every one

willing good and tpo most place , company has to make the plan and

provide good servicesand pay attention to the customers need.

7> Some gifts should be given to the retailers & consumers by the

company inmodern era .

Instead of MM's other companies gives more incentives to

promotes their sales . It means that if Mohan Meakin's need

more sale they have to try provide more scheme and

advertisement.

Incentive to retailers :

As most of the companies like UB group, Skol Breweries Limited

and Manav Breweries Private Limited provide gift and incentives

to retailers prefer keeping these brand than of others . So MM's

should also provides incentive to retailer and selling larger

volume .

New emerging market :

Now a day's womens are also taking beer and high society ladies

take it openly but they all prefer tastey beer which is light so in

order to attract this segment of the market the company has to

produce new range of beer which as some fuminine character .

FINDINGS AND RECOMMENDATIONS

The most vital problem of Mohan Meakin's range of Foreign Liquor & Beer

is that a large market segment is unaware with their products and some

people even don't know that a particular Brand exist in the market.

In case of Colonel's Special Whisky more than 47% of the market is unaware

of it, so the first JIH! foremost step to increase the market share is to make

the people aware of Mohan Meakin's Brand of Foreign Liquors and Beers.

The measures that can be done to make the people aware of the Brand Name

are:

To Promote the Brand name through various media sources like

satellite, TVs, magazine, hoardings, etc. There should be "Surrogate

Advertising" of Foreign Liquors & Beers. This can be simultaneously

make the people aware that Mohan Meakin is also preparing

nonalcoholic drink, as presently less than 10% of people are aware of

it.

Sponsoring some important event like National Championship of any

sport to make the promotion of the company. It helps in image

building of company. The most important way of promotion is the

 display of posters and hoardings of the Brand

of Mohan Meakin at the retail shop

and crossroads. Proper &

attractive packaging of MMB

Brands.

A slight variation in the colour of beverage is also

recommended. The visit of MMB' s executives should be

more frequent on the retail shop. It should focus more on

its Rum.

C'ompany has to convert switchers to hardcore loyal of the product of

Mohan Meakin Ltd.

i-or this the company has to make the sales promotion schemes. Customer

surveys are much meaningful for receiving feedback to the company.

Company should bring a different kind of taste into the market at

reasonable price so that everybody can easily drink the MM Products.

Proper allocation on advertisement of MMB Brands should be made.

The company must reintroduce the 'Guru Beer' in the market

When do you prefer taking whisky?

DURING
FESTIVALS
30% SUMMER
SUMMER WINTER
RAINY 50% RAINY SEASON
SEASON DURING FESTIVALS
8%
WINTER
12%
AWARENESS OF MOHAN
MEAKIN

60

50 ATTRACTIVE
INCENTIVE
PERCENTAGE

40 BETTER SERVICE

30 CONSUMER DEMAND
& AVAILABLE
20
CREDIT FACILITY
10

0
ATTRACTIVE BETTER CONSUMER CREDIT
INCENTIVE SERVICE DEMAND & FACILITY
AVAILABLE
DO YOU TA KE LIQUOR

NO
30%

YES
NO

YES
70%
USP OF BRAND

70
60
PERCENTAGE

50 PRICE
40 TASTE
30 PACKAGING
20 ADEVERTISING
10 CONCLUSION
0 G
E

G
E

IN
ST
IC

N
If we take an over all view we will observe that nany
SI
G
PR

TA

TI
KA

ER
C

respondent are not well known about the company

PA

V
DE
A

product.

Its main reason is that the company's sales executives

are not contact to regularly to retailers.

But, most of the retailers like to sell the company's

products and they also want some gift or incentive from

the company.

So company should be given services regularly a: d also

make sure that sales representative regularly to tie

retailer's shop.

iMost of the retailers like to sell company's product so

company's should gifts are incentives to motive

retailers,after this retailers slaes product very quickly.

SWOT ANALYSIS
 STRENGTHS:

 Very good product ,good demand

 Market share is large

 Old image of brand

 Large customer base

WEAKNESS:

 Newer brands in the market

 Lack of awareness

 Advertising

 High excise duty on liquor

OPPERTUNITIES:

 Increase in liquor intake by customers

 Demand during festivals

 Trend in youths
THREATS:

 New companies like kingfisher,haywards,bacardi etc

 Government rules & regulations

 Opposition by some sector of society

5> ANALYSIS PROCEDURE -

For the analysis of data the table are used . The comparison

between various factors is made on basis of percentage

,average and actual data, graphs , as an addition to make

the report easily & readily understandable.

6> There are certain limitation faced by me while carrying

out of this project. These are -

(a)Due to time constraint the sample size wai

kept modest if the sample size would have

been large then would here undoubtedly

more reliable information.

(b)Time constraint was there .

(c)The information provided by the respondents

only on basis of this report .So, the

information might be biased partially In

correct or not enough as given some of the

respondents.
 1. Limitations of project work .

1.The study is limited because every people are not the

consumer of liquor.Geographically, it is very difficult to
cover each and every person whoconsumes the liquor.
2. It is a restricted trade. It is socially treated as a bad
habit. The Government also poses different restrictions on
this trade.
3. The retailers do not want to reveal real data about
sales. Something they are afraid ofour intentions and do not
believe surveyors like us.
4. The study is based on primary data and secondary data.

5. The study is only on the figure of regional demand because

BIBLIOGRAPHY
 BIBLIOGRAPHY

The following books periodical ,articals from arious news papers ,web

sites have been researched for writing this project. BOOKS-

1> RESEARCH METHODOLOGY (C.R.KOTHARI)

2> MARKETING MANAGEMENT ( PHILLIP KOTLER)

PERIODICALS-

1> BUSINES WORLD 2>

INDIA TODAY

NEWS PAPERS-

1> THE TIMES OF INDIA(LUCKNO\V)

WEB SITE-

www.mohanmeakins.com

www.thedistillery .com

www. google.coma
ANNEXURE
 QUESTIONNAIRE FOR CONSUMER

Q.(l) Are you aware Mohan Meakin's products ?

(a) yes (b) no

Q.(2) If yes , for which product

(a) non alcoholic products (b) alcoholic products

(c) mineral water (d) sancks/fast food

Q.(3) Do you take liquor ?

(a) yes (b) no

.(4) Which type of liquor you generally prefer to consume /

(a) whiskey (b)

ason of having the beer 7

(a) for enjoyment (b) for giving comany to friends

(c) to celebrate some speceal occasion (d) any other

Q.(IO) What is your opinion about the price of different Mohan

Meakin's brands of beer ?

(a) quite costly (b) costly

Q.(11) What did you make start drinking ?

'(a) friend circle (b) relievt ^f tension

(c) to show off (status) (d) advert: sement

(e) time pass

Q12) What influences you in the advertiserment?

a) models (b) features of the product

(c) content like punch line,logo etc.

(d ) over all presentation of advertisemet