Professional Documents
Culture Documents
For the
• Acknowledgement
• Introduction
• Organizational Structure
• Product Profile
• Distribution System
• Channels of Distribution
• Joint Ventures
• Competitors Profile
• Project Objectives
• Limitations
• Research and Methodology
• Consumers Response
• Conclusion
• Quality Control
• Bibliography
The summer training project work has an objective to make management student
familiar with real life business situation and give an opportunity to the student to
understand the theoretical concept of marketing in practical way.
The project work was a great challenge for me. It gave me an opportunity to
collect and analyse the entire situation.
In the project work I have drawn zonal break up. It includes the preface
given by the retailers regarding sales. I have also analysed the 'selling, packaging
and consumption of liquor and their perception towards.
Mohan Meaking Ltd.
The satisfaction and euphoria that accompany the successful completion of any
work would be incomplete unless we mention some of these persons, as an
expression of gratitude who made it possible, who's constant guidance and
encouragement served as become light and crowned our efforts and success.
I am also very much thankful to the staff members of the Mohan Meakins Ltd. I
learned so many things about marketing & other things related to Liquor industries.
It has been the great experience for me to work with them. With this, once again, I
would like to give thanks & my best wishes to everyone on Mohan Meakins Ltd.
CAREW and Co. Ltd. for the manufacture of RUM set up the first
distillary'in the country at Kanpur in 1805 for the army. The technique of
fermentation and distillation and blending of alcoholic beverages was developed in
our country on the lines of practices adopted overseas practically and particularly
in Europe.
The distillery industry today consists broadly of two parts. one Potable
liquor and Industrial liquor. The potable distillery producing Indian made Foreign
Liquor and Country Liquor has a steady but limited demand with a growth rate of
about 8% per annum. The Industrial alcohal distillery, an the other hand is showing
a declining trend because of high prices of Molasses which is used as substrate for
production alcohal. The alcohal produced is being utilized in the ratio of
approximately 52% for Potable and the balance 48% for the Industrial use. Over
the years the Potable liquor industry has shown remarkable results in the
production of quality spirits.
The company traces its history back to the year 1855, when a brevery was
set up at Kasauli by Mr. Edward Dyer and Messro Dyer and company. During the
same century another contemporising gentleman named H.G. Meakins, who come
from a well known brewing family at Burrton -on- Tent founded Meakin and
company. He bought the Shimla and Kasauli Breveries and Dalhausi. Ranikhet,
Chaktrata, Darjeeling and built other at Kirkee. Both the firms E. Dyers and co and
Meakin and co. continued their activities in separate unit, under the second decade
of the 20th century when the two firms joined hands and a new firm was formed
under the name of Dyer-Meakin and company in 1935. When Burma separated
from India, the company was reformed with its Indian associates under the name
and style of Dyer-Meakins Breveries Ltd.
The company changed hand in 1950 when its control and management were
taken over by the Late 'Padamshree' winner N.N. Mohan as its Managing Director
who set up an ambitious Industrial Estate. drive its nomenclature from the name of
the founder Late 'Padamshree' winner N.N. Mohan. To mark the contribution of
Mohan's, the company name was changed from Dyer's Meakins Ltd. to Mohan
Meakins Breveries Company Ltd in 1967.
On the passing away of N.N. Mohan in 1969 his eldest son Col. V.R. Mohan
took over as Managing Director of the company. He introduced a number of new
products that are brand leaders ever today. During his entrepreneurship, he
promoted Mohan Gold Water Breveries at Lucknow, Mount Shivalik Breveries at
Chandig8rh cmd Mohan Rocky Spring Water Breveri.es Ltd at Khapoli. Co!. V.R.
Mohan was the mayor of Lucknow city. He was also elected as the member of
Rajya Sabha in 1972.
In the year 1982 the word Breveries was dropped from the name of the
company to remove the impression that the company is engaged only in Beer
marketing.
A saga that began over a century and quartar ago continues on its path of service to
its nation with dedication, courage and unflinching commitment to quality. Over
the year the company has embraced modernity and adapted to changing times. Yet
its basic value remains the same.
ORGANISATION STRUCTURE
B o a r d o f D i r e c t o r s
M a n a g i n g D i r e c t o r
D i r e c t o r f i n a n c e D D i r i er ec ct o t o r r E xD e i c r eu ct i t v o e r D i
S e c r e t a r y
C h i e f E x e c u t i v e
A d m i n i s t r a t i v e P e r s o n a l M a r k e t i n g &
M a n a g e r M a n a g e r P a c k a g i n g
M a n a g e r
S a l e s S u p e r v i s o r D i s
S a l e s P e r s o n a l C h
BOARD OF DIRECTORS
1. Managing Director
Brig. (Dr.) Kapil Mohan,
VSM (Retd.)., Ph.D.
2. Executive Director
Mr. Rakesh Mohan
3. Dy. Managing Director
Mr. Hemant Mohan
4. Financial Director
Mr. P.D. Goswami
F.C.A., F.C.S.
5. Directors
Mr. Vinay Mohan
Mr. L.K. Malhotra
Mr. J.K. Jain
6. Secretary
Mr. H.N. Handa
B.Com. , F.C.A., F.C.S.,
A.M.C.I.A. (London)
7. Bankers
Punjab National Bank
8. Auditors
A.F. Fergusan & Co.
Chartered Accountants
New Delhi.
9. Solicitors
J.B. Dada Chanji & Co.
New Delhi.
10. Registrar & Transfer Agent
M/s Beetal Financial & Computer Service (P) Ltd.
Service (P) Ltd.
321-S, Chirag, Delhi
Near Shahed Bhagat Singh College, New Delhi-110017
11. Registered Office
Solan Brewery P.O. (Shimla Hills)
Himanchal Pradesh –173214.
WORKING DEFINITION OF MOHAN MEAKINS
LIMITED
AIM
STAFF
T - Tact
A - Awareness
F - Fidelity
TEAM
E - Enthusiasm
A - Absolute Loyality
M - Motivation
FIVE D’s OF MOHAN MEAKINS LIMITED
D1 - DETERMINATION
D2 - DISCIPLINE
D3 - DRILLS
D4 - DEDICATION
D5 - DRESS
STRACTURE OF SALES DEPARTMENT
Sales depot of the company works under the leadership of its manager Mr. Anil
Dang. Hje is also the Sales Manager of Mohan Meakins Limited. He looks after
the sales of Foreign Liquor.
Sales Supervisor is the next hierarchy of the sales Depot. After sales supervisor
Sales Personnel are the last hierarchy of the Sales Depot Sales Supervisor and
Sales Personal works under the Direct Control of the sales manager. They carry out
the orders given by the sales manager Mr. Anil Dang.
HIERARCHY
SALES MANAGER
SALES SUPERVISOR
SALES PERSONNEL
LUCKNOW UNIT OF
MOHAN MAKIN LIMITED
Lucknow distillery is in existence for last 100 years and its main building with the
land, was acquired by the company in 1855. It is situated at a distance of about 1
km from the great Imambara with 162 feet long and 54 meter wide arched roof i.e.
the largest arch in the world. The area occupied by the distillery is about 10 lakh
square 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 most hygienic
condition, because of increasing demand from defence service a separate bottling
hall now been installed here.
Beers, Rum, Whiskies, Brandies, Gins, Textile Fabrics and Made Ups.
The registered office is situated at Solan near Shimla in Himachal Pradesh. Their
units are located at :-
Kasauli Distillery
Mohan Nagar Distillery, Brewery, Glass Factory and fruit products unit.
COLLABORATION
Besides sprit Mohan Meakin diversified its product its product range, which is
noted below :-
The company also exports leather goods, textile and garment besides Whisky, Rum
and Beer.
PRESENT SCENARIO OF THE COMPANY
Mohan Meakin’s is Rs. 1000 crores group with an annual turnover 210 crores
approx. In the year 2002-03. The compny is well established arid is known through
the country for same of its fines brands. Through the sales growth of it has been
declining for the last 2 years. 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 :
Every liquor company is based on the alcohal fermentation process, where alcohal
is the end product of the ethanal fermentation process. Alcohal drinks are a mixture
of alcohal or spirit water and minor ingredients known as congeries. The organic
name of alcohal is ethyl alcohal .It is a hydroxy! derivative of hydrocarban with
basic elements as Carbon, Hydrogen, Oxygen and chemical formula is C2HsOH .
The Indian liquor industry can be ana lysed by segmenting its into 3 parts:-
Country Spirit, Indian Made Foreign Liquor, Foreign Liquor.
Country Liquor:-
THAROAH PUNJAB
In this category products 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 molasses containing large quantities of sugar are available in the products.
Foreign Liquor :
In India this name’s used exclusively for liquors which are imported into the
country. This may include various brands of Scotch, Whiskies, French Brandy,
Gin, Rum, Vodka, Beer etc.
1. ALCOHALI PRODUCTS
Whiskies Beer
Solan Impericals Golden Eagle Beer
Summer Hall Golden Eagle Deluxe Larger
Colone’s Special Gold larger Beer (Herbal Beer)
Colonel’s Premium Gymkhana Premium Larger
Golden Eagle Asia 72 Entrée upper Strong
Diplomat Deluxe Black Knight Super Strong
Black Knight Solan No. 1 Special larger
Solan No. 1 Old Monk Deluxe
King’s Castle Solan No. 1 Extra Strong
Meakin’s Black Knight Deluxe
John Wyte Guru’s Special
Old master’s Guru Super Strong
Knight Rider Guru Extra Strong
M.M.B. Big Ben London
Solan No. 117 Meakin’s 5000, 10,000 Sun Bird , Lion Larger.
Rum Brandy
Old Monk Gold Reserve Tripple Crown.
Old Monk Supreme Doctor’s Reserve No. 1
Old Monk XXX Golden Eagle
Old Monk White Rum MMB Black Brandy
Tusker Brandy DM
Black Beauty Doctor Resume No. 1
Stud Rum
Vodka Gin
Kalpansky Vodka Big Ben London
Dry Gin
MMB Gin
Orange Gin
Scotch Black Beauty Gin
Highland Queen Silver Mist
Meakin’s Dry Gin
NON ALCOHALIC PRODUCTS
Juice
Mohan Gold Gin
Apple Juice
Miner Water
Golden Eagle Mineral Water
Mohan’s Mineral Water
Venegars
Mohan’s pure Malt Venegars
Breakfast Foods
Mohan’s New Life Corn Flakes
Mohan’s Wheat Porridge
Other Food Products
Prickles
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
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 & in turn creating competition among the brands of a
particular range.
The market has a very high sale of beer, which is its maximum sale in
summer. There are a number of breveries making beer, including one most famous
company Mohan Gold Water Ltd. Haryar,a The alcohaiic contents vary with
different beer.
Categories Alcohoalic Content
Lager Beer 3-5%
The companies are manufacturing almost all ranges in IMFL liquor &
enjoying good reputation & sales. Besides all companies the wholesale owners
having their own retail shop are also fighting neck to neck to with that of other
most of the places. The effects of the competitions, companies range from better
scheme salesman's incentives. better distribution, more stoking of the products to
better credit facilities & good relation with the retailers. Each Co. tries to be better
of in all regards so that its sale may become optimum
The competition in different ranges among satisfactory selling brands may
be analysed :
Prestigious Brands
Peter Scot Whisky Khodey's Distillery
The brand selling maximum is McDowelis NO.1 and a reason for this is its
lower price in comparision to other brands. The sale of this range is lower then that
of the other ranges because of its high prices.
Middle Range
The sale of this range is quite high in some parts of the country. This range
is cheaper than semi-prestigious and forward by lower middle class mainly. The
brands available are
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.
Brandy:
WHISKY :
It is the most popular liquor known all over the world. It is the sprit made from
starch. Best whiskies of the world are supposed to be produced in Scotland.
The production of whisky is a long 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 Alcohal by colouring and flavouring. Various
whiskies get distinguished 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 commonly used fruit is grapes.
The best quality of brandy is Cognac which is made in France.
The distillation of mark of grapes after fermentation is carried out in pot still and
aged. The change which takes place between the wood and the brandy, improves
the- spirit, air enters, oxidized some of the constituents
RUM :
GIN :
BEER :
Lager beer are so named because they are laggered or stored after fermentation in
cold store house. This process leads to clarification and flavour development 'Jf the
final product. In the process of manufacturing these Beers, Yeast, which is settles
to the bottom fermented beer.
Also on the other hand are top fermented Beers where Yeast that is added floats on
the top during fermentation and is removed either by skimming or sucking.
VODKA :
Vodka is the spirit resulting out of distillation at very high proof. This result into
virtual non-existence of flavour in the resulting spirit which is naturally even after
distillation required for probability No flavour can be noticed. Vodka is neither
matured nor flavoured.
DISTRIBUTION SYSTEM
Here the company keeps only the units to sell. A distributor or whole seller firstly
pays excise duty in the area office. Obtain the necessary permit unit and then place
order according to his requirements to the company. These wholeseller are also in
fix number as licence holders. These are called TL2 (A) Rs 45 per alcohalic litre.
This amount is departed by L T2 to the excise office to get lease order FT-2
demand for 1000 bottles for 650 ml . Each first we concert it into alcohalic litre.
650.45 = Rs 29.25000
LT2 sells to retailers and bars. The stock of L T2 is under control of excise office.
When L T2 is supplied to the retailers or bars then excise charge is taken as
Wenfee to release to its retailers. Then retailers are called as L T2 . Wholeseller
supplies in bars also which excise department licences.
Producer
↓
Wholeseller
↓
Retailer
↓
Bars and Restaurants
CHANNELS OF DISTRIBUTION
Mohan Meakin is a very large organization and has wide range of products. The
success of Mohan Meakin is closely related to its strong channels of distribution.
Company is selling its products in every part of the country. There it has the
countrywise distribution network. The company adopted the non - integrated
indirect type of distribution channel. Therefore each member of the channel is in
separate business identity, seeking I to maximize in its own profit.
Alcohalic products are excisable items controlled by the, govt. Channel members
of distribution of the company also works under the rules and regulations of the
govt. It is very necessary and compulsory for the every channel member to take the
licence from the govt. to perform his or her function. Government gives following
five types of licences :
FL 1 is given to wholeseller.
FL 5 is given to retailers.
Or
In case of bars the agent of depot of wholeseller or depot delivers the required
quantity of products to the; CSD of the Army. Final delivery of the final product to
the CSD so done by the depot agent Then the product is sole to the qualified buyer
from CSD.
After sale tax excise taxes accounts for the maximum revenue for the state govt.
The main part of the excise revenue comes from the licence free which govt. has
imposed on various alcohalic products.
This is the type of distribution channel of the company to supply tne finished
product.
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 possess the FL2
licence. They have to work in the fixed territory Dealers takes the products from
the proceeding channel members in still a bigger asserted lot but net as big as the
wholeseller. And then supply 10 the following channel member of his territory in
smaller lot.
Retailers or FL5 licence holders are the final channel members of the company's
distribution channel. After buying the product to ultim3te 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 :
2. FL3 FL 4 Consumers
Mohan Meakin Limited has don joint ventures with vanous companies in order to
promote its products in the country and abroad. Some of its joint ventures till date
are with :
In present to the economic liberalization policy, Mohan Meakin has explored other
strategic tie pups with international Alcohalic Beverages manufacturers for the
purpose of not only introducing international brands in the Indian Market but also
to export products through their distribution network internally.
TOP TEN INTERNATIONAL PLAYERS
Miller USA 53
Heinken Netherland 50
Foster’s Australia 36
Kirin Japan 33
Kronenbarig France 25
Coors USA 23
Brahma Brazil 23
Antartica Brazil 21
There are three other players in the fields of alcohalic beverages. They are :
The flagship company of Manu Chabaria Group. Shaw Wallace and Co. (SWC) is
diversified congregate with alcohalic beverages accounting for as much as 60% of
the revenue. The company also has business such consumer product, fertilizers,
pesticides, beer and consumer electronics. The liquor, beer, consumer product
business are functioning as a marketing arm in India. The Shaw Wallace Group has
a turnover of about 9000 . million Rs. in 1998-99 of which wine, beer, spirit, beer
division, contribution of about 500 million. Most of the brands of Shaw Wallace
are unmatched and most of them are market leaders.
Alcohalic products :
United Breveries is the player in the beer market with around 40% of the market
share. UB is planning to invest in South Africa through equity participates in
materials Shargram Breverres Another joint venture in beer is on the Anvil with
Largo group in the African companies. Joint ventures are also planned in Nepal
and Sri Lanka. US group is shirting the brevery from Bangalore to use the land
former store development. In India the UB group had the turnover of Rs. 207.24
million and world wide turnover of 1 billion.
Alcohalic Products :
Jagajit Industries Ltd was found on 1994 Feb by Mr. L.P Jaiswal, Jagajit Industries
is today amongst topmost 150 companies in India. Its annual turnover is approx.
240 crore and its products line includes breveries, glass containers, plastic
containers, malt extract a malt milk food.
Marketing and Distribution plays are 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 endusers.
The brands plays a critical role in building the fortune of the company. Given that
consumption patterns are more or less static, companies have a very few chances to
hook a customer. But once hboked to its product volumes 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 factors.
As there are curbs on advertising liquor through other media. the companies
depend completely on retailers and other agents. This apart, with the exception of a
few States, liquor distribution is controlled. Controls can take various forms such
as Government-controlled markets and auctions.
Given these factors, companies face a difficult task in managing their supply chain.
On the one hand they have to manage the ever increasing demands of wholeseller
and retailers, and on the other hand they have to manage the red tape and
corruption associated with controlled marketed. Here again the difficulties will be
acute for new players.
While the IMFL sale in Maharashtra, W.B., J&K, Goa. Orissa, Assam, Meghalaya,
Tripura & Arunachal Pradesh is through open market it is by auction in Andhra
Pradesh, U.P. Rajasthan, Madhya Pradesh, Bihar, Punjab and Chandigarh and
Govt controlled in Tamil Nadu, Karnataka, Delhi 3. Kerala, Gujarat, Manipur,
Mizoram & Nagaland are enforcing prohibition.
States following the open market mode give good average to the IMFL marketing
company to choose the distributor -and to determine pricing. In case of distribution
by govt. and through auction powerful distributors exert influence on the margins
of the manufacture.
The Beer and the IMFL cater to different segments The lowincome groups in the
urban areas and in the rural areas consume country liquor, Middle and High-
income groups of both urban as well as rural areas prefer the IMFL. Govt. controls
the pricing and distribution of country liquor. In certain states, distribution of MFL
is also controlled. The demand for Bee: is increasing steadily The market for Beer
lies mainly in the urban centers. Draught Beer is popular in Mumbai and Bangalore
where a large number of pubs are operating. During 1998-99 alcohalic be'verages
worth Rs. 870 million were exported, where as in 1980-31 the figure was only Rs.
6 million. The main markets are the UK the USA. the Middle East Australia,
Germany and France. Beer and Rum constitutes major part of India alcohal exports
An Indian company is even successfully exporting sparking wines, having set up a
100 % export oriented unit for this purpose.
SALES PROMOTION
Concept :-
It is an action with increase the volume of sales. Many management experts and
scholars have defined in promotion their way and experiences;
Objective :
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 than all other existing products.
Persuading :-
Remindings:
Leads the firms to reinforce the previously. satisfactory behaviour of the customer
Reminding the consumer of their past satisfaction will persuade them to say with
the product and prevent them from shirting to competitors.
PROJECT OBJECTIVE
Any project must have clear CUT objective and also it must be effective. The main
objective of the project is to tell that where are and where you have to go. if the
objective is clear started and understood, then half of the problem is solve.
Keeping the view in mind the main objective of the report is as follows:
To give idea about the market size of the liquor in the city and zonal break up of
sales figure in each category of consumption.
Under what condition retailer will help in pushing up the sale of the particular
company's product.
What are the promotional techniques applied by other companies and Mohan
Meakin Ltd.
How much sales promotion techniques companies are effective in the market.
LIMITATIONS
• The study is limited because every people is not the consumer of liquor.
Geographically. it is very difficult to cover each and every person who
consumes the liquor
• The retailers do not want to reveal real data about sales. Sometimes they are
afraid of our intentions and do not believe surveyors like us.
• The study is only on the figure of regional demand because the demand and
sales in different categories of liquor have different demand and sales pattern
in different seasons.
To meet the specific objective of the problem, primary data is collected. The
method of collecting primary data are :
Survey :
Observation :
This process is nothing but recording information about people and their
behaviour without asking any specific questions.
PROBLEM IDENTIFICATION :
On making the initial survey on sales promotion strategy applied by the company;
it was found that medium range brand is popul3r among consumers. But it was
found that non of the brand of Whisky of Mohan Meakin is popular and highly
reliable among consumers. Though it is loaded in its Old Mank Rum that is most
popular but always in short supply. So I found that by selling and marketing
medium range whisky of the company is the main problem and I decided to survey
on this range of whisky in the market.
QUESTIONAIRE METHOD :
PRACTICAL ASPECT :
Our research methodology in survey method is to obtain the expensive and clear
data to separate questionnaire which were constructed for sales person. They are
interviewed about the sales promotion method applied by the other companies.
Second was consumers questionnaire in which consumer's work was interviewed
about the drinking pattern and weather they are aware of any sales promotion
scheme; used by the company.
RESEARCH DESIGN :
Exploratory Research
Descriptive Research
This method is used to collect data in the form of primary sources as the need of
the project. In Lucknow city I have make survay through my formatted
questionnaire
SAMPLING PLAN :
I have surveyed 25 retails outlets end 110 consumers for collec~ing my data to
make my work simple.
During the field operation I took all possible efforts to minimize the errors. So
wrong information cautions >ire taken at every step of the questionnaire and
sufficient time was given to respond.
Consumer’s Response
15-30 41 37.27
30-45 37 33.63
45-60 22 20.00
Interpretation :-
Most of the consumers are about 15-30 years old who prefers whisky that is about
37.27%.
0-5000 19 17.26
5000-10,000 31 28.18
10,000-15,000 38 34.54
15,000-above 22 20.00
Interpretation:
Most of the consumers of whisky belongs to the middle and higher income group
(34.54%).
Advertisement 31 28.18
Interpretation:
Graduate 48 43.63
Professional 11 10
Interpretation:
Co-workers 31 27.27
Relatives 10 9.09
Friends 43 39.09
Advertisement 20 18.18
Other 4 3.27
Interpretation:
Most of the consumers of liquor product come to know about the brand name
through their friends. (39.09).
Analysis of Occupation:
Employed 30 27.27
Business 16 14.54
Unemployed 55 50.00
Retire 9 8.18
Interpretation:
Most of this data the retailers are not interested to keep Mohan Meakin products
and Whisky, in comparison to other brands like as; Shaw Wallace , Redico, Mc
Dowells.
Interpretation about brand to the consumer:
Co-workers 31 27.27
Relatives 10 9.09
Friends 43 39.09
Advertisements 20 18.18
Others 4 3.27
Interpretation:
Most of the consumers of liquor product come to know about the brand name
through their friends (39.09).
Analysis of Occupation :
The result shows that most of the Whiskly users belongs to unemployed group
(50%).
Criteria of preference of the Brands :
Price 22 20.00
Availability 31 28.18
Other 13 11.81
Interpretation:
Most of the consumers of Whisky give their preference on taste and quality of
whisky (45.4%).
Media Performance:
According to the data most of the users influence by television and magzine
(45.4% and 22.72%).
CONCLUSION
• The company has a market share of the Indian alcohalic market. The main
selling product of the company is Old Monk (Rum) which is of short supply,
mainly in CSD.
• Company has the nice staff in its all organization. Company has no
marketing department in its sales department.
QUALITY CONTROL
After making the people aware about the Mohan Meakin range of whiskies, the
next: steps to make the qualities of the whiskies Lip to the requirment by the
consumer e.g In case of the Solan Not whisky most of the consumer do not
preferred it by its poor taste in all the other ranges of whiskies of Mohan Meakin. It
is important for company to remain in touch with consumer constantly for
feedback related to their product.
Sales force personnel to keep the company abreast of the activities of its
competitors so that the counter strategies can be formulated and launched at the
right time and place.
This method will help the company to increase their brand awareness so there is a
better interaction between the consumer and company personnel.
After production and bottling of alcohal there are several decisions taken relating
to the products :
1. Branding :- Brand means a term. sign, symbol, design or a mix there have
used to identify the product of are company and to distinguished it from the
competitive produCts.
Mohan Meakin believes in multibrand for its product. It means that the
company develops more then one brand in the same product category There
are several reasons to adapt the brand for its product it means that the
company develops more then one brand in the same product category. There
are several reasons so adapt the multibrand strategy,
* The first and main reason to adapt this strategy is that the company produces
the alcohol of different strength, so different brand name are required for
each strength of alcohal
For bottling the company has fully automatic, semi automatic, and manual
machines. At automatic machines, the company bottles the Old Monk Rum,
the market leader and on semi automatic, the company bottle the Diplomat
Deluxe.
The package of the Mohan Meakin's alcohalic products includes the two
level of packaging i.e primary packaging and secondary packaging.
The primary package is that in which the particular brand of the company is
kept. This contains the label and the total information about the company.
The material or package that protects the primary package is the secondary
package. This provides the additional protection to the primary package and
bottles. The package are according to the weight and size of the product
For sales promotion company has many funds for advertisement market
research and publicity.
FINDINGS AND RECOMMENDATIONS
The most vital problem of Mohan Meakin range of whisky 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 8.g
In case of Colonel's Special Whisky more then 47% of the market is unaware of it,
so the first and foremost step to increase the market share is to make the people
aware of Mohan Meakin range of whiskies. The measures that can be done to make
the people aware of brand name are.
• To promote the brand name through various media sources like satellite,
television, magazine and novels etc Liquor is not a necessary good, so its
advertisement should be such type that the effect present in the mind for
some times. As the advertisement of the liquor is banned on National
Channel, so the other products like mineral water and the juices of the same
brand must be advertise on the television This can be simultaneously make
the people aware that Mohan Meakin is also preparing nonalcohalic drink, as
presently less then 10 % of the people's ears aware of it.
• The most important way of promotion is the display of The posters and
dangles of the brand of the Mohan Meakin at the retail shop. The display
must be eye catching as it is the final way to attracting a consumer towards
its products.
These all promotional scheme will definitely help the company to increase the
market share.
BIBLIOGRAPHY
The following books and periodicals , articals from various newspapers, web based
newspapers, websites have been consulted for writing up to this project.
Books :
Periodicals
Business India
Business World
Percentage
15%
54% 31%
Taste 30%
Strength 8%
Price 25%
Packaging 0%
Percentage
35%
35%
30%
30%
25%
25%
20%
20%
15%
10% 8%
5%
0%
0%
Taste Strength Brand Name Price Packaging Easy
available
Rating given to the brands selected
Brand Percentage
Solan No. 1 7%
Percentage
38%
40%
35% 31%
30%
24%
25%
20%
15%
10% 7%
5%
0%
Diplomat Deluxe Black Knight Solan No. 1 Colonels Special
Whisky
Product Awareness of Mohan Meakin Ltd.
Brand Percentage
Alcoholic 100%
Non-Alcoholic 20%
Mineral Water 7%
Snakes 9%
Percentage
100%
100%
90%
80%
70%
60%
50%
40%
30% 20%
20% 7% 9%
10%
0%
Alcoholic Non-Alcoholic Mineral Water Snakes
Reason for taking Whisky
Forget Sorrow 4%
Percentage
19%
4%
55%
22%
For enjoyment To give company to friend Forget Sorrow For some special occasion
Popularity of Mohan Meakin’s Brand
Brand Percentage
Popular 47%
Average 24%
Non-Popular 20%
Percentage
47%
50%
45%
40%
35%
27%
30% 24%
25% 20%
20%
15%
10%
5%
0%
Very Popular Popular Average Non-Popular
Analysis of Crazy Horse Whisky
Poor 63%
Average 32%
Good 20%
Above 3%
Percentage
3%
17%
53%
27%
Inference : It has proved to be the least popular brand among the major brand of
whiskies of Mohan Meakin Ltd., Only 18 out of 40 respondents have ever tasted it
out of which 63% found its taste poor, a mere 3% found its taste above average and
a neglibible 2% found its taste to be good.
Analysis of Knight Rider Whisky
Poor 58%
Average 2%
Good 35%
Poor 30%
Percentage
24%
46%
28%
2%
Inference : It is the non popular brand. It has the least popularity percentage. Only
18 out of 110 respondents have tasted it out of which 58% found its taste poor,
35% found its taste average, 2% found its taste average and 30% founded the poor
taste. Many of the consumers were of the opinion the this brand has no market and
they have never heard it of its name.
Analysis of Solan No. 1 Whisky
Poor 48%
Average 34%
Good 11%
Poor 7%
Percentage
7%
11%
48%
34%
Inference : It is also not the popular brand of whisky of Mohan meakin Ltd. Only
48% out of 110 found its taste poor, 11% found its taste to be average, and only
7% of respondents found its taste to be good. This brand is having a rought taste
that’s why it is popular among army personals. So this brand is mainly supplies
supplies to CSD.
Analysis of Black Knight Whisky
Above 13%
Poor 24%
Good 25%
Average 36%
Percentage
40% 36%
35%
30% 25%
24%
25%
20%
13%
15%
10%
5%
0%
Above Poor Good Average
Inference : Most of he respondent were of the opinion that they choose the Black
Knight as substitutes when his favorites brand is not available. It shows the low
popularity %age of 36%.
CONSUMER’S QUESTIONNAIRE
Name : Age :
3. Give me your opinion about the brand of whisky that you know kindly
the following brands ;
5. From where did you come to know about the brand of whisky that you
purchase ?
(a) Enjoyment
9. What is you opinion about the price of different Mohan Meakin Brands
of whiskies;
Retailer Name :
Shop Address –
2. Which brand and type of whisky do the consumers wants the most ?