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INTRODUCTON
The present study is an attempt to conduct a survey on product preference and consumer behavior in Lucknow city. Mohan Meakin is the oldest liquor making company. Presently they supply more of the Uttar Pradesh, Delhi, Maharashtra, and some reason of Eastern and Western part of India. Mohan Meakin Ltd. is producing Indian made foreign liquor (IMFL) as well 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 increaser 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 why he 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 days the factors that drive the consumer behavior today can be very different tomorrow. So as to keep track of their demand behavior has to be consistently monitored.

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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 consumer by launching the new and modifying products.

MARKETING OF LIQUOR (INDIAN CONTEXT)
Marketing and distribution play an important role in industries 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 build brand popularity companies have to get retailers to recommend the brand end- user. The brand plays a critical role in building the fortunes of a company. Given that consumption patterns are more or less static. Companies have 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 factors. As there are curves on advertising liquor through other media, the companies depend almost completely on retailers and other agents. This apart, with the exception of few states, liquor distribution is controlled. Controls can take various forms such as government controls market and actions. Given these factors, companies face a difficult task in managing their supply chain. On the other hand they have to manage the ever increasing demands of wholesalers and retailers, and on the other way they have to manage the red tape and corruption associated with controlled marketed. Here again the difficulties will be acute for new players.

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While the India made foreign made liquor (IMFL) sales in Maharashtra, West bangal, Jammu & Kashmir, Goa, Orissa, Assam, Maghalya, Tripura and Arunanchal Pradesh, Uttar Pradesh, Rajasthan, Madhya Pradesh, Bihar, Panjab & Chandigarh and government controlled in Tamilnadu, Karnataka, Delhi and Kerala, Gujrat, Manipur, Mijoram & Nagaland are enforcing prohibition. States following the open market mode give good average to the IMFL marketing company to the choose the distributor and to determine pricing. In case of distribution by government and through auction powerful distributors exert influence on the margin of the manufactures. Brand pulls as important role forcing companies to go in for surrogates. Liquor companies have come out with a self regulatory code (Karnik code) for liquor advertising after some liquor ads dew the ire of the information and broadcasting ministry; this code imposes strictures surrogates advertising and timing of the liquor advertising slots.

The beer and the IMFL market have a large number of established companies and brand. The ban on advertising has in practice not acted as a deterrent. The companies have employed noble and innovative method to publicize their products. In India, country and IMFL cater to different segments. The low income groups in the urban areas consumes country liquor middle and high income groups of both urban as well as rural areas prefer the IMFL Government controls pricing and distribution of country liquor. In certain states, distribution of IMFL is also controlled. The demand fpr beer is increasing steadily. The market for beer lies mainly inn the urban centers. Drought beer ids popular in Mumbai & Bangalore, where a large no. of pubs are operating. During 1993-94 alcoholic beverage worth Rs. 370 million were exported. Where as in 1980-81 the figure was only Rs. 6 million. The main market is the UK & US the Middle East Australia, Germany & France. Beer and 4

rum constitute major part of India alcohol export. An Indian company is even successfully exporting sparking wins, having set a 100% export oriented unit for this purpose.

CONSUMER APATHY TOWARDS ALCOHAL
There was a time when India known as the land of snake charmers. The land of mystery. In this country, poverty and wealth meet in the middle. How can such a contradiction survive together? The answer is strongly religious social fabric, bound by tradition. Still a profoundly religious country in Hindu faith deems it a virtue to come to terms with one’s own being. Spiritual growth surpasses wealth and power, as the former the brings the later too. The spiritual would is one where all come together. India is a country where all the flavors are strong. Peaking of all flavors… Scotch whisky comes to mind doesn’t it? Ok, may be not. But do you know where it comes from? Scotch has a interesting and perhaps surprising history. The Irish monks brought Irish learned it from Spanish. The Spanish learned it from Arab. And Arab in turn learned it from India. Imagine that, alcohol in India, as elsewhere, has been around for a while. Wine, for example, has been around since prehistoric times. Now whether alcohol is welcome or not… that is another issue. Most parents raise their kids with the same morals and values that were thought to them by their parents. Indian traditionally put more emphasis parade on education, white thinking alcohol leads to a deterrent of one’s goals in life, since it is sometimes connected not only to alcoholism, but also to other problems. Dusk was setting in a small village, and the villagers were returning from the fields.

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the women did not go home. as well as attempts to curtail infringement or avoid corruption. degenerated into farce. alcoholics. carrying the village’s weekly alcohol supplies. What does this say? These women were outraged by what alcohol in other ways. They armed themselves with chili powder and broomstick. In 1996. And efforts at enforcement.Normally. they attacked it. and then they waited by the village road. 6 . Gandhi ji did not believe in losing control of mind and body through one’s own will. the mind frame instilled in the people of India by the great leaders of the past especially some freedom fighters. a prohibition in other countries has not been learned. over all. the women headed home. which get revenue from taking it. and thrashed the man inside the vehicle with their lives rather allow more alcohol into their village. Morgan’s ship seemed to reach everyone’s harbor. There’s modal advocate the temperance. still exist today. while the men hit the bars. Set fore on the hundred of bottles. But above this. Soon anti alcohol protests spread through out the region. Other what Capt. He also believed in alcohol’s negative impact on India. even welcomes in some states. the population does not regard it as a virtue. Within minutes they through chili powder into drivers eyes. such as knowing drunk driving victims. But one day. When jeep down to mud tracks. But it still is a social taboo for young generation. Even though alcohol is present in the country. In India alcoholic sales are regulated by the state governments. and / or what not.

7 . IMFL 3. Foreign Liquor Foreign liquor means the liquor. IMFL means Indian made foreign liquor. Consumable alcohol has no flavor. sprit. beer. gin. which is produced I foreign countries and is imported in India for sale. Liquor made in India. Alcoholic beverages are divided into following classes on the basis of their production. This includes liquor such as whisky. Country Made 2. all the substance that are generated during the formation alcohol in the fermentation process and also I the course of maturation leads to palatable products.e. 1. only careful selection of congener i. water and minor ingredients.ALCOHOLIC DRINKS IN INDIA Alcoholic drink is a mixture of alcoholic. rum. which is of foreign origin.

The whisky is a sprit. through most commonly used fruit is grape. Best rum comes from west Indies. Cuba.DIFFERENT KINDS OF ALCOHOLC PRODUCTS WHISKY It is the most popular distilled liquor known all over the world. which is obtained by distillation of malt or cereal grains like maize. RUM Rum is distilled from the fermented juice of sugar cane of molasses. rice. aroma and the characteristics generally attributed to rum. In such a manner distillate has the taste. The production of whisky is along and tedious process. BRANDY Brandy is generally obtained of fruits. which is made in cognac in France. Best known whiskies come from Scotland. Fiji. India and Mauricio us. 8 . barley and malt. The best quality of brandy is cognac. rye. It is spirit from starch.

there is generally feeling that rum is more satisfying and has better food value then any other sprite. rum is fast emerging as . Gur gives affine quality of sprite and is increasingly being used in the production of rum. GIN It is popular distilled liquor. It is also sold comparatively at low price. In some place fermented gur is also used to produce rum. Rum is being produced at almost all part of our country. This is generally due to the fact that sugar cane molasses is available in plenty in India.most popular of all the distilled liquor.In India. It is artificial sweetened or unsweetened grain specially flavored with essential flavor of juniper berries 9 .

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6. LUCKNOW-226020 (U. DALIGANJ.Name of the Company Name:. and has the following units:11 .P).Mohan Meakins Limited Head office REGD OFFICE : SOLAN BREWERY (SHIMLA HILLS) POST BOX NO. INDIA Branch office The company is now called MOHAN MEAKIN LIMITED.

from Another and entrepreneur bought the H. On the death of N. Murree. Kausli distillery 3. To mark the contribution of Mohan. when Edward Dyer from UK set up the first ever brewery in India in Kasauli. and Kirkee. Chakrata. Under the stewardship. R. Solan brewery 2. Shimla. Darjiling. the companies assets and profits registered a manifold increase. N. In 1949. N. the company’s name was changed from Dyer Meakin breweries to Mohan Meakin breweries in 1967. In1935. Mohan Nagar industrial estate 5. and India Mandalay. Mohan took over the management of the company. his eldest son V. After the First World War the two firms merged and formed Dyer Meakin & Company. old Meakin came to Britain shimla and solon breweries from Dyer and added more at Ranikhet.G. In the seventies the manufacturing 12 . when Burma was separated from India the company was reconstructed with its Indian assets under the name and style of Dyer Meakin breweries Ltd. Dalhousi. He introduced a number of new products that are brands leader even today. N. Mohan Nagar bottling point Historical Background Mohan Meakin traces back to 1855. Rawalpindi. Mohan in 1969. Lucknow distillery 4. He set up more breweries at Solan. Mohan took over as managing director.1.

to remove the impression that the company was engaged only in beer making. Mohan Meakin are masters in the art of brewing. On par with global brands Mohan Meakin labels heralds rich aroma and taste. 6 distilleries and 5 breweries from the vanguards of the house. From a modest brewry to a premier liquor company has been inspiring voyage.Pioneers of beer in India. 13 . The Brewery Division The soul of the beer lies in the brewing process.The technology and stringent quality control synonyms with concern of customer satisfaction. The three main division of Mohan Meakins are The brewery Division. And from careful selection of hops to germination of wheat. The spirits division and the food division. Kapil Mohan. are indeed a sight to marvel. they are highly favoured by connoisseurs and occasional drinkers alike. the same age-old tradition is maintained.The brewery units sprawling over numerous locations. with 6 more units on the drawing board.activities of the company were diversified into other fields under the leadership of Br. who become the managing director of the company in 1973. Its priceless wealth is justifiably its heritage. Subsequently the world brewery was dropped in1982. Today. As extremely invigorating beverages.

The vast range of its produce satisfy myriad tastes. Secure as leaders. it has grown with tremendous strength. With multi location units. 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. As a matter of fact. Amply reflected in its status as the nations premier liquor company. Left to mature in Oakwood casks. A good beginning is a job half done. together with rigid quality control. they are highly flavoured and indispensable the world over. impressive integration process and skilled workforce. the spirits when retrieved are exceptional in both character and bouquet. 14 . Stringently processed to capture the essence and flavor. Mohan Meakin spirits and blends have withstood the test of time. the group’s commitment to excel ensures quality and importantly customer satisfaction. some of many years. certain products like Mohan’s Cornflakes and Mohan’s gold coin apple juice are generic to their category. The Food Division The food division is one of the success stories of the group. even today. and has indeed carved a niche in million Indian homes for generations.The Spirit Division Mohan Meakin has favorably converted its glorious legacy into valuable experience as a base. Spirits are extracted. through the acclaimed Scottish Pot-Still method.

however. the nineties have not kind to Mohan Meakin. to meet the increased demand for Mohan Meakin products.Although Mohan started with brewing. the going has not been very smooth for the company. Says the report: “They flourished as long as there was no competition. Another distillery was set up in the historic city of Lucknow. Dry and Summer Solan Whiskies. On other front. Its other Big products Hall Ben include and And Diplomat No. 1 Kempanski Colonel’s London Special. Mohan Meakin is also believed to be talking to international majors for a possible equity tie-up. According to a report in Business Standard (Mohan Meakin on the rocks). I recent times. and has the following units:15 . the Kausli brewery was later shifted to Solan where water of good quality was available from natural springs. The company is now called MOHAN MEAKIN LIMITED. Vodka. Gins. UB and Shaw Wallace have been moving fast to make inroads into market. an industrial complex was set up in 1960 in Ghaziabad. A distillery was set up at Kausli in stead. the company’s joint venture with Glen Morangie--Macdonald Meakin—has made limited headway with its whiskey highland queen and grand reserve. In addition. Eagle beer.” Mohan Meakin’s principle brands are old Monk rum and Golden Deluxe. Near Delhi.

situated on national highway-22 is known for many ‘ firsts’.1. Asia’s first horticulture and forestry 16 . Kausli distillery 3. Mohan Nagar industrial estate 5. Lucknow distillery 4. Mohan Nagar bottling point Solan city. India’s first brewery Mohan Meakin Ltd was set up here in 1855 AD. Solan brewery 2.

university (named after Dr. 17 . Besides a largest off season vegetable producer district. S. Y. Officially the city had declared ‘MASHROOM CITY OF INDIA’ on September 10. 1997. Parmar) is also located here. T E C H I N A L C O L A B O R A T I O N U N I T S O UT S I D E I N D I A BHUTAN Three units of Distillery and liquor Bottling NEPAL Two liquor Bottling unit and Brewery KENYA Distillery and liquor Bottling COLLABORATION FRANCE SCOTLAND Larsen Company McDonalds Muir ltd. Solan is also a commercial district of Himachal Pradesh.

although neglect by the authorities has put them in danger of turning into ruins.A B O UT L U C K N O W Lucknow's medieval history begins with its elevation to a capital city under the Nawabs of Awadh. The famous Siege of Lucknow was relieved first by forces under the command of Sir Henry Havelock and Sir James Outram. In the Indian Rebellion of 1857 (also known as First War of Indian Independence and the Indian Mutiny). and the Roomi Darwaza are notable examples. Today. Of the monuments standing today. the Chhota Imambara. the Bara Imambara. and placed under the control of a chief commissioner. many paintings of these are now maintained at the Art Gallery. the garrison based at the Residency in Lucknow was besieged by rebel forces. 18 . the ruins of the Residency. and the picturesque Shaheed Smarak offer reminiscences of Lucknow's role in the events. The province of Awadh (anglicized to Oudh) was annexed by the British East India Company in 1856. followed by a stronger force under Sir Colin Campbell. The architectural contributions of the Awadh rulers include numerous mosques and palaces.

For the valour that they displayed. and enters the Raebareli District. on the western side by Unnao District. and Beta. The Gomti River flows through the city.During the siege of the Residency. on the southern side by Raebareli District and on the northern side by the Sitapur and Hardoi districts. it became the provincial capital in 1920 when the seat of government was moved from Allahabad. La Martiniere College at Lucknow was awarded the battle honours of the British Empire. The temperature extremes vary from about 48 °C (118.6 °F) in the winter. flows eastwards. it was the students of La Martiniere College that went ahead to defend the Residency. The Sai River flows from the south of the city. Lucknow became the capital of the new Indian state of Uttar Pradesh. Lucknow has a warm subtropical climate with a cool dry winter from December to February and a dry. dividing it into the trans-gomti and cis-gomti regions. Loni. In 1902. Fog is 19 . hot summer from April to June. Some of the tributaries of this river are the Kukrail.4 °F) in the summer to 2 °C (35. thus making it the first college to receive such honors. Lucknow is surrounded on the eastern side by Barabanki District. GEOGRAPHY Situated in the heart of Uttar Pradesh. 500 km south-east of New Delhi. Upon Indian independence in 1947. Lucknow was included in the territory of the new United Provinces of Agra and Oudh.

Sugarcane industries plantations in Uttar and sugar this industries attracted are major Meakin Pradesh. During the period of the nawabs. Mean monthly temperatures January: 14. The city has only few manufacturing units. Limited and Tata Motors.Chikan. Lucknow is one of the selected cities of the Smart City project of STPI. Scooters India. Zardozi industry small industries in the city. It receives about 101 cm of annual rainfall mostly from the South-West monsoon winds between July and September.7 °C June: 32. City is headquarters of Small Industries Development Banks of India (SIDBI). and 'Lakhnawi Zardozi'. IT is being Chikan introduced and to the Chikan are industry the major to increase scale productivity with the help of World Bank[2] funded projects. where IT is being used to promote anglicized to economic development. Mohan Brewery to set up a brewery based on molasses in the city. and is still a major small-scale industry. like. Ministry of Science and Technology (India) is setting up a Biotech park[1] in the city.common in winter while hot dry winds called Loo blow during the summer. kite making reached high level of artistry. 20 . sometimes 'chicken' is an embroidery handicraft which has traditionally been associated with Lucknow.9 °C Lucknow city is located in the seismic zone III with majority of the city construction not being earthquake resistant. Economy Biotechnology and IT are the two focus areas to promote economic development in and around the city.

Amausi and Mohibullapur. Badshahnagar. 21 . There are four major political parties in Lucknow: Bharatiya Janta Party. Lucknow is a Junction. The first 3 stations caters to broad gauge only whereas the others have meter gauge as well. Maxi Cab-Tata Sumo and Vikram-Tempo. Apart from these two terminals. Lucknow has two major Railway Stations. The railway station is at Charbagh. Buses in the city are run by Lucknow Mahanagar Parivahan Sewa[4] a division of Uttar Pradesh State Road Transport Corporation (UPSRTC). Aishbagh. The fares are very low. Lucknow City.Manak Nagar. rail and road. Daliganj. Transport can also be arranged through any of the local travel agents. Bahujan Samaj Party. Dilkhusa. Cycle Rickshaw.One terminal at charbagh belongs to (Northern Railway) and the second is the one run by North Eastern Railway. Lucknow has 9 more railway stations viz. and Samajwadi Party. TRANSPORT The major local mode of transport is Bus. Memu Train. Indian National Congress. Auto rickshaw. Lucknow is accessible from the rest of India through air. You can board trains from these terminals for every state of India.GOVERNMENT AND POLITICS Former Prime Minister Atal Bihari Vajpayee is the MP for the Lucknow constituency. Gomatinagar. Majority of them run on CNG.

It is the lingua franca.) is electrified. Jeddah and Sharjah. Under the rule of the Nawabs. Mumbai. Allahabad. There are two inter-state / intra-state bus terminals. directly connected with Calcutta. The takeoffs of flights give a very dynamic and enthusiastic scene by viewing it from the adjoining Kanpur Road. Musahafi. Nasikh. located around 20 km outside the city. Some international destinations include Dubai. Mir Anis and Mir Dabeer. flights to London and Bangkok are planned to be started. Its electrification It is was done when Lucknow New was Delhi. Varanasi. One is very near and opposite to the Charbagh Railway Station and ther other is at Qaiserbagh. Dehradun and other major cities by Amausi airport. Soon. The Lucknow-Kanpur track (72 Kms. Atal Bihari Vajpayee was Prime Minister). DEMOGRAPHICS Both Hindi and Urdu are spoken in Lucknow. Hindu and Muslim poets like Aatish. with Hindi being the most prominent language and the most vastly spoken one. Daya Shankar Naseem. Urdu flourished and turned into a refined language. The two great poets. Safi Lakhnavi and the famous Meer Taqi Meer took Urdu poetry to newer heights. became legendary exponents of a unique genre of elegiacal poetry called 'Marsia' centred on Husayn bin Ali's supreme sacrifice 22 . Minister's Constituency (Shri.All the stations are withing city limits and are well connected with each other via road networks and public road transport. Lucknow's Amausi airport is an international airport and is the 13th online station for Air India. Prime Patna. Insha.

I. of the successful colonial entrepreneur Colvin Martin C. Rudauli literateurs Josh and of Malihabad Urdu like and produced Mohsin innumerable Kakorvi. Two of the oldest schools in the world are also situated in Lucknow: immensely 1735 -1800 La Martiniere. Day-to-day transactions in the city are typically performed in Hindi or IN AND AROUND THE CITY The architectural delights in Lucknow include the Vidhan Sabha (State Parliament) and the main railway station.G. and Sir founded by the bequest Claude K. Majaz Daryabad. However. Provinces) while functioning as Lieutenant Governor of Avadh and Agra during the year 1889.in the battle of Karbala which is commemorated during the annual observance of Muharram. poets Malihabadi.M. in recent years. The towns like Kakori.C. the use of Urdu has become significantly reduced. found in the museums and archives.. was largely influenced by poetry and wrote verses under the pseudonym of "Bismil". with its yellow domes and pillars. many of the residents of Lucknow are no longer able to read the rich literary tradition or historical artifacts English. 23 education children the British administrators and the landed aristocracy who were known as . The revolutionary Ram Prasad Bismil. conceived the idea to of the a school with of the object of imparting Taluqdars. W. who was hanged by the British at Kakori near Lucknow. Auckland (Lieutenant Governor of the N. and Lakhnavi.E. Charbagh Railway Station. Maulana Abdul Majid Daryabadi.

Riverside Pyramid and Other five malls are East malls. Sahara Ganj and Fun Republic are up and running with around 7000 visitors daily. Though multiplexes are operating in Lucknow but still some good old single screen movie halls like Novelty (Lalbagh). the Kapoorthala. a quaint bazaar quite like Delhi's Chandni Chowk. Malihabad (home of the famed Dashahri mangoes). Aminabad. Two huge malls. A popular past-time among the locals is strolling across the Hazratganj market. Sahu (HazratGanj) and Pratibha (Vidhan Sabha) are operational too. Fun Cinemas and soon to be launched INOX. is situated in the heart of the city and is a large shopping centre. catering to a wide variety of consumers. formed the nucleus for the establishment of Colvin Taluqedars College. End Mall. of this Nishatgunj and Chowk Old Lucknow. The Hazratganj area is the upmarket shopping area with colonial style buildings that also has a number of government and administrative buildings. 'Ganjing' has lost its charm to new shopping malls. sometimes shopping along with is known as 'Ganjing'. are now shopping buildings Alambagh.The 'wards' class. giving its citizens world class movie watching experience. Some other important Bhootnath. PVR Sahara Ganj. Kanpur. Allahabad. Some of the historical part beauty city dilapidated owing to the negligence of the government and the 24 . proposed Lucknow has multiplexes like Wave. founded in 1884. Varanasi and Mirzapur. However. These halls still draw considerable centres once are of of crowd. Locations of interest in and around Lucknow include Kukrail Reserve Forest(a picnic spot and Gharial rehablitaion centre)[1].

A number of make-shift Mughlai Restaurants are there adjacent to Tulsi (near Parivartan Chowk) serving local nonvegetarian specialties (Dal Mein Kaala. which houses the Asia's largest Cathedral . Malviya Nagar. Aliganj. L O C AL I T I E S & M U N I C I P A L I T Y Lucknow City is governed by Lucknow Municipal Corporation. Shah Najaf. The Other places of interest are Clock Tower. some of the famous parks are Ambedkar Park.related authorities. including Makkhan Malai of Chowk (flavoured whipped cream). Tundey Kababs. Buddha Park and Amrpali Water Kingdom. Gomti nagar. The famous Bhul Bhulaiya (Labyrinth) is part of the famous Asafi Imambara. Lucknow is the city of gardens. Sarojini Nagar. Dilkusha Garden. named after the one armed chef chef Hazi Murad Ali[6] and Kakori Kababs. Lucknow is also famous for culinary delights.an Architectural Masterpiece. Ram Krishan Math (Nirala Nagar) are some famous monuments at Lucknow. Transport Nagar. Shaheed Smarak & Dilkusha. La Martiniere. Aminabad. the Chhota Imambara. The Residency. Dastarkhwan. Among them the most prominent one was the enchanting "Chand Mehal".State Museum/zoo. Naushijaan to name a few). Vikas Nagar and Jankipuram Culture. Indira Nagar. Chattar Manzil. One can also visit Cathedral School (located in Hazrat Ganj). The major colonies & settlements are Hazratganj. The Asafi Imambara (popularly called Bada Imambara). 25 .

remain people possess beautiful qualities. Regarded as one of the finest cities of India. 26 . speaking their common languages . Lucknow represents a culture that combines emotional warmth. sharing similar interests. The credit for this goes to the Nawabs of Awadh. is struggling to retain the old world charm that still exists in the old quarters of the city. Lucknow is also city of eminent Ghazal Singer Begum Akhtar who was resident of Havelock Road. the 'Golden City of the East'. Old Lucknow's Chowk area is the location where the maximum number of Chikan factories and shops can be found. as well as the famed 'Chatpati chaat'. 'Ae Mohabbat Tere anjaam pe rona aaya' is still a music rendition of all times. Many of the cultural traits and customs peculiar to Lucknow have become living legends today. She was the pioneer in Ghazal singing who took this aspect of music to amazing heights. 'Badam Halwa' and 'Ras-Malai'. Kathak. a high degree of sophistication. near Vidhan Sabha. is those popularised waning. This sublime cultural richness famous as 'Lakhnawi Tehzeeb' blends the cultures of two communities living side by side for centuries. close to the Chowk area. Apart from clothing. who took keen interest in every walk of life and encouraged them to attain a rare degree of perfection. the Chowk area is also famous for its mouth watering sweets like 'Malai Gilauri'.Hindi and Urdu. tagline still society Lucknow. Additionally it is also famous for its perfumes and silver-work. as a there The pehle-aap for the ("after who you") of culture. courtesy and a love for gracious but living.Lucknow. the classical dance form took shape here.

Gadar-Ek Prem Katha. It is the largest at a distance of about 1 km from the great in the world. Mere Mehboob. The area occupied by the Imambara with 162 feet long and 54 meter wide arched roof i. Saher and many more. It was also the birthplace of British pop legend Sir Cliff Richard. LUCKNOW UNIT OF MOHAN MEAKIN LIMITED Lucknow distillery is in existence for last 100 years and its main building with the land. Several famous Urdu-Hindi Bollywood movies used Lucknow as their backdrop such as Shashi Kapoor's Junoon.e. 27 . Main Meri Patni aur Woh. Satyajit Ray's Shatranj Ke Khiladi. Chaudhvin Ka Chand. Muzaffar Ali's Umrao Jaan.Lucknow gave music legends like Naushad Ali. arch distillery is about 10 lakh square feet. Talat Mehmood and Anup Jalota to the entertainment industry. was acquired by the company in 1855. This is the place where famous products Highland Chief Whiskey.

Typically a brewery is divided into distinct sections. HISTORY The oldest brewery in the world still in operation is believed to be the Bavarian State-owned brewery Weihenstephan. The production is carried out in well equipped plants under the most hygienic condition. BREWERY & IT EMERGENCE THE ENTRANCE OF A BREWERY. An old boil kettle placed outside as decoration. with each section reserved for one part of the brewing process. Breweries can take up multiple city blocks. or be a collection of equipment in a home brewer’s kitchen. Although the Zatec brewery in the Czech Republic claims it can prove paying beer 28 . which can trace its history back to 1040. because of increasing demand from defense services a separate bottling hall now been installed here. degrees of automation. The diversity of size in breweries is matched by the diversity of processes. found in the German city of the same name. D. Brandy. and kinds of beer produced in breweries. A brewery can be a building or place that produces beer. or a business involved in the production of beer. M. Old Monk Rum and XXX are manufactured.Triple Crown brandy.

as baking and brewing were seen as "women's work". This layout is often preserved in breweries today. so that gravity could assist with the transfer of product from one stage to the next. This of shifted responsibility making beer to men. Before the rise of production breweries the production of beer took place at home and was the domain of women. industrialization but of also brewing to use as the payment. as production facilities reserved for making beer. but mechanical pumps allow more flexibility in brewery design. Early breweries were almost always built on multiple stories. in some form. THE INDUSTRIALIZATION OF THE BREWERY Beer.taxin1004. did not emerge until monasteries and other Christian institutions started producing beer not only for their own consumption. with equipment on higher floors utilized earlier in the production process. can be traced back almost 5000 years to Mesopotamian writings describing daily rations of beer and bread to workers. 29 . Breweries.

as human power was no longer a limiting factor in moving and stirring. and pumps into the brewery. Yeast is very sensitive to temperature. became better all available. liquid to prevent one scorching. the yeast would impart unpleasant flavors onto the beer. The steam engine. Refrigeration allowed beer to be produced year-round. Carl. and fermentation and packaging took place in lined wooden containers. transfer from container to another. advances process. understanding brewing almost breweries are made of stainless steel. Almost all breweries now use electricpowered stirring mechanisms and pumps. MAJOR TECHNOLOGICAL ADVANCES A handful of major breakthroughs have led to the modern brewery and its ability to produce the same beer consistently. a quick particularly way to the mash. and always at the same temperature. vastly improved in 1765 by James Watt. and if a beer was produced during summer. scientific the when better materials led to a Today. Most brewers would produce enough beer during winter to last through the summer. The steam engine also allowed the brewer to make greater quantities of beer. and store it in underground 30 . brought automatic stirring mechanisms. is credited with developing the refrigeration machine in 1871. It gave brewers the ability to more reliably mix liquids while and heating. Such breweries were common until the Industrial and of Revolution.Early breweries typically used large copper vats in the brewhouse. along with several other people.

Some breweries in Belgium still rely on "spontaneous" fermentation for their beer THE MODERN BREWERY Breweries steel. 31 . positive pressure applied to them as a matter of course. cooling in other areas of the brewery is typically done by cooling jackets on tanks. which allow the brewer to precisely control the temperature on each tank individually. to protect it from summer's heat. Most importantly.cellars. yeasts flavor Pure for yeast their and cultures allow brewers fermentation fermentation characteristics. the discovery of microbes by Louis Pasteur was instrumental in the control of fermentation. The idea that yeast was a microorganism that worked on wort to produce beer lead to the isolation of a single yeast cell by Emil to Christian pick out Hansen. It imparts no flavor in beer. although direct-fire systems are not unusual in small breweries. Heating in the brewhouse is usually achieved through pressurized steam. Sturdiness brewery have is important. or even caves. including profiles ability. and it is not unusual that a vacuum will be formed incidentally during cleaning. Similarly. it reacts with very few chemicals. although for a cladding today are made often look. predominantly have a Stainless of stainless copper many has vessels nostalgic decorative steel favorable characteristics which make it a well-suited material for brewing equipment. although whole-room cooling is also common. which means almost any cleaning solution can be used on it (concentrated chlorine bleach being a notable exception) as most and it tanks is in very the sturdy.

product is and often a representative for sample for of the finished when stored months comparison complaints are filed. Lautering. Boiling. Samples are pulled at almost every step and tested for oxygen content. MASHING Mashing is the process of mixing milled grain (typically malted grain) with water. Conditioning. L A UT E R I N G Lautering is the separation of the extracts won during mashing from the spent grain to create wort. Fermenting. 32 . Shipments of ingredients are analyzed in order to correct for variations. and heating this mixture up with rests at certain temperatures to allow enzymes in the malt to break down the starch in the grain into sugars. THE BREWING PROCESS MAIN ARTICLE: BREWING Work in the brewery is typically divided into 7 steps: Mashing. unwanted microbial infections. Filtering.Today modern brewing plants perform myriad analyses on their beers for quality control purposes. typically maltose. and other beer-aging compounds. and Filling.

cause proteins in the wort to coagulate and the pH of the wort to fall. FERMENTING Fermentation. starts as soon as yeast is added to the cooled wort. as a step in the brewing process. in which extract which remains with the grains is rinsed off with hot water. during a plate-and-frame Lautering the has which filter two is designed stages: kind separation. the hop addition schedule. and thus prevents infections. and sparging. This is also the point at which the product is first called beer. aroma and flavor compounds to the beer. The boil lasts between 60 and 120 minutes. along with the heat of the boil.It is achieved in either a lauter tun. Finally. and. and volume of wort the brewer expects to evaporate. the vapors produced during the boil volatilize off flavors. a wide vessel with a false bottom. extract separated in an undiluted state from the spent grains. It is during this 33 .The boil must be conducted so that is it even and intense. for first or this wort a mash of run-off. BOILING Boiling the wort ensures its sterility. which contribute their bitterness. including dimethyl sulfide precursors. hops are added. During the boil. depending on its intensity. filter.

34 . but is not so steep as to take up too much vertical space. CCVs can handle both fermenting and conditioning in the same tank. Most breweries today use cylindroconical vessels. the yeast and other solids which have fallen to the cones apex can be simply flushed out a port at the apex. an angle that will allow the yeast to flow towards the cones apex. Fermentation tanks come in all sorts of forms. the risk can be well controlled. The open tops of the vessels make the risk of infection greater. At the end of fermentation. or CSV’s. to five gallon glass carboys in a home brewer’s closet. These vessels have no tops. From enormous tanks which can look like storage silos. If they are simple cylindrical tanks with beveled ends. The cone's aperture is typically around 60°.stage that sugars won from the malt are metabolized into alcohol and carbon dioxide. often for show in brewpubs. but with proper cleaning procedures and careful protocol about who enters fermentation chambers when. Open fermentation vessels are also used. and in Europe in wheat beer fermentation. Fermentation tanks are typically made of stainless steel. which makes harvesting top fermenting yeasts very easy. as opposed to conditioning tanks which are usually laid out horizontally. have a conical bottom and a cylindrical top. they are arranged vertically.

After high kraeusen. which encourages settling of the yeast. At this stage. This bung device can be set to a given pressure to match the type of beer being produced. the beer is cooled to around freezing. The more pressure the bung holds back.A very few breweries still use wooden vats for fermentation as wood is difficult to keep clean and infectionfree and must be repitched more or less yearly. and the beer's flavor becomes smoother. as opposed to the whole fermentation cellar being cooled. Not all beer is filtered. Otherwise employed. CONDITIONING When the sugars in the fermenting beer have been almost completely digested. a bung device (German: Spundapparat) is often put on the tanks to allow the CO2 produced by the yeast to naturally carbonate the beer. and causes proteins to coagulate and settle out with the yeast. conditioning can take place in the same tank as fermentation. and gives beer its polished shine and brilliance. Unpleasant flavors such as phenolic compounds become insoluble in the cold beer. During this time pressure is maintained on the tanks to prevent the beer from going flat. When 35 . separate tanks (in a separate cellar) must be FILTERING Filtering the beer stabilizes the flavour. the more carbonated the beer becomes. If the fermentation tanks have cooling jackets on them. the fermentation slows down and the yeast starts to settle to the bottom of the tank.

Typically this means in labelled bottles.Packaging is putting the beer into the containers in which it will leave the brewery. Filters come in many types. it is typically done at this stage in a calibrated tank. kegs and casks. Fine filtration gives a glass of beer that you could read a newspaper through. hops. also called kieselguhr. to filters tight enough to strain color and body from the beer. Rough filtration leaves some cloudiness in the beer. but it might include bulk tanks for high-volume customers. with no noticeable cloudiness. PACKAGING Finished bottles being cased at a brewery. sterile filtration is fine enough that almost all microorganisms in the beer are removed during the filtration process. Finally. grain particles) left in the beer. for example. 36 .g. Many use pre-made filtration media such as sheets or candles. as its name implies. fine and sterile.tax determination is required by local laws. Normally used filtration ratings are divided into rough. Filters range from rough filters that remove much of the yeast and any solids (e. but it is noticeably clearer than unfiltered beer. while others use a fine powder made of. diatomaceous earth. which is introduced into the beer and recirculated past screens to form a filtration bed.

They have described the word STAFF and TEAM which guide the working of employees. STAFF S T A Sincerity Tact Awareness 37 . Also company has given a saying showing the value ness of time. has set a definite meaning of some words for its employees. Meaning of STAFF from the view point of Mohan Meakin ltd. Company works with a single motto: “EXCELLENCE WITH ECONOMY” Mohan Meakin ltd.VISION AND MISSION STATEMENT MOTTO OF THE MOHAN MEAKIN LIMITED Tradition Craftsmanship and Integrity are the three pillars in which the wide edifice of Mohan Meakin Ltd. Employees are needed to follow the indication of these words as this represent the better and progressive work and work environment. is standing.

As they say that time has equal importance as the money had and wastage of time is more the wastage of money. The work which can be done by team effort can hardly be achieved with such accuracy by personal efforts. 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. In their view success is no far if we all move with dedication. TEAM T E A M together enthusiasm absolute loyalty motivation They have provided their employees a key for success. So for optimum 38 .F F Fact Figure Meaning of TEAM from the view point of Mohan Meakin ltd. D1 D2 D3 D4 D5 Determination Dedication Discipline Dress Drill Mohan Meakin shows its employees the importance of time. determination. to work together by taking help from each other and by helping each other. discipline. 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.

Mohan Meakin ltd . Sold with pride. Tomorrow is a promissory note.utilization of time Mohan Meakin ltd.” According to Mohan Meakin product manufactured by them should be of such quality that is customer can derive maximum satisfaction of it. Today is ready cash.” 39 . and Consume with satisfaction. always make its employees remember that: “Yesterday is a cancelled cheque.sell its products with this saying: “Our products are made with skill. use it. For this a great skill level and other necessary precautions are taken into consideration while manufacturing products.

40 .

The spirits division and the food division. The above alcoholic cum under the category of foreign liquor and are known as Indian made foreign liquor. The Mohan Meakin ltd has a very wide line. and vodka etc. scotch. gin. Beside foreign liquor the company also produces country liquor. whiskey. rum. The three main division of Mohan Meakins are The brewery Division. Shimla. with 6 more units on the drawing board. when Edward Dyer from UK set up the first ever brewery in India in Kasauli. Murree. and Mandalay. In country liquor its most popular is Kohinoor this 41 .Main Business The main business of Mohan Meakins includes the products coming out of its breweries. in these categories it produces different flavors and brands. Mohan Meakin traces back to 1855. Rawalpindi. He set up more breweries at Solan. Today. It mainly producers alcoholic products like beer. 6 distilleries and 5 breweries from the vanguards of the house.

the flavor upon ethylbutyrate.F.Most rum for export is made in Barbados. When distilled rum is a white or straw colored to .L. Guyana. in strength a small ester from 80 to of 150proof(40 depends 75% alcohol) Adding amount makes caramel or by aging in special wooden casks . in making rum consist of molasses and water or sugar and water mixture of Another types of rum is made by fermenting a the scum formed when the raw juice of the sugarcane is heated with molasses . etc.M. water dunder the residue left after the refining of sugar .Cuba and Puerto Rico. vinegar. Trinidad. TYPES OF PRODUCTS UNDER I. Spirit varying . Jamaica. mineral water extract. WHISKEY 42 . in different shapes and size.bran has made a faster growth in terms of sales and market penetration. an organic dark rums. The most common mixtures used. RUM Alcoholic beverages produced by the distillation of fermented cane sugar products. Also it produces non-alcoholic products such a juice. corn flex.

both meaning “water of life’’. miller or grass seeds. England and Canada is derived from Scottish Gaelic uisgebeatha and Irish usgubaugh. African tribes make beer from grains native to their regions . 43 . such as teff. In addition some American product are produced by a fermentation sourdough whiskeys. beer (caller sake) is brewed from rice . Beer may be brewed several kinds of high-starch grains . are called light BEER Term for fermented alcohol beverages made from cereal grains that have been converted to malt .Thus in the United States beer is generally made from flavoring . distilled primarily from barely irish from a mixture of five different grains . process bread and rough are analogous thus called to the leaving of whiskeys others characterized by their less intense flavor. The term whiskey also spelled whiskey in Scotland .In Japan . The principal whiskey types are scotch .Liquor distilled from the fermented mash of cereal grains and containing about 40 to 50% ethyl alcohol by volume. including malted barely American whiskeys are further characterized broadly as rye corn whiskey and more narrowly as bourbon (for bourbon country in Kentucky) or Tennessee whiskey.

The distinctive aroma of brandy is due to the presence of traces of higher alcohol and volatite oils. When freshly distilled the brandy is clear and colorless and will remain so if kept in glass containers . by distilling the fermented juice of the black Forest region of Germany. by distilling the fermented juice of the black morello cherry. The amber-hued distilling white wine. named after a town in the wine producing department of Charente. makes cognac. but are more correctly termed cordial or liqueurs. In the United States. produced in the Alasca area of France. Other notable brandies are kirch. France.BRANDY Alcohol beverage produced by the distillation of grape wine and matured by aging in wooden casks . The very alcoholic content of the raw spirit is reduced water when the brandy is bottled for sale. in Switzerland. and in the Black Forest region of Germany. placed in wooden casks the spirits dissolve a coloring matter from the wood and acqure a light brownish tint . adry. Perhaps the most famous brandy is cognac . which dealers often deepen by added burnt sugar. liquors made from fruits other than grapes are also called brandies . and slivovitz. high somewhat by aging and is adjusted usually to 40 to 45 % by dilution with GIN 44 . colorless plum brandy made in the Balkans. which is then aged in an oak cask.

distilled from grains and deriving its flavor principally from an infusion of juniper berries . and diluted to approximately 80 to 90 proofs. however were levied on gin. dead drunk for two pence”. Dutch gin is prepared in much the same way as dry gin. Sugar syrup is sometimes added to the final product. 45 .Alcoholic liquor . both meaning “juniper”. Gin is a popular beverages in Great Britain and the United States. called Geneva schnapps or Holland’s . The two principal kinds of gin are the American or the English variety usually described as London gin or dry gin. The name is an abbreviation of the world Geneva. The purified alcohol is then mixed with juniper berries and other flavoring agents. when it was cheap that one could get “drunk for a penny. and the Dutch type . Gin drinking become a social evil in Great Britain early in the 18th century. beginning with the gin act of 1736 . expect that grains alcohol is less highly purified and thus retains more of the flavor of the grains. Increasingly heavy taxes. A corruption of either the French Genevieve or the Dutch junever. distilled once more. Dry gin is prepared from alcohol that has been purified by fractional distillation.

46 .

COMPANY WISE MARKET SHARE In liquor market there are many competitors. Group 2. The raking of these with relation to Mohan Meakin is as follows: 1. SHAW WALLACE & CO. B. B. Khoday’s Breweries These competing companies acquire almost a major part of liquor market in India. U. GROUP-MAC DOWELL & CO.B. The ranking is as follows: U. Jagjit Industry Ltd. Group of Mr. 4. B. 5. 47 47% 16% . Vijay Malaya acquire almost half of the market which its leading brand of Mc Dowell and Bagpiper. Jagjit Industry. 3. a higher competition are U. Shaw Wallace. Mohan Meakin is standing fourth in this ranking. But the main companies which give Mohan Meakin ltd. Group. Shaw Wallace & Co. and Khoday’s breweries. Mohan Meakin Breweries Ltd. Among hich the U.

With its popular brand it hold’s a 47% of market share in liquor industry. UB is the planning to invest in South Africa through equity participates in materials Shargram breweries.24 million and world wide turnover of 1 billion. 1 Bagpiper Bagpiper gold Royal velvet Blue Rebind 48 (whiskey) (whiskey) (whiskey) (whiskey) (whiskey) .JAGJIT INDUSTRY LTD. In India the UB group had the turnover of Rs. MOHAN MEAKIN BREWERIES LTD. Another joint venture in beer is on the Anvil with largo group in the African companies. Joint ventures are also planned in Nepal and Shri Lanka. GROUP United breweries is the in the beer market with around 40% of the market share. US group is shirting the brewery from Bangalore to use the land former store development. Its popular brands in the market are: Mac Dowell no. 207. It is India‘s biggest manufacture of liquor. KHODAY’S BREWERIES OTHER 10% 06% 03% 18% U. B.

To be the partner of choice for customers. has an association with the brewing dating back over five decades. it has around 40% market share in the country. From bullock cart-loaded barrels or 'hogheads' of frothing ale. (MABL). 2. creative and aggressive marketing is complemented and exploiting by it to a strong the hilt distribution on the other. Led by Mr. United Breweries Limited. To be the preferred employer wherever we operate 3. and other creators of innovative concepts. suppliers. starting with 5 breweries in South India in 1915. the flagship company of the UB Group. UBL today boasts an impressive spread of own and contract manufacturing facilities throughout the Country. (UBL) also referred to as the Beer Division of the UB Group. To be the recognized leader in our target markets. A A management focused on building brand equity on one hand concerted emphasis on quality. President & Managing Director.. the Beer business as gone on to become the undisputed 'king' in the Indian beer market. The beginnings of what is today The UB Group are rooted in the flagship company. network. 4. To recognize the value of our human assets.The group Mission Statement embodies these objectives: 1. 49 . Kalyan Ganguly. Millennium Alcobev Pvt Ltd. United Breweries Limited. Here. innovative. is the Joint Venture Company in which UB along with its subsidiary and Scottish & Newcastle of the UK have equal stake of 50%.

controlling quality at every stage of production. and has achieved many recognition consistently. Kingfisher Premium Lager beer is currently available in 52 countries outside India and leads the way amongst Indian beers in the International market. has won awards in International Beer Festivals. the CSL analyses the Company's beer taken off market shelves all over the Country. headquartered at Bangalore sets standards for all its breweries. These beers are tested as per the standards laid down by the European Brewery Convention on 40 different parameters. To this end. By these standards. Also. United Breweries' beers don't just equal. will allow S&N to market it International brands like Kronenbourg in India. several Dutch and American beers. Quality Management Systems laid out along the lines of ISO 9000 are strictly adhered to. the competition's beers and beers across the world. from raw materials to the end product. an international brewery major. with $6 billion in revenue and a market capitalization of $5. This alliance. the Central Scientific Laboratory (CSL). while UBL will 50 . but even surpass. besides controlling the production process. UBL has also entered into mutli-faceted strategic alliance with Scottish & NewCastle Plc (S&N).Quality and hygiene are the key elements of the United Breweries' manufacturing philosophy.4 billion. In addition. Its international flagship brand 'Kingfisher'. It has been ranked amongst the top 10 fastest growing brands in the UK. apart from having a joint venture in India.

During the year 2005-2006. followed by Kingfisher Premium which continues to remain a leading brand in the mild beer segment. Kingfisher Strong has now achieved the number one position in the strong beer segment. United Breweries Limited (UBL) has achieved a volume growth of 18% over the volume last year.3%. and spectacular growth in strong beer of 36% (against a market growth of 16%) was witnessed. 2006 the volume stood at 43.4 million cases as on March 31. UBL commands a market share of around 40% with 67% of the market share in the mild beer segment and 27% in the strong beer segment. your Company has continued to outperform the market in both the strong and mild beer segments.5153.5 million as against Rs. Kingfisher Strong has witnessed remarkable growth during the last 6 years after its launch. whereas over the last 5 years the share of strong beer in the overall industry is over 65%. Against an industry volume growth of 14% for the year. The industry has grown at a rate of 14% during the period.4 million cases as compared to 36.utilize S&N's global network to further globalize its Kingfisher. While the mild beer segment witnessed a growth of 13% (against a market growth of 9.8 million in the previous year representing an increase of 33.6873. In this segment UBL is the market leader in 7 out of the 10 largest states of India and in the lager beer segment. 2005. For the year ended March 31. UBL is the market leader in all the 10 largest states of the Country.4%). Net sales for the year under review stood at Rs. Kingfisher Strong has crossed sales of 17 million cases growing by 36% compared to an industry growth rate of 16% in the strong beer segment. The sales of lager beer have been flat or mildly de-growing. 51 .

and in western liberalization retail/distribution. and. Promotional events like Kingfisher Premium "Voice of Goa" and the "Great India Oktoberfest" coupled with various snack promotions have not only given a boost in volumes but also expanded the consumer base. UB Export Lager continues to deliver superior value to the consumer supported by its brand Ambassador Upendra. commanding a market share of 19% in the strong beer segment. . exposure change to. Kingfisher Premium Lager achieved sales in excess of 20 million cases representing a market share of 65% in the mild beer segment. the beer market in India is growing rapidly and is expected to grow at a rate of over 10% year on year.UBL continues to lead the industry with overall market share of 40%. launch of London Pilsner 330 ml can pack in Mumbai and London No. Innovative launches of Kingfisher Stubby in Goa. higher disposable income. Growth in income for the 52 young educated population. launch of Kingfisher 650 ml in a innovative international carton pack in key markets.1 Strong Beer in India selling over 17 million cases. which is a record in itself. advent of. in consumer info behavior. Capacities created in Australia and New Zealand through contract agreements have further enhanced brand equity and retentio UBL management's undiluted focus on the consumer with an emphasis on delivering value has enhanced the perception of brands in the consumers min With a rapid growth in GDP at 8%. uences.1 Strong 330 ml bottle in Karnataka has provided further competitive advantage. Kingfisher Strong has become the No. Kingfisher Strong crossed 2 million cases (sales) in 5 major markets.

in 1983. at a young age of 28. United Dr. Dr. Dr. Infrastructure Development. Prior to being entrusted with the responsibilities of a classical Indian Conglomerate. . Mallya.T H E G R O U P C H A I R M A N After the historic takeover of Shaw Wallace by The UB Group. Research & Development. Media. he assisted his father. Mallya worked for the American Company Hoechst Corporation (now Aventis) in the USA and with Jenson & Nicholson in the U. International Trading. Paints. Food Products. 49. Electro-mechanical 53 Batteries. Also included in the Group were activities such as Pharmaceuticals. Aviation. elected Chairman of United Breweries by its shareholders. following the sudden demise of his father.particularly in the service industry.K. V I J A Y M AL L Y A . Monomers & Polymers. the then Chairman of the UB Group in managing the Brewing and Spirits Divisions and re-launching of the well-known brand Kingfisher. gives cause to expect acceleration in demand for beer in the coming years ABOUT THE CHAIRMAN D R . Engineering. Vijay Mallya Vijay has been appointed was as the as new the Chairman by the Board of Directors under the new entity of Spirits. Agrochemicals. Since 1980. Fertilizers. Vittal Mallya.

overseas representative offices had been commissioned. CONSOLIDATING DIVERSE BUSINESS ACTIVITIES Upon assuming the position of Chairman in October 1983. consolidating the inducting unwieldy professional management empire into individual operating divisions. The paints business was divested for significant value in 1996. In 1988. and accountability. in the initial stages. Dr. 54 . which was subsequently listed on NASDAQ in 1996. Vijay Mallya initiated the process of defining a corporate structure with performance. Nairobi. and several small and medium sized industrial units. Mallya. acquired the Berger Paints Group with operating units located across four continents. Vijay Mallya successfully directed five Initial Public Offerings on the London. providing a considerable window of opportunity to the vast US market. the real breakthrough came in 1988 when Dr. Mallya also founded a software company in the USA in 1993. While. Singapore. Vijay Mallya became a Non-resident Indian to pursue global opportunities and transform the UB Group into India's first multinational organization.Carbonated Beverages. Jamaica and Abidjan Stock Exchanges.

following the Government of India's liberalized economic policies. Vijay Mallya decided that the UB Group would only retain interests in businesses that were globally viable. the combined entity now owns 12 millionaire brands to its credit. not having to depend upon fiscal tariff protection locally. making the group the second largest marketer of spirits in the world. and has received numerous accolades for its quality.He also initiated several ventures for the promotion and globalization particular. A STEP FOR OPPORTUNITIES In 1990. 55 . UB also acquired an equity stake and management control of United National Breweries in South Africa to further promote its globalization initiatives. The UB Group's Brewing Division has also assumed undisputed market leadership with a national market share in excess of 60 percent. of UB brands..6 million cases. Aggressive mergers and acquisitions have made the Group control around 60 percent of the total manufacturing capacity of beer in India. Kingfisher and McDowell in LIBERALIZATION. The new millennium value for brought the more focus and dramatically increased group's shareholders through its multi-faceted operating dimensions. With the recent acquisition of Shaw Wallace & Co. The UB Spirits Division now have sales figures of 56. Kingfisher is now sold in over 52 countries worldwide. The flagship brand.

He has contributed generously to various Charities and Foundations in several countries in addition to establishing The Mallya Hospital. Mallya is a keen sportsman. of distinction. Dr. Vijay Mallya has received several professional awards both in India and abroad. Kingfisher Airlines has become the first Indian Airline to place an order for 5A380s. The Mallya-Aditi School and the Vittal Mallya Scientific Research Foundation in Bangalore. India. Dr. He for not the only under participates in various sporting events but also promotes activities particularly privileged. A new fleet of 30 Airbus A320 from Airbus SAS has been ordered at a list price of US$1.The latest venture of the UB Group is in the Aviation sector. nominated as a 'Global Leader for Tomorrow' by the World Economic Forum. Mallya has always believed that corporations have a responsibility to society. 56 . Vijay Mallya is the Chairman of public companies both in India as well as in the USA. the deliveries of which commence from 2010. an ardent aviator such and a yachtsman worldwide. Irvine. in addition to his Chairmanship of several other corporations. He was conferred He has a honorary also been Doctorate of Philosophy in Business Administration by the Southern California University. Dr. He has been the Chairman of Aventis Pharma India (previously Hoechst) as well as the Chairman of Bayer CropScience in India (previously Agrevo) for over 20 years.8 billion.

57 . It was an era of cataclysmic change. Ever since its inception in 1886. political. cultural and economic ideologies that would define the very future of India. political. powered by the crystallization of the social. It was an era of cataclysmic change. The company came into existence at a time when the country was battling for its for freedom against the colonialism of the British regime. The company came into existence at a time when the country was in the thick of its struggle for freedom against colonialism. Shaw Wallace bears a legacy that is drenched in the spirit of India for the last 116 years.SHAW WALLACE & COMPANY Hi sto ry Established in Calcutta in 1886. cultural and economic ideologies that would define the very future of India. powered by the crystallization of the social. Shaw Wallace has established a legacy in India that is drenched in the spirit of the Nation for the last 120 years.

Shaw Wallace was taken over by The UB Group.Shaw Wallace after a modest beginning blossomed into one of the forerunners in the alcohol and beverage industry. If 1886 marked the inception of the remarkable following Rama the Krishna demise of Mission one of by the Swami greatest Vivekananda Indian saints. Shaw Wallace after a modest beginning blossomed into one of the forerunners in the alcohol and beverage industry. in June 2005. Ramakrishna Paramhansa it also witnessed the release of Rabindranath Tagore's literary masterpiece Kari-oKomol. second only to Diageo of UK.Marconi's Wireless Telegraph and in 1926. the company came under the leadership of the late Mr. Chhabria. which sells 91 million cases. Banerjee in Bombay barely a few days after Shaw Wallace was founded. M. Vijay Mallya. Dr. Heralding a complete new era for the erstwhile corporate entity. with sales exceeding 59. making the combined entity of McDowell. C. The company was one of the first importers of motor cars in India during the beginning of the 20th century.4 million cases. The Indian Nationalist movement came to the fore under the leadership of W. Mallya completed the acquisition by taking over as the company's Chairman. it has added many a firsts to its credit. In yet another historic development. 58 . the first agent in India of a wireless company . acted as an agent of an airline. In 1987. Herbertsons and Triumph Distilleries & Vintners and SWC as the second largest distilled spirits marketer in the world. spearheaded under the dynamic leadership of Dr. R. Set against a backdrop of changing ideas and structures that governed India's germination into an independent entity. The 'Imperial Airways'. Throughout its long and arduous journey.

Shaw Wallace has had many a first to its credit. when the company came under the dynamic leadership of the Jumbo Group. In the last century. the company the has risen consistently to the of challenges that have come its way establishing a niche that cleverly captures varied and ever-changing taste alcohol consumers the world over. The company was one of the first importers of motor cars in India during the beginning of the 20th century. Shaw Wallace marked another milestone in 1987. 59 . Today Shaw Wallace has a host of liquor and beer brands that have become synonymous with the highest quality and the best of times. spearheaded by the late Mr. The Shaw Wallace motto has been to live and breathe innovation with the consistent launch of new products and variants to cater to emerging needs of its consumers. taking it to dizzying heights of success. Shaw Wallace was also the first agent in India of a wireless company. the 'Imperial Airways'. In 1926. His boundless vision and business acumen has further cemented the position of the company. M R Chhabria.Marconi's Wireless Telegraph. it acted as an agent of an airline.Throughout its long and rich journey.

To that end. besides increasing our domestic production in keeping with the ever-growing demand for our products within India. • For the past 116 years of existence. we have carefully cultivated and abided by a principle that has been synonymous with a tradition of excellence. we believe. it is superior quality that effectively underlines our primary goal of attaining a larger market share. • A constant strive for perfection along with a doctrine that stresses on consistent innovation and improvement. our to a customers of only in India brewed and abroad are selection of and packaged treated medley the finest alcoholic • beverages. we 60 . • One need not settle for anything less than the very best. In the years to come. we at Shaw Wallace aim to explore and conquer potential markets across the world.Our Philosophy • As one of India's and foremost of liquor manufacturers consumers in and the exporters with a host of brands that have captured the imagination taste alcohol country as well as abroad. carefully under our label. upholding high standards be it in our products or in our customer focus.

SWDL has succeeded in increasing its 61 . SHAW WALLACE DISTILLERIES LTD. International Business Shaw Wallace motto has been to live and breathe The innovation with the consistent launch of new products to cater to the emerging needs of its consumers.at Shaw Wallace intend to surpass the most stringent standards of quality in liquor manufacture and exports. BUSINESS & PRODUCTS Shaw Wallace comprises the following Strategic Business Divisions: • • Liquor Business . Shaw Wallace has a host of liquor brands that have become synonymous with impeccable quality standards across the globe. In the last century. the company has risen consistently to the challenges that have come its way in establishing a niche that cleverly captures the ever-changing taste of alcohol consumers the world over.Shaw Wallace Distilleries Ltd. Today. With its aggressive marketing strategies and a wide distribution network.

Korea. Latin America. competing with global scotch brands. premium. ALCOHOLIC BEVERAGES 62 . The Royal Challenge brand has gone global with the launch of Royal Challenge Premium Malt Whisky.market share gradually. It currently has products falling under the super premium. Korea and Mongolia. Mongolia and Singapore. It is a major player in the Middle-East market. Shaw Wallace has also added Director's Special Black Deluxe Whisky and White Mischief Vodka to the staple of its premium brands. The company now operates 14 distilleries across the Nation. a leading brand. prestige and deluxe segments. Riding on the success of Director's Special Whisky. Director's Special whisky has been approved as a blended whisky in the USA. INTERNATIONAL BUSINESS Shaw Wallace has made giant strides in the international Alcove market by developing leading liquor and beer brands for global markets. The brand has also forayed into the markets of South-Asian markets namely Singapore. Various distilleries of Shaw Wallace have received the coveted ISO Certification for its impeccable quality. Shaw Wallace liquors are being exported to some of the prestigious markets across countries like the USA.

market a total are has comprehensive penetration.29 million cases McDowell's No.• The 2nd largest spirits marketer in the world with an approximate sales of 59. capacity cases of enhanced Limited of by million which manufactured at its own units. 1 Whisky is one of the fastest growing brands in the world with sales of over 6.42 million cases • Bagpiper Whisky is India's Largest selling whisky with sales of over 10.54 million cases Gold Riband Whisky with sales of 1.07 million cases. 15 and Distilleries independence. the company is constantly exploring innovative avenues to achieve greater market share and stand tall in a highly competitive environment. The 'Millionaire' Brands under the umbrella of United Spirits now stands at 15 McDowell's No.4 million cases. 63 . million cases are the new millionaire brands of UB • DISTILLERIES Shaw Wallace Distilleries Ltd. It is the 4th largest non-scotch whisky and ranked the 7th largest whisky in the world • • • • McDowell's No. Looking to amplify its production.1 Celebration Rum is one of the fastest growing rum brands in the world with sales of over 5. is working towards the up gradation and expansion of its manufacturing facilities with a focus that underlines quality million Shaw Wallace 25 manufacturing control cases.18.1 Brandy is the largest selling brandy in the world with sales of over 5.73 million cases and John Exshaw Brandy with sales of 1. while the other 10 million are sourced through manufacturing contract.

West Bangal. Maharashtra Alwar. Kerala Faridabad. Bangalore Bhadrakali. comprehensive quality control and enhanced market penetration. • • • • • • • • • • • • • • • Aurangabad. plans to invest in the up gradation production and expansion a of its that manufacturing underlines. This in turn is a definite move towards reducing contract with focus manufacturing independence. Palghat. M. U. Chandigarh Meerut.To this end. Rajasthan Malkajgiri.P. Bhankerpur. Hospet. Shaw Wallace Distilleries Ltd. Goa Pathankot. Haryana Pampasar. Panjab 64 . Simbhaoli. Zuarinagar. Himachal Pradesh Bannerghatta. Orissa Bhopal. facilities. Hyderabad Baddi. Karnataka Gopalpur-On-Sea.P. Salamander.

At present. Shaw Wallace has embarked on an expansion drive at four of its major capacities to enhance its breweries to be expanded are – skol breweries. at Haryana. SWC’s portfolio includes three major brands of beer – Hayward 5000. The company. according to its Brand Manager. Ms Deepa. Charminar breweries. SWC has already received license from kerala Government for setting up a brewery in Malabar region and 65 . Madhya Pradesh. Hayward 2000 and Royal Challenge Premium larger. Goa and Karnataka at a rs 100 crores. Hyderabad and Sonepat. The company is currently having seven breweries in six states across the country. Pondicherry. uran (Maharashtra).SHAW WALLACE IN EXPANSION MODE-SCOUTING FOR GLOBAL PARTNER Shaw Wallace & company ltd (SWC) is planning to establish four more breweries in kerala. Sica Breweries. is also exploring the possibility of marketing beer in pet bottles.

With this. SWC’s Area Manager.The company was awaiting the State Government’s approval in this regard .S.59 lakh cases per annum from the existing 25. the company’s market share in A. 1999 with sales in excess of 10 million cases in a span of one year.500 crores. Similarly. Following the lifting of prohibition in 1997.N. 20 crores . said that Hayward’s 5000 had attained the stature of ‘Mega Brand’ in the country in June.P. C. SWC’s beer sales in the State are further expected to increase to 48 lakh dozens during the current fiscal. According to CBL Chief Executive. has grown consistently and doubled its sales over the last four 66 . Mr.S.’s beer market would go up to 40 percent. which falls under the mild segment category.64 lakh cases.Nagpal. post-expansion the subsidiary’s installed capacity would increase to 57. The company is confident of obtaining licenses for the three other breweries proposed.project is expected to be completed in one-and-a-half years. CBL has a turnover of Rs 45 crores while the total group turnover of SWC is to the tune of Rs 2.21 lakh cases in 199495 to 40. plans are on the anvil for the expansion of the SWC’s Charminar Breweries Ltd (CBL) in Andhra Pradesh at a cost of Rs.P.1 lakh cases in 1999-2000. This apart. Mr.Satya Murty. the company’s Royal Challenge Premium Larger beer.. the beer market in Andhra Pradesh took a major leap in terms of volume and SWC’s sales grew from 6. The brand enjoyed a price leadership in the strong beer segment and registered a ten fold increase in sales in the last 5 years.

"The Spirit Of Excellence" finds expression at all levels of JIL's activities. Mr.Murty said.Jaiswal in the erstwhile State of Kapurthala under the patronage of its Maharaja Jagatjit Singh. Haryana.L. Excellence in its manufacturing technology. excellence in the quality of its products and excellence in its relations with its employees. Orissa and Pondicherry. JIL has achieved turnover in excess of INR 4 billion and is managed by Mr. JIL has created a perfect atmosphere for making the magical spirit.years. JAGJIT INDUSTRY Three hundred scores and ten miles away from Scotland. JIL's guiding philosophy . Delhi.P. Jaiswal. shareholders and customers. Jagatjit Industries Limited was founded in the year 1944 by Late Mr.SWC enjoys a leadership status in the markets of Uttar Pradesh. Managing Director of the Company JIL is listed on various stock exchanges in India at Mumbai.P.and M. Karamjit S. Kolkata and Ludhiana with currant total market capitalization in excess of INR 1 Billion and Price – Earning ratio of Around 18. dealers.P. 67 . Apart from A.

The original subscription of 100 share of the company in 1944 have now grown up by 53 times to 5. malted milk foods. malt.35.376 shares (face value of Rs 10 each ) by way of various bonus shares allotted by the Company in addition to Rs 1. in the distribution of and sales of IMFL. The company manufactures and markets alcoholic beverages. Punjab. ghee. The The other company has state –of –the-art manufacturing base which is located district Kapurthala. glass and pet containers. manufacturing units owned by JIL or its business associates are located at : Uttar Pradesh Andhra Pradesh Kerala Rajasthan Maharashtra Pondicherry Himachal Pradesh Tamil Nadu 68 . milk powder. malt extract. JIL’s main focus of business lies in manufacture.756 received by shareholder aa dividend since 1944. Ranked as a third largest IMFL (Indian Made Foreign Liquor ) producer in the country.JIL is one of the most shareholder rewarding companies.

launched in 1999. The other millionaire brands are: Contessa Rum has won the prestigious 69 . Radico's flagship brand. the acclaimed international liquor magazine has rated 8 PM whisky as the fastest growing whisky in the world in the regional category (2004-05). was a runaway success. it sold one million cases . the company has tied up with bottling units in various parts of the country.RADICO KHAITAN Radico Khaitan is one of India's oldest and largest liquor manufacturers. To further boost its production capacity of bottled and branded products. In the first year alone. This also made it the first brand in the liquor industry to make it to the Limca Book of Records. Drinks International. It was only in 1999. 8 PM Whisky. Formerly known as Rampur Distillery which was established in 1943.a record for any Indian or foreign brand operating in India. thereby embarking on a period of phenomenal growth. T H E B R A N D ST O R Y Radico Khaitan Ltd today has three millionaire brands in its portfolio. that Radico decided to launch and market its own brands.

Radico turnover touching Rs touched 995 39% in net the profit year growth ended with a sales crore 31-03-05. distinctive packaging and superior value have resonated with customers.6 crore for the year 200304. a growth of 39%. consistent quality. brandy.Speaking on the growth Dr.. rum.It has a large market share in the defense market. C&MD said. Radico Khaitan has brands that straddle almost every market segment .whisky.Monde Selection award for its overall quality for the past three executive years .8 crore in the year 2004-05. Old Admiral Brandy has also been rated by Drinks International as the fastest growing Brandy in the world in the regional category (2004-05 and 2005-06) also it has won the Monde Selection award for its overall quality in 2004-05.Radico registered an impressive growth in the year 2004-2005. vodka & gin and price category. "We 70 . Our fine blends. The net profit figure of Rs 35. Today. as compared to Rs 25. Lalit Khaitan.

The launch of these brands aim to broad base the company's offering as well as increase its market share. which includes 8PM Whisky. the company is expecting a CAGR of 25% in the next two years". Contessa Rum 71 . setting up of new bottling plants and improved efficiencies have driven the growth.7 million cases The company had entered further into the white spirits segment with the launch of 8PM Bermuda White Rum and received an overwhelming response and will be shortly launching a vodka brand called Magic Moments Vodka. The new brand launches. Abhishek Khaitan. Our business performance remained strong throughout the year.4 million cases and Contessa Rum sold 2. Old Admiral sold 1. MD said. He also added. "With our expansion plan and our new strategy. The company had sold 10 million cases in the year 2004-05 and has three millionnaire brands in its portfolio. Mr. "The company saw the sales turnover including the contract bottling units and distilleries go up from Rs 727 crore to Rs 995 crore. Radico has three millionaire club brands 8PM Whisky. Speaking on the sales turnover. 8PM Excellency Brandy had also been launched being the first in its segment that is blended with Cognac.3 million cases in the year 2004-05. Our expansions are being implemented as per plan and we expect a robust growth in the coming years".are looking at the future with confidence and optimism. entry into newer markets by our existing brands. Contessa rum and the latest entrant Old Admiral Brandy. Old Admiral Brandy and Contessa Rum. a growth of 37% in the year 2004-05". 8PM sold 3. 8PM Whisky has the unique distinction of having touched sales of one million cases in the first year of its launch.

73 of its launch itself it crossed the one million case mark – the first in the liquor industry. 72 . It has crossed the 3 Million case mark in the year 2004-05. Old Admiral Brandy was launched in October 2002 and has grown 69% from the year 2002. Since then it has grown many folds as in the first year brand has grown by 29% last year and has topped sales of 2. Radico sold 6. 8PM Whisky was launched in October 1999. The brand crossed 1.26 million cases. The million cases and Old Admiral Brandy sold 1. While Old Admiral Brandy has grown by over 100% over the last year.3 million cases). the second largest liquor manufacturer in the country crossed the 10 million-case sale mark in 2004-05. Contessa Rum finds ready acceptance in several customer segments.4 million cases. Radico. Contessa Rum sold 2.7 million cases in the year 2004-05. VICTORIOUS BRANDS 8PM Whisky is the flagship brand of Radico. and entered the Limca Book of World Records. Radico joins the millionaire club with three star brands.is one of the largest selling brands among defence forces. Having a far-reaching brand portfolio across all segments of the IMFL market – from Whisky to Vodka. There has been a growth of 58 % this year (6. A brand-wise view of these three brands performance during 2004-05 shows that 8PM Whisky sold 3.4 million cases in the year 2004-05. Old Admiral Brandy is another winner from the Radico portfolio.34 million cases in the year 2003-04.

notably PepsiCo. Canada that was the largest distiller of alcoholic beverages in the world.73 million cases and Old Admiral Brandy sold 1.A brand-wise view of these three brands performance during 2004-05 shows that 8 PM Whisky sold 3. Contessa Rum sold 2.26 million cases. The famous Seagram Building. The former Seagram headquarters in 73 . Diego. Quebec. was designed by architects Ludwig Mies van der Rohe with Philip Johnson.4 million cases. the company's American headquarters office tower at 375 Park Avenue in New York City. Toward the end of its independent existence it also controlled various entertainment and other business ventures. The Seagram assets have since been acquired by other companies. was a large corporation headquartered in Montreal. THE SEAGRAM COMPANY JOSEPH EMM SEAGRAM (1841-1919 ) Founder of The Seagram Company The Seagram Company Ltd. and Per nod Ricard.

Seagram & Sons. the as Bronfman is often family. the Seagram name is most closely associated correct to with say. Prohibition in the United States. Samuel in Bronfman due to Distillers Corporation Limited. under the name "Martlet House HISTORY Original Seagram Distillery buildings in Waterloo. Joseph E. A few years after the death of Joseph E. which part 1920s. substantial growth in Montreal. The company was well prepared for the end of Prohibition in 1933 with an ample stock of aged whiskeys ready to sell to the newly opened American market. decades in the later. a distillery was founded in Waterloo. now converted to residential condominiums In 1857. 74 . Ontario. Seagram 1928 the Distillers Corporation acquired Joseph E. since the Seagram name itself pre-dated the company he founded. Seagram became a partner in 1869 and sole owner in 1883. that Bronfman founded Seagram.Montreal now belongs to McGill University. and & the company Many became known as Joseph E. Seagram founded enjoyed Sons. Thus despite its earlier Waterloo history. However. and took over the Seagram name. Samuel it is not done. and it prospered accordingly.

3% owner of DuPont. a major American oil and gas producing company. Seagrams engineered a $1. DuPont was brought in as a white knight by the oil company and entered the bidding war. The rationale for this divestiture was that Edgar Bronfman. In 1981. Edgar M..3% stake in DuPont accounted for 70% of Seagram's earnings. grandson of Samuel Bronfman. Seagram's was heavily criticized by the investment community—the 24. Seagram lost out in the Conoco bidding war. Edgar Bronfman.After the death of Samuel Bronfman in 1971. was appointed CEO.2 billion takeover of important French cognac maker Martell & Cie. cash rich and wanting to diversify.. after being approached by Edgar Bronfman. Although Seagram acquired a 32. In the end. Standard & Poor took the unusual step of stating that the sale of the DuPont interest could result in a downgrade of Seagram's more than $4. Jr. On April 6. DuPont announced a deal whereby the company would buy back its shares from the Seagram company for the amount of $9 billion. Jr. it became a 24. By 1995 Seagram was DuPont's largest single shareholder with four seats on the board of directors.2 billion of long-term debt. But in exchange for its stake in Conoco Inc. Seagram Company Ltd. In 1987.2% stake in Conoco. engineered a takeover of Conoco Inc. Bronfman was Chairman and Chief Executive Officer (CEO) until June of 1994 when his son. Jr. wanted Seagram 75 .. 1995.

The two original barrel houses are now the Seagrams Lofts condominiums. Jr. On April 19. In 2001. formerly the original Seagram distillery in Waterloo. There are also almost five acres of land for future development. Seagram also gained control of a number of Universal theme In 1997. In 2000. once and beyond fifty its original brands high-profle of and brand names two renowned operation consisted hundred drinks extensions. of the sale and to help acquire Universal Studios. Indiana. Bronfman. PolyGram. Pernod Ricard announced that they would be closing the Seagram Lawrenceburg Distillery located in Lawrenceburg. club soda and seltzer water) from Pernod Ricard and Diageo. tonic water. controlling interest in Seagram's entertainment division was acquired by the Vivendi Group. was forced to close due to lack of funds.to branch out into the entertainment business. Deutsche Gramophones. the Seagram Museum. parks. 76 . The coca-cola Company acquired the line of Seagram's mixers (ginger ale. By the time Vivendi auctioned off Seagram's brand around drink the business. and the beverage division by Pernod Ricard. used the proceeds MCA. as well as signing a long term agreement to use the Seagram's name from Pernod Ricard.. The building is now the home of the Centre for International Governance Innovation. 2006.

KODAY’S BREWERIES India’s fifth largest manufacture of liquor. today owned by Diego PLC and PepsiCo. respectively. Jagannatha Rao." in Diego product Seagram's Seven Crown and in The Coca-Cola Company's Seagram's mixers line. Crown Royal. “The results of human clinical trials have shown aloe 77 . Its popular brands in the market are: Peter Scott. He said research showed that it did not harm the liver or cause ulcers and gastric illness. and was talking about his company and the different types of beer.Seagram brands Noted brand names owned by Seagram included Chivas Regal. Healthy Beer launched by Khodays Spent some time with Dr. said its inventor B Srinivas Amarnath.. and VO whiskeys. Hercules Rum. Conversation came around to Healthy beer. An Indian firm has launched a vitamin-rich beer which it says protects the body from the harmful effects of alcohol. The Seagram brand name lives on in Per nod products such as " Seagram's Gin" and "Seagram's Coolers. Inc. launched by his company recently. It holds a 16% of market share in liquor industry. Ladybird Bio Beer contains aloe-vera extracts as well as the normal ingredients of barley malt and hops. Captain Morgan rum and Tropicana fruit juice.

Thats right. Apparently. “AdiAdi”. and the barrels ended up in Irish Hands. Pradip Kumar. “AdiAdi” is now 78 only truly Indian-made beer .vera increases the bioavailability of vitamins like B1. brewed by Khodays. And back in the days. to suit the local tastes. The Irish took an instant liking to the “East Indian Pale Ale” (Also called Bass Ale) and obviously havent stopped enjoying it till now. Dr. Advaith Biotech. beer was a staple drink. The beer was launched in Kerala on Wednesday by Khoday in partnership with Amarnath’s firm. The cargo ship met with an accident. B6. A Bangalore-brewed beer is poised to make a big splash in the UK market. Kerala-born focus their engineering on graduate John by Eipe and his two Bangalore-based business partner. More interestingly. has been developed exclusively for the UK market by two venture capitalists from Kerala and Bangalore who have made their money in the telecom sector. will now energies beer business importing container loads every month. things got out of hand after that. B12. Apparently beer was initially a product of the Church! It was invented in a monastry. senior vice president of Khoday group of industries. gave me a glimpse into the history of Beer. C and E. Rao. which many in europe used to drink for breakfast.” said C B Jagannatha Rao. one fellow made up a slightly pale ale and was shipping it to india. On Sunday their brew was the star attraction at an Indian fashion and business launch at London’s Cafe Royal where eager visitors jostled each other for a taste.

79 . This remaining part is enjoyed by various small industries and is so scattered that no industry has enough base to affect the market easily. which will help in entering in this part so as to increase the market share. it is likely to be an outstanding success.available to customers in the UK and. judging by queues of customers lining up for a free sip. Mohan Meakin should adopt such policy. OTHER COMPANIES Other companies have their market share of 18% in the liquor industry.

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Dyer set up more breweries at Shimla. 81 . After the First World War. Darjeeling. and one famous poster featured a satisfied British Tommy declaring. Edward Dyer moved from England to set up the first brewery in India (later incorporated as Dyer Breweries in 1855) at Kasauli in the Himalayan Mountains. H G Meakin. Quetta and acquired interests in the Ootacamund Brewery (South India). "as good as back home!". moved to India and bought the old Shimla and Solan Breweries from Edward Dyer and added more at Ranikhet. The Kasauli brewery launched India's and indeed Asia's first beer. Lion. still operate. as there was an abundant supply of fresh springwater there. The brewery was soon shifted to nearby Solan (close to the British summer capital Shimla). Rawalpindi. Kirkee and Nuwara Eliya (Ceylon). which was in great demand by the thirsty British administrators and troops stationed in the sweltering heat of India. The Kasauli brewery site was converted to a distillery. Dalhousie. which Mohan Meakin Ltd.BACKGROUND In the late 1820's. Chakrata. Murree Brewery. Another entrepreneur. Mandalay. Lion was much appreciated as a beer.

New breweries were built during the seventies and eighties at Chandigarh. his eldest son Colonel V. soon after taking the helm. Today. when Burma was separated from India. 82 Black . On the death of N.N. He introduced a number of new products that are brand leaders today but died in 1973. fruit juices and mineral water under the leadership of Brigadier Kapil Mohan (Col.N. include Meakin Diplomat Colonel's Special. the company was restructured with its Indian assets as Dyer Meakin Breweries. He took over management of the company in 1949 and built new breweries at Lucknow. Ghaziabad and Khopoli (near Bombay). Mohan took over as Managing Director. Subsequently the word brewery was dropped from the company name in 1982 to remove the impression that the company was engaged only in beer making. V. a public company on the London Stock Exchange. Eagle beer.R. Mohan Meakin's principal brands are Old Monk rum and Golden Deluxe. N.the Meakin and Dyer breweries merged and in 1937. Its other products Knight. Mohan in 1969. The company name was changed to Mohan Meakin Breweries in 1967 (the word "Breweries" was dropped in the eighties as the company diversified into other industries). Following independence.R. Mohan raised funds and travelled to London where he acquired a majority stake in Dyer Meakin Breweries. Madras. Mohan's brother). Nepal and Kakinada near Hyderabad. In the 1970s the manufacturing activities of the company were diversified into other fields including breakfast cereals.

It was set up by the Dyer-Meakin and Co.Maharashtra Artos Breweries Ltd.McDonald Meakin – has made limited headway with its whiskeys Highland queen and Grand Reserve. Punjab Mohan Rocky Spring Water Breweries Ltd. On another front. Lucknow distillery is one of the manufacturing units of Mohan Meakins Ltd. is still sold in northern India and remains the best selling beer in Sri lanka through Ceylon Breweries. Nagaland Mohan Breweries and Distilleries Ltd. in the historical city of Lucknow on the perennial river ‘Gomti’.000. Asia’s original beer. London Dry and Big Ben gins. Summer Hall and Solan No 1 whiskies. Lucknow Mount Shivalik Breweries Ltd. Lion. The distillery is housed in the building built about four hundred years back by the Nawab of Awadh. Gwalior Maharashtra Distilleries Nagpur 83 . Madras Shivalik kineka Private Ltd. Andhra Pradesh Nagaland Distilleries Ltd. Its worth mentioning that Mohan Meakin has provided technical expertise to – Mohan Gold Water Breweries Ltd. Patna Golden Drinks Private Ltd.10. and Kaplanski vodka. Mohan Meakin is also believed to be talking to international majors for a possible equity tie-up. the company’s joint venture with Glen Morangie .

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can various government controls market and actions. But once hooked to its product volume are likely to be steady. On the other hand they have to manage the ever increasing demands of wholesalers and retailers. While the 85 . and on the other way they have to manage the red tape and corruption associated with controlled marketed. Liquor sales are also largely driven by brand popularity. companies face a difficult task in managing their supply chain. Companies have few changes to hook a customer. This apart. In this sense. with the exception Controls of few states. take liquor distribution forms such is as controlled. Here again the difficulties will be acute for new players.user. To build brand popularity companies have to get retailers to recommend the brand end. As there are curves on advertising liquor through other media. Therefore adopting a. The brand plays a critical role in building the fortunes of a company.Marketing and distribution play an important role in industries development. the industry can be more or less classified under the FMCG category. the companies depend almost completely on retailers and other agents. The strength and penetration of the retailing network are the key success factors. ‘brand-push’ strategy may be a key success factor. Given that consumption patterns are more or less static. Given these factors.

Bihar. In certain states. Goa. Karnataka. The ban on advertising has in practice not acted as a deterrent. ministry. Assam. Manipur. Gujrat. Liquor companies have come out with a self regulatory some code (Karnik dew code) the this for liquor of code the advertising information after and liquor ads ire controlled in Tamilnadu. country and IMFL cater to different segments. Delhi and Kerala. Brand pulls as important role forcing companies to go in for surrogates. In case of distribution by government and through auction powerful distributors exert influence on the margin of the manufactures. Uttar Pradesh. Orissa. Rajasthan. Jammu & Kashmir. The companies have employed products. States following the open market mode give good average to the IMFL marketing company to the choose the distributor and to determine pricing. The demand fpr beer is increasing 86 noble and innovative method to publicize their . West bangal. Tripura and Arunanchal Pradesh. Mijoram & Nagaland are enforcing broadcasting slots. distribution of IMFL is also controlled. imposes strictures surrogates advertising and timing of the liquor advertising The beer and the IMFL market have a large number of established companies and brand. The low income groups in the urban areas consumes country liquor middle and high income groups of both urban as well as rural areas prefer the IMFL Government controls pricing and distribution of country liquor. Panjab & Chandigarh and government prohibition.India made foreign made liquor (IMFL) sales in Maharashtra. In India. Maghalya. Madhya Pradesh.

having set a 100% export oriented unit for this purpose. thus distribution is a separate business entity seeking to maximize its own profit. 6 million. Drought beer ids popular in Mumbai & Bangalore. Beer and rum constitute major part of India alcohol export. The main market is the UK & US the Middle East Australia. 370 million were exported. Alcoholic products are excisable item and controlled by the government channels members who constantly monitor the situation and implement the government rules and regulation regarding distribution of the products of the company. where a The large market no. It is very necessary and compulsory for every channel members to 87 . The sources Mohan Meakins Ltd is closely related is its storage channels of distribution. Thus it has a company wide distribution network. The company is selling its product in every part fo the country. An Indian company is even successfully exporting sparking wins. CHANNELS OF DISTRIBUTION Mohan Meakins Ltd is a very large organization and has a wide range of products. pubs operating. of for beer are lies mainly inn the urban centers. Where as in 1980-81 the figure was only Rs. During 1993-94 alcoholic beverage worth Rs.steadily. The company adopted its non integrated indirect type of distribution network. Germany & France.

They are the people who are directly responsible 88 for the sales figure of the . manufacturing units. In this channel of distribution. that is. supply the product to the next channel member. Dealer take the product from the processing channels members in still a big store as big as whole seller and carries on the channel distribution. Company reaches its customers by this method. They sell the product to the customer a play a vital role in the sales. which have F1_3 licenses. They have to work in the fixed territory.take the license from the government to perform their function. This method is such that different depots. which work according to own will without any interference from the company. They also possess F1_2 license. Whole seller or depot. They have their own agents who look and take care of the orders of the next channel in the distribution pipeline. Retailers hold F1-4 license. The next member in the distribution pipeline are dealers who are based in districts. Distribution channel FL-3 __ FL-1 __ __ FL-2 __ FL-4 __ __ Dealer CONSUMER __ Retailer __ Manufacturer Consumer Wholesaler This is the first pipe of distribution channel by which the company reaches its customers.

The spiritual would is one where all come together. 89 . How can such a contradiction survive together? The answer is strongly religious social fabric. and the villagers were returning from the fields. Now whether alcohol is welcome or not… that is another issue. as elsewhere. poverty and wealth meet in the middle. Peaking of all flavors… Scotch whisky comes to mind doesn’t it? Ok. may be not. Wine. And Arab in turn learned it from India. has been around since prehistoric times. The Irish monks brought Irish learned it from Spanish. for example. Most parents raise their kids with the same morals and values that were thought to them by their parents. since it is sometimes connected not only to alcoholism. India is a country where all the flavors are strong. Still a profoundly religious country in Hindu faith deems it a virtue to come to terms with one’s own being. bound by tradition. alcohol in India. Spiritual growth surpasses wealth and power. The Spanish learned it from Arab. Imagine that. as the former the brings the later too.company’s product. In this country. It is because it the retailer who are responsible for manipulating the brand perception. Dusk was setting in a small village. The land of mystery. has been around for a while. but also to other problems. But do you know where it comes from? Scotch has a interesting and perhaps surprising history. Indian traditionally put more emphasis parade on education. If we want to increase the sale of the product then we have to judiciously cut down the expenditure on advertising and give this portion to the retailers. white thinking alcohol leads to a deterrent of one’s goals in life. There was a time when India known as the land of snake charmers.

while the men hit the bars. and thrashed the man inside the vehicle with their lives rather allow more alcohol into the village. But it still is a social taboo for young generation. which get revenue from taking it. infringement or avoid corruption. degenerated into population does not regard it as a virtue. such as knowing drunk driving victims. 90 . the mind frame instilled in the people of India by the great leaders of the past especially some freedom fighters. He also believed in alcohol’s negative impact country. But one day. Gandhi ji did not believe in losing control of mind and body through one’s own will. Within minutes they through chili powder into drivers eyes. In India alcoholic sales are regulated by the state governments. as well as attempts to curtail farce.Normally. When jeep down to mud tracks. the women did not go home. alcoholics. But above this. they attacked it. on India. In 1996. carrying the village’s weekly alcohol supplies. and / or what not. Set fore on the hundred of bottles. and then they waited by the village road. There’s modal advocate the temperance. Morgan’s ship seemed to reach everyone’s harbor. the women headed home. And efforts at enforcement. the the even welcomes some states. These women were outraged by what alcohol in other ways. Other what Capt. still exist today. Even though in alcohol is present over in all. a prohibition in other countries has not been learned. They armed themselves with chili powder and broomstick.

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The Mohan Meakin ltd has a very wide line. It mainly producers alcoholic products like beer, whiskey, rum, gin, scotch, and vodka etc. in these categories it produces different flavors 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 bran 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 diffent shaps and size. Different weight and size in which products are produced are:

Liquor Size
Quats (1000) Quats Pints Nips Country liquor

Quantity (In Ml)
1000 0750 0375 0180 0200

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ALCOHOLIC PRODUCTS
Alcoholic drink is a mixture of alcoholic, sprit, water and minor ingredients. Consumable alcohol has no flavor, only careful selection of congener i.e. all the substance that are generated during the formation alcohol in the fermentation process and also I the course of maturation leads to palatable products. Alcoholic beverages are divided into following classes on the basis of their production. 4. Country Made 5. IMFL 6. Foreign Liquor Foreign liquor means the liquor, which is produced I foreign countries and is imported in India for sale. IMFL means Indian made foreign liquor. Liquor made in India, which is of foreign origin. This includes liquor such as whisky, rum, gin, beer.

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Whiskies:
1. Solan Imperials 2. Summer Hall 3. Colonel’s Special 4. Colonel Premium 5. Golden Eagle 6. Diplomat Deluxe 7. Black Knight 8. Solan No.1 9. King Castle 10. Wildcat Whiskey 11. Old Master’s 12. Knight Rider 13. M. M. B. 14. Solan No.117

Rum:
1. Old Monk Gold Reserve 2. Old Monk Xxx 3. Old Monk 4. Black Beauty 5. Reserve No. 1 6. Old Monk White Rum 7. Tusker 94

8. Stud Rum

Beer:
1. Sun Bird 2. Guru Special Premium 3. Guru Super Strong 4. Black Gold 5. Guru Extra Strong 6. Half Stein Super Strong 7. Golden eagle beer 8. Golden eagle deluxe larger 9. Gold larger beer (herbal beer) 10. Gymkhana premium larger 11. Asia 72 entree super strong 12. Black knight super strong 13. Solan no.1 special larger 14. Old monk deluxe 15. Solan no.1 strong 16. Black knight deluxe 17. Big Ben London 18. Meakin 5000, 10000 19. Lion larger

Gin:
1. Big ben London 2. Dry MMB gin 3. Orange gin 4. Black beauty gin 95

Highland Queen Brandies: 1. MMB black brandy 96 . D.5. Meakin dry gin Scotch: 1. Silver mix 6. Triple Crown 2. M. 5. Doctor’s Reserve No. 1 4. Golden Eagle 3.

Mohan Gold Gin Apple Juice MINERAL WATER 1. Prickles 2. Mohan New Life Corn Flex 2. Mohan’s New Life White Flakes OTHER FOOD PRODUCTS 1. Mohan’s Pure Malt Vinegars 2. Jam And Jellies 3. Mohan’s Synthetic Malt Vinegars BREAK FAST FOOD 1. Golden Eagle Mineral Water VINEGARS 1.NON ALCOHOLIC PRODUCTS JUICE 1. Mohan’s Wheat Porridge 3. Spices 97 .

Mineral Water 98 . Beer 2. Rum 3. Whiskey 4. Pineapple Juice 10. Guava Juice 9. Papaya Juice 11. Mango Slice 8. Malt Extract EXPORTS 1. Brandy 5.EXTRACTS 1. Mango Pulp 6. Gin 7. Brewer’s Yeast 2.

99 .

alcohol) exert prices tightly of • intermediate controlled influence (molasses. governments considerable 100 .Alcohols Market analysis OVERVIEW * Indian Made Foreign Liquor (IMFL) • Negative perceptions about alcoholic beverages widely prevalent This is a ‘regulated’ goods state industry movement.

Kalyani Black Label (UB Group). Punjab). Golden Eagle (Mohan Meakins). Jagajit Industries (Kapurthala. 15000 kilo liters for NRI proposals Around 40 units in organized sector. Mohan meakin 101 .Maharashtra (Mumbai) Karnataka (Bangalore).• Yet.Rs 8.Stroh’s.King Fisher.industry in India Major players in the alcoholic beverages market .200 crores (US $ 1907 million) .United Breweries (UB) Group( Bangalore). Mohan Meakins(Solan. this is a well developed . Hayward’s (Shaw Wallace). Himachal Pradesh). Breweries & Distilleries (Mumbai) • BEER: MARKET Market Size • • • A 70 million cases market Market growing at 10-12 % per annum South and west zones account for bulk (> 75 %) market of this • • Major beer consuming centers . mostly regional players 4 large breweries have 84% of the market Major beer brands (manufacturers) . London Pilsner (Associated Breweries and Distilleries) • • • • Foreign brands . Tamilnadu (Chennai) I N D U S T R Y S T R U CT U R E • Minimum economic size : 5000 kilo liters. Shaw Wallace Associated (Calcutta).

Excise subject) Duty Rs. 4/ Bulk litre in Karnataka (State 102 . Beer 6.750. 5% cess (State subject). 10 % surcharge.45% .100 % SAD : 4 % basic.570 HL DUTIES • Import duty on beer .• Licensing required except for smaller units employing under 50 persons or not using power Installed Production In Hecta liters Installed Capacities (199798) Production (199899) Capacities.000 HL 4. • • Sales taxes .352.

750 & bottles. to • Institutional sales of beer to star hotels. large restaurants. ml) cans • • Beer packed in 1000 usage minimal ml of glass (330 in States’ policies sales for beer prohibition govern trade Multi layer trade channel structure Beer sold through the • Preference the Indian • market for strong beer • same outlets as IMFL Promotions sponsorships musical promote brands events) and (sports. bars/ pubs REGULATIONS • Subject to licensing under Industrial Regulation) Act. 103 . varying from state to state. announced in 1994 to augment industry growth • Plethora of duties and taxes from bottling to sales stage.BEER MARKET: FEATURES Market Characteristics • Trade 650. 1956 (Development and • • Cap on licensed capacity. special license for expansion Beer policy.

particularly whisky. Black Dog (United Installed Capacities. Black & White.16. Production In Hecta litres IMFL Production (19985. VAT 69. Archer’s India). rum & brandy account for  over 75 % of this market South and North share 60% of market I N D U S T R Y S T R U CT U R E • Industry in the organised sector . Peach Passport Gilbeys Green Malibu. (Jagajit Industries).L I Q U O R: M A R K E T Market Size    Market : 58 million cases Past growth 15 % CAGR per annum Brown spirits .an industrial license is required to start manufacture Major brands (manufacturers) : Signature.600 HL 99) 104 . Smirnoff. Distilleries • Schnapps(International Distillers India) (Seagrams). Blue Riband (UB Group). Aristocrat Label.

sponsorships. • • Prohibition States : Gujarat. Delhi. Bihar. Madhya Pradesh. 750 and 1000 ML bottles glass and plastic bottles. 375. 500.surrogate (sometimes) done to build brands advertising • Trade • • Open market : Maharashtra. Mizoram.L I Q U O R M A R K E T : F E AT U R E S Market Characteristics • Preference for brown spirits (molasses flavour) in Indian market Liquor packed in 180. Punjab. 180 ML and 750 ML are fast moving • • • • Guala caps on bottles to prevent bootlegging Brand building very important Yet avenues limited . Nagaland There are over 22000 liquor retail outlets spread across the country Regulations • • Movement of IMFL products regulated across states Entire process of manufacturing to distribution and sales attracts taxes a plenty. Karnataka. J&K. Manipur.advertising of liquor banned in most media Promotions. Chandigarh • Government Kerala Controlled Tamilnadu. Rajasthan. 105 . Goa. Orissa Auction market : Uttar : Pradesh.

are levied Privilege Fee.banks reluctant to lend Constraints on availability of key raw material .bulk/ litre. rum. cess 5% • Import duty on whisky. Premium Malt Whisky .Rs. at the state level Increase in disposable income Changing lifestyles of middle class 106 . 20/. Sales tax : 60%.a major concern • • • • • Demand Drivers • • • Deregulation of this industry. Import/ export Pass duty the taxes some of them. Litre Fee.Duties & Taxes • Sales tax (ad valorem).230 % + SAD : 4 % F UT U R E B u s i n e s s Co n c e r n s • • Prohibition policies of states .Rs. Gallonage Fee. gin & vodka. etc. Bottling Fee.vary from time to time Tax differentials curbs free movement of these beverages across states To avoid multiple taxes.bulk litre. 60/. In Karnataka some of are : Excise Duty : Liquor from spirits .Rs. 45/- bulk litre. manufacturers set up bottling plants in each state Curbs on advertisement of alcoholic beverages Finance constraints .molasses Bootlegging . Vend Fee. Litre Fee . liqueur .

heritage brand image and distribution .92 million by the year 2003 04 New capacities Beer Beer: : One (100.key factors • International image .000 HLPA) HLPA) • Liquor One (500 KLPA) • Expansions Two Liquor One (5.not successful in India.a must. body. marketers of alcoholic beverages have state-wise marketing strategy.04 Liquor industry to grow to 0. in fact. firmness. success rate < 10% Local strategy .Key Success Factors • Blend. • Future • • • Industry expected to grow by 12% per annum Beer likely to grow to 7.6 million by the year 2003 .000 KLPA) 107 . due to high (sales) tax rate differential.000 (765.

108 .

M A N U F A CT U R I N G P R O C E S S Ethyl alcohol or ethanol . corn or other cereals can be the raw materials . 109 .1c(-173. colorless liquid . represented by the simple equation. the freezing point of mercury and other special especial low-temperature purpose .5c(173. Ethanol is normally concentrated by distillation of dilute solution . boils nat 78.4f). including fuel oil. wine. Because of its low freezing point . changes the simple sugars into ethanol and carbon dioxide . it has been used as the fluid in thermometers for temperature below -40c(40f) . Ethanol termentation has been made since ancient times by the of sugar . with a burning taste and characteristic . Starch from potatoes . and brandy. Glucose Alcohol Carbon-di-oxide is actually very complex because impure cultures of yeast produce varying amount of other substances . and has a specific gravity of 0. All beverages ethanol and more than half of industries ethanol is made by this process. The yeast enzyme. containing from 7-12% ethanol . is a clear .789 at 20c(68f).3f). agreeable odor .Ethanol is the alcohol such beverages as beer . Dehydrating agents remove the remaining water and produce absolute ethanol melts at114. The fermented liquid . C2H5OH. glycerinand various organic acids. The fermentation reaction . such as for antifreeze in automobile radiators. is concentrated to 95% by a serious of distillations. Commercial ethanol contains 95% by volumn of ethanol and 5% of water .

A small amount is made then acetic acid . and explosives. Most industrial ethanol is denatured to prevent its use as beverages . either from acctaldehyde. used and in Made from acctylene . supply the flavor . Other making synthetic rubber . Ethanol can also be mixed with gasoline to form the automobile fuel called gasoline . Ethanol can be oxidized to from first acctadehyde products made from ethanol include butadiene . It is an excellent solvents for many substances and is making such products as perfumes . 110 . used as a local anesthetic . from wood pulp. celluloid. Denaturing involves mixing ethanol mixing ethanol with small amount of poisonous or unpleasant to make the ethanol undrinkable . Alcohol solution of nonvolatile substances are called tinctures. lacquer .the solution is called a spirit. some of the impurities . Ethanol is miscible (mixable ) in all properties with water most organic solvents . It can be dehydrated to form either . if the solution is volatile . and many other organic chemicals. The removal of all these substances would involve a series of treatment more expensive than the federal excise tax on alcohol beverages . are of great value much ethanol not intended for drinking is now made from synthetically .In the production of beverages such whiskey and brandy. or from petroleum . ethyl choride .

cause the milk to sour by changing lactose (milk sugar ) into lactic acid. fermentation results in the breakdown of complex organic substances into simple ones through the action of catalysis . For example. starch is broken down (hydrolyzed) into complex sugar then simple sugarsand finally alcohol. into ethyl alcohol and kinds of fermentation occur other naturally . which the action of zymase sugar . such as acidophilus milk.F E R M E N T AT I O N Chemical all chemical changes of in organic substances by the and action of enzymes.lactase a ferment produced by bacteria usually found in molk .such as glucose and carbon-di-oxide . Various fermentation productions of milk . This general definition includes virtually reaction psychological importance scientists today often restrict y]the term of action of specific enzyme. zymase . as in the formation of butyric acid when butter becomes rabcid and of acetic when wine turns to vinegar.. Generally . and invertase . bacteria ad yeasts. Many Probably the most important type of of fermentation is alcoholic fermentation in secreted by yeast convert simple fructose. acetone.called ferment produced by minute organisms such as molds. For example . by the action of database . butyle alcohol and bytric acid are now produced on a commercial scale by special fermentation processes. 111 . Glycerin . and yogurt are widely consumed for their nutrictive properties .

now called malt finally kiln-dried kilning checks germination and produces substances that give an aromatic flavor to the beer. the malt can be toasted from light tan to dark brown . ale. BREWING Process beverages of making are beer. and diarrhea. rice or sugar. By varying the heat . Acids such as lactic acid and acetic acid may also form in the intenstines of infants . the color of the beer is partially determined by the color of the malt. the water being drained off about once a day . gases such as hydrogen sulfide and carbon dioxide may. The barely is then placed in slowly revolving drums or in shallow tanks equipped with plows . which has the property of changing starch into sugar . As the wet grains is stripped and aersted it begans to germinate . From in amount large enough to cause distension and pain . Germination is allowed for about 6days . hopes and barely supplemented by corn .The action of certain bacteria on undoigested carbohydrates causes fermentation in the human intestine as a result . but and not similar cereals the raw that fermented distilled materials of these beverages are water . causing . the most important being malt diastase . M AL T I N G Barely is first steeped in cold water for 45 to 72 hours . the sported barely . 112 . This process produces several enzymes in the grains .

where fermentation takes places. Bottom. depending on 113 . when cereals such as cornflakes . it must first undergo boiling . however . The grist is then with warm water in tubs until it forms a porridge like consistency. are used as malt adjuncts. Next. next the supplementary grains are added .with time allowed at each step for the various enzyme to act. The finished mash to the bottom of the mash tub There it forms bed through which the liquor . COOKING The wort is drawn off into copper kettles in which it is boiled with hopes . If raw grains is used. About 16kg(about 35 lb) of barely malt and some 7kg (about 15lb) of corn or rice are used for each 117-litre (31-gallons) barrel of beer.45 kg (about 1 lb) of pure culture per barrel of wort .fermenting yeast (which settle to bottom) is used for ale. the hopes are screened the wort is passed through a cooler and run into vats. F E R M E N T AT I O N Fermentation is started by adding about 0. The temperature of the mash is then raised stepsform 38c(100f) to 77c(170f) . the remaining work from the spent grain. sparge . precooking is not required. Fermentation continuous a number of days . This culture has been reserved from a previous brewing of the same kind of beer.MASHING Crushing the malted grains between iron rollers begins brewing .

a small amount of fresh wort or sugar is added . CELLARING The beer is aged 3 weeks to 3 months in storage vats. 114 . which is produced in the fermentation brewing requirements . and fire remove foreign elements . and the beer is placed in pressure tanks for fonal fermentation to produce the carbon-dioxide gas that gives the characteristics head . which is also produced by fermentation . source especially the B conmplex . Liffed bottles are screned properly to direct presence of any foreign elements. with water to in the manufacturing of dry ice. Brewer’s yeast . is a rich process in excess of of vitamins . Carbon dioxide .. BY-PRODUCTS Spent grains remaining after mashing and sparing is rich in elements and is as brewer’s grains for feed . in which it clarifies and its flavor develop . 2. or foam. carbonated beverages . Finally . Filling is done by volumn process 3. The yeast is then skimmed off or settles. breakage of bottles from top. First the bottled are cleared properly . beer is usually pasteurized and filtered and is then sealed in pitch-lined kegs or packaged in individual bottles or cans. and the beer is drawn off for cellaring. Often it is fully matured . may be recovered and used extinguishers.the beer brewed . BOTTLING Bottling has the following stages:1.

The contract brewing company generally handles all of the beers marketing. Regional brewery – An established term for a brewery that supplies beer in a fixed geographical location. Finally packed in carton packages . SOME OTHER BREWERY DESCRIPTIONS Breweries range widely in the volume and variety of beer produced. 5. ranging from small breweries that produce a few dozen barrels a year. Some commonly used descriptions of breweries are: Microbrewery – A late 20th century name for a small brewery. The term started to be replaced with craft brewer at the start of the 21st century. that produce hundreds of millions of barrels annually. such as a pub or restaurant. and distribution. such as InBev. With modern distribution methods this term is falling out of use. Labeling of bottle is done /. If the amount of beer that a brewpub distributes off-site beer exceeds 75%. is also sometimes referred to as a contract brewer). confusingly. replacing PennsylvaniaCraft brewer term . Contract brewing company or contract brewery – A business that hires another brewery to produce its beer. sales. while leaving the brewing and packaging to the producer-brewery (which. it may also be described as a craft or microbrewery. to massive multinational conglomerates. Brewpub – A brewery whose beer is brewed primarily on the same site from which it is sold to the public.4. Yuengling Brewery a regional – 115 A brewery that in is Pottsville.

Prohibition. and other beer-related products. breweries were local institutions.microbrewery. Brewmaster is given to a person after 2½ years of extra study in the art of brewing thus earning a degree equivalent to a Master's degree. The major breweries employ engineers Chemistry/Biotechnology background. yeast. closed most of the breweries in the United States. A with a brewmaster is a person who is in charge The of title the of production of beer. Macrobrewery or Megabrewery – Negative terms for a large brewery. and the few that were able to remain open by producing near beer. malt extract. The costs involved in moving large quantities of beer while maintaining its quality necessitated that beer be made near where it was to be consumed. were in an advantageous position to produce and sell beer after the repeal of Prohibition. 116 . US Brewing Programs: Seibel Institute of Technology California Brewers Guild American Brewers Guild UC Davis CRAFT BREWING Before Prohibition in the United States. with a few exceptions. as could be expected. A craft brewery is a brewery which does not use adjuncts and/or is considered to make craft beer.

primarily producing niche beers. Jimmy Carter signed into law a bill explicitly allowing people to brew beer for private consumption. The McMenamin brothers alone have over thirty brewpubs. advancements in refrigeration and motor vehicles enabled large regional and national breweries to maintain product quality while being transported a greater distance. were lost in America. Many of these startup microbreweries. Answering this need. with more breweries than any other city in the world: a mindnumbing 33 just within the city limits. homebrewers looked to recreate beers they had enjoyed in places with a more varied beer assortment. have since grown into major regional breweries in their own right. Paul's Summit Brewing Company. Local breweries. These remaining breweries quickly became large enough to be household names all over the nation. Oregon has earned the name "Beervana". As the homebrewing movement grew. and locally brewed beer. smaller breweries started popping up across America. such as St. many in renovated theaters and other old buildings otherwise destined for demolition.During the same period. 117 . In 1978. The rise of imported beers and homebrewing brought a demand for more beer styles. Portland. distilleries and wineries scattered throughout the metropolitan area. and concentrated mostly on the style with the broadest appeal: American light lager. and a whole industry grew around the microbrewing industry.

Bridgeport Brewing Company and the MacTarnahan's Brewing Company. "beerhunter" and author Michael Jackson called Portland a candidate for the beer capital of the world because the city boasted more breweries than Cologne. Germany. In 1999. 118 .Other notable Portland brewers include Widmer Brothers.

in a fact all these impressions or brought about its anesthetic effect upon the nervous system and in particularly upon the cortex of brain by depressing action on cerebral cortex . The purists maintain that it is unforgettable to define whiskey . Many people find that that liquor makes heart glad and thus making mood lighter .RESEARCH ON LIQUOR AND ITS ROLE Liquor adds mirth or the festivals .Some use it moreover as a effective social lubricant for social mixing. diehards are socked that whiskey can be mixed with any thing .. Pleasure and consolation has 119 been found in alcohol . Many people finds that liquor makes heart glad . We use it more over as convenient and effective base for get-together parties. Alcohol treduces inhabitation and judgement as a result person mixes easily and pays less attention to frustrating elements in the environment. Alcohol is a popular conceived as a stimulant . soda and ice. Every one has different type of drinking habit . Most of the people can testify to the value of alcohol as an add to ‘makings the party go’ now and again a person uses it to distract situation for some moments or to soften the movement from reality of the world. which is an extension of ones personality . People use liquor as a medium to add in festivity of joy.

throughout the history and overwide range of cultural achievements from the most primitive to the most advanced . 120 .

another British entrepreneur H. Meakin has diversified into breakfast cereals and glassware. the company’s basic value remains the same – integrity and craftsmanship. He elaborates: “I’m averse to religion and feel it’s for the weakminded and not for those who have belief in themselves. In powers.Executive Director.G. which spirituality provides. India . I agree we all need an anchor in life. he feels.” Being good and noble gives one sense of satisfaction. Despite changing times. At the same time he feels the downside of it all is combining spirituality with religion. his I also believe is a divinity. But our upbringing has been such that goodness is imbibed in use…. Mohan Meakin Ltd. ROCKY MOHAN Rocky Mohan recounts how his company’s origin go way back to Edward Dyer from the UK who set p the first-ever brewery in 1855 at Kasauli.Years later .” But I tend not 121 . “We are not a religious family. “I’m there’s believer in says supernatural Mohan.” opinions. God derivation of goodness in man.

I don’t think one needs gurus.” Cool.” A workaholic and practical person. Mohan has always had faith in himself and has never felt the need to have a guru. if your family nucleus is strong. I feel he has been grossly misrepresented.to use spirituality as a form of meditation or spend time invoking the kundalini.” he opines. “The simplicity of the erstwhile days is over. “There’s constant need to alleviate the stress we live with in this complex forms world.G. I have also read Swami Vivekananda and U. confident and composed. But I personally feel by looking inward we would be able to become more spiritual. I spend a lot of time with my wife and children and that helps a lot.Krishnamurti. “If the fundamental are right. he gushes: “I find Osho an extremely vibrant thinker. Mohan says . both enhanced my ability to understand spirituality without the religious trappings. Yet. most of the time the fear is whether you are really doing justice to 122 . But I do question certain things: Is giving food to orphans a form of spirituality? When you are philanthropic in any way. In the sense that I like to practice some goodness in whichever form I can. we tend to bank on different spiritual This mean looking toward people we think know more. of And because guidance. we are unable to comprehend what’s happening around us.”I believe in the good things of life.” Mohan feels that people like Shiv Khera and Deepak Chopra are successfully selling Indian spirituality abroad.

Today. Meakin bought the old Simla and Solan Breweries and set up more units. Years later. He elaborates: "I'm averse to religion and feel it's for the weakminded and not for those who have belief in themselves. At the same time he feels the downside of it all is combining spirituality with religion. the company's basic values remain the same—integrity and craftsmanship. I also believe there's divinity. He’s given me that ability to feel very relaxed by what I do and I enjoy what I do. Plus one remains content with oneself.” Besides exercise. "I'm a believer in supernatural powers. Today I’m a very happy and content person. Mohan Meakin has diversified into breakfast cereals and glassware.” he says. “There are numerous examples. another British entrepreneur H. Fortunately. I 123 . Despite changing times. Being a businessman gives him a good feeling. India.someone. whether the donation will be correctly used. In his opinion. And after a point of time." says Mohan.” Rocky Mohan recounts how his company's origins go way back to Edward Dyer from the UK who set up the first-ever brewery in 1855 at Kasauli. God has been kind. lucid instruction on cooking.G. one does shy away. God is a derivation of goodness in man. One is skeptical about the help one extends. Now there are laws that make you ethical. cooking is a form of relaxation for Mohan. His book art of Indian cuisine provides simple. “I definitely feel that ethics and business can go together.

But I personally feel by looking inwards we would be able to become more spiritual. of And because guidance." Mohan feels that people like Shiv Khera and Deepak Chopra are successfully selling Indian spirituality abroad. I have also read Swami Vivekananda and U. "There's a constant need to alleviate the stress we live with in this complex forms world. to understand spirituality without the religious 124 . we tend to bank on different spiritual means looking towards people we think know more. "But I tend not to use spirituality as a form of meditation or spend time invoking the kundalini" Cool." Being good and noble gives one a sense of satisfaction. But our upbringing has been such that goodness is imbibed in us. both enhanced my ability trappings. "The simplicity of the erstwhile days is over. confident and composed. we This are unable to comprehend what's happening around us.G.agree we all need an anchor in life.. Yet." he opines. Krishnamurthi. he feels. he gushes: "I find Osho an extremely vibrant thinker. Mohan has always had faith in himself and has never felt the need to have a guru. "We are not a religious family. I feel he has been grossly misrepresented. which spirituality provides..

most of the time the fear is whether you are really doing justice to someone. He's given me the ability to feel very relaxed by what I do and I enjoy what I do. In the sense that I like to practise some goodness in whichever form I can. Now there are laws that make you ethical. Mohan says: "I believe in the good things of life. whether the donation will be correctly used. lucid instructions on cooking. His book Art of Indian Cuisine provides simple. God has been kind. Being a businessman gives him a good feeling. I spend a lot of time with my wife and children and that helps a lot."If the fundamentals are right. "There are numerous examples. Today I'm a very happy and content person." 125 . Plus one remains content with oneself. One is skeptical about the help one extends. Fortunately. And after a point of time. if your family nucleus is strong. But I do question certain things: Is giving food to orphans a form of spirituality? When you are philanthropic in any way. one does shy away. "I definitely feel that ethics and business can go together." A workaholic and practical person." he says. cooking is a form of relaxation for Mohan." Besides exercise. I don't think one needs gurus.

L.) PH. (DR. Mohan Meakin ltd. J. K. is directed by its board of director. MALHOTRA SHRI. JAIN 126 . BOARD OF DIRECTORS MANAGING DIRECTOR BRIG. VINAY MOHAN SHRI. constitutes nine members in its board of directors. K.) KAPIL MOHAN VSM (RETD. Their name and designation are as follows.ORGNISATIONAL STRUCTURE The Mohan Meakin ltd.D. GOSAWMI SHRI. DEPUTY MANAGING DIRECTOR EXECUTIVE DIRECTOR FINANCIAL DIRECTOR DIRECTORS SHRI HEMANT MOHAN SHRI RAKESH MOHAN SHRI P. D. All the necessary and required decisions at higher management level is taken by it.

NEW DELHI. F.B.S.C. F FERGUSON & COMPANY C.. DADA CHANJI & CO.A. AMCIA (LONDON) STATUTORY AUDITOR A. N. 127 .SECRETARY SHRI H.O. NEW DELHI. REGISTERED OFFICE SOLAN BREWERY P.. F. COM. HANDA B. (SHIMLA HILLS) HIMANCHAL PRADESH BANKERS SOLICITORS PANJAB NATIONAL BANK J.C.A.

ORGNISATION HIERARCHY Board of directors Managing director Director Director Finance Director Executive Director Secretary Director Director Director Chief executive Administrative personal Manager manager marketing & Packaging sales store production account manager manager manager manager 128 .

These persons are responsible for the completion of work given to them and are answerable towards the sales manager. Sales supervisor. Sales Manager Sales Supervisor Sales Personnel 129 .Manager Sales Supervisor Distillery Sales Personal Chemist STRUCTURE OF SALES DEPARTMENT Sales department of the company works under the leadership of its manger. Anil Dang is the sale manger of the Mohan Meakin ltd. under him other sales personals are there. sales personal are the last hierarchy of the sales department. who work as per direction of sales manager. Mr. Sales supervisor and sales personal work the director control of the sales manager.

130 .

Forming a team.a phase of change to compete and excel globally for future. The Mohan Meakins Limited Human Resource Department has initiated a metamorphosis within the organization . bringing the organisation to the very forefront of the global alcohol and beverage industry. Our employee is determined. A complete teamwork is highly appreciated. HRD 131 .HUMAN RESOURCES What drives Mohan Meakins Limited’s employees is the positive outlook towards work in an environment of change that encourages innovation and lateral thinking to harness new concepts for increasing maximum efficiency. The Shaw Wallace employee is determined. ready to learn and committed to meeting and raising the organization's standards of quality. committed and eager to learn and we provide this platform like every other growing global entity. whose sole purpose is to achieve its target under any circumstances. loyal. Every Shaw Wallace employee works in harmony to reach higher goals and strive to take the organization forward. a team that never compromises on quality and inner strength.

believes in the dynamics of change: if we always do what we had always done. The Mohan Meakin Limited human resources department has become an eventful place with a focus towards attraction. by improving team-spirit and inter-personal communication of the organization's members. in order to increase efficiency while reducing unnecessary costs and expenses. by supporting personalized growth of the individuals. retention and development of talent. giving a new dimension to the HR systems and processes. leading the organization towards an effective human engineering process. To implement this change. we will always get what we always got and we nurture a constant urge to achieve something beyond the expected. It not only believes in harnessing internal pools of knowledge but also provides its employees a platform for knowledge integration with internal as well as external sources." 132 . as it surges ahead to set higher performance thresholds. Mohan Meakins Limited is working in tandem with the world-renowned consultant McKinsey & Co. Mercer HR Consulting has been appointed to design a tailor-made HR roadmap. HRD works towards enhancing the effectiveness and the efficiency of Mohan Meakin Limited by enriching individual maps of reality. Our HR motto states that "We not only believe in blending Spirits into Liquor but also blending Aspirations into Career.

At SKOL Breweries SICA unit.ENVIRONMENTAL CARE We are blessed to be in the planet called Earth and enjoy its pristine beauty to inhabit in it. the highest precaution. As a large entity. there has been a significant reduction of wastage of all raw materials and compliance with international 133 . Shaw Wallace as a company has conceived a variety of on-going initiatives. manufacturing units. it is our commitment to preserve this beautiful paradise. The greenery and landscapes maintained at several of our units have also won the 'Best Garden' awards on numerous occasions. As a good corporate citizen. which has the distinction of being the first brewery in India to get the coveted ISO 14001 Certification. designed exclusively to safeguard the wonderful gift of Mother Nature. we have taken adequate steps to protect and conserve the resources inherited from nature. adopting various environmental friendly measures. this obligation extends to the generations that will follow us in the years to come. After all. In an Endeavour we at of to Shaw bolster within environmental maintain the vicinity care of and our nourishment. standards Wallace.

impart and training airfor are pollution.000 trees as an afforestation drive. The brewery has also developed policies objectives implemented periodically. Be it raw material handling. NGL also planted over 30. NGL also has a solid waste treatment plant using 'vermiculture' as a technology drive. SKOL Breweries Charminar unit is the second brewery in the country to have received the prestigious ISO 14001 Certification for its environment management practices. systems water-pollution to ensure that environment management. processing or bottling. At the Narmada Gelatines unit at Jabalpur. every process is conducted as per international environment practices. This has helped in consumption of treated water and ensuring zero discharge of effluents from the factory.pollution control norms. SWC has constructed an effluent treatment plant comprising one primary clarifier. an aeration tank. complying with legal requirements of all statues applicable to the organization. a secondary clarifier and a rotary drum vacuum filter. prevention and the loss also of to bio-diversity. 134 . SICA has based its environment policy on parameters like conservation of natural resources.

The Board reserves the right to amend. the Company’s Board has adopted the Code for compliance both in letter and spirit by all Directors and Covered Employees. The Company will uphold ethical and legal standards while pursuing its objectives. subject to applicable law. The Company is committed to ethical and lawful business conduct and perceives it as critical to the Company’s success. Directors/Covered Employees 135 who violate/deviate from . alter or terminate the Code at any time and for any reason. The Board of Directors has the right to expand/amend the extent and coverage of employees under this Code. the Code is intended to serve as a broad guide.ETHICS OF THE ORGANIZATION The Board of Directors (the “Board”) of Mohan Meakins Limited (the “Company”) has adopted the following Code of Business Conduct and Ethics (the “Code”) for Directors of the Company (“Directors”) and all employees of the rank of VicePresident and above (“Covered Employees”). While it is not possible to anticipate every situation or circumstance that may arise. Consistent with these principles.

RULES AND REGULATION All Directors and Covered Employees must respect and obey all the applicable laws of the countries in which the Company operates. honesty. Directors/Covered Employees should avoid 136 . Actively Objectives needs. in addition to disciplinary action by the Company. As a general rule. probity. rules and regulations may subject Directors/Covered Employees to individual criminal or civil liability. In performing their functions.the requirements of the Code will attract disciplinary action which may include termination of office /employment. (2) C O NF L I CT S O F I N T E R E S T A “conflict of interest” exists when personal interest interferes in any way with the interests of the Company. Violations of laws. assist and in implementing an the Company’s that is creating organization responsive. apart from subjecting the Company to liability and/or loss of business. transparency and with utmost good faith. positive and driven by business and social (1) COMPLAINS WITH LAW . Directors and Covered Employees will: Act with integrity.

not to gain unfair advantage with customers or suppliers. customer or supplier. he/she should seek guidance of his/her immediate superior and/or the Chairman of the Audit Committee. Another example of situation of conflict of interest is when a Director/Covered Employee or members of his or her family. Conflicts of interest are prohibited as a matter of Company policy. given. It is deemed to be a conflict of interest or independence for a Director/Covered Employee to work simultaneously for a competitor. It is not possible to describe all situations of conflicts of interest that could arise. “Protection and Proper Use of Company Assets and Proprietary Information”. Conflicts of interest may not always be clear-cut. The purpose of business entertainment and gifts in a commercial setting is to create goodwill and sound working relationships. A situation of conflict of interest arises when a Director/Covered Employee has interests that may make it difficult to perform his or her company work objectively and effectively. provided or accepted by any Director/Covered Employee Directors / or Covered his/her Employees relatives.actual or apparent conflicts of interest between their personal and professional relationships. Directors/Covered Employees are not allowed to work for a competitor as a consultant or board member unless approved by the Board. except in exceptional circumstances and with the prior approval of the Board and subject to limitations imposed by law. may not use the Company’s assets. so if a Director/Covered Employee is unclear. labour or information for personal use except as outlined in Section 8. or unless approved by the Chairman of the Audit Committee or as part of 137 . No costly/unusual gift or entertainment should be offered.

possessing trade secret information that was obtained without the owner’s consent. Each Director/Covered Employee should deal fairly with the Company’s customers. (3) INSIDER-TRADING:In order to assist with compliance with laws/regulations against insider trading.a compensation or expense reimbursement program available to all Directors/Covered Employees. A Director’s disclosure of interest under Section 299 of the Companies Act. Pilfering proprietary information. competitors and employees and should not take unfair advantage of anyone through any intentional unfair-dealing practice. (4) COMPETITION AND FAIR DEALING The Company strives to outperform its competition fairly and honestly. 138 . 1956 shall be treated as sufficient compliance under this clause regarding situations of potential conflicts of interest. the Company has adopted the “Code of Conduct for Prevention of Insider Trading” governing trading in securities of the Company and Group Companies that is applicable to every Director/designated employee. suppliers. Abiding by the “Code of Conduct for Prevention of Insider Trading” is mandatory.

injuries and unsafe equipment. except when disclosure is duly authorized by the Chief Executive Officer or Chief Financial Officer or the Audit Committee or the Board of Directors or is required by laws or regulations. Use of confidential information for personal gain is strictly prohibited. Being under the influence of illegal drugs and/or alcohol on the job is absolutely prohibited. Confidentiality extends to information that suppliers and customers have entrusted to the Company. (7)CONFIDENTIALITY Directors/Covered confidentiality of Employees shall to maintain them by the the information entrusted Company and any other confidential information about the Company that comes to them. from whatever source. practices or conditions.(5) DISCRIMINATION AND HARASSMENT The Company is firmly committed to providing equal opportunity in all aspects of employment and any illegal discrimination or harassment of any kind is prohibited. 139 . in their capacity as Directors/Covered Employees. (6)HEALTH AND SAFETY The Company strives to provide each employee with a safe and healthy work environment. Every Director/Covered Employee has responsibility for maintaining a safe and healthy workplace by following safety and health rules and practices and reporting accidents.

(8) PROTECTION AND PROPER USE OF COMPANY ASSETS AND PROPRIETARY INFORMATION

All Any

Director/Covered incident to

Employees of the fraud Head

must or of

endeavour should

to be

protect the Company’s assets and ensure their efficient use. suspected theft Human immediately reported Resource

Department and in appropriate cases, the Chairman of the Audit Committee for investigation. Company assets should not be used for personal use, though incidental personal use may be permitted when properly authorized. The obligation of Director/Covered Employees to protect the Company’s assets includes protecting its proprietary intellectual information. Proprietary information includes

property such as trade secrets, patents, trademarks, designs and copyrights, as well as business, marketing and service plans, engineering records of and and manufacturing unpublished policy and ideas, designs, data. of databases, only a financial the

Unauthorized use or distribution of this information is not violation Company terms employment with the Company, but could also be illegal and result in civil and/or criminal liabilities.

140

(9) REPORTING ANY ILLEGAL OR

UNETHICALBEHAVIOR
If any Director/Covered Employee believes that a violation of or significant deviation from the Code has occurred or has become unavoidable, he/she must contact the Head of the Human Resources Department and in appropriate cases the Chairman of the Audit Committee. Use of the above reporting procedures in bad faith or in a false or frivolous manner will be considered a violation of the Code.

(10) WAIVER OF THE CODE Any waiver of the Code or any provision of the Code for any Director/Covered Employee must be made only by the Board of Directors and disclosed as required by law or SEBI/Stock Exchange regulations.

11) COMPLIANCE PROCEDURES 141

Every Director and Covered Employee shall annually confirm on or before April 15 compliance of the Code in the prescribed form.

HR POLICY ON FRIENDSHIP

In our society we come across a lot of people, many known people and a few as acquaintances. Among them, very few become nearer and dearer to us and develop a feeling of friendship such people can be called few become true friends. They friends. Among them a a great liking, develop

attachment, and feel a lot about our good and bad. They tell you like who to you share are? our Thus good and bad have and the earn power our to

affection. There is a saying that show me your friend, I will friends determine the character of a person. In everyones life friends play a vital role. The secrets which one will not reveal with his kith and kin will share the same with his friends. Generally, through friends, one will accustom to certain bad habits. One must be cautious in this regard. It is all in one’s own mental control. If we are determined and disciplined you will remain unchanged under any sort of atmosphere. The friendship which we develop in our childhood will last till we die since it is pure, unselfish and not expecting anything in return. But nowadays friendship has been commercialized. Before making friendship people assess what we can get out 142

of this person. But these friendships will vanish within no time. Good friendship will really help an individual to groom up in life. A good circle of friends will provide a greater and wider range of people in society. It helps to interact with many in the global atmosphere. One can express himself about his personal trait and abilities through friends. Thus it helps him in his career also. With the same spirit he deals with his customers if he is in sales. He can easily understand the minds of the people and get his job done. The ease and capacity to mix with others is developed because of friendship. One learns things from mistakes and every individual will generally make mistake when he or she is amidst friends. So friends are in a way teachers also, indirectly. True friends will form a network and they can achieve anything in life collectively. In sales it is what we require. The more number of people you know the more business you will do. In business they may have rivalry but in personal level friendship is above all. History has told us the true friendship between Lord Krishna and the poor Kuchela and left us the message that poverty cannot become a barrier in friendship. Similarly, Duryodhana and Karnas friendship is remembered as a great one because in friendship Duryodhana did not see caste, richness or any other disparity with Karna.True friends will always be our well wishers. To conclude, we have to assess a man’s prosperity not by seeing his wealth but by seeing how many good friends he 143

has earned in life. This will tell us the character, good nature and the ability of the person to influence people and society.

144

In present day liquor is manufactured in every part of the country.PROBLAMS IN LIQUOR MARKETING Liquor market is one of the complex markets today. But advertisement can not be directly done for the product so all together it a different game. Liquor drinking is not considered as unsocial in the west society but in India smoking and drinking is not considered as socially correct and called socially unethical. The markets is optimally saturated by the large no. leading to customers likes and dislikes and inter creating competition among the brand of a particular range. the aptitude. the perception. which they cultivate for from that of us this happen in case of liquor consumption also. of companies in the market. publicize the company and its brand more rapidly then any other means. We all are very well acquainted the fact that west is much different from the east. The belief. This is done by making dance music videos by the brand name or some times by companies name. the way of life. the norm. So due to this reason most of the liquor advertising is done indirectly for the brand name rather than the product. 145 .

146 .. with the invasion of the cable the marketing of liquor product has got a fillip. Time is changing fast. This is called surrogate advertising as its retail outlet. attitude etc. Liquor today is a part of show business and youth craze with this change in social value drinking is acceptable now a days. SONY. Changing the lifestyle. the way of thinking. Now companies are adopting the idea of open advertising their product in various cable channels like ZEE TV. Even among the teenagers and college going students although this is unhealthy and should be discourage. with the coming of many private channels west has now become accessible to us in this atmosphere a sudden transaction from an age old values to the new set of norms has been observes.A very common practice is to do advertising for the soda or mineral water. As result the wants and needs of people of changing with such factors as fashion. STAR PLUS.

No door-to-door marketing and selling can be one. 147 . These Strictly limited areas wise Price restriction No direct Marketing : : government directly controls the price.LIQUOR MARKETERS ARE FACED WITH FOLLOWING PROBLEMS AND RESTRICTIONS No outdoor publicity : Advertisements are restricted to putting up banners and posters insides of retail shop only. Limited outlets : number of retails and wholesale outlets Are controlled by government.

2. Miss Bizzard and Rogers international (world largest liquor manufacturer) located in France for the purpose of bottling distribution and marketing of the Larson cognac. Mc Donald and Muir ltd Edinburgh. In present to the economic liberalization policy. Scotland (UK). 1.. A separate joint venture company has been corporate under the name Mc Donald mohan distilleries ltd with head office New Delhi. This collaboration helped mohan Meakin ltd. 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 products through their distribution network internally.JOINT VENTURE Memorandum of understanding has been signed by the company with M/S Mc Donald and muir ltd. Edinburgh (UK) for the purpose of market and bottling of scotch whiskey. in enhancing its technology. 148 .

In this sense. 4. MAHARSHTRA DISTRILLERS 2. MERRY DRINKS 7. 4. Marketing and distribution play an important role in industries development. 5. CHITTOR CO-OP LTD. the industry can be more or less classified under the FMCG category. MOHAN MEAKIN KENYA LTD. 2. 5. To build 149 . GERMANY. HIMALYAN BREWERIES LTD. MOHAN SHIALIK BREWERIES LTD. 6. GOLDEN DRINKS LTD. ARMY WELFARE PROJECT BHUTAN. MOHAN ROCKEY SPRING WATER BREWERIES.TECHNICAL COLLABORATION OF MOHAN MEAKIN LTD WITH DIFFERENT ORGNISATION 1. Liquor sales are also largely driven by brand popularity. 3. Some of its collaborations outside the India are as follows: 1. RIJAL TANSI INDUSTRIES NEPAL. OUTSIDE INDIA Mohan Meakin has not performed collaboration with other companies only on India but also outside India. 3. ZUPACK GENETISCHAFT. MOHAN GOLD WATER BREWERIES LTD.

liquor distribution is controlled. Panjab & Chandigarh and government controlled in Tamilnadu. While the India made foreign made liquor (IMFL) sales in Maharashtra. But once hooked to its product volume are likely to be steady. Orissa. Given that consumption patterns are more or less static. Here again the difficulties will be acute for new players. States following the open market mode give good average to the IMFL marketing company to the choose the distributor and to determine pricing. The brand plays a critical role in building the fortunes of a company. Assam. As there are curves on advertising liquor through other media. Mijoram & Nagaland are enforcing prohibition. Karnataka. Goa. Companies have few changes to hook a customer. ‘brand-push’ strategy may be a key success factor. Tripura and Arunanchal Pradesh. Delhi and Kerala. Manipur. Uttar Pradesh. On the other hand they have to manage the ever increasing demands of wholesalers and retailers. and on the other way they have to manage the red tape and corruption associated with controlled marketed. Brand pulls as important role forcing companies to go in for surrogates. the companies depend almost completely on retailers and other agents. Jammu & Kashmir.brand popularity companies have to get retailers to recommend the brand end. This apart. Bihar. West bangal. with the exception of few states. The strength and penetration of the retailing network are the key success factors. Madhya Pradesh. Maghalya. In case of distribution by government and through auction powerful distributors exert influence on the margin of the manufactures.user. Rajasthan. Gujrat. Controls can take various forms such as government controls market and actions. Liquor companies have come out with a self regulatory code 150 . companies face a difficult task in managing their supply chain. Given these factors. Therefore adopting a.

The main market is the UK & US the Middle East Australia. having set a 100% export oriented unit for this purpose. of pubs are operating. distribution of IMFL is also controlled. The ban on advertising has in practice not acted as a deterrent. 6 million. 151 . The demand fpr beer is increasing steadily. The market for beer lies mainly inn the urban centers.(Karnik code) for liquor advertising after some liquor ads dew the ire of the information and broadcasting ministry. Germany & France. In certain states. 370 million were exported. During 1993-94 alcoholic beverage worth Rs. The companies have employed noble and innovative method to publicize their products. The beer and the IMFL market have a large number of established companies and brand. country and IMFL cater to different segments. where a large no. Beer and rum constitute major part of India alcohol export. In India. An Indian company is even successfully exporting sparking wins. The low income groups in the urban areas consumes country liquor middle and high income groups of both urban as well as rural areas prefer the IMFL Government controls pricing and distribution of country liquor. Drought beer ids popular in Mumbai & Bangalore. this code imposes strictures surrogates advertising and timing of the liquor advertising slots. Where as in 1980-81 the figure was only Rs.

Punjab). Shaw Wallace Associated (Calcutta). Himachal Pradesh). 100 liters each in USA Germany . annually & 152 . Breweries & Distilleries (Mumbai) • • Per capita beer consumption in India .5 liters. Jagajit Industries (Kapurthala. this is a well developed .0.industry in India Major players in the alcoholic beverages market . as against 20 liters in China. alcohol) tightly controlled . prices of • intermediate • goods (molasses.United Breweries (UB) Group( Bangalore).ALCOHOLIC BEVERAGES MARKET IN INDIA OVERVIEW • Negative perceptions about alcoholic beverages widely prevalent This is a ‘regulated’ industry movement.state governments exert considerable influence • Yet.Rs 8.200 crores (US $ 1907 million) . Mohan Meakins(Solan.

Hayward’s (Shaw Wallace). Kalyani Black Label (UB Group). Mohan meakin Licensing required except for smaller units employing under 50 persons or not using power 153 .Maharashtra (Mumbai) Karnataka (Bangalore). Golden Eagle (Mohan Meakins).Stroh’s. mostly regional players 4 large breweries have 84% of the market Major beer brands (manufacturers) . Tamilnadu (Chennai) Industry Structure • Minimum economic size : 5000 kilo liters. 15000 kilo liters for NRI proposals Around 40 units in organized sector.King Fisher.BEER: MARKET Market Size • • • A 70 million cases market Market growing at 10-12 % per annum South and west zones account for bulk (> 75 %) market of this • • Major beer consuming centers . London Pilsner (Associated Breweries and Distilleries) • • • • • Foreign brands .

100 % SAD : 4 % basic.570 HL Duties • Import duty on beer .352. Excise subject) Duty Rs. 4/ Bulk litre in Karnataka (State 154 .750. • • Sales taxes .• Cap on additional capacities (frequently circumvented under pretext of modernization) Installed Production In Hecta liters Installed Capacities (199798) Production (199899) Capacities. Beer 6.000 HL 4. 10 % surcharge. 5% cess (State subject).45% .

bars/ pubs Regulations • Subject to licensing under Industrial Regulation) Act. large restaurants. varying from state to state. 1956 (Development and • • Cap on licensed capacity.BEER MARKET: FEATURES Market Characteristics • Trade 650. ml) cans • • Beer packed in 1000 usage minimal ml of glass (330 in States’ policies sales for beer prohibition govern trade Multi layer trade channel structure Beer sold through the • Preference the Indian • market for strong beer • same outlets as IMFL Promotions sponsorships musical promote brands events) and (sports.750 & bottles. announced in 1994 to augment industry growth • Plethora of duties and taxes from bottling to sales stage. special license for expansion Beer policy. to • Institutional sales of beer to star hotels. 155 .

L I Q U O R: M A R K E T

Market Size
  

Market : 58 million cases Past growth 15 % CAGR per annum Brown spirits - particularly whisky, rum & brandy

account for

over 75 % of this market

South and North share 60% of market

Industry Structure

Industry in the organised sector - an industrial license is required to start manufacture Major brands (manufacturers) : Signature, Blue Riband (UB Group), Aristocrat Label, (Jagajit Industries), Archer’s India), Smirnoff, Peach Passport Gilbeys Green Malibu, Distilleries

Schnapps(International Distillers India. Installed

(Seagrams), VAT 69, Black & White, Black Dog (United

Capacities,

Production In Hecta litres IMFL Production (19985,16,600 HL 99)

156

L I Q U O R M A R K E T : F E AT U R E S

Market Characteristics

Preference for brown spirits (molasses flavour) in Indian market Liquor packed in 180, 375, 500, 750 and 1000 ML bottles glass and plastic bottles. 180 ML and 750 ML are fast moving

• • •

Guala caps on bottles to prevent bootlegging Brand building very important Yet avenues limited - advertising of liquor banned in most media Promotions,sponsorships,surrogate advertising (sometimes) done to build brands

Trade
• •

Open market : Maharashtra, J&K, Goa, Orissa Auction market : Uttar : Pradesh, Rajasthan, Madhya Pradesh, Bihar, Punjab, Chandigarh

Government Kerala

Controlled

Tamilnadu,

Karnataka, Delhi,

• •

Prohibition States : Gujarat, Manipur, Mizoram, Nagaland There are over 22000 liquor retail outlets spread across the country

Regulations
• •

Movement of IMFL products regulated across states Entire process of manufacturing to distribution and sales attracts taxes a plenty.

157

Duties & Taxes

Sales tax (ad valorem), Bottling Fee, Litre Fee, Vend Fee, Gallonage Fee, etc.are levied Privilege Fee, Import/ export Pass duty the taxes some of them. In Karnataka some of

are : Excise Duty : Liquor from spirits - Rs. 45/-

bulk litre; Premium Malt Whisky - Rs. 60/- bulk/ litre; Litre Fee - Rs. 20/- bulk litre; Sales tax : 60%; cess 5%

Import duty on whisky, rum, gin & vodka, liqueur - 230 % + SAD : 4 %

F UT U R E B u s i n e s s Co n c e r n s
• •

Prohibition policies of states - vary from time to time Tax differentials curbs free movement of these beverages across states To avoid multiple taxes, manufacturers set up bottling plants in each state Curbs on advertisement of alcoholic beverages Finance constraints - banks reluctant to lend Constraints on availability of key raw material - molasses Bootlegging - a major concern.

• • • •

Key Success Factors

Blend,

body,

firmness,

heritage

brand

image

and

distribution - key factors

International image - not successful in India; success rate < 10% Local strategy - a must; in fact, due to high (sales) tax rate differential, marketers of alcoholic beverages have state-wise marketing strategy. 158

DEMAND DRIVERS
• • •

Deregulation of this industry; at the state level Increase in disposable income Changing lifestyles of middle class

F UT U R E
• • •

Industry expected to grow by 12% per annum Beer likely to grow to 7.6 million by the year 2003 - 04 Liquor industry to grow to 0.92 million by the year 2003 04 New capacities Expansions Beer : One (100,000 HLPA)

Liquor One (500 KLPA)

Beer: Two (765,000 HLPA)

Liquor One (5,000 KLPA)

159

TARGET MARKETING
The beer-drinkers in the country are much younger than the average beer-drinker elsewhere in the world. This makes them more likely to carry the brand with them for a lifetime. Also, as the target audience becomes younger, a light beer, is expected to attract first-time drinkers, since it is much milder than any of the other beers in the country. Even if one accounts for the fact that the strong beer market is growing fast in India, we expect that at times when consumers of our product shift to stronger beers, they will restrict themselves to the Foster’s brand because of the association they have with it and the positive connotations from the Foster’s name. A lot of new variants promise to gain prominence, but mainly in niche urban segments. The sophisticated consumer who drinks beer for the experience and not to get drunk will lap up ice beer or light beer. In urban centres, apart from first time users we are also targeting women, who as ‘the times they are a changing,’ are entering the market for beer. Essentially, women shy away from beer consumption because it is associated with calories, and has traditionally been a buddy drink, associated with pot-bellied men sitting at bars and shooting darts. Our product however is light both in colour and body, and mild in flavour. It is highly carbonated with low bitterness and no aftertaste. It has fewer calories lower alcohol content. It thus moves away from the traditional psychographics of the sector and toward the more up-market, college/office going youth, male or female, with aspirations, who sees himself as both physically and mentally fit, has an attitude of selfconfidence and nurtures the belief that ‘he/she can change the world’. 160

An equivalent 650 ml bottle is available for approximately Rs 8 in China. By de-regulation we mean that beer must be de-linked from liquor and the State must be reasonable enough to lower beer price (it must be mentioned that there is also a debate that beer must be made part of Central Excise). Draught beer is around 10% of the beer market here with all three major players enjoying a similar share. The beer industry has been united in airing its views in this regard. Which is why the per capita consumption in China is a high 16 litres per annum. I mention this because we have to keep this in mind as a shift in government policy such as this will broaden the demographic base significantly. an average growth of 3%.Maharashtra is the highest consumer of beer and has registered a rise from 100-lakh cases in '91 to 120 lakh cases in '96.5 litres per annum. If de-regulation happens. according to an industry observer. Deregulation is the only way out and it should happen in the near future. These figures pale into insignificance if one compares them with those of Czech Republic that has the highest per capita consumption of 156. 161 . Per capita consumption in India is hovering around a measly 0. the Indian beer market will expand 10-15 times in the next five years. Nationally. For instance.9 litres per annum (see box) Per capita consumption is directly related to the taxation. in Maharashtra there is a direct 100% excise duty on Beer. the draught beer and canned beer shares are under5%.

globally. have which seen therefore emergence three years. We at Foster’s do not plan to wait for that day and then start moving. In worldwide share of throat. well-established industrial unit as well as an excellent network of dealers and distributors thanks to Foster’s Lager.Given the levies. We have reached this stage because brewing is a more has capital-intensive are greater the advantage business entry of having than a distilling However. strong actually satisfies this need. but. The day in the terms government of the begins to on distinguish between beer and spirits in terms of the state levies and impositions. the spirits to beer ratio is In India the spirits to beer ratio. strong beer is a very. there will be a huge opportunity in the beer business. It is really lager beer. when the day comes. segments. Once we have established ourselves in the market. very small component of the market. Especially given India's demographics and given the huge purchasing power of the youth in India. and our therefore product there barriers. beer chance over of the the beer income we category. So. 'kick for the buck' being the norm. taking both the organized and unorganized sector together is in the vicinity Which means we're talking of a 50 times differential between the two. 162 . illicit liquor is actually available at far cheaper stands prices no compared in last to mild lower as a beer. which is the key segment. restrictions marketing and advertising. given India's And the economic conditions. we hope to have built such a strong base in the segment that we cannot be shaken from our prime position.

163 . ranges from 18 years in some state to 25 years in others. however. light beer has the strongest following among women consumers. at least in the launch period. Women beer drinkers are more attracted to specialty micro brewed beers than they are to the big brands. we would like to go the Foster’s Lager way and launch in Maharashtra.equal to nearly 7 gallons for every man. it is estimated that 47. percentage volume consumed. The majority of the difference will occur in Asia. The more than for US demographics of the have beer men consumption accounting In of India. volume higher even with consumed. possibly because of their greater variety. So far. Of all the beer types. Which means that. It the has.5 billion gallons of beer will be consumed worldwide . woman and child on earth. 60 percent of consumption will occur in Europe and the United States. expanding later to other parts. minimum efficiency enforcement been studied. where it is predicted that consumption will increase by almost 35% during the period.An important aspect that we must keep in mind for our launch is Delhi has that the a of legal minimum age to purchase liquor age limit has of not 25 years. been shown that an increase in the age of legal drinking from 18 years to 21 years achieves nearly 60 per cent of the effect of prohibition on alcohol consumption. down from a current 70 percent of the world market. By the year 2010. the as for men overwhelmingly 80% an account male-dominated.

I merely cite these statistics to give an idea of the consumption patterns in the country and a better understanding of our target audience.000. We at Foster’s have witnessed an exaggerated version of this in the demographics in India. by 1990 it had dropped to 17. and by 1994 the age was 14. or employed full time and belong to the SEC AB classes. Anheuser-Busch. The consumption age however has been decreasing over the years as may be seen in Kerela. purely for the purpose of comparison. Please note that advertisements in the press and local TV in the category are not permitted by the government of the state. In 1986 the age was 19. media reach and beer consumption with relation to other liquids in India is enclosed herein. these groups of people are classified as actionoriented consumers who enjoy variety and adventure. At minimum they have graduated from high school and/or attended college. 164 . Beer consumers here are either college going. where the age at which youngsters begin to consume liquor has come down. the largest groups of beer consumers are those that are employed full time with a household income greater than $75. According to the commercial psychographics profile system called VALS2. They tend to be men between the ages of 25 to 34 and most often are married with households of 3 or more.In the US. the makers of Budweiser. The consumer demographic profile. They have however been included herein. identify this group with primarily focusing on the "Generation X" demographic segment. Foster’s of course does not intend to target consumers below the legal age limit.

2 0.0 726.3 0. the Indian palate and food is more associated with 165 . In India especially.2 40. we trust the judgment of your agency in this regard.3 41.1 48.6 633.2 1.3 0.5 0.4 0.I have taken the liberty of highlighting the segments I feel would be the most responsive to our product.2 49.2 40.3 0.6 0.0 93.8 0.7 52.7 726.3 1.7 Fruit Beverages 0. then please keep me updated of the same. is making a comeback as a dinner drink.5 0.0 97.7 0.1 1.6 1.0 0.0 0.6 0.1 0.2 0.0 89.9 0.1 40. Liters Per Person – Beer in comparison with other Categories Beer Bottled Water CSDs Coffee Distilled Spirits Milk Tea Wine Subtotal All Others* TOTAL 1995 1996 1997 1998 1999 2000 0. once the traditional drink at the table.2 1.8 1.2 0. However.6 0.2 1.7 The product is a light beer .0 93.0 94.2 49. It has fewer calories and lower alcohol content.7 637.0 96.1 1.7 726.7 726.2 0.1 41.0 2.4 0. Moreover.5 1.5 0.1 631. but beer. Fine dining and wine have become synonymous.6 0.7 0.2 0.5 44.6 629. the wine market is not significant enough to make any impact on our industry. If you do feel that we need to expand our contract the target base in any sector.9 630.5 1.1 1.7 726.highly carbonated with low bitterness and no aftertaste.3 0.7 50.5 0.2 40.3 633.7 0.7 726.1 0.

preferences vary from region to region and this is worth a closer look.beer in any case. we can also attempt to generate consumption in new ways such as promoting the use of our beer for beer recipes or the like. Look at Andhra Pradesh where there is a tendency to consume beer along with a nip of hard liquor. increasing with an brand association and reaching out to an entirely different audience otherwise uncomfortable alcoholic beverage in their homes. Here again. “I believe we have not taken seriously beer consumption in semi-urban and rural markets. Light beers compliment spicy Mexican or Italian foods. ADVERTISING / PROMOTION 166 .” If you as the agency deem fit. no aftertaste. and combine nicely with appetizers. You will see exciting patterns of beer consumption if you were to visit suburbs of small townships. and bring our that product would into the kitchens be of India. This will open up an entirely new segment. low calories. low alcohol content” and thus encourage consumers to use our product in household recipes. The same goes for Indian foods. I include this only as a suggestion. Similarly. I have also taken the liberty of listing some possible recipes which could use our product. we can use the USP of “low bitterness. and of course will go with whatever decision your agency takes in this regard. which now gives the industry the bulk of its revenue.

tradition and relaxation. but can use sexual undertones to an extent. if they spoke seductively or were dressed in a manner that may be interpreted as erotic. might not do well to overplay on a predominantly macho image. being targeted essentially at both sexes. Our product. Sport includes all commercials that make a clear reference to sports of all forms. The category friendship included all commercials that focused around drinking beer in a group of friends. receiver message cultural context. or implied as such. This process may be subject to severe distortions. Our product gels well with this image. A standardized approach could hence run into the danger that the message will be unconvincing. as it does not meet the psychological "triggers" required to evoke a purchase decision with the consumer. sport. where the consumption of beer was depicted overwhelmingly as a social activity. or with a friend. to form five appeals: sex. Beer categories as of a product dominant has been confined friendship. if it depicted opposite sex making advances towards the main character. A commercial members was of judged the to use "sex appeal". 167 show main characters .An advertising message encoded in one culture has to be decoded as the in another will culture decode in the the case of in standardized his/her own marketing.

use "relaxation" as the dominant appeal. if your agency feels that such an image would cater to certain untapped sectors of the population. as our brand personality is essentially very different from this. this is not an accurate representation of the product image. However. Again. Finally. where the main character consumed beer primarily as a way to unwind and relax (mostly alone). showed historic buildings or images or were set in a historical background were judged to have "tradition" as the dominant appeal. Light beer is ideal for this it kind of image as more sportspersons of fitness can and consume alertness. then we are not by any means averse to such an image so long as it is in line with the broader brand image. commercials showing the main character in a clearly relaxing situation. without affecting their state MARKETING POLICY OF PRESENTATION OF PRODUCTS 168 . Commercials focusing on the tradition of the brewery or the product. We would not advocate an image of this nature.involved in sporting activities or after sports.

and the striking red F and the Mohan Meakin Lager blue and gold are instantly recognised by beer drinkers around the world.Every day millions of people around the world enjoy drinking Mohan Meakin Lager. Mohan Meakin spreads its brand message through promotional programs. sponsorship and public relations. 169 . A powerful range of award winning advertising and promotional programs has been the driving force of the brand's success. All Mohan Meakin lager theme advertising is consistent with an indian positioning. We at Mohan Meakin follow the five C approach to branding – COMMUNICATION Building familiarity and relevance to consumers is only achieved through effective communication of the brand message. Indianness is the essence of Mohan Meakin brand image is promoted in every market in the world. CONTINUITY Brand equity is enhanced by long-term marketing programs to ensure a cumulative build over time.

CONSISTENCY Global consistency in brand packaging and advertising image portrayal. stringent controls are in place to ensure the Mohan Meakin experience remains consistent around the world. Mohan Meakin has secured major licensing and brewing agreements in the Americas and in Europe. distributors and hospitality partners make up the worldwide Mohan Meakin team. Carlton & United Breweries expands the network in Australia. while Mohan Meakin Brewing International distributes their product to the Middle East and Africa. in both above and below-the-line programs. Mohan Meakin Brewing International also produces Mohan Meakin lager in strategically placed breweries in Asia and the Pacific region. This experience guarantees a consistent high-quality product and brand support that makes Mohan Meakin Lager instantly recognizable and familiar to beer drinkers the world over. builds upon the brand's strengths. Also. As a leading world brand. CO-OPERATION Mohan international Meakin seeks of partners major to build the brand's success through co-operative arrangements. An impressive network brewing companies. CONTROL 170 .

reputation and identity. Mohan Meakin Brewing International has strict controls in place to protect Mohan Meakin image. . 171 .Mohan Meakin tightly controls the brand and its image to manage. Their Australian-based upholds marketing and team set the the brand direction. Mohan Meakin has an electronic. protect and grow the brand equity worldwide. to standards promotes latest technology develop communications links between their marketing team worldwide. virtual global marketing office.

172 .

It is essentially a variant of one of the Carlton & United Breweries (CUB) Group’s revolutionary beers – Golden Eagle Premium. 1 selling beer in America. Light beer has is beer with a low alcohol content (between 1 and 4% vol). long the No. The Indian market does not have a beer in this category. 173 . reported that Bud Light has eclipsed Budweiser for the first time since the light beer was introduced in 1982. and mild in flavour. It is by definition. Golden Eagle Premium has an alcohol content of 2. has been toppled by its low cal sibling. Developed using the innovative process of ultrahigh gravity brewing.8% V/V and our own Foster’s Lager with 4. The light beer segment promises to grow at an extremely fast rate with a widening consumer base.7% V/V. in contrast with the already established brands in India like Kingfisher Lager which has an alcohol content of 4.9% V/V. or both. extremely light in colour and body. In 2000.LOW CALORIE & LOW ALCOHOLIC PRODUCTS The product is a beer in the ‘light beer’ category. Louis beers). St. or fewer calories (-30%). The September 2001 ‘Market Watch’. 26. light beer accounted for 44% of all the malt beverages consumed in the United States. a spirits industry publication. taking into account that as of Sep. Bud Light (both Anheuser-Busch. Foster's LightIce quickly claimed the number one post in the low alcohol beer market within months of its debut in Australia in 1995 and has steadfastly remained a popular choice in the light beer segment since that time. 2001. Budweiser.

we envisage this as an excellent opportunity and are keen to get the first-mover advantage. Carlsberg Light. 174 . low alcohol beer sales have doubled in volume in the past 10 years in Australia and low alcohol beers now account for over one in four beers sold. Coors Light. As none of the other leading international brands in this category – Bud Light. Old Milwaukee Light or Miller Lite are planning launches in the Indian sub-continent in the near future.Also. We at Foster’s see this change as part of an overall trend.

CONSUMER BEHAVIOUR 175 .

In the words of Peter F. advertising appeals and so on. They are spending more and more time to study consumer behaviour like: Who is the customer? How is he buys Where he buys When he buys Why he buys What he buy The company that really understand how consumers will respond to different product feature. But the growth in the size of the firm and the marketer has removed many marketing decision makers from their customer. Factors which influence the Consumer Behaviour are: Culture factors Personal factor Psychological factor Social factor Cultural Factors 176 . will have an enormous advantage over its competitor. price. marketer could arrive at affairs understanding of the customer through the daily experience. Drucker: “The aim of the marketer is to know and understand the customer so well that the product or service sells itself. Increasingly managers have to turn to market research.” In the earlier days.

: Based on nationalities.g. Social class: As PHILIP KOTLER said: “These are relatively homogeneous division in a society. Personality 177 . Economic circumstance d. satisfaction done on the basic of caste system. Many subcultures makes important market segment. Occupation c. and geographical region.Cultural factors exert the broadest and deepest influence on the consumer behaviour.” Social class are on the basic of social. Life style e. THE CULTURAL FACTORS ARE: Culture: Set of values. E. which are hierarchally ordered whose members shares similar value attitude and belief. perception. behaviour and belief acquired through his/her family or other key institutions. Where the member of different caste play different role and con not change their caste membership. Age and lifecycle b. religion. wants. It is the most fundamental department of person’s wants and behaviour. Personal Factor Personal factor are the personal characteristics of a person which are unique for him: These are: a. Subculture: It is the subdivision of culture based on some unifying characteristics. attitudes.

Perception c. Roles and status. Motivation b. Learning d.Psychological Factor a.) b. Believe and attitude Social factor a. 178 . Family c. Reference groups. (Groups which have direct or indirect influence on behaviour of a person.

179 .

and Sloan in H. is responsible for exceeding price of liquor. In the year 1930 congress declared that if it were voted to power totally prohibit alcohol. It was completely unsuccessful and resulted in heavy loss of revenue of the government. After independence prohibition was confined to states of Maharashtra. The manufacturer of the famous diplomat brand of whiskey and old monk brand seems to have hit hard. In states like West Bengal and Madhya Pradesh liquor is more costly. and large part of sales is in Haryana. Government laws are very stringent for liquor. and Mizoram. It was lifted in all the states except Gujarat where prohibition is still continued. Are located in Ghaziabad in western U. As a result Mohan Meakin Ltd. import tax. where company enjoys popularity. Government gives following five types of license FL-1 FL-2 FL-3 FL-4 FL-5 to wholesaler to distributor to productive unit to bars to retailer 180 . Exorbitant excise duties and other taxes like export tax. The prohibition affects Mohan Meakin ltd substantially because the plant of Mohan Meakin ltd. Transportation of liquor for one state to other state requires excise duty to be paid. License for all retailer outlets are given by government and are renewed every year. Gujarat. Tamilnadu.P. Prohibitions in Haryana have been implemented recently.GOVERNMENT POLICY TOWARDS LIQUOR Government policy towards liquor has never been encouraging.P. sales tax etc.

e.FL is a license which is given to category of liquor which included whiskey. This method is such that there is different depot which work according to own will. 181 . wholesaler or depot. Company reaches his customer by this method. gin. They are the people who are directly responsible for the sale of product. In this channel of distribution manufacturing units which have FL-3 license supplies the product to the next channel member i. FL-3 FL-1 FL-2 FL-4 CONSUMER This is the first pipe of distribution channel by which the company reaches the customer. rum. The next parts of the channel are the dealers who are the based in the district they also possess the FL-2 license. They have to work in the fixed territory. Dealers take the product from the preceding channel member. without any interference of the company. vodka. They have sell the product to the ultimate customer and play a very vital role in the sales. They have their own agents who look and fulfill the order the next channel member. If we went to increase the sale of product then we have to judiciously cut down the expenditure on advertising and give this portion to retailer because it is who can manipulated brand perception. It is still a bigger store as big as the wholesaler and carries on the channel of the distribution. No persons can deal in its production or its sales if it has no license from the licensing authority of the government. That is government provided the license for liquor production and even for its production and sales. Retailers hold FL-4 license.

Hinduism has the largest following in Indian. accounting for over two-thirds of world consumption while other applications are within the industrial beverages making sectors . calling it is a social evil and equating a drunkard to dead body .9 billion liters by 2006 . reports reviews the ethanol market in the 156 countries from 1999. with half of industrial ethanol still made by this process . Ethanol has traditionally been made by the fermentation of sugar . Ethanol (ethyl alcohol ) is a clear colorless alcohol with a distinctive smell . with global consumption expected to rise 41. Ethanol has the chemical formula CH3CH2OH melt at -114c and boiled at 78. Thiruvalluvar whose work entitled THIRUKURAL offers foundations for ethical values in society .it has the density of 0. also condemns alcohol . Abstinence from alcohol is a value that is deeply rooted in Indian cultured and religion and as such is the only approach to drinking that could be called “sensible”in this country .789g/maqlt 20c.ALCOHOL IN INDIA The world enthanol (ethyl alcohol) market growing between 2-3%a year . The ancient Tamil poet . The largest consuming region other thyan South America and the United Kingdom . Brazil is the largest producer of ethanol is an alternative fuel (especially in Brazil) . This report contains a consolidated review of un-denatured ethanol. 182 .5c. with forecasts forward to 2006 . And in the Hindu scriptures drinking to as one of the laws of manu it is a sin to consume alcohol and the only way to alone for it is to have the image of a liquor some bottle branded on your forehead .

it can only be bought bat the expense of basic necessities. In other wards for an average Indian abstinence is not a matter of choice but an imperative –Shanti Rangnathan. It is illegal to advocate beverage alcohol in Indian . and they do not have a culture role to play in religious and social activities . Indira Nagar . the health services are focused on providing bare essentials such as immunization “don’t drink” . Ranganathan is honorary secretary of the TT Ranganathan Clinical Research Foundation at TTR hospital . Madras 600020. and alcohol consumption do arise the answer is usually simple culturally. Not surprisingly or a country in which the doctor-patient ratio 1 to 2310. when questions of socially. which means that alcohol is a luxury few can afford . and total prohibition a throughout India was imposed in 1077. Religiously.The Indian constitution strongly endorse the principal of prohibition a concept that was first introduced by Mahatma Gandhi . furthermore annual per capita income in India is less than US $160 . The large majority of Indian still live in villages. The modern trend towards serving alcohol at reflect the influence of western cultured is limited to small pockets in urban areas . It only lasted for two years but the state of Tamil Nadu was “dry” for a total it appears that most Indian women favor total prohibition and politician often advocate some form of it to win their vote . Mrs. 183 . economically is the only answer that makes sense . 17 main road. For most. thus it could be said that there is quite a strong “supportive environment” for abstinence here .

IMFL priced Whisky below Rs. the the distributor’s margin. This is due to the fact that there is a 100% customs The cost duty is . Most IMFLs are cheap and are account for 45% of the revenue collection in the country. 18% and 6% respectively. Post WTO the government may have opened India to foreign distilleries. MNC’s share is only 10% and they have been successful only in the premium and super premium ranges. 150% contravening by is the duty . The total liquor industry is worth Rs. retailer’s margin and publicity charges. accounts 60% sales while Brandy and Vodka accounts for 17%. the domestic industry 184 . finally claim born this consumer. account for only a third of the total liquor 200 for per bottle. industry consumption in India. local taxes. It generates an estimated Rs.STATUS OF ALCOHAL INDUSTRY IN INDIA The alcohol is very important for the government. done to Though protect government that being domestic liquor industry.000 crores per annum in spite of the fact that the per capital consumption of liquor in India is the lowest in the world.16. 2.000 crores. of the Alcohol liquor sales proceed Rum. but the duty has been increased from 222% to $64-706%.

the popularity of alcohol started increasing. alcohol soon associated with the western way of life . When came drugs to of the British in the and other European colonial power . Their scriptures generally disapprove consumption but seem to condone its occasional use by certain classes of people such as kings . worriors and following a religious way of life. has amply convicted me that alcohol drinking has a different meaning in different countries and also within different communities in the same country . centuries under cannabiesand opium probably enjouyed more popularity as the recreation that alcohol the patronage of British rules . The Hindu position lies somewhat between . At the time the of independence endeavor in to 1947. even the written provision in the constitution of the country has not been able to prevent the increase in the consumption of alcohol in India during the last few decades.ALCOHOLISM It is found in India and later in many later in many countries of the eastern mediterrancan region . nineteen However . In the public’s mind .The major religions with different which I have some familiarity . bring India about boldly wrote in of the the directive principle of state policy shall in the constitution that “ prohibition consumption in the intoxicating drinks” .Unfortunately . nobles. manual workers but prohibit its use for priests. student and those serious India eighteen and . While Islam totally reject it. In the days of the freedom struggle in India . the opening of liquor shop by British rulers was seem as a form of exploitation and was strongly resented . Islam and Hinduism seem to be more liberal in accepting its use for social purpose . Christianity . 185 .

Barely there decades ago. the common people are drinking more and more . Originally. less than 1% of the cases in psychiatric wards were admitted for alcohol – related problems . where. High pressure advertising by the alcohol companies further speed up the trend. While reformers keep urging a total ban on alcohol . now the number exceeds 20% in most of the major psychiatric centers . and How much to drink .It seem that most of the developing countries in Asia and Africa have had a similar experience in the matter of alcohol consumption during the last hundred years . we are witnessing a bewildered social response . and the tax on alcohol is major source of revenue for many of them. usually no on extreme kind . Most of the enveloping countries have now set up their own breweries and distilleries . except perhaps in the Islamic countries of the middle east . The position in many newly independent countries . Since there are no previous cultural norms in this area refer to. there are no clear social guidelines about when . 186 . people are drinking so much for social enjoyment as to get intoxicated . Condemned and regarded as something alien to local culture a century ago. alcohol was not such an integral part of the social scene in most of the countries of Asia and Africa as it was in the Christian communities of “westernization “ and “modernity” . Also. It is now fast becoming “the in thing” a Sign of social sophistication and a symbol of prestige.

can we put a control on drinking behaviors ? Furthermore. accept so the we reality can of alcohol it societies that approach 187 . The first battle to be won in developing drinking in realistically. it is equally dangerous not to educate our youth about how much to drink. when we know that very soon they are likely to drink recklessly. drinking of alcohol be left only to the discretion of the individual as a private matter or should society set the norm? How much alcohol is good for the individual? Should this be governed by science or rules made by religion? countries our is to . The old debates and old solution have become irrelevant. With other features of western lifestyle which give high priority to the pursuit of personal pleasure in life. alcohol has become linked. personal freedom in sexual matters . especially if uniform about the consequence. assertiveness in social relation etc. unlimited consumption . The choices are very hard for developing countries any general cantonment of drinking alcohol seems sure to increase the number of heavy drinker . The rapid social changes has already overtaken us .It is in this context that I see the relevance of the concept of “sensible drinking “ in developing countries –an idea whose time seems to have come . Before we move further in popularizing the concept of sesible drinking there are many hard question to answer can we isolated drinking behavior from other personal behavior? In non-European cultures in population imagination. On the other hand .

188 . and where the growth and happiness of other members of society are to be as important as one’s own .Obviously the answer to such questions will vary accordingly to different cultural perception and exceptions. probably science alone cannot set all the rules sensible drinking can only be a part of sensible living. Other culture have to evolve answers depending on their past history and tradition. Islamic has already taken a clear position in this regard . In the matter of personal behavior . succeed only if they programmes ideas like “sensible are conveyed as Drinking “ will part of larger of public policy and health education in which moderation in all spheres of human behavior is accepted as a basis for healthy life .

The measures evolved by the Parliament to control the escalating poisoning of our streams have not yielded the desired results due to a variety of causes. The new destination is Hathras in western UP. for whom rivers supplied potable water. is the frightening gallop of pollution level in recent decades. State capital’s oldest and only distillery unit Mohan Meankins has decided to move out of Lucknow. What causes greater concern to those for whom rivers flowed sanctified waters. 189 . and to those. The land is situated in the Salempur Industrial Area and has been purcahsed from the UPSIDC. The present by is an a case in which unit of the a trade effluents liquor discharged industrial premier processing company made the water in Gomti more polluted to impermissible levels. So the State Pollution Control Board ('the Board' for short) initiated proceedings for prosecuting M/s Mohan Meakins Limited and its Directors way back in 1983. The decision has come after the closure of its unit as the UP Pollution Control Board (UPPCB) got the company’s distillation unit sealed a couple of days ago for allegedly not adhering to pollution control norms while discharging effluents Gomati. the canoe remains at the starting point itself in spite of lapse of long seventeen years till now. almost 250 times bigger than its Lucknow campus. Alas. It is a bane that almost all rivers in India are now saturated with pollutants and the holy river is not spared from that malady. River "Gomti" is a tributary of Ganga.P O L L UT I O N I S S U E W I T H M O H A N M E A K I N S L T D . where the company is in possession of 500 acres of land.

1984 and again issued process to the accused. That order was again challenged by the accused in revision before the Sessions Court and the same Sessions Judge (Shri Prahlad Narain) again quashed it by order dated 25.1984. If a Magistrate is to write detailed orders at different stages.7.4. State of West Bengal [2000(1) SCC 722]. Though the motion was made in 1984 itself it took fifteen years for the High Court to dismiss that revision petition as per the order passed by a learned Single Judge on 27. There is no such legal requirement imposed on a magistrate for passing detailed order while issuing summons vide Kanti Bhadra Shah vs. The time has reached to adopt all possible measures to expedite the court procedures and to chalk out measures to avert all roadblocks causing avoidable delays. The following passage will be apposite in this context "If there is no legal requirement that the trial court should write an order showing the reasons for framing a charge. (before whom the complaint was filed) thereafter passed a detailed order on 25.The Chief Judicial Magistrate. 190 . the snail-paced progress of proceedings in trial courts would further be slowed down. Special leave granted. why should the already burdened trial courts be further burdened with such an extra work.1999. The special leave petition to appeal is filed in challenge of the said order. The Board moved the High Court in a revision against the said order.8. In a recent decision of the Supreme Court it has been pointed out that the legislature has stressed the need to record reasons in certain situations such as dismissal of a complaint without issuing process.

The 11th person arrayed in the complaint as accused is described as the Manager of the Company. there is not even a whisper nor a shred of evidence nor anything to show. 191 . In the complaint filed by the appellant before the Chief Judicial Magistrate." It was only on the said fact situation that the complaint as against the Directors was quashed.On the factual position this Court noticed that "so far as the Directors are concerned.We are coming across interlocutory orders of Magistrates and Sessions Judges running into several pages.) has been arrayed as first accused and the other persons who were arrayed as accused 2 to 10 were described as the Directors of the said company. the company (M/s. The averments in the complaint show that the Distillery unit of the company at Daltonganj. Neither of the above decisions has laid down a legal position which can be of any use to the respondents in this case for contending that the Directors cannot be prosecuted for the offence alleged. Mohan Meakins Ltd." and hence the court declined to quash the complaint. has been discharging noxious trade effluents into the river Gomti and causing continuous pollution of the river. apart from the presumption drawn by the complainant. Lucknow. In Municipal Corporation of Delhi vs. that there is any act committed by the Directors from which reasonable inference can be drawn that they could also be vicariously liable. Purshottam Dass (supra) the same Bench of two Judges pointed out the different factual position therein that "a clear averment has been made regarding the active role played by the respondents (the Directors of the company) of the extent of their liability.

When the samples were analysed in the Industrial Toxicology Research Center. of made offence connived liable statutory creation.It was further averred in the complaint that on 19-9-1982. commission made punishment of the offence. Manager or other officer of who the has said consented offence. Offences by companies.Where an offence under this Act has been committed by a company every person who at the time the offence was committed was in charge of. it is alleged that the company has violated Section 24 of the Act and thereby the company is guilty of the offence under Section 43 of Act. "47. it was revealed that the quality of effluents was beyond the standard laid down for the purpose. samples of trade effluents were collected by the officers empowered in this behalf.. Where an offence under the Act has been committed by a company the the every is person also who was guilty in of to is charge the or of and by in for was the the the responsible to the company for the conduct of the business of company company. as well as the company. and from the irrigation plant out of which the effluents were pumped into the river. This is clearly discernible from Section 47 of the Act. Any Director. and was responsible to the company for the conduct of the business of the company. shall be deemed to be guilty of the offence and shall be liable to be proceeded against and punished accordingly provided that nothing contained in this sub. from the drain "just outside the plant inside the factory". Lucknow. Therefore.section shall render any such person liable to any punishment provided in this Act if he proves that the offence was committed without his knowledge or that he exercised all due diligence to prevent the commission of such offence. 192 .

responsible for the conduct of its business are also liable in accordance with the provision of the Section 47 of the Act. Aforesaid accused persons are deliberately avoiding to abide the provisions of sections 24 and 26 of the aforesaid Act which are punishable respectively under Sections 43 and 44 of the aforesaid Act." 193 . is attributable to any neglect on the part of. where an offence under this Act has been committed by a company and it is proved that the offence has been committed with the consent or connivance of or. for which not only the company but its directors. Paragraph of M/s.Notwithstanding anything contained in sub-section (1). Mohan 12 of the complaint Distillery. reads thus "That the as accused persons from 2 to 11 are directors/managers/partners Meakins Daliganj. when the company is alleged to be guilty of the offence. secretary or other officer of the company. secretary and all other responsible officers of the accused company. managers. such director. any director. Lucknow. manager. manager." In the above context what is to be looked at during the stage of issuing process is whether there are allegations in the complaint by which the Managers or Directors of the company can also be proceeded against. mentioned in this complaint are responsible for constructing the proper works and plant for the treatment of their highly polluting trade effluent so as to conform the standard laid down by the Board. secretary or other officer shall also be deemed to be guilty of that offence and shall be liable to be proceeded against and punished accordingly.

Those who discharge noxious polluting effluents to streams may be unconcerned about the enormity of the injury which it inflicts on the public health at large. The courts will share the parliamentary concern on the escalating pollution level of our environment. Lapse of seventeen years is no doubt considerable.The appellant has further stated in paragraph 23 of the complaint that "the Chairman. The message must go to all concerned." Shri P. It must reach its logical culmination. learned senior counsel who argued for respondents made a fervent plea to rescue the Directors of the company on the ground of lapse of a long time now since the institution of the complaint. Managing Directors and Directors of the company are the persons responsible for the act and therefore. the irreparable impairment So the it causes should the on not in the deal a aquatic with the or organisms. but the Board is not the least to be blamed for it. Since it is not a pleasant task to probe into the causes which contributed for such a long delay we choose to refrain from lapse doing of such long that period exercise.Chidambaram. reason to absolve the respondents from the trial. courts under offences Act casual manner. cannot be a Nonetheless. 194 . Parliamentary concern in the matter is adequately reflected in strengthening the measures prescribed by the statute. prosecution routine the for deleteriousness it imposes on the life and health of animals. Courts cannot afford to lightly deal with cases involving pollution of air and water. they are liable to be proceeded against according to the law.

Thus the State capital’s oldest and only distillery unit Mohan Meankins has decided to move out of Lucknow. and that he would be present in court when such Subject presence is imperatively needed. Such conditions can include. Now the deck is clear and hence the trial court can proceed with faster pace and accelerated velocity. Of course this lapse of long period is a good reason for expediting the trial. the trial court can exempt him from continuing to appear in the court by imposing any condition which the court deems fit. that a counsel on his behalf would be present when the case is called. We are. inter alia. We direct the trial court to proceed with the case in accordance with law and dispose it of as expeditiously as possible. the to the above observations.The court has no justification for ignoring the seriousness of the subject. we set aside impugned judgment of the High Court as well as the order of the Sessions Court. 195 . If any of the accused applies for dispensing with his personal presence in the court. not inclined to accede to the plea made by Shri Chidambaram on the ground of lapse of long period now. The decision has come after the closure of its unit as the UP Pollution adhering Control to Board (UPPCB) got the company’s discharging distillation unit sealed a couple of days ago for allegedly not pollution control norms while effluents in Gomati. after making the first appearance. that he would not dispute his identity as the particular accused in the case. therefore.

almost 250 times bigger than its Lucknow campus. 196 . The land is situated in the Salempur Industrial Area and has been purcahsed from the UPSIDC.The new destination is Hathras in western UP. where the company is in possession of 500 acres of land.

197 .

analysis. thus and original contribution to the existing stock of knowledge making for its advancement. collection.” Research is. observation. In short the search of knowledge through objective and systematic method of defining solution to a problem is research.” In the words of Redman and Morry. and experiment.RESEARCH METHODOLOGY “RESEARCH IS A SCIENCETIFIC INVESTIGATION. The system approach concerning generalization and the formulation theory is also research. hypothesis or suggested solutions. It is the pursuit of truth with the help of study. According to Clifford woody research comprises defining and redefining problems. formulating. and reporting of data and finding and relevant to specific marketing situations facing the company. making deductions and reaching conclusions. collecting organizing and evaluating data. an at least carefully testing conclusions to determine whether they fit the formulating hypothesis. “Marketing research is the system design.” systemized effort of gaining new Research is and interview is to discover answer to a problem intellectual and practical through and application of scientific method to the knowledge universe. 198 . comparison. “Research is a careful knowledge.

RESEARCH PROCESS Formulation the research problem Extensive literature survey Preparing the research design Determining the sample design Collection of data Analysis of data Preparation of data 199 .

200 .

testing research). To test a hypothesis of a casual relationship between variables hypothesis.TITLE: “Product preference and consumer behavior of liquor in Lucknow City. (Exploratory or formative research studies. 201 . Though each research study has its own specific purpose.” MAIN OBJECTIVE OF RESSEARCH The main of research is to find out the truth which is hidden and which has not been discovered yet. To determine the frequency with which some thing occurs or with which it is associated with something else(diagnostic research). To portray accurately the characteristics of a particular individual.) 2. situation or a group (descriptive research). These can be: 1. To gain familiarity with a phenomenon or to achieve new insights into it. 3. 3.

2.L. How do they come to know about the brands of liquor? 6. 3. The expectations a from the liquor company to the retailers. 8. The research objective of this re3search can be summarized as follows: 1. seasonal demand pattern etc. What are the reasons for choosing a particular brand? 9. What is customer’s preference in the consumption of liquor? 5. the preference given by the retailers in the sales.M. reasons for dissatisfaction (if any) and also awareness about the new brands of Mohan Meakin ltd. To get an idea about the market size of liquor in Lucknow. Exploring the reasons responsible for the decline in the sales of Mohan Meakin ltd. Their attitude towards M. 202 .OBJECTIVE OF MY RESEARCH The main objective of my project work is to investigate about the product preference given by consumers to Mohan Meakin ltd.L. Whether they have tested M. 4. products. Products and also to know about their behavior which they show at time of purchase and which guide and effect their choice and preference. products or not? 7.M.

etc. and analyze these to make a critical evaluation of the material. remains. DESCREPTIVE RESEARCH: This is concerned with surveys and fact finding enquiries of different kinds. He can only report what has happen or what is happening. EXPERIMENTAL RESEARCH: Experimentation is a research process in which one or more variables are manipulated by or on the request of the research under controlled condition which permit collection of data in order to show the efforts of such variable on research phenomenon clearly. Including the philosophy of persons and groups at any remote point of time. 203 . ANALYTICAL RESEARCH: Here the researcher has to use facts and information already available.TYPES OF RESEARCH EXPLORATORY RESEARCH: The purpose of exploratory research is the development of hypothesis of the research hypothesis of this reason. The major purpose of descriptive research of the state affairs as it exists at present. HISTORICAL RESEARCH: It is that which utilizes historical source like documents. It is done to add new knowledge into existing one. to study events and ideas of past. It is also called “Formative Research”. evaluation and the synthesis of evidence so as to reconst5ruct the past event in order to gain a new understanding of past and its relevance to the present and future. Here the researcher has no control over variables. It has been define as the systematic and objective collection.

often without due regard for system and theory. 204 . EMPIRICAL RESEARCH: It relies on experience or observation alone.CONCEPTUAL RESEARCH: It is related to abstract ideas or theory. It is generally used by philosopher and thinkers to develop new concepts or to reinterpret the existing ones.

the blueprint for the collection.  ANTICIPATION  SPECIFICATIO 205 . It is actually the blueprint of the research project i. method of information gathering. when and how a research is to be done is answered on the research design.e. The research design indicates method of research of i. So it is clear from the above definition that very first step in process of marketing research is systematic design which can be define as a specification of methods and procedure for acquiring the information need to structure or solve problems. Decisions regarding what.RESEARCH DESIGN Research design is the conceptual structure within with the research is conducted. measurement and analysis of data and when implemented must bring out the information required for solving the identified marketing problem. A research design is the arrangement of condition for collection and analysis of Data in a manner that aims to combine relevance to the research purpose which economy in procedures.e. The main characteristics of research design can be summarize in two words.

Specification of evidence from where it will be obtained and how. Statement of basic schemes whereby answers will be revealed and validated. 3. It refers to the technique or the procedure the researcher would adopt in selecting items from the sample. SAMPLING DESIGN A sample design is a definite plan for obtaining a sample for a given population. Research design in case of descriptive and digenetic research studies. Research design in case of exploratory research studies. A guide for the calculation and approval of the feasibility and cost of the products. the size of samples. Research design in case of hypothesis-testing research studies. 5. 3. 6. Statement of evidence needed to solve the problem. Provisions of blueprints or plan guiding the work. Anticipation of what will be done with data to provide answer to problems. of items to be included the sample i.e. Sample design may as well lay down the no. TYPES OF RESEARCH DESIGN THERE ARE THREE TYPES OF RESEARCH DESIGN:1. Non probability sampling 206 . 2. 4. DIFFERENT TYPES OF SAMPLE DESIGN There are basically two types of sample design: 1. 2.FUNCTION OF RESEARCH DESIGN 1.

2. Probability sampling MY SAMPLING DESIGN The research has used non probability sampling design (random sampling). In the sampling design the researcher has taken the samples of three areas of Lucknow city to collect the data. 200 respondents are taken for this piece of research work. 207 . The sample is taken as deliberate or convenience sampling.

Keeping in the mind the research objective. Secondary data PRIMARY DATA: Primary data is the data gathered first time by the researcher . the first problem is to collect the relevant and required information. The information required is a collection of coherent or relevant numerical observation or events with there relevance with each other.” INFORMATION REQUIRED (Data Collection) Data collection is a key activity of research.THE METHODOLOGY I have completed my project under the topic: “Product preference and consumer behavior of liquor in Lucknow city. Primary data 2. The data collected may be internal or external. Collected data may be for the same purpose or any other purpose. There are two types of data: 1. market surveys or experiments. Data collection method is the backbone of research design. primary data can be collected through observational studies. SECONDARY DATA: Secondary data is the data collected by any other person other than the researcher. 208 .

Through schedules METHOD OF DATA COLLECTION: The two type of data collection method used. It can be structured or unstructured. Observation method: In this method the data is personally collected by the researcher. Through questionnaires 4. there reason for preferring brands and what extent their buying behavior is influenced by the factor such as: age. whether sample surveys or census surveys. gender. then we can obtain primary data either through observation or through direct communication with respondents in one from or another or through personal interviews this means that there are several methods of collecting primary data. residential location.We require information about the awareness of the brands of Mohan Meakin among the consumer. income. The important ones are— 1. controlled or uncontrolled. 209 . etc COLLECTION OF PRIMARY DATA I collect the primary data during the course of doing experiment research but in case we do research of the descriptive type and performs surveys. particularly in surveys and descriptive researches. Survey method: It is used if the required data is not available from the company’s internal record and external published resources. Observation method 2. Interview method 3.

universities. Report and publications of various associations connected with business and industry. 2. magazines and newspapers 5. Moreover a pattern of questions is asked to every respondent and they give answers by selecting the answers from the set of alternatives which t5he uniformity in answers and make easy the interpretation. Questionnaire is a tool for collecting data. 4. as every time it is not needed to ask the same questions to different respondents. Books. 3. I have used it for the purpose of data collection. Various publications of the central. Mail survey through questionnaire. In it there are the questions which are predetermined and are asks to every respondent. Report prepared by research scholars. Personal collection of data through face to face interview. Schedule method. Technical and trade journals. 4. Telephone interview 3. economist’s etc. 210 .TYPES OF SURVEY METHODS 1. Every question has alternative answers and the respondents are asked to provide the answers by selecting the most appropriate answers among all. banks. state and local government. COLLECTION OF SECONDARY DATA 1. 6. in different field. 2. Various publications of foreign government or of international bodies and their subsidiary organizations. By the use of questionnaire the time required for collecting the primary data for respondents is saved. stock. exchanges etc.

We have to collect the information according to the convenience of the people. hence the data may not be accurate.7. 211 . The findings of the survey were made on the basis of the data provided by the people (working in different sectors) which may not be exactly correct hence may affect authenticity of the result. 2. historical documents an other source of published information. LIMITATION OF RESEARCH REPORT 1. Public record and statistics.

212 .

213 .

214 .CATEGORY OF ALCOHOLIC PRODUCT types of alcohol Beer Whiskey Rum Scotch % of respondents 51% 30% 13% 6% INTERPRETATION In the survey most of the people preferred beer. or vodka. People were of the opinion that beer is in taste and gives them the kick they need. they prefer it in comparison to whiskey. Whiskey drinkers are also significant. rum.

215 .REASONS WHY CONSUMERS PREFER THEIR BRANDS CONSUMER PREFERENCE Taste Price Strength Packaging % OF RESPONDENTS 45% 20% 31% 4% INTERPRETATION 45% prefer their brand because of the taste and only 20% of them prefer because of price.

whenever they seem to have any difficulty in getting their favorite brand. 216 .ATTITUDE OF CUSTOMER IN ABSENCE OF THEIR FAVORITE BRAND CONSUMER’S ATTITUDE Switch to another brand Go to another shop Prefer a dry day % OF RESPONDENTS 54% 31% 15% INTERPRETATION People seem to be brand switcher.

LEVEL OF AWARNESS ABOUT NEW PRODUCT/BRAND OF MOHAN MEAKIN LTD. CONSUMER’S AWARNESS Know Don’t know % OF RESPONDENTS 18% 82% INTERPRETATION It is founded that only about 18% of total consumer surveyed were aware of the new products or brands launched by Mohan Meakin and other consumer were not aware of new product because the company has not taken any steps for the advertising and sales promotion. OVER ALL PERFORMANCE OF MOHAN MEAKIN LTD. It means that company should go advertise its product. 217 .

LEVEL OF SATISFACTION MOHAN MEAKIN PRODUCT BRANDS 218 .PERFORMANCE OF MM Good Very good Average Below average % OF RESPONDENTS 28% 09% 55% 08% INTERPRETATION Half of respondents rated performance of MM product as average and only 28% of the respondents have rated it good.

CONSUMER’S REACTION Satisfied Not satisfied % OF RESPONDENTS 68% 32% INTERPRETATION It is found that 68% of respondents are satisfied with the MM products. It means that MML should increase the quality of the brands among whiskey. RESPONDENTS WHO TASTED MOHAN MEAKIN PRODUCTS 219 . it was noticed that the consumer of ‘Old Monk’ rum and ‘Hayward’s 1000’ beer are more satisfied.

TASTED 1`Tasted Not tasted % OF RESPONDENTS 82% 18% INTERPRETATION Above graph shows that around 82% of the respondents have tasted the product of Mohan Meakin ltd. Some time in their life time and important feature about the respondent is that they have tasted only rum and beer. HOW CONSUMER COME TO KNOW ABOUT BRANDS 220 .

AWARNESS T.V. Newspaper Magazine Friends

% OF RESPONDENTS 15% 05% 15% 65%

INTERPRETATION
Near more than half of the respondents come to know about their brands through their friends, 15% of them come to know about their brands through magazines and T.V.

MOST VALNERABLE AGE GROUP

221

AGE GROUP 15 - 25 Years 25 - 35 Years 35 - 45 Years 45 – 55 Years

% OF RESPONDENTS 15% 35% 30% 20%

INTERPRETAION
From the above bar graph it is clear that most of the respondents started consuming liquor at the age of 20-25 years. So on this basis we can conclude the most vulnerable group is 20-25yaers and the least vulnerable group is 1525 years.

LIQUOR CONSUMED AT ONE SITTING

222

PEGS AT ONE SITTING 1-5 pegs 5-8 pegs Above 8 pegs Cant say

% OF RESPONDENTS 40% 25% 15% 20%

INTERPRETATION
From the above graph it is concluded that about half of the respondents, 40% of consumer consumes 1-5 pegs and around 28%b of the respondent’s 5-8 pegs and 15% of the respondents consumes more than 8 pegs at one sitting.

WEEKLY FREQUENCY OF CONSUMPTION

223

FREQUENCY OF CONSUMPTION Daily Once in a week Twice/thrice a week Once in a month

% OF RESPONDENTS 20% 30% 45% 05%

INTERPRETATION
About half of the consumers take liquor thrice or twice a week and about 30% of the consumers consume alcohol once in a week.

REPONCE TOWARDS PRICE

224

PRICE Reasonably priced Highly priced Low priced

% OF RESPONDENTS 65% 25% 10%

INTERPRETATION
Most of the respondents find their brands reasonably priced. So we can say that consumer do not buy any brand due to price, what matter is taste, flavor, quality, satisfaction, level and brand name.

PROBLEM FACED AT RETAIL OUTLETS

225

PROBLEM FACED No problem Hesitation Availability % OF RESPONDENTS 65% 13% 22% INTERPRETATION Most of the consumers seemed to have no problem at the retail shop. PRODUCT DEMAND MOST IN THE SEASON 226 . whereas some of them complaint about the availability of the product or a particular brand.

227 .DEMAND IN PEAK Winter Summer Rainy season Festivals % OF RESPONDENTS 44% 32% 14% 10% INTERPRETATION The above graph shows that in winter season demand is more than compared to other season.

RETAILER PREFERENCE FOR PRODUCTS 228 .

RETAILERS PREFERENCE FOR MOHAN MEAKIN LTD PRODUCTS 229 .RETAILER’S PREFERENCE Customer demand Incentives % OF RESPONDENTS 58% 42% INTERPRETATION Retailers prefer to keep and sell those products which have more demand in the customers.

TRTAILER’S PREFERENCE High profit margin Incentives Free gifts % OF RESPONDENTS 20% 30% 45% INTERPRETATION From the above graph we can conclude that most of the retailer say that he will help in increasing the sale of MML product if company will provide him high profit margin. POPULAR BRAND IN BEER 230 . The few retailers say that he will do this one if company will give him some incentives.

POPULAR BRAND IN BEER Hayward’s 10000 Kingfisher Strong Australian Max Guru % OF RESPONDENTS 35% 32% 18% 15% INTERPRETATION The most popular brand according to most of the retailer’s is Hayward’s 10000. POPULAR BRAND IN RUM 231 .

POPULAR BRAND Old monk Bagpiper Black house % OF RESPONDENTS 35% 32% 21% INTERPRETATION Old monk rum captures about half of the rum market even some are the view that it I not providing the taste and quality for which it is famous. 232 .

SWOT ANALYSIS STRENGTH 233 .

234 . It has large market share in all group of society. 6. 3. Extensive market research through research agencies. 11. Comprehensive research and development programme which help in productive improvement. 3. 4. They do not have market share in the under graduate segment. Company holds a high percentage of brand loyalty.1. 3. 10. 2. Dedicated and well trained work force. High cost for label and monitoring item. 9. Most of people think positively about it. 5. Constantly striving to explore new overseas market. 2. 2. 8. It has well qualified staff which proper attention towards the need of consumer. Superiority in field of liquor market. WEAKNESS 1. It holds good market share. The Mohan Meakin Company is the largest service providers and using best technology available in the market. OPPORTUNITIES 1. People are not aware about its all products. Fast response of complaint and product development. Long-lasting goodwill of the company. Company operates in major cities of India and also provides inanity service. 12. Through improvement and meeting customer problem promptly company can gain. 7.

LIMITATIONS 1.THREATS 1. 2. As a result people 235 . Increase competition from MNC. Liquor consumption now a day is not so uncommon in India. Company is facing its main threats from govt. rules and regulation. But some people feel that consumption of liquor is unethical.

Due to paucity of time a sample of only 200 people could be covered. 3. 5. 236 . 2.feel uncomfortable in discussing their drinking habit freely. Error of biases on behalf of respondents may vary the results. Some people had no idea about the brand. 4. while they are consuming that. RESULT After conducting a full detailed study I find that MML a 150 years old company even today has a strong consumer base in rum and beer sector. For a more accurate analysis a large sample size could have been covered. Lucknow is a big city so care has been taken to cover all the areas of city but rural areas could not be covered. Some people also questioned about why the survey has been conducted and were suspicious about giving the information. 6. So I faced some problems in getting information from respondents. 9. 8. sampling error to bound to there. Some people get problem in rating the factors that are considered before purchasing a brand of whiskey. Sometimes the correct information is not revealed by the consumer so biases come. 7. As we know that in all such surveys.

The previous chapter 237 the investigation is in a . 2. Many retailer has a compliant that is no proper channel of feedback and communication between company and themselves. Enhancing easy availability. Producing superior products in comparison to competitors. 3. Also rare number of customer are brand loyal and they easily switch to another brands if they are not getting the needed satisfaction and this need differ from person to person depending upon its behavior and personality. 1. Making customers aware of the new products.But many of its consumers are of the view that it is not providing the taste and quality as earlier. This decline in customer satisfaction and improper marketing policy is resulting in fall of sales. RECOMMEDATION AND SUGESSTION On the basis of analysis interpretation given as per the position.

satisfaction record and income preferences. advertising are the major techniques use in merchandising product to the public. Sales promotion. qualitative and quantities analysis. Salesmanship often takes the form of a face to face encounter between buyer and seller. reasons commission.L. The lack of personal feedback between buyer and seller is sometimes considered a drawback of the advertising approach.position to draw conclusion about the perception of consumers through the marketing of I. awareness. although it is significantly less effective than personal selling is still considered an important method of merchandising. price sensitivity. element of the marketing process that can close the sale of good and services to a potential customer by providing the incentive to make a positive purchase decision. It means that Mohan Meakins Ltd should give more incentive to promote their sales.F. Selling by telephone. schemes for the sales promotion. the presentation is set up to convince customer that the products on sale are essential to their satisfaction.M. All retailer deals with products of Mohan Meakins Ltd but only 15% are satisfied with companies marketing department as remaining 85% don’t get the scheme provided by the company. rating. attitude of consumers. In comparison other companies give more incentives to the retailers for promotion of their sale. In the 1980’s a growing 238 . in the market as per the following details p :The first conclusion has been segmented in the form of brand preference. Sale promotion.

Since this market is untouched so it can prove a boost for the companies’ market share in the liquor industry. ladies of high society take it openly so in order to this segment of market. 239 . Now a day’s liquor has become one of the most important parts of any celebration. SUGGESTIONS ⇒ Sponsoring media and events for advertising. Today’s women are also interested in liquor.promotional technique involved in home shopping programs using cable television channels. company should introduce new range of products containing feminine characteristics in it. Now a days government has banned the advertising of liquor by any media thus companies have only option in have and that is to go for surrogate advertising for their products so there is though competition among the competitors to capture the huge market share. Now days the government is involved in home shopping programs using cable television channels.

by improving not only team-spirit of the believes in and inter-personal members. increasing brand association and reaching out to an entirely different audience that would otherwise be uncomfortable with an alcoholic beverage in their homes. and bring our product into the kitchens of India. I have also taken the liberty of listing some possible recipes which could use our product. I include this only as a suggestion. This will open up an entirely new segment. low calories. as it surges 240 ahead to set higher . Here again. by supporting personalised growth of the individuals. no aftertaste. ⇒ Regular retailer-sales officer (MML) interaction. It internal communication should organization's harnessing pools of knowledge but also provides its employees a platform for knowledge integration with internal as well as external sources. The Mohan Meakins Limited human resources department has become an eventful place with a focus towards attraction. and of course will go with whatever decision your agency takes in this regard. we can use the USP of “low bitterness. we can also attempt to generate consumption in new ways such as promoting the use of our beer for beer recipes or the like. HRD should work towards enhancing the effectiveness and the efficiency of Mohan Meakins Limited by enriching individual maps of reality.If you as the agency deem fit. retention and development of talent. low alcohol content” and thus encourage consumers to use our product in household recipes.

and we are not averse to retaining the name here. we would rather not keep the brand name itself. and in its association with Mohan’s liquor which is already established in the market as one of the leading beers. However. The brand has achieved international growth of more than 60 per cent in the last five years and is one of the fastest growing beer brands in the world today. Our only suggestion with regard to the brand name is that it should capitalize on the brand heritage which Meakins 10000’s enjoys. 241 . and we might want to make some alterations. as any changes we undertake in India would necessarily have to be reflected in the mother brand worldwide. Our HR motto states that "We not only believe in blending Spirits into Liquor but also blending Aspirations into Career. Naming it something like simply ‘Mohan Meakins’s Light’ allows us to experiment with the brand while retaining the heritage and association of the Mohan Meakins’s label. The product is a variant of the international brand. for example in the packaging of the product. Meakins 10000 is the international flagship brand for the Mohan Meakins's group." ⇒ Shifting profit margin from company to distributor.performance thresholds. as Meakins 10000 is an international brand.

⇒ Attractive packaging. the final call rests with the agency as always. ⇒ Incentives to retailers. RECOMMENDATION 242 . ⇒ Enhancing easy availability. ⇒ Making customers aware of the new products.Keeping these considerations in mind. ⇒ Producing superior products in comparison to competitors.

LEARNING WHILE EARNING 243 . Communication to retailers.  Sales promotion programs.  Communicating to the customers through advertisement.  Proper marketing channel.

But during the project I learned a lot. • The top management people generally have very less time to waste on training purpose. Until now I was on my own without any boss over me. I started with finding out the top level management of the organization. If I have the detailed information about the company than I can carry out an in-depth study on the impact of this behavior. The complex part of the assignment is to find out up to what extent this consumer behavior would affect the company that is Mohan Meakins On the outset of the project. So in the beginning I faced lot of difficulties in getting an appointment from the marketing manager. I would require complete information about the company to study impact on consumer perception of Indian made foreign liquor. I had to have complete profile of the organization. my prime objective would be to find out the ins and outs of the organization. Accordingly I went further to find out the different departments of the organization and their role in the organization. Learning at the time of gathering company profile:• The most difficult part of the whole assignment is the interaction with the top level management of the organization. I improved my communication skills to a great extent. But now.The project assigned to me is to study the phenomenon of consumer decision making with regards to Indian made foreign liquor. by this way I can have vague picture of the organizational structure of the company. I since I was a little hesitant in speaking to the top level management. during this project I had top deal with this boss thing. 244 . For this I had to find out systematic and detailed information about the company.

I had to use different language with different persons. I had to buy time from to gather information about the company. I did keep my patience and got my fruits. I was in a completely new environment and it was a new place as well. • During this phase I learned that patience is an important ingredient to be a successful corporate player. I had to wait for long hours outside the offices of the officials. In other words I was in a diverse environment so there was a communication gap.And once I got the appointment I had to convince him on how my contribution to the organization can help the organization in improving the sales of the products and would help the company in better understanding its potential customers. But I am continuing to search the in-depth information about the organization and I am doing well. • Once I had him convinced. 245 . I was encountering different kinds of individuals and with each individual I had to deal in a different way. I had to deal with another problem. • There are many other problems that I am facing in gathering information about the company. Thus this was an important lesson for me. This helped me in enhancing my communication skills. I also had to survey the different plants of the organization. I had to go to the company repeatedly to match the timing with the manager. This process continued with almost all the top management people of the organization. • While I was taking interview of different persons of the organization.

Os it was of utmost importance that we take the consumer in our complete confidence. Learning at the time of gathering information from the customers:• Liquor consumption of liquor consumption nowadays is not so uncommon in India. This would cause inconsistency in the results produced. Then I have to analyze the collected information and decide consumer’s perception about the Indian made foreign liquor. As a result people feel uncomfortable in discussing their drinking habits freely. was no where related with their personal lives. 246 .The second phase of the project is to gather information and data from the market in Lucknow. For this I am going around the Lucknow city and finding out the consumers of Indian made foreign liquor and gather information from them. Once they get convinced they used to answer some question but I had to go through a lot of pain in handling the customers. For that I had to design a set of question to be asked to customers and gather information likewise. Thus I had to be extra careful in the sample selection. • Sometimes the consumers do not reveal the accurate information. With this I will judge its overall impact on the sales of the sales volume of the organization. I had to firstly convince the consumer that the survey I was doing. This will show me the direction by which the company can increase its sales volume and the company can have a better understanding of its potential customers. For this I had to interact with different customers in Lucknow. • Sometimes I also faced some difficulty in selecting the correct sample. still people feel that consumption of liquor is unethical. It was also difficult to find out the potential customers. As we know that in all such survey is bound for sampling errors. So it was very difficult to collect information from the consumers.

The owners of this places would generally deny to let us in because according to them. • Some of the consumers have no idea about the Brand of liquor they are consuming.• Since I was collecting information about Indian made foreign liquor I had to visit places like bars and liquor outlets. • The city Lucknow is the big city so all the areas could not be covered in the survey. 247 . So give any comment on the brand acceptability becomes very difficult for them and in turn creates difficulty for me. this would irate the consumers. But the areas covered were carefully observed and I am continuing like that. And the summer also created lot of hassle to go to distant location.

For this company take very strict & legal action against them. But due to demand of the products retailers is not doing so. and Mandalay. Chakrata. and Kirkee. He set up more breweries at Solan. Dalhousi. Another entrepreneur H. Always tries earn profit but in the roof of social welfare. 248 .G. As all the company’s always wnts to earn profit any how but Mohan Meakin ltd. Due to company has suffered in its profit percentage but it is a matter was of social welfare so company is very much strict about it. For benefit of the society company brings out a policy that it will not sale any kind of alcoholic products to the consumers less than 18 years. Murree. Darjiling.CASE STUDY NOT TO SALE LIQUOR TO CONSUMERS LESS THAN 18 YEARS Mohan Meakin traces back to 1855. Meakin came to India from Britain and bought the old shimla and solon breweries from Dyer and added more at Ranikhet. Rawalpindi. when Edward Dyer from UK set up the first ever brewery in India in Kasauli. And give order to its distributors and retailers that not to sale any kind of alcoholic products to consumers less than 18 years. Shimla.

rating reason for selection the particular brand the qualities and quantities analysis. awareness.  Near more than half of the respondents come to know about their brands through their friends. 15% of them come to know about their brands through magazines and T.  Most of the people preferred beer.V  About half of the consumers take liquor thrice or twice a week and about 30% of the consumers consume alcohol once in a week. People were of the opinion that beer is in taste and gives them the kick they need. satisfaction record and income preference. or vodka. 249 .CONCLUSION On the basis of analysis interpretation given as per the previous chapter the investigator is in a draw conclusion about perception of the consumer as per the following details: The represent conclusion has been segmented in the form of brand preference.  Half of consumers rated performance of MM product as average and only 28% of the respondents have rated it good. they prefer it in comparison to whiskey. Whiskey drinkers are also significant. price sensitivity. rum. attitude of consumer.  45% prefer their brand because of the taste and only 20% of them prefer because of price.

 Most of the consumers started consuming liquor at the age of 20-25 years. In winter season demand is more than compared to other season. Because by this they will be indirect contact with the company personal and they will come to know the consumers is a better way and about their liking and drinking about the product. 250 . So on this basis we can conclude the most vulnerable group is 20-25yaers and the least vulnerable group is 15-25 years.

251 .

QUESTIONAIRE FOR CONSUMERS Name: Age: ………. Above 8 pegs d. 1-5 pegs b. Price c. Taste d. How much liquor do use at one sitting? a. 5-8 pegs c.………………………………………………… Address: …….. Twice/thrice a week d. Whether you consume liquor or not? Yes No 2. Once in a month 4.. Is your brand Low priced Reasonable High priced 3.. Daily b. Can’t say 5. Packaging 252 .…………………………………………… ….……………………………………………… 1. Strength b. Once in a week c. For what reason you prefer your brand? a. Please let me know your frequency of consuming liquor? a.

Through newspaper c.6. If no then what is the reason for your dissatisfaction? a. Have you ever tasted Mohan Meakin products? a. Through friends 7. Scotch 8. Which product categories of liquor do you use? a. No 9. Whiskey c. Are you satisfied with M. Color b. Yes b. Taste e. Gin d. Products? a.M. Price 253 . Flavor c. No 10. Quality d. Through television b. Through magazine d. Packaging f. Rum b. Yes b. Beer e. How do you come to about this brand? a.

What you do in case you don’t get your favorite brand in a shop? a. average d. Hesitation 254 .? a. Good b. Go to another shop c.M. good c.L. below average 13. Yes b. Availability c. According to you over all performance of MML is? a.11. Prefer a dry day b. No 12. Switch to another brand 14. Are you aware about new products of M. What problem you face at the retail outlets? a.M. v. No problem b.

You will help in increasing the sale of M.QUESTINAIRE FOR RETAILER Retailer’s name: ……………………………………………. Attractive incentive and commission b. Summer b. a. Consumer demand and availability 4. They do not offer good incentives c.M. products if you will get: a. Not demand by the customer 5. because. Winter c. Shop address: ……………………………………………… 1. because a. Free gifts b. Incentives c. Attractive packaging (yes/no) 255 . They do not provide prompt services b. do you like to sell Mohan Meakin product if no. Festival 3. Do you deal in Mohan Meakin products? Yes No 2. Rainy season d. Product are preferred by you. Product demand most in the following season a.

Old monk c. Which is popular whiskey of Mohan Meakin? a.1 d. Bagpiper c. Colonel special 7.6. Solon no. Old monk b. Hayward’s 10000 256 . Guru b. King fisher strong d. Which is popular rum? a. Black house 8. Australian max c. Diplomat deluxe b. Which is popular beer? a.

com (for archives etc.google.com www. articles from various newspaper. Elhanse) Research methodology (C. Sharma) Research methodology (Dr.) (for searching etc.thedistillary. Kothari) Consumer behavior ( Leon.R. D.) (for alcoholic references) (for archives etc.boozeguru.D.K. websites have been consulted for writing up to this project.BIBLIOGRAPHY The following boos and periodicals. Sinha) Websites and Web Zone http://www.com www. BOOKS Marketing research (Dr.) 257 .com www.hinduonline. web based newspapers. Leslie Lazer) Business communication (K.

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