SUMMER TRAINING PROJECT REPORT ON

MARKET SURVEY & SALES PROMOTION OF “WHISKY”
. MOHAN ME AKIN'S Ltd. . Under The Guidance of Marketing Manager Mr. Mohit Sharma Submitted to MR.MOHIT SHRMA (Marketing Manager) Mohan Meakin's Ltd. Lucknow Submitted by GYANENDRA VERMA MBA 3RD SEM BBDNITM, LKO

BABU BANARASI DAS NATIONAL INSTITUTE OFTECHNOLOGY & MANAGEMENT LUCKNOW ( 2008-09)

1

PREFACE

PROJECT REPORT ON "Sales promotion of whisky" is a detailed and comprehensive study of the distant consumer and their role and attitude toward the product of the company. In this report the sale of Mohan Meakin's regular range beer has promoted me to take up the celebrated regular range beer and to give suggestion and increase the market share.

The respondent acted positively to me and all of them helped me to fill questionnaire with their best effort.

I have taken a sample of 100(consumer-70, retailer-30) of Lucknow city who consume beer although this sample is very small to represent the whole market but there is no choice because of time constraint. Yet I have tried to take consumer from every age group, every income group, and every occupation group. I have also taken response from approximately all the areas of Lucknow in order to minimize any bias.

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TABLE

OF CONTENTS

Acknowledgement PREFACE EXECUTIVE SUMMARY `1.Introduction 2. BEER (a).LIQUORS IN INDIA 4. COMPANY PROFILE A).HISTORY OF MOHAN MEAKIN’S LTD. B) PARENT UNIT OF MOHAN MEAKIN’S LTD. C) PRODUCT PROFILE D) ORANIST ION STRUCTURE 5. MOTTO OF COMPANY 6. RESEARCH METHODOLOGY 7. ANALYSIS OF INTERPRETATION 8. SWOT ANALYSIS 9. FINDING & SUGGESTION 10. CONCLUSION 11. BIBLIOGRAPHY 12. ANNEXURE III II

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EXECUTIVE SUMMARY
With the help of satatisical technique applied to the data which we received . We claim that most of the consumers are not aware about companies product. The consumer knows only those products which are regular or economical in price .premier products are not very popular but in the regular case shaw wallace products have more demanded . Our research show that demand of the products can be increased if company provides better services to customer. Through my research program most of the consumers have MOHAN MEAKIN'S WHISKY beer but thev like onlv few b r a n d s s u c h a s S o l a n no.1IMPERICALS ,GoIden Eagle Lager. If the company's sales

representative visit regularly provide all the brands to retailers then the market share of the company can be increased.

4

INTRODUCTION Liquors are sweetened , coloured and flavoured spirits , generally having a base of scoth whiskey or pognase brandy they are sweetened with suger and coloured with vegitable pigments .Liquors are surved , chilled in liquors glasses ."They are basically digestive drunk after a meat and generally come in very fancy bottles. Two methods are used to extract maximum colour and flavour. Steeping: used to extract flavour mainly from soft fruits ,fresh or dry fruits but not nuts , or cut into two small pices and seeds are removed as they often conain bitter oils . The fruits is placed in large vessels , into which scoth whiskey or brandy is pump from below . The spirit remains in contact with the fruits for 46 months during which , due to the

action of thealcohol, the fruits gets massed up . The solids are separated from the by liquid by fracration or distillation .If necessary Required sweetening and colouring are added to the ditilate. percolation: Used to derive flavours from p!am(such as stems,leaves,bark and

roots ) which are hard and from which it is very difficult to extract flavour. The desired herbs and spices are put, alenp with the base and boiled (percolated ) in large vassels . his is distilled along with the herb spices . The ditillate thus obtained is highlyconcentrated and defined colour and sweetening is added according to the type of liquor . Honey , specially heathe/ honey is added to some plant liquors .Some liq ior like tequila are unsweetened and some have a base of rum.

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HISTORY OF MOHAN MEAKINS LIMITED (Established in 1855)

A saga that began over a century and a half ago ^continues on its path of service to yhe world with dedication,courageand an unflinching commitment to quality.Over the years company has embraced modernity and adapted to changing times. Yet,its basic value remain the same integrity craftsmanship,and tradition. From old tradition sprang moha meakin where the sanctity of ancient culture,technological development and craving for quality are artfully blended into the products . The origin of mohan meakin traces back to Edvert Dyer from united kingdom who setup the first -ever brewery and made indigenous beer available to the Indians as well as Britons. He steup more Breweries at solan , Simla , Muree , Rawalpindi and alay.Another entrepreneur HG meakin came to india from Britain and born the old Simla and Solan breweries from Edward Dyer and added more at Ranikhet,Dalhousie,Chakrata, Darjeeling,Kirke comp's assets and profits registered amanifold To mark the contribution of Mohan the company's name was changed from Dter Meakin Breweries limited . to Mohan Meakin Breweries in 1967,on passing away of Mr.N.N.Mohan in 1969,is eldest son co. V.R.Mohan took over as the managing director of the company.He
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introdues a number of new products that are brand leaders even today .In the 70th the manufacturing activities of the co. were diversified into other fields under the leadership of Brig Kapil Mohan ,VSM who became the managing director of the company in 1973. Subsequently the world the Brewery was dropped in 1982 to remove the impression that the company is engaged only in beer making . MOHANmeakin is afortunate to be able to dra\ on its experience of over a century and a half. There can be no greater wealth than heritage.the company's links with its pass continue to guide its progress and provide directions for its plans for the future.The ancestral home of Mohan Meakin is at Kasauli,Simla Hills were the first Brewery was establish arounl855.th^ orewery was later shifted from kasauli to solan vyhere a good quality of water was in abundance coming oin of the natural spring .

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PRESENT SCENARIO OF THE COMPANY
Mohan Meakin's Rs 1000 croes group with an annual turnover 210 crores approx. in the year 2002- 2003. The company is well established and is known through the country for some of its finest brands. Through the sales growth of it has been declining for the last 2 yeare. The company's hold and impact is more in northern India, compared to other , part of the country, for operating in India the company has divided it into five zones each one covering some states-Zone 1:Kashmir, Punjab, Chandigarh Zone 2:Zone 3:Bihar, Orissa, M.P Zone 4 :Jammu and

U.P, Dehi, RaJasthan West Bengal, North

East State Zone 5:controls each Zones.

Maharashtra, Goa Regional Manager

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LUCKNOW UNIT OF MOHAN MEAKIN LIMITED
Luclnow distillery is in existence for last 100 years and its main building with land, was acquired by the company in 1855. It is situated at a distance of about 1km from the great imambara with 162 feet long and 54 meter wide arched roof i.e the largest arch in thee world. The area occupied by the distillery is about 10 lakh suare feet. This is the place where famous products Highland Chief Whisky, Triple crown Brandy, ' D.M. Brandy, old Monk Rum and xxx are manufactured. The production is carried out in well equipped plants under the mst hygienic condition, because of increasing demand from defense service aservices a separate bottling hall now been installed here.

EXPORT OF MOHAN MEAKIN LIMITED .
Beers, Rum Whiskies, Brandies, gins texitile fabrics and Made Ups. These products are exported tomany countries of the world

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STRUCTURE OF SALES DEPARTMENT
Sales depot of the company works under the leadership of its manager Mr. Anil Dang. He is also the Sales Manager of the Mohan Meakins Limited. He looks after the sales of foreign Liquor. Sales Supervisor is the next hierarchy of the sales Depot. Saler sales supervisor Sales Personnel are the last hierarchy of theSales Depot. Supervisor and Sales personnel works under the direct Control of the sales manager. They carry out the orders given by the sales manager Mr. Anil Dng.

HIERARCHY
SALES MANAGER

SALES SUPERVISOR

PERSSONEL

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PARENT UNITS OF THE MOHAN MEAfQN'S LIMITED

The registered office is situated at solan near simla in Himanchal pradesh . SOLAN : DISTILLERY,BREWERY & BOTTLING KASAULI LUCKNOW : DISTILLERY : DISTILLERY.BREWERY

MOHAN NAGAR

:

DISTILLERY, BREWERY,G LASS FACTORY&FOOD PRODUCON UNIT

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TECHNICAL COLLABORATION UNITS IN INDIA TAMILNADU : DISTILLERY,BRE\VERY & BOTTLING AiNDHRA PRADESH : OUTSIDE INDIA BHUTAN : 3 UNITS OF DISTILERY & LIQUOR BOTTLING NEPAL , : TWO LIQUOR BOTTLING & BREWERY LIQUOR BOTTLING .

COLLABORATION : SCOTLAND .
Mc

LARSEN COMPANY DONALD MUIR Ltd.

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INTGRITY, CRAFTMANIIIP AND TRADITION
OTHER AREAS OF PRODUCTION . • Besides sprit Mohan Meakin diversified its product its product range, which is noted below:Fruit juice Breakastfood Mineral Water Vinegar :Gold Coin Apple Juice :Mohan's Com flakes :Golden Eagle Mineral Water . :Mohan's Synthetic Vinegar

The company also exports leather goods, texile and garment garment besides Whisky, Rum and beer
PRESENT SCENARIO OF THE COMPANY

Mohan Meakin's Rs 1000 croes group with an annual turnover 210 crores approx. in the year 2002- 2003. The company is well established and is known through the country for some of its finest brands. Through the sales growth of it has been declining for the last 2 yeare. The company's hold and impact is more in northern India, compared to other , part of the country, for operating in India the company has divided it into five zones each one covering some states-Zone 1:Jammu and Kashmir, Punjab, Chandigarh Zone 2:U.P, Dehi, RaJasthan Zone 3:Zone 4 :Bihar, Orissa, M.P

West Bengal, North East State Zone 5:-

Maharashtra, Goa Regional Manager controls each Zones.
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PRODUCT PROFILE
Eveiy liquor company is based on the alcohol fermentation process, where, alcohol is the end product of the ethanol fermentation process. Alcohol drinks are mixture of alcohol or spirit water and minior ingredients known as congeries. The organic name of the alcohol is ethyl alcohol. It is a hydroxyl derivative of hydro carbon with basic elements as carbon, hydrogen, oxygen and chemical formula is C2H5OH. THelndian liqur industry can be analyzed by segmenting its into three parts:-Country Liquor:This is unorhgnized sector and occupying about 71%Liquo market. Country spirits are distilled, mixes or unmixed vith spices or amond ingredients in very small quantities 4s to import taste and aroma. These are known under different names in different areas of country such as:PACHWAL CHERAGAM WEST BENGAL TAMIL NADU AND KERALA

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• Indian made foreign liquor:-

In this category product are Whisky, Brandy, Rum, Gin and . Vodka. The developing country like India where petroleum resources are limited, utilization of agriculture waste products for development of Industries are the significant importance. Sugar industries in this country are second bigger, thousand of tones of tones of molasses containing large quantities of sugar are Available in the products. Foreign Liquor :-

In India name is used exclusively for which are imported into the country. This may include various brands of Scotch, Whiskies, French Brandy, gin, Rum, Vodka, Beer etc.

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PRODUCTS OF MOHAN MEAKIN LIMITED 1. ALCOHALIC PRODUCTS
Beer

Whiskies

Solan Impericals Summer hall Colonel's Special Colonel's Premium Golden Eagle Diplomat Deluxe Black knight Solan No.l King's Castle Meakin's John Wyte Old Master's Knight Rider M.M.B Solan No.l 17

Golden Eagle Beer Golden Eagle Deluxe Lager Golden Lager Beer (herbal Beer) Gymkhana Premium Lager Asia 72 Entree Super strong Black Knight Super Strong Solan No. 1 Special Lager Old Monk Deluxe Solan No. 1 Extra Strong Black Knight Deluxe Guru Super Strong Guru Guru Super Strong Guru Extra Strong Big Ben London Meakin's 5000, 100000 Sun Bird Lion Larger

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Rum

Brandy
Triple Crown Doctor's Reserve No. Golden Eagle MMB Black Brandy Brandy DM Doctor Resume No. 1

Old Monk Gold Reserve t
Old Monk Supreme

Old Monk xxx Old Monk White Rum Tusker Black Beauty Stud Rum Vodka Kalpansky Vodka
Gin

Big bang London Dry Gin MMB Gin orange gin Black Beauty Gin Silver Mist Meakin's Dry Gin

SCOTCH
Highland Queen NON ALCOHOLIC PRODUCTS Juice Mohan Gold Gin

Apple Juice Mineral Water

Golden Eagle Mineral Water Mohan's Mineral Water
Vcnegars

* Mohan's Pure Malt Venegars
Breakfast Foods

Mohan's New Life Corn Flakes
i

Mohan's Wheat Porridge Other Food Products

Prickle Jame and Jellies Spices
Extracts

Brewer's Yeast Malt Extra
Exports

Beer, Rum, Whisky, Brandy, Gin Textile Fabrics and Made ups Leather Garments, Consumer Durables

Solan Imperics Summer hall Colonel's Special Colonel's Premium Golden Eagle Diplomat Deluxe Black knight Solan No.l King's Castle Meakin's John Wyte Old Master's Knight Rider M.M.B Solan No.l

Apple Juice Mineral Water

Golden Eagle Mineral Water Mohan's Mineral Water
Vcnegars

* Mohan's Pure Malt Venegars
Breakfast Foods

Mohan's New Life Corn Flakes
I

Mohan's Wheat Porridge Other Food Products

Prickle Jame and Jellies Spices
Extracts

Brewer's Yeast Malt Extra
Exports

Beer, Rum, Whisky, Brandy, Gin Textile Fabrics and Made ups Leather Garments, Consumer Durables

LIQUORS IN INDIA
Competition and Companies Liquor market is one of complex market today. The market is optimally saturated by large number of companies pouring their brands in market, leading to customer's likes, dislikes & turn creating competition among the brands of a particular range. The buyer in liquor market has considerable responsibilities. He has to try to reconcile a vast range of available brands from a wide range of companies &consumer tastes. Integrity & strengths of chapter are essential attributors in addition to the buyer's skill, experience of knowledge of the brands he buys. It is presumed that Indian market demand about 3 crore cases of liquor brands every year. However, exact data is not available. The liquor made in India is Known as Indian made foreign Liquor (IMFL), besides its country liquor marketing is also operating in which raw wine is sold for poor & backward communities. Govt. controls these markets up to some extent & the retailers share rest of the responsibilities. There is no evident competition & particular company in country liquor market. The rates are fixed by govt. & it is sold this prices only. The market has a very high sale of beer, which is its maximum sale in summer. There are a number of braveries making beer, including one

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most famous company Mohan Gold Water I,id. I laryaiia. The alcoholic contents vary with different beer. Categories Lage. Beer Extra Strong Beer Super Strong Beer Alcoholic Content 3-5% 5-8% 8-10%

More stiff competition among the major companies is recorded ir IMFL brands. There are about six major companies, which supply thei » product in all India market. The competition & activities are mainh concerned among these companies. The major companies are:Jagajit Industries Ltd. U.B. No. 1 (Me Dowell& Co.) Mohan Meakin & Co. Khodey's Distilliries Herbertion's Ltd. New Delhi
.

Madras Mohan Nagar Banglore Mumbai

The companies are manufacturing almost all ranges in IMFL liquo & enjoying good reputation & sales. Besides all companies the wholesale owners having their own retail shop are also fighting neck to with tha other most of places. The effects of the competitions, companies range from bettewr scheme salesman;s incentives, better distribution, mort stoking of the products to better credit facilities & good relation with the

Cheap Range Due to different in the excise tax indifferent states the price
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of liquor vary in a great deal. The liquor considered to be cheap range in a segment may up[ to the range in another segment. However, the cheapest IMPL, is also sold in the segment and this rasngs sometimes divided as:Upper Cheap Range:- Binnie Range, Imperial Middle Cheap Range:Mistress, Victor, Duke etc. Lower Cheap Range:- Mistress, Victor, Duke etc. The sale within these range varies from market to market. Middle

Range The sale of this quite high in some parts of the company. This range is c heaper than semi-prestigiousa and forward by lower middle class mainly. The brands available arte:-Bonnie Scot Whiskey Old Inn Whiskey Hay ward's Fine Whiskey Red Knight Whiskey Gin:Almost all the major companies ranges manufacturing Gin. In semi- prestigions range Aristocrat Gin is sold maximum by both Dry Gin & Forden Gin, Gin is also available in the cheaper range, any can be sold Jagajit Industries Shaw Wallance & Co. . Khoday's Distillary

Prestigious Brands Peter Soct Whisky Khodey;s Distillary

McDowell(P)

U.B.Nol

Royal Challenge Whisky

Shaw Wallanc & Co.

Highland Queen

Mohan Meakin's Ltd.

Aristocrat (P)

Jagajit Industries

The brand selling maximum is Me Dowells No.l and reason for this ios its lower price in comparision to other'brands. The sale of this range is lower then of the other ranges because of its high prices. Semi Prestigious Brands:
Aristocrat Whisky Jagajit Industries Ltd.

Diplomat Nol

U.B.Notl

Bagpiper

Herberstion's &b Co.

Director's Special

Shaw Wallance & Co

Democrat

Khodey's Distillary

Colonel Special

Mohan Meakin Ltd.

LIQUOR-A ••
BRIFE OUTLINE *
WHISKY:Ii is the most popular liqour know all over the world. It is spirit made from starch. Best whiskies of the e world are supposed to be produced in Scotland The production of whisky is a long and and tedious process. Whisky straight distilled in colorless and the colouring of certain brands is carried out in storage in wooden casks and in some cases by addition of a small quantity of sugar caramels. Imitation whisky is made from Ethyl Alcohol by colouring and • flavouring. Various whiskies get distingiished from another by various methods used in their manufacturing and from the grains they are made. .

BRANDY

It is generally obtained from fruits, though most most commonly used fruit is grapes. The best Quality of brandy is Cognac
_

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

made in france. The best quality of brandy is Cognac which is made in france. The distillation of mark of grapes after fermetation is carried out in pot still and aged. The change which takes place between the wood and

. Rum:There are a good% age of consumers who have a larger appetite of rum. The market is full of different brands supplies by different companies in different ranges:. Old Monk Rum Hercules xxx Rum Capt. Henry Rum Brandy: Mohan Meakin Ltd. Khoday's Distillary

Brandy is either for consumers for medical puipose or is like ed by few selected consumers. There are many markets where Brandy is sold almost in negligible amount.
A few brandies available in market are :

Aristocrate Brandy Golconda Brandy Honey Bee Brandy

Jagajit Industries Ltd. Shaw Wallance & Co. U.B. No. 1

BEER

Beer is a beverage made by fermentation of extracts obtained from carbohydrates rich material barley. Among other carbohydrates rich material, barely has properties which land to easier malting and subsequent extraction of fermentable product. Beer cans broadly classified as:-l. Larger Beer
2. Ale. Lager beer are so named because they laagered or stored

fermentation in cold store house. This process leads to clarification and V flavor development of the final products, in the process of manufacturing
• '"'• -A '

these Beers, Yeast, which is settles to the bottom fermented beer. Also on the other hand are top fermented beers where Yeast thai is added floats on the top during fermentation and is removed either by skimming or sucking.

the brandy, improves the spirit, air enters, oxidized some of the

constituents. RUM Rum is distilled from the fermented juice of sugarcane or molasses in such a manner distillate has the t taste arona. and characterized generally attributed to Rum. Best Rums are Know to from Jamaica, West Indies, Cuba, Fiji Island, Manritious and India etc. Infect in all these country plenty of sugarcane is grown and the quality is best suited for Rum Sprit. Gin:-

Gin is popular distilled liquor. It is sweetened or unsweetened grain sprit flavored with essential of jumper berries. It is from these that Gin desires its main flavor in addition Other products including Angel0069ca and Anise, Coriander's Line, Lemon orange Peel Liquor Cardamom Bitter Almond etc. are being used. While the sources of flavors remains jumper berries. Other constituents are added to give it is kick and taste.

Vodka:-

Vodka is the sprit resulting out of distillation at very high proof. * This result into virtual non-existence of flavor in the resulting sprit, which is naturally even after distillation required for probability..No flavor can be noticed, Vodka is neither matured nor flavored.

Objective:-

Sales promotion objective is consist with marketing objectives. However, they may vary with the type of target market and points of channel. Me Carthy says; "the objective of sales promotion are to inform persuade or remind consumer of the company's marketing mix". Int'orming:Informing is to educate the consumers about the products. They must have aware about product offered by the producers. They must be informed of a new product and told that the new product work better then all

DISTRIBUTION SYSTEM

V

Here the company keeps only the unties to sell. A distributor or wholesaler firstly pays Exise duty area office. Obtain necessary permit unit and then place order according to his requirements to the company.

These whole seller are also in fix number as license holders. These are called TL2 (A) Rs 45 per alcoholic liter. This amount is departed by LT2 to the Exise office to »et lease order FT-2 demand for 1000 bottles for 650 ml. Each first we concert it into alcoholic liter. 650 ml x 1000 bottles- 650000/1000-650 Rs 45 per litre total charge of 650.45- Rs 29.25000 LT2 sells to retailers and bars, the stock of LT2 is under control of Exise office. When LT2 is supplied to the retailers or bars then Exise charge is taken as Wenfee to release to its retailers. Then retailers are called as LT2. Whole seller supplies in bars also department licenses.

CHANNELS OF DISTRIBUTION
Mohan Meakin is a very large organization and has wide range of products. The successes of Mohan Meakin is closely related to its strong channel of distribution. Alcoholic products are excisable controlled by the 'govt. Channel members of distribution of company also works under the and regulations of the govt. It is very necessary and compulsory foe the every channel member to take the license from of the govt. to perform his or function. Government gives following five types of Licensees:-FL 1 is given tow hole seller FI-2 is given to semi wholesaler of distribution FL3 is given to products unit. FL4 is given to bar holders FL5 is given to retailers. FL FL1 CSD consumer or Manufacture.........------Depot.................••— Canteen store............. Customers..................----Dept of Army (CSD)

In this type of channel distribution, first two members of the channel are common to the pervious channel. But the next number is different, Here the Bars which have FL5 distribution channel.

In case of bars the agent of depot of wholesaler or depot delivers required quantity of products to the CSD of the Army. Final delivery of
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final product to the CSD so done by the depot agent. Then the product'is the qualified buyer from CSD. Sometimes manufacture directly supplies the product of the bars. Company also exports its products through Export House Delhi After sale tax excise taxes accounts for the revenue for the state govt. The main part of the excise. After sale tax excise taxes accounts for the maximum revenue for the state govt. The main part the excise revenue comes from the license free which govt. as imposed on various alcoholic products. The distribution channel adopted by the company is:-FL3-*FL1->FL2->FL5-^Consumer Retailers Consumers or

Manufacture Wholeseller Dealers or depot semi wholesaler

This is the type of distribution channel of the company to supply the finished product. In this channel of distribution manufacturing unit which has FL3 license supplies the product to the next channel members i.e. whole seller or depot who have FL1 license. Company have 35 such depot.situated of the company in such a wav that the whole country is covered. Depots are also in separate business identity. A person who is not the employee of «

the company runs it. But the works according to the contract with the company, they have their own agents who book and fulfill the orders of the next channel member. The next channel member is called district wise dealers, they also posses the FL2 license. They have to work in the fixed territory. Dealers take the product from the proceeding channel members in still a bigger
t *

asserted lot but not big as the whole seller. And then supply to the following channel member of his territory in smiles lot. Retailers or FL5 license holders are the final channel members of • the company's distribution channel. After buying the product to ultimate , buyer in still small-asserted lots to suit individual buyers requirements. Company supplies its product to bars and CSD of Army also. For this purpose the company adopts another channel of distribution, which is as following:1.FL3 FL1 ->FL4 -> Consumer

Manufacturer

Depot

Bars

Consumers

2. FL3 Manufacturer

FL4 Bars

Consumers Consumers

other excising products.

JOINT VENTURES
*

Mohan Meakin Limited has done joint ventures with various companies to promote its products in the company and abroad. Some of its joint date are with:1. Me Donald and Mulr Ltd Edwin burgh, Scotland (U.K.'). A separate joint venture company has been corporate under the name Me Donald • Mohan Distilleries Ltd. with Head Office New Delhi. 2. Miss Bizzard and Rogers International (world largest liquor

manufacturer) located in France for the purpose the bottling distribution and marketing of the Larson Cognac. In pursuant to the economic liberalization policy, Mohan Meakin has explored other strategic tie pups with international Alcoholic Beverages manufacturers for the purpose of not only introducing international brands in the Indian Market but also to export product through their distribution network internally.

COMPETITORS PROFILE •
There are other players in the fields of alcoholic beverages, they are:Shaw Wallage Ltd:The flagship company of Manu Chabaria Group, Shaw Wallace much Co (SWC) is diversified congregate with alcoholic beverages accounting for as much as 60%of the revenue. The company also has business such consumer product, Fertilizers, Pesticides, Beer and

.
consumer Product are functioning as a marketing aim in India. 1 he Shaw Wallace Group has a turnover of about 9000 million Rs in 1998-99 of which wine, beer, sprit, beer unmatched and most of them of are market leaders. Alcoholic product:Whisky : Royal Challenger, Directors special, Old Tavern etc. Beer : Haywards 2000, Haywards 5000 etc. United

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

Whisky :- Me Dowell, Bagpiper, Gold, Kingfisher Beer Compa
Ab

:- Kalyani', Black Label Country
>A

Capacity (beet Lt million)
102

Miller Heinken Foster's Kirin Netherland Australlia •Japan

53 50 36 33 25 . 23 23 21 20

; Coors Brahma Antartica S.A.B.

USA Brazil Brazil South Africa •

MARKETING OF LIQUOR (INDIAN CONTEXT)
Marketing and distribution plays an important role in the industry's development in this sense, the industry can be more or less classified under the FMCG category. Liquor sales are also largely driven by brand popularity. To built brand popularity, companies have to get retailers to recommend the brand to end-users. The brand plays a critical role in building the fortune of the company. Given that consumptions pattern are more or less static, companies have a vary, few chances to hook a customer. But once hooked to its pro'ducts volumes are likely to be steady. Therefore, adopting a 'brand-push' strategy may be a key success factor.
» *

T

SALES

PROMOTION

Concept-It is an action with increase the volume of sales. Many management experts and scholars have defined in pronisists of awide variety of promotional tools designed to stimulated (sample, coupons, money refund, price off trading stamps, demonstration)trade promotion (buying allowance, free goods • push money, cooperative advertisement)sales force promotion (bonus contests to motivate, persuade and remind them of the goods and services that are offered Sales person adopts several technique for sales enhancement. Objective:Sales promotion objective is consist with marketing objectives. However, they may vary with the type of target market and points of channel. Me Carthy says; "the objective of sales promotion are to inform persuade or remind consumer of the company's marketing mix". Int'orming:Informing is to educate the consumers about the products. They must have aware about product offered by the producers. They must be informed of a new product and told that the new product work better then all other excising products.

Persuading:Sales person persuade consumers to bye products. They develop or
9

reinforce a favorable set of attitudes and influence there buying behavior they supply comparative information on various product so that consumer may be willing to purchase the product. Reminding:•
w

Leads the firms to reinforce the previously satisfactory behavior of

» trip costumers. .Reminding the consumer .of their past satisfaction will persuade them to say with the product and prevent them from chanting to competitors.

ORGANISATION STRUCTURE

Board of directors

Managing director Executive director

- Brij(Dr) Kapil Mohan - Mr. Rakesh Mohan

Dy.Managing director- Mr.Hemant Mohan Financial director Director -MnP.D. Goswami - Mr.Vinay Mohan -Mr L.K. Malhotra
-Mr.

J.K. Jain -

Secretary Mr.H.N.Honda

STRUCTURE OF SALES DEPARTMENT Sales depot of the company works under the leadership of its manager Mr. Anil Dang. He is also the Sales Manager of the Mohan Meakins Limited. He looks after the sales of foreign Liquor. Sales Supervisor is the next hierarchy of the sales Depot. Saler sales supervisor Sales Personnel are the last hierarchy of theSales Depot. Supervisor and Sales personnel works under the direct Control of the sales manager. They carry out the orders given by the sales manager Mr.

HIERARCHY

SALES MANAGER

SALES SUPERVISOR

SALES PERSONNEL

MEANING OF STAFF FOR MOHAN MEAKiN FAMILY
SSINCERITY & I EGALITY TO BRIJ KAPIL MOHAN

T A F F

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TA C T AWA R N E S S & A C T I O N FA C T & F I G U R E FIDELITY

TEAM
T E A M ' T O G AT H E R ENTHUSIAS M A B S O LU T E LO VA LI T Y M O T I VAT I O N

FIVE D’s
D
D

D E T E R MI N AT I O N DISCIPLINE DRILLS DEDICAT ION
D}

D
D

-

DYERS

RESEARCH METHODOLOGY OF THE STUDY

Marketing reseach is systematic and analyzing of all •acts about customer and intensive invetigation of all )hrase of marketing. fhe research methodology adopt for the purpose of this tudy is given below>Specification

of research objective - The topic for

the research is sales promotion for Mohan Meakin's in Lucknow region .
>Sources

of data- primary as well as secondary

data were used for this study . Method of primary data collecnon-Primary data collect through questionnaire ,30 retailers & 70 consumers were approached for the products separately i.e. beer retailers and consumers were selected randomly from Ihe four reason in Lucknow . These randomly selected retailers & consumer were interviewed prepared questionnaire were filled in to collect the primery data for the analysis. Assumption-

The information given by the respondents are

(a)correct * (b)The respondents are brand loyal.
(c)Random

selection of data i.e sample data can

be readily projected for the whole of the area .
(d)The

retailers & consumers were chosen

randomly in different major markets of the" city.As I already mentioned that whole sellers

DATA COLLECTION METHODS:
Data collection is the key activity of social research. The design ofd the data collection is the backbone of research design. There are two types of data collection methods i.e. (A) Survey method – It is also known as primary source. This source is generally of two types: (a) (b) (B) personal collection of data through face to face interview. Survey through questionnaire. Observation method – It is the secondary source. In this method, the researchers or the agents personally collect data. It can be structured or unstructured, formal participant or non-participant and controlled or uncontrolled.

SAMPLE SIZE: 100 people.

SAMPLING METHOD: Random sampling. TABULATION OF DATA: The collected data was arranged in

particular form to draw inference and get the relevant and desired information. Data processing involves:
(a)

Editing: It is the process of examining the collected raw
data with a view of detecting the omission and correcting them.

(b)

Coding: It is the process by which response categories are
summarized y certain symbols to carry out subsequent operations of data analysis

(c)

Classification: It is arranging of data according to the
points of similarities and dissimilarities.

Tabulation: It is the counting of number of place falling into each
class. It can be sim ple or cross-tabulated

ANALYSIS OF DATA INTERPRETATION

1> Amongest respondent surveyed 90% of them said that they are
aware of the company product and 10% of people are not aware about the company products. They know only alcoholic product but they donot aware about non alcoholic product. 2> Out of 70 consumer only 54 were interested to consumed the Mohan Meakin'a beer because rest of people are not aware abou!: the company^ products. 3> All the retailers preferred to seii Mohan Meakin's Products . 4> Most of retailers respondent think that company should, provide gifts or some attractive package about their products. 5> Advertisement ,sponsor event and print media most effective source of information .
6>

Keep buying competitors is only because most of them are available at cheaper co~t.

SUGGESTION AND RECOMMENDATION

1> This is needed to capitalise on brand awareness amongest potential
customer. 2> There should be frequency of advertisement by Paying more empasis on features price and scheme. 3> Meeting could be held where prospective retailers are invited to make them aware about company's product. 4> The company should organise retailer's program . The company's should provide item promptly to retail re's. 6> The companiy's should provide their products on credits system to retailer.Companies are striving hard to get to maximum advantage from the market because there is a competition everywhere and every one willing good and tpo most place , company has to make the plan and provide good servicesand pay attention to the customers need. 7> Some gifts should be given to the retailers & consumers by the company inmodern era .

Instead of MM's other companies gives more incentives to promotes their sales . It means that if Mohan Meakin's need more sale they have to try provide more scheme and advertisement.

Incentive to retailers : As most of the companies like UB group, Skol Breweries Limited and Manav Breweries Private Limited provide gift and incentives to retailers prefer keeping these brand than of others . So MM's should also provides incentive to retailer and selling larger volume . New emerging market :

Now a day's womens are also taking beer and high society ladies take it openly but they all prefer tastey beer which is light so in order to attract this segment of the market the company has to produce new range of beer which as some fuminine character .

FINDINGS AND RECOMMENDATIONS
The most vital problem of Mohan Meakin's range of Foreign Liquor & Beer is that a large market segment is unaware with their products and some people even don't know that a particular Brand exist in the market.

In case of Colonel's Special Whisky more than 47% of the market is unaware of it, so the first JIH! foremost step to increase the market share is to make the people aware of Mohan Meakin's Brand of Foreign Liquors and Beers. The measures that can be done to make the people aware of the Brand Name are:

To Promote the Brand name through various media sources like satellite, TVs, magazine, hoardings, etc. There should be "Surrogate Advertising" of Foreign Liquors & Beers. This can be simultaneously make the people aware that Mohan Meakin is also preparing nonalcoholic drink, as presently less than 10% of people are aware of it. Sponsoring some important event like National Championship of any sport to make the promotion of the company. It helps in image building of company. The most important way of promotion is the

display of posters and hoardings of the Brand of Mohan Meakin at the retail shop and crossroads. Proper & attractive packaging of MMB Brands. A slight variation in the colour of beverage is also recommended. The visit of MMB' s executives should be more frequent on the retail shop. It should focus more on its Rum. C'ompany has to convert switchers to hardcore loyal of the product of Mohan Meakin Ltd. i-or this the company has to make the sales promotion schemes. Customer surveys are much meaningful for receiving feedback to the company. Company should bring a different kind of taste into the market at reasonable price so that everybody can easily drink the MM Products. Proper allocation on advertisement of MMB Brands should be made. The company must reintroduce the 'Guru Beer' in the market

When do you prefer taking whisky?

DURING FESTIVALS 30% RAINY SEASON 8% WINTER 12% SUMMER 50%

SUMMER WINTER RAINY SEASON DURING FESTIVALS

AWARENESS OF MOHAN MEAKIN

60 50 PERCENTAGE 40 30 20 10 0
ATTRACTIVE INCENTIVE BETTER SERVICE CONSUMER DEMAND & AVAILABLE CREDIT FACILITY

ATTRACTIVE INCENTIVE BETTER SERVICE CONSUMER DEMAND & AVAILABLE CREDIT FACILITY

DO YOU TA KE LIQUOR

NO 30% YES NO YES 70%

USP OF BRAND
70 60 50 40 30 20 10 0
E PR IC E TA ST

PERCENTAGE

PRICE TASTE PACKAGING ADEVERTISING

CONCLUSION
G IN G TI SI N G ER

product. Its main reason is that the company's sales executives are not contact to regularly to retailers. But, most of the retailers like to sell the company's products and they also want some gift or incentive from the company. So company should be given services regularly a: d also make sure that sales representative regularly to tie retailer's shop. iMost of the retailers like to sell company's product so company's should gifts are incentives to motive retailers,after this retailers slaes product very quickly.

A

DE V

respondent are not well known about the company

PA C

KA

If we take an over all view we will observe that nany

SWOT ANALYSIS

STRENGTHS:

 Very good product ,good demand  Market share is large  Old image of brand  Large customer base

WEAKNESS:  Newer brands in the market  Lack of awareness  Advertising  High excise duty on liquor

OPPERTUNITIES:  Increase in liquor intake by customers  Demand during festivals  Trend in youths

THREATS:  New companies like kingfisher,haywards,bacardi etc  Government rules & regulations  Opposition by some sector of society

5>

ANALYSIS PROCEDURE For the analysis of data the table are used . The comparison between various factors is made on basis of percentage ,average and actual data, graphs , as an addition to make the report easily & readily understandable.

6>

There are certain limitation faced by me while carrying out of this project. These are (a)Due

to time constraint the sample size wai

kept modest if the sample size would have been large then would here undoubtedly more reliable information. (b)Time constraint was there .
(c)The

information provided by the respondents

only on basis of this report .So, the information might be biased partially In correct or not enough as given some of the respondents.

1.

Limitations of project work

.

1.The study is limited because every people are not the consumer of liquor.Geographically, it is very difficult to cover each and every person whoconsumes the liquor. 2. It is a restricted trade. It is socially treated as a bad habit. The Government also poses different restrictions on this trade. 3. The retailers do not want to reveal real data about sales. Something they are afraid ofour intentions and do not believe surveyors like us. 4. The study is based on primary data and secondary data. 5. The study is only on the figure of regional demand because

BIBLIOGRAPHY

BIBLIOGRAPHY

The following books periodical ,articals from arious news papers ,web sites have been researched for writing this project. BOOKS1> 2> RESEARCH METHODOLOGY (C.R.KOTHARI) MARKETING MANAGEMENT ( PHILLIP KOTLER)

PERIODICALS1> BUSINES WORLD 2>

INDIA TODAY

NEWS PAPERS1> THE TIMES OF INDIA(LUCKNO\V)

WEB SITEwww.mohanmeakins.com www.thedistillery .com www. google.coma

ANNEXURE

QUESTIONNAIRE FOR CONSUMER Q.(l) Are you aware Mohan Meakin's products ? (a) yes Q.(2) If yes , for which product (a) non alcoholic products (c) mineral water (b) alcoholic products (d) sancks/fast food (b) no

Q.(3) Do you take liquor ? (a) yes (b) no

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

ason of having the beer 7 (a) for enjoyment (b) for giving comany to friends (d) any other

(c) to celebrate some speceal occasion

Q.(IO) What is your opinion about the price of different Mohan Meakin's brands of beer ? (a) quite costly Q.(11) What did you make start drinking ? '(a) friend circle (c) to show off (status) (e) time pass Q12) What influences you in the advertiserment? a) models (b) features of the product (c) content like punch line,logo etc. (d ) over all presentation of advertisemet (b) relievt ^f tension (d) advert: sement (b) costly