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Prof. Soumen Mukherjee Sunil Bharti Mittal Faculty Guide Dhiraj Bisen IMS, Ghaziabad Dibyajyoti Sarangi Divya Aggarwal Divya Arora Divya Katheria Ekta Varshney Fatima Zeenat Garima Aggarwal Garima Chauhan Gaurav Rastogi Gaurav Sharma Team-
INSTITUTE OF MANAGEMENT STUDIES
Mohan Meakin is the oldest liquor making company. Mohan Meakin Ltd. is producing Indian made foreign liquor (IMFL) as well as country made liquor. Liquor sales are largely driven by brand awareness and brand popularity. To build brand popularity companies firstly should have to get retailers to recommend the brande d user and position there brand in consumer’s mind. The brand plays a critical role in building t h e f o r t u n e s o f a company. Given that consumption patterns are more or less static. Companies need to make just few changes to hook a customer. But once hooked to its product volume are likely to be steady. Therefore adopting a, ‘brand-push’ strategy may be a key success factor. The strength and penetration of the retailing network are the key suc cess factors. As there are curves on advertising liquor through other media,the companies depend almost completely on r e t a i l e r s a n d o t h e r agents. Consumer has their own choice; they prefer those brands by which they get satisfaction. In fact the customer continuously shows different buying behavior depending on what they are buying, with whom, when, where, and why they are buying. Presently they supply more of the Tamil Nadu, Karnataka, Maharashtra, and some region of Eastern and Western part of India.
The market of Indian made foreign liquor is very hard and vast and also full of competition. All the firms engaged in this industry want to increase the sales of their brands.
This report is all about MOHAN MEAKIN BRAND MAINTENANCE STRATEGIES. We planned a report to provide a brief description about its branding techniques & its major competitors in world. We also tried to get consumers’ preferences about which brand they would like to buy and what are the attributes that contribute to buying decision of beverages. We all have tried our level best to fulfill all the requirements mentioned to you.
Then I would like to thank opportunity to MOHAN MEAKIN LIMITED. This includes first Mr. Mohan Meakin Ltd) in whose r e g i o n w e h a v e d o n e o u r p r o j e c t .ACKNOWLEGEMENT While team Sunil Bharti Mittal of Manegerial communication is solely responsible for the content in this project report. Soumen Mukherjee () under whose guidance we are able to complete our report project and who gave us such a privilege to visit the company and enhance our knowledge. Same is the case with us. I a m e s p e c i a l l y t h a n k f ul t o M r L. Varma (Regional Marketing Manager. I would like to thank several people for their assistance. We are unable to move without the help of our faculty members(IMS Ghaziabad) and Director General IMS Ghaziabad. which provided us a great successfully undergo our project in such a prestigious organization.So we consider our work incomplete until we record our gratitude to them.Mehta(Human Resource Manager.R. 2 . It is always said that if family does not support there children then they will be unable to walk even a single step. Last but not least this project has become possible because of co-ordination between each and every member of our team. Then I would like to Thank Mr B.Mohan Meakin Ltd) w h o provided us very helpful and friendly atmosphere at M o h a n M e a k i n .N.
if they get a better product. All the firm engaged in this industry want to increase the sales of their brands. when.Objective of the study The present study is an attempt to know about the Brand M a n a g e m e n t a t M o h a n M e a k i n s L t d . Mohan Meakin is the oldest liquor making company. where. In fact the customer continuously displaced different buying behavior depending on what he is buying. The market of Indian made foreign liquor is very hard and vast and also full of competition. today if a company wants to be in the market it has to keep in touch with customer and consistently try to come to the expectations of 2 . Customer is more value conscious these days the factors that drive the consumer behavior today can be very different tomorrow. So as to keeptrack of their demand behavior has to be consistently monitored. with whom. Consumer has its own choice they prefer those brands by which they get satisfaction. Therefore. producing Indian made foreign liquor (IMFL) aswell as country made liquor. and whyhe is buying. Today customer knows exactly what they want and does not stick to particular brand.
Brand Management. TABLE OF CONTENTS 2 .e.consumer by launching the new and modifying products and by maintaining their brand image. i.
Preface Acknowledgement Objective Abstract Summary Description Research Methodology Finding and Analysis Recommendations Questionnaire Bibliography 2 4 5 7 8 9 30 33 37 39 42 1 .
who is winner of market and who is the loser. In this report we have also analysed that company has not given its name to its alcoholic product but to the other products like cereals.ABSTRACT This report is concerned about brand maintenance strategies by MohanMeakin. what is the product line. In this report we also studied about weather the company is in a right direction or not. who are there competitors. etc has name of MohanMeakin as product name. juices. Ltd. This report analyse from successful positioning of some of its brands in customers’ mind like Old Monk and Golden Eagle. 2 .
At present company is not facing any financial setback. Company has not given its name to alcoholic product but other products like cereals.SUMMARY This report is concerned about brand maintenance strategies by MohanMeakin. MohanMeakin should innovate their marketing strategies. Even after successful positioning consumers’ are purchasing more of brands like McDowells and kingfisher. Brand name is also different for different product line. who is winner of market and who is the loser. In this report we also studied about weather the company is in a right direction or not. what is the product line. Everything is going smoothly. who are there competitors. Ltd. juices. We can easily analyse from this report that the company is successful in positioning some of its brands in customers’ mind like Old Monk and Golden Eagle. 2 . etc has name of MohanMeakin as product name. But as competition is at its peak in the market and competitors are making use of new technologies and taking help of media .
G. Chakrarta. Consequently. Meakin. named H. 2 . Ltd. in his flush of enthusiasm he had set before himself such a big task of quenching the thirst of a nation as obviously could not be expected to reach fulfillment by his one. He bought the old Simla and Kasauli Breweries and built others at Dalhousie. He realized for the first time that there were a few spots on earth where a really good drink was more welcome. During the same century. He was the India’s brewing pioneer who brought to this sun-drenched land of ours the bliss of a real thirst quencher – the modern beer. with ardourous zeal he scaled the whole width of this subcontinent and established breweries and distilleries at Simla. came forward with enviable enthusiasm and founded Meakin & Co. Lucknow and Mandalay (Burma). coming from a well known brewing family of Burton-on-Trent where he was trained. to refresh and pep up a people hanging over in sweltering clime that is so peculiar to this part of the World. Solan. another enterprising man. Ranikhet. Darjeeling and Kirkee.DESCRIPTION Historical and Corporate Background On tracing the history back to the establishment of a Brewery at Kasauli by Edward Dyer in 1855. howsoever efficiently working brewery at Kasauli. But.
to help keep soldiers’ beer at a reasonable price.Both these firms E. Those who fancy the hill-climb would like to see our famous springs high up on Karol Mountain. continued in operation. There are few places on earth where the water is ideally suited to brewing. the two firms quenched the hugely increased thirst of India with superb beer at a rockbottom price. far from everything. the unproductive centres were closed down one by one retaining distilleries at Kasauli and Lucknow and brewery at Solan (Simla Hills) . You see these are now nation’s own. a lovely lookout. With the times. Following these successes. all the three centres enormously expanded to meet any expected demand. when it was a big job to import beer. After the War. as modern scientific progress made it possible to augment production several times with the latest machinery. Dyer & Co. During the World War II. With these improvements in production plans we invite our patrons to compare our products with the best of their imported counterparts and choose the better – Dyer Meakin’s. 2 . Solan Beer played its valuable part by keeping the soldiers of the allied nations in perfect pep and cheer. the two firms joined hands and started a new joint stock venture under the style of Dyer Meakin & Co. Ltd.. however. During the first World War (1914-18)..Ltd. Vast quantities of Malted Barley were sent to Egypt. Solan is one. with the source of crystal clear spring water that drew our pioneer to Solan. all manufacturing plants at Solan. Extensive malting at Kasauli were. and Meakin & Co. continued doing business separately up till after the second decade of the 20th century. Kasauli and Lucknow were replaced by the new latest automatic ones. Brewing was suspended at the Kasauli Brewery and a latest brewing and bottling plant was installed at conveniently placed Solan.
and the assets and liabilities of Burma Brewery in Burma were separated.In 1935 when Burma was dismembered from India the name of the Company with Indian assets and liabilities was changed to Dyer Meakin Breweries Ltd. castings and other products.11. 1.4. Meaning of STAFF from the view point of Mohan Meakin ltd. and as such the Company is now known as Mohan Meakin Limited. Employees are needed to follow the indication of these words as this represent the better and progressive work and work environment.. malt extract. the company manufactures juices and canned products. mineral water. wheat porridge. Thereafter the Company’s name was changed from Dyer Meakin Breweries Ltd. for has its some employees.f.. w. glass bottles. Ltd. corn flakes.e. T h e y h a v e described the word STAFF and TEAM which guide the working of employees. 2 . Alsoc o m p a n y h a s g i v e n a s a y i n g s h o w i n g t h e v a l u e n e s s o f t i m e . rum.. gin and vodka are manufactured and marketed.1966 and from 24. All types of beer and prestigious brands of Indian made foreign spirit (IMFS) besides blended malt whiskies.1980 the name was further changed to Mohan Meakin Ltd.. i s s t a n d i n g . Vision and Mission Statement MOTTO OF THE MOHAN MEAKIN LIMITED Tradition Crafts manship and Integrity are the three pillars in which t h e w i d e e d i f i c e o f M o h a n M e a k i n L t d .. to Mohan Meakin Breweries Ltd. In addition to these. from Dyer Meakin & Co. C o m p a n y w o r k s w i t h a single motto: “EXCELLENCE WITH ECONOMY” M o h a n set a definite meaning of Meakin words ltd.
discipline. The work which canbe done by team effort can hardly be achieved with such accuracy by personalefforts.Awareness F – Fact F – Figure Meaning of TEAM from the view point of Mohan Meakin ltd.Determination D2 . TEAM T – together E – enthusiasm A . In their view success is no far if we all move with dedication. determination. D1.absolute loyalty M – motivation They have provided their employees a key for success. to work together by taking help from each other and by helping each other. 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.Dedication D3 – Discipline D4 – Dress 1 .STAFF S – Sincerity T – Tact A .
Today.” Main Divisions of the Company From a modest brewry to a premier liquor company has been inspiring voyage for the company. For this a great skill level and other necessary precautions are taken into consideration while manufacturing products.sell its products with this saying: “Our products are made with skill. 6 distilleries and 5 breweries from the vanguards of the house. Tomorrow is a promissory note. use it. always make its employees remember that: “Yesterday is a cancelled cheque.” According to Mohan Meakin product manufactured by them should be of such quality that is customer can derive maximum satisfaction of it. 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. 2 . So for optimum utilization of time Mohan Meakin ltd.D5 – Drill Mohan Meakin shows its employees the importance of time.Sold with pride. The three main division of Mohan Meakins are The brewery Division. and Consume with satisfaction. with 6 more units on the drawing board. Mohan Meakin ltd . As they say that time has equal importance as the money had and wastage of time is more the wastage of money. Today is ready cash. The spirits division and the food division.
they are highly favoured by connoisseurs and occasional drinkers alike. are indeed a sight to marvel. Its priceless wealth is justifiably its heritage. 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. some of many years. it has grown with tremendous strength. through the acclaimed Scottish Pot-Still method. With multi location units.The brewery units sprawling over numerous locations. 1 . And from careful selection of hops to germination of wheat. Secure as leaders. Mohan Meakin spirits and blends have withstood the test of time. the same age-old tradition is maintained.The technology and stringent quality control synonyms with concern of customer satisfaction. A good beginning is a job half done. The Spirit Division Mohan Meakin has favourably converted its glorious legacy into valuable experience as a base. Spirits are extracted. Left to mature in Oakwood casks. As extremely invigorating beverages. Amply reflected in its status as the nation’s premier liquor company. the group’s commitment to excel ensures quality and importantly customer satisfaction. the spirits when retrieved are exceptional in both character and bouquet.Pioneers of beer in India. Mohan Meakin are masters in the art of brewing. impressive integration process and skilled workforce. even today.The Brewery Division The soul of the beer lies in the brewing process. On par with global brands Mohan Meakin labels heralds rich aroma and taste.
they are highly flavoured and indispensable the world over. It mainly producers alcoholic products like beer. and has indeed carved a niche in million Indian homes for generations. The vast range of its produce satisfies myriad tastes. vinegar. i n t h e s e categories it produces different flavours and brands. Also it produces non-alcoholic products such a juice. mineral water extract. As a matter of fact. Product Line The Mohan Meakin ltd has a very wide line. in different shapes and size.Golden Eagle Lager 1 . cornflex.The Food Division The food division is one of the success stories of the group. Beside foreign liquor the company also produces country liquor. certain products like Mohan’s Cornflakes and Mohan’s gold coin apple juice are generic to their category. whiskey. gin. Alcoholic Products Whiskies 1. The above alcoholic cum under the category of foreign liquor and are known as Indian made foreign liquor. scotch.Summer Hall Beers 1. together with rigid quality control. and vodka e t c . Stringently processed to capture the essence and flavour. rum. etc. In country liquor its most popular is Kohinoor this brand has made a faster growth in terms of sales and market penetration.
Golden Eagle Super Strong Beer 5.1 8.Diplomat Deluxe 6.Doctor's Reserve No.Solan No. 4.Colonel's Special 3.D.M.2.Golden Eagle Deluxe Premium Lager 3.Black Knight Super Strong 8.Triple Crown 2.Gold Lager Beer (Herbal Beer) 4.1 3.Cellar 117 9.MMB 10.MMB Gins 1.Big Ben London (Export 2.Top Brass 5.Asia 72 Extra Strong Lager 7.Black Knight 7.Gymkhan a Premium Lager 6.Blue Bull Brandies 1.Solan No.Golden Eagle 4.I Q Beer 2 .1 Premium Beer 9.
Old Monk White Rum Non-Alcoholic Products Juices 1.Meakins 10000 Super Strong 12.Old Monk XXX Rum 4.Old Monk Supreme Rum 2.Lion Beer 11.Old Monk Gold Reserve Rum 3.Mohun's Mineral Water 3 .Old Monk Super Strong Rums 1.Quality) 10.Old Monk Deluxe XXX Rum 5.
Mohun's Wheat Porridge 3.Mohun's Brewed Vinegar 2.Mohun's Non-Fruit Vinegar 1. The Mohan Meakin Company is the largest service providers and using best technology available in the market.Mohun's Wheat Flakes 4.Gold Coin Apple Juice Vinegars 1. 4 .Mohun's Mineral Water Breakfast Foods 1.Mohun's New Life Corn Flakes 2.Mohun's Wheat Dalia SWOT Analysis Strengths: 1.Golden Eagle Mineral Water 2.
10. Constantly striving to explore new overseas market. Weaknesses: 1. Company operates in major cities of India and also p r o v i d e s i n a n i t y service. High cost for label and monitoring item. 5. 9. It has large market share in all group of society. 7 . 2 . Dedicated and well trained work force. Company holds a high percentage of brand loyalty. 2. People are not aware about its all products.2. S u p e r i o r i t y i n f i e l d o f l i q u o r m ar k e t . 4. Most of people think positively about it. Opportunities: 1. 2 . It holds good market share. 6. Fast response of complaint and product development. Extensive market research through research agencies. Long-lasting goodwill of the company. 3.Through improvement and meeting customer p r o b l e m p r o m p t l y company can gain. 11. They do not have market share in the under graduate segment. 3. I t h a s w e l l q u a l i f i e d s t a f f w h i c h p r o p er a t t e n t i o n t o w a r d s t h e n e e d o f consumer. 8. 12. Comprehensive research and development programme which help in productive improvement. 3.
If a c o m p a n y h a s t o s u r v i v e i n t h e m a r k e t . set up recently by two Non-Resident Indians(NRI’s) from USA. In every field there is competition and the success of any company or product largely d e p e n d s u p o n competition. 1 . Company is facing its main threats from government rules and regulation. I t s a w t h e e m e r g e n c e o f n e w c o m p a n i e s l i k e f u t ur e w i n e a n d s p i r i t brand (P) Ltd (FWSB). T h e increasing awareness and exposure to beer among consumers and the removal of quantitative restrictions gives big boost to the beer industry. Competition provides a good quality of product to the customer. ‘BEER’ consumption in the country increased 79% per year.Threats: 1. t h e n i t h a s t o f a c e t hr o u g h o u t c o m p e t i t i o n . COMPETITORS Today’s world is the competition. In liquor industry too the competition is there. 2. Increase competition from MNC.
SAB • Hayward 5000 • Hayward 2000 • Hayward Black • Royal Challenge • Knock out • Castle lager • Foster 2 . & t h e i r m a i n Products are : 1.T h e m a j o r c o m p e t i t o r s of M o h a n M e a k i n s L t d . C O B R A • Kind cobra • Cobra bite • Cobra 5% premium • Cobra light miller 2 . U B g r o u p • Kingfisher • Premium • San Meghan • London Lilsnex 3 .
Brands are different from products in a way that brands are “what the consumers buy”. To a consumer. product line. Also. If the consumers recognize a particular brand and have knowledge about it. they make quick purchase decision and save lot of time. Brand is an accumulation of emotional and functional associations. It shapes customer’s expectations about the product. they save search costs for product.BRAND MANAGEMENT Brand management is the application of marketing techniques to a specific product. while products are “what concern/companies make”. A brand gives particular information about the organization. A strong brand is a means of making people aware of what the company represents and what are it’s offerings. good or service. brand means and signifies: Source of product Delegating responsibility to the manufacturer of product Lower risk Less search cost Quality symbol Deal or pact with the product manufacturer Symbolic device Brands simplify consumers purchase decision. differentiating it from others in marketplace. Over a period of time. Consumers remain committed and loyal 2 . Brands usually have a trademark which protects them from use by others. or brand. consumers discover the brands which satisfy their need. Brand is a promise that the product will perform as per customer’s expectations. Brand carries an assurance about the characteristics that make the product or service unique.
advantages. term. A brand connects the four crucial elements of an enterprisecustomers. they will more likely continue to buy that brand. symbol or a combination of all these planned to differentiate the goods/services of one seller or group of sellers from those of competitors. Brand represents values. Kingfisher. Coca Cola. in short. can be defined as a seller’s promise to provide consistently a unique set of characteristics. Some examples of well known brands are Mc Donald’s’.to a brand as long as they believe and have an implicit understanding that the brand will continue meeting their expectations and perform in the desired manner consistently. Associations are nothing but the images and symbols associated with the brand or brand benefit. Brand is nothing but an assortment of memories in customers mind. To a seller. etc. 2 . sign. As long as the consumers get benefits and satisfaction from consumption of the product. employees. Mercedes-Benz. and services to the buyers/consumers. brand means and signifies: • • • • • • Basis of competitive advantage Way of bestowing products with unique associations Way of identification to easy handling Way of legal protection of products’ unique traits/features Sign of quality to satisfied customer Means of financial returns A brand. ideas and even personality. It is a name. Brands also play a crucial role in signifying certain product features to consumers. management and shareholders. Sony. It is a set of functional. emotional and rational associations and benefits which have occupied target market’s mind.
Sustainable. It should not fail to deliver what it promises.A strong brand makes a business competitive. people will not buy it. else inspite of your product being unique. Inspirational.A strong brand should transcend/ inspire the category it is famous for. It must meet people’s expectations and should perform the way they want it to.Nike transcendent Jersey Polo Shirt. Proper positioning. 1 .Brand Attributes:Brand Attributes portray a company’s brand characteristics.Consistency. or presumptions.A strong brand should be positioned so that it makes a place in target audience mind and they prefer it over other brands. A good job must be done to persuade consumers to buy the product. Do not exaggerate as customers want to believe in the promises you make to them. Attributes are developed through images. They signify the basic nature of brand.A consistent brand signifies what the brand stands for and builds customers trust in brand. Brand attributes help in creating brand identity. actions. A strong brand must have following attributes: • • • • • Relevancy. A consistent brand is where the company communicates message in a way that does not deviate from the core brand proposition.A strong brand should do what it promises. For example.A strong brand must be relevant. The way you communicate your brand to the audience/ customers should be realistic. A sustainable brand drives an organization towards innovation and success Credibility. Brand attributes are a bundle of features that highlight the physical and personality aspects of the brand.
Brand Positioning is the key of marketing strategy. For instance-Kotak Mahindra positions itself in the customer’s mind as one entity.“Kotak ”.A strong brand should be attractive. Brand Positioning involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. Customers should be attracted by the promise you make and by the value you deliver.A strong brand should be different and unique. Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customer’s mind. It has an unaided top of mind recall. is guided. as well as the reasons for buying and using that specific brand. directed and delivered by the brand’s benefits/reasons to buy. It is ensures that all brand activity has a common aim. Appealing. It should set you apart from other competitors in market.which can provide customized and one-stop solution for all their financial services needs. The positioning you choose for your brand will be influenced by the competitive stance you want to adopt. A strong brand positioning directs marketing strategy by explaining the brand details. It intends to stay with the proposition of “Think Investments. It is the single feature that sets your service apart from 1 . the uniqueness of brand and it’s similarity with the competitive brands. Think Kotak”. Brand Positioning:Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. and it focusses at all points of contact with the consumer. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers.• • Uniqueness.
These associations can include signature tune (for example . The brand can be perceived as a product.Britannia “ting-ting-ta-ding”). Double Positioning. Over positioning. It is a way of externally expressing a brand to the world.Blue colour with Pepsi). and symbol) that identify and 2 . There are various positioning errors. Brand Identity:Brand identity is a bundle of mental and functional associations with the brand.This is a scenario in which the customers have a confused opinion of the brand. trademark colours (for example .Nike). logo. and a position it occupies in consumer’s minds. Brand identity is all that an organization wants the brand to be considered as. a set of values. product. For instance. Associations are not “reasons-to-buy” but provide familiarity and differentiation that’s not replicable getting it. such as:• • • • Under positioning. It represents brand in full flight. Confused positioning. tagline (for example . It is a feature linked with a specific company.Apple’s tagline is “Think different”). a personality. Brand identity is the total proposal/promise that an organization makes to consumers.This is a scenario in which the customers have too limited a awareness of the brand.your competitors. Brand identity is the noticeable elements of a brand (for instance Trademark colour.Kingfisher stands for youth and excitement. service or individual. logo (for example .etc.This is a scenario in which customers do not accept the claims of a brand.This is a scenario in which the customer’s have a blurred and unclear idea of the brand. name.
differentiates a brand in target audience mind.e.Symbols help customers memorize organization’s products and services. it should reveal the associations aspired for the brand. and corporate style. active buyers. an organization) do. It is an organization’s mission. They help us correlate positive attributes that bring us closer and make it convenient for us to purchase those products and services. It establishes an immediate connection between the organization and consumers. good prices and good financial returns. high credibility. Symbols become a key component of brand equity and help in differentiating the brand characteristics. It is crucial so that the consumers instantly correlate with your product/service. Brand identity is the aggregation of what all you (i. An organization having unique brand identity have improved brand awareness. It helps the organization to express to the customers and the target market the kind of organization it is. It should reflect the durable qualities of a brand. brand preference. Brand identity should be sustainable. It includes the thinking. It is a means of identifying and distinguishing an organization from another. Brand identity should be futuristic. Brand identity leads to brand loyalty. Symbols are easier to memorize than the 2 . feelings and expectations of the target market/consumers. It is a crucial means to grow your company’s brand. • SYMBOLS. Symbols emphasize our brand expectations and shape corporate images. It assures the customers again that you are who you say you are. personality. i. promise to the consumers and competitive advantages.e. Brand identity is a basic means of consumer recognition and represents the brand’s distinction from it’s competitors. motivated team of employees who feel proud working in a well branded organization.
Adidas’s “Three Stripes” is a famous brand identified by it’s corporate logo. Brand symbols are strong means to attract attention and enhance brand personalities by making customers like them. and technology. product.It can be a simple or expanded name. service. design. Duracell has its bunny rabbit. It is due to logo that customers form an image for the product/service in mind. or any form of identification that helps people recognize a brand. the symbol of LG symbolizes the world.It is a name or visual symbol that communicates a market position. LOGOS. cartoon images.It is best way of conveying company’s message to the consumers. etc.A logo is a unique graphic or symbol that represents a company. For instance. For instance. and Nike’s swoosh.Nike’s slogan “Just Do It”. Slogan . people.• • brand names as they are visual images. It represents an organization very well and makes the customers wellacquainted with the company. It is feasible to learn the relationship between symbol and brand if the symbol is reflective/representative of the brand. Marlboro has its famous cowboy. The elements of a logo are: ✔ ✔ ✔ ✔ Logotype .Trademark is a unique symbol. youth. humanity. Also. For example-LIC ’hands’. Pillsbury has its Poppin’s Fresh doughboy. it represents LG’s efforts to keep close relationships with their customers. TRADEMARKS. Examples of logotypes including only the name are Kellogg’s. geometric shapes. Mc Donald has Ronald. For instance. Hyatt. anything. Fed Ex has an arrow. or other entity. future. UTI ’kalash’. These can include logos. All these symbols help us remember the brands associated with them. Icon . 2 .
It is the degree to which consumers precisely associate the brand with the specific product. it refers that consumers should correctly recover brand from the memory when given a clue or he can recall the specific brand when the product category is mentioned. Brand awareness includes both brand recognition as well as brand recall. In other words.e. 2 . i. the customers recognize your brand from the lists of brands shown. the consumers can clearly differentiate the brand as having being earlier noticed or heard. Brand Awareness:Brand awareness is the probability that consumers are familiar about the life and availability of the product. For instance . needs satisfied by that category or buying scenario as a signal.. While brand recall is the potential of customer to recover a brand from his memory when given the product class/category. It is generally easier to recognize a brand rather than recall it from the memory. There are two types of brand awareness: • Aided awareness.A renowned brand has a popular trademark and that helps consumers purchase quality products. and unique as well as distinct.This means that on mentioning the product category.Coca Cola has come to be known as Coke. Brand recognition is the ability of consumer to recognize prior knowledge of brand when they are asked questions about that brand or when they are shown that specific brand. It is measured as ratio of niche market that has former knowledge of brand. Brand awareness is improved to the extent to which brand names are selected that is simple and easy to pronounce or spell. known and expressive.
To create brand awareness. Strong brand awareness leads to high sales and high market share. It includes use of various renowned channels of promotion such as advertising. A product’s superiority is in itself no longer sufficient to guarantee its success. Brand orientation:Brand orientation is a deliberate approach to working with brands. Building brand awareness is essential for building brand equity. Brand Equity exists as a function of consumer choice in the market place. It can also be defined as the differential impact of brand knowledge on consumers response to the Brand Marketing. The brand message to be communicated should also be consistent.• Top of mind awareness (Immediate brand recall) . It occurs when the consumer is familiar with the brand and holds some favourable positive strong and distinctive brand associations in the memory.This means that on mentioning the product category. Brand awareness can be regarded as a means through which consumers become acquainted and familiar with a brand and recognize that brand. sponsorships. Brand Equity:Brand Equity is the value and strength of the Brand that decides its worth. The concept of Brand Equity comes into existence when consumer makes a choice of a product or a service. etc. word of mouth publicity. slogans and taglines. Brand orientation refers to 1 . the first brand that customer recalls from his mind is your brand. it is important to create reliable brand image. launching events. social media like blogs. both internally and externally.
stakeholders.thus adapting to the ongoing changes within markets. Brand implementation means the continuous and consistent application of the brand's image in all business units. technologies and socio cultural environments. Brand implementation:Brand implementation refers to the physical representation and consistent application of brand identity across visual and verbal identity carriers. industrial design. Brand implementation encompasses facets of architecture. quantity surveying. In that respect. procurement. product design."the degree to which the organization values brands and its practices are oriented towards building brand capabilities”. RESEARCH METHDOLOGY 2 . all communication channels and all media . This refers to marketing and branding as a unified whole. engineering. project management and retail design. one which will require controlling the brand's image and presence in the face of changing requirements from the markets or one's own company structure. brand implementation must be seen as a continuous process.
The Advanced Learner’s Dictionary of Current English l a y s d o w n t h e m e a n i n g o f r e s e a r c h a s “ A careful investigation or inquiry especially through search for new facts in any branch of knowledge”. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. Exploratory Research Design It is also termed as formulative Research studies. . As such t he research design appropriate for suchstudies m u s t b e f l e x i 3 3. Descriptive Research Design – Descriptive research studies are t h o s e s t u d i e s w h i c h a r e c o n c e r n e d w i t h d e s c r i b i n g t h e characteristics of a particular individual.Research is common parlance refers t o a s e a r c h f o r knowledge. Types of research Design:1. 2. Research MethodologyI t i s the way to systematica lly solve the research problem. Hypothesis Research Design – Hypothesis t e s t i n g r e s e a r c h studies (generally known as experimenta l studies)a rethosewhere researcher tests the hypotheses of causal relationship between variables. The main purpos e of such studies is that of formulating a problem for more precise investigation or of developing the workinghyp othesis from and operational point of view the major emphasis i n such studies is on the discovery of idea andinsights. It may be understood as a science of studying how research is done scientifically. or of a group.
Non probability sampling. • Stratified Sampling. This kind of sampling known as systematic sampling. Types of sampling:• Systematic Sampling. SamplingSampling may be defined as the selection of some part of an aggregate or totality on the basis of which a judgement about he aggregate is made.If a population from which a sample is to be drawn does not constitute a homogeneous group. In other words.In case of non probability sampling it is considered appropriate to use a random selection process where the probability of each cluster being included in the sample is proportional to size of the cluster.b l e e n o u g h t o p r o v i d e o p p o r t u n i t y f o r considering different aspects of problem under studies. In most of the research. process of obtaining information about an entire population by examining only apart of it. 2 • • . a convenient way in which is sample can be taken is to be divided into smaller non o v e r l a p p i n g a r e a s c a l l e d c l u s t e r known as cluster sampling. Cluster Sampling.The most practical way of sampling is to select every ith item on a list. stratified sampling technique is applied in order to obtain representative sample.If the total area of interest happens to be big one.
VARIOUS PARAMETER USED IN RESEARCH • Research Design Descriptive • Data Source Primary & Secondary data • Research Instrument Questionnaire • Types of Questionnaire • Structure and non-disguised Sample planGhaziabad 2 .
retail promotions. Producers and design agencies in the Indian POP industry.of – purchase. Retailers. Under the open market system. catalogue distribution. online display ads. lic ense are permanently sold for annual renewal fee. Therefore Mohan meakin does not take help of any electronic and print media. fliers. As we know that the entire distribution network of the potable alcohol industry is either partially or fully controlled by the government. with advertising techniques such as mobile messaging. 3 . Direct marketing is attractive to many marketers because its positive results can be measured directly. review of POP products. The rum manufacture company are not allowed to advertise also. email. interactive consumer websites. It provides a common communication platform that encourages knowledge transactions between the various interest groups such as Brand marketers. Sponsorships to various events like cricket tournaments. Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer. consumer behaviour and various resources relating to vendor contact details and new products. Promotions are done in the form of Point . promotional letters. POP updates the industry helping them explore brand communication options at retail. and outdoor advertising. It covers the in-store activities of brands.Mohan meakin follows the principle of direct marketing.FINDINGS & ANALYSIS Findings based on interview with company personnel Marketing Strategy:. and organising events like World spirits 2012.
FL-V is given to the production unit. With the help of such type of channel the company is able to control cost because there will be no transportation charges in such channels. Mohanmeakin follows the local distribution pattern like each state covers there part by own. Member of distribution of the company also work under the rules regulation of govern ment. B-I is the brewery license. It is necessary and compulsory for channel member to take the license from the government to perform their functions. FL-III is the bottling license given to the production unit. FL-II is the semi whole seller or distributor license.Distribution Channel:Alcoholic product is excisable items controlled by the government channel. market excise is supreme government invitees tender from different parties for the distribution of liquor. Here FL refers to the foreign liquor. FI-VII is given to the bars. B refers to the Brewery. States with maximum sale of MML Brand:• Tamil nadu • Karnataka • Maharashtra • Andhra Pradesh 3 . Above mentioned licenses are for UP only. Government give following type of licenses:FL-I is the manufacture wholesale license. In Delhi market of liquor is controlled by government.
Respondents to survey include 73. 1 . its alcoholic products. • There is less effort by the company in the field of advertisements to increase the sale of soda. etc.9% consumers are consuming apple juices.5% of male and rest 26. • Old Monk Brand of mohanmeakin is very popular among consumers.5% are female. There are a lot of findings which are obtained from the analysis of data collection which is given below in sequence:• Sale of Mohan Meakin SODA are fine in this market. Based on our survey around 55.juices.9% consumers know about Mohanmeakin very well. Apart from its alcoholic product consumers are also aware about other products like:. • The main competition of Old monk came from UB Group’s Kingfisher. • There is fine sale of the soda of Mohan Meakin Ltd in this market area. So we can easily conclude that consumers are aware about mohanmeakin . Our objective of survey is to determine the brand awareness of mohanmeakin between consumers.com. The majority of age group is between 21 – 29. After conducting the survey there are various facts and figure which came into the picture. Among all these products 60. cornflakes. According to them it is a renowned company.Findings based on questionnaire designed for consumers We had conducted customer survey with the help of surveymonkey. & other diversified products.
Only the Rum is the most demanding during the winter season. • • 1 . It means that there is some little problem in the advertising strategy of company. Since 50% of consumers know about the whole brands of Mohan Meakins products. Customers normally are not satisfied with this brands of MohanMeakin’s . As it’s the era of completion and technology the company must come up wth some innovations and new strategies.• The research said that the home company is only emphasizing in its some particulars brands as Old Monk Rum not for all of the brands. They prefer to take other brand of soda.
Recommendations On the basis of findings and current market scenario on the behalf of my side there may be following recommendation. Emphasis should be given to the easy availability of all brands in this market. which may be favourable to the soda industry and specifically to the Mohan meakin company in all terms: • Educate the customers about the awareness of all brands of MohanMeakin’s and the alcoholic content in it. As compared to other competitors brand. • 2 . if only the awareness level is increased. • • • Company should also concentrate on Bars and Restaurants. Use advertising media like electronic media . It really help in achieving good amount of market share. print media and other media to increase the sale of soda. Price of brand should be reduced by 2 to 5 Rs. • Company should sponsor some of the programs on channel like “MTV” and “channel V” because the youth generally watch programs on these channels.
During the course of survey some unfavourable errors are faced such as no response.LIMITATIONS • Time duration was short. inaccuracy in response etc. • 3 . • A large sample could not be taken and systematic probability was not conducted due to lake of time.
How important it is for the company to manage the brand? 9.Do company have hardcore loyal customers or not? 11. How do customers perceive your brand? 10. then do you think to rebuild the brand name of your product? 15.Is there any tagline for your product? 3 . Is company also planning for any other product? 12. What is the target market for your product? 5.? Are they doing well in the market? 6. What are the strategies used by your company for maintaining brand? 8. What differentiate your brand name with other brands i.e.INTERVIEW QUESTIONS 1. How do you manage your brand? 7. What is the core product of company? 2.What are the key efforts being taken to build and position your brand name? 13. Are you satisfied with this brand? If no. What about the other products of company.According to you. To you who are the competitors of mohanmeakin? 3. how much effective is your brand? 14. Acc. the core competency? 4.
It has been said that customers buy brands and not products. Give reason.How branding changes every thing? 18.16. Gender a) Male b)Female Q2 Which category below your age a) 17 or above b)18-29 c) 30-39 d)40 or above Q3 Do you know about mohan meakin a) b) Yes No Yes 1 Q4 Do you drink liquor a) . QUESTIONNAIRE FOR CONSUMERS Q1.Do your company has taken the help of any type of promotion for your products? Yes or No. so what are the core values and benefits that a customer gets from your brand? 17.
b) No Q5 You take liquor in the form of a) Beer b)Whisky c) Rum d)Wine Q6 Which brand do u prefer a) Golden eagle b)Old monk c) Black knight d)Red label e) Others Q7 How often do u consume a) Once in a week b)3-4 times c) Everyday d)Occasionally Q8 Competitor of mohan’s a) United breweries b)SAB millers c) Cobra 1 .
surveymonkey.Q9 What other than beer. Elhanse Research Methodology Leon.com 3 . do u consume a) Apple juice b)Cornflakes c) Porridge d)Vinegar BIBLIOGRAPHY: Dr.D.google. Dr.Philip Kotler www. D. Rajendra Nargundkar:-Marketing research. Leslie Lazer Consumer Behavior Marketing Concept:.com/mohanmeakin www. Sharma . Marketing research.
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