13798262 MBA Summer Training Project Report on Mohan Meakin Bravaries

CONTENT1. Acknowledgement 2. Preface 3. Introduction of Major Players in Beer Brands 4. Objective of Research 5. Liquor industry in India 6. Different alcoholic drinks Process of making Beer 7. Product Profile 8. Company Profile Parent unit of Mohan Meakin Ltd. Sister concern company of MML. Product of the company 9. Competitors 10. Research Methodology Various parameter used in research 11. Findings & Analysis Option for other brand when preferred brand is not available. 81 2 4 7 11 13 16 20 23 27 32 33 35 39 49 53 54

Are the consumers aware of the companys name whose brand they drink? 83 Wholesaler & Retailers View 84

12. Conclusion 13. Recommendation 14. Limitation 15. Questionnaire 16. Bibliography

85 87 91 93 99

ACKNOWLEGEMENTFirst of all would like to thank MOHAN MEAKIN LIMITED, Which provided me a great opportunity of undergo my summer Training in such a prestigious organization. Then I would like to Thank Mr B.N. Verma (Regional Marketing Manager, Mohan Meakin Ltd) in whose region I have done my training. I am especially thankful to to Mr. Anand Mohan (Marketing Executive, Mohan Meakin Ltd.) under whose kind guidance I have done my training. At the end I would like to thank Mr.Pradeep Kushwaha & all those who helped me during my training.

JITENDRA YADAV

PREFACEIndian Liquor and beer industries share common characteristics arising form a similar policy framework. Country liquor, Indian made Foreign Liquor (IMFL) and beer are state subject, with each state controlling the duty structure and distribution. Incidence of import and export duties result in high cost of interstate movements which has resulted in each state having attributes of a separate market. This Market research has been done for Mohan Meakin Limited for studying the Market size of beer brand with respect to Mohan Mikin & other competitors. For this purpose market of Meerut has been covered. For differentiating the behavior of consumers in this market a survey has been conducted through questionnaires and responses of consumers and retailers have been recorded.The results may not be in accordance to the actual situation in the market because of small sample size and the limitation of area, but serious efforts have been put into get the best results.

Most Demanded Brand Name Haywards 5000 Mikin 10000 Kingfisher King Cobra Others

Company Name SAB Miller MML UB Group Cobra ...

% of Mkt. Share 33% 29% 24% 06% 08%

INTRODUCTION OF MAJOR PLAYERS IN BEER BRANDSDuring my research I found following major players in beer marke

35% 30% 25% 20% 15% 10% 5% 0% Haywards 5000 (SAB Miller) Mikin 10000 (MML) Kingfisher KingCobra (UB Group) (Cobra) Others ..

As the summer season approaches the beer majors get active. This season is heating up with United Breweries, SABMiller and Mohan Meakins trespassing to each market shares.

All Indian beers are either lager (5 % alcohol such as Australian lager) or strong lagers (8 % alcohol-such as the popular MAX super strong beer). International Breweries Pvt. Ltd. Have recently announced an intention to work with Mohan Meakin to produce and launch an Indias first brewery at Solan., Kingfisher, Haywards, Fosters, Royal Challenge are popular Indian beer brands. The Indian beer industry has been witnessing steady growth of 7-9%

per year over the last ten years. The rate of growth has remained steady in recent years, with volumes passing 100m cases during the 2006-2007 financial year. With the average age of the population on the decrease and income levels on the increase, the popularity of beer in the country continues to rise.

The Indian beer industry has witnessed a big change during the last five years. The industry was previously dominated by competition between the Vijay Mallya-controlled United Breweries Group and the Manu Chabbria-controlled Shaw Wallace. The scenario changed, however, with the entry of SABMiller in India. The international beer giant started by acquiring small breweries in the sought but then completely changed the landscape with the acquisition of Shaw

Wallaces beer portfolio for a reported US$13m in 2003. This gave SAB Miller ownership of strong brands like Haywards 5000, along with its existing brands. After the acquisition, SAB Miller focused on spreading its footprint across India, including opening new breweries in states where Shaw Wallace did not have a presence. The SABMiller acquisition of Shaw Wallace gave the company a good position in the strong beer sector (beer with an alcohol content of 6% and over) which is the fastest-growing segment in the market. While SABMillers Haywards 5000 is the biggestselling strong beer brand (a fact hotly contested by UB Group), UBs Kingfisher is the largest-selling beer brand overall in the market.

UB has been marking inroads into the strong beer segment during the last year. Kingfisher Strong, shoes sales five years ago were only equal to one-fifth of Haywards 5000, is now running neck and neck with Haywards-indeed both companies claim market leadership of their brands. There are some smaller, regional players too; of them one of the most important is Mount Shivalik Breweries, which owns brands like Thunderbolt. Mohan Meakin is also a strong regional player in the country, though family rifts have prompted the family-owned business to put itself up for sale. Consensus between family members is proving difficult to reach, out, with companies such as SABMiller and UB showing interest, the companys fate should be decided soon.

OBJECTIVEIt is said that a well defined objective is half achieved. So make sure that our concerns are being solutionised define the objectives of this project. The objectives are: To determine the market position of beer produced by Mohan Meakin Ltd.

To determine the perception of consumer towards beer of MML. To know the market share of Mohan Meakin Ltd., regarding to beer only. To determine the competitor of Mohan Meakin Ltd. To analyze the market expansion in future.

THE LIQUOR INDUSTRY IN INDIAThe alcohol industry is very important for the government. It generates an estimated Rs. 16,000 crore per annum in spite of the fact that the per capita consumption of liquor in India is the lowest in the world. The total liquor industry is worth Rs. 2,000 crore. IMFL accounts for only a third of the total liquor consumption in India. Most IMFLs are cheap and are priced below Rs. 200 per bottle. Alcohol sales proceeds

account for 45% of the total revenue collection in the country. Whiskey accounts for 60% of the liquor sales while rum; brandy any vodka account for 17% 18% and 6% respectively. MNCs share is only 10% and they have been successful only in the premium and super premium ranges. Post WTO the government may have opened India to foreign distilleries, but the duty has been increased from 222% to 464706%. This is due to the fact that there is a 100% customs duty, 150% contravening duty, local taxes, distributors margin, retailers margin and publicity charges. The cost is finally borne by the consumer. Though the government claims that this is being done to protect the domestic liquor industry, the domestic industry accounts for 99% of the market share. This protectionist policy could prove to be counterproductive and lead to smuggling. As of now, only 45% of the sales are through legal channels and only 25% of this is duty paid for. Within India itself, the policy of alcohol retail differs form state to state. While some states like Maharashtra. Uttar Pradesh, and TamilNadu have a liberal policy, come states like Haryana and Andhra Pradesh have had very bitter experience in trying to make these states dry and have eventually had to withdraw the policy.

DIFFERENT ALCOHOLIC DRINKS

1. WHISKY Whisky is amongst the most popular distilled liquor known all over the world. It is made of malt and molasses spirit, which is obtained by distillation of mash or cereal grains like maize, rice barley malt. Better the malt better the whisky. Large quantities of IMFL are manufactured

in India and is the maximum sold alcohol. The content is whisky is 42.8%.

2. RUM Rum is a distillate from the fermented juice of sugarcane of molasses. RUM is characterized with its taste and aroma. Best rums are known to come from Jamaica, West Indies etc. The alcohol content of Rum is 42.8%.

3. BRANDY Brandy is generally obtained from fruits, thought the most commonly used fruit is grapes. The best quality of brandy is cognac, which is made in France.

4. VODKA Vodka is a sprit resulting out of distillation at very high proof. This results in virtual NPN existence of flavour in the resulting sprit,. Which is neutral , even after dilution required for palpability. The traditional source of making vodka has been potatoes.

5. BEER

Beer is not a distillate like the drinks mentioned above but it is a beverage made by fermentation of malt obtained form carbohydrate rich material barley. Hops are used to add taste while yeast is used to ferment the beer.

Beer is to two types : 1. Pilsener or Lager 2. Draught

Lager Beer is the most common bottled Beer found in almost all the retail shops in the country. This Beer is served chilled and is of two ypes. Mild Beer alcohol content of 6.75%. Strong Beer alcohol content of 8.75%. Draught Beer is served chilled in mugs and is generally available in Pubs only. It can be stored for 72 hours only and does not have any brand name. Mohan Meakins supports Draught Beer. 6. GIN It is sweetened or un sweetend grain spirit flavoured with essential oil juniper berries and some other product including anglica roots, orange peel, cardamom, bitter almonds give it a kick and taste.

PROCESS OF MAKING BEER INGREDIENTS: The basic ingredients of beer are water; fermentable starch source, such as malted barley; and yeast. It is common for a flavoring to be added, the most popular being hops. A mixture of starch sources my be used, with the secondary starch source, such as corn, rice and sugar,

often being termed an adjunct, especially when used as a lower cost substitute for malted barley.

WATER: Beer is composed mostly of water, and water used to make beer nearly always comes from a local source. The mineral components of water are important to beer because minerals in the water influence the character of beer made from it. Different regions have water with different mineral components. As a result, different regions are better suited to making certain types of beer. For example, Dublin has hard water well-suited to making stout, such as Guinness, and Pilzen has soft water well-suited to making pale lager, such as Pilsner Urquell. As a result, it is argued that the mineral components of water have an influence on the character of regional beers.

STARCH SOURCE: The starch source in a beer provides the fermentable material in a beer and is a key determinant to the character of the beer. The most common starch source sued in beer is malted grain. Grain is malted by soaking it in water, allowing it to begin germination, and then drying the partially germinated grain in a kiln. Malting grain produces enzymes that convert starches in the grain into fermentable sugars. Different roasting times and temperatures are used to produce

difference folours of malt from the same grain. Darker malts will produce darker beers. Nearly all beer includes barley malt as the majority of the starch. This is because of its fibrous husk, which is important in the sparging stage of brewing, and high concentration of amylase, a digestive enzyme which facilitates conversion of starch into sugars. Other malted and unmated grains (including wheat, rice, oats and rye, and less frequently, corn and sorghum) may be used.

HOPS: The flower of the hop vine is used as a flavoring and preservative agent in nearly all beer made today. The flowers themselves are often called hops. Hops were used in beer by jews in Babylon around 400 BC, and by monastery breweries, such as Corvey in Westphalia, Germany, from AD 822, though the date normally given for widespread cultivation of hops for use in beer is the thirteenth century. Hops contain several characteristics that brewers desire in beer. hops contribute a bitterness that balances balances the sweetness of the malt; hops also contribute floral, citrus and herbal aromas and flavours to beer; hops have an antibiotic effect that favours the activity of brewers yeast over less desirable microorganisms; and the use of hops aids in head retention, the length of time that a foamy head created by carbonation will last. The bitterness of beers is measured on the

International Bitterness Units scale. Beer is the sole major commercial use of hopes. In the past, other plants have been used for similar purposes; for instance, Glechoma hederacea Combinations of various aromatic

herbs, berries, and even ingredients like wormwood would be combined into a mixture know as gruit and used in the same way as hops are now used.

YEAST: Yeast is the microorganism that is responsible for fermentation in beer. Yeast metabolizes the sugars extracted from grains, which produces alcohol and carbon dioxide, and thereby turns wort into beer. In addition to fermenting the beer, yeast influences the character and flavour. The dominant type of yeast used to make beer are ale yeast (Saccharomyces cerevisiae) and lager yeast (Saccharomyces uvarum); their use distinguisher ale and lager. Brettanomyces ferments lambics, and Torulaspor delbrueckii ferments Bavarian weissbier. Before the role of yeast in fermentation was understood, fermentation involved wild or airborne yeast.

PRODUCT PROFILE

This research focuses the study of alcoholic product of Mohan Meakins. Thus it is important for us to known what Alcoholic drinks are. Alcoholic drinks are a mixture of alcohol or spirit water and minor ingredients knows as cogeneries. The organic name of alcohol is ethyl alcohol, which is derivative of hydrocarbon. Consumable alcohol has no flavor, only careful section of congeneries which is added during fermentation process lead to a palatable product. Therefore alcohol drinks offered world over are blended to provide uniform blends, bouquets and palatability. The Indian liquor industry can be analyzed by segmenting into 3 parts : 1. Country Spirit 2. Indian Made foreign liquor

3. 1.

Foreign Liquor

COUNTRY SPIRIT:

This is the unorganized sector occupying about 70% of the liquor market. Country spirits are distilled spirits mixed or unmixed with spices or other ingredients in small quantities to import taste and aroma. This spirit is most common among the lower class; it is manufactured by local methods and has local names the most common being Dhara.

2. INDIAN MADE FOREIGN LIQUOR: This liquor is not the contemporary Indian liquor. In these category products like whisky, rum, brandy and vodka are there. Britishs had brought in this liquor to India later they set up distilleries and brewery to manufacturer it in India. In post independence period there were 28 distilleries and 5-6 breweries. Today there are 233 distilleries and 75 breweries in India. This shows the tremendous growth and acceptance of IMFL brands in India. 3. FOREIGN LIQUOR: This is the imported liquor includes Beer and IMFL brands but the most common is scotch. Imported scotch is in great demand in India but the Indian. Govt. bans the import of bottled scotch whisky, though a limited quantity can be brought in for duty free shops, five stars hotels and in bulk for local bottling by joint ventures.

COMPANY PROFILE

A saga that began over a century and a half ago, continues on its path of service to the world with dedication, courage and an unflinching commitment to quality. Over the years the Company has embraced modernity and adapted to changing times. Yet, its basic values remain the same-integrity, Craftsmanship, and Tradition. From old tradition sprang Mohan Meakin where the sanctity of ancient culture, technological development and craving for quality are artfully blended into the products. In the late 1820s, 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. The Kasauli brewery launched Indias and indeed Asias first beer, Lion, which was in great demand by the thirsty British administrators and troops stationed in the sweltering heat of India. Lion was much appreciated as a beer, and one famous poster featured a satisfied British Tommy declaring, as good as back home!. The brewery was soon shifted to nearby Solan. (Close to the British summer capital Shimla), as there was an abundant supply of fresh springwater there. The Kasauli brewery site was converted to a distillery, which Mohan Meakin Ltd. Still operate. Dyer set up more breweries at Shimla, Murree Murree Brewery, Rawalpindi, Mandalay, Quetta and acquired interest in the Ootacamund Brewery (South India).

Another entrepreneur, H G Meakin, moved to India and bought the old Shimla and Solan Breweries from Edward Dyer and added more at Ranikhet, Dalhousie, Chakrata, Darjeeling, Kirkee and Ceylon. After the first World War, the Meakin and Dyer breweries merged and in 1937, when Burma was separated form India, the company was restructured with its Indian assets as Dyer Meakin Breweries, a public company on the London Stock Exchange. Following independence, N.N. Mohan raised funds and traveled to London where he acquired a majority stake in Dyer Meakin Breweries. He took over management of the company in 1949 and built new breweries at Lucknow, Ghaziabad and Khopoli (Near Bombay). 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). On the death of N.N Mohan in 1969, his eldest son Colonel V.R. Mohan took over as Managing Director. He introduced a number of new products that are brand leaders today but died in 1973, soon after taking the helm. In the 1970s the manufacturing activities of the company were diversified into other fields including breakfast cereals, fruit juices and mineral water under the leadership of Brigadier Kapil Mohan (Col. V.R. Mohans brother). 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. New breweries were built during the seventies and eighties at Chandigarh, Madras, Nepal and Kakinada near Hyderabad.

Today, Mohan Meakins principal brands are Old Monk rum and Golden Eagle beer. Its other products include diplomat Deluxe, Colonels Special, Black Knight Meakin 10,000 Summer Hall and Solan No 1 whiskies London Dry and Big Ben gins, and Kaplanski vodka. Asias original beer, Lion, is still sold in northern India.

PARENT UNIT OF MOHAN MEAKIN LIMITED

The registered office of Mohan Meakin Limited is situated at Solan in H.P. and its manufacturing and bottling centers are located at

Solan H.P : Distillery, Brewery and Bottling Kasauli H.P: Distillery Lucknow U.P: Distillery Mohan nagar U.P: Distillery, Brewery and Glass Unit, Bottling and Fruit Juice Unit.

SISTER CONCERN COMPANIES

A. IN INDIA: 1. Mohan cold water brewery Ltd. Lucknow

2. Mohan Rocky spring Breweries Ltd, Maharashtra 3. Mount Shivalik Breweries Ltd, Punjab 4. 5. 6. 7. 8. 9. Astob Breweries Ltd. A.P Nagaland Distilleries Ltd, A.P Mohan Breweries and Distillers Ltd. Madras Shivalik Kenima Pvt. Ltd., Gwalior Golden Drink pvt. Ltd., Gwalior Sidco Mohan kerela Ltd., Kerela

10. Mohan Chemical and Dyers Ltd., Kerela 11. Mohan Fruit Product MLd., Mysore 12. Mohan Sharmik Udyog Ltd 13. Mohan Zupak Ltd 14. Maharashtra Distilleries, Nagpur B: OUTSIDE INDIA:

1.

The company has helped to set up distillery under the Arug welfare project in Bhutan.

2.

The company has established a Breweries in collaboration with Himalayan breweries ltd. At Kathmandu (NEPAL).

3.

In kenya mohan meakin (KENYA) ltd., has a distillery.

The company to operate in India has divided it into 5 zones each zone covering some states:-

Zone 1 : Zone 2: Zone 3: Zone 4: Zone 5:

Jammu & Kashmir, Punjab, Chandigarh. U.P., Delhi, Rajasthan, Uttranchal. Jharkhand, Bihar, Orissa, Chattishgarh, M.P. West Bengal, North East State. Maharastra, Goa.

Franchise in Chennai looks after the southern states. Each zone is controlled by the Regional Manager.

PRODUCTS OF THE COMPANY

1) BEER:

Meakins 10000 Golden eagle Golden Eagle Deluxe Premium Black Knight Super Strong Solan No. 1 Extra Strong Solan No. Super Strong Gymkhana Golden Eagle Strong Beer Asia 72 Mild Beer

2) WHISKY: Solan No. 1 Malt Whisky Summer Hall Colonels Special Malt Whisky Golden Eagle Diplomat Deluxe Malt Whisky Black Knight Malt Whisky King Castle Celaar 117 M.M.B. Whisky

3) RUMS: Old Monk Supreme Old Monk Gold Reserve

Old Monk White Rum Black Beauty Old Monk XXX Rum

4) BRANDIES: Triple Crown Golden Eagle Doctors Reserve No. 1 M.M.B

5) GINS: Big Ben London M.M.B

6) JUICE: Mohans Gold Coin Apple Juice Gold Reserve Mixed Fruit Juice

7) VODKA: Kaplansky Vodka

8) MINERAL WATER: Golden Eagle Mineral Water Mohans Mineral Water

9) BREAKFAST FOODS: Mohans New Life Corn Flakes Mohans Wheat Porridge

10) VINEGARS: Mohans Pure Malt Vinegar Mohans Synthetic Vinegar

11) EXTRACT: Malts Extract

12) EXPORT PRODCUT: Beer Rum Whisky Brandy

COMPETITORS

Todays world is the competition. In every filed there is competition and the success of any company or product largely depends upon competition. Competition provides a good quality of product to the customer. If a company has to survive in the market, then it has to face throughout competition. In liquor industry too the competition is there. The increasing awareness and exposure to beer among consumers and the removal of quantitative restrictions gives big boost to the beer industry. It saw the emergence of new companies like future wine and spirit brand (P) Ltd (FWSB), set up recently by two Non-Resident Indians (NRIs) from USA. BEER consumption in the country increased 7-9 % per year.

The major competitors of Mohan Meakins Ltd. & their main Products are :

1. SAB miller

Haywards 5000 Haywards 2000 Haywards Black Royal Challenge Knock out Castle lager Foster

2. UB group Kingfisher Premiume San Mighen London Lilsnex

3. COBRA

Kind cobra Cobra bite Cobra 5% premium Cobra light Cobra 0%

1. SABMiller India

SABMiller India is a wholly owned subsidiary of SABMiller plc, the second largest beer Company in the world over a hundred years of heritage. SABMiller India sojourn began in 2000 and in just a few years, its has cornered nearly on third of the India beer market with brands such as Haywards 5000. Haywards 2000, Haywards Black, Knock Out, Royal Challenge. Castle Lager and Fosters. Based on consumer insights, SABMiller India has taken innovative measures to fill up the packaging, pricing, occasion and product gaps. Expertise on a global level has come in use to create many firsts in India including the use of one-way bottles, flash pasteurization, establishing draught standard, and now Haywards Black-a genuine stout beer. With ten world-class breweries strategically located across India. SABMiller is well positioned to easily access and efficiently service the beer markets. The Companys to India and ethos of quality is reflected in the fact that it invested over Rs. 125 crore in the last two years to upgrade breweries in line with global standards. SABMiller is a market facing and brand led organization that continuously refreshes itself in pursuit of its mission of owning and nurturing local and international beer brands which are the first choice of the consumer.

The company invests in bottles, which are returnable in nature are accounted for as fixed assets in its books. The company pays to its customers/agents for returning the empty bottles at the prevailing market prices. The company urges its customer/agents to return the empty bottles to the company for which the company will reimburse them at prevailing market prices.

2. UNITED BREWERIES LTD.

The UB group commenced its brewing operations as early as the 19th century (1857) with fire small breweries in South India. In 1951, a Scotsman named Thomas Leishman combined the five breweries to form United Breweries . The company was taken over by Vijay Malaya in 1947. In 1952 the company shifted its registered office Madras to Bangalore. In 1958 the name of the company was changed from United Breweries Ltd. To UB Ltd. In 1989 as a measure of diversification the company stated manufacturer of bulk drug, the pharmaceuticals on a priority basis. In 1992, 11 different breweries were and amalgamated with the parent company. In 1994 the company launched its Kalyani Premier Strong and started exporting Kalyani Export Special to U.K The company presently has 21 breweries under its direct or indirect control. Recently the company has started implementing restructuring excise unless which it has dedicated to split its business into two-the core beer

business and the group invertment business. The company has dedicated to focus on core business and to hive off non-core business. United Breweries launched the countries premium ice beer to be introduced in Mumbai and selected cities of Maharashtra. The United Breweries Ltd. And its subsidiary Millennium Alcoveb Ltd. Have entered into a contract agreement with Mohan Meakins to brew beer at the laters facilities in Maharashtra, Uttar Pradesh, Andhra Pradesh and Daman. Mr. Ravi Jians millennium alcoveb Ltd A subsidiary of united breweries is in negotiations with an international beer company for an equity joint venture to making a Super Premium Beer in India. UB Ltd. Has carried out a reorganization of its business by hiring off fours subsidiaries and making seven companies its fully owned aims apart from acquiring the sorghums business in South Africa breweries ltd. Relawant of San Mighel and London Lilsnex, the new beer brands in it portfolio United Breweries (Holiday), a wholly owned subsidiary of united Breweries has entered into an agreement to acquire up to 75% of the paid of equity capital of Mangalore Breweries and Distilleries Ltd. UB group has signed reseller and license agreement to market steel first faster steaming media solutions Asia.

UB Ltd. The largest beer manufacturer and marketing company, has launched two more premium brands-London pilsner Premium beer and London No. 1 Strong beer in Hyderabad

3. COBRA BEER Cobra Beer is a British beer company founded in 1989 by Karan Bilimoria. The company is based in Fulham, southwest London. Originally brewed in Bangalore, India (now Bengaluru), for export to the United Kingdom, the company now has contract brewing operations in the UK (Charles Wells), Poland, Belgium, the Netherlands and India. Cobra Beer was founded in 1989 by Arjun Reddy and Karan Bilimoria, then aged 27 and 20,000 in debt. A Cambridge law graduate and qualified Chartered Accountant, Bilimoria launched Cobra Beer after spotting a gap in the market for a less gassy lager. The beer was originally planned to be named 'Panther', but the name 'Panther' did not portray the picture of India and hence a more suitable and iconic name i.e. 'Cobra' was chosen. By way of introduction by Arjun's uncle Keshow Reddy the two founders were introduced to Mysore Breweries in India, who were the original brewers of Cobra beer. Cobra was first brewed in Bangalore (now Bengaluru) in 1990 and imported to the UK for seven years. In 1997 Cobra commenced brewing under licence with Charles Wells in the UK. A 125 year old, family run brewery and the largest

independent brewery in the UK, Charles Wells brew leading international beer brands including Kirin from Japan and Red Stripe from Jamaica. The business recently stopped brewing in Poland for cost saving reasons and returned brewing to contract breweries in the UK Cobra Beer has also partnered with Mount Shivalik Group, the largest independent brewing company in India, to brew Cobra under licence for Indias rapidly growing domestic market. Currently, Cobra presently produces five varieties of beer: Cobra 5.0% Premium

Cobra Zero %

Cobra Light

King Cobra

Cobra Bite

RESEARCH METHDOLOGYResearch Research is common parlance refers to a search for knowledge. The Advanced Learners Dictionary of Current English lays down the meaning of research as A careful investigation or inquiry specially through search for new facts in any branch of knowledge According to Redman & Mory A systematized effort to gain new knowledge. Research Methodology- It is the way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. 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.

Types of research Design:1. Descriptive Research Design Descriptive research studies are those studies which are concerned with describing the characteristics of a particular individual, or of a group. 2. Hypothesis Research Design Hypothesis testing research studies (generally known as experimental studies) are those

where researcher tests the hypotheses of causal relationship between variables. 3. Exploratory Research Design - Exploratory research studies are also termed as formulative Research studies. The main purpose of such studies is that of formulating a problem for more precise investigation or of developing the working hypothesis from and operational point of view. The major emphasis in such studies is on the discovery of idea and insights. As such the research design appropriate for such studies must be flexible enough to provide opportunity for considering different aspects of problem under studies. Sampling- Sampling may be defined as the selection of some part of an aggregate or totality on the basis of which a judgement about the aggregate is made. In other words, process of obtaining information about an entire population by examining only a part of it. In most of the research. Types of sampling:1. Systematic Sampling- The most practical way of sampling is to select every ith item on a list. This kind of sampling known as systematic sampling. 2. Stratified Sampling- If a population from which a sample is to be drawn does not constitute a homogeneous group, stratified

sampling technique is applied in order to obtain representative sample. 3. Cluster Sampling- If the total area of interest happens to be big one, a convenient way in which is sample can be taken is to be divided into smaller non-overlapping areas called cluster known as cluster sampling. 4. Non probability sampling- 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.

VARIOUS PARAMETER USED IN RESEARCH

Research Design Data Source Research Instrument Types of Questionnaire Sample Plan Sample Size Sampling Procedure -

Descriptive Primary & Secondary data Questionnaire Structure and non-disguised Meerut 50 Non Probability sampling (Judgment sampling)

Sampling method -

Personal survey method through Preparation of questionnaire

ARE THE CONSUMERS AWARE OF THE COMPANYS OF WHOSE BRAND THEY DRINK? In Meerut 98% of consumer were aware of the companys name but it had 72% of the Beer drinkers, A considerable of people knew the companys name thus it means that the awareness of company and companys image affects the consumers attitude. From the graph it can seen that Mohan Meakins awareness among the consumer drinking its brand is 15% hence the company will have to do something to improve it.

CONSUMERAWARENESS TOWRADS DIFFRENT BRANDS.60% 50% 40% 30% 20% 10% 0% UB MML SABm iller OTHER

OPTIONS FOR OTHER BRNAD WHEN PREFERRD BRAND IS NOT AVAILABLE

From the survey it was obvious that the consumer once in a mood to drink went for some other brand if his preferred brand was not available.

As from the response for question two in the questionnaire in U.P. Kingfisher lager, Kingfisher Strong, Meakins 10000 is the first preference of most of the customers and Golden Eagle, Royal Challenge, are secondary choice that is Beer are demanded when the consumer does not find first

preference brand. In Meerut Golden Eagle and Meakins 1000 Beer are the maximum selling brands hence it is important for the company to maintain its regular supply.The company should ensure that the supply of its brands which are maximum demanded in Meerut is regular so that consumer gets what the demanded and doesnt switch over to other brands.

WHOLESALES AND RETAILERS COMPANY AND ITS BRAND

VIEW

ABOUT

THE

In the survey when different retail shop and wholesaler were covered the vies the they gave about Mohan Meakins were as follows: The Company has good image in the market and its brands are in demand. Mohan Meakin golden eagle beer is their best product and hence the most demanded, but not easily available everywhere.

Some company should also improve and bring new packaging techniques. Attractive packing with more of

shelf display can definitely influence the buying behavior of the consumers.

Giving free gifts to the people who can boost up the sales to great extent should encourage the counter salesman.

CONCLUSIONDuring our research we found out that the brands of Mohan Meakins in the Beer Segment specially Meakins 10,000 and Golden eagle bee r

is

performing well. The demand of Golden eagle beer in the market is good but not easily available every where Company has got good image among the general public. Other brands like kingfisher, Haywards 5000 have also got good presence in Meerut. HAYWARDS 5000 is the undisputed leader in the strong beer segment. Other brands like KingFisher, Cobra, Royal Challenge and Thunderbolt is also performing well in their segment.

Some international brands like foster have got very good presence in the beer segments in Meerut market. As far as Mohan Meakins is concerned the major position of its turnover through meakin 10,000 and Golden Eagles these are the largest selling brands in the beer industry after Haywards 5000 but the company badly needs to promote other brands because neither of them has hot good presence at the national level. The company needs to adopt aggressive marketing strategy and brand promotional schemes in order to compete with the increasing influence of UB group and SABMiller.

RECOMMENDATIONFrom the survey of retailer and wholesaler it is clear that not only brand positioning, brand image and consumer demands are the not only controlling factors of the sale of product of the company but the wholesaler and the retailer also play a major role. Mohan Meakins should thus focus on the following points.

AVAILABILITY It is necessary for the company to maintain a regular supply of its products and brands, They should fulfill the demand of the wholesaler

so that product can be available in the retail market. The consumer should get the brand he demands otherwise he shifts to other brands and frequent shifting affect the sales of company and the consumer could even change the preference of his brand.

PROFITABILITY As we have seen form the wholesalers and retailers view that they sell those products which earn them greater profit margins. Therefore the company should give the wholesaler greater profit. Margins so that has more profit and in turn retailer also gets a greater profit margin.

EXTRA BENEFITS Since only 4-5 firms operate in the market it is essential for the company to give extra benefits and gift to the wholesaler and salesman at retail outlets to maintain good relation with them. The company can offer them free gift like playing cards, Key-Rings, Wine, glasses and T-Shrits. In return the salesman at the retail outlet create the demand of the companys brand. The company should send its marketing team into the market regularly so that the performance of the companys different brands could be studies and a follow through

action plan be developed. This will also help the company to maintain good relation with Beer & Hotels and the wholesalers and retailers.

LIMITATIONDuring the process of a research a person comes across certain restrictions certain limitations. Some of these limitations are overcome while come have to be overlooked for the smooth conducting of the research. Some of these restrictions are: Liquor is such a product that the wholesaler, retailers and consumer fear to come out with information. Due to the wide area of the markets, it was impossible to cover each and every retail shop, hence only few shops were covered.

The such had to be completed in 8-10 weeks, which is not enough time to cover the market. So time was the major constraints in conducting the study.

QUESTIONNAIRE FOR CONSUMERQues.1- Do you drink liquor? a) Yes b) No

Ques. 2- You take liquor in form of... a) Beer b) Whisky c) Rum

Ques. 3- Your age is a) 15-25 yrs. b) 25-35yrs.

c) 35-45yrs.

d) 45 & above

Ques. 4- Who introduced you to drink Beer? a) friends b) Advertising

Ques. 5- You consume Beer. a) Once a week c) Every day b) 3-4 times in a week d) Occasionally

Ques. 6- How often do you drink beer? a) Occasionally b) Regularly

Ques. 7- Which type of Beer do you prefer? a) Mild b) Strong c) Both

Mild. Strong. Ques. 8- How much quantity of Beer is consumed by you at one time? a) 1 Bottle b) 2 Bottles c) > 2 Bottles

Ques. 9- You drink Beer usually at? a) Home b) Restaurant c) Bar d) Open space

Ques. 10- What are the key factor that affect your purchasing decision? a) Price b) Brand c) Taste d) Status

Ques. 11- How was it, as compared to other existing brands ? a) Good b) Poor c) Satisfactory d) Equivalent

Ques. 12- You feel after drink a) Relaxed b) Happy c) Tensed d) Angry

Ques. 13- Your preference for packaging? a) Bottle Ques. 14- Are you brand loyal? a) Loyal b) Switcher b) Cane

Ques. 15- Any suggestions for MML beer ?

Personal information Name-. Address-..... Gender- Age-.. Occupation-

QUESTIONNAIRE FOR RETAILERQues.1- What different types of liquor are sold by you ? a) Beer b) Whisky c) Rum d) Other

Ques.2- Which type of beer is mostly demanded ? a) Mild b) Strong c) Both

Ques.3- In beer, what are the different brands available with you ? a) Golden eagle b) Maeakins 1000 c) Haywards 5000

d) Kingfisher

e)Any other

Ques.4- Which brand of MML beer in mostly demanded ? a) Golden eagle b) Meakins 1000 c) Golden eagle deluxe prem.

Ques.5- How much quantity of MML beer is sold daily ? a) 10 Cases b) 10-20 Cases c) > 20 Cases

Ques.6- Do you agree with advertising program of Beer ? a) Yes b) No

Ques.7-Are you satisfied with the distribution system of MML ? a) Yes b) No

Ques.8- Do you think that sale can be increased by providing scheme to retailer and consumers ? a) Yes b) No

Ques.9- Who is the biggest competitor of MML in the market ?

Ques.10- Would improvement ?

you like to give some suggestions to MML for

Personal information Name-.. Name of the shop-. Address of retailing-..

BIBLOGRAPHYThe readings which rendered all possible help and guidance in finalizing the marketing are:-

Marketing Concept Data From

: :

Philip Kotler Internet & floro & fauna housing and land Dev. (P) ltd.

News Papers

:

The Economic Times &

Times of India Magazine : Business Week

Research Methodology

:

C.R. Kothari

Marketing Research

:

G.C. Beri