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SHRI RAMSWAROOP MEMORIAL GROUP OF PROFESSIONAL COLLEGES LUCKNOW SUMMER TRAINING PROJECT REPORT ON “SALES PROMOTION OF LIQUOR BEVERAGES & FRUIT JUICE OF MOHAN MEAKIN LTD.” SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR THE AWARD OF DEGREE OF MASTER OF BUSINESS ADMINISTRATION TO GAUTAM BUDDHA TECHNICAL UNIVERSITY , LUCKNOW FOR THE SESSINON 2011-12 Under Guidance of : Submitted by: Shilpi mam Jitesh Kumar Lecturer Management department Roll no:-1012270068 1
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Page 1: Jitesh Project

SHRI RAMSWAROOP MEMORIAL GROUP OF PROFESSIONAL COLLEGES

LUCKNOW

SUMMER TRAINING PROJECT REPORT

ON

“SALES PROMOTION OF LIQUOR BEVERAGES & FRUIT JUICE OF MOHAN MEAKIN LTD.”

SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR THE AWARD OF DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

TO GAUTAM BUDDHA TECHNICAL UNIVERSITY , LUCKNOW

FOR THE SESSINON 2011-12

Under Guidance of : Submitted by:Shilpi mam Jitesh KumarLecturer Management department Roll no:-1012270068SRMGPC,Lucknow M.B.A. 3rd Semester

A CKNOWLEDGEMENT

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I express my gratitude to all the people who give their help and support for completing the

project on “SALES PROMOTION OF LIQUOR BEVERAGES & FRUIT JUICE OF

MOHAN MEAKIN LTD.”. I take this opportunity to extend my sincere thanks to Mr. Mohit

Sharma (Marketing Officer, Mohan Meakin) & All staff members of Mohan Meakin Ltd. for

sharing his knowledge and guiding us when needed.

From the very beginning to the end of our training period Mr. Ram Shankar yadav (Area

Interpretative) had been a continuous source of inspiration and shared with us his years long

experience of the market, providing to be very fruitful in the completion of this project.

They showed us the very realities of the market and how the market differs from the

theoretical world.

I am also thanking Mrs. Shilpi Bajpai Mam Lecturer of SRMCEM, Lucknow.

At last but not the least I want to thanks my parents and all my teachers & friends for their

valuable co-operation and support, which made the completion of the project easy.

Thanking you Jitesh kumar

M.B.A. 3rd Sem.

SRMCEM

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PREFACE

In every management institute it is essential to undergo a project in an organization.

It’s my privilege to do a project work in Mohan Meakin Limited, a most reputed distillery in

India.

The summer training projects gives the opportunity to management students to

become familiar with the real life business situation and also gives opportunity to the student

to review their theoretical studies in practical way.

The topic of the project was “SALES PROMOTION OF LIQUOR BEVERAGES

& FRUIT JUICE OF MOHAN MEIKENS LTD.”

The liquor market in India is growing day by day and competition too. Since foreign

companies have also increased their action in India.

These circumstances encouraged me to do the project on this topic. The project work

was the great challenge for me because now I am doing and learning every thing practically.

I surveyed the customer’s requirements and expectations from the product and views

of retailers. I also examined the selling, packaging and consumption of liquor. This project

will really be a successful project if it can throw some light on the areas where Mohan

Meakin can improve.

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TABLE OF CONTENTS

ORGANIZATIONAL CERTIFICATE COLLEGE CERTIFICATE ACKNOWLEDGEMENT PREPHASE

PART:- I

1. INTRODUCTION 2. HISTORICAL BACK GROUND 3. ORGANIZATIONAL STRUCTURE

I. Organizational ChartII. Board of Director’s

III. Sales staff Structure IV. Lucknow Unit

4. PRODUCT & SERVICES OFFERED- BY ORGANIZATION

5. PRODUCT PROFILE I. Kind of Alcoholic Product

II. Manufacturing Process III. Product LineIV. Introduction of Industry

6. SERVICES I. Distribution Channel

II. Quality Control III. Sales Promotion

PART:- II

7. EXECUTIVE SUMMARY8. PROCESSING AND ANALYSIS OF DATA

I. Objective of ResearchII. Research Methodology & Research Process

III. Detail of Research Design & Data Collection IV. Selection of Survey technique & Joint VentureV. Brand of Various Company

9. RESPONSE OF MARKET SURVEY CONDUCTED DATA ANALYSIS & INTERPRETATION.

I Sales of ProductII Base of Purchase

III Consumer Age GroupIV Analysis of Computation of consumer V Reason for preferring & Particular Product

VI Media Preference of the Consumer

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VII Reason for Taking Alcohol DrinksVIII Frequency of Drinking

IX Size Preferred by PeopleX Market Strength

10. Limitation 11. Suggestions 12. Conclusion 13. Bibliography14. Anexture

I. Questionnaire Construction II. Questionnaire

15. List of Retailers Shop

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PART 1

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INTRODUCTION

Use of alcohol as a drink is not new in India. The techniques for fermentation and

distillation were also available in ancient time. (Vedic time) The products, which had been

used at that time for worshiping was known as “Soma Rasa”.

At present alcohol has its own importance in the Ayurvedic system of medicine

CAREW & Co. Ltd. Set up the 1st distillery for manufacturing of Rum at Kanpur (U.P.)

in 1805 for Army. The techniques of fermentation, distillation and blending of alcohol

beverages were developed in our country are greatly influenced by the practices adopted

overseas practically and particularly in Europe.

At present we can divide the distillery industry in two parts 1st potable (drinkable)

and 2nd Industrial alcohol. The former one producing IMFL (Indian Made Foreign Liquor)

and country liquor has a constant demand with a growth rate of about 8.25 annually.

On the other hand due to the high price of “Molasses” the graph of Industrial alcohol

has a downward bend because Molasses is invariably used as substance for production of

alcohol. The alcohol produced is being utilized in the ratio of approximately 52% for

potable and the approx. 48% for industrial use.

The potable liquor industry has been showing remarkable results in the production of

quality spirits for many years. The Ethyl Alcohol or Ethanol which is popularly known as

alcohol which has been regularly used by the industries had come into existence at the end of

the 2nd World War and sugar industry got protection in 1932 and large no. Of sugar factories

were established in the country, particularly in U.P. and Maharashtra where all facilities for

irrigation were available for cultivation of sugarcane.

There was only one way to solve this problem and that is to develop the alcohol based

industries for the purpose of utilization of Molasses and for the implementation a committee

of U.P. & Bihar was consulted.

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The committee in its report suggested the establishment of distilleries for the

production of alcohol utilizing molasses as substance. Alcohol can also be mixed with

mineral products (Petrol) to supplement motor fuel so the product of alcohol did not only

help in solving the problems of disposal of molasses but it also bridge the gap in the demand

and supply of motor spirit. As a substantial quantity of alcohol after meeting its requirement

for manufacturer of Gasohol (Gasoline) alcohol was diverted for the production of alcohol

based chemical in different parts of the country. The utilization of alcohol for this purpose

progressed steadily and a substantially quantity of alcohol produced in the country is now

being utilized for the manufactured of solvents (thinner, spirit) and intermediates.

About 50% of alcohol produced in the country was being used for the production of

alcohol based chemicals just few years back but in the year 1993 for production of chemicals,

dyestuff, polymers, synthetic rubber and plastic etc. after the decontrol of molasses.

Mohan Breweries & Distilleries Limited (MBDL) is one of the leading manufacturers

of Indian Made Foreign Liquor & beer products in India. MBDL was incorporated in 1982 in

technical collaboration with M/S Mohan Meakin Ltd, Ghaziabad, India who are amongst the

pioneers in liquor manufacturing with over 100 years of experience. MBDL has also power

generation units, generating power using non-conventional energy sources for their captive

usage.

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Historical Background

The company traces its history back to the year 1855, when a brewery was set up at

Kasauli by Mr. Edward Messro Dyer@co. During the same century another gentleman

named H.G. Meakin, who came from well known brewing family at Burton-on-Trent

founded Meakin@com. He bought the Shimla@Kasauli Breweries@Dalhousie, Ranikhet,

Chakrata, and Darjeling and built other at Kirkee. Both the firms E.Dyre@com. &

Meakin@com. continued their activities separately until, under the second decade of 20th

century when the two firms joined hands and the new firm was formed under the name Dyer-

[email protected] 1935 when Burma separated from India, the company was reformed with its

Indian associated under the name and style of Dyer-Meakin breweries ltd.

The company changed hand in 1950 when its control and management was taken over

by the late “PADAMSHREE” winner N. N. Mohan as its Managing Director who set up an

ambitious industrial complex at Mohan Nagar, Ghaziabad. The Mohan Nagar industrial

estates drives its nomenclature from the name of its founder late “PADAMSHREE” winner

N.N. Mohan to mark the contribution of Mohan’s the company name was changed from Dyer

Meakin Breweries Ltd. to “Mohan Meakin Breweries Co. Ltd. in 1967.

On the passing away of N.N. Mohan in 1969 his eldest son V.R. Mohan took over as

managing director of the company. He introduced a number of products that are brand leaders

even today. During his entrepreneurship he promoted Mohan Gold water breweries at

Lucknow, Mount Shivalik Breweries Ltd. at Chandigarh @ Mohan Rocky spring water

Breweries at Khapoli. Col. Mohan was the mayor of Lucknow city; he was also elected as

member of Rajya Sabha in1972.

In the seventies, the manufacturing activities of the company were diversified into

other fields under the dynamic leadership of Brig. Kapil Mohan (VSM), who become the

managing director of the co. in 1973 after the tragic death of elder brother Col. V.R. Mohan.

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Brig. Kapil Mohan promoted projects of breweries, distilleries and Glass factory in Nepal,

Kenya and Bhutan and provided technical expertise to several breweries and distilleries in

India. He with his spiritual power supports the cause of workers welfare and workers

participation in the management of the company.

In the year 1982 the worker “Breweries” was

dropped from the name of the company to remove

the impression that the company is engaged only

in the beer making. Lucknow distillery is one of

the manufacturing units of Mohan Meakin Ltd. It

was set up by the Dyer Meakin@Com. in the

historical city Lucknow on the perennial river “

Gomti ”. The distillery is housed in the building

built about four hundreds years back by the

nawabs of Awadhs. It is worth mentioning that

Mohan Meakin has provided technical expertise

to-

Mohan Meakin Water Breweries Ltd., Lucknow

Mohan Rocky Spring Water Breweries Ltd., Maharashtra

Mount Shivalik Breweries Ltd., Punjab

Artos Breweries ltd., Andhra Pradesh

Nagaland Distilleries, Nagaland

Mohan Breweries & Distilleries, Madras

Shivalik kinema Pvt. Ltd., Patna

Golden Drinks

Pvt. Ltd.,

Gwalior

Maharashtra Distilleries , Nagpur

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OLD Monk, the world's third largest selling rum brand, is under pressure with sales declining

for two successive years, 2002 and 2003. This comes at a time when its main challenger in

the domestic market, McDowell's Celebration Rum, posted two-digit growth in the same

period to emerge as the fifth largest selling rum in the world, according to the US-based

global drinks digest, Impact International.

The latest figures released by the widely respected Impact International shows that Old Monk

has slipped from 8.2 million cases in 2001 to 7.8 million cases in 2002 and dropped further to

7.2 million cases in 2003. The volume decline from 2001 to 2002 was about 5.5 per cent,

while the slip from 2002 to 2003 accelerated to 6.7 per cent. Old Monk, owned by Mohan

Meakins Ltd, is the third largest selling rum after Bacardi with 19.7 million cases and

Tanduay with 12.9 million cases. Diageo's Captain Morgan comes fourth in the pecking order

followed by McDowell's Celebration Rum.

In fact, Celebration Rum is the fastest growing among the top five rums with annual

depletions vaulting from 2.7 million cases in 2001 to 4.1 million cases in 2003, according to

Impact. This brand from the world's fourth largest spirits marketer, UB Spirits Division,

reported 22 per cent growth to touch 3.3 million cases in 2002 and then bettered it with 24

per cent rise to reach 4.1 million in 2003. Captain Morgan is the only other brand in the top

five to make any impressive gain when its volume sales went up by 9.5 per cent to cross 5.6

million cases in 2003 from 5.1 million cases in the previous year. Bacardi reported a

moderate growth, while Filipino rum Tanduay remained almost stagnant.

Old Monk has been the biggest Indian made foreign liquor (IMFL) brand for many years. The

88-million-cases strong IMFL market is dominated by whisky flavour and Old Monk's

leadership is mainly due to its cult status. It is widely seen as a recruit brand for consumers

upgrading to hard spirits and also enjoys significant clout in the CSD channel meant for

armed forces. If its decline continues unchecked, the brand is in danger of surrendering its top

slot in the IMFL list to UBSPD's Bagpiper Whisky. The industry observers attribute Old

Monk's lacklustre showing to lack of efforts to shore up its sagging brand equity.

"There has been no strengthening of the brand of late even though the residual equity of a

brand like that will be phenomenal," industry observers said. Old Monk is the only spirits

brand to figure in the celebrated ad guru Ian Batley's list of potential Great Indian Brands,

which could tap the $550-billion world market. In recent years, Old Monk, known for its

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brand strength of toughness, had resorted to audacious price cuts in the State-controlled south

Indian markets to drive volumes.

Established in Calcutta in 1886, Shaw Wallace bears a

legacy that is drenched in the spirit of India for the last

116 years. The company came into existence at a time

when the country was in the thick of its struggle for

freedom against colonialism. It was an era of

cataclysmic change, powered by the crystallization of

the social, political, cultural and economic ideologies

that would define the very future of India.

The Indian Nationalist movement came to the fore under the leadership of W. C. Banerjee in

Bombay barely a few days after Shaw Wallace was founded. If 1886 marked the inception of

the remarkable Rama Krishna Mission by Swami Vivekananda following the demise of one

of the greatest Indian saints, Ramakrishna Paramhansa it also witnessed the release of

Rabindranath Tagore's literary masterpiece Kari-o-Komol. Set against a backdrop of

changing ideas and structures that governed India's germination into an independent entity,

Shaw Wallace after a modest beginning blossomed into one of the forerunners in the alcohol

and beverage industry.

ORGANIZATIONAL STRUCTURE

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MOTTO OF MOHAN MEAKIN LTD.: -

TRADITION, CRAFTSMANSHIP and INTEGRITY are the three pillars in

which the wide edifice of MOHAN MEAKIN LTD. is standing.

Company Works With a single motto-

“EXCELLENCE WITH ECONOMY”

Meaning of staff for MOHAN MEAKIN family: -

S = Sincerity And Loyalty To Brig. K. Mohan

T = Tact

A = Awareness

F= Fact

F= Figure

TEAM-

T = Together

E = Enthusiasm

A = Absolute Loyalty

M = Motivation

THE GENERAL ORGANISATIONAL CHARTS ARE AS FOLLOWS: -

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MANAGING DIRECTOR

THE GENERAL MANAGER

REGIONAL SALES MANAGER

AREA SALES MANAGER

SALES SUPERVISOR

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BOARD OF DIRECTORS

MANAGING DIRECTOR AUDITORSBRIG. (Dr.) KAPIL MOHAN A.F.FERGUSONS & CO.VSM (RETD.) Ph.D. CHARTERED ACCOUNTANTS

NEW DELHI

DY. MANAGING DIRECTOR BANKERSMR. HEMANT MOHAN PUNJAB NATIONAL BANK

EXECUTIVE DIRECTOR SOLICITORSMR. RAKESH MOHAN J.B.DADA CHANJI & CO.

NEW DELHI

FINANCIAL DIRECTOR REGISTRAR & TRANSFER AGENTMR. P.D. GOSWAMI M/S BEETEL FINANCIAL&F.C.A., F.C.S. COMPUTER SERVICE (P) LTD.

NEW DELHI

DIRECTORS REGISTERED OFFICEMR. VINAY MOHAN SOLAN BREWERIES PVT

LTD.MR. L.K. MALHOTRA (SHIMLA HILLS)MR. J.K. JAIN HIMACHAL PRADESH - 173214

SECRETARYMR. H. N. HANDAB.COM, F.C.S., F.C.A.AMCIA (LONDON)

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STRUCTURE OF BOARD OF DIRECTORS

MANAGING DIRECTOR

Executive Director

Finance Director

Director

Director

Director

Director

SECRETARY

Administration Manager

Production Manager

Materials Manager

Sales Manager

Stores Manager

Packaging Manager

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STRUCTURE OF SALES DEPARTMENT

Sales department of the company works efficiently and following the flat structure

where at every different stage officers/in charge are placed who are free to do their area of

work.

Mr. Anil Dang is the sales manager of Mohan Meakin Ltd., Lucknow distillery. His

area of work is to supervise and manage the sales of the foreign liquor.

Sales supervision is on the top of the hierarchy of the sales department. Sales

supervision and sales personnel work are under the direct control of the sales manager.

Orders given by sales manager Mr. Dang have to be followed by the department employees.

HIERACHY OF SALES DEPARTMENT

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SALES MANAGER

SALES PERSONNEL

SALES SUPERVISOR

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LUCKNOW UNIT OF MOHAN MEAKIN LTD.

Lucknow Distillery is one of the manufacturing units of Mohan Meakin Ltd. It was

set up by the Dyer Meakin@Co. in historical city Lucknow at the bank of perennial river

“Gomti”. The distillery is housed in building about 400 years back by the Nawabs Of Awadh.

The production capacity of the unit in Lucknow is 48 Lac alcoholic Ltr. per annum @

18000 Ltr. per day. In Lucknow Distillery there are about 900 workers employed. There are

three shifts in each duty of 8 hours and that to in the daytime from 8 to 6 p.m.

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PARENTS UNITS OF MOHAN MEAKIN LTD.

The registered office is situated at Solan near Shimla in Himachal Pradesh. Their units are

located at: -

SOLAN Distillery, Brewery & Bottling

KASAULI Distillery

LUCKNOW Distillery, Brewery & Bottling

MOHAN NAGAR Distillery, Brewery, Glass Factory and Fruit Product

Unit.

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TECHNICAL COLLABORATION OF MOHAN MEAKIN LTD. WITH DIFFERENT ORGANISATIONS

INSIDE INDIA

1. Maharashtra Distillery

2. Mohan Gold Water Breweries Ltd.

3. Mount Shivalic Breweries Ltd.

4. Chittor Co-op Ltd.

5. Mohan Rocky spring water, Water Breweries

6. Merry Drinks

7. Golden Drinks Ltd.

OUTSIDE INDIA

1. Himalaya Brewery Ltd.

2. Mohan Meakin Kenya Ltd.

3. Rijal Tansi Industries, Nepal

4. Army Welfare Project, Bhutan

5. Galat Industries Ltd.

6. Zupack Gentistries, Germany

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PRODUCT PROFILE

Alcoholic drink is a mixture of alcohol, sprit, water and minor ingredients in the

industry as congeners.

Consumable alcoholic water has no flavor, only careful selection of the congeners i.e.,

all substance that is generated during the information of alcohol in the fermentation process

and also in the course of maturation least potable products.

Therefore alcoholic drinks offered the worlds over the blended to provide uniform

blend bouquets palatability. The alcohols drinks have to be known in their present form and

nomenclature owing to the British rules and tradition. During the British time alcoholic

beverage were divided into various groups, which are as under:

COUNTRY MADE

IMFL (INDIAN MADE FOREIGN LIQUOR)

FOREIGN LIQUORS

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COUNTRY MADE

This is unorganized sector and occupying about 71% of liquor market. Country spirits are

distilled spirits mixes or unmixed with spices or other ingredients in very small quantities to

import taste and aroma. These are known under different names in different areas of the

country.

PACHWAL -------------------- WEST BENGAL

THAORAH -------------------- PUNJAB

VOIA -------------------- ASSAM

CHERAGAM -------------------- TAMIL NADU & KERALA

INDIAN MADE FOREIGN LIQUOR

In this category products are: - Whisky, Brandy, Rum, Gin and Vodka. The developing

countries like India where petroleum resources are limited, utilization of waste products for

development of industries of significant importance. Sugar industries in this country are

second biggest. Thousand of tones molasses containing large quantities of sugar are available

in the product.

FOREIGN LIQUORS

In India this name is used exclusively for liquors, which is important in the country. This may

include various brands of Scotch, Whiskey, French Brandy, Gin, Rum, Vodka and Beer etc.

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PRODUCTS PORTFOLIO OF MOHAN MEAKIN LTD.

ALCOHOLIC PRODUCTS

RUM: -

Old Monk Supreme

Old Monk Gold Reserve

Old Monk XXX

Old Monk White Rum

Trusker XXX

Black Beauty

Stud Rum

WHISKY: -

Solon No.1

Knight Imperial

Diplomat Deluxe

Summer Half

Colonels Special

Golden Eagle

Kings Castle

Caller 337

Black Knight

M.M.B.

Old Master’s

Crazt House

Black Rose

Blue Bull

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VODKA: -

Kaplan Sky Vodka

GIN: -

Bin Ben London

M.M.B.

Solver Malt

Black Beauty

Meakin Dry

BRANDY: -

Triple Crown

Golden Eagle

Doctors Reserve No. 1

D.M.

M.M.B.

BEER: -

Golden Eagle Lager

Golden Eagle Deluxe Lager

Golden Lager Beer

Gymkhana Premium Lager

Asia 72 Lager

Black Knight Super Strong

Solan No. 1 Special Lager

Old Monk Deluxe

Lion Lager

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Stud Beer

Meakin 10000

Extra Strong Beer

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NON-ALCOHOLIC PRODUCT

JUICE: -

Mohan Gold Coin Apple Juice

MINERAL WATER: -

Golden Eagle Mineral Water

Mohan’s Mineral Water

VINEGARS: -

Mohan’s Pure Malt Vinegars

Mohan’s Synthetic Vinegars

BREAK FAST FOOD: -

Mohan’s New Life Cornflakes

Mohan’s Porridge

Mohan’s wheat porridge

MOHAN MEAKIN EXPORT PRODUCTS: -

Mango Pulp

Mango Slice

Guava Juice

Pineapple Juice

Papaya Cubes

DIFFERENT KINDS OF ALCOHOLIC PRODUCTS

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WHISKEY: -

Whiskey is the most popular distilled liquor known all over the world. It is sprite made from

starch. Best-known whiskey comes from Scotland.

BRANDY: -

Brandy is generally obtained from fruits, through most commonly used fruits in grapes. The

best quality of Brandy Cognac, which is made in Cognac in France.

RUM: -

Rum is distilled from the fermented juice of sugarcane OR molasses. In such a manner

distillate has the taste aroma and the characteristics generally attribute to Rum.

In India Rum is fast-distilled liquor, there is a general feeling that Rum is more

satisfying and has better food value then any other sprit. They is also sold a comparatively at

a lower price.

GIN: -

It is popular distilled liquor. It is artificial sweetened or unsweetened grain specially flavored

with essential flavors oil of juniper berries.

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VODKA: -

It is a strong clear alcoholic drink, made from grain, originally from Russia.

BEER:-

Lion Beer is the main brand first sold by Dyer Breweries in the 1840s. Lion was originally an IPA

(India Pale Ale - which makes it the oldest IPA brand still in existence) but the beer style was changed

in the 1960's to a lager. Lion remained the number one beer in India for over a century from the 1840s

until the 1960s. After this another Mohan Meakin brand, "Golden Eagle", took the number one spot

until the 1980s, when Kingfisher became number one. By 2001, Lion sales had declined substantially

and Lion was only available to the Indian Army through the CSD (Canteen Services Department).

Mohan Meakin then entrusted the marketing of their original beer to International Breweries Pvt. Ltd.

The brand has since been relaunched in the north Indian market. With a new label design and

marketing campaign, Lion has established itself once more in the civilian market and is now

expanding into markets across India.

Lion earns a place in history as Asia's first beer brand. Lion's popularity with the British during the

heyday of the Empire led to the start-up of other Lion beers around the world, in New Zealand, South

Africa and elsewhere. Lion remains the number one brand in neighbouring Sri Lanka where Mohan

Meakin had introduced it in the 1880s through their Ceylon brewery.

Australian is another popular 5% above lager distributed by International Breweries (P) Ltd. The 8%

above version is called Max.

Rum :-

Old Monk is a vatted Indian Rum, blended and aged for 7 years (though there is also more expensive,

12 year old version). It is dark, with an alcohol content of 42.8%. It is produced by Mohan Meakin,

based in Mohan Nagar, Ghaziabad, Uttar Pradesh.

It is available in all parts of India. Old Monk is also the third largest selling Rum in the world. Old

Monk has been the biggest Indian Made Foreign Liquor (IMFL) brand for many years.

It is sold in four size variants 180 ml (quarter), 350 ml (half), 750 ml (commonly referred to as a

"khamba" meaning "full bottle"), and a 1 liter bottle.

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MANUFACTURING PROCESS

The general purpose of making alcohol involves following operation: -

FERMENTATION

The source material like grains, cereals etc are cooked and mashed to reduce starch

into glucose. To this mass a substance know as catalyst is added which are normally are

enzymes.

The resultant product is exposed to atmosphere & chemical reaction take place. This

process is known as fermentation and result into conversion of glucose into alcohol.

C12H22O11 + H2O C6H12O6 + C6H12O6

(FRUCTOSE) (GLUCOSE)

C6H12O6 2 C2H5OH + 2CO2

(GLUCOSE) (ALCOHOL)

Slowly the sugar contains get depleted and alcoholic concentration increase. The

result was found contains a mixture of alcohol, certain by production small qualities known

as congener. E.g. water, unfermented matter dead yeast cells. Fermentation is of two types –

Molasses Malt.

Fermentation is sugar based either of malt or of molasses. At times apples and grapes

are also taken into fermentation. Fermentation has two stages: -

1- Development of yeast

2- Production of alcohol

The quality of alcohol depends upon the quality of yeast. Following things are necessary for making good yeast: -

To ensure that unwanted microorganism should not come in contact with yeast

sterilizing with steam at every stage does this.

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Proper nutrition is given at every stage by giving adequate doses of sugar

(molasses) phosphate, nitrogen (ammonium soleplate die ammonium phosphate).

Maintaining proper temperature control (32 degrees) so that yeast does not die.

EXTRA NEUTRAL ALCOHOL (ENA): -

The sprite is obtained in a continuous. It is generally known as silent sprite or ENA.

This is normally used for blending with Malt/grape.

Run sprite make what are commonly known as blended product. ENA is also used for

manufacturing type of whiskers/ brandies/ manufacturing of toiletry product like after- save

lotion, cologne and hairdressing.

MATURATION/AGING: -

Malt/Grape/Rum sprite are manufacturing in the batch distillation process. The sprite

formed is harsh and not palatable.

Maturation is approves of keeping the sprite in special tank made of oak wood, While

the actual process of maturation of whiskey is the quite obscure. These are various chemical

changes, which take place. The net result is an improvement of the sprite in terms of bouquet

and palatability. Then this is the final used as it. Incase of the pure product of blended with

sprite from continuous process known as ENA to produce commercial product known as

blended product. The wooded cases are tilled on fortnightly or monthly basis to provide to the

sprite for better maturation.

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BLENDING: -

In Blending sprit of different ages and quality are mixed to give the desired taste and

aroma, at time caramel is added for the coloring and is added. Blending is an art, which

determines the quality of product the positive aspects are fine blending.

BOTTLING: -

Bottling has the following stages –

1st the bottle are cleaned properly with water to remove foreign element.

The volume-by-volume process does filling.

Filled bottles are screened properly to direct presence of any foreign element, breakage of bottles from top.

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PRODUCT LINE

Mohan Meakin Ltd. has many brands in each category. The main reason is that

alcoholic products are produced in different strengths of alcohol. So it becomes necessary to

have separate brand names for each strength. The reason behind it is that, so many brand

names of alcohol are the location of different breweries and distilleries at the different places

of the brands.

Besides foreign liquor the company also produce the company liquor (Desi Daru).

Country liquor is also produces the following different weights and size: -

SIZE QUANTITY

Foreign liquor quarts (avg.) 1,000

Quarts 750

Pints 375

Nips 300

Country Liquor Poly Pack 200

Poly Pack 100

Besides alcoholic products the company produces some non-alcoholic products also.

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OVERVIEW OF INDUSTRY

1. Beer Industry

Among the alcoholic drinks, Beer is quite common and popular in almost every

Country of the World. People of different countries take beer in varying much like a soft

drink in European countries it is just a substitute of water. The alcoholic contents and main

source stuff also keep varying according to the tests of the major part of population of the

particular country although it is a fashion to ask for beer of every origin in every country.

Formulations of beer manufacturing are done with the view of availability of the raw

materials in that particular part of the World where the brewery is proposed to be established.

In most of the parts of the world, barley is universal source of beer extraction. But, beers are

manufactured from Chamomile flowers and powdered gingers etc. as well. The

manufacturing processes and quality control measure can make the beer nutrition, energy

packed and refreshing. Among all the alcoholic drinks beer has become so common. Beer in

the Western countries is the important constituent of daily food. The most important

characteristic of drink is to keep body warm and certain refresh ness throughout the body.

Beer is the dilute alcoholic product. Barley is extensively employed for manufacture of malt

used in brewing and distilling of beer. If we categorize beer, we find four categories as

fallows. 1. Pale Beer Lagers, wheat Beer, Pale ales (Bitter Beer). 2. Dark Beer Dark Lagers,

Porter, Stout, Mils ales (Brown ale) 3. Strong Beer Black Beer, Kafir Beer, Lactic Beer. 4.

Special Beer etc. All above categories are in General. A particular manufacturer, uses, colour

and flavour of his choice. In handy bottles, it is sold in the market. The beer shall be of the

following two types Beer, strong Beer. Beer is drunk primarily as a source of liquid and for

it’s pleasant & refreshing taste, non-the less, its nutritional properties are of great importance.

The calories content of beer is significant but not special high. The calories are provided by

the unfermented, residues and alcohol. Alcohols also replace Carbohydrates, fats, proteins, so

that there may be a gain in body weight. Beer also contributes to mineral requirement of the

body and supplies useful quantities of Vitamin B complex.

A special use of beer is for the control of sodium intake in the treatment of disease

e.g. congestive hearty failure, high blood pressure and certain kidney and liver ailments. Beer

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is a popular beverage all over the world. Though an alcoholic beverage beer is not considered

a hot drink like rum or whiskey as it contains alcohol ranging from only 8 to 9 percent. It is

considered good for health in the sense that being very less in alcoholic content, it is found

effective in improving appetite. The market for beer in India was about 65 mn cases of 12

bottles each and is slated to touch 10 mn cases in 200506, a growth of 23% in a year. There is

very good demand for beer industry. There is very bright good scope for new investment.

Any entrepreneur can enter in this field.

2. Beer Industry (Export Unit)

Beer is a popular beverage all over the world and contains alcohol ranging from 8 to 9

%. It is found effective in improving appetite and is considered good for health. Formulations

of beer manufacturing are done with the availability of raw materials in that particular part

where the brewery is established. Beer units are concentrated in the state of Maharashtra,

Karnataka, U.P. and Goa with no units in Assam, Tripura, Tami Nadu, Gujarat, Orissa,

Rajasthan and Bihar. Keeping in view the tremendous export potential, it would be

worthwhile to explore the possibilities of setting up an export-oriented unit. This can be a

challenging investment for an entrepreneur.

3. Indian Made Foreign Liquor

Indian made foreign liquor basically prepared from ethyl alcohol of different concentration

with added flavour and coloured bottled hygienically. In India there are about 260 units

engaged in the production of alcoholic brandy, whisky, beer & other beverages. The

installed capacity of all those units is estimated of the order of 1400 to 1450 million liters per

annum. India has been exporting alcohol in substantial quantities. The estimated growth rate

of demand is 20% per annum with increase in population and other industrial growth and

consumption. There is good scope for new comers.

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1. Wine from Kinnow Fruits

Kinnow has acquired commercial importance and popularity owing to its success

under varied agro climatic conditions, response to inputs and high economic returns. Its

unique features like gad tree vigor, high fruits yield, excellent fruits quality, higher juice and

wider adaptability. The peel of kinnow fruit contains very high amount of falconoid like

naringin and neohesperdine, which makes them highly bitter. Kinnow fruit juice is

alcoholated with 21 vol % ethanol to fix complex compounds of limonoids such as primary

limonin, flavonoids and naringin and to remove a bitter taste in short time. Kinnow is most

suitable fruit for making the wine. In India now demand of wine is increasing day by day. So

there is good scope for new entrepreneur to enter in this field.

5. Grape Wine

The Indian wine industry is in its nascent stage. The per capita consumption of wine

in India is only 10 ml per annum as against 100 litres per year in Argentina and 65 liters in

the European countries. However, the Indian wine industry has been continuously growing

over the last ten years. Awareness about the benefits of wine drinking is also on the rise and

wine is gradually becoming a part of urban Indian life style. Rising incomes of Indian

population and exposure to new culture is adding to the higher consumption. Wine volume

sales grew by 17% in 2005, keeping up with the pace of growth seen in 2004 to clock reach

4.6 million liters. Value sales of wine were worth just under Rs4.5 billion, which represented

an increase of almost 20% in current terms on the previous year. Despite the rapid growth,

wine sales continued to represent a minor proportion of total alcoholic beverages

consumption in India, and barely measurable per capita consumption. As per the types of

wine consumed, red wine has the largest market share (45% of total wine consumed)

followed by white wine (40%), sparkling wine (13%) and rose wine (2%). Further, the

consumption of wine is unevenly spread across the country as 4 major cities i.e. Mumbai

(40%), Delhi (31%), Goa (8%) & Bangalore (6%) contribute about 85% of total wine

consumption.

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The Indian wine market is mostly dominated by three major players Companies.

Grapes are the key raw material in the production of wines. For wine manufacturing,

uninterrupted supply of grapes is must to ensure smooth production. Hence most of the

wineries have their own vineyards or make arrangements with farmers/growers for supply of

grapes as a backward integration. Recognizing the scope of potential, the Government of

India has put more emphasis on the development of the wine industry. The Maharashtra

Government has announced a series of incentives like nil excise duty and 4% sales tax same

as that of agricultural produce for all the wineries in the state, simplified licensing procedure

for new wineries, winery has been given status of Food Processing Industry, grant of subsidy,

single window clearance system etc. after it classified wine as agro based product. The state

has also established two wine parks, Godavari Wine Park in Nashik and Krishna Wine Park

in Sangli district.

6. Wine Industry

Of these, roughly 25 Distilleries Manufacture IMFL, 32 units distilled country liquor,

and the balance industrial alcohol. About 40 units produce bear. Utter Pradesh, Karnataka,

Tamil Nadu, and Maharashtra account for around 70 per cent of the total production of

alcohol. Among the various IMFL products, whisky occupies the prominent position with a

market share of above 50 percent. Dark rum, brandy, and white spirit account for about 25

per cent, 15 per cent, and 4 to 6 per cent shares, respectively. Raw materials account for

nearly 40 per cent of the total costs of alcoholic beverages. The major raw materials are

molasses, barley, maize, potatoes, grapes, yeast, and hops. Barley is a critical raw material for

the production of bear and accounts for about 75 per cent of the cost of all raw materials. The

trends in exports of wine, spirit, and liquor as well as in exports of beer were highly erratic.

Similar trend was observed in the import of these products. The supply of beer has always

been short of demand. As against the demand of about 800 million liters, the production is

only 453 million liters. Similar has been the case for wines and liquors. The fall in the supply

of these products is largely met by the supply from the unorganized sector. A very small

portion of the demand is furnished by the imports. The growth in production over the years

has hovered at about 5 to 6 per cent, whereas the demand is growing at 10 to 12 per cent per

annum. The ten key manufacturers are the producers of wines, liquors, and spirits in the

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organized sector having a combined share of about 67 per cent are McDowell & Company,

Balaji Distilleries, Shaw Wallace & Co., Jagatjit Industries, Mohan Breweries & distilleries,

Shiva Distilleries, Maharashatra Distilleries, Pearl Distilleries, Herbert sons and Mohan

Meakin. The ten major beer manufacturers in the organised sector having the combined

market share of about 75 per cent are United Breweries, Mohan Breweries and Distilleries,

Skol Breweries, Balaji Hotels and Enterprieses, Mohan Meakin, Mysore Breweries,

Charminar Breweries, Aurangabad Breweries, Hindustan Breweries, And Bottling and Mount

Shivalik Breweries.

Wine is one of the largely suitable alcoholic beverages, which is generally

manufactured by fermentation of grape juice. Matured ripe grapes are the basic raw material.

It is not available in India throughout the year. There is scarcity of basic raw material. Yeast

is used as fermentation agent. Fermentation period may vary from more then 24 hours. There

is weak effluent produce, which can be properly treated to make as like domestic used water.

Wine technology and designer for designing of plant and machineries are available

indigenously. Most of the machineries are available in India, only yeast separators are

required to import. Packing machine is also requiring to import. Packing should be done by

automatically. There has good market demand of wine. Marketing strategy is good for the

well-known brand items. There should be good-looking label with very good designed glass

bottles required for packing and sealing of the bottle. Bottles are packed in the corrugated box

and store at room temperature before marketing. There are few in organized sectors that are

presently market leaders. There are few well-organized companies engaged in the production

of wine. Now, wine of European countries is also available in Indian market to compete with

the Indian brand. About 20%-30% demands of wine full filled by import.

The basic restrained of wine manufacturer is non-availability of quality raw material

throughout of the year. The alcoholic beverages industry can be classified into four

categories, namely, country liquor, Indian Made Foreign Liquor (IMFL), bears and wines. Of

the total production of alcoholic beverages in the country, bear accounts for about 35 percent.

Country liquor, IMFL, and rectified spirit claim the remaining share. Around 200 distilleries

are in the production of different types of alcoholic products in the country.

Adequate availability of raw materials, improvements in processing and

manufacturing technologies, decontrol of liquor distribution, tax concessions, and above all

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wide publicity of IMFL and beer brands through the media would not only help the industry

in enhancing its production but also in competing the world with its products of international

standards.

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Investment Opportunity in Beer Industry

Among the alcoholic drinks, Beer is quite common and popular in almost every Country

of the World. People of different countries take beer in varying much like a soft drink in

European countries it is just a substitute of water. The alcoholic contents and main source

stuff also keep varying according to the tests of the major part of population of the particular

country although it is a fashion to ask for beer of every origin in every country. Formulations

of beer manufacturing are done with the view of availability of the raw materials in that

particular part of the World where the brewery is proposed to be established. In most of the

parts of the world, barley is universal source of beer extraction. But, beers are manufactured

from Chamomile flowers and powdered gingers etc. as well. The manufacturing processes

and quality control measure can make the beer nutrition’s, energy packed and refreshing.

Among all the alcoholic drinks beer has become so common. Beer in the Western

countries is the important constituent of daily food. Among the alcoholic drinks, Beer is quite

common and popular in almost every Country of the World. People of different countries

take beer in varying much like a soft drink in European countries it is just a substitute of

water. The alcoholic contents and main source stuff also keep varying according to the tests

of the major part of population of the particular country although it is a fashion to ask for beer

of every origin in every country. Formulations of beer manufacturing are done with the view

of availability of the raw materials in that particular part of the World where the brewery is

proposed to be established. In most of the parts of the world, barley is universal source of

beer extraction. But, beers are manufactured from Chamomile flowers and powdered gingers

etc. as well. The manufacturing processes and quality control measure can make the beer

nutrition’s, energy packed and refreshing.

Among all the alcoholic drinks beer has become so common. Beer in the Western

countries is the important constituent of daily food. The most important characteristic of

drink is to keep body warm and certain refresh ness throughout the body. Beer is the dilute

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alcoholic product. Barley is extensively employed for manufacture of malt used in brewing

and distilling of beer. If we categorize beer, we find four categories as follows. Pale Beer –

Lagers, wheat Beer, Pale ales (Bitter Beer). Dark Beer – Dark Lagers, Porter, Stout, Mils ales

(Brown ale) Strong Beer – Black Beer, Kafir Beer, Lactic Beer. Special Beer etc. The Indian

beer industry seems to be in upswing mode, as 2006 seems to be the best year as far as the

growth is considered. Last year there was a growth of 20% while in the last five years the

industry registered a growth of 7 to 8% year on year basis. The total beer industry was around

108 million cases in 2005, which crossed 130 million cases in 2006. Industry analysts say tax

and levies on beer are anticipated to fall over the next 2 to 3 years, driving down retail prices

by 25 to 50%. It is estimated that beer will sell for Rs. 15 to Rs. 20 per 330 ml can and Rs. 20

to Rs 30 per 650 ml bottle in the coming year with the reduction tax and levies. In fact,

northern Indian states, which have traditionally shown a preference for hard liquor over beer,

witnessed a jump of more than 100% in beer consumption in 2006 as compared to last year.

The per capita consumption of beer in India is very low as compared to other countries in

Europe and America.

At present the per capita consumption is 0.7 liters per annum, but industry experts

predict that this may rise to around 20 liters in the next 10 years. Considering the expected

increase in consumption and the current growth trends, the future of Indian beer market looks

bright and seems set for continuous double-digit growth in the coming years.

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WINE FROM GRAPES

Wine is an alcoholic beverage made from the fermentation of grape juice. The natural

chemical balance of grapes is such that they can ferment without the addition of sugars, acids,

enzymes or other nutrients. Although other fruits such as apples and berries can also be

fermented, the resultants “wines” are normally named after the fruit from which they are

Produced (for example, apple wine or elderberry wine) and are generically known as fruit or

country wine.

Others, such as barley wine and rice wine (e.g. sake), are made from starch-based

materials and resemble beer more than wine, while ginger wine is fortified with brandy. In

these cases, the use of the term "wine" is a reference to the higher alcohol content, rather than

production process. The commercial use of the English word "wine" (and its equivalent in

other languages) is protected by law in many jurisdictions. Wine is produced by fermenting

crushed grapes using various types of yeast, which consume the sugars found in the grapes,

and converts them into alcohol. Various varieties of grapes and strains of yeasts are used

depending on the types of wine produced. Wine is one of the largely suitable alcoholic

beverages, which is generally manufactured by fermentation of grape juice. Matured ripe

grapes are the basic raw materials. Wine is used as drinking purpose for special type

alcoholic beverages in parties or any special social function. It can be used as tonic for the

weak health people. There are few well-organized companies engaged in the production of

wine. There is also entry of European countries wine in Indian market to compete with the

Indian brand. It has good market demands. There are about 20% – 30% demands of wine full

filled by importing. Around 200 distilleries are in the production of different types of

alcoholic products in the country. Among the various IMFL products whisky occupies the

prominent position with a market share of above 50%. There is a good scope for new

entrants.

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GROWING OF FRUITS AND MANUFACTURING OF

NATURAL JUICES

India has a strong base in agriculture and provides large varieties of fruits and

vegetables for food processing. However, inadequate cold storage facilities, lack of drying

and packing technology plethora of laws, fragmented supply chain and less exports are some

of the bottlenecks experienced while exploiting the full potential of fruits and vegetables

processing industry.

With an aim to give impetus to this sector, the Indian govt. has taken several steps,

which includes virtual de-licensing of the sector; duty and tax relief measures, setting up of

clusters etc.

Availability of quality fruits and advanced technology for fruit processing has helped

a great deal to boost the production of quality, hygienic fruit products like fruit juice,

concentrates, jam, jellies and fruit slices. There is a good domestic and overseas market for

natural fruit juices. So any entrepreneur can enter into this project.

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MEDICAL ALCOHOL FROM DATE JUICE CONCENTRATE

Date is one of the best fruits, which contains fructose as sugar ingredients, which is

totally fermentable sugar and can be completely converted to ethyl alcohol by fermentation

process. There are few expensive fabricating companies who can design the distillery plants

and fabricate the plants. There is very good demand of medical alcohol. There is much more

demand of it in India also. It is required about 30000000 liters alcohol needed for

Homoeopathic medicine only and again it is required for Allopathic medicine. Few new

entrepreneurs can venture into this project.

IMFL, INDIAN MADE FOREIGN LIQUOR (WHISKEY, RUM, GIN, VODKA AND BRANDY)

Brandies are produced in batch or continuous distillation systems. The pot still or its

variation is universally used in France, where as in the United States both systems are

employed. The batch system produces, a more flavourful product, the continuous system a

lighter, more delicate flavour. There are two types of brandy one is white and other is brown.

White brandy is used for the use by human beings and the brown for other purpose. It is also

used as a preservative for anatomical specimens and as a dehydrated agent in microscopic

technique. Whiskey is an alcoholic distillate. It has a very little application and consequently

almost none is produced. Today, the entire liquor market is estimated to be more than Rs.5,

000 crore.

This has been growing over the years at an average rate of 12-15% per annum.

Whiskey accounted for the largest share in the total IMFL market (about 53%). There is a

good scope for new entrants

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Excise Department

Delhi Liquor License Rules, 1976

These rules may be called the Delhi Liquor License Rules, 1976. These rules shall

come into force at once.

Form Details of Licenses

  I -- Indian Made Foreign Liquor

L-1 Wholesale licensee of Indian Made Foreign Liquor

L-1A Wholesale vend of foreign liquor to holders of other licenses only.

L-2 Retail vend of Indian Made Foreign Liquor/Beer.

L-3 Service of liquor in a hotel (to the residents in their rooms).

L-4 It is granted to independent restaurants for service of liquor.

L-5 Service of liquor in a bar/restaurant attached to a hotel.

L-5A Retail vend of foreign liquor in a bar/dining car in a luxury train.

L-6 Retail vend of Indian Made Foreign Liquor in duty free shop.

L-6A Retail vend of foreign liquor in duty free shops off the premises.

L-7 Retail vend of Indian Made Foreign Liquor in a military canteen.

L-8 Retail vend of medicated wines only for consumption "off" the premises. 

  i. II - Country Liquor

L-9 Wholesale licensee of country liquor.

L-10 Retail vend of country liquor and 50 degree under proof rum for consumption "off" the premises. 

  ii. III - Denatured & Special Denatured Spirit

L-11 Wholesale and/ or retails vend of denatured spirit to public only.

L-12 Wholesale vend of denatured spirit to trade only.

L-13 Bonded warehouse license for import and storage in bond of denatured spirit for wholesale to trade only.

L-14 Bonded warehouse license for import and storage of in bond of special denatured spirit.

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  IV - Rectified Spirit

L-15 Retail vend of rectified spirit to public only.

L-16 Wholesale vend of rectified spirit to trade only.

L-17 Bonded warehouse license for import in bond and storage of rectified spirit for wholesale to trade only.

  iii. V – Special

L-18 Extension of hours during which sale is permitted.

L-19 Retail vend of foreign liquor at a club (bonafide or proprietary).

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SOME FACTS ABOUT LIQUOR

Liquor is a liquid intoxicant, deriving its intoxicating potency from the ethyl alcohol

in it. Liquor can be divided into three broad categories, namely Indian Made Foreign

Liquor (IMFL), Beer and Country Liquor. Hard liquors broadly have an alcohol

content of and above 20% and denote Whisky, Rum, Brandy; the white spirits like

Gin and Vodka and also include Country Liquor. Soft liquors have a range of 4-20%

of alcohol and include Beer, Cidar, Wines and Liqueurs.

Liquor making starts with the process of fermentation, followed by brewing or

distillation, latter in case of hard liquors.

Raw material for fermentation usually differs from liquor to liquor and is corn or malt

in case of Whisky, molasses in case of Rum and Country liquor, grapes in case of Brandies

and Wines, any starchy substance for Gin and Vodka and barley for Beer. The raw material

can differ also depending upon the availability or abundance in that area. Eventually it is the

flavour that marks the liquor for its variety as well as quality.

In Indian markets most prominent segment of liquor consumed by the middle classes,

is the Indian Made Foreign Liquor, which covers most liquor, barring beer and

country liquor, and is available in glass or sometimes plastic bottles. Beer is also

available in glasses filled through dedicated taps dispensing what is known as draught

beer. Most Indian beer is Lager that is it can be stored for some time. And all of them

use an herb, known as hops, for flavouring. Liquors from which sugar content has

been chemically reduced are termed as "dry". Country Liquor is generally in the range

of 25% of alcohol and also available in glass bottles only. Wines in India are available

in red or white variety, with pink almost non-existing. Champagne, generally a

ceremonial drink, also known as sparking wine, is generally off-white and is fizzy

because of its carbonation at the time of bottling. Liqueurs are concentrated syrups,

available in myriad flavours, and are usually taken without dilution after major meals.

Do's & Don't As a part of its policy to provide safe and quality liquor to the

consumers in Delhi, the Excise Department has formulated the following do's & don't

which they follow very strictly in regulating and controlling the sale of liquor in the

NCT of Delhi.

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License cannot be granted to: -

Any person who has been declared insolvent by any court in India, who is insane or

who is below 25 years of age.

Any person who has been convicted by a criminal court for any non-bailable offence.

Any person who is not assessed to income tax.

No licensee shall employ any person suffering from an infectious or contagious

disease.

No person shall print or publish in any news paper / book / leaflet for display or

distribute any advertisement or other matter soliciting the use of or offering any

liquor.

L-4 licence for service of IMFL/Beer may only be granted to an independent

restaurant approved by the Department of Tourism of Govt. of India.

The business premises of a licensee shall be kept closed on all dry days.

The hours for the sale of liquor shall be such as may be specified in an order by the

Excise Commissioner. 

The licensee shall  sell liquor at the price fixed by the Excise Commissioner.

The licensee shall prominently display in front of his shop a signboard showing the

retail price of each brand of liquor to be charged by him.

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No person shall have in his possession any quantity of any intoxicant, knowing the

same to have been unlawfully imported, transported, manufactured, cultivated or

collected, or knowing the prescribed duty not to have been paid thereon.

No licensed vendor shall sell or deliver any liquor or intoxicating drug to any person

apparently under the age of twenty five years whether for consumption by such

person or by another person and whether for consumption on or off the premises of

such vendor.

No person who is licensed to sell any liquor or intoxicating drug for consumption on

his premises shall, during the hours in which such premises are kept open for business

employ or permit to be employed, either with or without remuneration, any man under

the age of 25 Years or any woman in any part of such premises in which such liquor

or intoxicating drug is consumed by the public.

Consumption and service of liquor at public places is completely banned.

Consumption of liquor is injurious to health.

SERVICES

CHANNEL OF DISTRIBUTION

Mohan Meakin Ltd. is a very large organization and has a wide range of products. The source of

Mohan Meakin’s is closely related to its storage channels of distribution. Company is selling its

product in every part of the company. Therefore it has a company wide distribution channel

network.

The company adopted his non-integrated indirect type of distribution channel; therefore

each of the channels is a separated business identify seeking to maximize its own profit.

Alcoholic products excisable items and controlled by the government channel member

who constantly monitor the situation and implement the government rules and regulation

regarding distribution of the production of the company. It is very necessary and compulsory for

every channel member to take the licenses from the government to perform their function.

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DISTRIBUTION SYSTEM

Here the company keeps only the units to sell. A distributor or wholesaler firstly pay the excise

duty in the area office obtaining the necessary permit unit and then place order according to his

requirement to the company. These wholesalers are in fix number as license holders. These are

called FL-2, which pays Rs. 45 per alcohol liters. This amount is departed by FL-2 to the excise

office to get lease order. FL-2 demanded for 1000 bottles for 650 ml each. FL-2 sells it retailers

and bars. The stock of FL-2 is under control of excise office when FL-2 is supplied to the

Retailers and Bars. Excise charge is taken as “WENFEE” to the release to its retailers. These

retailers are called as FL-2. Wholesaler supplies in bars for which excise department also issues

license.

DISTRIBUTION SYSTEM

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PRODUCER

WHOLESELLER

RETAILERS

BARS & RESTAURENT

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Retailers measure their weekly requirement & purchase the product from the

distributor after getting the consent of the local excise office. The retailers thus

display the products in his retail outlets and subsequently purchased by the consumer.

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MARKETING SET UP

The marketing department has been set up all the major companies to facilitate distribution and

sales of their product.

Marketing department is usually headed by general manager (Marketing) who is

responsible for the product in whole of the Indian market. He has to operate whole marketing

system of the company with changing pattern in society, consumer demand and competitive

company. Under GM several areas sales manager worked who are responsible for the sales of

product in their reason. They supervise field operation in their region and constantly keep GM

informed about market position.

LIQUOR MARKETING

Goods product has value in them, it is only when they are available to customer who want

them and willing to buy them that assume any value. Marketing of liquor is all-together a

different ball game. Liquor marketers are faced with several restrictions:

1. NO OUT DOOR PUBLICITY: - Advertisement is limited to putting up

banners & poster in retail shops only.

2. LIMITED OUTLETS: - Retail and whole sales are controlled or owned by the

Govt. there are strictly limited area-wise.

3. PRICE RESTRICTIONS: - The Govt. controls price. This restriction the option

of lowering prices in a big to increase sales. Again price restrictions any lead to a fall

in quality as the manufacturing cast of retaining quality may exceed the selling price.

4. NO DIRECT MARKETING: - No door to door selling can be taken up in

liquors like other consumer products.

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5. In the light of the above constraints, liquors can be promoted through the following

strategies only-

6. Advertising brand names through other related products like soda, lime, juice etc.

7. Banners and posters displayed at outlets could be made more eye catching.

8. Sales promotion could be made more effective by giving more catching incentives.

9. Frequent visits of sales personals to retail outlets could also help increase sales.

Companies if any can be rectified faster and early assessment of the products

marketing position can be made, this could be help in the remedying the state of

affairs before it is too late.

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COMPETITORS

Liquor market is one of the complex markets today. The market is optimally saturated

by the large no. Of companies pouring in the markets, leading to customers likes and dislikes

and inter-creating competition among the brand of a particular range.

The buyer in liquor market has considerable responsibilities. He has to try to reconcile

and vast range of companies and customer needs. Integrity and strength of character are

essential attributes in addition to the buyer’s skills, experience and knowledge of the brands

he buys, however extract data is not available. The liquor made in India is known as IMFL,

besides its country liquor market is also operating in which raw mine is solid for the poor and

backwards communities. Government control these markets up to some extend and the

retailers share of the responsibilities.

There is no evident competition and particular companies in country liquor market.

The Govt. fixes the rate and it sold at fixed price only. The market has very high sale of beer,

which has its maximum sale in summer. There are a no. of breweries making beer including

most famous company Mohan Gold Water Ltd. and Haryana Breweries. The alcohol content

varies with different beer.

CATAGORIES ALCOHOLIC CONTENT

Lager Beer 3-5%

Extra strong 5-8%

Super Strong 8-10%

Most stiff competition among the major companies is recorded in IMFL brand. There are

about six major companies, which are supplying their products in all India market. The

competition and activities are mainly concerned amongst these companies and their products.

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THE MAJOR COMPETITIORS COMPANIES ARE: -

1. UNITED BREWERIES

2. HERBESSTON LTD.

3. KHODAYS DISTILLERIES

4. SHAW WALLACE

5. JAGJIT INDUSTRIES

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PROBLEMS IN LIQUOR MARKETING

(IN INDIA CONTEXT)

We very well acquainted with the fact that west is much different from the east. The

belief, the aptitude, the perception, the way of life which they cultivate for from that of us this

happen incase of liquor consumption also. Liquor drinking is not considered as social correct

and called socially unethical. In present day liquor is manufactured in every part of the

country. But advertisement cannot be directly done for the product so all together is a

different game. So due to this reason most of the liquor advertisement is done indirectly for

brand name rather then the product.

Time is changing fast, changing the life style; the way of thinking with the invasion of

the cable the marketing of liquor product has got the fillip. Now companies are adopting the

idea of open advertising of their product in various cable channels like ZEE TV, SONY and

STAR PLUS. As a result the wants and need of people are changing with such factor as

fashion, attitudes, patterns etc. with the influx of many private channels west has now

become more accessible to us and in this atmosphere a sudden transaction from an age-old

value to the new set of norms has been observed. Liquor today is social values to the new set

of norms has been observed. Liquor today is a social value drinking is acceptable now a day

to day even amongst the teenagers the college going student.

However research indicates the lower income group is price sensitive and they do not

care about the brand name, while the high-income groups for premium brand and price really

does not matter.

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CONSUMER APATHY TOWARDS ALCOHOL

Whenever we talk about India (regarding alcohol) we find that in our country

consumption of liquor is not too much frequent. Most of the people feel hesitation in

disclosing their drinking habits. They always want to conceal their likes and dislikes

regarding to liquor. But still it’s true that in India liquor has been in use for the very

beginning of the civilization. Once upon a time India was known as the land obscurity, land

of snake charmers.

In the country, poverty and wealth meet in the middle. How can such a contradiction

survive together? The answer is a strong social fabric bound by tradition

(www.indiatoday.com). Still a profoundly religious country Hindu faith seems it a virtue to

come to terms with one’s own being (www.stategov.in). Spiritual growth surpasses wealth

and power as the former brings the latter too.

The spiritual world is one where we all come together. Scotch has an interesting and

perhaps surprising history. The Irish monk bought the fine art of distillation to Scotland. The

Irish learned it from Spanish. The Spanish learned it from the Arabs and the Arabs learned it

from India. (www.indiatimes.com)

Now whether alcohol is welcome or not that’s another issue. Most parents raised their

kids with the same morals and values that were taught to them by their parents. Indians

traditionally put more emphasis parade on education, while thinking alcohol leads to a

deterrent of ones goals, in life since it sometimes connected to alcoholism but also to other

problems.

Normally the women headed home while the men hit the bars. One day few women

did not go home they armed themselves with chilly powder and broomsticks and then waited

on the village road. When a jeep speed down the mud track carrying the village’s weekly

alcohol supplies they attacked on that and within minutes they had thrown chilly powder into

the driver’s eyes, set fire to the hundreds of the bottles and thrashed the men inside the

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vehicle with their lives rather allow more alcohol into their village. Soon anti alcohol protest

spread throughout the region.

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FUTURE OUTLOOK OF LIQUOR INDUSTRY

According to Euro monitor an independent agency based in U.K., while the retail

liquor market is expected to grow by 70% over the next five years, the hawker market (the

liquor sold in hotels and restaurants) is expected to grow by 52% over the same period. Beer,

Wine and White Spirit segments are expected to grow at a faster rate than others. While the

dominance of whiskey is expected to improve with the entry of foreign brands, the market of

Brandy is expected to remain sluggish.

The government restrictions on inter state movement and duties are not expected to

get diluted. With the potential scenario unsettled the Damocles

Sword will never cease to hang over the industry. There may however be same relaxation in

the import duties because of the WTO-GATT commitments.

With the entry of the multinational mainly in the premium segment domestic players

have also formed alliances to bring in well-known foreign players who would otherwise find

the cost of duplicating the marketing network and production facilities very high. The brand

selling maximum is Mc Dowell No.1 and a reason for this its lower price in comparison to

other brands. The sale of this range lower than that of other ranges because of its higher

prices.

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SEMI PRESTIGIOUS BRAND

Aristocrat Whiskey Jagajit Industries Ltd.

Diplomat No. 1 U.B. Group

Bagpiper Herberston’s and Co.

Director Special Shaw Wallace and Co.

Democrat Khoday’s Distilleries

Colonel Special Mohan Meakin Ltd.

CHEAP RANGE BRAND

Due to different in excise duty & sales tax in different states the price of liquor varies

in great deal. Liquor considered to be of cheap range in a segment may to up to the middle

range in other segment.

However the Cheapest IMFL is also sold in the segments & so this range sometimes

divided as: -

Upper Cheap Range Bennie, Range Imperial & MMB

Middle Cheap Range Shatranj Baba

Lower Cheap Range Mistress, Victor & Duke

The sale within this range varies from market to market.

MIDDLE RANGE BRANDS

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The sale of this range is quite high in some parts of the country; this range is cheaper

than semi prestigious and forward by lower middle class mainly. The brands available are: -

Bonnie Scot Whiskey Jagajit IndustriesOld Inn Whiskey

Hayward’s Fine whiskey Shaw Wallace

Red Knight Whiskey Khoday’s Distilleries

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QUALITY CONTROL

After making the people aware about the MM range of whiskies the next step is to make the

quality of the whiskies up to the requirement by the consumer. I have considered it has poor

taste in all the range of the whiskey. Important for company to remain the touch with

consumer constantly for feedback related to their products. Sales force personal to keep the

company Everest of the activities of its competitor’s so that the counter strategies can be

formulated a launched at right time and place.

This method will help the company to increase their brand awareness, as there is better

interaction between the customer and company personal. After production and bottling of

alcohol there are several decisions taken relating to the products: -

(1) BRANDING: -

Brand means name term, sign, symbol, design or a mix they have used to identify the

product of one company and to distinguish it from the competitive products.

Mohan Meakin believes in multi brand for its products. It means that the company

develops more than one brand in same product category. There several reasons to adopt the

brand for its products its means that the company develops more than one brand in the same

product category. These are several reasons to adopt multi brand strategies.

The first and main reason to adopt this strategies is that the company produces the

alcohol of different strengths so different brand names are required for each strength of

alcohol. The organization has several manufacturing units in different parts of the country

and the different units produce the same products. So different brands are required to

preserve the separate identify of the unit. This is the second reason to adopt the multi brand.

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(2) BOTTLING: -

Alcohol is liquid in nature. Hence bottles are required to contain it. These bottles are

of glass and have beautiful shapes. The bottle holding the alcohol is the product immediate

container and the primary package.

For bottling the company has fully automatic, semi automatic and manual. The

company bottles are the Old Monk Rum, the market leader and on semi automatic the

company’s bottle is the Diplomat Deluxe.

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(3) LABELING: -

It is very important to level the products. Mohan Meakin also labeled its products very

efficiently. Company develops and designs its label: it is a piece of paper attached to the

primary package bottle. It contains a lot of information about the product regarding the

strength of alcohol in the product, promotion appeal, policy brand, company name, price,

symbol, quantity is written in the label of the bottle. Similar level in the large of the company

also attached to the secondary package.

(4) PACKAGING: -

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A package is a wrapper or container in which a product is enclosed sealed. The

package of the Mohan Meakin’s alcoholic drink includes the two level of

packaging that is primary and secondary package. The material or package that

protects the primary package is the secondary package and discarded when the

product is to be used. Cardboard box containing the bottle of the company’s

alcohol is the secondary package. This provides the additional protection to

primary package and bottles. The packages are also according to weight and size

of the products.

(5) PRICING: -

Price of the product is the value of product attributes expressed in monetary terms

when consume pay or expected to in exchange. Pricing of the alcoholic products largely

depends on the Govt. policies. Alcoholic products are fully excisable items. The top

management sets price of company’s alcoholic product’s several factors are taken into

account by the company’s top management while setting the price. But product cost is the

main constitutes. Company uses the “mark-up pricing method” company chooses this method

because it wants enough returns on the investments and efforts.

(6) MARKETING: -

It is to bring out the products into the market through several distribution channels

and to introduce product to the consumer through advertising, publicity and sales promotion.

Company has 35 depots all over India and many dealers and retailers are linked to it. For

sales promotion company has funds for advertisement, market research and publicity.

So for process the quality control, regular feedback should be taken the consumer and

improvement should be made accordingly.

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SALES PROMOTION

Sales promotion is a key ingredient in marketing campaigns. It consists of a diverse

collection of incentive tools, mostly short term, designed to stimulate quicker and or greater

purchase of particular products or services by consumer or the trade.

Where advertising offers a reason to buy, sales promotion offers and incentive to buy.

Sales promotion includes tools for consumer promotion (samples, coupons, cash refund

offers, price offers, premiums, prizes patronage rewards free trials, warranties, tie in

promotions, point of purchases, displays and demonstration)

Most companies and organization, including manufacturers, distributors, retailers

trade associations and non-profit organizations, use sales promotion tools. As examples of the

last churches often sponsor bingo games, theater parties, testimonial dinners and raffles.

PURPOSE OF SALES PROMOTION:-

Sales promotion tools vary in their specific objectives, a free sample stimulates

consumer trial. While a free management advisory aims at cementing a long terms

relationship with a retailer.

Sales promotion yields a faster and a more measurable response in sales than

advertising does.

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Sales promotion does not tend to yield new, long term buyers in mature markets

because they attract mainly deal- prone consumers who switch among brands as deals

becomes available.

Loyal brand buyers tend not to change their buying patterns as a result of competitive

promotion.

Advertising appears to be capable of depending brand loyalty.

SELECTING THE SALES PROMOTION TOOLS

The promotion planner should take into account the type of market, sales promotion

objectives, competitive conditions and each tool’s cost effectiveness.

Some of the tools are as follows:-

T.V.

Print Media

INFORMATION REQUIRED: -

Information required for getting the accurate conclusive data for this research are-

What is the main source of information?

Number of the major companies operating in the market.

What are the major brands of whisky of these companies in medium range are available in the market.

What are the promotional techniques applied by these companies in medium range are available in market.

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What are the consumers brand and in which income group they fall and their educational and professional background.

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PART II

EXECUTIVE SUMMARY

Consumption of liquor is not good for health, although there are many liquor

companies in India, which are producing liquors frequently. We can divide the distillery

industry in two parts 1st potable (drinkable) and 2nd Industrial alcohol. The former one

producing IMFL (Indian Made Foreign Liquor) and country liquor has a constant demand

with a growth rate of about 8.25 annually.

Mohan Meakin Ltd. is a company, which is producing different, ranges of liquors not

only alcoholic drinks they are also producing juices, mineral water, vinegar etc.

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Mohan Meakin is famous for some of its product like – OLD MONK XXX RUM,

DIPLOMAT DELUXE WHISKEY and GURU BEER. Most of their products are not

familiar to the users due to lack of advertisement, lesser supply of products.

Liquor market is one of the complex markets today. The market is optimally saturated

by large no. Of companies pouring their brands in market, leading to customer’s likes and

dislikes and in turn creating competition among the brands of particular range. Liquor sales

are also largely driven by brand popularity. To build brand popularity companies have to get

retailers to recommend the brand to end-users.

The brand plays a critical role in building the fortunes of a company. Given that

consumption patterns are more or less static, companies have very few chances to hook a

customer. But once hooked its product volumes are likely to be steady.

IMFL (Indian Made Foreign Liquor) sale in Maharashtra, West Bengal, J&K, Goa,

Orissa, Assam, Meghalaya, Tripura and Arunachal Pradesh is through open market it is by

auction in A.P., U.P., Rajasthan, Bihar, Punjab and Chandigarh and Govt. controlled in

Tamilnadu, Karnataka, Delhi and Kerala, Gujarat, Manipur, Mizoram and Nagaland are

enforcing prohibition.

States following the open market mode giving good average to the IMFL marketing company

to choose the distribution & to determine pricing. In case of distribution by Govt. and through

auction powerful distributors exerts influence on the margins of the manufacturer.

The most vital problem of the Mohan Meakin range of whiskey is that a large market

segment is unaware with their products and some people even don’t know that particular

brand exist in the market, e.g. in case of colonel whisky more than 47% of the market is

unaware of it. So the first and foremost step is to increase the market share to make the

people aware of Mohan Meakin range of Whiskers.

This awareness should be of such type that if one goes for a whiskey he would prefer

to take the MM Brand of whiskey and a wide range of choices must be available.

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OBJECTIVE OF RESEARCH

The objective of research is to identify the marketing plan and to check that which

brand mostly like by the consumer in different segmented criteria.

To find out the factors about liking the particular brand in current scenario as

available market.

Main objective of this research is what are different techniques of sales promotion

applied on different brands by the companies and Mohan Meakin and how much

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these techniques are objective finally compare the result of the companies with

Mohan Meakin.

RESEARCH METHDOLOGY

To meet the specific objective of the problem primary data is collected. Methods for

collecting the primary data are: -

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1. SURVEY: - The process of soliciting information from people by personal

interviewer mailing the format of data collection may be structured or unstructured of

direct or indirect.

2. OBSERVATION: - This process of nothing and recording the information about

people and their behavior without asking specific questions.

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RESEARCH PROCESS

For conducting this research effectively the research has to be conducted systematically in an

already planned direction with the help of a number of steps in a sequence. The type of

research being conducted is applied research. Since it is an attempt to apply the basic

principles of marketing an existing knowledge about Mohan Meakin for the purpose of

solving the problem at hand.

STEPS TO BE CARRIED IN CRONOLOGICAL ORDER ARE

Problem Identification

Research Design

Field Work & data collection

Data analysis and interpretation

Report Presentation

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1- PROBLEM IDENTIFICATION: -

The decision whether to conduct research was already taken by the sales department of

Mohan Meakin the problem was also formulated by them.

2- RESEARCH DESIGN: -

It is the basic framework that provides guidelines for the rest of the research problem. It is the

map or the blueprint according to which research is to be conducted. The research design

specifies the method of data collection and analysis, for this the following have to be defined.

How data will be collected?

Which instrument of data collection would be used?

What sampling plan would be used?

Define the sampling unit?

Asses the relevant existing data?

Decide the sample size?

Decide the sampling procedure?

Decide the sampling method?

Decide the analytical aspect?

3- FIELD WORK & DATA COLLECTION: -

After the research design has been made the actual data collection operation is carried out

this step is also called fieldwork. In this problem relating to not at homes, refusal to

cooperate, bias of interviews, bias of respondents has to be adjusted.

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4- DATA ANALYSIS AND INTERPRETATION: -

Coding the collected data.

Tabulate the data.

Analysis the data using statistical tools.

Interpret the data drawing inferences.

Draw summary and conclusion.

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DETAIL OF RESEARCH DESIGN

It is the framework or plan used to collect and analyze the data to solve the problem we have

at hand. There are three basic types of research design, which we can choose for a research.

2. EXPLORATORY RESEACH DESIGN: - It is used to discover new ideas

and insights; we shall be using this research design.

3. DESCRIPTIVE RESEARCH DESIGN: - This type of research designed is

concerned with determining frequency with which something occurs of how two

variables vary together. Since some of the trends we shall analyze may show

associations. We will use this type of research design.

4. EXPERIMENTAL RESEARCH DESIGN: - It is the process of

manipulating one variable in a controlled environment while holding all other

variables constant in order to establish a casual relationship. Since our environment

cannot be controlled, we will not use this type of research design.

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DATA COLLECTION

PRIMARY DATA COLLECTION: -

The basic means of obtaining primary data will be communication with the agent.

Communication involves the questioning of agents to secure the desired information using

the data collection instrument called “QUESTIONNAIRE” The question will be asked in

writing.

SECONDARY DATA COLLECTION: -

This type of data will be collected from the retailers, books, journals, and newspaper and

from the Internet.

STRUCTURED UNDISGUISED QUESTIONNAIRE: -

This type questions are presented with exactly the same order to all the respondents. The

reason for the standardization is to ensure that all respondents are replying the same question.

The responses to these questions are also standardization. This is accomplished by emptying

fixed alternative Questions in which the responses of the subject are limited to the stated

alternatives.

The greatest advantageous of this are that is simple to administer & easy to tabulate &

analyze. The frame of references in which the respondent is to reply is often obvious from the

alternatives. The question also become clearer as it provides the clemencies in which to frame

the reply which helps assure the reliability of the question.

Over all this type of questionnaire is most productive as replies are well-known

limited in numbers and clear-cut. Thus they are appropriate for securing factual information

and eliciting of opinions about issues on which people hold clear opinion.

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SURVEYS

PERSONAL INTERVIEW: - In this the investigator questions the

respondent in a face-to-face meeting. They can be conducted by going to the

person’s office or home etc. The usual approach for the interviews is to

identify himself to the potential respondent and attempt to secure the

respondent cooperation in may be return down by the interviews. Despite high

costs, the personal can provide critical help of information such as on

knowledge intensions, demographic, characteristics, attitudes, opinions and

lifestyle.

TELEPHONE INTERVIEW: - This is basically done on telephone.

Again set pattern of questions are followed and this can be done more quickly.

MAILING QUESTIONNAIRE: - That’s on Internet.

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SELECTION OF SURVEY TECHNIQUES: -

The survey technique is to be selected keeping in mind the following thing which will help in

successfully conducting the research and helps a lot in preparing the research report. These

factors also suggest the reliability and identity of the report.

COST

SPEED

ACCURACY

AMOUNT OF DATA GATHERED

RESPONSE RATE

FLEXIBILITY

CONTROL

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JOINT VENTURES

Mohan Meakin Ltd. has established joint ventures with various companies in order to

promote its products in the country and abroad. Some of the joint ventures till date are with –

a) Mc Donald & Muir Ltd. Edwin Burgh, Scotland (U.K.). A separate joint venture

company has been corporate under the name Mc Donald Mohan Distillery Ltd. with

Head office at New Delhi.

b) Miss Blizzard and Rogers international (world’s largest liquor manufacturer) under

the brand name of Marie Blizzard for the purpose of bottling and marketing of various

liquors.

c) Larsen S.A. (One of the world’s top five Cognac and Brandy manufacturers) located

in France for the purpose of the bottling distribution and marketing of Larsen Cognac.

In pursuant to the economic liberalization policy, Mohan Meakin has explored other

strategic tie-ups with international alcoholic beverage manufacturers for the purpose of not

only introducing international brands in the Indian market but also to export products through

their distribution network internally.

Mohan Breweries & Distilleries Ltd. (MBDL) is one of the leading manufacturers of

Indian Made Foreign Liquor & Beer products in India. MBDL was incorporated in 1982 in

technical collaboration with M/S Mohan Meakin Limited, Ghaziabad, India who are amongst

the pioneers in liquor manufacturing with over 100 years of experience. MBDL has also

power generation units, generation power using non-conventional energy sources for their

captive usage.

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MAJOR BRANDS OF VARIOUS COMPANIES

Black Knight Mohan Meakin’s Ltd.Diplomat deluxeSolan No.1 Old Monk

High command Show Wallace Co. Ltd., CalcuttaOld TavernDirectors SpecialHaywardsMugal Monarch

Ritz Gold Great Glen Distilleries and breweries Ltd.

Darling Ten Kadia Castle Solon Industries Ltd.Polar BeachPlaza

Bagpiper Herberstan Co. Ltd., Mumbai

Diplomat Mc Dowell Co. Ltd., Madras

Democrat Khodey’s Distilleries, Banglore

Aristocrat Jagjit Industries, Punjab

Golden Crest Saraya Distilleries, Saraya Gorakhpur

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GIFTS OR INCENTIVES GIVEN BY THE COMPANIES

S.NO. MANUFACTURING COMPANY

GIFTS TO CONSUMERS GIFTS TO RETAILERS

1. Mohan Meakin Ltd. Nil Nil

2. Jagajit Industries Key ring, paper soap Torch, Bag, Glass set

3. Mc Dowell’s Co. Ltd. Opener Table Clock, Bag

4. Shaw Wallace Key Ring & Pen Beer Set, Glass set, Playing card

5. Herberston Co. Ltd. Nil Glass, Hanky, Calendar

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RESPONSE OF MARKET SURVEY CONDUCTED DATA ANALYSIS AND INTERPRETATION

SALES OF DIFFERENT KIND OF ALCOHOLIC PRODUCT

Beer 54%Whiskey 24%

Rum 14%Scotch 8%

Interpretation:- In the survey it came out that most people preferred Beer.

Percentage

Beer54%

Whiskey24%

Rum14%

Scotch

8%

Beer

Whiskey

Rum

Scotch

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BASES OF PURCHASE

Method People PercentageBrand Name 46 51%Advertisement 25 28%Shop 11 12%Salesman point of view 08 09%

Interpretation:- Most of the consumer influenced by the Brand Name of the

product.

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CONSUMER AGE GROUP

AGE 15-20 20-35 35-45 45-60PERCENTAGE 19% 47% 21% 13%

Interpretation:- Most of the liquor drinker’s are in age group of 20-35 and a new age

category of 15-20 is emerging.

Company should launch some new category of brand with lesser alcohol

content to cash the opportunity.

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ANALYSIS OF OCCUPATION OF CONSUMERS

OCCUPATION NO. OF PEOPLE PERCENTAGEEmployedBusinessmanUnemployedRetired

4420157

52%23%17%8%

Interpretation:- Most of the liquor drinkers are the employed person i.e., service class

person uses alcohol mostly.

Percentage

52%Businessman

Unemployed

Retired8%

Employed

Businessman

Unemployed

Retired23%

17%

Employed

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ANALYSIS OF INCOME OF CONSUMERS

INCOME NO. OF PEOPLE PERCENTAGE0-50005000-1000010000-15000More than 15000

12253617

13%28%40%19%

Interpretation:- Most of the consumers of alcoholic liquor belong to the 10000-15000.

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REASON FOR PREFERRING A PARTICULAR BRAND

Quality 45%Taste 30%Availability 15%Price 10%

Interpretation:- One of the factors which customers basically considers

while selecting a brand is the quality and availability and price plays lesser role

in deciding a brands.

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MEDIA PREFERENCE OF THE CONSUMERS

MEDIA NO. OF PEOPLE

PERCENTAGE

RADIO/AUDIOMAGAZINENEWSPAPERSOTHERS

209634

22%11%10%57%

Interpretation:- T.V. Media is mostly effect the Consumer buying Behavior.

Percentage

22%

11%

10%57%

Radio/Audio Magazine

Newspapers

Others

Radio/Audio Magazine

Newspapers

Others

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ATTITUDE OF CONSUMERS IN THE ABSENCE OF HIS FAVORITE BRAND

PREFER A DRY DAY 15%GOTO ANOTHER SHOP 31%SWITCH OVER TO ANOTHER BRAND

54%

Interpretation:- Reason for asking this question is to check the consumer’s

loyalty and to classify them into Hard Core, Soft core and Switchers and also to

check how much segment of the market can stick to a brand even incase of its non

availability.

REASON FOR TAKING ALCOHOLIC DRINKS

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FOR ENJOYEMENT 55%TO GIVE COMPANY TO FRIENDS 19%FORGET PAST 22%NO SPECIFIC REASON 04%

Interpretation:- 55% of the customers drink alcoholic liquid just for enjoyment

and there is no specific reason for taking drink4%, taking it to give company to

their friends 19%, Drink it to forget bad past or to enjoy the happy moments

22%.

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FREQUENCY OF DRINKING

PERCENTAGE OF THE RESPONSE

DURATION PERCENTAGE OF THE RESPONSE

Daily 5%After 2-3 days 12%Once in a week 16%Once or twice in a month 26%Occasionally 41%

Interpretation:- Most of the people take drink occasionally and daily drinkers are rare

in number.

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SIZE PREFERRED BY PEOPLE

750 ML (FULL) 20%

375 ML (HALF) 30%

180 ML (QUARTER) 50%

Interpretation:- In the study, most people preferred to take 180 ml bottle. They

were of the opinion that the little quantity suits them and given satisfaction. It is

only when large no. Of friends come together, they purchase 750 ml bottle.

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FINDINGS

  The most vital range of Mohan Meakin of whisky, Beer, Rum, Vodka & other fruit juces

and drinking products are there a large market segment is unaware with their products and

some  people even don't know that a particular brand exist in the market. The main think is

that to make aware the customer to there brands and there products.

In case of Colonel's Special Whisky more then 47% of the market is unaware of it, so the first

and foremost step to increase the market share is to make the people aware of Mohan Meakin

range of whiskies. The measures that can be done to make the people aware of brand name

are.

To promote the brand name through various media sources like satellite, television,

magazine and novels etc Liquor is not a necessary good, so its advertisement should

be such type that the effect present in the mind for some times. As the advertisement

of the liquor I` banned On National Channel, so the other products like mineral water

and the juices of the same brand must be advertise on the television This can be

simultaneously make the people aware that Mohan Meakin is also preparing

nonalcoholic drink, as presently less then 10% of the people's ears aware of it.  

Sponsoring some important event like national championship of any sports to naked

the promotion of the company. This type of promotion also creates a good image of

the company as once clone by Director's

Special of Shaw Wallace on sponsoring the cricket match between India and England

The most important way of promotion is the display of The posters and dangles of the

brand of the Mohan Meakin at the retail shop. The display must be eye catching as it

is the final way to attracting a consumer towards its products.

These all promotional scheme will definitely help the company to increase the

profit of the company and also the market shares of the company.

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MARKET STRENGTH OF MOHAN MEAKIN LTD.

TOWARDS DIFFERENT CHARACTERISTICS

CHARACTERISTICS MARKET STRENGTHV.HIGH HIGH LOW V.LOW

Distribution Market Share Advertising Competition Growth Rate Pricing Product Quality

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LIMITATIONS OF THE RESEARCH

There was various constraints facing the research project which have limited the degree

of detail of the problem: -

Since the survey was conducted only in Lucknow a narrow view of the role of

Mohan Meakin in U.P. could be obtained.

It was important that the number of questions in the questionnaire do not exceed

due to financial constraints and due to the fact that if the questionnaire was too

long the number of responses would have refused to give a large amount of

time.

Due to lack of secondary data very specific hypothesis could not be formed.

Due to individual differences it could be possible that a respondent did not

understand the question and thus gave a wrong response.

Lucknow is a big city so care has been taken to cover all the areas of the city but

rural areas could not be covered.

Some people also questioned about why the survey has been conducted and

were suspicious about given the information.

Some people had no idea about the brand while they are having liquor.

The consumer does not reveal some time the correct information so basis comes.

The study is Limited because every people are not the consumer of liquor.

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SUGGESTIONS

Although the company is running well and marketing efforts for the sales promotion but

in spite of all that there are following suggestions, which I would like to put for

betterment of Mohan Meakin Ltd., Lucknow.

Since the company brands of whiskey are not very popular so it will be

beneficial for the company to adopt some sales promotion schemes to increase

the sale and to generate the brand awareness in the consumer’s minds.

Company should give some gifts and incentives to retailers because salesman of

retailer play very important role in the sale of alcoholic product and ask the

retailers to display company’s brands on their display. These gifts & incentive

can be in the form of sweater, table clock, wall clock, dinner set, tea set, t-shirts

etc.

Company should also give gifts to the consumers with brands; these gifts can be

in the form of key chains, openers, pens etc.

Company can also give lucky coupons with brands. Since most of the consumer

belong to the age group 20-35 and belong to well educated people so the

company should advertise its brands mostly in newspapers, T.V., magazines etc.

During my research I found out of the competition of Mohan Meakin has a strong

promotional scheme. So beating the competition company must follow strong

promotional schemes for salesman as well as consumers also. Since consumer pay their

attention on taste and quality and packaging of the bottle while making a purchase

therefore company should pay more attention on attractive packaging and quality of

whiskey.

First and foremost important thing is that there must be regular feedback from

the retailers and consumers about the product.

Company should provide special discounts, gifts like attractive glasses to the bar

in order to promote and make the brand popular.

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CONCLUSION

Through my study on Market Analysis of IMFL (Indian Made Foreign Liquor) of

Mohan Meakin Ltd., I have come upon the following conclusion: -

Mohan Meakin manufacturer of different brands of whisky as Black Night,

Diplomat and even other alcoholic as well as non alcoholic products such as: - Rum,

Gin, Scotch, Vodka, Juices, Vinegar and mineral water. The company has 23% of

market share of the Indian alcoholic market.

Main selling product of the company is Old Monk Rum, which is always in short

supply in the market.

Company has a very nice and cooperative staff in its organization. On the basis of

research company should make investment on sales & promotion for his product in the

market to increase the sales of product and to capture the big share of the market.

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BIBLIOGRAPHY

BOOKS: -

Marketing Management, Analysis, Planning, Implementation and controlBy: - Philip Kotler

Marketing Research, Principles, Application and Caseso By: - Dr. D.D.Sharma

Research Methodology By: - Devendra Thakur

Principles Of Marketing By: - Philip Kotler

Statistics for business and economicso By:- R.P. Hooda

JOURNALS: -

The Economic Times Business Today Times of India (Lucknow Edition)

WEBSITES: -

www.hinduonline.net (For Achieves etc.)

www.thedistillery.com (For alcoholic references)

www.upgov.nic.in (For Law References)

www.google.com (For searching information)

www.kingfisherworld.com (For alcoholic references)

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ANEXTURE

QUESTIONNAIRE

In survey method of data collection, questionnaire is a popular means of data collection

instrument. A questionnaire is a structured, standardized format of data collection to record

urban response to questions. It is utilized when population is very large. Generally

questionnaire is used to record consumer awareness attitudes, opinions, prior and present

behavior and to make extensive interviews of salesman & consumers.

ADVANTAGES: -

Versatility

Speed and Cheaper cost

Easy in Communication

Better Control

PROBLEM IDENTIFICATION: -

On making the initial survey on sales promotional strategy applied by the companies it was

found that medium range brands are popular among consumers. But it was found that none of

the Mohan Meakin brand of whisky is popular and highly reliable though it leads in rum, as

its rum Old Monk is extensively popular and always in short supply. So I found out that

selling and marketing of medium range of whisky of the companies is the main problem and

decided to survey only this range of whisky in the market.

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RETAILER’S QUESTIONNAIRE

Name of Shop/Retailer:-..………………………………………………………..

Address:-…………………………………………………………………………..

Contact Number:-…………………………………………………………………

1. What brand you sell most?a) Whiskey ( )b) Rum ( )c) Vodka ( )d) Gin ( )e) Brandy ( )f) Other ( )

2. Which age group you deal most?a) 15-20 ( )b) 20-35 ( )c) 35-45 ( )d) 45-60 ( )

3. Do you sell MML product if not so why? _______________________________

4. What would attract you to sell MML product?a) Free gifts ( )b) Incentives ( )c) Low prices ( )d) Better quality ( )

5. Product is demanded most in__a) Winter ( )b) Summer ( )c) Rainy day ( )d) Festivals ( )

6. What is the market position of MML?

a) Good ( )b) Average ( )c) Poor ( )

7. Which brand of MML you are selling most? ________________________________________________

8. Which liquor company representative visits you frequently? Specify. _________________________________________________

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9. Which company gives you gifts & incentives? Specify. ________________________________________________

10. Have you attend any liquor company’s meetings?a) Yes ( )b) No ( )

11. What did you find them? Informative............................. Entertaining............................. Educational............................. Interesting............................. Can’t say..............................

Date: - …………………

Location: - ……………. Signature

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List of Retailers Shops

Shop Name Owner Name Address

Purani Chungi Suresh Pratap Singh Purani Chungi, Kanpur Road

Purani Chungi Rupesh kumar Purani Chungi, Kanpur Road

Krishna Nagar - Krishna Nagar

Alam Bagh Alam Bagh Near: Bus Adda

Chandan Nagar Chandan Nagar Gate, Alam bagh

Vendhya Chanl Aish Jaiswal Near Vendhya Chal Mandir, Sita Pur Road Lucknow

Viktoria Ganj Om Prakesh Viktoria Ganj, Nakhash

Galla Mandi Raju Jaiswal Near: Galla Mandi, Sitapur Road.

Puraniya Croshing Near; Puraniya Croshing,

Kapoor Thala S. P. Singh Kapoor Thala, Aliganj

Tadhi Puliya Tadhi Puliya Chauraha Kurshi Road.

Madiyava Opp. Petrol Pump, Sitapur Road.

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RESUME

Name: Jitesh kumar Contact number: 7376869023e-mail address: [email protected]

Career Objective: To continue to strive for excellence at job and to have result oriented approach for me and for the growth of the company.

Professional Qualification: Master of Business Administration from Shri Ramswaroop Memorial college of enggeneering and management, lucknow affalited to G.B.T.U. Lucknow (U.P.)

Area of Specialization: Marketing and Finance

Academic Qualification:

BACHOLAR OF ART from C.S.J.M.University, Kanpur.(2010) HSC from U P Board, Allhabad.(2005) SSC from U P Board.Allhabad.(2003)

Trainings or Project:

Name of the organization : MOHAN MEAKIN LTD.

Title of Project: SALES PROMOTION OF LIQUOR BEVERAGES & FRUIT JUICE OF MOHAN MEAKIN LTD.

Duration: 45 days

Extra curricular activities: participate in college level programs

Personal Details:

Date of birth: 10/03/1987

Mother’s name: Smt. Binda devi

Father’s name: Shri Gayadeen

Hobbies: listening music

Permanent address : vill-& post kishundaspur disit- Raebareli (U.P.)

Date:Place: (jitesh kumar)

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