Project Report On "Product Preference and consumer Behavior of Liquor in Lucknow city" For the Mohan Meakin Limited For the partial Fulfillment of the Award of the Degree of the Master of Business Administration Under Guidance of Submitted By Mr. Anil Dang Rakesh Kumar Joshi (Sales Manager) (MBA III rd Sem.) INSTITUTE OF CO-OPERATIVE & CORPORATE MANAGEMENT, RESEARCH AND TRAINING LUCKNOW
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Project Report On
"Product Preference and consumer Behavior of Liquor in
Lucknow city"
For the
Mohan Meakin Limited
For the partial Fulfillment of the Award of the Degree of the Master of
Business Administration
Under Guidance of Submitted By
Mr. Anil Dang Rakesh Kumar Joshi(Sales Manager) (MBA IIIrd Sem.)
INSTITUTE OF CO-OPERATIVE & CORPORATE MANAGEMENT,
RESEARCH AND TRAINING
LUCKNOW
INDEX
• Preface
• Acknowledgement
• Introduction
• Historical background of Mohan Meakin Ltd.
• Organizational Structure
• Structure of Sales Department
• Lucknow Unit of Mohan Meakin Ltd.
• Parent units of Mohan Meakin Ltd.
• Product Profile
• Products of Mohan Meakin Ltd.
• Liquor (Brief Outline)
• Distribution System
• Channels of Distribution
• Joint Ventures
• Top Ten International Players of Liquor Industries.
• Competitors Profile
• Sales Promotion (Concept)
• Project Objectives
• Limitations
• Research and Methodology
• Consumers Response
• Conclusion
• Quality Control
• Findings and Recommendations
• Bibliography
• Graphical Representation of Datas
• Consumers Questionaire Retailers Questionaire
PREFACE
The summer training project work has an objective to make management student
familiar with real life business situation and give an opportunity to the student to
understand the theoretical concept of marketing in practical way.
I am extremely happy to present the report before my respected teacher.
The. project report entitled to me is "Product Preference and Consumer
Behavior Of Liquor in Lucknow City".
As the liquor market in India is growing at rate of 30% approximate. The
competition is selling together day to day. This situation of tough competition and
entry of foreign companies in India promoted me to do the project work on this
restricted trade of liquor.
The project work was a great challenge for me. It gave me an opportunity to
collect and analyse the entire situation.
In the project work I have drawn zonal break up. It includes the preface
given by the retailers regarding sales. I have also analysed the 'selling, packaging
and consumption of liquor and their perception towards.
Mohan Meaking Ltd.
“He who drinks get drunk,
He who gets drunk falls asleep,
He who falls asleep doesn’t sin,
So let us all drink and go to heaven”
And when I am dead, don’t burry me at all
Just pickle my bones in alcohol
An amphara of wine at my heart and feat,
And then I am sure my bones will keep”.
These lines are form goseinny and undergo astrix
and Caesar and gift.
ACKNOWLEDGEMENT
The satisfaction and euphoria that accompany the successful completion of any
work would be incomplete unless we mention some of these persons, as an
expression of gratitude who made it possible, who's constant guidance and
encouragement served as become light and crowned our efforts and success.
This has been a great opportunity for me to undergo my summer training
project in Mohan Meakins Ltd. (Lucknow). I wish to express my sincere gratitude
to Mr. Anil Dang (Marketing & Sales Manager, Mohan Meakins Ltd. for providing
this opportunity to pursue the project.
My understanding of this subject has been affected most significantly to my
project guide Mr. Santosh Kumar Srivastava(Area Sales Manager) & Mr. Mohit
Sharma (Area Sales Executive) who provide me his expert advice, inspiration &
moral support inspite of his busy schedule.
I am also very much thankful to the staff members of the Mohan Meakins Ltd. I
learned so many things about marketing & other things related to Liquor industries.
It has been the great experience for me to work with them. With this, once again, I
would like to give thanks & my best wishes to everyone on Mohan Meakins Ltd.
(Rakesh Kumar Joshi)
INTRODUCTION
The use of alcohal as a drink is an old aged story in India as it appears that
the techniques for fermentation and distillation was available in the Vedic times. It
was then called 'SOMA RASA' and was used not only for invigorating effect but
also in worship. Today rot only has the consumption of alcohal been continued but
also it is an integral part of the ayurvedic system of medicine.
CAREW and Co. Ltd. for the manufacture of RUM set up the first
distillary'in the country at Kanpur in 1805 for the army. The technique of
fermentation and distillation and blending of alcoholic beverages was developed in
our country on the lines of practices adopted overseas practically and particularly
in Europe.
The distillery industry today consists broadly of two parts. one Potable
liquor and Industrial liquor. The potable distillery producing Indian made Foreign
Liquor and Country Liquor has a steady but limited demand with a growth rate of
about 8% per annum. The Industrial alcohal distillery, an the other hand is showing
a declining trend because of high prices of Molasses which is used as substrate for
production alcohal. The alcohal produced is being utilized in the ratio of
approximately 52% for Potable and the balance 48% for the Industrial use. Over
the years the Potable liquor industry has shown remarkable results in the
production of quality spirits.
The utilization of Ethyl alcohal or Ethanol now popularly known as alcohal
for industrial use is a recent phenomenan and its importance came into being
towards the end of the second world war, with protection being granted to sugar
industry in 1932 . A large number of sugar factories were established in the
country, particularly in Maharashtra and U.P. were irrigation facilities existed for
cultivation of sugarcane. This increase resulted in accumulation of molasses, which
resultantly caused unmanageable enviournmental problems. At that time the
demand for molasses was almost insignificant and the sugar mill's had to incurred
some expenditure on removal of this bye-product i.e molasses. For resolving these
problems a joint committee of U. P. and Bihar was constituted to explore the
possibilities of developing alcohal based industry for the purpose of utilization of
molasses. The committee in its report recommended the establishment of
distilleries for production of alcohal utilizing molasses as substrate. They also
recommended that alcohal produced by the distilleries should be admixed with
petrol to supplement motor fuel. The production of alcohal did not only help in
solving the rroblems of disposal of molasses. but it also filled up the gap in the
demand and the supply of the motor spirit. As the substantial quantity of alcohal
after meeting its requirement for manufacture of gasonal alcohal was diverted for
the production of alcohal based chemical in different part of the country. The
utilization of alcohal for this purpose progressed steadily and a substantial quantity
of alcohal produced in the country is now being utilized for the manufacturing of
solvents and intermediaries Till a few back a little more then 50% alcoha!
produced in the country was being utilized for production of alcohal based
chemical but after the decontrol of molasses in the year 1993 for production of
chemicals, dyestuff, synthetic rubber, polymer and plastic etc has received a
setback.
HISTORSCAL BACKGROUND OF MOHAN
MEAKINS LIMITED
The company traces its history back to the year 1855, when a brevery was
set up at Kasauli by Mr. Edward Dyer and Messro Dyer and company. During the
same century another contemporising gentleman named H.G. Meakins, who come
from a well known brewing family at Burrton -on- Tent founded Meakin and
company. He bought the Shimla and Kasauli Breveries and Dalhausi. Ranikhet,
Chaktrata, Darjeeling and built other at Kirkee. Both the firms E. Dyers and co and
Meakin and co. continued their activities in separate unit, under the second decade
of the 20th century when the two firms joined hands and a new firm was formed
under the name of Dyer-Meakin and company in 1935. When Burma separated
from India, the company was reformed with its Indian associates under the name
and style of Dyer-Meakins Breveries Ltd.
The company changed hand in 1950 when its control and management were
taken over by the Late 'Padamshree' winner N.N. Mohan as its Managing Director
who set up an ambitious Industrial Estate. drive its nomenclature from the name of
the founder Late 'Padamshree' winner N.N. Mohan. To mark the contribution of
Mohan's, the company name was changed from Dyer's Meakins Ltd. to Mohan
Meakins Breveries Company Ltd in 1967.
On the passing away of N.N. Mohan in 1969 his eldest son Col. V.R. Mohan
took over as Managing Director of the company. He introduced a number of new
products that are brand leaders ever today. During his entrepreneurship, he
promoted Mohan Gold Water Breveries at Lucknow, Mount Shivalik Breveries at
Chandig8rh cmd Mohan Rocky Spring Water Breveri.es Ltd at Khapoli. Co!. V.R.
Mohan was the mayor of Lucknow city. He was also elected as the member of
Rajya Sabha in 1972.
In the 70th, the manufacturing activities of the company were diversified
into other fields under the dynamic leadership of Brig Kapil Mohan (VSM), who
become the M.D. of company in 1973 after the tragic death of his elder 'brother
and Glass factories in Nepal, Bhutan and Kenya prov!ded technical expertise to
several Breveries and Distilleries in India. He with his spiritual power supports the
cause of worker's welfare and worker's participation in the management of the
company.
In the year 1982 the word Breveries was dropped from the name of the
company to remove the impression that the company is engaged only in Beer
marketing.
Lucknow Distillery is one of the manufacturing units of Mohan Meakins
Ltd. It was set up by the Dyer-Meakin and co. in the historic city of Lucknow
situated on the perennia. river Gomti The distillery is housed in the building built
about 400 years back by the Nawab of Awadh.
It is worth mentioning that Mohan Meakins has provided technical expertise to :
1. The Mohan Gold Water Breveries Ltd. , Lucknow.
2. Mohan Rocky Spring Water Breveries Ltd, Maharashtra.
3. Mount Shivalik Breveries Ltd., Punjab.
4. Arots Breveries Ltd., Andhra Pradesh
5. Nagaland Distilleries Ltd., Nagaland.
6. Mohan Breveries and Distilleries Ltd., Chennai.
7. Shivalik Kinema Private Ltd., Gwalior.
8. Maharastra Distilleries, Nagpur.
A saga that began over a century and quartar ago continues on its path of service to
its nation with dedication, courage and unflinching commitment to quality. Over
the year the company has embraced modernity and adapted to changing times. Yet
its basic value remains the same.
ORGANISATION STRUCTURE
B o a r d o f D i r e c t o r s
M a n a g i n g D i r e c t o r
D i r e c t o r f i n a n c e D i r e c t o r E x e c u t i v e D i r e c t o r D i r e c t o r D i r e c t o r D i r e c t o r
S e c r e t a r y
C h i e f E x e c u t i v e
A d m i n i s t r a t i v e P e r s o n a l M a r k e t i n g & S a l e s S t o r e P r o d u c t i o n A c c o u n tM a n a g e r M a n a g e r P a c k a g i n g M a n a g e M a n a g e r M a n a g e r M a n a g e r M a n a g e r
S a l e s S u p e r v i s o r D i s t i l l e r y
S a l e s P e r s o n a l C h e m i s t
BOARD OF DIRECTORS
1. Managing Director
Brig. (Dr.) Kapil Mohan,
VSM (Retd.)., Ph.D.
2. Executive Director
Mr. Rakesh Mohan
3. Dy. Managing Director
Mr. Hemant Mohan
4. Financial Director
Mr. P.D. Goswami
F.C.A., F.C.S.
5. Directors
Mr. Vinay Mohan
Mr. L.K. Malhotra
Mr. J.K. Jain
6. Secretary
Mr. H.N. Handa
B.Com. , F.C.A., F.C.S.,
A.M.C.I.A. (London)
7. Bankers
Punjab National Bank
8. Auditors
A.F. Fergusan & Co.
Chartered Accountants
New Delhi.
9. Solicitors
J.B. Dada Chanji & Co.
New Delhi.
10. Registrar & Transfer Agent
M/s Beetal Financial & Computer Service (P) Ltd.
Service (P) Ltd.
321-S, Chirag, Delhi
Near Shahed Bhagat Singh College, New Delhi-110017
11. Registered Office
Solan Brewery P.O. (Shimla Hills)
Himanchal Pradesh –173214.
WORKING DEFINITION OF MOHAN MEAKINS
LIMITED
AIM
“EXCELLANCE WITH ECONOMY”
STAFF
S - Ssincerity and Loyality
T - Tact
A - Awareness
F - Fact and Figure
F - Fidelity
TEAM
T - Togetherness and Trust
E - Enthusiasm
A - Absolute Loyality
M - Motivation
FIVE D’s OF MOHAN MEAKINS LIMITED
D1 - DETERMINATION
D2 - DISCIPLINE
D3 - DRILLS
D4 - DEDICATION
D5 - DRESS
STRACTURE OF SALES DEPARTMENT
Sales depot of the company works under the leadership of its manager Mr. Anil
Dang. Hje is also the Sales Manager of Mohan Meakins Limited. He looks after
the sales of Foreign Liquor.
Sales Supervisor is the next hierarchy of the sales Depot. After sales supervisor
Sales Personnel are the last hierarchy of the Sales Depot Sales Supervisor and
Sales Personal works under the Direct Control of the sales manager. They carry out
the orders given by the sales manager Mr. Anil Dang.
HIERARCHY
SALES MANAGER
↓
SALES SUPERVISOR
↓
SALES PERSONNEL
LUCKNOW UNIT OF
MOHAN MAKIN LIMITED
Lucknow distillery is in existence for last 100 years and its main building with the
land, was acquired by the company in 1855. It is situated at a distance of about 1
km from the great Imambara with 162 feet long and 54 meter wide arched roof i.e.
the largest arch in the world. The area occupied by the distillery is about 10 lakh
square feet. This is the place where famous products Highland Chief Whisky.
Triple Crown Brandy, D.M. Brandy , Old Monk Rum and XXX are manufactured.
The production is carried out in well equipped plants under the most hygienic
condition, because of increasing demand from defence service a separate bottling
hall now been installed here.
EXPORT OF MOHAN MEAKIN LIMITED
Beers, Rum, Whiskies, Brandies, Gins, Textile Fabrics and Made Ups.
These products are exported to many countries of the world
PARENT UNITS OF MOHAN MEAKIN LTD.
The registered office is situated at Solan near Shimla in Himachal Pradesh. Their
units are located at :-
Solan Distillery, Brevery, Bottling
Kasauli Distillery
Lucknow Distillery, Brevery, Botting
Mohan Nagar Distillery, Brewery, Glass Factory and fruit products unit.
Technical Collaboration Units of India
Tamil Nadu Distillery, Brevery, Botting
Andhra Pradesh Liquor Bottling
Maharashtra Distillery, Brevery, Botting
Punjab Liquor Bottling
Madhya Pradesh Liquor Bottling
Haryana Liquor Bottling
Goa Liquor Bottling
Kerala Liquor Bottling
OUTSIDE OF INDIA
Bhutan 3 units of Distillery and Liquor Bottling
Nepal 2 Liquor Bottling unit of Brevery
Kenya Distillery, Liquor Bottling.
COLLABORATION
France Larson Company
Kenya Mc Donald Muir Ltd.
INTEGRITY, CRAFTMANSHIP
AND TRADITION
OTHER AREAS OF PRODUCTION
Besides sprit Mohan Meakin diversified its product its product range, which is
noted below :-
Fruit Juice Gold Coin Apple Juice
Breakfast Food Mohan’s Corn Flakes
Mineral Water Golden Eagle Mineral Water
Vinegr Mohan’s Synthetic Vinegar
The company also exports leather goods, textile and garment besides Whisky, Rum
and Beer.
PRESENT SCENARIO OF THE COMPANY
Mohan Meakin’s is Rs. 1000 crores group with an annual turnover 210 crores
approx. In the year 2002-03. The compny is well established arid is known through
the country for same of its fines brands. Through the sales growth of it has been
declining for the last 2 years. The company’s hold and impact is more in Northern
India, compared to other part of the country. For operating in India the company
has divided it into five zones each one covering some states :
Zone 1 : Jammu and Kasmir, Punjab, Chandigarh
Zone 2 : U.P., Delhi, Rajasthan
Zone 3 : Bihar, Orissa, M.P.
Zone 4 : West Bengal, North East State
Zone 5 : Maharashtra, Goa
Regional Manager controls each Zones.
PRODUCT PROFILE
Every liquor company is based on the alcohal fermentation process, where alcohal
is the end product of the ethanal fermentation process. Alcohal drinks are a mixture
of alcohal or spirit water and minor ingredients known as congeries. The organic
name of alcohal is ethyl alcohal .It is a hydroxy! derivative of hydrocarban with
basic elements as Carbon, Hydrogen, Oxygen and chemical formula is C2HsOH .
The Indian liquor industry can be ana lysed by segmenting its into 3 parts:-
Country Spirit, Indian Made Foreign Liquor, Foreign Liquor.
Country Liquor:-
This is unorganized sector and occupying about 71 % Liquor market. Country
spirits are disilled, mixes or unmixed with spices or other ingredients in very small
quantities 4s to import taste and aroma. These are known under different names in
different areas of country such as:
PACHWAL WEST BENGAL
THAROAH PUNJAB
CHERAGAM TAMIL NADU AND KERALA
Indian Made Foreign Liquor :-
In this category products are Whisky, Brandy, Rum, Gin and Vodka. The
developing country like India where petroleum resources are limited utilization of
agriculture waste products for development of industries are the significant
importance. Sugar industries in this country are second bigger, thousand of tones
of molasses containing large quantities of sugar are available in the products.
Foreign Liquor :
In India this name’s used exclusively for liquors which are imported into the
country. This may include various brands of Scotch, Whiskies, French Brandy,