A SUMMER TRAINING PROJECT REPORT ON MARKET SURVEY ON SALES PROMOTION OF Submitted in Partial Fulfillment of MASTER OF BUSINESS ADMINISTRATION (MBA) PROGRAMME ( U.P. Technical University, Lucknow) (2008-2010) Submitted To :- Submitted By :- Director RBMI, Vikas Singh Greater Noida MBA 3 rd Sem Roll No. 0821170064 1
HI! IAM VIKAS SINGH , R.B.M.I. GREATER NOIDA . SUMMER TRINING REPORT ON M.M.B. LIQUER PRODUCTS.
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ASUMMER TRAINING PROJECT REPORT
ONMARKET SURVEY ON SALES PROMOTION
OF
Submitted in Partial Fulfillment of MASTER OF BUSINESS ADMINISTRATION (MBA) PROGRAMME
( U.P. Technical University, Lucknow)(2008-2010)
Submitted To:- Submitted By:- Director RBMI, Vikas SinghGreater Noida MBA 3rd Sem
Roll No. 0821170064
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RAKSHPAL BAHADUR MANAGEMENT INSTITUTE, GREATER NOIDA
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ACKNOWLEDGEMENT
A work without the blessing and the guidance of experienced is always half done and
unsatisfactory. The task of completing this project needs knowledge, experience &
guidance of the prominent person as mentioned in the subject line. My abundant and
most sincere thanks goes to the honorable guide for providing me with the necessary
facilities to carry out the project successfully.
I would also like to thank Miss Ritu Kapoor , Faculty Guide, RBMI, Greater Noida for
familiarizing me with the concepts of management, which were of great help to complete
this project.
VIKAS SINGH
MBA (3RD SEM)
Roll No.: 0821170064
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DECLARATION
I, Mr. Vikas Singh, hereby declare that the project entitled “Market Survey On Sales
Promotion Of Mohan Meakins Lucknow” is my original work, done by me.
Now it is an asset of Rakshal Bahadur Management Institute. All the rights of using this
project report lies with the institute. Unauthorized copying, hiring, broadcasting, or rental
of this project without permission from the institute will be considered illegal.
I have done my summer training under guidance of Mr. Ashok Rai (Marketing
Manager) of Mohan Meakins Lucknow”.
DATE…………………
PLACE………………..
(VIKAS SINGH)
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PREFACE
Project report :-
This sales promotion is provided a comprehensive introduction to the study of better
promotional strategy and decision making for the company.
In its report I have tried to make serious effort to discuss the various related promotional
planning for better position the market in Lucknow and solution of various problem
associated in direct and understandable manner.
This project report is divided into two parts . This project is flooded with number of
informative table and some diagrams .
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CONTENTS
1. Introduction………………………………………………………….09
2.Objective Of Research…...……………………………………..……. 11
3.Benifit Of Survey………………………………………………………13
4. Company Profile………………………………………………………15
(i) Historical Back ground.
(ii) Organisation Structure.
(iii) The Product Line.
(iv) Top Ten International Players.
5.Prduct profile…………………………………………………………..23
6.Sales Promotion …………………………………………………….....32
(i) Purpose of Sales Promotion.
(ii) Consumer Promotion Tools.
(iii) Trade Promotion Tools.
(iv) Business and Sales Force Promotion Tools.
7. Market Player Review………………………………………………..53
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8. Research Methodology……………………………………………….56
(i) Research Problem Definition.
(ii) Design.
(iii) Field Work.
(iv) Data Analysis and Interpretation.
(v) Research Design.
(vi) Primary Data Collection/Field Work.
(vii) Survey.
9. Data Analysis and Interpretation……………………………………72
10. Conclusion…………………………………………………………....93
11. Recommendation………………………………………………….....96
12. Limitation of the Study.……………………………….…………......99
13. Appendix..…………………………………………………………..101
(i) Reference…………………………………………………………102
(ii) Bibliography……………………………………………………..103
(iii) Questionnaire
Whole Seller/Retailer Questionnaire………………………….105
Consumer Questionnaire……………………………………….107
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INTRODUCTION
INTRODUCTION
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Main objective of this research is what are different technique of sales promotion applied
on different brands by the companies and Mohan Meakin and how much these technique
are objective finally compare the result of the companies with Mohan Meakin.
This report clearly mentions objective of the study and the research methodology utilized
in which both primary data and secondary data. The data collection method used is
structured non disguised questionnaire in which the types of questions used are open
ended, multiple choice and close ended.
The report contains a detailed view of the tasks, which have been undertaken to analyze
the Sales Promotion of Mohan Meakins. Various sets of questionnaire have been
prepared to know the preferences of consumers about the Mohan Meakins. Some of the
research area is whole Lucknow . This project reveals one of the important findings like
more and more displays of the window hiring and can be given to the Liquor Shop .
A detailed survey of the consumers was carried to find out their Promotion for Mohan
Meakins. The details of the methodology are stated below.
Area, is Lucknow research design: Exploratory and descriptive. Sources of information
are primary and secondary data. Data collection method structured non designed
questionnaire.
Types of questions used open ended, multiple choice and close ended. Sampling method
is random sampling.
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OBJECTIVE
OF
THE RESEARCH
OBJECTIVE OF RESEARCH
.
To know the different technique of sales promotion applied on different brands by
the Mohan Meakin.
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To know that these technique are objective finally compare the result of the
companies with Mohan Meakin.
To study the consumers preferences for Mohan Meakin.
To know the percentage of different age group of people that are aware about
Mohan Meakin.
To know the reason to buy drinks.
To know why was the advertisement being noticed by the consumer?
To create a top of mind awareness about Mohan Meakin in Lucknow by
providing the information to consumers.
To analyze the different brands of Mohan Meakin in market.
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Benefits of Survey
Benefits of Survey
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Usually, high reliability is easy to obtain--by presenting all subjects with a
standardized stimulus, observer subjectivity is greatly eliminated.
Surveys are useful in describing the characteristics of a large population. No other
method of observation can provide this general capability.
They can be administered from remote locations using mail, email or telephone.
Consequently, very large samples are feasible, making the results statistically
significant even when analyzing multiple variables.
Many questions can be asked about a given topic giving considerable flexibility to the
analysis.
There is flexibilty at the creation phase in deciding how the questions will be
administered: as face-to-face interviews, by telephone, as group administered written
or oral survey, or by electonic means.
Standardized questions make measurement more precise by enforcing uniform
definitions upon the participants.
Standardization ensures that similar data can be collected from groups then
interpreted comparatively (between-group study).
Surveys are relatively inexpensive (especially self-administered surveys).
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COMPANY
PROFILE
COMPANY PROFILE
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About Us:-
From a modest brewry to a premier liquor company has been inspiring voyage. Today, 6 distilleries
and 5 breweries from the vanguards of the house, with 6 more units on the drawing board. The three
main division of Mohan Meakins are The brewery Division, The spirits division and the food
division.
The Brewery Division :-
The soul of the beer lies in the brewing process. And from careful selection of hops to germination
of wheat, the same age-old tradition is maintained. Its priceless wealth is justifiably its
heritage.Pioneers of beer in India, Mohan Meakin are masters in the art of brewing.The brewery
units sprawling over numerous locations, are indeed a sight to marvel.The technology and stringent
quality control synonyms with concern of customer satisfaction.On par with global brands Mohan
Meakin labels heralds rich aroma and taste. As extremely invigorating beverages, they are highly
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favoured by connoisseurs and occasional drinkers alike.
The Spirit Division :-
Mohan Meakin has favourably converted its glorious legacy into valuable experience as a
base.Amply reflected in its status as the nations premier liquor company. With multi lacation units,
impressive integration process and skilled workforce, it has grown with tremendous strength. A
good beginning is a job half done. Mohan Meakin spirits and blends have withstood the test of time.
Secure as leaders, the group’s commitment to excel ensures quality and importantly customer
satisfaction. Spirits are extracted, even today, through the acclaimed Scottish Pot-Still method. Left
to mature in Oakwood casks, some of many years, the spirits when retrieved are exceptional in both
character and bouquet.
The R&D section oversees the upkeep of the high technological standards of the company manned
by highly qualified and experienced technical personal Mohan Meakin’s craftsmanship has no
parallel in India.
The Food Division :-
The food division is one of the success stories of the group. The vast range of its produce satisfy
myriad tastes, and has indeed carved a niche in million Indian homes for generations. Stringently
processed to capture the essence and flavor, together with rigid quality control, they are highly
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flavoured and indispensable the world over.
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 and co. during the same century another
counterpoising gentleman named H.G. Meakins, who came from well known brewing
family at burton-on-trent fonded Meakin &co. He bought the Shimla and Kasauli
Breweries and Dalhousie, Raniket, Chakrata, Darjeling and built other at Kirkee. Both the
firms –E.Dyre & co. Meakin & co, 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-Meakin & co. in 1935. When Burma separated from India,
the co. was reformed with its Indian associated under the name and style of Dyre-Meakin
breweries Ltd.
The company changed hands in 1950 when its contrl and management were taken over
by the late “ PADAMSHREE” winner N.N. Mohan as its managing director who set up
an ambitious industrial complex in the late 50s at Mohan Nagar, Ghaziabad. The Mohan
Nagar Industrial Estate drives its nomenclature from the name of its fonder late
“PADAMSHREE” winner N.N. Mohan. To mark the contribution of Mohan’s the
company name was changed from ‘Dyre Meakin Breweries Ltd.’ To ‘Mohan Meakins
Breweries co. Ltd.’ In 1967.
On the passing away of N.N Mohan in 1969, his eldest son “PADAMBHUSAN” co.
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 Breweries at Lucknow, Mount Shivalik Breweries Ltd. At Chandigarh
and Mohan rocky Spring Water Breweries Ltd. At Khapoli. Col. V.R. Mohan was the
Mayor of Lucknow city; he was also elected as member of Rajya Sabha in 1972.
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In the seventies, the manufacturing activities of the company were diversified into other
fields under the dynamic leadership of Brig. Kapil Mohan(VSM), who became the
managing director of the co. in 1973 after the tragic death of the elder brother col. V.R.
Mohan. Brig. Kapil
Mohan promoted projects of breweries, distilleries and glass factory in Nepal, Bhutan and
Kenya and provided technical expertise to several breweries 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 work ‘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 Meakins Ltd. It was set
up by the Dyre-Meakin & co. In the historic city of Lucknow on then perennial river
‘Gomti’. The distillery is housed in a building built about four hundred year back by the
Nawab of Avadh.
It is the worth mentioning that Mohan Meakin has provided technical expertise to-
1. The Mohan Meakin Water Breweries Ltd. Lucknow.
2. Mohan Rocky Spring Water Breweries Ltd. Maharastra.
3. Mount Shivalik Breweries Ltd. Punjab.
4. Artos Breweries Ltd. Andhra Pradesh.
5. Nagaland Distilleries Ltd. Nagaland.
6. Mohan Breweries and Distilleries Madras.
7. Shivalik Kinema Pvt. Ltd. Patna.
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8. Golden Drinks Pvt. Ltd. Gwalior.
9. Maharastra Distilleries Nagpur.
A saga that began over a century and quarter and quarter ago continues on its path
of service to the nation with dedication, courage and unflinching commitment to
the quality. Over the year the company has embraced modernity and adapted to
changing times. Yet its basic value the same-
Integrity,
Craftsmanship and
Tradition.
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LUCKNOW UNIT OF MOHAN MEAKIN LTD.
Lucknow distillery is one of the manufacturing unit of Mohan Meakin Ltd. It was set up
by the Dyer Meakin & Co. in the historical city of Lucknow at the bank of perennial
river “Gomti”. The distillery is house in building about 400 years back by the Nawab’s
of Awadh.
The production capacity of the company in Lucknow is 48 Lacs alcoholic Ltr. Per annum
& 18000 alcoholic Ltr. Per day. In Lucknow distillery there are about 900 workers
employed. There are 3 shifts in each duty of eight hours. Duration export the foreign
liquor departments where there is only one shift of eight hours and that too in the day
time from 8 am to 6 pm.
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Board of Directors
M.D. : Brig. Kapil Mohan.
Executive director : Mr. Rakesh Mohan.
Finance director : Mr. B. K. Malhotra.
Director LTD. : Gen. Harbaksh Singh Vrch.
Director LTD. : Gen. K. Bahadur Singh Ltd.
Director LTD. : Yusuf Khan.
Director LTD. : L. K. Malhotra.
Director LTD. : Justice Mr. H. L. Anand.
Secretary : Mr. H. N. Nanda.
Board of Directors M.D. Executive Finance Director Director Director Director Director
Secretary
Administration Labour Material Sales Store Production Officer & Manager Manager Manager Packaging Distillery Manager
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Sales Supervisor
Sales Personel
THE PRODUCT
PROFILE
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THE PRODUCT PROFILE
ALCOHOLIC PRODUCTS:
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 name for each strength. The another reason behind it is that. So many
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brand names of alcohol is the location of different breweries and distilleries at the
different places of the brands are given as follows :
RUM :-
Old Monk Supreme
Old Monk Gold Reserve
Old Monk XXX
Old Monk White Rum
Tusker XXX
Black Beauty
Stud Rum
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WHISKY :-
Solan No. 1
Knight Imperial
Diplomat Deluxe
Summer Hall
Colonel’s Special
Golden Eagle
King’s castle
Caller 337
Black Knight
MMB
Old Master’s
Crozt House
Black Rose
Blue Bull
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VODKA :-
Kaplansly Vodka
GIN : -
Bin Ben London
MMB
Silver Malt
Black Beauty
Meakin Dry
BRANDY :-
Triple Crown
Golden Eagle
Doctor’s Reserve No. 1
DM
MMB
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BEER :-
Golden Eagle Lager
Golden Eagle Deluxe Lager
Golden Lager Beer
Gymkhana Premium Lager
Asiad 72 Lager
Black Knight Super Strong
Solan No. 1 Special Lager
Old Monk Deluxe
Lion Lager
Stud Beer
Meakin 10000
Extra Strong Beer
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NON-ALCOHOLIC PRODUCTS :-
Besides alcoholic products Mohan Meakin ltd. Also produces non-alcoholic products.
Their non-alcoholic products are as follows :
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
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BREAKFAST FOODS :
Mohan’s New Life Corn Flakes
Mohan’s Porridge
EXTRACTS :
Brewer’s Yeast
Malt Extracts
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TOP TEN INTERNATIONAL PLAYERS
SL NO. COMPANY COUNTRY CAPACITY
(Million Hectare Ltr.)
1. Anheuser U.S.A. 102
2. Miller U.S.A. 53
3. Heinleken Neitherland 50
4. Foster’s Australia 36
5. Kirin Japan 33
6. Kroncnbarrg France 25
7. Coors U.S.A. 23
8. Brahma Brazil 23
9. Antarctica Brazil 21
10. S.A.B. South Africa 20
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SALES
PROMOTION
SALES PROMOTION
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Sales promotion is a key ingredient in marketing campaigns. We define it as follows :-
Sales promotion consists of a diverse collection of incentives tools, mostly
short term, designed to stimulate quicker and/or greater purchase of
particular products/services by consumer or the trade.
Where advertising offers a reason to buy, sales promotion offers an incentive to buy.
Sales promotion includes tools for consumer promotion (samples, coupons, cash refund