mohan meakin project
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
Co!. V.R. Mohan. Brig. Kapil Mohan promoted projects of Breveries, Distilleries
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,
Gin, Rum, Vodka, Beer etc.
PRODUCTS OF MOHAN MEAKIN LIMITED
1. ALCOHALI PRODUCTS
Whiskies Beer
Solan Impericals Golden Eagle Beer
Summer Hall Golden Eagle Deluxe Larger
Colone’s Special Gold larger Beer (Herbal Beer)
Colonel’s Premium Gymkhana Premium Larger
Golden Eagle Asia 72 Entrée upper Strong
Diplomat Deluxe Black Knight Super Strong
Black Knight Solan No. 1 Special larger
Solan No. 1 Old Monk Deluxe
King’s Castle Solan No. 1 Extra Strong
Meakin’s Black Knight Deluxe
John Wyte Guru’s Special
Old master’s Guru Super Strong
Knight Rider Guru Extra Strong
M.M.B. Big Ben London
Solan No. 117 Meakin’s 5000, 10,000 Sun Bird , Lion Larger.
Rum Brandy
Old Monk Gold Reserve Tripple Crown.
Old Monk Supreme Doctor’s Reserve No. 1
Old Monk XXX Golden Eagle
Old Monk White Rum MMB Black Brandy
Tusker Brandy DM
Black Beauty Doctor Resume No. 1
Stud Rum
Vodka Gin
Kalpansky Vodka Big Ben London
Dry Gin
MMB Gin
Orange Gin
Scotch Black Beauty Gin
Highland Queen Silver Mist
Meakin’s Dry Gin
NON ALCOHALIC PRODUCTS
Juice
Mohan Gold Gin
Apple Juice
Miner Water
Golden Eagle Mineral Water
Mohan’s Mineral Water
Venegars
Mohan’s pure Malt Venegars
Breakfast Foods
Mohan’s New Life Corn Flakes
Mohan’s Wheat Porridge
Other Food Products
Prickles
Jame and Jellies
Spices
Extracts
Brewer’s Yeast malt Extra
Exports
Beer, Rum, Whisky, Brandy, Gin
Textile Fabrics and Made ups
Leather Garments, Consumer Durables
LIQUORS IN INDIA
Competition and Companies
Liquor market is one of complex market today. The market is optimally saturated
by large number of companies pouring their brands in market, leading to
customer's likes, dislikes & in turn creating competition among the brands of a
particular range.
The buyer in liquor market has considerable responsibilities. He has to try to
reconcile a vast range of available brands from a wide range of companies &
consumer tastes Integrity & strengths of character are essential attributors in
addition to the buyer's skill, experience of knowledge of the brands he buys. It is
presumed that Indian market demand about 3 crore cases of liquor brands every
yea;-. However, exact data is no? available. The liquor made in India is known as
Indian made Foreign Liquor (IMFL), besides its country liquor marketing is also
operating in which raw wine is sold for poor & backward communities. Govt.
controls these markets up to some extent & the retailers share rest of the
responsibilities.
There is no evident competition & particular company in country liquor
market. The rates are fixed &y the Govt. & it is sold on this fixed prices only.
The market has a very high sale of beer, which is its maximum sale in
summer. There are a number of breveries making beer, including one most famous
company Mohan Gold Water Ltd. Haryar,a The alcohaiic contents vary with
different beer.
Categories Alcohoalic Content
Lager Beer 3-5%
Extra Strong Beer 5-8%
Super strong Beer 8 - 10%
More stiff competition among the major companies IS recorded in IMFL
brands. There are about six major companies. which are supplying their products in
all India market. The competition & activities are mainly concerned among these
companies. The major companies are :
Jagajit Industries Ltd. New Delhi
U.B. No.1 (McDowell & Co.) Madras
Shaw Wallace & Co. Kolkata
Mohan Meakin & Co. Mohan Nagar
Khodey's Distilliries Banglore
Herbertson's Ltd. Mumbai
The companies are manufacturing almost all ranges in IMFL liquor &
enjoying good reputation & sales. Besides all companies the wholesale owners
having their own retail shop are also fighting neck to neck to with that of other
most of the places. The effects of the competitions, companies range from better
scheme salesman's incentives. better distribution, more stoking of the products to
better credit facilities & good relation with the retailers. Each Co. tries to be better
of in all regards so that its sale may become optimum
The competition in different ranges among satisfactory selling brands may
be analysed :
Prestigious Brands
Peter Scot Whisky Khodey's Distillery
McDowell (P) U.B. NO.1
Royal Challenge Whisky Shaw Wallace & Co.
Highland Queen Mohan Meakin's Ltd.
Aristocrat (P) Jagajit Industries
The brand selling maximum is McDowelis NO.1 and a reason for this is its
lower price in comparision to other brands. The sale of this range is lower then that
of the other ranges because of its high prices.
Semi Prestigious Brands :
Aristocrat Whisky Jagajit Industries Ltd.
Diplomat NO.1 U.B. NO.1
Bagpiper Herberston's and Co.
Director's Special Shaw Wallace and Co
Democrat Khodey's Distillery
Colonel Special Mohan Meakin Ltd.
Cheap Range
Due to different in the excise duty and sales tax in different states the price
of liquor vary in a great deal. The liquor considered to be cheap range in a segment
may up to the middle range In another segment. However, the cheapest IMFL, is
also sold in the segment and so this range sometimes divided as :
Upper Cheap Range: Binnie Range. imperial
Middle Cheap Range; Satranj Baba
Lower Cheap Range: Mistress. Victor, Duke etc.
The sale within these ranges varies from market to market
Middle Range
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 Whisky
Old in Whisky Jagajit Industries
Hayward's Fine Whisky Shaw Wallace and Co.
Red Knight Whisky Khoday's Distillery
Gin :
Almost all the major companies in different ranges manufacturing Gin. In
semi-prestigious range Aristocrat Gin is sold maximum by both Dry Gin and
Forben Gin. Gin also available in the cheaper range, any Gin can be sold in the
market. since that particular range's customers hardly ask for a name However the
position Bonnis's Gin is exceptionally good.
Rum :
There are a good %age of consumers who have a larger appetite of rum. The
market is full of different brands supplies by different companies in different
ranges.
Old Monk Rum Mohan Meakin Ltd.
Hercules XXX Rum Khodey's Distillery
Capt. Henry Rum Jagajit Industries Ltd.
Brandy:
Brandy is either for consumers for medical purpose or is liked by a few
selected consumers. There are many markets where Brandy is sold almost in
negligible amount. A few brandies available in market are:
Aristocrat Brand Jagajit Industries Ltd.
Golconda Brandy Shaw Wallace and Co
Honey Bee Brandy U.B. NO.1
BRIEF OUTLINE OF LIQUOR
WHISKY :
It is the most popular liquor known all over the world. It is the sprit made from
starch. Best whiskies of the world are supposed to be produced in Scotland.
The production of whisky is a long and tedious process. Whisky straight distilled
in colorless and the colouring of certain brands is carried out in storage in wooden
casks and in some cases by addition of a small quantity of sugar caramels.
Imitation whisky is made from Ethyl Alcohal by colouring and flavouring. Various
whiskies get distinguished from another by various methods used in their
manufacturing and from the grains they are made.
BRANDY :
It is generally obtained from fruits, though most commonly used fruit is grapes.
The best quality of brandy is Cognac which is made in France.
The distillation of mark of grapes after fermentation is carried out in pot still and
aged. The change which takes place between the wood and the brandy, improves
the- spirit, air enters, oxidized some of the constituents
RUM :
Rum is distilled from the fermented juice' of sugarcane or mollases in such a
manner distillate has the taste, aroma, and charactorised generally attributed to
Rum, Best Rums are known to come from Jamaica, West Indies. Cuba, Fiji Island,
Mauritious and India etc.
Intact in all these country plenty of sugarcane is grown and the quality is best
suited for Rum Spirit.
GIN :
Gin is popular distilled liquor. It is sweetened or unsweetened grain spirit
flavoured with essential oil of jumper berries. Is is from these that Gin desire's its
main flavour In addition some other products including Angelica and Anise,
Corrinder's Line, Lemon orange Peel Liquor Cardamom Bitter Almond etc. are
also being used. While the major sources of flavours remains jumper berries. Other
constituents Are added to give it is kick and taste.
BEER :
Beer is a breverage made by fermentation of extracts obtained from carbohydrates
rich material barley. Among other carbohydrates rich material, barley has
properties which land to easier malting and subsequent extraction of fermentable
product.
Beer cans broadly classified as :
(1) Lager Beer (2) Ale
Lager beer are so named because they are laggered or stored after fermentation in
cold store house. This process leads to clarification and flavour development 'Jf the
final product. In the process of manufacturing these Beers, Yeast, which is settles
to the bottom fermented beer.
Also on the other hand are top fermented Beers where Yeast that is added floats on
the top during fermentation and is removed either by skimming or sucking.
VODKA :
Vodka is the spirit resulting out of distillation at very high proof. This result into
virtual non-existence of flavour in the resulting spirit which is naturally even after
distillation required for probability No flavour can be noticed. Vodka is neither
matured nor flavoured.
DISTRIBUTION SYSTEM
Here the company keeps only the units to sell. A distributor or whole seller firstly
pays excise duty in the area office. Obtain the necessary permit unit and then place
order according to his requirements to the company. These wholeseller are also in
fix number as licence holders. These are called TL2 (A) Rs 45 per alcohalic litre.
This amount is departed by L T2 to the excise office to get lease order FT-2
demand for 1000 bottles for 650 ml . Each first we concert it into alcohalic litre.
650 ml x 1000 botties = 650000 /1000 = 650
Rs 45 per litre total charge of
650.45 = Rs 29.25000
LT2 sells to retailers and bars. The stock of L T2 is under control of excise office.
When L T2 is supplied to the retailers or bars then excise charge is taken as
Wenfee to release to its retailers. Then retailers are called as L T2 . Wholeseller
supplies in bars also which excise department licences.
The distribution channel is:
Producer
↓
Wholeseller
↓
Retailer
↓
Bars and Restaurants
CHANNELS OF DISTRIBUTION
Mohan Meakin is a very large organization and has wide range of products. The
success of Mohan Meakin is closely related to its strong channels of distribution.
Company is selling its products in every part of the country. There it has the
countrywise distribution network. The company adopted the non - integrated
indirect type of distribution channel. Therefore each member of the channel is in
separate business identity, seeking I to maximize in its own profit.
Alcohalic products are excisable items controlled by the, govt. Channel members
of distribution of the company also works under the rules and regulations of the
govt. It is very necessary and compulsory for the every channel member to take the
licence from the govt. to perform his or her function. Government gives following
five types of licences :
FL 1 is given to wholeseller.
FL 2 is given to semi wholeseller of distribution.
FL 3 is given to products unit.
FL 4 is given to Bar holders.
FL 5 is given to retailers.
FL F.L 1 CSO consumer
Or
Manufacture – Depot --Canteen store -- Customers
Dept. of Army (CSO)
In this type of channel distribution, first two members of the channel are common
to the previous channel But the next number is different. Here the Bars which have
FL5 licence and Canteen Store Dept. of Army are the third and the final number of
the distribution channel.
In case of bars the agent of depot of wholeseller or depot delivers the required
quantity of products to the; CSD of the Army. Final delivery of the final product to
the CSD so done by the depot agent Then the product is sole to the qualified buyer
from CSD.
Sometimes manufacturer directly supplies the products to the bars.
Company also exports its products through Export House Delhi.
After sale tax excise taxes accounts for the maximum revenue for the state govt.
The main part of the excise revenue comes from the licence free which govt. has
imposed on various alcohalic products.
The distribution channel adopted by the company is:-
FL3 FL 1 FL2 FL5 Consumer
Manufacturer Wholeseller Dealers or Retailers Consumers Or depot semi wholesaler
This is the type of distribution channel of the company to supply tne finished
product.
In this channel of distribution manufacturing unit which has FL 3 licence supplies
the product to the next channel members i.e wholeseller or depot who have FL 1
licence. Company have 35 such depot situated at different places of the country in
such a way that the whole country is covered. Depots are also in separate business
identity. A person who is not the employee of the company runs it
But the works according to the contract with the company. They have their own
agents who book and fulfill the orders of the next channel member.
The next channel member is called district wise dealers They also possess the FL2
licence. They have to work in the fixed territory Dealers takes the products from
the proceeding channel members in still a bigger asserted lot but net as big as the
wholeseller. And then supply 10 the following channel member of his territory in
smaller lot.
Retailers or FL5 licence holders are the final channel members of the company's
distribution channel. After buying the product to ultim3te buyer in still small-
asserted lots to suit individual buyers requirements.
Company supplies its product to bars and CSD of Army also For this purpose the
company adopts another channel of distribution, which is as following :
1. FL3 → FL 1→ "FL4 → Consumer
Manufacturer Depot Bars Consumers
2. FL3 FL 4 Consumers
Manufacturer Bars Consumers
JOINT VENTURES
Mohan Meakin Limited has don joint ventures with vanous companies in order to
promote its products in the country and abroad. Some of its joint ventures till date
are with :
1. Me Donald and Muir Ltd Edwinburgh, Scotland (U.K). A separate joint
venture 'company has been corporate under^ the name Me Donald Mohan
Distilleries Ltd. with Head Office New Delhi.
2. Miss Bizzard and Rogers International (World largest liquor manufacturer)
located in France for the purpose the bottling distribution and marketing of
the Larson Cognac.
In present to the economic liberalization policy, Mohan Meakin has explored other
strategic tie pups with international Alcohalic Beverages manufacturers for the
purpose of not only introducing international brands in the Indian Market but also
to export products through their distribution network internally.
TOP TEN INTERNATIONAL PLAYERS
Company Country Capacity
(bect Lt. million)
Ab (anheuserlusch USA 102
Miller USA 53
Heinken Netherland 50
Foster’s Australia 36
Kirin Japan 33
Kronenbarig France 25
Coors USA 23
Brahma Brazil 23
Antartica Brazil 21
S.A.B. South Africa 20
COMPETITORS PROFILE
There are three other players in the fields of alcohalic beverages. They are :
Shaw Wallace Ltd:
The flagship company of Manu Chabaria Group. Shaw Wallace and Co. (SWC) is
diversified congregate with alcohalic beverages accounting for as much as 60% of
the revenue. The company also has business such consumer product, fertilizers,
pesticides, beer and consumer electronics. The liquor, beer, consumer product
business are functioning as a marketing arm in India. The Shaw Wallace Group has
a turnover of about 9000 . million Rs. in 1998-99 of which wine, beer, spirit, beer
division, contribution of about 500 million. Most of the brands of Shaw Wallace
are unmatched and most of them are market leaders.
Alcohalic products :
Whisky : Royai Challenger, Director's Special, Old Tavern etc.
Beer : Haywards 2000, Ha /wards 5000 etc.
United breveries ltd.:
United Breveries is the player in the beer market with around 40% of the market
share. UB is planning to invest in South Africa through equity participates in
materials Shargram Breverres Another joint venture in beer is on the Anvil with
Largo group in the African companies. Joint ventures are also planned in Nepal
and Sri Lanka. US group is shirting the brevery from Bangalore to use the land
former store development. In India the UB group had the turnover of Rs. 207.24
million and world wide turnover of 1 billion.
Alcohalic Products :
Whisky : Mc Dowell, Bagpiper, Gold Railand, Kingfisher
Beer : Kalyani, Black Label
Jagajit Industries Ltd.;
Jagajit Industries Ltd was found on 1994 Feb by Mr. L.P Jaiswal, Jagajit Industries
is today amongst topmost 150 companies in India. Its annual turnover is approx.
240 crore and its products line includes breveries, glass containers, plastic
containers, malt extract a malt milk food.
Alcohalic Products : Black Label. Aristrocart
MARKETING OF LIQUOR
(INDIAN CONTEXT)
Marketing and Distribution plays are important role in the industry's development.
in- this sense. the industry can be more or less classified under the FMCG
category. Liquor sales are also largely driven by brand popularity. To built brand
popularity, companies have to get retailers to recommend the brand to endusers.
The brands plays a critical role in building the fortune of the company. Given that
consumption patterns are more or less static, companies have a very few chances to
hook a customer. But once hboked to its product volumes are likely to be steady.
Therefore, adopting a 'brand-push' strategy may be a key success factor.
The strength and penetration of the retailing network are the key success factors.
As there are curbs on advertising liquor through other media. the companies
depend completely on retailers and other agents. This apart, with the exception of a
few States, liquor distribution is controlled. Controls can take various forms such
as Government-controlled markets and auctions.
Given these factors, companies face a difficult task in managing their supply chain.
On the one hand they have to manage the ever increasing demands of wholeseller
and retailers, and on the other hand they have to manage the red tape and
corruption associated with controlled marketed. Here again the difficulties will be
acute for new players.
While the IMFL sale in Maharashtra, W.B., J&K, Goa. Orissa, Assam, Meghalaya,
Tripura & Arunachal Pradesh is through open market it is by auction in Andhra
Pradesh, U.P. Rajasthan, Madhya Pradesh, Bihar, Punjab and Chandigarh and
Govt controlled in Tamil Nadu, Karnataka, Delhi 3. Kerala, Gujarat, Manipur,
Mizoram & Nagaland are enforcing prohibition.
States following the open market mode give good average to the IMFL marketing
company to choose the distributor -and to determine pricing. In case of distribution
by govt. and through auction powerful distributors exert influence on the margins
of the manufacture.
Brand-pull plays an important role forcing companies to go in for surrogates.
Liquor companies have (;ome out with a self regulatory code (Karnik Code) for
liquor aovertisement after some liquor ads drew the wire of Information &
Broadcasting Ministry. This code imposes strictures surrogate advertising and
timing of the liquor advertising slots.
The Beer and the IMFL cater to different segments The lowincome groups in the
urban areas and in the rural areas consume country liquor, Middle and High-
income groups of both urban as well as rural areas prefer the IMFL. Govt. controls
the pricing and distribution of country liquor. In certain states, distribution of MFL
is also controlled. The demand for Bee: is increasing steadily The market for Beer
lies mainly in the urban centers. Draught Beer is popular in Mumbai and Bangalore
where a large number of pubs are operating. During 1998-99 alcohalic be'verages
worth Rs. 870 million were exported, where as in 1980-31 the figure was only Rs.
6 million. The main markets are the UK the USA. the Middle East Australia,
Germany and France. Beer and Rum constitutes major part of India alcohal exports
An Indian company is even successfully exporting sparking wines, having set up a
100 % export oriented unit for this purpose.
SALES PROMOTION
Concept :-
It is an action with increase the volume of sales. Many management experts and
scholars have defined in promotion their way and experiences;
Philip Kotlerr Says; Sufes promotion consists of a wide variety of promotional
tools designed to stimulated earlier and stronger market response. They include
tools for consumer promotion (sample, coupans, money refund, price off trading
stamps, demonstration), trade promotion (buying allowance. free goods, push
money, cooperative advertisement), sales force promotion (bonus contests, sales
rules). Sales promotion efforts are directed at final consumer and are designed to
motivate, persuade and remind them of the goods and services that are offered.
Sales person adopts several technique for sales enhancement.
Objective :
Sales Promotion objective is consists with marketing objectives. However, they
may vary with the 3 type of target market and points of channel.
Me Carthy says; "The objective of sales promotion are to Inform. persuade or
remind consumers of the company's Marketing Mix"
In spite of the several objective there are three aspects,
Informing :-
Informing is to educate the consumers about the products. They must have aware
about product offered by the producers. They must be informed of a new product
and told that the new product work better than all other existing products.
Persuading :-
Sales person persuade consumer to buy products. They develop or reinforce a
favourable set of attitudes and influence their buying behaviour they supply
comparative information on various products so that consumer may be willing to
purchases the product
Remindings:
Leads the firms to reinforce the previously. satisfactory behaviour of the customer
Reminding the consumer of their past satisfaction will persuade them to say with
the product and prevent them from shirting to competitors.
PROJECT OBJECTIVE
Any project must have clear CUT objective and also it must be effective. The main
objective of the project is to tell that where are and where you have to go. if the
objective is clear started and understood, then half of the problem is solve.
Keeping the view in mind the main objective of the report is as follows:
To give idea about the market size of the liquor in the city and zonal break up of
sales figure in each category of consumption.
The expectation from the liquor company by retailers.
Under what condition retailer will help in pushing up the sale of the particular
company's product.
What are the consumer preferences In the consumption of liquor?
What are the promotional techniques applied by other companies and Mohan
Meakin Ltd.
How the consumer come to know about the brand of liquor?
What are the other techniques applied to push its sales.
How much sales promotion techniques companies are effective in the market.
LIMITATIONS
The limitations of project work are as follows :
• The study is limited because every people is not the consumer of liquor.
Geographically. it is very difficult to cover each and every person who
consumes the liquor
• It is a restricted trade. It is specially treated as a bad habit. The Government
also poses different type restrictions on this trade.
• The retailers do not want to reveal real data about sales. Sometimes they are
afraid of our intentions and do not believe surveyors like us.
• The study is based on primary data only.
• The study is only on the figure of regional demand because the demand and
sales in different categories of liquor have different demand and sales pattern
in different seasons.
• The number of retail shops of liquor are limited in a city so as it was
practically impossible to have a big sample size.
• Also consumer's behaviour and attitude comes in the way of survey.
RESEARCH AND METHODOLOGY
To meet the specific objective of the problem, primary data is collected. The
method of collecting primary data are :
Survey :
The process of selecting information from people Personal interview is
mainly the formal data collection either may be structured or unstructured, direct or
indirect.
Observation :
This process is nothing but recording information about people and their
behaviour without asking any specific questions.
PROBLEM IDENTIFICATION :
On making the initial survey on sales promotion strategy applied by the company;
it was found that medium range brand is popul3r among consumers. But it was
found that non of the brand of Whisky of Mohan Meakin is popular and highly
reliable among consumers. Though it is loaded in its Old Mank Rum that is most
popular but always in short supply. So I found that by selling and marketing
medium range whisky of the company is the main problem and I decided to survey
on this range of whisky in the market.
QUESTIONAIRE METHOD :
In survey mode of data collection is Through questionnaire Questionnaire is used
as structured, standerdised format of data collection to record urban response to
question if it is utilized. When population is large generally questionnaire is used
to record consumers awareness, attitude, opinions and present behaviour and to
make. interview to sales person and consumer.
PRACTICAL ASPECT :
Our research methodology in survey method is to obtain the expensive and clear
data to separate questionnaire which were constructed for sales person. They are
interviewed about the sales promotion method applied by the other companies.
Second was consumers questionnaire in which consumer's work was interviewed
about the drinking pattern and weather they are aware of any sales promotion
scheme; used by the company.
RESEARCH DESIGN :
There are generally two types of research design;
Exploratory Research
Descriptive Research
I have used exploratory research to discover the new promotion strategy to
enhance the market of Mohan Meakin liquor products
DATA COLLECTION METHOD :
This method is used to collect data in the form of primary sources as the need of
the project. In Lucknow city I have make survay through my formatted
questionnaire
SAMPLING PLAN :
I have surveyed 25 retails outlets end 110 consumers for collec~ing my data to
make my work simple.
During the field operation I took all possible efforts to minimize the errors. So
wrong information cautions >ire taken at every step of the questionnaire and
sufficient time was given to respond.
Consumer’s Response
Consumer belonging to the age group :
Age No. of People %age
15-30 41 37.27
30-45 37 33.63
45-60 22 20.00
60- above 10 11.00
Interpretation :-
Most of the consumers are about 15-30 years old who prefers whisky that is about
37.27%.
Analysis of Income Group of Consumer
Age No. of People %age
0-5000 19 17.26
5000-10,000 31 28.18
10,000-15,000 38 34.54
15,000-above 22 20.00
Interpretation:
Most of the consumers of whisky belongs to the middle and higher income group
(34.54%).
Point of purchase method of consumers :
Age No. of People %age
Brand Name 56 50.9
Advertisement 31 28.18
Shop Salesman 15 13.65
Point of Display 8 7.27
Interpretation:
Most of the consumers influenced by the name of the product (50.9%).
Analysis of Qualification of Consumers :
Age No. of People %age
Under graduate 32 29.09
Graduate 48 43.63
Post Graduate 19 17.27
Professional 11 10
Interpretation:
Most of the consumers of Whisky is graduate (45.4%).
Interpretation about brand to the consumer :
Age No. of People %age
Co-workers 31 27.27
Relatives 10 9.09
Friends 43 39.09
Advertisement 20 18.18
Other 4 3.27
Interpretation:
Most of the consumers of liquor product come to know about the brand name
through their friends. (39.09).
Analysis of Occupation:
Age No. of People %age
Employed 30 27.27
Business 16 14.54
Unemployed 55 50.00
Retire 9 8.18
Promoters send to shops :
Age No. of People %age
Mohan Meakin Ltd. 18 1-2 months
Jagatjit 100 Monthly
Mc Dowell (UB) 100 1-2 Month
Radico 100 Monthly
Shaw Wallace 100 Monthly
Herberston 75 2-5 months
Interpretation:
Most of this data the retailers are not interested to keep Mohan Meakin products
and Whisky, in comparison to other brands like as; Shaw Wallace , Redico, Mc
Dowells.
Interpretation about brand to the consumer:
Age No. of People %age
Co-workers 31 27.27
Relatives 10 9.09
Friends 43 39.09
Advertisements 20 18.18
Others 4 3.27
Interpretation:
Most of the consumers of liquor product come to know about the brand name
through their friends (39.09).
Analysis of Occupation :
Age No. of People %age
Employed 30 27.27
Business 16 14.54
Unemployed 55 50.00
Retire 9 8.18
Interpretation:
The result shows that most of the Whiskly users belongs to unemployed group
(50%).
Criteria of preference of the Brands :
Age No. of People %age
Taste and quality 44 45.4
Price 22 20.00
Availability 31 28.18
Other 13 11.81
Interpretation:
Most of the consumers of Whisky give their preference on taste and quality of
whisky (45.4%).
Media Performance:
Age No. of People %age
Television 50 45.4
Cinema 10 9.09
Audio 10 9.09
Magazine 25 22.72
Newspaper 15 13.63
Interpretation:
According to the data most of the users influence by television and magzine
(45.4% and 22.72%).
CONCLUSION
In my study on sales promotion of whisky of Mohan Meakin Ltd., 1 have come to
know the following conclusions :
• Mohan Meakin Ltd. manufactures different brand of whisky as Black
Knight, Diplomat Deluxe, Solan No117, . Company manufactures other
alcohalic products as Rum, Gin, Beer, Brandy I Vodka and non alcohalic
juice.
• The company has a market share of the Indian alcohalic market. The main
selling product of the company is Old Monk (Rum) which is of short supply,
mainly in CSD.
• Company has the nice staff in its all organization. Company has no
marketing department in its sales department.
QUALITY CONTROL
After making the people aware about the Mohan Meakin range of whiskies, the
next: steps to make the qualities of the whiskies Lip to the requirment by the
consumer e.g In case of the Solan Not whisky most of the consumer do not
preferred it by its poor taste in all the other ranges of whiskies of Mohan Meakin. It
is important for company to remain in touch with consumer constantly for
feedback related to their product.
Sales force personnel to keep the company abreast of the activities of its
competitors so that the counter strategies can be formulated and launched at the
right time and place.
This method will help the company to increase their brand awareness so there is a
better interaction between the consumer and company personnel.
After production and bottling of alcohal there are several decisions taken relating
to the products :
1. Branding :- Brand means a term. sign, symbol, design or a mix there have
used to identify the product of are company and to distinguished it from the
competitive produCts.
Mohan Meakin believes in multibrand for its product. It means that the
company develops more then one brand in the same product category There
are several reasons to adapt the brand for its product it means that the
company develops more then one brand in the same product category. There
are several reasons so adapt the multibrand strategy,
* The first and main reason to adapt this strategy is that the company produces
the alcohol of different strength, so different brand name are required for
each strength of alcohal
* The organization has several manufacturing units in different part of the
country and the different units produces the same products. So different
brands are required to preserve the separate identity of the unit. This is the
second reason to adapt the multibrand.
2. Bottling:- Alcohal is liquid in nature. Hence. bottles are required to contain
it. These bottles are made of glass and have beautiful shapes. The bottle's
holding the alcohal is the product immediate container and the primary
package.
For bottling the company has fully automatic, semi automatic, and manual
machines. At automatic machines, the company bottles the Old Monk Rum,
the market leader and on semi automatic, the company bottle the Diplomat
Deluxe.
3. Labeling :- It is very important to label 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 bottle, it contains a lot of
information about the product, regarding strength of the alcohal, promotion
appeal. brand name, companies or breveries name price, symbol, quality is
written on the lable of the particular company.
4. Packaging :- A package is a wrapper or container in which a product is
enclosed and sealed.
The package of the Mohan Meakin's alcohalic products includes the two
level of packaging i.e primary packaging and secondary packaging.
The primary package is that in which the particular brand of the company is
kept. This contains the label and the total information about the company.
The material or package that protects the primary package is the secondary
package. This provides the additional protection to the primary package and
bottles. The package are according to the weight and size of the product
5. Pricing :- Price of the product is the value of the product attributes
expressed in monetary terms which consumers pay or expected to exchange.
Pricing of the alcohalic products largely depends on the govt. policies.
Alcohalic products are fully excisable items. The top management set prices
of company's alcohalic products: several factors are taken into account by
the company s top management while setting the price. But product cost is
the main constituent. Company use the mark up pricing method. Companj
chooses this method because it wants enough return on the investment end
efforts
6. Marketing:- It is to bring out the product in to the market through several
distribution channels; and to introduce to the consumer through advertising,
publicity and sales promotion.
Company has 35 depots all over the India and then many dealers and
retailers are liked to it.
For sales promotion company has many funds for advertisement market
research and publicity.
FINDINGS AND RECOMMENDATIONS
The most vital problem of Mohan Meakin range of whisky is that a large market
segment is unaware with their products and some people even don't know that a
particular brand exist in the market 8.g
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 is 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 nonalcohalic 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 nake the promotion of the company. This type of promotion also creates a
good image of the company as once done 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
market share.
BIBLIOGRAPHY
The following books and periodicals , articals from various newspapers, web based
newspapers, websites have been consulted for writing up to this project.
Books :
Marketing research (Dr. D.D. Sharma)
Research Methodology (Dr. Elhanse)
Consumer Behaviour (Leon, Leslie Lazer)
Periodicals
Business India
Business World
Websites and Web Zones
http ://www.hinduonline.com (for achieves etc.)
www.google.com (for searching etc.)
www.thedistillary.com (for alcoholic references)
surf.quick.to/www (for searching to search engine)
Attitude of Consumers in Case of Non-availability particular
or preferred Brand
Attitude of Consumer Percentage
Prefer a dry day 15%
Go to another shop 31%
Switch over to another brand 54%
Percentage
15%
31%54%
Prefer a dry day
Go to another shop
Switch over to another brand
Reason for Preferring the Particular Brand
Performing Brand Percentage
Taste 30%
Strength 8%
Brand Name 20%
Price 25%
Packaging 0%
Easy available 35%
30%
8%
20%
25%
0%
35%
0%
5%
10%
15%
20%
25%
30%
35%
Taste Strength Brand Name Price Packaging Easyavailable
Percentage
Rating given to the brands selected
Brand Percentage
Diplomat Deluxe Whisky 38%
Black Knight 24%
Solan No. 1 7%
Colonels Special 31%
38%
24%
7%
31%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Diplomat DeluxeWhisky
Black Knight Solan No. 1 Colonels Special
Percentage
Product Awareness of Mohan Meakin Ltd.
Brand Percentage
Alcoholic 100%
Non-Alcoholic 20%
Mineral Water 7%
Snakes 9%
100%
20%
7% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Alcoholic Non-Alcoholic Mineral Water Snakes
Percentage
Reason for taking Whisky
Reason for taking Whisky Percentage
For enjoyment 55%
To give company to friend 22%
Forget Sorrow 4%
For some special occasion 19%
Percentage
55%
22%
4%
19%
For enjoyment To give company to friend Forget Sorrow For some special occasion
Popularity of Mohan Meakin’s Brand
Brand Percentage
Very Popular 27%
Popular 47%
Average 24%
Non-Popular 20%
27%
47%
24%20%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Very Popular Popular Average Non-Popular
Percentage
Analysis of Crazy Horse Whisky
Analysis of Crazy Horse Whisky Percentage
Poor 63%
Average 32%
Good 20%
Above 3%
Percentage
53%
27%
17%3%
Poor Average Good Above
Inference : It has proved to be the least popular brand among the major brand of
whiskies of Mohan Meakin Ltd., Only 18 out of 40 respondents have ever tasted it
out of which 63% found its taste poor, a mere 3% found its taste above average and
a neglibible 2% found its taste to be good.
Analysis of Knight Rider Whisky
Analysis of Knight Rider Whisky Percentage
Poor 58%
Average 2%
Good 35%
Poor 30%
Percentage
46%
2%28%
24%
Poor Average Good Poor
Inference : It is the non popular brand. It has the least popularity percentage. Only
18 out of 110 respondents have tasted it out of which 58% found its taste poor,
35% found its taste average, 2% found its taste average and 30% founded the poor
taste. Many of the consumers were of the opinion the this brand has no market and
they have never heard it of its name.
Analysis of Solan No. 1 Whisky
Analysis of Solan No. 1Whisky Percentage
Poor 48%
Average 34%
Good 11%
Poor 7%
Percentage
48%
34%
11%7%
Poor Average Good Poor
Inference : It is also not the popular brand of whisky of Mohan meakin Ltd. Only
48% out of 110 found its taste poor, 11% found its taste to be average, and only
7% of respondents found its taste to be good. This brand is having a rought taste
that’s why it is popular among army personals. So this brand is mainly supplies
supplies to CSD.
Analysis of Black Knight Whisky
Analysis of Black Knight Whisky Percentage
Above 13%
Poor 24%
Good 25%
Average 36%
13%
24% 25%
36%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Above Poor Good Average
Percentage
Inference : Most of he respondent were of the opinion that they choose the Black
Knight as substitutes when his favorites brand is not available. It shows the low
popularity %age of 36%.
CONSUMER’S QUESTIONNAIRE
Name : Age :
Occupation : Monthly Income :
1. Which brand of whiskies do you often use ?
2. You preferred the brand because of :
(a) Quantity (b) Brand (c) Price
(d) Avaialbility (e) Others
3. Give me your opinion about the brand of whisky that you know kindly
the following brands ;
(a) Very good (b) Good (c) Average
(d) Poor
4. Which product category of liquor do you used ;
(a) Rum (b) Whisky (c) Gin
(d) Beer (e) Vodka
5. From where did you come to know about the brand of whisky that you
purchase ?
(a) Advertisement (b) Co-workers
(c) Friends (d) Relatives
6. Approximately how bottle of whisky you have used last month ;
(a) 0-5 (b) 5-10 (c) 10-15 (d) 15- above
7. Which media do you prefer most ?
8. What is the main reason of having whisky ?
(a) Enjoyment
(b)For giving company to friends
(c) To celebrate some special occasion
(d)Any other
9. What is you opinion about the price of different Mohan Meakin Brands
of whiskies;
(a) Quite costly (b) Costly
(c) Reasonable price (d) Economical Price
Retailers questionnaire
Retailer Name :
Shop Address –
1. Which category of liquor do you deals in :
2. Which brand and type of whisky do the consumers wants the most ?
3. Which brand of whisky do you consider is the best?
4. Please tell about the order of important whisky selling ?
5. Which liquor company representatives visits on the shops ?
6. Have you got any gifts or incentives from company?
7. How many times they gifted you in the year ?
8. Do you prefer to sell mohan Meakin products ?
9. You would sell product if you get ?
(a) Free Gift (b) Incentives
(c) improved Quality (d) Low price.