CONTENT 1. Acknowledgement
2
2. Preface
4
3. Intr Introd oduc ucti tion on of Majo Majorr Pla Playe yers rs in Be Beer er Br Bran ands ds
7
4. Objective of Research
11
5. Liquor industry in India
13
6. Different alcoholic drinks
16
Process of making Beer
20
7. Product Profile
23
8. Company Profile
27
Parent unit of Mohan Meakin Ltd.
32
Sister concern company of MML.
33
Product of the company
35
9. Competitors
39
10. Research Methodology
49
parameter used in research Various pa
11. Findings & Analysis
53
54
Option for other brand when preferred
brand is not available.
81
Are the consumers aware of the company’s
name whose brand they drink? Wholesaler & Retailer’s View
83 84
12. Conclusion
85
13. Recommendation
87
14. Limitation
91
15. Questionnaire
93
16. Bibliography
99
ACKNOWLEGEMENT First of all would like to thank MOHAN MEAKIN LIMITED, Which provided me a great opportunity of undergo my summer Training in such a prestigious prestigious organization. organization. Then I would would like to Thank Thank Mr B.N. B.N. Verma (Regional Marketing Manager, Mohan Meakin Ltd) in whose region I have done my training. I am especially thankful to to Mr. Anand Anand Mo Mohan han (Mark (Marketi eting ng Ex Execu ecutiv tive, e, Mo Moha han n Meaki Meakin n Ltd. Ltd.)) und under er whose kind guidance I have done my training. At the end I would like to thank Mr.Pradeep Kushwaha & all those who helped me during my training.
JITENDRA JITE NDRA YADAV ADAV
PREFACE Indian Liquor and beer industries share common characteristics arising form a similar policy framework. Country liquor, Indian made Foreign Liquor (IMFL) (IMFL) and beer are state state subject, with with each state controlling controlling the duty structure and distribution. Incidence of import and export duties result in high cost of interstate movements which has resulted in each state having attributes of a separate market. This Market research has been done for Mohan Meakin Limited for studying the “Market size of beer brand with respect to Mohan Mikin & other competitors ”. For this purpose market of Meerut has
been covered. For differentiating the behavior of consumers in this marke markett a survey survey has been been condu conduct cted ed throug through h quest question ionnai naire ress and responses of consumers and retailers have been recorded.The results may not be in accordance to the actual situation in the market because of small sample size and the limitation of area, but serious efforts have been put into get the best results.
Most Demanded Brand Name Haywards 5000 Mikin 10000 Kingfisher King Cobra Others
Company Name
% of Mkt. Share
SAB Miller M ML UB Group Cobra ……...
33% 29% 24% 06% 08%
INTRODUCTION OF MAJOR PLAYERS IN BEER BRANDS During my research I found following major players in beer marke
35% 30% 25% 20% 15% 10% 5% 0% Haywards 5000(SAB Miller)
Mikin 10000 (MML)
Kingfisher KingCobr Cobra a (UB Gro Group) up) (Cobra)
Others…..
As the summer season approaches the beer majors get active. This season is heating up with United Breweries, SABMiller and Mohan Meakins trespassing to each market shares.
All Indian beers are either lager (5 % alcohol – such as Australian lager) or strong lagers (8 % alcohol-such as the popular MAX super stro strong ng beer beer). ). Inte Intern rnat atio iona nall Brew Brewer erie iess Pvt. Pvt. Ltd. Ltd. Have Have rece recent ntly ly announced an intention to work with Mohan Meakin to produce and launc launch h an India’ India’ss first first brewe brewery ry at Sola Solan. n.,, Kingf Kingfis isher her,, Haywa Haywards rds,, Foster’s, Royal Challenge are popular Indian beer brands. The Indian beer industry industry has been been witnessing witnessing steady growth of
7-9%
per year over the last ten years. The rate of growth has remained steady in recent years, with volumes passing 100m cases during the 20062007 financial year. With the average age of the population on the decrease and income levels on the increase, the popularity of beer in the country continues to rise. The Indian beer industry has witnessed a big change during the last five years. The industry was previously dominated by competition between the Vijay Mallya-controlled United Breweries Group and the Manu Manu Chabb Chabbria ria-c -cont ontrol rolle led d Shaw Shaw Wallac allace. e. Th Thee scena scenario rio change changed, d, however, however, with the entry of SABMiller SABMiller in India. The international international beer giant giant start started ed by acqui acquiri ring ng small small brewe breweri ries es in the sought sought but then then compl complete etely ly chang changed ed the landsca landscape pe with with the
acquis acquisiti ition on of Shaw Shaw
Wallace’s beer portfolio for a reported US$13m in 2003. This gave SAB Miller Miller ownersh ownership ip of strong strong brands brands like Haywards Haywards 5000, along along with its existing brands. After the acquisition, SAB Miller focused on spreading its footprint across India, including opening new breweries in states where Shaw Wallace did not have a presence.
The SABMiller acquisition of Shaw Wallace gave the company a good position in the strong beer sector (beer with an alcohol content of 6% and over) which is the fastest-growing segment in the market. While SABMiller’s Haywards 5000 is the biggest-selling strong beer brand (a fact hotly contested contested by UB Group), UB’s UB’s Kingfish Kingfisher er is the largestlargestselling beer brand overall in the market. UB has been marking inroads into the strong beer segment during the last year. Kingfisher Strong, shoes sales five years ago were only equal to one-fifth of Haywards 5000, is now running neck and neck with Haywards Haywards-ind -indeed eed both companie companiess claim claim market market leadersh leadership ip of their their brands. There are some smaller, regional players too; of them one of the most impor importan tantt is Mo Mount unt Shiva Shivalik lik Brew Breweri eries, es, which which owns owns brand brandss like like Thunderbolt. Mohan Meakin is also a strong regional player in the country, though family rifts have prompted the family-owned business to put itself up for sale. Consensus between family members is proving difficult to reach reach,, out, out, with with comp compani anies es such such as SABM SABMill iller er and UB showi showing ng interest, the company’s fate should be decided soon.
OBJECTIVE
It is said that a well defined objective is half achieved. So make sure that our concerns concerns are being solutionised solutionised define the objectives objectives of this project.
The objectives are:
To determine the market position of beer produced by Mohan Meakin Ltd.
To determine the perception of consumer towards beer
of MML. know w the marke markett shar sharee of Mo Moha han n Meaki Meakin n Ltd. Ltd.,, To kno regarding to beer only. To determine the competitor of Mohan Meakin Ltd. To analyze the market expansion in future.
THE LIQUOR INDUSTRY IN INDIA
The alcohol industry is very important for the government. It generates an estimated Rs. 16,000 crore per annum in spite of the fact that the per capita consumption of liquor in India is the lowest in the world. The total liquor industry is worth Rs. 2,000 crore. IMFL accounts for only a third of the total liquor consumption in India. Most IMFLs are cheap and and are priced priced below below Rs. Rs. 200 per per bottl bottle. e. Alcohol Alcohol sales sales proce proceeds eds account for 45% of the total revenue collection in the country. Whiskey accounts for 60% of the liquor sales while rum; brandy any vodka account for 17% 18% and 6% respectively. MNC’s share is only 10% and they have been successful successful only in the premium and super premium ranges. Post WTO the government may have opened India to foreign distilleries, but the duty has been increased from 222% to 464-706%. This is due to the fact that there is a 100% customs duty, 150% contravening duty, local taxes, distributor’s margin, retailer’s margin and publicity publicity charges. charges. The cost is finally finally borne by the consumer consumer. Though the government claims that this is being done to protect the domestic liquor industry, the domestic industry accounts for 99% of the the mark market et shar share. e. Th This is prot protec ecti tion onis istt poli policy cy coul could d prov provee to be counterproductive counterproductive and lead to smuggling. As of now, now, only 45% of the sales are through legal channels and only 25% of this is duty paid for. Within India itself, the policy of alcohol retail differs form state to state. While some states like Maharashtra. Uttar Pradesh, and Tamil Nadu have a liberal policy, come states like Haryana and Andhra
Pradesh have had very bitter experience in trying to make these states dry and have eventually had to withdraw the policy.
DIFFERENT ALCOHOLIC ALCOHOLIC DRINKS
1. WHISKY Whisky is amongst the most popular distilled liquor known all over the world. It is made of malt and molasses spirit, which is obtained by distillation distillation of mash or cereal grains like maize, rice barley malt. Better the malt better the whisky. Large quantities of IMFL are manufactured in India and is the maximum sold alcohol. The content is whisky is 42.8%.
2. RUM Rum is a distillate from the fermented juice of sugarcane of molasses. RUM is characterized with its taste and aroma. Best rums are known to come from Jamaica, West Indies etc. The alcohol content of Rum is 42.8%.
3. BRANDY Brandy is generally obtained from fruits, thought the most commonly used fruit is grapes. The best quality of brandy is cognac, which is made in France.
4. VODKA
Vodka is a sprit resulting out of distillation at very high proof. This resul results ts in virtua virtuall NPN NPN existe existence nce of flavou flavourr in the resul resulti ting ng sprit, sprit,.. Which is neutral , even after dilution required for palpability. The traditional source of making vodka has been potatoes.
5. BEER Beer is not a distillate like the drinks mentioned above but it is a beverage made by fermentation of malt obtained form carbohydrate rich material barley. Hops are used to add taste while yeast is used to ferment the beer.
Beer is to two types : 1. Pilse ilsene nerr or Lage Lager r 2. Draught
Lager Beer is Beer is the most most common bottled Beer Beer found in in almost all the retail shops in the country. country. This Beer is served chilled and is of two ypes. Mild Beer alcohol content of 6.75%. Strong Beer alcohol content of 8.75%.
Draught Beer is served chilled in mugs and is generally available in Pubs only. It can be stored for 72 hours only and does not have any brand name. Mohan Meakins supports Draught Beer. 6. GIN
It is sweetened or un sweetend grain spirit flavoured with essential oil juniper berries and some other product including anglica roots, orange peel, cardamom, bitter almonds give it a kick and taste.
PROCESS OF MAKING BEER
INGREDIENTS: The basic ingredients of beer are water; fermentable starch source, such as malted barley; and yeast. It is common for a flavoring to be added, the most popular being hops. A mixture of starch sources my be used, with the secondary starch source, such as corn, rice and sugar, often being termed an adjunct, especially when used as a lower cost substitute for malted barley.
WATER: Beer is composed mostly of water, and water used to make beer nearly always comes from a local source. The mineral components of water are important to beer because minerals in the water influence the character of beer made from it. Different regions have water with different mineral components. As a result, different regions are better suited to making certain types of beer. For example, Dublin has hard water well-suited to making stout, such as Guinness, and Pilzen has soft water well-suited to making pale lager, such as Pilsner Urquell. As a result, it is argued that the mineral components of water have an influence on the character of regional beers.
STARCH SOURCE: The starch source in a beer provides the fermentable material material in a beer and and is a key key dete determ rmin inan antt to the the char charac acte terr of the the beer beer.. Th Thee most most
common starch source sued in beer is malted grain. Grain is malted by soaking it in water, allowing it to begin germination, and then drying the the partia partially lly germi germinat nated ed grain grain in a kiln. kiln. Malti Malting ng grain grain produc produces es enzymes that convert starches in the grain into fermentable sugars. Diff Differ eren entt roas roasti ting ng time timess and and temp temper erat atur ures es are are used used to prod produc ucee difference folours of malt from the same grain. Darker malts will produce darker beers. Nearly all beer includes barley malt as the majority of the starch. This is because of its fibrous husk, which is important in the sparging sparging stage of brewing, and high concentration of amylase, a digestive enzyme which facilitates facilitates conversion conversion of starch into sugars. sugars. Other Other malted and unma unmate ted d grai grains ns (inc (inclu ludi ding ng whea wheat, t, rice rice,, oats oats and and rye, rye, and and less less frequently, corn and sorghum) may be used.
HOPS: The flower of the hop vine is used as a flavoring and preservative agent in nearly all beer made today. The flowers themselves are often called “hops.” Hops were used in beer by jews in Babylon around 400 BC, BC, and and by monas monaster tery y brewe brewerie ries, s, such such as Corve Corvey y in Westpha estphalia lia,, Germ ermany any, from from AD 822, 822, thou though gh the the date date norm normal ally ly give given n for for widespread cultivation of hops for use in beer is the thirteenth century. Hops contain several characteristics that brewers desire in beer. hops contribute a bitterness that balances balances the sweetness of the malt; hops also contribute floral, citrus and herbal aromas and flavours to
beer; hops have an antibiotic effect that favours the activity of brewer’s yeast over less desirable microorganisms; and the use of hops aids in “head retention”, the length of time that a foamy head created by carbo carbonat nation ion will will last. last. The bitter bitternes nesss of beers beers is measu measured red on the International International Bitterness Units scale. Beer is the sole major commercial use of hopes. In the past, other plants have been used for similar purposes; for instance, Glechoma hederacea
Combinat Combinations ions of various various aromatic aromatic
herb herbs, s, berr berrie ies, s, and and even even ingr ingred edie ient ntss like like worm wormwo wood od woul would d be combined into a mixture know as gruit and used in the same way as hops are now used.
YEAST: Yeast is the microorganism that is responsible for fermentation in beer. Yeast metabolizes the sugars extracted from grains, which produces alcoho alcoholl and carbon carbon dioxi dioxide, de, and there thereby by turns turns wort wort into into beer beer. In additio addition n to fermentin fermenting g the beer, beer, yeast influences influences the character character and flavour. The dominant type of yeast used to make beer are ale yeast (Saccharomyces cerevisiae) and lager yeast (Saccharomyces uvarum) ; their use distinguisher ale and lager. Brettanomyces ferments lambics, and Torulaspor delbrueckii ferments Bavarian weissbier. Before the role of yeast in fermentation was understood, fermentation involved wild or airborne yeast.
PRODUCT PROFILE
This Th is rese resear arch ch focu focuse sess the the stud study y of alco alcoho holi licc prod produc uctt of Mo Moha han n Meakins. Thus it is important for us to known what Alcoholic drinks are. Alcoholic drinks are a mixture of alcohol or spirit water and minor ingredients ingredients knows as cogeneries. cogeneries. The organic name of alcohol is ethyl alcohol, which is derivative of hydrocarbon. Consumable alcohol has no flavor, flavor, only careful careful section of congeneries congeneries which is added during during fermentation process lead to a palatable product. Therefore alcohol drinks drinks offered offered world over are blended blended to provide provide uniform uniform blends, blends, bouquets and palatability.
The Indian liquor industry can be analyzed by segmenting into 3 parts :
1. Coun Countr try y Spiri piritt
1.
2.
Indian Indian Made Made foreig foreign n liqu liquor or
3.
Foreign Liquor
COUNTRY SPIRIT:
This is the unorganized sector occupying about 70% of the liquor market. Country spirits are distilled spirits mixed or unmixed with spice spicess or other other ingred ingredien ients ts in smal smalll quanti quantiti ties es to impor importt taste taste and and aroma aroma.. Th This is spiri spiritt is most most commo common n among among the lower lower class class;; it is
manufactured manufactured by local methods and has local names the most common being Dhara.
2. INDIAN MADE FOREIGN LIQUOR:
This liquor is not the contemporary Indian liquor. In these category products like whisky, rum, brandy and vodka are there. British’s had brought in this liquor to India later they set up distilleries distilleries and brewery to manufacturer it in India.
In post post inde indepe pend nden ence ce peri period od ther theree were were 28 dist distil ille leri ries es and and 5-6 5-6 breweries. Today there are 233 distilleries and 75 breweries in India. This shows the tremendous growth and acceptance of IMFL brands in India.
3. FOREIGN LIQUOR:
This is the imported liquor includes Beer and IMFL brands but the most common is scotch. Imported scotch is in great demand in India but the Indian. Govt. bans the import of bottled scotch whisky, whisky, though a limited quantity can be brought in for duty free shops, five star’s hotels and in bulk for local bottling by joint ventures.
COMPANY PROFILE
A saga that began over a century and a half ago, continues on its path of service to the world with dedication, courage and an unflinching commitment to quality. Over the years the Company has embraced modernity and adapted to changing times. Yet, Yet, its basic values remain the same-integrity, Craftsmanship, and Tradition. From old tradition spra sprang ng Mo Moha han n Meak Meakin in where here the the sanc sancti tity ty of anci ancien entt cult cultur ure, e, technological technological development and craving for quality are artfully blended into the products.
In the late 1820’s, Edward Dyer moved from England to set up the first brewery in India (later incorporated as Dyer Breweries in 1855) at Kasauli in the Himalayan Mountains. The Kasauli brewery launched India’s and indeed Asia’s first beer, Lion, which was in great demand by the the thirst thirsty y Briti British sh admin administ istrat rators ors and troops troops stati statione oned d in the sweltering heat of India. Lion was much appreciated as a beer, and one famous poster featured a satisfied British Tommy declaring, “as good as back home!”.
The brewery was soon shifted to nearby Solan. (Close to the British summer capital Shimla), as there was an abundant supply of fresh sprin springwa gwate terr there. there. Th Thee Kasa Kasauli uli brewe brewery ry site site was was conve converte rted d to a distillery, which Mohan Meakin Ltd. Still operate. Dyer set up more
breweries at Shimla, Murree Murree Brewery, Rawalpindi, Mandalay, Quetta and acquired interest in the Ootacamund Brewery (South India).
Another entrepreneur, H G Meakin, moved to India and bought the old Shimla and Solan Breweries from Edward Dyer and added more at Ranikhet, Dalhousie, Chakrata, Darjeeling, Kirkee and Ceylon. After the first World War, the Meakin and Dyer breweries merged and in 1937, 193 7, when when Burma Burma was was separa separate ted d form form India India,, the compan company y was was restructured restructured with its Indian assets as Dyer Meakin Breweries, a public company on the London Stock Exchange.
Following independence, N.N. Mohan raised funds and traveled to London where he acquired a majority stake in Dyer Meakin Breweries. He took over management of the company in 1949 and built new breweries at Lucknow, Ghaziabad and Khopoli (Near Bombay). The company name was changed to Mohan Meakin Breweries in 1967 (the word word “Bre “Brewe weri ries es”” was was drop droppe ped d in the the eigh eighti ties es as the the comp compan any y diversified diversified into other industries). On the death of N.N Mohan in 1969, his eldest son Colonel V.R. Mohan took over as Managing Director. He introduced a number of new products that are brand leaders today but died in 1973 1973,, soon oon afte fter taking king the helm elm. In the the 1970 970s the manufacturing activities of the company were diversified into other fields including breakfast cereals, fruit juices and mineral water under the leadership of Brigadier Kapil Mohan (Col. V.R. Mohan’s brother). Subsequently the word brewery was dropped from the company name
in 1982 to remove the impression that the company was engaged only in beer making. New breweries were built during the seventies and eighties at Chandigarh, Madras, Nepal and Kakinada near Hyderabad.
Today, oday, Mohan Mohan Meakin’ Meakin’ss principa principall brands brands are Old Monk rum and Gold Golden en Eagle Eagle beer beer. Its other other produc products ts includ includee diplom diplomat at Delux Deluxe, e, Colonel Colonel’’s Special Special,, Black Black Knight Knight Meakin Meakin 10,000 10,000 Summer Summer Hall Hall and Solan No 1 whiskies London Dry and Big Ben gins, and Kaplanski vodka. Asia’s original beer, Lion, is still sold in northern India.
PARENT UNIT OF MOHAN MEAKIN LIMITED
The registered office of Mohan Meakin Limited is situated at Solan in H.P. and its manufacturing and bottling centers are located at •
Solan H.P : Distillery, Brewery and Bottling
•
Kasauli H.P: Distillery
•
Lucknow U.P: Distillery
•
Mohan nagar U.P: Distillery, Brewery and Glass Unit, Bottling and Fruit Juice Unit.
SISTER CONCERN COMPANIES
A. IN INDIA: 1. Mohan Mohan cold cold water water brewery brewery Ltd. Lucknow Lucknow 2. Mohan Mohan Rocky spring spring Brewer Breweries ies Ltd, Ltd, Mahara Maharashtr shtraa 3. Mount Mount Shiva Shivalik lik Brewerie Breweriess Ltd, Ltd, Punjab Punjab 4.
Astob Breweries Ltd. A.P
5.
Nagaland Distilleries Ltd, A.P
6.
Mohan Breweries and Distillers Ltd. Madras
7.
Shivalik Kenima Pvt. Ltd., Gwalior
8.
Golden Drink pvt. Ltd., Gwalior
9.
Sidco Mohan kerela Ltd., Kerela
10. Mohan Chemical and Dyers Ltd., Kerela 11. Mohan Fruit Product MLd., Mysore 12. Mohan Sharmik Udyog Ltd 13. Mohan Zupak Ltd 14. Maharashtra Distilleries, Nagpur B: OUTSIDE INDIA:
1.
The company has helped to set up distillery under the Arug welfare project in Bhutan.
2.
The company has established a Breweries in collaboration with Himalayan breweries ltd. At
Kathmandu (NEPAL). (NEPAL).
3.
In kenya mohan moh an meakin (KENYA) (KENYA) ltd., has a distillery distiller y.
The company to operate in India has divided it into 5 zones each zone covering some states:-
Zone 1 :
Jammu & Kashmir, Punjab, Chandigarh.
Zone 2:
U.P., U.P., Delhi, Rajasthan, Rajasth an, Uttranchal.
Zone 3:
Jharkhand, Bihar, Bih ar, Orissa, Chattishgarh, M.P. M.P.
Zone 4:
West Bengal, North East State.
Zone 5:
Maharastra, Goa.
Franchise in Chennai looks after the southern states. Each zone is controlled by the Regional Manager.
PRODUCTS OF THE COMPANY
1) BEER: •
Meakins 10000
•
Golden eagle
•
Golden Eagle Deluxe Premium
•
Black Knight Super Strong
•
Solan No. 1 Extra Strong
•
Solan No. Super Strong
•
Gymkhana
•
Golden Eagle Strong Beer
•
Asia 72 Mild Beer
2) WHISKY WHI SKY:: •
Solan No. 1 Malt Whisky
•
Summer Hall
•
Colonel’s Special Malt Whisky
•
Golden Eagle
•
Diplomat Deluxe Malt Whisky
•
Black Knight Malt Whisky
•
King Castle
•
Celaar 117
•
M.M.B. Whisky
3) RUMS: •
Old Monk Supreme
•
Old Monk Gold Reserve
•
Old Monk White Rum
•
Black Beauty
•
Old Monk XXX Rum
4) BRANDIES: •
Triple Crown
•
Golden Eagle
•
Doctor’s Reserve No. 1
•
M.M.B
5) GINS: •
Big Ben London
•
M.M.B
6) JUICE: •
Mohan’s Gold Coin Apple Juice
•
Gold Reserve Mixed Fruit Juice
7) VODKA: •
Kaplansky Vodka
8) MINERAL WATER: •
Golden Eagle Mineral Water
•
Mohan’s Mineral Water
9) BREAKFAST FOODS: •
Mohan’s New Life Corn Flakes
•
Mohan’s Wheat Porridge
10) VINEGARS: •
Mohan’s Pure Malt Vinegar
•
Mohan’s Synthetic Vinegar
11) EXTRACT: •
Malt’s Extract
12) EXPORT PRODCUT: •
Beer
•
Rum
•
Whisky
•
Brandy
COMPETITORS
Today’s world is the competition. In every filed there is competition and the success of any company or product largely depends upon competition. Competition provides a good quality of product to the customer. If a company company has to survive in the market, market, then it has to face throughou throughoutt compe competit tition ion.. In liquor liquor indus industry try too the the compet competiti ition on is there there.. Th Thee increasing awareness and exposure to beer among consumers and the removal of quantitative restrictions gives big boost to the beer industry. It saw the emergence of new companies like future wine and spirit brand (P) Ltd (FWSB), (FWSB), set up recently by two two Non-Resident Non-Resident Indians (NRI’s) from USA. ‘BEER’ consumption in the country increased 7-9 % per year.
The major competit competitors ors of Mohan Mohan Meaki Meakins ns Ltd. Ltd. & the their ir main main Products are : 1. SAB mi miller •
Haywards 5000
•
Haywards 2000
•
Haywards Black
•
Royal Challenge
•
Knock out
•
Castle lager
•
Foster
2. UB group •
Kingfisher
•
Premiume
•
San Mighen
•
London Lilsnex
3. COBRA •
Kind cobra
•
Cobra bite
•
Cobra 5% premium
•
Cobra light
•
Cobra 0%
1. SABMiller India
SABMiller India is a wholly owned subsidiary of SABMiller plc, the second largest beer Company in the world over a hundred years of heritage.
SABMiller SABMiller India sojourn began in 2000 and in just a few years, its has cornered nearly nearly on third of the India India beer market with with brands such as as Haywards Haywards 5000. Haywards Haywards 2000, Haywards Haywards Black, Knock Out, Royal Challenge. Castle Lager and Fosters.
Based on consumer insights, SABMiller India has taken innovative measures to fill up the packaging, pricing, occasion and product gaps. Expertise on a global level has come in use to create many firsts in India India includ including ing the use use of one-w one-way ay bottl bottles, es, flash flash paste pasteuri uriza zatio tion, n, establis establishing hing draught draught standard standard,, and now Haywar Haywards ds Black-a Black-a genuine genuine stout beer.
With ten world-cl world-class ass breweri breweries es strategi strategically cally located across across India. India. SABMiller is well positioned to easily access and efficiently service the beer markets. The Company’s to India and ethos of quality is
reflected in the fact that it invested over Rs. 125 crore in the last two years to upgrade breweries in line with global standards.
SABM SABMil ille lerr is a mark market et faci facing ng and and bran brand d led led orga organi niza zati tion on that that continuously refreshes itself in pursuit of its mission of owning and nurturing local and international beer brands which are the first choice of the consumer.
The company invests in bottles, which are returnable in nature are accounted for as fixed assets in its books. The company pays to its customer customers/ag s/agents ents for returnin returning g the empty empty bottles bottles at the prevaili prevailing ng market prices. The company urges its customer/agents to return the empty bottles to the company for which the company will reimburse them at prevailing market prices.
2. UNITED BREWERIES LTD.
The UB group commenced its brewing operations as early as the 19th century (1857) with fire small breweries in South India. In 1951, a Scotsman named Thomas Leishman combined the five breweries to form United Breweries . The company was taken over by Vijay Malaya in 1947. In 1952 the company shifted its registered office Madras to Bangalore. In 1958 the name of the company was changed from United Breweries Breweries Ltd. To UB Ltd. In 1989 as a measure of diversification diversification the
company stated manufacturer of bulk drug, the pharmaceuticals on a priority basis. In 1992, 11 different different breweries were and amalgamated amalgamated with the parent company. company. In 1994 the company launched its ‘Kalyani ‘Kalyani Premier Strong’ and started exporting ‘Kalyani Export Special’ to U.K The company presently has 21 breweries under its direct or indirect control. Recently the company company has started started implemen implementing ting restruct restructurin uring g excise excise unless unless which it has dedicated to split its business into two-the core beer bus busin ines esss and and the the grou group p inve invert rtme ment nt busi busine ness ss.. Th Thee comp compan any y has has dedicated to focus on core business and to hive off non-core business. Unit United ed Brew Brewer eries ies launc launched hed the the count countri ries es prem premium ium ice beer beer to be introduced in Mumbai and selected cities of Maharashtra. The United Breweries Ltd. And its subsidiary Millennium Alcoveb Ltd. Have entered entered into a contract contract agreement with with Mohan Meakins Meakins to brew beer at the later’s facilities in Maharashtra, Uttar Pradesh, Andhra Pradesh and Daman. Mr. Mr. Ravi Ravi Jian Jianss mill millen enni nium um alco alcove veb b Ltd Ltd A subs subsid idia iary ry of unit united ed breweries breweries is in negotiations with an international international beer company for an equity joint venture to making a Super Premium Beer in India. UB Ltd. Has carried out a reorganization of its business by hiring off fours subsidiaries and making seven companies its fully owned aims apart from acquiring the sorghums business in South Africa breweries ltd.
Relawant of San Mighel and London Lilsnex, the new beer brands in it portfolio United Breweries (Holiday), a wholly owned subsidiary of united Breweries has entered into an agreement to acquire up to 75% of the paid of equity capital of Mangalore Breweries and Distilleries Ltd. UB group has signed reseller and license agreement to market steel first faster steaming media solutions Asia. UB Ltd. The largest beer manufacturer and marketing company, has launched two more premium brands-London pilsner Premium beer and London No. 1 Strong beer in Hyderabad
3. COBRA BEER
Cobra Beer is a British beer company founded in 1989 by Karan
Bilimoria.. The comp Bilimoria compan any y is base based d in Fulham Fulham,, southwes southwestt London. London. Originally brewed in Bangalore Bangalore,, India (now Bengaluru), for export for export to the the Unit United ed King Kingdo dom, m, the the comp compan any y now now has has cont contra ract ct brew brewin ing g operations in the UK (Cha Charles rles Wells ells), ), Poland Poland,, Belgium Belgium,, the Netherlands and India India.. Cobra Beer was founded in 1989 by Arjun Reddy and Karan Bilimoria, Bilimoria, then aged 27 and £20,000 in debt. A Cambridge law law grad gradua uate te and and qual qualif ifie ied d Char Charte tere red d Acco Accoun unta tant nt,, Bilimoria Bilimoria launched Cobra Beer after spotting a gap in the market for a less gassy lager. The beer was originally planned to be named 'Panther',
but the name 'Panther' did not portray the picture of India and hence a more suitable and iconic name i.e. 'Cobra' was chosen.
By way of introd introduct uction ion by Arjun' Arjun'ss uncle uncle Kesho Keshow w Reddy Reddy the two two founders were introduced to Mysore Breweries Breweries in India, who were the original brewers of Cobra beer. Cobra was first brewed in Bangalore (now Bengaluru) in 1990 and imported to the UK for seven years. In 1997 Cobra commenced brewing under licence with Charles Wells in the the UK. UK. A 125 125 year ear old, old, fami family ly run run brew brewer ery y and and the the lar largest gest inde indepe pend nden entt brew brewer ery y in the the UK, UK, Char Charle less Wells ells brew brew lead leadin ing g international beer brands including Kirin from Japan and Red Stripe from Jamaica Jamaica.. The business recently stopped brewing in Poland for cost saving reasons and returned brewing to contract breweries in the UK Cobra Beer has also partnered with Mount Shivalik Group, Group, the largest independent brewing company in India, to brew Cobra under licence for India’s rapidly growing domestic market.
Currently, Cobra presently produces five varieties of beer: •
Cobra 5.0% Premium
•
Cobra Zero %
•
Cobra Light
•
King Cobra
•
Cobra Bite
RESEARCH METHDOLOGY Researc arch h is common common parlanc parlancee refers refers to a search search for for Research – Rese knowledge. The Advanced Learner’s Dictionary of Current English lays down the meaning of research as “A careful investigation or inquiry specially through search for new facts in any branch of knowledge” According to Redman & Mory “A systematized effort to gain new knowledge.” Research Research MethodologyMethodology- It is the way to systematically solve the
research problem. It It may be understood understood as a science of studying studying how research is done scientifically. In it we study the various steps that are
generally adopted by a researcher in studying his research problem along with the logic behind them.
Types of research Design:-
1. Descrip Descriptive tive Resear Research ch Design Design – Descripti Descriptive ve research research studies studies are thos thosee stud studie iess whic which h are are conc concer erne ned d with with desc descri ribi bing ng the the characteristics of a particular individual, or of a group. 2. Hypot Hypothes hesis is Resea Research rch Design Design – Hypo Hypothe thesis sis testin testing g resea research rch studies (generally known as experimental studies) are those where where research researcher er tests tests the hypothes hypotheses es of causal causal relation relationship ship between variables. 3. Ex Explo plorat ratory ory Res Resear earch ch Design Design - Ex Explo plorat ratory ory rese researc arch h studie studiess are are also also terme termed d as formu formulat lativ ivee Resea Research rch studi studies. es. Th Thee main main purpose of such studies is that of formulating a problem for more more preci precise se invest investiga igatio tion n or of develo developin ping g the the worki working ng hypoth hyp othesi esiss from from and opera operatio tiona nall point point of view view. Th Thee major major emph emphas asis is in such such stud studie iess is on the the disc discov over ery y of idea idea and and insig insights hts.. As such such the resear research ch desig design n approp appropria riate te for such such studi studies es must must be flexib flexible le enough enough to provid providee opp opport ortuni unity ty for considering different aspects of problem under studies. Sampling- Sampling may be defined as the selection of some part
of an aggregate or totality on the basis of which a judgement about the aggre aggregat gatee is made made.. In other other words words,, process process of obtaining obtaining
information about an entire population by examining only a part of it. In most of the research. Types of sampling:1. Systema Systematic tic Samplin Samplingg- The most most practic practical al way of sampli sampling ng is to
select every ith item on a list. This kind of sampling known as systematic sampling. 2. Stratif Stratified ied Sampli Samplingng- If a populati population on from which which a sample sample is to be drawn does not constitute a homogeneous group, stratified sampling technique is applied in order to obtain representative sample. 3. Cluster Cluster Sampl Samplinging- If If the total total area area of interest interest happen happenss to be big one, a convenient way in which is sample can be taken is to be divid divided ed into into smal smaller ler non non-ov -over erlap lappin ping g areas areas called called clust cluster er known as cluster sampling. 4. Non probabi probability lity sampl samplinging- In case case of non probabilit probability y sampling sampling it is considered appropriate to use a random selection process where the probability of each cluster being included in the sample is proportional to size of the cluster.
VARIOUS PARAMETER USED IN RESEARCH
Research Design -
Descriptive
Data Source -
Primary & Secondary data
Research Instrument -
Questionnaire
Types of Questionnaire -
Structure and non-disguised
Sample Plan -
Meerut
Sample Size Sampling Procedure -
50
Non Probability sampling (Judgment sampling)
Sampling method -
Personal survey method through Preparation of questionnaire
ARE THE CONSUMERS AW AWARE OF THE COMPANY’S OF WHOSE BRAND THEY DRINK?
In Meerut 98% of consumer were aware of the company’s name but it had 72% of the Beer drinkers, A considerable of peo peopl plee knew knew the the comp compan any y’s name name thus thus it mean meanss that that the the awarene awareness ss of compan company y and and compan company’ y’ss image image affe affects cts the the consumers attitude. From the graph it can seen that Mohan
Meakins awareness among the consumer drinking its brand is 15% hence the company will have to do something to improve it.
CONSUM CONSUMERA ERAWARE WARENESS NESS TOWRADS DIFFRE DIFFRENT BRANDS. 60% 50% 40% 30% 20% 10% 0% UB
MML
SABmiller
OTHER
OPTIONS FOR OTHER BRNAD WHEN PREFERRD BRAND IS NOT AV AVAILABLE AILA BLE
From the survey it was obvious that the consumer once in a mood to drin drink k went went for for some some othe otherr bran brand d if his his pref prefer erre red d bran brand d was was not not available.
As from the response for question two in the questionnaire in U.P. Kingfisher lager, Kingfisher Strong, Meakins 10000
is the first preference preference of most most of the customers and and Golden Eagle, Royal Challenge, are secondary choice that is Beer are are dema demand nded ed when when the the cons consum umer er does does not not find find firs firstt preference brand. In Meerut Golden Eagle and Meakins 1000 100 0 Beer Beer are the maxim maximum um selling selling brand brandss hence it is impo import rtan antt for for the the comp compan any y to main mainta tain in its its regu regula lar r supply.The company should ensure that the supply of its brands which are maximum demanded in Meerut is regular so that that consu consume merr gets gets what what the the demand demanded ed and and doesn doesn’t ’t switch over to other brands.
WHOL OLE ESALE SALES S AND AND RET RETAILE AILERS RS COMPANY AND ITS BRAND
VIEW IEW
ABOU ABOUT T
THE TH E
In the survey when different retail shop and wholesaler were covered the vies the they gave about Mohan Meakins were as follows: The Company has good image in the market and its brands
are in demand. Mohan Meakin golden eagle beer is their best product and
henc hencee the the most most dema demand nded ed,, but but not not easi easily ly avai availa labl blee everywhere.
Some comp compan any y shou should ld also also impr improv ovee and and brin bring g new new Some packaging techniques. Attractive packing with more of shelf display can definitely influence the buying behavior of the consumers.
Giving free gifts to the people who can boost up the sales to great extent should encourage the counter salesman.
CONCLUSION During our research we found out that the brands of Mohan Meakins in the Beer Segment specially Meakins 10,000 and Golden eagle beer
is
performing well. The demand of Golden eagle beer in the market is good but not easily available every where Company has got good imag imagee amon among g the the gene genera rall publ public ic.. Othe Otherr bran brands ds like like king kingfi fish sher er,, Haywards 5000 have also got good presence in Meerut.
HAYWARDS 5000 is the undisputed leader in the strong beer segment. Other ther bran brands ds like like King KingFi Fish sher er,,
Cobra obra,,
Roy Royal Chall hallen enge ge and and
Thunderbolt is also performing well in their segment. Some international brands like foster have got very good presence in the beer segments in Meerut market. As far as Mohan Meakins is concerned the major position of its turno turnove verr throu through gh meaki meakin n 10,000 10,000 and Gold Golden en Eagle Eagless these these are the largest largest selling brands in the beer industry after Haywards 5000 but the company badly needs to promote other brands because neither of them has hot good presence at the national level. The company needs to adopt aggressive marketing strategy and brand promotional schemes in order order to comp compete ete with with the the increa increasi sing ng influe influence nce of UB group group and SABMiller.
RECOMMENDATION From the survey of retailer and wholesaler it is clear that not only brand positioning, brand image and consumer demands are the not only controlling factors of the sale of product of the company but the wholesaler and the retailer also play a major role. Mohan Meakins should thus focus on the following points.
AVAILABILITY
It is necessary for the company to maintain a regular supply of its products products and brands, They should fulfill the demand of the wholesaler so that product can be available in the retail market. The consumer should get the brand he demands otherwise he shifts to other brands and frequent shifting affect the sales of company and the consumer could even change the preference of his brand.
PROFITABILITY
As we have seen form the wholesalers and retailers view that they sell those products which earn them greater profit margins. Therefore the company should give the wholesaler greater profit. Margins so that has more profit and in turn retailer also gets a greater profit margin.
EXTRA BENEFITS
Since only 4-5 firms operate in the market it is essential for the company to give extra benefits and gift to the wholesaler and salesman at retail outlets to maintain good relation with them. The company can offer them free gift like playing cards, Key-Rings, Wine, glasses and T-Shrits. In return the salesman at the retail outlet create the demand of the company’s brand. The company should send
its marketing team into the market regularly so that the performance of the company’s different brands could be studies and a follow through action plan be developed. This will also help the company to maintain good relation with Beer & Hotels and the wholesalers and retailers.
LIMITATION Duri During ng the the proce process ss of a resear research ch a person person comes comes across across certai certain n restrictions certain limitations. Some of these limitations are overcome while come have to be overlooked for the smooth conducting of the research. Some of these restrictions are: Liquorr is such such a produc productt that that the the wholes wholesal aler er,, retai retailer lerss and Liquo consumer fear to come out with information.
markets, it was impossible impossible to cover Due to the wide area of the markets, each and every retail shop, hence only few shops were covered.
The such had to be completed in 8-10 weeks, which is not enou enough gh time time to cove coverr the the mark market et.. So time time was was the the majo major r constraints in conducting the study.
QUESTIONNAIRE FOR CONSUMER Ques.1- Do you drink liquor? a) Yes
b) No
Ques. 2- You take liquor in form of... a) Beer
b) Whisky
c) Rum
Ques. 3- Your Your age is……… a) 15-25 yrs.
b) 25-35yrs.
c) 35-45yrs.
d) 45 & above
Ques. 4- Who introduced you to drink Beer? a) friends
b) Advertising
Ques. 5- You You consume consu me Beer……. a) Once a week
b) 3-4 times in a week
c) Every day
d) Occasionally
Ques. 6- How often do you drink beer? a) Occasionally
b) Regularly
Ques. 7- Which type of Beer do you prefer? a) Mild
b) Strong
c) Both
Mild………………. Strong……………. Ques. 8- How much quantity of Beer is consumed by you at one time? a) 1 Bottle
b) 2 Bottles
c) > 2 Bottles
Ques. 9- You You drink Beer usually at? a) Home
b) Restaurant
c) Bar
d) Open space
Ques. 10- What are the key factor that affect your purchasing decision?
a) Price
b) Brand
c) Taste
d) Status
Ques. 11- How was it, as compared to other existing brands ? a) Good
b) Poor
c) Satisfactory
d) Equivalent
Ques. 12- You You feel after drink……… drink ……… a) Relaxed
b) Happy
c) Tensed
d) Angry
Ques. 13- Your preference for packaging? a) Bottle
b) Cane
Ques. 14- Are you brand loyal? a) Loyal
b) Switcher
Ques. 15- Any suggestions for MML beer ?
……………………………………………………………………… ……………………………………………………………………… Personal information
Name-……………………………. Address-...………………………………………………………….. ……………………………………………………………………… ……………………………………………………………………… Gender-……………………………… Age-…………………………………..
Occupation-…………………………………………………………
QUESTION QUES TIONNAI NAIRE RE FOR RETAILER Ques.1- What different types of liquor are sold by you ? a) Beer
b) Whisky
c) Rum
d) Other
Ques.2- Which type of beer is mostly demanded ? a) Mild
b) Strong
c) Both
Ques.3- In beer, what are the different brands available with you ? a) Golden eagle
b) Maeakins 1000
c) Haywards 5000
d) Kingfisher
e)Any other………………
Ques.4- Which brand of MML beer in mostly demanded ? a) Golden eagle b) Meakins 1000 c) Golden eagle deluxe prem.
Ques.5- How much quantity of MML beer is sold daily ? a) 10 Cases
b) 10-20 Cases
c) > 20 Cases
Ques.6- Do you agree with advertising program of Beer ? a) Yes
b) No
Ques.7-Are you satisfied with the distribution system of MML ? a) Yes
b) No
Ques.8- Do you think that sale can be increased by providing scheme to retailer and consumers ? a) Yes
b) No
Ques.9- Who is the biggest competitor of MML in the market ? …………………………………………………………
Ques Ques.10 .10-- Would ould
you you like like to give give some suggest suggestion ionss to MML for
improvement ? ……………………………………………………………………… ………………………………………………………………………
Personal information
Name-……………………………………….. Name of the shop-……………………………………………………. ………………………………………………………………………… Address of retailing-………………………………………………….. …………………………………………………………………………
BIBLOGRAPHY Thee read Th readin ings gs whic which h rend render ered ed all all poss possib ible le help help and and guid guidan ance ce in finalizing the marketing are:-
Marketing Concept
:
Philip Kotler
Data From
:
Internet & floro & fauna
housing and land Dev. (P) ltd.
News Papers
:
The Economic Times & Times of India
Magazine
:
Business Week
Research Methodology
:
C.R. Kothari
Marketing Research
:
G.C. Beri
