A

SUMMER TRAINING PROJECT REPORT

ON
MARKET SURVEY ON SALES PROMOTION
OF

Submitted in Partial Fulfillment of

MASTER OF BUSINESS ADMINISTRATION (MBA) PROGRAMME

( U.P. Technical University, Lucknow)

(2008-2010)

Submitted To:- Submitted By:-

Director RBMI, Vikas Singh
Greater Noida MBA 3rd Sem
Roll No. 0821170064

RAKSHPAL BAHADUR MANAGEMENT INSTITUTE,

GREATER NOIDA
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 ACKNOWLEDGEMENT

A work without the blessing and the guidance of experienced is always half done and

unsatisfactory. The task of completing this project needs knowledge, experience &

guidance of the prominent person as mentioned in the subject line. My abundant and

most sincere thanks goes to the honorable guide for providing me with the necessary

facilities to carry out the project successfully.

I would also like to thank Miss Ritu Kapoor , Faculty Guide, RBMI, Greater Noida for

familiarizing me with the concepts of management, which were of great help to complete

this project.

VIKAS SINGH

MBA (3RD SEM)

Roll No.: 0821170064

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 DECLARATION

I, Mr. Vikas Singh, hereby declare that the project entitled “Market Survey On Sales

Promotion Of Mohan Meakins Lucknow” is my original work, done by me.

Now it is an asset of Rakshal Bahadur Management Institute. All the rights of using this

project report lies with the institute. Unauthorized copying, hiring, broadcasting, or rental

of this project without permission from the institute will be considered illegal.

I have done my summer training under guidance of Mr. Ashok Rai (Marketing

Manager) of Mohan Meakins Lucknow”.

DATE…………………
PLACE………………..

(VIKAS SINGH)

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 PREFACE

Project report :-

This sales promotion is provided a comprehensive introduction to the study of better

promotional strategy and decision making for the company.

In its report I have tried to make serious effort to discuss the various related promotional

planning for better position the market in Lucknow and solution of various problem

associated in direct and understandable manner.

This project report is divided into two parts . This project is flooded with number of

informative table and some diagrams .

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 CONTENTS

1. Introduction………………………………………………………….09

2.Objective Of Research…...……………………………………..……. 11

3.Benifit Of Survey………………………………………………………13

4. Company Profile………………………………………………………15
(i) Historical Back ground.
(ii) Organisation Structure.
(iii) The Product Line.
(iv) Top Ten International Players.

5.Prduct profile…………………………………………………………..23

6.Sales Promotion …………………………………………………….....32

(i) Purpose of Sales Promotion.
(ii) Consumer Promotion Tools.
(iii) Trade Promotion Tools.
(iv) Business and Sales Force Promotion Tools.

7. Market Player Review………………………………………………..53

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8. Research Methodology……………………………………………….56
(i) Research Problem Definition.
(ii) Design.
(iii) Field Work.
(iv) Data Analysis and Interpretation.
(v) Research Design.
(vi) Primary Data Collection/Field Work.
(vii) Survey.

9. Data Analysis and Interpretation……………………………………72

10. Conclusion…………………………………………………………....93

11. Recommendation………………………………………………….....96

12. Limitation of the Study.……………………………….…………......99

13. Appendix..…………………………………………………………..101

(i) Reference…………………………………………………………102

(ii) Bibliography……………………………………………………..103

(iii) Questionnaire
 Whole Seller/Retailer Questionnaire………………………….105

 Consumer Questionnaire……………………………………….107

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INTRODUCTION

9
 INTRODUCTION

Main objective of this research is what are different technique of sales promotion applied
on different brands by the companies and Mohan Meakin and how much these technique
are objective finally compare the result of the companies with Mohan Meakin.

This report clearly mentions objective of the study and the research methodology utilized
in which both primary data and secondary data. The data collection method used is
structured non disguised questionnaire in which the types of questions used are open
ended, multiple choice and close ended.

The report contains a detailed view of the tasks, which have been undertaken to analyze
the Sales Promotion of Mohan Meakins. Various sets of questionnaire have been
prepared to know the preferences of consumers about the Mohan Meakins. Some of the
research area is whole Lucknow . This project reveals one of the important findings like
more and more displays of the window hiring and can be given to the Liquor Shop .

A detailed survey of the consumers was carried to find out their Promotion for Mohan
Meakins. The details of the methodology are stated below.

Area, is Lucknow research design: Exploratory and descriptive. Sources of information

are primary and secondary data. Data collection method structured non designed
questionnaire.

Types of questions used open ended, multiple choice and close ended. Sampling method
is random sampling.

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 OBJECTIVE
OF
THE RESEARCH

OBJECTIVE OF RESEARCH
.

 To know the different technique of sales promotion applied on different brands by

the Mohan Meakin.

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 To know that these technique are objective finally compare the result of the
companies with Mohan Meakin.

 To study the consumers preferences for Mohan Meakin.

 To know the percentage of different age group of people that are aware about

Mohan Meakin.

 To know the reason to buy drinks.

 To know why was the advertisement being noticed by the consumer?

 To create a top of mind awareness about Mohan Meakin in Lucknow by

providing the information to consumers.

 To analyze the different brands of Mohan Meakin in market.

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 Benefits of Survey

Benefits of Survey

 Usually, high reliability is easy to obtain--by presenting all subjects with a

standardized stimulus, observer subjectivity is greatly eliminated.

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 Surveys are useful in describing the characteristics of a large population. No other

method of observation can provide this general capability.

 They can be administered from remote locations using mail, email or telephone.

 Consequently, very large samples are feasible, making the results statistically

significant even when analyzing multiple variables.

 Many questions can be asked about a given topic giving considerable flexibility to the

analysis.

 There is flexibilty at the creation phase in deciding how the questions will be

administered: as face-to-face interviews, by telephone, as group administered written

or oral survey, or by electonic means.

 Standardized questions make measurement more precise by enforcing uniform

definitions upon the participants.

 Standardization ensures that similar data can be collected from groups then

interpreted comparatively (between-group study).

 Surveys are relatively inexpensive (especially self-administered surveys).

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COMPANY
PROFILE

COMPANY PROFILE

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About Us:-

From a modest brewry to a premier liquor company has been inspiring voyage. Today, 6 distilleries
and 5 breweries from the vanguards of the house, with 6 more units on the drawing board. The three
main division of Mohan Meakins are The brewery Division, The spirits division and the food
division.
The Brewery Division :-

The soul of the beer lies in the brewing process. And from careful selection of hops to germination
of wheat, the same age-old tradition is maintained. Its priceless wealth is justifiably its
heritage.Pioneers of beer in India, Mohan Meakin are masters in the art of brewing.The brewery
units sprawling over numerous locations, are indeed a sight to marvel.The technology and stringent
quality control synonyms with concern of customer satisfaction.On par with global brands Mohan
Meakin labels heralds rich aroma and taste. As extremely invigorating beverages, they are highly
favoured by connoisseurs and occasional drinkers alike.

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The Spirit Division :-

Mohan Meakin has favourably converted its glorious legacy into valuable experience as a
base.Amply reflected in its status as the nations premier liquor company. With multi lacation units,
impressive integration process and skilled workforce, it has grown with tremendous strength. A good
beginning is a job half done. Mohan Meakin spirits and blends have withstood the test of time.
Secure as leaders, the group’s commitment to excel ensures quality and importantly customer
satisfaction. Spirits are extracted, even today, through the acclaimed Scottish Pot-Still method. Left
to mature in Oakwood casks, some of many years, the spirits when retrieved are exceptional in both
character and bouquet.

The R&D section oversees the upkeep of the high technological standards of the company manned
by highly qualified and experienced technical personal Mohan Meakin’s craftsmanship has no
parallel in India.

The Food Division :-

The food division is one of the success stories of the group. The vast range of its produce satisfy
myriad tastes, and has indeed carved a niche in million Indian homes for generations. Stringently
processed to capture the essence and flavor, together with rigid quality control, they are highly
flavoured and indispensable the world over.

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 HISTORICAL BACKGROUND

The company traces its history back to the year 1855, when a brewery was set up at
Kasauli by Mr. Edward Messro Dyer and co. during the same century another
counterpoising gentleman named H.G. Meakins, who came from well known brewing
family at burton-on-trent fonded Meakin &co. He bought the Shimla and Kasauli
Breweries and Dalhousie, Raniket, Chakrata, Darjeling and built other at Kirkee. Both the
firms –E.Dyre & co. Meakin & co, continued their activities separately until, under the
second decade of 20th century when the two firms joined hands and the new firm was
formed under the name Dyer-Meakin & co. in 1935. When Burma separated from India,
the co. was reformed with its Indian associated under the name and style of Dyre-Meakin
breweries Ltd.

The company changed hands in 1950 when its contrl and management were taken over
by the late “ PADAMSHREE” winner N.N. Mohan as its managing director who set up
an ambitious industrial complex in the late 50s at Mohan Nagar, Ghaziabad. The Mohan
Nagar Industrial Estate drives its nomenclature from the name of its fonder late
“PADAMSHREE” winner N.N. Mohan. To mark the contribution of Mohan’s the
company name was changed from ‘Dyre Meakin Breweries Ltd.’ To ‘Mohan Meakins
Breweries co. Ltd.’ In 1967.

On the passing away of N.N Mohan in 1969, his eldest son “PADAMBHUSAN” co.
V.R. Mohan took over as managing director of the company. He introduced a number of
new products that are brand leaders ever today. During his entrepreneurship, he promoted
Mohan gold water Breweries at Lucknow, Mount Shivalik Breweries Ltd. At Chandigarh
and Mohan rocky Spring Water Breweries Ltd. At Khapoli. Col. V.R. Mohan was the
Mayor of Lucknow city; he was also elected as member of Rajya Sabha in 1972.
In the seventies, the manufacturing activities of the company were diversified into other
fields under the dynamic leadership of Brig. Kapil Mohan(VSM), who became the
managing director of the co. in 1973 after the tragic death of the elder brother col. V.R.
Mohan. Brig. Kapil

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Mohan promoted projects of breweries, distilleries and glass factory in Nepal, Bhutan and
Kenya and provided technical expertise to several breweries and distilleries in India. He
with his spiritual power supports the cause of worker’s welfare and worker’s participation
in the management of the company
.
In the year 1982 the work ‘Breweries’ was dropped from the name of the company to
remove the impression that the company is engaged only in the beer making.

Lucknow distillery is one of the manufacturing units of Mohan Meakins Ltd. It was set
up by the Dyre-Meakin & co. In the historic city of Lucknow on then perennial river
‘Gomti’. The distillery is housed in a building built about four hundred year back by the
Nawab of Avadh.

It is the worth mentioning that Mohan Meakin has provided technical expertise to-

1. The Mohan Meakin Water Breweries Ltd. Lucknow.

2. Mohan Rocky Spring Water Breweries Ltd. Maharastra.

3. Mount Shivalik Breweries Ltd. Punjab.

4. Artos Breweries Ltd. Andhra Pradesh.

5. Nagaland Distilleries Ltd. Nagaland.

6. Mohan Breweries and Distilleries Madras.

7. Shivalik Kinema Pvt. Ltd. Patna.

8. Golden Drinks Pvt. Ltd. Gwalior.

9. Maharastra Distilleries Nagpur.

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A saga that began over a century and quarter and quarter ago continues on its path

of service to the nation with dedication, courage and unflinching commitment to

the quality. Over the year the company has embraced modernity and adapted to

changing times. Yet its basic value the same-

 Integrity,

 Craftsmanship and

 Tradition.

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 LUCKNOW UNIT OF MOHAN MEAKIN LTD.

Lucknow distillery is one of the manufacturing unit of Mohan Meakin Ltd. It was set up
by the Dyer Meakin & Co. in the historical city of Lucknow at the bank of perennial
river “Gomti”. The distillery is house in building about 400 years back by the Nawab’s
of Awadh.

The production capacity of the company in Lucknow is 48 Lacs alcoholic Ltr. Per annum
& 18000 alcoholic Ltr. Per day. In Lucknow distillery there are about 900 workers
employed. There are 3 shifts in each duty of eight hours. Duration export the foreign
liquor departments where there is only one shift of eight hours and that too in the day
time from 8 am to 6 pm.

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 Board of Directors

M.D. : Brig. Kapil Mohan.

Executive director : Mr. Rakesh Mohan.
Finance director : Mr. B. K. Malhotra.
Director LTD. : Gen. Harbaksh Singh Vrch.
Director LTD. : Gen. K. Bahadur Singh Ltd.
Director LTD. : Yusuf Khan.
Director LTD. : L. K. Malhotra.
Director LTD. : Justice Mr. H. L. Anand.
Secretary : Mr. H. N. Nanda.

Board of Directors

M.D.

Executive Finance Director Director Director Director Director

Secretary

Administration Labour Material Sales Store Production

Officer & Manager Manager Manager
Packaging Distillery
Manager

Sales Supervisor

Sales Personel

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THE PRODUCT
PROFILE

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 THE PRODUCT PROFILE

ALCOHOLIC PRODUCTS:

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Mohan Meakin ltd. Has many brands in each category. The main reason is that alcoholic
products are produced in different strengths of alcohol. So it becomes necessary to have
separate brand name for each strength. The another reason behind it is that. So many

brand names of alcohol is the location of different breweries and distilleries at the
different places of the brands are given as follows :

RUM :-

Old Monk Supreme

Old Monk Gold Reserve
Old Monk XXX
Old Monk White Rum
Tusker XXX
Black Beauty
Stud Rum

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26
WHISKY :-

Solan No. 1
Knight Imperial
Diplomat Deluxe
Summer Hall
Colonel’s Special
Golden Eagle
King’s castle
Caller 337
Black Knight
MMB
Old Master’s
Crozt House
Black Rose
Blue Bull

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VODKA :-

Kaplansly Vodka

GIN : -

Bin Ben London

MMB
Silver Malt
Black Beauty
Meakin Dry

BRANDY :-

Triple Crown
Golden Eagle
Doctor’s Reserve No. 1
DM
MMB

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BEER :-
Golden Eagle Lager
Golden Eagle Deluxe Lager
Golden Lager Beer
Gymkhana Premium Lager
Asiad 72 Lager
Black Knight Super Strong
Solan No. 1 Special Lager
Old Monk Deluxe
Lion Lager
Stud Beer
Meakin 10000

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 Extra Strong Beer

NON-ALCOHOLIC PRODUCTS :-

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Besides alcoholic products Mohan Meakin ltd. Also produces non-alcoholic products.
Their non-alcoholic products are as follows :

JUICE : -
Mohan Gold Coin Apple Juice

MINERAL WATER :
Golden Eagle Mineral Water
Mohan’s Mineral Water

VINEGARS :
Mohan’s Pure Malt Vinegars
Mohan’s Synthetic Vinegars

BREAKFAST FOODS :

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 Mohan’s New Life Corn Flakes
Mohan’s Porridge

EXTRACTS :

Brewer’s Yeast
Malt Extracts

TOP TEN INTERNATIONAL PLAYERS

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SL NO. COMPANY COUNTRY CAPACITY
(Million Hectare Ltr.)

1. Anheuser U.S.A. 102

2. Miller U.S.A. 53

3. Heinleken Neitherland 50

4. Foster’s Australia 36

5. Kirin Japan 33

6. Kroncnbarrg France 25

7. Coors U.S.A. 23

8. Brahma Brazil 23

9. Antarctica Brazil 21

10. S.A.B. South Africa 20

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 SALES
PROMOTION

SALES PROMOTION

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Sales promotion is a key ingredient in marketing campaigns. We define it as follows :-

Sales promotion consists of a diverse collection of incentives tools, mostly

short term, designed to stimulate quicker and/or greater purchase of

particular products/services by consumer or the trade.

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

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

offers, prices off, premiums, prizes, patronage rewards, free trials, warranties, tie-in

promotions, point-of-purchase, displays and demonstrations); trade promotion (prices off,

advertising and display allowances, and free goods); and business and sales force

promotion (trade shows and conventions, contests for sales reps, and specialty

advertising).

Sales promotion tools are used by most organizations, including manufacturers,

distributors, retailers, trade associations, and non-profit organizations. As examples of the

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

PUPOSE OF SALES PROMOTION :-

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Sales promotion tools vary in their specific objective. A free sample stimulates consumer

trial, while a free management-advisory aims at cementing a long term relationship

with a retailer.

 Sales promotion yield faster and more measurable responses in sales than

advertising does.

 Sales promotions do not tend to yield new, long-term buyers in mature markets

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

deals \

 become available.

 Loyal brands buyer tend not to change their buying patterns as a result of

competitive promotion.

 Advertising appears to be capable of deepening brand loyalty.

SELECTING THE SALES PROMOTION TOOLS :

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Many sales promotion tools available. The promotion planner should take into account
the type of market, sales promotion objectives, competitive conditions, and each tool’s
cost effectiveness.

Major consumer-promotion tools :

TOOL DESCRIPTION EXAMPLE

Samples Offer of a free amount of a product Lever Brothers had so

Or service. The sample might be
delivered door to door, sent in the
mail or featured in an advertising
offer. Sampling is the effective
and most expensive way introduce
a new product.
much confidence in its
new surf detergent that
it distributed free sam-
ples to four out of five
U.S. households at a
Cost of $43 million.

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Coupons Certificates entitling the bearer to P&G broke into the
A stated saving on the purchase of Pittsburgh market with
Of a specific product. Coupons can its Folger’s brand of
Be mailed, or inserted in magazine coffee by offering a
And newspaper ads. The redempti- 35% discount coupon
on rate varies with the mode of on a one pound can
Distribution. Coupons can be effe- mailed to area homes
ctive in stimulating sales of a and a coupon in the
Mature brand and including early coffee can for 10% of.
Trial of a new brand.

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TOOL DESCRIPTION EXAMPLE

Cash Refund Provide a price reduction after Toro ran a clever preseason
Offers the purchase rather than at the promotion of specific snow
(rebates) retail shop. The consumer send blower models, offering a
a specified “proof of purchase” rebate if the snow fall in the
to the, manufacturer, who “re- buyers market area was bel-
funds” part of the purchase ow average competitors
price by mail. Were not able to match this
offer on such short notice.

Price Packs Offers to consumers of savings Air freshener companies

(cents-of deal)off the regular price of a prod- sometime specially package
uct, flagged on the label or several type of air freshener
package. They can take the together: for example, a
form of a reduced-price pack, spray mist, carpet deodorize
which is a single packet sold and solid air freshener.
at a reduced price or a banded
pack, which is two related
products banded together.

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Prizes Prizes, are offer chance to win A British cigarette company
Cash, trips as a result of purc- included a lottery ticket in
hasing something. A contest each pack providing the
call for consumers to submit chance to win up to $10,000
an entry a - jingle, estimate, if the lottery ticket won.
suggestion to be examined by sometimes the prize is a
a panel of judges who will person, as when Canada dry
select best entries. All of these offered the winner either $1
tend to gain more attention that million or dinner with actr-
do coupons or small premiums. ess Joan Collins .

Free Trials Invite prospective purchasers to Auto dealers encourage free

try the product without cost in test drives to stimulate pur-
the hope that they will buy the chase interest.
product.

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 TOOL DESCRIPTION EXAMPLE

Product Explicit or implicit promises by When Chrysler offered

Warranties sellers that the product will perf- a five year car warranty,
orm as specified or that the seller substantially longer
than
will fix it or refund the customer GM’s or Ford customer
money during a specified period. Took notice. And Sear’s
offer of a lifetime warr-
anty on its auto batteries
certainly screams quality
to the buyer’s.

Cross- Involve using one brand to Nabisco cookies might

Promotions advertise another noncompeting advertise that they con-
brand. tain Hershey chocolate
chips and the box may
even contain a coupon
to buy Hershey product.

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Tie-in Involve two or more brands or MCI has offered 10 min.
Promotion companies that team up on co- of free long-distance
upons, refund’s, and contests service on cans of crystal
to increase their pulling power. Light powered soft drink
Companies pool funds with the and tasters choice coffee
hope of broader exposure and and boxes of keebler
multiple sales forces push these cookies and cracker’s.
promotions to retailer’s giving
them a better shot at extra
display and ad space.

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MAJOR TRADE PROMOTION TOOLS :-

TOOL DESCRIPTION

Price-off A straight discount off the list price on each case

(off-invoice / off-list) Purchased during a stated time period. The offer
encourages dealers to buy a quantity or carry a
new item that they might not ordinary buy. The
dealers can use buying allowance for immediate
profits, advertising, or reduction price.

Allowance An amount offered in return for t he retailers

agreeing to feature the manufacturers product in
some way. An advertising allowances compens-
ates retailers for advertising the manufacturers
product. A display allowances compensates
them for carrying a special product display.

Free Goods Offers of extra cases of merchandise to interm-

Ediaries who buy a certain quantity or who
feature a certain flavour or size. Manufacturers
might offers push money or free specialty
advertising Items to the retailers that carry the
company’s name, such as pens, pencils,
calendars, paperweights, memo pads, and
ashtrays.

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MAJOR BUSINESS AND SALES FORCE PROMOTION TOOLS :-

TOOL DESCRIPTION

Trade Shows Industry association organize annual trade shows and

And conventions. Firms selling products and services to
Conventions the particular industry buy space and set up booths
and displays to demonstrate their products at the
trade show. Over 5600 trade shows take place every
year, drawing approximately 80 million attendees.
Trade shows attendance can range from a few
thousand people to over 70,000 for large shows held
by the restaurant or hotel-motel industries . Business
marketers may spend as much as 35% of their annual
promotion budget on trade shows.

Sale Contests A sale contest is a contest involving the sales force or

dealers, aimed at introducing them to increase their
sales results over a stated period, with prizes going to
those who succeed. A majority of companies sponsor
annual or more frequent sales contests for their sales
force. The top performers may receive trips, cash
prizes, or gifts. Some companies award points for
performance, which the receiver can turn into any of
a variety of prizes.

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Specially Specialty advertising consists of useful. Low-cost
Advertising items bearing the companies name and address and
sometimes an advertising message. Sales people give
these items to prospects and customers without
obligation. Common items are ball-points pen,
calendars, cigarette lighters, and memo pads.

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 PROBLEM IDENTIFICATION

On making the initial survey on sales promotion strategy applied by the companies it was

found that medium range brand’s are popular among consumer’s . But it was found that

none of the Mohan Meakin brand of Whisky is popular and highly reliable though its lead

in rum as it is rum old monk is extensively popular and always in short supply . So I find

out the selling and marketing of medium range Whisky of the companies is the main

problem and divided to survey only this range of Whisky in the market .

46
 TRADE PROFILE

MAIN BUSINESS
The main business of Mohan Meakins includes the products coming out of its breweries.
Mohan Meakin traces back to 1855, when Edward Dyer from UK set up the first ever
brewery in India in Kasauli. He set up more breweries at Solan, Shimla, Murree,
Rawalpindi, and Mandalay. Today, 6 distilleries and 5 breweries from the vanguards of
the house, with 6 more units on the drawing board. The three main division of Mohan
Meakins are The brewery Division, The spirits division and the food division.
The Mohan Meakin ltd has a very wide line. It mainly producers alcoholic products like
beer, whiskey, rum, gin, scotch, and vodka etc. in these categories it produces different
flavors and brands.
The above alcoholic cum under the category of foreign liquor and are known as Indian
made foreign liquor. Beside foreign liquor the company also produces country liquor. In
country liquor its most popular is Kohinoor this bran has made a faster growth in terms of
sales and market penetration.
Also it produces non-alcoholic products such a juice, vinegar, mineral water extract, corn
flex, etc. in different shapes and size.

Type of Products under I.M.F.L.:-

Rum:-
Alcoholic beverages produced by the distillation of fermented cane sugar products. The
most common mixtures used. in making rum consist of molasses and water or sugar and
water Another types of rum is made by fermenting a mixture of the scum formed when
the raw juice of the sugarcane is heated with molasses , water dunder the residue left after
the refining of sugar . When distilled rum is a white or straw colored . Spirit varying in
strength from 80 to 150proof(40 to 75% alcohol) . Adding a small amount of caramel or
by aging in special wooden casks . the flavor depends upon ethylbutyrate, an organic
ester makes dark rums.Most rum for export is made in Barbados, Trinidad, Jamaica,
Guyana,Cuba and Puerto Rico.

47
Whiskey:-
Liquor distilled from the fermented mash of cereal grains and containing about 40 to
50% ethyl alcohol by volume. The term whiskey also spelled whiskey in Scotland ,
England and Canada is derived from Scottish Gaelic uisgebeatha and Irish usgubaugh,
both meaning “water of life’’.
The principal whiskey types are scotch , distilled primarily from barely irish from a
mixture of five different grains , including malted barely American whiskeys are further
characterized broadly as rye corn whiskey and more narrowly as bourbon (for bourbon
country in Kentucky) or Tennessee whiskey.
In addition some American product are produced by a fermentation process rough
analogous to the leaving of sourdough bread and are thus called whiskeys others
characterized by their less intense flavor, are called light whiskeys.

Beer:-
Term for fermented alcohol beverages made from cereal grains that have been converted
to malt . Beer may be brewed several kinds of high-starch grains .Thus in the United
States beer is generally made from flavoring .In Japan , beer (caller sake) is brewed from
rice . African tribes make beer from grains native to their regions , such as teff, miller or
grass seeds.

Brandy:-
Alcohol beverage produced by the distillation of grape wine and matured by aging in
wooden casks . When freshly distilled the brandy is clear and colorless and will remain so
if kept in glass containers , placed in wooden casks the spirits dissolve a coloring matter
from the wood and acqure a light brownish tint , which dealers often deepen by added
burnt sugar. The distinctive aroma of brandy is due to the presence of traces of higher
alcohol and volatite oils. The very high alcoholic content of the raw spirit is reduced
somewhat by aging and is adjusted usually to 40 to 45 % by dilution with water when the
brandy is bottled for sale.

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Perhaps the most famous brandy is cognac , named after a town in the wine producing
department of Charente, France. The amber-hued distilling white wine, which is then
aged in an oak cask, makes cognac, Other notable brandies are kirch, produced in the
Alasca area of France, in Switzerland, and in the Black Forest region of Germany, by
distilling the fermented juice of the black Forest region of Germany, by distilling the
fermented juice of the black morello cherry, and slivovitz, adry, colorless plum brandy
made in the Balkans. In the United States, liquors made from fruits other than grapes are
also called brandies , but are more correctly termed cordial or liqueurs.

Gin:-
Alcoholic liquor , distilled from grains and deriving its flavor principally from an
infusion of juniper berries . The name is an abbreviation of the world Geneva. A
corruption of either the French Genevieve or the Dutch junever, both meaning “juniper”.
The two principal kinds of gin are the American or the English variety usually described
as London gin or dry gin, and the Dutch type , called Geneva schnapps or Holland’s . Dry
gin is prepared from alcohol that has been purified by fractional distillation. The purified
alcohol is then mixed with juniper berries and other flavoring agents, distilled once more,
and diluted to approximately 80 to 90 proofs. Dutch gin is prepared in much the same
way as dry gin, expect that grains alcohol is less highly purified and thus retains more of
the flavor of the grains. Sugar syrup is sometimes added to the final product.
Gin drinking become a social evil in Great Britain early in the 18th century, when it was
cheap that one could get “drunk for a penny, dead drunk for two pence”. Increasingly
heavy taxes, however were levied on gin, beginning with the gin act of 1736 . Gin is a
popular beverages in Great Britain and the United States.

49
Alcoholic Products:
Various alcoholic products which are produced by the Mohan Meakins ltd. The following
are the some of them-

Whiskies:-
1. Solan Imperials
2. Summer Hall
3. Colonel’s Special
4. Colonel Premium
5. Golden Eagle
6. Diplomat Deluxe
7. Black Knight
8. Solan No.1
9. King Castle
10. Wildcat Whiskey
11. Old Master’s
12. Knight Rider
13. M. M. B.
14. Solan No.117

Beer:-
1. Sun Bird
2. Guru Special Premium
3. Guru Super Strong
4. Black Gold
5. Guru Extra Strong
6. Half Stein Super Strong
7. Golden eagle beer
8. Golden eagle deluxe larger
9. Gold larger beer (herbal beer)
10. Gymkhana premium larger

50
 11. Asia 72 entree super strong
12. Black knight super strong
13. Solan no.1 special larger
14. Old monk deluxe
15. Solan no.1 strong
16. Black knight deluxe
17. Big Ben London
18. Meakin 5000, 10000
19. Lion larger

Rum:-
1. Old Monk Gold Reserve
2. Old Monk XXX
3. Old Monk
4. Black Beauty
5. Reserve No. 1
6. Old Monk White Rum
7. Tusker
8. Stud Rum

Gin:-
1. Big ben London
2. Dry MMB gin
3. Orange gin
4. Black beauty gin
5. Silver mix
6. Meakin dry gin

51
Scotch:
1. Highland Queen

Brandies:-
2. Triple Crown
3. Golden Eagle
4. Doctor’s Reserve No. 1
5. D. M.
6. MMB black brandy

Non-alcoholic Products:-
Non-alcoholic products which are produced by the Mohan Meakins ltd. The are some of
them:-

Juice:-
1 Mohan Gold Gin Apple Juice

Mineral Water:-
1 Golden Eagle Mineral Water

Vinegars:-
1. Mohan’s Pure Malt Vinegars
2. Mohan’s Synthetic Malt Vinegars

Break fast food:-

1. Mohan New Life Corn Flex
2. Mohan’s Wheat Porridge
3. Mohan’s New Life White Flakes

52
Other food products:-
1. Prickles
2. Jam And Jellies
3. Spices

Extracts:-
4. Brewer’s Yeast
5. Malt Extract

Exports:-
6. Beer
7. Rum
8. Whiskey
9. Brandy
10. Mango Pulp
11. Gin
12. Mango Slice
13. Guava Juice
14. Pineapple Juice
15. Papaya Juice
16. Mineral Water
17. Ancillary Business

53
 ANCILLARY BUSINESS

Other Areas of Production:-

Besides spirit Mohan Meakins diversified its product range, which is noted below:-

Fruits Juice : Golden Coin Apple Juice

Breakfast Food : Mohan’s Corn Flakes

Mineral water : Golden Eagle Mineral Water

Vinegar : Mohan’s Synthetic Vinegar

The company also exports leather goods, textiles and garment besides Whisky,

54
MARKET PLAYER
REVIEW

MARKET REVIEW

55
In liquor market there are many competitors. But the main companies which give Mohan
Meakin ltd. a higher competition are U.B. Group, Shaw Wallace, Jagjit Industry, and
Khoday’s breweries. The raking of these with relation to Mohan Meakin is as follows:

1. U. B. Group
2. Shaw Wallace & Co.
3. Jagjit Industry Ltd.
4. Mohan Meakin Breweries Ltd.
5. Khoday’s Breweries

Liquor making is a complex process today. The markets is optimally saturated by large
number of the companies purging in the market, leading to customers likes and dislikes
and inter creating competition among the brand of particular range.
The buyer in the market has considerable responsibility. He has to try to reconcile the
vast range of companies and customer. Integrity and strength are essential characters or
we can say attributes in addition to buyer’s skills, experience and knowledge of brands he
buys. It is presumed that in Indian market demand is about three crores cases every year.
However exact data is not available. The liquor made in India is known as IMFL(Indian
Made Foreign Liquor) beside it country liquor market is also operative in which raw wine
is sold in poor backward communities. The government controls these markets up to
some extent and the retailers share of responsibilities.

There is no evident competition and particular companies in the country’s liquor market.
The government fixed rates and it is sold at fixed price shops only.
The market has a very large sale of beer, which has its maximum sale in the summer.
There are a number of breweries making beer, including one of the most famous
company, Mohan Gold Water Ltd. and Haryana Breweries. The alcoholic content varies
with different beer.

CATEGORY ALCOHOLIC CONTENT

Large Beer 3-5%

56
Extra Strong 5-8%
Super Strong 8-10%

Most stiff competition among the liquor companies is recorded in IMFL brand. There are
about six major companies, which are supplying their products in the market. The
competition and activities mainly concerned among these companies and their products.

These competing companies acquire almost a major part of liquor market in India.
Among hich the U. B. Group of Mr. Vijay Malaya acquire almost half of the market
which its leading brand of Mc Dowell and Bagpiper. Mohan Meakin is standing fourth in
this ranking.

The ranking is as follows:

U. B. GROUP-MAC DOWELL & CO. 47%
SHAW WALLACE & CO. 16%
JAGJIT INDUSTRY LTD. 10%
MOHAN MEAKIN BREWERIES LTD. 06%
KHODAY’S BREWERIES 03%
OTHER 18%

57
RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY

58
A detailed survey of consumers was carried out to find out their preferences for Mohan
Meakins. A descriptive research has been conducted to find out the preferences of
consumers of different brands of . Mohan Meakins.

I adopted survey method to collect the information about analysis of different brands of
Mohan Meakins, and preferences of consumers of Mohan Meakins.Study the soft drink
market in Lucknow UP.

Identifying and locating the regions of survey.

Carring out dealer survey to know what they think about coke brands.

RESEARCH DESIGN

It is the framework or plan used to collect and analyse the data to solve the problem we
have at hand. There are three basic types of research designs which we can chosen for a
research.
(1) Exploratory Research Design.
(2) Descriptive Research Design.
(3) Experimental Research Design.

(1) Exploratory Research Design :

It is used to discover new ideas and insights. As our research demand the
discovery of new ideas and insights. We shall be using this research design.

(2) Descriptive Research Design :

59
 This type of research design is concerned with determining frequency with which
something occurs or how two variables vary together. Since some of the trends we
shall analyse may show associations. We will use this type of research design also.

(3) Experimental Research Design :

It is the process of manipulating one variable in a controlled environment while

holding all other variables constant in order to establish a casual relationship. Since
our environment cannot be controlled, we will not use this type of research design
also.

QUALITATIVE METHODS:-

1. Observation

In observation we direct interact with people and it is very effective source of

collecting primary data. Observation becomes from any bias which can be by
middle man or previous data.
2. Interview

Interview is also very nice method of collecting primary data. In this method we

prepare a list of questions from respondent.

3. Focus Groups

4. Survey

60
QUANTITATIVE METHOD:-

Survey : -
The process of soliciting information from people by personal interviewer mailing the
formal of data collection may be structured or unstructured or direct or indirect in the
form of questionnaire and face-to-face interview.

Observation :-
This process of nothing and recording information about people and their
behaviour without asking specific question .

DATA COLLECTION:-

Consumer Survey:-

Primary source:-
Consumers from different walk of life
Specifically targeting the generation who have the more tendency towards preferences of
wine.
.
The potential customers were the persons who visited the various shopping areas in
Lucknow
.
They were asked questions regarding their preferences of Mohan Meakins rands.
We have had survey through questionnaires of consumers in Lucknow.

61
SECONDARY SOURCE:-

In secondary source we access to previous report, project and documents which have
already discovered by anyone.

SAMPLE SIZE:-

The sample size consisted of total 100 consumer respondents & 20 wholeseller/seller
respondent from the Lucknow , Uttar Pradesh .

SURVEY CONSTRUCTION:-

In survey made of data collection questionnaire is a popular means of data collection

instrument . A questionnaire is uses a structured, standardized format of data collection to
record urban response to question . It is utilized when population is very large generally
questionnaire is used to record consumer awareness attitude, opinions prior and present
behaviour and to make extensive interview of salesman and consumers .

Advantage of questionnaire method :

(a) Versatility.
(b) Spead and cheaper cost .
(c) Easy in communication .
(d) Better control .

62
 PRACTICAL ASPECT

Our research methodology is survey method to obtain the extensive and clear data two

separate questionnaire were constructed one for salesman and another for

consumers. By salesman’s questionnaire they were interviewed about the sales

promotions method applied by the different companies. By consumers

questionnaire method consumer were interviewed about there drinking pattern

whether they prepare any sales promotion and scheme use by companies are not

and many more questions about their behaviour. Samples of the questionnaires is

attached at the end of report.

63
 INFORMATION REQUIRED

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

1. What is the main source of information.

2. Number of the major companies operating in the market.

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

available in the market.

4. What are the promotional techniques applied by these companies.

5. What are the consumers about brands and in which income group they fall their

educational and professional background.

64
 SOURCES OF INFORMATION

Major source of information for this project are the 40 liquor shop 8 bars and the
consumers scattered all over the Lucknow city. Our survey covers 20 liquor shop mainly
located in central Lucknow and 100 consumers as liquor is socially taboo and officially
control product. So it is quite difficult together information from consumer as they are in
hurry while purchasing trying to hide the product and also they make their purchasing in
the evening and nights. So I interviewed only 100 consumers with a lot of pushing.

1. Liquor shop : ( Surveyed 40 shop)

(All the shops are in the ownership of single stockiest as
government gives contract to whole city for easy collection of
excise duty.)

Bars :
Pink panther.
Gazal.
Gomti.
Crystal.
Charan.

65
Sampling plan :-
Survey work is divided into three section.

1. Survey of shops : -
These are further divided into three phases;

(a) Highly sellable region :–

Hazratganj, Vidhansabhamarg.

(b) Medium sellable region :–

Indra nagar, Gomti nagar.

(c) Lower sellable region :–

Nirala nagar, Aminabad.

2. Survey of bars :-
As medium range bars are a available only in small hotels. Bar where mainly
service class and medium income group .

3. Survey of consumers :-
So consumer were surveyed.

66
 PROCESS OF RESEARCH

For conducting this research effectively the research has to be conducted systematically
in on already planed direction with the help of a number of steps in a sequences. The type
of research being conducted is applied research. Since it’s an attempt to apply the basic
principles of marketing an exciting knowledge about Mohan Meakin for the purpose of
solving the problem at hand.

The step to be carried out in a chronological order for conducting this applied research
are :-

Problem Definition

Research Design

Field Work

Data Analysis And

Interpretation

67
 Report Presentation

PROBLEM DEFINITION :-
The decision whether to conduct research was already taken by the sales department of
Mohan Meakin the problem was also formulated by them.

FIELD WORK :-

After the research design has been made the actual data collection operation is carried
out this step is also called field work. In this problem relating to not at homes, refusal
to cooperate, bias of interviews, bias of respondent, have to be adjusted.

DATA ANALYSIS AND INTERPRETATION :-

The steps involved in this area :-

(a) Determine the collected data.

(b) Code the collected data.
(c) Tabulate the data.
(d) Analyse the data using statistical tools.
(e) Interpret the data drawing inferences.
(f) Draw summary and conclusion.

68
 PRIMARY DATA COLLECTION /FIELD WORK

The basic means of obtaining primary data will be communication with the agent.
Communication involves the questioning of agents to secure the desired information
using the data collection instrument called Questionnaire the question will be asked in
writing.

1. METHOD OF COMMUNICATION :-

This method of communication are classified by their degree of disguise and by the
method of communication. Three categories may include, structured undisguised,
structure disguised Questionnaire.

Structured Undisguised Questionnaire :-

In this type question are presented with exactly same wording and exactly the same order
to all the respondent. The reason for standardization is to insure that all respondent are
replying the same question. The responses to these question are also standardization this
is accomplished by emptying fixed alternative question in which the responses of the
subject are limited to the stated alternatives. The greatest advantages of this are that is
simple to administer and easy to tabulate and analyse. The frame of references in which
the respondent is to reply is often obvious from the alternatives. The question also
become clearer as it provides the climension in which to frame the reply which helps
assure the reliability of the question.

69
Over all this type of Questionnaire is most productive as replies are well known limited
in numbers and clear cut. Thus they are appropriate for securing factual information and
eliciting of option about issues on which people hold clear opinion.

2. METHOD OF PRIMARY DATA COLLECTION :-

Primary data can be collected by three basic methods Viz, survey observation and
experiments. We have already decided in our research that we will use the survey
method. We will now decided on the survey technique that we will use and how the
survey will be administered to minimize the mistakes in primary data collection.

70
 SURVEY & GRAPHICAL
DATA INTERPRETATION

Survey is the systematic gathering of data from respondents through Questionnaire. There
are various techniques of survey which can be employed, they are :-
(1) Personal Interviews.
(2) Telephone Interview.
(3) Mail Questionnaire.

(1) PERSONAL INTERVIEW :-

In it the investigators question the respondent in a face to face meeting. They can be
conduct by going to the persons office. The usual approach for the interviews is to
identify himself to the potential respondent and attempt to secure the respondent co-
operation in answering a list of predetermined questions. There question may be return
down by the interviews. Despite high costs, The personal can provide critical helps of
information such as on knowledge intentions demographic, characteristics, attitudes
opinion and life style.
ADVANTAGES :-
The advantages associated with this survey technique are :
(1) It requires relatively shorts period of time to complete.
(2) Research can procure many different types of information.
(3) The amount of information procured on each aspect is larger.

DISADVANTAGES :-

71
Major disadvantages associated with the personal interviews technique are :-
(1) The cost per completed interview is relatively highly as compared to other method.
(2) The investigator may have to face relatively more difficulties in administrating the
interview schedule.
(3) Time required is more as compared to other survey method.

2. SELECTION OF SURVEY TECHNIQUES :-

There are several factors which need to be evaluated for selection of the most
suitable techniques. There factors are :-
(1) Cost.
(2) Speed.
(3) Accuracy.
(4) Amount of data gathered.
(5) Response rate.
(6) Flexibility.
(7) Control.

72
 GIFT OR INCENTIVE GIVEN BY THE COMPANIES

Sl No. Manufacturing Gift to Gift to retailer

Company consumer
Type of gift Year %

1. Mohan Meakin LTD. Nil Sweater 1to 2 20%

2. Jagat jit Industries Key Rings, Table clock, 1to 2 100%

Opener. Bag, Tea set

3. McDowell Co. LTD. Key Rings, Table clock, 1to 2 100%

Opener. Bag, Tea set

4. Shaw Wallace Key Rings, Pen Bag, Beer set 1to 2 40%

5. Kaster Douglas Nil Glass, Clock

6. Herberstan Co. LTD. Nil Glass, Clock

Bag, Shirts,
T-Shirts

7. Great Glin Distilleries Nil

Bombay

73
8. Khoday’s Distilleries Nil
Bombay

9. Saraya Distilleries, Nil Sweater, 1to 2 36%

Saraya Gorakhpur Opener

DATA ANALYSIS
&
INTERPRETATION

74
 DATA ANALYSIS AND INTERPRETATION

WH0LE-SELLER / RETAILER RESPONS DATA ANALYSIS &

INTERPRITATIO:-

[1] The Consumer ask for Whisky by Name:-

Yes-15 (75%) ;

No-5 (25%) ;

75
INTERPRETATION:-
75% consumers ask the whisky by name and 25% consumers not ask whisky by name .

[2] Brand of Whisky do the consumer want the most:-

BRANS NO. OF RESPONDENTS % OF RESPONDENTS

Mohan Makins 5 25

Mc Dowell’s 6 30

U.B. Group 3 15

Shaw Wallance 2 10

Jagjit Industry . 3 15

Kaster Douglas 1 5

76
INTERPRETATION:-
The consumers wants Mc Dowell’s whisky maximum 30% , consumers wants the
whisky of Mohan Makins 25% and consumers wants Kaster Douglas whisky minimum
5% .
[3] What do you think they use for these brands:-

BRAND-16 (80%) ;

REASON-4 (20%) ;

77
INTERPRETATION:-

The 62% consumers wants the whisky due to brand and 38% consumers wants the
whisky due to reason.

[4] The order of importance is selling Whisk:-

NO. OF RESPONDENTS % OF RESPONDENTS

78
 Brand Name 8 40

Advertisement 5 25

Points of Display 1 5

Shop Salesman 2 10

Others 4 20

INTERPRETATION:-
40% consumers give mazor importance to brand name and 5% consumers give minimum
importance to points of display .

[5] The value of gift/incentives are in right proportion to increase total

sales In a year:-

79
 Yes- 13 (65%) ;
No- 07 (35%) ;

INTERPRETATION:-
65% of sellers belives the gift/incentives are in right proportion to increase total sales but
35% sellers donot belives the gift/incentives are in right proportion to increase total sales

CONSUMER RESPONS DATA ANALYSIS & INTERPRITATION

[1] How often do you drink:-

80
 NO. OF RESPONDENTS % OF RESPONDENTS

Regular 34 34
Weekly 28 28
Monthly 13 13
Occasionally 25 25

INTERPRETATION:-
In the serious of study is the occasion for the maximum consumption, the highest is
at weekly which is 27.7% . Regular drinking is the highest in percentage i.e. 33.8%
Is show’s that when one start drinking , it become regular in due course of time .
[2] Quality consumed per occasion:-

NO. % OF RESPONDENTS
PEGS

81
 18 18
2
39 39
4
23 23
6
20 20
More than 6

INTERPRETATION:-
The rate of intake, i.e. quantity consumed at a particular time is 4 pegs, it comes to near
39% . More than 6 pegs is amongst 20% and the second i.e. more than 4 pegs (6pegs)
comes to 20% of the consumers in the above study.

[3] Do you consider price factor :-

Yes-(64)64%

82
 No-(36)36%

INTERPRETATION:-
It shows that 64% of the consumers consider the prices factor in the consumption of
liquor.It can very well be related to the quantity, quality, and occasions in the overall
consumption of liquor.

[4] Opinion regarding Mohan Meakins brands:-

GOOD AVERAGE
BRANDS EXCELLENT

83
 15 20 17.5
Diplomat deluxe
10 20 15
Black knight
20 15 17.5
Solan No .1
33 20 26.5
Col.Special
22 25 23.5
Golden eagle malts

INTERPRETATION:-
Colonel special comes under excellent category amongst the percentage so respondents,
i.e.32% .

84
INTERPRETATION:-
Golden Eagle comes under Good category amongst the percentage so respondents,
i.e.28%.

INTERPRETATION:-
Diplomat comes under excellent category amongst the percentage so respondents,
i.e.31%

85
[5] Reasons for any other brands loyalty:-

REASONS NO % OF RESPONDENT

TASTE 43 43
ADDICTION 38 38
NEVER TRIED 9 9
IS STONG 8 8
IS LIGHT 2 2

INTERPRETATION:-
The above table clearly shows that the choice of brand is only due to taste, it is 43% next
comes the addiction, percentage for this catergory is 38 amongst the study conducted for
130 consumers the rest are of no significance.

[6] Cause of Taking Alcohol:-

86
 CAUSE NO. % OF RESPONDENTS

STATUS SYMBOL 35 35
BUSINESS DEALING 12 12
TO GET DRINK 21 21
AS MEDICINE 9 9
OTHER REASON 23 23

INTERPRETATION:-
The question related the cause of taking alcohol was also incorporated in the study status
is found to be the most important amongst all. In terms of percentage it is 35% other
reason not defined in particular comes next i.e. 23% .A good percentage amongst the
respondent is get drunk . i.e. 21% and it is of importance . One can very easily conclude
that status symbol can lead to get drunk or for a particular reason during courses of time.

[7] POINTS OF PURCHASE METHOD:-

87
Purchase method No. of people Percentage

Brand Name 53 53

Advertisement 26 26

Shop Salesman 14 14

Points Of Display 7 7

88
 Brand Name = 53% Advertisement = 26%

Shop salesman = 14% Points of display = 07%

INTERPRETATION :-
Most of the consumer influence by the brand awareness 53% by
advertisement 26% by points of display 7% and by salesman 14%.

89
[8] ANALYSIS OF QUALIFICATION OF CONSUMERS:-

Qualification No. of people Percentage

Undergraduate 28 28

Graduate 44 44

Post Graduate 20 20

Professional 08 08

90
 Under Graduate = 28% Graduate = 44%

Post Graduate = 20% Professional = 8%

INTERPRETATION :-
Most of the consumer of whisky belong to the Graduate (44%).

91
[9] INFORMATION ABOUT BRANDS TO THE CONSUMER:-

Source No. of people Percentage

Co –Worker 26 26

Relatives 14 14

Friends 40 40

Advertisement 14 14

Others 06 06

92
 Co-worker = 26% Relatives = 14%

Friends = 40% Advertisement = 14%

Others = 6%

INTERPRETATION :-
Mostly consumer of a liquor product come to know about and it brands through their
friends (40%) and rest through the workers, relatives, advertisements and others as
salesman or retailers .

93
[10] MEDIA PREFERENCE OF THE CONSUMER:-

Media No. of people Percentage

Audio/Radio 18 18

T.V. 31 31

Cinema 22 22

Magazine 11 11

Newspaper 16 16

Others 02 02

94
 T.V = 31% Cinema = 22%

Audio/Radio = 18% Magazine = 11%

Newspaper = 16% Others = 2%

INTERPRETATION :-
During my survey I found that 31% people prefer T.V., 22% people prefer Cinema, 18%
people prefer Audio/Radio, 11% people prefer Magazine, 16% people prefer Newspaper
and 2% people prefer the other type of media.

95
CONCLUSION

96
 CONCLUSION

Through my study on sales promotion of whisky of Mohan Meakin I have come

upon the following conclusion:-

Mohan Meakin manufacture of different brands of whisky as Black knight, Diplomat

whisky company manufacture other alcoholic and non-alcoholic products as Rum,
Gin, Brandy, Scotch, Vodka, Juice, Vinegar and mineral water.

The company has 13% of market share of the India alcoholic market main selling product
of the company is Old Monk Rum which always in short supply in the market how
of the brands of the whisky is very popular is comparing the Old Monk Rum.

 After acquiring a new customer, there is lot of importance of its retention also. This
can be done only by providing extra flavors and good quality .

 In today’s scenario, customer is the king because he has got various choices around
him. If you are not capable of providing him the desired result he will definitely
switch over to the other provider. Therefore to survive in this cutthroat competition,
you need to be the best. Customer is no more loyal in today’s scenario, so you need
to be always on your toes.

97
 We feel that there is cutthroat competition among companies and other brands so to
be on top of mind of the customers they need to do something outstanding every
time. By direct interaction with shopkeepers I found that we have good market
share but there are lots of with our serviceability in marketplace. Scheme, service,
price always affect the shopkeepers and shopkeepers affect customers.

 So, company should improve its serviceability and systems to retain its current and
potential customers in today’s scenario.

 Even though company has better promotion and advertisement policies but still a
part of our customer don’t see ad of company, so company should improve its
advertisement system.

Company has a nice staff in its organization company has no marketing

department only on its sales department.

98
RECOMMENDATIONS

99
 RECOMMENDATION

 Although the company is running well and marketing effort for the sales promotion

but in spite of all that there are following suggestions which I would like to put for

betterment of Mohan Meakin LTD. Lucknow.

 Since company brands of whisky are not very popular so it will be beneficial for the

company of adopt some sales promotion schemes to increase the scale and to generate

the brand awareness in the consumer mind to achieve these goals company should

follow following schemes.

 Company should give some gifts and incentives to retailer because salesman or

retailer play a very important role in the sale of alcoholic product and say to retailers

to display company’s brand on their display. These gifts and incentives can be inform

of Sweater, Table clock, Wall clock, Beer set, Tea set, T-Shirt etc.

 Company should also give some gifts to the consumer with brands these gifts can be

inform of key-rings, Opener, Pens and etc.

 Company can also give lucky coupons with brands. Since most of the consumers

belong to age group 20-40 and belong to a group of well educated people so the

company should advertise its brands mostly in news-paper, T.V. and Magazine etc.

100
 During my research I found of the competition of Mohan Meakin has a strong

promotional scheme. So for beating the competition company must follow a

strong promotional schemes for salesman as well as for consumer also.

 Since consumer pay their attention on taste and quality packaging of the bottle

while making a purchase therefore company should pay its attention on attractive

packaging and quality of the whisky.

 First and for the most important thing is that there must be regular

feedback from the retailers and consumers about the product.

 As I have mentioned earlier that company should adopt surrogate

advertising i,e advertising brand name it self as bagpiper soda.

 Company should provide special discount gifts like attractive glasses to the

bar in order to propagate and make the brand popular.

101
LIMITATIONS

102
 LIMITATIONS OF THE RESEARCH

There were various constraints facing the research project which have limited the degree

of detail of the analysis of the problem.

1. Since the survey was conducted only in Lucknow a narrow view of the role Mohan

Meakin in U.P. could be obtain.

2. If was important that the number of question in the Questionnaire do not exceed due to

financial constraints and due to the fact that if the Questionnaire was too long the

number of responses would have refused to give a large amount of time. So very specific

Question could not be asked for example.

3. Due to lack of availability of secondary data very specific hypothesis could not be

formed.

4. Due to schemake differences it could be possible that a respondent does not

understand the question and thus gave a wrong response.

103
APPENDIX

104
 REFERENCE

 SPSS

 MS-EXEL SHEET

 MS-WORD

Web Sites:-

 www.mohanmeakins.co.in

 www.goldeneaggletrading.com

 www.beerme.com

 www.google.com

105
 BIBLIOGRAPHY

Books:-

 Marketing Management, Analysis, Planning, Implementation and

control.
 -By Kotler Philip

 Marketing research, Principles, Application and cases.

 -By Dr. Sharma D.D.

 Research Methodology in Spcioal Sciences.

 -By Thakur Devendra

 Principles of Marketing.
 -By Kotler Philip

 Statistics For Business and Economics.

 -Hooda BY R.P

106
Magazines:-

 4 P’s
 Economic Times
 Business world
 Brand Equity
 The Economics Times
 Advertising and Marketing
 Business Today

Newspapers :-

 The Times of India

 Hindustan Times
 The Pioneer
 The Hindu

107
 QUESTIONNAIRE

WH0LE-SELLER, RETAILER QUESTIONNAIRE’S

Retailer’s/ Distributor’s
Name :
Address :

1. How often do the consumer ask for whisky by name ?

(a) Yes (b) No

2. Which brand and type of whisky do the consumer want the most ?

________________

3. What do you think they use for these brand ?

(a) Brand _____________

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 (b) Reason _____________

4. Please tell about the order of importance is selling whisky

(a) Brand name ____________

(b) Advertisement ____________
(c) Points of display ____________
(d) Shop salesman ____________
(e) Others ____________

5. Do you think that the value of gift/incentives are in right proportion to

Your total sales in year ?

(a) Yes. (ii) No.

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 CONSUMER QUESTIONNAIRE

Name :
Address :
Telephone No. & Mobile No :
Age( in years) :
Martial Status : Single ______ Married______
Educational Qualification :
Occupation :

1. How often do you drink ?

(a) Regular

(b) Weekly

(c) Monthly

(d) Occasionally

2. How much quantity consumer per occasion ?

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 (a) 2 pegs

(b) 4 pegs

(c) 6 pegs

(d) More then 6 pegs

3. Do you consider price factor ?

(a) Yes

(b) No

4. What is your openion regarding Mohan Making brand ?

(a) Excellent

(b) Good

(c) Average

5.What is creason to given perfrences of other brand ?

(a) Taste

(b)Addiction

(c) Never tried

(d)Is strong

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 (e) Is light

6. Why are you taking alcohol ?

(a) Status symbol

(b) Business dealing

(c) To get drink

(d) As Medicine

(e) Other reason

7. What is your points of purchase method ?

(a) Brand name

(b) Advertisment

(c) Shop salesman

(d) Point of Display

8. What is qulification of consumers ?

(a) Under Graduate

(b) Graduate
(c) Post Graduate
(d)Proffesional

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9. How are you getting information?

(a) Co-worker
(b) Relatives
(c) Friends
(d) Advertisement
(e) Other

10. Which sources of media are attracted to customer?

(a) Audio/Radio
(b)T.V.
(c) Cinema
(d)Magazine
(e) Newspaper
(f) Other

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