Professional Documents
Culture Documents
1. Acknowledgement 2
2. Preface 4
4. Objective of Research 11
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
12. Conclusion 85
13. Recommendation 87
14. Limitation 91
15. Questionnaire 93
16. Bibliography 99
ACKNOWLEGEMENT
At the end I would like to thank Mr.Pradeep Kushwaha & all those
JITENDRA YADAV
PREFACE
Liquor (IMFL) and beer are state subject, with each state controlling
This Market research has been done for Mohan Meakin Limited for
Mikin & other competitors”. For this purpose market of Meerut has
of small sample size and the limitation of area, but serious efforts have
35%
30%
25%
20%
15%
10%
5%
0%
Haywards Mikin Kingfisher KingCobra Others…..
5000 (SAB 10000 (UB Group) (Cobra)
Miller) (MML)
As the summer season approaches the beer majors get active. This
The Indian beer industry has been 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 2006-
2007 financial year. With the average age of the population on the
The Indian beer industry has witnessed a big change during the last
with its existing brands. After the acquisition, SAB Miller focused on
UB has been marking inroads into the strong beer segment during the
last year. Kingfisher Strong, shoes sales five years ago were only equal
brands.
There are some smaller, regional players too; of them one of the most
Thunderbolt.
OBJECTIVE
It is said that a well defined objective is half achieved. So make sure
that our concerns are being solutionised define the objectives of this
project.
an estimated Rs. 16,000 crore per annum in spite of the fact that the per
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 are priced below Rs. 200 per bottle. Alcohol sales proceeds
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 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%
Though the government claims that this is being done to protect 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
Whisky is amongst the most popular distilled liquor known all over the
distillation of mash or cereal grains like maize, rice barley malt. Better
the malt better the whisky. Large quantities of IMFL are manufactured
42.8%.
2. RUM
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
made in France.
4. VODKA
Vodka is a sprit resulting out of distillation at very high proof. This
5. BEER
rich material barley. Hops are used to add taste while yeast is used to
1. Pilsener or Lager
2. Draught
Lager Beer is the most common bottled Beer found in almost all
the retail shops in the country. This Beer is served chilled and is of
two ypes.
INGREDIENTS:
used, with the secondary starch source, such as corn, rice and sugar,
WATER:
Beer is composed mostly of water, and water used to make beer nearly
character of beer made from it. Different regions have water with
suited to making certain types of beer. For example, Dublin has hard
STARCH SOURCE:
difference folours of malt from the same grain. Darker malts will
Nearly all beer includes barley malt as the majority of the starch. This
unmated grains (including wheat, rice, oats and rye, and less
HOPS:
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
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
use of hopes.
In the past, other plants have been used for similar purposes; for
combined into a mixture know as gruit and used in the same way as
YEAST:
alcohol and carbon dioxide, and thereby turns wort into beer. In
flavour. The dominant type of yeast used to make beer are ale yeast
are. Alcoholic drinks are a mixture of alcohol or spirit water and minor
1. Country Spirit
3. Foreign Liquor
1. COUNTRY SPIRIT:
being Dhara.
products like whisky, rum, brandy and vodka are there. British’s had
brought in this liquor to India later they set up distilleries and brewery
to manufacturer it in India.
India.
3. FOREIGN LIQUOR:
This is the imported liquor includes Beer and IMFL brands but the
India but the Indian. Govt. bans the import of bottled scotch
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
modernity and adapted to changing times. Yet, its basic values remain
In the late 1820’s, Edward Dyer moved from England to set up the first
India’s and indeed Asia’s first beer, Lion, which was in great demand
sweltering heat of India. Lion was much appreciated as a beer, and one
as back home!”.
The brewery was soon shifted to nearby Solan. (Close to the British
distillery, which Mohan Meakin Ltd. Still operate. Dyer set up more
breweries at Shimla, Murree Murree Brewery, Rawalpindi, Mandalay,
Shimla and Solan Breweries from Edward Dyer and added more at
the first World War, the Meakin and Dyer breweries merged and in
1937, when Burma was separated form India, the company was
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, soon after taking the helm. In the 1970s the
fields including breakfast cereals, fruit juices and mineral water under
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
Today, Mohan Meakin’s principal brands are Old Monk rum and
Solan No 1 whiskies London Dry and Big Ben gins, and Kaplanski
A. IN INDIA:
B: OUTSIDE INDIA:
1) BEER:
• Meakins 10000
• Golden eagle
• Gymkhana
2) WHISKY:
• Summer Hall
• Golden Eagle
• King Castle
• Celaar 117
• M.M.B. Whisky
3) RUMS:
• Black Beauty
4) BRANDIES:
• Triple Crown
• Golden Eagle
• M.M.B
5) GINS:
• M.M.B
6) JUICE:
• Kaplansky Vodka
8) MINERAL WATER:
9) BREAKFAST FOODS:
10) VINEGARS:
11) EXTRACT:
• Malt’s Extract
• Beer
• Rum
• Whisky
• Brandy
COMPETITORS
competition.
It saw the emergence of new companies like future wine and spirit
% per year.
The major competitors of Mohan Meakins Ltd. & their main
Products are :
1. SAB 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
heritage.
SABMiller India sojourn began in 2000 and in just a few years, its has
cornered nearly on third of the India beer market with brands such as
stout beer.
nurturing local and international beer brands which are the first choice
of the consumer.
accounted for as fixed assets in its books. The company pays to its
empty bottles to the company for which the company will reimburse
form United Breweries . The company was taken over by Vijay Malaya
Bangalore. In 1958 the name of the company was changed from United
priority basis.
which it has dedicated to split its business into two-the core beer
fours subsidiaries and making seven companies its fully owned aims
ltd.
Relawant of San Mighel and London Lilsnex, the new beer brands in it
Ltd.
3. COBRA BEER
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
the UK. A 125 year old, family run brewery and the largest
international beer brands including Kirin from Japan and Red Stripe
UK Cobra Beer has also partnered with Mount Shivalik Group, the
• Cobra Zero %
• Cobra Light
• King Cobra
• Cobra Bite
RESEARCH METHDOLOGY
between variables.
Types of sampling:-
1. Systematic Sampling- The most practical way of sampling is to
systematic sampling.
sample.
(Judgment sampling)
through Preparation of
questionnaire
it.
IS NOT AVAILABLE
From the survey it was obvious that the consumer once in a mood to
drink went for some other brand if his preferred brand was not
available.
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.
everywhere.
Some company should also improve and bring new
consumers.
Giving free gifts to the people who can boost up the sales to
CONCLUSION
During our research we found out that the brands of Mohan Meakins in
the Beer Segment specially Meakins 10,000 and Golden eagle bee r is
performing well. The demand of Golden eagle beer in the market is
good but not easily available every where Company has got good
Some international brands like foster have got very good presence in
turnover through meakin 10,000 and Golden Eagles these are the
largest selling brands in the beer industry after Haywards 5000 but the
has hot good presence at the national level. The company needs to
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
products and brands, They should fulfill the demand of the wholesaler
and frequent shifting affect the sales of company and the consumer
PROFITABILITY
As we have seen form the wholesalers and retailers view that they sell
those products which earn them greater profit margins. Therefore the
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
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
action plan be developed. This will also help the company to maintain
good relation with Beer & Hotels and the wholesalers and retailers.
LIMITATION
each and every retail shop, hence only few shops were covered.
a) Yes b) No
a) friends b) Advertising
a) Occasionally b) Regularly
Mild………………. Strong…………….
Ques. 10- What are the key factor that affect your purchasing decision?
a) Price b) Brand c) Taste d) Status
a) Bottle b) Cane
a) Loyal b) Switcher
………………………………………………………………………
………………………………………………………………………
Personal information
Name-…………………………….
Address-...…………………………………………………………..
………………………………………………………………………
………………………………………………………………………
Gender-………………………………
Age-…………………………………..
Occupation-…………………………………………………………
a) Yes b) No
a) Yes b) No
a) Yes b) No
…………………………………………………………
Ques.10- Would you like to give some suggestions to MML for
improvement ?
………………………………………………………………………
………………………………………………………………………
Personal information
Name-………………………………………..
…………………………………………………………………………
Address of retailing-…………………………………………………..
…………………………………………………………………………
BIBLOGRAPHY
Times of India