COMPRATIVE RESEARCH ON MARKET SIZE OF BEER BRAND OF MOHAN MEAKIN LTD.

MOHAN NAGAR GHAZIABAD

Submitted for the partial fulfillment of the requirement for the award Of POST GRADUATE DIPLOMA IN MANAGEMENT (2008-2010)

DISSERTATION
SUBMITTED BY MANGLA PD TIWARI UNDER THE GUIDANCE OF Internal Guide: Mrs. Nikunj Agrawal

Department Of Management INSTITUTE OF MANAGEMENT EDUCATION SAHIBABAD (GZB.)

INSTITUTE OF MANAGEMENT EDUCATION G. T. ROAD, SAHIBABAD, GHAZIABAD (U.P.)

DEPARTMENT OF MANAGEMENT CERTIFICATE This to certify that the Dissertation Report entitled COMPRATIVE RESEARCH ON MARKET SIZE OF BEER BRAND OF MOHAN MEAKIN LTD. MOHAN NAGAR GHAZIABAD submitted by Mangla Pd Tiwari for the partial fulfillment of the requirements of PGDM (BATCH 2008-2010) approved by AICTE, embodies the bonafide work done by him under our supervision.

Guided by: Prof. NIKUNJ AGARWAL

Signature of the Guide Place Date..

ACKNOWLEDGEMENT
The completion of this report was made possible due to enduring help of many people. We avail this opportunity to express my deep gratitude to them. Our special thanks and heart full gratitude to Mrs. Nikunj Agrawal for encouraging and supporting our efforts to complete our study. We owe her a special debt of gratitude for her guidance. Finally, we would also like to thank Dr.Taruna Gautam for imparting her knowledge regarding marketing research between us. MANGLAM PD TIWARI (PGDM 4th Sem.)

PREFACE
In the changed business scenario, where organizations are required to compete globally, benchmarks have also become global, organization survival and excellence requires not only meeting the targets, but also setting up of global standards. In the present scenario, to achieve world class excellence or even surpass them depends upon the efficiency marketing scenario of the company, which is the most important for any organization. The quest of productivity, quality and speed has spawned a remarkable number of management tools and techniques. Total quality management, bench marking, and Time based competition. Out servicing partnering, reengineer, change management of feeling the gap between the originations and the consumer, on the bases of market research are conducted by the big organizations. Todays world is a world of competition. The concept of marketing is totally has been changed, in every field customer became aware, now the market is customer oriented. The prime motive of the company should be customer delight hence to survive and achieve higher goals. Beer is one of the alcoholic products. Beer it self has a niche in the market. A certain age group people use to drink for the shake of just showing which people take it just as a substitute to Whisky and do not Jan as that of whisky . Alcoholic products are excisable item, which is controlled by the Government. The Government earns much money from Alcoholic product due to much excise duty on Alcoholic product. The liquor company work under the rule and regulations of the Government. It is very necessary and compulsory for distributors of alcoholic to take license from the Government.

CONTENTS
1) INTRODUCTION........................7 2) OBJECTIVE.8 3) COMPANY PROFILES..9 3.1 PARENT UNIT OF MOHAN MEAKIN LTD.12 4) PRODUCT PROFILE.15 5) LIQUOR INDUSTRY IN INDIA...18 5.1 DUTIES & TAXES ON LIQUOR....29 6) DISTRIBUTION SYSTEM30 7) SWOT ANALYSIS.34 8) PRESENT SCENARIO..37 9) FUTURE PROSPECTS..39.. 10) 11) 12) 13) 14) 15) 16) RESEARCH METHODOLOGY...41 LIMITATION.46 QUESSTIONNAIRE..47 FINDING52. RECOMMENDATIONS..64 CONCLUSION.65 BIBLIOGRAPHY.67

17) CHECK LIST...68

INTRODUCTION
Marketing Research is a vehicle through we can obtain information about present and potential customers behavior, their reaction and prospective about marketing. Learning more about the consumer and marketing is the heart of marketing research. The objective of this study is to know about the consumers perception & preference towards Beer of MML. Beer it self has a niche in the market. Certain age groups people use to drink for the shake of just showing which some people take it just as a substitute to whisky and do not Jan as that of whisky. The Beer industry is developing with speed of app. 15%. The Mohan Meakin enjoys a good position in the Beer Market by launching Meakin 10000 The coming up of Multinational in the filed has made it tough for the company to capture the same market share as it was enjoying few decades ago. Since thirty years put now seeing the current requirements the company decided to change its old pattern and planned to walk with the Traits. This study contains the about the reaction of consumers towards the Beer. The target consumers are there figured and the area for research is also sound and through it. Through the proper & throughout research of the company & its external environment the SWOT, Conclusion and Recommendation are concluded with proper marketing strategies. This research study is taken in NCR area. This research training helped me in getting more practical and enhanced my awareness level of consumer oriented towards buying a product of liquor of Mohan Meakin Ltd.. 1

OBJECTIVES
It is said that the well defined objective is half attained. In order to make sure that a proper research has been taken ensures defining clear cut objectives and outline is a prerequisite. The research objectives of the study are: To determine the Market position of Beer produced by Mohan Meakin Ltd. To determine the perception of consumer towards beer of Mohan Meakin Ltd. To know the market share of Mohan Meakin Ltd. Regard to beer only. To determine the competitors of Mohan Meakin Ltd. To analyzing the market expansion in future.

COMPANY PROFILE
An Englishman named Edward Dyer from the UK who set up the first-ever brewery in 1855 at Kasauli, India and brought to Hindustan the first thrills of Modern beer. Riding on the ware of his successful venture, Dyer set up breweries in the old Shimla and Solan, Lucknow (U.P) and Mandalay (Burma). During this time another like-minded Englishman H.G. Meakin, who was from a brewers family in Burton-on-treat, decided to set up shop on the sub-continent and thereafter founded the firm Meakins & co. He purchased the old Simla and Kasauli breweries and constructed others at Dalhousie, Ranikhet, Chakrata, Darjeeling and kirkee.

Both these firms E.Dyer & co. and Meakin & co. continued separate business dealing uptill the 1920s. During World War I, when importing beer was a hard risk, the two firms supplied cheap, but good quality beer to the thirsty subcontinent. Huge quantities were sent overseas, like the Egypt, where soldiers more than welcomed reasonably priced beer. 3

After the First World War in 1953 the two were firms merged and formed Dyer Meakin Co. The name and style recharged after reconstruction of the Co. with the Indian asserts named Dyer Meakin Breweries Ltd. As if being fashioned by history, the company once again went through landmark change when two years after Indian Independence in 1949, the management was taken over by the last N.N. Mohan. The company asserts and profits register a manifold increase under a dynamic stewardship of N.N. Mohan to mark the contribution of Mohan the company name changed from Dyer and the name was Mohan Meakin Breweries Ltd. In 1967. In 1969, Mr. N.N. Mohan passed away & reins of the bursting conglomerate feel into the hands of both his sons, Col. V.R. Mohan and Brig. Kapil Mohan, and under his stewardship, the Company saw vast growth. Assisted by their fathers vision they laid the foundation for the Mohan Nagar industrial complex (Near Delhi on G.T. Road) which began production in 1962 and comprised of production activities such as a distillery, brewery, cold storage Unit, ice factory, malt extract Unit, food products Unit, breakfast food Unit and glass works etc. The first brewery was established for the purposed to simply quality spirit to the drinking people at Kasauli. They found good quality of water of natural spring at koral peak above the village known as Solan therefore; the beer making was shifted from Kasauli to Solan that is company-conducted survey. During the probation years in the seventies, the company acquired a number of units, which were on the average of collapse. Some of the more notable ones were Artos Brewery in Andhra Pradesh, Mysore, Fruit Products Limited in Bangalore and Nagaland Distillery in Nagaland. These Units were made highly productive within a short span of time. The cultivation of hops an important ingredient in beer manufacture, was for the first time in India, undertaken by the

Company in Jammu & Kashmir. In keeping with the times, Mohan Meakins also entered the international market in a big way and began export of beverage to countries such as the U.S.A. U.K., Japan & the nation of Western Europe and the Middle East. The company also began export of manpower and technical know how overseas especially where collaboration existed. A distillery and glass factory was set up the Meakins personal at Nairobi, Kenya, and breweries were set up in Nepal and Bhutan. Apart from liquor, the other Meakin products that began to view for good quality profile were Mineral water, Cornflakes, Mango Nectar and Apple juice. Brig. Mohan was also instrumental in promoting a new venture called SIDECO Mohan Tool Kerla Ltd. This was a Meakins project in collaboration with the Kerla State Industry & Employment Corporators. A bottling plant at Bhankarpur (near Chandigarh) and Collaboration with South Indian parties for sale of IMFL Brands were among other steps company took in ordet to consolidate its market position. This transformative inclination leads the Company to rename itself in 1980 as Mohan Meakin Limited. Production of beer by Indian Breweries is 75 million cases (12 bottles of 750 ml) or 47 millions, & 15% to 17% beer market cover by Mohan Meakin Ltd. A few last words on Mohan Nagar, virtually a township equipped with its own hospital, schools staff quarters. Most officers working with Mohan Meakin have seen at least twenty years of Service and these are surely many mort to come. They sear loyalty to the company & its head and point to the fact that cordial relations between the entire working staff, numbering 5,000 are the backbone of Meakins stability.

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. Kasauli H.P. Lucknow U.P. Mohan Nagar U.P. : : : Distillery, Brewery and Bottling Distillery

Distillery, Brewery, Glass Unit : Distillery, Brewery, Glass Unit, Bottling & Fruit juice Unit

COMPETITION

Todays world is the world of Competition. In every field there is competition, the success of any company or product is also largely depends upon competition. At present scenario customer became aware about the market, he has full knowledge of the market. Competition provides a good quality of product to the customers. If a company wants to survive itself, he will have to face through-cut competition. In liquor, industry there is also competition. The increasing awareness and exposure to wines among consumers and the removal of quantitative restrictions in 2001 has been a big boost to the wine industry. It saw the emergence of new companies like Future Wine and Spirit Brand (P) Ltd (FWSB), set up recently by two non-resident Indians (NRIs) from USA. The consumption of liquor is growing at 20 per cent per annum. Beer consumption in the country is slated to treble in the next ten years with the segment for strong beer segment registering high growth. It boasts of a growth of 25 per cent per year. The increasing awareness and exposure to wines among consumers and the removal of quantitative restrictions in 2001 has been a big boost to the wine industry. The major Competitors of Mohan Meakin Ltd. Products are below -

1) United Breweries:

In 1898, UB Group was established with the name of McDowells. The company is going to continues to be Indias no. 1 spirits company. The market share of the company is 36% in the spirits industry with growing.

2) Shaw Wallence:
In 1886, Shaw Wallence was established in Calcutta. SWC is one of the leading spirits and Beer Company in the country with brands like Royal Challenge, Directors Special

and

Hayward

5000.

The

market

share of the company is 15% in the spirits industry. 3) Jagatjit Industry: Jagatjit Industries is owned and managed by Bhai Mohan Singh. It has one of the largest distilleries in the country located at Kapurthala in Punjab. The company's main market is in the Northern part of the country. Aristocrat and Bonnie Scot are its two leading brands. The company also manufactures and markets malted food drinks. Besides the Kapurthala plant, the company has other plants in UP located at Noida, Sahibabad and Sikandrabad. The company has a 9% market share in the Indian liquor market. There are other such company which are in Keeping in view the day to day increasing competition in the field & to meet the demand of the customers more efficiently and effectively, the company has used easy and simply way of distribution channel to reach the product directly to the customer.

PRODUCT PROFILE

1) BEER Meakins 10000 Golden Eagle Golden Eagle Deluxe Premium Black knight Super Strong Solan No.1 Extra Strong Solan No. 1 Super Strong Gymkhana Golden Eagle Herbal Beer Asia 72 Mild Beer Lion Beer 2) WHISHKY Solan No. 1 Malt Whisky Summer Hall Colonels Special Malt Whisky Golden Eagle Diplomat Deluxe Malt Whisky Black Knight Malt Whisky King Castle Cellar 117 M.M.B. Whisky Old Master 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 Doctors Reserve No.1 DM M.M.B. 5) GINS Big Ben London M.M.B. 6) JUICE Mohans Gold Coin Apple Juice Gold Reserve Mixed Fruit Juice 7) Vodka Kaplansky Vodka

8) MINERAL WATER Golden Eagle Mineral Water Mohans Mineral Water 9) BREAKFAST FOODS Mohans New Life Corn Flakes Mohans Wheat Porridge 10) VINEGARS Mohans Pure Malt Vinegar

Mohans Synthetic Vinegar

11) EXTRACTS
Brewers Yeast Malts Extract 12) OTHER FOOD Pickle Jam & Jelly

13) EXPORT PRODUCTS

Beers Rums Whisky Brandy

THE LIQUOR INDUSTRY IN INDIA

Despite step-motherly treatment from the government by way of exorbitant taxes and negative policy decisions, the liquor industry has managed to stay afloat and is on the verge of tremendous growth. Achal Dhruva does an in-depth analysis...

The Indian brewing industry has been on a roll for the past many years, despite bans by some state governments and an unfavorable policy environment. Despite declining trends worldwide, the Rs 5,000 crores Indian liquor industry has been growing rapidly and multinational companies with unremitting regularity innundate the Indian market with new brands. This trend has been fostered to a great extent by the removal of quantitative restrictions.

The overall growth of the liquor industry has been reflected by the findings of International Wine and Spirit Records (IWSR), an UK-based research organisation, which states that India took over US as the largest whisky consumer two years ago and the consumption is growing at 20 per cent per annum. IWSR also places India in third position worldwide in the spirits segment. Beer consumption in the country is slated to treble in the next ten years with the segment for strong beer segment registering high

growth. Besides these traditionally strong segments ie. beer, whisky and other spirits, India has a potentially huge market for wines and pre-mixed drinks or Ready To Drink (RTDs).

Raising A Toast:
While the wine industry accounts for less than one per cent of the alcohol and spirits industry in India, it boasts of a growth of 25 per cent per year. The wine market in the country is estimated at 2 million bottles, including wine made in Goa, a quantum jump from six lakh bottles in 1997. There has been a huge influx of foreign wines in the past few years with top international wine companies like Ernest and Julio Gallo (California), Veuve Clicquot Ponsardin (French), Cranswick Estate (Australia), Nelson Creek (South Africa), Lost Horizons (South Africa) Riunite (Italy) introducing their top selling brands in the Indian market. The entry of so many international foreign players has also aided the spurt in sales of foreign wines, which increased from 13,500 bottles in 1997 to approximately 50,000 last year. The increasing awareness and exposure to wines among consumers and the removal of quantitative restrictions in 2001 has been a big boost to the wine

However, according to H R Ahuja, senior vice-president, FWSB, Though the removal of quantitative restrictions has been a welcome move, the government has levied additional custom duty to protect the domestic market. Hopefully in this years budget the government will reduce the duty. There is no threat to the domestic players as there is enough scope for all players to grow. In fact the medium range wine below Rs 450, mostly produced by the domestic players has recorded the highest growth. Echoing similar sentiments, Amar Jog, junior vice-president, Chateau Indage, said, There is enough scope for growth and more players will enter the fray which is good for the industry. Domestic companies like Chateau Indage, Grover Wines and recent entrant Sula Wines have all done exceedingly well.

Jog stated that a survey recently conducted by Ernst & Young indicated that Indage constitutes 91 per cent of the wine industry in India. Domestic wines are now sold internationally which is a clear indicator of the quality. Our wines are being sold in more than 300 restaurants in Paris alone. Soon we shall be launching a wine in New York, said Jog. However, in his opinion the main pitfall faced by the domestic market is that under international banners we may have very mediocre quality wines coming in

at very cheap rates. This would definitely affect the domestic wine market as we cannot match those prices and could give the market a wrong turn. Apart from the Indian

wineries, the consumer would also lose in terms of the quality of wine available to him, stated Jog. Education of the consumer is the answer to this problem and most companies have adopted it as part of their marketing strategy and as a means of facing competition. Jog said, We initiated the concept of wine education in India and it is an ongoing process. Besides taking care of the initial curiosity, an average wine drinker knows what he or she is looking for. Besides, one has to provide Value For Money (VFM) products as it is no secret that our market is extremely VFM driven. Also the quality and type of wine is important, growing the right kind of wine to suit the Indian palate. Domestic players have been around for two decades producing quality wines, according to R Vazirani, vice- president sales, Radico Khaitan Limited. In his opinion the availability of international wines will only foster the growth of the small wine market in the country. Vazirani cited the examples of Chile and Australia to elucidate this point. "A few years ago these two nations were importing new world wines but today they are the leading exporters," stated Vazirani.

Pre-mixed drinks or Ready To Drink (RTDs), introduced in the Indian market in 2001 has great potential for growth. Baccardi Martini India Ltd (BMIL) made a foray into the RTD alcoholic beverage segment last year with the launch of Baccardi Breezer. The company, which is a 74:26 joint venture between Baccardi and Gemini Distilleries introduced Breezers (a

fruit flavoured drink with 4.8 per cent alcohol content) in three flavours - lime, cranberry and orange, available in 330 ml bottles priced at Rs 40. Starting with Delhi, Maharashtra and Goa, Baccardi Breezer will be distributed nationally in a phased manner. Globally, Breezer is available in many flavours, which includes watermelon, cranberry, orange, lime, pineapple, peach, lemon and ruby grape fruit. Breezer is currently available across 30 countries in the world with UK as its biggest market. The brand stormed the UK in 1993 after tasting success in the US and induced widespread consumer shift from pints of lager and white wine. It was positioned as a credible alternative to beer.

According to Val Smith, chairman, IWSR, the market of RTDs in Britain is 10 million cases. RTDs in the European market has eaten into the beer sales by 10-15 per cent and the US beer market has also been hard hit. RTDs will

be a success in India as worldwide it has done favourably in countries with hot climate, stated Smith. Targeted at the youth, RTDs has found favour with those in the clubbing habit and also with women drinkers. Both Baccardi Breezers and Romanov Shots introduced in five flavours (330 ml bottles at Rs 40) are quite popular in the metros. The reason for the success of RTDs in a short span of time is the value for money factor and the perception of not being a hard drink. With the alcohol content as low as mild beers it has a huge market amongst the youth. The fruit flavoured taste is also an advantage compared to the bitter taste of beer. RTDs are making a mark world over and are creating new consumers. The fears that RTDs will eat into the beer market are uncalled for as they are targeting a totally different class and age group, opined R Vazirani, vice president sales, Radico Khaitan Limited.

Smith felt that RTDs offer a huge opportunity for major breweries in the country to tap this segment as they can produce and distribute it easily. While international brands like Baccardi Breezer and Smirnoff Ice are world leaders even local brands in some countries have done exceedingly well like Umex in Mexico. The tequila producer registered sales of 4 million cases in just two and half years. Predicting a phenomenal growth in the next five years with American breweries alone looking at a 80 million to 300 million growth, Smith however feels that heavy taxation by the governments worried about teens taking to drinking, may kill the RTD market.

THREE CHEERS FOR BEER

Despite being placed 39th in the world rankings, the beer market in India with 5.6 million bottles is the most emerging market and is set for rapid growth in the coming decade. USA with 232, China with 219 and Germany with 107 million bottles is placed first second and third respectively. With 85 million potential beer drinkers set to be added in the next ten years, the market will see penetration levels increase from 11 to 20 per cent. According to Dr Mohan Krishna, deputy general manager-strategic planning, Shaw Wallace Breweries Limited, factors like rising incomes, changing lifestyles and removal of market distortions will fuel the growth of the beer market. He informed that the strong beer is currently the largest and fastest growing segment currently enjoying 61 per cent share while the mild beer segment has 39 per cent share. While the mild segment has witnessed a fall from 66 per cent in 93-94, the strong beer segment has seen a growth from 34 per cent in 93-94. The three main reasons for the rise in strong beer segment, according to Dr. Krishna, is that it gives greater intoxication (helps one get a kick), more value for money (high kick

for lower price) and in summer consumers prefer to drink chilled strong beer instead of hard liquor. Consumption of strong beer is pegged at 75 per cent in smaller towns and cities compared to 65 per cent in metros and bigger cities. Studies according to Dr Krishna predict that the mild segment will be placed at 21 per cent and the strong beer segment at 79 per cent of the total beer market in India by year 2011-12.

A host of international beer brands have entered the Indian market over the past few years in the mild beer segment like Becks, Fosters, Corona, San Miguel, Cobra, Castle Lager. Among these Fosters has made the biggest impact. Among the Indian brands in the mild segment Kingfisher of United Breweries, Royal Challenge from Shaw and Wallace are

amongst the most popular brands. Kingfisher has also made its impact abroad. Smith felt that Indian strong beers were really good and comparable with the international brand. He said that there was great potential in marketing Indian strong beers, especially in France and United Kingdom. The French are interested

in stocking novel beers and Indian strong beers could find place in restaurants in Paris and London along with Japanese, Chinese and Kenyan beer. The marketing trick to sell Indian beers abroad is to have a very definite Indian identity as consumers should identify the product with India, stated Smith.

DIFFEREENT DUTIES ON LIQUOR

1) Excise Duty 2) Export Pass Fee 3) Vend Fee 4) Sale Tax/Surcharge 5) License Fee 6) Toll Tax 7) Brand/Label Fee 8) Permit Fee 9) Transportation Fee 10) 11) 12) 13) 14) 15) 16) Import Pass Fee Additional Duty Distillery/Brewery License Fee Bottling Fee Litterage Fee Assessment Fee Franchise Fee

DISTRIBUTION SYSTEM

A.

FOR RETAILORS

COMPANY
Order slip sent on the behalf of the wholesaler Goods delivered Order slip sent to Excise Office

WHOLESALER
and Pay Excise Duty

EXCISE OFFICE

Goods delivered

RETAILORS

B. FOR C.S.D.

COMPANY
Order slip sent on the behalf of the C.S.D. Goods delivered Order slip sent to Excise Office

C.S.D. DEPOT
Goods delivered

EXCISE OFFICE

UNIT CANTEEN

CONSUMERS

C. FOR BARS

COMPANY
Order slip sent on the behalf of the Bar Holder Goods delivered Order slip sent to Excise Office and Pay Excise Duty

BAR

EXCISE OFFICE

RESTURANT

SWOT ANALYSIS

SWOT ANALYSIS

Organizaation performs swot (Strength, Weakness, Opportunity, Threats) analysis to identify and evalutate their competitive position.

STREGTHS:
1) The company has excellent distribution system. 2) The company has build a strong image among the customers. 3) The company has an excellent distribution system. 4) The company experiences excellent Brand loyalty for its Products from the customers. 5) The company has made its Packaging attractive which lures the customers and consequently the products are favorite among the customers.

WEAKNESSES:
1) Some products have high prices as compared to the other products. 2) The company branches are not spread through out the region; as a result load of the work at the regional offices are tremendous. 3) The company pays less attention towards advertisement. 4) The brewery of the company is old and not up to expectation of modern times.

OPPORTUNITIES:
1) India has a vast potential market, which the company can get hold up. 2) The company can prove to be major threats for its competitors if it increases its marketing 3) MML should concentrate on the premium segment market. efforts.

THREATS:
1) The major threat that company faces is from its competitors who are introducing products with more features at lower cost backed by aggressive promotional schemes to attract buyer. 2) The new packaging style introduce by the company for the beer i.e. in Tin is posing threat to the existing bottle packing system. 3) The arrival of the MNC is a major serious threat for the company.

PRESENT SCENARIO

Scotch is not a mass product any where in the World. What the scotch player will not say but do realize it that the scotch market in India is even not self sustaining. While the wine industry accounts for less than one per cent of the alcohol and spirits industry in India, it boasts of a growth of 25 per cent per year. The wine market in the country is estimated at 2 million bottles, includingine made in Goa, a quantum jump from six lakh bottles in 1997. Jog stated that a survey recently conducted by Ernst & Young indicated that Indage constitutes 91 per cent of the wine industry in India. Domestic wines are now sold internationally which is a clear indicator of the quality. Our wines are being sold in more than 300 restaurants in Paris alone. Soon we shall be launching a wine in New York, said Jog. At present, the domestic liquor industry is protected by high effective import duties. These duties are likely to decline over the medium term and would lead to entry of international majors. Whisky is the largest segment of the liquor industry in the country. India today is the largest consumer of whisky overtaking USA two years ago, according to the IWSR study. According to Smith, domestic whisky growth is concentrated in India with the other big market Japan registering a fall.

The Indian Made Foreign Liquor (IMFL) and scotch segments is pegged at 79.5 million cases in India with 2.5 million cases in premium and above, 7 million cases in prestige and above, 31 million cases in regular and 39 million cases cheap and medium categories. The Beer market is witnessing flurry of launches from the MNCs by having their collaborations done with the India parners. These collaborations done by then are in two ways either share of profits or technical partnership. Even scotch, the attempt now is stable all price ends. Company are launching scotch brands at premium regular and economy ends.

FUTURE PROSPECTS
As far as the industry players are concerned, they are very optimistic about future. The reason are very evident, a growing middle class with increasing purchasing power, hanging life styles, changing social attitudes and above all the large population. All these reasons are enough for the industry to be upbeat about the future. Although whisky will continue to dominate, the emphasis will be on the low alcohol drinks and white drinks. In Beer market the future is seem of Strong Beer. The three main reasons for the rise in strong beer segment, according to Dr. Krishna, is that it gives greater intoxication (helps one get a kick), more value for money (high kick for lower price) and in summer consumers prefer to drink chilled strong beer instead of hard liquor. Consumption of strong beer is pegged at 75 per cent in smaller towns and cities compared to 65 per cent in metros and bigger cities. Studies according to Dr Krishna predict that the mild segment will be placed at 21 per cent and the strong beer segment at 79 per cent of the total beer market in India by year 2011-12. be bright and successfully. The liquor industry in India is highly regulated with production, distribution, advertising and marketing having to comply with various government regulations. In addition, the liquor industry is subject to a high level of taxation. The levels of regulation and taxation vary from State to State; certain States have even enforced a policy of prohibition. The import of liquor is also subject to a high import duty (at present, the effective duty is over 300%). A significant feature of the Indian liquor industry is the presence of a large illegal market selling both smuggled as well as illicitly-distilled liquor. The IMFL industry in India is estimated at nearly 84 million cases and is growing at 8% per annum. Consumption is largely skewed towards whisky which accounts for over 60 % of the market. Brandy accounts for 21%, rum for 14 % and Whites (Gin, Vodka, others) for 5 %. Besides, there is a large unorganised sector in the Indian liquor industry, According to the study report this is say that 7-8 persons out of 10 like to alcoholic product. Thus it can be say that the future of this can

consisting of local country-liquor manufacturers. Within the IMFL segment, whisky and rum are the largest segments, accounting for 60% and 16% of total IMFL volumes respectively. Although the liquor industry worldwide is either stagnating or witnessing negative growth, India's IMFL market is growing at 8-10% per annum; currently, the country accounts for nearly 6% of the world's spirit consumption. The Indian liquor industry is characterised by intense competition among the major domestic companies: Shaw Wallace, McDowell's, Herbertson's, Mohan Meakins, Jagatjit Industries, and RKL. This would further intensify competition, especially in the premium segment.

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

6.1.

Marketing Research

Research methodology may be treated as the heart of the project with out a proper and well-organized research plan it is impossible to complete the project and draw conclusions and proper result. This project was based on survey plan. The main objective of survey to collect appropriate data, which work as a base for drawing conclusion and getting result. Marketing research is a systematic collection, analysis, interpretation and reporting of marketing data to enable the marketing manager to solve some marketing opportunities. It is a objective study of problems undertaking goods and services. It may be emphasized that it is not restricted to any particular area of service but its applicable to all its Phases and Aspects. At this stage it may be worthwhile to examine some definitions of Marketing Research. The American Marketing Association defined it as : 1. The Systematic gathering, recording and analyzing of data about Problems relating to the marketing of goods and services". 2. Systematic and objective search for analysis of information relevant to the identification and solution of any problem in the field of marketing of goods and services.

Therefore research methodology is the way to systematically solve the research problem. Research Methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods.

6.2.

Research Design

Research design is key important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. Infect it is the key to the evolution of successful marketing strategies and programmers. It is an important tool to study buyer behavior changes in consumer lifestyles, consumption patterns, brand loyalty and also forecast market changes. A research design specifies the methods and procedures for conducting a particular study. According to Kerlinger, "Research design is the plan, conceptual structure and strategy of investigation conceived as to obtain answers to research questions and to control variance. 6.3.

Data collection Methods

After the research problem we have to identified and select which types of data is to research. At this stage, we have to organize a field survey to collect the data. One of the important tools for conducting market research is the availability of necessary and useful data. There for we would go for personal interview, as we need to collect details information. Primary Data For the Primary Data collection we have to plan the following four important aspects : 1. 2. Sampling Plan Research Instrument

Secondary Data The company's profile, Journals and various literature studies are the important sources of secondary data.

Sampling Plan In sampling plan the following factors are considered: Sampling Unit The Retail outlets of Liquor in Delhi and NCR area and consumer it, have been taken as sampling unit to concentrate and do an in depth study in that segment. Sample Size Sample size of the study is 100 Customers and 160 Retail outlets in Delhi and NCR area. Sampling Procedure All the information of the sampling units was gathered personally using the questionnaire. Research Instrument A Structured non-disguised Customer Response Form was developed as a research instrument. All type of questions are included in the questionnaire.

6.5.

Data Analysis and Interpretation

1. 2. Questionnaires Pie chart and bar chart.

3.

Charts and graphs

6.6.

Questionnaires

This is the most popular tool for the data collection. A questionnaire contains question that the researcher wishes to ask his responde guided by the objective of the survey.

6.7.

Pie Chart

This is very useful diagram to represent data, which are divided in to a number of 'categories: This diagram consists of a circle divided a number of sectors whose are proportional to the values they represent. The total value is represented by the full create. This diagram bar chart can make comparison among the various components or between a part and a whole of data.

6.8.

Preparation of the Report

The Report was made on the basis of the analysis and presented with the findings and suggestions.

LIMITATIONS
In spite of making all my efforts to make the dissertation a perfect one there are certain limitations in the study, which are felt while writing the report. As the study is an exploratory one designed to find new hypothesis, readers are not suggested to conclude

the result. The study suffers from the basic limitations of the possibilities of difference between what is recorded and what is true. In addition, some limitation regarding of the study are mentioned. 1) The sample size is very less and therefore the test that could be done on large population cannot be done.

2) There has lack of time and financial resources prevented the investigator from carrying out an in depth study.

3) The findings of the survey are based on the subjective opinion of the respondents and 4) There there are is no way of assessing bias the truth of the be statements. removed.

some

respondents

which

cannot

5) No competitors are interviewed and hence there is a problem of comparing the brand with others thoroughly. Besides this no help has been taken from any secondary data of this type in this regard

QUERSTIONNARIE

FOR CUSTOMER

Name: Age:

occupation Address:

1) What your opinion about Beer?

Good Reason: 2) Are you drink Beer? yes No Bad

3) How often you drink Beer?

Occassionally Regularly

4) What type of Beer is consume by you? Strong Mild Both

5(A.) Which Brand is prefer by you in Strong.?

6(B.) Which Brand is prefer by you in Mild? 6) What are most determinates factor affect you while purchasing

Beer?
Taste Brand Name Price Other

7) Have you heard about Mohan Meakin Ltd. Yes No

8) What do you feel about the rating of MMLs Products? Good Satisfactory Poor

9) You drink Beer usually when you are In the Party/with friends In sad moment In Happy No reason 10) How much Beer is consume by you within one time? 1Bottle 1-2Bottle >2Bottle

11) Does the retailer force you to purchase other Beer in the absence

of demanded Beer?
Yes No.

12) Do you want to give any suggestion to MML for their product? if yes then Please .

FOR RETAILORS:
Name: Age: Shop Name: Address:

1) How many Brands of Beer is sold by you? ..

2) Which type of Beer is mostly demanded by the consumer? Strong Mild Both

3) Which Brand in Mild Beer is mostly demanded 4) Which Brand in Strong Beer is mostly demanded
5) How much quantity of Beer sold by you of MML daily? <10 cases 10-20cases >20cases 6) Which Brand of MML has good sale in the Market? Golden Eagle Meakin10,000 Gold Lager Other

7) Do you satisfied with the distribution system of the MML? Yes No

8) Do you think that promotional expenditure help to boost sales?. Yes No

9) Do you think that sales can be affected by providing scheme to you

and consumers?

Yes

No

10)

Biggest competitors of MML in the market.

.

11) Yes

Does the company representative visit your outlet regularly?

No

12)

Do you want to give any suggestion to MML for improvement?

if yes, then ..

FINDING

BEER BRAND PEOPLE LIKE MOST

Other 16% R.C. 14% Golden Eagle 15%

Haward 5000 23%

Meakins 10000 18%

Kingfisher 14%

D R IN K IN G H AB B IT

O cca ssio na ly 3 8% Re gula rly 62 %

RATING OF MML PRODUCT

Poor 7%

Good 26%

Satisfactory 67%

FACTOR WHICH AFFECT THE PEOPLE WHILE CONSUMING

Other Packging 11% 9% Brand Name 23%

Taste 42%

Price 15%

PALACE WHERE PEOPLE LIKE TO CONSUME

Open Space 10% Resturant 33%

Home 4%

Bar/Pubs 53%

PEOPLE FEELING AFT ER DRINK

Happy 30%

Angry Tensed 1% 4%

Relaxed 65%

CONSUMPTION AT ONE TIME

> 2 Bottle 21% 1 Bottle 47% 1-2 Bottle 32%

BRAND LOYALITY TOWARD PRODUCT

Loyal 34%

Switcher 66%

AWARNESS OF MML

Yes 43% No 57%

SALE BRAND WISE OF MML

Golden Eagle Deluxe Pre. 12% Meakin 10,000 52%

Golden Eagle 36%

SATISFACTION WITH DISRIBUTION

No 5%

Yes 95%

RECOMMENDATIONS
The following are Recommendations for the company to improves itself which the study has been shown:1) Mohan Meakin should expend on Advertisements, as they pay less attention on this. 2) Credibility of Distribution channels. 3) Incentive schemes for Retailers should be started by Mohan Meakin Ltd for increasing the sale, if they loose the confidence of the Retailers, the company can be loose the market. 4) Brand Franchisee should be started in Metro Areas. 5) The company Representative should regularly visit to the Retailers to solve their problems. 6) The company should also offer some Gifts for the consumers.

CONCLUSION
The study which has to be taken conclude that the product of MML is satisfactory product for the consumers. The sale of MML is average rather that Good. According to the previous study report of Business Today, MML stand at 3rd rank in the Beer market.

The following are conclusion:A. CUSTOMERS

1) The awareness of MML is less to the consumer due to less advertisement. 2) Strong Beer is much consume rather than Mild Beer. 3) Taste of Beer attracts most consumer while taking a Beer. 4) Consumers prefer Bottled Beer. 5) Most of the consumer feel happy after consuming Beer. They feel relaxed after consuming Beer. 6) In U.P. consumer take Beer for Kick & in Delhi take for Enjoy . 7) According to some consumer the Golden Eagle have no proper taste, but their strong beer are doing well. 8) In strong Hawards-5000 & in Mild Golden Eagle is more preferred by the consumers. 9) No attractive scheme is offered by the MML. 10) Consumers are not Brand loyal, they change their loyal according to availability.

B. RETAILERS:Two most preferred Brands are Golden Eagle and Hawards- 5000. 1) Hawards & other Brands expenditure on advertisement is much more the MML Brands 2) Some Retailers do not feel happy while selling the MML product, due to not attractive scheme & helped by consumer and they are attracted towards condition of environment in and around the Retail shops.

BIBLIOGRAPHY

1) MARKETING MANAGEMENT 2) MARKETING RESEARCH 3) ANNUAL REPORT

4) WWW.GOOGLE.COM

BY: PHILIP KOTLER BY: G.C. BERI

Checklist of items in the Report

1. 2. 3. 4. Is the report properly Hard bound/spiral bound? Is the cover page in proper format as given in annexure A? Is the title page (Inner cover page) in proper format? (a) Is the certificate from the supervisor in proper format? (b)Has it been signed by the supervisor? 5. Is the abstract included in report properly written within one page? Yes/No Yes/No Yes/No Yes/No Yes/No Yes/No

Yes/No Have the keywords been specified properly? 6. Is the title of your report appropriate? The title should be adequately descriptive, precise and must reflect scope of the actual work done. 7. Have you included the list of abbreviations/acronyms? Uncommon abbreviations / acronyms should not be used in the 8. 9. title. Does the report contain a summary of the literature survey? Does the Table of contents include page numbers?
(i) Are the pages numbered properly? (ii) Are the figures numbered properly ?(Figure numbers and figure titles at the bottom of the figures) (iii)Are the Tables numbered properly ?(Table numbers and table titles at the top of the table) (iv) Are the captions for the figures and tables proper? (v) Are the appendices numbered properly?

Yes/No

Yes/ No

Yes/ No

Yes/ No Yes / No Yes / No Yes / No Yes / No

10.

Is the conclusion of the report based on discussion of the work?

Yes / No

11.

Are References or bibliography given at the end of the report? Have the References been cited properly inside the next of the report? Is the citation of references in proper format?

Yes/ No Yes/ No

Yes/ No 12. Have you written your report according to the guidelines? The report should not be a mere printout of a power point 13. presentation. Source code need not be included in the report. A compact disk(CD) containing the soft copy of the final report and a copy of the final seminar presentation made to the supervisor examiner (both preferably in PDF format only) has been placed in a protective jacket securely fastened to the inner back cover of the final report. Declaration: I certify that I have properly verified all the items in this checklist and ensure that the report is in proper format as specified in the course handout. Name: Roll No.: Yes/ No Yes /No

Signature:

Date: