CONTENT

1. Acknowledgement 2

2. Preface 4

3. Introduction of Major Players in Beer Brands 7

4. Objective of Research 11

5. Liquor industry in India 13

6. Different alcoholic drinks 16

Process of making Beer 20

7. Product Profile 23

8. Company Profile 27

Parent unit of Mohan Meakin Ltd. 32

Sister concern company of MML. 33

Product of the company 35

9. Competitors 39

10. Research Methodology 49

Various parameter used in research 53

11. Findings & Analysis 54

Option for other brand when preferred

brand is not available. 81

Are the consumers aware of the company’s name whose brand they drink? 83

Wholesaler & Retailer’s View 84

12. Conclusion 85

13. Recommendation 87

14. Limitation 91

15. Questionnaire 93

16. Bibliography 99

ACKNOWLEGEMENT

First of all would like to thank MOHAN MEAKIN LIMITED, Which

provided me a great opportunity of undergo my summer Training in

such a prestigious organization. Then I would like to Thank Mr B.N.

Verma (Regional Marketing Manager, Mohan Meakin Ltd) in whose

region I have done my training. I am especially thankful to to Mr.

Anand Mohan (Marketing Executive, Mohan Meakin Ltd.) under

whose kind guidance I have done my training.

At the end I would like to thank Mr.Pradeep Kushwaha & all those

who helped me during my training.

JITENDRA YADAV

PREFACE

Indian Liquor and beer industries share common characteristics arising

form a similar policy framework. Country liquor, Indian made Foreign

Liquor (IMFL) and beer are state subject, with each state controlling

the duty structure and distribution. Incidence of import and export

duties result in high cost of interstate movements which has resulted in

each state having attributes of a separate market.

This Market research has been done for Mohan Meakin Limited for

studying the “Market size of beer brand with respect to Mohan

Mikin & other competitors”. For this purpose market of Meerut has

been covered. For differentiating the behavior of consumers in this

market a survey has been conducted through questionnaires and

responses of consumers and retailers have been recorded.The results

may not be in accordance to the actual situation in the market because

of small sample size and the limitation of area, but serious efforts have

been put into get the best results.

Most Demanded

Brand Name

Company Name % of Mkt. Share

Haywards 5000 SAB Miller 33%

Mikin 10000 MML 29%

Kingfisher UB Group 24%

King Cobra Cobra 06%

Others ……... 08%

INTRODUCTION OF MAJOR PLAYERS IN

BEER BRANDS

During my research I found following major players in beer marke

As the summer season approaches the beer majors get active. This

season is heating up with United Breweries, SABMiller and Mohan

Meakins trespassing to each market shares.

All Indian beers are either lager (5 % alcohol – such as Australian

lager) or strong lagers (8 % alcohol-such as the popular MAX super

strong beer). International Breweries Pvt. Ltd. Have recently

announced an intention to work with Mohan Meakin to produce and

launch an India’s first brewery at Solan., Kingfisher, Haywards,

Foster’s, Royal Challenge are popular Indian beer brands.

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

decrease and income levels on the increase, the popularity of beer in

the country continues to rise.

The Indian beer industry has witnessed a big change during the last

five years. The industry was previously dominated by competition

between the Vijay Mallya-controlled United Breweries Group and the

Manu Chabbria-controlled Shaw Wallace. The scenario changed,

however, with the entry of SABMiller in India. The international beer

giant started by acquiring small breweries in the sought but then

completely changed the landscape with the acquisition of Shaw

Wallace’s beer portfolio for a reported US$13m in 2003. This gave

SAB Miller ownership of strong brands like Haywards 5000, along

with its existing brands. After the acquisition, SAB Miller focused on

spreading its footprint across India, including opening new breweries

in states where Shaw Wallace did not have a presence.

The SABMiller acquisition of Shaw Wallace gave the company a good

position in the strong beer sector (beer with an alcohol content of 6%

and over) which is the fastest-growing segment in the market. While

SABMiller’s Haywards 5000 is the biggest-selling strong beer brand (a

fact hotly contested by UB Group), UB’s Kingfisher is the largest-

selling beer brand overall in the market.

UB has been marking inroads into the strong beer segment during the

last year. Kingfisher Strong, shoes sales five years ago were only equal

to one-fifth of Haywards 5000, is now running neck and neck with

Haywards-indeed both companies claim market leadership of their

brands.

There are some smaller, regional players too; of them one of the most

important is Mount Shivalik Breweries, which owns brands like

Thunderbolt.

Mohan Meakin is also a strong regional player in the country, though

family rifts have prompted the family-owned business to put itself up

for sale. Consensus between family members is proving difficult to

reach, out, with companies such as SABMiller and UB showing

interest, the company’s fate should be decided soon.

OBJECTIVE

It is said that a well defined objective is half achieved. So make sure

that our concerns are being solutionised define the objectives of this

project.

The objectives are:

To determine the market position of beer produced by

Mohan Meakin Ltd.

To determine the perception of consumer towards beer

of MML.

To know the market share of Mohan Meakin Ltd.,

regarding to beer only.

To determine the competitor of Mohan Meakin Ltd.

To analyze the market expansion in future.

THE LIQUOR INDUSTRY IN INDIA

The alcohol industry is very important for the government. It generates

an estimated Rs. 16,000 crore per annum in spite of the fact that the per

capita consumption of liquor in India is the lowest in the world. The

total liquor industry is worth Rs. 2,000 crore. IMFL accounts for only a

third of the total liquor consumption in India. Most IMFLs are cheap

and 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%

contravening duty, local taxes, distributor’s margin, retailer’s margin

and publicity charges. The cost is finally borne by the consumer.

Though the government claims that this is being done to protect the

domestic liquor industry, the domestic industry accounts for 99% of

the market share. This protectionist policy could prove to be

counterproductive and lead to smuggling. As of now, only 45% of the

sales are through legal channels and only 25% of this is duty paid for.

Within India itself, the policy of alcohol retail differs form state to

state. While some states like Maharashtra. Uttar Pradesh, and Tamil-

Nadu have a liberal policy, come states like Haryana and Andhra

Pradesh have had very bitter experience in trying to make these states

dry and have eventually had to withdraw the policy.

DIFFERENT ALCOHOLIC DRINKS

1. WHISKY

Whisky is amongst the most popular distilled liquor known all over the

world. It is made of malt and molasses spirit, which is obtained by

distillation of mash or cereal grains like maize, rice barley malt. Better

the malt better the whisky. Large quantities of IMFL are manufactured

in India and is the maximum sold alcohol. The content is whisky is

42.8%.

2. RUM

Rum is a distillate from the fermented juice of sugarcane of molasses.

RUM is characterized with its taste and aroma. Best rums are known to

come from Jamaica, West Indies etc. The alcohol content of Rum is

42.8%.

3. BRANDY

Brandy is generally obtained from fruits, thought the most commonly

used fruit is grapes. The best quality of brandy is cognac, which is

made in France.

4. VODKA

Vodka is a sprit resulting out of distillation at very high proof. This

results in virtual NPN existence of flavour in the resulting sprit,.

Which is neutral , even after dilution required for palpability. The

traditional source of making vodka has been potatoes.

5. BEER

Beer is not a distillate like the drinks mentioned above but it is a

beverage made by fermentation of malt obtained form carbohydrate

rich material barley. Hops are used to add taste while yeast is used to

ferment the beer.

Beer is to two types :

1. 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.

Mild Beer alcohol content of 6.75%.

Strong Beer alcohol content of 8.75%.

Draught Beer is served chilled in mugs and is generally available in

Pubs only. It can be stored for 72 hours only and does not have any

brand name. Mohan Meakins supports Draught Beer.

6. GIN

It is sweetened or un sweetend grain spirit flavoured with essential oil

juniper berries and some other product including anglica roots, orange

peel, cardamom, bitter almonds give it a kick and taste.

PROCESS OF MAKING BEER

INGREDIENTS:

The basic ingredients of beer are water; fermentable starch source,

such as malted barley; and yeast. It is common for a flavoring to be

added, the most popular being hops. A mixture of starch sources my be

used, with the secondary starch source, such as corn, rice and sugar,

often being termed an adjunct, especially when used as a lower cost

substitute for malted barley.

WATER:

Beer is composed mostly of water, and water used to make beer nearly

always comes from a local source. The mineral components of water

are important to beer because minerals in the water influence the

character of beer made from it. Different regions have water with

different mineral components. As a result, different regions are better

suited to making certain types of beer. For example, Dublin has hard

water well-suited to making stout, such as Guinness, and Pilzen has

soft water well-suited to making pale lager, such as Pilsner Urquell. As

a result, it is argued that the mineral components of water have an

influence on the character of regional beers.

STARCH SOURCE:

The starch source in a beer provides the fermentable material in a beer

and is a key determinant to the character of the beer. The most

common starch source sued in beer is malted grain. Grain is malted by

soaking it in water, allowing it to begin germination, and then drying

the partially germinated grain in a kiln. Malting grain produces

enzymes that convert starches in the grain into fermentable sugars.

Different roasting times and temperatures are used to produce

difference folours of malt from the same grain. Darker malts will

produce darker beers.

Nearly all beer includes barley malt as the majority of the starch. This

is because of its fibrous husk, which is important in the sparging stage

of brewing, and high concentration of amylase, a digestive enzyme

which facilitates conversion of starch into sugars. Other malted and

unmated grains (including wheat, rice, oats and rye, and less

frequently, corn and sorghum) may be used.

HOPS:

The flower of the hop vine is used as a flavoring and preservative

agent in nearly all beer made today. The flowers themselves are often

called “hops.” Hops were used in beer by jews in Babylon around 400

BC, and by monastery breweries, such as Corvey in Westphalia,

Germany, from AD 822, though the date normally given for

widespread cultivation of hops for use in beer is the thirteenth century.

Hops contain several characteristics that brewers desire in beer. hops

contribute a bitterness that balances balances the sweetness of the malt;

hops also contribute floral, citrus and herbal aromas and flavours to

beer; hops have an antibiotic effect that favours the activity of brewer’s

yeast over less desirable microorganisms; and the use of hops aids in

“head retention”, the length of time that a foamy head created by

carbonation will last. The bitterness of beers is measured on the

International Bitterness Units scale. Beer is the sole major commercial

use of hopes.

In the past, other plants have been used for similar purposes; for

instance, Glechoma hederacea Combinations of various aromatic

herbs, berries, and even ingredients like wormwood would be

combined into a mixture know as gruit and used in the same way as

hops are now used.

YEAST:

Yeast is the microorganism that is responsible for fermentation in beer.

Yeast metabolizes the sugars extracted from grains, which produces

alcohol and carbon dioxide, and thereby turns wort into beer. In

addition to fermenting the beer, yeast influences the character and

flavour. The dominant type of yeast used to make beer are ale yeast

(Saccharomyces cerevisiae) and lager yeast (Saccharomyces uvarum);

their use distinguisher ale and lager. Brettanomyces ferments lambics,

and Torulaspor delbrueckii ferments Bavarian weissbier. Before the

role of yeast in fermentation was understood, fermentation involved

wild or airborne yeast.

PRODUCT PROFILE

This research focuses the study of alcoholic product of Mohan

Meakins. Thus it is important for us to known what Alcoholic drinks

are. Alcoholic drinks are a mixture of alcohol or spirit water and minor

ingredients knows as cogeneries. The organic name of alcohol is ethyl

alcohol, which is derivative of hydrocarbon. Consumable alcohol has

no flavor, only careful section of congeneries which is added during

fermentation process lead to a palatable product. Therefore alcohol

drinks offered world over are blended to provide uniform blends,

bouquets and palatability.

The Indian liquor industry can be analyzed by segmenting into 3 parts :

1. Country Spirit

2. Indian Made foreign liquor

3. Foreign Liquor

1. COUNTRY SPIRIT:

This is the unorganized sector occupying about 70% of the liquor

market. Country spirits are distilled spirits mixed or unmixed with

spices or other ingredients in small quantities to import taste and

aroma. This spirit is most common among the lower class; it is

manufactured by local methods and has local names the most common

being Dhara.

2. INDIAN MADE FOREIGN LIQUOR:

This liquor is not the contemporary Indian liquor. In these category

products like whisky, rum, brandy and vodka are there. British’s had

brought in this liquor to India later they set up distilleries and brewery

to manufacturer it in India.

In post independence period there were 28 distilleries and 5-6

breweries. Today there are 233 distilleries and 75 breweries in India.

This shows the tremendous growth and acceptance of IMFL brands in

India.

3. FOREIGN LIQUOR:

This is the imported liquor includes Beer and IMFL brands but the

most common is scotch. Imported scotch is in great demand in

India but the Indian. Govt. bans the import of bottled scotch

whisky, though a limited quantity can be brought in for duty free

shops, five star’s hotels and in bulk for local bottling by joint

ventures.

COMPANY PROFILE

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

of service to the world with dedication, courage and an unflinching

commitment to quality. Over the years the Company has embraced

modernity and adapted to changing times. Yet, its basic values remain

the same-integrity, Craftsmanship, and Tradition. From old tradition

sprang Mohan Meakin where the sanctity of ancient culture,

technological development and craving for quality are artfully blended

into the products.

In the late 1820’s, Edward Dyer moved from England to set up the first

brewery in India (later incorporated as Dyer Breweries in 1855) at

Kasauli in the Himalayan Mountains. The Kasauli brewery launched

India’s and indeed Asia’s first beer, Lion, which was in great demand

by the thirsty British administrators and troops stationed in the

sweltering heat of India. Lion was much appreciated as a beer, and one

famous poster featured a satisfied British Tommy declaring, “as good

as back home!”.

The brewery was soon shifted to nearby Solan. (Close to the British

summer capital Shimla), as there was an abundant supply of fresh

springwater there. The Kasauli brewery site was converted to a

distillery, which Mohan Meakin Ltd. Still operate. Dyer set up more

breweries at Shimla, Murree Murree Brewery, Rawalpindi, Mandalay,

Quetta and acquired interest in the Ootacamund Brewery (South India).

Another entrepreneur, H G Meakin, moved to India and bought the old

Shimla and Solan Breweries from Edward Dyer and added more at

Ranikhet, Dalhousie, Chakrata, Darjeeling, Kirkee and Ceylon. After

the first World War, the Meakin and Dyer breweries merged and in

1937, when Burma was separated form India, the company was

restructured with its Indian assets as Dyer Meakin Breweries, a public

company on the London Stock Exchange.

Following independence, N.N. Mohan raised funds and traveled to

London where he acquired a majority stake in Dyer Meakin Breweries.

He took over management of the company in 1949 and built new

breweries at Lucknow, Ghaziabad and Khopoli (Near Bombay). The

company name was changed to Mohan Meakin Breweries in 1967 (the

word “Breweries” was dropped in the eighties as the company

diversified into other industries). On the death of N.N Mohan in 1969,

his eldest son Colonel V.R. Mohan took over as Managing Director.

He introduced a number of new products that are brand leaders today

but died in 1973, soon after taking the helm. In the 1970s the

manufacturing activities of the company were diversified into other

fields including breakfast cereals, fruit juices and mineral water under

the leadership of Brigadier Kapil Mohan (Col. V.R. Mohan’s brother).

Subsequently the word brewery was dropped from the company name

in 1982 to remove the impression that the company was engaged only

in beer making. New breweries were built during the seventies and

eighties at Chandigarh, Madras, Nepal and Kakinada near Hyderabad.

Today, Mohan Meakin’s principal brands are Old Monk rum and

Golden Eagle beer. Its other products include diplomat Deluxe,

Colonel’s Special, Black Knight Meakin 10,000 Summer Hall and

Solan No 1 whiskies London Dry and Big Ben gins, and Kaplanski

vodka. Asia’s original beer, Lion, is still sold in northern India.

PARENT UNIT OF MOHAN MEAKIN LIMITED

The registered office of Mohan Meakin Limited is situated at Solan in

H.P. and its manufacturing and bottling centers are located at

Solan H.P : Distillery, Brewery and Bottling

Kasauli H.P: Distillery

Lucknow U.P: Distillery

Mohan nagar U.P: Distillery, Brewery and Glass Unit, Bottling and Fruit Juice Unit.

SISTER CONCERN COMPANIES

A. IN INDIA:

1. Mohan cold water brewery Ltd. Lucknow

2. Mohan Rocky spring Breweries Ltd, Maharashtra

3. Mount Shivalik Breweries Ltd, Punjab 4. Astob Breweries Ltd. A.P

5. Nagaland Distilleries Ltd, A.P

6. Mohan Breweries and Distillers Ltd. Madras

7. Shivalik Kenima Pvt. Ltd., Gwalior

8. Golden Drink pvt. Ltd., Gwalior

9. Sidco Mohan kerela Ltd., Kerela

10. Mohan Chemical and Dyers Ltd., Kerela

11. Mohan Fruit Product MLd., Mysore

12. Mohan Sharmik Udyog Ltd

13. Mohan Zupak Ltd

14. Maharashtra Distilleries, Nagpur

B: OUTSIDE INDIA:

1. The company has helped to set up distillery under the

Arug welfare project in Bhutan.

2. The company has established a Breweries in

collaboration with Himalayan breweries ltd. At

Kathmandu (NEPAL).

3. In kenya mohan meakin (KENYA) ltd., has a distillery.

The company to operate in India has divided it into 5 zones each

zone covering some states:-

Zone 1 : Jammu & Kashmir, Punjab, Chandigarh.

Zone 2: U.P., Delhi, Rajasthan, Uttranchal.

Zone 3: Jharkhand, Bihar, Orissa, Chattishgarh, M.P.

Zone 4: West Bengal, North East State.

Zone 5: Maharastra, Goa.

Franchise in Chennai looks after the southern states. Each zone is

controlled by the Regional Manager.

PRODUCTS OF THE COMPANY

1) BEER:

Meakins 10000

Golden eagle

Golden Eagle Deluxe Premium

Black Knight Super Strong

Solan No. 1 Extra Strong

Solan No. Super Strong

Gymkhana

Golden Eagle Strong Beer

Asia 72 Mild Beer

2) WHISKY:

Solan No. 1 Malt Whisky

Summer Hall

Colonel’s Special Malt Whisky

Golden Eagle

Diplomat Deluxe Malt Whisky

Black Knight Malt Whisky

King Castle

Celaar 117

M.M.B. Whisky

3) RUMS:

Old Monk Supreme

Old Monk Gold Reserve

Old Monk White Rum

Black Beauty

Old Monk XXX Rum

4) BRANDIES:

Triple Crown

Golden Eagle

Doctor’s Reserve No. 1

M.M.B

5) GINS:

Big Ben London

M.M.B

6) JUICE:

Mohan’s Gold Coin Apple Juice

Gold Reserve Mixed Fruit Juice

7) VODKA:

Kaplansky Vodka

8) MINERAL WATER:

Golden Eagle Mineral Water

Mohan’s Mineral Water

9) BREAKFAST FOODS:

Mohan’s New Life Corn Flakes

Mohan’s Wheat Porridge

10) VINEGARS:

Mohan’s Pure Malt Vinegar

Mohan’s Synthetic Vinegar

11) EXTRACT:

Malt’s Extract

12) EXPORT PRODCUT:

Beer

Rum

Whisky

Brandy

COMPETITORS

Today’s world is the competition. In every filed there is competition

and the success of any company or product largely depends upon

competition.

Competition provides a good quality of product to the customer. If a

company has to survive in the market, then it has to face throughout

competition. In liquor industry too the competition is there. The

increasing awareness and exposure to beer among consumers and the

removal of quantitative restrictions gives big boost to the beer industry.

It saw the emergence of new companies like future wine and spirit

brand (P) Ltd (FWSB), set up recently by two Non-Resident Indians

(NRI’s) from USA. ‘BEER’ consumption in the

country increased 7-9 % 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

SABMiller India is a wholly owned subsidiary of SABMiller plc, the

second largest beer Company in the world over a

hundred years of heritage.

SABMiller 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

Haywards 5000. Haywards 2000, Haywards Black, Knock Out, Royal

Challenge. Castle Lager and Fosters.

Based on consumer insights, SABMiller India has taken innovative

measures to fill up the packaging, pricing, occasion and product gaps.

Expertise on a global level has come in use to create many firsts in

India including the use of one-way bottles, flash pasteurization,

establishing draught standard, and now Haywards Black-a genuine

stout beer.

With ten world-class breweries strategically located across India.

SABMiller is well positioned to easily access and efficiently service

the beer markets. The Company’s to India and ethos of quality is

reflected in the fact that it invested over Rs. 125 crore in the last two

years to upgrade breweries in line with global standards.

SABMiller is a market facing and brand led organization that

continuously refreshes itself in pursuit of its mission of owning and

nurturing local and international beer brands which are the first choice

of the consumer.

The company invests in bottles, which are returnable in nature are

accounted for as fixed assets in its books. The company pays to its

customers/agents for returning the empty bottles at the prevailing

market prices. The company urges its customer/agents to return the

empty bottles to the company for which the company will reimburse

them at prevailing market prices.

2. UNITED BREWERIES LTD.

The UB group commenced its brewing operations as early as the 19 th

century (1857) with fire small breweries in South India. In 1951, a

Scotsman named Thomas Leishman combined the five breweries to

form United Breweries . The company was taken over by Vijay

Malaya in 1947. In 1952 the company shifted its registered office

Madras to Bangalore. In 1958 the name of the company was changed

from United Breweries Ltd. To UB Ltd. In 1989 as a measure of

diversification the company stated manufacturer of bulk drug, the

pharmaceuticals on a priority basis.

In 1992, 11 different breweries were and amalgamated with the parent

company. In 1994 the company launched its ‘Kalyani Premier Strong’

and started exporting ‘Kalyani Export Special’ to U.K The company

presently has 21 breweries under its direct or indirect control. Recently

the company has started implementing restructuring excise unless

which it has dedicated to split its business into two-the core beer

business and the group invertment business. The company has

dedicated to focus on core business and to hive off non-core business.

United Breweries launched the countries premium ice beer to be

introduced in Mumbai and selected cities of Maharashtra.

The United Breweries Ltd. And its subsidiary Millennium Alcoveb

Ltd. Have entered into a contract agreement with Mohan Meakins to

brew beer at the later’s facilities in Maharashtra, Uttar Pradesh, Andhra

Pradesh and Daman.

Mr. Ravi Jians millennium alcoveb Ltd A subsidiary of united

breweries is in negotiations with an international beer company for an

equity joint venture to making a Super Premium Beer in India.

UB Ltd. Has carried out a reorganization of its business by hiring off

fours subsidiaries and making seven companies its fully owned aims

apart from acquiring the sorghums business in South Africa breweries

ltd.

Relawant of San Mighel and London Lilsnex, the new beer brands in it

portfolio United Breweries (Holiday), a wholly owned subsidiary of

united Breweries has entered into an agreement to acquire up to 75%

of the paid of equity capital of Mangalore Breweries and Distilleries

Ltd.

UB group has signed reseller and license agreement to market steel

first faster steaming media solutions Asia.

UB Ltd. The largest beer manufacturer and marketing company, has

launched two more premium brands-London pilsner Premium beer and

London No. 1 Strong beer in Hyderabad

3. COBRA BEER

Cobra Beer is a British beer company founded in 1989 by Karan

Bilimoria. The company is based in Fulham, southwest London.

Originally brewed in Bangalore, India (now Bengaluru), for export to

the United Kingdom, the company now has contract brewing

operations in the UK (Charles Wells), Poland, Belgium, the

Netherlands and India. Cobra Beer was founded in 1989 by Arjun

Reddy and Karan Bilimoria, then aged 27 and £20,000 in debt. A

Cambridge law graduate and qualified Chartered Accountant,

Bilimoria launched Cobra Beer after spotting a gap in the market for a

less gassy lager. The beer was originally planned to be named

'Panther', but the name 'Panther' did not portray the picture of India and

hence a more suitable and iconic name i.e. 'Cobra' was chosen.

By way of introduction by Arjun's uncle Keshow Reddy the two

founders were introduced to Mysore Breweries in India, who were the

original brewers of Cobra beer. Cobra was first brewed in Bangalore

(now Bengaluru) in 1990 and imported to the UK for seven years. In

1997 Cobra commenced brewing under licence with Charles Wells in

the UK. A 125 year old, family run brewery and the largest

independent brewery in the UK, Charles Wells brew leading

international beer brands including Kirin from Japan and Red Stripe

from Jamaica. The business recently stopped brewing in Poland for

cost saving reasons and returned brewing to contract breweries in the

UK Cobra Beer has also partnered with Mount Shivalik Group, the

largest independent brewing company in India, to brew Cobra under

licence for India’s rapidly growing domestic market.

Currently, Cobra presently produces five varieties of beer:

Cobra 5.0% Premium

Cobra Zero %

Cobra Light

King Cobra

Cobra Bite

RESEARCH METHDOLOGY

Research – Research is common parlance refers to a search for

knowledge. The Advanced Learner’s Dictionary of Current English

lays down the meaning of research as “A careful investigation or

inquiry specially through search for new facts in any branch of

knowledge” According to Redman & Mory “A systematized effort to

gain new knowledge.”

Research Methodology- It is the way to systematically solve the

research problem. It may be understood as a science of studying how

research is done scientifically. In it we study the various steps that are

generally adopted by a researcher in studying his research problem

along with the logic behind them.

Types of research Design:-

1. Descriptive Research Design – Descriptive research studies are

those studies which are concerned with describing the

characteristics of a particular individual, or of a group.

2. Hypothesis Research Design – Hypothesis testing research

studies (generally known as experimental studies) are those

where researcher tests the hypotheses of causal relationship

between variables.

3. Exploratory Research Design - Exploratory research studies

are also termed as formulative Research studies. The main

purpose of such studies is that of formulating a problem for

more precise investigation or of developing the working

hypothesis from and operational point of view. The major

emphasis in such studies is on the discovery of idea and

insights. As such the research design appropriate for such

studies must be flexible enough to provide opportunity for

considering different aspects of problem under studies.

Sampling- Sampling may be defined as the selection of some part

of an aggregate or totality on the basis of which a judgement about

the aggregate is made. In other words, process of obtaining

information about an entire population by examining only a

part of it. In most of the research.

Types of sampling:-1. Systematic Sampling- The most practical way of sampling is to

select every ith item on a list. This kind of sampling known as

systematic sampling.

2. Stratified Sampling- If a population from which a sample is to

be drawn does not constitute a homogeneous group, stratified

sampling technique is applied in order to obtain representative

sample.

3. Cluster Sampling- If the total area of interest happens to be big

one, a convenient way in which is sample can be taken is to be

divided into smaller non-overlapping areas called cluster

known as cluster sampling.

4. Non probability sampling- In case of non probability sampling

it is considered appropriate to use a random selection process

where the probability of each cluster being included in the

sample is proportional to size of the cluster.

VARIOUS PARAMETER USED IN RESEARCH

Research Design - Descriptive

Data Source - Primary & Secondary data

Research Instrument - Questionnaire

Types of Questionnaire - Structure and non-disguised

Sample Plan - Meerut

Sample Size - 50

Sampling Procedure - Non Probability sampling

(Judgment sampling)

Sampling method - Personal survey method

through Preparation of

questionnaire

ARE THE CONSUMERS AWARE OF THE COMPANY’S OF

WHOSE BRAND THEY DRINK?

In Meerut 98% of consumer were aware of the company’s

name but it had 72% of the Beer drinkers, A considerable of

people knew the company’s name thus it means that the

awareness of company and company’s image affects the

consumers attitude. From the graph it can seen that Mohan

Meakins awareness among the consumer drinking its brand is

15% hence the company will have to do something to improve

it.

OPTIONS FOR OTHER BRNAD WHEN PREFERRD BRAND

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.

As from the response for question two in the questionnaire

in U.P. Kingfisher lager, Kingfisher Strong, Meakins 10000

is the first preference of most of the customers and Golden

Eagle, Royal Challenge, are secondary choice that is Beer

are demanded when the consumer does not find first

preference brand. In Meerut Golden Eagle and Meakins

1000 Beer are the maximum selling brands hence it is

important for the company to maintain its regular

supply.The company should ensure that the supply of its

brands which are maximum demanded in Meerut is regular

so that consumer gets what the demanded and doesn’t

switch over to other brands.

WHOLESALES AND RETAILERS VIEW ABOUT THE COMPANY AND ITS BRAND

In the survey when different retail shop and wholesaler were covered

the vies the they gave about Mohan Meakins were as follows:

The Company has good image in the market and its brands

are in demand.

Mohan Meakin golden eagle beer is their best product and

hence the most demanded, but not easily available

everywhere.

Some company should also improve and bring new

packaging techniques. Attractive packing with more of

shelf display can definitely influence the buying behavior of

the consumers.

Giving free gifts to the people who can boost up the sales to

great extent should encourage the counter salesman.

CONCLUSION

During our research we found out that the brands of Mohan Meakins in

the Beer Segment specially Meakins 10,000 and Golden eagle beer is

performing well. The demand of Golden eagle beer in the market is

good but not easily available every where Company has got good

image among the general public. Other brands like kingfisher,

Haywards 5000 have also got good presence in Meerut.

HAYWARDS 5000 is the undisputed leader in the strong beer

segment. Other brands like KingFisher, Cobra, Royal Challenge and

Thunderbolt is also performing well in their segment.

Some international brands like foster have got very good presence in

the beer segments in Meerut market.

As far as Mohan Meakins is concerned the major position of its

turnover through meakin 10,000 and Golden Eagles these are the

largest selling brands in the beer industry after Haywards 5000 but the

company badly needs to promote other brands because neither of them

has hot good presence at the national level. The company needs to

adopt aggressive marketing strategy and brand promotional schemes in

order to compete with the increasing influence of UB group and

SABMiller.

RECOMMENDATION

From the survey of retailer and wholesaler it is clear that not only

brand positioning, brand image and consumer demands are the not

only controlling factors of the sale of product of the company but the

wholesaler and the retailer also play a major role. Mohan Meakins

should thus focus on the following points.

AVAILABILITY

It is necessary for the company to maintain a regular supply of its

products and brands, They should fulfill the demand of the wholesaler

so that product can be available in the retail market. The consumer

should get the brand he demands otherwise he shifts to other brands

and frequent shifting affect the sales of company and the consumer

could even change the preference of his brand.

PROFITABILITY

As we have seen form the wholesalers and retailers view that they sell

those products which earn them greater profit margins. Therefore the

company should give the wholesaler greater profit.

Margins so that has more profit and in turn retailer also gets a greater

profit margin.

EXTRA BENEFITS

Since only 4-5 firms operate in the market it is essential for the

company to give extra benefits and gift to the wholesaler and salesman

at retail outlets to maintain good relation with them.

The company can offer them free gift like playing cards, Key-Rings,

Wine, glasses and T-Shrits. In return the salesman at the retail outlet

create the demand of the company’s brand. The company should send

its marketing team into the market regularly so that the performance of

the company’s different brands could be studies and a follow through

action plan be developed. This will also help the company to maintain

good relation with Beer & Hotels and the wholesalers and retailers.

LIMITATION

During the process of a research a person comes across certain

restrictions certain limitations. Some of these limitations are overcome

while come have to be overlooked for the smooth conducting of the

research. Some of these restrictions are:

Liquor is such a product that the wholesaler, retailers and

consumer fear to come out with information.

Due to the wide area of the markets, it was impossible to cover

each and every retail shop, hence only few shops were covered.

The such had to be completed in 8-10 weeks, which is not

enough time to cover the market. So time was the major

constraints in conducting the study.

QUESTIONNAIRE FOR CONSUMER

Ques.1- Do you drink liquor?

a) Yes b) No

Ques. 2- You take liquor in form of...

a) Beer b) Whisky c) Rum

Ques. 3- Your age is………

a) 15-25 yrs. b) 25-35yrs.

c) 35-45yrs. d) 45 & above

Ques. 4- Who introduced you to drink Beer?

a) friends b) Advertising

Ques. 5- You consume Beer…….

a) Once a week b) 3-4 times in a week

c) Every day d) Occasionally

Ques. 6- How often do you drink beer?

a) Occasionally b) Regularly

Ques. 7- Which type of Beer do you prefer?

a) Mild b) Strong c) Both

Mild………………. Strong…………….

Ques. 8- How much quantity of Beer is consumed by you at one time?

a) 1 Bottle b) 2 Bottles c) > 2 Bottles

Ques. 9- You drink Beer usually at?

a) Home b) Restaurant c) Bar d) Open space

Ques. 10- What are the key factor that affect your purchasing decision?

a) Price b) Brand c) Taste d) Status

Ques. 11- How was it, as compared to other existing brands ?

a) Good b) Poor c) Satisfactory d) Equivalent

Ques. 12- You feel after drink………

a) Relaxed b) Happy c) Tensed d) Angry

Ques. 13- Your preference for packaging?

a) Bottle b) Cane

Ques. 14- Are you brand loyal?

a) Loyal b) Switcher

Ques. 15- Any suggestions for MML beer ?

………………………………………………………………………

………………………………………………………………………

Personal information

Name-…………………………….

Address-...…………………………………………………………..

………………………………………………………………………

………………………………………………………………………

Gender-………………………………

Age-…………………………………..

Occupation-…………………………………………………………

QUESTIONNAIRE FOR RETAILER

Ques.1- What different types of liquor are sold by you ?

a) Beer b) Whisky c) Rum d) Other

Ques.2- Which type of beer is mostly demanded ?

a) Mild b) Strong c) Both

Ques.3- In beer, what are the different brands available with you ?

a) Golden eagle b) Maeakins 1000 c) Haywards 5000

d) Kingfisher e)Any other………………

Ques.4- Which brand of MML beer in mostly demanded ?

a) Golden eagle b) Meakins 1000 c) Golden eagle deluxe prem.

Ques.5- How much quantity of MML beer is sold daily ?

a) 10 Cases b) 10-20 Cases c) > 20 Cases

Ques.6- Do you agree with advertising program of Beer ?

a) Yes b) No

Ques.7-Are you satisfied with the distribution system of MML ?

a) Yes b) No

Ques.8- Do you think that sale can be increased by providing scheme

to retailer and consumers ?

a) Yes b) No

Ques.9- Who is the biggest competitor of MML in the market ?

…………………………………………………………

Ques.10- Would you like to give some suggestions to MML for

improvement ?

………………………………………………………………………

………………………………………………………………………

Personal information

Name-………………………………………..

Name of the shop-…………………………………………………….

…………………………………………………………………………

Address of retailing-…………………………………………………..

…………………………………………………………………………

BIBLOGRAPHY

The readings which rendered all possible help and guidance in

finalizing the marketing are:-

Marketing Concept : Philip Kotler

Data From : Internet & floro & fauna

housing and land Dev. (P) ltd.

News Papers : The Economic Times &

Times of India

Magazine : Business Week

Research Methodology : C.R. Kothari

Marketing Research : G.C. Beri