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PROJECT REPORT ON:BRAND MANAGEMENT AT
MOHAN MEAKINS LTD.
Submitted to:Submitted by:Prof. Soumen Mukherjee Team-Sunil Bharti Mittal
Faculty GuideDhiraj BisenIMS, GhaziabadDibyajyoti Sarangi Divya Aggarwal Divya Arora
Divya Katheria Ekta Varshney Fatima Zeenat Garima Aggarwal Garima Chauhan
Gaurav Rastogi Gaurav Sharma
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INSTITUTE OFMANAGEMENT STUDIES
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PREFACE
Mohan Meakin is the oldest liquor making company. Mohan
Meakin Ltd. is producing Indian made foreign liquor (IMFL) as well
as country made liquor.
Liquor sales are largely driven by brand awareness and brand
popularity. To build brand popula rity comp anies firs tly
should have to get retailers to recommend the branded-
u s e r a n d p o s i t i o n t h e r e b r a n d i n c o n s u m e r ’ s m i n d .
T h e b r a n d p l a y s a c r i t i c a l r o l e i n b u i l d i n g
t h e f o r t u n e s o f a company. Given that consumption patterns are
more or less static. Companies need to make just few changes to hook
a customer. But once hooked to its product volume are likely to be
steady. Therefore adopting a, ‘brand-push’ strategy may be a
key success factor. The strength and penetration of the retailing
network are the key success fac tor s.
As there are curves on advertising l iquor through other
m e d i a , t h e c o m p a n i e s d e p e n d a l m o s t c o m p l e t e l y o n
r e t a i l e r s a n d o t h e r agen ts . Consumer has their own choice;
they prefer those brands by which they get satisfaction. In fact the
customer continuously shows different buying behavior depending on
what they are buying, with whom, when, where, and why they are
buying. Presently they supply more of the Tamil Nadu,
Karnataka, Maharashtra, and some region of Eastern and
Western part of India.
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The market of Indian made foreign liquor is very hard and vast and
also full of competition. All the firms engaged in this industry want to
increase the sales of their brands.
This report is all about MOHAN MEAKIN BRAND
MAINTENANCE STRATEGIES. We planned a report to provide a
brief description about its branding techniques & its major
competitors in world. We also tried to get consumers’ preferences
about which brand they would like to buy and what are the attributes
that contribute to buying decision of beverages. We all have tried our
level best to fulfill all the requirements mentioned to you.
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ACKNOWLEGEMENT
While team Sunil Bharti Mittal of Manegerial communication is solely
responsible for the content in this project report. I would like to thank several
people for their assistance. This includes first Mr. Soumen Mukherjee () under
whose guidance we are able to complete our report project and who gave us
such a privilege to visit the company and enhance our knowledge. Then I would
like to thank MOHAN MEAKIN LIMITED, which provided us a great
opportunity to successfully undergo our project in such a
prestigious organization. Then I would like to Thank Mr B.N. Varma
(Regional Marketing Manager, Mohan Meakin Ltd) in whose re gi on
w e h av e d on e o ur p ro je ct . I a m e sp ec ia ll y t ha nk fu l t o Mr
L .R.Mehta(Human Resource Manager ,Mohan Meakin Ltd) who
p r o v i de d u s v e r y h e l p f u l a nd f r i en d l y a t m os ph er e a t
M o h a n M e a k i n . It is always said that if family does not support there
children then they will be unable to walk even a single step. Same is the casewith us. We are unable to move without the help of our faculty members(IMS
Ghaziabad) and Director General IMS Ghaziabad.So we consider our work
incomplete until we record our gratitude to them. Last but not least this project
has become possible because of co-ordination between each and every member
of our team.
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Objective of the study
T he p re se nt s tu dy i s a n a tt em pt t o k no w a bo ut t he Brand
M a na g em en t a t M o ha n M ea k in s L t d. Mohan Meakin is the
oldest liquor making company, producing Indian made foreign liquor
(IMFL) aswell as country made liquor. The market of Indian made foreign
liquor is very hard and vast and also full of competition. All the firm engaged in
this industry want to increase the sales of their brands.
Consumer has its own choice they prefer those brands by which they get
satisfaction. In fact the customer continuously displaced different buying
behavior depending on what he is buying, with whom, when, where, and whyhe
is buying.
Today customer knows exactly what they want and does not stick to particular
brand, if they get a better product. Customer is more value conscious these daysthe factors that drive the consumer behavior today can be very different
tomorrow. So as to keeptrack of their demand behavior has to be
consistently monitored.
Therefore, today if a company wants to be in the market it has to keep in touch
with customer and consistently try to come to the expectations of
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consumer by launching the new and modifying products and by maintaining
their brand image, i.e. Brand Management.
TABLE OF CONTENTS
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1
Preface 2
Acknowledgement 4Objective 5
Abstract 7
Summary 8
Description 9Research
Methodology
30
Finding and Analysis 33
Recommendations 37
Questionnaire 39
Bibliography 42
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ABSTRACT
This report is concerned about brand maintenance strategies by
MohanMeakin. Ltd. In this report we also studied about weather the
company is in a right direction or not, what is the product line, whoare there competitors, who is winner of market and who is the loser.
This report analyse from successful positioning of some of its brands
in customers’ mind like Old Monk and Golden Eagle. In this report
we have also analysed that company has not given its name to its
alcoholic product but to the other products like cereals, juices, etc
has name of MohanMeakin as product name.
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SUMMARY
This report is concerned about brand maintenance strategies by
MohanMeakin. Ltd. In this report we also studied about weather the
company is in a right direction or not, what is the product line, whoare there competitors, who is winner of market and who is the loser.
We can easily analyse from this report that the company is successful
in positioning some of its brands in customers’ mind like Old Monk
and Golden Eagle. Even after successful positioning consumers’ are
purchasing more of brands like McDowells and kingfisher. Brand
name is also different for different product line. Company has not
given its name to alcoholic product but other products like cereals,
juices, etc has name of MohanMeakin as product name.
At present company is not facing any financial setback. Everything is
going smoothly. But as competition is at its peak in the market and
competitors are making use of new technologies and taking help of
media . MohanMeakin should innovate their marketing strategies.
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DESCRIPTION
Historical and Corporate BackgroundOn tracing the history back to the establishment of a Brewery at Kasauli by
Edward Dyer in 1855. He was the India’s brewing pioneer who brought to this
sun-drenched land of ours the bliss of a real thirst quencher – the modern beer,
to refresh and pep up a people hanging over in sweltering clime that is so
peculiar to this part of the World. He realized for the first time that there were a
few spots on earth where a really good drink was more welcome.
But, in his flush of enthusiasm he had set before himself such a big task of
quenching the thirst of a nation as obviously could not be expected to reach
fulfillment by his one, howsoever efficiently working brewery at Kasauli.
Consequently, with ardourous zeal he scaled the whole width of this
subcontinent and established breweries and distilleries at Simla, Solan,
Lucknow and Mandalay (Burma).
During the same century, another enterprising man, named H.G. Meakin,
coming from a well known brewing family of Burton-on-Trent where he was
trained, came forward with enviable enthusiasm and founded Meakin & Co.
Ltd. He bought the old Simla and Kasauli Breweries and built others at
Dalhousie, Ranikhet, Chakrarta, Darjeeling and Kirkee.
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Both these firms E. Dyer & Co., and Meakin & Co. Ltd., continued doing
business separately up till after the second decade of the 20th century. During
the first World War (1914-18), when it was a big job to import beer, the twofirms quenched the hugely increased thirst of India with superb beer at a rock-
bottom price. Vast quantities of Malted Barley were sent to Egypt, to help keep
soldiers’ beer at a reasonable price.
Following these successes, the two firms joined hands and started a new joint
stock venture under the style of Dyer Meakin & Co.Ltd. Brewing was
suspended at the Kasauli Brewery and a latest brewing and bottling plant was
installed at conveniently placed Solan. Extensive malting at Kasauli were,
however, continued in operation. There are few places on earth where the water
is ideally suited to brewing. Solan is one. Those who fancy the hill-climb would
like to see our famous springs high up on Karol Mountain, far from everything,
a lovely lookout, with the source of crystal clear spring water that drew our
pioneer to Solan.
With the times, as modern scientific progress made it possible to augment
production several times with the latest machinery, the unproductive centres
were closed down one by one retaining distilleries at Kasauli and Lucknow and
brewery at Solan (Simla Hills) ; all the three centres enormously expanded to
meet any expected demand.
During the World War II, Solan Beer played its valuable part by keeping the
soldiers of the allied nations in perfect pep and cheer. After the War, all
manufacturing plants at Solan, Kasauli and Lucknow were replaced by the new
latest automatic ones.
With these improvements in production plans we invite our patrons to compare
our products with the best of their imported counterparts and choose the better
– Dyer Meakin’s. You see these are now nation’s own.
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In 1935 when Burma was dismembered from India the name of the Company
with Indian assets and liabilities was changed to Dyer Meakin Breweries Ltd.,
from Dyer Meakin & Co. Ltd., and the assets and liabilities of Burma Breweryin Burma were separated. Thereafter the Company’s name was changed from
Dyer Meakin Breweries Ltd., to Mohan Meakin Breweries Ltd., w.e.f.
1.11.1966 and from 24.4.1980 the name was further changed to Mohan Meakin
Ltd., and as such the Company is now known as Mohan Meakin Limited.
All types of beer and prestigious brands of Indian made foreign spirit (IMFS)
besides blended malt whiskies, rum, gin and vodka are manufactured and
marketed. In addition to these, the company manufactures juices and canned
products, corn flakes, wheat porridge, malt extract, glass bottles, mineral water,
castings and other products.
Vision and Mission Statement
MOTTO OF THE MOHAN MEAKIN LIMITED Tradition Crafts manship and
Integrity are the three pillars in which t he wi de ed if ic e of Mo ha n
Meakin Ltd. i s s tanding. Company works wi th a single motto:
“EXCELLENCE WITH ECONOMY” M o h a n M e a k i n l t d . h a s
s e t a d e f i n i t e m e a n i n g o f s o m e w o r d s f o r i t s
employees. Employees are needed to follow the indication of these
words as this represent the better and progressive work and work
environment. Alsoc o m p a n y h a s g i v e n a s a y i n g s h o w i n g t h e
v al u e n e s s of t im e . T h e y h av e described the word STAFF and
TEAM which guide the working of employees.
Meaning of STAFF from the view point of Mohan Meakin ltd.
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STAFF
S – Sincerity
T – Tact
A - Awareness
F – Fact
F – Figure
Meaning of TEAM from the view point of Mohan Meakin ltd. to work
together by taking help from each other and by helping each other. The work
which canbe done by team effort can hardly be achieved with such accuracy by
personalefforts.
TEAM
T – together
E – enthusiasm
A - absolute loyalty
M – motivation
They have provided their employees a key for success. In their view success is
no far if we all move with dedication, discipline, determination. They
move with keeping in mind the five D’s which guide their path and
them to make a healthy an progressive work environment for a better future.
D1- Determination
D2 - Dedication
D3 – Discipline
D4 – Dress
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D5 – Drill
Mohan Meakin shows its employees the importance of time. As they say that
time has equal importance as the money had and wastage of time is more the
wastage of money, because if money has been lost it can be earned future but
once if time has been wasted it will never return at any cost. So for
optimum utilization of t ime Mohan Meakin ltd. always make its
employees remember that:
“Yesterday is a cancelled cheque. Tomorrow is a promissory note. Today is
ready cash, use it.”
According to Mohan Meakin product manufactured by them should be of such
quality that is customer can derive maximum satisfaction of it. For this a great
skill level and other necessary precautions are taken into consideration while
manufacturing products. Mohan Meakin ltd .sell its products with this saying:
“Our products are made with skill,Sold with pride, and Consume with
satisfaction.”
Main Divisions of the Company
From a modest brewry to a premier liquor company has been inspiring voyage
for the company. Today, 6 distilleries and 5 breweries from the vanguards of
the house, with 6 more units on the drawing board. The three main division of
Mohan Meakins are The brewery Division, The spirits division and the food
division.
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The Brewery Division
The soul of the beer lies in the brewing process. And from careful selection of
hops to germination of wheat, the same age-old tradition is maintained. Its
priceless wealth is justifiably its heritage.Pioneers of beer in India, Mohan
Meakin are masters in the art of brewing.The brewery units sprawling over
numerous locations, are indeed a sight to marvel.The technology and stringent
quality control synonyms with concern of customer satisfaction.
On par with global brands Mohan Meakin labels heralds rich aroma and taste.As extremely invigorating beverages, they are highly favoured by connoisseurs
and occasional drinkers alike.
The Spirit Division
Mohan Meakin has favourably converted its glorious legacy into valuable
experience as a base. Amply reflected in its status as the nation’s premier liquor
company. With multi location units, impressive integration process and skilledworkforce, it has grown with tremendous strength. A good beginning is a job
half done. Mohan Meakin spirits and blends have withstood the test of time.
Secure as leaders, the group’s commitment to excel ensures quality and
importantly customer satisfaction. Spirits are extracted, even today, through the
acclaimed Scottish Pot-Still method. Left to mature in Oakwood casks, some of
many years, the spirits when retrieved are exceptional in both character and
bouquet.
The R&D section oversees the upkeep of the high technological standards of
the company manned by highly qualified and experienced technical personal
Mohan Meakin’s craftsmanship has no parallel in India.
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The Food Division
The food division is one of the success stories of the group. The vast range of
its produce satisfies myriad tastes, and has indeed carved a niche in million
Indian homes for generations. Stringently processed to capture the essence and
flavour, together with rigid quality control, they are highly flavoured and
indispensable the world over.
As a matter of fact, certain products like Mohan’s Cornflakes and Mohan’s
gold coin apple juice are generic to their category.
Product Line
The Mohan Meakin ltd has a very wide line. It mainly producers alcoholic
p r o d u c t s l i k e b e e r , w h i s k e y , r u m , g i n , s c o t c h , a n d v o d k a
e t c . i n t h e s e categories it produces different flavours and brands.
The above alcoholic cum under the category of foreign liquor and are known as
Indian made foreign liquor. Beside foreign liquor the company also produces
country liquor. In country liquor its most popular is Kohinoor this
brand has made a faster growth in terms of sales and market penetration.
Also it produces non-alcoholic products such a juice, vinegar, mineral water
extract, cornflex, etc. in different shapes and size.
Alcoholic Products
Whiskies Beers
1.Summer
Hall
1.Golden
Eagle Lager
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2.Colonel's
Special
3.Golden
Eagle
4.Top Brass
5.Diplomat
Deluxe
6.Black
Knight
7.Solan
No.1
8.Cellar 117
9.MMB
10.Blue
Bull
Brandies
1.Triple
Crown
2.Doctor's
Reserve
No.1
3.D.M.
4.MMB
Gins
1.Big Ben
London
(Export
2.Golden
Eagle
Deluxe
Premium
Lager
3.Gold
Lager Beer
(Herbal
Beer)
4.Golden
Eagle Super
Strong Beer
5.Gymkhan
a Premium
Lager
6.Asia 72
Extra Strong
Lager
7.Black
Knight
Super
Strong8.Solan
No.1
Premium
Beer
9.I Q Beer
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Quality) 10.Lion
Beer
11.Meakins
10000 Super
Strong
12.Old
Monk Super
Strong
Rums1.Old Monk
Supreme
Rum
2.Old Monk
Gold
Reserve
Rum
3.Old Monk
XXX Rum
4.Old Monk
Deluxe
XXX Rum
5.Old Monk
White Rum
N on-Alcoholic Products
Juices
1.Mohun's
Mineral
Water
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Gold Coin
Apple Juice
Vinegars
1.Mohun's
Brewed
Vinegar
2.Mohun's
Non-Fruit
Vinegar
1.Golden
Eagle
Mineral
Water
2.Mohun's
Mineral
Water
Breakfast
Foods1.Mohun's
New Life
Corn Flakes
2.Mohun's
Wheat
Porridge
3.Mohun's
Wheat
Flakes
4.Mohun's
Wheat Dalia
SWOT Analysis
Strengths:
1. The Mohan Meakin Company is the largest service providers and using best
technology available in the market.
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2 . C o m pa n y o p e r a t e s i n m a j o r c i t i e s o f I n d i a a n d a l s o
p r o v id es in a n i t y service.
3 . I t holds good market share .4. It has large market share in all group of society.
5. Most of people think positively about it.
6. Company holds a high percentage of brand loyalty.
7 . I t has wel l qual i f ied s taf f which proper a t tent ion towards the
need of consumer.
8 . Dedicated and wel l t ra ined work force.
9. Constantly striving to explore new overseas market.
10. Comprehensive research and development programme which help
in productive improvement.
11. Extensive market research through research agencies.
12. Long-lasting goodwill of the company.
Weaknesses:
1. They do not have market share in the under graduate segment.
2. People are not aware about its all products.
3. High cost for label and monitoring item.
Opportunities:
1 . T h r o u g h i m p r o v e m e n t a n d m e e t i n g c u s t o m e r
p r o b l e m p r o m p t l y company can gain.
2 . Superior i ty in f ie ld of l iquor market .
3. Fast response of complaint and product development.
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Threats:
1. Increase compet i t ion f rom MNC.
2. Company is facing its main threats from government rules and
regulation.
COMPETITORS
Today’s world is the competition. In every field there is competition
a n d t h e s u c c e s s o f a n y c o m p a n y o r p r o d u c t l a r g e l y
d e p e n d s u p o n competition. Competition provides a good quality of
product to the customer. If a comp an y h as to su rv iv e in th e
market , then i t has to face throughout compet i t ion.
I n l i q u o r i n d u s t r y t o o t h e c o m p e t i t i o n i s t h e r e .
T h e 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 l ike future wine and
sp ir it 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.
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The major compet i tors o f Mohan Meakins Ltd . & the ir mainProducts are :
1 . S A B m i l l e r•
Hayward 5000•
Hayward 2000•
Hayward Black •
Royal Challenge•
Knock out•
Castle lager •
Foster
2 . U B g r o u p
•
Kingfisher •
Premium•
San Meghan•
London Lilsnex
3 . C O B R A
•
Kind cobra•
Cobra bite•
Cobra 5% premium•
Cobra light
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BRAND MANAGEMENTBrand management is the application of marketing techniques to
a specific product, product line, or brand.
Brands are different from products in a way that brands are “what theconsumers buy”, while products are “what concern/companiesmake”. Brand is an accumulation of emotional and functionalassociations. Brand is a promise that the product will perform as per
customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them fromuse by others. A brand gives particular information about theorganization, good or service, differentiating it from others inmarketplace. Brand carries an assurance about the characteristics thatmake the product or service unique. A strong brand is a means of making people aware of what the company represents and what areit’s offerings.
To a consumer, brand means and signifies:
Source of product
Delegating responsibility to the manufacturer of product
Lower risk
Less search cost
Quality symbol
Deal or pact with the product manufacturer Symbolic device
Brands simplify consumers purchase decision. Over a period of time,
consumers discover the brands which satisfy their need. If the
consumers recognize a particular brand and have knowledge about it,
they make quick purchase decision and save lot of time. Also, they
save search costs for product. Consumers remain committed and loyal
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to a brand as long as they believe and have an implicit understanding
that the brand will continue meeting their expectations and perform in
the desired manner consistently. As long as the consumers get
benefits and satisfaction from consumption of the product, they will
more likely continue to buy that brand. Brands also play a crucial role
in signifying certain product features to consumers.
To a seller, brand means and signifies:
• Basis of competitive advantage
• Way of bestowing products with unique associations• Way of identification to easy handling
• Way of legal protection of products’ unique traits/features
• Sign of quality to satisfied customer
• Means of financial returns
A brand, in short, can be defined as a seller’s promise to provideconsistently a unique set of characteristics, advantages, and services
to the buyers/consumers. It is a name, term, sign, symbol or a
combination of all these planned to differentiate the goods/services of
one seller or group of sellers from those of competitors. Some
examples of well known brands are Mc Donald’s’, Mercedes-Benz,
Sony, Coca Cola, Kingfisher, etc.
A brand connects the four crucial elements of an enterprise-customers, employees, management and shareholders. Brand is
nothing but an assortment of memories in customers mind. Brand
represents values, ideas and even personality. It is a set of functional,
emotional and rational associations and benefits which have occupied
target market’s mind. Associations are nothing but the images and
symbols associated with the brand or brand benefit.
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Brand Attributes:-
Brand Attributes portray a company’s brand characteristics. They
signify the basic nature of brand. Brand attributes are a bundle of features that highlight the physical and personality aspects of the
brand. Attributes are developed through images, actions, or
presumptions. Brand attributes help in creating brand identity.
A strong brand must have following attributes:
• Relevancy- A strong brand must be relevant. It must meet
people’s expectations and should perform the way they want itto. A good job must be done to persuade consumers to buy the
product; else inspite of your product being unique, people will
not buy it.Consistency- A consistent brand signifies what the
brand stands for and builds customers trust in brand. A
consistent brand is where the company communicates message
in a way that does not deviate from the core brand proposition.
• Proper positioning- A strong brand should be positioned so
that it makes a place in target audience mind and they prefer it
over other brands.
• Sustainable- A strong brand makes a business competitive. A
sustainable brand drives an organization towards innovation and
success
• Credibility- A strong brand should do what it promises. The
way you communicate your brand to the audience/ customers
should be realistic. It should not fail to deliver what it promises.Do not exaggerate as customers want to believe in the promises
you make to them.
• Inspirational- A strong brand should transcend/ inspire the
category it is famous for. For example- Nike transcendent
Jersey Polo Shirt.
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• Uniqueness- A strong brand should be different and unique. It
should set you apart from other competitors in market.
• Appealing- A strong brand should be attractive. Customers
should be attracted by the promise you make and by the value
you deliver.
Brand Positioning:-
Brand positioning refers to “target consumer’s” reason to buy your
brand in preference to others. It is ensures that all brand activity has a
common aim; is guided, directed and delivered by the brand’s
benefits/reasons to buy; and it focusses at all points of contact withthe consumer.
Brand Positioning can be defined as an activity of creating a brand
offer in such a manner that it occupies a distinctive place and value in
the target customer’s mind. For instance-Kotak Mahindra positions
itself in the customer’s mind as one entity- “Kotak ”- which can
provide customized and one-stop solution for all their financial
services needs. It has an unaided top of mind recall. It intends to stay
with the proposition of “Think Investments, Think Kotak”. The
positioning you choose for your brand will be influenced by the
competitive stance you want to adopt.
Brand Positioning involves identifying and determining points of
similarity and difference to ascertain the right brand identity and to
create a proper brand image. Brand Positioning is the key of
marketing strategy. A strong brand positioning directs marketing
strategy by explaining the brand details, the uniqueness of brand and
it’s similarity with the competitive brands, as well as the reasons for
buying and using that specific brand. Positioning is the base for
developing and increasing the required knowledge and perceptions of
the customers. It is the single feature that sets your service apart from
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your competitors. For instance- Kingfisher stands for youth and
excitement. It represents brand in full flight.
There are various positioning errors, such as:-
• Under positioning- This is a scenario in which the customer’s
have a blurred and unclear idea of the brand.
• Over positioning- This is a scenario in which the customers
have too limited a awareness of the brand.
• Confused positioning- This is a scenario in which the
customers have a confused opinion of the brand.
• Double Positioning- This is a scenario in which customers donot accept the claims of a brand.
Brand Identity:-
Brand identity is a bundle of mental and functional associations with
the brand. Associations are not “reasons-to-buy” but provide
familiarity and differentiation that’s not replicable getting it. These
associations can include signature tune (for example - Britannia“ting-ting-ta-ding”), trademark colours (for example - Blue colour
with Pepsi), logo (for example - Nike), tagline (for example - Apple’s
tagline is “Think different”),etc.
Brand identity is the total proposal/promise that an organization
makes to consumers. The brand can be perceived as a product, a
personality, a set of values, and a position it occupies in consumer’s
minds. Brand identity is all that an organization wants the brand to beconsidered as. It is a feature linked with a specific company, product,
service or individual. It is a way of externally expressing a brand to
the world.
Brand identity is the noticeable elements of a brand (for instance -
Trademark colour, logo, name, and symbol) that identify and
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differentiates a brand in target audience mind. It is a crucial means to
grow your company’s brand.
Brand identity is the aggregation of what all you (i.e. an organization)do. It is an organization’s mission, personality, promise to the
consumers and competitive advantages. It includes the thinking,
feelings and expectations of the target market/consumers. It is a
means of identifying and distinguishing an organization from another.
An organization having unique brand identity have improved brand
awareness, motivated team of employees who feel proud working in a
well branded organization, active buyers, and corporate style. Brandidentity leads to brand loyalty, brand preference, high credibility,
good prices and good financial returns. It helps the organization to
express to the customers and the target market the kind of
organization it is. It assures the customers again that you are who you
say you are. It establishes an immediate connection between the
organization and consumers. Brand identity should be sustainable. It
is crucial so that the consumers instantly correlate with your
product/service.
Brand identity should be futuristic, i.e, it should reveal the
associations aspired for the brand. It should reflect the durable
qualities of a brand. Brand identity is a basic means of consumer
recognition and represents the brand’s distinction from it’s
competitors.
• SYMBOLS- Symbols help customers memorize organization’s products and services. They help us correlate positive attributes
that bring us closer and make it convenient for us to purchase
those products and services. Symbols emphasize our brand
expectations and shape corporate images. Symbols become a
key component of brand equity and help in differentiating the
brand characteristics. Symbols are easier to memorize than the
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brand names as they are visual images. These can include logos,
people, geometric shapes, cartoon images, anything. For
instance, Marlboro has its famous cowboy, Pillsbury has its
Poppin’s Fresh doughboy, Duracell has its bunny rabbit, Mc
Donald has Ronald, Fed Ex has an arrow, and Nike’s swoosh.
All these symbols help us remember the brands associated with
them.
• Brand symbols are strong means to attract attention and enhance
brand personalities by making customers like them. It is feasible
to learn the relationship between symbol and brand if the
symbol is reflective/representative of the brand. For instance,the symbol of LG symbolizes the world, future, youth,
humanity, and technology. Also, it represents LG’s efforts to
keep close relationships with their customers.
• LOGOS- A logo is a unique graphic or symbol that represents a
company, product, service, or other entity. It represents an
organization very well and makes the customers well-
acquainted with the company. It is due to logo that customersform an image for the product/service in mind. Adidas’s “Three
Stripes” is a famous brand identified by it’s corporate logo.
The elements of a logo are:
✔ Logotype - It can be a simple or expanded name. Examples of
logotypes including only the name are Kellogg’s, Hyatt, etc.
✔ Icon - It is a name or visual symbol that communicates a market
position. For example-LIC ’hands’, UTI ’kalash’.
✔ Slogan - It is best way of conveying company’s message to the
consumers. For instance- Nike’s slogan “Just Do It”.
✔ TRADEMARKS- Trademark is a unique symbol, design, or
any form of identification that helps people recognize a brand.
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A renowned brand has a popular trademark and that helps
consumers purchase quality products.
Brand Awareness:-
Brand awareness is the probability that consumers are familiar about
the life and availability of the product. It is the degree to which
consumers precisely associate the brand with the specific product. It
is measured as ratio of niche market that has former knowledge of
brand. Brand awareness includes both brand recognition as well as
brand recall. Brand recognition is the ability of consumer to
recognize prior knowledge of brand when they are asked questionsabout that brand or when they are shown that specific brand, i.e., the
consumers can clearly differentiate the brand as having being earlier
noticed or heard. While brand recall is the potential of customer to
recover a brand from his memory when given the product
class/category, needs satisfied by that category or buying scenario as
a signal. In other words, it refers that consumers should correctly
recover brand from the memory when given a clue or he can recallthe specific brand when the product category is mentioned. It is
generally easier to recognize a brand rather than recall it from the
memory.
Brand awareness is improved to the extent to which brand names are
selected that is simple and easy to pronounce or spell; known and
expressive; and unique as well as distinct. For instance - Coca Cola
has come to be known as Coke.
There are two types of brand awareness:
• Aided awareness- This means that on mentioning the product
category, the customers recognize your brand from the lists of
brands shown.
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• Top of mind awareness (Immediate brand recall) - This
means that on mentioning the product category, the first brand
that customer recalls from his mind is your brand.
Building brand awareness is essential for building brand equity. It
includes use of various renowned channels of promotion such as
advertising, word of mouth publicity, social media like blogs,
sponsorships, launching events, etc. To create brand awareness, it is
important to create reliable brand image, slogans and taglines. The
brand message to be communicated should also be consistent. Strong
brand awareness leads to high sales and high market share. Brandawareness can be regarded as a means through which consumers
become acquainted and familiar with a brand and recognize that
brand.
Brand Equity:-
Brand Equity is the value and strength of the Brand that decides itsworth. It can also be defined as the differential impact of brand
knowledge on consumers response to the Brand Marketing. Brand
Equity exists as a function of consumer choice in the market place.
The concept of Brand Equity comes into existence when consumer
makes a choice of a product or a service. It occurs when the consumer
is familiar with the brand and holds some favourable positive strong
and distinctive brand associations in the memory.
Brand orientation:-
Brand orientation is a deliberate approach to working with brands,
both internally and externally. A product’s superiority is in itself no
longer sufficient to guarantee its success. Brand orientation refers to
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"the degree to which the organization values brands and its practices
are oriented towards building brand capabilities”.
Brand implementation:-
Brand implementation refers to the physical representation and
consistent application of brand identity across visual and verbal
identity carriers. Brand implementation encompasses facets of
architecture, product design, industrial design, quantity surveying,
engineering, procurement, project management and retail design.
Brand implementation means the continuous and consistentapplication of the brand's image in all business units, all
communication channels and all media - thus adapting to the ongoing
changes within markets, stakeholders, technologies and socio cultural
environments.
This refers to marketing and branding as a unified whole. In that
respect, brand implementation must be seen as a continuous process,
one which will require controlling the brand's image and presence inthe face of changing requirements from the markets or one's own
company structure.
RESEARCH METHDOLOGY
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R e s e a r c h i s c o m m o n p a r l a n c e r e f e r sto a se ar ch fo r knowledge. The Advanced Learner ’s
Dict ionary of Current English la ys do wn th e m ea ni ngo f r e s e a r c h a s “ A careful investigation or inquiryespecially through search for new facts in any branchof knowledge”.
Research Methodology-I t i s 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 stepsthat are genera lly a dopted by a re search er in studyi ng hisresearch problem along with the logic behind them.
Types of research Design:-1. Descriptive Research Design – Descriptive research
studiesaret h o s e s t u d i e s w h i c h a r e c o n c e r n e d w i t h de s c r i b i n g t h e characteristics of a particular individual, or
of a group.
2. H y p o t h e s i s R e s e a r c h D e s i g n – H y p o t h e s i ste s t in g re se ar ch s tudies (genera lly known asexperimental studies)arethosewhere researcher teststhe hypotheses of causal relationship between
variables.
3. Exploratory Research Design - Itis also termed as formulative Research studies. The main purpose of such studies is that of formulating a problemfor more precise investigation or of developing the workinghypothesis from and operational point of view the major emphasis in such studies is on the discovery of idea andinsights. As such the research design appropriate for suchstudies m u s t b e f l e x i
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b le enough to provide opportuni ty for consider ingdifferent aspects of problem under studies.
Sampling-Sampling may be defined as the selection of some part of anaggregate or totality on the basis of which a judgement abouth e a g g r e g a t e i s m a d e . I n o t h e r w o r d s ,process of obtaininginformation about an entire population by examining onlyapart of it.In most of the research.
Types of sampling:-• Systematic Sampling- The most practical way of
sa mpling is to select every ith item on a list. This kindof sampling known as systematic sampling.
• Stratif ied Sampling- If a population from which asa mple is to be drawn does not constitute a
homogeneous group, stratified sampling technique isapplied in order to obtain representative sample.
• Cluster Sampling- If the total area of interesthappens to be big one, a convenient way in which issample can be taken is to bed i v i d e d i n t o s m a l l e r n o nov e r l ap pi ng ar e as ca l l ed cl us te r known as cluster
sampling.
• Non probabili ty sampling- In case of non probability sampling it is considered appropriate to usea random selection process wher e the pro babi lit y of eac h c lus ter being inc lude d i n t he sample is proportional to size of the cluster.
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FINDINGS & ANALYSIS
Findings based on interview with company personnel
Marketing Strategy:- Mohan meakin follows the principle of direct
marketing. Direct marketing is a channel-agnostic form
of advertising that allows businesses and nonprofits to communicate
straight to the customer, with advertising techniques such as mobile
messaging, email, interactive consumer websites, online display ads,
fliers, catalogue distribution, promotional letters, and outdoor
advertising. Direct marketing is attractive to many marketers because
its positive results can be measured directly.
Promotions are done in the form of Point - of – purchase,Sponsorships to various events like cricket tournaments, and
organising events like World spirits 2012. POP updates theindustry helping them explore brand communication options at retail.It covers the in-store activities of brands, retail promotions, review of POP products, consumer behaviour and various resources relating tovendor contact details and new products. It provides a commoncommunication platform that encourages knowledge transactions between the various interest groups such as Brand marketers,Retailers, Producers and design agencies in the Indian POP industry.
As we know that the entire distribution network of the potablealcohol industry is either partiallyor fully controlled by the government. Under the openma rk et system, l icense are permanently sold for annual renewalfee. The rum manufacture company are not allowed to advertise also.Therefore Mohan meakin does not take help of any electronic and print media.
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Distribution Channel:-Alcoholic product is excisable items controlled by thegovernment channel. Member of dis tri bu tion of thecompany also work under the rules regulation of government. It is necessary and compulsory for channel member totake the license from the government to perform their functions.Government give following type of licenses:-
FL-I is the manufacture wholesale license.FL-II is the semi whole seller or distributor license.FL-III is the bottling license given to the production unit.FL-V is given to the production unit.B-I is the brewery license.FI-VII is given to the bars.Here FL refers to the foreign liquor.B refers to the Brewery.
Above mentioned l icenses are for UP only. In Delhimarket of liquor is controlled by government, market exciseis supreme government invitees tender from different parties for thedistribution of liquor.Mohanmeakin follows the local distribution pattern like each statecovers there part by own. With the help of such type of channel thecompany is able to control cost because there will be notransportation charges in such channels.
States with maximum sale of MML Brand:-• Tamil nadu• Karnataka• Maharashtra• Andhra Pradesh
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• The research said that the home company is only emphasizing inits some particulars brands as Old Monk Rum not for all of the brands.
• Customers normally are not satisfied with this brands of MohanMeakin’s . They prefer to take other brand of soda.
• Only the Rum is the most demanding during the winter season.Since 50% of consumers know about the whole brandsof Mohan Meakins products. It means that there is somelittle problem in the advertising strategy of company. As it’s
the era of completion and technology the company must comeup wth some innovations and new strategies.
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Recommendations
On the basis of findings and current market scenario on the behalf of my side there may be following recommendation, which
may be favourable to the soda industry and specifically to the Mohanmeakin company in all terms:
• Educate the customers about the awareness of all brands of MohanMeakin’s and the alcoholic content in it. It really help inachieving good amount of market share, if only the awarenesslevel is increased.
• Price of brand should be reduced by 2 to 5 Rs. As compared toother competitors brand.
• Emphasis should be given to the easy availability of all brandsin this market.
• Company should also concentrate on Bars and Restaurants.
• Company should sponsor some of the programs onchannel like “MTV” and “channel V” because the youthgenerally watch programs on these channels.
• Use advertising media like electronic media , print media andother media to increase the sale of soda.
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LIMITATIONS
•
Time duration was short.
• A large sample could not be taken and systematic probabilitywas not conducted due to lake of time.
• During the course of survey some unfavourable errors are facedsuch as no response, inaccuracy in response etc.
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INTERVIEW QUESTIONS
1. What is the core product of company?2. Acc. To you who are the competitors of mohanmeakin?
3. What differentiate your brand name with other brands i.e. the core
competency?
4. What is the target market for your product?
5. What about the other products of company.? Are they doing well in the
market?
6. How do you manage your brand?
7. What are the strategies used by your company for maintaining brand?
8. How important it is for the company to manage the brand?
9. How do customers perceive your brand?
10.Do company have hardcore loyal customers or not?
11. Is company also planning for any other product?
12.What are the key efforts being taken to build and position your brand
name?
13.According to you, how much effective is your brand?
14.Are you satisfied with this brand? If no, then do you think to rebuild the
brand name of your product?
15.Is there any tagline for your product?
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16. It has been said that customers buy brands and not products, so what are
the core values and benefits that a customer gets from your brand?
17.How branding changes every thing?18.Do your company has taken the help of any type of promotion for your
products? Yes or No. Give reason.
QUESTIONNAIRE FOR CONSUMERS
Q1. Gender
a)Male
b)Female
Q2 Which category below your agea)17 or above
b)18-29
c)30-39
d)40 or above
Q3 Do you know about mohan meakina) Yes
b) No
Q4 Do you drink liquor
a) Yes
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b) No
Q5 You take liquor in the form of
a)Beer
b)Whisky
c)Rum
d)Wine
Q6 Which brand do u prefer
a)Golden eagle
b)Old monk
c)Black knight
d)Red label
e)Others
Q7 How often do u consume
a)Once in a week
b)3-4 times
c)Everyday
d)Occasionally
Q8 Competitor of mohan’s
a)United breweries
b)SAB millers
c)Cobra
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Q9 What other than beer, do u consume
a)Apple juice
b)Cornflakes
c)Porridge
d)Vinegar
BIBLIOGRAPHY:
Dr. D.D. Sharma , Marketing research.
Rajendra Nargundkar:-Marketing research.
Dr. Elhanse Research Methodology
Leon, Leslie Lazer Consumer Behavior
Marketing Concept:- Philip Kotler
www.google.com/mohan meakin
www.surveymonkey.com
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