On

“CONSUMER PERCEPTION TOWARDS MAIN

BRANDED SODA WITH REFERENCE TO MEAKIN’S
SODA”

Conducted for

“MOHAN MEAKIN’S”

(As partial fulfillment for the award of MBA degree under U.P.

Technical University, Lucknow )

Under the Guidance of : Submitted By:

Mr. Piyush Gupta Vivek Kumar Pandey

(Project Guide) Roll No.- 0307470056
DIMS, Meerut MBA IVth Sem.

.
 CONTENTS
Page no.
 Acknowledgement 3-4
 Student Declaration 5-6
 Preface 7-8
 Introduction 9-13

 Executive Summary 14-17

Advertising
 Ban On Advertising 18-20
 Promotion 21-25

 Company Profile 26-40

 Meakin’s soda 41-49

 Marketing Strategy- An Introduction 50-52

 Research Methodology 53-66

 Objective of study
 Research Design
 Sample Design
 Data collection
 Tabulations
 Data Analysis
SWOT Analysis Kaho to ek lafz

- Mano to bandagi

- Dubo to gehra sagar

- socho to Zindagi

- karo to aasan

2
- Nibhao to Mushkil

- Bhikhre to sara Zahan

- Simte to sirf "AAP"

♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥

SPECIALLY F♥R Y♥U ONLY

♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥

You

Are

♥ Cute,

♥ Smart,

♥ Intellegent,

♥ Nice,

♥ Loving,

♥ Caring,

♥ Dashing,

♥ Adorable,

♥ Marveellous,

♥ Attractive,

♥ Friendly,

♥ Lovely.

♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥♥

Thanks For Be Friend ........

3
Always Be My Friend .........

Take Care Dear ..............

 67-87
 Findings 88-89
 Recommendations 90-92
 Limitations and scope of study 93-94
 Bibliography 95-97
 Annexure

 Questionnaire 98-100

ACKNOWLEDGEMENT

4
 ACKNOWLEDGEMENT

I Vivek Kumar Panday the student of DIMS, Meerut. was required to

undergo Marketing research report under the guidance of Mr. Piyush Gupta (Faculty

DIMS, Meerut).

I would like to thanks all other people, who directly or indirectly, were the

part of my Marketing Research Report.

With regards

Vivek Kumar Pandey

5
STUDENT DECLARATION

6
 STUDENT DECLARATION

I, Vivek Kumar Pandey, student of MBA at DIMS, Meerut. hereby declare that

the Marketing Research Project Report work entitled “A consumer perception towards

main branded soda with reference to Meakin’s soda” is compiled and submitted under

the guidance of Mr. Piyush Gupta. (faculty, DIMS, Meerut) This is my original work.

Whatever information furnished in this report is true to the best of my knowledge.

Study conducted by:

Vivek Kumar Pandey

Roll No. 0307470056

7
 MBA-IV Sem.

PREFACE

8
 PREFACE

The Indian soda Industry is today so big and highly competitive industry. It plays

an important role in supporting India’s economic infrastructure. Today market place is

enormously more complex, domestic market at one time safe from foreign invaders, are

now hunting grounds of giant global corporations. New products are launched at

astonishing pace. Competitors are everywhere and hungry.

Now a day a slogan “Survival of the fittest” is prevailing the market. A company,

in order to survive in the market, has to do a lot of activities where it is selling,

distributing and satisfying customers.

9
 In my project “A comparative study of main Branded soda with special reference

to Meakin’s soda.” specially for branded soda , I have tried to analyze various market

factors related to advertising and consumer behavior, which were emerged out while I

was doing survey. This was my humble effort towards successful completion of the

Project.

I used simple random survey technique as my sampling technique and surveyed

100 customers in some parts of Ghaziabad, Muradnagar, Modinagar etc. to find out their

views to get the best result for survey.

INTRODUCTION

10
 INTRODUCTION

Joseph Priestley (1733-1804) In 1767, the first drinkable manmade glass of carbonated

water (soda water) was created by an English clergyman and chemist, Dr. Joseph

Priestley. Joseph Priestley was a friend of Benjamin Franklin, and experimented with

electricity before turning to chemistry in the 1770s. Priestley was the first chemist to

prove that oxygen was essential to combustion and along with Swede Carl Scheele is

credited with the discovery of oxygen. Priestley named the gas "dephlogisticated air",

later renamed oxygen by Antoine Lavoisier. Joseph Priestley also discovered

hydrochloric acid, nitrous oxide (laughing gas), carbon monoxide, and sulfur dioxide. On

April 15, 1770, Joseph Priestley recorded his discovery of Indian gum's ability to rub out

11
or erase lead pencil marks. He wrote, "I have seen a substance excellently adapted to the

purpose of wiping from paper the mark of black lead pencil." These were the first erasers

which Priestley called a "rubber". As a clergyman, Joseph Priestley was considered an

unorthodox philosopher, he supported the French Revolution and his unpopular views

caused his home and chapel in Leeds, England, being burned in 1791. Priestley moved to

Pennsylvania in 1794.

What is soda water ?

carbonated water

Effervescent water, usually containing salts, charged under pressure with purified carbon

dioxide gas, used as a beverage or mixer. Also called club soda, seltzer; Also called soda,

soda water.

Bubbles in carbonated water float to the surface.

Carbonated water, also known as soda water or sparkling water, is water containing

carbon dioxide, which bubbles out when the drink is depressurized. When bottled or

supplied for final consumption without flavoring, it may be called club soda; with mild

fruit flavoring , it is called seltzer.

Historically, the first soda waters were prepared by adding sodium bicarbonate to

lemonade. A chemical reaction between sodium bicarbonate and citric acid occurred to

create carbon dioxide.

12
As with many scientific discoveries, there is confusion about who was first. The person

who is usually credited with first successfully creating carbonated water is Joseph

Priestley in 1796. However, the Swedish chemistry professor Torbern Bergman had

already succeeded in making carbonated water in 1771, mostly to save himself money

when he was ill. Both were trying to imitate the naturally-occurring effervescent water

that bubbles up from underground springs and was thought to be beneficial to health. It is

not known whether Priestley knew about Bergman's work, and therefore they can both

rightly be called fathers of this invention.

Currently, carbonated water is made by passing pressurized carbon dioxide through

water. This increases the solubility; i.e., more carbon dioxide dissolves than under

standard atmospheric pressures. When the pressure is reduced by opening the bottle, the

gas comes out of the solution, forming the characteristic bubbles.

Carbonated water is believed by some to be good for removing stains, for example coffee

stains from mugs, or stains from silver. A frequently used method of preventing red wine

stains from setting in is to sprinkle salt on the stain and then apply a liberal amount of

carbonated water.

U7The most popular forms are flavored, and referred to as soft drinks. These are widely

sold throughout the world. Major brands include Coca-Cola, Pepsi, R.C. Cola, and Dr

Pepper. Many sales of these beverages are made via vending machines.

Carbonated water

Bubbles in carbonated water float to the surface.

13
Carbonated water, also known as soda water, sparkling water, or seltzer water, is

water containing carbon dioxide, which bubbles out when the drink is depressurized.

When bottled or supplied for final consumption without flavoring, it may be called club

soda.

Joseph Priestley first discovered a method of impregnating water with carbon dioxide

when he placed a bowl of water above a vat of fermenting beer at a local brewery in

Leeds. The carbon dioxide given off by the beer, which Priestley called 'fixed air' and had

been discovered and named 'mephitic air' by Joseph Black, soon became disolved in the

water. Priestley found that the impregnated water developed a pleasant sweet acidic taste

and he began to offer the treated water to friends as a refreshing drink. In 1772 Priestley

published a paper entitled Impregnating Water with Fixed Air in which he described a

process of dripping sulphuric acid (or oil of vitriol as Priestley knew it) onto chalk in

order to produce carbon dioxide and forcing the gas to disolve by agitating a bowl of

water in contact with the gas.

Independently, Swedish chemistry professor Torbern Bergman succeeded in inventing

another process to make carbonated water by the action of sulphuric acid on chalk in

1771, mostly to save himself money when he was ill. He was trying to imitate the

naturally-occurring effervescent water that bubbles up from underground springs and was

thought to be beneficial to health.

Currently, carbonated water is made by passing pressurized carbon dioxide through

water. This increases the solubility; i.e., more carbon dioxide dissolves than under

standard atmospheric pressures. When the pressure is reduced by opening the bottle, the

gas comes out of the solution, forming the characteristic bubbles.

14
Carbonated water is believed by some to be good for removing stains, for example coffee

stains from mugs, or stains from silver. A frequently used method of preventing red wine

stains from setting in is to sprinkle salt on the stain and then apply a liberal amount of

carbonated water. Schweppes manufactures unflavoured "soda water", adding to it

sodium bicarbonate, thus acting as a weak antacid.

The most popular forms are flavored, and referred to as soft drinks. These are widely sold

throughout the world. Major brands include Coca-Cola, Pepsi, R.C. Cola, and Dr Pepper.

EXECUTIVE SUMMARY
15
 EXECUTIVE SUMMARY

In this modern competitive world when business is touching new heights, each &

every company of every industry is trying to make maximum utilization of available

resources with an aim of maximizing sales turnover, profits and above all the customers

satisfaction. All the companies are doing the best possible to grebe the biggest piece of

total market share pie.

Same is the case with this 28,000 crore Indian liquor industry. Other than top 7-8

big players, there exists 100,s of small players who operate in local market. So there is

big fight going on each segment of various type of liquors. There exists a good number of

competitive brands in each segment which are trying hard to sell maximum no. of cases

16
in that segment to snatch maximum market share as it is directly related to the profits,

sales turnover and image of the companies.

I was assigned with the project “ A consumer perception towards main branded

soda with reference to Mekin’s soda”. In this report I have tried to cover almost every

aspect, which is directly or indirectly related in this segment in the specified zone.

Initially, I conducted the pilot survey in which I tried to know the various related

factors.

I studied 100 consumers in Modinagar, Muradnagar,Ghaziabad and tried to

know what were their views regarding the sale & brand loyalty of soda of Mohan Meakin

Ltd. in the city and also found good and bad things about the soda because in near future

Mohan Meakin’s brands will compete with other brands of soda in this region. I took

their views and expectations, which they have from the company’s brand.

I collected the primary data to know the existing sale of branded soda in this

region because then it is easy for the company to correlate the data to their expected

future sales.

I mainly focused on what kind of marketing strategies Mohan Meakin will require to

develop so as to grab responsible market share of soda of Mohan Meakin’s in this market

region.

After collecting the related data from these sources, I analyzed the data and come up with

various strong and weak points, on the basis of which I have derived certain conclusions

and recommendations.

17
 Due to the prohibition the liquor industry has been squeezed by the state in every

possible way . There are restriction on capacity expansions, distribution and advertising

and an accessing raw materials. And net volume sales of Indian made foreign liquor

(IMFL) have been growing more quickly than most consumer markets. This apparent

contradiction has its root in the political and economic environment.

Drinking is prohibited under Islamic and Gandhi philosophy. Over the last decade

drinking has firmly moved from being a disreputable activity or a symbol of romantic

intellectualism to an indicator of success. Social taboos against drinking are fast

disappearing. More woman are drinking too. Afternoon drinking is on rise and habits are

becoming more sophisticated. It

has been found that 11% urban adult males consume IMFL/ Beer. While the per capita

consumption 3 liter to 20 liters per annum varying geographically. Wines and special

liquors are not very popular. Rum loyalists preferred their drinks smooth and well

rounded and women usually opted for rum with soft drink, as it gives no hangover.

The alcohol industry is a totally controlled industry in keeping with the

constitutional provisions. Liquor market in India , therefore, face usual problem in all the

four P’s of marketing-mix i.e. Product, Price, Promotion & place due to government

regulations. The distillation capacity has overgrown during the last years despite the

adverse condition of the industry, apparently to cover the additional molasses generated

by the new sugar mills. In fact, so many others have actually contributed to this growth.

18
BAN ON ADVERTISING

19
 BAN ON ADVERTISING
The Entire distribution network of the potable alcohol industry is either partially

or fully controlled by the government. Under the open market system, license are

permanently sold for annual renewal fee.

It is an integral part of any business strategy. The Rum manufacture companies

however , are not allowed to advertise their wears. This is perhaps the most hard hitting

regulation. The industry has had take recover to surrogate advertising technique to

improve brand image. With the entry of popular foreign brands, companies have been

forced to spend heavily on advertisement.

While some state do allow surrogate advertisement in the form of Yearbooks,

cricket gear & bar sets , other have imposed a blanket ban on all forms of brand

awareness.

For instance, show window & events promotions are not permitted in Mumbai.

Recent realigns have clamped down on surrogate advertising too.

But Delhi takes the cake for heading a total advertisement blackout. If any liquor

advertisement is stopped in Delhi, no matter where it emanates form that will be banned

form selling in the capital. For instance if the old smuggler add that Hiram walker had

placed the international edition of time magazine for its international market is some how

seen in Delhi ( in a copy bought in buy an Indian tourist from abroad) , old smuggler

20
could be given a boot There is other implication too. Multinational invest in India have

certain export commitments. Therefore advertisement in west Asian market is important

for brand building. But one can not advertised than to the middle East on stare T.V.

Northern beam or on Doordarshan for that matter , for the fear of those ads being seen in

Delhi. Market watcher feel this will result in unnecessary brand proliferation . As the

result brand mental specially for Delhi will have to created in other to service

companies have been forced to find novel ways to circumvent these regulations so, there

are direct mailers, discreet launch parties special innovation shows or even requesting

diplomats to host. Host a party for a select gathering where the companies supplies the

drinks.

For instance W & M hosted a silver service dinner for the Mumbai glitterati. A

special bottle counting the W & M 500th anniversary blend (the winning blend

competitions which marked the 500th anniversary of scotch whisky in 1994) was an

auction seagram, on the other hand sponsored the Zubin Mehta concerned in Mumbai in

December in 1994 to launch in something special brand . The advertisement went

“Seagram present something special-Zubin Mehta in concert.

21
PROMOTION

22
 PROMOTION

With the MNCs coming in the already cash strapped companies don’t know

where to look. The MNCs are cash rich and can spend well i.e. above a crore for initial

promotion. As against this the Indian companies are burdened with debt and servicing

cost are very high. Under these conditions they are obviously not on opposition to

compete with the foreign brands. All the satellite and cable channels have increasingly

emerged as a media for liquor advertisement in addition to the usual once as pops.

Lifestyle advertising seems to be most common type.

Indian companies on the average spend over 20% of there revenues on there selling

and administration expenses in 1997. The highest spender were Khoday and Herbert who

were about 30% mark. Administration and selling expense expenses affect the bottom

line of the companies. There is a strict regulation on advertisements and in place like

Delhi there is a strict ban on adds. Since direct advertising is altogether banned, most

companies are dependent on surrogate advertising. Companies are sponsoring fashion

shows and sports events to get notice.

In Delhi , liquor consumption has increased by almost 100% in spite on the total ban

on advertising laws in Delhi is very irrational. If any advertisement is found even in

international magazine, the company may land in trouble. In simple words , strictly no

advertisement from Indian players. Yet, such strict norms have not disturbed the sales in

23
the city, any company screening its advertisements within Delhi is liable to penalization

either in form of cancelled license in Delhi or a fine of Rs. 2,00,000 per telecast or

advertisement. In POP Ups material is allowed to be used within the premises of the

shops called ‘chauhadi’.

AIDA fully supports the policy of state government. Even in England one cannot

advertise a liquor brand for first 25 years. Many other companies practice a similar

policy. So no problem from the prohibitive policy of Delhi government. Indian

companies have build up brands when no television was available in the country and they

can do so very well today also.

Promotion and press briefing more and more common. Fosters had its introductory

press conference in India at couple of five star pubs. Allied domecq launched its sauza

tequila by hosting a flamenco festival at 1990s a discotheque at the Taj Mahal Mumbai.

The company took pains to initiate the guest into the ‘lick the salt, down a shot of

tequila, and bite into a fresh lime’ sauza ritual. DSP black held a ‘Let your dark

sideshow’ bash where cancan dancer 4 swear flown in all the way from Australia. Some

months later, DSP come black Friday theme-complete with Arial magician. Seagram

threw a party as an opportunity to promote its smooth and bumpy selling plank. No price

for guessing what the theme was.

Such events are not alcohol dominated. It depends on the brand ; and most of

them are young. The rushes for pubs are because marketers want to create “a lasting

effect on the youth”. From the marketers point of view, the movement out of five star

24
hotels into pubs makes terrific sense. Apart from filtering out unnecessary spends on

non-buyers it helps cut across spiraling media cost. It is a one time investment. And the

benefits keep coming space to move around and wide media coverage (Star Plus, for

example, regularly features Mumbai pubs) . Finally its boom for alcoholic beverages and

cigarettes companies, given their restrictions to advertise in regular media even TV

channels that do not allow liquor advertising have specific time slots when it is banned.

The selection of the venue depends upon the clientele (almost entirely up market

because only well to do flock at such place). The hangouts (they have to be with it), and

the stipulated budgets. Other considerations- the pubs availability and its willingness to

come into play are minor issues. It is also important to ensure that a synergy exists

between the venue and brand in question.

Prohibition: relating to promote at whole sellers outlets in Delhi is as follows-

In pursuance of the DP of the state policy related to prohibition contained in the

article contained in the constitution of the India , the lieutenant governor of the National

capital territory of Delhi may issue orders and directions which shall be binding on the

licensee and no compensation shall be payable on that account.

The license shall abide by the following measures namely-

1 The licensee shall not display any neon or glow signs and around the licensed premises

to attract the customers.

25
 2. The licensee shall display a notice board prominently declaring, “Drinking of

liquor is injurious to health”.

3. All persons employed by the licensee in the licensed premises shall be required to

posses ID cards, issued under the signature of the collector and the employee shall

be

required to produce the ID cards on demand by the excise

officer or any other officer not below the rank of

Sub-Inspector.

4. The licensee shall not keep and distribute or sell any advertising material that are

likely or intended to promote the sale or consumption of liquor.

The licensee shall not directly or indirectly, covertly advertise or display on the hoarding

or in media / TV / Print etc. about liquor or any product having similar nomenclature of a

liquor brand “surrogate advertising” is also strictly banned and invite punishment

including suspension and cancellation of the license. Boom for alcoholic beverages and

cigarettes companies, given their restrictions to advertise in regular media. Even TV

channels that do not allow liquor advertising have specific time slots when it is banned.

26
INDUSTRY PROFILE

27
 INDUSTRY PROFILE

The size of the organized liquor industry in the country is of

around Rs. 200 crores comprising of 41 Breweries and 25 IMFL manufactures. The

major states accounting for alcohol production are Maharashtra, Karnataka, Tamilnadu,

Haryana and Punjab. This is apart the liquor segment. At more than 150 mm cases per

annum, it has distinct characteristics of its own and forms the large component of the

industry. This unbranded, highly potential alcohol drink is produced by the distilleries

through separate distribution channel . There is thriving market for illicit made country

liquor. A major part of state liquor revenues accrue from the country liquor segment.

The Indian liquor and beer industries share common characteristics arising from a

similar policy framework. While country made liquor, Indian made foreign liquor and

beer are a state subject with each state controlling the duty structure and distribution

incidence of import and export duties result in high cost of inter state movements which

has resulted in each state having attributes of a separate market.

In terms of volume , the retail market with 480 million is bigger than the hotels

and restaurants (Horace) market with 455 million liters.

However the high price charged something 300 percent than the retail segment is

the reason for the longer value of the Horace segment, with in the retail segment, while

28
beer accounts for around 20 percent of business, spirits accounts for the rest. The wine

segment is very small.

Liquor industry has always remains under strict government control . While

overall public perception spells restraints , it is the symbol of high life even in puritan

India. To confronting trends are visible in evidence , the attempted prohibition in some

state like Haryana and the Andhra pradesh and the emergence of a new ambience of

society where drinking becomes and index of affluent life. The industry poses a dilemma

to the state. Born by the temptation of large revenues , on the embarrassment is the given

encouragement to drinking on the others.

Excluding the 175 distilleries producing industrial alcohol , there are 98 producers

of alcoholic drinks . Of these , 41 are breweries producing beer and 57

distilleries predicting spirits of the tatter, 25 producer IMFL and 32 country

made spirits.

The Indian liquor industry is expanding appreciably. It is receiving nonetheless, a

good dose of competitions from global players, characterized by the entry of

new products and brands, prohibition in some state and rising revenues to the

exchequers.

Despite the fact that liquor provides larger revenues to these state government , it

was not encouraged on moral grounds.

29
 In 1930. Congress declared that it would totally prohibit alcohol if , it is voted to

power , after independence, the prohibition was prompt to states of Gujarat , Tamilnadu,

and Mizoram. It was lifted in all states except Gujarat where the prohibition still

continues.

Liquor production is now a days very popular and different type of liquor like

Whisky , Beer , Brandy, Rum , Gin are being manufacture and distributed effectively ,

under the influence of Globalization , Scotch is now being manufactured in India ,

having collaboration with the multinationals. The expanding liquor market has given rise

to stiff competition among the liquor market. In UP, the government itself owns 6 central

distilleries that are functioning for autonomous manufacturing on contract basis.

As the time changing fact, bring chances in life style and way of thinking , the

liquor marketers in India are facing a good challenge to study the trends in liquor market

and make there brand popular and thus a need of market research arises.

The customer requirement for liquor may be few, frequent or occasional. There

are different trends for the consumption for different type of liquor e.g. whisky is

preferred by many people to be taken in summer, The female like Gin more than males,

while brandy is mostly consumed, when one is suffering from cold.

30
The liquor manufacture is made available to the final consumers through different retail

outlets and bars. There are certain facts that can be maintained in this context-

1. Generally consumer choose a retail outlet where they

always prefer to go.

2. A small percentage of consumers are strictly brand

loyal and they do not switch to any other brand. For

this type of customers cost is not the criteria while

purchasing liquor. It is difficult to persuade them to

buy any other brand.

3. Some customer go strictly for quality, even their favorite brand is

available at high price they will go for it.

Market-

The beer industry has been witnessing double digit growth rates, these two

markets together account for 77.5 % in sales volume.

31
Problems-

The industry is mired in problems of which are discussed in brief here :-

(i) Capital intensive :- The brewery business is capital

intensive . The working capital requirements also vary with the requirement being

large during the summer season. On the raw material form there has been sharp

increase in the prices of barley form which malt is extracted.

(ii) Capacity restriction :- The industry is not allowed to expand without the

prior approval of the central government. This is among the few industries still

under their licensing policy of the union Government in a liberalized scenario ,

when molasses has been decontrolled and when the domestic avail ability of hops

is not a problem . Not to mention the comfortable foreign exchange position ,

restrictions on new capacities makes little sense. State government too have a part

to play here as companies have to get their approval too before commissioning a

unit . These restrictions have led to a stagnation in production. Companies have

found a way.

(iii) Distribution and trading restriction :- The distribution of liquor is

controlled in many states except in Maharashtra. west Bengal and Karnataka,

32
where companies can sell there products freely in the open market. Distribution

controls take various forms like auctions, free market system, government

controlled markets and canteen stores departments. Under the auction system, the

government fixes a flour prices for shops and bidders have to quote prices. The

license would go to the highest bidder and bid price would have to be paid in

equated monthly installments. This system operates in Punjab, Rajasthan, Bihar ,

Orissa, Uttar pradesh and Madhya pradesh. Since there are limited licenses, unfair

practices are rampant. Some distributors bid for as many as ten shops at a time for

greater control over the market. For instance, in Rajasthan, 12 groups control the

wholesales and retail networks. In Uttar pradesh three major lobbies are said to

control 70% of the trade in the state. But now this system is abolished in UP. In a

government controlled system, the distribution of liquor through state agencies

such as the TASMAC in Tamilnadu, BEVCO in Kerala, The Andhra Pradesh

Beverage corporation in AP, The DSIDC in Delhi and so on. Since these agencies

are sole whole sellers, they also have the ultimate say in deciding on the entry of

a brand into state. The restrictions seriously limit the free availability and

marketability of a company’s products.

(iv) Retailers Grip :- There are an estimated 25000-27000 lice4nced retail

outlet in the country selling alcoholic beverages, around 2200 outlets , which were

closed in AP following the prohibition, were reopened in may 1997 after the ban

was lifted. As already said, these outlets are allocated through one of the three

system that the state has adopted. Retailers have major role in popularizing and

33
availability of a brand as they have a virtual monopoly over the distribution of

liquor in each state. They thus decide the fate of a brand as they can accept or

reject it. The absence of self-service counters also limited customer choice .

There are also restrictions on the business hours of these outlets as also their

locations vis-à-vis college and so on apart where they can produce their

requirements. These restrictions are for the Horace channel (through

restaurants, hotels and so on) too. For example, AP restaurants cannot remain

open beyond a certain time.

(v) High Duty Structure :- Breweries and distilleries have traditionally been

money spinners for the government, hence excise duties are high. State

government impose a variety on duties on the companies in some state it is as

high as 200 %. The duty structure of each state is so different that for a company

operating at the national level, it is like dealing with 25 countries.

(vi) Ban on Advertisement :- Another major restriction the industry faces is the

ban on advertising. There is ban on Liquor commercials from all television

channels in India, effective; October has left a huge vacuum in the lives of

markets in the industry. Thus most companies had to report to surrogate

advertising of say, sodas, pure aqua of lemon cordials. However there is one

industry, which is on high, the online advertising industry. Most online

advertising experts hope that dotcoms will do the job. The dotcoms expect to earn

Rs. 20 crores from liquor advertisement other has been through sponsorship of the

sports events, offer of free drinks and contents.

34
(vii) Black Marketing :- The industry has to live with another menace the black

market. As long as there are restrictions , Prohibitions and control , this will

thrive. One of

the reasons is the craze for foreign brands, many seem to be ready to pay for the

brand and not for the genuineness or quality. This means the profitability of

various restrictions is that expect for a few brands, the liquor market is

fragmented nearly 40 % of the liquor market is formed largely of regional players.

Regional presence and the customer aversion to accept new brands have resulted

in most of the companies not taking the risk of introducing new brands. They

concentrate on brand extension, trying to buildup upon the exiting brand value.

(viii)Future Outlook :- According to Euro monitor, and independent agency

based in the UL while the retail liquor market is expected to grow by 70% over

the next 5 years, the Horace market (the liquor sold in hotels and restaurants) is

expected to grow by 52 % over the same period.

(ix) The Prohibition :- The fortunes of the industry are lined to the political

parties ruling states. Being a major vote catching weapon, especially for the

women, prohibition has played with the profitability, the survival even of many

breweries and distilleries. For the political parties it is a choice between devil and

the deep blue sea. On the one hand, the revenues lost because of prohibition can

threaten the solvency of state government. The very clamping of the dry order can

threaten the regime’s existence itself. Examples of state clamping in the past are

Andhra Pradesh. Gujarat is the total dry state.

35
HISTORY OF COMPANY

36
 HISTORY OF COMPANY

Mohan meakin is the oldest name in the liquor market , standing like a huge

mountain.from the beginning, the company is working for the society nation at

large.Over the year the company has embraced modernity and adapted to new and

improved tech technologically in the dynamic environment . The company stands over

the years poles:-

Integrity, Craftsmanship & Tradition.

“Saga of Mohan meakin”

The origin of Mohan meakin traces to Mr. Edward Dyer from united kingdom, who set

up the first ever beverage and made indigenous beer available to the Indians.

Dyer set up more breweries at solan ,Shimla Murree, Rawalpindi and Mondalay. Another

entrepreneur Mr. H.G. Meakin came to India from Britain and bought the old Shimla and

solan breweries from Mr.edward Dyer and added more at Ranihet , Dalhausie,

Darjelling and Kirkee.

After the world war first , he firm merged and formed the “Dyer Meakin & company “

.In 1935, when Burma was separated from India , the company was reconstructed with its

Indians asserts under the name and style of “Dyer Meakin Breweries limited.

In 1949 Mr. N.N.Mohan tool over the management of the company under the dynamic

stewardship of Mr.N.N.Mohan the company assets and profit registered a manifold

37
increase. To mark the contribution of Mohan’s the company’s name changed from dyer

Meakin Breweries ltd. To Mohan meakin Breweries Ltd. In.1967.

IN 1963, this Mohannagar plant began production in various fields such as distillery,

Breweries, cold unit, Ice factory, and break fast food, glasswork etc.

In the seventies, during the prohibition year, company acquired a large number of units,

which were on the verge of collapse.Some of more notable once ware Artos Brewery in

Andhra Pradesh’Mysore fruit produced limited in Bangalore and nagaland Distillery ion

nagaland.

Those units were made highly productive with in short time. The cultivation of hops(an

important ingredient used in beer manufacturing) was for the first time in India under

taken by the company in Jammu & kashmir,in keeping with next times MohanMeakin

also entered in an international

Market in big way and began export of alcoholic products to countries such as U.S.A.

Japan and Nation of Western Europe and Middle East.

They also began the export to mechanical sand technical assistance to overseas especially

where collaboration existed. A distllery and glass factory was set be Mohan Meakin

group at Nairobi, Kenya and Breweries were set up in Nepal and Bhutan.

In 1969 Mr.N.N.Mohan was passed away and reins of bustling conglomerate fell into the

hands of both his sons col.V.R.Mohan and Brig(Dr) Kapil Mohan Under whose

stewardship comp[any showed the vast growth number of new product diversified.

38
In 1973 Brig(Dr) Kapil Mohan became the managing Director of the company.

Subsequently the word brewery was dropped in 1982 to remove impression that the

company is engaged only in beer making.

The ancestral home to Mohan Meakin is at Kasauli in Shimla hills, where the first

brewery was established with a purpose to supply quality spirits to the people. Company

conducted a survey and found good quality of water in abundant quantities was coming

out of natural springs a Kjarol Peak just above the village knows as Solan,therefore the

beer making was shifted from Kasauli to Solan.

Another Distillery of Mohan meakin ltd. Was set up in the historic city of Lucknow on

the perennial river Gomti that runs through Uttar Pradesh . The distillery is housed in a

building build about 4000 years back by the Nawab of Awadh. This was the history of

Mohan meakin limited.

TWELVE-YEAR OPEARATION OF MOHAN MEAKIN

IN 1885-1886 DESPITE COMPETTITON TURNOVER INCREASED TO Rs.103.43

crore mainly because of better market coverage and intensive marketing efforts .Profit

also registered considerable increase during 1886-87 through turnover declined only

marginally. It decline steeply to an increase in fuel and power cost, steep rise in U.P.

Export pass fee, and high cost involved in promotional activities.

39
In 1887-88, despite competition turn over showed an increase 6.9% over the previous

year. There was an improvement profitability also.

During 1988-89 sales were maintained almost at the previous year’s level despite stiff

competition. How are, margins were affected by increase in the cost of production.

During 1999-912 turnovers further increased to Rs.113.75 crores of which exports

accounted for Rs.2.00 crores.

During 1991-92 turnovers was increased to Rs.129.4 crore mutually because of better

market coverage and intensive marketing efforts.

During 1992-95 turnover was increased with a high growth rate company maintain the

previous year turnover.

YEAR EVENTS

1991- Profitability , suffered due to the necessity of giving rebates and

incentives but for which even the turnover would have declined .

- The company issued 5,00,000 –14% secured non-convertible debentures of RS.

- 100 each. These are redeemable at a premium of 5% after the expiry of 7 years

from 5th December

1994- New products viz. Highland Queen and 5 year old Scotch whisky

was launched .

1995- The profits were also lower due to higher sales production and incentives scheme

to combat the un-healthy market conditions.

40
 - Two popular brands namely Highland Queen and Grand Reserve Whisky were

launched in the market.

- The company entered into a collaboration with kerala state small industries

development &employment corporation ltd. (SIDECO), for putting up a hand

tools and fasteners complex at Athani in trichur district of kerala state.

- A new company under the name SIDECO MOHAN TOOLS KERALA LTD.,

was to hold 49% of the capital and SIDECO was to hold 51% Sideco Mohan Tools

Kerala Ltd., was to act as a mother unit for about 40 guaranteed engineers

entrepreneurs . Work was going on as per schedule.

1999-Company do a survey in the NCR region and by this study company

find that the sale of the company and awareness about their product in the market

is very low and after this study they start to make a new strategy.

2001-After completing the research they make the strategy to improve

their marketing condition in the market i.e. appointment of sales person and

to make the arrangement of some gifts to the retailers and customers.

2003- company appoint some marketing executive and ask them to go

to the whole seller and retailer to make aware them about their product and

customers are also the part of this study to increase the sale of the their brands

and give them some gifts item to give to their retailers and customers.

41
PRODUCT PROFILE

42
 PRODUCT PROFILE

Every liquor co. is based on fermentation process, where alcohol is the end

product of the ethanol fermentation process. Alcohol drinks are the mixture of alcohols or

spirits water or minor ingredients known as cogenesis. The organic name of the alcohol is

Ethyl Alcohol it is Hydroxyl deviate of Hydrocarbon with basic element as Carbon,

Oxygen etc. and its chemical formula is C2H2OH.

The Indian liquor industry can be analyzed by segmenting it into, three segments :

• COUNTRY SPIRITS

• INDIAN MADE FOREIGN LIQUOR

• FOREIGN LIQUOR

COUNTRY SPIRITS:

This is an unorganized sector and occupying 70% of the liquor market. Country

spirits are the distilled spirits mixed or unmixed with the spices or other ingredients in

very small quantity . These are known under different names in different areas of the

country such as:

PACHWAL : West Bengal

THARRAH : Punjab

VOJA : Assam

CHERGAM : Tamilnadu & Kerala

43
 INDIAN MADE FOREIGN LIQUOR :

Indian liquor and beer industries shares common characteristics arising

from a similar policy framework. The IMFL market is worth Rs. 6500 crores and it is

growing at the rate of around 12%. IMFL mainly includes Whiskey, Brandy, Gin,

Vodka.

In 1973 Brig. (Dr.) Kapil Mohan became the Managing Director of the

company. Subsequently the word Brewery was dropped in 1982 to remove

impression that the company is engaged only in beer making.

The ancestral home of Mohan Meakin is at Kasauli in Shimla Hills

where the first brewery was established with a purpose to supply quality spirits to the

people. Company conducted a survey and found good quality of water in abundant

quantities was coming out of natural spirins at Karol Peaks just above the village

known as Solan, there the beer making was shifted from Kasauli to Solan.

Another Distillery of Mohan Meakin Ltd. was set up in the historic

city lucknow on the perennial river Gomti that runs through Uttar Pradesh . The

distillery is housed in a building build about 400 years back by the Nawab of Awadh.

This was the history of Mohan Meakins Ltd.

44
FOREIGN LIQUOR :

In India this name (FOREIGN LIQUOR) is used exclusively for liquors

which are imported into the Country. This may include of Whisky, Rum, Gin,

Vodka, Beer, Champagne.

BRANDIES -

• Triple crown
• Golden Eagle
• Doctor’s Researve No. 1
• MMB

RUM :

• Old Monk Supreme

• Old Monk Gold Researve

• Old Monk XXX Rum

• Old Monk White Rum

• Tusker XXX

• Black Beauty

• MMB

VODKA :

• Kaplansky vodka

45
GIN :

• Big Ben London (Deluxe Gin)

WHISKIES :

• Diplomat Deluxe

• Colonal’s Special

• Black Night

• Director’s Special

• Solan No. 1

BEERS :

(MILDS)

• Golden Eagle

• Golden Eagle Deluxe

• Gold large Beer (Herbal Beer)

• Gymkhana Premium

• Asia 72 mild

• Solan No. 1 Special large

• Old Monk mild

• Lion

• Black Night Deluxe

46
(STRONG)

• Meakins 10000

• Black Night Super strong

• Solan No. 1 extra strong

• Solan No. 1 super strong

• Old Monk strong

• Gymkhana Premium

47
 BOARD OF DIRECTORS

Director name Designation

Mr. Hemant Kumar Deputy Managing Director

Mr. L. K. Malhotra Director

Mr. J. K. Jain Director

Mr. Vinay Mohan Director

Mr. Rakesh Mohan Executive Director

Brig. Kapil Mohan Managing Director

48
 ORGANISATIONAL STRUCTURE OF THE

MOHAN MEAKIN LIMITED

MD

MARKETING HR R&D
DEPARTMENT DEPARTMENT DEPTT

FINANCE & PRODUCTION

ACCOUNTING DEPARTMENT
DEPARTMENT

In Mohan Meakin Ltd. There is simple structure of the organization and they

have their separate department and work independently. And overall command is in the

hand of MD and MD is also the head of HR Deptt.

49
 DISTRIBUTION-CHANNELS

Alcoholic product is excisable items controlled by the government channel. Member of

distribution of the company also work under the rules regulation of government. It is

necessary and compulsory for channel member to take 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 licenses are for UP only. In Delhi market of liquor is controlled by

government, market excise is supreme government invitees tender from different parties for

the distribution of liquor. Some of the companies adopt channel for bars, which is as follows-

• MANUFACTURERS

• BARS

• CONSUMERS

50
MARKETING STRATEGIES

51
MARKETING STRATEGIES OF MOHAN MEAKIN:-

1. Strong Market Position : Market position refer to the relative market share that a

firm holds in relation to its competitor brand. The market share of IMFL is

relatively low as compared with other competitors brands available in the market.

Therefore company should do some promotional activity (offer discount on sale,

free gift, incentives ). So the market share may increase and the sale of all the

IMFL boost up in near future.

2. Product Positioning : Product Positioning is the act of communicating

company’s offer so that it occupies a distinct valued place in the customer mind.

The brands (MOHAN MEAKINS IMFL) may even be positioned on the basis of

tangible benefits. That it offers to customer the benefit of the low price over other

competitors brand to become success . It should positioned its brand as

economical middle income customer.

3. Differentiation Strategy : There the firm should differentiate its products so that

every product is having its own brand positioning in the customers mind to suit

different segment needs expectation.

4. Branding : A good brand is distinct and memorable. A brand name is often a

product’s only distinguishable characteristic. Therefore for there brands should

communicate the message-

52
 THE STRONG BEER- HAVE THE MEAKIN 10000

OR

Packaging : Involves the development of a container label,

complete with graphic design for a product. The brands

MMB should be developed in an innovative, attractive, easy

to handle packaging so that it can be able to attract as large

number of customers.

5. Advertising : Large no. of people are not aware of all the

brands MM’s IMFL. For this firm has to come up with a

influencing advertisement like posters and pamphlets at

retailers shop.

6. Distribution Function : Distribution decision are critical in

nature as they will affect the viability of the firm and the product.

These decision will affect the market share of the firm hence for

the brands with great care has to be taken by the firm in selecting

the distribution function . The firm should insist on there

channel member to give information on customer preference

expectation and their feedback.

53
RESEARCH METHODOLOGY

54
 RESEARCH METHODOLOGY
Research methodology may be treated as the heart of the projects. Without a proper and

well organized plan it is impossible to complete the projects and draw conclusive and

prepare result.

This projects was based on survey plan. The main objective was to collect the appropriate

data, which works as a base for drawing conclusion and getting result.

Research methodology is a systematic way which consist of series of action or steps

necessary to effectively carry out research and the desired sequencing of these steps.

The marketing research is processes of involve a number of inner related activities, which

overlap and rigidly follow a particular sequence.

It consist of following steps

1 Formulating the objective of the study.

2 Designing the methods of data collection.

3 Selecting the sample plan.

4 collecting the data

5 Processing and analyzing the data

6 Reporting the findings.

55
Steps In Research Methodology

OBJECTIVE OF STUDY

RESEARCH DESIGN

SAMPLE DESIGN

DATA CLLECTION

DATA ANALYSIS

REPORTING OF FINDING

56
Objective Of The Research

Objective Of The Research

57
Main objective

 To find out a comparative study of liquor market with reference to the

Old Monk rum in Ghaziabad and Delhi.

 Consumer’s buying behavior about the brand available in the given market.

Sub Objective:
 To have the comparative analysis of the perceived brand of consumers for the

various brands of Rum.

 To find they most effective medium to reach the target consumer.

 Consumer perception about the main brand of soda in the market.

RESEARCH DESIGN

SAMPLING

There are two ways of doing research. The first one is to study the whole population,

which called CENSUS METHOD. The second method is t o study a few unit of that

universe who represents virtually the whole universe. These units are called SAMPLES

&this method is called SMAPLING METHOD.

In presents study due to the initiation of time resources are only100 consumers who was

surveyed by me.

In the present simple random technique is used to choose the respondent (samples.)The

reason for selecting this technique are

1. it is free from any type of

58
 2. Sample collected represents the universe completely.

3. the respondents give true and actual information.

4. it is possible to get in depth& accurate information.

.
DATA COLLECTION

COLLECTION OF PRIMARY DATA

This was an exploratory research projects. The information required for fulfilling the

objective was collected from both primary and secondary sources. The primary data was

collected using questionnaire and a short interview as also conducted to know various

factors from consumer's. The questionnaire was a structured. Non-designed which has

opened as well as close ended questions. The sample was selected randomly from the

universe. Blow given paints describ9ing the steps oif sampling designs.

A. THE UNIVERSE:

The first step in developing any sample design is to clarify deign the set of objectives.

Technically called the universe to be studies. The universe can be finite or infinite. In

infinite universe the numbers of items is certain but incase of infinite universe the

number of items is infinite. The population of city. /the number of workers in the

factory is examples of finite universe my universe was finite and I was given the area

of Ghazibad, Muradnagar, Modinagar.

SAMPLING UNIT:

59
 A decision has to be taken concerning a sampling unite before selecting a sample.

Sampling unit may be geographical one such as a state. District village, etc. on a

construction unit such as house. Beat etc. or it may be social units such as family

club, scroll etc. or it may be individual. The researcher will have to decide on or more

of such unites that has to select for his study I selected many different areas of

Ghazibad district.

B. SOURCE UNIT:

It is also known as” sampling frame from which sample to be drawn it contain the names

of all items ( in case of finite universe unit only. Its source list is not available.

Researcher has to proper it such a list should be comprehensive, correct, reliable and

appropriate. It is extremely important for the source list to be as representative of the

population as possible.

C. SIZE OF SAMPLE;

This refers to the number of items to be selected from the universe to constitute a sample.

this is major problem before a researcher. the size of sample should neither excessively

large nor too small .It should be optimum.

The size of consumers must be dept in view for this limits the sample size. The

parameters of the research in interest study must be dept in view. Whole deciding the size

of sample.

60
Sample size of my research study was 100 consumer .

COLLECTION OF SECONDARY DATA

Secondary data means data that are already available they refer to the data which have

already been collected and analyzed by some one else. “When the researcher utilizes

secondary data. Than he has to look into various sources from where he can obtain them.

In this case he is certainly not confronted of original data. Secondary data may either be

published data on unpublished data it is mainly through.

BOOKS, MAGAZINES AND NEWS PAPERS: -

The researcher must be careful while collecting the secondary data, as he must be sure its

reliability, as the secondary data may not fulfill the desired objective.

For the collection of the secondary data different information sources were taken as a

base. Sometimes, some information was collected from newspapers like economic tiems,

Hindu Businmess Review, and Hindustan times& Times of India .The major osurce of

information was the Internet.

61
SIGNIFICANCE OF RESEARCH :-

“ All progress in born of enquiry. Doubt is often better than overconfidence, for it leads

to enquiry, and enquiry leads to invention” is a famous Hudson Maxim in context of

which the significance or research well be understood, increased amounts of research

make progress possible.

The role of research in several fields of applied economics, whether related to

business or to the economy as a whole, has greatly increased in modern times. The

increasingly complex nature of business and government has focused attention on the use

of research in solving operational problems. Research, as an aid to economic policy, has

gained added importance, both for government and business.

Research provides the basis for nearly all government policies in our economic

system. For instance, government’s budgets rest in part on an analysis of the needs and

desires of the people and on the availability of revenues to meet needs. The cost of the

needs has to equated to probable revenues and this is field where research is most needed,

Through research we can devise alternative policies and can as well examine the

consequences of each of the alternatives. Decision-making may not be a part of research,

out of research certainly facilitates the decisions of the policy maker. Government for

dealing with all facets of the country’s existence and most of these well be related

directly or indirectly to economic condition. The plight of cultivators, the problem of big

and small business and industry, working conditions, trade union activities, the problems

of distribution, even the size and nature of defense services are the matters which

requires research. Thus research is considered necessary with regard to the allocation of

nation’s resources.

62
3) SAMPLING DESIGN & SAMPLING UNIT :-

In my project I select the sample survey to determine and achieve the desired

result. For this I take a small-2 samples from the given area and conducted my research

with the help of simple random sampling. My area were Ghaziabad, Muradnagar,

Modinagar etc. and in these area single area is called sampling unit.

1. CHOICE OF RESEARCH DESIGN :-

A research design specifies the methods and procedures for conducting a

particular study. Broadly speaking research design can be grouped into three

categories- Exploratory research, Descriptive research and casual research.

An exploratory research focuses on the discovery of ideas and is generally based

on secondary data. It is primarily investigation which does not have a rigid design. This is

because a researcher engaged in a exploratory study may have to change his focus as a

result of new ideas and relationship among the variables.

A descriptive study is undertaken when the researcher wants to know the

characteristics of certain groups such as age, sex, educational level, income,

63
 occupation, etc. In contrast to exploratory studies, descriptive studies are well

structured.

A casual research is undertaken when the researcher is interested in

knowing the cause and effect relationship between two or more variables. Such

studies are based on reasoning along well tested lines.

According to my research problem I done Descriptive research study for

my project work.

2. DETERMINING THE SOURCE OF DATA :-

The next step in the research methodology is to determine the sources of

data to be used. The Market researcher has to decide whether he has to collect

primary data or depend exclusively on secondary data. According to my research

problem I Decide to collect most of the data from Primary sources with the help

of Questionnaire in survey method and some data from the secondary sources

like some books of marketing research, Magazines, newspaper and with the help

of internet etc.

3. DESIGNING DATA COLLECTION FORM :-

Once the decision in favour of collection of primary data is taken, one has

to decide the mode of collection. The two methods available are Observational

method and Survey method.

64
 Observation method suggests that data collected through one’s

observation and while in Survey method field surveys are commonly used to

collect the primary data from the Respondents. Surveys can be done by Personal,

Telephonic, mail, Diary. Of these, personal and mail surveys are commonly used

in India.

In my research I use survey method and I done survey with the help of

Direct Personal interviews to get the detailed information about my problem of

research and for this purpose I prepare a structured Questionnaire form to elicit

the necessary data from the Respondents.

5. DETERMINING SAMPLE DESIGN & SAMPLE SIZE :-

When the researcher has decided to carry out a field survey, he has to

decide whether it is to be census or sample survey. In almost cases, a sample

survey is undertaken on account of its overwhelming advantages over a census

survey.

When a decision in favour of a sample survey has been taken. And the

population or universe which are generally interchangeable, is any finite or

infinite collection of individuals. Then after make a choice between probability

and non-probability sampling.

65
 In my research I choose sample survey and conducted a simple Random

sampling in which has the equal probability to be chosen and population of my

survey is 100 respondents. So the sample size of my research is 100 Respondents

which is based on practical approach than the statistical approach.

6. PREPARING QUESTIONNAIRE :-

The method of data collection through Questionnaire is very popular. In a

questionnaire a number of questions are typed in a define order on a form or set of

forms. And the researcher fills it by asking the questions with a request to answer

by respondents. This method is vastly used in various economy and business

surveys. There are various benefits of conducting a survey with the help of a

questionnaire and these are as follows-

(I) There is a low cost in conducting a field survey when population is less in

number.

(II) It is free from the bias of the interviewer; answers are in respondent’s own

words.

(III) Respondents have adequate time to give well thought out answers.

(IV) Results that are found from this method are most reliable and dependable.

66
 In the good form of questionnaire there should all type of questions like

open ended , close ended questions in a right sequence. And no. of questions

should be 10 to 15. Starting of the questionnaire should be respondent friendly by

adding some questions like what is you name and age.

In my questionnaire I had used separate questionnaire for whole seller,

Retailer and consumer having 10 to 12 questions each and having the essential

quality of a good questionnaire. For example I used both close ended and open

ended questions and make the questionnaire in the simple language starting with

easy questions.

8. CONDUCTING THE FIELD SURVEY :-

After making the suitable questionnaire according to my research problem

I conducted the field survey in some part of Ghaziabad, Muradnagar and

Modinagar and collect the necessary data for my Research.

67
 SWOT ANALYSIS

SWOT ANALYSIS

STRENGTHS WEAKNESS

68
1. Growing market 1. Customers awareness about all

the products of parent

company is very low.

2. Consumers are quite satisfied 2. More competitors brand.

Some of the brand like old

monk Rum and Golden eagle

Beers etc.

OPERTUNITIES THREATS

1. Indian Liquor is getting 1. Government is about to Ban

popular Abroad which surrogate TV commercials.

has increased the Export

opportunities.

2. Liquor no longer a social 2. More MNC’s are coming

taboo. in and increasing the

competition.

3. More awareness has been

created regarding the ill

effect of liquor.

69
1) AREA COVERED: -

70
 S.NO. NAME OF AREA
1. GHAZIABAD
2 MODINAGAR
3. MURADNAGAR

2) POPULAR BRANDS OF THE MARKET: -

S.NO. NAME OF THE BRANDS

1. MCDOWELL NO.1SODA
2. KINGFISHER SODA
3. MEAKIN SODA
4. BAGPIPER SODA

S.NO. BRANDS POULARITY

AMONG
CUSTOMERS
1. Kingfisher’s soda 75
2. MC DOWELL 65
no.1 soda
3. Bagpiper’s soda 30
4 Meakin’s soda 25
5 Other’s soda 20

TABULATION OF DATA

City Ghaziabad Muradnaga Modinagar Total

71
 r
Consumer 25 40 35 100

City Ghaziabad Modinagar Muradnagar total

Age group
15-20 5 10 5 20
20-25 10 10 10 30
25 & above 10 20 20 50
total 25 40 35 100

Attribute influence the consumer buying’s decision process

Attribute Ghaziabad Modinagar Muradnagar Total

Brand loyalty 2 3 2 7
Price 10 15 13 38
Taste 5 10 10 25
Availability 3 2 3 8
Quality 5 10 7 22
Total 25 40 35 100

Consumer’s income group (class)

72
 Class Per annum
income
Lower Below 25k
Medium 25-1 lack
higher Above 1 lack

City Ghaziabad Modinagar Muradnagar Total

class
10 10 5 20
Higher

10 25 20 30
Lower

15 15 10 50
Medium

Total 25 40 35 100

73
WHICH BRAND OF SODA IS MORE IN DEMAND

74
 KINGFISHER MC DOWELL BAGPIPER MEAKIN
40% 20% 40% 20%

IS ADVERTISING AFFECTS THE SALE OF SODA

75
 YES NO
80% 20%

AIncrease the sale of soda while 20% says that

it does not affects the sale of soda.

TYPE OF ADVERTISING TO PROMOTE SALE

76
PRINT MEDIA ELECTRONIC MEDIA OTHERS
40% 40% 20%

more effective while rest 40% said that electro.

media is more effective while 20 % said that
out door Media are more effective.

77
 ARE YOU SATISFIED WITH SUPPLY OF MM's soda

YES NO
70% 30%

YES
NO

70% consumer said that they are satisfied while

30 % said that they are not satisfied with the
supply of MM's soda .

PACKAGING OF MOHAN MEAKIN SODA

78
less attractive more attractive can't say non attractive
20% 50% 10% 20%

79
ATTRIBUTE OF SODA

TABLE-11

TASTE 70%
PRICE 15%
NO HANG OVER 10%
STATUS 5%

80
 WHAT FACTOR S INFLUE NCE YOU WHILE
PUR CHASING SODA

PRICE QU ALITY AVAILAB ILITYPACK AGING Ads

10% 40% 20% 10% 20%

Attribute

PRICE QUALITY AVAILABILITY PACKAGING Ads

PRICE
Ads 10%
20%

PACKAGING
10%
QUALITY
40%

AVAILABILITY
20%

40 % Retailers said that th ey consider quality the

most then advertising and availability of soda.

81
 TYPE OF ADVER TISING YOU PR EFER

H OR DING T.V. AD S IGN B OAR D OTH E R S

20% 40% 30% 10%

Types of ads

HORDING T.V. AD SIGN BOARD OTHERS

OTHERS
10% HORDING
20%

SIGN BOARD
30%

T.V. AD
40%

40% consu mer said th at th ey prefer T.V Ad th an an y

oth er Ad wh ile 30% con su mer said S ign board is more
effective an d rest 20% prefer H oardin gs an d 10%
con su mer prefer Ad lik e Pamph lets E tc.

82
HAVE YOU SEEN ADVERTISING OF MM soda

VERY LESS SUFFICIENT RARE

20% 30% 50%

80% of our Respondents customers said that they

never seen the Ad of MM's soda while 20%
customers said that they have seen their Ads.

83
COMPANY REPRESENTATIVE VISIT REGULARLY

YES NO
10% 90%

YES
NO

90% Retailers said that company represent.

never visit their shop and only 10% Retailers
said that they came once in a blue moon.

84
ARE YOU SATISFIED WITH PRICE, QUALITY AND
AVAILABILITY OF MM's soda

YES NO
5% 95%

YES
NO

95 % customers of our survey are not satisfied

with the quality of MM's soda and Availability
of MM's soda and only 5% cust.are satisfied.

85
 IS ADFVERTISING EFFECTS ON YOUR
BUYING MOTIVE

YES NO
80% 20%

YES
NO

80% of customers said that advertising works

a lot in their buying behavior and 20% customers
said that they do not change their attitude by

pre-purchase experience.

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HAVE YOU SEEN ADVERTISING OF MM soda

YES NO
20% 80%

80% of our Respondent customers said that they

never seen the Ad of MM's soda while 20%
customers said that they have seen their Ads.

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Market Share Of Different Brands In Given Areas

Kingfisher 40%
McDowell 30%
Bagpiper 10%
Meakin 10%
Others 10%

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FINDINGS

FINDINGS

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There are a lot of findings which are obtained from the analysis of data collection which

is given below in sequence:-

 Sale of Mohan Meakin SODA are very less in this market.

 Almost every seller said that consumers are not satisfied with the brand of

soda Mohan Meakin.

 Most of consumers said that there is no gift and incentive for the

consumers.

 There is very less sale of the soda of Mohan Meakin Ltd in this market

area.

 Sale of competitor’s brands are high in this market area.

 There is less effort by the company to increase the sale of soda.

 The research said that the home company is only emphasizing in its some

particulars brands as Old Monk Rum not for all of the brands.

 Customers normally are not satisfied with this brands of Mohan

Meakin’s . They prefer to take other brand of soda.

 Only the Rum is the most demanding during the winter season.

Only few persons know about the whole brands of Mohan Meakins

products. It means that there is a drawback in the advertising

strategy of company.

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RECOMMENDATIONS

RECOMMENDATIONS

91
On the basis of findings and current market scenario on the behalf of my side there

may be following recommendation, which may be favorable to the soda industry and

specifically to the Mohan meakin company in all terms:

⇒ Educate the customers about the awareness of all brands of Mohan

Meakin’s and the alcoholic content in it. It really help in

Achieving good amount of market share , if only the awareness

Level is increased.

⇒ Price of brand should be reduced by 2 to 5 Rs.

As compared to other competitors brand.

⇒ Emphasis should be given to the easy availability of all brands in

this market.

⇒ Some gifts should be given to the customers on the purchase of

soda of Mohan Meakin.

RECOMMENDATIONS (some others):

⇒ Mohan Meakin should reduce the price of their products.

⇒ Company should also concentrate on Bars and Restaurants.

⇒ Company should sponsor some of the programs on channel like M Tv and

channel V because the youth generally watch programs on these channels.

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⇒ There should be some promotional activities carried on by the company so

that sale of their products boost in this market region.

⇒ If Mohan meakin wants to grab the reasonable market share in soda in this

market , the price of their bottle should be reduced as compared with the other

competitors brands.

⇒ Use advertising media like electronic media , print media and other media

to increase the sale of soda.

⇒ Introduce any gift or incentive with every bottle of soda to increase the

sale of soda.

⇒ Send the marketing personnel to the whole sellers go down to analyze the

problem about the marketing of soda.

⇒ Introduce a new marketing strategy to promote the sale of soda in this

market region.

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LIMITATIONS

94
 LIMITATIONS

 Time duration was short.

 A large sample could not be taken and systematic probability was not

conducted due to lake of time.

 During the course of survey some unfavorable errors are faced such as no

response, inaccuracy in response etc.

 The finding is totally based on respondents perception and hence can be

biased to some extent.

Scope of the study

The scope of my research study is limited because the area of my study is limited due to
the various constraints such as given below:-

(i) Time constraints

(ii) Cost constraints
(iii) Limited areas of study
(iv) Biasing response of respondents
(v) Unwillingness of respondents

Secondary data where is necessary is used but the main part to complete this projects

because primary data was collected from the consumer by personal interview with

questionnaire.

95
96
 BIBLIOGRAPHY

The research projects report entitled “a comparative study of branded soda with special

reference to meakin’s soda” is conducted in some part of Muradnagar, Modinagar and

Ghaziabad, covering 200 respondents for information. Much of relevant data is gathered

through questionnaire with personal interview but some secondary source of information

is also given preference.

( I ) BOOKS:

1. Marketing Management - by Philip kotler

Publisher - Printice hall, nd
Edition - 11th edition

2. Marketing Research - by G. C. BERI

Publisher - Tata Mc-Graw Hill
Edition - 5th Edition

3. Operation Research - by C. R. KOTHARI

Publisher - Him Publication
Edition - 12th Edition

4. Consumer Behavior - by Schiffman & Kanuk

Publisher - Printice Hall
Edition - 9th Edition

97
( II ) MAGAZINES -

1. ECONOMIC TIMES - 03/AUG/2004

2. BUSINESS INDIA - MAY & JUNE 2004

( III ) INTERNET -

1. www.mohanmeakinsltd.com

2. www.google.com

3. www.fcamin.gov.in
4. www.yhaoo.com

( IV ) JOURNALS -

1. INDIAN JOURNAL OF MARKETING

2. ECONOMIC REVIEW

( V ) NEWSPAPER -

1. TIME OF INDIA - 23RD JUNE 2004

& 14TH JULY 2004

2. HINDUSTAN TIMES - 01ST AUG 2004

3. AMARUJALA - 05TH AUG 2004

98
QUESTIONNAIRE

99
Questionnaire for Customers: -
****************************
PERSONAL DETAIL

NAME…………………

AGE GROUP
(I) 20-35
(II) 35-45
(III) ABOVE 45

SEX - Male ( )
Female( )

Occupation----------------

1. Do you drink soda ?

…………………………………..
2. Which is the first brand comes in your mind when you think of
about soda ?
3 Which brands of soda do you take ?

(I) Kingfisher’s soda

(II) Pepsi’s lehar soda
(III) Bagpiper’s soda
(IV) Mekin’s soda
(V) Other’s soda

4 How much quantity of soda do you take at stretch?

5 Which size of bottle do you normally use ?

(I) 500ml
(II) 1litre
(III) 250 ml
(IV) Others

100
 6 Which brand you prefer to buy?
…………………………………………………..

7 Which factor play an important role in making a decision of

purchase of soda?
(i) Price ()
(ii) Brand ()
(iii)Style ()
(iv) Packaging ()
(v) Others ()

9.Do you think that advertising effects on your buying motive?

YES ()
NO ()

10. Have you seen the advertising of any soda ?

YES ()
NO ()

11 Which type of advertising leaves the impact on the mind of the

customers?

A) Electronic media ()
B) Print media ()
C) Wall painting ()
E) Others ()

11. Which factor influence you :-

A) Brand name
B) Price
C) Quality
D) Availability

12 What are your suggestion towards pushing up the sales of soda ?

…………………………………………….

101