Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
1
The growth in the size of companies and markets has given birth
to the marketing research and consumer behavior that has become one of
the focal points of marketing. This is being researched very widely. The
products are designed to fit into consumers' perception. The products are
distributed as per the consumers' convenience and advertised to
communicate consumers and ultimately influence their behavior in favor
of its offers. Since the stakes in the business are very high, competition is
too stiff and failure of the business is too risky. Therefore, it is desirable to
assess the consumers’ behavior and their preferences in order to remain
competitive in the market.
2
visitor on our premises. He is not dependent on us. We are dependent on
him. He is not an interruption in our work. He is the purpose of it. He is
not an outsider on our business. He is a part of it. We are not doing him a
favor by serving him. He is doing a favor by giving us an opportunity to do
so.”2 Therefore, it is of vital importance that the knowledge of "what
makes the consumer to think" and what consequently would contribute to
his satisfaction, is at the disposal of marketer.
The market stimuli consists of the four Ps, product, price, place and
promotion . Other stimuli include major forces and events in the buyers
environment such as economic, technological, political and cultural. All
these stimuli enter the buyer's black box, where they are turned into a set
3
of observable buyer responses such as product choice, brand choice, dealer
choice, purchase timing and purchase amount.
(a) Culture: It is the most basic cause of person's wants and behavior.
Human behavior is largely learned. Growing up in a society, a child learns
basic value, perceptions, wants and behavior from the family and other
important institutions.
4
(b) Sub-Culture: Each culture contains smaller sub-cultures or groups of
people with shared value systems based on common life experiences and
situations. Sub-cultures include nationalities, religions, racial groups, and
demographic regions. Many sub-cultures make up important market
segments, and marketers often design products and marketing programs
clubbed to their needs. These factors will effect the consumer’s food
preferences, clothing choices, recreation activities and career goals.
(c) Social Class: Social classes are the society's relative permanent and
ordered divisions whose members share similar value, interests and
behaviors. Social class is not determined by a single factor such as income,
but is measured as a combination of occupation, income, education, wealth
and other variables. Social class shows distinct product and brand
preferences in areas such as clothing, home furnishings, leisure activities
and automobiles.
5
(b) Family: Family members can strongly influence buyer behaviour. We
can distinguish between two families in the buyer's life. The buyer's
parents make up the family of orientation. Parents provide a person with
an orientation towards religion, politics and economics and a sense of
personal ambition, self worth and love.
(c) Role and status: The person's position in each group (such as family,
clubs and organization) can be defined in terms of both “role” and
“status”. A role consist of the activities that people are expected to
perform according to the persons around them. Each role carries a status,
which reflects the general esteem given to it by society. People often
choose products that show their status in the society.
(a) Age and Life-Cycle stage: The consumers change the goods and
services they buy over their life times. Tastes in food, clothes, furniture
and recreations are often age related. Buying is also shaped by the stage of
the family life cycle. Marketers should pay attention to the changing
buying interests that might be associated with these adult passages.
6
(b) Occupation: A person's occupation affects the goods and services
bought. Blue-collar workers tend to buy more work clothes, whereas
white-collar workers buy more suits and ties. Marketers try to identify the
occupational groups that have an above average interest in their products
and services.
(d) Life Style: As the time changes, the life style of the people also
changes. Life style is a person's pattern of living as expressed in his or her
activities, interests and opinions. Life style captures something more than
the person's social class or personality. It profiles a person's whole pattern
of acting and interacting in the world.
7
Psychological Factors: The buying decision and behavior of consumer for
a particular product is also influenced by four major psychological factors.
These are motivation, perception, learning and beliefs and attitudes. The
same are explained in the following headings:
(d) Beliefs and Attitudes: Through doing and learning, people acquire
their beliefs and attitudes. These in turn, influence the buying behavior of
8
consumers. A “belief” is a descriptive thought that a person has about
something. An “attitude” describes a person's relatively consistent
evaluations, feelings, and tendencies towards an idea or object.
9
Stages in the Buyers’ Decision Process
In making a purchase decision, a consumer normally goes through
the following five stages:
(a) Problem Recognition: The buying process starts with the buyer
recognizing the need or problem. This need occurs for replacing an old
item with new one because of its poor performance, perishable stage or not
able to fulfill the requirement. It may happen for household items, official
use items, industrial or agricultural implements. Thus, the marketers must
understand how and when consumers make choices and they can facilitate
those types of products available in the market.
in the memory.
10
the buyer towards the product. In this, marketer plays a very crucial
role.
(e) Post Purchase Decision: After purchasing the item, the buyer
finds that the performance and utility matches up to his expectation.
The satisfaction will reinforce the buyer's perceived favourable
image of the brand, which is likely to be extended to the entire range
of products manufactured by the company. A satisfied customer is,
thus, a very powerful source of influence for potential customers.
11
The self explanatory block diagram about the aforesaid discussion follows: 5
Problem Recognition
Information Search
Evaluation of Alternative
Purchase Decision
12
past has sufficiently influenced the consumer's behavior especially in the
field of brand selection and buying patterns. The markets some times face
difficulties for motivating and influencing the buyer's decision in favor of
a particular product.
Setting for Buying: For consumers, the buying unit is within the
household, whereas for the organizational buyer, the setting is within the
firm. This means as an industrial marketer targeting the organizational
13
buyer, one must take account of factors such as buying procedures, levels
of authority, and so on, factors not relevant in consumer marketing.
14
Differences in Organizational Transactions
15
prefer to lease public warehouse space to provide the flexibility to change
locations when the market demands, to lease trucks so that you can leave
the problems of maintenance and disposition to someone else, etc.
Users: If you are a secretary, you might have had the experience of
arriving to work one day to find a new typewriter on your desk, whether
or not you even wanted it. A salesperson would not call on you if you had
no influence over what product was purchased. However, if you and your
co-workers submit numerous complaints about missing or problematic
features of the new replacements, the salesperson might be faced with a
very expensive customer service problem to solve. A user is the end
consumer of a product.
16
sign some requisitions without question or involvement. A decider is
someone who ultimately has authority if or what to purchase.
17
life style, their preferences, and other related issues will give opportunity
for marketers for assessing the demand for the two-wheelers.
Selecting the Target Market: The study of consumer trends would reveal
distinct group of consumer with very distinct need and wants. Knowing
who these groups are, how they behave, how they decide to buy, enable
the marketer to market product/services specially suited to their needs. By
studying consumer behavior, the marketer can plan and can segment the
prospects in a effective manner. He would position his in that locality in
which people can afford to pay easily.
18
have access, their preferred media and role played by advertising in
influencing purchase decision.
‘Beer’ it self has a niche in the market. A certain age group people use to
drink for the shake of just showing which some people take it just as a
substitute to whisky and do not Jan as that of whisky. The Beer industry is
developing with speed of app. 15%. The Mohan Meakin enjoys a good
position in the Beer Market by launching Meakin 10000 The coming up of
Multinational in the filed has made it tough for the company to capture the
same market share as it was enjoying few decades ago. Since thirty years
put now seeing the current requirements the company decided to change its
old pattern and planned to walk with the Traits. This study contains the
about the reaction of consumers towards the Beer. The target consumers are
there figured and the area for research is also sound and through it.
Through the proper & throughout research of the company & its
external environment the SWOT, Conclusion and Recommendation are
concluded with proper marketing strategies. This research study is
taken in NCR area.
19
This research training helped me in getting more practical and enhanced my
awareness level of consumer oriented towards buying a product of liquor of
“Mohan Meakin Ltd.”.
20
21
Chapter 2
COMPANY PROFILE
Review of previous literature
COMPANY PROFILE
22
An Englishman named Edward Dyer from the UK who set up the first-ever
brewery in 1855 at Kasauli, India and brought to “Hindootan” the first thrills
of Modern beer. Riding on the ware of his successful venture, Dyer set up
breweries in the old Simla and Solan(U.P), Lucknow and Mandalay(Burma).
During this time another like minded Englishman H.G. Meaking, who haild
from a brewer’s family in Burton-on-treat, decided to set up shop on the sub-
continent and therafter founded the firm Meakins & co. He purchased the
old Simla and Kasalui breweries and constructed others at Dalhosie,
Ranikhet, Chakrata, Darjeeling and kirkee.
Both these firms E.Dyer & co. and Meakins & co. continued separate
business dealing up till the 1920’s. During World War I, when importing
beer was a hard risk, the two firms supplied cheap, but good quality beer to
the thirsty subcontinent. Huge quantities were sent overseas, like the Egypt,
where soldiers more than welcomed reasonably priced beer.
23
After the first World War in 1953 the two were firms merged and formed
Dyer Meakin Co. The name and style recharged after reconstruction of the
Co. with the Indian asserts named Dyer Meakin Breweries Ltd.
In 1969 Mr. N.N. Mohan passed away & reins of the bursting conglomerate
feel into the hands of both his sons, Col. V.R. Mohan and Brig. Kapil
Mohan, and under his stewardship the Company saw vast growth. Assisted
by their father’s vision they laid the foundation for the Mohan Nagar
industrial complex (Near Delhi on G.T. Road) which began production in
1962 and comprised of production activities such as a distillery, brewery,
cold storage Unit, ice factory, malt extract Unit, food products Unit,
breakfast food Unit and glass works etc.
The first brewery is established for the purposed to simply quality spirit to
the drinking people at kasuali. They found good quality of water of natural
spring at koral peak above the village known as solan therefore, the beer
making was shifed from kausli to solan that is company conducted survey.
During the probation years in the seventies the company acquired a number
of units which were on the average of collapse. Some of the more notable
24
ones were Artos Brewery in Andhra Pradesh, Mysore, Fruit Products
Limited in Bangalore and Nagaland Distillery in Nagaland. These Units
were made highly productive within a short span of time. The cultivation of
‘hops’ an important ingredient in beer manufacture, was for the first time in
India, undertaken by the Company in Jammu & Kasmir. In keeping with the
times, Mohan Meakins also entered the international market in a big way
and began export of beverage to countries such as the U.S.A. U.K., Japan &
the nation of Western Europe and the Middle East.
The company also began export of manpower and technical know how
overseas especially where collaboration existed. A distillery and glass
factory was set up the Meakins personal at Nairobi, Kenya, and breweries
were set up in Nepal and Bhutan.
Apart from liquor, the other Meakin products which began to view for
good quality profile were Mineral water, Cornflakes, Mango Nectar and
Apple juice. Brig. Mohan was also instrumental in promoting a new
venture called SIDECO Mohan Tool Kerla Ltd. Which was a Meakin’s
project in collaboration with the Kerla State Industry & Employment
Corporatrs. A bottling plant at Bhankarpur(near Chandigarh)and
Collaboration with South Indian parties for sale of IMFL Brands were
among other steps company took in ordet to consolidate its market
position. It was this transformative inclination that lead the Company
to rename itself in 1980 as Mohan Meakin Litmited.
25
Production of beer by Indian Breweries is 75 million cases(12 bottles of 750
ml) or 47 millions, & 15% to 17% beer market cover by Mohan Meakin Ltd.
A few last words on Mohan Nagar, virtually a township equipped with its
own hospital, schools staff quarters. Most officers working with Mohan
Meaking have seen at least twenty years of Service and these are surely
many morts to come. They sear loyalty to the company & its head and point
to the fact that cordial relations between the entire working staff, numbering
5,000 are the backbone of Meakins stability.
PARENT UNIT
OF
MOHAN MEAKIN LIMITED
26
SISTER CONCERNS COMPANIES
A. IN INDIA
27
B. OUT SIDE INDIA
1) The company has helpers to set up distillery under the Arug Welfare
project in Bhutan.
28
COMPETITION
29
United Breweries:
1) Shaw Wallence:
2) Jagajit Industry:
Jagatjit Industries is owned and managed by Bhai Mohan Singh. It has one
of the largest distilleries in the country located at Kapurthala in Punjab. The
company's main market is in the Northern part of the country. Aristocrat and
Bonnie Scot are its two leading brands. The company also manufactures and
markets malted food drinks. Besides the Kapurthala plant, the company has
3 other plants in UP located at Noida, Sahidabad and Sikandarabad. The
company has a 9% market share in the Indian liquor market.
30
There are other such company which are in Keeping in view the day to day
increasing competition in the field & to meet the demand of the customer’s
more efficiently and effectively, the company has used easy and simply
way of distribution channel to reach the product directly to the customer.
PRODUCT PROFILE
1) BEER
Meakins 10000
Golden Eagle
Golden Eagle Deluxe Premium
Black knight Super Strong
Solan No.1 Extra Strong
Solan No. 1 Super Strong
GymKhana
Golden Eagle Herbal Beer
Asia 72 Mild Beer
Lion Beer
2) WHISHKY
31
3) RUMS
4) BRANDIES
Triple Crown
Golden Eagle
Doctor’s Reserve No.1
DM
M.M.B.
5) GINS
6) JUICE
7) Vodka
Kaplansky Vodka
8) MINERAL WATER
32
9) BREAKFAST FOODS
10) VINEGARS
Mohan’s Pure Malt Vinegar
Mohan’s Synthetic Vinegar
11) EXTRACTS
Brewer’s Yeast
Malt’s Extract
33
THE LIQUOR INDUSTRY IN INDIA
Despite step-motherly treatment from the government by way of exorbitant
taxes and negative policy decisions, the liquor industry has managed to stay
afloat and is on the verge of tremendous growth. Achal Dhruva does an in-
depth analysis...
The Indian brewing industry has been on a roll for the past many years,
despite bans by some state governments and an unfavorable policy
environment. Despite declining trends worldwide, the Rs 5,000 crore Indian
liquor industry has been growing rapidly and multinational companies with
unremitting regularity innundate the Indian market with new brands. This
trend has been fostered to a great extent by the removal of quantitative
restrictions.
34
The overall growth of the liquor industry has been reflected by the findings
of International Wine and Spirit Records (IWSR), an UK-based research
organization, which states that India took over US as the largest whisky
consumer two years ago and the consumption is growing at 20 per cent per
annum. IWSR also places India in third position worldwide in the spirits
segment. Beer consumption in the country is slated to treble in the next ten
years with the segment for strong beer segment registering high growth.
Besides these traditionally strong segments i.e. beer, whisky and other
spirits, India has a potentially huge market for wines and pre-mixed drinks
or Ready To Drink (RTDs).
35
Raising A Toast:
While the wine industry accounts for less than one per cent of the alcohol
and spirits industry in India, it boasts of a growth of 25 per cent per year.
The wine market in the country is estimated at 2 million bottles, including
wine made in Goa, a quantum jump from six lakh bottles in 1997.
There has been a huge influx of foreign wines in the past few years with top
international wine companies like Ernest and Julio Gallo (California), Veuve
Clicquot Ponsardin (French), Cranswick Estate (Australia), Nelson Creek
(South Africa), Lost Horizons (South Africa) Riunite (Italy) introducing
their top selling brands in the Indian market. The entry of so many
international foreign players has also aided the spurt in sales of foreign
wines, which increased from 13,500 bottles in 1997 to approximately 50,000
last year.
The increasing awareness and exposure to wines among consumers and the
removal of quantitative restrictions in 2001 has been a big boost to the wine
industry. It saw the emergence of new companies like Future Wine and
Spirit Brand (P) Ltd (FWSB), set up recently by two non-resident Indians
(NRIs) from USA. FWSB introduced fruit flavoured wines for the first time
in the country. Even established liquor companies like Radico Khaitan Ltd
have jumped on the wine brandwagon by tying up with Ernest and Julio
Gallo for distributing their brands in India.
36
However, according to H R Ahuja, senior vice-president, FWSB, “Though
the removal of quantitative restrictions has been a welcome move, the
government has levied additional custom duty to protect the domestic
market. Hopefully in this year’s budget the government will reduce the duty.
There is no threat to the domestic players as there is enough scope for all
players to grow. In fact the medium range wine below Rs 450, mostly
produced by the domestic players has recorded the highest growth.”
37
Echoing similar sentiments, Amar Jog, junior vice-president, Chateau
Indage, said, “There is enough scope for growth and more players will enter
the fray which is good for the industry.” Domestic companies like Chateau
Indage, Grover Wines and recent entrant Sula Wines have all done
exceedingly well.
38
Jog stated that a survey recently conducted by Ernst & Young indicated that
Indage constitutes 91 per cent of the wine industry in India. “Domestic
wines are now sold internationally which is a clear indicator of the quality.
Our wines are being sold in more than 300 restaurants in Paris alone. Soon
we shall be launching a wine in New York,” said Jog.
However, in his opinion the main pitfall faced by the domestic market is that
under international banners we may have very mediocre quality wines
coming in at very cheap rates. “This would definitely affect the domestic
wine market as we cannot match those prices and could give the market a
wrong turn. Apart from the Indian wineries, the consumer would also lose in
terms of the quality of wine available to him,” stated Jog.
Jog said, “We initiated the concept of wine education in India and it is an
ongoing process. Besides taking care of the initial curiosity, an average wine
drinker knows what he or she is looking for. Besides, one has to provide
Value For Money (VFM) products as it is no secret that our market is
extremely VFM driven. Also the quality and type of wine is important,
growing the right kind of wine to suit the Indian palate.”
39
Domestic players have been around for two decades producing quality
wines, according to R Vazirani, vice- president sales, Radico Khaitan
Limited. In his opinion the availability of international wines will only foster
the growth of the small wine market in the country. Vazirani cited the
examples of Chile and Australia to elucidate this point. "A few years ago
these two nations were importing new world wines but today they are the
leading exporters," stated Vazirani.
40
fruit flavored drink with 4.8 per cent alcohol content) in three flavors - lime,
cranberry and orange, available in 330 ml bottles priced at Rs 40. Starting
with Delhi, Maharashtra and Goa, Bacardi Breezer will be distributed
nationally in a phased manner.
41
be a success in India as worldwide it has done favourably in countries with
hot climate,” stated Smith. Targeted at the youth, RTDs has found favour
with those in the clubbing habit and also with women drinkers. Both
Baccardi Breezers and Romanov Shots introduced in five flavours (330 ml
bottles at Rs 40) are quite popular in the metros.
The reason for the success of RTDs in a short span of time is the value for
money factor and the perception of not being a hard drink. With the alcohol
content as low as mild beers it has a huge market amongst the youth. The
fruit flavoured taste is also an advantage compared to the bitter taste of beer.
“RTDs are making a mark world over and are creating new consumers. The
fears that RTDs will eat into the beer market are uncalled for as they are
targeting a totally different class and age group,” opined R Vazirani, vice
president sales, Radico Khaitan Limited.
Smith felt that RTDs offer a huge opportunity for major breweries in the
country to tap this segment as they can produce and distribute it easily.
While international brands like Bacardi Breezer and Smirnoff Ice are world
leaders even local brands in some countries have done exceedingly well like
Umex in Mexico. The tequila producer registered sales of 4 million cases in
just two and half years. Predicting a phenomenal growth in the next five
years with American breweries alone looking at a 80 million to 300 million
growth, Smith however feels that heavy taxation by the governments
worried about teens taking to drinking, may kill the RTD market.
42
THREE CHEERS FOR BEER
Despite being placed 39th in the world rankings, the beer market in India
with 5.6 million bottles is the most emerging market and is set for rapid
growth in the coming decade. USA with 232, China with 219 and Germany
with 107 million bottles is placed first second and third respectively. With
85 million potential beer drinkers set to be added in the next ten years, the
market will see penetration levels increase from 11 to 20 per cent.
43
fastest growing segment currently enjoying 61 per cent share while the mild
beer segment has 39 per cent share. While the mild segment has witnessed a
fall from 66 per cent in ’93-94, the strong beer segment has seen a growth
from 34 per cent in 93-94.
The three main reasons for the rise in strong beer segment, according to Dr.
Krishna, is that it gives greater intoxication (helps one get a kick), more
value for money (high kick for lower price) and in summer consumers prefer
to drink chilled strong beer instead of hard liquor. Consumption of strong
beer is pegged at 75 per cent in smaller towns and cities compared to 65 per
cent in metros and bigger cities. Studies according to Dr Krishna predict that
the mild segment will be placed at 21 per cent and the strong beer segment at
79 per cent of the total beer market in India by year 2011-12.
44
A host of international beer brands have entered the Indian market over the
past few years in the mild beer segment like Becks, Fosters, Corona, San
Miguel, Cobra, Castle Lager. Among these Fosters has made the biggest
impact. Among the Indian brands in the mild segment Kingfisher of United
Breweries, Royal Challenge from Shaw and Wallace are amongst the most
popular brands. Kingfisher has also made its impact abroad. Smith felt that
Indian strong beers were really good and comparable with the international
brand. He said that there was great potential in marketing Indian strong
beers, especially in France and United Kingdom. “The French are interested
45
in stocking novel beers and Indian strong beers could find place in
restaurants in Paris and London along with Japanese, Chinese and Kenyan
beer. The marketing trick to sell Indian beers abroad is to have a very
definite Indian identity as consumers should identify the product with India,”
stated Smith.
46
Whisky WISE
Whisky is the largest segment of the liquor industry in the country. India
today is the largest consumer of whisky overtaking USA two years ago,
according to the IWSR study. According to Smith, domestic whisky growth
is concentrated in India with the other big market Japan registering a fall.
The Indian Made Foreign Liquor (IMFL) and scotch segments is pegged at
79.5 million cases in India with 2.5 million cases in premium and above, 7
million cases in prestige and above, 31 million cases in regular and 39
million cases cheap and medium categories.
IMFL is split into categories, the first Rs 150 and above which constitutes
the bread and butter for the industry accounting for 92 per cent of whisky
industry profits and roughly 52 per cent of the volume while the second
category is the Rs 90-140 price range accounting for 42 per cent of volumes
but contributing just 8 per cent of the whisky industry profits. However this
category helps mop up volumes in big markets like Tamil Nadu and Andhra
Pradesh. The mid-segment has shown the maximum growth with brands like
8 PM whisky from the stable of Radico Khaitan Limited entering the Limca
Book of Records for selling more than a million cases in its launch year.
However, domestic players face a threat from international players with the
expected total removal of quantitative restrictions by 2004-2005. Already
47
quite a few international companies have entered the Indian market. “We
will have to face the challenge and improve our product and packaging. It
should be turned into an opportunity to offer our customers more value for
money,” said Vazirani.
While all whisky in India is made from molasses the question often raised is
why doesn’t the Indian whisky manufacturers switch over to grain based
whisky? According to Jim Murray, author of Complete Guide to Whisky, the
Indian barley can offer the most intensely attractive spirit to taste. Murray’s
guess is that it is being consumed by the breweries that produce beer. The
reason for all whiskies having a molasses base is that India is one of the
largest producers of sugar cane in the world and molasses is a cheap by-
product of the sugar industry. The liquor companies purchase this as the
source material for conversion to alcohol and all that they have to do is to
add whisky essence and a little color to market it as whisky.
Murray said that some of the liquor companies do not even convert the
molasses into alcohol. They simply purchase the pure spirit. “The local
demand is so high that liquor companies cannot afford aging and whatever
aging take place is the time lag between bottling and casking. The average
price is in the region of Rs 175 to Rs 500 (USD 3.57 to USD 10.20). There
are some better varieties available from Rs 300-Rs 650. Since the local
whisky is available at such low prices, the masses do not care for real
48
Scotch, which is any way astronomically priced. More so when the kick is
same for whatever whisky it is,” says Murray.
On the other hand, due to the burgeoning elite class in cities like Delhi and
Bombay, the awareness and demand for deluxe whisky is increasing and
already international companies like Seagram’s, UDV are entering the
Indian market. There are representative offices of many of the well-known
foreign brands and there have been some joint ventures.
Among the other spirits like rum, vodka, gin, brandy etc rum followed by
vodka has done better than the rest in the Indian market. While the defense
canteen sales are one of the biggest markets of dark rum, white rum has seen
a marked growth. Flavored rum which is very popular in the US, Brazil,
Caribbean and Philippines is now being introduced in India. Indian brands
like Old Monk, Contessa Rum, Celebration are popular. Smith feels that
Indian dark rum is really good and comparable to international brands. In his
opinion Indian dark rum has good export potential. According to the IWSR
study, growth of Vodka has been mainly restricted to Russia.
1) Excise Duty
49
3) Vend Fee
4) Sale Tax/Surcharge
5) License Fee
6) Toll Tax
7) Brand/Label Fee
8) Permit Fee
9) Transportation Fee
50
DISTRIBUTION SYSTEM
A. FOR RETAILORS
COMPANY
Goods delivered
Goods delivered
RETAILORS
B. FOR C.S.D.
COMPANY
51
Order slip sent on the
behalf of the C.S.D.
Goods delivered
Goods delivered
UNIT CANTEEN
CONSUMERS
C. FOR BARS
COMPANY
52
Order slip sent on the
behalf of the Bar Holder
Goods delivered
RESTURANT
53
SWOT ANALYSIS
SWOT ANALYSIS
54
Organization performs swot (Strength, Weakness, Opportunity, Threats)
analysis to identify and evaluates their competitive position.
STREGTHS:
1) The company has excellent distribution system.
5) The company has made its Packaging attractive which lures the
customers and consequently the products are favorite among the
customers.
WEAKNESSES
1) Some products have high prices as compared to the other products.
2) The company branches are not spread through out the region; as a
result load of the work at the regional offices are tremendous.
OPPORTUNITIES
1) India has a vast potential market, which the company can get hold up.
55
2) The company can prove to be major threats for its competitor’s if it
increases its marketing efforts.
THREATS
1) The major threat that company faces is from its competitors who are
introducing products with more features at lower cost backed by
aggressive promotional schemes to attract buyer.
2) The new packaging style introduce by the company for the beer i.e. in
Tin is posing threat to the existing bottle packing system.
3) The arrival of the MNC is a major serious threat for the company.
PRESENT SCENARIO
56
“Scotch is not a mass product any where in the World. What the scotch
player will not say but do realize it that the scotch market in India is even
not self sustaining.”
While the wine industry accounts for less than one per cent of the alcohol
and spirits industry in India, it boasts of a growth of 25 per cent per year.
The wine market in the country is estimated at 2 million bottles, includingine
made in Goa, a quantum jump from six lakh bottles in 1997.
Jog stated that a survey recently conducted by Ernst & Young indicated that
Indage constitutes 91 per cent of the wine industry in India. “Domestic
wines are now sold internationally which is a clear indicator of the quality.
Our wines are being sold in more than 300 restaurants in Paris alone. Soon
we shall be launching a wine in New York,” said Jog.
Whisky is the largest segment of the liquor industry in the country. India
today is the largest consumer of whisky overtaking USA two years ago,
according to the IWSR study. According to Smith, domestic whisky growth
is concentrated in India with the other big market Japan registering a fall.
The Indian Made Foreign Liquor (IMFL) and scotch segments is pegged at
79.5 million cases in India with 2.5 million cases in premium and above, 7
57
million cases in prestige and above, 31 million cases in regular and 39
million cases cheap and medium categories.
58
FUTURE PROSPECTS
As far as the industry players are concerned, they are very optimistic about
future. The reason are very evident, a growing middle class with increasing
purchasing power, hanging life styles, changing social attitudes and above
all the large population. All these reasons are enough for the industry to be
upbeat about the future. Although whisky will continue to dominate, the
emphasis will be on the low alcohol drinks and white drinks.
In ‘Beer market the future is seem of Strong Beer. The three main reasons
for the rise in strong beer segment, according to Dr. Krishna, is that it gives
greater intoxication (helps one get a kick), more value for money (high kick
for lower price) and in summer consumers prefer to drink chilled strong beer
instead of hard liquor. Consumption of strong beer is pegged at 75 per cent
in smaller towns and cities compared to 65 per cent in metros and bigger
cities. Studies according to Dr Krishna predict that the mild segment will be
placed at 21 per cent and the strong beer segment at 79 per cent of the total
beer market in India by year 2011-12. According to the study report this is
say that 7-8 persons out of 10 like to alcoholic product. Thus it can be say
that the future of this can be bright and successfully.
59
liquor is also subject to a high import duty (at present, the effective duty is
over 300%). A significant feature of the Indian liquor industry is the
presence of a large illegal market selling both smuggled as well as illicitly-
distilled liquor.
60
Chaptor3
OBJECTIVES
61
OBJECTIVES
It is said that the well defined objective is half attained. In order to
make sure that a proper research has been taken ensures defining clear
cut objectives and outline is a prerequisite. The research objectives of
the study are:-
62
Chaptor4
RESEARCH METHODOLOGY
63
RESEARCH METHODOLOGY
This research was conducted to find out the awareness of the customers
towards the beer brands of MML.
Research refers to the systematic method consisting of enacting the
problems, collecting that facts or data, analyzing them and reaching certain
conclusion either in the form of generalization for some theoretical
formulation. The research conducted by me is Exploratory Research.
Statistical Method has been used by me to collect the data. The data has
been collected by interviewing the best unit.
Sampling: - The data was to be collected only from the Consumers and
Retailers. A questionnaire was prepared and interviewing with Retailers and
Consumers. On the bases of questionnaire conclusive research has been
done, which tells us the degree to which the product varies with user’s
characteristics like age, sex, income, etc. This research helps together facts.
64
Chapter 5
Findings of research
65
Drinking habbit of consumers
100%
80%
20%
0%
Yes NO
66
Quality preference of consumers
40%
• 58% people who are coming
to beer shops and modal
30% Quality shop prefer strong beer.
prefeence
• 24% people who are coming
20% to beer shops and model
shops prefer mild beer
10%
• 18% people who are coming
0% to modal shop and beer shop
Strong Mild Both
or beer bars are choosing
either strong or mild beer
depending on the availability.
67
Awareness of MML
100%
90%
80%
70%
60%
50% Awareness
40%
30%
20%
10%
0%
Yes No
68
Quality preference of consumers
100%
90%
80%
70%
60%
50% Quality
prefeence
40%
30%
20%
10%
0%
Strong Mild Both
69
Brand preference in strong beer segment
100%
90%
80%
70%
60%
50%
40% Strong
beer
30%
20%
10%
0%
Hawards 5000
Meakins 10000
Kingfisher
Fosters
Golden eagle
70
Brand preference in Mild beer segment
100%
90%
80%
70%
60%
50%
40%
Mild
30% Beer
20%
10%
0%
Kingfisher
Fosters
Others
71
Factors influencing purchase
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Taste
Price
Brand name
Packaging
• Other factors
As per the investigation at beer shops and model shops
I have found that-
• 42%% people who are coming to beer shops and modal
shop prefer taste of beer.
• 15% people who are coming to beer shops and model
shops prefer price of beer
• 23% people who are coming to modal shop and beer
shop or beer bars prefer brand name means they are
very much brand loyal.
• 9%% people who are coming to modal shop and beer
shop or beer bars prefer packaging of beer. and
• Rest of the 11% people prefer other factors that
influence the purchase.
72
Rating of MML
100%
90%
80%
70%
60%
50%
40%
30% Ratings
20%
10%
0%
Good
Satisfactory
Poor
73
Consumption frequency at a time
100%
90%
80%
70%
60%
50%
40% Consumption
frequency
30%
20%
10%
0%
1 bottle
2 bottle
>2 bottle
74
Moment preference for
consumption
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
With friends
In sad mood
in happy mood
no reason
75
Place preference for consumption
100% 80%
60%
40%
Place
20%
0%
Home
Bars/pubs
shops
Open space
Modal
76
Sex wise consumption of beer
100%
50%
0%
male
female
• As per the investigation at beer shops
and model shops I have found that-
• 98% people consume beer are male.
• Only 2% people consume beer in modal
shops and restaurants are female.
77
Age wise consumption of beer
100%
80%
60%
40%
20%
0%
14-18years
18-21years
21-25years
>25 years
• As per the investigation at beer shops
and model shops I have found that-
• 9% people consume beer are between
age group of 14-18years.
• 26% people consume beer in modal
shops and restaurants are between age
group of 18-21 years.
• 28% people consume beer in modal
shops and restaurants are between age
group of 21-25 years.
• 34% people consume beer in modal
shops and restaurants are more than 25
years old.
78
Marital Status of consumers
100%
50%
0%
Married
unmarried
79
Chapter 6
Conclusion
80
CONCLUSION
The study which has to be taken concludes that the product of MML is
satisfactory product for the consumers. The sale of MML is average rather
that Good. According to the previous study report of Business Today, MML
stand at 3rd rank in the Beer market.
5) Most of the consumers feel happy after consuming Beer. They feel
relaxed after consuming Beer.
10) Consumers are not Brand loyal; they change their loyal according to
availability.
B. RETAILERS:-
81
Two most preferred Brands are Kingfisher and Hawards- 5000.
2) Some Retailers do not feel happy while selling the MML product, due
to not attractive scheme & helped by consumer and they are attracted
towards condition of environment in and around the Retail shops.
82
BIBLIOGRAPHY
Books:
Journals:
1. Davis, William L. (1993). Performance appraisal: How extension
agents view the system. Journal of Extension. Winter, Vol. 31 (4): 15-
17.
2. Hejazi, Y. (1988). Extension agent's job attractions. Iranian Journal
of Agricultural Science. Vol. 18 (3-4): 27-38.
83
3. Gani, A. (1998). Appraising the performance appraisal systems.
Indian Journal of Training and Development. Vol. 28 (2): 60-70.
4. Jabeen, Shagufta (1997). Satisfaction of performance appraisal in
private and public organization. HRD News Letter. July-Aug. 1997. p.
7-10.
5. Muralidhar, S. (1993). Employee performance appraisal. Excellence
in supervision. Vol. 9 (4): 146-150.
6. Patterson, Thomas F. (1987). Refining performance appraisal. Journal
of Extension. Winter. p. 165-18
7. Riggs, Kathleen. (1993). Job satisfaction in Extension. Journal of
Extension. Vol.31 (2): 23-28.
8. Singh, D.P.N. and Singh, Ashok Kumar. (1990). Employee's
performance appraisal - where it can lead to? Paribandh, Oct. 1990 -
Mar. 1991. p. 10-15.
Websites:
1) www.hrfolks.com
2) www.google.com
84
Annexure
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
Questionnaire
1) Do you drink Beer?
yes No
4) What are most determinates factor affect you while purchasing Beer?
Taste Brand Name Price Other
9) Does the retailer force you to purchase other Beer in the absence of
demanded Beer?
109
Yes No.
11) Do you want to give any suggestion to MML for their product?
if yes then Please …………….
110
B. FOR RETAILORS:
111
Yes No
Research Guide
112
ACKNOWLEDGEMENT
113
Preface
In the changed business scenario, where organizations are required to
compete globally, benchmarks have also become global, organization
survival and excellence requires not only meeting the targets, but also
setting up of global standards. In the present scenario, to achieve world
class excellence or even surpass them depends upon the efficiency
marketing scenario of the company, which is the most important for any
organization.
Beer is one of the alcoholic products. ‘Beer’ it self has a niche in the
market. A certain age group people use to drink for the shake of just
showing which people take it just as a substitute to Whisky and do not
Jan as that of whisky.
114
Present study is aimed with objectives to
To determine the Market position of Beer produced by Mohan
Meakin Ltd.
To determine the perception of consumer towards beer of Mohan
Meakin Ltd.
To know the market share of Mohan Meakin Ltd. Regard to beer
only.
To determine the competitors of Mohan Meakin Ltd.
To analyzing the market expansion in future.
115
CONTENT SHEET
ACKNOWLEDGEMENT
DECLARATION
PREFACE
List of Tables
TOPIC PAGES
From – To
6. Bibliography 80-81
Annexure
VIII-IX
116
Lists of Tables
S.No INDEX Page No.
1 Age wise classification of respondents 77
2 Sex wise classification of respondents 78
3 Marital status 79
4 Education level wise classification of respondents 80
5 RESIDENTIAL BACKGROUND 81
6 82
Classification of respondents on the basis of family size
16 Type of incentive 92
17 Kind of incentives 93
18 Prefernce of incentive 94
117
24 Degree of Association of respondents age and their willingness to 100
work outside Lucknow
118
BIBLIOGRAPHY
Books:
Journals:
9. Davis, William L. (1993). Performance appraisal: How extension
agents view the system. Journal of Extension. Winter, Vol. 31 (4): 15-
17.
10.Hejazi, Y. (1988). Extension agent's job attractions. Iranian Journal
of Agricultural Science. Vol. 18 (3-4): 27-38.
119
11.Gani, A. (1998). Appraising the performance appraisal systems.
Indian Journal of Training and Development. Vol. 28 (2): 60-70.
12.Jabeen, Shagufta (1997). Satisfaction of performance appraisal in
private and public organization. HRD News Letter. July-Aug. 1997. p.
7-10.
13.Muralidhar, S. (1993). Employee performance appraisal. Excellence
in supervision. Vol. 9 (4): 146-150.
14.Patterson, Thomas F. (1987). Refining performance appraisal. Journal
of Extension. Winter. p. 165-18
15. Riggs, Kathleen. (1993). Job satisfaction in Extension. Journal of
Extension. Vol.31 (2): 23-28.
16. Singh, D.P.N. and Singh, Ashok Kumar. (1990). Employee's
performance appraisal - where it can lead to? Paribandh, Oct. 1990 -
Mar. 1991. p. 10-15.
Websites:
1) www.hrfolks.com
2) www.google.com
120
Chapter 1
Consumer Behaviour
121
122