A

Project Report

On

“MARKET SURVEY OF MEAKIN10000 AND GOLDEN EAGLE

SUPER STRONG BEER IN WESTERN U.P AND DELHI ”

For the partial fulfillment of the requirements of the course of

POST GRADUATE DIPLOMA IN MANAGEMENT
(Session: 2008-2010)

FACULTY GUIDE SUBMITTED BY

Dr. N. MINAKSHI SANDEEP KUMAR
NIILM-CMS (28044)
 INFORMATION

1. Name of the company - Mohan Meakin Ltd

2. Address of the company- Mohan Nagar , Ghaziabad

3. Phone No. of the company- 120-2657018

4. Date of internship Commencement- 15th May
5. Date of internship Completion- 30th June
6. Name of the industry Guide - Mr.B.N. Verma
7. Signatures of the Guide -
7. Designation of the industry Guide- Regional Marketing Manager
8. Student’s Name- Sandeep Kumar
9. Student’s Roll Number- 28044
10. Student’s E-mail ID- sng.sandeep@gmail.com
11. Student’s Mobile- 9868581036
12. Stamp Of the Company-
 Certificate of Completion

This is to certify that dissertation report on "MARKET SURVEY OF MEAKIN

10000 AND GOLDEN EAGLE SUPER STRONG BEER IN WESTERN U.P.
AND DELHI ” prepared by “SANDEEP KUMAR" Roll No. "28044” of PGDBM
(2008-10) Batch is his genuine effort under my guidance and supervision.

Faculty Guide
DR. N. MEENAKSHI SANDEEP KUMAR
 ACKNOWLEGEMENT

I take this privilege to put on record the acknowledgement of the professional association
and the number or people without whose efforts the conduct and completion of this
training would not have seen the light of the day.
I am grateful to MOHAN MEAKIN LTD for giving me the opportunity to undertake a
summer project in their organization. I express my gratitude to my guides Mr.
B.N.Verma (Regional Marketing Manager) and Mr.Anand.Mohan.Verma
(Marketing Executive) for the valuable information and guidance provided by them
throughout the training period regarding the subject matter.
I am thankful to Mr .Sukhvinder Singh Yadav (Depot.Manager,Delhi) and all those
under whose inspired patronage this training was conceived and they have incessantly
given their expertise and guidance. I take this opportunity to thank the respondents who
spared few moments from their busy schedule to respond to my questions.

SANDEEP KUMAR
 PREFACE

Summer Training is important part of PGDBM Curriculum and it provides insights

regarding the corporate world and the problems faced by employees and organizations in
the business environment.
Indian Liquor and beer industries share common characteristics arising form a similar
policy framework. Country liquor, Indian made Foreign Liquor (IMFL) and beer are state
subject, with each state controlling the duty structure and distribution. Incidence of
import and export duties results in high cost of interstate movements which has resulted
in each state having attributes of a separate market.
This Market research has been done for Mohan Meakin Limited for studying the
“MARKET SURVEY OF MEAKIN10000 SUPER STRONG AND GOLDEN EAGLE
SUPER STRONG BEER IN WESTERN U.P AND DELHI”. For this purpose market of
WESTERN U.P AND DELHI has been covered. For differentiating the behavior of
consumers in this market a survey has been conducted through questionnaires and
responses of consumers and retailers have been recorded. The results may not be in
accordance to the actual situation in the market because of small sample size and the

limitation of area, but serious efforts have been put into get the best results.
 Executive Summary
In this modern competitive world when the business is touching new heights, each and
every company of every industry is trying to make maximum utilization of available
resources with the aim of maximizing sales turnover, profits and above all the
customer’s satisfaction. All the companies are doing the best possible to grab the biggest
piece of the market pie.
There is a big fight going on in each segment of various types of liquor. There exist a
good number of competitive brands in each segment, which are trying hard to sell
maximum number of cases in that segment to snatch maximum market share as it is
directly related to profits, sales turnover and image of the companies.
Researcher was assigned the project “Market Survey of Mohan Meakin 10000 and
Golden Eagle Super Strong Beer in Western UP and Delhi”. In this report the researcher
has tried to cover almost every aspect, which is directly or indirectly related in this
segment in the specified zone.
Initially, the researcher conducted the pilot survey in which he tried to know the various
related factors. For this, the researcher studied 300+ consumers, 100+ retail outlets and
bars, clubs and discos in Western UP and Delhi and tried to know what were the views
regarding the sale and consumer behavior towards regular brand of vodka in the city and
also found the good and bad things about various brands of Beer.
Researcher collected the primary data to know the existing sale of both the brand in
this region because it is then easy for the company to correlate the data to their
expected future sales.
Researcher mainly focused on what kind of marketing strategies Mohan Meakin Ltd.,
the leader (before 1995) in sale of Beer, will require to develop so as to grab
responsible market share of Beer of different brands in this market region.
After collecting the related data from these sources, researcher analyzed the data and
came up with various strong and weak points, on the basis of which researcher have
derived certain conclusions and recommendations.
Due to the prohibition, the liquor industry has been squeezed by the state in every
possible way. There are restrictions on capacity expansions, distribution and
advertising and accessing raw materials. Net volume sales of Indian Made Foreign
Liquor (IMFL) have been growing more quickly than most consumer markets.
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 women have started drinking.
Afternoon drinking is on rise and habits are becoming more sophisticated. It has been
found that about 13% urban adult males consume IMFL/Beer while the per capita
consumption 3 litres to 20 litres per annum varying geographically. Wines and special
liquors are not very popular. Rum loyalist preferred their drinks smooth and well
rounded and women usually opted for Lagar beer 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 4 Ps of
marketing-mix i.e. Product, Price, Place and Promotion due to government regulations.
The distillation capacity has overgrown during the last years despite the adverse
condition of the industry, apparently to cover the molasses generated by the new sugar
mills. In fact, so many others have actually contributed to this growth.
 INDEX

1. Industrial Overview………………………………………………………..1
2. Introduction of Major Players in Beer Brands………………………......6
3. Objective of Research………………………………………………….…..7
4. Liquor industry in India………………………………………………… .8
5. Process of making Beer……………………………………………….…..16
6. Company Profile……………………………………………………….….25
7. Product Profile………………………………………………………….…28
8. Parent unit of Mohan Meakin Ltd ……………………………………...30
9. Sister concern company of MML……………………………………...…30
10. Product of the company…………………...…………………..……….…31
11. SWOT Analysis of Liquor Industry………………………….…….…....34
12. Competitors………………………………………………………….….…35
13. Distribution Channel……………………………………………….….….37
14. Research Methodology…………………………………………….…...…38
15. Findings & Analysis…………………………………………………….…44
16. View of Retailers about Company and its brand……………….…….…59
17. Recommendation……..…………………………………………………... 60
18. Limitation…………………………………………………………………..64
19. Conclusion……………………………………………………………...…..65
20. Annexure…………………………………………………………….……..66
21. Bibliography……………………………….……………………………….70