company brand

1. BRAND MANAGEMENT
AT MOHAN MEAKIN LTD.
-Prepared by group “Sunil Bharti
Mittal”

2. Objective
“To know about the Brand Management
at Mohan Meakins Ltd.”

3. • What is Brand Management?
“Brand management is the application of marketing
techniques to a specific product, product line, or
brand.”

4. • Why do companies go for Brand
Management?
“To create a powerful and lasting emotional
connection with customers.”

5. Aspects of Brand Management
• Brand attributes
• Brand positioning
• Brand identity
• Brand awareness

6. Contd..
• Brand equity
• Brand orientation
• Brand implementation

7. COMPANY’S PROFILE
 Founded in 1855 at Kausauli by Edward Dyer.
 During the 20th century it joined hands with
Meakin ltd. and named as Dyer Meakin & co. ltd.
 But after world war II it was known as Mohan
Meakin Limited.
 Its three main divisions are
 Brewery divison
 Spirit division
 Food division

8. SWOT Analysis
Strengths:
• The Mohanmeakn Company is the largest
service providers and using best technology
available in the market.
• Company operates in major cities of India and
also provides inanity service.
• It holds good market share.
• It has large market share in all group of
society.

9. Weaknesses:
• They do not have market share in the under
graduate segment.
• People are not aware about its all products.
• High cost for label and monitoring item.

10. Opportunities:
• Through improvement and meeting customer
problem promptly company can gain.
• Superiority in field of liquor market.
• Fast response of complaint and product
development.

11. Threats:
• Increase competition from MNC.
• Company is facing its main threats from
government rules and regulation.

12. Competitors
 Its main competitors are
 SAB Miller
 U B Group
 COBRA

13. DESCRIPTION

14. Interview with the regional marketing manager of
ghaziabad was scheduled at 1:30 p.m. on 18th Feb
2012.
A questionnaire was compiled beforehand.
A lot of information regarding the company and
how do they manage their brand.
Then we did an online survey via monkeysurvey.com

15. FINDING & ANALYSIS

16. Findings based on Interview with
company personnel

17. • States with maximum sale of Mohanmeakin
Ltd Brand:-
• Tamilnadu
• Karnataka
• Maharashtra
• Andhra Pradesh

18. Findings based on questionnaire
designed for consumers

19. Consumer awareness about brand

20. • According to consumers it is a renowned
company.
• Apart from its alcoholic product consumers
are also aware about other products like:-
juices, cornflakes, etc
• Among all these products 60.9% consumers
are consuming apple juices.
• So we can easily conclude that consumers are
aware about mohanmeakin , its alcoholic
products, & other diversified products.

21. Findings based on analysis of data
collection
• Sale of Mohan Meakin SODA are fine in this
market.
• Old Monk Brand of mohanmeakin is very
popular among consumers.
• There is fine sale of the soda of Mohan
Meakin Ltd in this market area.

22. • The main competition of Old monk came from
UB Group’s Kingfisher.
• There is less effort by the company in the field
of advertisements 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.

23. • Customers normally are not satisfied with this
brands of MohanMeakin’s . They prefer to
take other brand of soda.
• Only the Rum is the most demanding during
the winter season. Since 50% of
consumers know about the whole brands
of Mohan Meakins products. It means that
there is some little problem in the advertising
strategy of company. As it’s the era of
completion and technology the company must
come up wth some innovations and new
strategies.

24. RECOMMENDATIONS

25.  Price of the brand should be reduced by Rs. 5-2.
 Emphasis on easy availability of all brands in the
market.
 Sponsor some of the programmes on youth
channels like “MTV” and “channel V”.
 Use of advertisng media like electronic media,
print media to increase the sale of soda.
 And should also create awareness about its non
alcoholic products so that alteast customer are
more aware about the company.

26. Limitations

27. • 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
unfavourable errors are faced such as no
response, inaccuracy in response etc.

28. CONCLUSION

29. • Company is successful in positioning some of
its brands like old monk, golden eagle ,etc
• Different brand name for different product
line.
• Has not used name of the company with
alcoholic product line but has with the non
alcoholic product line.
• Should go for innovation in their marketing
strategies.