MBA Project on Marketing

MBA PROJECT ON MARKETING

Chapter-1

INTRODUCTION

AndhraPradesh has been a major market as a far as the liquor Industry is concerned. The imposition of prohibition in the month of January 1995 served as a major blow to some of the biggest companies in the Country. Though sale and consumption of liquor was banned in the State, liquor continued to flow albeit through other means. Bottling and smuggling of liquor into the state from neighboring states was at all time high. The regular drinkers got their liquor but as far as brands were concerned. It did not matter. People used to consume whatever is available.

Prohibition was finally lifted in the state in March 1997.Liquor started flowing freely from the first week of May 1997. People have choice to drink their favorite alcoholic drinks. Now after two years of lifting the ban on liquor industry in Andhra Pradesh has become a battlefield with the new entrants like Gillebys, Seagrams, Baccardi etc., along with the old companies Mc.Dowell, Shaw Wallace, Mohan meakins, Jagajit etc., in this scenario companies are launching new brands and positioning brands with competitive promotional skills and media advertising.

In this context retailers play a key role in the marketing activities so every Organization has to know retailers' attitudes towards their brands.

The Indian market is getting consumer lead. This is the reason behind the boom in marketing activities. The modern concept may be viewed from the customer’s point of view. Marketing is centered on the customer. Producer does not produce whatever he likes, but whatever consumer wants.

In an organization marketing channel consists of wholesaler and retailer in the process of making a product or service available for use or consumption

NEED FOR THE STUDY:

The basic need for the study is to know the customer demand, through retailer’s competition in the market and other environmental factor, to observe the matter relative to product range pricing discount and allowances, terms of credit distribution mechanism system. The base need for the study is to know the company position, company profile and retailers attitude towards Mc. Dowell brands.

OBJECTIVES OF THE STUDY

v To analyze the retailers' attitude towards Mc. Dowell& Co.brands.

v To analyze market shares of the McDowell & Co in relation to its Competitors.

v To offer appropriate suggestion for improving the performance of Mc.dowell & Co.,

v The objective r is to know the importance of retailers network in the

Distribution of the product of the Pearl Distilleries Ltd.,

v To analyze the products of Mc.Dowell brands of products in the market

Minimize and maximize of different products opinions of consumer’s quality,

Price, sales promotion etc.,

SCOPE OF THE STUDY

Ø The study mainly concentrates on various liquor brands manufactured and marketed by Mc. Dowell and company

Ø The present study has been taken to understand the retailer's attitude towards Mc. Dowell brands in five major places in A.P

Ø The study was undertaken only in 5 places in Ongole District its scope is limited.

Ø Due to the time constraint the survey and information gathered only from five places

METHODOLOGY

The data collected for this study consists:

A. Primary data

B. Secondary data

PRIMARY DATA:

The primary data was collected with the help of “Questionnaire” and interviews with retailer relating to the attitude & relations towards” & “all” category products pearl distributing etc.,

SECONDARY DATA:

The secondary data was collected with the help of company’s previous Records, Magazines, Newspapers, Government Publications, Periodicals and books and commercial data etc.,

The schedule of 20 questions with a great relevance to the topic of study. Both types of date were collected for ongole region about 50 respondents underwent the question & answer session through which I could obtain an up to date & reliable information in order to confirm with our objective. The data were classified tabulated and interpreted accordingly. Concluding remarks have been drawn about and findings drawn and forwarded suggestions on the study. Sample size taken 50 resonances.

LIMITATIONS OF THE STUDY

1. The study is undertaken as part of course curriculum during the summer vacation short span i.e., 8 weeks is one of the limitations for gathering information from more number of respondents

2. The survey was restored to some selected places in ongole district. So the research results may not be applicable to the other areas.

3. The sample size taken respondents. So the accurate conclusion cannot be made with this sample size.

4. Complete information was not available for conduction the study. The research is made with certain prior estimation, which was taken from the secondary data to fillup information gap.

Chapter-2

INDUSTRY PROFILE:

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COMPANY PROFILE:

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Chapter-3

THEORITICAL FRAME WORK

Research on retailer’s network: Designing the channel model is only one part of channel management. Creating the channel and administering if effectively is a more impotent part of the job. After deciding the broad design of the channel and number of tires in the channel, the number of members required in each tiers and their locations must be decided and suitable retailers must be selected and appointed.

It will not be an exaggeration to say that in must business; retailers are the pivot in the marketing effort. Retailers influences the decision making process of local customers. Usually, he is well aware of customers’ needs. He retailers can build a great deal of good will for the firm. Carry its message to all pockets and win over new customers. With the willing co-operation and assistance of the retailers, a firm can reach more and more customers at a progressively lesser unit cost.

Effective marketing depends on a proper appreciation of the preeminent position of the retailers. In the earlier days, retailers were generally satisfied with a mere outlet for its products. Instead it would assign to the retailers a pivotal role in market penetration, market development and sales promotion. It can be always remembered that the firms marketing strengths depend on the strength of the retailers.

In the view of the preeminent role played by retailers in many businesses, the firm marketing agency takes great case in the selection and appointment of retailers granting franchise and serving or unsuitable retailer will be detrimental to business interest of the firm. The firm should look for a number of essential qualities and qualifications in their prospective retailers. Some of these qualifications are common to all retailers irrespective of the product lines handled by them. Some other qualifications

are product specific, financial strength, business capacity, credit worthless, salesmanship, experience and expertise in the line etc., Qualities to be looked for while selecting dealers &retailers.

v Business reputations and business standing

v Business capacity and salesmanship

v Expertise and previous experienced in the line

v Credit worthiness

v Capacity to offer good quality service to customers.

MANAGING THE RETAILERS NETWORK:

Managing the network in its broadest sense will include retailers servicing retailers administration, retailers motivations retailers training and retailers development. Evidently, better servicing of the retailers, better communication with them, providing better motivation and training to them would result in superior loyalty of retailers. And this loyalty holds the key for wining the markets for the form. A firm that is superior in

winning the retailers loyalty usually gets a bigger slice of the cake. Any large or medium sized engaged in marketing of consumers goods is bound to have large network of retailers spread a large marketing territory.

MOTIVATIONAL ELEMENTS OTHER THAN TRADE MARGINS:

Besides an attractive trade margin, many other motivational elements will also have to be used by a firm towards ensuring proper retailers motivation.

PROMPT DELIVERY AND EFFICIENT SERVICE:

The firm should service the retailers efficiently. Delivery of products must be prompt and adequate technical service support and advisory assistance must be provided whenever necessary.

SPECIAL INCENTIVES:

Special incentives like quantity rebates and off season discounts etc., should also be used to motivate retailers. Adequate advertising support also a good motivation for retailers and similar is the case with sales promotion support and point-of-sales promotional support.

HARMONIOUS RELATIONS AND EFFECTIVE COMMUNICATION:

Harmonious retailer relations are a very important factor in retailer’s motivation. They are happy to receive practical sales ideas from the salesmen and sales tips will result in good retailer’s motivation. Normally, the relation between a firm and a retailer revolve largely around the following factors.

v The retailers turn to expect the firm to deliver quality

Products make

v Adequate and regular supply of the products.

v Provide reasonable profits for the retailers in the price

Structure and render good sales promotional support

v Evidently to development of the trade relations mix in

The proper way is the fundamental task in retailer network

RETAILER COMPENSATION/ RETAILERS MARGIN:

Retailers margin a trade margin no doubt the prime element in retailers relations. So in the first place, the firm should ensure that the trade margin or retailer margin is adequate to enable the retailer to make a reasonable profit out of business.

THE NEW GENERATION RETAILERS HAVE GRATER EXPECTATION:

In the earlier days, retailers were generally satisfied with modest trade margins. Their investment in the business infrastructure being relatively low they were able to run their business profitability with a reasonable margin. In recent years, however this position has been changing rapidly. Retail outlet has been going up steadily and the expectations of new generation retailers regarding profits are also considerably higher compared with those of their predecessors.

RETAILERS INDUCTION:

Proper induction of fresh retailers into the organization is another important part of retail management. Analysis shows that firms that strive for a distinctive position in the matter of channels attach great importance to retailer’s induction.

MOTIVATION:

To be effective, the retailers have to be constantly motivated. The firm should constantly strive to satisfy the needs of retailers. It is aptly said that a wise firm wise firm gets a band of retailer and good retailers settle down with wise firm. For it is the wise firm that provides the right motivation to retailers.

ENSURING MERCHANDISING SUPPORT FOR RETAILER:

Ensuring retailers support in merchandising is another important aspect of retailer management by enlisting the willing cooperation of retailers in the merchandising effort, the firm can derive many benefits. By a quick glance at the way in which the retailer aids and point of purchase promotion materials supplied by a firm are used in a retail shop, one can make a judgment, since a number of firms competing for shelf space from the retail; shops.

ENSURING GOOD STORE IMAGE:

The promotion advantages derived by a firm from its retailers extend for beyond merchandising and display. The store itself can be projected as a display unit and a communication tool for the company. Marketing men should understand the communicative significance of the retail outlets and the factors that influence consumers in their store invoice.

Chapter-4

TABLE - 1

TABLE SHOWING THE OPINION OF RETAILERS TOWARDS FAST

MOVING BRANDS UNDER ‘D’ CATEGORY IN RETAILERS OUTLET

BRAND NAME	RANKING 1^st 2^nd 3^rd 4^th 5^th
Signature	11 25 2 17 3
Petercott	- 13 20 15 2
Royal challenge	- 5 24 14 -
Blenders pride	- - 4 1 45
Mansion house brand	39 7 - 3 -
Total	50 50 50 50 50

From the above table it can be observed that under ‘D’ category liquor mansion house brandy occupies first place, out of the 50 respondents 45 members felt that Blenders pride house brandy stands at rank 1 in the category. Second place goes to Mansion house brand; Mcc. Dowell Premium royal challenge whisky was placed in 3 positions. Signature and blenders pride were stand at 4 and 5 places respectively.

NOTE: we can take up to 20 tables (samples)

Chapter-5

FINDINGS

1. Regarding ‘D’ category brands out of 50 respondents 39 respondents are opinioned that Mansion house brandy stood at first rank because of consumer taste & preference only.

2. Regarding ‘C’ category brands Mc. Dowell whisky stood at first Rank

3. By its good sales promotion. 34 respondents out of 50 voted their rank to Mc. Dowell whisky.

4. Regarding ‘B’ category brands out of 50 respondents. 39 respondents felt that Old Monk, xxx rum stood at first rank because of its good sales promotion regarding ‘A’ category Kerala malted whisky occupies 1^st rank, of which 44 respondents out 50 felt that less price is the key factor for the success of Kerala malted whisky.

5. Regarding profit margin of different brands, out of 50 respondents opinioned that Mc. Dowell is giving high profit margin than other brand

6. At the point of discount and cash schemes, 24 respondents responded that they are getting good cash schemes and discounts from Shaw Wallace Company than others companies.

7. Majority of retailers are at a point that Shaw Wallace is giving very good promotional methods than other companies

8. Regarding regularity of merchandise, majority of retailers expressed their satisfaction over Mc. Dowell sales in their retail outlets.

9. Majority of retailers satisfied with the Mc. Dowell sales in their retail Outlets.

10. Out of 50 respondents39 respondents opinioned that “quality” of Mc. Dowell is very good than other brands.

11. Many of retailers suggested Mc. Dowell Company to increase promotional measures so as to gain more attention of retailers.

SUGGESTIONS

(1) Through the position of Mc. Dowell whisky and Kerala malted Whisky is strong in the ‘C’ category and ‘A’ category respectively. They failed to prove the same tempo in the other categories ‘D’ and ‘B’. So it is better for the company to concentrate on these categories.

(2) Retailers are quite happy with the profit margin of the company its better to maintain same level.

(3) The company has to improve lot more in the promotional methods like discounts & cash schemes, offering attractive gifts and packages to the retailers.

(4) Retailers express their satisfaction towards Mc. Dowell & co on regularity of merchandise. So it is better to maintain same regularity.

(5) The company has to encourage retailers by setting some targets. Offering benefits to them based on targets. So that retailers will show enthusiasm in improving the sales of “Mc. Dowell” brand.

(6) The company has to introduce new brands with new taste and new package to go further into the market.

CONCLUSION

Form the survey of 50 Retailers of Mc. Dowell Products on Pearl Distillery Ltd. At Singaraya Konda in Prakasam (Dt.) I conclude that Mc. Dowell Products is maintaining good quality, moderate price and good margin to its Retailers. T.V, Advertisement and Retailers are suggested that new schemes will improve the sales.

QUESTIONNAIRE

1. Name of the retail outlet: _____________________________

Dist: ______________________________

2. Address: ____________________________________

Ph: ___________________

3. Which company brands do you sell?

(A) Mc. Dowell ( ) (B) Hebetate ( )

(B) Shaw Wallace ( ) (D) Khodys ( )

4. Under ‘D’ category which brands are moving fast?

Name ____________________ rank __________ daily sales ________

(A) Signature ( )

(B) Peter scoot ( )

(D) Blenders pride ( )

(E) Mansion House brandy ( )

5. What are the reasons for it?

(A) Consumer taste & preference ( )

(B) Sales promotion ( )

6. Under ‘C’ category which brands are moving fast?

Name _________________ rank __________ daily sales _____________

(A) Mc Dowell whisky ( )

(B) Bagpiper whisky ( )

(D) Aristocrat whisky ( )

(E) Old monk ( )

7. What are the reasons for it?

(A) Sales promotion ( )

(B) Less price ( )

8. Under ‘B’ category, which brands are moving fast?

Name ___________________ Rank __________ Daily sales __________

(A) Sevoy Club Gin ( )

(B) White meichive Votka ( )

(D) Alkagel Votka ( )

9. What did the reasons for it ?

(A) Sales promotion ( )

(B) Less price ( )

10. Under ‘A’ category which brands are moving fast?

Name __________________ Rank _________ Daily sales ____________

(A) Bagpiper Regular Whisky ( )

(B) Old Tavern Whisky ( )

(D) Director’s Special Regular Whisky ( )

11. What are the reasons for it ?

(A) Sales promotion ( )

(B) Less price ( )

12. Which company will give high profit margin to you?

(A) Mc. Dowell ( ) (D) Shaw Wallace ( )

(B) Khodeys ( ) (E) Jagjit industries ( )

13. Which company provides you discount & cash schemes regularly?

(A) Mc. Dowell ( ) (D) Shaw Wallace ( )

(B) Khodeys ( ) (E) Mohan meakins ( )

14. Which company wiil support your promotional methods?

(A) Mc. Dowell ( ) (D) Shaw Wallace ( )

(B) Khodeys ( ) (E) Mohan meakins ( )

15. Which company provides you its merchandise regularly?

(A) Mc. Dowell ( ) (D) Shaw Wallace ( )

(B) Kohdeys ( ) (E) Mohan meakins ( )

16. Your opinion on Mc. Dowell’s sales in your outlet?

(A) Very good ( ) (D) Good ( )

(B) Moderate ( ) (D) poor ( )

17. Are you satisfied with the Mc. Dowell’s brands or not?

(A) Yes ( ) (B) No ( )

18. How do you judge Mc. Dowell’s quality standards?

(A) Very good ( ) (B) Good ( )

19. Are you willing to push Mc. Dowell’s brands to customers?

(A) yes ( ) (B) No ( )

20. Do you suggest improvement in case of Mc. Dowell’s & Co?

(A) Distribution ( ) (C) Quality ( )

(B) Price ( ) (D) promotion ( )

BIBLIOGRAPHY

1. Fundamentals of marketing

W.J. St Anton

2. Principles of marketing management

Philip Kotler & Gary Aram strong

3. Research methodology for management

C.R.Kothari

4. Marketing research

G.C. Beri

Journals:

1. Facts for you

2. In house magazines of UB group

3. Business world

4. Advertising of marketing

IMPORTANT TOPICS

MBA Project on Marketing

Chapter-1

INTRODUCTION

NEED FOR THE STUDY:

OBJECTIVES OF THE STUDY

SCOPE OF THE STUDY

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