A            PROJECT REPORT                 ON        COMPARATIVE STUDY OF  MINERAL WATER INDUSTRY WITH SPECIAL          E...
ACKNOWLEDGEMENTI feel great pleasure in submitting this project as the culmination ofmy Guide’s efforts. This is a step to...
CONTENTS S. No.           CHAPTERS                    Page No.Acknowledgment                                  1Executive S...
• PromotionAdvertising campaign of Bisleri               30Methodology                                   39Analysis       ...
EXECUTIVE SUMMARY‫ ٭‬This project "Comparative study of Mineral Water Industry with   Special Emphasis to Bisleri" aims to...
OBJECTIVE OF THE STUDYThe objective of this project is to find out: Different brands of mineral water being kept by the r...
INTRODUCTIONWater is the most important liquid in the world. Without water,there would be no life, at least not the way we...
1980s witnessed more changes by a tap attachment whereinIodine   resin   is   used   to   filter   the   water.   It   dea...
The otherwise somnolent market began to change oncecompanies like Eureka Forbes targeted the office segment, whilethe mine...
MINERAL WATER INDUSTRY                   - CURRENT SCENARIOA few years back, the mineral water market had been crawling at...
INCEPTION OF BISLERIThe origins of Bisleri lie in Italy, and the brand owes its name tofounder Felice Bisleri, an Italian ...
boiling water to be a safer than mineral water. Moreover they werenot ready to pay for a commodity like water which was so...
The real shift in company’s policy towards mineral water industrycame in 1998, although the conscious efforts had already ...
PRODUCT PROFILE“It’s a compliment being generic to the category, but it’s notvery good when consumers think any mineral wa...
MANUFACTURINGA quick look at Bisleris manufacturing reach indicates that it isrepresented across the country – North accou...
Bisleri has planned to expand its operations by investing Rs. 60crore in the upgradation of facilities. The 120-bottles pe...
DISTRIBUTION    Its obvious that availability holds the key to the market. For any     product to be successful the distri...
The company plans to have its own distribution network in placeswhere it has its own plants. Franchisees would manage thed...
product, targeted at the teenage crowd and for the roadsideconsumers.Following is a quick overview of the various packagin...
20
ADVERTISING CAMPAIGN OF BISLERI BEFORE    LAUNCH OF ACQUAFINA & KINLEYEvery brand needs a good ad. campaign to establish i...
In 2000, some giant brands like Pepsi and Coca-Cola entered themineral water industry with a big bang. Bisleri now had a b...
The new ad. showed a young romantic couple on a maroonedisland, when the girl seductively attracts the guy and he follows ...
CHALLENGES IN FRONT OF THE BISLERIThe company had the share of more than 50% of the nationalmarket. But now the share of t...
The 4P’s                            PRODUCTThe main product of the company is the mineral water by thename of Bisleri Mine...
The company is offering wide variants of the product. Theseinclude the different quantities available of the product. Star...
PACKAGING:The packaging of the product is an important factor in themarketing of the product. The packaging of the product...
PLACEPlace stands for the company activities that make the productavailable to the target customers. To make the product a...
more important is every nook and corner of the states where theyare present today.                             PRICE   AN ...
Conclusion:To conclude from the facts that the pricing strategy of thecompany is very competitive and therefore the compan...
ADVERTISING CAMPAIGNWhile designing the advertisement campaign, it is necessary tokeep in mind the opinion leaders. Youth ...
MESSAGE CONTENT OF THE CAMPAIGNBisleri that was looking for a differentiator decided to make thebreakaway seal the symbol ...
Apart from creating consumer pull with campaign, the company, toincrease its sales would have to do the sales push as well...
Who buys?The middle income and the upper income groups are the users ofthe bottled water. The lower income group is still ...
Where do they buy?The bottled water users buy the water from retail outlets and alsothrough tie-ups with dealers. Large co...
minerals and was picked up by health-conscious consumers. Thisno longer holds. Mineral water has come to mean just that—wa...
COMPANY- BISLERINorth accounts for 35 per cent of sales for the industry, westaccounts for 30, south 20, and the east, 15 ...
The competition facing Bisleri can be categorized into a few brandnames like      Parle Bailey      Pepsi Aquafina     ...
Coca Cola KinleyCoca-Cola joined the race by announcing the imminent launch ofits own brand of water and, in the process, ...
METHODOLOGYSampleFor the purpose of completion of this particular project retailerswere interviewed. The sample sizes of 1...
FINDINGS AND ANALYSIS‫٭‬   Total number of retailers touched in DelhiShahara, Dilshad Garden, Preet Vihar, Lal Quarter, Vi...
However it can be noted that retailers prefer Bisleri mineral waterwhich has got a share of 70%. This is so because people...
‫ ٭‬Frequency of distribution visitDistribution is one of the important parameters which holds on keyposition for any fast...
Bar graph showing frequency of distributor visit                 to retailers                 100%        100%           1...
Bar graph showing availability of the various mineral                       water among retailers  80%    73%             ...
However, in the case of Aquafina 75% of retailers gets the productregularly, 15% get the product on an irregular basis whe...
• Other mineral water accounts 60% in case of easy availability,   20% feels that they do not get the mineral water in a r...
‫ ٭‬Satisfaction level of the retailers with regard to the   quality of the productBisleri                                ...
65%                                                             95%   40%              60%                                ...
‫ ٭‬Analysis            regarding       role      of   advertisement             in    increasing market share of followin...
Advertisement in todays competing environment plays animportant role in increasing market size of any particular product.I...
STRATEGIES THAT BISLERI SHOULD FOLLOWIN ORDER TO RETAIN ITS MARKET SHAREThe soft targetSelling bottled water requires cons...
Getting in shape The other improvement the company needs is in terms ofpackaging. It is often seen that the youth are the ...
CONCLUSIONThe players who will endure will be those who have a strongregional presence. Take the case of Team, which enjoy...
troubled waters ahead, Bisleri is busy working on a strategy tosoak up the competition and protect his water kingdom.     ...
LIMITATIONS•   The scope of this project is limited to areas in East Delhi only.•   Because of time constraint sample size...
RECOMMENDATIONS‫ ٭‬Advertisement to build the brand image that will provide the  required ground to establish the authenti...
‫ ٭‬The company should organise camps at various part of the city  also road show to bring about the difference between mi...
RETAILER QUESTIONNAIREName of Retailer:Location:1. Are you aware of the fact that there are more than 200 brandsin todays ...
6. How easily do you get Kinley mineral water from thedistributors?(a) Easily      (b) Get but not often        (c) does n...
12. How often do your customers ask for Bisleri, Kinley &Aquafina?………………………………………………………………………………………….8. How frequently you...
BIBLIOGRAPHY‫ ٭‬Marketing Management, Philip Kotler, Eleventh Edition.‫ ٭‬Marketing Research, Harper W. Boyd, Jr. Ralph We...
List of retailers covered during the survey:NAME OF THE RETAILERS               LOCATIONAMIT CONFECTIONARY             SHA...
MANOJ MANGLA STORE          PREET VIHARBALAJI GENERAL STORE        PREET VIHARKERELA STORE                PREET VIHARSUPRE...
MUKUL JAIN STORE           VIKAS MARGSUBHASH GENERAL STORE      ANAND VIHARNEETHI KERELA STORE        ANAND VIHARJAGDAMBA ...
BHATIA STORE                SURAJMAL VIHARSAVITA GENERAL STOER        SURAJMAL VIHARKRISHNA GENERAL STORE       KAUSHAMBIV...
SUNNY STORE      KAILASH NAGARTARUN STORE      KAILASH NAGARNAYEDYAM STORE   KAILASH NAGAR                                ...
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  1. 1. A PROJECT REPORT ON COMPARATIVE STUDY OF MINERAL WATER INDUSTRY WITH SPECIAL EMPHASIS TO BISLERI Under the Guidance of: Mr. R.N. SHARMA Submitted by: RICHA JAIN ENROLLMENT NO. 0071341904 BBA(CAM) II SEMESTER Course Coordinator: 1. Dr. L. M. Gupta 2. Ms. Vandana Sharma In partial fulfillment of:IDEAL INSTITUTE OF MANAGEMENT AND TECHNOLOGY GURU GOBIND SINGH INDRAPRASHTA UNIVERSITY, DELHI 1
  2. 2. ACKNOWLEDGEMENTI feel great pleasure in submitting this project as the culmination ofmy Guide’s efforts. This is a step towards the path leading to a"Bachelor of Business Administration (CAM)” Degree.This project required hard work, sincerity and devotion which Itried my best to put in this project and in turn gained a lot ofknowledge and confidence from this project.I am deeply grateful to my project guide MR. R. N. SHARMA whohas helped me in completion of this project. He has been aconstant guiding force and source of illumination for me. It entirelygoes to his credit that this project has attained its final shape. Iwould like to thank him for his valuable advice and guidance.I am also thankful to all the retailers for their kind cooperation infilling up the questionnaire.Lastly, I feel obliged to my friends who provided me with theirconstant support without which this endeavour would not havebeen completed. RICHA JAIN BBA (CAM) 2
  3. 3. CONTENTS S. No. CHAPTERS Page No.Acknowledgment 1Executive Summary 5Objective of the Study 6Introduction 7Mineral Water Industry - Current Scenario 10Inception of Bisleri 11• Product Profile• Manufacturing• Distribution• PackagingMarketing Mix of Bisleri: 4P’s of marketing 24• Product• Place• Price 3
  4. 4. • PromotionAdvertising campaign of Bisleri 30Methodology 39Analysis 40Strategies adopted by Bisleri 51• Soft Target• Getting in Shape• Distribution NetworkConclusion 53Limitations 54Recommendations 55Questionnaire 57Bibliography 60List of retailers covered during the survey 61 4
  5. 5. EXECUTIVE SUMMARY‫ ٭‬This project "Comparative study of Mineral Water Industry with Special Emphasis to Bisleri" aims to know about different brands of mineral water kept by the retailers.‫ ٭‬It also shows the satisfaction level of the retailers with regard to the quality of the product.‫ ٭‬For this near about 100 retailers from Delhi were being interviewed using Structured Questionnaire.‫ ٭‬Responses received from retailers were analysed to come to a set of conclusions & suggestions. 5
  6. 6. OBJECTIVE OF THE STUDYThe objective of this project is to find out: Different brands of mineral water being kept by the retailers. Frequency of distributors visits to the retailers. Availability of the various mineral water among retailers. Satisfaction level of the retailers with regard to the quality of the product. Strategies and measures adopted by Bisleri to counter the competition by Aquafina & Kinley. 6
  7. 7. INTRODUCTIONWater is the most important liquid in the world. Without water,there would be no life, at least not the way we know it. In todaysliving condition, the need for Pure Drinking Water is becoming theissue for the common Man.Eighty percent of the human metabolism consists of water. Thisis the reason why 90% of human diseases are water borne.There are 3 types of water impurities, which are root cause ofwater borne diseases1. Microbiological-Bacteria / virus.2. Dissolved impurities - chemical.3. Imbalance of Mineral Contents.There are rapid changes that are taking place in our environmentsince long and the air and the water pollution is on an increase.The main sources of drinking water are rivers and downstreamswhich have also not been able to escape the pollution.When the consumer became aware of the problems caused bywater pollution the market saw an advent of ceramic water filters,which filters the dust and suspended particles but dissolvedimpurities and microbiological impurities are not cleared out. Themineral balance is also not maintained. 7 .x i ee
  8. 8. 1980s witnessed more changes by a tap attachment whereinIodine resin is used to filter the water. It deactivatesmicrobiological impurities to an extent but has side effects due toiodine and does not take care of dissolved impurities mineralbalance.Late 1980s witnessed Ultra Violet based purifier, which filtersdust and deactivates bacteria to a great extent. It maintains theodour and colour of water but does not clear out the dissolvedimpurities and mineral particles. Thus came to the advent ofmineral water.Historically, the need for purified water within Indian homes hadbeen kept down to a minimum. Essentially, there were three typesof water that was used for different purposes. The first type wasused for rinsing. The second type, which was used for cooking,was cleaner and kept covered. The third type was the cleanest –drinking water – and was very often boiled before use.Since an average family needed a small quantity, not more thanfive or six litres a day, boiled and filtered water had been aconvenient solution for some time. The fallouts were obvious. “Itwas very difficult to convince the people that purificationsystem was worth the price. There was no visible way todemonstrate the benefit,” 8
  9. 9. The otherwise somnolent market began to change oncecompanies like Eureka Forbes targeted the office segment, whilethe mineral water players went after travellers. Ion Exchange wasthe only company that had any measure of success in enteringhomes with Zero-B. But clean drinking water returned on thenational agenda a little later.Around 1989, drinking water became an issue again.“Around early 1990’s time did a story on India as a keyemerging market and that was the triggered for all the playerseyeing this market." 9
  10. 10. MINERAL WATER INDUSTRY - CURRENT SCENARIOA few years back, the mineral water market had been crawling atthe rate of 3-4%, or even a lower figure. Indians carried drinkingwater in earthen pitchers, plastic or PUF bottles. But increasingcases of typhoid and other waterborne diseases began to bereported. In addition to this, liberalization happened and themineral water industry began to be stirred and shaken. The marketstarted growing an astounding rate of over 100% per annum. Thefact that there were very few players in the market meant that theirbusiness grew by leaps and bounds.The countrys bottled water business is estimated to be more thanRs. 1,100 crore, of which the branded market accounts for overRs. 700 crore and about 700 million litres in volume.The rest is accounted for by the unorganized sector, which isdominated by small regional players. The market is still growing –at a rate greater than 80% per annum.Today there are more than 200 brands, out of which 10 ofthem are from top companies.In the branded segment, Parle’s Bisleri’ is the market leader witha share of more than 45%. Parle Agro’s Bailey’ comes a closesecond with market share of 15%. 10
  11. 11. INCEPTION OF BISLERIThe origins of Bisleri lie in Italy, and the brand owes its name tofounder Felice Bisleri, an Italian entrepreneur. Bisleri set up aplant in Mumbai for bottling and marketing mineral water, whichwas first of its kind in India. However, it did not satisfactory work.Among other reasons, the fact that the Indian consumer wasunprepared to accept bottled mineral water was responsible for itsfailure. Consumers’ mindsets were more geared towards boilingwater at home.In 1969, Parle bought over the ‘Bisleri brand. In those days Bisleriwater was available in glass bottles. Parles taking charge ofBisleri did not make a dramatic difference to the brands fortunesimmediately. While it did gain in terms of visibility and reach(piggybacking on Parles existing distribution network), efforts toexpand the bottled water market were not exactly painstaking.Parle at that particular time was interested in making soda waterand not mineral water. There were just minor initiatives on part ofthe company for making mineral water as it was not considered tobe a very profitable business at that time people still considered 11
  12. 12. boiling water to be a safer than mineral water. Moreover they werenot ready to pay for a commodity like water which was soabundantly available.In 1972-73 Parle changed the packaging of its bottled water toplastic bottles and that significantly made a difference in the sales.The buyers, then, were mainly the upper class - the trendy people.In 1993, Coca-Cola bought Parles soft drink brands- thumps-up,limca etc. While Coca-Cola actually bought over Parlesbeverages, it agreed to a settlement that allowed the multinationalto bottle and distributes Bisleri soda for a time frame of five years.The charge of Bisleri water, however, remained with Parle. Theupsurge in the sales of Bisleri started from this point as Parle soldoff its stable of brands to Coca-Cola. This was the time when itstarted concentrating on making Bisleri a success in the domesticmineral water market. The reason why Parle chose to retain theBisleri name was that Parle saw a fairly lucrative business ofmineral water in Bisleris equity. 12
  13. 13. The real shift in company’s policy towards mineral water industrycame in 1998, although the conscious efforts had already beenstarted in 1994. This change was primarily because of the fact thatthe people, at this time, had started becoming more healthconscious. 13
  14. 14. PRODUCT PROFILE“It’s a compliment being generic to the category, but it’s notvery good when consumers think any mineral water brand isBisleri”.Bisleri, a product established in India by Ramesh Chauhan, Chairman of Parle Aqua Minerals has become a generic brand. Bisleri was the first marketed bottled water in a totally virgin market. The brand has become synonymous with mineral water; consumers accept any brand offered by the retailer when they ask for Bisleri.So far Ramesh Chauhan’s Bisleri enjoys the largest marketshare of 56% in the Rs. 1,100 crore mineral water markets andis growing at the rate of 180% per annum. Annual sales ofBisleri have touched Rs. 400 crores. In seventies, Bisleri wasthe only mineral water that had national presence and the salewas to the tune of approximately one hundred thousand casesvalued at about Rs. 60 lacs. 14 .x i ee
  15. 15. MANUFACTURINGA quick look at Bisleris manufacturing reach indicates that it isrepresented across the country – North accounts for 35% ofsales for the industry, West accounts for 30%, South 20% andthe East 15%.In order to be available in untapped areas Bisleri has setup 16plants located all over the country - three-fourths of which arecompany owned. The balance is run by franchisees. Bisleri has 5plants in the North, 5 in the West- two of which were setup atAhemdabad and Surat recently, 4 in the South and 2 in the East.The company has bottling units located in Chennai, Bangalore,Goa, Calcutta, Mumbai, Delhi, Jaipur, Uttar Pradesh, Punjab,Indore and Nepal. The new plants are being set up in states likeKerala, Orissa, Bihar and North Eastern States, which hithertohave been unexplored by the company.It is also changing its production strategy and shifting to a 10-hrproduction schedule with sudden increase in demand planned tobe met by additional production. 15
  16. 16. Bisleri has planned to expand its operations by investing Rs. 60crore in the upgradation of facilities. The 120-bottles per minute(BPM) capacity of the 16 units across the country will be increasedto 240 BPM.Conscious of the environmental implications of its PET bottles, thecompany is to set up recycling plants at Delhi and Chennai, eachwith an outlay of Rs. 50m. These will process 500 kg. of PET perhour. The processed material will be an input for polyester yarnmanufacturers. In centers other than Delhi and Chennai, thecompany will set up crushing units to crush the used PET bottles.The companys expansion plans will see its water bottling capacitygo up from the present 400 million litres to 500 million litres. ParleBisleri Limited (PBL) is planning to invest Rs. 200 crore toincrease its bottling capacity and double its turnover. Theexpansion will also increase the number of companys bottlingplants from 16 at present, to 25. The company will set up all thenew plants as green field plants. It doesn’t have any intentions toacquire any existing plants. 16
  17. 17. DISTRIBUTION Its obvious that availability holds the key to the market. For any product to be successful the distribution system has to be really good. Large tracts of the country have not been explored by the national brands, which explain the proliferation of smaller brands.Bisleri’s strategy is to build a direct distribution system at an all-India level. Currently, Bisleri has around 80,000 retail outlets in thecountry with about 12,000 each in the Metros of Delhi andMumbai. It is intended to increase this number to 10 lakh outlets inorder to expand brand’s reach. That means serious investments incompany-owned trucks and carts. Parle hopes to double itsexisting fleet of 1,000 trucks. This would make it the largest fleetowner in the country.In order to service the home segment, the 5 litre packs are beingpushed through the route of “Fat Dealers”(wholesale dealers) whoare retailers as well as stockiest and serve as supply points fromwhere customer can pick the required quota. The customer cancall the fat dealer and place order for home delivery of the 5-litrepack. 180 of these dealers are already functional, and more are inthe process of being appointed. 17
  18. 18. The company plans to have its own distribution network in placeswhere it has its own plants. Franchisees would manage thedistribution in their respective areas of operation. PACKAGINGVariety is spice of life. Today for any business organisation to besuccessful it has to provide its customers with the differentiatedproduct that is a value buy for them. In order to cater to thechanging needs of the customers the business has to continuouslycome out with the variants of the product so that it can target themaximum segments.Today, Aqua Minerals offers a variety of packaging options: 300ml, 500 ml, 1 litre, 1.2 litre, 2 litre, 5 litre, and 20 litre. The 5-litrebottles account for 35 per cent of sales showing a growing healthconcern among the Indian society. 1-litre bottles account for 30percent of the share, whereas the 500 ml bottles taking up 15 percent. The remaining sizes share the rest of the contribution.The 2 litre bottles were introduced to slowly and steadily replacethe conventional 1 litre bottles. This would give them an advantageover others. The 500-ml category was re-focused as a trendy 18
  19. 19. product, targeted at the teenage crowd and for the roadsideconsumers.Following is a quick overview of the various packaging optionsprovided by Bisleri along with the target consumers:Size of the bottle Price per Target consumer bottle500 ml Rs. 6 Teenagers, college students and roadside consumers.1 litre Rs. 10 General consumers and travellers.1.2 litres Rs. 12 Consumers demanding a little more water at just a little more price.2 litres Rs. 18 Small offices, shopkeepers, households.5 litres Rs. 40 Households, institutes, offices, retail shops, showrooms.20 litres Rs. 200 Households, institutes, offices, schools and colleges. The following pie chart clearly shows the sales wise distribution of the various pack sizes: % share of pack sizes in sales 10 15 500 ml 1 litre 2 litres 35 30 5 litres 10 others 19
  20. 20. 20
  21. 21. ADVERTISING CAMPAIGN OF BISLERI BEFORE LAUNCH OF ACQUAFINA & KINLEYEvery brand needs a good ad. campaign to establish itself in themarket. So it becomes very imperative to look at various ad.campaigns that Bisleri undertook to build itself as a brand.Bisleri started its game plan with the punch line of ‘Pure and safe’and used the same catch-line for advertising. But with the adventof many new players, all claiming the purity, it became veryimperative for Bisleri to differentiate its product so as to stand outin the market. Bisleri found the answer in ‘sealed cap bottles’. Itclaimed 100% purity.While the bottles of the other brands, it claimed could be refilledwith ordinary or even germinated water, Bisleri’s seal cappedbottles ensured the consumer of purity of water and single-usedness of the bottles.The ad. showed a milk-man and a child showering their buffaloesand filling the ‘so-called’ mineral water bottles with the same waterand packing them with the simple polythene seal and theconsumer not knowing about the ‘purity’ of the water he isdrinking. Next clip shows the Bisleri bottles being sealed withplastic caps and ensuring the purity of water. The ad. did work forBisleri and it got its much needed product differentiation. 21 .x i ee
  22. 22. In 2000, some giant brands like Pepsi and Coca-Cola entered themineral water industry with a big bang. Bisleri now had a big threatof maintaining its market cap. While Coca-Cola introducing itsbrand ‘Kinley’ as a health care product, Pepsi projected ‘Aquafina’as something as pure as ‘Your own body’.Pepsi targeted the young generation and introduced Acquafina asa fancy product to carry.The ad. campaign of Aquafina emphasized as ‘70% of your bodyis water’ and thus give your body the purest water. The ad.showed young vibrant models and created the atmosphere ofyouthfulness. Water, Pepsi claimed, was no longer a simplebeverage, but was something highly fashionable. Theycomplimented it by giving their bottles an attractive look. This sooncaught the eye of the consumer. All these factors made Pepsi thebiggest upcoming competitor of Bisleri.Where as Kinley lagged behind the race, showing a doctoradvising a family to take Kinley for pure water – not a veryattractive ad campaign.Bisleri, to counter-attack the new ‘Feel-Young’ fever had to evenbolder steps. They first changed their base line from ‘Pure AndSafe’ to ‘Play Safe’. They tried a brand new ad. campaign tocatch the fancy of consumer. 22
  23. 23. The new ad. showed a young romantic couple on a maroonedisland, when the girl seductively attracts the guy and he follows herin trance. The moment he gets hold of her, she whisperssomething in his ears. The next few shot show the guy looking forsomething in frenzy…can not find it…. Rushes towards thechemist’s shop…. Buys ‘something’ (keeping the audience insuspense…or rather implicitly pointing for ‘…’). The girl opens itand….takes out a bottle of Bisleri and quenches her thirst.Caption: “Play Safe”. This campaign was to catch the attention ofyouth and a new Indian society, which is supposed to be ‘not-so-prudish’. Thus Bisleri has taken a very bold step. The TV ads.have been complimented by print ads. also. The campaign isreported to be doing pretty well. 23
  24. 24. CHALLENGES IN FRONT OF THE BISLERIThe company had the share of more than 50% of the nationalmarket. But now the share of the company is going down, in thepie of the national market. Until recently there was competitionwith only the unorganized sector.Other than the financial constraints up to an extent, the companyhas to focus on the marketing management of the product. In lightof the challenge in front of the company and its current strengthsand position, it is handy to incorporate the marketing mix tocounter the marketing strategies of the competitors by developingits own marketing strategies. MARKETING MIXThe set of controllable tactical tools- product, price, promotion, andplace (4 P’s) that the firm blends to produce the response it wants,in the target markets. 24
  25. 25. The 4P’s PRODUCTThe main product of the company is the mineral water by thename of Bisleri Mineral Water. Other than mineral water thecompany has also the soda water under its brand name called theBisleri Soda Water. Bisleri, and that is the reason introduced theconcept of bottled mineral water in India, first, it has become ageneric name for the mineral water. Bisleri has become a perfectsynonym of the mineral water for the Indian consumers.The main challenge facing the company or any other player in thismineral water industry is that there is no scope of invention andinnovation in the product, which can be added as the additionalbenefits of the product.It is just water after all. This is what the Indian customers think ofthe bottled water. If we are talking about a product like televisionwe can think that the innovations could provide extra benefitsderived from the product. VARIANTS OF THE PRODUCT 25
  26. 26. The company is offering wide variants of the product. Theseinclude the different quantities available of the product. Startingfrom the Jumbo pack (20 lt. Jar) to the 500 ml. bottles. In between,it also has 1 lt., 1.2 lt., 2 lt. and 5 lt. packs.In terms of another variant the company has also come up withsmall glasses of 300ml. Those are priced at Rs. 3 per glass. Thecompany has introduced these glasses for the social occasionslike marriages and get together. This again is very competitive inthe price field and also the customer is getting a convenientproduct with the benefit of purity at such a low price. Now thecustomers would not have to drink impure water served inunhygienic glasses. 26
  27. 27. PACKAGING:The packaging of the product is an important factor in themarketing of the product. The packaging of the product wasabsolutely accepted by the customers till now. But it has beenalong time the company has changed the packaging of 1 ltr.mineral water bottle.One of the competitors of the company, Pepsi, has mineral waterby the name of ‘Aquafina’. The packaging of the Aquafina iscreating the need for the company to change its packaging andmake it look sturdier. The brand Aquafina has been targetedtowards the youth and that is why they have made the bottle lookmore hip. Bisleri would have to give a new look to its product tostopping Aquafina from snatching its market share.To conclude:Looking at the facts above the company according to meshould pay attention on the packaging of the product so thatit is able to attract more customers.Secondly, the company should go for Brand Extension. Thecompany should take the benefit of the brand name it hascreated over a long period of time. It can introduce newproducts in the category of beverages. 27
  28. 28. PLACEPlace stands for the company activities that make the productavailable to the target customers. To make the product available tothe target consumers a good distribution network has to be thereto support the good quality of the product. Here in the case of themineral water industry the distribution network is an importantfactor in being competitive and the catch lies in making wateravailable to maximum number of places in the country.DISTRIBUTION NETWORK:The small-scale players built their sales by piggybacking on thegeneric category built up by Bisleri. It’s a battle that Bisleri can winby sheer distribution muscle. One of the reasons why Bisleri isrunning strong in this industry is its strong distribution network builtover the years since its inception. Further, Bisleri plans to increaseits distribution network over the southern and eastern region,where it is behind popular brands like Team in Tamil Nadu and inAndhra Pradesh.Conclusion: It is very important for the companies tounderstand that winners would be those who will endure a strongregional presence. Therefore the companies should take someimmediate actions to make presence in the whole country and 28
  29. 29. more important is every nook and corner of the states where theyare present today. PRICE AN ECONOMIC FACTOR AFFECTING THE BUYER’S BEHAVIOURPrice is the sum of values that consumer exchanges for thebenefits of having or using the product or service. Price is the onlyelement in the marketing mix that produces revenue. All otherelements represent costs.In India, where the majority of the population comprises of themiddle-income groups and lower income groups; it is not hard tounderstand that pricing is one of the most important factor in thebuying decisions.Bisleri has met the expectations of the consumers in terms ofpricing the product and also making the product available invariations of litres, making Bisleri both convenient and affordable.The company is following a very aggressive pricing. Its product isavailable at a very reasonable price. Company charges Re.1 forevery 100 ml. This strategy by the company is very effective in theIndian context where the consumers are highly price conscious.The company has come up with another variant of the product. Itis 1.2 lt. bottle that is priced at Rs.12 keeping the price fixed atRe.1 per 100 ml. 29
  30. 30. Conclusion:To conclude from the facts that the pricing strategy of thecompany is very competitive and therefore the company is givingvalue to the customers for money. PROMOTIONModern marketing calls for more than just developing a goodproduct, pricing it attractively, and making it available to the targetcustomers, companies must also communicate with theircustomers, and what they communicate should not be left tochance.A Company’s total marketing communications program- called itsPromotion Mix consists of specific blend of advertising, personalselling, sales promotion, and public relations tools that thecompany uses to pursue its advertising and marketing objectives. 30
  31. 31. ADVERTISING CAMPAIGNWhile designing the advertisement campaign, it is necessary tokeep in mind the opinion leaders. Youth are the opinion leaders ofthe present time. And thus it becomes necessary to design thecampaign keeping the youth in mind. The opinion leaders wouldfurther trickle down the message to the less active members of thesociety.This is exactly what Bisleri is doing. Bisleri has started anadvertisement campaign stressing the point of purity and flauntingthe patent right the company has over the breakaway seal. Thecompany has tried to put the message across louder, by using thead. campaign that catches the eye of everyone, specially theyouth. 31
  32. 32. MESSAGE CONTENT OF THE CAMPAIGNBisleri that was looking for a differentiator decided to make thebreakaway seal the symbol of purity. The tamper-proof seal wasdeveloped, around which the communication was woven. Thecampaign stresses the safety provided by the breakaway seal byillustrating the ease with which conventionally sealed bottles canbe refilled and recycled.The objective with the campaign would have been to highlight thetamper-proof seal and create doubt in the consumer’s mind of thepurity of the other brands. That is, Bisleri is the only one thatguarantees purity and keeps you safe.Conclusion: New advertisement campaign of Bisleri is eye catching. This iswhat the company should do. And also the company should makethe message clearer to the customers that it has the patent rightover the breakaway seal.Apart from a high dose of investments on expanding bottlingcapacities and an ad. budget that’s risen six-fold over last year, ifBisleri wants to penetrate every possible segment of the market, itcan do that by introducing more pack sizes and establishing thebrand strongly with trendy new packaging. 32
  33. 33. Apart from creating consumer pull with campaign, the company, toincrease its sales would have to do the sales push as well. Forthat it would have to give the retailers and other stockiest hightrade margins and incentives for keeping the product. This is veryimportant in case of this product because consumers would takeup what is available to them at ease and whatever retailer isgiving.3 CsCONSUMER:The central question the company has to understand is: How doesconsumer responds to various marketing stimuli the companymight use? The company that really understands how customerswill respond to different product features, prices and advertisingappeals has a great advantage over its competitors. The questioncan be further broken down to: Who buys? When do they buy?Where do they buy? Why do they buy? 33
  34. 34. Who buys?The middle income and the upper income groups are the users ofthe bottled water. The lower income group is still dependent on thewater from wells and hand pumps. In the middle-income groupalso, people buy bottled water while travelling.Among the various income groups, these comprise the students,the office going executive, tourists and the retired people. So thecompany should go in for strategies to target customer segmentsbased on appeal, prices, convenient packaging and othercharacteristics conforming to the customer segment the companyis targeting. When do they buy?The middle-income group buys mineral water while travelling. Athome or at the work place they mainly use water filters that areinstalled. Or, they use large pack of bottled water like the jumbopack (20 Lt.) by Bisleri. The upper income group uses mineralwater only. So, they constitute a large part of the total market. 34
  35. 35. Where do they buy?The bottled water users buy the water from retail outlets and alsothrough tie-ups with dealers. Large consumers of bottled waterorder their water requirements through dealers. The small time butfrequent consumer buys bottled water from retail outlets. Why do they buy?For obvious reasons, soaring mercury levels are directlyproportional to consumption of purified bottled water. The basicreason consumers ask for bottled water is the safety. With thegrowing health hazards in the country and as the people arebecoming more health conscious they are switching over to bottledwater. This is the reason that the industry is growing at fast pace.The other reason after this is that the bottled water is convenientto carry. They can throw the bottles after use unlike when theycarry water from home. Consumer concerns and PerceptionsThe thinking here is that with consumer perceptions about mineralwater changing, the brand Bisleri has to reinvent itself. Earlier,mineral water used to stand for water enriched with certain 35
  36. 36. minerals and was picked up by health-conscious consumers. Thisno longer holds. Mineral water has come to mean just that—water.Albeit safe drinking water that is conveniently available. Theconsumer does not really care if the water contains minerals. Themost important consideration is purity of the product. What the company is doing to take care of the consumer’s concern?Tampering of seals:Around 76 per cent of consumption happens in transit. Consumerresearch conducted by me revealed that the overriding concern forthis set of buyers is the tampering of the seal. Many havewitnessed used bottles being refilled at railway stations. So whena consumer buys mineral water, he would like to be assured thatthe water has not been tampered with. Bisleri has rightlyintroduced the concept of the breakaway seal to reinforce thepurity of Bisleri mineral water and given a surety to its consumersthat what they are consuming is SAFE.Taste of the mineral water:Many consumers want the mineral water to taste more like“Water”. The consumer research done by me revealed thatconsumers preferred Bisleri because of its natural taste. 36
  37. 37. COMPANY- BISLERINorth accounts for 35 per cent of sales for the industry, westaccounts for 30, south 20, and the east, 15 per cent. Bisleri hasfive plants in the north, three in the west, four in the south and onein the east.In order to be available in untapped areas, Mr. Chauhan isplanning to set up manufacturing units in Bihar and Orissa whereBisleri has no presence as of now. Currently, Bisleri has 14manufacturing units - two of which were set up at Ahemdabad andSurat. COMPETITION:The mineral water market is set to explode and hit the Rs. 2,000crore marks in the next couple of years. This is drawing the bigguns attention. First Britannia launched Evian. And recently, softdrinks giant Pepsi entered the fray with Aquafina. Now, Nestle toois reportedly planning a foray. Meanwhile, Parle Agro’s Bailey hasbeen growing steadily. Small local players too are breathing downBisleri’s neck riding on better trade margins and intensivedistribution (in their respective areas of operation). 37
  38. 38. The competition facing Bisleri can be categorized into a few brandnames like  Parle Bailey  Pepsi Aquafina  Coca Cola KinleyWith Parle’s Bailey being the main competitor and second inmarket share in the organized market, Bisleri faces tremendouscompetition from the unorganized sector. AquafinaThe advantage for Aquafina is that though there are over 300labels of bottled water in Indian market, few can be called brands.It is necessary to remember that every product with a name is nota brand; even Bisleri has become generic to this category.It does not have any emotional values attached to it. So there wasno difficulty for Pepsi in creating space in such a market which iscompletely different from the soft drinks market, where it will bevery difficult for any new player to find a slot.Although Aquafina is only available in one pet bottle, the pricing, atRs.10, is competitive. And it is safe. In addition to the tamper proofseal, there is a reliable method of checking whether the bottle hasbeen refilled. The date of manufacturing has been written on thecap as well as on the bottle. Thus a person who is refilling it wouldhave to find a matching cap and bottle, the probability of which isvery low. 38
  39. 39. Coca Cola KinleyCoca-Cola joined the race by announcing the imminent launch ofits own brand of water and, in the process, putting to rest rumorsof its so-called takeover of Bisleri. Kinley is targeting institutions. Parle Agro’s BaileyBailey the brand that is owned by Ramesh Chauhan’s brotherPrakash Chauhan is very popular in the southern part of India.Southern part of India accounts for 20% of the sale of the wholewater market industry. Bisleri would have a tough competition fromBailey since the company plans to spread its presence in that partof the country. Another thing that makes the competition difficultfor the company is the price at which its competitor is offering theproduct. Like Bisleri it also gives the 1 lt. for Rs.10. The onlystrength point of the company that it can capitalize is its genericname. And also the company would have to enter that market witha strong distribution base. We know the fact that Bailey has grownat a rapid pace using the route of franchising which Bisleri has notadopted as yet. This is another point that the company would haveto take care to face the competition. 39
  40. 40. METHODOLOGYSampleFor the purpose of completion of this particular project retailerswere interviewed. The sample sizes of 100 retailers were taken inorder to come up with the result.Sample techniqueSampling technique, Convenience sampling.Sample size100 retailers were covered in Delhi, in order to find out the effectthat Bisleri experienced due to entrants of two-multinationalcompanies- Pepsis Aquafina and Cokes Kinley.Tools and techniques for data collectionTools and techniques for data collection are as follows:-Primary data collection:Primary data was through interview with the retailers usingstructured questionnaire.Secondary source of data collection:Various Internet sites, newspaper, magazines were searched inorder to find information useful for completion of this project. 40
  41. 41. FINDINGS AND ANALYSIS‫٭‬ Total number of retailers touched in DelhiShahara, Dilshad Garden, Preet Vihar, Lal Quarter, Vikas Marg,Anand Vihar, Surajmal Vihar, Kaushambi, Gandhi Nagar andKailash Nagar.Out of 100 retailers, everyone stored mineral water and basicallythese shops were centrally located to the market and werebasically general store, confectionery shop and small kirana shop.The survey revealed that almost every shop stored mineral water,therefore it can be interpreted that mineral water in current marketscenario is on general demand and retailer enjoy selling it, as theyget good margin out of it.‫ ٭‬Brand of mineral water kept by the retailersThe survey revealed that out of 100 retailers surveyed, all overDelhi, 70% of the retailers kept Bisleris mineral water, 25% Kinley,30% Aquafina mineral water. 41
  42. 42. However it can be noted that retailers prefer Bisleri mineral waterwhich has got a share of 70%. This is so because people orcustomer recalls mineral water with the brand name of Bisleri. Thenew entrants basically Aquafina and Kinley is been kept by 30%and 25% of the retailers and they consider that this product willsoon capture market share as the brand name will speak itsquality. Pie chart-showing percentage of different mineral water being kept by the retailers 45% 70% 26% 30% Bisleri Aquafina Kinley Others 42
  43. 43. ‫ ٭‬Frequency of distribution visitDistribution is one of the important parameters which holds on keyposition for any fast-moving consumer goods as the sale of thisparticular type of product highly depends on distribution networkand its availability, also frequency of distribution is taken intoconsideration for the sale of this kind of product. Therefore it canbe interpreted that sale of any product depends on its distributionand thus we can say that distribution and sales are interrelated.The total number of retailers covered for the purpose of myanalysis is 100, and out of this almost every shop gets the mineralwater of each brand on a regular basis i.e. on a daily basis,therefore linkage is always there with the company regarding thedemand for mineral water. This is good sign for the company as itis in regular touch with the retailers. 43
  44. 44. Bar graph showing frequency of distributor visit to retailers 100% 100% 100% 100% 100% 100% 80% 60% 40% 20% 0% 0% 0% 0% 0%0% 0% 0% 0% 0% 0% Bisleri Aquafina Kinley Bailey Others Daily Alternatively Weekly‫ ٭‬Availability of the various mineral water among retailers shows varying percentage Easily Get but not Does not get oftenBisleri 73% 18% 9%Aquafina 75% 15% 10%Kinley 60% 15% 10%Bailey 70% 20% 10% 44
  45. 45. Bar graph showing availability of the various mineral water among retailers 80% 73% 75% 70% 60% 60% 40% 18% 20% 15% 15% 20% 9% 10% 10% 10% 0% Bisleri Aquafina Kinley Bailey Easily Get but not often Does not getFrom the data, it can be interpreted that availability of Bislerimineral water among the retailers is 73%. The retailers get theproduct easily, whereas 18% of them feels that they do not get theproduct offer and rest of the 9% retailers feels that they do not getthis product at all. Thus it can be said that, distribution system ofBisleri is good and should try to maintain this pattern in order tocompete with Kinley and Aquafina which have strong distributionnetwork due to their soft drink link. 45
  46. 46. However, in the case of Aquafina 75% of retailers gets the productregularly, 15% get the product on an irregular basis whereas restof the 10% retailer does not get the product at all.In the case of Kinley 60% retailers get the product easily whereas15% of the retailers get this mineral water on an irregular basisand rest of the 25% retailers does not get the product at all.Therefore Coca-Cola should do something with its distributionnetwork in order to capture more market share as it does not needto create its separate distribution network for mineral water; this isbecause they have already strong presence in the market due toits soft drink link. Thus it can pose major threat to Bisleri in a longrun, if its potential is used at full capacity.• Bisleri’s has strong presence in the market as it can be seen from the table that 70% of retailers gets the product easily. 20% retailers get the mineral water on an irregular basis, where as rest of the 10% retailers feels that they do not get the product at all. 46
  47. 47. • Other mineral water accounts 60% in case of easy availability, 20% feels that they do not get the mineral water in a regular basis and rest of the 20% retailers feels that they do not get the product all.‫ ٭‬Regarding level of satisfaction in terms of margin Satisfied Not satisfiedBisleri 43% 57%Aquafina 73% 27%Kinley 78% 22%Bailey 80% 20%Others 80% 20% Graph showing satisfaction level in terms of margin 90% 80% 80% 78% 80% 73% 70% 57% 60% 50% 43% 40% 27% 30% 22% 20% 20% 20% 10% 0% Bisleri Aquafina Kinley Bailey Others Satisfied Not satisfied 47
  48. 48. ‫ ٭‬Satisfaction level of the retailers with regard to the quality of the productBisleri 65%Aquafina 95%Kinley 80%Bailey 60%Others 40% Pie chart showing satisfaction level among the retailers regarding quality of the product from the various players 48
  49. 49. 65% 95% 40% 60% 80% Aquafina Kinley Bailey Others bisleriAfter calculating % of retailers satisfied with the quality of mineralwater, it was found out that the Aquafina is leading ahead with itscompetitors, as 95% of retailers feels that quality of this particularbrand is much better than the other mineral water, followed byKinley, where 80% retailers are satisfied by its quality then theBisleri 65% followed by Baileys 60% and other mineral water40%.This shows that the quality of new entrants like Aquafina andKinley is much better; thus it can give tough competition to theretailers in the particular parameter.Therefore Bisleri should do something in terms of its quality inorder to maintain its existing market share. 49
  50. 50. ‫ ٭‬Analysis regarding role of advertisement in increasing market share of following mineral water Effective Not effectiveBisleri 60% 40%Aquafina 92% 8%Kinley 72% 28%Bailey 30% 70%Others 10% 90% Bar graph showing the role of advertisement in increasing market100% 92% 90% 90% 80% 72% 70% 70% 60% 60% 50% 40% 40% 30% 28% 30% 20% 10% 8% 10% 0% Bisleri Aquafina Kinley Bailey Others Effective Not effective 50
  51. 51. Advertisement in todays competing environment plays animportant role in increasing market size of any particular product.It can be interpreted from the given table that advertisement hasplayed a major role in the case of Bisleri to maintain the currentmarket size and compete in this competitive environment. 60% ofthe retailers feel that advertisement of Bisleri has played majorrole in maintaining its current market size whereas 40% does notthink so.• In the case of Aquafina, retailers feel that advertisement for this particular product has helped it to grow and capture the market size and with this aggressive advertisement strategy, it is expected that its market share will increase in near future. 92% of the retailers feel that due to its advertisement, this particular product is being accepted in the market, whereas rests of the 8% have varying reasons.30% retailers feel that Bailey’s sale is due to the advertisementwhereas 70% of the retailers do not feel so. Therefore if Baileywants to increase its market share then it should do something inthis field also. 51
  52. 52. STRATEGIES THAT BISLERI SHOULD FOLLOWIN ORDER TO RETAIN ITS MARKET SHAREThe soft targetSelling bottled water requires constantly expanding the market.The company should also target the market for soft drinks. All thesoft drinks address three issues: fun, thirst and refreshmentfollowed by status to some degree. The thirst and the status valueof the mineral water are well accepted. There is very little themineral water brands can do to add the fun element around theproduct. Again here, it becomes important for the company tohave a good distribution network. It should be understood that ifthe mineral water is easily available everywhere then it can be saidwith confidence that it would be able to replace the soft drinks asthirst quencher. If we try and look at the reasons that whyconsumers buy soft drinks as thirst quenchers: we would find theanswer as that either water is not available or if it is available thensafety is not assured. Therefore backed by a good distributionnetwork mineral water industry can grow at a rapid rate. 52
  53. 53. Getting in shape The other improvement the company needs is in terms ofpackaging. It is often seen that the youth are the opinion leaders,therefore it becomes very important for any consumer product tomake a mark in that generation, if it really wants to grow. Thecompany for that would have to come with packaging that issturdier and portrays itself as a help brand.Distribution networkThe need for improving the distribution network is not only whenthe company wants to target the soft drinks market. If it wants toenter every part of the country and would face competition fromcompetitors like Bailey it becomes a prerequisite for the companyto have a strong distribution network. Take the example of Bailey,it can be seen that this company has grown rapidly in the past andis still on that trend. One of the important reasons for this rapidgrowth is franchising. 53
  54. 54. CONCLUSIONThe players who will endure will be those who have a strongregional presence. Take the case of Team, which enjoys immensepopularity in Tamil Nadu. Similar brands with a regional presenceare Siruvani, and Koday. Thus, new players will be looking for adistinct positioning. One such brand is Pepsi’s Aquafina, thelargest selling bottled water brand in the US. After its successfultest launch in Mumbai and Bangalore, Aquafina was released inChennai, Ahemdabad, Vadodara, and Pune. Pepsi has investedover Rs.5 crore in the new Aquafina water project in Maharashtra,which is the only Aquafina plant outside the US.According to, executive vice president, corporate communicationsof Pepsi Foods Ltd., “Aquafina will be helped by Pepsi’s network.Moreover, Aquafina will be served absolutely chilled.” That makessense too, since surveys have indicated that an overwhelmingmajority of the bottled water that is consumed in India is by peoplewho are travelling.With the big players, who have the support of the financial muscleand a large consumer base in other categories with them, likePepsi, Britannia, Nestle and Coke — the battle is the tougherarena of brand building. All the multinationals are looking at high-octane advertising targeting specific consumer segments. Sensing 54
  55. 55. troubled waters ahead, Bisleri is busy working on a strategy tosoak up the competition and protect his water kingdom. 55
  56. 56. LIMITATIONS• The scope of this project is limited to areas in East Delhi only.• Because of time constraint sample size was restricted on 100. 56
  57. 57. RECOMMENDATIONS‫ ٭‬Advertisement to build the brand image that will provide the required ground to establish the authenticity to the product.‫ ٭‬Flavoured water without sugar and artificial ingredients could be introduced so that the consumers also have a healthy substitute to the soft drinks.‫ ٭‬Bulk water delivery to home at no additional cost.‫ ٭‬Company like Aquafina & Kinley should come up with other big bottle variant.‫ ٭‬POP (Point of Purchase) displaying the cost of water at Rs. 2 per mlt as the perception of the people is that mineral water cost Rs. 10 per lt.‫ ٭‬Awareness programs at health club, schools & Nursing homes.‫ ٭‬Display of hot and cold dispensers and bottles at places like hotels, clubs and airports where upper class group visits, as they are the potential customers. Place like departmental stores, petrol pumps and super bazaars can also be considered.‫ ٭‬Mineral water in poly bags like milk is more convenient to the consumers. 57
  58. 58. ‫ ٭‬The company should organise camps at various part of the city also road show to bring about the difference between mineral water and filter/purified water and to tell the people how mineral water is more hygienic than filtered water/purified water.‫ ٭‬To aware people the cost benefit analysis to the customer of how the mineral water would cost less and benefit more, because people using purifier system cost too much.‫ ٭‬To win over the consumer faith over the genuinety of the product the company should have redressal forums where people can convey their grievances.‫ ٭‬Buy two bottles get one’ like offers can also be introduced by big brands.‫ ٭‬Pirated or copied variants of branded water to be stopped.‫ ٭‬Plastic quality of bottle can be improved as especially middle class segment dont want to throw plastic bottles after water consumption and like the same bottle to be used in future or domestic purposes. 58
  59. 59. RETAILER QUESTIONNAIREName of Retailer:Location:1. Are you aware of the fact that there are more than 200 brandsin todays mineral water industry? YES/NO2. Which is the brand you stock more?(a) Bisleri (b) Aquafina (c) Kinley(d) Bailey (e) Hello (f) Kingfisher(g) Evian (h)Any other (Pl. Specify? __)3. Which brand offer best retailer margin?(a) Bisleri (b) Aquafina (c) Kinley(d) Bailey (e) Hello (f) Kingfisher(g) Evian (h) Any other (Pl. Specify? __)4. How easily do you get Bisleri mineral water from thedistributors?(a) Easily (b) Get but not often (c) Does not get5. How easily do you get Aquafina mineral water from thedistributors?(a) Easily (b) Get but not often (c) does not get 59
  60. 60. 6. How easily do you get Kinley mineral water from thedistributors?(a) Easily (b) Get but not often (c) does not get7. How easily do you get Bailey mineral water from thedistributors?(a) Easily (b) Get but not often (c) does not get8. Which brand spends more on advertising?(a) Bisleri (b) Aquafina (c) Kinley(d) Bailey (e) Hello (f) Kingfisher(g) Evian (h) Any other (Pl. Specify? __)9. Have you ever received complaints regarding any existingbrand? If yes which brand?(a) Bisleri (b) Aquafina (c) Kinley(d) Bailey (e) Hello (f) Kingfisher(g) Evian (h) Any other (Pl. Specify? __)10. How often do you promote local brands and why?………………………………………………………………………………………….11. Do you feel any major differences between branded andunbranded mineral water?…………………………………………………………………………………………. 60
  61. 61. 12. How often do your customers ask for Bisleri, Kinley &Aquafina?………………………………………………………………………………………….8. How frequently you receive Bisleri, Kinley & Aquafina from their respective distributors?(a) Weekly (b) Twice a Week (c) Daily14. If any suggestion……………………………………………………………….. Thank you 61
  62. 62. BIBLIOGRAPHY‫ ٭‬Marketing Management, Philip Kotler, Eleventh Edition.‫ ٭‬Marketing Research, Harper W. Boyd, Jr. Ralph Westfall, Stanley F. Stasch.‫ ٭‬Research Methodology- R.C. Kothari, Second edition.‫ ٭‬Various issues Business World, Business today.‫ ٭‬Websites www.bislerimineralwater.com www.coke.com www.pepsi.com www.parle.com www.google.com www.rediff.com 62
  63. 63. List of retailers covered during the survey:NAME OF THE RETAILERS LOCATIONAMIT CONFECTIONARY SHAHDARAHANS PAN SHAHDARASHREE STORE SHAHDARAAAR KAY ENTERPRISES SHAHDARAGOEL AYURVEDIC & GENERAL SHAHDARASTOREMITTAL SWEETS SHAHDARAKIRTI GENERAL STORE SHAHDARASHIVA GENERAL STORE SHAHDARAOM THREADS & GENERAL STORE SHAHDARAS. K. ENTERPRISES DILSHAD GARDENJAI SHIV GORAKH STORE DILSHAD GARDENRAMA DIARY DILSHAD ARDENGANESH STORE DILSHAD GARDENKUMAR GENERAL STORE DILSHAD GARDENSHIV GORAKH STORE DILSHAD GARDENBANGA GENERAL STORE PREET VIHARJ. P. DIARY RPEET VIHARKOMAL STORE PREET VIHARJ. P. STORE PREET VIHARORISSA DIARY PREET VIHAR 63
  64. 64. MANOJ MANGLA STORE PREET VIHARBALAJI GENERAL STORE PREET VIHARKERELA STORE PREET VIHARSUPREME STORE PREET VIHARNEELU DIARY PREET VIHARNARESH GENERAL STORE LAL QUARTERSHIV BHANDAR LAL QUARTERBINDAL PROVISION STORE LAL QUARTERSHARMA HOTEL LAL QUARTERSANJAY GENERAL STORE LAL QUARTERBABA BAKERY LAL QUARTERDURGA STORE LAL QUARTERSELECTION TAILORS LAL QUARTERBINDAL ENTERPRISES LAL QUARTERNARWAL SUPER STORE LAL QUARTERAZAD JUICE CORNER VIKAS MARGLUCKY STORE VIKAS MARGNAVIN CONFECTIOBARY VIKAS MARGAWASTHI STORE VIKAS MARGMUNIRKA GENERAL STORE VIKAS MARGAHSHIT CONFECTIONARY VIKAS MARGSUPER STORE VIKAS MARGAAPNA STORE VIKAS MARGMANOHAR PROVISIONAL STORE VIKAS MARG 64
  65. 65. MUKUL JAIN STORE VIKAS MARGSUBHASH GENERAL STORE ANAND VIHARNEETHI KERELA STORE ANAND VIHARJAGDAMBA PROVISION STORE ANAND VIHARPRIYA GENERAL STORE ANAND VIHARSINGHAL STORE ANAND VIHARBANSAL STORE ANAND VIHARSRI KRISHNA TRADERS ANAND VIHARSINGHAL SWEETS ANAND VIHARLODHIWAL STORES ANAND VIHARSINDHI STORE ANAND VIHARRAMESH TRADING COMPANY ANAND VIHARSHARMA STORE ANAND VIHARSHANTI PROVISIONAL STORE ANAND VIHARTILSI STORE SURAJMAL VIHARVARUN STORE SURAJMAL VIHARBIMAL STORE SURAJMAL VIHARSATISH STORE SURAJMAL VIHARKAMAL NATH STORE SURAJMAL VIHARVINOD PROVISIONAL STORE SURAJMAL VIHARGOEL SUPER BAZAR SURAJMAL VIHARMOHIT STORE SURAJMAL VIHARPARAWA STORE SURAJMAL VIHARLAL DEPARTMENT SURAJMAL VIHAR 65
  66. 66. BHATIA STORE SURAJMAL VIHARSAVITA GENERAL STOER SURAJMAL VIHARKRISHNA GENERAL STORE KAUSHAMBIVIKASH STORE KAUSHAMBIKEWLA STORE KAUSHAMBIANIL STORE KAUSHAMBIJAGDAMBA GENERAL STORE KAUSHAMBIP K GENERAL STORE KAUSHAMBI9-9 SUPER BAZAR KAUSHAMBIKANIKA GENERAL STORE KAUSHAMBIKRISHNA DIARY KAUSHAMBIRAJINDER STORE KAUSHAMBISHIVAM GENERAL STORE GANDHI NAGARBHARADWAJ STORE GANDHI NAGARSETHIA STORE GANDHI NAGARVATSH STORE GANDHI NAGARGANDHI GENERAL STORE GANDHI NAGARKOMAL GENERAL STORE GANDHI NAGARSHTAM STORE GANDHI NAGARPAUL STORE GANDHI NAGARGENERAL PROVISIONAL STORE GANDHI NAGARKALKA PROVISIONAL STORE KAILASH NAGARCHAWLA GENERAL STORE KAILASH NAGARRAKESH CLOD DRINKS KAILASH NAGAR 66
  67. 67. SUNNY STORE KAILASH NAGARTARUN STORE KAILASH NAGARNAYEDYAM STORE KAILASH NAGAR 67

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