2. 1.1 INTRODUCTION OF THE PROJECT
Project Title :
“Comparative analysis of packaged drinking water of Kingfisher with other market
players”
Name of the Organization:
UNITED BREWERIES GROUP (UB GROUP)
Name of the Company :
KINGFISHER LIMITED
Manufactured & Marketed By:
ICEBERG FOODS LIMITED
Project Head & Supervisor:
Mr. Mangesh Arnalkar (Regional Sales Manager)
Project Duration:
7th
June 2010 to 30th July
2010
2
3. The study was made to improve the Kingfisher’s market potential in the Pune market in retail
segment, and for this I had undertaken the above mentioned project. During my summer training
at Kingfisher IBF LTD., I completed the project in corporate sale and market share of packaged
drinking water product of Kingfisher IBF LTD. And the focusing areas of my study were as
follows:-
A detailed study, consisting of product variety, corporate sale etc. of packaged drinking water
of KINGFISHER IBF LTD.
An observational study packaged drinking water industry and market share of KINGFISHER
IBF’s products.
A detail understanding of all the competitive brands of KINGFISHER IBF’s packaged
drinking water.
Assessing the brand awareness of Kingfisher in Packaged Drinking Water segment.
Finding out the basis on which, dealers and customers, prefer buying Packaged Drinking
Water.
My project was to support sales promotion for ICEBERG FOODS LIMITED. It was carried
out in PUNE city. The place is heavily industrialized, but most of the people were not aware of
our product. Main work of the project was to cover all the retailers and approaching them
personally. It was done because of unawareness of the product’s characteristics.
Going to retailers and asking them to keep our product in front. So that people can try that.
Different markets were covered and firstly, survey was done that where our product is in less
demand.
My work was to emphasize on those work which can spread information very fast. So it was
only retailer who works as bottle neck in whole distribution channel. My work was to handle
them and convincing them going personally. According to survey I gave time to those places
where penetration was more.
3
4. As we see it, research in advertising and marketing is very crucial in understanding,
speculating on, and ultimately determining the position of the product in the consumer's mind. It
is like a homework task that a good advertising/marketing/sales person would always carry out
before (and after) implementing the said product's advertising/marketing strategy. By collecting
data with the help of research methods, the researcher can manage to understand the consumer,
what he wants, when he wants it, and how he wants it. Research methodologies, more or less, aim
to reveal consumers’ different perceptions of the product, in large part about the way it is
advertised. The researcher wants to know how effective the advertisement is on his listeners,
where the strategy falls short, and where it can improve. Ultimately, it can be said that the most
important task of advertising/marketing research is to increase the sales of the product. This
requires a well developed marketing plan, a good know-how of the prospective consumer, and
most of all an effective and rational research methodology.
Although this study is conducted at small level (only some part of Pune) yet the findings and
suggestions of it will help the management of the organization i.e. Kingfisher Packaged Drinking
Water, in better way to understand the detail study of areas covering all the aspects of retail as
well as corporate sale of Kingfisher PDW and it will also consist the detail understanding of the
competitive brands of PDW. The study will also help the organization in making decision
regarding promotional schemes and also identified the hidden opportunity in the certain other
area other than retail sale. So that, the retail consumer may find the product more attractive.
In my first part, a report is made on a detailed study, comprising the product variety of the
packaged drinking water, the aspects of corporate sale of packaged drinking water. The product
variety of the water is necessarily to be understood before moving into the market so that one
could discuss the plus points of the drinking water over the competitors’ drinking water. The
study is done by surveying the different retail outlets, hotels, restaurants corporate offices located
at Pune and nearby. The study is then tabulated, analyzed and result extracted.
4
5. In the second part, an observational study is conducted in respect of market share of
corporate sale of KINGFISHER IBS’s products. This will reflect my views and measures. It also
includes the visits of the places where others competitor’s similar products were installed to get
their performance feedback and identified the hidden opportunities to sell KINGFISHER IBF’s
products. The study is then tabulated, analyzed and the result extracted.
In the third part, method adopted for competitors analysis involved surveying and
observational study of all the competitive brands of KINGFISHER IBF’s packaged drinking
water such as Aquafina, Bisleri, Oxyrich, Kinley etc. followed by the comparison of same. To
conducting the observational study, a large data has been collected while visiting the various
outlets, restaurants, corporate offices by way of discussions. The data collected has further been
enhanced with sub categories such as, consumption-wise requirement. The data obtained, are
tabulated, analyzed and result and recommendation are worked out.
5
6. COMPANY PROFILE
ICEBERG FOODS LIMITED
Iceberg Foods Ltd. is a twelve years old company in the industry and they are one of the
leading company having all India rights for manufacturing & marketing packaged Drinking water
with a brand name “Kingfisher” trademark owned by famous “UB”group & “RC Cola”
trademark owned by “Royal Crown Cola” which third largest selling soft drink brand in the
world with a presence in almost all the countries of the world.
They are one of those few brands that have got ISI certification and are committed to
supply pure and hygienic water. Their packaged drinking water is manufactured under perfect
hygienic conditions as per ISI Standards and they have been consistent in supplying Quality
product to all the customers.
6
7. We have one of the best distribution infrastructures in the business to provide timely
services to all our vendors. Their product comes in a wide range of packages like 200ml, 250ml,
500 ml, 1ltr, 2 ltr, 5 liters, 20 liters & 600ml & 1.5 liters Soda.
Their packaged drinking water is bottled in fully automatic plant with reverse osmosis,
organization & ultra filtration process. Along with latest pesticides removal system through
activated carbon filtration process as per EU norms.
They process water with the most modern, high tech equipment sodium filtration resulting
in not only healthy but also sweeter packaged drinking water. Their packaged drinking water is
manufactured under a very strict in house quality control system, ensuring that what we drink is
what nature intended.
7
8. Company Name: Iceberg Foods Pvt. Ltd.,
Country/Territory: India
Address:
117, Corporate Avenue, Sonawala Lane,
Goregaon (E) Mumbai – 400 063.
Ph :40030271/72/73
E-mail : ibflmum@rediffmail.com
Products/Services We Offer:
Kingfisher packages, drinking water, soda and
rc colas
Business Type: Manufacturer / Supplier
Industry Type: FMCG, Foods & Beverages
Geographic Markets: Worldwide
No. of Employees: 11 - 50 People
Annual Sales Range (USD): US$1 Million - US$2.5 Million
Year Established: 1998
M.D. Mr. Umesh mallaya
Legal Representative/CEO: Mr. Kishore Agrawal
Table 1.2.1 – Iceberg foods Ltd profile
8
9. Fig 1.2.1 – Packed drinking water
Product Quantity available
Natural Spring Water 200ml, 500ml, 1ltr
Packaged Drinking Water 200ml, 500ml,1ltr, 2ltrs, 5ltrs, 20ltrs
Soda 300ml, 600ml & 2ltrs
R C Cola 300ml, 600ml & 2ltrs Soda
Table 1.2.2 Product Range
9
10. PARENT COMPANY
UNITED BREWERIES GROUP (UB GROUP)
Fig 1.2.2 – UB group logo
United Breweries Group, based in Bangalore, is the world's 2nd largest brewer and the largest
in India. The company markets most of its beer under the Kingfisher brand and has also launched
Kingfisher Premium Packaged Drinking Water & soda, in India.
The group is headed by Dr. Vijay Mallya who is also a member of the Indian Parliament. United
Breweries now has a near-monopoly over the Indian brewing market, thanks to its recent
takeover of the rival Shaw-Wallace company. The group owns the Mendocino Brewing Company
in the United States and the group now is eying to show its mere presence in packaged Drinking
Water as well.
Mission
10
11. The group Mission Statement embodies these objectives:
• To assess the company’s image in view of retails, booking counter agent, and consumer.
• To list competitors operating in the market.
• To be the preferred employer wherever we operate
• To recognize the value of our human assets.
• To be the partner of choice for customers, suppliers.
• To greater information about competing company’s performance and marketing Efforts in
Pune city.
• Make recommendation about marketing efforts for promoting sales “Kingfisher” Packaged
drinking water & soda in retail & bulk segment in Pune city.
Achievements
11
12. • The largest selling Beer in India.
• Commands a 29% market share in the country.
• 6 bottles of Kingfisher are sold every second in India.
• Available in 52 countries across the globe.
• Won the World's best Lite Lager Award at the Stockholm Beer Festival in 1994-95.
• Won the Bronze Award at the 'Australian International Beer Awards' in the "International
Packaged Beer Section for the year 2000."
• First Prize in the International Beer Awards organised by the New Zealand Hop
Marketing Board.
• First Prize for the label work category at the Asian Grand Prix Cyrel 2000 Label award.
• Gold Medal at the World Beer Championship held in Chicago in 1997.
• World's Best Lite Lager Award at the Stockholm Beer Festival in 1995.
ABOUT KINGFISHER LTD
“The King of Good Times” is India’s best-selling beer, and from Mumbai to Delhi, the locals
guzzle through millions of bottles annually. But although the brand commands up to 29% of its
domestic market, unless you’ve visited India or are a part-time connoisseur of curries, you may
not have recognized Kingfisher’s qualities as the perfect accompaniment to a chicken Vindaloo.
The Beer brands manufactured and marketed by United Breweries Ltd. have always been
recognized for their international quality. That's Beer at its best for the discerning consumer!
12
13. 1.2 FUNCTIONAL AREA OF THE PROJECT
Industry type – FMCG / Food & Beverages
Functional area of working – Sales & Marketing
There are many areas of marketing to work in like Design, Advertising, Promotions,
Consumer awareness; Product awareness etc. and these all area are originated through the
MARKETING MIX which consists of 4 P’s i.e.
PRODUCT- under this decision taken are:
• The product itself (design, quality, packaging etc)
• The diversification of the existing Product
PRICE - under this decisions taken are :
• Setting Prices
• Discounts
• Credit rules
PLACE - under this decisions taken are :
• The best way to sell the products to the customers (Channels of Distribution)
• The transport system
13
14. PROMOTION - under this decisions taken are:
• Advertising
• Sales Promotion
• Public Relations
My Functional area consisted of analysis of all the above areas of Kingfisher’s Packaged
Drinking Water in respect to the other market players. Thus, my focus was to know the market
share of kingfisher’s packaged drinking water in various regions of Pune city along with the
market share of other leading brands like Oxyrich, Kinley etc.
This area of work was more or less similar to, doing a market research for the company. In other
words, we can say that my area of function and study was a part of Company’s Market research
Department.
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16. 2.1 LITERATURE REVIEW
2.1.1 INTRODUCTION: WATER INDUSTRY
The tradition of bottled water and mineral water is not very old. Even in western countries the
practice of bottled drinking water started only in 1950s. Since ancient time people have used
water from mineral springs, especially hot springs, for bathing due to its supposed therapeutic
value for rheumatism, arthritis, skin diseases, and various other ailments. Depending on the
temperature of the water, the location, the altitude, and the climate at the spring, it could be used
to cure different ailments.
This started the trend of using mineral water for drinking purposes in order to exploit its
therapeutic value. Since mid1970s large quantities of bottled water from mineral springs in
France and other European countries began to be exported. The concept of bottled water is
relatively successful in western countries due to greater health consciousness.
The international standards regarding bottled water are so stringent that for a particular brand of
water to be certified as bottled water, in most countries, multiple levels of approvals are required.
For example, in the United States, the EPA (Environment Protection Agency) regulates public
water systems. The FDA of US has also set standards for bottled water.
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17. World Bottled Water Market
Annually consumption 189billion liter
Estimated sales $ 200 billion
Consumption growth 7 % per year
Fig 2.1.1 – Growth of Bottled Water industry in the world
Government Parameters for Water Industry
The government has laid certain parameters for the water industry. They are as follows,
1) There should be a good water table in the plant area, where extraction will be done.
2) The processed water should be recycled through, water harvesting techniques.
3) The processes are reviewed by government agencies from time to time and issued
certification thereafter.
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18. Fig: 2.1.2- Growth in Demand in India
2.1.2 HISTORY OF MINERAL WATER
POPULARITY OF MINERAL WATER:
The tradition of bottled water and mineral water is not very old. Even in western countries the
practice of bottled drinking water started in 1950s. The trend of having mineral water gained
grounds in the market.
Since ancient time people have used water from mineral springs, especially hot springs, for
bathing due to its supposed therapeutic value for rheumatism, arthritis, skin diseases, and various
other ailments. Depending on the temperature of the water, the location, the altitude, and the
climate at the spring, it can be used to cure different ailments. This started the trend of using
mineral water for drinking purpose to exploit the therapeutic value of the water. This trend started
gaining momentum in mid 1970s and since then large quantities of bottled water from mineral
springs in France and other European countries are exported every year.
18
19. The concept of bottled has been quite prevalent in western countries due to greater health
consciousness and higher awareness about health and hygiene. The international standards
regarding bottled water are so stringent that for a particular brand of water to be certified as
bottled water it has to get approvals on four levels: federal, state, trade association and individual
company levels.
In United States, the bottled water industry is regulated on four levels: federal (by the U.S. Food
and Drug Administration as a food product), state, industry association, and individual company.
EPA (Environment Protection Agency) regulates public water systems. FDA regulates bottled
water that crosses state lines.
SOME OF THE STANDARDS GOVERNING THE BOTTLED WATER INDUSTRY ARE:
Water is classified as bottled water or drinking water, if it meets all applicable federal and
state standards, is sealed in a sanitary container and is sold for human consumption.
Bottled water cannot contain sweeteners or chemical additives (other than flavours,
extracts or essences) and must be calorie-free and sugar-free.
Flavours, extracts and essences -- derived from spice or fruit -- can be added to bottled
water, but these additions must comprise less than one percent by weight of the final
product.
Beverages containing more than the one-percent-by-weight flavour limit are classified as
soft drinks, not bottled water.
Bottled water may be sodium-free or contain "very low" amounts of sodium.
Tap water uses Chlorine as disinfectant bottled water uses Ozone as a disinfectant.
Bottled water should not contain chlorine.
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20. 2.1.3 HOW IS BOTTLED WATER DIFFERENT FROM TAP WATER?
Consistent quality and taste are two of the principal differences between bottled water
and tap water. While bottled water originates from protected sources - largely from underground
aquifers and springs - tap water comes mostly from rivers and lakes.
Another factor to consider is the distance tap water must travel and what it goes through before it
reaches the tap. In compliance with international regulations, bottled water is sealed and
packaged in sanitary containers. If a bottled water product is found to be substandard, it can be
recalled. This can't happen in case of tap water.
According to regulations in the US, when bottled water is source from a community water system
the product label must state so clearly. However, if the water is subject to distillation,
deionization or reverse osmosis, it can be categorized that way, and does not have to state on its
label that it is from a community water system or from a municipal source.
Processing methods such as reverse osmosis remove most chemical and microbiological
contaminants.
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21. 2.1.4 TYPES OF BOTTLE DRINKING WATER
1. Mineral Water:
Bottled water containing not less than 250 parts per million total dissolved solids may be labeled
as mineral water. Mineral water is distinguished from other types of bottled water by its constant
level and relative proportions of mineral and trace elements at the point of emergence from the
source. No minerals can be added to this product.
2. Purified water
Water that has been produced by distillation, de-ionization, reverse osmosis or other suitable
processes.
3. Spring water:
Bottled water derived from an underground formation from which water flows naturally to the
surface of the earth. Spring water must be collected only at the spring or through a borehole
tapping the underground formation finding the spring.
4. Artesian Water/ Artesian Well Water
An artesian aquifer is a confined aquifer containing groundwater that will flow upwards out of a
well without the need for pumping. An aquifer provides the water for an artesian well. An aquifer
is a layer of soft rock, like limestone or sandstone that absorbs water from an inlet path. Porous
stone is crushed between impermeable rocks or clay. This keeps the pressure high, so when the
water finds a hole, it overcomes gravity and goes up instead of down.
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22. 5. Distilled Water
Purified water is water from any source that is physically processed to remove impurities.
Distilled water and deionized water have been the most common forms of purified water, but
water can also be purified by other processes including reverse osmosis, carbon filtration, micro
porous filtration, ultra filtration, ultraviolet oxidation, or electro dialysis. In recent decades, a
combination of the above processes have come into use to produce water of such high purity that
its trace contaminants are measured in parts per billion or parts per trillion. Purified water has
many uses, including in science and engineering laboratories and industries, and is produced in a
range of purities.
6. Sparkling Water
A sparkling water is plain water into which carbon dioxide gas has been dissolved, and is the
major and defining component of most "soft drinks". The process of dissolving carbon dioxide
gas is called carbonation. It results in the formation of carbonic acid (which has the chemical
formula H2CO3).
7. Well Water
Water well is an artificial excavation or structure put down by any method such as digging,
driving, boring, or drilling for the purposes of withdrawing water from underground aquifers
Well water may be drawn via an electric submersible pump or a mechanical pump, from a source
below the surface of the earth. Alternatively, it could be drawn up using containers, such as
buckets that are raised mechanically, or by hand. Although not essential, usually a storage tank
with a pressure of 40-60 psi is also added to the system, so the pump does not need to operate
constantly. Wells can vary greatly in depth, water volume and water quality. Well water typically
contains more minerals in solution than surface water and may require treatment to soften the
water by removing minerals such as arsenic, iron and manganese.
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23. 2.1.3 MANUFACTURING PROCESS
Purification Process
Purity and safety are two major factors taken care in sourcing and processing of Kingfisher water.
Underground spring is carefully selected based on its portability and pathogen free water. Great
care goes in tapping this source. Only water below 25 meters is tapped. This is to avoid any
surface contamination to percolate and mix with underground water source. Area surrounding the
water collection tube at the surface is protected and kept clean.
Processing and Quality Assurance
The casing tube itself is protected with stainless steel mesh to give a preliminary filtration to the
water. Ultra filtration gives water reduction in turbidity and adds sparkle activated carbon purifier
to remove color and odour in water
Reverse osmosis membrane has porosity of less than 0.01 micron the process renders water free o
microorganisms and also reduces dissolved solids
To ensure Kingfisher packaged drinking water is held safe free from contaminations, ultraviolet
treatment and ozonisation process is carried out. Ozone is unstable trivalent oxygen, a very
powerful bactericide with no side effect, as it disintegrates into oxygen within couple of hours.
Sterilization effect of ozonised water continues even after water is packaged, thereby ensuring
safety of Kingfisher up to its final packing. To ensure high quality of packing materials,
components like caps and bottles are manufactured in-house from resins of quality suppliers.
23
24. Good Manufacturing Practices are stringently followed at all times. Processing is religiously
monitored at every stage. Testing source water, processing parameters, microbial quality,
packaging material integrity and finally, shelf life studies, forms an integral part of quality and
safety assurance plan.
Quality checking: Quality is checked by sampling method as a batched test at every stage of beer
manufacturing even quality of bottle is also checked before actually using.
Production: 70,000 to 80,000 bottles per day.
2.1.4 COMPETITORS OF KINGFISHER IN INDIA
The bottled water industry effectively competes with both the water-purifiers as well as the soft
drinks industry. The water purifier industry (primarily the Aqua Guard brand of the Eureka
Forbes) is credited to have done the spadework for creating the safety and health consciousness in
water consumption, and is a serious competitor in the household and institutional consumption
market, whereas the soft drinks industry is a strong competitor in the retail consumption market.
COCA COLA
The company had entered the business in May 2000 through its extending its soda water brand,
Kinley. The company has tied up with Kothari Beverages, of Yes brand of mineral water, for
manufacturing Kinley bottled water at Yes' facilities. The brand is available in pack sizes of 500
ml, 1-litre, 1.5-litre, 2-litre, 5-litre, 20-litre and 25-litre. With the growing market, Coca-Cola is
24
25. planning to scale up its bottling capacity, up from the 15 existing plants. Coca Cola has identified
10 to 15 sites for additional plants for setting up a combination of company-owned plants,
franchisee operations and contract packers.
PEPSI CO.
The company entered the bottled water business in September 1999 under the Aquafina brand.
The company began by targeting its product towards the youth with a 750-ml pack. It now retails
in conventional retail pack sizes of 500-ml and 1-litre bottles. The brand has the strong backing
of a distribution channel of 60,000 outlet and the refrigerators at Pepsi’s retail Outlets, which
stock its cold drinks. Though the company is present only in selected market as of now, it has
plans of increasing share in the market by expanding its SKUs portfolio as well as its distribution
reach. Sources say PepsiCo India has been investing in additional capacity at its plants in
Bangalore and Chennai for the bulk water foray.
BAILLEY
The brand is a product of Parle Agro, the company that launched Frooti (mango drink in tetra
packs). Bailley is credited with creating a new segment of 330ml SKU (the right quantity to
quench the thirst of an adult!) in the market.
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26. NESTLE
Multinational Nestle has already started making forays into the bottled water industry with its
brand Pure Life. Nestle is a big player in the mineral water market internationally, with brands
like Perrier and San Pellegrino in its stable.
Nestle has set-up two bottling plants in Mumbai and New Delhi, to service the markets in these
regions. It plans initially to tap only the huge market for bottled water in large cities and towns.
OXYRICH
Dhariwal Industries Ltd - Food & Beverages division has one of the most modern and
comprehensive packaged drinking water facilities spread across India. The facilities are fully
integrated with in house facilities for manufacturing of Performs, Closures/Caps and Bottle
Blowing. The labels and cartons are also made in the group companies to ensure total control on
quality and processes. Oxyrich (300% more oxygen) is clear, smooth, pure water with a
refreshing boost of extra Oxygen.
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27. BISLERI
Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two
varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was
started by Signor Felice Bisleri who first brought the idea of selling bottled water in India.
Parle bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water in glass bottles
under the brand name 'Bisleri'. Later Parle switched over to PVC non-returnable bottles & finally
advanced to PET containers.
LOCAL PLAYERS IN MARKET
Kate aqua
Sumeru
Saiganga
Real aqua
Kelvino
Oxygen
Oxyblue
Aviva
Sagar
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29. 2.1 OBJECTIVES OF THE STUDY
Primary –
• To do a comparative analysis of Kingfisher’s Packaged Drinking Water with other
market players in Pune region.
Secondary –
To study market share of Packaged Drinking Water of Kingfisher.
To know all competitive brands of Kingfisher’s Packaged Drinking Water.
To assess the brand awareness of Kingfisher in Packaged Drinking Water segment.
To find out on which basis, dealers and customers, prefer buying Packaged Drinking
Water.
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30. 2.3 METHODOLOGY ADOPTED
The success of any event heavily depends upon the way chosen for its execution. This includes
ensures of some basic question to the specific focus on constraints as well. In other words they
can call the methodology as the backbone of any research. It also includes research or study
method. Thus when they talk of methodology they not only talk of methodology they not talk of
methods but also consider the logic behind the methods they use in the context of their study
objective and explain way use are using them so that study results are capable of being evaluated
logically.
• Research Design – Descriptive
The Descriptive research is used as the study includes surveys and fact finding enquiries
related to packaged drinking water industry. The major purpose of Descriptive research is
description of the state of affairs as it exists at present.
• Research Approach – General Survey
In this case, a general survey to gain knowledge about the market, commonly known as
the pilot survey was and undertaken where particularly information was gathered with
respect to the brands, people’s / consumers’ perception so that it serves as a foundation to
prepare the questionnaire for collecting primary data and that it helps in deciding other
methods to be adopted which may be useful in gathering the necessary information.
• Research Problem for the present study –
Analyzing the market of Kingfisher’s package drinking water and soda in Pune city.
• Data source -
> Primary data
- Questionnaire
- Personal interview
(structured/unstructured)
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31. > Secondary data
- Internet
- Files/document
- Manual of the organization
- Books & Project reports
• Data representation technique - Bar graphs & Pie charts
• Total sample size – 50
• Type of sampling – Non- Probability
• Sample Area – Pune region
• Sample unit – Retailers, Hotels/Restaurants & MNCs
• Respondents – Owners of the shops, salesmen, purchase or food & beverages managers
of different hotels/restaurants/MNCs
• Data Analyzing Instrument – All the data has been analyzed by applying Hypothesis
testing method using ANOVA test.
Hypothesis Set:
Null Hypothesis (H0):
There is no significant difference between the attributes - Brand, availability, packaging,
quality & price in Kingfisher Packaged Drinking water and others
Alternate Hypothesis (H1):
There is a significant difference between the attributes - Brand, availability, packaging,
quality & price in Kingfisher Packaged Drinking water and others
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34. 3.2 DATA ANALYSIS
3.2.1 MARKET ANALYSIS
M.G Road
Sr.no Brand No of respondent Percentage
1 Aquafina 09 16
2 Oxyrich 12 20
3 Bisleri 10 16
4 Kinley 08 14
5 Kingfisher 07 12
6 Kate aqua 06 10
7 Sumeru 01 2
8 Other 07 11
TOTAL 60 100
Table 3.2.1 – Market Share at MG road
34
35. 15%
20%
16%14%
12%
10%
2%
11%
Aquafine
Oxyrich
Bisleri
Kinley
Kingfisher
Kate Aqua
Sumeru
Others
Fig 3.2.1 – MG Road market share
M G Road is the situated in the heart of the city. Here oxyrich is the market leader with 20%
market share. After that Bisleri with 16% and Aquafina and Kinley with 15% and 14%
respectively. In this area kingfisher is on fifth position with 12% market share and the local
players occupy the remaining market share.
Market Summary
Total Out-Let Visited 60
Kingfisher Presence 7
Good Presence of Kingfisher 5
Not Present 53
Table 3.2.2 - MG Road market Summary
Pune Railway Station Road
Sr.no Brand No of respondent Percentage
1 Aquafina 05 10
2 Oxyrich 14 25
3 Bisleri 06 12
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36. 4 Kinley 09 16
5 Kingfisher 08 15
6 Kate aqua 04 8
7 Sumeru 03 5
8 Other 05 9
TOTAL 54 100
Table 3.2.3 – Market Share at Station road
10%
25%
12%
16%
15%
8%
5%
9%
Aquafine
Oxyrich
Bisleri
Kinley
Kingfisher
Kate Aqua
Sumeru
Others
Fig 3.2.2 – Pune Railway station market share
It is one of the busiest place of Pune, and oxyrich is market leader with 25% followed by Kinley,
kingfisher & Bislery with 16%, 15% & 12 % respectively and other local player together occupy
22 % market share. Here kingfisher is at third position.
Market Summary
Total Out-Let Visited 54
Kingfisher Presence 8
Good Presence of Kingfisher 7
36
37. Not Present 46
Table 3.2.4 – Pune Railway station market Summary
Satara Road
Sr.no Brand No of respondent Percentage
1 Aquafina 13 22
2 Oxyrich 10 17
3 Bisleri 07 12
4 Kinley 12 20
5 Kingfisher 07 12
6 Kate aqua 03 5
7 Sumeru 02 4
8 Other 04 8
TOTAL 58 100
Table 3.2.5 – Market Share at Satara road
37
38. 22%
17%
12%
20%
12%
5%
4%
8%
Aquafine
Oxyrich
Bisleri
Kinley
Kingfisher
Kate Aqua
Sumeru
Others
Fig 3.2.3 – satara road market share
According to the survey Aquafina is the market leader with 22% market share, Kinley with 20%
and 0xyrich is with 17% market presence. In this area Bislery and kingfisher captures equal
market share with 12% where as other players occupied 17% market share.
Market Summary
Total Out-Let Visited 58
Kingfisher Presence 7
Good Presence of kingfisher 5
Not Present 51
Table 3.2.6 – satara road market summary
Kothrud
Sr.no Brand No of respondent Percentage
1 Aquafina 10 16
2 Oxyrich 11 20
3 Bisleri 09 15
38
39. 4 Kinley 12 21
5 Kingfisher 09 14
6 Kate aqua 03 4
7 Sumeru 02 3
8 Other 04 7
TOTAL 60 100
Table 3.2.7 – Market Share at Kothrud
16%
20%
15%
21%
14%
4%
3%
7%
Aquafine
Oxyrich
Bisleri
Kinley
Kingfisher
Kate Aqua
Sumeru
Others
Fig 3.2.4 – kothrud market share
In this area Kinley is the market leader with 21% market share, oxyrich with 20% and Aquafina
is with 16% market presence. Bisleri and kingfisher covers 15% and 14% market share where as
other player’s occupies 14% market share.
Market Summary
39
40. Total Out-Let Visited 60
Kingfisher Presence 9
Good Presence of kingfisher 8
Not Present 51
Table 3.2.8 – kothrud market share
F C Road & J M Road
Sr.no Brand No of respondent Percentage
1 Aquafina 10 18
2 Oxyrich 11 19
3 Bisleri 07 13
4 Kinley 12 21
5 Kingfisher 08 14
6 Kate aqua 02 4
7 Sumeru 03 5
8 Other 05 6
TOTAL 58 100
Table 3.2.9 – Market Share at FC & JM road
40
41. 18%
19%
13%
21%
14%
4%
5%
6%
Aquafine
Oxyrich
Bisleri
Kinley
Kingfisher
Kate Aqua
Sumeru
Others
Fig 3.2.5 – F C road & J M Road market share
Kinley holds the market with 21%, oxyrich with 19% and Aquafina is with 18% market share.
Bisleri and kingfisher covers 14% and 13% market share where as other player’s occupies 15%
market share.
Market Summary
Total Out-Let Visited 58
Kingfisher Presence 8
Good Presence of kingfisher 7
Not Present 50
Table 3.2.10 – F C road & J M Road market summary
Peth Area
Sr.no Brand No of respondent Percentage
41
42. 1 Aquafina 06 10
2 Oxyrich 05 9
3 Bisleri 06 12
4 Kinley 07 13
5 Kingfisher 10 17
6 Kate aqua 07 13
7 Sumeru 05 8
8 Other 10 18
TOTAL 56 100
Table 3.2.11 – Market Share at Peth Area
10%
9%
12%
13%
17%
13%
8%
18%
Aquafine
Oxyrich
Bisleri
Kinley
Kingfisher
Kate Aqua
Sumeru
Others
Fig 3.2.6 – Peth Area market share
In this area local players are the market leader with 39% market share; kingfisher holds second
position with 17%. Later the major players like Kinley, Bisleri, oxyrich and Aquafina holds a bit
market share with 13%, 12%, 9% and 10% respectively.
42
43. Market Summary
Total Out-Let Visited 56
Kingfisher Presence 10
Good Presence of kingfisher 9
Not Present 46
Table 3.2.12 – Peth Area market summary
Pune Airport Area
Sr.no Brand No of respondent Percentage
1 Aquafina 02 11
2 Oxyrich 15 17
3 Bisleri 04 15
4 Kinley 03 14
5 Kingfisher 07 23
6 Kate aqua 01 7
7 Sumeru 01 5
8 Other 02 8
TOTAL 25 100
Table 3.2.13 – Market Share at Airport area
43
44. 11%
17%
15%
14%
23%
7%
5%
8%
Aquafine
Oxyrich
Bisleri
Kinley
Kingfisher
Kate Aqua
Sumeru
Others
Fig 3.2.7 – Pune Airport Area market share
Kingfisher is the market leader in this area with 23% market share because the company has
corporate tie up with all airlines for packaged drinking water. After kingfisher, oxyrich holds
second position with 17 % market share. For third place the fight is between Bisleri and Kinley as
they occupy 15% and 14% share. Aquafina holds 11% market presence with followed by 20%
market share by local players.
Market Summary
Total Out-Let Visited 25
Kingfisher Presence 7
Good Presence of kingfisher 6
Not Present 18
Tab 3.2.14 – Pune Airport Area market summary
Pimpri Chinchwad Area
Sr.no Brand No of respondent Percentage
1 Aquafina 08 14
2 Oxyrich 10 17
44
45. 3 Bisleri 07 12
4 Kinley 09 16
5 Kingfisher 05 9
6 Kate aqua 08 14
7 Sumeru 04 7
8 Other 06 11
TOTAL 56 100
Table 3.2.15 – Market Share at Pimpri chinchwad area
14%
17%
12%
16%
9%
14%
7%
11%
Aquafine
Oxyrich
Bisleri
Kinley
Kingfisher
Kate Aqua
Sumeru
Others
Fig 3.2.8 – Pimpri Chinchwad Area market share
In this area oxyrich is the market leader with 17% market share, second position is occupied with
Kinley with 16% for third position there is a fight between a cold player kate aqua and Aquafina
they both have equal share with 14%. Kingfisher’s market share is 9% in this area followed by
other players.
Market Summary
45
46. Total Out-Let Visited 56
Kingfisher Presence 5
Good Presence of Kingfisher 4
Not Present 50
Table 3.2.16 – Pimpri Chinchwad Area market Summary
Fig 3.2.9 – Awareness of Brands of Mineral Water
Interpretation - Awareness of kingfisher mineral water is lesser in comparison of other famous
brands like kinley, oxyrich, bisleri in the retail market
46
47. Fig 3.2.10 – Availability of Mineral water
Interpretation - Due to distribution channel Kinley is very easily available in market whereas
kingfisher is little bit difficult to find
Fig 3.2.11 – Packaging of Mineral water
Interpretation - Most of retailers think that the product packaging can attract more customers
and in this oxyrich is the leader and kingfisher have to more concentrate on this part promotion.
47
48. Fig 3.2.12 – Quality of Mineral water
Interpretation - As per Quality concern, oxyrich is leader in this sector so instead of higher price
customers don’t hesitate to buy the product
Fig 3.2.13 – Price Comparison of Mineral water
Interpretation - Instead of highest price oxyrich is the most selling product because retailers get
maximum margin.
48
49. ANOVAs test has been applied on the following data with the help of Ms Excel.
HYPOTHESIS TESTING
Hypothesis Set:
Null Hypothesis (H0):
There is no significant difference between the attributes - Brand, availability,
packaging, quality & price in Kingfisher Packaged Drinking water and others
Alternate Hypothesis (H1):
There is a significant difference between the attributes - Brand, availability,
packaging, quality & price in Kingfisher Packaged Drinking water and others
ANOVA TABLE
ANOVA:Single factor
49
50. SUMMARY
Groups Count Sum Average Variance
Brand 50.000 193.000 3.860 2.327
Availability 50.000 82.000 1.640 0.970
Packaging 50.000 100.000 2.000 0.531
Quality 50.000 209.000 4.180 0.518
Price 50.000 168.000 3.360 0.725
ANOVA
Source of Variation SS Df MS F-Cal F Table
Between Groups 255.544 4.000 63.886 63.001 2.408
Within Groups 248.440 245.000 1.014
Total 503.984 249.000
Table 3.2.17 – Single factor ANOVA test
Calculated Value - 63.001
Table value - 2.408
50
51. DECISION:
As calculated value is greater than table value,
i.e. 63.001 > 2.408
Thus, the Null Hypothesis is Incorrect and, the Alternative Hypothesis is
Accepted
3.3 RESULT
Therefore there is significant difference in the attributes. Quality and then Brand
are the most preferred attributes for buying the packaged drinking water.
51
52. Fig 3.3.1 – Selection of mineral water
52
CHAPTER – 4
FINDINGS
53. OBSERVATIONS & FINDINGS
1. Most of Mineral Water’s consumers use Oxyrich, Bisleri, Kinley and Aquafina because
these are branded ones and are trustworthy.
2. Consumers use Kingfisher’s Mineral Water because of its brand name of UB group and
its rational price.
3. Kingfisher is fifth largest selling brand in Pune city after Oxyrich, Bisleri, Kinley and
Aquafina.
53
54. 4. The market share of kingfisher Mineral Water is very less but growing.
5. There is around 60% of positive market potential for Kingfisher Mineral Water due to low
price and good brand image.
6. Kingfisher’s Mineral water is lacking behind because of its quality and packaging.
7. Very less number of distributers is there in Pune region for kingfisher’s Mineral water.
8. 84% of the retailers say due to the bad service provided by Kingfisher they get
demotivated to continue it.
9. The company does not provide as many schemes as provided by its competitors to the
dealer and retailers.
10.It was found that among all the areas covered, there were some areas in which the
schemes were not regular.
54
CHAPTER –5
CONCLUSIONS, LIMITATIONS
& RECOMMENDATION
&SUGGESTIONS.
56. CONCLUSION
Since Kingfisher’s Mineral water is new in Pune market so it will take some time to capture the
market.
There is a huge competition in the market in this field.
Need to spend money on sales promotion to attract more and more customers and retailers.
It has modified its packaging of bottles so now retailers as well as consumers are giving more
response than it was earlier.
Kingfisher has good supply chain and availability of staff and team.
Profit margin of the retailers by selling of Kingfisher product is more than the other brand of the
Packaged Drinking Water Company in the market.
Kingfisher should give new offers to retailer as well as dealers so that they would ready to keep
stock of Kingfisher Packaged Drinking Water.
Since Kingfisher is popular by name of KING OF BEER in the market so most of the high class
families are not responding to the product.
56
57. 5.1 RECOMMENDATIONS & SUGGESTIONS
On the basis of this study, the following suggestions have been made to make the Future Option
more effective: -
• Quality of Plastic for Packaging must be improved.
• Packaging should be standardized & made attractive.
• The Hollow Cavity at the base should be more to provide extra support for the bottle to
withstand.
• Intense Marketing and promotions activities are required to Pune region for Customer
awareness to show its mere presence in the market in the Mineral Water & Soda Segment.
• After sale services should be improved.
• Regular visit should be maintained for proper supply.
• More schemes should be launched by the company and organization.
• One week credit facility or one bill due system should be introduced.
• Sales promotion tools such as key chains, pens, banners, racks, note pads, stickers should
be given to the retailers.
57
58. • Counters outside hospitals, cinema halls, at bus stands & at the tourists areas should be
given special consideration.
• Regular checks should be made to see that the salesman introduces the schemes regularly,
properly and on time to the retailers, which are introduced by the company.
• The Salesman should at least visit once in a weak to those retailers which doesn’t stock
Kingfisher, with some new offers and schemes to increase the market share.
• Should not depend much on distributors as they doesn’t introduce schemes, doesn’t
provide proper service and supply.
• The retailers which purchase same quantity should be given same schemes in order to
remove biasness.
• The company representative like the area sales manager should visit once in 2 months to
the present retail customers for the overall satisfaction of the retailer and to check
performance of the product.
• The company should invest in promoting the brand name Kingfisher to make it a WORD
OF MOUTH, which ultimately helps in Brand Management.
• Salesman should wish the retailers as they visit the outlets for supply in order to maintain
good customer relation.
• Regular meetings should be arranged with the company staff in order to know the
practical problems faced by them and should be resolved suitably.
58
59. 5.2 LIMITATIONS
Any research or study always has some limitations under which this has to be
undertaken. This one too was not an exception. These limitations are poised by the environment
some external and some inherent. This study has been conducted with utmost consideration to the
adequacy of data and quality of information, though as mention earlier the reliance on the sources
cannot be minimized to zero in context of precision. The limitation can be enlisted as here under:-
1. The perception level of the respondents.
2. Availability of documents as sources of secondary information.
3. Reliability of information collected from various public information sources such as
magazines and website.
4. Sometimes respondents were not willing to fill the questionnaire.
5. Sometimes the required persons were not available at their place.
6. Very often the respondents do not express their true feelings, in such case their habit,
preference, practice, cannot be assessed correctly.
7. Some of the respondents refuse to give the important information best known to them.
However in spite of these limitations all efforts have been put to make the report correct, genuine,
and fulfilling the objectives of the reports.
59
64. Sr. No Brands Response
1 Aquafina
2 Oxyrich
3 Bisleri
4 Kinley
5 Kingfisher
6 Kate aqua
7 Sumeru
8 Others
3. On which basis that brand sells more?
Brand
Availability
Packaging
Quality
Price
4. Which package size’s sells is more?
A. 200ml B. 500ml
C. 1 Ltr D. 2 Ltr
E. 5 Ltr F. 20 Ltr
5. How many boxes of Packaged Drinking water you sell per week?
a. 5-15 boxes b. 15- 25 boxes
c. 25-35 boxes d. 35- Above
64
65. 6. Are you satisfied with the margin given by the company?
Yes - No -
7. Which brand gives you more margin?
Sr. No Brands Response
1 Aquafina
2 Oxyrich
3 Bisleri
4 Kinley
5 Kingfisher
6 Kate aqua
7 Sumeru
8 Others
8. Do you keep Kingfisher Mineral Water in your store?
a. Yes b. No
9. If Yes then What is the response of Kingfisher Mineral water in the market?
a. Fair
b. Average
c. Good
d. Very good
e. Excellent
10. Do you get the order on time from your dealer?
a. Yes b. No
11. What kind of service you get from company?
65
66. a. Regular visit of Sales Executive
b. On Time Delivery
c. Credit period
d. All of the above
12. Which Brand do you think is the Competitor of the Kingfisher Mineral Water?
Sr. No Brands Response
1 Aquafina
2 Oxyrich
3 Bisleri
4 Kinley
5 Kingfisher
6 Kate aqua
7 Sumeru
8 Others
13. On which ground they compete with Kingfisher Mineral Water?
a. Margin
b. Service
c. Credit period
d. Packing
14. What changes would you like to see in our Brand?
More Margin
Good Packing
Increase MRP
Increase Credit period
Service
66
68. QUOTATION PROVIDED BY THE COMPANY
68
Sr. Per Bottle
Quantity.
Carton
containing.
Selling
price Rs
MRP
►►Natural spring water
1. 200ml water 48 (bottles) 280 10
2. 500 ml water 24 (bottles) 185 15
3.. 1Ltr. water 12 (bottles) 185 25
► ►Packaged Drinking water
4. 200ml. water 48 (bottles) 190 05
5. 500ml. Water 20 (bottles) 120 10
6. 1ltr. Water 12 (bottles) 85 15
7. 2ltr. Water 09 (bottles) 120 22
8. 5ltr. Water 01 jar 38 50
9. 20 ltr Water 01 jar
35 70
►► Royal Crown Cola
10 300ML. RC COLA 24 (bottles) Free 2
bottle
260 12
11. 600 ML. RC COLA 24 (bottles) Free 1
bottle
380 20
12. 2 LTR. RC
COLA
24 (bottles) Free 1
bottle
360 50
►► R. C. Cola ( Apple Juice)
13. 300 ML APPLE
JUCE
24 (bottles) Free 1
bottle
320 15
14. 600 ML APPLE
JUCE
24 (bottles) ………………. 520 25
►► Power Soda
15. 300ml soda 24 (bottles) 165 10
16. 600ml Soda 24 (bottles) 220 12
17. 2ltr Soda 09 (bottles) 200 30
