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Sahara q shop project

  1. 1. 1 A Summer Training Project Report ON Product Placement And Market Penetration SUBMITTED IN THE PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF “MASTER OF BUSINESS ADMINISTRATION” Fro m Mahamaya Technical University, Noida (Session 2012-2014) SUBMITTED TO: SUBMITTED BY Dr. Prashant ghosh Director Sonu kumar MBA III Sem. Roll No.: 1207070314 IIMT Management College Ganga Nagar, Meerut
  3. 3. 3 ACKNOWLEDGEMENT In this project I have made an honest and dedicated attempt to make the project “On The Job Training and for Market Research” as authentic as it could. the best effort may not prove successful without proper guidance. For a best project one needs proper time, energy, efforts, patience, and knowledge and how to use all these things. But without any guidance it remains unsuccessful. I have done this project with the best of my ability and hope that it will serve its purpose. there were a few people whom I would like to mention of and without whose help the project would have never seen the light of the day.It was really a great learning experience and I would really express my special and profound gratitude to mentor Mr. Nasir Husain and I would also like to thank my faculty guide Mr.jiterder kumar for her unconditional co-operation and kind support in preparing the report. who not only helped me in the successful completion of this report but also spread his precious and valuable time in expanding my knowledge base, I take immense pleasure in thanking them for supporting at all stages of this project. After the completion of this Project I feel myself as a well aware person about the market and the complexities that can arose during the process. Also I get an insight of the FMCG company SAHARA Q SHOP. Finally, I am also grateful to all those personalities who have helped me directly or indirectly in bringing up this project report, my friends.
  4. 4. 4 DECLARATION I Sonu kumar of meerut iimt management college ganga nager (u.p) Batch (2012-2014) declare that every part of the Project Report 1-“Product placement and market penetration ”&“ study of consumers perception and retailers expectation” submitted by me is original. I was in regular contact with my faculty guide and contacted 10 times for discussing the project. Date of Project Submission: _____________________ (Signature of the Student) Faculty Mentor`s Comments: ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ Signature of Faculty
  5. 5. 5 CONTENTS 1. Executive Summary……………………………………………………….…...8 2. Industry Overview…………………………………………………….…….9-20 3. Company Profile…………………………………………………….………...21 3.1 About Parent Company Profile……………………………..…...22-40 3.2 About Sahara Q Shop……………………………………........…41-56 3.4 Corporate Social Responsibility………………………………..…...57 3.5 Government Parameters……………………………………………..58 4. Objectives ……………………………………………………………………..59 5. Methodology…………………………………………………………….....60-61 5.1On the job Training …………………………………………….….62 5.1.1 Product Placement & Market Penetration …………....62 Details of work assigned………………...63-64 Week wise description of activities………...65 MarketsCovered…………………………....66 Key observations……………………..…….67 5.2 Market Research …………………………………………………..68 5.2.1 Study of Consumers Perception& Retailers Expectation 5.2.1Objectives of Research……………………….…69 5.2.2Research Design................................…….........70 5.2.3Descriptive Research……………………....….71 Planning……….………..…72 5.2.4Exploratory Research…………………….......73 Data Collection Methods……….73-74
  6. 6. 6 6. Analysis & Findings……………………………………………………75-81 7. Conclusions……………………………………………………………..82-83 8. Limitations…………………………………………………………………84 9. Recommendations…………………………………………………………85 10.Major learning………………………………………………………….…86 11.Bibliography…………………………………………………………….…87 12.Annexure………………………………………………………...….……...88 12.1 Questionnaire ………………………………………...…88-93 12.2 DSR Report format……………………………………........94 12.3 Display Scheme Agreement Form..................................…...95
  7. 7. 7 Executive Summary This report has been prepared with focus on product placement and market penetration of the Packaged Drinking Water and mineral water of the recently launched by SAHARA Q SHOP in Delhi NCR and also looking into the competitors in the market and to recommend ways to improve the market reach of SAHARA Q Drinking Water. My report is based on SAHARA Q SHOPI have spent 70 days in the field work interacting with the final consumers, retailers and business consumers in order to understand their requirements, opinions about the Q water. This has helped me to understand how the product, packaging drinking water services are performing in the market. My project provides detail of new market opportunities for both PWD, and NMW. It also illustrates the Experience of sales & key findings which will be helpful for the SAHARA Q SHOPto expand and grow further.My report also provides information in details about major Concerns & Issues in the PDW, NMW solution in Delhi / NCR. It will help to explore the basic Constraints in business to Consumer sales in this sector which need appropriate corrective measures.
  9. 9. 9 Introduction To Indian Drinking Water Industry: Water is the most important liquid in the world. Without water, there would be no life, at least not the way we know it. In today's living condition, the need for Pure Drinking Water is becoming the issue for the common man. Eighty percent of the human metabolism consists of water. This is the reason why 90% of human diseases are water borne. There are 3 types of water impurities, which are root cause of water borne diseases. 1. Microbiological-Bacteria / virus. 2. Dissolved impurities - chemical. 3. Imbalance of Mineral Content. There are rapid changes that are taking place in our environment since long and the air and the water pollution is on an increase. The main source of drinking water is river and downstream which have also not been able to escape the pollution. When a consumer became aware of the problems caused by water pollution the market saw an advent of ceramic water filters, which filters the dust and suspended particles but dissolved impurities and microbiological impurities are not cleared out. The mineral balance is also not maintained.
  10. 10. 10 Current Scenario In Water Industry: In recent years, the bottled drinking water market has been witnessing high-decibel levels of activity, with a host of new entrants swelling the clutter. With over 200 players jostling to be the thirst quenching favourite of the Indian consumer, the bottled water business grew from $189 million (USD) in 2003 to $599 million in 2008 – a growth rate of 216 percent in India. The country's bottled water business is estimated to be around $599 million, of which the branded market accounts for $ 450 million. In India, the core proposition of bottled drinking water lies in hygiene, as the quality of tap water is bad and is rapidly deteriorating. This is in stark contrast with the West where 'mineral water' indicates the attendant minerals present in the water. Mineral water in Western countries is obtained from natural springs and is, generally, named after those springs. Most of the bottled water passed off as mineral water in India, however, is filtered, boiled or purified by other means such as reverse osmosis. A better description of bottled drinking water sold in India therefore, would be 'purified bottled water. Where Q water has come up with some new processes to purify the water which is known as ozonization process in which the common process of purifying water that is reverse osmosis that has not been used. So in Q water we are trying to pure the water with some new innovative techniques by which the quality of the mineral water has been improved.
  11. 11. 11 Why We Need To Drink Water? Our bodies are estimated to be about 60 to 70% water. Blood is mostly water, and our muscles, lungs, and brain all contain a lot of water. We need to drink water because water is needed to regulate body temperature and to provide the means for nutrients to travel to all our organs. Water also transports oxygen to our cells, removes waste, and protects our joints and organs. Different Types Of Water: 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.
  12. 12. 12 Purified Water Water that has been produced by distillation, de-ionization, reverse osmosis or other suitable processes. 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. 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".
  13. 13. 13 Competitors And Other Players In India Bailey Bisleri Kinley Oras Kingfisher Aquafina Market Shares In Water Industry Market Share Q-Water Bisleri Kinley Aquafina 1% 23% 36% 15% 25% Others
  14. 14. 14 Currently Bisleri is the leading brand in the bottled water industry with 36% share in the market among the national players. Coca-Cola‟s Kinley is at second position with 25% market share, followed by Aquafina at 15%. Other brands which are present at the national level are Parle Agro‟s Bailey, Kingfisher and McDowells No. 1. The global packaged bottled water industry figure stands at US$ 85-90 billion and is growing at a rate of 40-45 percent for the last five yearsThe packaged bottled water industry in India is one of the fastest growing industries in India. The packaged bottled water in India is expected to touch Rs 10000 crore mark in the financial year 2012-2013, and currently it is growing at a healthy compound annual growth rate (CAGR) of 19%, moreover it is expected that it will cross the limit of Rs 15000 crore by the year 2015. Sales Volume of Non Alcoholic Drinks In India 2010 2011 2012 2013 Annual growth rate 2010-2013 Bottled Water 3.885 4.515 5.169 5.825 14.5% Carbonated Soft Drink 1.4301 1.536 1.639 1.738 6.7% Juice (Fruit/Vegetable) 538 623 709 796 14.9% .
  15. 15. 15 Reasons due to which the packaged bottled water industry has taken the shape of just another consumer items . Itsconsumption is growing day by day due to the following reasons: the Indian government has not been able to provide safe drinking water to its citizens Rising health awareness among citizens The growing number of cases of water-borne diseases due to increasing water pollution and increasing urbanisation Scarcity of potable and safe drinking water at railway stations and tourist places As per an UN study conducted in 122 countries to measure water quality, India has been ranked a dismal 120 Rising disposable income in India
  16. 16. 16 Packaged Bottled Water Industry Statistics Consumption (India) Urban Market – 84% Rural Market – 16% Consumption Urban Market Rural Market 16% 84%
  17. 17. 17 Different Geographical Regions: South India– 50% West India – 40% East India – 10% Sales South India West India East India 10% 50% 40%
  18. 18. 18 Kinds of players in India: National Brands 4000 thousand crore Local brands (registered) – 2400 crore Local brands (unorganized) – 1600 crore Total Brands National Brands Registered Brands Unregistered Brands 20% 50% 30%
  19. 19. 19 Distribution Of Water On Earth: • Ocean and sea - 97% • Snow and ice caps - 2% • Rivers, lakes, Ground water - 1% snow & ice 2% rivers & lake rivers & lake 1% Distribution of Water ocean& sea snow & ice ocean & sea 97%
  21. 21. 21 Sahara India Pariwar is a multi-business conglomerate with diversified business interest that includes finance, real estate, media & entertainment, tourism & hospitality, and service & trading.
  22. 22. 22 . Saharasriis an Indian businessman who is the founder and chairman of the Sahara India Pariwar. He founded Sahara group in 1978. In 2004, the group was termed by the Time magazine as „the second largest employer in India' after the Indian Railways. The company has a market capitalization of US$25.94 billion as of March 2011. The group is a major promoter of sports in India. It owned the New IPL team Pune Warriors India. Sahara is the main sponsor of the Indian cricket Team. They own 42.5% stake in Formula One's Force India Formula 1 Team and also sponsors India national field hockey Quality is our essence and we, at Sahara India Pariwar, have always stressed on the Qualitative aspect. Consequently in this run for quality, quantity has always pursued Sahara. They look forward to reaching the zenith and reaffirm our commitment to the process of sound nation-building. Sahara India Pariwar is a Rs 320 billion diversified conglomerate with variedbusiness interests in public deposit mobilisation, housing, aviation, media andentertainment. It has launched projects in consumer products and information technology.
  23. 23. 23 Important Points About Sahara India Pariwar: The employees at Sahara India Pariwar greet each other by saying “Sahara Pranam”. Every year, republic day and Independence Day is celebrated as Bharat Parv (national festival) and Sahara India Pariwar celebrates it as the biggest event of the pariwar. Sahara India Pariwar has been the official sponsors of the Indian cricket team and Indian hockey team. Sahara India Pariwar in often referred as the world‟s largest family.910,000 workers/ employees and no trade union. Its five star hotel „Sahara Star‟ near Mumbai airport has the world‟s largest pillar less clear-to-sky dome of its kind. Holds the Guinness world record for planting 125,256 trees by 1400 volunteers in 6 hours and 35 minutes 0n 5th June 1988 at AmbyVally City. Hold the record in India for 25%-50% hike in the gross salary of all of its employees at one go. Conducts mass marriage ceremony of 101 underprivileged girls every year. Subrato Roy Sahara is also referred as “Saharasri”.
  24. 24. 24 Core Commitments - Strength Emotion Emotion is in Performance of genuine duties towards the loved ones primarily in their benefit, from their point of view. EMOTION is THE KEY that generates the required energy and enthusiasm for desired quality performance. No Discrimination Never should we discriminate in any of our actions, reactions, attitudes, decisions, conclusions, in any of our expressions while caring for the six health‟s of other human beings, namely physical, material, mental, emotional, social and professional health‟s. Quality Results from honouring Rules, Regulations, Commitments, Values, Fairness, Performance of Duties by honestly balancing one's own and others' reasonable point of view in the matters of Material & Emotional aspects.
  25. 25. 25 Give Respect To definitely make others feel important and respected by giving sincere regard to others' feelings, reasonable wishes & thoughts with an open and receptive mind and warmth. Self-Respect To develop a sense of respect for oneself in others' mind, i.e. to generate genuine & warm feelings for oneself among others on a continuous basis. Truth Means total transparency in action, reaction, attitude and all other expressions and the conviction to follow the right course. Religion There is a religion higher than religion itself - it is NATIONALITY. We may practice our religions in the confines of our homes, but outside, we should be Indians and only Indians. 'Bharatiyata' or Nationalism thus becomes our supreme religion.
  26. 26. 26 Welfare Social Development 35% Company fund 40% 25%
  27. 27. 27 Guinness World Record: New World Record of Largest Group to Sing National Anthem at One Place. On 6 May 2013, 121,653 staff and workers of Sahara India Pariwar recited the National Anthem 'Jana GanaMana' in unison at a place, eclipsing the current Guinness record of 42,813 persons held by Pakistan. The patriotic fervour did not stop here, as more than 10 lakh staff at 4,512 offices of Sahara also sang the National Anthem together. Guinness World Records representatives were present in the stadium to monitor the record attempt. Sahara India Pariwar‟s Sahara Q Shop Entered into the Guinness World Records when it opened record 315 outlets in 10 states of India, just at one time on 1 April 2013. On June 5, 1998 Aamby Valley City had set a world record by planting 125,256 trees in 6 hours 35 minutes with the help of 1400 volunteers.
  28. 28. 28 Board Of Management: Mr. Subrato Roy Chairman Worker Sahara Ms. Swapana Roy Dy. Managing Worker (personnel and welfare) Mr. O.P Srivastava Dy. Managing Worker (Controlling and Analysis) Mr. J.B Roy Dy. Managing Worker (Commercial) CHAIRPERSON CHAIRPERSON Dy. Managing Worker (P&W) Dy. Managing Worker (C&A) Dy. Managing Worker (Comm.)
  30. 30. 30 Group Companies: Sahara Real Estate The flagship real estate project of Sahara Sahara City Homes chain of townships is proposed to be across 217 cities in India. In 2011 it launched Sahara Grace brand Phase II, a residential complex at Kochi.After Sahara Grace at Gurgaon and Lucknow the Kochi project is the third under this brand which is positioned to provide a product mix of apartments and penthouses to its residents. Other ventures of Sahara real estate business are Sahara States – Kanpur, Lucknow, Gorakhpur, Hyderabad and Bhopal, Brand malls – Sahara Ganj, Lucknow and Sahara Mall, Gurgaon. Aamby Valley City Sahara has constructed Amby Valley City in Maharashtra near Lonavala off the Mumbai Pune Expressway. The city is spread over 10,600 acres of land
  31. 31. 31 Sahara Prime City Limited The Sahara Prime City Limited operate in consultancy with foreign multinational Turner Construction Company. It entered the Indian construction and infrastructure sectors. Sahara Prime City Limited, the real estate flagship company of Sahara India Pariwar, alongside Turner Construction Company, America‟s largest building construction contractor and the Acropolis Capital Group, a development and investment-related corporate et in India. The company, Sahara Turner Construction Limited was launched by Subrata Roy Sahara - Managing Worker & Chairman, Sahara India Pariwar, Mr. Nicholas E. Billotti - President and C.E.O., Turner Construction International and Mr. Annat Jain - Managing Partner, Acropolis Capital Group.
  32. 32. 32 Sahara Asset Management Company Private Limited: Sahara Asset Management Company Pvt. Ltd. is a professional Mutual Fund House which manages 16 Mutual Fund Schemes in both Equity and Debt Segments. The Schemes have shown consistent and noteworthy performances. Sahara Banking & Financial Services Fund has been adjudged the Best Performing Banking Sector Fund over a 3-year Performance by the International Agency “Lippers.” The team follows a disciplined and professional approach in delivering high quality and consistent performances
  33. 33. 33 Sahara Sports: Subrata Roy Sahara Stadium Sahara pulls out of IPL, not to renew BCCI sponsorship The decision comes after the Lucknow-based firm's demand to bring down the franchisee fee was not agreed upon by the Board of Control for Cricket in India (BCCI). "It is firm and final decision of Sahara to withdraw from IPL," said a Sahara Statement
  34. 34. 34 Pune Warriors India Sahara Adventure Sports Limited acquired Pune Warriors India, a franchise cricket team that plays in theIndian Premier League (IPL) for Rs. 1702 crores ($370 million). The team was one of two new franchises added to the IPL for the 2011 season, alongside the Kochi Tuskers Kerala. The bid for the Pune franchise on 21 March 2010, is the highest bid by any company in the history of IPL Sahara Force India F1 Team In October 2011, Sahara acquired 42.5% of the Force India Formula 1 Team for an estimated $US 100 million.
  35. 35. 35 Teams and Events Sponsored by Sahara: • Indian cricket team • Indian wrestlers • India men's national field hockey team • India national women's cricket team • India women's national field hockey team • 2010 Commonwealth Games • Bangladesh cricket team
  36. 36. 36 Media& Entertainment: Electronic Media The group owns the national Hindi News Channel Samay, consisting of 36 city specific regional news channels Sahara Samay. Sahara One- A General entertainment channel. Filmy- A Hindi movie channel. Firangi- An entertainment channel. Print Media The group owns publishes and sells one magazine in English, 7 editions of Hindi Daily Newspaper Rashtriya Sahara, nine editions of Urdu Daily Newspaper RoznamaRashtriya Sahara and one International Urdu Weekly, Rashtriya Sahara
  37. 37. 37 Hospitality:  Dream Downtown- New York  Plaza Hotel - New York  Grosvenor House Hotel –London The group also owns the Grosvenor House Hotel in London (UK)
  38. 38. 38 Sahara Star – Mumbai The group owns the hotel "Sahara Star" in Mumbai, a 5-Star Hotel spread over 7.42 acres adjacent to the ChhatrapatiShivaji International Airport. Currently it has 210 guest rooms, 13 suites and 9 restaurants. It contains World's largest pillarless clear-to-sky dome of its kind, World's first Hemisphere-shaped Glass Elevators,Marine Aquarium, Lagoon area, Inward and Outward facing rooms, Glass Roof rooms, Parking and shall have amenities like Sahara Health and Wellness Centre, Multi-cuisine restaurants and Preview theatre.
  39. 39. 39 Finance: Sahara India Life Insurance Company Ltd. SILICL), is a Life Insurance Company in the private sector. (cn) The company offers life insurance policies catering to individuals of all ages and segments. Health care The group owns a hospital in Lucknow. The hospital was opened in 2009. This hospital got operational in February 2009 and is currently operating with approximately 350 beds, including 120 bed Critical Care Infrastructure and expandable to 554 beds. It is spread on 31 acres and as a Multispecialty, Tertiary care destination, Sahara Hospital offers a high order of integrated quality.
  40. 40. 40 COMPANY PROFILE
  41. 41. 41 Retail Venture - Sahara Q Shop: Sahara Q Shop is the quality consumer merchandise venture of Sahara India Pariwarwhich provides 100% unadulterated, pure and quality products at the most competitive prices. This page is managed by Corporate Communicatins, Sahara India Pariwar Its aim is to provide pure, and adulteration-free products to the esteemed citizens of the country. Sahara Q Shop's unbeatable advantages Pure, Adulteration-free and Quality products. 100% disclosure policy. 100% right weight/quantity. Mission Q = Quality = Our Mission
  42. 42. 42 Description: First time in India, we are setting up the largest retail & distribution network with 305 warehouses spread across 285 cities, more than 25,000 vehicles of various types of distribution vehicles, wherein we will be selling our own branded products in FMCG (Food, Oil, Shampoo etc), general merchandising, consumer durables, information technology products, lifestyle products, aspirational products like gold jewelry, cars, housing units, luxury cars, diamond jewelry, penthouses etc. Sahara Q Shop is the brand name of Sahara India‟s mega Quality Consumer Merchandise Retail Venture. Sahara Q Shop offers completely adulteration-free, 100% quality consumer merchandise products in various categories, such as staples, processed foods, personal care products, home care products, general merchandise and lifestyle products, at most competitive prices. You can receive these 100% quality household items every month in the comfort of your home. Quality is a fundamental value offered at Sahara Q Shop. It has adopted an integrated approach towards the same by setting up a „Sahara Quality Management System‟ (SQMS), comprising „Quality Control‟ and „Quality Assurance‟ departments to achieve end-to-end quality control – from raw material procurement to manufacturing to packaging to delivery at the doorstep of the esteemed customer.
  43. 43. 43 Sahara Q Shop’s unbeatable advantages: 1. 100% commitment to quality 2. Most competitive price 3. Doorstep delivery of products under strict supervision 4. Right weight/quantity 5. 100% disclosure policy across all products 6. Convenience of phone shopping 7. State-of-the-art Quality Control labs in New Delhi, Mumbai, Lucknow, Nagpur ,Hyderabad, Kolkata and Patna
  44. 44. 44 General Information: Launched August 13, 2012 Products: FMCG and general merchandise including Staples, Processed Foods, Personal Care Products and Home Care Products. Contact Info: 0522-6656565(50 Lines) Website:
  45. 45. 45 Products Of Shop Wide range of products are: 1. Staples 2. Processed Foods 3. Personal Care Products 4. Home Care Products 5. General Merchandise
  46. 46. 46 Sahara Q Shop Product Profile Food Products Home Care Personal Care Q water General Merchandiser CDIT Pulses Wash Powder Oil PDW Utensils Mixer Spices Detergent Shampoo NMW Apparels Iron Rice Toilet Cleaner Skin Cream Soda Clening items Toaster leanin Flours Dish wash lqw Toothpaste Energy Drinks Home Theatre Oil & Ghee Glass Cleaner Talc Nimbooz DVD player Sugar & Salt Floor Cleaner Soap Coconut Water Dry Fruits Mosquito coil Hand wash Beverages Noodles
  47. 47. 47
  48. 48. 48
  49. 49. 49 Water Products Range: Natural Mineral Water Packaged Drinking Water
  50. 50. 50 Natural Mineral Water: Natural Mineral Water Comes from the Himalayan Rang and our source is artesian well. Our SKU‟s – 1 ltrs. 500 ML 250 ML
  51. 51. 51 Natural Mineral Water Cleanses the body Refreshes the spirit Revives the soul What Makes The Best Natural Mineral Water? • Source comes to you in all its untouched purity, right from its source. Gushing from an acquifer with intense pressure, the natural mountain water is pushed above the ground surface to a height of 5 meters above ground level, powerfully and consistently • Taste water has a subtle, distinct, sweet and mellow taste. Natural mineral waters which are high in calcium, magnesium and bicarbonates tend to taste dull and chalky. Since Q is free from Calcium carbonate and magnesium carbonate salts it makes it less chalky thus ensuring the sweet taste of purity. Alkaline has the highest PH which makes it more alkaline antiacidic and alkaline water helps to neutralize acids and remove toxins from the body. It helps to cleanse our system thus making it a great choice for our health conscious consumers.
  52. 52. 52 Packaged Drinking Water: We develop 71 co-packer across the country.Parameter of all the plants are same. Our sku‟s1 Ltr. 500 ML 250 ML 2 Ltr. (Coming Soon) 20 Ltrs. Jar 200 ML Cup (Coming Soon) 250 ML Pouch (Coming Soon)
  53. 53. 53 Other Products: Soda(PET & CAN) Energy Drinks Enriched Drinking Water(Bouquet) Swiss International Natural Mineral Water Sparkling Natural Mineral Water from Himalayas. Sparkling Natural Mineral water from Alps. NimbooZ Coconut Water
  54. 54. 54 The Flow Chart Of Purification Of Water
  55. 55. 55 Distribution Of Water: water have an effective and efficient distribution network Q have their own Depot vehicle. In Delhi we have 250 Depot , which are used for distribution. There, is whole team of managers who are involved in managing this distribution network. Delhi have divided whole Delhi in routes, these routes are allocated to respective salesman. In morning when trucks are loaded these salesman cover their route and try to supply Q water to as many retailers as possible, these salesman are given some targets. There are --- routs in Delhi there are some routes which are considered as dead route it means that there is no sale or zero sales on this route.
  56. 56. 56 Corporate Social Responsibility (CSR): An Emotional Commitment Towards Society Mega Rehabilitation Project: Sahara Gram Adoption of families of Kargil Martyrs Financial Assistance to the families of Mumbai Martyrs Programmes for Handicapped(Sahyog) Sakshar Bharat (Literacy Programme)
  57. 57. 57 Government Parameters: The government has laid certain parameters for the water industry. They are as follows, There should be a good water table in the plant area, where extraction will be done. The processed water should be recycled through, water harvesting techniques. The processes are reviewed by government agencies from time to time and issued certification thereafter.
  58. 58. 58 Objectives: To understand the supply chain of Q packaged drinking water. To find new market opportunity for the packaging drinking water. To formulate strategies for the new market penetration. To study the challenges faced by a Q water in order to penetrate a market. To know the proper distribution channel of Q-Water. To know the strong availability of Q-Water and its competitors. To know the delivery system of Q-Water. To know how to make distributor as well as super stockiest. To know about the various market and its behaviours towards bottle water .
  59. 59. 59 METHODOLOGY
  60. 60. 60 Methodology: Training was done in thetwo phases 1- On The Job Training : The project title for the on the job training is the “Product Placement & Market Penetration” 2- Market Research : The Project Title for the Research Project is the “Study of Consumers Perception & Retailers Expectation”
  61. 61. 61 ON THE JOB TRAINING “Product Placement & Market Penetration”
  62. 62. 62 Details Of Work Assigned: In my summer training at SAHARA Q SHOP. I was working under Mr. Nasir Husain, ManagerSales Delhi/NCR.My work was to find new market opportunity for the Q water recently launched by SAHARA Q SHOP. My work includes in beat planning, product placement and market penetration for the package drinking water of Sahara Q shop. I went to the various markets and convince the retailers to give order .After getting the orders of Q package drinking water from the various market I report to my superior and ask him to join me in meeting. In meeting I give detailedinformation about the whole day activities like about order, what problem I faced etc .On Sunday many retailers use to give order via call and then I use to inform distributor to deliver the water cases on time. I visit approximately 70 outlet daily and take orders ofapproximately 100 cases daily and then I use todeliver the order on time and at the end of every day I submit the DSR report to my senior or industry mentor.
  63. 63. 63 What I did? Total days spend by me on training -70 Total market covered by me -8 Total outlet visited by me – 200 Total outlet converted by me -100 Total call daily base -70 Total ordered taken by me – 5000 cases Total delivered ordered by me – 4000 cases Total Sales Rs.-512000 I took extra initiative to develop SS (super stockist) .As well as distributor who will cover whole south Delhi. This SS was not there before.
  64. 64. 64 Week Wise Description Of Activities: Serial Week Job Description Number 1 1st Week Basic Learning of about the company and its product and its rate and how to make call on the shop 2 2nd Week Visiting of different market to know about the various brand already existing in the market for making sales of our product and taking Order 3 3rd Week Taking ordered from the various market and find out the problems 4 4th Week Finding the New opportunities for package drinking water by visiting various markets and restaurants 5 5th Week Visiting markets taking orders, discovering new outlets & follow ups 6 6th Week Learning the process of making SS(super stockiest) and distributor 7 7th Week Follow ups & taking feedback about the quality of product & services offered. And market research
  65. 65. 65 Market Covered 1-INA Market 2-Aiims 3-Safdarjang Hospital 4-Sarojni Market 5-Pillangi Market 6-Chanakyapuri 7-Lajpat Market 8-Khanna Market 40 35 30 25 20 15 10 5 0 7/9/ TOTAL OUTLETS COVERED UNCOVERED
  66. 66. 66 Key Observations: Shopkeepers and consumers does not give the value as a brand for our product Packaging is not good according to the consumer and retailers Branding nil -advertisement, newspaper etc. SKU(Store keeping Unit) all water variants like 500ml,250ml,20 ltr not available The letter „Q‟ on the bottle not accepted by the shopkeepers and consumers also Manipulation –Regarding display scheme
  67. 67. 67 MARKET RESEARCH “Study Of Consumers Perception &Retailers Expectation”
  68. 68. 68 Objectives of Research: To understand the buying behaviour towards packaged drinking water among corporate offices in DELHI/NCR region. Toknow the awareness of Q-Water among people To know the consumer satisfaction regarding the quantity offered by QWater To know the different attitudes of people regarding purity, taste, health consciousness, attracting packaging and advertisement To know the different companies which are involved in the PDW&NMW water sector To determine the positioning of various brand in the mind of consumers as well as retailers To know about the possible reasons that lead to brand switch over
  69. 69. 69 Methodology: A Research Methodology defines the purpose of the research, how it proceeds, how to measure progress and what constitute success with respect to the objectives determined for carrying out the research study. Research Design: Survey research uses questionnaires and interviews to collect information about people‟s attitudes, beliefs, feelings, behaviors, and lifestyles. Cross-sectional survey designs survey a single group of respondents, whereas a successive independent samples survey design surveys different samples at two or more points in time. A panel or longitudinal survey design surveys a single sample of respondents on more than one occasion. Since the retailers and the company executives had to be interviewed personally, a mix of independent samples survey design and panel survey design was used. The basic objective was to understand their perception and take on the market as a whole, so as to help develop a holistic strategy.
  70. 70. 70 Descriptive Research This kind of research has the primary objective of development of insights into the problem. It studies the main areas where the problem lies and also tries to evaluate some appropriate courses of action. Steps In The Descriptive Research: Statement of the problem Identification of information needed to solve the problem Selection or development of instruments for gathering the information Identification of target population and determination of sampling Plan. Design of procedure for information collection Collection of information Analysis of information Generalizations and/or predictions
  71. 71. 71 Sampling Plan: The sample of survey would be taken on the following basis Sample frame: -Various market Delhi/NCR Sample units: -Randomly selected people and retailers in the market Sample size: -200 Sample retailers: – 100 Sample consumers: - 100 Target sample: -any age group Time frame:- One weak
  72. 72. 72 Exploratory Research: The method I used for exploratory research was:Primary Data Secondary data The data collected from the exploratory research provided us with the different factors that a retailers and consumers looks for the drinking water Data Collection: The research was carried out by personally visiting more than two hundred retail stores with the sample Complete data for this project is based on primary research carried out through regular field visits. Measurement techniques: Rank order scale In order to know the preference of this method is used to rank the various brand
  73. 73. 73 Likert scale This scale would be used to find out how the respondents perceive about the drinking water Dichotomous Questions These questions would be asked to get an objective answer Willingness of respondents ,personal questions like name ,age, address ,mobile no. Questionnaire and Pretesting The questionnaires were developed after a meticulous market study. A basic understanding of the project related concepts was developed on initial visits through observation and general discussions. Based on these findings, it was felt that a total of 2 questionnaires need to be developed in order to carry out an in-depth analysis for benchmarking and strategy formulation. They were •Retailer Survey This was designed to get the view-points of the retailers, since they form a crucial link in the supply chain and are the first touch point with the consumers. Concepts such as promotions, schemes, visibility, service levels and sales were covered. It comprised of basic figures-obtaining, opinion based, multiple choice and openended questions. Pretestingof the questionnaires was done through discussions with the Industry mentor Mr.Nasir Husain and general interactions with the retailers.
  74. 74. 74 Findings and Analysis: 1. Brands of Packaged Drinking Water (PWD) stored by retailers? Chart Title Series1 85 60 30 10 10 15 10 9 12 19 Nearly all of the retailers had Bisleri bottled water with them, since it has become a generic brand name. Kinley was the other most wanted brand. These two brands enjoy trust of masses when it comes to water, especially in the harsh summer seasons. The other brands which enjoy the trust are Bonaqua , Baileys, and Aquafina. This season we also noticed great market acceptability of More and Orus which was basically due to two major reasons, one, they provided very good margins and second, they had attractive packaging as well.
  75. 75. 75 Q-2 Reasons for not stocking Sahara Q PDW ? there is less demand No special entry schemes/benefits of the PDW were given. 7% 10% there is less brand awareness of the SaharaQ Shop 12% Distribution is not regular. 14% Chart Title there is very less demand of SaharaQ PDW 21% Margins are not competitive/good enough. 19% did not liked the Bottle Design 17% Majority of the retailers did not store Sahara Q Water. We asked them the reason for it which gave us insight about the reasons for non availability of our water. The major findings were that customers did not preferr the Sahara Q Water along with it retailers considered margins not be competitive enough. They even did not liked the bottle design and mentioned that the bottle did not looked like that of the premium segment as it was priced at. Since there had been a storming of all the markets covered and a few were followed up, we were not able to follow up. Retailers wanted a local distribution and a continuous supply. Along with that the low advertisements, no special schemes like free samples was a demand from a limited number of retailers.
  76. 76. 76 Q-3 what helps other brands in selling? Chart Title Series1 92 87 86 73 56 -Customer demand. -getting better profit margin from others. -brand image. -proper distribution channel. - less complaints. The market leaders enjoy the brand image has already been established and there is pull from the market as customers ask for these brands and may or may not consider other brands, only if the main brands are not present at the retailer. The reason for keeping local brands is that they offer the best margins and can be sold cheaper than the MRP n still give good returns, which excites the retailers and prompt them to sell the proactively. Most of the big players have a properly established distribution channel in place, which ensures proper delivery of the water in normal days and also in case sudden demand arises.Very few complaints come up against these brands, which is also a good for their reputation.
  77. 77. 77 Q- 4 price range of PDW products Chart Title Series1 84 28 13 3 -10 to 15 -15 to 18 -18 to 20. - Above 20 A large portion of Indian market is captured by water pouches covering an entirely different segment. Most of the brands had maintained their MRP between Rs.15 and 18 for most of the markets with exception of South Delhi where the price were maintained at Rs.20 per bottle.
  78. 78. 78 Q- 5. The margins various brands were giving (in a carton of 12 bottles) Chart Title Series1 216 151 76 bisleri Kinley 94 86 Aquafina local brands Sahara With exception of Aquafina and local brands which offered huge margins other brands offered nearly same margin. Aquafina gave free carton of water along with its coldrinks.
  79. 79. 79 Q-6 Customers ask for_______ when they come to buy PDW.? Chart Title - A particular brand. - Any bottled water. 20% 80% Majority of the customers asked for Bisleri and Kinley instead of asking for bottled water as these brands have very high market acceptability.
  80. 80. 80 Q-7- Your recommendations for the SaharaQ PDW product ?. Chart Title Series1 More margin 85 -local distributor 83 - Bottle Design n looks 70 reduce prices 65 more advertisements -free samples 43 30 On being asked about the reasons for not placing the product or for changes/recommendations they want were that they were unhappy about the low margin along with low advertisements. They also wanted the appearance of the product to be changed along with reduced MRP as they considered it would help in improving the selling.
  81. 81. 81 CONCLUSIONS For awareness In term of awareness people are aware of our brand name of Sahra but not aware of the name of Q water. For product design We have an example of Kinley which changed the market scenario from being a laggard to a competitor to a well establish brand Bisleri. Other established brands too have good design. They also have either translucent label or wrap-around label which is attractive too. Most of the people like the advertisement of the Bislery and have the brand image in the mind There is a great scope for improvement as we can improve upon the bottle design and its label. For MRP:MRP was changed during the research process itself depending upon the market we were entering into. For South Delhi the MRP was fixed at Rs.20 and Rs.18 for East Delhi. When confronted with the dilemma of reducing the price below Rs.18 in East Delhi our industry mentor cautioned about the brand image which once gone down will be difficult to built up, citing examples of MacDowell‟s and Kingfisher.
  82. 82. 82 For margins for the retailers:Currently the market leader bisleri gives least margin of Rs.76/carton while giving more to the distributors. Then comes Kinley with Rs.86/carton. Local brands like More and Orus can afford to give a huge margin of Rs.151. Aquafina gives away a carton with each pack of its 2 litre cold drinks. Our cost of one carton comes to be around Rs.105/carton. Considering the fact that Q Shop has support of parent Sahara Company, we can afford to increase the margin, below the cost for a season or two. From then on we can sell at competitive prices. For distribution:we can have two to three Super stockists who have experience in the field and can manage atleast10 distributors under them. Freebies: - Occasional freebies like ice-boxes, refrigerators can be provided to retailrs with large quantity of sale.
  83. 83. 83 LIMITATIONS Every work has its own limitations. Limitations are the extent to which the process should not exceed. The following limitations for the project are:- Duration of project was not enough to make our conclusion on such a vast project. Time constraints have also become a major limitation. The sample size taken for drawing the conclusion was not sizeable. Ignorance was faced during discussions with respondents
  84. 84. 84 RECOMMENDATIONS • There should be Strong distribution network • There should be target incentive for the distributors • The name of Sahara and logo should be large rather than Q • There should be two types of Display scheme for the retailers 1-Natural display scheme means fixed ,not based on sale 2-Hot display based on sales • There should be promotional instrument like ice box, display stand , Visi cooler for the retailers. • There should be daily service in the market either sale is there or not • There is intense competition in the market so more advertisement should be done to have an edge in the market. • The numbers of small dealer should be increased to make proper and easy availability of water. • The new offers and packages should be launched time to time in order to attract new customers. • The company should introduce some free gift coupons or vouchers to reward its existing and loyal customers. It will help in maintaining good relationship with customers and even attract new customers. • The company should reward its best performing sales executive in terms of incentives or some worthy gifts, so to encourage others to perform well.
  85. 85. 85 MAJOR LEARNING My major learning during Internship is following: I learned how to buildrelationship with retailers as well as distributor. I get to know about the distribution of drinking water. I get to know how to make distributor and SS (super Stockiest) I learn how sales team work and how the targets are achieved. I learned Importance of distribution channel and services. I learned Product Awareness is the 1st need indeed. I learned Importance of display and Personal Relationship. I get to know how to convince the retailers as well as consumers I learned how to negotiate with the retailers I learned about the market behavior as well as its competitors I learned how the things work out in the actual field of work I understood more while doing the work as compare to classroom knowledge as I was experiencing it.
  86. 86. 86 BIBLIOGRAPHY BOOKS:- Marketing Management By Philip Kotlar. Advertising Sales And Promotion Management By S.A. Chunawalia. Research Methodology By C.R. Kothari.
  87. 87. 87 ANNEXURE
  88. 88. 88 QUESTIONNAIRE Dear Sir/Madam, We are doing a brief survey to find out more about consumer preferences regarding cell phones. We would be grateful if you could spare a few minutes to participate in it. Thank you for co-operation. Name: ______________________________ Date: _______________________________ Questionnaire to study retailers‟ perception of Sahara Q brand vis-à-vis competition. 1. Name of the shop? -----------------------------2. Area/location of the shop? -----------------------------------
  89. 89. 89 3. Which brand of Packaged Drinking Water (PWD) do you store? Bisleri Kinley Aquafina Bonaqua Baileys Kingfisher MacDowell‟s H2GO More Oras Q water Others ________ 4. Do Sahara Q Shop Water distribution representatives come to your shop often? Yes No 5. Have you ever listen about Sahara Q PWD? Yes No
  90. 90. 90 6. Do you stock SaharaQ PWD? Yes No 7. If no, then why not? Margins are not competitive/good enough. There is less demand of the PDW There is very less demand of SaharaQ PDW There is less brand awareness of the SaharaQ PDW. Distributors are not coming in regularly. No special entry schemes/benefits were given. What makes you sell other brands? Customer demand. Getting better profit margin from others. Brand image. Proper distribution channel. less complaints.
  91. 91. 91 8. How many distributors are dealing with you? Only 1 1-2 2 to 3 4 to 5 More than 5 9. What do customers ask for when they come to buy PDW? A particular brand. Any bottled water. Water pouches. 10. Do you sell PDW at…?. MRP More than MRP less than MRP
  92. 92. 92 11. Who is the major competitor of Sahara Q water ? _____________________ 12. What do you recommend the SaharaQ PDW product should make changes about? Adjustment of margins Bottle Design and looks Price range Advertisements (promotion) local distributor Free samples Display schemes THANKS
  93. 93. 93 Daily Sales Report(DSR) : Name of outlet Contact person Market name Store name contact no. type of outlet sale Remarks 1ltr Food 1 Store 2 hawker Rajesh 3 Juice Ramesh kumar Vijay Yadav Praveen Kumar Lagpatnagar Lagpatnagar Lagpatnagar hawker hawker Rajesh juice 8130956099 hawker 5 cases Asking for ice box 9560955613 hawker 3 cases Asking for ice box 9540889790 2case +10 bottel Delivery Problem hawker
  94. 94. 94 Agreement Of Display Scheme Form To, Sh./Smt. _____________________, ____________________________, _____________________________, Pin Code____________, State ___________. Reference: Agreement of Display Scheme for Sahara Q Shop‟s products. Sir/Madam, Pursuant to our visit dated _______________, We are pleased to confirm on the display scheme for M/s Sahara Q Shop Unique Product Range Ltd. The Terms of your formal agreement shall be as follows: 1) Company will be giving _______no. of cases on start of every month of subsequent month closed. 2) You will be lifting minimum of _________no. of cases in the month and qualify for the slab. 3) You shall hot display company product range all the time during the scheme, which may be checked by company officials anytime. 4) You shall keep minimum 12/24 bottles on hot Display at any point time, of scheme duration. 5) This scheme is valid for one month and will be confirmed in writing at start of any month. 6) This scheme can be withdrawn or terminated by company any time by giving its consent in writing. 7) Company person has final say and if inadequate display found during the scheme period, the agreement shall be deemed cancelled. 8) Photograph of display with this agreement is most important requisite. Thanking You, Rece ived By: Signature: ___________________ Signature____________________ Name : ______________________ Name: ______________________ Designation:__________________ Seal/Stamp:__________________
  95. 95. 95 Date :______________________