Your SlideShare is downloading. ×
Prject report
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Prject report

8,381

Published on

mineral water project report

mineral water project report

Published in: Business
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
8,381
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
374
Comments
0
Likes
5
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. ACKNOWLEDGEMENT<br />The present work is an effort to throw some light on “Brand Analysis & Market<br />Research Of Bash”. The work would not have been possible to come to the present shape without the able guidance, supervision and help to me by number of people.With deep sense of gratitude I acknowledge the encouragement and guidance received by my organizational guide<br />I convey my heartful affection to all those people who helped and supported me during the course, for completion of my Project Report<br /> <br /> EXECUTIVE SUMMARY<br />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.<br />There are rapid changes that are taking place in our environment since long and theair 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.<br />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.<br />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.<br />The appropriate research design formulated is detailed below.<br />Exploratory Research: This kind of research has the primary objective of developmentof insights into the problem. It studies the main area where the problem lies and alsotries to evaluate some appropriate courses of action.<br />The research methodology for the present study has been adopted to reflect these<br />realties and help reach the logical conclusion in an objective and scientific manner.The present study contemplated an exploratory researchThe following are the main objectives of my Research study:-<br />To make a brand analysis of Bisleri as a Brand. To conduct a market survey of Bisleri.The affects on Bisleri sale, profit and market share after the launch of ‘Acquafina’ byPepsi and ‘Kinley’ by coca cola. To find out the current position of Acquafina, helloand Kinley mineral water. Threats caused by Aquafina, Kinley and hello to Bisleri.Strategies and measures adopted by Bisleri to counter the competition by hello & Kinley.<br /> TABLE OF CONTENTS<br /> 1.INTRODUCTION 1-3<br /> •Introduction to mineral Water Industry-current Scenario 4<br /> •Mission of Bisleri 5<br /> 2.RESEARCH METHODOLGY 6<br /> •Objective 7-9<br /> •Source of data 8 <br /> •Sample design 9<br /> 3.COMPANY PROFILE 10-19<br /> •Marketing mix of Bisleri 20-23<br /> •Promotional Activity 24-41<br /> •SWOT analysis 42<br /> 4.FINDINGS OF RESEARCH 43-70<br /> 5.CONCLUSION 71-73<br /> 6.RECOMMENDATIONS 74-76<br /> 7.ANNEXURE 77-82<br /> 8.BIBLIOGRAPHY 83-8<br /> INTRODUCTION<br />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<br />90% of human diseases are water borne. There are 3 types of water impurities,which are root cause of water borne diseases.<br />1. Microbiological-Bacteria / virus.<br />2. Dissolved impurities - chemical.<br />3. Imbalance of Mineral Content.<br />There are rapid changes that are taking place in our environment since long and theair 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.<br />When a consumer became aware of the problems caused by water pollution themarket saw an advent of ceramic water filters, which filters the dust and suspendedparticles but dissolved impurities and microbiological impurities are not cleared out.The mineral balance is also not maintained.<br />1980's witnessed more changes by a tap attachment wherein Iodine resin is used to<br />filter the water. It deactivates microbiological impurities to an extent but has side<br />effects due to iodine and does not take care of dissolved impurities mineral balance.<br />Late 1980'switnessed Ultra Violet based purifier, which filters dust and<br />deactivates bacteria to a great extent. It maintains the odour and colour of water butdoes not clear out the dissolved impurities and mineral particles. Thus came advent ofmineral water.<br />Historically, the need for purified water within Indian homes had been kept down to aminimum. Essentially<br />Since an average family needed a small quantity, not more than five or six litres a day,boiled and filtered water had been a convenient solution for some time. The falloutswere obvious. “It was very difficult to convince the people that purification system was worth the price. There was no visible way to demonstrate thebenefit,” The otherwise somnolent market began to change once companies likeEureka Forbes targeted the office segment, while the mineral water players wentafter travelers. Ion Exchange was the only company which had any measure ofsuccess in entering homes withZero-B. But clean drinking water returned on thenational agenda a little later. Around 1989, drinking water became an issue again.<br />“Around early 1990sTime did a story on India as a key emerging market and<br />that was the trigger for all the players eyeing this market."<br />INTRODUCTION TO MINERAL WATER INDUSTRY<br /> CURRENT SCENERIO<br />The best beverage for India in the new millennium rate seems to be water. In recent years,the bottled driving 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 bethe thirst quenching favourite of the Indian consumer, the business is growing at a of over 50 per cent annually. The country's bottled water business is estimated to bearound<br />Rs. 1, 100 crore, of which the branded market accounts for Rs. 700 crore and about<br />700 million litres in volume.<br />In India, the core proposition of bottled drinking water lies in hygiene, as the qualityof tap water is bad and is rapidly deteriorating. This is in stark contrast with the Westwhere 'mineral water' indicates the attendant minerals present in the water. Mineralwater in Western countries is obtained from natural springs and is, generally, namedafter 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. Abetter description of bottled drinking water sold in India therefore, would be 'purifiedbottled water.<br />The growth of the category indicates the need for this 'mineral water' and the fact thatheavyweights are eyeing the segment points to the potential that is seen in this market.Coke's Kinley, Pepsi's Aquafina, Brittania, Nestle, Kingfisher, Auswater-are keen onraising their stakes in the Rs. 700 crore, 700 million litre market. The entry ofDanone’s brand, Evian, the high-priced mineral water from the French Alps, showsthe perceived potential India presents in this product category. Clearly targeted at thepremium segment of consumers, the brand is being distributed in the country byBritannia Industries. Currently, Evian has more of an institutional presence (five starhotels) than on the retail shelves, with a 1-litre bottle being priced a hefty Rs. 80<br />The market today has grown to more than Rs15bn. The organised sector -- brandedmineral water -- has only Rs7bn of market share. The rest is accounted for by theunorganized sector which is dominated by small regional players. The market is stillgrowing – at a rate greater than 80% per annum<br />Today there are more than 200 brands, out of which 10 of them are from top companies.In the branded segment, Parle’s'Bis leri 'is the market leader with a share of more than 45%. Parle Agro’s' Bailey' comes a close second with market share of 15%. Other major players in the market are' Yes 'of Kotharis, 'Ganga' of T-Series,'Himalayan,' Hello', Prime,' Florida' etc.<br />MISSION OF ‘Bash’<br />“To provide the highest quality product, keeping in mind all aspects including,freshness,purity and safety, and making it easily available to the consumer at a very affordable price”.<br /> RESEARCH METHODOLGY<br />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.<br />The appropriate research design formulated is detailed below.<br />Exploratory Research: This kind of research has the primary objective ofdevelopment of insights into the problem. It studies the main area where theproblem lies and also tries to evaluate some appropriate courses of action.The research methodology for the present study has been adopted to reflect these realties and help reach the logical conclusion in an objective and scientific manner.The present study contemplated an exploratory research<br />RESEARCH OBJECTIVES<br />The following are the main objectives of my Research study:-<br />1.To make a brand analysis of Bisleri as a brand.<br />2.To conduct a market survey of Bisleri.<br />3.The affects on Bisleri sale, profit and market share after the launch of‘Acquafina’ by Pepsi and ‘Kinley’ by Coca Cola.<br />4.To find out the current position of Acquafina, Hello and Kinley mineral water.<br />5.Threats caused by Aquafina, Kinley and Hello to Bisleri.<br />6.Strategies and measures adopted by Bisleri to counter the competition by Hello & Kinley.<br /> NATURE OF DATA<br />PRIMARY DATA:<br />Data which is collected through directinterviews and by raising questionnaires toretailers.<br />SECONDARY DATA: <br />Secondary data that is already available and published. Various internet sites, newspaper,magazines like A&M were searched in order tofind information useful for completion of thisproject.It could be internal and external source of data.<br />Internal source: Which originates from the specific field or area where research is carried out e.g. publish broachers,official reports etc.<br />External source:This originates outside the field of study like books,periodicals, journals, newspapers and the Internet.<br /> <br /> Sources of data:<br />1) Primary Data which included the inputreceived from directly the residents through Interview.<br />2) Secondary data from the Industry manual,policy manuals, books and internet etc. <br /> COMPANY PROFILE<br />The origins of Bash lie in punjab,and the brand owes its name to harmanjit singh<br />In India, Bash set up a plant in amritsar for bottling and marketing mineral water,which was first of its kind in India. However,it did notquite work. Among other reasons, the fact that the Indian consumer was unprepared to accept bottled mineral water was responsible for its failure. Consumer mindsets weremore geared towards boiling water at home.<br /> History<br />In 1972-73 Parle changed the packaging of its bottled water to plastic bottles and that significantly made a difference in the sales. The buyers, then, were mainly the upperclass - the trendy people.<br />In 1993, Coca-Cola bought parle’s soft drink brands- thums-up, limca etc. While Coca-Cola actually bought over Parle's beverages, it agreed to a settlement that allowed the multinational to bottle and distribute Bisleri soda for a time frame of fiveyears. The charge of Bisleri water, however, remained with Parle. The upsurge in thesales of Bisleri started from this point as Parle sold off its stable of brands to Coca-Cola. This was the time when its started concentrating on making Bisleri a success inthe domestic mineral water market.The reason why Parle chose to retain the Bisleriname was that Parle saw a fairly lucrative business of mineral water in Bisleri's equity.<br />The real shift in company’s policy towards mineral water industry came in 1998,although the conscious efforts had already been started in 1994. This change wasprimarily because of the fact that the people, at this time, had started becoming morehealth conscious.<br /> Product profile<br />“It’s a compliment being generic to the category, but its not very good when consumers think any mineral water brand is Bash”<br />Bash,a product established in India by harmanjit singh, Chairman of MBS enterprises<br />Aqua Minerals has become a generic brand. Bisleri was the first marketed<br />bottled water in a totally virgin market. The brand has become synonymous with mineral water; consumers accept any brand offered by the retailer whenthey ask for Bisleri.<br />So far Ramesh Chauhan’s Bisleri enjoys the largest market share of 56% in theRs1100 crore mineral water market and is growing at the rate of 180% perannum. Annual sales of Bisleri have touched Rs400 crores. In seventies, 'Bisleri'<br />was the only mineral water which had national presence and the sale was to the tune<br />of approximately one hundred thousand cases valued at about Rs.60 lacs.<br /> MANUFACTURING<br />A quick look at Bash's manufacturing reach indicates that it is represented across the punjab – North accounts for 35% of sales for the industry, West accounts for 30%,South 20% and the East 15%.<br />In order to be available in untapped areas Bash is planing to setup 16 plants located all over the country - three-fourths of which are company owned. The balance are run by franchisees. Bash is planing for 5 plants in the North, 5 in the West- two of which were planed to setup in the next two year at Ahemdabad and Surat, 4 in the South and 2 in the East. The company is planing to locate bottling units in Chennai, Bangalore, Goa, Calcutta, Mumbai,Delhi, Jaipur, Uttar Pradesh, Punjab, Indore and Nepal in feature five to seven year’s plan.It is also changing its production strategy and shifting to a 10-hr production schedulewith sudden increase in demand planned to be met by additional production.<br />Bash has planned to expand its operations by investing Rs 10 crore in the upgradation of facilities. The 120-bottles per minute (BPM) capacity of the 3 units across the northen side of contry.Conscious of the environmental implications of its PET bottles, the company is to setup recycling plant at Amritsar, each with an outlay of Rs.50m. These willprocess 200 kg of PET per hour. The processed material will be an input for polyesteryarn manufacturers. In centers other than Delhi and Chennai, the company will set upcrushing units to crush the used PET bottles.<br />The company's expansion plans will see its water bottling capacity go up from the present 400 lack litres to 800 lack litres.MBS enterprises is planning to invest Rs 10 crore to increase its bottling capacity and double its turnover. Thee xpansion will also increase the number of company's bottling plants from 16 at present,to 25. The company will set up all the new plants as green field plants. <br /> DISTRIBUTION<br />It's obvious that availability holds the key to the market. For any product to be successful the distribution system has to be really good. Large tracts of the country have not been explored by the national brands,which explains the proliferation of smaller brands.<br />Bash’s strategy is to build a direct distribution system at an all-India level.Currently,Bash has around 8000 retail outlets in punjab.It is intended to increase this number to 16,000 outlets in order to expand brand’s reach.<br />That means serious investments in company-owned trucks and carts. MBS hopes to double its existing fleet of 100 trucks. This would make it the largest fleet owner in punjab.In order to service the home segment, the 5 litre packs are being pushed through the route of “Fat Dealers”( wholesale dealers) who are retailers as well as stockist and serve as supply points from where customer can pick the required quota. The customer can call the fat dealer and place order for home delivery of the 5 litre pack. 180 of these dealers are already functional, and more are in the process of being appointed. "The idea is to make Bash all-pervasive,".<br />The company plans to have its own distribution network in places where it has its ownplants. Franchisees would manage the distribution in their respective areas of operation<br /> PACKAGING<br />Variety is spice of life. Today for any business organisation to be successful it has to provide its customers with the differentiated product that is a value buy for them. In order to cater to the changing needs of the customers the business has to continuously come out with the variants of the product so that it can target the maximum segments.<br />Today,Bash offers a variety of packaging options:150 ml, 300 ml, 500 ml,1 litre, 2 litre, 5 litre, and 20 litre.The 5-litre bottles account for 35 per cent of sales showing a growing health concern among the Indian society. 1 litre bottles account for 30 percent of the share, whereas the 500 ml bottles taking up 15 per cent.There maining sizes share the rest of the contribution.<br />The 2 litres bottles were introduced to slowly and steadily replace the conventional 1 litre bottles.This would give them an advantage over others.The 500-ml categor re-focused as a trendy product, targeted at the teenage crowd and for the roadside consumers.<br />Bash is currently a supplier to Indian Airlines with 125-ml cups.and sell over 5,000 bottles a day.<br />F ollowing is a quick overview of the various packaging<br />options provided by bash along with the target consumers:<br />Size of the bottlePrice per bottle Target cosumer500 mlRs.7Teenagers,college,students androadsideconsumers. Also aimed to supply to the Indian Railways.1 litreRs.10General consumers and travelers.1.2 litreRs.12Consumers demanding a little more water at just a little more price.2 litreRs.18Small offices, shopkeepers, households5 litreRs.20Households, institutes, offices, retail shops,showrooms20n litreRs.40Households, institutes, offices, schools and colleges<br />In addition to the above mentioned sizes, Bash also provides 150 ml cups – for Indian Airlines travellers, and 300 ml cups – for marriages and partie<br />CHALLENGES IN FRONT OF THE Bash<br />The company had the share of more than 50% of the market. But now the share of the company is going down,in the pie of the national market. Until recentlythere was competition with only the unorganized sector. Now, having drowned out bythe small-scale emulators with a 40% share of the national market, company now islimbering up for another contest – from the multinationals.<br />Other than the financial constraints up to an extent, the company has to focus on themarketing management of the product. In light of the challenge in front of thecompany and its current strengths and position, we have incorporated the marketingmix to counter the marketing strategies of the competitors by developing its ownmarketing strategies.<br />VARIANTS OF THE PRODUCT<br />The company is offering wide variants of the product. These include the differentquantities available of the product. Starting from the Jumbo pack (18 lt. Jar) to the500 ml. Bottles. In between, it also has 1 lt., 2 lt. and 5 lt. Packs.<br />In terms of another variant the company has also come up with small glasses of300ml. that are priced at Rs.3. per glass. The company has introduced these glassesfor the social occasions like marriages and get together. This again is very competitivein the price field and also the customer is getting a convenient product with thebenefit of purity at such a low price. Now the customers would not have to drinkimpure water served in unhygienic glasses<br /> <br /> PACKAGING<br />The packaging of the product is an important factor in the marketing of the product.<br />The packaging of the product was absolutely accepted by the customers till now. But it has been along time the company has changed the packaging of 1ltr. mineral water bottle.<br />One of the competitors of the company, Pepsi, has mineral water by the name of‘Aquafina’. The packaging of the Aquafina is creating the need for the companyto change its packaging and make it look sturdier. The brand Aquafina has beentargeted towards the youth and that is why they have made the bottle look morehip. Bisleri would have to give a new look to its product to stopping Aquafinafrom snatching its market share.<br />conclusion: Looking at the facts above the company according to me should<br />pay attention on the packaging of the product so that it is able to attract more<br />customers.<br />Second, the company should go for Brand Extension. The company should take<br />the benefit of the brand name it has created over a long period of time. It can<br />introduce new products in the category of beverages.<br />DISTRIBUTION NETWORK:<br />The small-scale players built their sales by piggybacking on the generic category built up by Bisleri. It’s a battle that Bisleri can win by sheer distribution muscle. One of the reason why Bisleri is running strong in this industry is its strong distribution network built over the years since its inception. Further, Bisleri plans to increase its distribution network over the southern and eastern region, where it is behind popular brands like Team in Tamil Nadu and in Andhra Pradesh<br />Conclusion: It is very important for the companies to understand that winners<br />Would be those who willence. Therefore the<br />companies should take some immediate actions to make presence in the whole country and more important is every hook and corner of the states where they are present today<br />Conclusion: It is very important for the companies to understand that winners<br />would be those who will endure a strongregional presence. Therefore the<br />companies should take some immediate actions to make presence inthe whole country and more important is every hook and corner ofthe states where they are present today.<br /> PRICE<br />AN ECONOMIC FACTOR AFFECTING THE BUYER’S BEHAVIOUR<br />Price is the sum of values that consumer exchange for the benefits of having or using<br />the product or service. Price is the only element in the marketing mix that<br />produces revenue. All other elements represent costs.<br />In India, where the majority of the population comprise of the middle-income<br />group and lower income groups it is not hard to understand that pricing is one of<br />the most important factor in the buying decisions.<br />Bisleri has met the expectations of the consumers in terms of pricing the product andalso making the product available in variations of litres, making Bisleri bothconvenient and affordable. The company is following a very aggressive pricing. Its<br />product is available at a very reasonable price. Company charges Re.1for every100ml. This strategy by the company is very effective in the Indian context where theconsumers are highly price conscious. The company has come up with another<br />variant of the product. It is 1.2 lt. Bottle that is priced at Rs.12 keeping the price<br />fixed at Re.1 per 100 ml. The company has an edge over its competitor Aquafina<br />recently launched by Pepsi that has priced its product at Rs.10 for 750 ml.<br />Conclusion: To conclude from the facts that the pricing strategy of the<br />company is very competitive and therefore the company is giving value to the<br />customers for money.<br /> PROMOTION<br />Modern marketing calls for more than just developing a good product, pricing itattractively, and making it available to the target customers, companies must alsocommunicate with their customers, and what they communicate should not be left tochance.<br />A Company’s total marketing communications program- called its PromotionMix consists of specific blend of advertising, personal selling, sales promotion,and public relations tools that the company uses to pursue its advertising andmarketing objectives.<br /> PROMOTIONAL ACTIVITY<br />Advertising Campaign of Bisleri before Launch of Acquafina &<br />Kinley<br />Every brand needs a good ad campaign to establish itself in the market. So it becomesvery imperative to look at various ad campaigns that Bisleri undertook to build itselfas a brand.<br />Bisleri started its game-plan with the punch-line of ‘Pure and Safe’ and used thesame catch-line for advertising. But with the advent of many new players, allclaiming the purity, it became very imperative for Bisleri to differentiate itsproduct so as to stand out in the market. Bisleri found the answer in ‘sealed capbottles’. It claimed 100% purity.<br />While the bottles of the other brands, it claimed, could be refilled with ordinary, oreven germinated water, Bisleri’s seal capped bottles ensured the consumer of purity ofwater and single-used ness of the bottles.<br />The ad showed a milk-man and a child showering their buffaloes and filling the‘so-called’ mineral water bottles with the same water and packing them with thesimple polythene seal and the consumer not knowing about the ‘purity’ of thewater he is drinking. Next clip shows the Bisleri bottles being sealed with plasticcaps and ensuring the purity of water. The ad did work for Bisleri and it got itsmuch needed product differentiation.<br />In 2000, some giant brands like Pepsi and coca-cola entered the mineral water<br />industry with a big bang. Bisleri now had a big threat of maintaining its market cap.<br />While Coca-cola introducing its brand ‘Kinley’ as a health care product, Pepsi<br />projected ‘Aquafina’ as something as pure as ‘Your own body’.<br />Pepsi targeted the young generation and introduced Aquafina as a fancy product to<br />carry.<br />The ad campaign of Aquafina emphasized as ‘70% of your body is water’ and thus<br />give your body the purest water. The ad showed young vibrant models and created<br />the atmosphere of youthfulness. Water, Pepsi claimed, was no longer a simple<br />beverage, but was something highly fashionable. They complimented it by giving<br />But Pepsi chose to junk this approach, and it could well afford to. Bisleri, after all,had already done most of the hard work needed to build the bottled water category.What Pepsi needed was to establish its brand in this crowded, fragmented market. Ourtask was made easier because Bisleri had concentrated on educating the consumer,instead of building its own brand values,” says Rohit Ohri, vice president and client<br />services director, Hindustan Thompson Associates Limited (HTA).<br />"We wanted the imagery to position Aquafina as a youthful, premium and fun<br />brand,” says Vibha Rishi, executive director, Pepsi. The idea, she says, was not to<br />objectify bodies so that one could drool over them. “Instead, we are talking about<br />your body and the need for each one to take care of his or her body.” The ad<br />copy, which spoke of the water content in our bodies, was actually trying to establishhow important water was to our well- being and how we need to continuously replenish it.<br />While the thinking was clear that the imagery had to be built in and around purity,HTA did toy with a couple of other ideas and situations. Initially, the idea was tofocus more strongly on the fun aspect and create a story line complete with a smartidea and a twist at the end. “But we gave it up because we felt that the story might<br />take the mind away from the purity aspect that was a must to highlight,” says<br />Ohri.<br />So HTA adopted a minimalist approach and created a film with little clutter and noprops, which tried to capture the emotion of “feeling good about yourself”. Whilethe film and the imagery are completely the work of HTA, the strategic thinkingcomes from the Mother Company in the US.<br />Aquafina, in fact, is the largest-selling bottled water brand in the US with a 12per cent market share, and India is the first country outside of the US whereAquafina is being bottled.<br />Even in the US, the ad talks of the percentage of water in our bodies, but the handling<br />is a little more serious. For example, the film will show an emotional moment<br />where someone starts crying, and then you will hear the voice-over, “85 per centof your eyes are water.” “There is no internal law that forces us to follow theinternational positioning. But seeing the quality of thinking that has gone intothis, we decided to stay with this positioning, though the statements here arequite different,” explains Rishi.<br />Aquafina, like all offerings that come from the Pepsi stable, also imbibes the core<br />values of the mother brand. It addresses the Pepsi-user base, largely the youth, and<br />like Pepsi it is also being positioned as a hip brand. But Aquafina is a lot that Pepsi<br />is not. It is a little bit older, mature and affluent, and not as mass based as Pepsi.<br />Pepsi’s role in the communication is that it is the source of credibility for the product<br />and, of course, establishes the youthfulness of the brand. “But Aquafina is a brand<br />in its own right and with each piece of communication, its personality will<br />emerge” feels Ohri.<br />But while Aquafina is being given a distinct identity, it is also being targeted at thePepsi consumer and is addressing their need for safe and reliable drinking water. Willthis not cannibalize Pepsi sales? “Water does eat into the cola market,” agrees<br />Rishi, “but we can’t build a business for Pepsi based on people’s lack of access to<br />safe drinking water.<br />How can any business be built on deprivation?" Both will have to co-exist and carve amarket out for themselves. And while Pepsi targets the 18-25 year olds, Aquafina alsoincludes the 30-somethings together with the college crowd. Like Pepsi, Aquafina toois looking to command a premium without being unaffordable.<br />The swirl shaped PET bottle resembles the Pepsi family and is sturdier and morehip than most others in the category that take their design cues, it seems, fromthe one liter refined oil bottles in the market. The decision to break the norm and<br />come up with a 750 ml pack size was more driven by the fact that water is<br />fundamentally consumed on the go and the 750 ml size is easy to carry around.<br />“It is ideal for an half-an-hour in the sun, one liter gets too bulky,” says Rishi.<br />Pepsi’s future plans at the moment don’t include coming up with size variants.<br />They have also ruled out the possibility of catering to the bulk market, which actuallyconstitutes 30 per cent of the total bottled water market that stands at 70 million litersannually, and is growing anywhere between 30 and 50 per cent.<br />Pepsi, obviously, is looking for a big slice of this burgeoning market, but as SubrotoChattopadhyay, executive vice president, marketing, Pepsi, says, “We have a buildingblocks approach, first we have to build the brand, and then the volumes.<br />Bisleri is tackling the situation by building the brand on the purity plank. Akin tobrand building in soft drinks, an aggressive print-and-TV campaign is being backedby hoarding, point-of-sale material, and every interface with the consumer is beingused as an opportunity to reinforce the message. For instance, all the vehicles used forsupply have been painted in bright blue, bear the Bisleri logo and sport catchy<br />baselines like “Play Safe<br />FINDINGS OF RESEARCH<br />1.Out of 100 retailers, everyone stored mineral waterandbas ically<br />these shops were centrally located to the market and were basically general store,<br />confectionery shop and small kirana shop.<br />The survey revealed that almost every shop stored mineral water, therefore itcan be interpreted that mineral water in current market scenario is ongeneral demand and retailer enjoy selling it, as the get good margin out of it.<br />2.Brand of mineral water kept by the retailers<br />The survey revealed that out of 100 retailers surveyed, all over Delhi, 70% ofthe retailers kept Bailey's mineral water, 25% Kinley, 30% Aquafina, 40%Yes and 50% the retailer kept Hello mineral water.<br />However it can be noted that retailers prefer Bisleri mineral water which has got ashare of 70% this is so because people or customer recalls mineral water with thebrand name of Bisleri. The new entrants basically Aquafna and Kinley is been<br />kept by 30% and 26% of the retailers and they consider that this product will<br />soon capture market share as the brand name will speak its quality.<br />Pie chart showing percentage of different mineral water being kept<br />by the retailers<br />3. Weeklysales of mineral water from the outlet<br />Out of 100 shopkeepers surveyed all over Delhi, the weekly sales of the mineralwater averaged approx 225 bottles of 1 lit. each which means that a total numberof bottles case or cases sold from the single outlet averaged around 15 cases. Out<br />of this Bisleri mineral water is sold most i .e. approx. 45% of the cases sold from the<br />single outlet belongs to Bisleri mineral water, whereas Kinley acquired averageof 7-8% of the total sale. Aquafina sale constitute of 10%, Bailey's sale on anaverage constitute of 20% of the total sale. However other mineral water salescomprised of 18% of the total sale.<br />Thus from the above analysis it is very clear that Bisleri still holds on dominantposition in the mineral water market, but at the same time new entrants like Aquafinaand Kinley with market share of 10% and 8% respectively may pose threat to Bisleriin the long run.<br />5.Which brand offer maximum variants of plastic bottles?<br />(a) Bisleri<br />(b) Acquafina<br />(c) Kinley<br />(d) Yes<br />(e) Hello<br />(f) Kingfisher<br />(g) Evian<br />(h) Bailey<br />(g) Any other (Pl. Specify?__)<br />6.Which brand spends more on advertising?<br />(a) Bisleri<br />(b) Acquafina<br />(c) Kinley<br />(d) Yes<br />(e) Hello<br />(f) Kingfisher<br />(g) Evian<br />(h) Bailey<br />(g) Any other (Pl. Specify?__)<br />7.Have ever receive complaints regarding any existing brand? If Yes<br />which brand?<br />(a) Bisleri<br />(b) Acquafina<br />(c) Kinley<br />(d) Yes<br />(e) Hello<br />(f) Kingfisher<br />(g) Evian<br />(h) Bailey<br />(g) Any other (Pl. Specify?__)<br />8.What is the weekly sale of your famous brand?<br />………………………………………………………………………………………….<br />9.How often do you promote local brands and why?<br />………………………………………………………………………………………….<br />10.Do you feel any major differences between branded and unbranded<br />mineral water?<br />………………………………………………………………………………………….<br />11.How often do your customers asked for Bisleri, Kinley & Acquafina?<br />………………………………………………………………………………………….<br />12. What advantages do you get by stocking Bisleri, Kinley &<br />Acquafina?<br />………………………………………………………………………………………….<br />13.How frequently you receive Bisleri, Kinley & Acquafina from their<br />respective distributors?<br />(a) Monthly<br />(b) Weekly<br />(c) Twice a week<br />(d) daily<br />THANK YOU<br />BIBLIOGRAPHY<br />BOOKS & JOURNALS<br />•<br />MARKETING MANAGEMENT BY PHILIP KOTLER.<br />•<br />"THE EFFECTIVE USE OF MARKET RESEARCH" BY ROBIN BIM.<br />•<br />BUISNESS WORLD, BUISNESS TODAY.<br />•<br />MARKET RESEARCH BY KOTHARI<br />•<br />WWW.BISLERI.COM<br />•<br />VARIOUS ISSUES BUSINESS WORLD, BUSINESS TODAY<br />•<br />A&M, BRAND EQUITY<br />•<br />WEBSITES<br />•<br />WWW.BISLERI.COM<br />•<br />WWW.COKE.COM<br />•<br />WWW.PEPSI.COM<br />•<br />WWW.PARLE.COM<br />•<br />WWW.GOOGLE.COM<br />•<br />WWW.INDIAINFOLINE.COM<br />•<br />WWW.REDIFF.COM<br />•<br />WWW.HELLOMINERALSWATER.COM<br />

×