Saloni desai -project mktg

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Ms Saloni Desai had done this Marketing Project under my guidance when I was Head-HR with Parle Group in 2001

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  • Result of Analysis
  • Saloni desai -project mktg

    1. 1. A PRESENTATION BYMISS SALONI D. DESAIF.Y. MBA (MARKETING )K J SOMAIYA COLLEGE,MUMBAI – TO – MR VIPUL SAXENA – HEAD-HRD , PARLE GROUP
    2. 2. KEY OBJECTIVESTo study a) Pull of Bisleri b) Consumer appeal – Through consumers – Through retailers
    3. 3. PARLE BISLERI PVT. LTD.PROJECT BY: SALONI DESAI K.J SOMAIYA INSTITUTE OF MANAGEMENTSTUDIES AND RESEARCHPROJECT GUIDE: Mr. VIPUL SAXENA HEAD-HRD, PARLE GROUP
    4. 4. ACKNOWLEDGEMENTSI would like to thank Mr. Vipul Saxena,Head-HRD, Parle Groupfor giving me an opportunity to learn important marketingaspects in the mineral water market in an esteemed organisationlike Parle Bisleri Pvt Ltd.I am extremely grateful for his undivided guidance and support.
    5. 5. Date: 6/2/2002 TO WHOMSOEVER IT MAY CONCERN This is to certify that Ms. Saloni D. Desai of K.J. Somaiya Institute of Management Studies &Research has successfully completed her project entitled “UNDERSTANDING THE PULL OF BISLERI”with Parle Bisleri Pvt. Ltd. We wish her all the success in her future endeavour Mr. Vipul Saxena HEAD - HRD, Parle Group
    6. 6. CONTENTS KEY OBJECTIVES RESULTS OF ANALYSIS THROUGH CONSUMERS THROUGH RETAILERS SUGGESTED WAY FORWARD
    7. 7. BOMBAY SAMPLE SOUTH- 150 CENTRAL 100 WESTERN 160 TOTAL 410 LOCATIONS COVEREDSOUTH CUFFE PARADE,COLABA ,MARINE LINES CHARNI ROAD,DADAR GHATKOPAR ,MULUND ,THANE ,NEW BOMBAYCENTRAL ,CHEMBURWESTERN BANDRA ,VILE PARLE,ANDHERI ,JOGESHWARI , SANTACRUZ,GOREGAON
    8. 8. Through consumers - Result of Analysis
    9. 9. Result of Analysis Q1) What do you use for drinking water at home? percent south central western Filter 12% 18% 13% 5% Zero B 7% 2% 22% 0% Aquaguard 50% 47% 33% 66% Boiled /tap water 31% 33% 31% 28% Key Findings: The inputs received from the respondents indicate that maximum people use AQUAGUARD for drinking water at home in .
    10. 10. Q2) What do you do when you are thirsty at not at home ? OverallAge (Years) CARRY BUY15-20 3% 12%21-29 12% 40%30-39 3% 5%40+ 9% 14%TOTAL 28% 72% Key Findings: 1. Approximately 3/4th of the people in Mumbai Buy mineral Water when they are outside their homes.
    11. 11. SOUTH BOMBAY CENTRAL WESTERNAge (Years) CARRY BUY CARRY BUY CARRY BUY15-20 5% 8% 2% 8% 2% 18%21-29 18% 32% 8% 55% 10% 38%30-39 3% 5% 2% 4% 3% 7%40+ 12% 17% 8% 13% 8% 13%TOTAL 38% 62% 20% 80% 23% 77% Key findings: 1. The maximum people buying mineral water when they are not at home lie largely in the age group of 21-29 ,in all three locations. 2. The maximum people buying mineral water lie in central mumbai I.e 80% ,second is the western region and last comes the southern part of mumbai with 62%.
    12. 12. Q3. Which brands of mineral water are you aware of? BOMBAY OVERALL TOM: TOM- SOUTH CENTRAL WESTERN BISLERI 82% 87% 90% BAILLEY 5% 2% 5% KINLEY 0% 2% 0% AF 8% 9% 5%Key Findings: All three locations have very strong topof the mind awareness with respect to bisleri,whichindicates very strong impact of advertisements andpromotions.
    13. 13. Age Group: 15-20 Years TOM Awareness SOUTH CENTRAL WESTERNBRANDBisleri 12% 11% 17%Bailley 0% 0% 0%Kinley 0% 0% 0%Aquafina 2% 0% 0%Others 0% 0% 0%Age Group: 21-29 Years TOM Awareness SOUTH CENTRAL WESTERNBRANDBisleri 43% 51% 45%Bailley 2% 0% 2%Kinley 0% 2% 0%Aquafina 7% 8% 3%Others 0% 0% 0%
    14. 14. Age Group: 30-39 Years TOM Awareness SOUTH CENTRAL WESTERNBRANDBisleri 5% 2% 5%Bailley 2% 2% 3%Kinley 0% 0% 0%Aquafina 0% 0% 2%Others 2% 0% 0%Age Group: 40+ Years TOM Awareness SOUTH CENTRAL WESTERNBRANDBisleri 23% 22% 20%Bailley 2% 0% 0%Kinley 0% 0% 0%Aquafina 0% 0% 0%Others 3% 0% 0%
    15. 15. South 80% 70% 60% 50% Bisleri 40% 30% Aquafina 20% 10% 0% S S T M TV D IN R O IN E R W TH D P R O A O HKEY FINDINGS -SOUTH:BISLERIMaximum awareness through TV ads and other reasons like oldest brand in IndiaAquafinaMaximum awareness through availability and displaysOthers include-Display in shops, availability, generic and oldest brand
    16. 16. Central 80% 70% 60% 50% Bisleri 40% 30% Aquafina 20% 10% 0% HOARDINDS OTHERS PRINT WOM TV KEY FINDINGS-CENTRALBisleriMaximum awareness through TV ads and other reasons like oldest brand in IndiaAquafinaMost awareness through print adsOthers include-Display in shops, availability, generic and oldest brand
    17. 17. Q7&12. Mumbai Age group R1 R2 R3 R4 R5 15-20 Safety Availability Brand name Thirst Price 21-29 Thirst Safety Availability Brand name Price 30-39 Thirst Safety Availability Brand name Price 40+ Thirst Safety Availability Price Brand name Age Group between 15-20 ranked “Safety” as the most important factor that influenced their purchase decision while the rest of the age groups ranked “Thirst for Cold Water” as the most important followed by “Safety”
    18. 18. Western 70% 60% 50% 40% Bisleri 30% Aquafina 20% 10% 0% PRINT TV WOM HOARDINDS OTHERSKEY FINDINGS-WESTERNBisleriMaximum awareness through TV ads and other reasons like oldest brand in IndiaAquafinaMaximum awareness through hoardingsOthers include-Display in shops, availability, generic and oldest brand
    19. 19. Q.5/6.AD RECALL AND LIKES /DISLIKES?more than 50% of the people have seen the ad but do not recall it.sBISLERI:• Maximum recall of the punch line “Play safe”• Play safe-irrelevant ad -no connection with water.• Unique break away seal• Only the models -ads are pretty silly• The punch line "play safe"-does not go well with purity• The Dino Moria concept is good• The punch line "play safe" is too suggestive•100% pure campaign• The ads are not interesting at all
    20. 20. Q.5/6.AD RECALL AND LIKES /DISLIKES? (continued)• It is different from other water ads -its good• Tamper proof seal• Jungle ad• Recall only the colour "blue“• Remember the blowup of the Bisleri bottles on the truck• Like layout of Bisleri in the newspaper• Kinley Music + Ad - many praises• Why not use children instead of women in the advt
    21. 21. Q 8 & Q 13. How often do you buy Bisleri/bottled water? 40% 35% 30% 25% 20% 15% 10% 5% 0% Daily More Than Once a Once on 2 Rarely once a month months weekThe responses to the above question indicates that maximumconsumption of Bisleri is “More than once a week”
    22. 22. Q14. Why do you buy bisleri? SOUTH CENTRAL WESTERN Common Name/Good brand 16% 11% 14% Safety 38% 35% 43% Oldest Brand 10% 4% 20% Availabilty 29% 34% 15% Generic 3% 8% 13% Taste 3% 0% 0% PRICE 0% 9% 0% KEY FINDINGS People mostly buy Bisleri because it is considered as a symbol of “Safety” and “Purity”
    23. 23. Q15. Like/Dislikes about BisleriLikes DislikesTaste Plastic qualityPrice Traditional look of the bottleGood Quality Bottles appearanceStable Existence Seal too tight to openSafety Can be duplicatedBottle shape Change from mineral water to drining waterTrust Water quality not goodBecome a need Not affordable for middle classSmall bottle is very handy Bottle not very convinientTamper proof seal OBSERVATION More than 50% of the people did not like the plastic Quality, shape and the over all appearance of the bottle
    24. 24. Q16. Substitutes SOUTH CENTRAL WESTERN Kinley 35% 30% 47% Aquafina 28% 13% 20% Bailey 5% 42% 7% others 14% 15% 27% (includes juices, softdrinks, home treated water)KEY FINDINGSWe can infer that after Bisleri, Kinley is the fastest movingmineral water in the South and the Western regions andBailley in the Central region
    25. 25. Q 17. Brand Personification 12% 10% Bisleri 8% Bailey 6% Aquafina 4% 2% Kinley 0% da ir ik AB m ri t in Aa H ov G
    26. 26. Q18. Size AwarenessSIZES SOUTH CENTRAL WESTERN250ml 18% 7% 10%330ml 0% 3% 4%500ml 36% 38% 27%750ml 2% 3% 5%1l 29% 33% 24%1.2l 7% 4% 7%2l 3% 6% 9% KEY FINDINGS5l 6% 4% 6%20l 1% 3% 7% In all the Three locations, the most known and theQ19. Size prefered most preferred size is SOUTH CENTRAL WESTERN250ml 13% 7% 13% the 500 ml bottle of Bisleri330ml 0% 0% 0%500ml 62% 71% 55%750ml 0% 0% 0%1l 20% 16% 25%1.2l 3% 0% 5%2l 2% 0% 0%5l 0% 7% 0%20l 0% 0% 2%
    27. 27. Q20. Features to be addedChange the shapeMake more trendierMake seal more softerChange the color, make it more colorful (aqua)Change the plasticA different color plasticSturdier bottleGlass free with big bottleHealth and mineral contentsSmall like Kinley bottle, more handyMake more handy for childrenA puzzle on the bottleDiscount on MRP in exchange of old bottlesAttach a strawAdd tasteBiodegradable packagingGive a packet like alcohol bottles.
    28. 28. Q21. Do you resuse the bottle? SOUTH CENTRAL WESTERN Yes 63% 38% 47% No 37% 62% 53%KEY FINDINGSMajority do not reuse the bottles south being an exception Q22. Price affordable? SOUTH CENTRAL WESTERN Yes 73% 88% 73% No 27% 12% 27%KEY FINDINGSEverybody finds the price affordable
    29. 29. Q23 Willing to Pay premium? SOUTH CENTRAL WESTERNYes 28% 16% 38%No 72% 84% 62%KEY FINDINGSMaximum people refused to paya premium.YES-Willing to pay Rs 1/2 extraNo- because they say, why charge for waterNo- why give extra for Bisleri, instead buy something elseNo- because all are the sameNo- price conscious > brand loyaltyNo- many options for the same priceNo- besides the seal no other differentiation
    30. 30. Q24. Retailer benefit passed on ?100% NoQ25. Buy other poducts of Biseri? SOUTH CENTRAL WESTERNYes 82% 60% 77%No 18% 40% 23%
    31. 31. SUGGESTED WAY FORWARD• PRODUCT-BISLERI As explained in Q20., explore the possibility of reviewing the features as per the feedback given by the customers. Consider making changes with respect to the so called ‘Traditional look’ of the bottle, its shape and making it more trendier with respect to the colour scheme as well as the plastic quality of the bottle• PRICE Most of the customers find Bisleri’s price affordable but refuse to pay a premium for Bisleri(those who agree are ready to pay Rs.1/2 more as premium). This could prove to be harmful in the long run for the sustenance of the brand, because an old and strong brand like Bisleri should be in a position to command premium over others
    32. 32. SUGGESTED WAY FORWARDPROMOTIONS The preceding analysis indicates a strong effectiveness of the current advertisements but customers still do not receive any benefit from the retailer’s end. Hence Bisleri should try and work towards sharing some extra benefit with the customer which would not only create brand loyalty but also give an extra point of differentiation vis-a- vis others that could also help a later problem of commanding a premium
    33. 33. SUGGESTED WAY FORWARD•Q25 indicates that Bisleri can try and use itsbrand name for any other product related to healthand safety, for example, health drinks,etc becauseof the strong trust the brand has imprinted in theminds of the customers
    34. 34. THROUGH RETAILERS-RESULT OF ANALYSIS
    35. 35. • Number of retailer’s visited = 60• Location : South, Western and Central Mumbai• More than 50% of the customers asked for Bisleri first while they purchased mineral water• Visibility of the brand is “good” vis-à-vis others in all the locations• The retailers have no complaints regarding the availability of Bisleriand find it extremely regular• On an average, the sales/week is as below : •500 ml- 35 boxes • 1 litre –2 boxes • 1.2 litre – 2 boxes •2 litre –1 box •5 litre – 10 units
    36. 36. •Advertisements and promotions do not play a very importantrole for the purchase of a mineral water bottle.•Amongst other players, “Kinley”is preferred by the retailersas it offers better schemes, for example, discounts like Rs.23off on 1 box, etc and also the retailers get higher marginscompared to “Bisleri”•Bisleri’s margin is almost half compared to Kinley’saccording to retailers in the Western region, for example, •1 litre bottle of Bisleri •Price to retailer: Rs.8:50 •Sale price: Rs.12:00 •1 litre bottle of Kinley: •Price to retailer: Rs.6:25 •Sale price: Rs.12:00
    37. 37. • The retailer does not pass any benefit to thecustomer• Comments– Bisleri is charged greater than MRP at college areaslike Mithbhai college as high as Rs. 7/-– Variance in price is observed with respect to Bisleriat room temperature(Rs. 5) and Bisleri servedchilled(Rs. 6/ Rs. 7)
    38. 38. Thank You

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