Detail marketing analysis of Kinley

1. KINLEY
WATER
BOTTLE
SUBMITTED BY:
Surya Pratap Singh Shekhawat
Supriya Singh
Priyanshu Sachan
Siddharth Ghose
Shubhash Chandra Sahu

2. OVERVIEW
Kinley water comes with the
assurance of safety from the Coca-
Cola Company.
Launched – Year 2000.
Tagline – Boond Boond m Sach.

3. Product level Identification
Core Benefit1
• The fundamental level is the core benefits. The service or benefit the customer
is really buying. Here, the customer is buying ‘Thirst’.
Basic Product2
• At the second level, the marketer must turn the core benefit into a
basic product. Thus, Kinley provide a safe ‘treated’ drinking water.
Expected Product3
• At buyers normally expect when they purchase this product. Here, customer
expect water to be cold and water bottle to be properly sealed and packed in a
durable manner. Also, Kinley water also provides salts of sodium and magnesium
in it. Like, 100ml of water they have 0.3mg sodium+ 0.1mg magnesium.

4. KINLEY PRODUCT MIX
 500ml bottle
 1liter bottle
 2liter bottle
 20liter bottle

5. PACKAGING
 Primary package is of bottle
• Light weight plastic used
• Neck fish weight of 3.90 gram.
• Closure (cup) weight of 2.3 gram.
 With further package of cardboard box (secondary package)
 And shipping package of corrugated box.

6. Labelling
 Ingredients: treated water and salts of sodium and magnesium.
 Manufactured by : Hindustan Coca-Cola beverages pvt. Ltd with the address
of the company with the licensing no.
 Consumer helpline no and email id is also provided.

7.  Certified by FSSAI and ISI.
 “Crush The Bottle After Use.
 Price and manufacturing date will be printed in the upper side of the
bottle.
 The front side Kinley With Added Minerals is written along with the
company name “The Coco Cola Company.
 Tagline of “A Quality Product of the Coca Cola Company.
Nutritional Information
per 100 ml
Energy 0 g
Carbohydrates 0 g
Sugar 0g
Protein 0 g
Fat 0g
Sodium 0.3 mg
Magnesium 0.1 mg

8. Price points of all variants
 For daily consumption(250ml bottles)
 For long traveling consumption(1 & 2 Ltr)
 For Office, Home, Marriage or Meeting use( 20 & 25Ltr)
 For rural areas Kinley introduced 300ml pouch of Rs. 8 and simultaneously, the
company launched 200ml water cups
 Kinley become popular due to it’s quality and availability(trust worthy)
500ml 1Ltr 2Ltr 20Ltr
Kinley 10 20 35 75
Bisleri 10 20 35 70
Aquafina 12 18 70
Bailey 10 17 75

9. Price
 Kinley follows Going rate pricing strategy
 Kinley water comes with the assurance of safety from the Coca-
Cola company so they used latest technology to ensure purity of
the product
 So only Health conscious people drink Kinley and those who gives
more priority for safe water(hygienic water)
 Kinley is one of the costliest brand in the market
 With the implementation of GST Coca-Cola to reduce price of its
signature packaged water brand Kinley and will launch affordable
‘Value water’ category priced significantly lower than the current
portfolio of Kinley water

10.  Rate per bottle can be reduced to its top
competitors
 Market share of Kinley 21% whereas Bisleri
has a market share of 38.5%
 Kinley has a cost price of manufacturing of a
bottle up to Rs. 8.25 and it sells Rs.10 which
give profit margin of Rs.1.75 whereas Bisleri
has a profit margin of 2 as its cost price Rs.8
and selling price is Rs.10
 More advertisement & promotion required and
more brand recognition required
 Kinley need to change their target customer
from premium to normal customer
Develop Pricing Strategy

11. THANK YOU…