3. INTRODUCTION
FMCG Sector
• The Indian FMCG sector, is the 4th largest sector in the economy.
• Contributes around 2.4% in the GDP of India.
• 9.2 million outlets serves 1.25 billion people and accounted for
US$37 billion sales in 2013.
• Nielsen predicts the FMCG industry to grow from $42 billion in
2015 to US$49 billion in 2016.
• This industry had grown 10% in 2015 and is expected to grow
12% in 2016, with the sales to US$49 billion.
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Source:- IBEF.com
6. Coca-Cola
• Coca-Cola is a carbonated soft drink. It is produced by the Coca-Cola
Company of Atlanta, Georgia, and is often referred to simply as
Coke.
• It was introduced in 1886; 130 years ago.
• Coca-Cola India Pvt. Ltd. is a Wholly-Owned Subsidiary of the
Coca-Cola Company, USA.
• Hindustan Coca-Cola Beverages Pvt. Ltd. - As part of the Bottling
Investments Group of the Coca-Cola Company, it has 24 bottling
plants at strategic locations in various states spread across India. It
cover approximately 65% of bottling operations for the Coca-Cola
System in India
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8. Kinley
• Kinley is a brand of still or carbonated water owned by the Coca-
cola Company and sold in many large European and Asian
countries. Its carbonated forms are used for mixers, and also
available in a variety of fruit flavors.
• Packaged water bottle are carbonated water with a wide array of
variants: tonic, bitter lemon, ginger ale, club soda and fruit flavored
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9. Kinley(cont.)
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Parent Company Coca Cola
Category Water & Soda
Sector Food Products
Tagline/ Slogan Boond boond mein vishwaas
USP Made with reverse –osmosis along with the latest technology
to ensure purity
10. Segmentation, Targeting &Positioning
Segment For all people seeking hygienic drinking water
Target Group All age groups Lower, middle and upper class people
Positioning Water that is as pure as it is meant to be
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12. STRENGTH
Excellent branding.
Excellent Quality and taste
Did not compromise with its quality over price.
Low operational cost and Presence of established distribution net
works in both urban and sub-urban areas.
Presence of well known brands in FMCG sector.
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13. WEAKNESS
No clear positioning- just like any other packaged drinking water
Kinley is secondary product for Coca-Cola.
Frequent distribution is required.
Advertisement is required.
High price as compare to its competitors.
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14. OPPORTUNITIES
Advertise more
Buy out competition
Brand recognition
Leverage successful brand Coca-Cola
2tier and 3tier cities are still mostly untouched.
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15. THREATS
Threat from competitors
Lot of People don’t spend on water or buy local brands.
On regular interval new brands are coming in the market
Government changing policies.
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16. COMPETITORS
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There are approx. 350+ competitors in Mumbai some of the top
competitors are.
Bisleri is the top most competitors of Kinley and is the market
leader in Mumbai as it has occupied 45% of the market.
Bailey is second according to my survey followed by oxyrich,
Aquafina and other local brands.
18. OBJECTIVE OF MY PROJECT
The main objective of this project is to increase
penetration of Kinley bulk water jar in Grocery
channels and Residential consumers
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19. Methodology
• My task was to do the survey and sale of bulk water i.e. of 20lts jar of Kinley.
• Make new customers and resellers in different areas like – J.B.Nagar, Lower
Parel, Marol, Murashi, Dadar, MRDC, Mahim, Majid bander, Solitier Park &
Shar Plaza (Andheri-East), Andheri – West, CST, Mahalaxmi and Goregao.
• Door to door sales i.e. Salesmanship and got contact of new customers from
existing ones through networking.
• Convincing corporate ,residential, and resellers & distributers for selling the
product.
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20. ACTION PLAN
1st week:- Reported to Mohit Gupta (Head Hr). went to corporate office at
Andheri and warehouse at Thane and learn new aspect of
marketing with my guide Mr.Kapil.
2nd week:- Dhanraj sir and Sathish sir who is a salesperson taught me how
to contact new people and convince them to buy our product and
went for route ride in different area study of existing Product in
Market.
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21. ACTION PLAN(Cont.)
3rd week:- went in different Residential, Corporates and resellers areas in
Andheri (east and west), MRDC, J.B.Nagar. Made 12 customers
in this week.
4th week:- done survey in different areas of Marol, Murashi, Lowerparel,
Mahalaxmi, Chakala, etc and convinced and made 16 customers.
Given my presentation and project report.
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22. FINDINGS AND OBSERVATIONS
Top competitors in the market is Bisleri, Bailey, and oxyrich as
compared with price.
Only health conscious people drink kinley and who gives more priority
for safe water.
Kinley is the second costliest brand in the market.
Different government norms.
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23. FINDINGS AND OBSERVATIONS(CONT.)
Kinley is only for niche market.
Frequent service is given by its competitor's.
350+ brand available in Mumbai.
Kinley loosing its resellers and customers.
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24. CHALLENGES
• People have blind faith on bisleri.
• Margin is less as compared to its competitors.
• High Price of Kinley.
• Delivery of product is not frequently done.
• Most people don’t know the brand as there is lack of advertisement.
• More than 350 brands present in Mumbai.
• Its was very difficult for us to convenience people from residential
society as compare to corporate
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25. LEARNINGS
More importance to existing customers.
Psychology of different person in different area is different.
Market and competitor Knowledge.
Product is for niche market rather than mass market.
How to convince and motivate new customers for Kinley water.
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26. SUGGESTIONS
• The service needs to be improved as compare to its top competitors like
bisleri, bailey, Aqua-fina who gives frequent service.
• Delivery service should be more frequent.
• Use their delivery trucks, banners and adds for advertisements
• Use mouth to mouth advertisement.
• Rate per bottle can be reduced to its top competitors rate
• Rate can be increased after it has captured the market at most by 6 months
thats what Coca-Cola does like in small bottle of thumsup and coke.
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27. ACHIEVEMENTS
Meeting new people and understanding their behavior.
Done survey of more than 250 persons in different areas.
Fulfilled my target.
I had done business for the company is Rs.2,48,040 monthly and
Rs.29,76,480 yearly.
Got stipend of Rs.16,000/month.
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