Bisleri project report_ unique selling proposition

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Bisleri International Private Limited
Introduction:
Bisleri is Italy originated mineral water brand acquired by Parle Groups which
was founded by Jayantilal Chauhan. Bisleri was originally founded by an Italian
entrepreneur and chemist named Signor Felice Bisleri. In 1965 Bisleri entered India
and soon after few years in 1969 Parle Groups acquired Bisleri and converted it into an
Indian brand.
Bisleri international was started in the year 1969 and started selling mineral water
with the already established Bisleri brand. They also started selling many food drinks
not directly under the Bisleri brand but under the name of Parle group. Parle was already
selling soft drinks from 1949 and later launched some of the famous Indian soft drink
brands namely Limca, Maaza, and Thums-up which were later sold to well established
foreign brands like Pepsi because of funding problems.
Bisleri is currently one of the biggest brands of packaged mineral water in India
and in the world and known for its healthy and clean mineral water. Bisleri also
produces food drinks which are yet to find the significant market share in the
competitive environment led by Pepsi and Coca-Cola.
Bisleri was clear market leader in packaged water segment with close to 60%
market share in the second half 2017 but with increased competition from Kinley, a
brand of Pepsi which is currently in 2nd
position in India with 34% market share and
Bisleri leading the chart with 36% in later part of 2019 as per the market assumptions.
There is no official data from any of the companies regarding their market share.
Majority of the Bisleri’s sales happen in India with one of the biggest distribution
channels in India. Bisleri has 125 plants (13 of which are completely owned by Bisleri),
more than 3000 distributors and about 5000 distribution trucks in India and surrounding
neighbor countries.

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Journey of Bisleri
1965
1969
1991
2000
2006
2009
2011
Bisleri Launched in India
Acquired by Parle
Group Founded BY
Jayantilal Chauhan
Changed packaging design
from Blue to Green to
differentiate from
Competitors. And launched
natural mountain water
from the Himalayas
Launched 1.2liter pack
Bisleri 20 liter was
introduced for Home and
office
Launched 250ml and 500ml
bottles
Launched ‘stay protected’
campaign with the message
‘protect the one you love’

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2011
2013
2016
2016
2017
2018
2018
Launched Bisleri club soda
Launches world’s First
Vertical manufacturing
plant for mineral water
Launched 4 soft drinks.
Spyci, Limonata, Fonzo
and Pina colada
Introduced Regional
language labels
Launched 300ml bottle
named Rockstar
Launched ‘Kiss to drink’
campaign to promote
500ml bottles
Launches Fonzo

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Promoters:
Ramesh J Chauhan
(Chairman)
Zainab Chauhan
(Director)
Jayanti Chauhan
Angelo George
CEO
Anjana Ghosh
(Director)
Rajender Kumar Garg
(Director)
Parag Bengali
(Director)
Santosh Borkar
(Director)
Kadeer Khan
(Director)

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Vision, Mission and Values:
Vision:
Our vision is to be the dominant player in the branded water business. We must expand
and be a leader in the premium beverage category.
Mission:
We must have world class quality, at the lowest production and distribution cost. This
will make us an unbeatable leader, and we will have satisfied loyal customers.
Values:
Bisleri believes in Integrity, Teamwork, Cooperation, Quality, Passion, Openness and
Transparency.

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Product Profile:
Bisleri is the brand that pioneered the idea of packaged water in India and till today
holds the crown for best and healthy packaged water. Mainly is mainly known for
packaged water but they also sell other products under Bisleri brand. Following the
products Bisleri sells.
1) Packaged Mineral water
2) Club soda
3) Bisleri pop
1) Packaged mineral water
Bisleri is known for selling bottled water mainly in south Asian countries. There are
various SKU’s they will sell in the packaged water; they are as follows.
250ml
▪ Introduced in the year 2009
▪ 250ml pack is a compact and convenient pack for
single use
▪ Ideal pack size for parties and conferences
▪ Beautifully presentable at airlines and cafeterias
▪ Priced at ₹6 per bottle for consumers
300ml
▪ Introduced in the year 2016 as Bisleri Rockstar
▪ With unique design it is perfect for birthday parties
and other events
▪ Priced at ₹10 per bottle for consumers

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500ml
▪ Introduced in the year 2009 along with 250ml as a
limited-edition pack
▪ Fits in ladies’ handbags
▪ Available everywhere in India
▪ Priced very reasonably at ₹10 for consumers
1-liter pack
▪ 1-liter pack was originally introduced in 1969
▪ Over the years changes have been made to design
▪ This is the most famous pack of all
▪ Priced at ₹20 for consumers
2-liter pack
▪ 2liter pack is also introduced in 1969
▪ Design changes were made over the years
▪ This is designed for multiple use and for multiple
people in mind
▪ Good for group parties
▪ Priced at ₹30 por consumers

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5-liter pack
▪ 5ltr package comes in the same design as
300ml Rockstar
▪ Unique and eye-catching design
▪ Designed for office use
▪ Priced at ₹70 for consumers
20-liter pack
▪ Introduced in the year 1991
▪ Ideal for home and office use
▪ This is the biggest SKU that Bisleri currently
sells for consumers
▪ Priced at ₹ 75 for consumers

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1. B) Bisleri Vedica
Bisleri Vedica is pure and natural mountain water from Himalayas bottled there with
minimal processing in most hygienic conditions. Mountain water trickles through the
mineral rich rocks and healing herbs acquiring many enriching properties and distinct
mellow taste.
Bisleri mountain water launched in the year 2006 and rebranded as Vedica in 2012.
And Bisleri sells 250ml, 500ml and 1liter SKU’s of Vedica at much higher price than
their very own standard Bisleri.
SKU MRP
250ml 15
500ml 40
1 liter 60
Table 1 prices of Bisleri Vedica
2) Bisleri club soda
Bisleri soda is available in 600ml and 750ml SKU’s and sold at very reasonable
price for each SKU. But like mineral water it is not available everywhere because of
distribution problems and stiff competition from foreign brands such as Coca cola and
Pepsi.

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3) Bisleri POP
Parle group started selling soft drinks in 1951 with Goldspot, an orange flovoured soft
drink. In 1974 they introduced ‘Maaza’ and in 1978 they launched ‘Thums up’, all of
which are heavily successful. They were later bought by wealthy foreign brands.
So Bisleri is no stranger in soft drinks market but untill 2016 not a single soft drink
was launched under Bisleri brand. All were launched with different brands under parle
group.
In 2016 Bisleri launched 3 drinks with different flavours and in 2018 they launched
Fonzo with unique taste of mango juice and refreshing fizz.
Following are the products under Bisleri POP.
Bisleri Club Soda
▪ Launched in the year 2001
▪ Comes in 2 SKU’s
▪ 600ml and 750ml packs are available for
consumers
▪ Comes in classic Bisleri green bottle
▪ Priced at ₹18 for 600ml and ₹20 for 750ml
bottles
Limonata
▪ Launched in the year 2016
▪ Available in 2 SKU’s – 250ml and 600ml
▪ Priced at ₹ 20 for 250ml and ₹35 for 600ml

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Spyci
▪ Originally introduced in the year 2016
▪ It’s a blend of bold Indian flavors and fizz
▪ Available in both 250ml and 600ml packs
PINA COLADA
▪ Originally launched in 2016
▪ With real pineapple juice and creamy coconut and
lots of fizz is tailor made for beach craze people
▪ Available in both 250ml and 600ml packs
Fonzo
▪ Originally launched in 2016
▪ And reintroduced in 2018
▪ With unique taste of mango juice and fizz
combined it is very attractive for kids and women.
▪ Available in both 250ml and 600ml packs.
▪ Priced at ₹20 for 250ml and ₹35 for 600ml

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Infrastrure facilities :
Bisleri has one of biggest distribution channels in India. Being one of the largest seller
of mineral water bottles in India the production capacity has to be huge. Bisleri is
powered by 125 manufacturing plants out of which 13 are owner and operated by
Bisleri itself and others being contract manufacturers.
Bisleri has over 3000 distributors and about 5000 distribution trucks across India
and neighbouring countries. Bilseri is working hard to reach each and every cornor of
the country to supply pure and healthy water.
Following are the 13 plants owned by Bisleri
1 Rudrapur 8 Goa
2 Sahibabad 9 Vizag
3 Delhi 10 Hyderabad
4 Jaipur 11 Bengaluru
5 Ahmedabad 12 Chennai
6 Mumbai 13 Coimbatore
7 Kamshet
Table 2 Bisleri owned plants
With Mumbai being the headquarters Bisleri has been able to reach all corners of
the country with having manufacturing plants all over the country to handle local
demands and to provide quick and reliable supply to customers.
In 2018 Bisleri also launched world’s first vertical manufacturing plant for
mineral water which is a huge accomplishment for an Indian company. The plant is 430
miters in length which is the largest for any Indian beverage company which almost
doubles the previous manufacturing capacity of 430 bottles per minute.

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Competitors Information:
In recent days the competition has become evident. International brands like Pepsi and
Coca cola have released their own brands of mineral water and domestic players are
not resting either. Unorganized sector is growing rapidly in India when it comes to
packaged water.
Bisleri’s main competitors are as follows:
• Aquafina
• Bailey
• Kinley
1) Aquafina
Aquafina is a brand owned and operated by Pepsi. It is one of the biggest brands in
United states and Europe when it comes to packaged water.
Year of introduction in market 1994
First distributed in Wichita, Kansas, United states
Currently operate in United states, Europe and Asia
India launch 1999
Market share in India 15% (as of 2013)
Products under same brand Water, soft drinks, Lip balm
2) Bailey
Owned and operated by Parle Agro
First distributed in India
Currently operate in India

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Products under the same brand Water and Soda
3) Kinley
Owned and operated by Coca-Cola
Currently operate in United states, Europe and Asia
India launch 2000
Products under same brand Water, soft drinks, flavored drinks

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SWOT Analysis of Bisleri:
* Strong brand recall
among consumers
* Best in the business
when it comes to
quality
* Among the
competitors Bisleri
has the highest
market share
* Strong point of sale
Marketing
* 135 production
plants
* More than 5000
distributors across
India
* More than 3000
distribution
vehicles across
India
* Low margins to
retailers unlike
competitors
* Far too many
people involved in
sales. Salesman,
delivery person and
collection person.
* There is no real
unique selling
proposition left as
all competitors
caught up.
* With so many areas
to serve everyday
quality of service
differ from one
area to another
which is
uncontrollable
* Market of packaged
water is still
growing from 22 to
25% annually.
* There are still parts
of the country
Bisleri is yet to
reach
* By launching
Vedica brand
Bisleri has the huge
opportunity to catch
premium consumers
* With newly
launched soft drinks
Bisleri as a brand
can get closer to
consumers
* Local brands are
attracting retailers
by offering more
margin
* Most of the
competition has
caught up in
quality.
* Kerala govt capped
prices of water
bottles to
maximum of ₹13.
* Ban of plastic
product will be a
huge worry as there
is no alternative
yet.
S W O T
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

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Chapter 2
Conceptual
background and
literature review

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Theoretical background of the study
Definition:
Unique selling proposition as described by Dr. James Blythe, the USP "contains the
one feature of the product that most stands out as different from the competition and
is usually a feature that conveys unique benefits to the consumer."
A unique selling proposition (USP, also seen as unique selling point) is a factor that
differentiates a product from its competitors, such as the lowest cost, the highest
quality or the first-ever product of its kind. (Farrell, Lee, & Lee, 2015)
Unique selling proposition in general words can be said like, that one unique thing a
product has been associated with which will help with selling it as opposed to a
competitor’s product.
The product or service may have been good at every other aspect but to market it must
have one specific feature that stands apart and helps in marketing. A product or a
service without a unique selling point will be hard to sell because it will be hard to
market or promote.
Unique selling point can be anything like feature, distribution channel and it even can
be promotion or anything which competitors find hard replicate easily. Especially the
new commers or new entrants need to have unique selling point(s), yes, a single
product can have multiple USP’s.
Features and importance of unique selling proposition:
• Its unique to product or brand
• It’s hard to replicate to competitors
• Helps in marketing the product or service
• Makes it hard to consumers to switch brands
• Create value to customers
• USP must be revisited and tuned according to product life cycle
• Competitors will be constantly trying to duplicate the USP
• USP helps to distinguish from the competitors
• USP helps in providing more value for the money

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How to identify Unique selling proposition:
Identifying unique selling proposition is more important than having one, it’s hard to
identify and market the unique selling proposition. To identify the unique selling
proposition a company must go through a process of Identifying things it can do better
than others and survey its customers and look for which they choose as highest
priority and double down on that to create more value to customers.
Alternatively, company decide on itself to which they feel is their unique selling
proposition by analyzing prior data and product features.

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Literature Review
1. Bijennder - 2010
"A report to study marketing strategies of Bisleri"
The study is about various marketing strategies used by Bisleri to increase the sales.
The researcher concludes by a saying "there is very good future for mineral water
market. Soft drinks market might be threat at present, but scenario is going to change
later". Which hold true in the year 2020.
2. Megha Jain (2016)
"Study of Indian packaged water industry with special focus on Bisleri"
As the title suggested this study concentrates on overall package water market. The
researcher claims the market is congested and confused, so the company should
properly promote and strengthen the distribution channel to survive.
3. Karmaveer madam (2015)
"Financial management of Bisleri International"
The study was conducted in Delhi ncr. The researcher claims that products is available
everywhere, and Bisleri has a good product distribution channel. And brand recalling
is highest among brands.
4. Ria Gupta (2011)
"study on Bisleri"
The research helped to understand the overall mindset of the consumers in 2011 about
packaged water in India. The researcher said that the individual’s mindset about
packaged drinking water is changing as pollution rate increases. Very health conscious
people are ever to jump to packager water over tap water.
5. Abhishek Agarwal (2017)
"Distribution network of Bisleri”.
The research concentrates on the distribution channels of Bisleri and how proper
distribution channel helped Bisleri to lead the market with innovation.

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Bisleri has one of the largest distribution channels in India. The researcher suggests
marketing the product more and to enter soft drinks market which Bisleri did in 2018.
6. Gay hawkns, Emily potter, and Kane race (2015)
“Plastic water: the social and material life of bottled water”. The research concentrates
on water scarcity in Chennai and surrounding area and how bottled water can solve the
scarcity. The researcher said that with changing income level of Indians the demand for
bottled water Is only going to be travel up.
7. Mark Harvey (2020)
“Market: exploring spaces of exchange”
The study concentrates on the formation and scaling of goods to public. The researcher
states that the bottled water market in India is booming and it’s only going to get better
as it is considered as essential product.
8. Geeta Kothari (2006)
“Thirst”
In this journal article the researcher emphasizes on the need for pure water in India
mainly in underdeveloped parts of India. The paper is old, but many points still holds
true.
9. Amanda Ciafine (2012)
“International labour and working-class history”
The research journal concentrates on labour rights, but it also concentrates on quality
of water in India.
10. Kyle B Murray (2013)
“The retail value proposition: crafting unique experiences at compelling prices”
In the book author concentrates on managing customer relationships and how a
company can create value to customers by providing unique features.
11. Kyle B Murray (2013)
“Segmentation and differentiation”
The author gave special mention to market segmentation and differentiation in the book
to sell more products.

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The same strategy used by bisleri which is working well for them. Dividing the market
is necessary to serve big Indian market.
12. Scott Fay, Jinhong Xie (2010)
“Marketing Science”
The book gives special importance to the economics of buyer’s uncertainty. And what
is the difference between advanced selling and probabilistic selling.
13. Javed Nasiry, Ioana Popescu (2012)
“Management Science”
In the book we can study about advanced selling when consumers regret.
How dissatisfaction with one brand can lead to surge in another brand even though is
barely better.
14. Peter Ester (2017)
“Accelerators in Silicon Valley”
The author heavily concentrated on unique selling points and business models and
cooperation. How various business models will change the fortunes of the company.
Creating unique selling points will make the sale better.
15. Scott fay, Jinhong Xie (2008)
“Marketing Science”
The author writes about how marketers can creatively sell anything in the market by
using creativity. Under the heading probabilistic goods, the author states creative way
of selling products and service.
16. Linda ferrel (2010)
“The journal of personal selling and sales management”
The researcher writes about how technology can improve the direct selling industry.
The direct selling companies can use the technology to improve the sales rather than
relying heavily on manpower.

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17. Tyler R Henry (2010)
“Short selling around seasoned equity offerings”
The author in this book discuss the techniques needs to be used to sell the seasoned
products and services. And how to market them for enhanced sales.
18. Bradley S O’Hara (1993)
“A personal selling perspective”
In this journal the researcher concentrates on techniques of personal selling and other
important factors needs to be considered before going for personal selling. The book
also denotes about effectiveness of trade shows.
19. James C McElroy (2017)
“The journal of personal selling and sales management”
In his journal the author writes about the atmospherics of personal selling and sales
management. The science behind product labelling and physical attractiveness of
product.
20. Michael D Grubb (2019)
“The American economic Review”
In this book author writes about how to sell products to overconfident customers. The
customers who thinks they know everything about all products needs to treated
differently in order to sell them. Basic advertisements are not going to work for them.

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Statement of the problem:
The market share of Bisleri international has been falling steadily in the recent years
when it comes to packaged drinking water, lot of it has to do with all the Bisleri’s
unique selling features have been met by its competitors. This study has been
conducted the unique selling points of Bisleri water.
Objectives of the study:
1. To understand the consumer preference while buying bottled water.
2. To understand the consumer perception about Bisleri
3. To understand the brand awareness of bisleri among consumers
4. To understand the brand preference of consumers
5. To find out Bisleri’s Unique selling proposition
6. To understand the consumer knowledge about Bilseri’s Unique selling
proposition
7. To study the impact of retailer margin and retailer satisfaction.
Scope of the study
The study will focus on understanding the unique selling proposition of Bisleri
international, the firm which is pioneered in selling packaged drinking water in
India. The study will also help us to understand the reasons behind falling market
share of Bisleri packaged water.
The study will be based on the information collected from various retailers who
are serving in Belgaum region and secondary data collected from Bisleri and its
employees.
The study is however limited to Belgaum region, but the results can be applied
everywhere as it is consumer product and consumer behavior can be studies and
predicted.
Most of the study has been done from collecting data from retailers and their
preferences and what they feel is Bisleri’s Unique selling proposition.

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The study is based on results from a survey consisting of 50 retailers and 100
consumers.
Research Methodology:
Research design – Descriptive research
The study is descriptive in nature and both the primary and secondary data has been
used draw conclusion.
1. Primary data
Primary data has been collected from the following sources
• Questionnaire responses collected from both consumers as well as retailers
• Interview with company employees and executives
• Data collected from observation
2. Secondary data
Secondary data is collected from following sources
• Company’s financial data
• Internet and websites
• Reports
• Research papers
• Books

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Research method:
Sampling method:
Due to not knowing the exact number of retailers selling bisleri products in
Belgaum, the convenience sampling (under non-probability sampling methods)
has been used to select 50 retailers for the study.
Due to time constraint 100 consumers have also been selected for the study based
on convenience sampling.
For analysis The Mixed method has been used for the study which consists of
Cross-sectional survey(questionnaire), Direct interview and secondary data
analysis.
Population: Belgaum South
Sample size: 50 retailers who sell Bisleri product chosen randomly, and 100
consumers who are also chosen randomly from the population.
Hypothesis:
During the study the following hypothesis has been used. The testing of hypothesis
is done in the 4th
chapter.
H0 : The retailer margin does not have any impact on the overall satisfaction of the
retailer with the product.
Ha: The retailer margin does have impact on the overall satisfaction of the retailer
with the product.

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Limitations of the study:
• The study is based on the data collected from Belgaum region only
• The number of respondents were limited
• The retailer’s responses may be biased towards local brands as they offer
higher margin
• Unique selling point can change over time so the results might not hold true
in coming years
CHAPTER SCHEME:
CHAPTER 1 INTRODUCTION
• Industry profile
• Company profile
CHAPTER 2 CONCEPTUAL BACKGROUND AND LITERATURE
REVIEW
• Theoretical background
• Literature review
CHAPTER 3 RESEARCH DESIGN
• Statement of the problem
• Objectives
• Scope of the study
• Research methodology
• Hypothesis
• Limitations
• Chapter scheme
CHAPTER 4 ANALYSIS AND INTERPRETATION
CHAPTER 5 FINDINGS, CONCLUSSION AND SUGGESSTIONS
BIBLIOGRAPHY

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CHAPTER 4
ANALYSIS AND
INTERPRETATION

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Analysis and interpretation
Table 3 classification of monthly turnover of retailers
Monthly turnover Number of responses Percentage
less than 50000 16 32
50000-100000 18 36
100000-300000 13 26
More than 300000 3 6
Figure 1 monthly turnover of retailers
Interpretation:
Out of 50 retailers collected information from, 36% of which have 50000-100000
monthly turnover which is the highest and closely followed by 32% of retailers whose
monthly turnover falls below 50000 rupees for every month. 26% retailers have
monthly turnover ranging between 100000-300000, and only 6% of respondent’s
turnover falls above 300000.
0
5
10
15
20
25
30
35
40
Monthly turnover
Less than 50000 50000-100000 100000-300000 More than 300000

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Table 4 classification of years of experience of retailers in the market
Number of years Number of responses Percentage
Less than 1 year 1 2
2-5 years 25 50
5-10 years 19 38
More than 10 years 5 10
Figure 2 years of experience of retailers in the market
Interpretation:
Above graph shows the number of years since the respondents are doing business.
50%of respondents are ranging between 2 to 5 years whereas 38% respondents are in
the market between 5-10 years.
This data is collected to check whether the responses will change as retailers gain
more experience in the market.
0
10
20
30
40
50
60
70
years of experience in the market
less than 1 year 2-5 years 5-10 years more than 10 years

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Table 5 Respondents opinion on margin playing important role while deciding which
brands of water to sell in the store
Agreeableness Number of responses percentage
Strongly disagree 0 0
Disagree 0 0
Neutral 0 0
Agree 17 34
Strongly agree 33 66
Figure 3 Respondents opinion on margin playing important role while deciding which brands of water to sell in the
store
Interpretation:
Above mentioned pie chart shows what is retailers’ opinion on whether they will try
to persuade the consumers to sell the brand of water which is yielding more profit
over the one consumer asks for.
Surprisingly 100% of retailers said that they will do so to gain more profit. This might
be one of the reasons why the market share of Bisleri is regularly declining over the
years.
66% retailers strongly agreed whereas 34% retailers agree to the question.
0%
0%
0%
34%
66%
Agreeableness
Strongly disagree
Disagree
Neutral
Agree
Strongly agree

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Table 6 showing retailers response on when consumer ask for packaged drinking
water whether they try to sell the one with highest margin.
Disagree 4 8
Neutral 4 8
Agree 20 40
Figure 4 retailers response on when consumer ask for packaged drinking water whether they try to sell the one
with highest margin.
Interpretation: most of the retailers chose the profit over consumer satisfaction. 84%
of retailers said that they will try to sell the brand with the higher margin over the
brand the consumers ask for. And 8% remain neutral whereas only 8% said that they
will sell exactly what consumers ask for.
0
5
10
15
20
25
30
35
40
45
50
Category 1
strongly disagree disagree neutral agree strongly agree

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Table 7 showing retailers opinion on whether the process of ordering Bisleri water is
easy
Disagree 1 2
Neutral 3 6
Agree 35 70
Figure 5 retailers opinion on whether the process of ordering Bisleri water is easy
Interpretation: when asked about the retailer’s opinion on about the process of
ordering the Bisleri. 92 % of respondents said that they find the process of ordering
bisleri was easy and convenient. whereas 6% remained neutral and only 2% said they
find ordering bisleri was hard.it concludes that the process of ordering Bisleri water is
easy and convenient to retailers in Belgaum.
0
10
20
30
40
50
60
70
80
Category 1

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Table 8 showing retailers opinion on whether delivery process of Bisleri water is
quick and reliable
Disagree 13 26
Neutral 4 8
Agree 29 58
Strongly agree 0 0
Figure 6 retailers opinion on whether delivery process of Bisleri water is quick and reliable
Interpretation: when asked about whether the delivery of bisleri water is quick and
reliable the retailer’s opinion was mixed and it was not as straight forward compared
to ordering. 58% retailers said that the process of delivering bisleri water was quick
and reliable whereas 34% retailers said it was not reliable and quick. And 8%
remained neutral.
This data shows that while majority of retailers are happy with ordering process the
same cannot be said about the delivery. This was more of a mixed reaction from
retailers.
0
5
10
15
20
25
30
35
Category 1

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Table 9 showing retailers opinion on whether the process of handling the customer
grievances at Bisleri is quick and effective.
Disagree 15 30
Neutral 12 24
Agree 14 28
Strongly agree 0 0
Figure 7 retailers opinion on whether the process of handling the customer grievances at Bisleri is quick and
effective
Interpretation: when asked about whether retailers are happy with how their
grievances are handled and whether they have been solved quickly and reliably. More
than 72% of retailers either disagreed or remained neutral, only 28 % retailers said
that their problem has been resolved quickly and effectively.
This shows that most retailers are not been happy with the way how bisleri resolves
the retailer’s problems.
0
5
10
15
20
25
30
35
Category 1

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Table 10 showing retailers opinion on whether they would like to give any
suggestions to improve market performance of Bisleri.
Yes 27 54
No 23 46
Figure 8 retailers opinion on whether they would like to give any suggestions to improve market performance of
Bisleri.
Interpretation: when asked about whether they would like to give any suggestions to
improve the performance of bisleri in Belgaum region 54% of retailers said they
would give suggestion and remaining 46% retailers said that they don’t want to give
any suggestions. We can assume that those 46% retailers are either completely
satisfied with bisleri or completely fed up with bisleri. Whereas 54% retailers who
wished to share suggestion shared some good ones.
Following are some of the suggestions given by retailers:
• Weekly credit facility
• Many of retailers don’t want bisleri to sell its products to stores which are not
in cold drinks business for example pan shops.
• Timely delivery
• Disintermediation
• Providing the fridge
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44
46
48
50
52
54
56
Agreeableness
Yes No

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• Consumer responses
Table 11 showing classification of respondents based on their age
Age % of Respondents
Below 18 14
18-25 57
25-40 16
Above 40 13
Figure 9 classification of respondents based on their age
Interpretation:
The sample selected for collecting the responses were 100 when it comes to
consumers and the age groups of belonging to 18 to 25 is 57%. So, whatever the data
represents its of young demographics or adults more children and older generation
though study fairly represents other demographics as well with 14% below 18, and
29% above 25 years of age.
14%
57%
16%
13%
% of respondants
Below 18 18-25 25-40 Above 40

49
Table 12 showing classification of respondents based on their annual income, gender
and Area of living
Annual income % of Respondents
Below 100000 49
100000-500000 33
Above 500000 18
Gender % of Respondents
Male 69
Female 31
Area % of Respondents
Rural 52
Urban 48
Figure 10 classification of respondents based on their annual income, gender and Area of living
Interpretation: when considering the income 49% respondents have below 1 lakh
annual income, and 69% of respondents are male and 52% of respondents live in rural
area. The income of 69% respondents falling below 69% is because most of the
respondents are of age between 18-24.
0
10
20
30
40
50
60
70
80
Gender
gender
male female
46
47
48
49
50
51
52
53
Area
area
Rural Urban
0
10
20
30
40
50
60
Annaul income
income
Below 100000 100000-500000
Above 500000

50
Table 13 showing consumers response on how regularly they purchase packaged
drinking water.
Frequency Percentage
Regularly 15
Frequently 27
Occasionally 25
Rarely 33
Figure 11 consumers response on how regularly they purchase packaged drinking water.
Interpretation:
When asked about how regularly consumers buy packaged water, most of them
replied saying they buy it very rarely. About 33 percentage of people says they buy
very rarely. and only 15% people said they buy regularly which indicates that Indians
are still not regular users of packaged water/
15%
27%
25%
33% Regularly
Frequently
Occasionally
Rarely

51
Table 14 showing consumers response on reason to purchase packaged drinking
water.
Reason Percentage
Water pollution 22
Non availability of
regular water
45
Health reason 28
Any other 5
Figure 12 consumers response on reason to purchase packaged drinking water.
Interpretation:
When asked about reason to purchase the packaged water 45% of respondents said
that its only because of non-availability of regular water. It indicates that Indians are
still only use packaged water when regular water not available. Almost none use it on
daily bases as their primary source of water.
22%
45%
28%
5%
Water pollution Non availability of regular water Health reason Any other

52
Table 15 showing consumers response to the factors they consider while purchasing
packaged drinking water.
Important factors Percentage
Price 24
Brand 23
Purity and safety 47
Ingredients 06
Figure 13 consumers response to the factors they consider while purchasing packaged drinking water.
Interpretation:
When asked about the factors they consider while purchasing the packaged water,
majority of respondents were caught saying purity and safety with 47% to be precise.
While 23% people said brand and only 24% people consider price.
So, purity and safety hold the key to sell water in India.
Price
24%
Brand
23%
Purity and safety
47%
Ingredients
6%

53
Table 16 showing consumers response to the brand preference while purchasing
packaged drinking water.
Figure 14 consumers response to the brand preference while purchasing packaged drinking water.
Interpretation:
The consumer brand preference varies from customer to customers. While 62%
people picked bisleri as their first preference and 17% picked Aquafina. Tata water
plus considerably the last preference of consumers with73% picked it as 5th
preference.
So, concludes that still the bisleri is most preferred brand in India with significant lead
over other brands with second best Aquafina is only 17% peoples first preference.
Aquafina Bailey Bisleri Kinley Tata water plus
1st preference 17 7 62 11 6
2nd preference 37 21 13 24 6
3rd preference 27 32 9 29 5
4th preference 15 36 6 30 10
5th preference 4 4 10 6 73
0
10
20
30
40
50
60
70
80
Brand preference

54
Table 17 showing consumers response to which they associate Bisleri with
Percentage
Safe, pure and healthy 89
Inexpensive 1
Widely available 8
None of the above 2
Figure 15 consumers response to which they associate Bisleri with
Interpretation:
When asked about which they associate Bisleri with 89% people said safe pure and
healthy, while 8% said widely available. It shows that bisleri’s unique selling point
can be safe pure and healthy. It is the safest brand in the minds of consumers.
89%
1%
8%
2%
Safe, pure and healthy Inexpensive Widely available None of the above

55
Table 18 showing consumers response to whether they know that Bisleri water is
available in all parts of Belgaum.
Agreeableness Percentage
Yes 65
No 12
Not sure 23
Figure 16 consumers response to whether they know that Bisleri water is available in all parts of Belgaum.
Interpretation:
When asked about whether they know that Bisleri water is available in all parts of
Belgaum. The response as expected was positive with 65% people saying yes and
23% saying not sure. Only 12% people said that they are not aware about bisleri
availability in Belgaum.
65
12
23
yes no maybe

56
Table 19 showing consumers response to which of the Bisleri products they have
used/seen in market.
Products Percentage
Mineral water 100
Club soda 17
Spyci 0
Limonata 0
Pinacoda 0
Figure 17 consumers response to which of the Bisleri products they have used/seen in market.
Interpretation:
When asked about to which of the Bisleri products they have used/seen in market. All
the respondents said that they have seen or used bisleri water and only 17% people
claimed they have seen bisleri club soda. And none of the other products were seen by
anyone. That is just poor marketing or Bisleri’s noninterest in selling these products.
100
17
0 0 0
Mineral water Club soda Spyci Limonata Pinacoda

57
Table 20 showing consumers response to when asked whether they prefer to buy
Bisleri water whenever they need water.
Agreeableness percentage
Strongly disagree 7
Disagree 8
Neutral 19
Agree 50
Strongly agree 16
Figure 18 consumers response to when asked whether they prefer to buy Bisleri water whenever they need water.
Interpretation:
When asked about whether they prefer to buy Bisleri water whenever they need
water.66% people said they agree while 16% strongly agreed. Only 15% said they do
not agree on this as they prefer other brand of water. This shows bisleri is still the
king of mineral water.
0
10
20
30
40
50
60
Category 1

58
Table 21 showing consumers response to when asked whether they prefer to buy
Bisleri even if its price is higher than other water brands.
Strongly disagree 8
Disagree 32
Neutral 25
Agree 27
Strongly agree 8
Figure 19 consumers response to when asked whether they prefer to buy Bisleri even if its price is higher than
other water brands.
Interpretation:
When asked about whether they prefer to buy Bisleri even if its price is higher than
other water brands. The response was mixed. Only 35% people agreed to the sentence
and they were ready to pay more. But majority said they will not pay more to bisleri
products as they believe bisleri doesn’t offer anything new or special.
0
5
10
15
20
25
30
35
Category 1

59
Table 22 showing consumers response to when asked whether they search for bisleri
whenever they need water.
Strongly disagree 14
Disagree 12
Neutral 42
Agree 23
Strongly agree 9
Figure 20 consumers response to when asked whether they search for bisleri whenever they need water.
Interpretation:
When asked about whether they search for bisleri whenever they need water. The
response was not so positive, with only 32% claimed to search for bisleri while 42%
remained neutral. 26% straight on said no.
This shows that bisleri doesn’t hold much product differentiation to make people
search for the product.
0
5
10
15
20
25
30
35
40
45

60
Table 23 showing consumers response to
when asked whether they know that every
packaged water needs to undergo quality test
Yes 81
No 19
Based on the quality test consumers ranked
the various packaged water brands, which is shown in the following chart.
Figure 22 Based on the quality test consumers ranked the various packaged water brands, which is shown in the
following chart.
Interpretation:
When asked about whether they know that every packaged water needs to undergo
quality test, 81% people said they aware of it, which is good sign. When asked to rank
them according to which they believe is best according to quality test, 59.26% chose
bisleri as 1st
ranked and 17.28% chose Aquafina.
Aquafina Bailey Bisleri Kinley omakr
1st 17.28% 6.17% 59.26% 9.88% 7.41%
2nd 34.57% 30.86% 8.64% 22.22% 3.70%
3rd 24.69% 29.63% 14.82% 24.69% 6.17%
4th 13.58% 30.86% 7.40% 39.51% 8.64%
5th 9.88% 2.47% 9.88% 3.70% 74.07%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
consumer ranking based on quality test
81
19
yes no
Figure 21 consumers response to when asked
whether they know that every packaged water
needs to undergo quality test

61
Table 24 showing consumers response to when asked whether they would like to give any suggestions to Bisleri
Yes 33
No 77
Interpretation:
When asked about whether they would like to give any suggestions to Bisleri 77% said
NO and they are satisfies with current performance of bisleri and 38% said they would
like to give suggestion to improve. Most of the suggestions were about making is
available in their neighborhood, changing the packing style to make it look different
and recycling the plastic.
Testing the hypothesis:
The co-relation analysis has been used to test the hypothesis. To test the hypothesis the
retailer’s responses have been collected on 2 variables, one being retailer’s satisfaction
with the margin and other one being their overall satisfaction with the product.
Retailers are asked to rate their satisfaction level based on their experience on both
variables with the rating of 10 being highly satisfied and 1 being dissatisfied.
This method has been followed to check whether both the margin and overall
satisfaction are interconnected or not. The data collected from 50 retailers has been
tabulated below to identify the co-relation.
yes
30%
no
70%
Agreeableness
Figure 23 consumers response to when asked whether they would like to give any suggestions to Bisleri

62
Table 25 Retailers’ response on satisfaction level with margin and overall
satisfaction
SR NO Satisfaction
level with
Retailer
margin
(X)
Overall
satisfaction
(Y)
SR NO Satisfaction
level with
Retailer
margin
(X)
Overall
satisfaction
(Y)
1 7 7 26 7 8
2 6 6 27 6 8
3 6 6 28 5 2
4 5 5 29 7 9
5 7 8 30 5 4
6 7 9 31 7 7
7 8 9 32 7 7
8 5 5 33 8 10
9 4 3 34 8 10
10 5 5 35 5 6
11 6 5 36 7 9
12 7 8 37 6 8
13 7 8 38 6 7
14 8 9 39 6 7
15 5 5 40 7 9
16 6 7 41 7 7
17 6 6 42 6 6
18 5 7 43 6 8
19 8 9 44 5 6
20 5 4 45 6 7
21 8 9 46 8 7
22 6 6 47 7 7
23 7 9 48 7 8
24 5 4 49 6 7
25 6 7 50 7 8

63
Solution:
Total:
∑X = 317
∑Y = 348
Average / mean:
X
̅ = 6.34
Y
̅ = 6.96
Formula:
r =
𝑛∑𝑥𝑦−(∑𝑥)(∑𝑦)
√[𝑛𝛴𝑥2−(∑𝑥)2][𝑛∑𝑦2−(∑𝑦)2]
n= total number of observations
X= Satisfaction level with Retailer margin
Y= Overall satisfaction of retailers
By using the data from the table, the following are calculated:
n = 50
∑X2
= 2063
∑Y2
= 2580
(∑X)2
= 100489
(∑Y)2
= 121104

64
If we substitute these figures into the formula of correlation,
The we get,
r = 0.83642326
From the calculation we can conclude that the both the variables are positively co-
related and the change in one variable will positively impact on other.
With correlation of positive 0.08364 we can say that satisfaction with margin is co
related with overall satisfaction of retailers.
With this we can reject the null hypothesis (H0) and accept the alternate hypothesis
(Ha). which indicates satisfaction with retailer margin will have impact on overall
satisfaction.

65
Chapter 5
Findings, concussions
and suggestions

66
Findings:
The study gave answer to lot of questions out of the many findings following are the
important ones.
• Most of the consumers are happy with services provided by the bisleri.
• Bisleri is not having significant advantages over competitors as most of the
competition has caught up.
• The unique selling point of bisleri is their quality and hygiene of the product
and their distribution channel.
• Most of the retailers only care about margin and they are ready to push
whatever product brings them most profit.
• High number of consumers buy packaged water very rarely.
• Reason to purchase the packaged water is non-availability of regular water for
most people.
• The factors they consider while purchasing the packaged water, majority of
respondents were caught saying purity and safety.
• The consumer brand preference varies from customer to customers.
• All the respondents said that they have seen or used bisleri water and only
17% people claimed they have seen bisleri club soda. And none of the other
products were seen by anyone.
• The process of ordering bisleri is easy for most of the retailers.
• Many of the retailers are not happy with reliability of delivery.
• Most of the retailers are not happy with process of handling grievances.

67
Suggestions:
There are many of the suggestions given by the retailers as well as consumers to
bisleri improve their performance. Which are listed below.
Suggestions by retailers:
• Providing credit facility
• Weekly credit facility
• Many of retailers don’t want bisleri to sell its products to stores which are not
in cold drinks business for example pan shops.
• Timely delivery
• Disintermediation or removing intermediaries. Because in bisleri’s case there
are 3 people involved in each transaction. Order taking person, delivery guy
and payment person.
• Providing the fridge
• Offer more margin
Suggestions by consumers:
• Automatic vending machines at public places like bus stands and parks.
• Improve product packing design to look different.
• Finding alternatives to plastic bottles.
• Use high quality bottles
• Make it available in their neighborhood
• Price it competitively
• Provide knowledge about the product to consumers.

68
Bibliography
• Definition of USP. (n.d.). Retrieved 5 6, 2020, from
http://whatis.techtarget.com/definition/unique-
selling-point-USP
• Farrell, A. M., Lee, N., & Lee, N. (2015). Unique
Selling Proposition. Retrieved 5 6, 2020, from
https://onlinelibrary.wiley.com/doi/full/10.1002/978
1118785317.weom090272
• www.bisleri.com, accessed on 10 march 2020, 15th
march 2020, 12th
April 2020, and 18th
April 2020.
• Kotler, Philip, et al. Marketing Management.
Pearson Education Limited., 2019.
• Hoffman, Jeff. “Unique Selling Proposition: What It
Is & How to Develop a Great One.” HubSpot Blog,
blog.hubspot.com/sales/unique-selling-proposition.
• “Unique Selling Proposition.” Wikipedia,
Wikimedia Foundation, 29 Mar. 2020,
en.wikipedia.org/wiki/Unique_selling_proposition.
• Dipak, Kumar Bhattacharyya. Research
Methodology. Excel Books, 2013.

Questionnaire:
Dear sir/ madam
I am a student of MBA studying in VTU Belagavi. I kindly request you to
fill the following details for study purposes.
Name : _______________________________________
Age : Below 18 ☐ 18-25 ☐ 25-40 ☐ above 40 ☐
Annual income(₹): Below 100000 ☐ 100000-500000 ☐ Above 500000 ☐
Gender : Male ☐ Female ☐
Area : Rural ☐ Urban ☐
01 How often do you purchase packaged drinking water?
A)Regularly ☐ B) Frequently ☐
C) Occasionally ☐ D) Rarely ☐
02 What is the reason to buy the packaged drinking water?
A)Water pollution ☐ B) Non availability of regular water☐
C) Health reasons ☐ D) Any other (specify) ____________
03 what is the most important factor you consider while buying packaged
water?
A) Price ☐ B) Brand ☐
C) Purity and safety ☐ D) Ingredients ☐
E) Any other (specify) ________________________________
04 Rank the following brands of water according to your preference from 1
to 5, with 1 being the first preference and 5 being the last.
A)Aquafina
B)Bailey
C) Bisleri
D) Kinley
E) Tata water plus
06 which of the following you associate Bisleri water with?
A) Safe, pure & healthy ☐ B) Inexpensive ☐
C) Widely available ☐ D) None of the above ☐
07 Do you know Bisleri water is available in all parts of Belgaum?
A) Yes ☐ B) No ☐ C) Not-Sure ☐

08 Which of the following product(s) of Bisleri you have used/seen in
market?
A) Mineral water ☐
B) Club Soda ☐
C) Spyci ☐
D) Limonata ☐
E) Pinacolada ☐
09 Kindly give your opinion:
I always prefer to buy Bisleri water whenever I need water
Strongly
disagree
Disagree Neutral Agree
Strongly
agree
10 I prefer to buy Bisleri water even if its price is higher than other water
brands
Strongly
disagree
Strongly
agree
11 I always search for Bisleri water bottle whenever I need drinking water
Strongly
disagree
Strongly
agree
12 Do you know that every packaged water needs to undergo quality test?
A) Yes ☐ B) No ☐
If yes, based on the quality tests rank the following water brands from 1
to 5 scale with 1 being the highest and 5 being the lowest.
A) Aquafina
B) Bailey
C) Bisleri
D) Kinley
E) Omkar
14 Would you like to give any suggestions for improving the market
performance of Bisleri water bottle in Belgaum?
A) yes ☐ B) No ☐
If yes kindly mention below:
…………………………………………………………………………

Questionnaire: (for retailers)
Dear sir/ madam
I am student of MBA studying in VTU Belagavi. I kindly request
you to fill the following details for study purposes.
Name of the outlet : ______________________________________
Establishment type : ______________________________________
Monthly turnover : less than 50000 ☐ 50000-100000 ☐
100000-300000☐ more than 300000☐
Since how many years you are doing business:
less than or equal to 1 year ☐ 2-5 years ☐
5-10 years ☐ more than 10 years ☐
Rate the following things based on your experience with Bisleri water.
(Note: mark a circle with appropriate rating for both the categories)
1) Retailer margin plays very important role while deciding which
brands of water to sell in the store.
Strongly
disagree
Strongly
agree
Categories Best Good Tolerable Worst
Retailer Margin 10 9 8 7 6 5 4 3 2 1 0
Overall satisfaction 10 9 8 7 6 5 4 3 2 1 0

2) When consumer asks for packaged drinking water, I will try to sell
them the brand with higher margin/profit.
Strongly
disagree
Strongly
agree
Kindly give your opinion on the following:
3) The process of ordering Bisleri water is very easy
Strongly
disagree
Strongly
agree
4) the delivery process of Bisleri water is quick and reliable
Strongly
disagree
Strongly
agree
5) The process of handling customer problems (grievances) of Bisleri
is quick and effective
Strongly
disagree
Strongly
agree
6) Would you like to give any suggestions for improving the market
performance of Bisleri water bottle in Belgaum?
A) yes ☐ B) No ☐
If yes kindly mention below:
…………………………………………………………………………

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