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Bisleri project report_ unique selling proposition

Bisleri is an Italian mineral water brand that was acquired by Parle Groups in 1969 and established as an Indian brand. It is currently one of the largest packaged water brands in India. Bisleri sells various sizes of bottled water from 250ml to 20L and has over 125 plants and 3000+ distributors across India. It faces competition from other packaged water brands like Kinley and Aquafina. Studies on Bisleri have found that it has strong brand recall but opportunities exist in strengthening distribution and launching premium products to attract more consumers.

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9 CHAPTER 1 INTRODUCTION
10 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.
11 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’
12 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
13 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)
14 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.
15 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
16 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
17 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
18 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.
19 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
20 Spyci ▪ Originally introduced in the year 2016 ▪ It’s a blend of bold Indian flavors and fizz ▪ Available in both 250ml and 600ml packs ▪ Priced at ₹ 20 for 250ml and ₹35 for 600ml 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 ▪ Priced at ₹ 20 for 250ml and ₹35 for 600ml 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
21 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.
22 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 Year of introduction in market 1993 Owned and operated by Parle Agro First distributed in India Currently operate in India
23 Products under the same brand Water and Soda Market share in India 06% (as of 2013) 3) Kinley Year of introduction in market 2000 Owned and operated by Coca-Cola Currently operate in United states, Europe and Asia India launch 2000 Market share in India 25% (as of 2013) Products under same brand Water, soft drinks, flavored drinks
24 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
27 Chapter 2 Conceptual background and literature review
28 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
29 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.
30 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.
31 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.
32 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.
33 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.
34 CHAPTER 3 RESEARCH DESIGN
35 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.
36 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
37 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.
38 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
39 CHAPTER 4 ANALYSIS AND INTERPRETATION
40 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
41 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
42 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
43 Table 6 showing retailers response on when consumer ask for packaged drinking water whether they try to sell the one with highest margin. Agreeableness Number of responses percentage Strongly disagree 0 0 Disagree 4 8 Neutral 4 8 Agree 20 40 Strongly agree 22 44 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
44 Table 7 showing retailers opinion on whether the process of ordering Bisleri water is easy Agreeableness Number of responses percentage Strongly disagree 0 0 Disagree 1 2 Neutral 3 6 Agree 35 70 Strongly agree 11 22 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 strongly disagree disagree neutral agree strongly agree
45 Table 8 showing retailers opinion on whether delivery process of Bisleri water is quick and reliable Agreeableness Number of responses percentage Strongly disagree 4 8 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 strongly disagree disagree neutral agree strongly agree
46 Table 9 showing retailers opinion on whether the process of handling the customer grievances at Bisleri is quick and effective. Agreeableness Number of responses percentage Strongly disagree 9 18 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 strongly disagree disagree neutral agree strongly agree
47 Table 10 showing retailers opinion on whether they would like to give any suggestions to improve market performance of Bisleri. Agreeableness Number of responses percentage 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 42 44 46 48 50 52 54 56 Agreeableness Yes No
48 • 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 strongly disagree disagree neutral agree strongly agree
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. Agreeableness percentage 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 strongly disagree disagree neutral agree strongly agree
59 Table 22 showing consumers response to when asked whether they search for bisleri whenever they need water. Agreeableness percentage 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 strongly disagree disagree neutral agree strongly agree
60 Table 23 showing consumers response to when asked whether they know that every packaged water needs to undergo quality test Agreeableness Percentage 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 Agreeableness Percentage 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.
Annexure
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 Disagree Neutral Agree Strongly agree 11 I always search for Bisleri water bottle whenever I need drinking water Strongly disagree Disagree Neutral Agree 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 Disagree Neutral Agree 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 Disagree Neutral Agree Strongly agree Kindly give your opinion on the following: 3) The process of ordering Bisleri water is very easy Strongly disagree Disagree Neutral Agree Strongly agree 4) the delivery process of Bisleri water is quick and reliable Strongly disagree Disagree Neutral Agree Strongly agree 5) The process of handling customer problems (grievances) of Bisleri is quick and effective Strongly disagree Disagree Neutral Agree 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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Bisleri project report_ unique selling proposition

  • 1.
  • 2.
    10 Bisleri International PrivateLimited 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.
  • 3.
    11 Journey of Bisleri 1965 1969 1991 2000 2006 2009 2011 BisleriLaunched 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’
  • 4.
    12 2011 2013 2016 2016 2017 2018 2018 Launched Bisleri clubsoda 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
  • 5.
    13 Promoters: Ramesh J Chauhan (Chairman) ZainabChauhan (Director) Jayanti Chauhan Angelo George CEO Anjana Ghosh (Director) Rajender Kumar Garg (Director) Parag Bengali (Director) Santosh Borkar (Director) Kadeer Khan (Director)
  • 6.
    14 Vision, Mission andValues: 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.
  • 7.
    15 Product Profile: Bisleri isthe 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
  • 8.
    16 500ml ▪ Introduced inthe 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
  • 9.
    17 5-liter pack ▪ 5ltrpackage 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
  • 10.
    18 1. B) BisleriVedica 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.
  • 11.
    19 3) Bisleri POP Parlegroup 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
  • 12.
    20 Spyci ▪ Originally introducedin the year 2016 ▪ It’s a blend of bold Indian flavors and fizz ▪ Available in both 250ml and 600ml packs ▪ Priced at ₹ 20 for 250ml and ₹35 for 600ml 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 ▪ Priced at ₹ 20 for 250ml and ₹35 for 600ml 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
  • 13.
    21 Infrastrure facilities : Bislerihas 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.
  • 14.
    22 Competitors Information: In recentdays 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 Year of introduction in market 1993 Owned and operated by Parle Agro First distributed in India Currently operate in India
  • 15.
    23 Products under thesame brand Water and Soda Market share in India 06% (as of 2013) 3) Kinley Year of introduction in market 2000 Owned and operated by Coca-Cola Currently operate in United states, Europe and Asia India launch 2000 Market share in India 25% (as of 2013) Products under same brand Water, soft drinks, flavored drinks
  • 16.
    24 SWOT Analysis ofBisleri: * 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
  • 17.
  • 18.
    28 Theoretical background ofthe 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
  • 19.
    29 How to identifyUnique 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.
  • 20.
    30 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.
  • 21.
    31 Bisleri has oneof 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.
  • 22.
    32 The same strategyused 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.
  • 23.
    33 17. Tyler RHenry (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.
  • 24.
  • 25.
    35 Statement of theproblem: 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.
  • 26.
    36 The study isbased 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
  • 27.
    37 Research method: Sampling method: Dueto 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.
  • 28.
    38 Limitations of thestudy: • 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
  • 29.
  • 30.
    40 Analysis and interpretation Table3 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
  • 31.
    41 Table 4 classificationof 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
  • 32.
    42 Table 5 Respondentsopinion 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
  • 33.
    43 Table 6 showingretailers response on when consumer ask for packaged drinking water whether they try to sell the one with highest margin. Agreeableness Number of responses percentage Strongly disagree 0 0 Disagree 4 8 Neutral 4 8 Agree 20 40 Strongly agree 22 44 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
  • 34.
    44 Table 7 showingretailers opinion on whether the process of ordering Bisleri water is easy Agreeableness Number of responses percentage Strongly disagree 0 0 Disagree 1 2 Neutral 3 6 Agree 35 70 Strongly agree 11 22 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 strongly disagree disagree neutral agree strongly agree
  • 35.
    45 Table 8 showingretailers opinion on whether delivery process of Bisleri water is quick and reliable Agreeableness Number of responses percentage Strongly disagree 4 8 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 strongly disagree disagree neutral agree strongly agree
  • 36.
    46 Table 9 showingretailers opinion on whether the process of handling the customer grievances at Bisleri is quick and effective. Agreeableness Number of responses percentage Strongly disagree 9 18 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 strongly disagree disagree neutral agree strongly agree
  • 37.
    47 Table 10 showingretailers opinion on whether they would like to give any suggestions to improve market performance of Bisleri. Agreeableness Number of responses percentage 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 42 44 46 48 50 52 54 56 Agreeableness Yes No
  • 38.
    48 • Consumer responses Table11 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
  • 39.
    49 Table 12 showingclassification 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
  • 40.
    50 Table 13 showingconsumers 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
  • 41.
    51 Table 14 showingconsumers 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
  • 42.
    52 Table 15 showingconsumers 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%
  • 43.
    53 Table 16 showingconsumers 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
  • 44.
    54 Table 17 showingconsumers 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
  • 45.
    55 Table 18 showingconsumers 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
  • 46.
    56 Table 19 showingconsumers 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
  • 47.
    57 Table 20 showingconsumers 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 strongly disagree disagree neutral agree strongly agree
  • 48.
    58 Table 21 showingconsumers response to when asked whether they prefer to buy Bisleri even if its price is higher than other water brands. Agreeableness percentage 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 strongly disagree disagree neutral agree strongly agree
  • 49.
    59 Table 22 showingconsumers response to when asked whether they search for bisleri whenever they need water. Agreeableness percentage 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 strongly disagree disagree neutral agree strongly agree
  • 50.
    60 Table 23 showingconsumers response to when asked whether they know that every packaged water needs to undergo quality test Agreeableness Percentage 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
  • 51.
    61 Table 24 showingconsumers response to when asked whether they would like to give any suggestions to Bisleri Agreeableness Percentage 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
  • 52.
    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
  • 53.
    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
  • 54.
    64 If we substitutethese 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.
  • 55.
  • 56.
    66 Findings: The study gaveanswer 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.
  • 57.
    67 Suggestions: There are manyof 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.
  • 58.
    68 Bibliography • Definition ofUSP. (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.
  • 59.
  • 60.
    Questionnaire: Dear sir/ madam Iam 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 ☐
  • 61.
    08 Which ofthe 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 Disagree Neutral Agree Strongly agree 11 I always search for Bisleri water bottle whenever I need drinking water Strongly disagree Disagree Neutral Agree 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: …………………………………………………………………………
  • 62.
    Questionnaire: (for retailers) Dearsir/ 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 Disagree Neutral Agree 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
  • 63.
    2) When consumerasks for packaged drinking water, I will try to sell them the brand with higher margin/profit. Strongly disagree Disagree Neutral Agree Strongly agree Kindly give your opinion on the following: 3) The process of ordering Bisleri water is very easy Strongly disagree Disagree Neutral Agree Strongly agree 4) the delivery process of Bisleri water is quick and reliable Strongly disagree Disagree Neutral Agree Strongly agree 5) The process of handling customer problems (grievances) of Bisleri is quick and effective Strongly disagree Disagree Neutral Agree 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: …………………………………………………………………………