1. A
Summer Training Project Report
ON
Assessment of Distribution Channel and Opportunities
for
Improvement of Sales and Promotion-SAHARA Q
Bottled water
SUBMITTED IN THE PARTIAL FULFILMENT OF THE REQUIREMENTS
FOR THE AWARD OF THE DEGREE OF
“MASTER OF BUSINESS ADMINISTRATION”
Fr o m
Mahamaya Technical University, Noida
(Session 2012-2014)
SUBMITTED TO:
SUBMITTED BY
Dr. Prashant ghosh
Director
Sonu kumar
MBA III Sem.
Roll No.: 1207070314
IIMT Management College
Ganga Nagar, Meerut (UP)
1
2. DECLARATION
I hereby declare that the project report entitled (Assessment of Distribution
Channel and Opportunities for Improvement of Sales and Promotion-SAHARA Q
Bottled water Submitted in partial fulfillment of the degree of MASTER OF
BUSINESS ADMINISTRATION of institute of IIMT Management college
Meerut is my original work and not submitted for the award of any other Degree,
Diploma, Fellowship or any other similar title or prize.
Date:
Sonu Kumar
Place:
2
3. ACKNOWLEDGEMENT
I would like to gratefully acknowledge the contribution of all the people who took
active part and provided valuable support to me during the course of this project. To
begin with, I would like to express gratitude towards Mr. Nassir Hussain, Manager
(New Delhi ,NCR) for giving me the opportunity to do my summer training at
Sahara Q Shop and for his continues support and valuable insights for successfully
completing the project. Without his guidance, support and valuable suggestions
during the research, the project would not have been accomplished.
My heartfelt gratitude also goes to the entire Sales Team and other Executives for
their co-operation and willingness to answer all my queries, and provide valuable
assistance.
I also sincerely thank MR. Jitendra Kuamr (Faculty). my faculty mentor at IIMT
MANAGEMENT COLLEGE,MEERUT, who provided valuable suggestions,
shared his rich corporate experience, and helped me script the exact requisites.
3
4. EXECUTIVE SUMMARY
This report has been prepared with focus on the improvement of sales and promotion
of the Packaged Drinking Water of the recently launched SAHARA Q SHOP in Delhi
NCR and also looking into the competitors in the market and to recommend ways to
improve the market reach of SAHARA Q BOTTLED WATER
Methodology Adopted
The market was covered intensively, promoting at many retailers and potential
distributors small paanwallas to large sweet shops which had kept water with. The
questions were decided to be asked to the retailers to understand the market
perception of the product and to find out ways for improvement, and then
subsequently more than 500 retailers were interviewed in an indirect way while trying
to place the water at their outlets.
Key Findings And Recommendations:-
The research shows that there is scope in the market considering the fact that there are
many companies who are well established and many new enterents coming into the
picture every year. The market acceptability of Sahara Q Shop was 25% of the market
covered by us which included both South Delhi and West Delhi which was 40% and
20 % respectively
Furthermore..... we found out
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5. TABLE OF CONTENTS
Section
Page
1.
List of Tables……………………...…………….........viii
2.
List of Charts and
Graphs………...………...…………...................viii
3.
List of Images……………...……………………...………….….ix
4.
List of Excel
Sheets………………...……………………...…………..ix
5.
Executive Summary…………………......................................x
6.
Acknowledgement.…… ……………………..…............xi
1.
INTRODUCTION ………………………….…..............1
1
LITERATURE REVIEW……….…………………………………..6
2
PROBLEM DEFINITION...…… ……………………..…….....11
2.1 Problem
Background…...……………………..…11
2.2 Objectives……………….............12
3
APPROACH TO THE
PROBLEM…………………..…………...........12
4
MARKET
RESEARCH……………………………………..………….13
5
7. INTRODUCTION TO THE PARENT COMPANY
Sahara India Pariwar is an Indian conglomerate company headquartered in
Lucknow, Uttar Pradesh, India. Its diversified business has interest in finance,
infrastructure & housing, media & entertainment, consumer merchandise retail
venture, manufacturing and information technology.
Subrata Roy Sahara also known as Saharasri is an Indian businessman who is the
founder and chairman of the Sahara India Pariwar. He founded Sahara group in 1978.
In 2004, the group was termed by the Time magazine as „the second largest employer
in India' after the Indian Railways.
The company has a market capitalisation of US$25.94 billion as of March 2011. The
group is a major promoter of sports in India. It owned the New IPL team Pune
Warriors India. Sahara is the main sponsor of the Indian cricket Team. They own
42.5% stake in Formula One's Force India Formula 1 Team and also sponsors India
national field hockey team
SAHARA’S PHILOSOPHY
SAHARA INDIA PARIWAR'S PHILOSOPHY - "Collective Materialism"
In any human relationship, it becomes imperative to take into consideration the
materialistic aspect of life - we do so but by giving it second priority.
The first priority is given to emotional aspect and with perfect blending of
materialism with emotionalism results in continuous collective growth for collective
sharing and caring, that gives an impetus to our philosophy
7
8. " COLLECTIVE MATERIALISM ".
NO TRADE UNION
In this emotionally integrated family, nobody has ever felt the need for a trade union;
therefore, none exists.
8
10. LIMITATION
Poor distribution Channels
Insufficient Distribution Channel
High Penetration of Local Brand
Low Margin for Distributor
Low Production
10
11. BUSINESSES OF SAHARA
Sahara India Parivar has expanded its businesses in nearly every sector. It has its
presence in the following sector :-
FINANCE
Sahara has the following financial schemes: Sahara India Life Insurance
Sahara Mutual Fund
Sahara Housing Finance
INFRASTRUCTURE AND LEASING
Sahara Infrastructure projects comprise 33,363 acres of land. It has following
projects: Aamby Valley City
Sahara City Homes ( Mega Quality Township )
Sahara Grace
Sahara Swapna City
Sahara Hotels in Mumbai and London
Sahara Hospital
MEDIA AND ENTERTAINMENT
Sahara businesses in media and entertainment includes channels like Sahara One,
Filmy, Firangi, Sahara Motion Pictures, Sahara Samay, Aalami Sahara, Rashtriya
Sahara Newspaper and Sahara Time weekly magazine.
11
12. MANUFACTURING
Sahara has a jute Project known as Araria Jute project and R&D centre, developed
with the intention of providing financial rehabilitation to the people of Araria. The
Project aims to facilitate the artisans of the region who have been known traditionally
for their work of handloom and handcrafted materials of various kinds.
Sahara
Global
Design
Studio
is
presently
working
on
an
ambitious
‟MASTERCRAFT‟ project of setting up, top of the line, high end international luxury
stores in major cities round the world. The flagship store is planned for a grand
opening in London in 2013.
INFORMATION TECHNOLOGY
Sahara Next is the Technology Arm of Sahara India Pariwar and is ISO 9001 : 2008
certified which drives and manages Corporate IT & Telecom Initiatives.
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13. INTRODUCTION - SAHARA Q SHOP
SAHARA Q SHOP
Q= Quality = Our Mission
Sahara Q Shop is the brand name of Sahara India‟s mega Quality Consumer
Merchandise Retail Venture.
Sahara Q Shop offers completely adulteration-free, 100% quality consumer
merchandise products in various categories, such as staples, processed foods, personal
care products, home care products, general merchandise and lifestyle products, at
most competitive prices. You can receive these 100% quality household items every
month in the comfort of your home.
Quality is a fundamental value offered at Sahara Q Shop. It has adopted an integrated
approach towards the same by setting up a „Sahara Quality Management System‟
(SQMS), comprising „Quality Control‟ and „Quality Assurance‟ departments to
achieve end-to-end quality control – from raw material procurement to manufacturing
to
packaging
to
delivery
at
the
doorstep
of
the
esteemed
Sahara Q Shop‟s unbeatable advantages –
1. 100% commitment to quality
2. Most competitive price
3. Door-step delivery of products under strict supervision
4. Right weight/quantity
13
customer.
14. 5. 100% disclosure policy across all products
6. Convenience of phone shopping
7. State-of-the-art Quality Control labs in New Delhi, Mumbai, Lucknow, Nagpur,
Hyderabad, Kolkata and Patna
8. Pan-India quality team of 800 people, comprising Scientist Associates, Senior
Quality Controllers, Quality Assurance Managers and Quality Assurance Executives
9. One crore - plus sq. ft. space in warehousing
Each product of Sahara Q Shop is put through stringent quality tests and standards, be
it vendor selection, sourcing, manufacturing or packaging, thereby completing the Q
value chain.
14
15. Sahara Q Shop Products:
Sahara Q Shop
Product Profile
Food
Products
Home Care
Personal Care
Q water
General
Merchandiser
CDIT
Pulses
Wash Powder
Oil
PDW
Utensils
Mixer
Spices
Detergent
Shampoo
NMW
Apparels
Iron
Rice
Toilet Cleaner
Skin Cream
Soda
Clening items
Toaster
leanin
Flours
Dish wash lqw
Toothpaste
Energy Drinks
Oil & Ghee
Glass Cleaner
Talc
Nimbooz
Sugar & Salt
Floor Cleaner
Soap
Coconut
Water
Dry Fruits
Mosquito coil
Hand wash
Beverages
Noodles
15
Home Theatre
DVD player
16. COMMITMENT:
WE CHASE QUALITY, QUANTITY CHASES US
Core Commitments - Our Strength
Emotion
Emotion is in Performance of genuine duties towards the loved ones primarily in their
benefit, from their point of view. EMOTION is THE KEY that generates the required
energy and enthusiasm for desired quality performance.
Discipline
The enthusiastic obedience of laws and orders, which are given by the rightful
authority.
Duty
The enthusiastic obedience of laws and orders, which are given by our
CONSCIENCE.
No Discrimination
Never should we discriminate in any of our actions, reactions, attitudes, decisions,
conclusions, in any of our expressions while caring for the six healths of other human
beings, namely physical, material, mental, emotional, social and professional healths.
Quality
Results from honoring Rules, Regulations, Commitments, Values, Fairness,
Performance of Duties by honestly balancing one's own and others' reasonable point
of view in the matters of Material & Emotional aspects.
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17. Give Respect
To definitely make others feel important and respected by giving sincere regard to
others' feelings, reasonable wishes & thoughts with an open and receptive mind.
Self-Respect
To develop a sense of respect for oneself in others' mind, i.e. to generate genuine &
warm feelings for oneself among others on a continuous basis.
Truth
Means total transparency in action, reaction, attitude and all other expressions and the
conviction to follow the right course.
Collective Materialism
Means to progress and prosper together for collective sharing and caring and not
individually or for a select group.
Religion
There is a religion higher than religion itself - it is NATIONALITY. We may
practice our religion in the confines of our homes, but outside, we should be Indians
and only Indians. Nationality is thus above religion but HUMANKIND is above
Nationality.
Absolute Honesty
People generally manipulate and deceive for achieving their unreasonable desires and
greed if others do not or cannot see, hear or understand. But we firmly believe that our
17
18. mind inside knows the truth and we should be absolutely honest to our mind inside
and accordingly our actions, reactions, directions, decisions and all our expressions
should be present in all human dealings.
18
19. LIST OF IMPORTANT PERSONS IN THE COMPANY
CHAIN OF HIERARCHY:
SAHARA INDIA PARIWAR
Shri Subrata Roy (chairman)
Chandrakant
kamdar
Shri.Joy Broto
Roy
Mr. Vivek
Kumar
Shri. Brijendra Sahay
(MD) Finance
(MD) Housing
and
(CEO) Tourism
and Hospitality
(MD) Media and
Entertainment
Infrastructure
Shri. Rommie
Dutta
Shri. D.J Bagchi
(CEO) Services and
Trading
(CEO)
Consumable and
manufacturing
Mr. Nasir Hussain
(Manager- Sales)
Delhi Region
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20. ABOUT THE INDUSTRY
Corporate control over water and water distribution in India is growing
rapidly: the packaged water business is worth Rs 1,000 crore, and it's growing
at a huge 35-40% annually.
Around 3652 BIS approved and 22 NMW approved bottling plants and 100
brands of packaged water across the country are battling over the market,
overdrawing groundwater, and robbing local communities of their water
resources and livelihoods Bottled water,
one of India's fastest-growing
industries, is a business built on the foundation of bad governance, inequity
and blatant exploitation.
Hard to believe, but the evidence is becoming clearer.
According to UNDP estimates, around 1.2 billion people worldwide lack
access to clean drinking water.
Today, there are more people in the world's hospitals suffering from
waterborne diseases than any other ailment.
Some 6,000 children die of such diseases every day. Providing safe drinking
water is the responsibility of the state.
That they are failing miserably is evident from the fact that over 1,600 Indians
reportedly die every day because of waterborne diseases.
Despite these astounding figures, the Indian state has literally washed its hands
of the responsibility of providing clean drinking water to its citizens.
When one in six people globally lives without access to clean drinking water,
does the answer lie in high-tech water purifiers and bottled water that's out of
reach for a majority of the Indian population?
20
21. Multinational corporations would have us believe so. And the reason is not
hard to find: along with imported water treatment technology like activated
carbon and ultra violet (UV) disinfection (Aqua guard), reverse osmosis
(Reviva) and resins (Zero-B), the water treatment market is estimated to be
worth around Rs 700 crore. The bottled water industry is estimated to be a
whopping Rs 1,000 crore business. It has grown at a rate of 35-40% annually
over the past four years or so.
Corporate control over water and water distribution in India is rapidly
growing. As globalization opens up opportunities for private players, investing
in water and/or manipulating water scarcity makes increasingly good business
sense for corporations.
Over 100 brands are battling over the bottled water market, hard-selling their
products in every way possible -- better margins to dealers, aggressive
advertising, and catchy slogans.
The real boost to bottled water came in the early- to mid-1980s with the
growth of PVC packaging and, later, PET bottles.
21
22. -
Reasons for growing demand of safe packaged drinking water
Scarcity of Safe
Drinking water
Easy availability of
packaged bottled
drinking water
Increaing
disposable income
The rising health
awareness among
citizens
The increasing
trend of GO
culture
Three main players in packaged bottled water in India distribution chart.
25%
40%
Bisleri
10%
Kinley
Aquafina
25%
Others
Major National players
22
24. Sahara Q SHOP
High Quality is the USP of every product launched by Sahara Q SHOP
Sahara Q SHOP is the brand name of Sahara India‟s mega consumer merchandise
retail venture. Sahara Q SHOP offers adulteration free consumer merchandise
products, such as cereals, ready-made food (processed), personal and home care
products, general merchandise and life-style products at very competitive prices.
Sahara Q SHOP has taken an integrated approach towards quality by setting up
Sahara Quality management System (SQMS), comprising „Quality Control‟ and
„Quality Assurance‟ departments to achieve end-to-end quality control from raw
material procurement to manufacturing to delivery at the very doorstep of final
customer. Q in the Sahara Q Shop stands for quality Control and Quality Assurance
and it promises to provide unadulterated and pure products at home.
Sahara Q Shop offers a complete range of products in total 73 categories numbering
as high as 1700 which are distributed through direct-to-home mode. For this purpose
convenience stores will be opened across the country in numerous cities and in first
24
25. phase covering states like Rajasthan, UP, Bihar, Uttrakhand and Jharkhand. The
initial allocation for this purpose has been done by Sahara itself totaling an amount of
3000 crore and there are provisions of further investments whenever it is required. For
this purpose more than 300 warehouses are being opened across the country which
will perform as distribution centers and to deliver products to Sahara Q Shop
convenience stores and to the final customers at their home. For shopping at Sahara Q
Shop customers need membership cards, it is expected that there will be no delay in
demand of these membership cards as Sahara India already has a large customer base.
Those customers who have membership cards can directly place orders at various
designated call centers after which they can get their order delivered at their doorstep
through the home delivery system or they can also shop directly from the nearby
Sahara retail outlets.
To make this dream of Sahara Q Shop a reality Sahara India Pariwar is launching a
Consumer Merchandise Retail Venture on a large scale all across India under the
brand name of “Sahara Q Shop”. For this purpose the company is setting for the first
time the largest distribution network spanning across 285 cities of India. Through
Sahara Q Shop company will be selling its own branded products like FMCG,
consumer durables, general merchandise and lifestyle products etc.
For this purpose the company will establish more than 4000 branch offices from
which its workers will take orders from its prospective customers from their houses
every month on a printed order form.
Sahara Q Shop will offer unadulterated quality products, and for this purpose 7
Quality labs has been established across India and for this purpose a team of
25
26. Scientists, Quality Advisers and Quality Assurance Executives have been put in place.
All the above arrangements eliminate the possibility of any malpractices.
26
27. Sahara Q Shop Products:
Sahara Q Shop
Product Profile
Food
Products
Home Care
Personal
Care
Q water
General
Merchandise
r
CDIT
Pulses
Wash Powder
Oil
PDW
Utensils
Mixer
Spices
Detergent
Shampoo
NMW
Apparels
Iron
Rice
Toilet Cleaner
Skin Cream
Soda
Cleaning
items
Toaster
leanin
Flours
Dish wash lqw
Toothpast
e
Energy Drinks
Oil & Ghee
Glass Cleaner
Talc
Nimbooz
Sugar & Salt
Floor Cleaner
Soap
Coconut
Water
Dry Fruits
Mosquito coil
Hand wash
Beverages
Noodles
27
Home Theatre
DVD player
28. COMPETITORS AND OTHER PLAYERS:INDIA: Alfa Blue
Atlas Premium
Avian
Bailey
Bisleri
Cool valley
Dew drops
Dislaren
Golden eagle
Golden valley
Hello
Himalayan
Kenbar
Kinley
Maqua-2000
Nashotah
Nestle‟ pure life
Palm spring mineral water
Pristine
Pure life are
Raindrops
Silver spring aqua
28
29. Sindhu safe water
Spaa aqua
Sprint up
The bottled water industry effectively competes with both the water-purifiers as well
as the soft drinks industry. The water purifier industry (primarily the Aqua Guard
brand of the Eureka Forbes) is credited to have done the spadework for creating the
safety and health consciousness in water consumption, and is a serious competitor in
the household and institutional consumption market, whereas the soft drinks industry
is a strong competitor in the retail consumption market.
Coca-Cola
The company had entered the business in May 2000 through its extending its soda
water brand, Kinley. The company has tied up with Kothari Beverages, of Yes brand
of mineral water, for manufacturing Kinley bottled water at Yes' facilities. The brand
is available in pack sizes of 500 ml, 1-litre, 1.5-litre, 2-litre, 5-litre, 20-litre and 25litre. While the Kinley 500-ml bottle is priced at Rs 6, the 2-litre bottle is available for
Rs 17. With the growing market, Coca-Cola is planning to scale up its bottling
capacity, up from the 15 existing plants. Coca Cola has identified 10 to 15 sites for
29
30. additional plants for setting up a combination of company-owned plants, franchisee
operations and contract packers.
Pepsi Co
The company entered the bottled water business in September 1999 under the
Aquafina brand. The company began by targeting its product towards the youth with a
750-ml pack. It now retails in conventional retail pack sizes of 500-ml and 1-litre
bottles.
The brand has the strong backing of a distribution channel of 60,000 outlet and the
refrigerators at Pepsi‟s retail Outlets, which stock its cold drinks. Though the
company is present only in selected market as of now, it has plans of increasing share
in the market by expanding its
SKUs portfolio as well as its distribution reach. Sources say PepsiCo
been investing in additional capacity at its plants in
Bangalore and Chennai for the bulk water foray.
30
India has
31. BISLERI
Bisleri is a brand of mineral water. It is available in 8 pack sizes: 250ml cups, 250ml
bottles, 500ml, 1L, 1.5L, 2L, 5L, and 20L.
Its headquarters are in Mumbai, India. Their operation run throughout the
subcontinent of India and is one of the leading Mineral Water supplying companies in
India. Currently Bisleri has 8 plants & 11 franchisees all over India. (As of 2007).
The Indian consumer today enjoys the sweet and pure taste of Bisleri mineral water.
However in an effort to offer something special to our loyal consumers we have
recently introduced Bisleri Natural Mountain Water - water brought to you from the
foothills of the mountains situated in Himachal Pradesh. This newly launched offering
has widened our product range to two variants: Bisleri with added minerals and
Bisleri Mountain Water.
Bailley
The brand is a product of Parle Agro, the company that launched Frooti (mango drink
in tetra packs).
31
32. Bailley is credited with creating a new segment of 330ml SKU (the right
quantity
to quench the thirst of an adult!) in the market.
Nestle
Multinational Nestle has already started making forays into the bottled water industry
with its brand Pure Life. Nestle is a big player in the mineral water market
internationally, with brands like Perrier and San Pellegrino in its stable. Nestle has
set-up two bottling plants in Mumbai and New Delhi, to service the markets in these
regions. It plans initially to tap only the huge market for bottled water in large cities
and towns.
Others :
Britannia at present distributes Evian and will launch its own branded water very
soon. The National Dairy Development Board also plans to launch Dhara through its
distribution chain.
New entrants Atco with Brilliant water and DS Foods with Catch spring
water are positioned on the mineral water plank. Another player with
expertise is Thermax, in
Technologies. Largely
into
a
joint
industrial
technical
Venture with US-based Culligan Water
water
purification, Thermax
Culligan
recently announced its entry into the household segment with the launch of 20-litre
packs of drinking water, branded Good Water, at Rs 60 a pack. Apart from these
are the small players, which, according to industry sources, cater to nearly as big a
market as the big players. Among these the prominent ones are : Indian Railways‟
Rail Neer, Godrej‟s “G”. Kothari Foods‟ Yes and T-Series‟ Ganga in the North and
SM Dyechem‟s Peppy in the West.
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33. Sahara Q Water
Under the mega retail merchandise venture Sahara Q Shop a complete range of
packaged bottled water has been launched.
Q Water Range
Packaged Drinking Water
Natural Mineral Water
Soda (Pet and Can)
Energy Drink
Enriched Drinking Water
Swiss International Natural Mineral Water
Sparkling Natural Mineral Water From Himalayas
Sparkling Natural Mineral Water From Alps
Coconut Water
Fruit Juices
At present only Natural Mineral Water and Packaged Drinking Water are sold through
various outlets, the remaining variants will be launched in a phased manner.
33
34. Q Packaged drinking water (PDW)
Q Packaged drinking water is aimed at providing pure and safe drinking water to the
consumer, which will contribute towards eliminating the spread of water borne
diseases. The expertise in water chemistry, state-of-the-art water plants and aseptic
bottling technologies find expression in the 100% quality product.
PDW is treated through 7 steps of purification process comprising of Chlorination,
Sand Filtration, Carbon Filtration, Reverse Osmosis, Ozonisation and UV Treatment.
PDW have 71 Co-packer across the country and parameters for all the plant remain
same.
SKU‟s
1Ltr
500 ML
250 ML
2 Litre
20 Litres. Jar
34
35. Q Natural mineral water (NMW)
Q Natural mineral water has a distinctly sweet taste due to its fine balance of minerals
of virgin origin. The heavenly climes of Himalayan foothills, its valleys and the rich
flora impart a characteristically fresh sweetness to the water. Spouting from Mother
Earth‟s lap in the valley, this water is bottled at the same source after micro-filtration
with no further chemical treatment. The fine balance of dissolved salts and minerals
in Q Natural is unique to the geology of the Himalayan foothills.
SKU‟s
1Ltr
500 ML
250 ML
35
36. Q Water in Delhi
Q water was introduced in Delhi in October, 2012. The company has 18 executives
for getting order and 12 distributors for delivering them. Q water has around 2 Super
Stockist (SS) who supply to the various distributors and as well do the Modern trade
for the company.
Process takes place as follows:
Placing order
The major stock of the company stays with the super stockist. In order to place an
order a SS is needed to submit a cheque, after the clearing of the cheque the goods are
dispatched. Company has bottling plant in Ludhiana which caters to Delhi market.
Delivery of stock to the depot
Company has their own delivery trucks which deliver to the SS. The delivery trucks
have the capacity of 1200-1500 cases
Storage of good
SS is selected on the basis of the storage capacity that should be of around 1500 cases.
Kidwai nagar and Nangli jalib are the two Depots.
Allocation of the stock
The stock which is received is allocated to the distributor on FIFO basis.
36
37. Dispatch
The stock is delivered by the SS to the distributor. And the same channel of command
follows. An invoice is sent along with the order.
Q Domestic Strategy
In such a competitive market one would expect a clear differentiation among the
water brands in terms of both pricing and positioning. While Q touts itself as “'pure
and safe,” brands like Bailey, Yes, and Hello are trying to ride the mineral water
wave. Evian, launched by French transnational Danone sells as “water from the
French Alps” competing with premium soft drinks. The fact however remains that
almost all players in this category are positioning themselves on the purity and
hygiene platforms, since the basis of success of bottled drinking water is the poor
quality of public tap water in India. It has therefore, become increasingly difficult to
differentiate Q and Q‟s ability to lead the market is under question.
Packaging
Almost 76% of consumption of bottled drinking water happens during transit. Market
research conducted by Q revealed that the overriding concern for this set of buyers is
the tampering of the seal and the reuse of bottles. Cases of bottles being refilled at
railway stations with tap water have been reported. So when a consumer buys bottled
water, he would like to be assured that the water has not been tampered with. Sahara
has differential.
Q by its unique, breakaway seal as an assurance of purity. Currently, Sahara Q is
pursuing a multi-pack and multi-price strategy. Today Q offers 7 packaging options; a
250-ml cup and bottles in 500 ml, 1-litre, 2-litre, 5-litre, 10-litre and 20-litre packs.
37
38. The 1-litre bottle accounts for nearly 50 per cent of the sales, with the 2-litre bottle
taking up 20 per cent of the sales. The 500-ml pack priced at Rs 5, and the 250-ml
cups priced at Rs 3, have spearheaded Q‟s growth in the recent years. Sahara believes
that “real growth can only come from the home segment and if we can rake the home
segment we think we‟ll have hit”.
38
39. Segmentation
Not only does Sahara plan to make the basic pack-sizes available all over the country,
it has also decided to create greater variety in packaging. Q has a 5 litre pack targeting
homes while the 20 litre pack is being targeted at offices and commercial outfits.
To strengthen its presence here, Q is investing heavily on vans, since distribution is a
key factor in the business, especially when competing with firms like Coca Cola and
Pepsi, who would leverage their distribution and retail networks established for their
soft drinks business.
A replica of a simple house with a concrete roof, chimney, doors and other
paraphernalia associated with a normal house, these trucks were taken door-to-door in
some select localities.
The home segment was targeted with a pack size of 5 litres aggressively priced at Rs
25. The idea was to have high visibility in the home segment and enter the
housewife's minds.
It was also estimated that four years down the line, almost 75% of the sales would
come from bulk packs of 5 to 20 litres.
The two accounted for less than 20% of sales, in 2010 and close to 40% of packaged
drinking water consumption happened on premises, which includes eateries, homes,
restaurants etc.
Large shops and commercial complexes are fast emerging as strong potential for
packaged drinking water marketers and Q wants to establish itself here.
39
40. Advertising
Q is promoted by an aggressive print-and-TV backed by hoardings and point-of-sale
material. Since two of the biggest concerns of a consumer while purchasing bottled
water are safety aspect of bottled water and spurious brands, the safety and hard-toduplicate factors are highlighted in every Q advertisement.
Every interface with the consumer is being used as an opportunity to reinforce the
message.
40
41. PRODUCT SUMMARY- Sahara Q Water
Water is one of the basic necessities for human life to survive on this planet & today
getting pure water is not an easy task with so much harmful chemical being disposed
into the water by various industries is making the water harmful for drinking.
71% of the earth is made of water out of which only 1% of water can be used
by living beings. Among this 1% of water 50% of water is polluted.
Under the mega retail merchandise venture Sahara Q Shop a complete range of
packaged bottled water has been launched.
Q Water Range
Packaged Drinking Water
Natural Mineral Water
Soda (Pet and Can)
Energy Drink
41
42. Enriched Drinking Water
Swiss International Natural Mineral Water
Sparkling
Natural
Mineral
Water
From
Himalayas
Sparkling Natural Mineral Water From Alps
Coconut Water
Fruit Juices
At present only Natural Mineral Water and Packaged Drinking
Water are sold through various outlets, the remaining variants
will be launched in a phased manner.
Q Packaged drinking water (PDW)
Q Packaged drinking water is aimed at providing pure and safe
drinking water to the consumer, which will contribute towards
eliminating the spread of water borne diseases. The expertise in water chemistry,
state-of-the-art water plants and aseptic bottling technologies find expression in the
100% quality product.
PDW is treated through 7 steps of purification process comprising of Chlorination,
Sand Filtration, Carbon Filtration, Reverse Osmosis, Ozonisation and UV Treatment.
PDW have 71 Co-packer across the country and parameters for all the plant remain
same.
SKU‟s
42
43. 1Ltr
500 ML
250 ML
2 Litre
20 Litres. Jar
Q Natural mineral water (NMW)
Q Natural mineral water has a distinctly sweet taste due to its fine balance of minerals
of virgin origin. The heavenly climes of Himalayan foothills, its valleys and the rich
flora impart a characteristically fresh sweetness to the water. Spouting from Mother
Earth‟s lap in the valley, this water is bottled at the same source after micro-filtration
with no further chemical treatment. The fine balance of dissolved salts and minerals
in Q Natural is unique to the geology of the Himalayan foothills.
SKU‟s
1Ltr
500 ML
250 ML
43
45. LITERATURE REVIEW
Bottled Water Industry
India is among the fastest growing economies of the world. It is also among the top
ten largest economies of the world. We have seen exponential growth in the past two
decades and it was just for a brief period of global recession that the market went a bit
slow but its fast catching up in India and worldwide. Due increased growth we find a
substantial chunk of disposable with common Indian which is a good news for the
India Growth Story.
The domestic market in India is split between few set of players-national brands with
a pan India presence and which are at present worth Rs 4000 crore, many local brands
manufactured by registered companies but which are limited to limited regions in
different states and have a combined turnover of Rs 2400 crore, local brands are
estimated to be at Rs 1600 crore. It is estimated that there are about 2500 brands in
this category (unorganised), out of these about three-fourths are local players. While
India ranks in top 10 packaged bottled water consumers in the world, its per capita per
annum consumption is 5 litres which is way below the global average of 24 litres.
From 1999 to 2004 the consumption of packaged bottled water in India more than
tripled from 1.5 billion litres to 5 billion litres. While the top players in this Industry
are Parle‟s Bisleri and international giants like Coca-Cola and Pepsi, there is a
noticeable presence of other national brands like, Bonaqua, Kingfisher, Himalaya
(Tata) and Rail Neer (Indian Railways).
We see a considerable increase in the supply provided by local food processing and
packaging machinery manufacturers, while there is a high demand for machineries
45
46. featuring state-of-the-art technology. For the manufacturers of food processing and
packaging machinery, India has become a very important market in Asia with strong
growth potential. In the last five years the Indian imports of food processing and
packaging machinery increased by 200 percent which amounted to 550 US $ million
in 2008. With a market share of 23 percent Germany is the most important supplying
country for the Indian food and beverage industry.
The carbonated soft drinks industry in India comprises over 100 plants providing
direct and indirect employment for over 125.000 employees and has attracted one of
the highest foreign direct investments in the country amounting to around 1049 US $
million.
Soft drinks constitute the third largest packaged food segment in India after packaged
tea and packaged biscuits. But the penetration level of carbonated soft drinks in India
is still low compared with other developing markets, an indication for further
potential for rapid growth.
The market size for the bottled water in India was estimated at 570 US $ million in
2008. With an annual growth rate of 14.5 percent volume sales of bottled water will
increase rapidly within the next five years. The market size for juice will grow also
dynamically within the next years with an annual growth rate of almost 15 percent.
46
47. Sales volume of non alcoholic drinks in India
Annual
growth
Litres mn
2009
2010
2011
2012
2013
rate
20092013
Bottled water
3.290 3.885 4.515 5.169 5.825 14,5 %
Carbonated
1.323 1.430 1.536
1.738 6,7 %
1.639
soft drinks
Juice
456
538
623
709
796
14,9 %
(fruit/vegetable)
The packaged bottled water industry in India is one of the fastest growing industries
in India. The packaged bottled water in India is expected to touch Rs 10000 crore
mark in the financial year 2012-2013, and currently it is growing at a healthy
compound annual growth rate (CAGR) of 19%, moreover it is expected that it will
cross the limit of Rs 15000 crore by the year 2015. Currently Bisleri is the leading
brand in the bottled water industry with 36% share in the market among the national
players. Coca-Cola‟s Kinley is at second position with 25% market share, followed by
Aquafina at 15%. Other brands which are present at the national level are Parle
Agro‟s Bailey, Kingfisher and McDowells No. 1. The global packaged bottled water
industry figure stands at US$ 85-90 billion and is growing at a rate of 40-45 percent
for the last five years. There are many reasons due to which the packaged bottled
water industry has taken the shape of just another consumer item and its consumption
is growing day by day due to the following reasons:
47
48. the Indian government has not been able to provide safe drinking water to its
citizens
rising health awareness among citizens
the growing number of cases of water-borne diseases due to increasing water
pollution and increasing urbanisation
Scarcity of potable and safe drinking water at railway stations and tourist
places
As per an UN study conducted in 122 countries to measure water quality,
India has been ranked a dismal 120
Rising disposable income in India
48
49. Packaged Bottled Water Industry Statistics:
Consumption (India)
Urban Market – 84%
Rural Market – 16%
Different geographical regions
South India– 50%
West India – 40%
East India – 10%
Due to increased demand in home and institutional segments the trend of bulk water
consumption is rising
Non-traditional category (bulk-packs) – 40%
Traditional Category (below 5 litres) – 60%
There are three kinds of players in India
National players – 4000 thousand crore
Local brands (registered) – 2400 crore
Local brands (unorganised) – 1600 crore
49
51. SWOT ANALYSIS OF SAHARA Q SHOP:Strength:
Brand name of Sahara gives an edge to Sahara Q shop, because it‟s a
renowned brand and the trust vote is in favour of it.
In order to target big market, Q water has a wide product range starting from
Package Drinking water to Natural mineral and Sparkling water.
Due to sponsoring of different sports it has a positive image in the minds of
customers.
Weakness:
Limited market share due to high competition in the market.
Q water lack on the front of promotion, till date no help of media has been
taken in order to promote the product.
Distributor lack on the front of supply, delay in supply is not tolerated in the
water market.
51
52. Opportunity:
Should concentrate on HORECA more that is to make tie-ups with hotels,
restaurants and bars.
The consumption of packaged drinking water is still low.
Increasing trend of drinking natural mineral water and sparkling water.
Threats:
Local players and surrogate advertisers are playing the price game, which
harms company‟s interest.
The larger number of consumers still prefers low price water.
Company lack on the front of offers and benefits
52
53. PROJECT
“To study the challenges faced by a water company in order to penetrate a
market”
A new water bottle in a market is similar to a new dish served. Not everyone is
willing to taste it. Dal Bukhara a speciality of ITC Maurya was not accepted in the
starting but now it is in the 50 most exotic cuisines in the world. There are challenges
obstacles which a new product faces in the market. As per this product, there are
many of them.
Established players like Bisleri, Kinley and Aquafina enjoys a healthy market
share because of their market value and wide acceptance
Not well established but well known brands like Catch and bailey play the
price game. And try to woo the buyers through offers.
Local players like Oras, More, H2GO, Bonaqua and Hello runs on the concept
of cheap price. They provide the product at a very cheap price for example: 80₹ a case. This is 40₹ cheaper than Sahara Q water and around 60₹ cheaper
than big players.
In order to do surrogate advertising companies like Foster, Kingfisher, Mc
Dowels, Bagpiper, and Hayward‟s launch their water bottle. The problem is
that they are well known brands; they provide offers which are irresistible and
prices as lower as the local players. It‟s hard to compete them.
Water is not a product it‟s a service. If you have a good distribution network,
market will surely start accepting your product. Q water suffers with a poor
distribution network
53
54. Advertising plays a vital role in order to establish a brand. Sahara q has 750
products and 210 products are yet to come. It‟s next to impossible to advertise
all of them. And it leads to non acceptance of the product in some markets.
The harm to the brand Sahara which has happened in past one year because of
frauds and corruption charges is another challenge for the product. Cause with
a bad name you cannot survive in the market
The look of the bottle is not appealing. People tend to relate the looks of the
bottle with a local brand.
54
55. APPROACH TO THE PROBLEM
In order to aid the problem the researcher have done a keen study of the market which
tends to describe the type of the buyer, the region of the sales, the figure of the sales
and the deviation in sale which occurs due to different factors. Some of them are
unavoidable which cannot be cured and some comes with answer attach to them.
The approach is to study the daily sales report of different regions containing the sales
figures and the outlet description. In order to formulate graphs .This can easily
describe the problem and highlight the loop holes which are needed to be filled.
After understanding the problems researcher can recommend optimum solution for
the same.
Market
Water as a product can be sold anywhere from a pan shop to a pantry, from a chemist
to a confectionery store or from a street hawker to a bakery. You require water in
Clubs, pubs, discos, hotels etc. There are three types of buyer small, medium and
large, which a company tries to cater. They needs are different, the orders are
different and they way buyers do the business is different.
Small Buyers
A pan shop, a tea shop or a street hawker are some names for small buyers. They are
people who have a very limited amount of earning. They don‟t ask for banners or
samples from the company. All they want is regular and on time service, that is before
10 am. Their order stays between 1 to 4 cases a day. And they are very frequent in
55
56. placing order, mainly daily supply is necessary. The major volume of sales comes
from these shops, because they are high on numbers. One problem with some street
hawkers are their place is not fixed. In a market they can be anywhere. When the
distribution van comes distributor faces problem in order to find them. The only
benefit is they have cell phones.
Medium Buyers
Mainly confectionery stores and food stores comes in this slot. Shop keepers don‟t
bargain much. But they do ask for hoardings, banners and samples. It‟s not easy to
bind them for a product but if they get committed they help in brand promotion, brand
establishment and sales. The order is under 10 cases. And weekly delivery is required.
Shops like this have a large customer intake, every day around 150-300 customer visit
them. For a new product this is the best place for seeking attention of the customer.
Large Buyers
Hotels, discos, bars and pubs are the bulk buyers. The order stays between 30 to 200
cases. Order is on a weekly basis. Payment is bill to bill. Owners will bargain for
every penny. Some time the company gives them the price they are giving to the
distributor. They don‟t require any promotional activity but still company tries to
convince them for putting their banners. Some time company gives them fridge for
mainly promotion. The product gets noticed here by the consumers and attains high
brand value. They give a large amount of sales to the company
56
57. ANALYSIS
Different market shows different attitude towards the product. Some easily accepts the
product but some markets are hard nuts to crack. They are nightmares for sales
person. In Delhi markets like Defence Colony, Khan Market, Kailash coloney and
Greter kailash are some of the markets where the product didn‟t even have a double
sales figure. The shopkeepers over there were arrogant and were not interested in the
product. The sales volumes that they were giving to other competitive brands were
quite high.
Product got acceptance in the market like Lajpat nagar, Rajouri garden, Rohni and
Netaji subhash place. The customer accepted the product in the primary visits only.
Company started getting trust votes from the buyer in the first month of the business.
When asked for the reason behind the difference, Mr. Nasir Husain said “it is because
of the gentry that market receives. Product is needed to be well known, if seeking
entry in posh markets. Because the people are brand conscious over there. And if the
product is not well known it should be appealing for the customer.”
57
59. Objective of Study
To Know the awareness of Q Water among customer
To know the Distribution channel of Q Water
To know the different aspect of Q Water according to consumer
To know the different companies which are involved in mineral water industry
59
60. RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. One can also define
research as a scientific and systematic search for pertinent information on a specific
topic. In fact, research is an art of scientific investigation. The Advanced Learner‟s
Dictionary of Current English lays down the meaning of research as “a careful
investigation or inquiry especially through search for new facts in any branch of
knowledge.” Some people consider research as a movement from the known to the
unknown. It is actually a voyage of discovery. We all possess the vital instinct of
inquisitiveness for, when the unknown confronts us, we wonder and our
inquisitiveness makes us probe and attain full and fuller understanding of the
unknown. This inquisitiveness is the mother of all knowledge and the method, which
man employs for obtaining the knowledge of whatever the unknown, can be termed as
research.
Research is, thus, an original contribution to the existing stock of knowledge making
for its advancement. It is the pursuit of truth with the help of study, observation,
comparison and experiment. In short, the search for knowledge through objective and
systematic method of finding solution to a problem is research.
Research methods used are systematic and it follows a series of steps and a rigid
standard protocol. These rules are broadly similar but may vary slightly between the
different fields of science.
60
61. RESEARCH DESIGN
Descriptive or Survey Research Design attempts to describe and explain conditions
of the present by using many subjects and questionnaires to fully describe a
phenomenon. It is one of the most popular for dissertation research. Survey research
uses questionnaires and interviews to collect information about people‟s attitudes,
beliefs, feelings, behaviors, and lifestyles. Cross-sectional survey designs survey a
single group of respondents, whereas a successive independent samples survey design
surveys different samples at two or more points in time. A panel or longitudinal
survey design surveys a single sample of respondents on more than one occasion.
Since the retailers and the company executives had to be interviewed personally, a
mix of independent samples survey design and panel survey design was used.The
basic objective was to understand their perception and take on the market as a whole,
so as to help develop a holistic strategy.
DATA COLLECTION
The research was carried out by personally visiting the 110 stores retail stores with the
sample
Complete data for this project is based on primary research carried out through
regular field visits.
61
62. QUESTIONNAIRE DEVELOPMENT AND PRETESTING
The questionnaires were developed after a meticulous market study. A basic
understanding of the project related concepts was developed on initial visits through
observation and general discussions. Based on these findings, it was felt that a total of
2 questionnaires need to be developed in order to carry out an in-depth analysis for
benchmarking and strategy formulation. They were
Retailer Survey
This was designed to get the view-points of the retailers, since they form a crucial link
in the supply chain and are the first touch point with the consumers. Hence their take
on Dabur and its competitors became essential in order to draw a valid comparison.
Concepts such as promotions, schemes, visibility, service levels and sales were
covered. It comprised of basic figures-obtaining, opinion based, multiple choice and
open-ended questions.
Pretesting of the questionnaires was done through discussions with the Industry
mentor and general interactions with the retailers. This was done to correct any
unknown mistakes and increase the effectiveness and accuracy of the surveys. The
valuable inputs received from their experience helped in making the surveys crisp and
effective for the customers.
Tools for analysing data
The tools used for analysing the results or the data gathered from the various surveys
were,
62
63. Pie Charts: These are useful to compare different parts of a whole amount. A
pie chart is a circular chart in which the circle is divided into sectors
Bar Graphs: A bar chart or bar graph is a chart with rectangular bars with
lengths proportional to the values that they represent. The bars can be plotted
vertically or horizontally. Bar charts are used for marking clear data which has
discrete values.
63
64. Data Analysis
1. Which all brands of Packaged Drinking Water (PWD) do you store?
90
80
70
60
50
40
30
20
10
0
Series1
Nearly all of the retailers had Bisleri bottled water with them, since it has
become a generic brand name. Kinley was the other most wanted brand. These
two brands enjoy trust of masses when it comes to water, especially in the
harsh summer seasons. The other brands which enjoy the trust are Bonaqua ,
Baileys, and Aquafina. This season we also noticed great market acceptability
64
65. of More and Orus which was basically due to two major reasons, one, they
provided very good margins and second, they had attractive packaging as well.
65
66. Q-2 Reasons for not stocking Sahara Q PDW?
there is very less demand of
SaharaQ PDW
25
Margins are not
competitive/good enough.
78
37
did not liked the Bottle Design
44
Distribution is not regular.
69
52
there is less brand awareness of
the SaharaQ Shop
No special entry
schemes/benefits were given.
65
there is less demand of the PDW
Majority of the retailers did not stored Sahara Q Water. We asked them the reason for
it which gave us insight about the reasons for non availability of our water. The major
findings were that customers did not preferred the Sahara Q Water along with it
retailers considered margins not be competitive enough. They even did not liked the
bottle design and mentioned that the bottle did not looked like that of the premium
segment as it was priced at. Since there had been a storming of all the markets
covered and a few were followed up, we were not able to follow up. Retailers wanted
a local distribution and a continuous supply. Along with that the low advertisements,
no special schemes like free samples was a demand from a limited number of
retailers.
66
67. Q3- What helps other brands in selling?
100
90
80
70
60
50
40
30
Series1
20
10
0
-Customer -getting
demand. better profit
margin from
others.
-brand
image.
-proper
- less
distribution complaints.
channel.
The market leaders enjoy the brand image has already been established and there is
pull from the market as customers ask for these brands and may or may not consider
other brands, only if the main brands are not present at the retailer.
The reason for keeping local brands is that they offer the best margins and can be sold
cheaper than the MRP n still give good returns, which excites the retailers and prompt
them to sell the proactively.
Most of the big players have a properly established distribution channel in place,
which ensures proper delivery of the water in normal days and also in case sudden
demand arises.
Very few complaints come up against these brands, which is also a good for their
reputation.
67
68. Q- 4. In which price range do you have PDW products?
90
80
70
60
50
40
Series1
30
20
10
0
-10 to 15
-15 to 18
-18 to 20.
- Above 20
A large portion of Indian market is captured by water pouches covering an entirely
different segment. Most of the brands had maintained their MRP between Rs.15 and
18 for most of the markets with exception of South Delhi where the price were
maintained at Rs.20 per bottle.
68
69. Q- 5. What are the margin various brands giving you (in a carton of 12
bottles)?
250
200
150
Series1
100
50
0
bisleri
Kinley
Aquafina local brands
Sahara
With exception of Aquafina and local brands which offered huge margins other
brands offered nearly same margin. Aquafina gave free carton of water along with its
coldrinks.
69
70. Q-6- What do customers ask for when they come to buy PDW?
- A particular brand.
- Any bottled water.
Majority of the customers asked for Bisleri and Kinley instead of asking for bottled
water as these brands have very high market acceptability.
70
71. Q-7-What do you recommend the SaharaQ PDW product should make changes
about?
More margin
-local distributor
- Bottle Design n looks
Series1
reduce prices
more advertisements
-free samples
0
20
40
60
80
100
On being asked about the reasons for not placing the product or for
changes/recommendations they want were that they were unhappy about the low
margin along with low advertisements.
They also wanted the appearance of the product to be changed along with reduced
MRP as they considered it would help in improving the selling.
71
72. Conclusion
For product design :We have an example of Kinley which changed the market scenario from being
a laggard to a competitor to a well establish brand Bisleri. Other established
brands too have good design. They also have either translucent label or wraparound label which is attractive too.
There is a great scope for improvement as we can improve upon the bottle
design and its label.
For MRP:MRP was changed during the research process itself depending upon the
market we were entering into. For South Delhi the MRP was fixed at Rs.20
and Rs.18 for East Delhi. When confronted with the dilemma of reducing the
price below Rs.18 in East Delhi our industry mentor cautioned about the brand
image which once gone down will be difficult to built up, citing examples of
MacDowell‟s and Kingfisher.
For margins for the retailers:- Currently the market leader bisleri gives least
margin of Rs.76/carton while giving more to the distributors. Then comes
Kinley with Rs.86/carton. Local brands like More and Orus can afford to give
a huge margin of Rs.151. Aquafina gives away a carton with each pack of its 2
litre cold drinks. Our cost of one carton comes to be around Rs.105/carton.
Considering the fact that Q Shop has support of parent Sahara Company, we
can afford to increase the margin, below the cost for a season or two. From
then on we can sell at competitive prices
72
73. For distribution:- we can have two to three Super stockists who have
experience in the field and can manage atleast10 distributors under them.
Freebies: - Occasional freebies like ice-boxes, refrigerators can be provided to
retailers with large quantity of sale.
For market presence:-
73
74. RECOMMENDATIONS
1. The company should pay more attention to its distribution channel and services.
2. The brand is losing its image due to duplicity, so proper and strict action must be
taken to eliminate this problem.
3. The numbers of small dealer should be increased to make proper and easy
availability of water.
4. The production capacity of the plant should be increased or new bottling unit might
be set up to fulfill the increasing demand of the market.
5. The new offers and packages should be launched time to time in order to attract
new customers.
6. The old and dirty jars should be replaced frequently so as to give more satisfaction
to the consumers.
7. The company should introduce some free gift coupons or vouchers to reward its
existing and loyal customers. It will help in maintaining good relationship with
customers and even attract new customers.
8. There is intense competition in the market so more advertisement should be done to
have an edge in the market.
74
75. 9. More exclusive depot and company owned outlets should be introduced, so that
customers get original water at reasonable price.
10. The number of distributors should be increased so that each concentrates on its
specified areas, this will result in better service and customer satisfaction.
11. The company should reward its best performing distributors in terms of incentives
or some worthy gifts, so to encourage others to perform well.
12. The company should held monthly meeting with the distributors so as to know the
market, competitor‟s activities, problems etc and find out the best solution of each.
13. The company should help and encourage its distributors in promotional activities.
75
76. ANNEXURE
Questionnaire to study retailers’ perception of Campus brand vis-à-vis
competition
1. Name of the shop?
-----------------------------2. Area/location of the shop?
-----------------------------------
3. Which all brands of Packaged Drinking Water (PWD) do you store?
-Bisleri
-Kinley
-Aquafina
-Bonaqua
-Baileys
-Kingfisher
-MacDowell‟s
-H2GO
-More
76
77. -Orus
-Others -_________
4. Do Sahara Q Shop Water distribution representatives come to your shop often?
-Yes
-No
5. Do you stock SaharaQ PWD?
-Yes
-No
6. If no, then why not?
-Margins are not competitive/good enough.
-there is less demand of the PDW
-there is very less demand of SaharaQ PDW
-there is less brand awareness of the SaharaQ PDW.
-Distributors are not coming in regularly.
-No special entry schemes/benefits were given.
7. What makes you sell other brands?
-Customer demand.
77
78. -getting better profit margin from others.
-brand image.
-proper distribution channel.
- less complaints.
8. You have PDW items in which price range? (Ignoring Water Pouches which
capture a large )
-10 to 15
-15 to 18
-18 to 20.
- Above 20
9. How many distributors are dealing with you?
- Only 1
- 1-2
- 2 to 3
- 4 to 5
- More than 5
78
79. 10. What are the margin various brands giving you?
-bisleri-__________
-Kinley-__________
-Aquafina-________
-Others-__________
11. What do customers ask for when they come to buy PDW?
- A particular brand.
- Any bottled water.
- Water pouches.
12. Do you sell PDW at
-MRP
- More than MRP
-less than MRP
13. Who is the major competitor of SaharaQ Shop?
-_____________________
79
80. 14. What do you recommend the SaharaQ PDW product should make changes about?
-Adjustment of margins
- Bottle Design n looks
-price range
-advertisements (promotion)
-local distributor
-free samples
80
