Summer Training Project Report
Product Placement And Market Penetration
SUBMITTED IN THE PARTIAL FULFILMENT OF THE REQUIREMENTS
FOR THE AWARD OF THE DEGREE OF
“MASTER OF BUSINESS ADMINISTRATION”
Mahamaya Technical University, Noida
Dr. Prashant ghosh
MBA III Sem.
Roll No.: 1207070314
IIMT Management College
Ganga Nagar, Meerut
In this project I have made an honest and dedicated attempt to make the project “On
The Job Training and for Market Research” as authentic as it could. the best
effort may not prove successful without proper guidance. For a best project one
needs proper time, energy, efforts, patience, and knowledge and how to use all these
things. But without any guidance it remains unsuccessful. I have done this project
with the best of my ability and hope that it will serve its purpose.
there were a few people whom I would like to mention of and without whose help
the project would have never seen the light of the day.It was really a great learning
experience and I would really express my special and profound gratitude to mentor
Mr. Nasir Husain and I would also like to thank my faculty guide Mr.jiterder
kumar for her unconditional co-operation and kind support in preparing the report.
who not only helped me in the successful completion of this report but also spread
his precious and valuable time in expanding my knowledge base, I take immense
pleasure in thanking them for supporting at all stages of this project.
After the completion of this Project I feel myself as a well aware person about the
market and the complexities that can arose during the process. Also I get an insight
of the FMCG company SAHARA Q SHOP. Finally, I am also grateful to all those
personalities who have helped me directly or indirectly in bringing up this project
report, my friends.
I Sonu kumar of meerut iimt management college ganga nager (u.p) Batch
(2012-2014) declare that every part of the Project Report 1-“Product placement
and market penetration ”&“ study of consumers perception and retailers
expectation” submitted by me is original.
I was in regular contact with my faculty guide and contacted 10 times for discussing
Date of Project Submission: _____________________
(Signature of the Student)
Faculty Mentor`s Comments:
Signature of Faculty
1. Executive Summary……………………………………………………….…...8
2. Industry Overview…………………………………………………….…….9-20
3. Company Profile…………………………………………………….………...21
3.1 About Parent Company Profile……………………………..…...22-40
3.2 About Sahara Q Shop……………………………………........…41-56
3.4 Corporate Social Responsibility………………………………..…...57
3.5 Government Parameters……………………………………………..58
4. Objectives ……………………………………………………………………..59
5.1On the job Training …………………………………………….….62
5.1.1 Product Placement & Market Penetration …………....62
220.127.116.11 Details of work assigned………………...63-64
18.104.22.168 Week wise description of activities………...65
22.214.171.124 Key observations……………………..…….67
5.2 Market Research …………………………………………………..68
5.2.1 Study of Consumers Perception& Retailers Expectation
5.2.1Objectives of Research……………………….…69
126.96.36.199 Data Collection Methods……….73-74
This report has been prepared with focus on product placement and market
penetration of the Packaged Drinking Water and mineral water of the recently
launched by 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 Drinking Water.
My report is based on SAHARA Q SHOPI have spent 70 days in the field work
interacting with the final consumers, retailers and business consumers in order to
understand their requirements, opinions about the Q water. This has helped me to
understand how the product, packaging drinking water services are performing in
the market. My project provides detail of new market opportunities for both PWD,
and NMW. It also illustrates the Experience of sales & key findings which will be
helpful for the SAHARA Q SHOPto expand and grow further.My report also
provides information in details about major Concerns & Issues in the PDW, NMW
solution in Delhi / NCR. It will help to explore the basic Constraints in business to
Consumer sales in this sector which need appropriate corrective measures.
Introduction To Indian Drinking Water Industry:
Water is the most important liquid in the world. Without water, there would be no
life, at least not the way we know it. In today's living condition, the need for Pure
Drinking Water is becoming the issue for the common man.
Eighty percent of the human metabolism consists of water. This is the reason why
90% of human diseases are water borne. There are 3 types of water impurities,
which are root cause of water borne diseases.
1. Microbiological-Bacteria / virus.
2. Dissolved impurities - chemical.
3. Imbalance of Mineral Content.
There are rapid changes that are taking place in our environment since long and the
air and the water pollution is on an increase. The main source of drinking water is
river and downstream which have also not been able to escape the pollution.
When a consumer became aware of the problems caused by water pollution the
market saw an advent of ceramic water filters, which filters the dust and suspended
particles but dissolved impurities and microbiological impurities are not cleared out.
The mineral balance is also not maintained.
Current Scenario In Water Industry:
In recent years, the bottled drinking water market has been witnessing high-decibel
levels of activity, with a host of new entrants swelling the clutter. With over 200
players jostling to be the thirst quenching favourite of the Indian consumer, the
bottled water business grew from $189 million (USD) in 2003 to $599 million in
2008 – a growth rate of 216 percent in India. The country's bottled water business
is estimated to be around $599 million, of which the branded market accounts for $
In India, the core proposition of bottled drinking water lies in hygiene, as the
quality of tap water is bad and is rapidly deteriorating. This is in stark contrast with
the West where 'mineral water' indicates the attendant minerals present in the water.
Mineral water in Western countries is obtained from natural springs and is,
generally, named after those springs. Most of the bottled water passed off as
mineral water in India, however, is filtered, boiled or purified by other means such
as reverse osmosis. A better description of bottled drinking water sold in India
therefore, would be 'purified bottled water.
Where Q water has come up with some new processes to purify the water which is
known as ozonization process in which the common process of purifying water that
is reverse osmosis that has not been used. So in Q water we are trying to pure the
water with some new innovative techniques by which the quality of the mineral
water has been improved.
Why We Need To Drink Water?
Our bodies are estimated to be about 60 to 70% water. Blood is mostly water, and
our muscles, lungs, and brain all contain a lot of water. We need to drink water
because water is needed to regulate body temperature and to provide the means for
nutrients to travel to all our organs. Water also transports oxygen to our cells,
removes waste, and protects our joints and organs.
Different Types Of Water:
Bottled water containing not less than 250 parts per million total dissolved solids
may be labeled as mineral water. Mineral water is distinguished from other types of
bottled water by its constant level and relative proportions of mineral and trace
elements at the point of emergence from the source. No minerals can be added to
Water that has been produced by distillation, de-ionization, reverse osmosis or other
Bottled water derived from an underground formation from which water flows
naturally to the surface of the earth. Spring water must be collected only at the
spring or through a borehole tapping the underground formation finding the spring.
A sparkling water is plain water into which carbon dioxide gas has been dissolved,
and is the major and defining component of most "soft drinks".
Competitors And Other Players In India
Market Shares In Water Industry
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 yearsThe 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.
Sales Volume of Non Alcoholic Drinks In India
Reasons due to which the packaged bottled water industry has taken the shape
of just another consumer items .
Itsconsumption is growing day by day due to the following reasons:
the Indian government has not been able to provide safe drinking water to its
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
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
Different Geographical Regions:
South India– 50%
West India – 40%
East India – 10%
Kinds of players in India:
National Brands 4000 thousand crore
Local brands (registered) – 2400 crore
Local brands (unorganized) – 1600 crore
Distribution Of Water On Earth:
• Ocean and sea
• Snow and ice caps
• Rivers, lakes, Ground water - 1%
rivers & lake 1%
Distribution of Water
snow & ice
ocean & sea
Sahara India Pariwar is a multi-business conglomerate with diversified business
interest that includes finance, real estate, media & entertainment, tourism &
hospitality, and service & trading.
Saharasriis 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
The company has a market capitalization 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
Quality is our essence and we, at Sahara India Pariwar, have always stressed on the
Qualitative aspect. Consequently in this run for quality, quantity has always pursued
Sahara. They look forward to reaching the zenith and reaffirm our commitment to
the process of sound nation-building.
Sahara India Pariwar is a Rs 320 billion diversified conglomerate with
variedbusiness interests in public deposit mobilisation, housing, aviation, media
andentertainment. It has launched projects in consumer products and information
Important Points About Sahara India Pariwar:
The employees at Sahara India Pariwar greet each other by saying “Sahara
Every year, republic day and Independence Day is celebrated as Bharat Parv
(national festival) and Sahara India Pariwar celebrates it as the biggest event
of the pariwar.
Sahara India Pariwar has been the official sponsors of the Indian cricket team
and Indian hockey team.
Sahara India Pariwar in often referred as the world‟s largest family.910,000
workers/ employees and no trade union.
Its five star hotel „Sahara Star‟ near Mumbai airport has the world‟s largest
pillar less clear-to-sky dome of its kind.
Holds the Guinness world record for planting 125,256 trees by 1400
volunteers in 6 hours and 35 minutes 0n 5th June 1988 at AmbyVally City.
Hold the record in India for 25%-50% hike in the gross salary of all of its
employees at one go.
Conducts mass marriage ceremony of 101 underprivileged girls every year.
Subrato Roy Sahara is also referred as “Saharasri”.
Core Commitments - Strength
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.
Never should we discriminate in any of our actions, reactions, attitudes, decisions,
conclusions, in any of our expressions while caring for the six health‟s of other
human beings, namely physical, material, mental, emotional, social and
Results from honouring 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.
To definitely make others feel important and respected by giving sincere regard to
others' feelings, reasonable wishes & thoughts with an open and receptive mind and
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.
Means total transparency in action, reaction, attitude and all other expressions and
the conviction to follow the right course.
There is a religion higher than religion itself - it is NATIONALITY. We may
practice our religions in the confines of our homes, but outside, we should be
Indians and only Indians. 'Bharatiyata' or Nationalism thus becomes our supreme
Guinness World Record:
New World Record of Largest Group to Sing National Anthem at One Place.
On 6 May 2013, 121,653 staff and workers of Sahara India Pariwar recited
the National Anthem 'Jana GanaMana' in unison at a place, eclipsing the
current Guinness record of 42,813 persons held by Pakistan.
The patriotic fervour did not stop here, as more than 10 lakh staff at 4,512
offices of Sahara also sang the National Anthem together.
Guinness World Records representatives were present in the stadium to
monitor the record attempt.
Sahara India Pariwar‟s Sahara Q Shop Entered into the Guinness World
Records when it opened record 315 outlets in 10 states of India, just at one
time on 1 April 2013.
On June 5, 1998 Aamby Valley City had set a world record by planting
125,256 trees in 6 hours 35 minutes with the help of 1400 volunteers.
Board Of Management:
Mr. Subrato Roy
Ms. Swapana Roy
Dy. Managing Worker (personnel and welfare)
Mr. O.P Srivastava
Dy. Managing Worker (Controlling and Analysis)
Mr. J.B Roy
Dy. Managing Worker (Commercial)
Dy. Managing Worker
Dy. Managing Worker
Dy. Managing Worker
Structure Of Sahara India Business:
SAHARA INDIA PARWAR
SAHARA INDIA PARIWAR
Sahara Real Estate
The flagship real estate project of Sahara Sahara City Homes chain of townships is
proposed to be across 217 cities in India. In 2011 it launched Sahara Grace brand
Phase II, a residential complex at Kochi.After Sahara Grace at Gurgaon and
Lucknow the Kochi project is the third under this brand which is positioned to
provide a product mix of apartments and penthouses to its residents. Other ventures
of Sahara real estate business are Sahara States – Kanpur, Lucknow, Gorakhpur,
Hyderabad and Bhopal, Brand malls – Sahara Ganj, Lucknow and Sahara Mall,
Aamby Valley City
Sahara has constructed Amby Valley City in Maharashtra near Lonavala off the
Mumbai Pune Expressway. The city is spread over 10,600 acres of land
Sahara Prime City Limited
The Sahara Prime City Limited operate in consultancy with foreign multinational
Turner Construction Company. It entered the Indian construction and infrastructure
sectors. Sahara Prime City Limited, the real estate flagship company of Sahara
India Pariwar, alongside Turner Construction Company, America‟s largest building
construction contractor and the Acropolis Capital Group, a development and
investment-related corporate et in India. The company, Sahara Turner Construction
Limited was launched by Subrata Roy Sahara - Managing Worker & Chairman,
Sahara India Pariwar, Mr. Nicholas E. Billotti - President and C.E.O., Turner
Construction International and Mr. Annat Jain - Managing Partner, Acropolis
Sahara Asset Management Company Private Limited:
Sahara Asset Management Company Pvt. Ltd. is a professional Mutual Fund House
which manages 16 Mutual Fund Schemes in both Equity and Debt Segments. The
Schemes have shown consistent and noteworthy performances. Sahara Banking &
Financial Services Fund has been adjudged the Best Performing Banking Sector
Fund over a 3-year Performance by the International Agency “Lippers.” The team
follows a disciplined and professional approach in delivering high quality and
Subrata Roy Sahara Stadium
Sahara pulls out of IPL, not to renew BCCI sponsorship The decision comes after
the Lucknow-based firm's demand to bring down the franchisee fee was not agreed
upon by the Board of Control for Cricket in India (BCCI). "It is firm and final
decision of Sahara to withdraw from IPL," said a Sahara Statement
Pune Warriors India
Sahara Adventure Sports Limited acquired Pune Warriors India, a franchise cricket
team that plays in theIndian Premier League (IPL) for Rs. 1702 crores ($370
million). The team was one of two new franchises added to the IPL for the 2011
season, alongside the Kochi Tuskers Kerala. The bid for the Pune franchise on 21
March 2010, is the highest bid by any company in the history of IPL
Sahara Force India F1 Team
In October 2011, Sahara acquired 42.5% of the Force India Formula 1 Team for an
estimated $US 100 million.
Teams and Events Sponsored by Sahara:
Indian cricket team
India men's national field hockey team
India national women's cricket team
India women's national field hockey team
2010 Commonwealth Games
Bangladesh cricket team
The group owns the national Hindi News Channel Samay, consisting of 36 city
specific regional news channels Sahara Samay.
Sahara One- A General entertainment channel.
Filmy- A Hindi movie channel.
Firangi- An entertainment channel.
The group owns publishes and sells one magazine in English, 7 editions of Hindi
Daily Newspaper Rashtriya Sahara, nine editions of Urdu Daily Newspaper
RoznamaRashtriya Sahara and one International Urdu Weekly, Rashtriya Sahara
Dream Downtown- New York
Plaza Hotel - New York
Grosvenor House Hotel –London
The group also owns the Grosvenor House Hotel in London (UK)
Sahara Star – Mumbai
The group owns the hotel "Sahara Star" in Mumbai, a 5-Star Hotel spread over
7.42 acres adjacent to the ChhatrapatiShivaji International Airport. Currently it has
210 guest rooms, 13 suites and 9 restaurants. It contains World's largest pillarless
clear-to-sky dome of its kind, World's first Hemisphere-shaped Glass
Elevators,Marine Aquarium, Lagoon area, Inward and Outward facing rooms, Glass
Roof rooms, Parking and shall have amenities like Sahara Health and Wellness
Centre, Multi-cuisine restaurants and Preview theatre.
Sahara India Life Insurance Company Ltd. SILICL), is a Life Insurance Company
in the private sector. (cn) The company offers life insurance policies catering to
individuals of all ages and segments.
The group owns a hospital in Lucknow. The hospital was opened in 2009. This
hospital got operational in February 2009 and is currently operating with
approximately 350 beds, including 120 bed Critical Care Infrastructure and
expandable to 554 beds. It is spread on 31 acres and as a Multispecialty, Tertiary
care destination, Sahara Hospital offers a high order of integrated quality.
Retail Venture - Sahara Q Shop:
Sahara Q Shop is the quality consumer merchandise venture of Sahara India
Pariwarwhich provides 100% unadulterated, pure and quality products at the most
competitive prices. This page is managed by Corporate Communicatins, Sahara
Its aim is to provide pure, and adulteration-free products to the esteemed citizens
of the country.
Sahara Q Shop's unbeatable advantages Pure, Adulteration-free and Quality
products. 100% disclosure policy. 100% right weight/quantity.
Q = Quality = Our Mission
First time in India, we are setting up the largest retail & distribution network with
305 warehouses spread across 285 cities, more than 25,000 vehicles of various
types of distribution vehicles, wherein we will be selling our own branded products
in FMCG (Food, Oil, Shampoo etc), general merchandising, consumer durables,
information technology products, lifestyle products, aspirational products like gold
jewelry, cars, housing units, luxury cars, diamond jewelry, penthouses etc.
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 customer.
Sahara Q Shop’s unbeatable advantages:
1. 100% commitment to quality
2. Most competitive price
3. Doorstep delivery of products under strict supervision
4. Right weight/quantity
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
August 13, 2012
Products: FMCG and general merchandise including Staples, Processed
Foods, Personal Care Products and Home Care Products.
Contact Info: 0522-6656565(50 Lines)
Wide range of products are:
2. Processed Foods
3. Personal Care Products
4. Home Care Products
Sahara Q Shop
Dish wash lqw
Oil & Ghee
Sugar & Salt
Water Products Range:
Natural Mineral Water
Packaged Drinking Water
Natural Mineral Water:
Natural Mineral Water Comes from the Himalayan Rang and our source is artesian
Our SKU‟s –
Natural Mineral Water
Cleanses the body
Refreshes the spirit
Revives the soul
The Best Natural Mineral Water?
comes to you in all its untouched purity, right from its source. Gushing
from an acquifer with intense pressure, the natural mountain water is pushed
above the ground surface to a height of 5 meters above ground level,
powerfully and consistently
water has a subtle, distinct, sweet and mellow taste. Natural mineral
waters which are high in calcium, magnesium and bicarbonates tend to taste
dull and chalky. Since Q is free from Calcium carbonate and magnesium
carbonate salts it makes it less chalky thus ensuring the sweet taste of purity.
has the highest PH which makes it more alkaline antiacidic and alkaline
water helps to neutralize acids and remove toxins from the body. It helps to
cleanse our system thus making it a great choice for our health conscious
Packaged Drinking Water:
We develop 71 co-packer across the country.Parameter of all the plants are same.
Our sku‟s1 Ltr.
2 Ltr. (Coming Soon)
20 Ltrs. Jar
200 ML Cup (Coming Soon)
250 ML Pouch (Coming Soon)
Soda(PET & CAN)
Enriched Drinking Water(Bouquet)
Swiss International Natural Mineral Water
Sparkling Natural Mineral Water from Himalayas.
Sparkling Natural Mineral water from Alps.
water have an effective and efficient distribution network Q have their own
Depot vehicle. In Delhi we have 250 Depot , which are used for distribution. There,
is whole team of managers who are involved in managing this distribution network.
Delhi have divided whole Delhi in routes, these routes are allocated to respective
salesman. In morning when trucks are loaded these salesman cover their route and
try to supply Q water to as many retailers as possible, these salesman are given
There are --- routs in Delhi there are some routes which are considered as dead
route it means that there is no sale or zero sales on this route.
Corporate Social Responsibility (CSR):
An Emotional Commitment Towards Society
Mega Rehabilitation Project: Sahara Gram
Adoption of families of Kargil Martyrs
Financial Assistance to the families of Mumbai Martyrs
Programmes for Handicapped(Sahyog)
Sakshar Bharat (Literacy Programme)
The government has laid certain parameters for the water industry.
They are as follows,
There should be a good water table in the plant area, where extraction will be
The processed water should be recycled through, water harvesting
The processes are reviewed by government agencies from time to time and
issued certification thereafter.
To understand the supply chain of Q packaged drinking water.
To find new market opportunity for the packaging drinking water.
To formulate strategies for the new market penetration.
To study the challenges faced by a Q water in order to penetrate a market.
To know the proper distribution channel of Q-Water.
To know the strong availability of Q-Water and its competitors.
To know the delivery system of Q-Water.
To know how to make distributor as well as super stockiest.
To know about the various market and its behaviours towards bottle water .
Training was done in thetwo phases
1- On The Job Training :
The project title for the on the job training is the “Product Placement &
2- Market Research :
The Project Title for the Research Project is the “Study of Consumers
Perception & Retailers Expectation”
ON THE JOB TRAINING
“Product Placement & Market
Details Of Work Assigned:
In my summer training at SAHARA Q SHOP. I was working under Mr. Nasir
Husain, ManagerSales Delhi/NCR.My work was to find new market opportunity
for the Q water recently launched by SAHARA Q SHOP.
My work includes in beat planning, product placement and market penetration for
the package drinking water of Sahara Q shop.
I went to the various markets and convince the retailers to give order .After getting
the orders of Q package drinking water from the various market I report to my
superior and ask him to join me in meeting. In meeting I give detailedinformation
about the whole day activities like about order, what problem I faced etc .On
Sunday many retailers use to give order via call and then I use to inform distributor
to deliver the water cases on time. I visit approximately 70 outlet daily and take
orders ofapproximately 100 cases daily and then I use todeliver the order on time
and at the end of every day I submit the DSR report to my senior or industry
What I did?
Total days spend by me on training -70
Total market covered by me -8
Total outlet visited by me – 200
Total outlet converted by me -100
Total call daily base -70
Total ordered taken by me – 5000 cases
Total delivered ordered by me – 4000 cases
Total Sales Rs.-512000
I took extra initiative to develop SS (super stockist) .As well as
distributor who will cover whole south Delhi. This SS was not there
Week Wise Description Of Activities:
Basic Learning of about the company and its
product and its rate and how to make call on the
Visiting of different market to know about the
various brand already existing in the market for
making sales of our product and taking Order
Taking ordered from the various market and find
out the problems
Finding the New opportunities for package drinking
water by visiting various markets and restaurants
Visiting markets taking orders, discovering new
outlets & follow ups
Learning the process of making SS(super stockiest)
Follow ups & taking feedback about the quality of
product & services offered.
And market research
Shopkeepers and consumers does not give the value as a brand for our
Packaging is not good according to the consumer and retailers
Branding nil -advertisement, newspaper etc.
SKU(Store keeping Unit) all water variants like 500ml,250ml,20 ltr not
The letter „Q‟ on the bottle not accepted by the shopkeepers and consumers
Manipulation –Regarding display scheme
“Study Of Consumers Perception
Objectives of Research:
To understand the buying behaviour towards packaged drinking water among
corporate offices in DELHI/NCR region.
Toknow the awareness of Q-Water among people
To know the consumer satisfaction regarding the quantity offered by QWater
To know the different attitudes of people regarding purity, taste, health
consciousness, attracting packaging and advertisement
To know the different companies which are involved in the PDW&NMW
To determine the positioning of various brand in the mind of consumers as
well as retailers
To know about the possible reasons that lead to brand switch over
A Research Methodology defines the purpose of the research, how it proceeds, how
to measure progress and what constitute success with respect to the objectives
determined for carrying out the research study.
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.
This kind of research has the primary objective of development of insights into the
problem. It studies the main areas where the problem lies and also tries to evaluate
some appropriate courses of action.
Steps In The Descriptive Research:
Statement of the problem
Identification of information needed to solve the problem
Selection or development of instruments for gathering the information
Identification of target population and determination of sampling Plan.
Design of procedure for information collection
Collection of information
Analysis of information
Generalizations and/or predictions
The sample of survey would be taken on the following basis
Sample frame: -Various market Delhi/NCR
Sample units: -Randomly selected people and retailers in the market
Sample size: -200
Sample retailers: – 100
Sample consumers: - 100
Target sample: -any age group
Time frame:- One weak
The method I used for exploratory research was:Primary Data
The data collected from the exploratory research provided us with the different
factors that a retailers and consumers looks for the drinking water
The research was carried out by personally visiting more than two hundred retail
stores with the sample
Complete data for this project is based on primary research carried out through
regular field visits.
Rank order scale
In order to know the preference of this method is used to rank the various brand
This scale would be used to find out how the respondents perceive about the
These questions would be asked to get an objective answer
Willingness of respondents ,personal questions like name ,age, address ,mobile no.
Questionnaire 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
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. Concepts
such as promotions, schemes, visibility, service levels and sales were covered. It
comprised of basic figures-obtaining, opinion based, multiple choice and openended questions.
Pretestingof the questionnaires was done through discussions with the Industry
mentor Mr.Nasir Husain and general interactions with the retailers.
Findings and Analysis:
1. Brands of Packaged Drinking Water (PWD) stored by retailers?
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 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.
Q-2 Reasons for not stocking Sahara Q PDW ?
No special entry
schemes/benefits of the
there is less brand
awareness of the
Distribution is not
there is very less
demand of SaharaQ
Margins are not
did not liked the
Majority of the retailers did not store 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 preferr 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.
Q-3 what helps other brands in selling?
profit margin from
- less complaints.
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.
Q- 4 price range of PDW products
-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.
Q- 5. The margins various brands were giving (in a carton of 12 bottles)
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
Q-6 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.
Q-7- Your recommendations for the SaharaQ PDW product ?.
- Bottle Design n looks
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.
In term of awareness people are aware of our brand name of Sahra but not
aware of the name of Q water.
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 wrap-around label which is attractive too.
Most of the people like the advertisement of the Bislery and have the brand
image in the mind
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.
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
retailrs with large quantity of sale.
Every work has its own limitations. Limitations are the extent to which the process
should not exceed.
The following limitations for the project are:-
Duration of project was not enough to make our conclusion on such a vast
project. Time constraints have also become a major limitation.
The sample size taken for drawing the conclusion was not sizeable.
Ignorance was faced during discussions with respondents
• There should be Strong distribution network
• There should be target incentive for the distributors
• The name of Sahara and logo should be large rather than Q
• There should be two types of Display scheme for the retailers
1-Natural display scheme means fixed ,not based on sale
2-Hot display based on sales
• There should be promotional instrument like ice box, display stand ,
Visi cooler for the retailers.
• There should be daily service in the market either sale is there or not
• There is intense competition in the market so more advertisement should be
done to have an edge in the market.
• The numbers of small dealer should be increased to make proper and easy
availability of water.
• The new offers and packages should be launched time to time in order to
attract new customers.
• 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.
• The company should reward its best performing sales executive in terms of
incentives or some worthy gifts, so to encourage others to perform well.
My major learning during Internship is following:
I learned how to buildrelationship with retailers as well as distributor.
I get to know about the distribution of drinking water.
I get to know how to make distributor and SS (super Stockiest)
I learn how sales team work and how the targets are achieved.
I learned Importance of distribution channel and services.
I learned Product Awareness is the 1st need indeed.
I learned Importance of display and Personal Relationship.
I get to know how to convince the retailers as well as consumers
I learned how to negotiate with the retailers
I learned about the market behavior as well as its competitors
I learned how the things work out in the actual field of work
I understood more while doing the work as compare to classroom knowledge
as I was experiencing it.
Marketing Management By Philip Kotlar.
Advertising Sales And Promotion Management By S.A. Chunawalia.
Research Methodology By C.R. Kothari.
We are doing a brief survey to find out more about consumer preferences regarding
cell phones. We would be grateful if you could spare a few minutes to participate in
it. Thank you for co-operation.
Questionnaire to study retailers‟ perception of Sahara Q brand vis-à-vis
1. Name of the shop?
-----------------------------2. Area/location of the shop?
3. Which brand of Packaged Drinking Water (PWD) do you store?
4. Do Sahara Q Shop Water distribution representatives come to your shop often?
5. Have you ever listen about Sahara Q PWD?
6. Do you stock SaharaQ PWD?
7. 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.
What makes you sell other brands?
Getting better profit margin from others.
Proper distribution channel.
8. How many distributors are dealing with you?
2 to 3
4 to 5
More than 5
9. What do customers ask for when they come to buy PDW?
A particular brand.
Any bottled water.
10. Do you sell PDW at…?.
More than MRP
less than MRP
11. Who is the major competitor of Sahara Q water ?
12. What do you recommend the SaharaQ PDW product should make changes
Adjustment of margins
Bottle Design and looks
Daily Sales Report(DSR) :
Asking for ice box
Asking for ice box
Agreement Of Display Scheme Form
Pin Code____________, State ___________.
Reference: Agreement of Display Scheme for Sahara Q Shop‟s products.
Pursuant to our visit dated _______________, We are pleased to confirm on the display scheme for M/s Sahara Q
Shop Unique Product Range Ltd. The Terms of your formal agreement shall be as follows:
1) Company will be giving _______no. of cases on start of every month of subsequent month closed.
2) You will be lifting minimum of _________no. of cases in the month and qualify for the slab.
3) You shall hot display company product range all the time during the scheme, which may be checked by
company officials anytime.
4) You shall keep minimum 12/24 bottles on hot Display at any point time, of scheme duration.
5) This scheme is valid for one month and will be confirmed in writing at start of any month.
6) This scheme can be withdrawn or terminated by company any time by giving its consent in writing.
7) Company person has final say and if inadequate display found during the scheme period, the agreement shall
be deemed cancelled.
8) Photograph of display with this agreement is most important requisite.
Rece ived By:
Name : ______________________